By Dave Capano, VP, Director of Connection Planning
In many ways, doing business these days has become harder. Technology, while a blessing for many in that it keeps us connected, also serves to keep us insulated. We can solicit bids and information via email, texting and company websites. We can also respond in the same manner, doing all this without having any personal (face to face or phone) contact. But, there’s something missing.
That something is the personal touch. Where a major expense is involved, we often buy something where the salesperson was an important factor in the decision.
Most times these days (I’d venture it between 75-80% of the time), I get unsolicited emails often starting out “Dear Dave” (as if we’ve been friends for many years) telling me how unique the sender’s company and proposition are. The other prevalent method of sales call is the “dialing for dollars” approach in which a relative new salesperson calls and invariably tells me about their new and exciting platform and then asks the telling question: “So what are you guys working on these days?”
Here’s where the rubber meets the road. I know there’s tremendous pressure on salespeople to make quotas. However, we are much more responsive when a salesperson has done his/her homework and developed a presentation that piques someone’s interest and addresses those issues that help us solve a problem.
So just a few ‘to do’s’ for salespeople:
While doing business online may have increased the speed at which things get done, doing business with a live person is a lot more rewarding. Marketing is a relationship business. Relationships are crucial to winning and keeping business. Personalities still play a major role.