Selling is somewhat like climbing a mountain. It begins with a base of customers who presently are the stronghold of your business. They frequently call, some have become your friends and they appreciate the work you do. Unfortunately, you cannot count on these referral sources or customers to remain with you forever. Managed care plans, mergers and acquisitions and new business alliances often take those long-term customers directly to the competition.
Because of the unstable business environment in every marketplace, it is imperative that you continue to enhance your circle of clients through a variety of network-building activities. Building a network requires a strategic plan and some research. It takes asking questions, talking to your existing customers, contacting the right customers and following up on the names and numbers you are provided.
Consider this plan for building your own business network:
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Access a list of all of your customers. You need to keep a list of everyone that orders from you. You want to know what and how frequently they order. Since you are going to be talking to all of these customers, you want to know as much about them as possible.
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Ask each customer for a “referral.” Ask each of your customers if they can refer you to a colleague, organization or association that may be interested in hearing more about your company's services, programs and products. Make sure to let them know that your primary goal is to get the word out about your company and the quality care you offer.
Let them know you understand that other customers may already have preferred providers. You just want them to know you have something special to share and would like to be considered when other companies do not have what they are looking for or cannot provide the service in a timely manner.
Begin tracking the names and phone numbers given to you by each of your existing customers. Can you imagine what would happen if each of your existing customers gave you just one lead?
If someone seems interested in helping you even more, ask the customer to call the referral and help you obtain an appointment. This will save you a tremendous amount of time. Many of your customers will be willing to do this, while others may find it too time consuming, but there is no harm in asking. A recommendation from a satisfied customer may be exactly what you need to get the door open.
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Begin contacting each potential new customer. The person who gave you the name may ask you if you contacted the person they referred you to. You need to be able to provide an answer. If the customer went out of his way to look up a telephone number to provide you with the information you requested, not following up would be disrespectful considering the effort that was made to assist you.
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Make sure you have sent a “thank-you” to each person who took time to share potential business leads with you, regardless of whether the names turned into business. You want your existing customers to know how much you appreciate the time they have taken to help you.
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Once you have located new customers and they have begun to order from you, wait several months and start the process over again. If it worked the first time, it will work again. The second time it will be even easier. This time you will feel more comfortable accessing your customer list and asking for referrals.
The best testimonials, advertising and marketing you can do will be that provided by your existing customers. They often are very willing to help you build your business. If you have a new program, service, staff member, etc., and your customer is impressed, let him know you would like just a few moments to “impress” someone else.
Too often, salespeople fail to tap into the references who call them every day. Your customers know how quickly you react, how much you care about your patients and the quality of your operation. Who better to help you build your business?
Louis Feuer is president of Dynamic Seminars & Consulting Inc. and the founder and director of the DSC Teleconference Series, a teleconference training program. He can be reached at www.DynamicSeminars.com or by phone at 954/435-8182.
