| The second you quit being the 'best deal'
| |
| | Usually, about 80% of a given target
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| for your customer, he'll drop you like a
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| | market will have the same needs, the same
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| hot potato. Regardless of how many
| |
| | problems they want solved, and the same
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| lunches you've bought him or birthdays
| |
| | attitudes about buying. If you can solve
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| you've remembered.Every business we've
| |
| | their problems in a cost effective way,
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| ever consulted tells us the same thing
| |
| | then getting their business is just a
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| about their sales force. They say that
| |
| | matter of staying in front of their face
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| their industry is different from all the
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| | long enough to let them know you have the
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| others and the only effective way for
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| | answers they need.Don't Manage Cherries,
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| their salespeople to sell is to build
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| | Manage Trees!The cherry tree is a useful
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| buddy-buddy relationships with their
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| | sales analogy. Like a fruit tree, sales
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| prospects and customers. We hear it from
| |
| | prospects must be cultivated in a certain
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| printers, bankers, jewelers, accountants,
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| | way if they are to bear fruit. The
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| industrial equipment manufacturers,
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| | problem is that most salespeople spend
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| office equipment distributors...and every
| |
| | 80% of their time managing leads and
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| other industry that sells stuff.The
| |
| | trying to build relationships...managing
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| argument usually goes something like
| |
| | each cherry on the tree. If the prospect
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| this: "You see, in our industry, people
| |
| | doesn't happen to be 'ripe' at the exact
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| put a lot of thought into this type of
| |
| | moment the sales rep makes the call, the
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| decision. They just don't go out and buy
| |
| | prospect is forgotten. Goes rotten. At
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| from whoever has the prettiest
| |
| | best, he gets the annoying monthly phone
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| advertisements. As a matter of fact, we
| |
| | call from the salesperson that invariably
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| still have many of the same customers
| |
| | says, "You ready to move on those widgets
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| from when my grandfather owned the
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| | yet?"In the MYM system, you spend your
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| business. Now their grandsons buy from
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| | prospecting efforts on the entire tree.
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| us. You just can't change these things
| |
| | You provide the tree with light, water,
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| overnight."Relationship Selling Is A
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| | and nutrients - and it bears fruit. You
|
| Myth. Like all myths, there are some
| |
| | provide your entire target market of
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| elements of truth to it. Yes, it's true
| |
| | prospects with information, education and
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| that your customers should like you. Yes,
| |
| | knowledge until it becomes self-evident
|
| it's true that you can't necessarily
| |
| | to them that you are the only logical
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| influence big buying decisions overnight.
| |
| | choice when it comes to your products or
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| But get one thing perfectly clear - your
| |
| | services.By the time the prospect figures
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| customers buy from you for one reason:
| |
| | out that you are the best deal, he
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| they believe you have "the best deal."Now
| |
| | doesn't really care who YOU are. He only
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| their definition of what's the best deal
| |
| | cares what you have to offer HIM. When
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| may be different from the next person's.
| |
| | you finally sit down face-to-face, it
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| But generally, it has a lot to do with a
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| | will be to discuss details of the sale -
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| combination of things like convenience,
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| | not to 'persuade' him to do anything.
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| quality, consistency, service, and price.
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| |
|
