Define Your Sweet Spot

I was doing a Q & A session earlier this week with a newly hired New Business Director at RSW.

She asked me what pearls of wisdom I could share with her.

There are two things that came to my mind that are beneficial to all sales people – regardless of industry – organize your day and define your sweet spot.

While most professionals probably understand the value of organization and time management, how many of you understand your agency’s sweet spot?

Of all of the numerous industries you have experience in and the different services you provide, what makes you excited?

What gets your staff’s creative juices flowing?  Where do you execute well?  What kind of work do you want your agency to do?

Knowing my sweet spot is something I did in a prior job in the financial services sector.

Our bank provided the complete line of financial service products you would expect from any bank, but there were some that we executed better than others – better rates, lower fees, and a better overall customer experience.

I knew that I could get those applications approved faster and with less paperwork than some of our other products.

So I sold the heck out of those.  My bank was happy.  My customers were happy.  And I was happy because they were happy.  I like when everyone’s happy.

New Business Focus: Who Do You Love

Once you figure out what kind of work you want to do, you know where you should be focusing your new business efforts.

The energy, excitement and passion you bring to that work, will go a long way in helping you sell your agency.

Instead of just researching another CPG brand, target one that you love.

Your knowledge of that sector will come through and help you create a prospecting message that is more exciting than the usual “we have more than 20 years of experience helping CPG brands … blah blah blah…”

If you know the product, you can instead begin your conversation with “I have to tell you, your single serving macaroni and cheese has saved my sanity and my four-year-old daughter’s life.

It is the only thing she will eat.  You know, our agency has created some really great programs for a few other food brands, such as ABC and XYZ, and we’d really love to talk with you.”

The second is a more powerful and memorable conversation starter.

It’s All About The BBQ

I recently got one of my clients a meeting with a restaurant chain because of my obsessive love of barbeque.

I sent an email to the owner of the chain and told him I loved his ribs, good smoke ring and nice bark.

Then I stayed on them, with more follow up information about my agency’s experience working with other restaurants and franchise-based businesses.

I view prospecting as a game – it’s a hunt to find the right people and then figure out what I can do to make these people meet with my agencies.

When something is fun, you will put more of your energy into doing it.  This way, new business development is less of a chore and more of a fun competition.

I’m hoping if my agency does work with this restaurant, they will remember me and send me some ribs and a brisket, with extra bark.  Food is definitely one of my sweet spots.