Reducing client friction

Slippery SlopeWe all know Newton’s First Law of Motion stating that a body at rest wants to remain at rest and one in motion tends to stay that way – I like to apply that to my selling.

I call it client friction. When your prospect is sitting there and not moving he has a lot of friction that helps him stay right there at rest. It’s your job to somehow reduce that friction. This is why many people find cold calling so difficult – their subjects are glued with a high degree of friction. You have to get over that hump to get them into your sales funnel.

We’ve touched on many ways to reduce this friction in previous posts, but what I want to talk about today is the importance of keeping them moving once you make contact.

You should have a structured plan (some call this a sales process) on how you walk prospects through the first layers of the sales funnel. Once you get over that high hurdle of initial contact, you have to keep slight pressure on them to take advantage of their lower kinetic friction – as opposed to the initial static friction that you have already overcome.

There are many ways to do this and it can be company specific, but here are some ideas:

  1. Make sure it is clear at the end of every communication who’s court the ball is in. If it’s in your court, great – you can control how fast you complete your task and when you get back in touch. If the ball is in their court, ask for permission to contact them at a certain time.
  2. Ask meaningful follow-up questions. Perhaps you’re preparing a quote and one of your machining vendors says that he can remove a processing step if a certain tolerance is just increased by 0.001″ – that is great time to call the prospect and propose a money saving alternative.
  3. Send literature of interest. If you come across a press release or article that you think would be of interest to your prospect, send it their way.
  4. Attend conferences that they will be at.

The list goes on and on, but my point is that once you get over that static friction and to a point of kinetic friction – you need to keep them moving toward the bottom of your sales funnel.

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2 comments ↓

#1 Anonymous on 10.04.09 at 8:03 pm

that really didnt help

#2 ricki on 11.11.10 at 2:22 pm

hey i like that pic…….. looks great

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