Use
a Tiered Approach
By:
Linda P. Kester
This technique was used on me when I was a sales manager at Advanta Leasing
Corp.
We used Quick Trac for all our site
inspections. A rival site inspection company wanted our business. I was the
decision maker, and every time the sales rep called me I would brush him off.
I’d say …”just send me some information” Or … “we’re happy with who we’re
using”.
The reason I would brush him off was that I had no real reason to change
site inspection companies, and I was busy. I had twelve direct reports and an
annual budget of $100,000,000.
The site inspection sales rep decided to use a tiered approach, and talk
directly to my highest producing sales rep, Bill Beard. They formed a
friendship, and Bill asked if we could use this site inspection company on his
next deal. Wanting to keep Bill happy, I said “yes”.
I looked at changing site inspection companies as a hassle. I’d have to have
a meeting, give out new forms, retrain my reps, and not even be sure about the
service I’d receive. However, when approached by my top rep to give a new
company a try, I was willing.
I remember this experience with clarity because it really hit me. This is
exactly like leasing! Vendor sales managers don’t see a real reason
to change leasing companies. They brush off the leasing reps with
objections like; “We’ll keep your information on file”. Work both the
sales managers and the sales reps… and close them to give you a try on their
next three deals.
Recently I had lunch with Bill and asked him if I could share this story in
Leasing News. He said “absolutely”. Also, he added that he acquired
his top account this same way. He approached the perceived decision
maker, only to encounter resistance. He then called on the sales force
and with positive persistence slowly won their business one sales rep at a
time.
Using this tiered calling approach along with an integrated marketing
program, will give your prospect reasons to use your services.
Linda Kester helps leasing companies increase volume. For more information visit www.lindakester.com.