"There is only one boss. The Customer. And he can fire everybody in the company from the chairman on down,simply by spending his money somewhere else."
- Sam Walton
So, so true .
So I think it is worth recapping, of what Guerilla Selling is all about and what it is NOT all about.
It is about;
Understanding your battlefield
Understanding what makes up your territory , it is your battlefield , it is where you WIN
Being passionate and motivated
Using your 100 of energy focussed where it will deliver the result you will need
Being planned, absolutely planned on the objective in hand – selling
Stealth
It is not about;
Wasting energy
Worrying about anything than the job in hand
Laptops, CRM, battery life in your cell
Thinking that pure technique will make up for loss of self-belief and motivation.
Being noisy – but more of that later
So the next vital step, and it is so vital – especially if you have taken over a new territory, are your current users.
Users of your products are what it is all about and believe me the time, the effort that will be used in trying to attain new ones is massive compared to looking after your current ones. But this is where, by a greater or lesser degree we all fall short and all of us are missing a huge, easy trick. In any war, and selling is a war, you must ensure your Allies never defect and become your enemy. You know, as well as I do, if people do not communicate with you, do not keep you informed, what do you feel – unloved, disrespected, valueless not words that should ever describe any relationship not least one that has bought your product and/or services and “de facto” has helped provide, directly or indirectly a benefit to you or your company.
If you do not believe me, read on.
I have a position in a company that enables me to make choices, hopefully for the benefit of the company and it’s employees.
I have leased a number of Mercedes Benz and a number of Audi’s, no big deal I suppose in the scheme of things, but for our company, quite an investment. Since the first couple of weeks where some call centre type rang me from Mercedes, there has been absolutely no follow up communication, no periodic contact, no courtesy call, no newsletter – a big fat NOTHING.
Now let us assume I have to grow the company 2X in 3 years, you’ve got it, I will need more vehicles and GUESS WHERE I WILL NOT BE GOING TO GET THEM!!!!!!!!! GUESS WHO HAS DEPRIVED THEMSELVES OF A FUTURE SALE OF 3-4 CARS!!!!!!!!!!!!!
IF YOU NEED FURTHER PERSUASION PLEASE CLICK HERE AND READ A GREAT ARTICLE , FROM AN EQUALLY GREAT SITE
So first and foremost ensure every single one of your customers has dialogue with you, not a one way email, not an “oh must ring them” telephone call, but planned and hopefully agreed series of dialogue.
Why?
They will feel they are important – they are. Dialogue is what it says, two ways. You give information they receive it, and visa versa – you will keep them informed of your company, products and services they will keep you informed of theirs. When they have a need, yes, you are right again – they will know to call you.
Some what if’s !!!!!!! ( I have heard these many times expressed in many ways)
THE MOST POPULAR, WHY I CAN’T QUESTION
Q . But I have many customers I cannot get round them all and if I did I won’t have time to sell to new customers!!!!!!
A. You may have many customers, in all shapes and sizes. So building on our 100 of energy and planning, categorise, either by geography, size, buying history, or if you do know them incredibly well – by opportunity. Then within the category grade them for the type of contact and over what period of time – for this you need nothing more complex than a diary, eg
Company A (big opportunity)– visit wk 1 month, email wk 1 month 2, telephone call wk1 month 3
Company C (medium opportunity)– telephone call wk 1 month 1, email wk 1 month 2, telephone call wk1 month 3
The above is only an example, you will over time segment , categorise and plan communication based upon yours and your customers needs, but you will only be able to achieve this - BY PROTECTING YOUR USERS, COMMUNICATING WITH THEM,CREATING DIALOGUE , REMEMBER - THEY ARE TO BE VALUED AS THEY ARE VERY EXPENSIVE TO REPLACE.
SECOND MOST POPULAR WHY I CAN’T QUESTION
…….. See my next post
No comments:
Post a Comment