The Dating Game
Prospecting for clients in the document destruction industry is a lot like getting a date. I know, you think I’m crazy, but I promise that we can all learn a lot from our dating experiences as they relate to trying to make clients out of prospects.
Some of the things that we say or do in sales would get us slapped or laughed at if we tried them in our personal lives. Here are a couple of examples:
Example No. 1: When dating, few of us would say, "I am so good looking. Can’t you see how good I look? Now, do you want to date?"
But, in the sales arena, how many people say, "We are the biggest (or the smallest), the greatest and we provide the best service. When can we deliver your bins?"
Unfortunately, too many companies do this and wonder why their sales efforts always come down to price. You might get a few customers using this strategy, but they may not stay with you long-term.
Instead of extolling your own virtues, engage clients about their businesses and needs. By taking the time to get to know your clients, you will establish loyal relationships that can withstand the inevitable approach of the lowest bidder.
Example No. 2: Would you walk up to someone you did not know and who did not know you and immediately ask for a date? Most likely, you’d at least talk to him or her a bit beforehand.
However, in selling your services, how many of you make cold calling a main part of your sales strategy? Just as in dating, you might get lucky and get a few clients using this technique, but it most likely isn’t the most productive use of your time.
It’s much easier to get a date when you are set up by a friend who knows you both. In business, if a current client or friend who knows the prospective customer refers you, your chances of success grow.
Believe me, using networking, referrals and testimonials to get new clients is possible and it works. We grew our business from one truck to 30 without cold calling.
Dare to be different from the crowd of competitors, and you may find yourself establishing valuable client relationships.
Ray Barry is the president of Total Training Services, which operates Shred School in Spartanburg, S.C. He has helped more than 100 companies in the document destruction industry to grow their businesses. Previously, he was the VP of sales and marketing for a shredding company that was twice named in Inc. magazine as one of the fastest growing privately held companies in America. Ray can be contacted at raybarry@totaltrainingservices.com.