In the profession of selling it is wise to remember that the customers and prospects that we work with essentially do business with people they know, respect and trust. It is the personal connections that you establish and the marketplace that will help you win the sales and the deals.
Make it a priority to establish valuable relationships with quality clients and key businesses. The strength and the integrity of the relationships will underpin your market share over time. Some of those relationships can extend for months if not years before a transaction will occur. You will need to be quite selective when it comes to the right clients and the right prospects to work with. Understand the best clients to work with and help them do business with you in a relevant way.
Here are some tips to help you build that foundation of client connection and trust. You can add to the list based on your business type and location.
- Your business card is likely to be the most effective marketing tool that you have. The stock paper that you use should be quite solid and not flimsy. A solid business card gives the perception of strength and relevance. On the front of the business card, have all of the relevant contact information, e-mail address, and website contact. On the back of the business card, have some dot points that relate to your business speciality and professional services. Be quite specific so that the client can retain the card as a quality contact. The size of the business card should be on the larger size of ‘average’. That being said, it should not be too large to be inconvenient to be handled or retained. The colours of the business card will be relevant to your business branding but also to your market. If you work with certain communities and different nationalities, be aware of the perceptions of colour. Choose the colours that work with your business and with the prospect or client communities.
- Most salespeople today will have some form of electronic or e-mail newsletter. The process can be integrated to your website, and your database. A newsletter should be sent fortnightly or monthly to your database. It should contain relevant articles, news clippings, and links to product or service information. You can use an auto responder process to streamline and simplify the dispatch of a newsletter.
- Segment your clients and prospects into valuable categories. Create a VIP club of special clients that should be serviced in a particular way. They will receive a greater percentage of your attention and service. Those clients should have the ability to give you repeat and referral business over time. They should also have the potential for frequent ongoing valuable business at the higher end of the scale.
- Establish a call contact program where you can be prospecting for new clients and contacting established clients each day. Devote approximately 3 hours to the call contact strategy. Half of that time should be devoted to those clients that you already know, and the other half of that time should be devoted to new people that you want to connect with. In that way your pipeline of opportunity will grow. The best time to make the calls will usually be the mornings. That leaves the afternoons for important meetings and contracts or negotiations.
From these points, it is easy to see that the client should be at the centre of your business model. Remaining in contact in a relevant way will help you build market share over time. People like to do business with people. That business secret will never change. Establish the required levels of trust and commitment to the prospects and clients that you know.
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