ACE advises: Your sales team is in the office or working from home — but they’re not out on the road calling on clients. Most interaction with clients and prospects is by email or text, and rarely even by phone.
“No one wants to see me,” they tell you.
The business community increasingly avoids the personal interactions that were once central to developing and keeping customers. While three-martini business lunch have long been out of style, emails and PDF presentations have now replaced what might have previously been face-to-face meetings. Sometimes it’s a challenge just to get someone to agree to a Zoom call.
But sales teams still need to build trust and loyalty with customers — even customers they may never meet one-on-one. Without that connection, customers may begin to see your products and services as commodities rather than valued, customized solutions.
So how do you cultivate personal relationships when no one wants a sales call?
Meet them somewhere else.
If clients and prospects don’t want to see you one-on-one, connect with them in a social setting. Invest in sports, theater or concert tickets. Invite them to gallery openings, awards events or charity fundraisers. Include customers and prospects — and perhaps their colleagues or families.
No sales pitch. No pressure. Just an opportunity to make a personal connection.
A relaxed social setting can break down the walls buyers put up when they feel they’re being “sold.” Customers and prospects can meet people from your company beyond the sales team. They get to see how your people interact, what they’re like and whether they’re people they can trust.
Positive group experiences built around common interests can turn a business contact into a genuine relationship.
People still like to do business with people they know. That hasn’t changed.
If they don’t want a sales call, give them another way to get to know you.
