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Existing Relationships

Guest post by: Brian Sullivan

Article Overview: How to grow your business WITHOUT the cold calls.

Existing Relationships

Let's get something straight. Nobody...I mean NOBODY likes to make cold calls. That's because over 90% of the cold calls we make lead to rejection. And that rejection leaves us feeling as we are somehow less human than we were before the cold call. While many of our professions rely on us reaching out to new prospects, who says those new prospects have to be ice cold? Because they don't! In fact, if you do your job exceedingly well for current customers, then make it a habit to ASK for their help in growing your business, your days of getting kicked to the curb should be greatly limited or eliminated all together.

So what can you do to become the type of salesperson who knows how to warm up a territory.

• Become Irreplaceable -First, become the irreplaceable information resource they look to to get them answers on almost everything they need. So if they say, "I know you don't sell this but give me your opinion on ________," rather than tell them you don't know, go find the perfect solution for them. With every unpaid piece of information or value you give, you are creating a customer who will evangelize your value to others.

• Ask for Help -When you PROVIDE unpaid value, it's okay to ASK for unpaid value. And that value will come in the form of referrals and testimonials. But if you are expecting customers to regularly pick up the phone or come chasing you down a hall to deliver you three names of their best "decision-maker" friends, it "ain't gonna happen." So make it a habit of asking for help...but ONLY if you are WORTHY of that help.

• Develop a Referral Plan- This week, identify 10 current customers who love you and your company. Then ask each one of them this question, "Can I ask you for a favor? I am trying to grow my business. Do you know of three or four friends or associates who could use the type of service/value that I have been providing?" Then don't look shocked when they actually give you some names. Hey, if you get three referred leads from each of those ten customers, you just created 30 new warm and cozy leads. Then go spend your sales time prospecting with that list...a list that carries a much higher percentage of success than that frigid one staring you in the face right now.

• Get Testimonials-Take it a step further by asking the happy client if they would be willing to write a testimonial stating what you have done that makes them so happy with you. Now this may make a few salespeople uncomfortable. But realize that humility sometimes need to take a backseat in your journey to the top. If you are the type that believes your actions alone should make them want to write a testimonial without you asking, you will be waiting a long time for your stack to grow.

• Make 'em Movie Stars- I have said this before but it is worth repeating. Invest in a small Flip Video camera (about $150) and make your happy client movie stars. Then get their opinions of your five star service captured on video. You can then easily upload those videos to your very own YOUTUBE Testimonial Channel. Not techie, don't sweat it! It's easy...and free. Just go to YOUTUBE and create an account. Then plug your FLIP into your computer and it will easily upload those testimonials to your new account.

• Use Them! - Build a file or presentation binder of printed testimonials and find a way to work them into your presentation. When an objection comes up, pull one or two out and share what others have said. To get good use out of your video, send your follow up email with a link to your testimonial page. Don't think they will look at them? Think again! And don't be surprised when you discover that it was what other people said about you that eventually helped you land that big account.

Let's get something straight. The above steps feel uncomfortable for the average or below average salesperson. And here is a fact. 90% of the salespeople and business owners reading this article right now will not even attempt one of the above steps. Instead, they will continue to bang their head against the wall making ice cold calls, rather than cultivating the great relationships they already have. But that is good new for YOU! Because while your competition grows frustrated, wondering why they can't grow their business, you will be using your most valuable business asset (your relationships), to get you to the TOP quickly. And remember, the TOP is NOT for everybody. Question is...is it for you?

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Article Tags: cold calls, communication skills, existing customers, growing business, insurance sales training, making contacts, medical sales training, precise selling, referrals, rejection, sales tactics, sales training, testimonials



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