A simple question, but powerful when properly applied.
I have seen companies that have existing brand recognition within a specific market. I have seen these companies, and have worked/networked/not worked with some of their sales folk. I have, too often, seen them present their, and I stress their, snapshot of what and who their company is.
I've had the opportunity to sit in on meetings with other sales reps, and when they start anywhere than where the customer is in their perception, you get a few reactions from the client.....1) Boring, I am pretty well versed with who you are. 2) Bullshit, nothing you are saying rings true with my perceptions 3) Boring, I don't know who you are and I don't care about any of this stuff you think is an actual introduction.....and maybe a 4) Wow, I only cared about 10% of what you told me...let's go back to that.
Show up and throw up, beginning corporate history on Powerpoint slide three, list of clients....SNOOZE. Every company has a history, a "focused approach on providing great service at a great price", and clients.....nothing at all differentiating, and starting where you think the story should, not where the client thinks the story should. Bad rep.....bad.
Now there is nothing wrong with educating your client on who your company is, it is a mandatory part of the process. I attend a weekly training to keep myself relevant on a company and industry that change at the speed of light (literally, the speed of light is a huge factor in my industry). I, at least 4 times a week, identify the biggest part of my overall sales process as educational.
But here is my question.... would it not be good to start with a clients perceived notions (regardless of the accuracy) and build from there?
It is highly likely, for me and my company, that my client is probably not fully aware of who we are. That takes a very long time, is always changing, but is best started from the foundation that the client sets, not me.
I may have to educate that their perception is only a partial view, is outdated, or is absent completely. I am a strident believer that the client is OFTEN wrong, but in this instance, it is great to start at that point, and if they are...meet them where they stand now, and guide them towards a better understanding.
Often they are spot on on their evaluation, and just saved you a lot of time. Almost never does one really give a shit about the year your company started. So take their understanding and add to it, round it out, make it more complete.
But if they are completely off the mark, slightly outdated, have a perception based on seemingly nothing, or a single negative experience, then start there and lead them.....Like sweet, lost, misguided little children....lead them towards a better understanding.
I have seen companies that have existing brand recognition within a specific market. I have seen these companies, and have worked/networked/not worked with some of their sales folk. I have, too often, seen them present their, and I stress their, snapshot of what and who their company is.
I've had the opportunity to sit in on meetings with other sales reps, and when they start anywhere than where the customer is in their perception, you get a few reactions from the client.....1) Boring, I am pretty well versed with who you are. 2) Bullshit, nothing you are saying rings true with my perceptions 3) Boring, I don't know who you are and I don't care about any of this stuff you think is an actual introduction.....and maybe a 4) Wow, I only cared about 10% of what you told me...let's go back to that.
Show up and throw up, beginning corporate history on Powerpoint slide three, list of clients....SNOOZE. Every company has a history, a "focused approach on providing great service at a great price", and clients.....nothing at all differentiating, and starting where you think the story should, not where the client thinks the story should. Bad rep.....bad.
Now there is nothing wrong with educating your client on who your company is, it is a mandatory part of the process. I attend a weekly training to keep myself relevant on a company and industry that change at the speed of light (literally, the speed of light is a huge factor in my industry). I, at least 4 times a week, identify the biggest part of my overall sales process as educational.
But here is my question.... would it not be good to start with a clients perceived notions (regardless of the accuracy) and build from there?
It is highly likely, for me and my company, that my client is probably not fully aware of who we are. That takes a very long time, is always changing, but is best started from the foundation that the client sets, not me.
I may have to educate that their perception is only a partial view, is outdated, or is absent completely. I am a strident believer that the client is OFTEN wrong, but in this instance, it is great to start at that point, and if they are...meet them where they stand now, and guide them towards a better understanding.
Often they are spot on on their evaluation, and just saved you a lot of time. Almost never does one really give a shit about the year your company started. So take their understanding and add to it, round it out, make it more complete.
But if they are completely off the mark, slightly outdated, have a perception based on seemingly nothing, or a single negative experience, then start there and lead them.....Like sweet, lost, misguided little children....lead them towards a better understanding.
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