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Bob@YourB2BSalesCoach.com
Open New Doors with Non-Sales Strategies“The days of returning a phone call as a matter
of courtesy are over” Real non-sales growth comes from a combination of activity and effectiveness. The toughest job for a non-sales person is to open the doors for future opportunities. The most effective approach is a combination of strategies that include:
TRUE STORY: For most non-sales people, “okeedokee” sales is an incredibly tough way to make a living. When I started in sales, people actually answered the telephone. I would make 50 calls, get rejected 49 times, simply say “okeedokee” and move on to the next call. I hated it. However, I soon figured out how to personalize my message to offer real business value, and my results dramatically improved. In fact, at one point I became so confident in my ability to set appointments, it was a surprise when a target prospect would not meet with me. The challenge today is that technology allows all of us to bombard each other with messages, and people are more selective about who they choose to communicate with. At one time, there was an expectation that people would return phone calls, write thank you notes and maybe even talk to someone stopping by their office. Because we now receive several hundred emails and dozens of voice mails per day, the days of connecting as a matter of courtesy are virtually over. People simply either consciously or sub-consciously rank who and what is most important and act accordingly. IMPORTANT: To open doors, many of the old sales lessons do not apply (especially to non-sales people) and you need to use a strategy that will open doors to new opportunities. Referrals Activity One: To remove the pressure in asking for referrals, ask your best customers:
Be sure to follow up, let your customer know the results and thank them. Referrals Activity Two: For the customers who have received real business value from you, write a case study, ask for a testimonial quote and permission to publish it to your website. My recent case studies can be found at: www.thecustomerconnector.com/content/testimonials.html The format I prefer is:
Networking Activity One: Put some events on your calendar from the local Chamber of Commerce and trade associations from within your industry and that of your customers. Networking Activity Two: Prepare short stories (see chapter 1) to describe what you do. Have 3 layers of the story that add additional detail. Practice and be prepared to give as much or as little detail as the situation dictates. For example:
Note: I prefer the 3 layer approach because after each layer people who want to know more will ask for more information, and you will not sound like you are giving a sales pitch – try it because it works! Networking Activity Three: Prepare and practice asking intriguing questions that set you apart from everyone else at the event and really enhance your ability to find a connection. Try NOT to start a new conversation by asking what the other person does for a living. Focus your attention on them and find the connection. Some of my favorite networking questions include:
Networking Activity Four: Attend the event and resist the urge to sell. Enjoy the event and focus your efforts on meeting a few interesting people. Networking Activity Five: Follow up with the people you connected with during the event through phone or email. Thank them for an interesting conversation and offer any assistance you can provide. Think of anyone you might know they would want to meet to help their business grow. If (and only if) you genuinely feel your products or services can provide them with real business value, send a warm email or make a warm call to ask for a follow up meeting (see next section). Important Note: Networking is a long term investment in your future success. Like any other long term investment, it must be maintained over time to produce real results. Warm Emails and Calls Activity One: Complete Chapter 1 on defining your value and telling a good short story. This will give you the inner confidence to write a successful warm email or make a successful warm call. Important Note: In today’s world, people just do not have time to care about you and your need to offer products or services. The only emails or phone calls that have a chance at success briefly highlight how you will help the other person make money and/or make their life easier. Warm Emails and Calls Activity Two: Pick someone you would like to connect with because you know your product or service will provide them real business value and write a brief effective email that will open the door. Some examples include:
Once again, it was good to meet you, and I enjoyed our conversation.
Warm Emails and Calls Activity Three: Use the same approach for making phone calls. Write out your opening that is focused on the customer and will open the door for a face to face meeting. Chances are that you will be leaving a voice mail. For example:
Note: If someone does pick up the phone and the recipient of your call does not know you, DO NOT ask, “How are you today?” because that phrase makes you sound like a telemarketer. Instead, ask the question, “Do you have a moment?” For example:
Warm Emails and Calls Activity Four: Continue to tweak what you have already written for all future warm calls until you are able to use email and the telephone to set appointments that will help you grow your business. Warm Emails and Calls Activity Five: Prepare for the gatekeeper. If you believe you will get an administrative assistant instead of voice mail, be prepared for the call. The first strategy is to simply ask for the person with confidence:
Prepare to answer the questions “Who is calling?” or “What is this regarding?” and keep your answers simple and HONEST:
Note: Never sell to the gatekeeper. Be courteous and help them do their job, which is to only allow calls of importance go through to the decision maker. Staying Connected The key to staying connected is for people to know who you are and can identify what you do. The ultimate goal is for so many people to recognize you that the calls are coming in to you instead of you reaching out to others. Staying Connected Activity One: Identify areas of improvement to provide the best service you can provide. Do everything you can to ensure that your customers say good things about you and recommend you to others. World class customer service is simply your number one non-sales tool. For example: Focus your efforts on what you can do to impact customer service and try to not get frustrated if others in your company do not share your same passion. For instance, I once worked for a small division of a large company that could not invoice customers properly despite all my best efforts (and frustration). I learned that the only thing I could do was contact customers when large invoices were sent and immediately correct potential errors. Staying Connected Activity Two: Use your creativity to identify and act on ways you can stay connected to your best customers. For example:
Staying Connected Activity Three: Identify and act on ways that you can use technology to stay connected. For example:
In Summary: Most non-sales people hate doing and receiving cold calls. However, by doing the things you like to do, you will enjoy long term success. With today’s technology, use a balance of fun and creative approaches to open doors for future opportunities. Copyright © 2007 by The Customer Connector |