Question…….can an existing customer also be a prospect? My perspective on this is that they can be. Within many organizations, there are different decision makers, different application needs, different locations, different divisions, and different global segments.

So, you may be selling widgets to Bob Jones Manager of Department A, in the plastics division located in Peoria, IL, but do you know if there might be an application for your product in Departments B thru Z in this same location? Are you aware if the machined products division in Scranton, PA might have a need? And finally, what about their assembly division in Tijuana, Mexico? Have you ever spoken to them?

If you are not digging deeper, below the surface of your accounts, how are you to know if you are not losing sales revenue? You know the old saying about assuming, don’t you?

So, the next time you speak to Bob Jones in Peoria, simply ask him who else at his facility might also be able to benefit from using your product? Knowing the various ways that your product applies to various situations is a big help in giving Bob examples of how other areas might be able to benefit from it.

If Bob is reluctant to help, or to give names, remind him that if you could help save another department money or increase their productivity, he would look like a hero for his forward thinking and making it happen. Show Bob how it benefits him to put on his thinking cap, and to open his phone directory, to get you the right name and number.

Any referral that you get from Bob, the conversation should start out something like this: “Hey Kevin, this is Mike Smith from the ABC company. I have been working with Bob Jones over in Department A at your facility. My firm specializes in saving companies money/increasing productivity/etc. The reason that I am calling you, is that I was hoping to ask you a few questions about your situation so we can see if we can do for you, what we have done for Bob, or perhaps even more. Is this a good time to talk, or could we schedule some time for later in the week?”

Improving your relationship with current customers is key in developing their business. First call, I ask how frequently I should call to be able to give them good coverage. Tell Bob that you don’t want for him to have to come looking for you, that you want to give him great service, without calling too often.

Each call, is “Hey Bob, it’s been sixty days, so I just wanted to check in with you to see if there is anything that we can do for you. This will show him, that if nothing else, he can count on you to do what you say will. If he seems uncomfortable, ask him if a 90 day window is more realistic.

Each time that you speak with Bob, ask a probing question or two, to learn more about him, his interests, his family, etc. The better you know each other, the stronger the bonds between you. A good way to do this is to talk about your own situation briefly, and then slip in quick question about his. make notes for future reference.

Hey, Bob, you are out there in Peoria, so would that make you a Cubs or a Sox fan? It helps if you know something about how each team did the night before to take the conversation a little deeper. Holidays are great for asking family questions. Halloween time Bob, I am going to have to take the little ones trick or treating tonight. Is that on your agenda, Bob, or have your kids grown out of that yet.

Eventually, you will build a base of knowledge about Bob, his family, his interests, etc. So that sales calls become relaxed, friendly calls to check in with your buddy Bob. The better you get to know him, and vice versa, the Bob may just start to look forward to your calls. Will every one warm up to you, like Bob? Maybe not, but if you can find the magic topic that they love to talk about, it is sure to expand and improve your relationship. Just keep innocently probing different topics each call.

From Gerry Nason