The Power of Customer Intimacy
Whether your prospect is a global enterprise or a single individual, virtually every lost deal can be attributed to the lack of customer intimacy. Knowing your prospect intimately is critical for sales success.
Harvey Mackay had the Mackay 66, a list of items that every seller in his organization was required to know about every prospect. Some would consider that too deep today, but the essence of his tool remains the same: know your prospect and you'll know success.
Bear hug the customer and they'll not only tell you what the winning hand needs to be, they'll tell you when to play which cards.
How well do you know your prospect?
Start at the top: public or private?
Communicate with their strategy in mind: what are the prospects current strategies?
Understand their pain: what market or operational pain points are positively affected by your solution?
Think of it like pulling back an onion. Layer after layer, you'll ultimately get to the truth.
Be relentless in trying to develop customer intimacy with your prospects… and you’ll discover sales success.
There’s an old sales adage:
“Know. Know. Know. Know your customer. Know your product. Know your competition.”
Did you notice how it begins with know your customer. The power of customer intimacy is real.
This article was written by Kevin Graham, who has a long track record of sales success within the ultra competitive technology sector.
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