Some say this is the worst recession the UK has seen and it doesn’t look like it’s going anywhere any time soon. So, although at Fusing Creativity we’ve seen businesses investing in good marketing thrive, we know that we all need to make more effort in adapting, planning and preparing more than we ever have. Commerce will always still take place but only the most competitively successful companies will prosper. The question is how do you get a potential customer to say, “Yep I’ll do it” when their own economic world is deteriorating? We have put together some suggestions on how you can become more successful at winning new business – whatever the ‘crisis’ that is going on in the world…
Trust and familiarity.
Don’t reel off your sales pitch and tell them every single bit of your service. Take the slow road. It starts off with a simple phone call to learn a bit about the potential client, what makes them tick? What is the reason for you to meet face to face with them? Grow your relationship slowly and meet a couple more times to build that trusting relationship. Read this article on ‘Selling to Consumers in a Tough Economy’ for a better understanding on how familiarity and trust can be used to create a profitable relationship. Nothing will inspire trust more effectively than familiarity and friendship. We think 2012 will be all about building those relationships way beyond the levels we’ve seen up to today.
The waiting game.
You may have already come to expect this, but have you noticed how companies are putting off spending until the very last minute? Thus you must be prepared for long delays since your last conversation, to suddenly be needed and meet that deadline. Companies are staying flexible and keeping their options open as long as possible in order to save cash. You cannot rush the process so unfortunately this piece of advise is that, if you want the account, make sure you are ready and raring to go when they’re ready for it.
Utilise the networks created on social media. Does a friend or contact know your prospect?
An introduction or referral is a great way of making a memorable first impression with your prospect. Using social networks such as LinkedIn to find a friend (or a friend of a friend) who is already engaged with your prospect is a great way of gaining a better understanding of them, thus, allowing you to tailor your approach more appropriately.
Make an offer that can’t be refused.
To generate the opportunity for a phone call or meeting, offer the potential customer something that they cannot refuse. Maybe some interesting results from a survey or a competitive overview? Whatever it is, make it something they will find valuable and not expect to receive and make sure it’s truly free. Think to yourself would I want to receive this? The documents should be detailed enough to create interest but not so detailed that they can implement the idea or thought process without you.
Don’t call to confirm a meeting, once it’s been set up.
Don’t set up an opportunity for the potential customer to cancel. It doesn’t matter how many hours of time and planning you’ve done, they may turn around and say, “it’s not a good time” or “we’re too busy today”. If they forget the meeting – then they owe you, bringing you one step closer to gaining their trust because, of course, you “completely understand, maybe next week?”
Always have an idea of the next step that could be agreed on impulse.
Always try and prepare for the next step. When you’ve had the opportunity to communicate with a lead, whether over the phone or face to face, plan to be ‘just around the corner’ (we have done this on may occasions) because they are more reluctant to schedule a formal meeting than a quick ten-minute conversation, which they might agree to on impulse.
During difficult financial times, businesses are required to be smarter, more organised and more dependant on the resources they are able to use to win over new clients. No one said it was going to be easy but these top tips have proven useful to us and so we are grateful to share our experience. Any questions, please feel free to ask.
Oh, and we hate the media banging on about the recession and the financial crisis, we believe there are great businesses doing great things out there, however we think these tips are valuable at any time and really add value to your product, service and more importantly your brand.
Please come and share any other tips you may have on our Facebook page.
