My Drip Sales Technique
This sales technique is designed to eliminate the horror of cold calls when you are planning on approaching potential clients whom you estimate are worth $40,000 and up to your company.
This is a 9 part system.
- I decide who my perfect potential client is for my first approach. In my case when I was in Radio Sales, it might have been: retail chains or a large single outlets
car dealerships
fast food and restaurant chains, etc
2. I purchase trade publications for the type of client I have chosen, and read about their
typical problems, plus I absorb the jargon of the industry. I read newspapers and magazines
for articles related to the business, and I clip them out.
3. On the first contact, I send an article to the decision maker at the business I have chosen,
and attach my personal note simply saying: “David, came across this article and thought it
might interest you.”
4. One week later, I send a second article, with a similar note attached.
5. One week later, I send a letter personally addressed to the DM (decision maker) and
mention that I’ve sent a couple of articles, and hoped they’d been of interest. I say to him/
her that I help people like himself to overcome some of these issues. I then ask a question
in the jargon of his/her industry, telling them I am most interested in how their firm handles
this. I then say I will contact them in one week to discuss his answer.
6. One week later, I call and ask for the DM, but before the secretary can blow me off, I tell her/
him who I am and say “He’s/She’s expecting my call.” I am put through immediately. The
DM and I talk briefly and I mention I would love to know more about how he answered the
question I sent him, and could I make and appointment for 20 minutes of his time.
7. I go to the meeting, prepared with more questions to uncover potential challenges in his
business. I usually get more than 20 minutes, because people love to talk about their
businesses. I DO NOT SELL ANYTHING. As we uncover challenges, I tell the DM I may be
able to be of help. and I make a second appointment (hopefully for only a week later). I
apologize for taking more than 20 minutes, and explain it was because I found his answers
so interesting.
8. I prepare a presentation based on the problems that came to light during our meeting.
9. I make the presentation, going over it with the DM as he has a copy. (BTW I never give
them a copy of the last page while we’re going thought the presentation, because that has
the investment amount on it. Usually people turn to the last page to see what money
they’re looking at.) During the presentation, I only present the benefits that solve their
challenges. If they ask how can I solve something in particular, only then will I give a
feature.
This system works very well by establishing a relationship, so the prospect is never a cold call.
It can be adjusted to encompass today’s technology, and different types of selling situations. Be creative.