Tips for Fine-Tuning Your Sales Process for 2021

As we go into the new year, it is a great time to reassess our sales processes. In 2020 everything we did was different. When was the last time you were able to visit a client in person (or wanted to)? Did you have client meetings via Zoom? Did you spend your day on the phone trying to reach your clients and prospects?

8-12 Contacts to Make a Sale

I have an account manager that is hesitant to be constantly calling his clients and prospects. However, I learned long ago that it takes at least 8-12 contacts to make a sale or in my mind a connection. And I would be willing to bet that most people (statistics prove this point) stop trying after three attempts. Mostly I think because of the fear of being seen as a pest.

In most cases, timing is everything. Today I may be busy with a project so I don’t take your call, but when you call me next week I might. Or this week, I talk to you but do not need your services, in three weeks when you call, your timing might be right, and I need your services.

Don’t take Silence as a No

Many people take the rejection personally, even when someone doesn’t answer the phone. And, yet typically it has absolutely nothing to do with who you are and what you are trying to sell. I’m not sitting at my desk waiting for your call. I’m working on other projects and yes, you are interrupting my schedule. In some cases, it may be a welcome interruption, other times, I’m short and say, please call back another time, or even worse, just a simple no, not interested.

Have a plan for your 8-12 calls. What are you going to say each time to intrigue? What benefit is it for me to talk to you? What can you do for me that the next guy can’t? Set a schedule so you know when you called, who you left a message for. Also, follow up your calls with an email, provide a case study or a special to help them understand what problems you solve.

Out of Sight, Out of Mind

I do not recall ever making a true cold call. However, I spend a lot of time on the phone. Because I try to spend time each day making “check-in” calls with my clients and professional friends. I want to maintain the relationship, even if they have never been a client. I want to find out how are they doing. How can I help? And most importantly, who do they know that could use my services? Of course, I don’t ask at each interaction, but hopefully they will think of me when someone is looking for my services.

I do believe the old adage “out of sight, out of mind”. So, staying in touch regularly is something I strive to do.

Check in with Past Clients and Professional Friends Regularly

Another thing I check regularly is LinkedIn to see who has changed jobs or job titles. And it works. This summer one of my client’s job titles changed. I reached out to say congratulations. About a month later, I checked in again, to see if her new position required our help. Unfortunately, she was being furloughed but appreciated my staying in touch and mentioned she would be back after Labor Day.

Of course, I checked in again after Labor Day. And she was back and needed our help. One project, then another and then many more. Her new position required much more help from us than her old position. And now we are already working on projects that have March and April delivery dates. Would this have happened if I hadn’t stayed in touch? I’m not sure it would have.

So, don’t forget about your past clients or professional friends when developing your pipeline. While you may not cold call, warm phone calls do work! As a matter of fact, even though many think e-mail is the most popular form of communication, 92% of all customer interactions happen over the phone (according the Salesforce)!

Bluntly Ask for a Referral

It is most likely that you are not asking for referrals. How can I say that? Because only 11% of salespeople ask for referrals (DaleCarnegie). And yet, 91% of customers say they’d give a referral if asked. So, just ask, bluntly. Can you refer me to anyone that could use my services (within their company or out)? And let them know when it works. “Thanks for the referral, they just placed an order!” If the referral becomes a good client, a thank you lunch or gift is always appreciated. Plus, don’ forget to ask them for another one!

So, from the referral you got a meeting, either phone, zoom or in-person. It seems to go well. Then what? Do you have a plan for after the meeting? Most salespeople do not.

Most Sales Require at Least 5 Follow-up Calls

Responsiveness and follow up are crucial to maintaining a sale and long-term client.

80% of sales require at least 5 follow-up calls after a meeting. And get this, according to the MarketingDonut, 44% of sales reps give up after one follow up. And I hate to admit it, but I am sure I have done this. Not intentionally, but I got back to the office, had some new orders come in or an opportunity for an exciting new project and the follow up went to the backburner, repeatedly. Not a good habit to have.

Follow up is just as important as the sales call. It is our job to keep our clients and prospects on track. Help them make their deadlines. My goal is to make my clients a star within their organization. I will not achieve that goal if I am not following up!

Easier to Keep a Client than Get a New One

While you never want to stop prospecting, we have all seen the statistics that it is easier to keep a client than to get a new one. And retaining a customer is also 6 to 7 times less costly than acquiring news ones according to BainAlerts.

And this past year in has been so important to stay in touch with your existing customers, even if they are not buying. Prior to 2020 I would see clients at events or just walking the halls at their office, but that didn’t happen this year. So, if you have not spoken to them in a while pick up the phone and check in. They will come back, but only if they know you are still around.

I am looking at my clients and my pipeline in detail to see how my communications were for 2020. I know I can do better. Can you?