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Few prospects buy on the first call. So how do salespeople who are trying to grow their business stay in touch without getting on a prospect’s nerves?

If salespeople expect to be in control of their financial destiny, they have little choice but to prospect. Plus, the ability to attract fresh new business for the salesperson’s company is one of the most sought-after talents in the sales profession. So let’s explore some of the proactive steps salespeople can take besides take off another set of plans and continue to quote prospects who are solidly in the competitions’ camp.

Consistency is key. Whatever techniques you employ as a prospecting tool must be consistent, yet not annoying. And one of the best ways to guarantee consistency is to make use of contact management software.

I believe that salespeople who are serious about selling and keeping good records on both existing customers and prospects must make good use of a computer. In my office, I use a Window’s version of ACT! But there are a lot of good products on the market. Goldmine is another brand name that receives high marks.

Show your prospects how to be more successful. Success, of course, is not the same for everyone, so to use this technique you must first find out what your prospects’ goals and objectives are. How do you do that? Ask! Design several open-ended questions to ask after you’ve gotten to know the prospect well enough to have earned the right to ask.

One of my favorites is, “What are you trying to make happen in this business? In other words, when the end of the year rolls around, what sort of evidence do you look for to determine if you’ve been successful or not?”

Since I have asked this question hundreds of times, I know for a fact that nine out of ten business owners characterize success by the amount of money they are able to put on the bottom line. So to impress your prospects and to just about guarantee your right to a piece of their business, begin by bringing them a steady stream of money-making or money-saving ideas.

Have a value-added reason to stay in touch. Don’t spook your prospects by asking for an order every time you make a sales call. What’s really important is to get your prospects in the habit of looking forward to your calls because each time you call, you share with them another good idea.

Here are some ideas:

(My examples are for a building material salesperson calling on a residential home builder, but the same concept will work for any class of trade you happen to be trying to sell.)

Idea #1: “Do you remember the conversation we were having the other day about lowering construction costs? I just read a really good article in a Builder magazine that you will really like. Here, I brought you a copy.”

Idea #2: “A few days ago you were telling me about how many callbacks you have been getting due to leaking skylights. I just ran across a product that several of my customers are using that they say has almost totally eliminated the problem. Here, I picked up some product literature for you to take a look at. We’ve placed our initial order, so if you like, in a few days I’ll bring you a sample so you can give it a try.”

Idea #3: “I noticed that you weren’t at the home builders meeting on Monday night when they had a building inspector on the program. He gave us a lot of interesting insight into what code changes are in the works. Here, I brought you a copy of his handout material.”

Reach out and touch someone.

Omaha-based Art Sobczak, publisher of Telephone Selling Report ( http://www.businessbyphone.com) offers eight ideas for keeping your name in front of prospects:

1. Newsletters or special reports. Send a newsletter or report that gives valuable information to your prospects — not just puffery about your company and products. Include helpful business tips. Send via mail, fax or e-mail.

2. Postcards. While traveling on vacation or business, scan the tourist postcard racks with specific prospects in mind. Postcards printed with a message from you is another inexpensive way to get in front of prospects. You can mail someone a postcard every 30 days for about $7 per year.

3. Articles. Clip interesting articles. Everything you read should flow through your “Who else would be interested in this?” filter.

4. Free samples. We all love getting packages. If affordable, give prospects a free sample when your company purchases an innovative new product.

5. Fax broadcasts. If you use this idea, make sure the fax presents real value, not just a blatant advertising message.

6. Handwritten notes. Write to your best prospects. Use stationary with your photograph on it. People find it easier to connect with you when they know what you look like.

7. Special occasion cards. Send cards for birthdays, holidays or for no particular reason. Company stationary is adequate for regular thank-you notes, but handpicked cards speak volumes.

8. Unique items. Find out what your prospects collect and, if affordable, send them a related item  one that transcends business.

If business is turning down in your market, improve your share of the business that is out there by doing a more effective job of selling and marketing to prospects.

In sales, your raise becomes effective when you do.

Bill Lee is author of Gross Margin: 26 Factors Affecting Your Bottom Line ($29.95) and 30 Ways Managers Shoot Themselves in the Foot ($21.95) plus $6 S&H for the first book and $1 S&H for each book thereafter. Bill also offers Sales Training DVDs and CDs on his Website: www.BillLeeOnLine.com

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