Selling is a Contact Sport

By Drew Stevens

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Connected, space, linked, tweet, ping, etc the lexicon of the new business generation. It is truly amazing how connected we have all become. There are times when it would appear that without cell, laptop or embedded chip in ones head withdrawal occurs if one is not online. However, there is also an issue with online communication- a lack of time for direct client interface. Many selling professionals spend time connecting with other selling professionals building their connection status. Which is more important, ego or revenue?

Since the days when Dale Carnegie and Zig Ziglar revolutionized the sales industry both articulated the need to remain in constant client communication. As Peter Drucker stated the importance of any business is the client. Yet, with the proliferation of online access, many selling professionals have lessened time with clients.

To exemplify, an associate recently requested I participate in a myriad of groups for an online service. The notion was for me to share my selling advice and perhaps gain future client opportunities. I gracefully accepted and within moments my inbox was ablaze with numerous emails informing me of updates to these groups. After several moments of review I was aghast at some of the messages. Most notable were two things; 1) numerous individuals bantering about personal bias and 2) the labels that many obtained due to their plethora of connections. To my chagrin these individuals were involved online to promote their egos not services. Such wasted time is garnish on a food plate; it serves no purpose.

The current recession is a time to build business. Any time is a good time to develop, acquire and retain client relationships. With a myriad of competitors and even more methodologies to communicate to individuals, there is a growing need to differentiate from competitive threats. Community must be built by doing things competitors are not doing. Engage present and potential clients by meeting directly with them. Examples include client luncheons, lunch and learns or athletic events. In addition, when meetings are not possible, hand write a thank you card, or send them a birthday or anniversary card for some special event. I also read the news for information about clients and I send a handwritten note to offer kudos for special events.

The Lone Ranger is an oftentimes forgotten hero known for his “silver bullet” to abet crime. The silver bullet has thus become legend to save those from pitfalls. In business today, the metaphor encompasses tricks for success. There are no tricks in business. Selling requires commitment, passion and droves of energy. More importantly selling requires focus. Maintain your focus on the field of play not with spectators. Selling is a contact sport and requires interaction and constant customer contact.

Drew Stevens PhD is one of the worlds leading experts in sales and sales skills. Dr. Drew is the author of six books including Split Second Selling and the soon to be released Ultimate Business Bible.  He can be reached at 877-391-6821 or www.stevensconsultinggroup.com

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