“You just don’t luck into things as much as you’d like to think you do. You build step by step, whether its friendships or opportunities.”..…...Barbara Bush
INTRODUCTION:
Committed Business Development Leadership… is hard to hide……It’s also hard to fake.
I was asked by the son of a company owner, who was his Dad’s only Sales Rep at the time, “What can I be doing to get ahead… a little faster…for my next position in Dad’s company?”
I shared my response later with his Dad: “Michael…do a better job with everything you are doing - now…including… checking your work…”
Michael didn’t look pleased with my reply……his Dad, however, was thrilled.
Almost everywhere I turn, company owners are trying to hire and encourage their new and current Sales Reps – to go after new customers.
As a self-destructive pattern, New Reps receive too little real education and training. Current Reps receive even less…or none… of an ongoing nature……. …And Buyers know it.
In one-on-one discussions, I ask Reps, “Which of your current customers are you receiving ALL their business…?” Their answer, after a quizzical look tends to be, “None.”
Our Customer Survey results continue to testify that Survey sponsors are receiving far less of most customers’ business - than was previously recognized….!
A Beginning Check-List…….
Questions uncovering common Business Development apathy and lack of Leadership:
- Which of your customers have visited your Plant, and taken a Plant Tour – in the last year? Did they meet your president…? Was there an Itineray and Agenda, that your customer participated in developing…?
- Which and how many talented Production and Creative personnel have been introduced personally to key prospects and customers…?.... How many have been on Sales Calls with you…?
- How many major Proposals have you initiated and submitted to customers – in the last year (we’re not talking about Quote requests)…?
- For only your top 5 customers, “What are their business objectives and goals for this year…?” (How can we support them with Proposals and Quote Letters - if we don’t know what they are…?)
- How many Referrals have you asked for, obtained, and followed-up with appointments…in the last year?
- How many written “Thank You Notes” have you written and mailed to customers in the last 90 days…? (I do not mean emails…!) Fellow employees…? Suppliers…?
- Which Trade Shows do your most loyal, most profitable customers attend….? How many of those Trade Shows do you attend…? Results…?
SUMMARY:
I’ll never forget a client’s “Customer and Profit Improvement Discussion” - in which we were – through one means or another - getting rid of the client’s bottom 15% of their customers – who were “obstructions to company performance improvement.”
However, on one customer name, their president quickly said, “That one we need to keep – they supply us with at least two Referrals every year, that develop into very decent customers…!”
“An unexamined life is not worth living.”…….Socrates
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