Tweet

Sales Training London: Lets Do Lunch

Written by: Marcus Cauchi

Article Overview: Ever wondered how to get a customer to become a key account? Ever wondered how to stop a customer being poached by a competitor? I don't suppose you've ever worried that your margins are too low and your cost of selling is eating into them? Read on ...

Sales Training London: Lets Do Lunch

Always remember your customers and clients are people not assets on a balance sheet.

Don't they sometimes feel neglected or undervalued too? What follows is probably nothing new to you and I'm sure most of you are already doing it.

In today's environment, the cost of acquiring new accounts has skyrocketed. Studies over the years have shown that selling additional products and services to an existing client base can be more cost effective than spending time in new client development. With existing accounts, we have already absorbed the cost of acquiring the business. Our existing client base would utilize more of our services if only we had the foresight to ask for the business. Yet, we seldom ask.

So, how should we bring up the subject? One of the most successful ways to do this is to take your client to lunch. This enables the buyer-seller relationship to change. Inside the office, your client has a role to play and many demands to meeting. Inside the restaurant, you can focus on selling the additional business.

Follow these suggestions for a successful business lunch with your client:

Thank your client for the existing business. Tell the client you appreciate them. Let them know they are an important part of your business, and you will strive to maintain the partnership.

Review the history of the account with your client. Sandler teaches us to have the client do the review. Ask for input as follows:


How long have you been doing business together?

How satisfied is the client with your services?

How does the client feel you could improve your service, and in what areas?

How receptive would the client be to giving you a reference letter?

Most successful salespeople have a book of reference letters or testimonials. Instead of extending the sales cycle by having a prospect call your existing client, you can pull out your reference book for immediate review. A reference letter enables your client to put their thoughts and feelings into concrete form. If your client has trouble putting thoughts and feelings into concrete form, it's helpful to go over the letter with them.


Ask what expectations your client has for the upcoming year.

Ask how much business they have given you thus far.

Then ask, "Based on where we are in the year and projects that you have going on internally, where do you think we will end up at the end of the year? What additional business would I be involved with?"

Get that number.

Use it to help forecast sales and check that reality with the number in your account plan.


Ask for a list of other upcoming projects or purchasing decisions happening.

This will expand the scope of your business. Often, your client doesn't understand your full line of products and services. By having your clients explain what is going on internally, you can use your product knowledge to decide how to best apply it, and where.


Ask your client for the names of other people working in other departments within his/her company.

Ask for the names of those in charge of purchases and projects within the scope of your expertise.

I don't suppose it'll work in your business but do you wonder if you'll experience tremendous outcomes following these suggestions?

Your client may feel that they are an integral part of your business and are in partnership with you for the future. Asking for a reference letter from them makes them feel important, too. Furthermore, you will have a clear picture of what is ahead and a good roster of outside referrals.

Good luck, and bon appetit!

(C)Copyright Sandler Systems Inc. 2006

Happy selling.

Related Articles
  Be It Resolved, Analysts are Worthless
  An Enlivening Tour to the Royal London City
  Visiting London – Enjoy Traditional and Tomorrow's Cultures
  Leverage Your Business Lunches To Maximize Your Sales Results
  Turning Your Employees into Salespeople

Article Tags:



Related Forum Posts
7 words or less for Structogram - Some "7 words or less" (more or less) for Structogram for your comments: Training to get your message across(6) Secrets to get your message across (6) Training so people will listen to you (7) Helping you get your message across (6) Training to learn to get your message across (8) Communications training for yourself and your team (7)
Online Sales and Marketing vs Traditional - Hi Evan, I am noticing that many of the posts in the Sales/Marketing section deal with online marketing, SEM and and SEO and Affiliates. I was wondering if it might be a good idea to separate that section into two; 1) Online Sales and Marketing; 2) Traditional Sales and Marketing
Re: Online Sales and Marketing vs Traditional - [quote="ltrahan":31w9r2iz]Hi Evan, I am noticing that many of the posts in the Sales/Marketing section deal with online marketing, SEM and and SEO and Affiliates. I was wondering if it might be a good idea to separate that section into two; 1) Online Sales and Marketing; 2) Traditional Sales and Marketing[/quote:31w9r2iz] I second the request...
Re: Keeping up wtith the (super rich) Joneses - [quote="ChrisH":3ai8l8sj] The reason I mentioned Dave Matthews and his band members is because they have 3 properties in one county. If you feel that you NEED 3 or 4 homes, why not buy them in different places??? Chris[/quote:3ai8l8sj] For myself, I'd like a penthouse apartment in Manhattan, and a penthouse apartment in London, so that I could go to Broadway and the West End theaters whenever I wanted. (I'd also need about that much money to be able to afford to see these plays, as ticket costs are ridiculous!) I'd also need my own private jet, so that I could fly between New York and London without having to go through the hassle of large airports. Well...I suppose a pent house apartment in Hawaii could be useful as well...
Re: Free Internet Marketing Training - Hi, I like Armand Morin. I saw him in London some time ago. I like to connect, but I have a challenge. I know this is an old post. When I click the URL, I can't get in. Please help me. Many thanks.


Share this article with your friends. Fund someone's dream.

Leave a comment below or share on the left and you'll help support entrepreneurs in Africa through our partnership with Kiva. Over $50,000 raised and counting - Please keep sharing! Learn more.

Tweet

Newsletter

Get advice & tips from famous business
owners, new articles by entrepreneur
experts, my latest website updates, &
special sneak peaks at what's to come!

Name:
Email:

Popular Articles

Work at home Opportunities for the Disabled

Building a Business From 30,000 Feet

What is Discretionary Cash Flow

Suggestions

Email us your ideas on how to make our
website more valuable! Thank you Sharon
from Toronto Salsa Lessons / Classes for
your suggestions to make the newsletter
look like the website and profile younger
entrepreneurs like Jennifer Lopez.