Sales Team Issue #7 – Pre and Post Sale Relationships

 

As professional salespeople we might assume that a pre-sale relationship will closely mimic the sales approach as we identify, qualify, and introduce ourselves to the buying influences in our prospective accounts. However, this pre-sale activity is somewhat more of a job responsibility than a relationship building activity.

Relationship building is a combination of the company’s marketing activities and the person-to-person interaction during the presale time period.

When you know the demographics of your target market, the marketing efforts can be crafted to approach those individuals with the appropriate graphics and messages that will attract them.

For example, baby boomers are more likely to respond to a traditional graphics display and a message that reflects the rewards of work and responsibility.

A younger demographic audience is more likely to respond to how the product supports the community, how it promotes upward mobility, and the level of freedom it supports. Graphics will be presented as more utilitarian, science fiction, or possibly superhero oriented.

As the prospect sees and hears the add campaigns, the solidarity with the message begins to build a comfort level and a trust element can begin to develop.    

As the company’s marketing efforts begin to have an impact, then the probability of person-to-person interactions will increase. Then it will be incumbent upon the individual salesperson to use their social intelligence to determine the age, personality style, and what part of the purchasing authority they will play. Then they will need to adapt their message to meet the needs of the prospect in conjunction with their personality style and the pressure the prospect is under to make a buying decision.

This is not advocating that the salesperson become an absolute chameleon, but that they adapt their presentation to the audience to the most persuasive message possible.

This message would not be complete without a word about truthfulness, integrity, and authenticity. Remember, you are suspect until proven trustworthy. And you are the human side of the company’s marketing efforts. Buyers are looking for you to be congruent with the marketing message and be a subject matter expert in your field.

Your professional approach with every individual that you have contact with is paramount. Courtesy and good manners never go out of style. Respect for the individual’s authority and the fact that you are a guest in their facility must be always kept in mind.

Blowing benefits out of proportion and fabricating stories will cost you grievously over time. Your buyers expect you to be prejudiced for your company and products. Let it stand at that.   

Part of any relationship building exercise during the presale approach has to do with the timing of the contact efforts the salesperson will attempt.

As salespeople, we must keep in mind that your prospects are typically very busy and in the early stages of the selling process, your approach and their responses are not a high priority. Sales researchers tell us that it may take eight to twelve attempted contacts before a response takes place. Consequently, persistence will need to be a large part of your efforts. It is my recommendation that starting with an every three-to-five-day frequency will be best, unless you have inside information that mandates a more frequent contact effort.

Let that stretch out to 7 to 10 days after 2-3 weeks, then 4 weeks and later a quarterly approach is recommended.

Use white papers, slide decks (short), third party references, video clips and technical updates if applicable during the process to avoid the “What’s happening now” question. Never use the term, “I’m just following up.” Your might as well say, I’m bored and you’re never going to buy anyway.

At closing, the salesperson must be the quarterback in charge of connecting all the necessary team members for the customer and your company to ensure the implementation process goes smoothly.

At closing, congratulate yourself, but don’t assume that your job is over. Unless you are selling a once in a lifetime product, the possibility of post-sale business always exists. This is very true if you are in a materials, repair, and operating supplies business.

Stay in touch with your decision makers to keep them informed of company changes, product changes, changes in terms and conditions and to present new innovations with your product category.

Keep in mind that every company has personnel turn-over happening on a routine basis. Don’t allow a change to place you in an outsider looking in position. As an MRO supplier for a number of years, we always saw a change in positions as an opportunity to get into the account.

This is a situation where some telephone work can come in very handy. Your calls can discover changes or perhaps that people and policies are staying the same.

There is still a place for birthday well wishes, thank you cards, birth of a child congratulations, death condolences, and major holiday well wishes become part of your relationship efforts.

I once had a supply contract with a major coal mine, power plant and aluminum smelter with 15-20 day to day decision makers. I made it a point to go by every individual’s office at least every six weeks to say hello and leave them a product announcement or little give-away item to stay in touch.  

In summary, your efforts to build a trust relationship can open new doors, give you a second chance when things go badly and help you renew business when a contract comes up for renewal.

Remember, the incumbent supplier usually has a competitive advantage and the salesperson is a huge part of that advantage because of the relationships that have been built.