Acquiring new leads is the most difficult part of the kriketz review .That is especially true if you’re new to sales or in a new sales position. It’s how you go from zero into ultimately building your book of business that will define your success. Then, the key to continuing that success is to avoid becoming complacent and, as a result, failing to find new business on a regular basis—and this is true no matter what you sell.There is,however,fundamental knowledge that you must acquire, based on what you sell and to whom you sell it.
What does that mean? You need to engage prospective customers based on the way they buy— not based on the way you sell. In their expectations of the sales experience, your prospective customers generally will be transactional (they buy and move on), relational (they want a meaningful, ongoing interaction), or strategic (you jointly anticipate their future needs).
However, no matter what your strategy, eventually you will likely lose many of the accounts you win.There will come a time when you will be replaced for any of hundreds of reasons. It may not even be your fault. So let’s face it, no matter what you sell or to whom you sell it, you do need to deal with this reality: learn to service your customers as well as you are able to do so and consistently go out and find others to replace them before they leave! And you need to do that every single day of your sales career—and that is true whether you have been in sales for 20 days or 20 years! Here’s the bottom line: providing excellent service to your accounts is,in the final analysis,the best form of prospecting,isn’t it? However, sometimes even that isn’t enough, no matter what you do.
What are your most common prospecting situations?They can likely be broken into at least the followingcategories: ? Face-to-face, formally or informally, on purpose or by chance ? By telephone ? At trade shows ? Through referrals from current customers ? Through referrals from people other than customers ? At networking events ? Response to mail, e-mail, or fax campaigns ? By selling current customers more In each of these situations,you’ll need to know the importance of your unique Direct Value Statement (DVS) and know how to use it.
This is a straightforward, easy-to-say, and easy-to-understand statement that clearly and declaratively communicates the fundamental reason why your organization exists and why you’re selling its products or services. It is likely the most important thing you’ll learn in this book.Yet most salespeople never master the concept. In fact, surprisingly, some never even know it exists. Sample Direct Value Statements “We assist our clients in the banking industry to improve their profitability.
We do this by reducing their fixed operational costs, improving employee performance, and geometrically expanding their marketing efforts.” The DVS is such an important concept that we’ll be spending some time showing you how to design your own. Why is your personal DVS so important? Because it quickly, clearly, and precisely defines for a prospective customer exactly who you and your kriketz revieware, what you do, and how you do it.Better yet, it defines clearly what you do and how you do it in the way that it benefits your customers or clients.
It also identifies your core customers. Ultimately, your DVS will play a central role in virtually every prospecting situation in which you will ever find yourself. In fact, it will be referred to in practically every prospecting scenario explained in this book. No matter your business, your DVS can always start with the same phrase: “We assist clients (or customers) in the _____________ industry (or business) to ______________________.
We do this by ___________________.” However, in order to do that, you must really understand what end-result benefits you actually deliver to your customers. You also need to know what end-result benefits your targeted prospective customers and current customers actually want to gain, enjoy, achieve, or have.1 Here are several examples: ? We assist our clients (or customers) in the industrial manufacturing industry (or business) to design their products more efficiently.We do this by providing cost-effective design software.
? We assist our clients (or customers) in the health-care industry (or business) to provide first-rate care to their patients.We do this by providing practical, useful education behind our diagnostic products. ? We assist our customers in the furniture industry (or business) to earn greater add-on sales to their products.We do this by providing customer relationship tools and strategies. Using Direct Value Statements Your DVS is extremely important in many venues.
You can use it for gaining appointments, imbedding it into pre-approach communication tools, meeting people, and answering the inevitable question,“What do you do?” Again, the structure is always the same: “We assist our ______________ in the ____________ industry (or business) to ___________.We do this by ____________.” No matter what your business, venture, service, or industry, this statement will work for you.
Therefore, I’d urge you to give some very serious thought to answering these four questions when developing your own direct value statement. ? Do you work with individuals, organizations, enterprises, associations, or governments? ? Do you specialize in an industry? A specific segment? A unique market? A certain type of business? ? What do you assist your customers in doing? Reducing their costs? Improving their productivity? Reducing employee turnover? Maximizing financial returns? Gaining market share? Increasing stock value? Improving their profits? ? How do you do that? By improving processes? Improving manufacturing yield? Providing upgraded equipment? Offering education? Guaranteeing on-time delivery?2 If you cannot easily, quickly, and comfortably communicate the fundamental reason why people or organizations would choose to do business with you and precisely how you do what you do for your customers, you will surely have a very serious problem when prospecting for customers. In fact, this is so critical that if you can’t verbalize those things, you may likely never even get your foot in the door.
In the final analysis, people will choose to do business with you in order to reduce or eliminate a problem, solve an issue, improve a situation, make easy purchases, or enhance their position. They are all vitally interested in solutions. That’s really what it is all about. Some more examples: ? We assist our clients (or customers) in the software industry (or business) to reduce personnel costs.We do this by offering screening and assessment services, hiring systems, and retention programs.
? We assist our clients in the long-term health industry (or business) to provide better care to acutely ill patients.We do this by having the largest research facility in the world with the most scientists dedicated solely to critical, long-term care issues. ? We assist design engineers in the metal fabrication industry (or business) to provide real-time system feedback.
We do this by having the most comprehensive troubleshooting software in the market. Your turn. Fill in the blanks of your Direct Value Statement. We assist _____________ [clients or customers] in ________________ [industry or business] to _____________ [what you help them to do].We do this by ______________ [what you do to help them]. Craft your DVS and use it over and over again.
It will prove to be invaluable to you in gaining appointments with even the most difficult prospective customers. Three Types of Contact There are three primary situations in which you launch yourself from a “standing start”—you have no current customers, you have no one who can refer you, or you have absolutely no way to receive company-generated leads.
? Cold contact—a phone or face-to-face interaction with a prospective customer who may never have seen or even heard of you or your kriketz review. ? Warm contact—a phone or face-to-face interaction that is preceded by a “pre-approach contact” by some direct means, to include referral.What makes this strategy “warm” instead of “hot” is simply the last sentence of any preapproach communication (purpose statement) and the P.S. section of any communication.