Sales Secrets Are Revealed at AMA Current Issues Forum
Angelo
Valenti, a pioneer in executive coaching, urged the audience at AMA’s
November 13 Current Issues Briefing to make marketing a top priority for
their organizations, no matter what kind of business they are in. He shared
his successful strategies for customer retention and acquisition at a
value-packed presentation held in AMA’s New York Executive Conference
Center. Valenti’s #1“secret strategy”: “Your
company must think like a marketing company. If it doesn’t,
you need to change your mindset. Remember, you can’t have a business
without customers.”
Valenti, president and chief operating officer of VSA Consulting Group,
explained, “Because we live in a ‘sales culture,’ people
are constantly bombarded with sales pitches from every direction, so they
have naturally developed a resistance to being sold anything. The very
notion of being a salesperson has acquired a negative connotation.”
However, anyone can overcome these obstacles through discipline, hard
work and adherence to Valenti’s sales and marketing “secrets.”
Secret #2: Referrals are the lifeblood of a business.
Don’t just seek out referrals for your own business. Become a referral
source for your clients. In this way you’ll become a value-added
business generator for your clients instead of a cost (and they’ll
be less likely to take their business elsewhere). You’ll generate
the most referrals from your clients by regularly reminding them of what
you’ve accomplished for them.
Secret #3: Design and implement a customer acquisition
plan.
According to Valenti, “Hope is not a management strategy.”
You need to actively and continuously generate leads for new business
so that your future will not be solely controlled by your existing client
base. Create a plan with referrals at the center, then add other strategies,
including networking, research (mail/e-mail), public speaking and publicity.
Formulate monthly and weekly goals for both actions and results. When
debriefing your results, ask yourself, “What is missing in my effectiveness
in the areas of organization, staff support, technology, activity level,
power of my message, etc.?” Plan to implement one or two items from
this list each week or month.
Secret #4: Break out of your comfort zone.
In the words of Rita Mae Brown, “Insanity is doing the same thing
over and over again, expecting a different outcome.” Don’t
be afraid to do something differently, to learn a new skill or to set
higher goals for yourself. If your normal goal is to cultivate 10 new
prospects a week, set a goal of 15 instead. Look for ways to increase
your skill set (for example, mastering a new software program or honing
your public speaking skills). Once gained, a new skill is yours for life.
Secret #5: Involve everyone in your organization
in marketing and sales efforts.
Determine how each person—from the receptionist on up—can
add value to your overall marketing goals.
Secret #6: Network effectively.
- When attending an event, arrive early and stay late. Take full advantage of your time.
- Stay focused. Use your time to meet new people rather than just talking to friends and associates.
- Bring at least 50 business cards with you.
- Don’t talk about yourself—let the other person talk. This way you’ll be able to quickly identify the needs of potential customers. Concentrate on what you can do for them.
- Jot down a few notes on the back of each person’s business card so that you’ll be able to remember them.
- Follow up with people you meet within 48 hours.
Secret #7: Spread your message.
Identify and avail yourself of the three types of people who can leverage
your marketing message:
- Connectors: They know lots of people and enjoy bringing them together.
- Mavens: They have accumulated extensive useful knowledge and are willing to share it with others.
- Salespeople. They have the specific skills needed to persuade people.