Maintaining Contact with Decision-Makers

Maintaining Contact with Decision-Makers

Maintaining regular contact with decision-makers in both customer and prospect accounts is critical to long-term sales strategy and success. The key question is, how often should you contact them? What is too little? What is too much? In general, two guiding principles can help sellers decide on and implement the right balance. First, while you do not need to contact decision-makers after every repeat sale, you should contact them periodically, not sporadically. Second, you should always have a valid business reason for periodically contacting them.

Decision-makers are primarily focused on the bottom-line and organizational impact. What then are valid business reasons for contacting them? Sharing knowledge that can help them make positive contributions or impact on the business. Knowledge can be general or specialized as long as it is perceived to help them increase their competitive advantage and profitability. Knowledge that decreases perceived risk and uncertainty is also valuable. Net: Help decision-makers win. Even if decision-makers have already seen the information, they will appreciate the gesture.

All contents copyright © 2013, Josh Lowry. All rights reserved.

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