It's No Time to Play Hide N Seek
Remember the thrill of hide 'n seek? Finding the perfect
place to hide out until "all was clear" and someone else was
found so you could win the game? Unfortunately, some sales
professionals are using the current economy as a reason to hide
out until the economy picks up too. And while they are hiding,
others are seeking and strengthening relationships and winning
new business every day!
Sales professionals that continue to invest their time,
energy and resources today will reap huge rewards in the
long-run. Need proof? McGraw-Hill's research found that
companies in the 1980-81 recession who maintained their
investment in marketing and relationships had 256% higher sales
by 1985 than companies that cut expenses during that time.
That’s right…256% more sales!
I've heard people lament, "I'm the last person they want to
talk to. They have no money to do anything." Wrong! They do want
a professional who is there and willing to give value to them
even if they aren't able to do as much “business” with you as
before.
The key is to find specific ways to give value today.
- Time.
Don’t underestimate the value of your time and attention.
Make contact and ask for 30 minutes of time to review how
you might help them in light of their current situation.
Tell them you’ll bring coffee or get them out of their
office for a coffee!
- Tools
to help them do something better, quicker or easier. A
client mentioned he was going to hire recent college grads
and that wasn’t something he had focused on before. I
researched and found 2 colleges that have sales majors,
located the key contact and sent off the information. Guess
who can’t wait to have me help him train these new people
once they are on board?
- Information that
matters. This should not be about you, your firm,
your products. You can position yourself as a strategic
partner by giving information that is helpful and not tied
directly to you. Find relevant information like a book or
links to articles, podcasts or forums. I sent a group of
financial advisers I had worked with an ezine link to an
expert on getting referrals in their industry. Months later
one of them wrote to tell me that they are still finding
value in that expertise and getting more referrals for it.
It’s time to stop hiding. Make time to seek out useful,
relevant contact points with your customers. This attention and
investment in giving them value will let you win the game.
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