Sandy's workshop was really beneficial in helping me reach clarity on a way that the Chamber could listen to what our members want, and deliver that in a way which would demonstrate value & benefit. And so the DACC123 Member Promise was born - thanks Sandy
I remember hearing a quote once, which went something like:
“Clever dogs don’t chase cars.”
Why? Well, the clever ones know they wouldn’t be able to do anything with the cars if they caught them.
I can’t remember the rest of the context. But I think this principle also applies to salespeople - or at least, to the clever ones!
How to Stop Chasing Your Customers
Clever salespeople don’t chase customers. They attract and inspire them. But how?
1. Pitch the right product, to the right people
First of all, your product or service has to be fantastic and just right for the potential customers you are trying to attract. It might sound counter-intuitive but if your target customers are still “anyone who’s interested in my product” then you’re not selling efficiently. Make sure you have researched, tested and can define the target market for your product. Then focus your energy on selling directly to them.
2. Build trust with your customers
Secondly, are all your communications with potential customers designed to move them up the “know-like-trust” ladder? People won’t buy from you before you’ve earned their trust. I like this image from Corrie Jones’s social media blog:
3. Be a source of knowledge
Thirdly, clever salespeople know the boundaries of their territories and will defend them. It’s often said that:
“A large marketing budget is a tax on unremarkable products and services.”
I wouldn’t go quite that far, but attracting customers with interesting, targeted content is a damn site more effective than chasing customers. In fact, while content marketing (also known as ‘inbound’ marketing because customers come to you) costs 62% less than traditional marketing but generates 3 x as many leads. Make sure you’ve got the answers your customers want, whether it’s with a fully-formed content marketing strategy or your in-depth knowledge base.
The bottom line? Don’t start chasing them if you don’t know what you’re going to do when you catch them!
Aside from not chasing cars, I’m sure that man’s best friend has plenty more to teach us. As Josh Billings says,
“A dog is the only thing on earth that loves you more than he loves himself.”
Just like all the best salespeople I know.
Want to boost your sales team's performance in 2019? Get in touch to find out what a targeted sales training session could do for you. Or call Sandy directly on 07725 472243.
"Not only does Sandy bring with him a wealth of experience but his soft skills and relationship building abilities see him in a class of his own. I have learned a great deal from Sandy in particular in the sales domain where he has developed some insightful, practical, training products."
Finlay Kerr, Business Growth Advisor, Perth & Kinross Council