In the last post we talked about how to research your big fish and prepare for your first contact with them. This first contact is essential to your success. You need to be confident in your product or service and they need to know you can fulfill exactly what you are offering on time, at a good price and at the quality you promise.
Today we’ll go through the big approach and how to make that perfect first impression. Before you put together your approach plan, you need to choose which big fish you’re going after first. Look at your notes and the research you’ve done about prospective big fish and then decide which one will be the easiest to start with.
When choosing which big fish to start with consider the following:
- Your Hit List
- Your Best Target
Your Hit List
Start with a list of all the companies you’ve been considering. Then narrow it down to the ones who know could use your products or services. Don’t overlook obvious choices. Even small companies could be big fish in the future.
Your Best Target
Once you’ve got your list narrowed down, you need to decide which one is the best fish to start with. You need to consider a couple of things:
- Which have the most purchasing resources to spend?
- Does their company vision compliment yours?
- What are their employee incentive programs in relation to your products and services?
- What is the company’s real need?
- Will the partnership lead you off-course?
Now you should have a target in mind to start with. It’s time to plan your approach and execute that plan.
Here’s the step-by-step plan to help you make a good first impression:
- Build and analyze your database. Divide your leads into three different categories: hot leads, great fits, and secondary leads.
- Send out introductory mailings to your target to introduce yourself, your company, services, products, and vision. They need to be short, clean, and concise.
- Follow up with your first phone call 2-3 days after they would have received the mailing. During the phone call find out whom you need to be speaking with in the future and try to set up a meet with the right person.
- Follow up your phone call with another mailing that thanks them for taking the time to speak with you and offer more details about your products/services. Use this letter and opportunity to set up a meeting to do a presentation.
- Follow up the letter with another phone call a couple of days after they would have received the letter. This phone call is to help you further develop your relationship with the prospective client. You should also be able to set up a presentation meeting with them.
- Call again a week later if they haven’t agreed to a meeting or presentation. Ask if they received your creative letter (the second one) and if they have a minute when you can stop by and introduce yourself in person.
Don’t be upset if you don’t seal the deal right away. Some people simply take a little longer to woo. This can all be a little intimidating at first, but when you know you are offering a quality product/service, you can’t go wrong.
Once you’ve gone through this process and make the first contact (and hopefully a good first impression) it’s time to put your best face forward, which means sending the right salesperson to seal the deal.
If you need help putting together your approach and making a good first impression, contact REVVD to gain access to a wealth of great resources and tools.