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HARDISON’S TIPS – MARCH 25, 2021 – Sell More to Existing Accounts – 2

HARDISON’S TIPS – MARCH 25, 2021 – Sell More to Existing Accounts – 2

  1. Be Proactive: We can’t tell you how many times one of our clients has shared a story with us about how a competitor swooped in right under their nose, taking business that they were well equipped for. This was always because their customer either didn’t know that you offered that particular product or service or because they simply forgot.

The best targets to market to are your own customers. You cannot over communicate with your customers about the value and capabilities your company offers. This does not mean you should send endless product sheets and pitches to them. Instead you want to stay top of mind by building strong relationships with your customers and bringing them valuable insights and ideas.

  • Know the Full Suite of Products and Services You Offer: Sellers know what they sell and sell what they know. Too often individual sellers know too little about your company’s full set of products and services to be able to uncover need and speak as a credible expert.

This does not mean you need to know the ins and outs of every product and service you offer. You do need to know the triggers and questions to ask to uncover needs in the areas where your company can help. Once you do this, you can bring in a colleague who works in this particular area. But it’s up to you to uncover the need and to be able to speak enough about the particular area to pique the customer’s interest.

  • Implement a Process: Success with growing accounts requires a process. If you don’t have a process in place for growing accounts systematically, you’re leaving it to chance and you won’t capitalize on the vast majority of opportunities.

In my research I found that “having an effective strategic account management process” was one of the top challenges faced by average and below-average performers. In fact, they were 2.7X more likely than high performers to report this as challenging.

From his success on the sales floor of an automotive dealership  to becoming a veteran trainer and then the adoption of technology for Internet-based marketing, his career has evolved to deliver the skills and tools needed to help consumers. Richie Bello combined his automotive expertise with his robust desire to “take care of the customer first” to become an automotive influencer, published author, and renowned trainer.  Bello absorbed the wants and needs of consumers as he worked up the ladder of the automotive industry.

Over the thirty-five years of his career, he developed strong Internet marketing skills, leading him to developing software solutions that create ease for consumers, and helps dealers improve relationships with customers. Innovation drives success. And, for Bello, it’s in his DNA. ShopSmartAutos.com took years to come to consumers and arrived in a timely manner, during the 2020 Pandemic. With over 6 million vehicles on the site, features that help consumers deliver, finance and warranty, Bello has met the retail digital age head on.

Bello also is founder of Richie Bello Institute of Leadership and Management, a 501C3 not for profit, dedicated to the recruitment, education and employment of veterans into the automotive industry. Visit RichieBelloBlogs.com. https://www.itworld.com/article/2783373/gm-warns-dealers-about-working-with-pure-play-online-auto-sellers.html

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