Archive for the 'business development' Category
Posted on November 16, 2009
I was doing a lunch and learn for a firm recently on how to get referrals and repeat business. Just about everyone I know needs to spend time working on getting referrals and repeat business.
But not Arthur.
Arthur is one of the more experienced (i.e., older) professionals at this firm. He proudly told me he doesn’t need referrals because his client keeps him busy.
“My client just keeps calling me with more work,” Arthur said. “I don’t even have to ask for it.”
“Arthur,” I asked, “what are you going to do when your client gets run over by a bus at lunchtime? Do you know who would replace him?”
This stopped Arthur cold—made him think. He knows his client’s boss, but he doesn’t know others in the firm—the others that might step in after the lunchtime tragedy.
Don’t get cocky like Arthur. Spend time with your clients and the folks who work with them. Develop relationships that will keep your business alive after the rogue bus drivers of this world take out your clients.
Posted on July 27, 2009
For quite a while, I’ve been preaching about staying in touch with your clients and keeping those relationships alive. This week Sam, a client of mine, really benefitted from doing that.
A few months ago, Sam acknowledged that he needed to create a system or process for keeping in touch with his clients. He made a list of the folks he’d done business with for the past 5 years and started calling them to check in.
One of his calls uncovered information about a project that will kick off within 6 months. A month later, Sam checked back in with Bob, the client, to see how things were going.
Bob updated him and promised to use Sam’s firm on the job. That was nice news.
But it gets better.
An hour later, Bob called Sam. As it turns out, Bob has a new project in town kicking off now. Bob called the architect on the job and told him to call Bob and have Bob do the work.
How cool is that?
Because Sam had taken care of the relationship with Bob, Sam got work. Just like that.
I love it when that happens.
Posted on July 1, 2009
I’m working on a project about why to get referrals, how to get referrals, and how to give them. In my research I came across these numbers, which may be familiar to some of you. They were new to me.
These are from an article by Matt Anderson, The Referral Authority, who cites the Sandler Sales Institute as a source.
5%–at best, the amount of business you will get from cold calls (justification for not making them?)
15%–how much business you’ll get when you call prospect Sally and say “Billy Jones gave me your name” and Sally didn’t know that Billy Jones had told you to call
50%–how much business you’ll get when Sally does expect your call. Billy called or emailed her to let her know you would be calling
80%–how much business you’ll get when Billy personally introduces you to Sally
So how are these numbers going to change what you’re doing today to get referrals?
Posted on June 24, 2009
From my friend Chuck Reaves, a master in sales:
The Most Dangerous Word in Sales: Why?
Eighty percent of selling happens at the subconscious or subliminal level. It is amazing how this word impacts our thought processes. It generates a complex thread of thoughts and behavior - and we don’t even realize it! The best way to use this word is to NOT use it!
Whenever we are asked a “why” question, our first reaction is to defend whatever the question addresses. We learn this from childhood, don’t we? An adult asked us why we did something and our answers were usually:
- “Everybody else was doing it”
- “[NAME] made me do it.”
- “I don’t know”
Sound familiar? It will sound even more familiar if you ask your customer a “why” question. Their response will probably be a variation of one the answers above!
For instance, ask your prospect why they are buying from the competition instead of you. How will they answer?
- “They’re the industry leader” (everyone else is buying from them)
- “Our company policy. . . ” (made me do it)
- “I’m not really sure”
Change Your Why Questions
The easiest way is, of course, the one I use. Whenever a “why” question seems to be needed, reword it to a “how” question.
Instead of: “Why did you decide to buy from the competition?”
Use: “How did you make the decision to buy from them?”
See how it works?
An Even Better Way
An even more effective way to reword that question is:
“How was the decision made to buy from them?”
The critical difference is that we remove the personal pronoun. “Why” questions are naturally accusative and they elicit a defensive response.
Rewording the question to a “how” question helps but the customer may still sense the “why” behind the question. So, take them out of the conversation by removing the “you”
Use It Today
Begin now to discipline yourself to remove this dangerous word from your vocabulary. Whenever you need anything from the client - use how
- In your pre-call planing, remove all “why” questions.
- Whenever you think of a “why” question, immediately try to rephrase it as a”how” question.
Contact Chuck for more great information:
404.822.6171 Chuck@ChuckReaves.com
Posted on May 14, 2009
I was talking with Roger this week, a client whose firm had been short-listed for a great project. He was prepping for how he would pitch his message. The message was “pick us because we can provide more for your money.”
It made me think of a video I saw from Dr. Frank Lutz on how the words we use impact how people react to us. Check out his stuff at http://www.TheWordDoctors.com. Lutz has coached all sorts of folks on how to connect with their audience.
Roger was doing OK when he used phrases like “cut expenses” and “save you money.” But when he said “this is cheaper,” alarm bells went off in my head.
“Cheaper” is not a good feeling when you’re spending millions of dollars to build a building. “Cheaper” implies a cheap suit. With a building, it could imply shoddy construction, falling ceiling tiles, ratty carpet and more.
Think about the emotional impact of the words you choose to use.
Lutz uses scientific methodologies to measure the impact words have on listeners. He recommends the following.
Never say “government;” say “Washington.”
Never say “tax reform;” say “tax simplification.”
Never say “drilling for oil;” say “exploring for energy.”
You get the idea. What emotions are your words stirring with the folks you talk to?
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