Relevance for meaningful conversation
John Williams
Revenue Accelerator | Growth Problem Solver for ScaleUps $5M-$30M | AI-GTM Operator Advisor
As a salesperson, how would you feel if your existing and prospective clients quickly accepted your request for a phone call, meeting, or introduction? Leading to conversations which are exploratory, effective, and consistently discover business opportunities for continuous revenue growth.
Sounds great! And, how do I get here?
In short, relevance.
You may be tempted to think quoting a product spec, case study, and competitive pricing as relevant, and while those resources are part of the client conversation they are only relevant at the right time.
Relevant information is the key to being valuable; meaningful information at the right time is essential to good decision-making. The secret is knowing when.
Industry knowledge and peer performance are general resources to anticipate common client needs; TIP: learn how your client earns/loses revenue. Continuously develop industry expertise (best practices, new technology and processes), so you can provide relevant information to clients that is timely and valuable (company press release, LinkedIn article, or cross-industry application are good timing cues).
Knowledge of strategic client business goals is vital to align with priorities of interest; if your content does not align with goals and priorities, it is probably not relevant at this time. The best source for a client's business goals is directly from the client; alternate sources are company news/blogs, public relations announcements, and investor information if a public company.
As you plan the next client engagement, review your communication and test for relevancy:
1.) how does this align with client's stated business goals?
2.) how can I relate this to a known industry issue/opportunity?
3.) how will the client act on this information?
Advice I would give myself, knowing what I know now:
Clients appreciate when new ideas, technology, or process improvements are presented in context of their current environment along the roadmap to achieve their goals. You are the filter for relevance that defines a meaningful client conversation.
Head, Fraud Risk
10 年Relevance is key to adding tangible value as the world grows faster and we become more conscientious with time, or lack thereof. Thanks for the revelation on how timing also relates to relevance - thinking stock brokers
Business Development Manager at Permasteelisa NA
10 年Relevance is really two-fold, in sales you need to bring relevant insights and solutions for your clients/customers, but probably more importantly you need to foster or develop a lasting person to person relationship. The idea that you are resourceful and helpful is one thing, but truly deriving value on a reciprocal basis requires a personal connection between the two parties. I have found that people will inherently go to bat for you and support you even in the background if they value your expertise and your business relationship with them as well. As a young adult, this is something that I see as an invaluable asset among the more "seasoned" and well established sales professionals. It is their longstanding relationships that have kept them afloat and often above their peers for so many years. Show you care!
international sales co ordinator at AIM
10 年selling is not only one sale it includes in keeping in mind all the interested parties and benefits to all before the deal is done hence repeat business is generated(very important in today world)Now a days market area has expand to an extent that countries around the world have to work hand in hand. Sec racy is no more facts are of importance during the process.
Service Canada Benefits Officer/Agent Prestations Service Canada
10 年And with business becoming more and more fast-paced, relevance is key. You are competing for your client's valuable time therefore the secret to your success will be to remain focused and ensure your actions as well as your discussions are relevant.
Marketing and Sales
10 年John, Thank you for this post! I am continually looking for new ways to enhance my powers of persuasion and selling skills. This will definitely help!