I was talking with someone in my network in my last sales life who said something along the lines of “Let’s say your company was a company that used our type of product which I know you don’t” I stopped him and said “I have 3 companies that are resellers of that type of product so actually we might be a very big user of that type of product.” He appeared to be in a hurry that day and hurried forward with the point he was making. In retrospect, he hurried right past a sale with no further questions about what I just said to him.
It was never brought up again.
Familiarity got the best of him!
When we are familiar with something, it tends to blend in with the landscape and when that familiarity involves someone we know, our “sales radar” can tend to shut down!
Perhaps familiarity is breeding no attempt in the following areas for you . . .
1) Your Social Network. Sometimes we’re so used to “friending” that we fail to actually “court” our network and ultimately transition that “connection” from computer screen to real time. This applies to your traditional networking efforts too! That stack of business cards you’ve collected at networking events is useless until you work it baby! Your network is a goldmine . . . are you utilizing it?
2) The businesses you pass on your way to work or when you are racing to an appointment. Things always blend in with the landscape when we’re in our “Pre Game” mode. Tip: Use a digital voice recorder to make note of the money you are passing! I call these “drive bys” but being from New York people run when you use language like that.
3) The businesses on your prospect’s/client’s block or building. This is actually a brilliant time management technique in disguise. Having more clients on the same block saves mucho windshield time. Tip: Get in the habit of doing a “T Formation” . . . this is when you knock on the door to the right, to the left and across the street and PRESTO . . . you turn each appointment into 3 additional suspects. The other thing you can do is use your camera phone to take a picture of the building directory in those multi-tenant buildings.
4) Your backyard. I’ve seen people fly all over the damn place, and yet there was a gold mine in their back yard. Sounds like that “familiarity” thing again, huh?
5) Your Friends, Family, Other Parents. One thing the insurance industry has a choke hold on is the idea of creating a list of everyone you know starting with your family. Once again, we are so busy trying not to be “that guy/girl” that we don’t go there at all! The best part is that many of them might be already buying what you sell and would much rather buy it from a familiar face.
There’s a sixth one and it’s so big, it deserves it’s own free audio sales lesson. It’s coming at cha this Tuesday, right here so stayed tuned.
Your turn . . .
What are your thoughts on this crazy notion that familiarity can breed no attempt? Have you been guilty of this? Have you ever been on the receiving end of someone who was so familiar with you, they missed an opportunity? Thanks in advance for sharing your thoughts!
I help individuals and organizations sell more! For more information on how I can help you or your team click on the banner below or email me paul@yoursalesplaybook.com
Case in point for #2 (sort of), my most recent client is someone I’ve known for a long time in a social setting. It should be noted, I work very hard at not being “that guy” in certain situations – especially in this particular scene – and do believe that the practice has merit.
BUT, that said, a couple of months ago she and I were just catching up on general life and so forth at an event, and she said “what is it you do again?” I proceeded to explain and she said “WOW! That sounds like something I could use right about now!” So I gave her a card and told her I’d be in touch soon…
One thing led to another and now she’s my newest client!
I maintain that in certain circles I don’t feel comfortable being “that guy” but sometimes you just never know when an opportunity is going to present itself… so you just have to always be listening… 🙂
Hope all is well in your world, my friend!
Virtually yours,
Anne-Marie
I like the camera phone ideas about taking a pic of the directory and pics of businesses on the way to appointments. Good stuff! Yet more good examples of how I’m not fully utilizing my smart phone!
Thanks Jon!
Well done Anne-Marie . . . Congrats!
Paul,
Indeed familiarity can also breed complacency. When the whole world simply becomes part of the landscape, it’s time to step back and take a fresh look.
I like your ideas about paying attention to what is around you in order to get more out of what you are doing. I think the same thinking can be applied to your non-business life too.
Also look around at your personal network of friends and family. Don’t take that/them for granted either. You could be missing out on something really great!
Cheers,
Marc
I agree Marc.
One time, a few years back, I was chatting with some family members about business. We all kind had one of those “who would of thunk it” moments when we realized we all networks that could help each other.
Never really thought about it because we see each other all the time.
Crazy huh?
Thanks for stopping by and have a great weekend!
Paul,
I cannot agree with you more.
I remember asking our general manager years ago if anyone was calling a large company located just 6 blocks from us. He checked and told me no one was calling on them. I immediately got in my car and called on them. When I met with them the person in purchasing told me he wondered why it took so long for us to call on him. I responded by saying I am hungry for new business and I think our sales people just assumed someone was calling on you. I went on to say, just think about the level of service we can offer you, as we are your neighbor and just down the street.
It wasn’t long before we were doing a huge amount of business together.
From there forward, I kept my eyes open for new business opportunities as I drove to my next sales call. However, don’t limit yourself to just business hours. By doing so I was able to improve my time and territory management.
If sales people are not calling on 3 new prospects per week, they may not realize how they might be putting their future in danger. Today, company’s are dropping like flies or they are being purchased by out of town large companies. If they decide to take over purchasing at their out of town headquarters you are suddenly without a customer. The same is true when a customer represents 25% to 50% of your business. Sales people should feel the fear of God when a customer represents that much business. This is why sales people need to work hard to dilute accounts like this and develop new business. This is often the only insurance policy sales people have.