Every business has to constantly be adding to their client rosters to survive in the long run. No matter how secure you think your clients are you never know what can happen to negatively impact your business. Over the course of my business I feel I have experienced most of them. I've seen the recessions that affect all, natural disasters (can wipe out your client's client or even their business, at least in the short term), bankruptcy, sale of the business (and new owners have their own partners), and of course the dreaded budget cuts!
I recently have been hit with the dreaded and totally unexpected budget cuts for one of my clients. They are a long-term client (15-plus years) and I know them extremely well, but I still got caught off guard (as most of their partners did). Why? Because they are expanding into new markets and are doing very well overall. In my conversations with staff as we planned for 2016 everyone was optimistic and growth oriented.
Unfortunately, their board of directors decided that to help fund the growth they were going to severely cut budgets, everywhere. Projects that had already been budget approved, gone. New projects are now on hold and those projects that are moving forward have been cut back dramatically.
Now, while I am always in search of new business, I admit that sometimes I am more "focused" than others. And to be perfectly honest, sometimes it can be hard to juggle the needs of existing clients while trying to woo new ones.
With this new reality I have found myself in, I am getting myself back to the basics of selling.
Ask for the Order!
I'm a soft-sell individual typically. I am what one client calls me as "politely persistent."
However, I learned long ago that sometimes we just forget to ASK for the business. As part of my business plan, I network regularly. It's my opportunity to find new prospects that might not have been on my radar as well as to meet those that are. I am very involved in my chamber of commerce and truly use the various events to interact with my clients (always good to say hello outside of a "sales" meeting) and to meet possible new clients.
Everyone sells differently and has different goals in mind. So, when you meet a prospect how do you follow up with them? Send them a quick note? Drop off some sales materials or catalogs? Call for a meeting? And then stop?
Sales Often Happen After Eight Contacts
I have to say, that's what many people do – yet most sales happen after the eighth contact!
Many times you don't continue the conversation after your third or fourth attempt – if you ever even had one. But what's even worse? Many times there will be some great meetings, you'll see these prospects at other events and never, ever outright ASK for their business.
Is this you?
Are you afraid that they will say no, so you don't ask the question? Or do you assume that they will just give you the business without being asked? Do you think, "they know what I do, so they will call when they need me." Unfortunately, it doesn't always happen that way.
We need to ask!
I have begun asking the question earlier and earlier in my "sales" process – and it has paid off. As a matter of fact, it has become part of my qualification process. Why spend a lot of time on a prospect that will never buy from me or isn't a good fit. I know it may sound arrogant but not every client is right for my business. I need a certain sales volume for it to make sense.
Don't Abuse Your Clients
So I typically start off by talking about the things they like best about the company (or companies) they currently work with and then what they like the least. It's surprising to hear what people will say. To be perfectly honest, based on how some of these companies are treated, I am surprised they are still working with their vendors! But, they are and the clients just take their "abuse."
What do I mean by abuse? Well, they tell me that they constantly have to follow up with vendors to get their quotes, samples and information. That many times they never hear from the vendors to check in to see if they need anything – the client always has to call and ask. They feel the follow up once they place their order is lacking – if there is any at all!
So, after we have this conversation, I typically ask them if they will give us an opportunity to prove to them that we ARE different. And of course we are. And the companies usually give us the chance. Then it's up to us to win or lose their long-term business. Business prospects are everywhere. If there on your target list or not. For instance, my doctor was adding some new services to his practice group and asked for help in redesigning his website. We had talked for years so he knew what I did and I was happy to help.
So, don't forget about those prospects that you don’t target or meet at networking events. These could be the people that you interact with at your church, your child’s school, where you volunteer and even your doctor! And, I would bet that many of them may work for a company that could use your services? Have you ever asked them for their business?
5 Tips for Increasing Your Sales
• Develop a strong prospect list (tiers are great – hot, warm, maybe later)
• Continue pursuing prospects after three attempts; keep it up for eight to 12 contacts
• Vary your means of communication – email, phone call, hard mail, visit
• Don’t be afraid to say, "I can’t believe I haven't asked you before – how can we do business together?"
• Always remember to ask for the business, repeatedly
Good luck and happy selling!
Danette Gossett is the founder of Gossett Marketing, co-founder of Promotions Rescource LLC and co-author of the best-selling book "Transform" with Brian Tracy. Danette utilizes her more than 30 years of advertising agency and corporate marketing experience to develop effective promotional campaigns and products for her clients. Visit GossettMktg.com or SalesPromo.org and follow us on twitter @MarketngTidbits.