Whether I succeed or not, I try to make a memorable impression at a first meeting with a prospect. Like that pivotal theme from the Robert De Niro movie, "The Deerhunter," I believe we get one shot.
Are you selling print today? Could it be any tougher to get in front of a prospect? When you DO get there, I hope you go bearing gifts. No - not food or sports tickets. I'm not even talking about corporate tchotchkes (note pads, letter openers, calendars, and pens). I'm talking about something of value. Something your prospect could use to help him or her conduct business better, more effectively, or more efficiently. If you really want to be a resource to customers, you have to be resourceful. Don't just bring promotional SWAG from your company. Think broader.
Is there a book or a magazine or even a recent article that will help inform this person?
Did you hear about a web site or an organization that deals with this prospect's business or (better yet) his customers' business?
Can you share information about a new technology or an industry trend that could make a meaningful difference to the person in front of you?
If I'm meeting a printer-prospect, I bring a copy of my book as a gift. If that particular person doesn't need my primer on working with printers, chances are he or she has an employee or customer who does. I also share insights about trends among print buyers. Though I might be interviewing for a writing or consulting assignment, my goal is to impress prospects with broader value that I offer, to help set me apart from my competition.
So think about your initial meetings with prospects very carefully. Prepare for them with more than a packet of samples. You must make a lasting impression that you are not just selling print, you're selling solutions. Do this by establishing yourself as a needed resource for them. Use that "one shot" wisely. Don't just leave your business card when you walk away, leave something of value - figuratively if not literally.
评论
收藏
打印
