Archive for

C-Level Relationship Selling – Increase Sales and Market Share Using C-Level Relationship Selling

C-Level relationship selling is simple and more effective than any other strategy, tactic or selling technique once you learn the process. However, if you don’t know how to do it, it can be like cold calling in the sense that it’s intimidating, fraught with rejection and nobody wants to do it. But unlike cold calling C-level relationship selling will increase your sales and market share faster and easier than anything else.

C-level relationship selling will enable you to sell just about 100% of all the products and services in your portfolio that fit to 100% of your existing customers. Now would that help you meet your sales goals? Well as tough a task as the above sounds, it is far easier to accomplish than it is to sell that same amount to new customers. What if you could sell just all your existing accounts 10% more? Would that help your sales picture? Of course it would and it’s really easy if you develop professional C-level relationships.

Yes, I’m saying that to increase your sales and market share, give-up on trying to penetrate the walled cities of new accounts, and focus on getting more and more cross-sells from your existing bastions of strength. Then as your existing accounts buy more of all your products and service (with your help), those walled citied accounts will crumble and come rushing to you for your expertise.

Here’s why. First, do you believe that you can help your existing customers do their business better – more sales and/or more profits – if they bought more of the total portfolio of services you sell in addition to what they now buy? Of course you do. Well if they do buy more from you and do get better, that will put a lot of pressure on their competition. The word will get out that it was you and your company expertise that did it. And that’s when you’ll start getting requests from accounts that were previously not interested in some or any of your products and/or services.

However, in order to get your stuff more fully absorbed, you’re going to have to solve the issues and concerns as it relates to sales and/or profits of the C-levels or profit-center leaders of you existing accounts. In order to do that you will have to learn what those issues and concerns are for all the senior people involved. You can’t assume to know what their problems are and you can’t take the word of you main, lower-level contacts. Even if you know from experience or your main contact is correct (which is usually wrong), the top people don’t know you know their issues and concerns.

Think about it. A C-level would say or think, “What does this sales person know about me and my situation?” Now once you’ve talked and related on a professional level, s/he will feel you understand and will now be willing to listen to how you may be able to help. And this is how you cross sell and start to get more and more of your portfolio into that account. C-levels and profit center leaders have the power to make you sales happen.

So here is how to begin C-level relationship selling. First, start spending more time at existing accounts, but not just with your main contacts. Use your relationships at the lower levels to network you up and out. That is, meet their boss and their boss’s associates and continue to move up and out. My motto if you haven’t heard it from me before is spread like a virus through you existing accounts.

Now, my meaning of “meet” with these people is very specific however. A meeting is a one-on-one interview where you ask customer focused questions to learn what that individual’s issues and concerns are as they relate to your bigger world of solutions and listen aggressively. It’s not your time to give a product and services presentation. Once you know where this person’s head is at and the person realizes you understand, then you can offer to help. As the person sees the fit, they buy into you and this is how the relationship starts.

Keep repeating the process until you are networked to meet with the C-levels, the profit-center leaders, and their immediate staffs. It doesn’t matter if the meeting is in their office or at a lunch. What matters is you get know each person’s mind set for the moment and s/he knows you know. Without that it’s impossible to develop a relationship.

Using subordinate relationship that you’ve developed over time is vehicle to get you to the top C-level and other influential people. This will take a lot of your selling time, but it will be worth it. My rule is 50% of your selling time should be with existing clients/accounts. 30% should be with old or lost accounts and 20% with new accounts or self-ops. See some of my previous articles of why this works best.

Minimizing your prospecting to new accounts and competitors’ accounts sounds risky, doesn’t it? The bigger risk, however, is for an existing customer to start doing more business with your competitors, and we all know that’s exactly what your competitors are trying desperately to make that happen.

If the above reason doesn’t motivate you, consider this. C-level relationship selling is prospecting, and it’s in new territory. The beauty of C-level relationship selling, although intimidating, is that these prospects represent bigger, faster and easier sales.

Now I invite you to learn more about mastering C-level relationship selling.

Sales and Marketing Strategy

All wars are won in the boardroom. In order to win the war, the general must have a good strategy. A good strategy is all it takes to make everything successful not only in the war but in all aspects in life. Making a business successful is not different from winning the war. It requires a good strategy to guide the people on the targeted goals. With that being said, focus must be put into sales and marketing strategy to make your business prosper.

In making a marketing and sales strategy, you must take in consideration to include the internet and all its glory. The internet has its own market and it must be tapped to increase sales. One good example of a strategy is to make the business available to the internet. The business must be available on the internet because there are millions of people accessing the internet. That would mean that there are millions of opportunities waiting to be tapped. No successful businessman in the right mind would disregard this kind of opportunity.

This kind of strategy is a sure win for the business because of several reasons. One reason is that it is relatively cheap to make the business available in the internet. A limited budget will do because there are a lot of avenues in the internet to pitch the business that you have. It is also good to hear that these avenues are mostly for free. One avenue to take advantage is using YouTube. YouTube is such a powerful avenue to spread your message across the globe. You can utilize videos in promoting your business. Free blog sites are another avenue to look into. One can make articles to promote the business that you have. Another reason worth mentioning is that it is rather very easy to set it up. It does not take to be a rocket scientist to be able to do this kind of strategy. A college dropout with basic knowledge of the internet can run this strategy. If a person is looking for a perfect platform, then one must invest on it. Invest on the best people to run it and this would be a perfect strategy.

There is no negative scenario that can come up if the strategy includes tapping the internet. The internet brings good things to the business and it must be included in making a marketing and sales strategy. It is rather foolish not to include the thing that has the potential the make your business grow. If it is best for your business, then it must be included in the strategy and you can just wait and see how everything will turn out.

To wrap everything up, a strategy must take advantage of what is available and the internet is very much available for everyone. The only question is when the business can grab this opportunity because as everyone say, time is gold. You must also remember that a good strategy must also take into consideration the time and opportunity because most of the time it plays a large role in making the strategy a successful one.

Sales and Marketing Systems – The Main Aspects

A lot of new and small businesses make major investments in the production process. It is perfectly natural for the company to focus on the goods it produces. But in order to generate profits you need to make sales. This is usually as demanding as the production process so it is best to plan for this part of your business’s operations in advance. The successfully companies use sales and marketing systems to sell their products. You can adopt or develop one two as long as you lean about its basic features.

The first part of the cycle is the lead generation. You have to be able to attract potential customers to your product. It is best to use some of the basic marketing techniques such as attractive packaging. You should definitely focus on the promotion of the qualities of your product as well. You have to make it recognizable among all others. It is also a good idea to make a name for your company. It has to be trusted by consumers.

The conversion of leads into clients is the second part of the process. This is more difficult and requires more specific product marketing. The key to success is to target your promotional campaigns to different demographic groups. The direct marketing is the most effective method for generating clients and turning them into loyal ones. All successful sales and marketing systems use this approach. It is true that it requires more preliminary analysis and investment, but your efforts will certainly pay off.

The third stage is equally important. It involves the monitoring and analysis of the campaigns. All sales and marketing systems focus on the reliable reporting of the performance. You have to be able to measure the success of your campaigns based on the sales, but also on the conversion rates. You can use even more precise measures to make more sophisticated and reliable analysis.