Turning suspects into prospects then customers is the way the sales cycle was designed. And in today’s competitive sales arena, it takes a great deal of time and effort to see the cycle through to fruition. It takes time. It takes effort. It takes communication.
Once a prospect “raises their hand” and indicates an interest in what we are offering, I have always recommended you place this “HOT” prospect onto your “A” List. Then, it becomes your responsibility to cultivate your “A” List – until the prospect becomes a customer or drops off of your list.
Your “A” List is made up of some very important people.
Prospects come and suspects go. Customers renew and you will lose some to attrition. The business beat will go on. But wait a minute…
Just the other day, I was thinking about my “A” List. And then I started thinking about my real “A” List.
What were the names on my “A” List that I would give it all up for? No company was on that list. Business is a great game, but it is not “the” game.
The names on my real “A” List consisted of names of “little” people (some not so little). The people who I am in a position to really help. The people I want to serve as a role model. The names on this list were Sara, Lauren, Megan, Will, Anne, Anthony, Michael, Mary, Cassidy, Andrew.
These are the names of my nieces and nephews. These are the people that mean a great deal to me. These are the people on my “A” List.
Then I asked myself the same question I ask of business clients: If these people are so important to you, then when was the last time you sent a sincere and heartfelt communication to your “A” List?
This week’s message comes as a question. When was the last time you communicated with your real “A” List?
And how often do you plan to communicate with them on a REGULAR BASIS moving forward? Not your business list. Your personal list – the one that really counts.
Now for those of you who are not knee-jerking with a bunch of 2-bit excuses about time, and blah, blah, blah… take a single name on your “A” List and drop this loved one a “cold call.” They will enjoy hearing from you, and you will have accomplished a great deal. (Afterwards, you might want to drop a note to a valued client or two.)
Mike Marchev is always looking for a few more proactive travel professionals to join his Sales and Marketing Club. Send for details.