Influencers. These people possess the technical knowledge to evaluate the effectiveness of your product or service.
Spend time developing an understanding of how decisions are made inside your major account organizations.
Rank the key people in order of importance (influence). Prioritize your time so that you spend 80 percent of it developing relationships with the few people who really matter to your business.
Try to learn more about key contacts, such as
family details (including names)
special interests
hobbies
birthdays
years of service in the company
career ambitions
Enter your data into your database system. Retrieve it as you prepare for each meeting (in person or by phone).
Make a point of using your information at all points of contact to demonstrate your interest.
Stay in touch with satisfied clients by
sending them cards for special occasions such as birthdays or anniversaries of when they became your clients
sending them articles that you believe would be of interest to them
updating them on new uses for your products or services
following up to ensure that the product/service is meeting their expectations
informing them of new developments in the field
sending a handwritten note after all significant sales
Chapter 1: Prospecting
Prospecting Overview
Sales are contingent upon the attitude of the salesman — not the attitude of the prospect.
W. CLEMENT STONE, AMERICAN BUSINESSMAN
Prospecting is the key to your success. Your success today is a result of the prospecting you did six months ago. Make sure that you prospect every day by making cold calls, advertising, following up on hot leads, networking, speaking, or writing. Get out there and ensure your future by planting seeds daily.
There are two reasons to look for new prospects:
to increase sales
to replace customers who, for one reason or another, are lost over time
An ideal prospect is a person who has the authority, potential, and desire to buy your product or service.
Prospects for different industries and trades are to be found in different places. For example:
real estate salespeople may find prospects in local hotels
industrial products salespeople may look in industry directories or trade shows
sellers of training might find prospects at training association meetings
The most common methods of prospecting are
cold canvassing
referrals
public exhibitions
strategic partners
direct mail
telephone and telemarketing
observation
networking
In order to prospect most effectively, you should
not rely on any one method exclusively
change your approach if your chosen method is not providing the results aimed for
Salespeople who are effective in prospecting always prioritize their opportunities, taking the most important prospects first, and follow up regularly until their timing coincides with the decision to commit.
Twelve Great Ideas to Increase Sales
We are what we repeatedly do.
Excellence, then, is not an act but a habit.
ARISTOTLE (384-22 BC), GREEK PHILOSPHER
Adopt orphan accounts. Often, due to the natural turnover of salespeople in an organization, you will find accounts falling between the cracks and being under-serviced. Jump in quickly to fill the gap and ensure continuity of service.
Constantly ask for feedback anytime you are not successful. Learn from your mistakes and improve your techniques and strategies.
When you are successful, think about what you did right. Then do whatever you can to repeat the good feelings, thoughts, and techniques that you used.
Be persistent, but not annoying. Research shows that 70 percent of sales are made after the fifth contact.
Be passionate about your product or service. After all, if you’re not, why should anyone else be?
Never be afraid to ask for the order. The potential buyer knows you want the order, you know it, so when you get a buying signal, close the sale!
Always ensure that each sale will endear you to the buyer. At the end of each transaction, the buyer should feel happy to have dealt with you.
Confirm that the buyer has gotten the satisfaction she was looking for. Follow up to show your interest and if possible listen for clues that more orders are on the way.
Ask a satisfied buyer for names of other people who might derive the same benefits as she has.
Have multiple contacts at your key accounts to ensure continuity if someone leaves.
Be a resource to your contacts. Be helpful with advice that may not lead to sales immediately, but which will generate goodwill and appreciation.
Love what you do. When you stop loving your work, take a break or look for another way to make a living.
Sales Letters
The finest eloquence is that which gets things done.
DAVID LLOYD GEORGE (1863–1945), PRIME MINISTER OF GREAT BRITAIN
People are inundated with junk mail and other irritating communications. Their attention span has become very short. Attracting potential buyers through letters and bulk e-mail is a real art. This chapter will provide clues on how to dramatically increase your chances of a response.
Target your mailing. Generalized mailings get few responses. Ensure that your message appeals to a narrow audience. If necessary, customize different mailings for subcategories of potential buyers/users.
Write your letter so that it appears to be customized for each person. If your letter is too general, it will have little appeal. Readers should feel that it was specifically written to them.
Example of a personal letter:
Dear ______________ ,
Thank you for your request for a price on our model. I am delighted by your interest in this product — it shows sound judgement! I am attaching your quotation and have sent, under separate cover, a catalogue with supporting information.
As you are a valued client, I want to assist you in any way that I can. Please contact me at any time by phone, fax, or e-mail so that I can give you the personal attention you deserve.
A good introduction is critical. Grab the reader’s attention quickly. You have seconds between the moment the reader opens the letter and the moment when he decides what to do with it so ensure that the first impression is powerful. Consider starting with
a controversial heading
a challenging question
a controversial picture
an appeal to a fundamental urge, such as fear, greed, quiet, a need for exclusivity, a desire for love or beauty
Cater to both “skimmers” and “readers.” Highlight in bold or color to give skimmers the flavor of the message. But offer sufficient depth of information for readers, who want details before making a decision to go to the next step.
Keep the message short. People have limited attention spans, particularly if they have a pile of mail to read through. Eliminate any redundant information that fails to enhance the message.
Provide comprehensive information. This objective may conflict with your attempts to keep the message short. Aim for a balance. Remember that long messages are acceptable when they are useful and interesting.
Talk to your reader. Your reader should almost be able to imagine you sitting next to him and discussing the issues. To achive a conversational writing style, you may start some sentences with “and” or “but” and end the odd sentence with a preposition. You might even use a fragmented sentence to highlight or emphasize.
Provide proof that your product or service is as good as you say it is. Back up your self-praise with statistics and testimonials that deal with key issues of sceptics.
Give something free, for example
a sample
a money-back guarantee
a trial at a reduced cost
an information booklet
a trial offer
cost-saving for a certain period
an opportunity to be part of a contest or draw
But ensure that the offer does not cheapen the product or service. For example, ask for something in return such as using the client for future testimonials.
Develop rapport. Treat the reader as if you’re on the same team.
As much as possible, use “we” or “you” in place of “I.”
For example:
“We both know that …”
Pay compliments. For example:
“People with your reputation …”
Use strong positive language. Use “will” rather than “could,” “can,” or “should.”
Create motivation for the reader to act. Consider
imposing a deadline:
“This offer expires on …”
offering limited quantities:
“This offer is available for the first 10 callers …”
Make it easy for the reader to contact you. Provide
a postpaid reply envelope
a toll-free telephone number
your e-mail address
Use a reference letter to add credibility to your message. The better known the organization and the higher the position of the author, the more effective it will be.
Increase the chances of your envelope being opened by using envelopes that are high quality, closed-faced, and size 10. Avoid the use of envelopes with labels, postage metering, illustrations, teaser copy, and corporate logos.
Use teaser copy on the envelope only if it directs the potential reader to a benefit. For example: “Page 2 will give you 3 free ways to cut taxes by a minimum of 10%!” Avoid teaser copy that gives away the whole story. For example: “Your accountant will wish he got this first!”