Think About It… the e-book version

by Todd Youngblood

As the old saw goes, people buy from people they like. Well… maybe some saws are sharper than others. Time pressure, commoditization and intensifying feature/support competition have all conspired to dramatically reduce the relative importance of traditional relationship-building in selling. What can we do to update our approach?

Right out of the chute, banish all the touchy-feely-fluffy stuff from your mind. Most of the few customers who have the inclination to maybe become your pal do not have the time. (More on this later…)

The basis for establishing and building your client relationships needs to be grounded in discipline. Step one is to grind through your entire contact data base and classify each individual according to their relative strategic value to you. I know “relative strategic value” might sound a bit cold-hearted, but you’re here to make money, right? No need for an elaborate ranking system, I use “A” for the most important, “B” for the kind-of or maybe important and “C” for everyone else.

Next, lay out a specific plan for interactions with your “A” contacts on three dimensions:

• Form: Formal, Face-To-Face Calls and/or Voice Mails and/or E-Mails and/or Snail Mails and/or Seminars and/or Meals, etc.

• Frequency: Daily, Weekly, Monthly, Quarterly, Annually

• Content:
  • Business: Value-I-Delivered-To-You Summaries, Proposals, Case Studies, References, White Papers, Trade Magazine Articles, etc.
  • Personal: (see, I didn’t totally abandon “high touch”) Hobbies, Family, Community Service, Events, etc.

Next, lay out a specific plan for your “B” & “C” contacts. That is, one plan to cover both categories. Again, no need to get elaborate. This monthly newsletter for example, IS my “B/C” contact plan. There is no other communication unless some other event triggers it. My “A” contacts get it too, along with additional Form/Frequency/Content. Depending on your own situation, more or less might be appropriate. The key point is this: Decide! Don’t let your “B/C” relationship-building just happen as it happens. Also, decide ahead of time what would cause a “B” to become an “A” and therefore need more attention.

Finally, keep score. Did you meet your plan of a weekly face-to-face with “A” contact #1? Did you meet your plan of a monthly Value-I-Delivered-To-You Summary for “A” contact #2? Did every single one of your contacts hear something from you in some form this month?

The old “relationships” saw is indeed still true. Just recognize that the business world has changed, that the nature and significance of business relationships have changed and that you need to change as well. Relying on fluff and just doing-it-as-you-go is too dangerous. There’s always a smart, disciplined competitor out there working like crazy to take your commission check.