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Remind Me...

Guest post by: Paul Donehue

Article Overview: How often must we remind our customers of the value we bring to the table? Is a once-per-year reminder sufficient? How about twice per year? Three times? Most people agree that, ideally, they'd like to "remind" their customers many more times each year; in fact, they say they'd like to keep a reminder of some sort in front of their customers as frequently as possible. This leads us to a few critical questions...

Remind Me...

How often must we remind our customers of the value we bring to the table? Is a once-per-year reminder sufficient? How about twice per year? Three times? Most people agree that, ideally, they'd like to "remind" their customers many more times each year; in fact, they say they'd like to keep a reminder of some sort in front of their customers as frequently as possible. This leads us to a couple of critical questions:

• How often should we remind our customers of the value we provide?
• How should we do it?

How Often is too Often?

Questions about the ideal contact frequency are among the most frequently-asked. People are often concerned about coming across as too aggressive or, even worse, alienating their customers or prospects with information overload or too many sales calls. Yet statistics show that most orders are received only after five-or-more contacts! So, how often is too often? Generally speaking, sales calls and marketing messages become "over-done" when they fail to provide value to the customer or prospect. This leads nicely to our second question: how will we accomplish this value-added approach?

How Should We Do It?

Here are three simple and proven best-practices that can help:

1. Master the practice of pre-call planning. The most successful sales people plan their calls very carefully, based on research and record-keeping (i.e., effective use of a contact management or CRM system). Consequently, they are able to learn a great deal about their customers or prospects during each well-planned and well-executed call, and are able to use this information to make strategic decisions about the frequency and content of future contacts. Even better, use the written pre-call plan as a post-call review tool.
2. Questions are the answer. Most of us tend to plan interactions or presentations by listing our "speaking points." In other words, the things we plan to say. When planning and executing sales contacts, it's best to put an equal amount of focus and thought into the things we will ask. Asking the right questions is how we learn about our customers' needs, interests, priorities and challenges; it is how we determine what to do and say next; it is how we solidify true selling relationships. As a rule-of-thumb, try to craft questions that focus on what people are trying to accomplish rather than on what they "think they need." In addition, a frequent by-product of asking good questions is enhanced listening. It's much easier to listen if we stop talking! Good listening also sends a strong implied message to our customers: we care!
3. Develop a proactive style. This simply means that we end each interaction with a specifically-defined consequential next step - a call to action - in which we take the proactive position. This helps in several ways:
   1. It sets the stage for a higher contact frequency
   2. It shows the customer or prospect that we care and that we value their business
   3. It often makes things easier for our customer, by helping them to get things done in a timely fashion
   4. It shortens the selling cycle
   5. It confirms our professionalism

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Article Tags: business development, contact frequency, contacting prospests, how to grow a business, prospecting, sales call strategies, sales growth, selling skills



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Re: How can you help dreamers or those with no patience? - Remind them that people with written goals ( and those that actually refer to them on a daily basis) are typically the ones who reach their goals. As someone above mentioned, it's hard to find your way when you don't have a map. I think we talked about having a business plan here before. We also mentioned that if someone didn't want to put the effort into writing out a business plan, they probably wouldn't follow through with much else either. I think that's the same with goal writing. Maybe just a smaller version. Have a plan and stick with it!
Re: Boosting Confidence - [quote="Tami Szabo":4m5o9ufl]I’d also love to hear what methods you have for boosting your own confidence.[/quote:4m5o9ufl] Hi Tami, From a male perspective, I'd suggest the following tips to boost one's confidence: 1. Make "fear" your catalyst to take action. For example, if you're afraid of public speaking, then practice and hold a seminar. 2. Remind yourself of your past accomplishments. 3. Remember that other people in the room have 2 arms and 2 legs just like yourself (i.e. you're all equals). 4. Focus on having fun at whatever you're doing. If you focus on trying to be "perfect", you'll fail and lose confidence. 5. Take care of the way you look, whether that's how you dress, what you eat or how often you work out. If you look good, you'll probably feel good too.


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