Mike’s 8 Simple Rules For Repeat Sales
I recently started training a new salesman for one of our larger offices.
It brought to mind the fact that I’ve seen a gazillion salesmen come and go thru the years.
The reasons that were given for all the ones that left were varied, but I believe it was because they never really caught on to the real function of their position.
To make repeat sales. You might get lucky and sell a customer once, but to sell him over and over takes a real salesman.
By taking better care of the customer than your competition does. The old adage is true, if you ain’t the lead-dog, the view never changes.
- Give them what they asked for - close doesn’t count, exact does. Not once, every time.
- Deliver quality - don’t bother delivering inferior product.
- Don’t oversell them - convincing them to take a chance on selling two years worth of product in one years time is the fast lane to being a one-time supplier.
- Become a valued team member - go above and beyond or don’t go.
- Keep them informed - let them know about delays, pricing issues and potential problems well in advance of the rumor mongers ( your competition ).
- Tell the truth - don’t become overly enthusiastic and stretch the truth. Even if it costs you the sale.
- Show appreciation for past sales - in my industry it’s nice golf courses, 2 hour lunches and leisurely steak dinners.
- Show interest - either you invest your time thinking about their company and how you can help them or your competitor will.
Looks like a daunting task, doesn’t it ? The truth is, it’s only about 1% more effort than you’re already giving.
{ 6 comments… read them below or add one }
In this 8 simple tips is the best common-sense sales advice I ever heard. May I reprint them in my ezine? I will give you full credit and a link to your site, of course. But, I do have a question: can you achieve success without #7 if you are an excellent salesperson in every other respect, but you hate to shmooze.
Hi Bob - I’d be appreciative of you reprinting this anywhere you’d like.
As for point #7, I’m sure it depends on the industry and the person, but I’v enever been in an industry that didn’t show appreciation to it’s biggest customers.
We take them on all expenses paid golf trips, nice lunches, 5-Star dinners and provide tickets to professional and college sporting events.
I’m sure there are ways to show appreciation outside of personal entertainment.
The only real problem with this is if you and I are competitors and are equal in every way EXCEPT for this one detail, I’ll win the bulk of the purchase orders, unless the buyer is one of the 5% of people who doesn’t want to be shown appreciation.
Everything will depend on the buyer and his wants. If he wants to be made to feel like a king, I’ll win. If he abhors salesmen like me, the non-entertainer will win.
As you well know, each situation will be different. It will depend on the competition and whether or not they’re the entertaining type and whether or not the buyer likes it or not.
Knowledge is power and doing your homework before you get to class ( the sales call ) will be the difference in winning or losing.
Thanks for coming by and for the compliment. Coming from a master marketer like you, that made my day.
Man, am I ever glad to see you two make up. I wouldn’t ever want to choose between the wisdom offered by each of you.
Hey Brian,
I feel lucky to have a man of Bob’s stature in the marketing world even read my ramblings, much less comment and offer to reprint some of my work.
And you’re welcome here anytime yourself, Mr. Copyblogger !
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