Owning, managing, and working in a small to medium sized enterprise can be challenging for everyone. The marketplace in which all “for-profit’s” and even “not-for-profit’s” is extremely competitive and very unforgiving. All organizations need to go to “market” for sales and services, some for donations, all customer/client interactions are about surviving in their purest form. Today’s post is about doing much more than surviving, it’s about tips to help you and whatever the purpose of your organization is to thrive.
Don’t just rely on your organization to provide opportunities. Whatever your organization, there is likely a group or a person responsible for advertising and marketing. Regardless of whether they do a good job or not, as a person within the organization, know you can help influence and increase the number of opportunities to grow your business and client/customer base.
Have written goals (short/medium/long term), including daily targets. The simple act of writing down and posting (someplace you will see) will help you to achieve your personal targets and the targets for your organization. Find creative ways to make your goals a reality. Look to see what other similar people and organizations are doing, “ideastorm” with your colleagues and coworkers to find and nurture new and original ideas. Know that there is always a better way to do things.
The very best way to prospect is to always provide an exceptional customer service experience to every client/customer whether in person, on the phone, or online – EVERY TIME. Whether someone just has a question or is in the market for a large purchase, providing friendly, knowledgeable service and value will set stage now, next time, and into the future.
Exceptional experience = trust = repeat customers/clients
Walk every “in-person” customer to the door and thank them sincerely for patronizing your organization. Figuratively do the same thing for telephone or online. Be conscious of how the other person feels, their concerns, and how they feel when they are finished interacting with you.
Have satisfied customers distribute your business cards. When “in-person” customers/clients leave after your have completed a sale or service, ask if they would mind taking two of your business cards to share with anyone else, they know that might benefit from your knowledge, expertise, and service.
Always take complete care of your customer. For salespeople, when a customer has decided to purchase from you, ensure they have everything they need to enjoy their purchase. Additionally, make a point of asking “Is there is anything else they would like today?” Simply questions make a big difference and also avoid unexpected surprises and issues.
Ask customers what they service or products they may be thinking of purchasing next time. Another simple but very effective prospecting tool is to ask, “Is there anything else you wanted to look at today?” This question should be followed up with another, “Would you mind if I called you when I see what you are looking for?”
Keep a “Sales-Lead” journal with names, contact information, and desired items and then follow up. Ask mentioned above, “asking permission is the key to prospecting;” however, following up is the key to converting prospecting to reality. Prospecting is hard work and being organized will help, use a simple database to track and access your leads.
Never be pushy, be persistent, helpful, and always deliver value to help a customer solve their problem, want, or need. Always ask permission in everything you do. “Do you mind if I ask why …, If you could only choose one thing, which would be the most important to you? … If I see what you are looking for come on sale, would it be okay to call you?” Always try to call, better communication. An above average salesperson will match wants and desires to what is available by building trust, asking questions, listening, and demonstrating value for their clients.
Don’t abdicate your expertise. For large purchases, few customers or clients make these purchases regularly, never tell them to look around and say, “I’ll check back with you later if you have any questions.” Your job is to build rapport, trust, and to educate your client/customers on what is available and how best to chose what will meet their wants and needs. Always take every opportunity to deliver value and share your knowledge of what is in the marketplace but in the appropriate measures for your customer or client.
Avoid spillage with the customers and clients you have. The best prospects are the people you are speaking to in any given moment. Train and become expert in the selling process, using established but constantly evolving tools such as the 6 steps of selling. Making clients/customers feel welcome through building rapport, then asking questions and listening to qualify their wants, needs, and resources. Educating and demonstrating value, dealing with their objections and satisfying them, and then following up are all critical to helping your customer. Remember a great salesperson helps people. They help them sort out the overwhelming choices available and to make an informed decision.
Invite undecided clients/customers to your events. Whether “for-profit” or “not-for-profit” inviting customers and clients to your events, to see value for themselves can be invaluable for people who haven’t made a decision yet. In the sales arena, I know of a handful of truly great salespeople who rely almost 100% this type of interaction, called “ask fors” each day.
Network. Build connectivity with people who will help you and with whom you have helped by providing exceptional customer service experiences. Begin with friends and family and expand to include social networks like LinkedIn. Ask people respectively for them to mention your name or provide your card to people they know who might need your services.
Build your reputation on positives. Try never to find fault with those upon who you rely. Instead of pointing out negatives, find ways to correct behavior by noticing the positives of your coworkers, colleagues, customers and clients. One of my mentors, use the phrase, “Always take the high road” when dealing with people rather than complaining and finding fault.
Don’t send “thank you” cards, call your customers and thank them personally. I appreciate this may not always be possible. For salespeople, if a customer has had a delivery, call within 48 hours and ensure there were no surprises, and no problems. Too many salespeople are afraid to discover problems; forgetting, any customer with a problem will no longer trust you if their problems are left unresolved. A personal call, checking on them, thanking them will be a welcome finishing touch on an exceptional customer service experience.
Become an expert on your competition. Awareness and knowledge are the building blocks of prospecting. Appreciating value and communicating that to the appropriate audience key to delivering an exception customer service experience.
Become an expert on your organizations products and services. Always be learning about your own products and services. Understand how all of your organizations functions and processes interconnect and affect delivery to your customers and clients.
Watch and learn from your co-workers. What do they do well that you can incorporate, what do they do poorly so you can avoid doing the same yourself. Seek out mentors, role-play scenarios of those interactions you wish to improve, and share your expertise to help those who seek could benefit from your knowledge.
Don’t get caught up in workplace drama. Building your ability to succeed in any organization is difficult enough without being distracted by the drama that exists in every organization, small or large. Stay focused on delivering value, helping your clients and customers, as well as your coworkers; everything else pulls you away from your desired goals and targets.
Measure your efforts. Keep track of your efforts, over time you will find processes that work and some that don’t for you. You will find your prospecting method with evolve and grow as you try newer and better method. Your improvement will be incremental and measuring your success will help you stay motivated and inspired.
Prospecting is hard. Prospecting doesn’t work overnight. The success rate of prospecting might be one customer or client in forty or more attempts. Few people prospect well; however, the rewards are worth the low return percentage. Everything you do to improve yourself, not only will help with prospecting, but it will also pay dividends for everyone else you serve. You will survive and you will thrive.
Good luck,
Paul