Information is power
One of the most common defects in the design of a customer acquisition strategy is the absence of a specific study of each potential buyer. Improvisation and over-reliance on the dialectical resources of so-called “target salesmen” often yield little benefit.
- Previous investigation. “The key to not wasting time with a customer is to reach them with as much information as possible about their business. You have to know who is the person with the decision about purchases, what is the best date to propose an offer, with which companies you work and what is the degree of satisfaction you have with them. Any data on their professional profile, however minimal it may seem, can be decisive when we face direct contact ”, says Ángel Samaniego, manager of the Institute of Business Education.
- The best recommendation. The more we know about the client's interests, the easier it will be for us to serve them and establish a lasting relationship. The best way to enter the scheme of a company is to go with a reference that endorses our product.
For Ángel Moraleda, director of the Business Services Unit, “a professional reference is an introduction that a client makes to others who are not yet. The objective is to achieve a good entrance with the new client and, if possible, a familiar treatment ”. However, other experts advocate techniques that only require the introducer to provide us with a name and phone number.
- The power of imagination. In any case, and as a last resort, you can bet on imaginative solutions. As Samaniego points out, “the ideal is to have a contact with a true professional connection, but if we don't have one, we can use a trick. For example, looking at the organization chart of the potential client and choosing a false reference among their superiors. The client will not discover the deception because, once the negotiation begins, he will not bother to verify it.
The call
Many salespeople avoid cold calling potential customers because they are not comfortable requesting interviews with strangers. The best way to raise the temperature is to tackle them with a good reference and previous research. If we can meet both requirements, we will be prepared to make a short and concise call, according to the scheme proposed by Moraleda:
- Presentation. We must say the name of the client when greeting him, and clearly pronounce ours, the company in which we work and the position we occupy. Justification. Always offer a reason why we call.
- Petition. When requesting the interview, we will do so with a clear and firm voice. We will propose two alternatives for the meeting (two days and two different hours).
- Fired. If the client has accepted the interview, we must confirm the place, date and time of the celebration. If you have not accepted it, we would be grateful for your attention.
However, none of these techniques will be satisfactory if it is not developed with full moral conviction. The salesperson must enjoy the relationships he maintains with customers and convince himself that he is calling them because he is in a position to offer them benefits. By reaching a degree of cordiality, you have made your interlocutors more receptive.
How they differentiate us
In fact, studies carried out by W&S Consultores Comerciales confirm that a potential client differentiates the offers of its suppliers by the following parameters, from highest to lowest importance: one, the seller himself; two, the company it represents, and three, the offer of products, solutions and services that it presents.
Although there are no behavioral guidelines that guarantee success, experts agree in pointing out these three commandments when we communicate with a potential buyer:
- Listen to what they tell us. Through their words, the client is telling us the judgment that our behavior deserves: if we are very aggressive, if we express ourselves convincingly, if our presentations are short or are too long, etc.
- Learn from their reactions. We must perceive these messages and know how to interpret them to get the interview, but also to improve our technique and use them in the future.
- Never rush. If we fulfill the two previous points, we will discover when we should move forward and when it is not convenient to insist.
PRACTICAL CASES
1. INTERESA, Internet just around the corner
Interesa Consultores, from Pamplona, carries out developments on the Internet, offers corporate or 'e-commerce' sites, extranet and advises on technologies. Its director, José Ignacio Huarte, explains how they attract clients through personal treatment.
We analyze companies with a considerable volume of turnover or a significant number of employees. We use a database, such as the Industrial Catalog. Once the client is selected, we collect information about him and analyze the sector. In this way you can offer a proposal tailored to your needs. We value that they are companies that bet on technology, because they are the most receptive to our proposals ”, explains Huarte.
Reference agenda
They never cold call or visit prospects without a referral. They look for a recommendation that introduces them to the company. According to Huarte, “we use all kinds of contacts, personal and professional. We work in an average city that facilitates commercial work and access to these contacts. Without forgetting that the best way to get customers is the satisfaction of those we already have ”.
Valuable commercials
They do not usually give many details before the personal interview, because there is a risk that the client does not understand the proposal, it seems too complicated or does not find an application. Its commercials, Huarte points out, “are professionals with analytical skills and high communication skills. They must speak the same language as the client, know how to adapt to their level of knowledge of Internet technology and find the right solution for each one ”.
New technologies
Interesa Consultores uses the Internet to make new clients: “We use interactive presentations or our website, which offers samples of other work carried out. And we are developing new ways of approaching the client, such as a project monitoring extranet ”.
2. TENNECO AUTOMOTIVE, the brand as a cover letter
This North American automotive multinational manufactures and markets Monroe shock absorbers and Walker and Fonos catalytic converters and exhaust systems. Mark Tejedor, area director of the firm, explains how they are looking for new clients.
There is no cold calling for Tenneco. We could speak better of warm calls, because they do not need to explain the peculiarities of their product or insist on its benefits. “We have a great advantage over the competition, since our brand is well known and due to investments in marketing, advertising and other added values. Thanks to this, we get our clients to grant us a first interview, ”says Tejedor.
Supply contest
Car brands summon manufacturers when they create a new model. They usually submit their bids and the winner wins a supply contract. From its experience, Tenneco is perfect for these types of contests. Tejedor points out that everyone in the sector knows each other and there are no great innovations. "We maintain good contacts with the big brands and we have won very important contracts." And he justifies it because "we are very selective, we strategically study the area of the future supplier and we value the possibility of incorporating it into our portfolio."
Psychology and negotiation
Customer acquisition is based on the negotiation of conditions. They always seek an agreement with the head of each company and that he introduces them to the rest of the organization chart. “Our negotiators are very constant and reach great empathy with clients. Flexibility and perseverance is also essential, since in this sector relationships are very long-lasting and it is difficult to attract customers who have worked for years with other manufacturers ”.
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Entrepreneurs.es
Fernando Fernandez
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