Why.............

.............the first contact with CUSTOMERS, you have inherited is so, so, important

If I had a pound for every new salesperson that inherits a “territory” and looks blankly as if they have been handed some Rubik puzzle. We have already agreed that the first thing that any Guerilla protects in the battlefield of success at selling is looking after your customers.

Customers that you have won we covered in the last post, but what about those customers you have now inherited, either by taking over a new sales territory, buying a previously trading business, or simply “given” to you as part of a start – up business.

If you have new “inherited” customers, how so lucky you are, because I wager with you all the pounds and $ above that they will have fallen prey to the slapdash selling that YOU WILL NEVER BE GUILTY OF.

Have no illusion whatsoever, YOU MUST NOT INTRODUCE YOURSELF AS THE ACCOUNT MANAGER, THE ACCOUNT EXECUTIVE, WHATEVER - WHO HAS THE RESPONSIBILITY OF COVERING THEIR PARICULAR ACCOUNT AND/OR BUSINESS. If you do so you will fail for a number of reasons, such as;

You sound more important than you are, customers like the power of control
You have to earn the right to be called their account manager, exec, whatever!!!!
You need them, probably, more than they need you

SO HOW DO YOU INTRODUCE YOURSELF ??????

“As a supplier/partner you are aware that you have not met, that as your success is purely based on retaining valued customers and supporting their business, you would like the opportunity to introduce yourself”

This can be done by phone, personalised email – emails will be covered in depth later, or least preferred, but if all else fails – an unplanned visit, but this has many negatives viz it is impolite, appears unprofessional, arrogant in that your contact has enough free time just to drop everything for you.

Or

“ I can see Mr/Ms Customer that we have not made contact with you in “X time” , firstly may I apologise as this is not the way I conduct business , but secondly may I redress this by introducing myself and would be appreciative as to some time in your diary”

Or

“Mr/Ms Customer I understand you have product XYZ, not only have you bought a great product but similar businesses to yourself have found extra value by using the zartog 8 feature invaluable in making this model even more cost efficient and productive. To this end and as to act as an introduction, I would only to pleased to visit your premises and demonstrate this feature to you and/ or your staff”

There is a common thread that runs through these types of alternative introductions, they ensure that your first introduction with your customer helps achieve;

A respectful position towards your customer

Your first communication alludes to adding value

You are positioning the customer as being the more powerful in your relationship

You are instigating the introduction - you are in control

You care

Please click through to this link, from the Highlands of Scotland. A better illustration I cannot think of, as to why your customers will either help you be successful or be the nail in your coffin.

The next post will be ALL about the effective use of that introductory meeting …….