| ARTICLES
WHEN FIRST MEETING SKILLS MUST IMPROVE
TO ENSURE "REAL" ADVANCEMENTS AND
A SOLID FOUNDATION FOR A CLOSE
By Scott Channell
Setting more sales appointments is often a necessary first
step to new account generation. Yet, sales and revenue
increases may not materialize without adjusting your sales
process.
When you substantially increase your rate of access to
targeted companies, your expectations and sales approach
must adjust to avoid serious disappointment.
Enhancing 1) "first meeting" skills and 2) increased
focus and attention on making advancements in the initial
stages of the sales funnel are necessary to realize your
revenue expectations.
Example #1.
Forty-person company currently closes 50% of accounts
they gain access to. Typical sale is $75,000 - $175,000
range. Most desired sales are in the $300,000 - $600,000
range. Inquiries are generated from speaking and publishing
of key personnel.
This company seeks more access to decision makers at targeted
companies which could result in $300,000 - $600,000 sales.
If your mindset is "We know how to close. All we have to do
is get front of more decision makers to meet goals" ....
you are usually deluding yourself and headed for disappointment.
In this first example, the sales team is used to seeing people
who know them by reputation. They have heard a top officer speak
or read a published article. Speaking and publish are the two
best marketing methods for communicating credibility.
When people call them currently they have a recognized need and
believe that this company can help them.
But, but, but... when they start to initiate sales appointments,
the meetings will be with people who don't have the same
qualitative frame of reference, if they know them at all. They
also typically will not be fully aware of all the benefits they
could get from use of their service.
It is wrong to assume the same close rate in these circumstances.
The solution is below.
Example #2.
A current coaching client realized a quick flurry of new
appointments with targeted companies. The good news is that
all of those companies would be great accounts. The danger is
that without sharpening "first meeting" skills and implementing
some new contact and credibility strategies in the beginning
stages - my new coaching client will fail to make the advances
necessary to be at the table when a new vendor is selected.
Why is this? When you drastically increase the number of first
appointments, it is more likely that 1) they are less aware
of you, if they know you at all. 2) that they are in the
very early stages of the buying process. or 3) they have no
present intent of buying. The meeting serves an introductory
and information purpose only.
Let's set aside the time management questions as to what
meetings you choose to accept.
You must approach the meetings with a heightened awareness
of what is necessary to earn an advancement. You have much
to accomplish in 30-60 minutes.
Gaining access is only one step to gaining a foothold in
an account with potential. Your ability to "manage the
mix" and "earn advancements" will be as critical to meeting
your sales goals as gaining access.
MANAGING THE MIX
You must properly "manage the mix" of new appointments.
- Go on too many short sales cycle small volume accounts
and your margins will suffer.
- Go on too many long sales cycle large volume account
appointments and not much may close in the short run -
killing your cash flow.
- If you go on too many appointments and don't have the
time or support to follow-up, follow-up and follow-up...
you are doomed to failure as your new contacts will
not receive the frequency nor quality of communication
necessary for them to feel comfortable writing you
big checks.
EARNING ADVANCEMENTS
Nobody does business with anybody that they don't trust
and respect. When you start to initiate sales
appointments, many of those you see will have little
knowledge of your company or the benefits you offer.
Before you even have a shot at selling anything, you have
to establish trust, respect, credibility, comfort and
effectively communicate value.
More frequent communication is better than less frequent
communication. A consistent message is more powerful than
an inconsistent message. Clarity and conciseness when
communicating value has more impact than spraying and
praying.
THE BOTTOM LINE....
Setting sales appointments alone is no guarantee that you
will reach your sales goals. More sales appointments will
force you to evaluate your skills and strategies in making
advancements and managing your time.
You will change and adapt, or you will leave a lot of money
on the table.
Best wishes for sales success.
Scott Channell
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