November 2002 Track Selling Times Ask Roy
 Ask Roy
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(From November 2000 Track Selling Times)
Trish Robbins of Louisville, Kentucky asks:
"What steps do you recommend for building a relationship with a prospect who has potential but won't sign a contract in the immediate future?"
Roy's Answer:
"
Ah, the challenge of building relationships. It's akin to a rookie asking, "How can I gain experience if a sales organization requires that I first have experience?" Much is the same with a prospect that has potential but isn't ready to buy now.
The single most effective action I've found is to become an unexpected advisor to the prospect. Become another pair of eyes and ears she can utilize. For example, actively look for useful information she can use. When you run across an article or story about her industry, about her direct competitor, etc., clip it and mail it with a business card and a post it note that reads, "I ran across this and thought it might be of interest." That's all you write. Don't include, "I'll call you soon" or "Perhaps we can get together to discuss your needs." Those imply a self-serving motive that will nullify your intent. Additionally, if you learn of any new information, technique or product that will help her more easily perform her job let her know. Doing so will soon categorize you as a counselor in her mind, an ally, and potentially jump-start a sales cycle that otherwise may have remained dormant.
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