Good morning!
Here’s a quick tip to improve sales efficiency and effectiveness at the same time. Want to turn a prospect into a customer? Increase your chances of gaining an appointment and make the most of your call prep by looking for multiple points of entry, not just one. Here’s how:
Let’s say you learn a company is participating in a trade show three months down the road. The easy sales call is to find out who’s buying the print, signage, and promotional products and then run your sales process, hoping to get an appointment. Two problems with that approach. First, you’ll end up talking about price, price, price and second, if you don’t connect with that person, you lose.
Instead…
Sit and think about all the people at a company with a chip in the game. Sure, the Buyer buys, but there’s also:
- The Product Manager—Are they announcing a new product? Find the person in charge and talk about how to make this a successful launch;
- Head of Marketing—No trade show happens without input from Marketing. Talk about making an impactful message;
- Sales Manager—Leads will come from this show. What can you do to help them follow up FAST?
Including the Buyer, that’s four points of entry. One company. One research session. One opportunity. Four decision-makers. Four sales calls.
That’s sales efficiency!
