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3 Long-Term Sales Strategies for Small-Business Accounts
In Part 1 last week, 3 Key Sales Strategies to Land and Keep Small-Business Accounts, we provided detailed checklists based on traditional sales techniques. The specific items involve finding prospects, approaching the businesses, and making the sale by focusing on what makes your client unique. This week’s three tips do not exclude your prospect but concentrate on your own character traits that contribute to retaining long-term clients.
3 Long-Term Sales Strategies for Small-Business Accounts
In Part 1 last week, 3 Key Sales Strategies to Land and Keep Small-Business Accounts, we provided detailed checklists based on traditional sales techniques. The specific items involve finding prospects, approaching the businesses, and making the sale by focusing on what makes your client unique.
This week’s three tips do not exclude your prospect but concentrate on your own character traits that contribute to retaining long-term clients.
1 – TRANSPARENCY
In addition to being clear about the initial contractual terms, an honest and forthright approach to all aspects of dealing with clients is another way to build trust.
Why is transparency important? When a client trusts the information, you provide and the services and products you offer, you benefit in three ways:
- sales are easier to make in the near future and on a long-term basis.
- misunderstandings can be minimized so the business relationship is maintained, or litigation avoided.
- characteristics may be intangible but are no less noticeable in a positive way.
Accept that you need to avoid working with some businesses or be prepared to break off the relationship. You need to fire bad clients – and note this is not the same as someone who is merely challenging to deal with or where there is a personality clash. One behavior that is a red flag is poor payment history. Another is constant complaining – if the client has issues with every order on quality, speed, cost, or delivery, it may be best to walk away before it spirals out of control.
Transparency is important here. It is entirely fair to sever the relationship and explain, without accusing, that the business is not working for either of you.
2 – ETHICS
The personal approach to making business connections traditionally involved social interactions over lunch, dinner, and/or drinks in a bar. You need to adapt these methods in today’s environment, but the need for discretion does not change.
When you engage with a client, you learn a lot about them and their company. Keep in mind these details are part of your client’s business. When talking with other clients, treat sensitive information as though it is your own. Know when to say something and when to say nothing.
Social distancing is (or should be) the norm in our pandemic world, but business-distancing should be the standard. In learning details about your client may be quite personal, but it remains a business relationship, not a personal one. If dinners and a few too many drinks lead to non-business interaction, you will be faced with an ethical line that you cannot uncross.
3 – SINCERITY
Another intangible quality that may not be easy to define is sincerity. When a client recognizes that you care about your products or about their business, it adds to the trust you have worked hard to establish.
Your own job success and satisfaction are closely tied to how you feel about what you do. If you do not believe in your products or services – it will show. Your prospective and long-term clients will immediately sense this. If you are not happy with your job, accept that it is time explore another career path. Do not waste your valuable time being miserable.
Finally, do not talk down the business. It may be a tradition among sales reps to share stories over a beverage or two about problem clients, failed business practices, ridiculous or hilarious situations. Create a new tradition and do not trash your clients or the industry you work in. At best, it is a breach of ethics; at worst, you never know who is nearby, listening to every word.
Careers and reputations are long. If maintained thoughtfully, they become the most valuable part of your resume.
ONE MORE THING
Did you miss Part One of these tips? Read or revisit last week’s post, 3 Key Sales Strategies to Land and Keep Small-Business Accounts
Next week I will post 2 Universal Sales Strategies for Every Sales Rep. Need a reminder?
