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Train Your Salesforce to Dig for Unspoken Needs The following article is based on an interview with Brad Hosmer published in the "Executive Report on Customer Retention" a newsletter aimed at senior marketing executives. Corporate restructuring's impact on business-to-business relationships cant be ignored, states The Beta Consulting Group's Brad Hosmer. "It has adversely affected many companies in small and large ways, driving up costs, delaying projects, and upsetting consumers," he says, adding that customer companies must also begin to actively manage their vendor relationships as a result. "It's not just a matter of quoting price and delivery any more," he says. Companies must be ready to supply everything a customer needs. What are some actions you can take to align your company to meet these expanded customer expectations? Hosmer says the key is training the salesforce to dig deeper for their customers' business needs. "If salespeople are just focused on discussing specifications, price, and delivery they'll never get to the information that's important to the customer," he says. "Salespeople need to ask the questions that will help them to understand what's going on at the customer's facility and what kinds of business pressure the customer is under." With this information, the alert vendor can fashion a combination of product and service that will meet the customer's business needs. And he adds, because every customer's requirements will be a little different, vendors must pay incredible attention to detail. "Your company", he says, "must be able to follow through and make good on individual customer requirements." Bradley E. Hosmer, CMC, heads The Beta Consulting Group in Concord, NH, specializing in improved sales, marketing and new business development for generating profitable growth. For further information please contact Mr. Hosmer at Beta Consulting. |
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