Module - Relationship Management

A frequent response to our prospecting is something like, “I am interested, but not just yet.  Please call me in six months.”

The prospect currently has other priorities – a takeover, new to the job, a critical project.  The prospect is not lying; it’s just that the timing is wrong.

We can leave the meeting with one of two mentalities.  We could say to ourselves, “That was a waste of time.  They are not doing anything at the moment.”  Or we could say, “What a wonderful piece of information.  They are going to do something in six months.”

If we just call them in six months then the dangers are that they will have forgotten us, or bought early from someone else.

In this module, we describe how to Keep In Touch with all of the key players – not just the initial contact.  We create a Relationship Matrix.

We explore a related concept called the Itch Cycle.  When a buyer has had any system, product, supplier, technology or service for some time, after some time they begin to itch.  It’s time for a change.
Approach the buyer before this time, they are not interested in talking to you.  Approach after this time, they have bought from someone else.

So, we need to manage Itch Cycles.  When will this prospect begin to feel the itch?  Often it can be external factors like an expiring contract.  Sometimes it is internal because of complacent service.  We then Keep In Touch so that we become the first name in their Mental Shopping List.

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