Now it’s time for the next phase of the cycle: Growth and Maturity.

During this phase the vulnerability challenge can shift in your direction. At this point, more often than not, the strongest temptation is to become complacent or to cut corners. You have worked too hard to let that happen.

Think about it…you have ‘carte blanche’ to walk in to your new customer and meet with certain people that many of your competitors have only dreamt of meeting. Great…let’s keep it that way!

Rather than letting the above bad habits affect your customer and open the door for the incumbent to reestablish (or a new competitor to gain an audience), this phase can provide a solid platform to expand your opportunity to an even higher level.

Consider the following…

Secret #3: Growth and Maturity Phase

• Sales: Sales and purchasing frequency have increased and the maturity phase is on the horizon. What you do now will determine your future.
• Key Point: Maximum relationship stabilization and customer loyalty through adhering to your value proposition while adapting to their new challenges and needs. Offering new, fresh innovative ideas is your top priority! Remember their needs are evolving- so should your offering and solution!
• Tips & Tactics: An organic growth plan should be well underway which includes cross and up selling initiatives. Adapt to their needs. Begin your renewal plan and work diligently to obtain ‘buy in’ from the influencers regarding your new thoughts and ideas. Leverage your key internal and external relationships. Study your competition to and the incumbent to see how they are adapting to your customer market and needs.

The highest priority now is to keep your eye on the ball. In doing so you can continue to enjoy growth and stability that others can only imagine.

To your success,
Andy

What do you think? What has been your experience in this area? (let me know below)

I would like to invite you to come along on a fun journey that will take a closer look at these secrets. These are not ‘the’ way but instead ‘a’ way that can help you with your client life cycles.

Secret #2 New Business Won and Implementation Phase

Congratulations on a job well done! You have skills that many only dream of.

As a sales professional you have a lot riding on your shoulders. Deep down we all love it (let’s admit it). Your company is looking to you to bring in new business thus securing your future and that of your organization.

Wow, what a feeling! You just received word that your prospect has made the decision to partner with you and your organization. This is great! For all sales professionals, this is a time of celebration. For many this is a career changer. Either way your path is taking a new, positive direction and you will be operating at a new level.

You have discovered the lead, nurtured the lead and now it is time to deliver (and to continue to deliver) on those promises that you have made.

What you do now in this phase determines not just the Client Life Cycle – but the quality of the Client Life Cycle. In short, a strong implementation is a must. Succeed and you will have a solid relationship for years to come – creating benefit and stability for you, your organization, and your new customer.

Secret #2 New Business Won and Implementation Phase

• Sales: Dependent upon the industry sales may escalate at a different rate as you work through the implementation phase.
• Key Point: Start strong! The commitment is made and new relationships begin. Vulnerability is at an all time high. Encourage and stabilize the new relationship prior to transferring to the maturity phase. Establish a time frame to calibrate and adjust to shifting priorities as you move forward. Celebrate and get down to brass tacks.
• Tips & Tactics: Remove any concerns by spending time with those that are slow to transition. Also careful to work with those that still have strong ties with the incumbent(s). Encourage with the benefits of your offering in enhancing their outcome. Maintain a close eye on your incumbent and like competitors.

Again, congratulations! You are at a new level and everyone is at a better place because of you and your team! Stay tuned until next week when we take a closer look at Secret #3.

To your success,
Andy

Over the years we have grown up with several companies that have maintained their growth under the above circumstances, while some of these companies continue to flourish.

What is their secret, and how can you learn from them to increase your customer shelf life? I’ll be unpacking this over the next few weeks, but here are some secrets to help you increase your customer’s shelf life.

Secret #1: Recognize that all customers fall into the same model

The customer life cycle serves as means to measure where we stand with the customer and react to their needs. Newly acquired customers require more time on the front end. The customer life cycle is to be used as a simple tool to post their growth over time and to understand that all customers will not follow and develop identically.

Secret #2 New Business Won and Implementation Phase

• Sales: Dependent upon the industry sales may escalate at a different rate as you work through the implementation phase.
• Key Point: Start strong! The commitment is made and new relationships begin. Vulnerability is at an all time high. Encourage and stabilize the new relationship prior to transferring to the maturity phase. Establish a time frame to calibrate and adjust to shifting priorities as you move forward. Celebrate and get down to brass tacks.
• Tips & Tactics: Remove any concerns by spending time with those that are slow to transition. Also careful to work with those that still have strong ties with the incumbent(s). Encourage with the benefits of your offering in enhancing their outcome. Maintain a close eye on your incumbent and like competitors.

Secret #3: Growth and Maturity Phase

• Sales: Sales and purchasing frequency have increased and the maturity phase is on the horizon. What you do now will determine your future.
• Key Point: Maximum relationship stabilization and customer loyalty through adhering to your value proposition while adapting to their new challenges and needs. Offering new, fresh innovative ideas is your top priority! Remember their needs are evolving- so should your offering and solution!
• Tips & Tactics: An organic growth plan should be well underway which includes cross and up selling initiatives. Adapt to their needs. Begin your renewal plan and work diligently to obtain ‘buy in’ from the influencers regarding your new thoughts and ideas. Leverage your key internal and external relationships. Study your competition to and the incumbent to see how they are adapting to your customer market and needs.

Secret #4: Continual Renewal

• Sales: The future is here! Sales and purchasing frequency are beginning to decline. But there is hope.
• Key Point: It is time to gain approval and to implement your new solution to match their new challenges.
• Tips & Tactics: You are now viewed as part of their culture and a reliable resource. With your new offering, check your steps in step #2 and begin the process once again- careful to adapt to your existing relationships and their existing needs.

Maintaining your customer’s life cycle is a possibility that often lies in capitalizing on the investment that you have made in cultivating key relationships, avoiding complacency, and creating fresh and innovative ideas.

My hope is that these four secrets will serve you as well as they have served others by increasing your clients life cycle.

To your success,
Andy

From day one in each exchange with ABC, Inc. the cliche’ after listening to each challenge was ‘That is the nature of the beast’. But did it have to be that way? Of course not. Our success was going to rest upon finding a solution. Helping them “Tame their Beast”.

Making significant progress

In the final moments of our follow up conference call on Wednesday with ABC Inc. the V.P. of Global Supply Chain Management stated upfront “We are interested in moving further in the process because you are helping me Tame the Beast”.

The “beast” in this case was gaining clarity and creating a solution around one of his key programs amidst a huge organizational growth curve.

3 Tips to Helping Your Prospects Tame Their Beast.

1. Serve as a resource through the buying cycle

Probe to discover their requirements and expectations. Develop a clear understanding around their challenges. Stay in touch using their preferred communication style (email, voice mail, text, etc). A second option is to monitor their website and focus on certain ‘trigger events’ such as a new branch opening, promotions, etc. Go the extra step and customize your communication in either congratulating or offering a helpful solution. Nurture draws, pressure repels.

2. What has worked and what has not

As your relationship develops, seek to find what has worked so far. How did this work? Is this process/product still a part of the solution? If not, why not? What has not worked, and why? Are there any fresh ides in place, or being tested (from the incumbent)? If not the door of opportunity is opened further.

3. Become a predictable resource

As you use steps 1 & 2 in creating ‘your’ solution around ‘their’ challenges, use these to become a predictable resource. In doing so you build trust and confidence. They know they can build a future with you, your offering and your team. In doing so, you can often reduce the buying cycle dependant upon the players involved and political landscape.

As we are working through the buying cycle, I am sharing with you in real time the steps that have taken us from an unknown prospect to a final contender.

Please use these tips as you work to create solutions, reduce your buying cycle and Tame your Prospect’s Beast.

I’ll let you know the outcome…. please stay tuned!

Selling in real time…It’s real all of the time.

To your success,
Andy

Legend has it that in 13th century, bakers in England could lose a hand for selling rolls or loaves of bread if they were asked for a dozen and were one short. The term entered the picture when the baker decided to throw in one more just to make sure thus creating a total of 13 or a “bakers dozen”. In today’s vernacular we could say ‘go the extra mile’.

Now for the second question – how is this relevant? Or better yet is it relevant? Sure it is, especially in the area of preparing your customer’s on-boarding process and long-term growth strategy.

Recent application…

In working with one of our key customers we recently opened a large national group and were preparing for the first review meeting with their senior team in Pittsburgh, Pa.

As time drew near I was reminded of the “bakers dozen” concept that I read earlier in The Encore Effect by Mark Sanborn, stating the importance of ‘extra’ preparation, and ‘extra’ attention to detail.

During the buying cycle we learned about their requirements and expectations and adhered to them closely. One area of prime importance was product usage.

As we were preparing our meeting objectives we created our “bakers dozen”. With regard to product usage, we wanted to demonstrate to their team that we were willing and capable of going the extra mile. In doing so we crafted a special usage report that included metrics that they had noted as important in the buying cycle. However as the meeting progressed we learned of two additional components that were now important due to recent design changes in their offering.

As you prepare your growth strategy ask the following questions of you and your team:

1. Do I have a clear understanding of my customers requirements and expectations?
2. Has their design changed or priorities shifted?
3. Do I have a solution that goes the extra mile in supporting my customers best interest?

Once you have these in place you are ready to create your unique “bakers dozen” and demonstrate your willingness go the extra mile.

To your success,
Andy

Before we go any further let me define what a “chicken list” is and how developing yours will benefit you.

In your prospecting initiatives, how many ‘qualified’ prospects do you have that are interested in your offering and the timing is right…BUT they are tough, have heard it all, and intimidate you on a certain level? Let’s be open here; we all have these prospects. I know that I do! The fact is you dread calling them during the nurturing or buying cycle, but it is important to maintain contact, and eventually convert these prospects to active customers.

Simply put…Consider developing your ‘chicken list’ from the prospects that fall into this category. The sooner the better.

How does this concept work? Once your list is developed you nurture them through your email, or blogging strategy along with your other prospects. It is business as usual. However, before you call them you wait to do so after you have experienced a victory. Hmmm what does this mean? Simple. The success that you have created with a similar prospect provides the extra enthusiasm to assist you in dealing with their lovely communication style.

Benefits

1. You pass along valuable information in a consultative manner.
2. You operate from a position of strength.
3. You don’t let their outlook affect your outlook.
4. You advance in the buying cycle.
5. You dont quit like your competitors do.

So go ahead and create your Chicken List and leverage your victories with those tough to deal with prospects. You will be glad that you did.

To your success,
Andy

Before we go further, let me ask you…”How many sales have you won because your friendly competitor or teammate dropped the ball regarding follow up?” If you have sold for any length of time I am sure this has worked in your favor on several occasions.

It is no secret that high performing sales people use many attributes as they solve problems for their customers and prospects. One of these attributes is the ability to understand the importance of effective follow up at all levels.

Sounds simple enough, but is it really? Yes, it can be with a little thought. I would ask that you consider these 5 simple truths as you craft your follow up strategy.

Truth #1 - The majority of your competitors are quitters and here is why

• 48% of sales people never follow up with a prospect after the first attempt
• 25% of sales people make a second attempt then quit
• 12% of sales people make more than three attempts before they quit

Truth #2 – Your perseverance will pay off

• 80% of sales are made on the fifth to the twelfth attempt
• Now let me ask you again. Are you an “80%-er”?
• (above statistics from a recent article from Alan Underkofler)

Truth #3 – There are four follow up scenarios:
(Each of these four scenarios requires a different strategy and thought process.)

1. New lead.
2. Active lead.
3. New customer.
4. Established customer.

Truth #4 – It’s all about timing

Circumstances change with your prospects creating a different set of priorities. The same can be said for your customers as well. What was once a priority during the buying cycle may change during implementation and cultivation going forward. Your customers and prospects are busy so stay close to them as you discover and deliver upon their requirements and expectations. Bring them fresh ideas and adapt to their changing circumstances. It’s all about timing, use it to your advantage

Truth #5 – Master the Methodology

In pursuing your prospect and customers a tool kit including a variety of tools blended with social media is a must for success.

In wrapping your arms around these simple truths, you will find that Truths 3 ,4, and 5 are critical. If you would like to discuss further or would like to receive a special set of tools such as proven emails, voice mails, follow up frequency, and other proven tactics please contact me at directionalachievement.com.

These 5 Simple Truths can propel you ahead of your competition and serve to further differentiate you as the sales professional that you are.

To your success,
Andy

In working to gain new business and build a sold pipeline, it is normal to have certain prospects with extraordinarily long sales cycles (or buying cycles).

Who says that it has to be this way? Guess what? It doesn’t – you have a choice! When working to create a pipeline, it is normal to also create ‘eyewash’. Yep, those prospects that have shown interest but your instincts speak loudly to you saying that the timing is not right.

Let’s look at a simple yet effective solution for the ‘how to’ portion.

Step 1: The ‘How To’
This boils down to simple no nonsense prospect qualification

As you speak with your prospects, a simple set of basic questions techniques will serve you well. These questions are:

1. What are some of the key challenges that are facing you today?
2. What are your requirements and expectations regarding your ________ program?
3. What criteria do you use in choosing a new supplier?
(If the conversation is tracking in a positive manner then pose question #4)
4. What would you consider as a next step?

My experience has taught me that if your prospect is willing to shoot straight with you, and is willing to answer each of these questions, then more often than not you have a solid prospect with the timing aspect in your favor.

Step 2: The ‘Why’

Simple. You are valuable. Your time matters. If the timing is not right, place these “wanna be’s” into your later file. You later file is a group of prospects with great potential, but unfortunately the timing is not right. Stay the course through your nurturing process. Your competitor will slip, or the landscape will change and your past nurturing efforts will work to your advantage.

In sticking with the above process you will accomplish three things. One – you will reduce your sales cycles because you are working with prospects where they are interested in making a change. Two – your stress levels will be greatly reduced. Three – you will have more fun in the process.

Let it rip. You can create qualified prospects that offer shorter sales cycles.

To your success,
Andy

Recently in working with one of my customers they reached the decision that to truly differentiate their offering, they needed the assistance of some scientific data to lend credibility to their marketing strategy. In doing so, several laboratories were contacted and subsequent visits paid to each.

After reaching a decision on a local laboratory, price negotiations began involving their chief engineer and their ‘sales rep’. We reached an agreement on price, testing parameters, and start date. Business as usual. To our surprise, we received an email from their ‘sales rep’ requesting payment upfront. We were somewhat hesitant but agreed none the less. All during the process their ‘sales rep’ is all smiles and charm (sound familiar?). We dropped off the test samples, met with the engineer to again cover the test specifics. Oddly enough no sales rep. On the way out we were escorted through a different area of their office. There in the hall was their sales rep. Our rep and I passed this person and spoke. To my surprise he stopped briefly and acted as if he barely knew who we were.

By this time I felt slighted. Curiosity got the best of me so I asked “Is he having a bad day or does he have a twin?” The only response we received from a member of their staff was – “Hey, he is a sales rep. You paid your money and he is off on another project…that is how he rolls.”

Really? In this scenario I was on the buying end of this transaction and experienced what many of our competitors customers and prospects experience.

This does not have to be the case. So let’s ask the question again. How Do You Roll? Below are two simple suggestions that you can apply that will create and maintain a strong relationship for your customers and prospects.

1. Show a sincere interest in what they are doing and trying to accomplish.
2. When the time is right, demonstrate how you can make a positive contribution in helping them achieve their objectives and solve their problems.

Next time you are asked “How Do You Roll?”, give any one the above suggestions a shot and show them that they are your priority. Hey, that is How We Roll!

To your success,
Andy

The two messages weren’t enough so my friend shot me a text message to make sure I got her message.

When we spoke she said “we finally got ‘em”. What she was referring to was a large grocery chain that she and her team had been pursuing for five long years. Having spent 24 years in the chemical industry, I can to you that these long sales cycles are normal.

After the congratulations were taken care of she mentioned that she was not only excited about the win, but was relieved that she was able to recover from a tactical error of not including each of the ‘buying influences’ which lengthened the process and almost cost her the opportunity.

My first words were ‘tell me more’.

She I have known and practiced for many years the four buying influences that are part of many buying decisions. These include the economic buyer, the user buyer, the technical buyer and the coach. I said “Yep, straight out of book ‘The New Strategic Selling’”.

She went on to say:

After the RFP was sent out and we were one of the final qualifiers, I got caught up in working with their operation team (user buyer), their CFO and his team (economic buyer) and the coach (the CEO) that I overlooked the technical buyer with my follow up and correspondence. Over time this lead to unforeseen delays in the process and the incumbent was able to strengthen their position. She said this was foolish on my part since our offering is driven heavily by customized reports which our IT team and their IT team must be in alignment on (technical buyer) to make this a reality.

Thankfully a person that I had developed a relationship with on their panel pointed out my error. I immediately called the technical buyer to apologize and he granted a meeting with our CIO. Over a short period of time these two professionals connected and we regained our position over the incumbent – whew. Today, four months later after correcting my mistake and regaining the trust of the entire panel, we won the business!

Lesson learned …. To not only identify but include the four buying influences from start to finish in the decision making process.

A few minutes ago my phone rang and my friend will be receiving a RFP from another huge grocery store chain. This time, she said, I am going to get it right from step one.

I know she will and so can you!

To your success,
Andy