Leveraging Your Relationships...
Without Annoying Your Clients

by Ken DeSieghardt

“So, do you have any family, friends, neighbors or associates who you think might benefit from our product/service?” asks the sales professional.

“I won’t if they find out I gave you their names,” thinks the client.

Yes, when salespeople in any profession drag out that clunky, age-old saw (or something similar) trying to turn one good relationship into many, they actually end up changing the dynamic of what’s working.

The previously satisfied client has just become a very obvious means to an end. Their mind then becomes a rapid-fireflow chart, tracking the likely scenarios from a “yes” or “no” response.

If the answer is “yes,” the client will be expected to conjure up a name or two on the spot. That means they’ll have to quickly identify people who are relatively legitimate leads and individuals whose friendship they’re willing to put at risk.

What if the client says “no?” He or she will likely feel compelled to explain that they either don’t know anyone who needs this specific type of whatever, the question caught them by surprise, or that they have a policy not to foist salespeople on those they care about.

When the client determines that neither of these pathways is all that appealing, he or she will likely fall back on, “Let me think about it,” which is code for, “Please don’t ask me again.” 

But, it doesn’t take a stack of sales training manuals to affirm that happy, current clients are one of the most potent pathways to new business. After all, isn’t the best phone call you get the one that starts out, “I was discussing a need I had with (your client), and they said you were the best?”

Such phone calls are the result of a care-fully planned, sensibly applied strategy that finds natural opportunities to insert this topic into interactions with current clients. Some ideas for doing so include the following:

Share a bit of yourself (and your skills) and ask others to pass it on.

Nobody wants to receive yet another news-letter singing the praises of its sponsoring company. But a brief, personality-driven regular communication that shares ideas and insights will help you stay in touch with current (and dormant) clients, while giving you the easy opportunity to say, “Is there anyone else you know who you think would enjoy receiving this?”

Always ask for “testimonial permission.”

If you know you have a happy client on your hands, ask for the OK to use their name (and provide their contact information) in your selling efforts. Let them know where you are using it, and with whom, so they’ll be primed to sing your praises if and when the reference call comes. It’s easy for them, and might just open up a conversation that starts with, “You know who you should contact...”

Keep your Web site client list (and your Web site, for that matter) updated.

The Web has, of course, become the point of first contact in most new business relationships. For that reason, it’s essential that you display a current client list. A robust list suggests a strong organization, and increases the chances that your prospect will see a name that carries weight with them.

Ask specific questions aboutspecific prospects.

Rather than just an open-ended query, research specific prospects and ask your clients whether you should pursue the lead, and whether they know anyone at the target company you should contact. If the answer to both is “yes,” be certain to get permission to use their name in your initial contact.

Most of all, really get to know your clients.

Client relationships that beget others are based on more than the latest sale. Find out what makes your clients tick and give them a peek into your world, too. You’ll strengthen your existing relationships, making it logical for them to want to pave the way for you within their circles of influence.

 

Ken DeSieghardt is owner of DeSieghardt Strategic Communi-cations, LLC. He can be reached at 913.897.6287 or by email at ken@desieghardtsc.com.