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At
Championship Selling we always say, “People don’t care about how
much you know until they know how much you care about them.” During
competitive times, it’s harder and harder to differentiate yourself
from everyone else. But the more you show your contacts that “you
care about them,” the more “deposits” that you make in them, and the
more you make them feel important you will help yourself to stand
out from the rest of the competition. When he or she is ready to
“buy” or help, they’ll be calling you for the next big sales
opportunity.
Make Deposits?
What does that mean coach? So just how do you go about making
deposits into others? Making deposits into your contacts is
analogous to the type of deposits that you would make into a bank
account. You have to apply the same methodology, mindset, and
approach to making a deposit into your contacts because in this
case, your contact is the bank account that you are looking to grow.
One of the most
important things to remember about growing your contacts bank
account is that you need to be doing this ongoing. Regardless of
whether this individual is someone you just met, a customer, or an
All-Star you need to be always building equity.
In order to request
anything from a customer, contact or All-Star you need equity.
Equity is the amount of clout you have with a particular person
because of previous positive interactions, activities or your brand.
Deposits in this kind of bank account gain interest and generate the
feel-good energy that comes from helping others.
After the initial
contact, you should begin to make deposits into the equity account
(e.g. bank account) you will have established with this individual.
Deposits can be made by adding value to the person's life outside of
the sale, introducing them to someone else you know, making them
feel good about themselves or just implementing your brand on a
consistent basis.
As you begin to
build up the balance in your equity account you can begin to make
withdrawals. Withdrawals happen when you request a referral from
someone, when you ask for a sale, or ask for a favor, etc. When you
need to withdraw from the bank account you’ll know you’ve got the
funds to cover any request. Be careful though, withdrawals can also
happen if you don't stay consistent to your brand, act negative or
do something that upsets your contact.
The first step is
figuring out the different ways that you can make deposits into your
contacts. This is going to involve a little introspection here, but
don’t worry, I’ll walk you through it - (Hey, what are coaches
for?). The following will provide you with some concrete concepts
and techniques to help you develop and implement your deposits. Here
are the main points to consider:
When you are with clients you can build equity by
Be your company’s
best ambassador. Enter each meeting with a warm demeanor and
enthusiastic attitude. Determine that each meeting will be a
pleasant experience and let your expression reflect this decision.
Make your smile the impression your clients have of you and your
company. As the saying goes, “you catch more flies with sugar than
with honey,” so look for immediate opportunities to make genuine,
friendly comments and observations.
Set an overriding
positive tone for your meetings as you sit down to business by first
acknowledging any recent achievements of those present in front of
the group. If someone on the client’s side recently got a promotion,
congratulate him or her on a well-deserved accolade. If a success is
personal and appropriate (wedding or baby), mention that as well.
Every person wants to be recognized and appreciated and your current
or potential clients are no different. You can continue to build the
self-esteem of meeting participants by showing gratitude for the
individual contributions of those present – whether the
contributions are generated from your client’s team or from your
own. Mention the hard work of so-and-so on this-or-that segment of
the project. Catch people when they are doing something right as
opposed to merely noticing when they (or you!) are doing something
wrong.
Throughout each
meeting, be an active listener. Maintain eye contact with
individuals during discussions and do not interrupt speakers. Show
your clients respect by allowing them to voice their points and
concerns. Give each person the opportunity to be heard, and to
elaborate on a point if necessary. If you do not agree with an idea
or argument presented, maintain a positive air by acknowledging that
a good point has been made, or even by thanking the individual who
brought the idea to the table. Promote mutual clarity and eliminate
confusion during discussions by repeating back a point or concern:
“what I hear you saying is…” Once all grievances, issues and
concerns are on the table, make a point of turning the mood of each
meeting in a productive direction for you and your business by using
each point as a catalyst from which you might present your company’s
resources, problem-solving strengths and solutions. By directly
addressing each concern and offering suggestions, you show your
clients that you are, and will continue to be, the solution to their
problems.
In group meetings,
make an effort to have some direct contact with each member of your
client’s team – not merely with the most senior or dynamic
personality present. You want individuals to feel that they are of
importance to you, not just that their business is important. Your
goal in meetings should be to establish as many fans and allies as
possible within in a room, so as to have a team pulling for you when
you are out of the room. Those individual voices will determine your
ultimate success within a company. You can never be sure which voice
will be the one which determines whether or not you win business–
the quiet voice in the back, you might be inclined to overlook, may
have the voice that eventually influences a company to choose, or to
loose, you or your business.
The consideration
that you show to your clients during face-to-face time should also
be applied to the participating members of your own team. As the
representative of your company, your attitude with respect to your
staff and your company’s services will influence the perception of
your clients. While in meetings, if you apply the same active
listening skills to your team members as you do to your clients’ –
maintaining eye contact, acknowledging good points – you show those
clients that the knowledge of your team is significant. Your team
members in turn will feel that their contributions and hard work are
appreciated. However tempting it might be to lay blame for problems
on members of your team or on departments within your company,
little is accomplished in your favor by doing so in front of your
clients. Your mother may have told you not to air your dirty laundry
in public. In the same vein, denigrating members of your team
belittles your company and your managerial skills in front of your
clients. Your clients want to believe that their business is in
capable hands. Your behavior towards your staff and your company
should never show them otherwise.
When you are away from clients
The individual
respect that you bring to meetings can help you to maintain client
loyalty outside of the boardroom. Your personal interactions during
meetings lays the ground work upon which you can build an ongoing
client (and company) relationship. Just as you took the time to
acknowledge personal achievements during meetings, do the same once
negotiations are over. Keep abreast of goings on within a company
and be sure to check company websites for press releases and
updates. Send client contacts a card to congratulate them on a
professional honor or on winning new business. No good deal should
be unacknowledged. By reminding your clients of the positive
achievements in their own lives, you remind them of positive things
you have done for them.
Getting to know
your clients on a personal basis gives you greater opportunities to
interact with them, and will continue to strengthen their loyalty to
you. Take a few moments during calls to get to know your client’s
interests and hobbies. These interests will provide you with
additional opportunities to stay on your client’s radar screen and
to tailor your efforts directly to them. Give a client a gift
subscription to a magazine that might of interest them, or enroll
them in a wine of the month club. On a timely basis, your client
will receive a reminder of you – one with positive associations for
them. Increase your face-to-face time by inviting a client to attend
a lecture, concert, cultural, or social event specific to his or her
interest. If your client favors a certain type of food, invite him
or her to attend the opening of a new restaurant featuring that
cuisine. Or, be more unusual: research a spot where one may learn to
cook a given cuisine and offer your client a complimentary series of
classes.
Be a part of your
client’s personal and professional support team. Contact a client’s
boss to let that boss know what a great job a person is doing, or
what a joy that person is to work with. Not only will this action
get back to your core contact, but it will give you an opportunity
to interact with more important decision makers within your client
company. You can thank a client’s spouse for their supplemental
support by inviting him or her along to events or out to dinner. Or
provide a couple with a night on the town alone complete with
dinner, theatre and a limousine. You could even go so far as to send
a couple away for a relaxing weekend to a scenic inn or spa.
Congratulate a client on the birth of a child by sending gifts to
his or her home, or by providing childcare services over an
important weekend or on the night of an event. If your client
mentions that he or she is expecting guests or relatives for a
weekend, help out the family by sending a grilling kit, great
steaks, or breakfast pastries to the home. An unusual or extremely
considerate gesture will always leave a positive lasting impression.
Individual gestures
demonstrate to your clients that you do not take them, or their
current business, for granted. It is also crucial to look for
opportunities to increase your business with your clients to ensure
that that you will have a relationship moving forward. A great way
to do this is by approaching your clients proactively, offering
services that you can provide for them. Do not wait for clients to
complain to you with a problem. You do not want your clients to
associate you with their problems so much as with their
opportunities. Foresee your clients’ possible problems and approach
them to propose potential solutions. You will set a forward-thinking
tone to your relationship by proving to your clients that you
understand their needs and will be there to meet them every step of
the way. Be seen as driving your business for the purpose of most
effectively meeting their needs. The benefits of your
forward-focused strategy will not only be felt by your clients but
on your bottom line with the continual expansion of your business.
As a sales manager,
you not only represent your company to your clients, you set the
example for your internal team. Negativity is a dead end for
opportunity. People like to be around positive people. If you adopt
a positive attitude towards your interactions with your clients, you
motivate the members of your team to adopt a similar attitude
towards their daily activities and during internal meetings. People
work harder for someone who is enthusiastic and enjoys their own
position. They will be doubly motivated by someone who recognizes,
acknowledges, and rewards individual achievement and contributions.
By recognizing your clients’ individual accomplishments, you
demonstrate that the outstanding work of your own team will not go
unnoticed. This motivates your people to work that much harder for
you and your company.
Consistently making
deposits into others, adds value to their lives while serving to
bolster your own “team.” It’s the ultimate win-win. Deposits in this
kind of bank account gain interest and generate the feel-good energy
that comes from helping others. When you need to withdraw from the
bank account for a favor, you’ll know you’ve got the funds to cover
any request. Developing strong relationships with contacts creates a
circle of positive energy that ultimately comes back to you. You can
never go wrong doing something right, so remember to pay it forward! |
