As a sales representative one of your key roles is to sell. I know that sounds very obvious, but I promise there is a point to all of this. I just want to make sure you all understand the premise and outcome of this episode, which simply put is to improve your selling. The problems that we find is that sometimes we feel trapped by legacy methods that may not be the most effective means of “selling”. In this episode, I will share a concept I learned in the book ,”The Ultimate Selling Machine” by the late Chet Holmes.
The concept is to focus on less. As sellers, we tend to have a BIG LIST of potential buyers we want to purchase our products or services. Or we may see the vast ocean of possible prospects available on the internet through social selling means. Sure this sounds great, but I feel that to have this wide range or this BIG LIST, makes us sloppy. It becomes a numbers game as opposed to an art of finding ideal customers and establishing value.
Instead, we are focused on getting a warm blooded contact and then as soon as one person says “We’re not interested” the potential opportunity is gone. Many times those who say they are not interested, don’t know anything about you. The key is to hyper focus and seek to offer value. Chet calls this the dream 100. Get a list of 100 of your ideal customers. Yes, this requires research and that’s work. It’s better to have 100 ideal customers than a list of 500 random companies that don’t exactly fit. With the dream 100 you can execute specific campaigns to grab their attention, establish value and turn over every stone of possibility.
When you have fewer to focus on, the quality of the conversation and the focus of your prospecting changes drastically. You can then build more relationships inside the prospects company and learn new unique ways to meet the key decision makers. Yes, I know this is not rocket science, but you’ll be amazed how many sellers are just getting a list and blowing through them and blazing over potential opportunities. If you implement this concept, I guarantee you will see a significant shift in the opportunities and the business you start closing.
Here is what you need to do:
- Develop a buyer persona of your ideal customer
- Utilize social media (especially LinkedIn) and get a list of your ideal customers
- Focus on targeted campaigns (maybe send an email, connect on social media, phone, snail mail, etc)
- Be diligent and turn over every potential opportunity in that company before you move on.
I learned more about this concept from Chet, check out his book here or listen to it via Audible. As you hear in the episode, this concept has helped me a ton and I know it will help you fulfill your responsibility to sell. As always, remember to go out and do BIG THINGS!