By Fran Goldstein CPC CSP

 

Today sales professionals of all niches agree that they are experiencing healthy markets with highly charged competition. It is critical for all sales professionals to stay ahead of the curve skillwise and implement innovative tools and techniques to enhance market share and create a platform for long term client relationships. One proven technique that will develop that unique platform and distinguish a sales person from their competition is the strategic Choreographed Client Visit. Although most sales professionals visit the site of their clients, few are properly trained at leveraging those visits to drive client relationships that factor trust, credibility and increased ROI. Successful Sales people embrace and practice the art of Choreographing Client Visits.

 

The results of a face-to-face meeting are boundless and far surpasses communication through any technology. Understanding your clients behavior live through their eye contact, body language, tone of voice and overall presentation style, is the greatest opportunity to bond and measure how well your sales approach is resonating with them. Your behavior and presentation skills in a face to face client meeting is key to establishing trust and credibility. Capitalizing on the chemistry and undivided attention is the foundation of developing solid loyal business relationships.

 

Both parties share initial reluctance to live meetings. This is a direct result of previous experiences where the meetings were unstructured and without an agenda. The ROI just wasn’t there. It is easy to fall into the mindset that while business is booming, there just isn’t time for face to face contact. Proposals and quotes delivered over email or rapidly on the phone has become habit, leaving sales people to feel often more like an “Order Taker” than a true “Consultant”.

 

In the Choreographed Client Visit, the sales person establishes the agenda and empowers the client to participate. The agenda is based on a specific objective necessary to take the client relationship to a deeper level which will allow the sales person to provide optimal service and exceed client’s expectations.

 

The first step in Choreographing Client Visits is to polish your own presentation skills. The way you present yourself and communicate during the Client Visit is a reflection of your expertise, confidence and sales ability. Make the time to write and practice your script or sales presentation. Record it and listen to yourself for tone, clarity and word fills. Make sure you communicate with energy and passion! Ask a mentor, colleague or family member to give you feedback. Do you sound like the expert? Would they buy from you?

 

Another simple technique to practice your presentation skills is your own voicemail message. By customizing your message daily, you demonstrate your attention to detail and level of professionalism. How many times do your clients call you only to hear the same old voice message they have hear before? What does that say about how innovative and creative you can be?

 

You need to be able to educate clients to the mutual value and ROI of the meeting. Build your vocabulary to include consultative phraseology. Speak like a consultant: phrases such as “I recommend...”, “My experience is…”, “What we are seeing in the market…” says you are the expert. Prepare a powerful statement that triggers sales each and every time you speak with a client or prospect. Clients will be motivated to make the time to meet with you when they understand the return on their investment, and hear that there will be gain on their end.

 

The second step in preparing is due diligence. Research your client and their C Level team. Be familiar with the overall vison of the company. Then you are ready to Choreograph the Client Visit. The agenda is a simple point by point outline of the areas to be addressed in the meeting. It also includes the lead person on each area (you or your client) and the estimated time allocated to each. This confirms your commitment to stay on course and be mindful of the time you have asked of your client. By Choreographing the Client Visit your client is fully prepared and on board with the objective(s).

 

Send the agenda to your client less than a week before the scheduled Client Visit. Ask for feedback and let them know you are looking forward to the meeting. Bring hard copies for your client and extras for C Level managers or others who may join the meeting. Know your own web site and have copies of that ready for your client highlighting a specific point you want them to take notice of.

 

If the client is new, the objective of a first meeting would be to learn the culture: tour the client’s facility, meet the decision makers, review and negotiate the terms of the fee agreement for signature. Subsequent meetings can include a needs assessment, quality control, demonstrate a new initiative, campaign or product and to meet with a C Level Manager. When you Choreograph Client Visits it becomes a building process, each meeting building on the other.

 

Ask lots of open-ended questions during the Client Visit. Listen carefully to their responses and validate that you understand. Be prepared for objections. Develop a list of open ended questions to ask to learn your clients “hot Buttons” and motivators. For example, “what would be one way we could exceed your expectations?”

 

There are many ways to Choreograph the Client Visit to establish your uniqueness. Offer to record or videotape visits with clients. Besides documenting meeting details that might otherwise be missed, the videotape makes a great thank you gift for clients. They like reviewing their own “performance” on camera. The shared video experience helps seal the relationship, and sets the precedent for future meetings.

 

Close the Client Visit strong. Rienforce the clients decision to meet with you.

Summarize key decisions and action items for follow up and pre-close for the next client visit. Send a thank you note within 24 hours recapping the same.

By developing a method to Choreographing Client Visits you will have more fun working with your clients while building your business visit by visit!