Here are a few thoughts from RainToday.com Readers. Postings may change from time to time. Thanks to all contributors for your comments!
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Article Title: Client Loyalty
Author of Article: Stephanie Craft
My Thoughts: Stephanie, excellent overview. I think too many people are just like the boss you talked about. Professionals think their clients will complain if they are not satisfied. A few will but most won't. In fact many studies have shown that even having satisfied clients can put your practice in jeopardy. Satisfied clients will only stay with you until they find something better. Our goal should be to create Loyal customers...they've stopped looking for something better. If most professionals are honest with themselves they will find that most of their clients are satisfied not loyal. And as you point out Stephanie it takes a lot more money to get a new client to keep a current client. To build a solid growing business you should concentrate on making clients loyal not satisfied.
My Name: Mike Kaselnak
My Title & Firm Name: CEO, Hoard Client Systems, Inc.
Article Title: Stop Trying To Close The Sale
Author of Article: Charles H. Green
My Thoughts: Charles Green clearly articulates why so many people who are selling services are failing. In a clear and convincing manner he encourages all of us in the professional services business to slow down step back listen and once again focus on building trust with clients and helping them to envision a better future (with our help). Thanks for the wonderful dose of common sense!
My Name: Regina McNamara
My Title & Firm Name: President, Kelsco Consulting Group
Article Title: Stop Trying To Close The Sale
Author of Article: Charles H. Green
My Thoughts: After many years of experience selling and sitting through many selling courses I like the author determined that closing a sale is just a wate of time. The client rarely buys if you meet their needs but instead purchases your service/product based on relationships. For example one client who I was attempting to sell a much needed service ended up purchasing from a competitor. After I investigated the situation I found out that eventhough I met their needs and was less expensive than the solution from the competition what closed the deal was not the better solution but rather the relationship that my competition had with them. That relationship consisted in calling one a week and taking them out for lunch once a week. There was a relationship formed that if all the products were equal (perceived from the client's perspective) that the client will always purchase from the company that had the realtionship not simply the closer. From that point on I turned my attention to selling the relationship and trust rather than just closing. The end result is that I always exceeded my goals whenever I adhered to this strategy.
Moral of the story: you still need to find out the prospects needs and all the other factors but prospects turn into clients more often if they are buying from a salesperson that is their friend. Because we all trust our friends and freel comfortable buying from friends rather than people who simply close them or give them altermatives. It has never worked for me saying that you have only 14 days left or the price is going up. That does not work unless the prospect has made up their mind to buy from you and is just delayed by paperwork rather than the decision of not buying because of a deadline.
My Name: None Given
My Title & Firm Name: None Given
Article Title: How To Reach Senior-Level Executives Using Direct Mail
Author of Article: Ernest Nicastro
My Thoughts: I couldn't disagree more with the statement that there are few ways to reach senior executives as effective as direct mail. What about referrals? What about published intellectual property? What about speaking at a trade association meeting they attend? I and most people simply ignore most direct solicitation no matter how it is packaged or sent. Relying on direct mail to generate business is like standing on a street and hoping it's on a bus route. You may get a ride, or more probably, you may wind up in the cold and the dark.
My Name: Alan Weiss
My Title & Firm Name: Summit Consulting Group
Article Title: Three Myths Of The Sales Proposal
Author of Article: Michael W. McLaughlin
My Thoughts: The key is that a proposal should be a summation (of conceptual agreement with a buyer) not an exploration (or alternatives or negotiating options). Most consultants make the mistake of submitted a proposal prior to gaining conceptual agreement on the project's objectives measures and value.
My Name: Alan Weiss
My Title & Firm Name: Summit Consulting Group