The Curse of the Big Fish
Of all the ways to answer the question, “Why aren’t you selling more?” one of the more curious is, “Because I have a huge account.”
Wait, what?
If you find that answer odd, it’s probably because you’ve never HAD a huge account. They can be needy. They can be wonderful. They can be the source of major mula for the rep.
And they can be a curse.
It’s hard to fathom, but success that comes from a monster customer has a downside: It prevents you from additional growth. Not only is it time-consuming, your motivation level is minimal since (usually) business is good and the money is coming in.
Still, in the back of your head, you know it won’t last.
The obvious advice here is to prospect anyway but hey, I’m no better than you. I fall into the same traps. I tell myself the same lies. And when that big wave hits the beach, I shake my head in self-disgust the same way that you do. So, here’s what I will recommend instead...
Milk it. Ride it. Go with it. As stated in another recent blog, get to know as many people in that big account as possible. Meet everyone. Not only does this earn you additional work, you will benefit when one of those contacts leaves and takes you will them.
Then, make a decision: Either agree to lie to yourself and say, “I’m going to make new business calls” but then never do it, or, agree to actually make those changes. If you choose the former, I won’t judge. Been there. Done that. But if you want a strategy for growth, try this: Focus sales activities for a short amount of time (90 days, for example) and then make a minimum number of calls every day (like 10*). This is a finite agreement that works for that reason.
Other than that, just service that big account like you’ll perish if you lose it, because, well...
*Click here to download the free White Paper, “How to Make 10 Calls a Day.”
Hey! My new book is in its second printing. It’s called "The 25 Best Sales Tips Ever!" You’ll never guess what it’s about. For more information, click here.
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Bill Farquharson can drive your new business sales momentum. See his training programs at AspireFor.com or call Bill at (781) 934-7036. His email address is bill@aspirefor.com
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Bill Farquharson is a respected industry expert and highly sought after speaker known for his energetic and entertaining presentations. Bill engages his audiences with wit and wisdom earned as a 40-year print sales veteran while teaching new ideas for solving classic sales challenges. Email him at bill@salesvault.pro or call (781) 934-7036. Bill’s two books, The 25 Best Print Sales Tips Ever and Who’s Making Money at Digital/Inkjet Printing…and How? as well as information on his new subscription-based website, The Sales Vault, are available at salesvault.pro.
