(By Loyd Ford) It doesn’t really start with a target. Anyone can do that. The real beginning for sales is looking at individual businesses and business models. What do they need that they cannot easily supply for themselves? How can you be helpful in ways that really move the ball forward in their business plan? Sales is a process. It is not wham-bam-thank you. How can you build a powerful process? Begin in the right places.
- Visit the business. This doesn’t mean make a sales call. It means go visit like a customer. Keep your eyes open and open your mind to how they are doing business.
- Watch their behaviors. I say this to clients all the time. “People say a lot of things, but what they do shows you who they are.” Paying close attention to a potential client or an existing client should never end. You need to be helpful to them and to be seen as helpful by them. That puts the pressure in the relationship on you. Watch behaviors closely and you will know what you need to know to be the answer.
- Spend time with their website. Today most businesses are sometimes paying more attention to their online life than they are at the cash register, but you win by understanding how their website and their on-the-ground business go together.
- Join their social media. That’s right. Become part of the tribe. See how they interact with their customers in social media.
- Visit them like you care about them. Do better: Do care about them and their business. But don’t forget you are a detective and you are looking for answers and ways you can be helpful. You do this well and your sales life will improve in ways you can’t imagine.
- Visit your client or potential client….even when you don’t want anything. That’s right. Go see them and bring them information, opportunities where you may not benefit. Believe me, you will benefit in the long-term. Clients that see you as the consistent solution and see that you really care about outcomes for them will make you almost part of their internal team (and that’s where you want to be my friend).
The really big winners in radio sales learn to watch, listen, ask important questions and to bring consistent solutions to problems their clients are having. And they are having problems.
I’m going to say this again here for you: “People say a lot of things, but what they do shows you who they are.”
Learn who your clients and potential clients are and you will have the keys to helping them get what they want.
Loyd Ford is president and chief strategic officer at Rainmaker Pathway Consulting Works (RPC). Reach Loyd at 864.448.4169 or [email protected].
