"We were there when no one else was."
- Anonymous TShirt Production Manager
Every sales professional wants "another client" or the "big fish" in their book of business. The funny thing is that with so many pre-existing relationships, sales has become a very challenging game. It has become even less about what you know...and more of WHO. (Thanks primarily to an increase in access to info. Thanks Google)
What can you do to increase your business? Should you go out and shake hands with every person in your market, like a politician would? Should you build an army of all the sales people that know all the people in the world?
What if there were another way? A way that was more effective, efficient and allowed you the liberty to RELAX a little bit and not carry as much stress about the client you do not have (and frankly are very unlikely to get).
But Zach... HOW?! WHAT?! Funny you should ask. (wink wink)
2 DEGREE SUCCESS STEP: There IS a better way to do more business, better business and defeat the "we work with my sisters daughters husbands partners company" syndrome. (ugh)
First, you MUST find a better way to know more people in a better way. No matter what, sales will ALWAYS be a "who ya know" game. Understanding that means you need to join social, civic, philanthropic and professional groups. Be a LEADER in the group. Make people KNOW YOU, not you trying to know them.
Second, you have to be AVAILABLE to those people when they need you. Example: They work with the cousins brothers blah blah blah when all of a sudden the order gets screwed up! Uh oh! Who can save the day?! YOU!!
By being available (and letting them know you are available when the "oops" happens) you position yourself to be the RESOURCE for taking away pain. Will you take over that relationship? Maybe not after one time, but if it happens again...well, your chances look good!
NOTE: Being available does not require you to be on call 24 hours a day. Rather, it is a CONFIDENCE built with the client that WHEN they need you, they can call on you and you WILL be there!
Cheers,
Zach
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