Like many things in life, signing on a new client is a matter of timing. People and businesses aren’t always looking for or in the need of services. Something causes them to want new services. As Craig Elias explains in his RainToday.com article this week, Shorten Sales Cycles by Capitalizing on Trigger Events, these trigger events are your foot into a prospect’s door. Use the first 15-30 seconds of a cold call to determine if the prospect has experienced a trigger event, such as a bad experience with a service or a change in personnel, and if he’s considering switching services. If the answer to both is yes, then act now before the prospect signs with another firm.
Take advantage of trigger events, build up your skills, and create strong value propositions to help stand out from the crowd (Photo by talk2frank)
If a prospect is considering several firms, you need to make sure you stand out. You must differentiate yourself. How do you do that when nearly everyone has the same tools and tactics? In Winning Against an Equal Opponent, Contributing Editor Bruce W. Marcus says it will come down to who has the sharper skills and who best understands the market and the changing nature of professional services. So, make sure you’re on top of your game.
You can also differentiate yourself by offering a unique value proposition, says Paul Collins, founder and managing partner of Equiteq LLP. In this week’s podcast, Improve Your Value Proposition with Performance Benchmarking, Collins explains how professional services firms that have a strong unique value proposition grow faster, produce higher margins, and sell at higher prices. And a value proposition that includes performance benchmarking is an excellent way to help you stand out among the competition.
Sometimes you can stay within your inner circle to develop new business. You could team up with a colleague or reconnect with a former buyer, says Contributing Editor Vickie Sullivan in her article, Get More Business: How to Work Successfully with Advocates. Since they already know you and trust you, they’re a great source for new business. Follow Vickie’s 10 tips to pave the way for new business with old clients and colleagues.
Timing, uniqueness, opportunity, and trust—those four things will enable you to make more sales and grow your business.
