Engage the client as a person, not a prospect
Learn why they need a sign and focus on resolving that nee
By Richard McKinley
Posted on Monday, November 2nd, 2015
You just got off the phone with a friend, who told you that they happened to see a competitor’s crew, installing a large sign for one of your oldest and most “secure” clients—proving the old saying that your clients are your competitor’s best prospects.
I don’t know anyone in sales, including yours truly, who hasn’t gone through this scenario at one time in their career.
We ask, “What did we do wrong?” Most of the time, the answer stems from our original approach and presentation.
Richard McKinley is semi-retired from the sign business and the promotional products industry. He lives in Howard, Ohio. He can be reached at firstname.lastname@example.org.