Be nice. Always, always, always be nice.
It is a strange advice to see in a book that teaches you to sell, but not as strange as it appears. Most of the best sales people I know are extremely nice people.
It’s not your words that sell. It’s your preparation, your questions, your comprehension of the prospect’s problems, and your actions to solve them. Yes, you need to talk about the product and talk about their business, but you have to do it in a comfortable way.
unless they have a problem equivalent to their house on fire and you are the fire department, insurance company, and grief counselor combined, you both know that you won’t be doing business together, because that’s how things work.
I absolutely, positively recommend choosing 2-3 media platforms and becoming active. Personally, I use our company blog, a personal blog, Twitter, and LinkedIn. The blogs enable me to share perspectives and industry expertise in detail, while Twitter and LinkedIn allow for sharing these posts and for daily interactions with customers.
You need to give them a reason to take your calls, return your calls, or spend five minutes with you when they do answer the phone.
As you are calling each of your prospects and inbound leads, white papers are effective because they show that you are serious about the industry and that you are participating with thoughtful contributions.
Know your industry-specific news sites. These industry news sites give you plenty of reasons to call a lead or a prospect to ask them how a particular happening affects their business.
The process of migrating a ‘user’ to a ‘customer’ will reveal the answers to several vital questions about your business and its viability.