that can cut the garbage from your pipeline in half.
3. DO YOUR SALESPEOPLE RESEARCH PROSPECTS BEFORE EACH CALL? It’s not unusual for nearly 50 percent of sales leaders to be unsatisfied with their salespeople’s research efforts. Salespeople know that browsing the Internet siphons off too much sell- ing time. What do world-class sales teams do? They tap into smart lead management resources and services that can give your salespeople critical information just before the call.
4. DO YOUR SALESPEOPLE SELL VALUE AND AVOID DIS- COUNTING? According to another survey 43.8 percent of sales organizations need improvement in these areas. Your CRM solution isn’t going
SELLING TIP
Tips to Earn More Referrals and Repeat Business
Many salespeople get addicted to chasing opportunities and the high that comes with closing a deal. But beware the closing addict: Often, such reps sacrifice lasting suc- cess by pursuing short-term gains. A great and lasting relationship with a customer isn’t just handed to you. You have to earn it. Follow these tips to help customers see you as a partner rather than just another business interaction. Make sure your buyer education process goes beyond your products and services. After the sale, tell your new customers everything they need to know to make their post-sale interactions with your company as smooth as possible.
In an ideal world, your company will have taken steps to make things as painless and smooth for the customer as possible. Unfortunately, that’s not always the case. If you can’t get upper management to make improve- ments, keep track of some of your customers’ most com- mon requests and frustrations. Then, be proactive about giving key advice and helpful tips. For example, custom- ers might find it useful to know any of the following: • How your products will come packaged
to help. What will? A best-practice sharing system that harnesses the collective intelligence of your sales organization and can connect all reps with the best practices of your top performers.
5. DO YOU SWEEP FAILURES UNDER THE RUG? An astonishing 59.7 percent of companies fail to perform win/loss reviews because they say it’s hard to find an objective evaluator within the company. Turn win/loss reviews into a power- ful sales improvement engine. One research firm assembled great know- how for conducting effective win/loss reviews. More companies rely on third parties to outsource this task.
6. DO YOU HIRE REPS THAT SUCCEED? According to research, nearly 50
percent of sales leaders admit they are unable to consistently hire reps who succeed in selling. Yet these leaders admit that their success depends on finding top-quality reps. Find state-of-the-art resources that can dramatically improve your hiring decisions.
7. WHAT’S YOUR GOAL? Sales leaders usually describe their top three goals as: 1) increase reve- nues, 2) increase sales effectiveness, and 3) increase market share. What stands in the way of reaching your goals? Chances are, it is not the lack of insight, but the lack of awareness of possibilities. Finally, remember: There is no substitute for adequate sales train- ing and coaching, smart technology that can lead to more closed busi- ness, and a hiring system that can weed out potential selling duds.
• How to read the invoice • When they can and can’t expect a rush order • How to follow up on back orders or make special shipping arrangements
• How to get in touch with you or someone who can help them quickly and easily, even during off hours Make clear to customers that your success is based on their success. Forming a collaborative partnership means the difference between helping your customers and simply selling them on a product or service. Show them your willingness to be available and helpful. Send emails that are concise and intelligent, take time to walk them through procedures online, and know when and how to put them in touch with people on your team who will be responsive and knowledgeable.
Remember that good experiences add up. A good overall experience with your company after the sale can often mean repeat business and glowing referrals for you. Internally, be an advocate for thorough training of customer service teams and any other departments or support people who will be interacting or working with your customer.
The best salespeople learn quickly how to see a signed contract not as an ending but as the start of a long-term and mutually beneficial relationship for years to come. If you’re truly customer focused, then you should have no problem getting plenty of repeat busi- ness and referrals.
SELLING POWER NOVEMBER/DECEMBER 2020 | 13 © 2020 SELLING POWER. CALL 1-800-752-7355 FOR REPRINT PERMISSION.
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