YourSalesManagementGuru by Ken Thoreson, Acumen Management Group

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The Must-Do Step To Ensure a Great 2015

What is the first action all salespeople must do to begin each year? The simple -- but many times overlooked -- answer is to reach out to every one of their existing clients, in a physical meeting if possible, and discuss with them their satisfaction and the impact of the salesperson's products/services on their companies. We call it the Annual Client Audit Review.

The objective of this meeting is actually made up of many sub-steps.

  1. For the salesperson, the meeting will reinforce the benefits of the products/services that were delivered. This builds belief in the company, and belief -- to a salesperson -- is the most important emotion. It's the desire to serve clients that separates the average performer from the top producer. When the salesperson truly believes in their products/services and their impact on their clients' businesses, they will go the extra mile to win the order.

  2. The second action during this meeting is to discus the client's strategic objectives over the next 24 months. This will help the salesperson plan a strategic sales roadmap as to how their products/services can potentially be used to assist the client in achieving their goals.

  3. The third action with each client is to work them through an Account Plan. One portion of the entire plan is based on mapping the client's current use of the products/services used. Next, the salesperson would walk the client through a cross-sell/upsell program, showing them the benefits of new offerings they have not taken advantage of and how these additional products/services will leverage the client's existing products/services and bring new benefits. After the meeting the salesperson can then develop a strategy for the account and then list five tactical steps to further penetrate this account.

  4. Don't forget to ask for a reference retter or a quote from your client.

  5. Lastly, always ask for a referral -- who do they know that you can serve?

These five actions will help the salesperson get off to a fast start by working with and selling to existing clients with whom they have trusted relationships and proven solutions. Immediate revenues, larger pipelines and increased levels of belief, along with better customer relationships, are a positive way to start the year.

What is your plan to get a jumpstart on 2015?

Posted by Ken Thoreson on December 29, 2014


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