Where do you go to get customers?

Where Do You Go to Get Customers?

As I mentioned in a previous post, I’ve sold a lot of products, read a lot of books, listened to a lot of audios, watched a lot of videos and attended (and conducted!) a lot of sales training presentations over the years.

One thing I’ve noticed is that many approaches tend to start in the middle.

Here’s what I mean:

  • Some trainers say you should start with cold calling
  • Some say you should start with networking
  • Some say you should start with establishing rapport
  • Some say you should start with the prospect’s situation

But realistically, you can’t do any of that until you’ve determined exactly who you’re going to approach.

  • If you’re selling B-to-B, which businesses? Which industries? Which locations? Which positions within companies?
  • If you’re selling B-to-C, which cities? Which neighborhoods? Which demographics? Which groups of people?
  • If you’re selling B-to-G, which governments? Which departments? Which offices? Which positions?
  • If you’re selling online, which search engines? Which social media sites? Which pages? Which groups?

If you know your sales process needs help, start by asking yourself
“where do I currently go to get customers?”

I mean, where do you physically go? Do you go to a particular networking event? To a particular LinkedIn group? To a particular part of town? To your Facebook page? To the phone book?

Write down as many of of your current “go-to” places as possible.  If you don’t have a lot of them, you may have just found the first gap in your sales process. If one “go-to” place is good, then more is probably better — or at least well worth testing.

Brainstorm additional places you can go to get customers — both online and offline.  As you build up your list of go-to places, you open yourself up to more people, more situations and more sales.  And if you’d like a few tips on how to expand your universe of leads, click here.

What’s your single biggest question about improving The Sales Process? Click here to submit yours…

And feel free to tell us in the box below where you currently go to get customers.

2 Comments

  • Fran Miller Pepoon

    Reply Reply February 18, 2014

    Hi, Dave! We generate most of our business from our websites (www.constructionscience.com; http://www.primaverascheduling.com; http://www.texasprimavera.com) and from cross-marketing. Example: a client comes to us for training and then we sell them software and consulting services. Marketing is our greatest weakness and biggest point of contention. I maintain we need to hire a marketing consultant; my husband and business partner believes I should be able to market even though I have no background in it. Fortunately, we’ve gotten pretty good with Google AdWords and generate more than enough work to keep all of us busy. Expansion? Well, we need a marketing plan for that…you see my conundrum.

    • David Blaise

      Reply Reply February 18, 2014

      Hi Fran,

      First of all let me tell you that you are not alone! Many businesses are exceptionally good at the technical aspects of what they do, but struggle with the specifics of how to go about bringing in more business. The fact that you’ve gotten good with Google AdWords and generate more than enough work to keep you all busy is a very good thing. Congratulations! I’m sure you know there are a lot of businesses that would be thrilled to be in a similar position.

      Now, regarding expansion and a marketing plan… There’s an old adage which says that every battle plan, no matter how perfect, is only good until the first set of boots hits the ground. Dwight D. Eisenhower said “In preparing for battle I have always found that plans are useless, but planning is indispensable.” I think it’s the very same in marketing and sales. The planning process forces you to think things through, which is a really good thing, even if the situation ends up demanding a different approach.

      Rather than getting too crazy with it, why not start with first identifying all your current lead sources — the places you go to get customers, as described above. Do a little digging to determine where your very best clients came from. If it’s all Google AdWords, that makes it easy. If some came from other sources, jot those down as well. Then note any additional sources that you think you might like to test out. You’ll learn a lot just from doing this, it won’t take very long, and you’ll then be perfectly positioned for the next steps… which I’ll get to in future blog posts. Talk soon!

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