People buy from people they like.
At Zinnia, we believe that relationships are at the heart of every sale. But in a hybrid world, how do you really build relationships and trust between Zoom calls?
Enter Flora’s Epic Playbook!
Because we want salespeople and field managers alike to crush their quotas, I’m sharing a playbook that helped me hit 300% of my quota as an AE at Microsoft:
1. Conduct customer research: Before every meeting, do your research and think comprehensively!
- Company details: Browse their website, check recent news updates, skim earnings details or 10-K form.
- Professional: Check out their LinkedIn and professional history.
- Personal/social: If you can find anything on them on social media, see if there are any connection points that you can drop that might help you connect on a more personal level.
- Still ask questions, even if you think you know the answer: Use your research to guide your questions and dig deeper. There is a lot you can learn by getting an individual’s perspective on company strategy or their pain points.
- Understand all of their pain points: The more you can understand every challenge your customer is facing, you will be a better partner to them. If you only focus on their pain points around your offering, your relationship will stay at the “vendor” level. When I was at Microsoft, I always knew I had built a strong customer relationship when my client would proactively reach out to me and ask a question that started with, “I’m not sure if you can help me with this, but do you know anyone who can?” That is true partnership.
- Send a follow up email: After every call or meeting, send an email summarizing what you discussed, share resources that help address their questions, and a proposal if appropriate. Wait a few days, and if you haven’t heard back from them, follow-up to see if they have any questions. Follow-up isn’t rocket science, but it is often missed, and can be one of the most important ingredients to ensuring a deal closes.
- Take them out: Coffee, happy hour, dinner, a drive by at a conference - if you can meet in-person, do it! Breaking bread, looking someone in the eye, and reading body language are invaluable to understanding your customer and what makes them tick. You are 40% more likely to close a deal if you meet someone in-person - that speaks for itself.
- Plan before conferences: Before you go to a conference, do research about who from your customers or prospects will be in attendance that you’d like to stage a “meet cute” with. Look up their photos, do all of the research in #1, and then head by their booth or proactively reach out to them to see if they might be open to a side conversation.
- Keep notes on them: This is the hairdresser trick! Whether you know it or not, after you get your haircut, your hairdresser is taking notes on you so they can remember all of the gossip you shared for next time. Do they love sushi? Did they hike the Inca trail? Throw it into your CRM notes so that you remember for next time and can ask when their next trip to Japan is.
- Customer success: Even after the deal is closed, make a point to check in and see how things are going. Offer to help with licensing conundrums or support issues they might be facing. Successful implementations lead to happy customers which lead to repeat sales. If they remember that you supported them throughout the experience, they’ll want to buy from you again.
The more complex a deal is, the more important it is that you connect on a personal level with your client. Even if your sales cycle is quick, if you want repeat buyers, relationships matter.
There’s no sugar coating it - the above strategies do take time, but they also pay off. The more you can prepare, and relate on a personal level, the more likely you’ll be to crush your quota.
What other tactics have you seen work when building relationships?
Here’s to crushing your next quota. Happy selling!
