The Ultimate Sales Machine - Chet Holmes [119]
If you’re business-to-business and you had a good meeting, you should now be working your way into your client’s staff as someone bringing enough value that they let you into their world. This is how I became top producer at every company. I became such a valued contributor it was like I was on my clients’ staffs. I helped them find talent, design more effective ads, do better at trade shows, hook up with other companies that can help them, and so on. They’d say, “Let’s call Chet and get his input on this one.” I had total control of my accounts and never lost one to a competitor. On the other hand, if you had a bad meeting, monster follow-up is your only hope.
For business-to-consumer, your best follow-up call offer may be something educational. If you sell bedding, what are five tips to better sleeping? If you sell furniture, can you offer decorating tips? The business-to-consumer examples may not require a telephone call, but by continually establishing yourself as the expert, you will become part of your client’s decision-making process in your arena. Your clients may call you for advice on whether they should buy a new suit from your suit store or what they should order from your catering business to serve at their next dinner party. Also, think of the increase in referrals. I’ve never had a relationship with a suit salesperson, but there are suit salespeople who are such experts, they are constantly recommended by their clients to others. Experts will get three times more referrals than “salespeople.”
Exercise
What is going to be your standard second follow-up after the buyer buys? What script will you use for a phone call? Write down some ideas. What can you offer that’s valuable to the client?
Follow-up Step 3: Share Something Amusing or of Personal Interest
As you learned in Chapter Ten, you are establishing rapport throughout the sales process so you can use similar approaches. As mentioned in that section, send an amusing cartoon or article that you know will be of interest to them. Even if it does nothing else but make them smile and laugh, it’s building that bond and keeping that top-of-mind status. So send something of interest to them every month. Don’t sell; just schmooze.
Exercise
What is going to be your standard third follow-up after the buyer buys or after that first meeting? Think of your top clients. What can you send them that would amuse or interest them? Write a note that you could send with it that would keep you in their top-of-mind.
Follow-up Step 4: Throw a Party, Share a Meal, and Bond Like Crazy
If you’re business-to-business or business-to-consumer, throwing parties is one of the best ways to bond. Refer back to Chapter Seven to see exactly how to do this.
Sharing a meal with your clients is another great way to bond. Here’s the scale of bonding effectiveness:
Breakfast:
Good rapport
Lunch:
Good rapport
Dinner:
Great rapport
You must ease into their lives. Don’t be too pushy. You must judge what the appropriate invitation is for your situation. One way to do this is to offer a bonus. Here’s a script you can use: “I did some research about your industry and learned some interesting things. If we can get together for a breakfast or lunch, I’ll take you through some of this information.”
Exercise
What is going to be your standard fourth follow-up after the buyer buys? If it’s going to be a meal, how will you invite her? Write your phone script now. If you’re business-to-consumer, what else could you offer your