Unlocking Sales Success: The Ultimate 4-Step Guide to Expanding Categories
Think about the last time you got a call or email from a vendor. Did it look like it was sent to a group or specifically to you? If it was a phone call, did your Representative quickly connect the purpose of their call with why they called YOU?
Personalization.
It’s the key difference between sounding generic like everyone else or demonstrating you’ve put thought and purpose into the call.
Whether you’re calling about workplace safety, furniture and design, or packaging and shipping needs, if we want to expand on the categories the customer is already buying, then the key is to quickly answer:
● Who am I calling?
● What do they already buy from us?
● Where are they buying what I’m calling about?
● What motivates the person I’m calling in their role?
● What’s in it for them to pause and talk today?
To help with personalization, the layout below represents a four-step roadmap to guide you through having these conversations smoothly and effectively.
Step 1: What Prompted Me to Call
Initiating a call or conversation with a clear and honest reason helps set the tone for a transparent and purposeful interaction. Start by explaining why you’re reaching out and what prompted the call.
Here are three examples of what that could sound like:
● After doing some research I noticed…
● After reviewing the items, you wanted me to quote, I noticed…
● I was thinking about you and wanted to share a couple of ideas with you. One trend we are seeing in other similar facilities….
You are the expert and the key is to quickly personalize why you called them.
Step 2: Vendor /Product
After explaining the purpose of your call, introduce a new category that aligns with the customer's needs or preferences. This should not feel like a hard sell but rather a thoughtful suggestion based on what you know about the customer.
Here’s an example of what you could say:
“We are partnering with (vendor) to help our customers who do _________ and wanted to bring this to your attention.”
Here, you’re not just pushing a product; you’re presenting a solution that fits the customer’s business, demonstrating that you have listened to and understood their needs.
Step 3: Three Questions About the Past, Present, and Future
I hear too many calls where a new category is introduced and then the Representative quickly offers to send information. (Dead end) The key in this next step is to engage the customer in a conversation by asking questions that help you understand what they are doing now and their future plans. In any sales process; whether for supplies or furniture (two very different sale cycles), seventy-five percent of time should be spent learning and asking questions.
Furniture Example Questions:
(A tour may also answer the “present” questions naturally)
- Past: “What have they done in the past when you have added space/expanded?”
- Present: “What is the culture of your office and how do you collaborate now? What spaces have you created to do this together in person?”
- Future: “What future needs will they have?”
These questions can help you dig deeper to gather information that can further personalize your recommendations.
Step 4: Making a Micro Commitment and Setting a Next Set Time
Interest is demonstrated by action. That action is often in the form of a commitment to talk or meet again. Always ask for a “Next Set Time” to meet or talk again. You took the time to pre-call plan and call with intention, end every interaction with a clearly defined micro-commitment from your customer.
The bottom line: Websites, the power of AI and a host of other tools for the savvy sales professional are all key to success. At the same time, nothing does or will-replace the value of a personalized and intentional two- way conversation with your customers to expand on what they are already purchasing from you.
Take the 10 Call Challenge:
Challenge your team (or yourself) to pick ten customers and make intentional category growth calls following this roadmap. Out of 10 calls, can you or your team convert at least two of those to “NST’s” with a micro-commitment. Create a little office contest to try to do just that. Cheering you on and good selling and leading to you!
