Recently, I joined a group on Linkedin called ExpertClick. Check it out. People start discussion strings on different topics, and experts answer them. Recently, I answered a question I am pretty sure is one every salesperson thinks about. The question was about keeping up with business relationships. Relationships are the key to consistent sales. We all know you have to develop and maintain relationships with people who can do business directly with you or refer business to you. Since we are all short on bandwidth, how do you stay connected since you can't invest in everyone equally? Here are some things I have done to maximize business relationships.
1. Networking events: When I join an organization, or start attending a monthly networking event, I try to attend every month for three or four months. It is the best way to get to know the people and how to make the best of the event. Once I feel I have built strong enough relationships, I may only attend every other month or once a quarter. This keeps me in touch with a lot of people in a short amount of time, and reminds me of people I need to build stronger relationships with.
2. Facebook and Linkedin are great tools to stay connected: I keep some personal information on Facebook so that my business friends can get to know me better through photos and postings. I also play some of the games, which gives me a reason to "poke" someone or send them something silly or pertinent. I spend about one hour every other evening on that. There is so much to these social networking sites that it is easy to get sucked in and it can become a time sink, so use them efficiently.
3. Lunch: There has been a lot written about this, but here is my feeling about lunch. It is your precious time; spend it with people who you want to do business with. Take it seriously and use the time wisely. Make it part of your marketing budget to eat lunch with someone you can do business with weekly. Spend that time building your relationship and helping them increase business. Strategize on a sale or give advice in your area of expertise. You will increase business much faster by helping someone with a business problem than by pitching them on your products and services. If you are meeting with referral partners then talk about your mutual clients and how you can help them better, or talk about clients you would like to refer to each other.
4. Once you have developed a relationship with someone, be straightforward. Ask them what they need and tell them what you need. Don't waste time but don't be rude or curt either.
5. If there are people you want to spend time with and can't find the time, consider asking them to attend a networking event with you. Drive together or take public transit together and talk on the way. If they have never been to the event before, work the room and introduce them to the people they should meet. It will benefit both of you.
6. Make lists and rank customers, prospects and referral sources. Make a schedule to stay in touch based on how well they fit your ideal customer profile. Use mail, email and phone to stay in touch. Sometimes just sending an article they will be interested in is a good touch point.
7. Let people know that you may not always be able to stay in touch as frequently as you would like, but that if they need you, they should feel free to contact you. Let them know the best way to reach you if they need a fast response. Email may not the best way these days to get a quick response. I tell people to be persistent. If they email me and don't get a response in the time needed, they should pick up the phone and call me. Let people know exactly what you need and the timeline you are working on, so they can schedule a response to meet that. Be specific: "If you can get that document to me by Tuesday at 2 p.m., it would help me meet my deadline. If you can't would you please let me know so I can make other arrangements."
8. Save time by using the technology available to send out personal email and direct mail. Outlook has a great mail merge feature, and digital printers can customize each piece of mail. There are also companies that will send out cards for you. And nothing beats a nice handwritten note when it is appropriate.
When it comes right down to it there is only so much time in the day, and it is OK to say no to some relationships, especially if they are draining. (In other words you may need to fire a few customers, business associates or friends). We all need to be around people who energize us, not drain our energy. Keep that in mind when deciding which relationships to invest in. For more ideas on sales, please read my articles at www.aliceheiman.com/articles.htm or go to my blog www.smartsalestips.com.
Alice R. Heiman is president of Reno-based Alice Heiman LLC, a company that provides training in sales and sales management. Her Web site is www.aliceheiman.com.
