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Reading one of the new Sandler books, “Selling Professional Services”Image of two men at a sales meeting I was struck by just how much of the book was about getting over the resistance to prospect for business rather than any of the classic Sandler sales techniques. It made me realise that your main concern is just that too.

“Nobody ever told me I’d have to sell!” Familiar? After all, so long as we have great product or service, we do lots of marketing, even lots of seminars and workshops to establish our credibility, then we do not need to be “pushy” or “salesy” , do we? Our network of contacts know where we are and should the need arise, they will instantly think of us for what we can do for them, surely?

And referrals; they should come naturally, as part of good service rendered. Why would our contacts let their contacts go anywhere else?

Comes as a bit of a shock to realise that prospective clients do not beat a path to our door regardless of our excellence and our profile. Direct requests to do business all too often come in the form of the opportunity to tender or pitch- in other words, opportunity to help incumbents or others to win the business. Painful to realise that referrals do not come as frequently as they should. Even worse, our existing clients do not really know what else we can offer and so go elsewhere or do nothing, meaning huge sums left on the table.

So what is the answer? If we are going to hit the highs in our business plan for 2015, what can we do without resorting to “begging” for business? How can we remain, or become even more professional, whilst picking up the business that is rightly ours?

Well, you could get a copy of the book. Or perhaps even better, have an initial conversation with your local Sandler trainer. We don’t have all the answers, but for many professional businesses, we do have the right understanding, right processes and right mind set to bring significantly more business.

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