| Last Tuesday night, my wife Linda told me in no | | | | don't need a dog's nose to smell the, |
| uncertain terms that I had to go sleep on the | | | | r-the-next-one" from a mile away. |
| family room couch. Not only that, but she did it | | | | If on the other hand, you work to stay in touch |
| again on Wednesday and again on Thursday. | | | | with your network just for the sake of staying in |
| Don't worry though, it's not what you think. What | | | | touch, you'll find it easier and more natural to shift |
| happened was we adopted a dog (a 2 year old | | | | into selling mode when the opportunity arises with |
| beauty that we named Abbie) and I slept next to | | | | one of these people. |
| her for a few nights to keep her company. | | | | Do be systematic. Whether it's white papers you |
| Knowing that a new dog was coming soon, I | | | | distribute, colleagues you call/email, business |
| made a call last month to a company that sells | | | | meetings you attend, E-Newsletters you write, or |
| "invisible fencing" -- a system that keeps a dog on | | | | some combination, you need to schedule these |
| the property via an electronic collar. We set up an | | | | events into your calendar. In my experience, if |
| appointment, and a couple of days later, a woman | | | | you don't have a specific, "relationship |
| named Marie showed up at the house. | | | | communications plan" (and if it's not on paper, you |
| Although my 6 year-old son Jonathan was initially | | | | don't have one), this kind of thing becomes the |
| disappointed to discover that Marie herself was | | | | walking definition of "back burner." |
| not invisible, she was an excellent saleswoman. | | | | Don't apply the filter too tightly. If, like Marie, |
| From her big smile as she stepped out of her car, | | | | you're making sales calls today with the intention |
| to her clear interest in talking about me rather | | | | of closing sales today, it makes sense to try and |
| than just her company, to the fistful of invisible | | | | figure out who the hot prospects are now. |
| fence ground flags that she presumptively handed | | | | Long term rapport building however, takes the |
| over as she stepped in the back door, I knew | | | | opposite approach -- staying in touch with lots of |
| right away that I was dealing with a pro. | | | | people over a long period of time, knowing that |
| But even then, it was only after she left that I | | | | any one of them could ultimately be (or lead you |
| realized just how skilled she was. Because despite | | | | to) a sale. When you're that far back in the chain |
| my not having been "ready to buy" when she | | | | of events that need to take place, it's hard to |
| arrived, after we spent an hour or so talking | | | | predict who is ultimately going to lead you to the |
| about the weather, my kids, my house and of | | | | promised land. So stay in touch with a lot of |
| course, her product, she walked out with a sale. | | | | people, not just the ones who seem likely to bring |
| And, interestingly enough, I never once felt | | | | you something today. |
| pressured. | | | | A true story. . . |
| Think about what she accomplished. She arrived | | | | One of my newest clients came about as a result |
| stone cold at the home of a prospect (Marie was | | | | of my sending a congratulatory e-mail to the |
| not even who I spoke with on the phone), and | | | | founder of a local company, after seeing him |
| was immediately faced with having to build | | | | profiled in a weekly business paper. He and I had |
| rapport and close the sale simultaneously. Not an | | | | spoken briefly about six months earlier, he'd been |
| easy thing to do. Spend too much time on | | | | getting my newsletter ever since, and I just |
| rapport and risk going home with a new friend, | | | | thought I'd say hello. |
| but no sale. Push too hard on selling and risk | | | | Ten minutes after he got my e-mail he called. We |
| having me walk away. It's a thin line to walk and | | | | met the next week, and before I even had a |
| only a real sales expert can do it consistently. | | | | chance to go back to my office and write up a |
| I don't mind telling you that I'm not one of those | | | | proposal, he and his partner hired me. |
| experts, and frankly, I couldn't walk that line if it | | | | Was it a fast sale? I suppose so, but the only |
| were a mile wide and painted on the ground in | | | | reason it happened so fast and the meeting went |
| bright red. By the time I get to the point of | | | | so well was because by the time I walked in the |
| closing a sale, I need months (not minutes) of | | | | door, we already had a long term relationship. The |
| rapport-building history to compensate for my | | | | rest was just working out the details. |
| selling ineptitude. | | | | Bottom Line: One way or the other, you've got |
| The good news here is that you don't need to | | | | to close sales to make money. And the way I |
| build rapport and close the sale at the same time. | | | | see it, that means you've got two options: You |
| I've got nothing but respect and awe for the | | | | can either get really good at selling, or. . . you can |
| Marie's of the world who can, but if like me and | | | | build connections that are so strong, that the |
| many other professional service providers you | | | | closing takes care of itself. |
| find yourself challenged in this area, it's perfectly | | | | Michael J. Katz is Founder and Chief Penguin of |
| effective to separate the two events (did | | | | Blue Penguin Development, Inc., ( a Boston |
| somebody say Relationship Marketing?). | | | | consulting firm that helps clients increase sales by |
| With that in mind, I offer three suggestions: | | | | showing them how to nurture their existing |
| Don't wait until you need the sale. If the only time | | | | relationships, and that specializes in the |
| I hear from you is when you are trying to close | | | | development of electronic newsletters. He is |
| me, or when you want me to give you some | | | | author of the book, E-Newsletters That Work. |
| referrals, you're going to have an uphill battle. You | | | | |