This blog focuses on
those who do a job like that of an insurance agent or sales executive. But
ideas discussed may be as good to all others who find similarity of work.
·
Preparing a primary contact list is the first
task. Prepare a list of all your friends, well wishers and relatives. Let it be
as long as it can be. Just note down their names, address, phone number and
email ids.
·
Connect your product with them. Do they really
need it? The question is not ‘will they buy it?’ the question is ‘do they need
it?’
·
Prepare a shorter list of all ‘yes’. They may
not be planning to buy your product, but you think that they really need it.
·
Divide the list into segments. You may not be
able to meet them all at once. Slow and steady is the best policy.
·
Invite them to a meeting at home or office. A
business meeting at the office premise is fine. But a gathering such as the
annual day of the company, founder’s day, birthday party, wedding anniversary
celebration etc. are better.
·
Don’t you prefer such a meeting? It is fine. Meet
them in person at their home. Remember meeting at office is not a good idea. It
does not build relationships.
·
Make a little research on the people in the
short list for personal meeting. What is he doing? Where is he working? When
will he leave for his work place? When will he come back? Does he has a habit
of going out in the evenings? His family? Income status? Age? His immediate
need? etc. Collect as much information as you can.
·
Remember each person is a separate entity. Needs
are different. Life style is different. Financial and family background is
different. So decide to treat each one accordingly. Do not apply same procedure
to all.
·
Contact them via telephone. Maintain all
etiquette over the phone. Express your intention of discussing the matter. Do
not hide the business you are involved in. Your intention is a discussion not a
sale. Do not go on to a prolonged discussion over the phone. You will fail.
Even if the person expresses his disinterestedness, close the phone call
leaving an open opportunity for some other occasion. Remember, you have just
started to build a relationship. You are not creating customers.
·
He is ready to meet you at home. Fix the time at
his leisure. Be ready with more than one time; but do not propose a time to him
unless he is open for any evening. We are meeting him as he has agreed. The
meeting is not forced on him. We proposed, he agreed.
·
Meet him on the time. Not much earlier, not late
at all. If something happens unexpectedly that delays your arrival at his home,
call him before the appointed time and take an excuse.
·
Do not go straight into business. Be at ease.
Let him too feel comfortable. We are not there to sell a product; but to build
a relationship. Ask about his family; but do not poke your nose. Be a good
listener. Let him talk about his work, family, children, future, immediate
needs, long needs etc.
·
As the talk goes, you may offer your help, but
do not insist. You may offer to introduce a product, a place or a friend who
can be helpful to him.
·
Do not be in a hurry; but you certainly have
other meetings too. Even if the whole evening is free for him, it is not free
for you.
·
His talk reveals his needs and wishes. It is you
first stepping stone. Understand his immediate need and his long term needs.
Present your products accordingly. Immediate needs will attract immediate
cures.
·
Do not pose like a seller. You are only
proposing a solution to his needs. Your proposal must look like a timely
blessing. Do not try to sell shoes among people who have no legs. Do not talk
about an insurance policy which has a maturity period of 20 years to middle
aged man of above 55. It will look like a farce.
·
Sellers create only customers. Relationships are
built for mutual help. Discuss, analyze, think together and come to a
conclusion. Your new relative must have an active part in all these procedure. Do not decide for him. Help him come to a
decision. Be a helper not a seller.
·
Could not finalize in a single meeting? Do not
worry. Happily leave the decision for another day. Let him think over. It gives
us also more time to propose a better product.
·
Days after the deal are more important than the
sale day. Maintain the relationship. Remember all information you collected
about him and his family. Drop in for a causal visit. Make an occasional phone
call. If sick, visit them. Offer assistance occasionally. Do not talk always
about the products you sold to them or about other products you are crazy to
sell.
·
Grow in the relationship. Become an integral part of their family. Next
time when they prepare a list of invitees for a special family occasion, your
name should be one among the top 10s.
Further
reading:
Network
and relationship. @ http://professorjacobabraham.blogspot.in/2013/02/network-and-relationship.html
A lesson from a sales executive @ http://professorjacobabraham.blogspot.in/2013/02/a-lesson-from-sales-executive.html
Customer and relative @ http://professorjacobabraham.blogspot.in/2013/02/customer-and-relative.html
Professor Jacob Abraham
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