Client's and prospects need to know, that you know, and that you are willing to learn what you do not know. You must be willing. Nothing is as important in positioning your offering as knowing as much as possible about your prospects and clients and about their industry and how your product or service can specifically solve a problem. Getting to know is a pretty uncomplicated exercise, at least in the beginning. One of the most efficient means of "knowing" is to do the research, before the first call. There are many research-resources readily available. These resources consist, in part, of:
1. Your company's historical activity research
a. What, if any, is the account history including financial records
b. Products or services used
c. Key people involved
d. How long have they been a client or if not, how long ago were they a client
2. Internet
a. Are they on the web and if so how current, up-to-date and relevant is the information
b. Search competitive businesses to get an idea how populated the field is
c. Search for industry information / how the industry is doing, what is new, etc.
3. Your products and services
a. How relevant is your offering
b. Do their competitors use you and if so how (make sure you do not violate trust by disclosing what the competitor is specifically doing)
c. Why should they use you and why not
When you know and a client or prospect know, that you know, you are in an excellent position to move forward toward a successful relationship. More sophisticated clients expect you to know so I recommend you know as much as possible for every client and prospect. They deserve it and you will enjoy the exercise.
No comments:
Post a Comment