Aug 16, 2016

GET MORE BUSINESS


You have got to retain the customer. No matter how secure you feel, you will continually lose customers. How?

Your principal contact leaves and goes somewhere else, or is sacked, or left the company to be replaced by a person who does not know you and for whom you are not invented here. This means you have to sell yourself in all over again. Of course, the customer may become a useful contact at his or her new place of work. The objective is to ensure a steady flow of new business. The strategic way is to structure a method of developing business and stick to it, even in good times. Make developing new business one of your main goals. Considering Goals start behaviors; consequences maintain them where a Goal is dream with deadline.

MAKE THE CONTACTS

You have to see the right people – a lot of organizations or potential customers. Not everyone will buy, so you must see many in order to increase your odds of doing business. The objective is to identify the right people to contact – aim as high as possible- decision makers, buyers, users and influencers... The strategy is use trade directories, read the business magazines, news and look for opportunities and taking best advantage of effective usage Electronic media. Further developing your own mailing list of key people, their personal assistants, phone numbers, E mail address etc are more useful. Get listed yourself – people do phone. You can also make at least ten prospecting phone calls a day. But most important is, be nice to people, especially secretaries and PAs and key decision makers. The factoid is you don’t have to be nice to people on the way up if you know you are not coming back down again.

RISE ABOVE THE NOISE

The object is to communicate in a memorable and effective way – have something unique selling proposition. The strategy you are using relevant and original communications. Further be there when your customers need you; anticipate needs. The factoid is according research; consumers are exposed to 1023 advertising impressions everyday, of which they only remember twelve favorably one day later. That means 85 out of 90 messages are wasted.

GET TO KNOW PEOPLE

Here the objective is to make an appointment with the right person (aim high) to show your work, to identify opportunities and to leave a positive impression. The strategy is here use simple actionable device like, reply back cover with stamp, giving your E mail id with all details of contacts, small appropriate gift that demands a note of thanks, or any company recommended suitable gift etc. Next keep follow ups with phone calls, set a date and confirm by mail or fax whichever is convenient. Avoid reconfirming an appointment on the same day – it’s too easy for people to cancel!

SHOW THEM WHAT YOU OFFER

The object is to show work that could prompt a deal and show your USP. Here the strategy is using real examples and present them in person. Show them the most relevant order; don’t show everything. Further, highlight aspect relevant to the audience in the room also use examples to prompt questions that drive needs. Be loaded with application/case histories to demonstrate knowledge and experience with controlling the meeting.

You are only as good as your last screw up.

SHOW YOU ARE A GOOD BUSINESS PARTNER

The object is eliminating the fear of unknown and to show your cooperative nature, but that you are not a yes person. Use strategy to seek earliest possible involvement, at the pitch level, if possible. Offer to work on speculative approaches for them, ideally for a fee – leading to the job. Describe how you like to work, ask questions, show interest and take notes. Asking smart questions shows you are smart more than saying you are smart.

FOLLOW UP OBJECTIVES OF THE CALL

The object is to thank your contacts for their time, leave a good taste, to confirm points discussed, to reinforce key selling points that surfaced and to fatten your file. The strategy using here is to send letter next day and send something else in two months or so. Help people to get the good feelings they want about what they saw and heard.

KEEP IN TOUCH WITH DECISION MAKERS

The object is to keep in touch without being a nuisance, to talk to the decision maker, not the PA, to probe for opportunities, and to develop something that requires follow – up. The strategy using here is to develop a reason to phone, and a reason to phone back. Send notes, clippings, mails or faxes. Make them want to talk to you and socialize. It’s not the third call that wins the business. It’s more like the twenty – third! 67 percent of business deals are concluded out of the office.

STAY TOP OF YOUR CUSTOMER’S MIND.

The objectives to be the first person your prospects think of, to be accessible, and to be knowledgeable. The strategy using here is to develop ways to keep in front of them like speeches, turn the speeches into magazine articles, and conduct research; involve them in it. Further it is more important to build a network of journalists who write about your success- phone them with ideas; they need them. Here the cross –pollinate is network in related areas, phone with ideas that are not related to your selling something. Be the second best informed person on their business. The factoid is if you say something with enough authority, in a few months it’s going to be quoted back to you.

DO IT ALL THE TIME

The objectives never to let day go by without some prospecting activity. The strategy is making even a quick phone call while you are waiting to meet someone else. Remember it’s a numbers game-

Keep making the calls and you will develop the business.

And never forget to ask for at least three referrals. The fact is I know it works in practice, so let us see if it works in theory.

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