Targeted, Committed Customer Development Relationships…vs...“Quote & Hope”

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By Sid Chadwick, Chadwick Consulting, Inc.
https://www.linkedin.com/in/sid-chadwick-163a1a12/

“Our Self-Promotion Qtrly. Magazine…. receives high marks from our customers and prospects…..I just wish our Sales Reps and CSRs…. would (also) read it….!”……Long-Term CEO, Fighting “Comfort”.. in His Organization

INTRODUCTION:

Every experienced military leader knows….there are “multiple shadows”… stalking your position…….it’s guaranteed….!

If our Production Schedule is full, do we know why…..or is it seasonal…..and most likely….temporary…?

Has your Business Development Team…..slowly become “comfortable” …..though no one acknowledges that disastrous condition…..

Self-promotion in our industry…..appears limited…to non-existent….. few self-promotion pieces distinguish the supplier organization ….in terms of unique benefits for…target Customers…that your competitors could not…  copy. (How often do you ask, “What do my customers really care about from us….and do they really know what we can produce for them…?”)

That’s another way of saying, “We don’t have a Customer Education Program….that begins with our lead Customer Contact personnel…sharing and obtaining….’useful information.’”

The best (though not yet perfect) Sales Managers….demand accountability, that’s frequently reinforced, and reviewed…for progress…while personally leading by example.

From a long-term client, with a Sales Manager ….who demands and reviews accountability --- biweekly --- with each group of his Team…..whose company revenues are (finally) up over 15%....whose profits are up much more (than 15%)….but who does not have a meaningful Customer Education or Self-Promotion  Program…..and with whom --- we’re wrapping-up a Customer Survey….a few tell-tale results….. from their Survey:

  1. Over 460 Requests for additional products and services --- not now purchased….!
  2. Over 40 offers…. for Referrals….!
  3. Well over 20 Requests….. to discuss Long-Term Program development.
  4. And much more….all from a Customer Survey Response Rate --- of about… 30%......

Most of this client’s Business Development Plan – for the next 12 – 18 months, now waits for his department’s targeted --- follow-up, and follow-through.

Additionally, this particular client has an Inside Sales Rep Program --- with high-proactive customer and prospect contact…. that’s caused this Sales Manager to say, “I may not hire another Outside Sales Rep….ever….!”

SUMMARY:

Why do we accept mediocrity…?

It has been my observation…. and bias… that most people are starved for recognition, and appreciation. Identify individuals doing what you want more of… and… “make a big deal of that event”…..and then….keep doing that….. often…with everyone you want to influence.

Wouldn’t your major customers appreciate an offer to assist them with their Print & Promotion budgeting process…..for 2020…?

Wouldn’t you like to know your major customers budgets for Print and Promotion-related Services….for 2020…?

Napoleon observed that men were willing to die… for medals.”…..Anonymous

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