Look, your customers are busy and like all of us, they are probably multi-tasking and working on 20 projects at a time. The last thing you want to do is badger them to the point that they don't want to do business with you simply because you annoyed them. Your goal should be to STAY ON THEIR RADAR so that when they are ready to purchase, they lock in on you to provide a solution. Don't get me wrong, you will still need to earn the sale.
Staying on your customers' (yes, I'm using the plural because you need to balance the needs of multiple customers at a time!) radar in a positive way can be tricky but here are 5 points to focus on to ensure when your customer sees you.
Responsibility - Demonstrate that you are responsible to do what you say you are going to do. Don't over commit to a customer, make sure you deliver on what they ask of you. Take a step further and reinforce your delivery by asking if they are satisfied with what you delivered. Even if the only thing that was asked of you was a basic quote, ask if they were satisfied with the format and detail of the quote. Demonstrating that you have a sense of responsibility will keep you top of the mind for the next time your customer needs something done.
Attitude - Keep you tude in check and positive. We all get a bit frustrated and become snarky when the buying process takes longer than expected, but guess what, it happens. So many sales people will tell you to not waste time selling to the unsaleable. I get that point, but I see too many sales professionals writing off great prospects too early. Happens every day in every pipeline. Make sure you're not that person by being positive with the progress and keeping the conversation friendly. Challenging the customer's thinking is good, but do so in a positive way
Discipline - Don't give up. Be disciplined to the process. Anthony Iannarino teaches that to win in sales, you need to control the process. I couldn't agree with him more. Stay disciplined: follow-up, deliver value, ask the right questions, challenge the status quo. I'm sure others would agree that in today's age with so much content out their on salesmanship, some customers enjoy being sold to. If you drop the ball, you may be dismissed. Tip: Keep point #2 in mind as to not brush people the wrong way.
Accountability - Be accountable. Being accountable means being able to speak to something. Have the answers. Anticipate your customers needs by listening, and I mean really listening. If you sense they are going to need more information or justification, have it prepared. Be prepared to speak to negative reviews or public opinion. Overcoming objections along the way will keep you on your customers' radar as someone they can trust. Remember, to earn someone's trust, you don't tell them what they want to hear, you tell them what they need to hear, even if it's not perceived as a positive.
Resilience - Don't let things knock you off track. Anything can come up and knock you off track but you can't let it happen. 21st century customers can stalk you in ways that didn't exist 10 years ago. They can look you up on social, google you, find reviews, etc. Information is not private so don't give your customers a reason to take their sights of you.
Buying cycles can be longer and competition is certainly tougher. You have to ensure you stay on your customers' radar until they are ready to fire. Be great, do more!