Black Sales Journal

We all have situations that demand it, and we all know the perils of not doing it.  Regardless, many sales professionals are still not adept, or consistent with their follow-up.  This is not a long topic, but it is an important one.

Many professionals, sales and otherwise, do not do proper follow-up after a sales call.  This is true of a prospecting follow-up, sales call follow-up, presentation follow-up, or any other type. After doing the hard work of prospecting, a sales professional will then risk negating that work by not doing timely and well thought out follow-up.

When I speak of this, I speak of the perfunctory sales calls as well as the questions that come up following any of the types of calls above.

Two Examples of Proper Usage

Follow-up, when done properly, can create the necessary evidence of professionalism.  Remember, if you don’t follow-up, the professional that consistently communicates like this will stand out.

Following the initial visit

This one requires a quick, almost instant response to the buyer.  I would say that you should do it within two days or less.  This is your chance to say how much you appreciated the buyer’s time as well as the opportunity to work with him or her.  I would keep it short and sensible.

If during the visit you came away with a listing of “to do” items, or some other things to check on, don’t hold the correspondence until you get them done.  They can be fodder for another note.  The key is to let the customer know that you are looking forward to providing solutions.  Here is some simple wording:

“Mr. Buyer, I appreciate the time you have taken to show me your operation and explain your (packaging, telecommunications, insurance, transportation, etc) needs to me.  I look forward to our meeting as we agreed on Monday, September 1^st to share the proposal with you.  If you have any questions or concerns prior to that, please contact me.

Sincerely, Sales Professional”

Remember why you are composing this note.  You want to make sure that he recognizes that you appreciate his or her time.  You also want to make sure that you reinforce the proposal date, and that if there are any changes or concerns that he or she touches base with you.

You could put together an epic memo, yet the idea is to make sure that you reinforce the meeting and your appreciation.

Following a Proposal

This one is very important.  If a buyer is getting four proposals, then there are four different sales professionals, attempting to make their mark with him.  They may even be getting more than four proposals and then your initial call may be less memorable.

Your goal is to have the customer to remember the importance of working with a true sales professional (you), along with some of the most important features and benefits of your product and your company.  Here is your chance to list the most important points succinctly so that they can be remembered.

Here is an example:

“Mr. Buyer, thanks for the opportunity to show you what ABC Company can do for your organization.

We are prepared to begin supplying your 14 Eastern State division with cartons if we are selected, and will begin the process of quoting your Southern division with the information you supplied to us.

Please keep these important points in mind:

• We are a nation-wide organization – able to supply all 5 divisions, coast-to-coast.
• Our “Flex” Pricing Program will deliver the lowest costs overall for cartons regardless of the volume in any particular division
• Our just-in-time delivery will save you 6% in inventory costs

I look forward to working with you, and I will use my 18 years of packaging experience to keep your packaging program “state of the art.”  Do not hesitate to call if there are questions regarding our proposal.

Sincerely, Sales Professional”

Notice here supporting the features with some bullets just to reinforce your sales points and getting a final shot in about yourself.

Degrees of Formality

Effective letter writing is essentially a lost art out there, but there are times when you should consider it.  If you make an election to write someone an email follow-up note, follow the same rules that a letter would follow:

• Keep it short and to the point
• Know and respect your level of familiarity with the customer/buyer
• Always be professional

If you are awarded the business, which is the “grand prize” then I think you proceed to use the fine stationary or card to send a personal note of appreciation.  You might want to take a look at Black Sales Journal 2/3/2011 Make Yourself Memorable to explore this.  It carries a significant amount of power and effectiveness.

The follow-up letter is a useful tool to keep close during the sales process.  Don’t let someone forget you, and don’t be overshadowed in the sales process.

Your comments are always welcome.

Nothing in sales can be more exhilarating than landing the big account.   The definition of ‘big’ is left without specifics, as it is important to realize that a large sale in commercial real estate is much different than a large sale in office machines.  Both are big, in the context of the sale within their own genre.

Chasing and making the big sale is exhilarating and rewarding as I outline below, yet don’t forget your normal core business, as these sales can be elusive.  This activity requires patience, which is not as necessary in normal transactional sales.  It requires someone be more of a director than an actor.”

Maybe, a definition here would be a little more generic in the description.  A big sale is a sale which:

• Changes the game - a sale that changes your stature within the organization.  An attention getting act which gives recognition to the sales professional.
• Creates real income – A sale that provides substantial income for you and/or your organization.  Substantial income gains result from the sale.
• Changes expectations – An activity that changes your expectation (regarding your level of achievement) on your part and your organization’s part.

Landing a large account usually does not happen accidentally.  It is a planned activity which has probably brought you to the waterhole once before with no success.  It is the common result of opportunity meeting preparation.  It is a fleeting possibility for many sales professionals, as you need some luck, or heavenly intervention as well.

Some Important Points

There are some steps that you need to be prepared to take early on in your sales career that will help you when the time comes for you to perform on that stage.  These activities are great for the sale that is not career changing so it is worth it to start putting this “portfolio” together.

• Garner Credibility
• Show Credibility on yourself – Know how to make two sale at once
• Be the consummate professional
• Be a solid quarterback
• Know your boundaries
• Know how to accept assistance

Garner credibility for your company – you need to make sure that you have your proof sources in order.  You will need references on your company that show the organizations capabilities, dependability, and responsiveness.

Prepare to show credibility on yourself – I suggest you review the article Black Sales Journal 5/26/2011, The Black Sales Professional, Closing Two Sales at Once. The Black sales professional needs to be prepared to make both sales, and recognize that this is an activity which requires time to pull off.  Note the nuances posed in Black Sales Journal 3/31/2011, Credibility – The Goal of the Black Sales Professional.  Credibility plays a large role in your success.  If you are succeeding right now, it is because you have accomplished the credibility feat.

Be the consummate professional – No major account buyer worth his salt will do business with someone who does not look and act the part.  There are too many sales professionals out there looking for the sale.  In Black Sales Journal 3/7/2011, Be the Consummate Professional, we discussed how minding those particular P’s and Q’s leveled some playing fields, or at least got you in the game.

Be a solid quarterback – This one is a true requirement.  You need to be able to marshal your colleagues and others into a cohesive group.  See Black Sales Journal 4/18/2011, Mastering the Assisted Sales Call and you will see the role of the quarterback. Always remember, you will take the responsibility for an unsuccessful bid to get the account, so seize the moment early on to “get the ducks in a row.”

Know your boundaries and use your turf – Know your turf, and use all of it. Know what is the normal process, and then think outside the box.  Be creative and illustrative and give the buyer firm footing to make the case for your organization’s involvement.

Above all be prepared to show value as well as the economic and operational advantages of being with your organization.  If you cannot figure out any, your chances are minimal in getting the organization to change.

A Practical Example

I once managed a sales professional who did an excellent proposal but our numbers were weak.  Having nothing else to compare to, the proposal showed the new pricing versus the last years incumbent’s numbers that were obtained at the time of the discussions about the dispositions of the quotes.

She illustrated with a graph, and some calculations to show how the difference in cost for our product versus the current product would increase their margin based on the number of units manufactured and sold.  In an industry where the operating margin was less than 4%, she calculated that changing to our product would save them .33% in their cost of goods sold.  This number would move their margin closer to 4.30% and clearly that would help them make their move to their strategic goal of 5% in a tight packaging industry.

Her figures were “rough”, yet illustrative enough that they bought the concept home.  They bought it, and never looked back.  Being illustrative is important.  Show that there is economic benefit, and that you and your organization is easy to do business with, and you can have a winner.

It might not be as clear for other customers, and other products, yet the concept is simple.  Put things in terms that show how you can save them money, or make them money.  They will see the light.

Your comments are welcome.