Top tips for improving sales skills

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How to Gain Access to Difficult to See Customers and Prospects

A good way for outside sales professionals to get a foot in the door of their hard to see customers is to learn what their outside interests are.  If you discover you have a common outside interest with a customer, all the better. 

Over the years I have chosen to be involved in various community endeavors, though not all at once.  Scout leader, Trout Unlimited, adult community band member and band president, high school band booster, church activities and others. Two things resulted besides being involved in activities I enjoyed.

Customers came to know me as a contributing member in the community in which we all lived and worked. In most every community organization for which I have been involved my customers (physicians, nurses, pharmacists and others in the medical community) were also so involved.  

You can imagine the relationship building opportunities that such associations can lead to on the job.

For example, I enjoy fly fishing.  At one time in my career I came to know who most of the physician fly fishers were in my territory. A couple of them belonged to the Trout Unlimited  Club with me.  When I called on their offices I would hand the receptionist my card with a fishing fly hooked to it. First of all, it was a great conversation piece with the front desk staff!  I asked them to please give this card to Dr. so- and-so (the fly fishermen) and I told the staff member I’ll bet he will bring me back to see him. Usually not understanding what the fly was or why in the world it would entice Dr. So-and-so to see me, the receptionists eagerly took me up on the challenge.  Most of the time the fishing Dr. would poke his head in the waiting room and motion me to come in, curious as to what trout fishing stories or pictures I had for him.   

It is important to not let your attention-getter monopolize your time.  Keep it interesting and short so you can transition to your selling message.  Your customer will respect you more for it.  He /she will usually be curious what you have to say about a common outside interest you share, but also will expect you to offer something he/she can use to improve their business life.

 I have acquired some Boy Scout memorabilia including a 1915 Scout handbook and some neckerchief slides my artist and wood carving father made during my Scouting years. I noticed in the waiting room of a particularly difficult to access customer I once had, a couple of Norman Rockwell prints of scouting activities. This customer did not accept cold calls or appointments from sales reps.  Upon leaving the receptionist's station following a failed attempt to see the customer, I asked “By the way, who's the scouter?” (Scouter is the name adult leaders in the program give each other).  Without hesitation, the receptionist said in a very deliberate tone indicating he was very much involved with the Scouting program “That would be Dr. (name)!”  The next time I came to the office I had with me my old Scout handbook and neckerchief slides.  I asked the receptionist to ask the physician/customer if he would like to see a copy of a 1917 Scout handbook.  She motioned to take the handbook from me so she could show him.  Not wanting to let him see it without me, I told her it was in fragile condition and I would prefer it not to be handled by too many people. I would like to show it to him myself.  While I did not see the customer that day, what I accomplished was getting a lunch appointment with this what I came to realize was a major contributor to the local Scout region. When you have a genuine passion for a common interest you have with a customer, it is easy to formulate a transition statement to smoothly take you to a sales discussion.  In the case of this lunch appointment call, I utilized the Scout motto “be prepared” to begin talking about a product to help the customer help patients prevent disease.  

Short of coming right out and asking someone, how can you discover a customer's outside interests? Photographs and art work of a particular subject hanging on the wall or placed on a desk, plaques that signify involvement or contribution to a community endeavor,  service club lapel pins, jewery signifying a particular sport, recreational activity, etc., books and magazines of a particular subject,  areas of interest mentioned by customer or staff members just to name a few.

Remember, when people have something on display, they want it to be noticed!  Asking them about it will almost always result in a conversation starter. And if you have a common interest in the same subject, you have a great point of entry that could last for years to come.

In and of themselves having common interests with our customersdoes not guarantee business growth, but having that level of involvement with them helps to build relationships and may help to gain access to them.  When involved with customers during outside interest pursuits do not bring up business during any discussion. That in itself helps build credibility. Sometimes while participating together at an outside interest endeavor a customer will begin a business discussion and that's OK.  In that case, do not hesitate to oblige him/her!

You already may be involved in an outside interest(s).  If not, think of just one area of interest you would like to pursue.  If you are a parent of school age children, quite likely it will be involvement with your children's pursuits!  CAUTION!  Do not pursue an activity that you know a key customer is involved in if you have little or no interest in it yourself. That can lead to drudgery in your life. This needs to be first and foremost for you. It needs to be fun for you. Consider it as good work life balance. If a customer is also so involved, that's all good.  If not, you will still have something to talk about that customers will be able to relate to at some level.  You will also earn a level of respect because you will have a reputation of being an active member in the community.  Others will come to know you as a person who is willing to give back to the community you all share.

 I have come to suspect that this is a generational topic.  In years past, discussing hobbies and being so involved seemed to be more prevalent then it is today.   Sales people are individuals that lead high profile lives. I personally believe it is essential for them to have some level of community involvement so they can show they are willing to give back to the community that rewards them so well on the job.   You are your company to your customers.  Embrace that!  If you are so inclined to do so, involve yourself in the community at large for your own personal satisfaction and to show your customers you are willing to serve in some way that benefits all beyond just being a sales representative selling your products.  Your actions, not your words, speak volumes for the value you bring to your customers as well as your community at large.

Whatever you are doing now that works for you to gain access to and build relationships with your customers, by all means keep doing it!  For those customers that are like coming up against a brick wall, take a good long look at just what is preventing you from getting your foot in their door or keeping you from growing their market share.  If you are not already so inclined, consider involvement in the community at large to improve your overall quality of life.  You'll be glad you did!  You may be surprised to know that many of your customers are doing the same thing. It could turn out to be a great way to improve customer relations.

 

 

 

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