Taking a Moment to Improve your Sales


It’s the time of year to take stock of what we’ve done and how we’ve done it. And, to know whether we’ve been naughty or nice. Hopefully, those who judge are okey doke with our performance.

Because of the hectic pace of everything we do, how often do we do what Ed Koch, the past Mayor of New York City, always did? Simply ask his constituency, “how am I doing?” There was a United Airlines commercial a while back that featured a conference room with Sellers milling around waiting for a meeting to start. The Sales Manager enters and announces that we “are going to see our clients right away,” and distributes airline tickets as smiles appear all around. It is essential that we let our best clients know that we are willing to fix what needs fixing in our relationships.

Reach out to the top accounts in your business. Pick a workable number but make certain they are the top 15% of your business. Send a survey via e-mail, fax or snail mail. The questions are few but powerful:
From 0- 10, how satisfied are you with the job being done by us?
What two (2) things are we presently doing that should be continued?
What two (2) things aren’t we doing but should start immediately?
From 0- 10, how satisfied are you with the job being done by your Rep?
Plan on a quick follow-up phone call. Better yet, go see them but not in a selling mode. Management should accompany Sellers for this visit. Let them know how important they are to us. Heck, bring a chocolate cake!

We’ve all heard the saying, “perception is reality.” Without asking our clients what they really think, we may never know if our customer’s perception matches our perception. Don’t leave that to chance!


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