Making promises and keeping them is a great way to build a brand
I ask you to think about these two words “broken promises” and what it means to you and to your clients.
Many sales reps are extremely casual about making promises. As a result, their promises are quite often made at the drop of a hat with no thought behind the long term impact. “It has been awhile let’s do lunch,” “I’ll call you later,” or better yet “Let me do some research and get right back to you” are all examples of throwaway promises seldom kept.
When you break a promise, no matter how small it may seem to you, alarm bells aren’t going to go off but think about your reputation. How do you feel when someone else breaks a promise to you or gets caught in a lie?
YOUR WORD IS YOUR BOND, YOUR REPUTATION!
Personal integrity as a major account copier rep is both expected and valued. Every time you give your word, you’re putting your honor on the line with your clients. This implies your clients can place their trust in you as you value integrity and would never let them down, RIGHT?
This goes without saying if you don’t live up to your word, you may end up tarnishing your credibility, damaging your relationships, and defaming your reputation. Most importantly, you’ll be letting yourself down while placing your relationship with your clients at risk.
Broken promises… Isn’t that what you say? Think about it the next time you make a promise to one of your clients. Please make sure they are not promises in the dark!
A MAJOR ACCOUNT COPIER REP
As a major account copier rep, you are a vital component to your dealership’s sales force. On behalf of the dealership, you represent their largest accounts and are responsible for supporting, managing and growing the strategic relationships within these accounts.
I encourage all major account copier reps to set aside some time and think about the promises you have made to yourself as well as to your current clients. You may want to check out Why Having A Business Plan Is A Must For A Major Account Copier Rep
3 PROMISES MAJOR ACCOUNT COPIER REPS MUST MAKE TO THEMSELVES AND TO THEIR CLIENTS
PROMISE NUMBER ONE – HAVE CONSISTENT TOUCH POINTS WITH EACH CONTACT INSIDE THEIR ACCOUNTS
A frequently-cited stat from the CEB is on an average there are 6.8 people involved in today’s B2B purchase decisions. Driven by a decentralization of organizational structures, these people may be distributed across different divisions within their company or even locations.
Major account copier reps make a promise to develop relationships with at least 6.8 people inside their current accounts.
In 2017, I as a major account copier rep will connect to at least 6 people inside each one of my current major account clients
Each contact inside your current major accounts has different agendas, motivations, and preconceptions. Major account reps who fail to build strong ties to any one of these people could see important deals collapse, relationships lost and more important revenue loss.
Major account copier reps must promise to make client obsession part of their personal culture. It is about building relationships within your current major accounts. Always be looking for blind spots within your current accounts.
PROMISE NUMBER TWO – CONDUCT MONTHLY SITE VISITS
Major account copier reps must become visible inside their accounts. Monthly sites visits is a necessity as part of building a fortress around your major accounts. Think about diversifying your relationships and establishing consistent communication patterns during these visits.
As these visits are conducted look to engage in quick conversations with key contacts and stakeholders. Look out for potential opportunities and or issues which can then be brought up in your quarterly business reviews.
Becoming wildly curious about your client and their customers during these visits as this may open many more possibilities for engaging with and potentially solving problems which would otherwise may have been missed.
A great major account workshop was had by all…
PROMISE NUMBER THREE – CONDUCT QUARTERLY BUSINESS REVIEWS
The more value you demonstrate the more strategic you become to your client. Consistent quarterly business reviews creates top of mind awareness and serves to create engagement. Goals for these reviews…
- Develop your relationship from vendor to partner
- Reinforce the value the customer is getting
- Review/set goals
- Establish your standing (How are we doing?)
- Capture and reinforce successes
As a major account rep this is to reinforce your promise. The promise you made to them when they became your client.
WHAT IS IN IT FOR YOUR CLIENT?
• It’s a progress report on how you and your dealership is doing
• It’s an educational opportunity as you provide overview of performance, trends, and expenses
• It’s an opportunity to discuss improvement ideas
MODERN MAJOR ACCOUNT BUYER’S HAVE CHANGED
In the book, To Sell is Human by Daniel Pink, he writes about how we’ve gone from a “buyer beware” culture to a “seller beware” culture. There’s so much information available to customers today via the internet that customers are often well versed in their options and interests before the salesperson even enters the scene.
Therefore, it is incumbent upon us as major account copier reps to really understand the client’s world to add value, not to just show up, throw up and educate them on a product or solution.
It is the promises you make that will make you or break you as a major account copier rep. As Ashley Welch of Somersault Innovation, says, “Start with them, not you.”
See you at the next major account workshop in April!
I get where you all are coming from. I have walked a day in a life of your shoes.
Your comments, likes and shares are greatly appreciated.
In 2016, Larry was recognized by ENX Magazine, “The Difference Maker” as someone who is making a difference inside the copier channel. Larry is passionate about helping sales reps succeed in creating their online brand image
You can find more blog posts inside the Social Sales Academy website.
I appreciate getting the opportunity to share my LinkedIn stories. Integrating the use of LinkedIn was my “game-changer” in the highly competitive copier world. With great pride I transform, coach and inspire B2B Office Technology Sales Professionals to grow net new business by helping them tell their story and communicate on LinkedIn. My commitment is to help office technology dealers thrive in a changing marketplace. You can follow me on LinkedIn, Twitter, as well as at the Social Sales Academy