Start-up Sales Mishap

A couple of months ago I was on a conference call with Key Bank's Key 4 Women Club. The featured speaker was Jennifer Openshaw; author of Millionaire Zone; 7 Winning Steps to a Seven-Figure Fortune.

Among other things, Jennifer stressed the importance of building relationships by remembering to "give, not just take." Ahhh, the forbidden words...Have you ever experienced the "sales madness syndrome?" That's when someone presents their product or service to you and for some reason, the sale is not closed. Perhaps you weren't interested at the time or didn't have the budget for it...but as a consequence, the salesperson or business owner gets mad at you! They may say something vocal, or give you the "mean eye" or maybe decide to not return a call or request. Odd right? Well...it happens!

You know why this happens? Well, because most times we see sales as a result-oriented process and we forget that it's also a relationship-building process. Startups particularly find it difficult to separate themselves from the process. It's almost as if they relive the relationship-breakup process where the other person says, "it's just not working...it's not just you, it's me." It also happens because people forget that it is their responsibility to show how their business will benefit the potential client; and this may take more than just a meeting.

If you're a new business owner and you've experienced the "sales madness syndrome," stop and read these tips so that you strengthen your relationships. Jennifer Openshaw suggested a few tips on the call but I will stress two:

• Create simple advertisements for potential clients or partners. If your business is involved in business-to-business sales, this could work via your newsletter, your blog, an event you may have, etc. For me, I find solace in being surrounded by other entrepreneurs so whenever I host a seminar or conference, I try to include people who have shown some support for my business. I also recommend their services to my clients and peers. Since I help startups, I've also started hosting events quarterly to allow them to showcase their services.
• Keep in touch with people after you've introduced your services. If you use social networks, say hello once in a while. If someone mentions your business, product or book, take the time to say a simple thank-you. Mention people who are supporters, potential clients, clients or friends. Have coffee or lunch every once in a while. Send an occasional email or make a phone call. People want to know that they are dealing with people who care. This is how you build the know you-like you-trust you feeling.
• Maintain contact information. Keep a database of leads, partners, centers of influences, etc. You can do this through Microsoft Outlook or Live, Salesforce.com or Webex.com
• Remember that achieving a new customer is not always immediate. If I were to give you one single piece of advice, this would be it. Your process could be immediate or it could take a few months. It could start with your least costly service, only to sprout into more. So instead of "stomping off" if someone does not want to buy, concentrate on making them comfortable with you and your business.

Once you've done your part, leave it up to the other person to complete the process; but you must do your part by "giving and not just taking."

The Startup Sales Mishap may also occur for the colleague or peer that you try to "give to." You may have figured out that either your peer does not offer services that you can buy, or that they may need your services down the line. So you decide to build a "give and not take" relationship by helping them advance their business. The problem that may occur could be:

• The follow-up. You've invited them to an event you hosted or you've advertised for them via your blog or newsletter. Or maybe, you've mentioned their services to a peer or client. You may have even encouraged them to distribute their materials to your clients and friends. Or you could have invited them to an event so that you introduce them to a potential client. You know what usually ends up happening? The person neglects to do the proper follow-up. They leave without a follow-up statement that could sound like this: "I'll give you a call next week" or they fail to give the potential client more information to make them comfortable. In this case, you've done all you can. Relax. You never want to be a pushover (you know, the kind of person that always offers your platforms to others to advance their businesses but they never do the same for you).

We all fall short sometimes but as long as we remember that sales is like a contract where both parties have to benefit, we will be on the right path.

About the Author: Cheryl Isaac is a Startup Business Planner & Owner of Isaac Business Services, The Business Startup Company. She is also the creator of The 12MonthBizPlan.com; an online business planning center where business owners can work with a personal advisor who writes their business plan and conduct market research.