Last week, we set the foundation for this three part series, based on the sales principle ‘Buying = Trusting the seller’.

I wrote about how inactive customers are very important sales prospects, because they are more likely to buy from you again over someone they have not bought from before. That led to:

Strategy #1: Sell them more of the products and services that they bought in the past.

This week let’s look at:

Strategy #2: Sell them products and services that they have not bought from you in the past.

In 2002, I worked for an I.T solutions provider and managed a relationship with a medium-sized company in the healthcare industry. They had spent $60,000 with us in the past, so when they decided to buy a new E.R.P solution, they gave us the opportunity to implement it. Over the next 24 months, they spent $3,000,000 with us. Yes, that's three million dollars!

Here is a simple process that you can use to identify new opportunities:

Step 1: List the names of your top 50 customers (by spend) in the last 12 months, in a column. For medium and large companies, you can break this into departments and even locations.

Step 2: List your products and services in a row across the top of these columns.

Step 3: Enter the sales amounts against each company's name, under the relevant product or service they bought.

Step 4: Highlight cells which are empty or have a relatively low value in sales.

You now have a list of potential prospects who need to be contacted to further assess needs. The focus must be on the customer’s needs and on adding value, not on pushing your product.

Value and prioritise relationship building with inactive customers. This will enable you to discover un-met needs and provide them with products and services that they have not bought in the past, because they trust you.

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Would you eat at a restaurant, if you knew that it was recently in the news for a case of food poisoning? Would you buy products online, if you knew that your credit card details were at risk? Would you buy a car, if you knew that it had serious mechanical defects?

I am certain your answer was “No” each time. So let’s look at this simple sales formula: Buying = Trusting the seller And today’s customers are characterised by these three facts:

1. They are short of time
2. They are short of trust; and
3. They are short of attention

So, if ‘Buying = Trusting the seller’, who are your past customers most likely to buy from again? You. This is assuming that their last experience with you met or exceeded their expectations. Often however, I see businesses pursuing new customers, whist ignoring this rich source of new leads. Don’t make this mistake!

Here is one of three strategies you can use with inactive customers immediately: Strategy #1: Sell them more of the products and services that they bought in the past You could generate new business through:

• Replacing expired products (equipment)
• Renewing quantities (stock levels) and contracts
• Updating products (websites and marketing collateral)
• Identifying new buyers and departments within the organisation
• Identifying cyclical opportunities - quarterly, annual or three-yearly needs
• Identifying replacements for contacts who leave the organisation and building on the existing foundation

In 2006, whilst working with another company, I noticed that one of our customers had spent over $100,000 each year for a couple of years and then didn’t spend anything for the next three years. We made it a priority to contact them and other inactive clients and were able to rekindle a relationship, that generated $150,000 over the next twelve months. If you treat inactive customers as you would new prospects, you will tap into a database of buyers who already trust you and are far more likely to buy from you again. I’d love to hear your comments and feedback. Click the link below to save or share this article.

Last week, while in the City, I stepped into a large menswear store, with a ‘SUIT SALE’ sign on it. As I walked in, there was not a soul in sight! I noticed someone hiding behind the cash register. He looked up at me, almost frowning! Without even acknowledging my presence, he called out to another man, the shop assistant, (who emerged from a dressing room) and said to him sternly and loudly, “You need the practice. Attend to this customer”!

The man asked me what my suit size was and proceeded to help me try on a few. After a couple that were either too small or just didn’t fit right, I was starting to get annoyed. To make matters worse, he insisted that one of the suits that was obviously tight, looked great! It was evident that the shop assistant was not yet competent for the job. Feeling unwelcome and poorly served, I left.

That store is paying top dollar for their prime CBD location, discounting their goods and yet when a prospect walks in, they blow the opportunity. It’s no wonder their store is empty.

This example does not apply to retail sales alone. In 2002, one of the accounts I managed chose a $1,500,000 Enterprise Resource Planning (E.R.P) solution largely because they liked one supplier a lot more than the other!

Do you develop rapport with the people you meet?

Developing good rapport sets the tone for the discussion that follows. You can capitalise on it to lead into an open needs-focused discussion, which will then help you provide compelling and winning solutions.

In short, good rapport increases sales.

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“Come get me!” was Usain Bolt's challenge just before he took his starting position in the 200 meter finals at the World Athletics Championship in Berlin. In 19.19 seconds, he set a new World Record, beating the previous World Record he had set exactly a year ago at 19.30 seconds!

Take a guess. Based on what he said, what do you think his mindset was just before the race? Was it - I’m going to succeed or I’m going to fail? The former, most definitely.

Now, lets think about the things you are striving to achieve. It may be buying a home, achieving a big sales target or even generating a valuable sales lead. What is your mindset? Is it “I’m going to win, no matter what it takes” or “I’m going to fail, this is too hard”?

Your mindset will affect your efforts. Your efforts determine your results.

So, even if you have made 19 unsuccessful phone calls this week and are feeling the weight of rejection, pick up the phone, change your mindset and keep trying!

After the race, Bolt told the media “I was trying, I was dying. It wasn't a good race I can say but it was a fast one.”

If the reward is worth pursuing, get over your setbacks, change your mindset and do everything you can to achieve your goals. The very pain you are unwilling to bear is the bridge to your greatest achievements.

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