One of my roles at silverorange is to acquire new business. The process goes something like this: search out a prospective client, research them, formulate an approach, approach, convince, negotiate, sign, construct, smile.

Because of our focused approach and creative business offerings our sales success is 20-30 times the usual sales percentages. While this seems fantastic it is quite shy of where we would like it to be.

The problem is that no matter how sweet, real, good, or sensible a deal is you still get put into the rolodex category of “sales person do not call back”. Sometimes I feel that even if I was honestly giving away a million dollars I still wouldn’t receive a call back. The reason for this is that companies are bombarded with so much promotional material it is impossible to weed out the real from the fake (some would claim it’s all fake). Most don’t even try.

Here is a list of things I do to make sure that we get taken seriously:

1. Create the criteria of an ideal client.
2. Search out prospective clients that match most of the criteria.
3. Research, Research, Research. Know as much as there is publicly to know about a client before you approach them. This provides two things: First, it provides you with adequate knowledge to decide whether or not you would like to approach them. Second, it allows you to identify the best way to approach the client.
4. Priority FedEx a package to the best person inside the client openly explaining that you’ve researched their company and that you think your services are a match. Indicate that you will be following up with a phone call in a day or two. Be prepared to drop $40-$60 on shipping charges (from Canada to the US). Too expensive? Not at all. It’s what sets you apart. When a client receives a package via FedEx they instinctively know that this wasn’t sent out to a large amount of people.
5. Call.
6. If the secretary won’t let you through directly or the person you are calling is not in request to leave a voice mail.
7. Call back.
8. Be honest. Only sell what you are capable of fulfilling.

It is important to point out that when you approach someone you should honestly believe that if they were to enter into an agreement with you it would be mutually beneficial. The goal is not to increase the list of people you approach but to refine the list. After each attempt (successful or not) go over your criteria and research and identify why they were not convinced, or why you were not a good fit for them. When you’ve finished evaluating add the results to your criteria. As the criteria expands and refines itself you will magically start to be approaching only those clients who will say yes.