Be Dramatically Different and Win New Customers

By Marie Rice

It is said that, "80% of success is just showing up." When you do show up, how do you:

  • stand out of the crowd?
  • become memorable?
  • become the person clients want to do business with?

There are countless sales professionals vying for the same customer - your customer.

The following tips will help you become distinctive and provide you with an edge on your competition.

Telephone Skills

  • Remember people's names.
  • Follow-up when you say you will - often and cheerfully.
  • Be sincerely happy to talk to your clients. Its amazing how quickly this feeling will be reciprocated.
  • Take notes.
  • Use references from prior conversations (especially personal ones) to bridge from the last conversation to the current one.
  • If you are losing at telephone tag, email the client. Tell them you've been unsuccessful in contacting them by telephone, mention the reason for the call and state when you will be following up again on the telephone. If there is client interest, this approach generally gets a response.

Client Meetings

  • Be prompt.
  • Be prepared. Bring all pertinent information; brochures, client files, competitive analysis, etc.
  • Get acquainted with the receptionist. Use his/her name on subsequent telephone calls.
  • Make your client feel important.
  • When appropriate, bring something unexpected:
    • a large bakery cookie
    • donuts/muffins to a staff meeting
    • chocolates on Valentine's Day, Easter, etc.
    • a Starbucks coffee in a thermal mug
    • a magazine or article related to either the client's business or personal interest

Follow-up

  • A hand written card.
  • A letter recapping the meeting and leading to the next step.

    Send flowers or a gift basket with a note (again only when appropriate) .i.e. if you closed on a major account or received an exceptional referral.

    Remember, it is essential to qualify the client's personality type before you bring gifts or put a cartoon in your email. The way in which you create a positive lasting impact on the client is determined by their comfort zone, not yours.

    Product knowledge and professionalism are integral facets of a successful sales person. Adding to these components by doing the "little extras" you will become "Dramatically Different" and the preferred sales professional that clients will conduct business with.