your prospects about your product or service, and it justifies why they should continue to take your calls.” Deb Stine – responsible for new business development for a regional media company that places ads in newspapers and radio – believes good follow-up is part of a “num- bers game.” “You have to believe that one of these calls is going to be your ticket,” says Stine. “If you’ve done a good job of qualifying your prospect, putting together a top-notch proposal that addresses needs and benefits, and following up in a timely and profes- sional fashion, the numbers will work out in your favor.”
THE PLAN COMES TOGETHER Even though Stine feels that numbers are important, he agrees with Balick that follow-up calls can move the sales process forward – as long as salespeo- ple know what they want to accomplish. “You should never walk into a follow-up call thinking that the only thing you’re there to do is make a sale – even though that would be great,” says Stine. “After you’ve made the ini- tial presentation, your follow-up goals are to create a friendship, develop rapport, and build trust. That leads to a mutually beneficial partnership, and you always have to keep that objec- tive in mind.”
Balick says one of the reasons many salespeople don’t set objec- tives for follow-up calls is that they are taught to do precall planning be- fore making a call. He believes that’s too late in the process. “The differ- ence between good salespeople and great salespeople is that great salespeople do their precall plan- ning at the end of the last call – when everything is fresh in their mind and they’re focused on what they want to accomplish on the next go-round,” says Balick. “Calling on somebody without a plan is like eating com- fort food. It tastes great but has no nutritional value. You feel like you’re going somewhere but you really have no traction.”
VIDEO: HOW AI CHANGES THE WORLD OF SELLING
IT’S THE LITTLE THINGS Not all follow-up calls have to be in person or even done verbally. Some- times, it’s the little things in life and business that equate to building partnerships and closing deals. “In between personal contacts, send over things to the prospect that are helpful or useful,” says Stine, who credits her mother with teaching her persistence. “It may be leads or ideas that you email or an article on their business or industry that you send by mail or text or mes- sage on LinkedIn. Prospects really appreciate it, and that moves you one step closer to a sale.” On the other hand, face-to-face is
SELLING TIP
Recognition Rocks Reps All salespeople respond to some form of recognition. Recognition can take many forms – rewards like gifts or gift cards, praise in sales meetings or in front of the top brass, awards in the form of plaques or letters, cash bonuses, and many other forms. The key thing for managers to remember is this: Recognition should not be saved up like a bank account and only dipped into on very special occasions. Recognition in some form should be ongoing throughout the year. Praise is simple and inexpensive. It takes only a minute of your time to give a pat on the back or a, “Job well done, Joe.” So do it often. Do it with feeling. Do it because it feels good.
– ALAN CERVASIO SELLING POWER JUNE 2018 | 11 © 2018 SELLING POWER. CALL 1-800-752-7355 FOR REPRINT PERMISSION.
good. Balick advises salespeople to take the time to learn about a pros- pect’s interests and...have fun. “Find a personal approach to go with your follow-up, and add some flair to the day. If you learn on your first call or presentation that your customer is a golfer, do something that ties into golf. Take them to a golf club for lunch. Bring in a little golf toy. Give them a book on golf. It shows that you remember your last meeting and helps associate your proposal posi- tively in your customer’s mind. “Following up is all about having a plan, working toward a goal, and having fun along the way,” con- cludes Balick.
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32
