October 13, 2017
No matter how good a job you do for your customers, it’s inevitable that you’ll lose one or two along the way. That’s why it’s important to have an ongoing marketing program in place. The two best sources for new business orders are (1) referrals from customers, suppliers and other contacts; and (2) additional orders from existing customers.
While these two sources are your top priorities, you should also reach out to a larger audience. That’s when things get tougher for you or the designated salespeople in your organization. Let’s face it: Very few of us enjoy cold calling prospects. It conjures up visions of the character in “Death of a Salesman” who pounds the pavement armed with nothing but a “smile and a shoeshine” – and these days, who has time for a shoeshine?
The fact is, you can raise the prospect’s temperature before making an initial contact by doing your homework.
Once you’ve completed these exercises, you’re ready to make direct contact with the prospective customer. The knowledge you’ve gleaned should help you present legitimate reasons for the prospect to see you, enable you to speak to their needs and to offer solid evidence that you would be an ideal resource.