Most of you are sales reps that scan the sales landscape for ways to
improve! You focus on your sales motivation with great care, never
forgetting that you are indeed responsible for your level of success!
- Prospecting Timeline:
At certain times in the year, most people are working hard to make their numbers. Yet, at the same time, many have
no idea how long it takes to turn a prospect into a profitable customer. Creating a "prospecting timeline" can help
benchmark past experiences and streamline future ones. Begin this process by examining a few recent customers,
and then break down the key activities you went through.
Your goal should be to determine the specific activities that were the most time consuming, and then figure out a way
to shorten the time spent on that particular step. Most people are amazed to find that a couple of activities take the
majority of time. By knowing this, you can work to alter the selling process.
- Know Your Customer's Customer:
How much do you know about your customer's customer? It doesn't matter if you sell B2B or B2C, the question still
demands an answer. I work with too many salespeople who, when asked this question, have only a shallow answer.
Take the time to find out all you can about what motivates your customer's customers. Spend time with them, talk to
them, and, most of all, get to know what drives their decision-making process. When you can identify this information,
you can then provide your customer with even better service.
- Have you Learned Something New? :
There is always something new you can learn about your customers, whether they are newly acquired or long-term
accounts. It's amazing how customers change! Unless you keep up-to-date knowledge about them, you will soon find
they've changed and you haven't. After each sales call, ask yourself what you learned about the customer and, of
course, make sure you record it in your customer profile.
- Benchmark Your Sales Goal:
At the end of each day and each week, compare your accomplishments to your overall sales goal. If you achieved the
volume you needed to hit your goal, congratulate yourself! If you didn't, identify at least one thing that did go right and
might help you achieve your goal in time. Always find something positive to end the day with. Before you leave, don't
forget to set up the next day or week! The last thing you want to do is use those very productive first minutes of the
day doing anything but selling.
- "Google" a Customer/Prospect:
Looking for a reason to contact a customer or a prospect? Search their name and/or their company's' name on
Google.com to see if there are any listings for them. You'll be astonished at what you can find concerning your
customers/prospects or others with their same name. Regardless of the outcome, the search should give you some
interesting antidotes you can use on the next contact. When that contact is made, the customer/prospect will be
amazed you took the time to do the search, and if you do find something in reference to them, you'll have the perfect
subject to talk about.
- Don't Present All Your Information:
Never plan to present all of your information on a sales call. If you do, you'll have nothing left to show the customer
should you reach the end of your presentation without a sale. The keys to a successful sales call are to know your
information so well and to be so prepared that you do not need to present everything to gain the sale.
52. Creating a newsletter will get you in front of potential clients.
We've already discussed how Tom transformed his cold
calling into warm calling by using a "Where Are They
Now?" column in his local real estate farm. This technique
immediately reduced the resistance he faced, and
the fact that he actually was a classmate of many of the
sons and daughters of his prospects also helped him
But even if you don't have a similar personal advantage to
rely on, newsletters still provide substantial benefits. For
instance, in rapidly appreciating markets for all industries,
a newsletter can alert people to where the market
is by including the latest sales information. This concept
applies to financial news, too, such as the latest information
on returns on types of investment.
Creating a newsletter (ideally, with assistance, research
and resources from your firm) makes you an authority
figure for the recipients. That gives you a perfect platform
for gaining their respect and trust in the future. In
the legal arena, online and printed newsletters can be
invaluable in placing you in front of new prospects. If you
are the leading authority on a given subject or area of
practice, why not share that fact with as many potential
and existing clients as possible?
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