Dear Ms. Marketing: I have been using your 8-week program and it has been going great.However, there is a particular account that I want to target what can I do?

This question comes to us from Norcross, Ga. First of all listen, listen and listen. If you can see through your customers’ eyes then you can see what they need and what they will buy.

The best salespeople are the ones that are extremely empathetic and sensitive to others. They listen closely to what others are saying, and they read between the lines. They are aware of things that are said and things that are not said. Focus in on a person and you will become aware of any concerns that they might have or needs that are not being met. Don’t allow yourself to get wrapped up in your product or service, or in your desire to communicate you message.

Have you ever had a salesperson that comes in and talks all about themselves and then when they leave you say, “I wish I had placed an order because I really needed something?”

One of the most powerful abilities you can develop and influence others is the ability to ask questions carefully and to listen attentively to the answer. Really get to know your customer and what they need from you. Listening can build trust and credibility. The more you listen to your customer the more the person will trust you and be open to your influence. Remember: Telling is not selling. It is about asking questions the right questions. Some of the questions you need to ask your self to help you get started are:

What do I need to do? 
First build rapport, relationships and respect. We have talked about all three of these in the past. It is not all about the product it is about the relationship. We have this very good Italian restaurant in our town and they have a great dessert which they only make every now and then, but when they do they call their customers and let them know. We are always there on the nights they have this dessert. How is that for customer service and listening to the needs of your customers? My sister laughs and says she can’t believe that we have restaurants calling us. 

What do I need to learn? 
You need to learn everything about the customer’s problems so that you can provide the product or service that they need to solve that problem. Once again be a good listener. Remember the dessert.

What do I need to know?
You need to know your industry, your product and your customer’s company. What is new and what is old and what is coming?

There should be some form of personal contact during the relationship-building period. Drop by with warm cookies on your way into the office, take the doctor to lunch and drop by for a short visit. Build on the relationship as much as possible with out being a pest.

As the personal trust develops, so does the ease of doing business.
Remember to believe in yourself, keep a positive attitude and make something happen. After all, you wanted that account.