Yesterday, I called on a prospective customer concerning his adaptation and use of a new technology in his high-tech product line. The prospect is a well-known machine designer focusing on robotic technology in precision material handling applications. The man I spoke with is a well educated, experienced electrical engineer who is familiar with most of the relevant current technology in the marketplace. I knew, that to get his attention, he needed to hear something new and potentially profitable. Fortunately, I had just that, and the meeting was quite successful.
Today's customers are demanding. They do not have time for casual visits, idle chat and casual suggestions. Today's customer's are sophisticated and well-educated, thanks in great part to the web. Shared applications and solutions, problem solving and product information flows freely, easily accessible to everyone. Our customers often wear many hats, work longer hours and have greater expectations that at any time in the past. It is up to us as professional salespeople to offer significant value and enough substantive and compelling reasons to allow us access to them. When we get that open window of opportunity, we must promptly get their attention and fulfill their needs if we are to count them among our customers. If we don't arrive prepared, having great value to offer, we are simply wasting our time and theirs.
During yesterday's meeting, via a 28 second video from my handy flash drive, I proposed a combination of two technologies, paired in a unique way, demonstrating to this engineer a new, cost-effective and profitable idea. It got his attention! He began to speak of numerous applications for it, which in turn, should also open up new sales oportunities for me. Why was this meeting so succesfull? I approached it from the viewpoint that I must first offer enough potential value to warrant the meeting and then enough additional value to cement my further relationship with his company.
Please note; Nowhere here did you hear me say that I was looking for a sale or trying to earn money. My focus was upon my prospect and his needs, as I knew my opportunity and resulting success would follow as a natural consequence. Isn't selling a wonderful profession?