“Complement your list of references in paper with real discussions directly from your customers to your prospects and make sure this is successful by selecting and enabling these new sellers becoming part of your extended sales teams.” – Pablo Escobar de la Oliva in today’s Tip 895
How do you taking advantage of your loyal customers to maximize your sales?
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Scott Ingram: You’re listening to the Daily Sales Tips podcast and I’m your host, Scott Ingram. Today’s tip comes from Pablo Escobar de la Oliva. Pablo is a Director of Product Management in the Data and Analytics area. He’s interacted directly with clients for around 20 years and in the last decade has held different roles inside sales teams as a Technical Architect, Consulting Director, and Product Director. He’s also one of the 6 co-authors of the new book: Teams Win Championships. Here he is:
Pablo Escobar de la Oliva: Hi Daily Sales Tips Community, this is Pablo Escobar de la Oliva, co-author of Teams Win Championships, for today I want you to think about if you are really taking advantage of your loyal customers to maximize your sales.
We all use customer references or case studies, and we use them everywhere, we share them in websites, in our sales presentations, in our conversations. When we pitch our products or services we tend to talk on the why, the what the how, and then where this has been successful, so customers get an understanding of our products or services outcomes.
They also get challenged if they are not achieving the same results within their current business initiatives. And they feel the need for getting up to speed with their competitors, right? Then they would probably like to double-check these references and get the best practices to replicate and improve the success from the case study.
The best option to do a follow-up with them is to bring them in front of the owner of the case study which is our loyal customer. Now how can we make this successful? Here are 3 simple steps:
First, you need to identify the correct sponsor of your customer organization, checking on the level of influence this has inside the organization and in the market and the skills, this has to pitch your products or services. It also matters that he is open to present it to another customer.
Second Step – You might need to teach your customers to sell. It can’t be a real sales training, right? this can be as simple as an individual interview or conversation to learn from them how we’ve solved their problems, you can guide them, but it has to be with their own words. After this, they could do the same to others.
The last step is that you also need to establish the proper environment to make the sponsor sale happen. This can be through different mechanisms:
– Peer to peer conversations. Where they will talk each other without you necessarily being in the conversation. This can be phone calls or in presence.
– Business Events: Whether these are from your company, or partners, or global industry events, these are excellent opportunities to introduce clients to prospects and get them talking about their initiatives and your products or services especially when you are around,
– Early Adopters Programs: When it’s time to introduce a new version of your products to the market, you have the option of launching an introductory program to a list of clients who are willing to try it out. These clients can encourage other customers or prospects to become early adopters.
As a recap, complement your list of references in paper with real discussions directly from your customers to your prospects and make sure this is successful by selecting and enabling these new sellers becoming part of your extended sales teams.
Now, go and extend your team to be successful, and check out our book for knowing how to create, lead and contribute to high-performing sales teams. Remember: players win games but teams win championships. Thanks for listening and happy selling.
Scott Ingram: For more about Pablo and to get your copy of Teams Win Championships. Just click over to DailySales.Tips/895. Once you’ve done that. Be sure to come back tomorrow for another great sales tip. Thanks for listening!