What is the value of a client to you in business terms? What does a high value client look like and where are they located? These are simple questions but they have a lot to do with where you can take your sales career. When you know the answers to the questions you will know how to build client collateral. That can then give you the foundation for better sales over time. That then leads to market share.
I like to call this ‘client awareness’; it comes from a close alignment with your clients and in any business this can be done quite easily. Here are some tips to help you do that effectively. It doesn’t matter if you work alone or in a large team of salespeople; the relationships with clients always come back to the individual.
The tips for building ‘client awareness’ are best summarised in this way:
- Start your day with client contact activities. Spend 3 hours interacting with your clients and prospects. The best way to do that will be by prospecting and by using a good database that feeds you information from the last contact cycle.
- Sell and service ‘upstream’ from current contacts. From your current clients there will be other levels of business to achieve or position for. Ask the questions at the right time and get to know the people upstream from your current clients and contacts. In major companies and corporations, relationships extend across cities and state boundaries. Have you asked the right questions to understand who the people are upstream? They will be managers, buyers, product controllers, sales managers, CEO’s, and similar key people. What can you do to get to know them?
- Understand the client experience and how it can be improved; this is especially the case with VIP clients. What do you do now to monitor your customer experiences? Can you create a ‘secret shopper’ strategy to see how a customer is treated in the business?
- Communication and timely responses are simple business practices, so don’t forget to do follow the rules accordingly. Many clients have stories of ‘being forgotten’ or ‘neglected’ in a sale or customer service situation.
- Know the clients business to a high level as well as all the people involved. It is remarkable just how relationships can frustrate a business deal. Without the ‘up line’ and ‘down line’ contacts under control, you will find the sale process slower and tougher. Whilst you may think you know the ‘key decision makers’ for a deal, understand what impact could occur through others involved in using or consuming your products or services. Your products and services will be assessed in a number of different ways by each of the stakeholders.
- ‘Seed ideas’ that can help the client move to a new level of results and service. One simple idea can open the door for better product or service coverage and performance.
- Bridging your ideas to the next level with new products and service – it is surprising just how much value the client can get from a simple display or product update.
- Benchmarking – this should always occur with clients in similar businesses and market segments. In this way you will know what you can do across client requirements and market segments.
- Tracking and measuring all aspects of the customer experience will help you see performance issues and changes. Over time you will want to find those problems before the client finds them.
- Comprehensive questioning of the client will help you drill down on the right information that affects your products and services.
- Keeping your promises on all orders and services will always be important.
So there are lots of things for you to do here. Get to know your clients in all ways and use that relationship for more leads and referral business. That’s how you will become a top salesperson