Long Term vs. Short Term Sales
I was speaking with a manufacturer of residential furniture recently and was so impressed by his outlook that I immediately understood why he was (and would continue to be) successful. His new employer has no idea the gem they’ve found in him.
This is a new VP Sales for a recently launched high-end sustainable furniture company with gorgeous designs that launched their collection last fall to great reviews.
His CEO asked for his wish list of planning and performance tools and industry marketing venues that he needed to build her little, but stunning, company.
The top of his marketing list? TODL
Flattered, but always interested, I asked “Why?”.
He explained how he had used TODL to build another start-up company in the furnishings industry several years ago. Now it doesn’t really matter whether it was TODL and the design industry or if we were to talk about a completely different industry and different method of providing leads… what was refreshing was his brilliant perspective.
He explained how as long as he had a good product, he could always get his piece of the industry. It just took consistency and persistence. And what he didn’t articulate, but what I heard throughout our conversation was his ultimate care of each prospective buyer.
He shared his ‘magic’.
He would start with great photography and feature the right product or installation image to a specific group or type of designers that was appropriate.
After it was featured, he’d download his leads. ALL of them. Those that emailed, those that went to his website and those that opened his catalog and looked at his products.
Each prospective buyer was as important as the next – regardless of whether they emailed for a quote that instant or they were just looking for future possibility.
He had an old school business and marketing point of view in today’s digital age.
Once he knew who was looking at what, he’d develop follow up programs for each type. Some he’d send to reps to visit, some he’d mail a brochure, others would get a call.
But it wouldn’t stop there. From that point forward, he would treat that prospective buyer as HIS buyer.
How can I help you?
Do you need samples?
Did you see our new product?
Do you have any projects that we can assist you with?
All of his programs were in the vein of servicing the client, not in the immediacy of the moment. And eventually, that prospective buyer would become his buyer.