Keep It Fresh
Selling MpS, as I hope you know by now, is no different than selling any other complex intangible, like insurance; how hard can that be?
Let's review an esoteric example of the cycle:
Step 1: first contact — “Hi there”
Cold call — don’t sell, attract.
Sell your value proposition, use third-party references and note cost reduction and increased productivity. Secure the appointment; shut up and get off the phone.
Step 2: first meeting — “Is that your fish on the wall?”
Bonding and rapport.
Introduce yourself, and be yourself. Don’t ask about that damned fish on the wall unless you are honestly curious or have a believable story to share. Qualify by recognizing and gaining agreement on a fit between your two companies. Outline your prospect’s decision process; get commitment to move forward. Trial close.
Step 3: presentation — “Trust”
Make promises.
Tell them what you're going to tell them, tell them, then tell them what you just told them. Show them how you have kept your word in the past. Make them a promise and ask for the business.
Step 4: close/deliver — “Let’s dance”
Execute.
Secure signatures, outline delivery timelines, introduce your inside team and project-manage the entire engagement term. Schedule follow-up dates for the next year. Set the tone, cue the band, start the music and dance. You lead.
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Looks easy, doesn't it? Hold the phone there, though, tough guy. I love the above process. I didn’t invent it, but it is part of my documented process.
But really, what have you done? Have you engaged a long-term relationship with a client? Have you established a wall around your fragile new customer relationship? Will you remember your prospect's name on Valentine's Day? More importantly, will they remember you?
Welcome, my friend, to the "Unremarkable Zone": desk-side toner delivery and on-site service. Nothing more. Cash that commision check, and wallow in your bliss.
Know thyself.
If you are very good at getting toner to a desk, if your technicians are competent and freindly, if you've got rock-solid contracts — great. If you’re not sure about selling EDM and don’t have the time, money or inclination to hire project managers or engineers, so be it.
Keep going.
All I’m recommending is to keep it fresh and engaging for both your client relationships and your sanity. Oh, and profit. How can you keep it all fresh? How does one keep one’s relationship fresh? Stir it up a bit.
Here’s what I see:
1. The value of a technician — Your technicians interface with the client at the worst of times; make it a pleasure doing business with you. Train your technicians in more than wrench-twisting, managing trunk stock and C++ whatever. Help them to understand they are the front-line ambassadors of your company.
2. Cross-train salespeople with technicians, accounting with sales — Oh, yeah, this is a great one. Trade places for one day. Have the salesperson take a technician on a day of calls, including lunch. Then have the salesperson shadow the tech for a day — salesperson still picks up lunch.
3. Everybody sells — From executive management to the dock, everybody sells. Holiday seasons are fast approaching, with all those family dinners and events. This is a great time to give your team an answer whenever Uncle Ted or Aunt Peru asks, “What is it you do again?” or “Where do you work?” and the ever-present, “How’s business?” The response, from the top down, should be your company’s value statement. Everybody should know it, own it and believe in it.
All this isn’t new, right? Three little ideas on how to keep it fresh.
Posted on 09/19/2011