Jack Connors

Author: Jack Connors

Keep Up the Momentum

Posted on January 30, 2023 by Jack Connors

The last post focused on negotiating with your big fish and how you can nurture and build on the relationships you are creating. Today we’ll discuss your fish’s power and how to utilize that for your benefit.

One of the most important aspects of this is to keep your cheerleader cheering. This refers to the ally you created in the company that needs to stay loyal to you in order for you to continue a profitable partnership with your fish. There are a number of ways to keep your champion in your corner, such as:

Sharing the limelight;
Helping them thank their company with new products and services;
Emotionally connecting them to your company;
Knowing when to leave them alone;
Keeping your “family” happy;
Remaining on the front lines.

Now that you have some ideas of how to build solid relationships, you will need to seek out people with whom to build these relationships. These alliances will help you get bigger clients that will stay with you indefinitely. You can often get in the door by offering them something in exchange for something they need:

Power
Information
Better work experience

These are all great ways to feed your alliance. You need to go into a relationship considering the things a big fish can offer you besides money. These may include:

The opportunity to expand your business;
The opportunity to learn from the experience and find ways to grow;
The opportunity to improve your processes, systems, and other means of doing business.

These are some of the best ways to keep your alliances going strong and your partnerships fresh and content.

If you need help with any of these tactics, reach out to me for great tools and resources to assist you every step.

Bring Them Flowers

Posted on December 30, 2022 by Jack Connors

There are a few things you need to do and consider in preparing for your first face-to-face meeting:

Make a list of what you want to accomplish during the meeting.
Anticipate potential concerns from the client.
Check to make sure you are completely prepared.
Listen more than you talk.
Bring support staff with you.
Use and respect the clients’ format.
Always follow through.
Ask for what you need and seal the deal.
Simplify your prospect’s life.
Find ways to boost your credibility.
Build and nurture relationships.
Learn from “no”. Find out what didn’t work so you know how to change it for the next time.

These are all important things to do both before and during your presentation. With confidence in your company and product, you will catch that big fish. The next step of the process is negotiation. This can seem a little intimidating but a few tips and tricks can become natural to you.

Here are some tips to help you negotiate successfully:

Build a pricing strategy and stick with it.
Prioritize what you plan to offer. This should include what really matters to you and what you are willing to give in on.
Don’t give in too quickly.
Negotiated with a person, not a “company”. Don’t let their answer be that they would like to but can’t.
Don’t sell yourself short.
Mitigate your pricing. If you go too low, you won’t be able to raise it back up and you need to make a profit.
Don’t sacrifice quality for the deal.
Your services should always count as costs.
Boost margins with add-ons.
Handle requests for proposals with the utmost care.

These are the ways you make sure that both parties are getting the best possible situation from the partnership. Once you start meeting or working together, it’s important to continue to build your relationship so that the representative becomes as big of an ally that best suits you. They are more likely to vouch for you and build on the partnership you have with their company.

We like to call this person a champion. They are a champion for your company and can bring a stronger, brighter future to your company. Here are the characteristics of a great champion:

They are respected by supervisors.
They are socially networked.
They think in the best interest of their company, in the long term.
They can quickly navigate through the company to get things done.
They are willing to give credit to another person.
They share the same business philosophy, values, and vision as you.

Now, that you know how to negotiate for what is best for both parties and build on relationships, we’re going to talk about how to use your fish’s power to the best of your benefit.

If you need help with any of the negotiation or courting processes, try our FREE test drive to get access to a wealth of great tools and resources to help you be successful.

Who’s Your MVP?

Posted on December 14, 2022 by Jack Connors

In the last post, we talked about making first contact with your prospective big fish and how to make a positive first impression. Today we’re going to talk about feeling out the personality of your prospective big fish to match the right salesperson to the fish.

You need to do this in two steps:

Profile your salespeople’s personalities.
Match the right salesperson to your target fish.

There are essentially three different selling personalities:

Sage
Pal
Pit Bull

The Sage

This salesperson offers knowledge, experience, comfort, and trust. They can make a concerned customer feel at ease. In order to be successful, they need plenty of information, a demo of the product/service, references, and case studies, if possible.

The Pal

Much like it sounds this is a salesperson that shines at building relationships. They can instantly relate to the prospective client and make them seem like old friends in no time. They work best with clients who are looking for friendship, and information, and in a similar peer group as the salesperson. This can include anything from age and culture to hobbies and nightlife. While sharing experiences can be beneficial to creating a new relationship, your salesperson must always keep it professional and dignified. The resources this personality type needs are help pairing with the right client, entertainment (or schmoozing) budget, and the right information to meet the client’s needs.

The Pit Bull

Obviously, this personality type is a little more aggressive than the others. They are all about business and the bottom line. While this may seem harsh to a lot of people, there is a set of business people out there that want the same thing and respect someone who can get down to business and the benefits of a partnership. This salesperson will need to be trusted with a little authority as they will likely be closing deals on the spot. They’ll need plenty of resources and access to products and services. They are best placed in environments where they can work independently, exercise their authoritative discretion, and seal deals quickly.

These can all be successful when each is used in the right selling environment. You can easily see how matching the right salesperson for the client can secure more big fish for a longer period.

If you need help figuring out which of your salespeople fit into these three areas, try our FREE test drive and work with one of our amazing coaches to get your big fish plan in action.

The Perfect Bait

Posted on December 5, 2022 by Jack Connors

In the last post, we talked about how to learn about your big fish and prepare for the first contact you’ll make with them. This first contact is essential to your success. You need to instill confidence in them. They need to know you can fulfill exactly what you are offering on time, at a good price, and at the quality, you promise.

Today we’ll go through the big approach and how to make that perfect first impression. Before you put together your approach plan, you need to choose which big fish you’re going after. Take a look at your notes and the research you’ve done about prospective fish. Then decide which one will be the easiest approach to start with.

There are a series of things to go through in choosing which fish to start with. They are:

Position Your Business
Compile Your Hit List
Select the Best Target

Position Your Business

You need to position your business to make the first move by listing your revenue streams, your operational procedures, where your fish is initially positioned, and your big-customer research, and putting it all together.

Compile Your Hit List

Start with a list of all the companies you’ve been considering. Then narrow it down to the ones who know could use your products or services. Don’t overlook obvious choices, whether they are big or small. Even small companies could be big fish in the future.

Select the Best Target

Once your list is narrowed down, you need to decide which is the best fish to start with. You need to consider a couple of things:

Which have the most purchasing resources to spend?
Does their company vision complement yours?
What are their employee incentive programs as they relate to your products/services?
What’s the company’s real need for you?
Will the partnership lead you off-course?

Now you should have a target in mind to start with. It’s time to plan your approach and execute that plan.

Here’s the step-by-step plan to help you make a good first impression:

Build and analyze your database. Divide your leads into three different categories: hot leads, great fits, and secondary leads.
Send out introductory mailings to your target to introduce yourself, your company, services, products, and your vision. They need to be short, clean, and concise.
Follow up with your first phone call 2-3 days after they would have received the mailings. During the phone call, find out whom you need to speak with in the future and try to set up a meeting with the right person.
Follow up your phone call with another mailing that thanks them for taking the time to speak with you and offer more details about your products/services. Use this letter and the opportunity to set up a meeting to do a presentation.
Follow up the letter with another phone call a couple of days after they would have received the letter. This phone call is to help you further develop your relationship with the prospective client. You should also be able to set up a presentation meeting with them.
Call again a week later if they haven’t agreed to a meeting or presentation. Ask if they received your creative letter (the second one) and if they have a minute when you can stop by and introduce yourself in person.

Now, don’t be upset if you don’t seal the deal right away. Some people simply take a little longer to woo. This can all be a little intimidating at first, but when you know you are offering a quality product/service, you can’t go wrong.

Once you’ve gone through this process and made first contact (and hopefully a good first impression) it’s time to put your best face forward, which means sending the right salesperson to seal the deal.

If you need help putting together your approach and making a good first impression, try our FREE test drive to work with a coach and have access to a wealth of great resources and tools.

Untangle the Red Tape

Posted on December 1, 2022 by Jack Connors

In the last post, we talked about how to bring the big-company mindset into your business and your team. This will help you overcome the mental obstacles that will keep you from being successful. Now, that you’ve learned how to overcome that, we’re going to talk about who your fish is. It’s important to know about the fish you are looking for before you put a plan together. We’re also going to take a moment to talk about the potential “red tape” you may encounter along the way.

The most important thing to know about your fish is their purchasing habits and procedures. There are four main things you need to work on to be successful:

Responsibilities: You need to know who has influence over purchasing, who does the actual buying, and who can kill a deal if they want.
Get on Their List: You need to know how to get on their list of people to buy from. Your name needs to not only be on the list but at the top of it and in as many categories as possible for more interaction. Ask about a procurement program and what you need to do to go through the application process.
Lingo: You need to learn the company’s unique language and communications methods. These could include report names, buzzwords, and even, the nicknames they have for their employees.
Fiscal Budgets: It’s essential you know the fish’s fiscal budget, so you know exactly when they are planning their expenses for the year.

Now that we’ve talked a little about what you need to know about your fish, let’s a quick look at the “red tape”.

Bureaucracy might as well be a four-letter word with the emotions it stirs in all of us. “Red tape” is a necessary evil, but one you can use to learn from. There are two ways to learn from their system:

Analyze their activity.
Review their correspondence.

Being an outsider looking in can have its advantages too. If you hate dealing with the “red tape”, imagine how their employees feel dealing with it. If they need to crunch some numbers, offer to do it. If they need more info, make sure you are giving it to them in a user-friendly way.

The things we talked about in this lesson will help you prepare for the big approach. If you need help with any of this, try our FREE test drive to find the right tools to get the job done.

Be One with the Fish

Posted on November 21, 2022 by Jack Connors

In the last post we started our series on catching big clients, or “fish”, that will sustain your business over the long run. Today we’re going to take that a step further by talking about how to understand and think like a big fish company and how that can help you plan your approach and find success.

Before you can start landing big clients, you must ensure your entire team is on board with your approach and vision. There are six keys to finding big client success. They are:

First Impression: You must remember you have one shot to land a big client. If you make a mistake, they aren’t going to consider you again. Never give them a reason to doubt your abilities.
First Priority: Your fish must always feel like they are your first priority. Return calls and emails immediately and find solutions to their problems or questions as quickly as possible.
Flexible: You need to be flexible in your negotiations. If they need a special service or for you to customize a product, say yes for the benefit of the long term. A little hassle now will be a big payoff later.
Long-term: This goes along with the last one a bit. As you are approaching and negotiating with big fish you need to think about the long-term benefits for your business. You will lose their interest if you go for a one-time big score.
Have Fun: Work should be fun, even when trying to land big clients. This should be the most fun. You are sharing your vision with new people and including them in your future success and likewise. People simply work better in a fun, happy environment. Your passion will also be contagious, pulling the fish into your vision even more.
Help Them: If you take a little bit of time and offer your clients ways to save money or time by introducing them to potential business partners, this will show you are invested and interested in their business. Strive to find a balance between your business needs and your client’s needs.

You can also use a few tactics to bring in a big-company vision to the people on your team. You can:

Post these six keys for all to see.
Put together a performance-based incentive program.
Conduct frequent team meetings.
Use a “right now” policy to answer big fish calls immediately.
Offer awards/recognition for big-company ideas and executions.
Put together a training and certification program based on the six keys above.

These 6 keys and tips will help you instill a big-company mindset through your company which will help you be more prepared and more likely to land your big fish. Once your team is thinking this way, you’ll be unstoppable.

If you need help putting together an incentive program or other way to push your team toward the big-company mindset, try our FREE test drive to work with one of our coaches, or check out our resources and tools.

Are You On The Right Path?

Posted on November 7, 2022 by Jack Connors

There are a number of factors to take into consideration when prepping yourself and your company to approach the largest clients you’ll ever work with.

Today we’re going to start with a brief look at the three paths every business faces and show you which one is the path to success. Then we’ll talk about the mindset it takes to attract the big fish.

There are three major paths a business can take:

Snail Speed
Shooting Star
Catch the Big Fish

Snail Speed

Most business owners ended up working themselves into the ground without much reward or success. This is what happens when you fool yourself into thinking you will find quick success. You may also find yourself following this path when you are afraid of change.

Shooting Star

This describes a business that shoots to the top so fast you are overwhelmed and don’t have the right resources in place to adapt. This can also happen from being overwhelmed by small clients and not taking the time to find large clients, which will sustain your business after the small client sales slow.

Catch the Big Fish

This is the path that allows you to build at a steady pace that you can manage by not allowing your customers to outpace you. You can do this by putting these tips to work:

Attract, keep, and lock in big clients.
Integrate “big business” culture into your company and employees.
Acquire the expertise you need to grow.
Have the courage to make changes as you grow.

Now we are going to transition a bit and talk about the “big fish” mindset. It may sound easy to just find and catch that big fish, but if you are stuck in the small business mindset, you may find it harder than you think.

Think of all the benefits of aiming at bigger clients:

Inexpensive
Highly Profitable
Longevity
Security

In order to catch the big fish, you need to believe your company can make a difference with theirs. It’s easy to get the thought that a large company doesn’t need anything from a small business like yours, but this is entirely wrong!

Once you look at how big companies operate, it’s important to know which ones are the best fit for your company. One of the best ways to get in the door is by knowing someone on the inside who can put in a good word for you.

If you’re not sure where to start and feel a little intimidated about catching big fish, try our FREE test drive to get help from our amazing business coaches.

Are You Growing By 1%?

Posted on October 26, 2022 by Jack Connors

The Rule of 1% is simply defined as improving your customer service one percent at a time. Before you can do this, you must have your consistency perfected, or it will never work. This one percent may seem small, but if you approach the vision for your company with baby steps, you will find a huge increase over a solid chunk of time. It’s not a sprint, it’s a marathon.

Avoid doing too much at once or you’ll set yourself up for failure. Think of the confidence you and your employees will have when you improve one percent each week. By the end of the year, you’ll have improved more than 50%!

While rules and standards are necessary for growth, always be flexible with your best customers. Most retailers only allow a set number of items into a dressing room to reduce the risk of shoplifting, but it generally restricts the large percentage of people who are not stealing from you. Flexibility is the key to what you deliver to your customers and consistency is the key to how you deliver it.

The bottom line is customers rely on you to deliver what you promise. If you spend too much on bulky advertising that promises more than you can deliver, even your best intentions will unravel quickly, and you will fail.

Focus on your vision and baby steps to turn your satisfied customers into Raving Fans.

I hope you’ve learned a lot about good customer service and how it’s essential to your overall success. If you need help with any of the steps we’ve gone through over the last four lessons, try our FREE test drive and get access to some of the best resources, tools, and coaches available.

In upcoming posts we’re going to explore strategies of bagging the big clients and keeping them.

Deliver + 1

Posted on October 24, 2022 by Jack Connors

In the last post, we discussed how to figure out what your customers want from a positive shopping experience. Today we’ll talk about the concept of Deliver +1 and how this concept can take your customer service to the next level. I’ve decided to split up this post so the next one will cover the 1% Rule.

Consistency is the key to any great customer service experience. If you want to take your satisfied customers to Raving Fan status, you must go above and beyond the average customer service experience.

There are three ways to develop consistency:

Avoid offering too many customer service options.

We sometimes get so caught up in giving customers what they want that we get away from our original vision. Instead, stay true to your vision and offer one or two solid customer service techniques that will set you apart from the competition.

You need to fine-tune the current systems you are using before you can add anything to the mix. There’s nothing worse than launching a new program when you haven’t even worked out the kinks of an old system.

Put solid systems into place.

Once you know what you’re going to offer, you need to have a system in place to execute it flawlessly every time. This system needs to involve the right people in the right roles, responsibilities, and technology that guarantees a positive experience every time. Emphasis needs to be placed on the results, which ultimately is customer satisfaction.

Good training is the key.

Once you have your system in place you need to train people to use it properly and efficiently. This helps your people deliver the results your customers are looking for. While training is essential for the system to work and for all your people to perform together cohesively, appreciation will go a long way.

I hope this has given you a look into what you need to do to have a quality customer service system in place. If you need help, try our FREE test drive and gain access to a wealth of resources, tools, and coaching.

Another Secret Revealed

Posted on October 21, 2022 by Jack Connors

In the last post, we talked about the first secret to building a solid customer service plan and how to decide what your vision is.

Today we’ll talk about the second secret in taking your satisfied customers to raving fans. You must know what your customers want. Know who your customers are, and you will know better how to serve them. Demographics are important here. An upper-class woman in her 30’s is going to have completely different expectations than a blue-collar worker in his 50’s.

There are four main areas you need to consider and plan when figuring out what your customers want:

Listen to Your Customers
Ask Your Customers Sincerely
Offer More than Just a Product/Service
Know When to Ignore Them

These are all important when deciding what your customers want out of their shopping experience.

Listen to Your Customers

You need to listen to both what they say and what they don’t say. Customers may say they want one thing and really mean something else. For example, if you customers are begging for lower prices, you may find out their real priority is quick delivery.

Also, listen to your “silent” customers. These are the customers who don’t bother to complain because the service is so bad, they’ve just given up and don’t feel like their voice matters. They feel unwanted and when a competitor shows up, they’ll be gone.

Lastly, you need to listen to customers who only reply with “fine”. These customers are like the “silent” customers in that they are so used to bad customer service they only give a monotone response.

Ask Your Customers Sincerely

If you aren’t sincere when you ask their opinion, they are going to see right through you. You may be thinking, “What about the customers who aren’t saying anything?” You need to ask them sincere questions that get them thinking about their experiences. Make them feel like you really care … and you should!

Offer More than Just a Product/Service

Your customers are looking for much more than a simple product or service; they are looking for an experience that makes them feel good. They grade you on every step of the process. When you take this into consideration and treat them like people, they will feel like they belong.

Know When to Ignore Them

You may think this goes beyond providing good customer service, but you can’t give them everything and you will never make some people happy. You must set limits and stick to them. If your vision and company don’t meet the needs of the customer, they will be best suited somewhere else.

These are the steps and tricks to figuring out what your customers want and how you can use them to work on your customer service vision and plan.

If you get stuck, try our FREE test drive, and let us help you through the process.