Determine Their Status

By Mike Philie
In January 30, 2010

Each sales call should be an attempt to further position you and your company as the go-to provider for that client. An important area to uncover during these calls is whether the client considers themselves in a cost containment (we’re not spending anything unless we absolutely have to) or in a revenue enhancing (we’re growing, taking market share from our competitors or we have new products/services that we’re trying to sell) mode. These are two extremes and it’s important to know where they would fall on the scale before you get too involved. 

Those in cost containment may be more driven to only price and may be the least likely to change or add a supplier unless you’re giving it away. How often have you heard “your price is competitive or slightly better than
what I’m getting but not enough to change.” You’ll then have to decide if that’s a customer you can be successful with. Those in a revenue enhancing mode may be more open to new ideas or strategies that could help them
attain theirgoals. Do your homework, be competitive and show up ready to contribute to their success. Like most firms, you’ve probably got clients and prospects in both ends of the spectrum and that probably won’t change anytime soon.

The advice here is to determine their status as early as you can so that your approach is relevant to their thinking and you can increase your potential to land some new business. Continued success.

Mike Philie

Mike works with printing companies that are not satisfied with their sales and business development performance, and are looking to get objective advice and strategic direction on how to improve the results of their business. His engagements can range from providing input on the overall sales strategy to building business development pipelines while training the processes of “selling” in today’s marketplace. Mike quickly establishes himself as a trusted resource and advisor to the owners and senior staff of his client companies through his personal involvement, and very quietly and effectively becomes an extension of their staff.

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