Initial sales steps can make you a winner or a loser with new accounts.
They both need to know the right selling steps and then perform the right selling steps. Anything less could affect your customers’ sales forever.
I had the opportunity to make a sales call with one of my consulting clients to evaluate his work and see what he could contribute. My client is launching two new businesses, a manufacturing company and a distribution company. He will be offering his product with the unique selling proposition: the first product in quality-100% guaranteed; the lowest cost product on the market; and same day delivery. These are powerful benefits, no doubt. Can anyone reject it? Maybe it is if you don’t follow the right sales steps.
The prospect we visited is using a similar product from other vendors. We learn that the prospect is also outsourcing some of the work that could be done in-house if he racked up a little more product usage volume. And, significantly, it had good relationships with several major customer accounts and enjoyed extensive relationships with value-added resellers of its products. My client was excited. By starting a new business, you may have found your first big customer; Let’s call him Mr. Big Client. What sales steps do we follow to land the account?
After our sales call, we reported; only to find out that we had no idea how this prospect should turn into a new customer. We opened the dialogue, toured the facilities, got an insight into the prospect and their business. We even highlighted some areas where we could work together. Other than that, we were no closer to a customer transaction than when we started that morning. Since I am the consultant and am on board to help your sales agent(s) capture this and other new accounts, it was time for me to come up with the sales steps we needed. So here they are.
7 sales steps to open new accounts
1.) Find out how your prospect will benefit. I proposed to my client that he personally call the prospective business owner we met and discuss what the top 3 opportunities might be from his perspective. I’m sure the prospect wouldn’t have encouraged a follow-up call if he didn’t already have some ideas in mind for generating profit. These motivating thoughts from his heart and mind are the reasons why he will go ahead if he is satisfied. Focus on what’s in it for him; choose the easiest and most immediate opportunity to detail some initial steps.
two.) Learn about your prospect’s customers. As the dialogue continues, look for information on how the prospect provides their products and services to their end customer. What is your method of distribution (sales agents, etc.)? What is valuable to your customer? Can you offer an upgrade? How will your sales of products and services increase as a result of using your product? Who would be the best candidates to try new approaches? How could they work together? Which low-risk trials could be grouped into an initiation plan?
3.) Learn about your prospect’s vendors. Since your prospect is already in some way buying a version of the products and services you offer, you need to research what they like and don’t like about the current situation. Quality, delivery, service, price, relationships, inventory, collections, volumes, other products and synergies or leverage are all topics of interest. Evicting this provider(s) can be a bit of delicate surgery. It is an interruption. It will provoke a violent reaction. You need to handle things properly as you replace your current providers.
4.) Create new visions and opportunities. In the discussion, explore with the prospect how they would like to use more of your products, services, support, or other things they can bring to the relationship. What ideas have you always wanted to do and how can you help? Is there any knowledge or training that you can bring to the front that can help your people? Is there a new marketing idea or sales method that can increase your sales? Can you better organize your purchases, inventory and billing?
5.) Write a specific action plan. Most important of all, engage your prospect in developing a draft action plan. Point out to the prospect that you are co-creating a possible plan that could be executed if all the pieces fit together and it makes sense and value to both parties. Think about it. A sales transaction never happens anyway unless it benefits both parties. So, do the detail work and figure out a good strategy that pays off for both of you. From the draft plan, at least one good solid implementation will emerge. This is the first project, the first order and the first business transaction. run it now. Then try the value and move on to the next one; o Revise the plan to encompass even more opportunities for the prospect.
6.) Build communication. During the initial sales steps, don’t underestimate the need for open and frequent communication. This is a new relationship. It needs to be built to reach the state of knowing, liking and trusting. Communication by phone, by letter, by email, by text message, everything should be used to demonstrate your total commitment; and, used several times, especially the phone. There will be little things that will show up: concerns, objections, etc. These need to be handled before they become problems and derail your efforts. Remember that fixing a problem can take 10 times longer than preventing it with good communication.
7.) Be Grateful, Underpromise, and Overdeliver. Deep in your own mind, become the new prospect. To think; as if you were them. What attention and extraordinary benefits would you want? Then offer those benefits to your prospect. The success of any company is the direct result of satisfying the needs and wants of the customer. If you want to be successful, your new customer must be number one; and you are at your service. The more excellent the service you provide them, the more they will appreciate you; and buy from you; and refer you to other opportunities.
So that’s the plan I propose. Now, go find a new Mr. Big Client for yourself.
Execute the 7 Steps of Selling. They will also work for you.
