In my work with sales teams, I have seen teams go from where they had:
- No Relationships with anyone at the buyers business they were trying to sell to
- No Pipeline for sales
- No successful users of their product
… to an evolution where they were able to get the Customer not only using their product but also buying more of it to address other Business issues at that particular customer. This is most often achieved by ensuring that you are doing all three things at once:
- Relationship – is not parachuting people in to have dinner with a Prospect, it is about building a real relationship
- Pipeline – is not about selling one deal – it is about outlining to the Customer how use of your product can help them not only address their current business Issue, but other issues in the long run
- Customer Success – Focusing on making sure that once they are sold, that the Company you work for will help them be successful for the long Run
Relationship: In the era of social networking, real relationships are more important than ever. Buyers want to know that there vendors really care – and not just when there is a deal on the table. Tools such as LinkedIn are just that – tools. You will flounder in the long run unless you are investing in real relationships.
Pipeline: Thinking beyond the deal at hand is essential. Unless you are selling a once in a lifetime product, a smart seller will focus on not just selling now, but making the people you are selling to customers for the long run. This is not about trying to sell more right now. The focus it is on the big picture and helping the customer understand where you can help them next. Sellers who do this invariably have more success, as they create a ready pipeline as they sell.
Customer Success: The nature of Selling for the sales professional is not about selling and moving on to the next Prospect. But rather it is about ensuring that each Customer sold is successful using the product they just purchased.
Are these new Items? Not to most of you, but they are Important that you “Check The Boxes” Each time for each situation you are engaged in.