| Here is a story to show that networking is key | | | | admin confirmed receipt of the book, but again, |
| to relationship selling. Included also are some | | | | no call back. I didn’t get anywhere, |
| tactics and strategies for implementation. | | | | because I didn’t find anyone to introduce |
| A Relationship Selling Example | | | | me. I didn't have an in and sometimes |
| Recently I wanted to get to the Senior VP of | | | | you don't, but don't just pick up the phone. |
| Sales for Callaway Golf. I saw an ad that made | | | | Always try to find someone who knows |
| me think there may be an opportunity to do | | | | someone you don't. |
| some sales consulting for them. So instead of | | | | Relationship Selling, Networking - Implementation |
| cold calling directly, I called the golf pro at my golf | | | | Strategies and Tactics |
| course and asked for the name of his Callaway | | | | * Pick a new target account. Who can you call |
| rep and his telephone number. I also called a | | | | to network you or give you useful information? |
| friend who rep’s a competitive line. I | | | | Check existing customers, consultants, other |
| explained what I was doing and asked him what | | | | vendors, sales people and people within your |
| was happening with Callaway and the golf industry | | | | company? |
| in general as it relates to selling. | | | | * Now pick an existing account. Who can you |
| Then, I called the local Callaway sales rep that my | | | | call in that account or elsewhere who can |
| pro told me about and he gave me the name of | | | | network you to a higher- level person? Think of |
| the VP of Sales at Callaway, and he also explained | | | | people you’ve worked with, or service |
| the details of the ad. He was not open, | | | | people or doers in your company |
| however, to introduce me to the VP. So to | | | | who’ve worked with the account’s |
| introduce myself, I sent a copy of my book plus | | | | people. * What will you say? (Write the exact |
| a letter referring to the golf equipment sales | | | | words.) Can you help me? I’d like to |
| issues my friend and the local rep told me about. | | | | meet
. Be as specific as possible about |
| In my heart I knew this was a long shot. I | | | | whom, or what type of position the person you |
| didn’t get a call back so I followed-up. His | | | | want is in. |