How To Find Your Next Customer
By Alen Majer
Every sales person, no matter how successful, has
this basic problem of whom to sell to each month. Anyone whoever
worked in sales knows how one month you can be the best sales person
in the company and then the calendar turns to a new month and you
are starting from zero again.
Your previous success is forgotten and your
manager is coming to your desk with the same old questions – what
will you do for me this month? What is in your pipeline? How many
deals are you going to close this month?
This is what I call
the curse of a sales job
– only in sales you can be a number one this month or quarter, and
then again next month equal to every other sales person in the
company. Last month is behind you now and you are back at zero.
The experienced sales person will know this curse
and is working every month for the next sales to happen. The easy
way out would be falling into the trap of being a “God of sales” one
month, then buried under the ground the very next one. The
professional salesperson is actively working on his pipeline to have
deals in progress for the next months to come.
The less successful sales person will work hard
to meet his quota on more of a month by month basis, working at just
being the best of the average and maybe reach his quota 6-9 months
each year: then hoping at least one time in that year the stars and
planets will align and everyone on his list will buy from him this
one particular month.
You can obtain the list of prospects in your
territory or in your desired vertical market and blindly cold call
them one by one, and this could be a good idea for your manager who
was doing the same when he was sales representative 20 or 30 years
ago, in the time before computers, internet, news portals, Blogs,
RSS feeds etc.
Today, different media are covering every single
press release, new product introduction, and business conference in
the world and you can find out easily the information about events
and people who were being covered. The power of Internet is strong
and becoming considerably stronger. There are many offline resources
to help you with your research like business directories, and ads in
local Sunday newspapers; however your preference should be in online
resources as a faster and easier way of getting the information.
What you need to do is quit looking in your
rear-view mirror or outside your window: you need to see what is in
front of you - what is the future and what changes are going to take
place. By learning where
to find and how to use trigger events, calls you will make in the
future will never ever be cold! With trigger
events it will be easier for you to find companies that have
immediate wants and needs. You are looking for events that can
trigger the sales opportunity for you.
With this newly acquired knowledge you will be
able to qualify prospects faster and find your next customer much
easier than before. And not just that - you will be able to put
customers in the market who didn't feel that way before you
contacted them. Companies with a trigger event buy 400% more often
than ones without these kinds of events!
Trigger events can be a very powerful weapon for
sales person who wants to be able to qualify prospects faster and
understand his customers' situation, and identify needs with
customers together. When you start learning where to find trigger
events and how to use them, you will be able to get faster to the
proposal because you will know that your prospects are already
qualified for your product or service, and you will have information
about their needs gathered before the meeting or presentation.
The whole object of your approach is to fully
arouse your prospect's interest - to bring him to the point where he
wants to see your product and hear your proposition. During the
information gathering phase your task is to navigate the
conversation with your questions to confirm what you already know
from trigger events; you will help your prospect to recognize and/or
to acknowledge their needs and wants.
Drive the conversation to the client's real needs and you will
certainly get the chance to present your solution to customers who
will be interested to hear how you can help them. One of the most
important things for buyers is to have a feeling that a sales person
understands their position and needs. With trigger events you will
be there, easier and faster than anyone!
Read other articles and learn more
about Alen Majer.
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