The Add On Professional

Sales pros work hard to establish a close personal relationship with their clients. When the sales person and their company perform as the product or service was promised, a bond is created and mutual trust is established. This trust assists the representative in maintaining the business and obtaining contract renewals. Selling is not a one-time activity. New sales are the lifeblood of every successful thriving business.

Companies never retain all of their existing accounts for various reasons, and many times through no fault of their own. Hard economic times result in layoffs or down sizing causing a loss of orders or need for full service. Newer products or systems are developed and sold to replace existing business when there is no other comparable alternative for the current vendor to sell. Non-performance will lose an account no matter how close and respectful the relationship with the sales professional has developed.

Wise sales people understand the need for new business, not only to replace lost, but for long term growth, and they know the best place to accomplish this task is from existing satisfied customers. I call these pros, "Add on Professionals." These sales pros have established a trusting bond with a client on a product or service and their current performance is exemplary. They recognize that now is the time to fill another need for that client.

A personal protective equipment sales person with lines of eye protection, air purifying respiratory, head, and hearing protection has a number of options at their disposal. The client is purchasing eye protection currently and so the sales pro targets another area of need. The manufacturing facility equipment is unusually loud and so hearing protection is presented and sold to the customer - they have "added on" to the existing business.

The same can be accomplished with multiple services. A total facility service provider capable of furnishing janitorial, landscape, maintenance, and sweeping services can "add on," fill needs, and increase business in several areas. For example, the customer is happy with the terrific janitorial cleaning inside of their facility, but the outside has overgrown trees, bushes and debris scattered throughout the property. The sales representative takes the opportunity to sell the client on the "additional" service and with the bundled services can add value while saving the client money to care for the facility.

The sales key to being an "add on professional" is unequaled service, establishment of mutual trust and awareness of the needs of the client then targeting additional products or services to meet those needs. In many cases, the opportunities are available but are overlooked as the sales person finishes the first sale and moves on to find and develop new clients.

New customers are vital to growth, but do not forget to increase sales along the way by being an "add on professional."