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 In my book "Making The
Approach, Advanced Sales Training for Homecare Professionals", I
write about the first, second and third sales call. In that book,
those designations are used to label different types of sales calls
as you progress through the relationship building process.
This
article is to be taken literally, however.
Let me say this clearly...if your sales rep has made 3 face-to-face
sales calls on a prospect and has NOT received a referral...they MUST
STOP! Do NOT make another call until you call me (ok, or maybe meet
with you....).
As
we go about the process of building a relationship we are doing some
"behavioral training". That is, we are teaching our
prospects how and when to interact with us....just as they are
teaching us how and when to interact with them. If you go past 3
sales calls with a new prospect, and you have not received a
referral, you are in effect, "teaching" that referral
source to NOT refer to you.
Think
about this scenario.
You have a family member that you don't like at all. You avoid them
at all costs at family functions and hope to never run into them in
public. One day, you run into that relative in the post
office.....you think in your head "oh, no....now I'm going to
have to talk to that jerk". You fake smile your way through a
pained conversation and quickly move on.....feeling very
uncomfortable.
The
next week, you run into your nemesis again in the grocery store.
"Here we go again" you think. The conversation is just as
superficial and no better, but you're at least not AS uncomfortable
as you were the week before.
Several
days later you happen to sit in the same restaurant as your
not-so-friendly family member. Again you sigh as you know you HAVE to
talk to them....but now that you've talked to them twice in two weeks
and the world hasn't ended, you can more easily have a meaningless
chat and get back to your meal.
Do
you see it? Familiarity breeds contempt and nowhere more so than in
sales.
The
first time you visit a new account, don't kid yourself, they know why
you are there. If you're willing to leave without a referral, your
prospect might breathe a little sigh of relief as they tell you
"we'll keep you in mind". They might have full intent on
"keeping you in mind" but at least they've got you out of
the office and they can get back to work.
The
next time you call, there might be a bit of tension in the mind of
your prospect if they haven't referred to you, but if the call goes
well...your rep is friendly and they leave without a referral again,
the prospect begins to learn how to play the game.
Now
we're at the third call. You have introduced your agency and its
capabilities, you have been professional and friendly.....and you
have not had a referral. If you are willing to leave THIS call
without a referral...smiling and happy....you've almost completed the
"training" cycle.
Your
prospect now knows that no matter what happens....you will still come
in week after week and keep smiling, keep bringing donuts...and keep
"building the relationship"...and they don't have to ever
give you a referral to get all that!
Are
your reps going through this cycle?
STOP THEM!
If you or your reps reach the third call with no referral you MUST
change the strategy. If you take a different approach, you will get
some different outcome....better or worse.
What
do you do? Change the environment. If your prospect likes to talk at
their desk.....ask them to speak in the breakroom. If they only talk
to you after lunch, try catching them after hours when patients are
not being seen. If they tell you "everything's fine" but
you haven't had a referral, feel free to tell them "I don't
think everything's fine if we agree that we can meet the needs of
your patients yet we haven't had the chance to care for one".
Get
it?
After
3 calls and no referral you must change it up. Change the pace, the
presentation, the location, the person....something! If not, you've
helped your referral source learn exactly how build a great
relationship with you or your rep.......a relationship based on
"building rapport" but NOT one based on doing business.
In these competitive times, we can't afford to simply "build
relationships" anymore....we need to sell....and selling starts
on the very first call...and every call after that.
Do You Have A Question For
Michael?
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