Not asking for help, advice, feedback, business when you need it is a serious mistake and one that often eventually translates into marginal performance and business failure. In their book "The Power of Focus", Jack Canfield, Mark Victor Hansen and Les Hewitt present7 methods to boost a business and enhance revenues and profitability, simply by asking. They advocate in their book asking under the following7 headings as summarized by the career experts at the Middle East's #1 job site Bayt.com:
It is remarkable in business how many experienced sales professionals will try to close a sale without taking the time to truly understand their clients and their unique business objectives, preferences, challenges and requirements. Only by asking exploratory questions and exchanging feedback can the client truly be understood and a meaningful customized solution be found that accommodates and addresses his unique situation. The book advocates asking two defining questions: "What is your single biggest challenge at this time?" and "What are some of your most important goals and objectives in the next few years?" Providing you have taken the time to build a rapport with the client and demonstrated a true interest in his business and desire to help him find an optimal customized solution that truly caters to his unique business problems, the client may be very forthcoming in his responses and help you craft a creative solution that suits both your agenda and his.
Often a sales professional will complete his presentation/pitch without asking the most important question - whether he can have the client's business. That essential call for action is critical to bridging the gap between the product/service introduction and the actual sale yet many have not mastered the technique of actually asking for the business at the most opportune time. Don't leave the client hanging and confused as to the next steps by omitting the essential question. Once you have identified the relevant product/service/terms for your prospective client by asking all the qualifying questions, make your successful sales pitch and seal it with a call to action question that solicits their business in no uncertain terms.
Testimonials from credible people who are known and respected in their communities go a long way in arousing the interest of new clients; enlist them with vigour. Seek to approach clients who have bought from you in the past and have given you positive feedback. The best time to approach them is directly after they have given you a positive response. Make sure these endorsements detail the value and benefits of your product/service in specific measurable terms. Make this a regular component of your communications with your clients. As your testimonials inventory grows, you will find it easier to enlist new testimonials. Use these positive commentaries on your products/services creatively - in your marketing and promotional literature, on your website, in your offices and in your communications with new potential clients.
The best, most inexpensive, most accessible source of new business is referrals from existing clients, yet few have built in the systems and operating procedures to reap the benefits of this rich source of additional business. Existing clients are usually more than happy to refer peers and colleagues in the industry if they are pleased with the product/service you are delivering and are asked in the right way. Make a list of your satisfied, loyal, repeat clients and plan to ask them for names of colleagues of theirs whom they believe can also distinctly benefit from your business. Prospects can also be asked for referrals; at the beginning or end of a pro specting meeting you can simply ask if the prospect can think of any peers or colleagues in the industry who can benefit from your service.
Don't let fear of rejection get in the way; as we said before, the best source of new business is your existing business. This may sound obvious but it is remarkable how many astute relationship managers will fail to ask for more business from their clients at opportune times, such as after a period of exceptionally good performance, following positive feedback from the client, after a unique success story with the client or simply at periodic intervals during the course of the relationship providing the client is satisfied and business is going well. Remember, the most they can say is no and persistence usually pays, particularly if backed up by sound argument, good knowledge of the clients needs and buying cycles and a strong win-win business case for the new sale. Do not take the client for granted; ask with the same decorum, attention to detail and respect for a win-win business solution that you displayed when you first got the business.
Negotiating and renegotiating terms of a business relationship is an ongoing process and one that can be revisited at regular intervals during the relationship. Ask to negotiate fees, payment terms, benefits and any other contractual obligations as a regular part of your business assessment activities and as with all client interactions, aim for and frame your request in terms of a win-win solution that benefits both parties. Arm yourself with a strong blueprint for the objectives you want to achieve, a sound business case for the renegotiating and a list of the alternatives you are willing to accept in lieu of the initial terms you propose. Read a good book on negotiating skills if you have not done so before and refresh your memory on the skills required to negotiate a win-win scenario if you haven't been at the negotiating table for a while.
There is no substitute for that all-important request for feedback to ensure the longevity of your business relationships by delivering the optimal product/service to satisfy your clients' needs. Only be enlisting regular and honest constructive feedback from your clients and nurturing an open line of communication can you fine-tune your products to optimally suit their requirements. Ask your clients regularly to comment on your performance and for ideas on how you can improve on your products/services to better meet their needs and compete in the marketplace. Clients can be a rich source of inspiration and using the right line of questioning you can accumulate a lot of helpful hints as well as learn a lot about the competition by comparing their experiences with your products/services with others in the marketplace. The extra knowledge you can gain from questioning your clients regularly about your products' performance versus expectations, objectives and the competition will go a long way in helping you flex your business muscles to increase both market share and customer loyalty.
