How to Turn A Cold Lead into Your Best Customer

I’m sure you’ll agree that one of the most challenging parts of being a sales professional is turning a cold lead into you a life long customer.

I tell all of my clients that building relationships is key in sales. It needs to be your number one focus from the moment you meet your prospect to delivering an outstanding product or service that fulfills your client’s needs.

Most prospects are quick to turn their head away from you, and over the past 17 years I’ve studied human behavior and the way business is conducted. I’ve experience failure and stagnation, but also found HUGE success.

In building successful relationships with thousands of customers and clients, I learned the best ways to turn a cold lead into your best customer. That’s why today I am in the top section of the leaderboard amongst my colleagues that sell large agriculture equipment. And even as I continue to apply these techniques myself, I’ve also taught them to all of my clients so they can improve their sales performance and reach their goals.

I believe that when you arm yourself with these tools, you allow yourself to experience extraordinary outcomes you never thought were possible. Here’s are several of my proven methods to turn cold leads into your best customers:

Know Your Customer and Their Current Emotional State

Figure out exactly who the person you’re targeting is and ask your fellow sales team, clients, and other vendors what the client is like. What can they tell you about the good and bad points of dealing with this client? This will help you realize the hot and cold buttons of this client.

For example if the client has a bad history of dealing with certain situations, then you’ll know what upsets them and what to avoid so you can ensure this won’t happen when they’re dealing with you.

Build a client profile page and put these notes into it. Take note of names and family members, and any other information. For example, you may be able to relate to the client because you both have in common some sports or interests that you can bring up and pique the interest of the client. Take notes after every meeting while things are fresh in your mind. These notes will keep you organized and accountable.

Really put yourself in the client’s shoes and know convenient times to call and talk with them. There’s nothing worse than having a salesperson interrupts a busy or stressful time just to chat. If you have to connect, have a laser focused purpose and ensure the client knows exactly why you’re there.

Become an Expert on Your Competition

Study your competition, what they stand for and how they service their customers. Make a list of them and write down everything you know. Become and expert on the product or service that they are offering and what the features are. Knowing this will allow you to make comparisons and figure out why your offer is better than anybody else’s. Although you may not be the best at every single point, you’ll be in a position to emphasize the benefits and advantages of working with you over someone else.

When the customer points out the items you lack in, you’ll be knowledgeable and sound intelligent. Clients will see that you’re not defensive and realize that your weaknesses are not that big of a problem.

The whole idea about being the best is offering the best. You want to know what extras your competitor is offering and what you can offer. Do they give gifts or do extra work for the client?

Really explore things you can do for a client that no one else is doing. For instance, if you’re selling products that need to be insured like cars, then offer to go get the insurance transferred over so that they don’t have to.

Compliment and Model Your Customer

The most important thing customers want to hear is some praise about them or what they have. Try to relate to something even if it has nothing to do with the product or service you are offering. This goes a long way in terms of building a relationship and disrupts the traditional sales call that customers are expecting you to perform.

Use this as a lead in or a vehicle to get a personal conversation going and be aware of how customers react. Sometimes you pick the wrong thing to compliment and they show signs of pain. You want to find things that bring pleasure to them. This will help set the mood and ease the tension. At the end, always thank them for sharing and move on to business.

You also need to speak on the same level and pace as your customer. This is known as mirroring. Mirroring body posture is key and makes you both more comfortable. Remember that similar people with similar actions are attracted to one another. Dress professional but on the same level as your client.

Be a Friend and Show Customers You’re a Human Too

So often sales people don’t want to appear unprofessional, or annoying, so they become serious and rush to close the deal. Tell your customer a bit about yourself and your life and watch what happens. Soon clients will start asking you about your own children’s sports, or ask how your family is.

Some clients like to know that it’s not just you who relies on their support; they like to hear that your family is thankful for their business and that they make an impact. Don’t bore them with long stories but be friendly and let them into your life. And don’t forget to show an interest in their families too. Remembering the names of family member names, birthdays, or sports they are involved with will make all the difference.

Be interested and suggestive, your caring and confidential friendship will develop into a powerful tool. Clients will love coming to see you because they know you care, and they will tell people what a wonderful person you are.

Be mindful of your identity and be true to it. The values and opinions that make your identity will be very noticeable to the client when you offer your opinion and advice. While taking a stance on a subject is ok, you need to be aware that it may also offend someone unintentionally. So my advice is to stay neutral and let others share their opinion rather than only giving yours. This will make you a good listener for the client. And most importantly, don’t bullshit your way to win people’s approval.

Visit Your Customer

Don’t wait for the customer to come and see you. Get out to in their environment to demonstrate your product or service. Take them to lunch or bring some donuts to them.But don’t forget to make an appointment. Appointments do 2 things:

They show respect for the clients time and your own. They tell you whether or not the client or prospect would like to have you around. Some salespeople don’t get the hint that they are not welcome and that the chemistry isn’t there.If a customer repeatedly denies your meeting proposal, then you need to ask why. This usually only happens if there is an issue or they actually aren’t your customer to begin with. And don’t be upset with a client when they won’t give you the time or acknowledgement you are hoping for.

One of my personal slogans is, “The customer is not always right, nor is the salesperson. Both need each other to achieve a common end result. Work it out together and a win-win situation will arise for both parties” In other words, build that trust and friendship!

By now, you should be able to see that there is a pattern or similarity between the client relationship and another relationship structure in your life. It’s how you would treat a friend or professional colleague. Being yourself and respectful is what builds a lasting relationship with your clients. Don’t be a goof because clients who want to invest in a professional experience will form a weak impression of you. If you treat prospects well and deal with them professionally, they’ll quickly realize that you have a genuine interested in them and their success rather than just the sale.