Connecting Customers To Multiply Sales

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Connecting Customers To Multiply Sales

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In sales, relationships are everything.

The problem is, most salespeople only focus on the relationship they have with their prospects and customers. Few salespeople take the time to tap into an even greater opportunity:

Connecting customers with each other.

Our customers know people like them, people who we can also serve. Additionally, our customers have challenges and needs that we might not be able to service, but our other customers can. If we want to create a win-win, we can leverage our customer relationships to make ourselves the pivot point of a profitable network.

To learn how to make this happen, we sat down with Steve Olds, president of Patriot Mission. He showed us how any salesperson can leverage customer relationships to not only multiply sales, but also serve their community more!

Because we’re trimming hope from our sales strategy, we’ll use the acronym TRIM to guide us through creating a system with a trigger, ensuring it’s repeatable, building in ways to improve it and of course, ensuring it’s measurable and getting us results.

T – Trigger: to trigger the system, Steve recommends beginning before we conduct outreach. First, research the company and the type of buyers you are going to be reaching out to. Identify the top challenges they are likely facing before reaching out.

This is a critical step that will allow you to think about who in your customer net work might be a good connection for them.

R – Repeatable: to make the system repeatable, Steve recommended first putting yourself in your customers seat, so you can understand their challenges. Their challenges will extend across personal and professional domains, so make sure that you are thinking about both of them before making contact.

Second, have a list teed up of the folks you think could help this customer with their various challenges. You will want this ahead of time, so that you can deliver immediate value in your outreach. This list can be developed and refined as you grow your own customer base and learn about your customers specific challenges.

Third, identify the contingencies you might face in these conversations. Some customers will be reticent to turn over their names or personal information about their challenges. Think about some ways ahead of time that you can use to establish trust, build rapport, and lower the barrier of entry that you might otherwise have to face in connecting customers with each other.

Forth, ensure that you establish a next step with every one of your conversations to make sure that you are following up on any other challenges that may present themselves. Keep in mind, these conversations are about serving your prospects and customers, not simply looking for ways to sell them more.

I – Improvable: to improve the system, examine where you are experiencing a gap in your pipeline velocity or engagement. Choose a specific area to improve, and instead of simply asking how to craft a better pitch, look at ways that you can connect customers with each other as a reason for reaching back out.

M – Measurable: to measure the effectiveness of this system, Steve says to absolutely track top line results such as orders taken. You will also want to track whether you are reducing the time it takes to convert a customer, and most importantly, measure awareness. Are your connections made during these calls benefiting your other customers. Are they doing business together? Are they connecting or just letting emails linger in cyberspace?

By ensuring that you are identifying what problems you are encountering before you conduct outreach, you can have a ready-made list of resources to ensure that you are serving more and selling more!

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