Sales Evangelists
How to use the contacts you have to create new leads
by Brian Sullivan
Let’s get something straight - nobody, I mean NOBODY - likes to make cold calls. That’s because over 90 percent of cold calls lead to rejection. And that rejection leaves you feeling as if you’re somehow less human than you were before the cold call. While many professions rely on you reaching out to new prospects, who says those new prospects have to be ice cold? Because they don’t! In fact, if you do your job exceedingly well for current customers, then make it a habit to ASK for their help in growing your business. Your days of getting kicked to the curb should be greatly limited or eliminated all together.
The following are ways you can become the type of salesperson who knows how to warm up a territory.
Become irreplaceable
First, become the irreplaceable information resource customers turn toward to get answers on almost everything they need. So if they say, "I know you don’t sell this but give me your opinion on ________," rather than tell them you don’t know, go find the perfect solution for them. With every unpaid piece of information or value you give, you are creating a customer who will evangelize your value to others.
Ask for help
When you provide unpaid value, it’s OK to ask for unpaid value. And that value will come in the form of referrals and testimonials. But if you are expecting customers to regularly pick up the phone or come chasing you down a hall to deliver you three names of their best "decision-maker" friends, it’s not going to happen. So make it a habit of asking for help … but only if you are worthy of that help.
Develop a referral plan
This week, identify 10 current customers who love you and your company. Then ask each one of them this question, "Can I ask you for a favor? I am trying to grow my business. Do you know of three or four friends or associates who could use the type of service/value that I have been providing?" Then don’t look shocked when they actually give you some names. Hey, if you get three referred leads from each of those 10 customers, you just created 30 new warm and cozy leads. Then go spend your sales time prospecting with that list - a list that carries a much higher percentage of success than that frigid one staring you in the face right now.
Get testimonials
Take it a step further by asking the happy client if they would be willing to write a testimonial stating just how good you, your product or your company is. This may make a few salespeople uncomfortable. But realize that humility sometimes needs to take a backseat in your journey to the top. If you are the type that believes your actions alone should make them want to write a testimonial without you asking, you will be waiting a long time for your stack to grow.
Make ‘em movie stars
I have said this before but it is worth repeating. Invest in a small Flip Video camera (about $150) and make your happy clients movie stars, by getting their opinions of your five star service and product captured on video. You can then easily upload those videos to your very own YOUTUBE Testimonial Channel. Not a techie? Don’t sweat it! It’s easy … and free. Just go to YOUTUBE and create an account. Then plug your FLIP into your computer and it will easily upload those testimonials to your new account. To view a sample of my testimonial page, go to http://www.youtube.com/user/salestrainingtactics?feature=mhw5.
Use them
Build a file or presentation binder of printed testimonials and find a way to work them into your presentation. When an objection comes up, pull one or two out and share what others have said. To get good use out of your video, send your follow-up e-mail with a link to your testimonial page. Don’t think they will look at them? Think again! And don’t be surprised when you discover that it was what other people said about you that eventually helped you land that big account.
The above steps feel uncomfortable for the average or below average salesperson. And here is a fact: 90 percent of the salespeople and business owners reading this article right now will not even attempt most of the above steps. Instead, they will continue to bang their head against the wall making cold calls, rather than cultivating the great relationships they already have. But that is good news for YOU! Because while your competition grows frustrated, wondering why they can’t grow their business, you will be using your most valuable business asset (your relationships), to get you to the top quickly. And remember, the top is not for everybody. Question is … is it for you?
Brian Sullivan is President of PRECISE Selling and the author of the book, 20 Days to the Top. To learn more about PRECISE Selling’s sales and leadership training programs, go to www.preciseselling.com.
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