A strategic sales plan could help you land better clients
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You have read articles or heard of how it takes 12 sales calls to close a sale. to some this is just nuts I mean we close a sale in 1 to 3 calls.
But most of those statistics are based on strategic sales. To most a typical sale is you meet someone on the street that sees you truck and says I have a pest problem can you come by and give me an estimate, or you go door knocking and 3 of the five doors bought your pest control.
In strategic sales you decide on the customers you want and then develop a strategy on how you will acquire those customers.
A strategic sales strategy may be as simple as farming an area you want new customers in
You perform a service for a customer in an upscale neighborhood where all the resident have pretty much the same buying power so every time you service that account you target the same 10 homes on the block.
You first time may leave a card on the door.
The next time you yea leave a flyer.
The third time you get the address and send a letter stating how your customer the neighborhood is enjoying your services.
By now you have made 3 calls, in a year it doesn’t matter the order it matters that you are in front of your select customers. What is 3 customers in a year down the block worth to you.
That’s a 30% market penetration in one block it’s a lot easier to repeat that process one block over with brand recognition. When I can tell a customer that we have 75 customers in this development alone and I take them to see the properties that’s impressive. That’s market petration.
For example you want to start servicing restaurants you can get a list of all the restaurants in your territory.
Make an initial introduction call find out who is the buyer.
Follow that up with a sales letter the next day in the mail.
In one week stop in find out when pest control contract ends
Send a post card to the buyer in 30 days.
Repeat the process all over again.
Stay in front of your target audience, gather intelligence, make a presentation, ask for the sale.
At one point something will happen that will give you the opportunity to get the contract by creating top of mind awareness of your brand in the mind of the prospect.
You decide to start visiting them one by one and they all turn you down how many times and ways and how many people do you have to talk to until you get a presentation scheduled prepare a proposal and close the sale the average number is 12. Most people will give up after about three.