There are a 2 key things you can at do at the close of the first sales cycle to better position yourself for the next sale within this new account:
1. Make sure you have done your homework & demonstrated you understand the customer’s existing and evolving business issues.
2. Ensure you help the customer understand how you can help them address their current need AND longer-term needs.
Utilize the end of the sales cycle to get establish new relationships within the customer’s business. Why at the end of the sales cycle? Because it is the most likely time for the customer to share information with you, because you are not “Officially” in a sales Cycle
As a Sales Cycle ends, work with your customer create a “kick-off event.” Remember, the hard account work is just beginning in an Account. Successful implementation will require considerable amounts of time, effort and resources from the buyer and the seller.
A kick-off event both thanks the customer for their business and ensures implementation gets off to a good start. I recommend inviting all the key decision makers to the event. The odds of them showing up are surprisingly good. It may be because they bought your product and want to know more. Most Importantly, they will come because there officially little selling to go on. While we are not here to sell, this setting provides an ideal time to ask questions of the decision makers and gather some valuable insights. A kick-off event provide environment for several reasons:
• The Sale (at least the original one) is done and there is no pressure on their company to buy anything now.
• The questions you ask are focused on the company’s business and future plans.
• People like talking about their own company, and if you ask thoughtful questions, you are likely to get insightful answers.
Said another way: Relax and learn!
You can get the chance to learn enough and Show the ability to help the customer solve other business issues beyond those involved in the current sale, you have taken the first step to embedding not only your Products, but also your expertise into the account.
Only a very small percentage of sales professionals choose to focus on the big picture, largely because it is hard work and takes a consultative mind-set.
Ensure a smooth transition from buyer to customer by establishing the basis of a long-term dialogue with the customer that can help ensure you are around for the next buying cycle.