The Key To Developing Future Business–“Name Recognition”
In general, sales consultants hate the word prospecting. It conjures up visions of sifting through phone books for cold call leads. Not surprisingly, the success rate of cold calling is in direct proportion to how enjoyable sales consultants feel when they think about doing cold calls. Therefore, as you can probably guess, the success of cold calling is very low.
So, what is the solution?
This is a complicated question with a simple answer: NAME RECOGNITION. NAME RECOGNITION means getting as many current, future, and unknown customers who potentially have a serious interest in your products and services to think of you. These are not the customers who only call when their needs arise. Instead, these are the customers who have, over time, created a positive association or connection with you, as well as your products and services. That association links them directly with you and your name– not your company’s name.
When Fortune 500 companies try to do this, they are creating a strong brand. The obvious heavyweights in corporate America for creating strong brands are companies like Nike, Starbuck’s, and Disney. I say congratulations to these and other great companies who have managed to brand themselves in such a way. However, their success does not improve my personal sales.
So, what is a Professional for Life © Sales Consultant to do?
If you are a sales related manager, coach your sales force one consultant at a time. If you are a sales consultant, take action NOW!
Here is your first simple lesson:
- Distribution List: Create a distribution list in your Personal Information Manager (PIM). I use Microsoft™ Outlook. You might use ACT or some other PIM. A distribution list is like an electronic bucket filled with your customer and prospect names. You can have one name or ten thousand. Let’s call this electronic bucket “Key Customers”.
- Your Message: Initially, create a very short e-mail that has a positive message. An example could be, “When you are green you grow, and when you are ripe you rot.” The message can be inspirational, funny, and/or informative. Within the message and e-mail do not ask for business. Instead, always find a way to let your “Key Customers” know:
a) Who you are – Gary Tilkin
b) What you do – Develop Sales and Management Professionals
c) Where to find you when they -need you – Gary.Tilkin@garytilkin.com
- Commit: OK, let me help you get the excuses out of the way:
a) You don’t have enough time: Answer—Hire a temp.
b) You know you don’t have enough names: Answer—use what you have.
c) You just broke you finger and you are on pain killers: Answer—find another excuse.
- What To Do Now:
a. Send out this e-mail message to as many or as few “Key Customers” as you can by close of business tomorrow.
b. Add at least 20 names to your distribution list within the next 30 days.
Now how hard is that? Don’t let yourself down. Today, you start on the simplest quest of a 10% increase in your sales in the next 12 months. Next month I will give you lesson number 2 and take you to the next level. Right now, just do what I asked you to do. Like chicken soup, this couldn’t hurt.
Remember to always be “A Professional for Life”