Did you know that the 80% of sales made in the modern pipeline occur after the 5th contact is made? Did you know that most sales professionals give up after 3 attempts?
In the last MOJO we examined Commitment Objectives and how to use them to break the down the sales cycle into specific, achievable goals. This MOJO is all about the actions taken between each commitment objective and how to best advance your prospect to the next objective, improving your odds and positioning yourself for maximum production potential.
Let’s use a simple set of commitment objectives such as: 1.Qualification; 2.Demonstration/Presentation; 3. Proposal and 4. Close
Any seasoned sales professional can tell you that it is unlikely that you will advance from the “Qualification” to the “Close” on the first discussion, especially with products & services that require a significant investment. Ultimately, the top producers in any field will focus their energy on strengthening the relationship, establishing value and advancing the prospect through each commitment objective. There are inevitably shortcuts that may be taken, but those generally lead to compromising the integrity of the relationship. Once the “Qualification” has been met in our example above, we advance to the “Demonstration”, next to the “Proposal”, and finally the “Close.” Each one of these commitment objectives may require a separate discussion and an arranged meeting time & place.
So, how do you keep the momentum in your favor? I use a combination of three basic forms of communication that always give me the best results between commitment objectives:
Email
Hand written note/card
Phone call
Now you may be telling yourself, that’s too simple or too obvious. I agree. So, why is that 80% of the sales professionals don’t do it? Let’s take our workflow from the last MOJO newsletter and this time add our interstitial contact points to demonstrate what the new process looks like:
1. Qualification
Email (thanking them for first meeting, restating value proposition and confirming demo)
Hand written note/card (thanking them for their time)
Phone call (confirming next appointment 24 hours in advance)
2nd Email confirmation (confirming next appointment 24 hours in advance)
2. Demonstration
Email (thanking them for second meeting, restating hot buttons from demo, confirming that a proposal is on its way)
2nd Email with proposal
Phone call (confirming receipt of proposal & to set time to review)
Email to confirm proposal
Phone call to confirm appt. 24 hours in advance
3. Proposal
Email (thanking them for second meeting, restating hot buttons from demo, confirming that a proposal is on its way)
2nd Email with proposal
Phone call (confirming receipt of proposal & to set time to review)
Email invite to confirm proposal
Phone call to confirm appt. 24 hours in advance
4. Trial
Email (thanking them for third meeting, restating hot buttons from proposal, and next steps to setup trial)
Phone call to set up trial and schedule coaching call
Email invite to coaching appointment
Phone call to confirm appt. 24 hours in advance from their coach
Thank you card from their coach (restating value and features they enjoyed the most)
5. Close
Email from sales associate regarding coaching experience
Phone call to review and make decision o Decision
Send welcome email
Send thank you for your business card and gift (only if appropriate for your industry)
Phone call thanking them again and reinforcing their decision making points {This one phone call will separate you from 95% of your colleagues and competitors}
Ask for referrals
6. Drip marketing
Email 1-2 per month (Give value, Educate & inform, Ask for feedback )
Handwritten note/card once per quarter (Focus on Client, Do not solicit, ex. birthday, seasons greeting, client business anniversary.)
Send thank you cards every time you receive a referral
Keep-in-touch KIT phone calls 2-3 per year (Give value, Cross-sell other products and services, Ask for referrals-it doesn’t count if you don’t get a name, number and permission)
Still simple? Yes. But most importantly, Can the process be taught to other team members? Yes. Can the process be automated? Yes. One test of a great contact management system or CRM should be whether it has the flexibility and scalability to grow with you. Stay tuned next week for more MOJO when we begin to explore “The Lost Art of the Handwritten Note.”
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