Based on that information, it would make sense to devise a selling strategy that focuses on reaching out to these three specific market segments as opposed to reaching out to everyone who may or may not move in the next two years.
Therefore, when defining who your best prospect is:
•Review your prior sales records and activity logs and compile a list of why your customers purchased from you in the past.
•Next, confirm that these are, in fact, the reasons they selected your firm. The most effective way to do this is to call your customers.
•Ask your clients the following questions – What was the major benefit you received by working with our organization? Why did you select us and not our competition? What advice do you have for us? That is, what should we be doing more/less of? What should we be doing differently?
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The first two questions remind both you and your clients about your strengths, your capabilities and they reaffirm the things you do well. It’s much easier to reach your best prospects when you are clear about what distinguishes you from your competition. The third question allows you to develop a close relationship with your customer. Not only will you discover future needs, but it presents an opportunity to become a trusted advisor. More often than not, the best prospects in your market will buy from those they trust.
Once you have identified your best prospect, remain active. Ask yourself the following questions:
•Do I have a list of 25 decision makers I can contact each day?
•Do I see at least one key decision maker each day and have an agenda prepared for them?
•Do I have a clear picture of how my product or service can benefit my future client?
•Do I have goals in place for each of my customers?
•Do I have a follow-up system in place?
That last question leads to my final point – You need to be persistent. In my more than 18 years of sales training, what I have found in tracking results is that our clients work with us not because of our good looks, best jokes or tee times, but because we follow up.
The best and most successful firms are those whose sales people are persistent. I recently had a discussion with Lew Hoff, Founder and CEO of Bartizan Data Systems. He told me about his firm’s first client which he signed on in 1970 and who remains with him today. Through the years, this client has provided Bartizan with more than $1.5 million in revenue. After all these years, Lew asked his customer why they chose Bartizan over the four more experienced providers. His client’s response was, “Because you were the only one who followed up.”