I’ve worked in sales for long enough to understand that the best sales you’ll ever make are those where the prospect comes to you, either for your personal expertise, or your company’s product or service.
No prospect likes being sold to for something they don’t need. They also don’t like to be sold to if they do need it, but not right now. They may not even be open to speaking to you if they do need it, right now, but they don’t know you, and whether they would want to do business with you.
For sales people this is a problem, we find some of our traditional methods of outreach drying up as your prospects do their own research and choose who they want to work with. In fact, according to Gartner, 57% of prospects will have decided whether they are likely to buy from you before your first meeting.
I’ve always believed that marketing has an important role in sales. When you reach out to a new person, if they are familiar with your company, your products/services you will double your response rates.
Further to this, personal marketing of your profile, your expertise in your niche is something every good sales person does – when they have time.
I believe in networking and sustainable prospecting, it is a long-term sales strategy that pays off, perhaps not this month, this quarter, or even this year or within that job, but stay front of mind with the people you’ve met and you will reap the returns one day.
When a sales person is busy on proposals, closing and meetings, (as should be our priority), it means we are not out networking and prospecting. This means that even for great sales people following every great quarter inevitably comes a not-so-great quarter. So goes the roller coaster sales pipeline.
What’s the solution?
A systematic process that ensures you ‘network’ with an agreed number of new people every single month.
Use of tools or services that makes sure your authentic communication continues even when your head is down busy with pipeline and closing.
Increase your network consistently with people who know you, know your company, so you get the opportunity when the time is right for them to meet them, trust you and buy from them.
If you’d like to discuss your sales approach, challenges and opportunities, drop me a line at email@example.com
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