IDENTIFY AND ARRANGE AN APPOINTMENT WITH A CENTRE OF INFLUENCE

One of the most effective strategies for generating a regular flow of new customers for any business to business salesperson is to network with several centres of influence. A Centre of Influence (COI for short) is a person who normally has two qualities.

1. They often may not use your services themselves.
2. They are in an excellent position to refer you a large number of other people who could use your service.

Examples
· In telecommunications selling a good COI may be a commercial real estate agent. The agent may not be in the market for new telecommunications services however they may be able to give you the names of several people who are interested.

· In selling training services a good COI would be a personnel consultant. Their clients often ring them and ask about why they should go for training services.

Key Concept
For Business to Business Selling there are usually 100 or more different categories of COI that you could network with.

Examples
Here are just some COI’s for you to think about contacting. Non competing salespeople who sell to the same prospects you sell to. Professional services people, trades people who work with the type of businesses you call on etc.

Exercise
1. Write down at least 20 different COI’s for your product or service.

2. Contact by phone at least five of these COI’s and arrange an appointment to meet with them.

3. When you meet with these people see if you can be of help in return. Give them referrals etc in return. Make it a good arrangement for both of you. By consistently arranging five new COI’s each month to network with you are stimulating a whole new source of potential new customers each month, One good COI can be responsible for thousands of dollars of extra business for any salesperson.

INITIAL BENEFIT STATEMENTS

It’s vital to start a meeting with a potential business client on the right foot. You want to convey that you are professional, there to help and give your client some idea of what to expect. In other words what’s in it for them? An initial benefit statement tells your client why he or she may gain by taking the time to meet with you.

Example
“Mr. Smith, I don’t know yet if we have a fit between what you need and what I have to offer, however I can tell you that clients who have used my service saved over 50% on their photocopy and fax bills. Can we talk about your business for a few minutes to see what we might save for you?”

Action Step
Write down the names of three customers or prospects you have upcoming appointments with. For each appointment write down the purpose of the call and an initial benefit statement. Use the initial benefit statement on each call.

How to Ask the Right Questions
Your role is to be your customers problem-solver. To perform this role well you need a lot more information from your customer. Here are some of the types of questions you can ask to obtain different sorts of information.

To determine: Sales Potential and Buying Cycle ask “How often and how much do you buy?”

To determine: Buyer needs ask “What problems have you been having with…?”

To determine: Their Current Supplier ask “What company is now supplying you with…?”

To determine: Long Term Potential ask “What are company’s long term goals? Paint a picture for me of your company as you see it three years from now.”

To determine: When you can Close the Sale ask “Would you walk me through the decision-making process for a purchase like this? How is a decision like this typically made?”

To determine: The Ultimate Decision Maker ask “Besides yourself, who else will be involved in the decision making process?”

To determine: Your Prospects Buying Authority ask “What is your role or responsibility for this purchase?”

IDENTIFY AND ARRANGE AN APPOINTMENT WITH A CENTRE OF INFLUENCE - To learn more about this author, visit Brad Tonini's Website.

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