A few weeks ago I was with a client helping them develop a more streamlined sales and prospecting process. As I was evaluating the current process and asking questions about the activity the sales people have had with their accounts, I kept hearing a similar statement about their prospects and customers: “they don’t have any projects going on, so I haven’t gone to see them for a year or so”.
In the security industry, this is very common – we try to win sales opportunities instead of trying to build sales relationships. The only time we get in front of a new prospect is when they have a project on which we can compete. Really? Do we really think we have a shot if that’s the only time we call on them.
Although it sounds paradoxical, the best time to build a sales relationship with a potential client is when they are not in the purchasing process – when there is NOT an opportunity. When there is an RFP on the street or a service agreement is about to expire, everyone knocks on the door. Wouldn’t it be easier for you to gain entry to a prospect when no one else is competing for their time? If you brought them valuable information three or four times over the last year or so, don’t you think you’d have an advantage when an opportunity arises?
List your targeted prospects and get out there and see them. Future blogs will discuss what to do, but for now go build those relationships before all of your competitors are trying to get their time.
