Following up on Sales Trips

A question that I often ask myself is: "When do I call and check in on a new account?" or more generally "When do I check in on an account in general?" Every market is different and it is always important to realize what sector of the market you are working with and what the special needs of that market or segment are.

As I sell only to boutiques, which often have one very busy owner and a small but knowledgeable staff, I realize that checking in can be a total annoyance and can even bog them down as they add "call Ian back" to the endless list of things that a business owner must do. Nonetheless, it is VERY important that they feel you care and that you check in to make sure that if you can find a way to assist them if sales are slow or make sure they are re-stocked asap if sales are going well (Oh, how I love these calls when things are going well!).

It's not so much that I intend to answer the question as to when to call, but rather that I propose an ideology: Pay close attention to each individual store, or each individual category of stores, and respond to them as it fits their needs. Don't call because of any reason that starts with "I" or "I want" or "I need" but rather call for reasons that start with "They" "He or She wants" etc. and when you fill in the blanks at the end of that statement, you have opened the door to understanding how to focus your energy in a way that benefits your customers.

I will give more specific details on how to make each store or category of stores feel special and how and when to make these calls. But for now, I'll leave you with the thought that it's about them, not about you.

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