Salespeople, on average, make more money than any other profession. However, it takes a lot to succeed. Determination, mapping out trips and territories, cold calling, warm calling, networking, and getting referrals are some of the things a salesperson must have to do in order to approach a prospect even before the “sale” begins.
That personal touch, positioning and persistence (without being annoying) are key factors in closing sales or at the very least getting referrals or both.
The ability to position oneself in the sales process begins with understanding the potential universe of prospects. Doing research, checking lists and sic codes, asking questions and listening for pertinent information can greatly reduce the amount of time wasted.
Networking is another great way to get inroads into companies. Great salespeople know how to make a networking function work for them. It takes an ability to mingle, state a solid “thirty second commercial” about how they help their clients achieve success through their product or service and the timing to know when to ask if their partner in conversation has the type of problem they help folks fix or avoid, or if they know someone who does. When this becomes second nature for the salesperson it sounds a lot less like selling and a lot more like a subtle suggestion to help.
Speaking with prospects and listening to their responses will give the salesperson the clues they need to address the prospects problems and desires. Otherwise the information that is passed on to the prospect may as well be wallpaper for their office, nice to look at but not relevant to their needs.
Another, often neglected element for most salespeople, is the knowledge that staying in touch with prospects and clients usually pays off in the end. This is where the not so common nuances of personal touch come in. Keep a client/prospect profile sheet or have it in an electronic database. The following is a sample of some of the information about your client or prospect that should be included. The first five are, hopefully, your no brainers.This part is the personal information that can put you on the winning side. This data is regularly overlooked by salespeople but is very valuable. Never be intrusive. However, most of the information can be obtained through casual conversation:
These facts enable you to send out everything from birthday cards to baseball tickets, inventory reminders to golf balls, spring bulbs to a little something for their kids. Although many salespeople send out premiums with their company’s logo on them, it always helps to also send items that are more personal to the individual who receives them. The little teddy bear for the newborn (without the logo) seems a bit more heart felt and less commercial. However, there certainly is a place for both forms of gifts. Either category keeps you in front of your client or prospect without being overbearing.
With your client/prospect profile you also have that all-important name of the person who usually gets your call through to the right person, the secretary! Always remember to call the secretary by their first name. That bond alone is invaluable.
It also never hurts to call prospects or clients just to see how they, their family and others in the company are doing. No sales pitch, just a “check in”. These types of gestures are remembered and make it easier to present your self for a sale when the time arrives.
Another “small thing” to keep in mind is the “small customer”. Some sales professionals make an all to common and deadly mistake. They are constantly concentrating on catching “the big one”, that large client that puts them on the map. Reeling in the “big fish” is certainly tempting and can be rewarding but overly focusing on the big sale without a stable of smaller clients can spell disaster. This holds just as true in the service business as it does in manufacturing, wholesale and retail.
Too often “the big one” you get today may become the downfall of your company tomorrow. It happens more often than you think. Once a client takes up a disproportionate amount of time money and resources of a company, losing that client can create havoc.
It’s always best to have a hundred small clients than five big ones. Of course if I you can combine both types it’s even better. The little clients add up and if one or two (or more) peal off your business is not as devastated as it is when one large client out of five leaves. The little client, especially the family owned one, is also less likely to have turnover with purchasing personnel.
Remember the “other things and little gestures” when it comes to building a solid and loyal client base. There’s nothing better than knowing that you’re consistently laying a strong foundation on which to grow your business. Think about your reaction when people treat you in a caring and friendly way and how it feels when you get something when you least expect it. Those spring bulbs may grow into more than tulips they may grow into a sizable account for you!
Posted by Dan Goldberg, Jul 15, 2007 09:12 AM
