CSRs can use their networking skills to garner qualified leads.
'Selling through service' is a good motto for CSRs in any agency. But how do you do this? One way is through leverage selling.
Summit Learning Systems uses this term to describe the process of developing sales leads through active networking — getting others to work for you. It’s a basic concept: Familiarize people with your agency name and get them to mention it to others. Such word-of-mouth advertising reduces the need for cold-calling and x-dating.
Leverage selling is a simple approach to building business that doesn't cost much time or money. This selling-through-networking approach will:
- Grow the account base
- Boost profits
- Block the competition
As the liaison among customers, company representatives, and agency staff, CSRs are naturals to adopt the precepts of leverage selling. Here are a few suggestions to start networking, to get others to work for you:
- Let people know your agency exists. Make a list of 50 casual acquaintances who might tell others about the agency. Make another list of 50 people you want to know who might help if they only knew what you wanted. Compile one more list of 10 people you respect who will help if asked.
- Devise and maintain a system for staying in touch with these people.
- Let others know how they can assist. At least three days each week, schedule mealtime meetings with people who can or might be willing to promote your agency to others.
- Take a sincere interest in others. Listen for the little clues people reveal about themselves, then keep notes for the future. Treat others as you'd like to be treated. Offer to reciprocate the word-of-mouth advertising favor.
- Get involved in local community organizations. But civic clubs are beneficial only when you are active in the group's endeavors. Plan to commit time to group efforts.
CONCLUSION
Leverage selling means networking: Getting other people to help your agency achieve its goals. Make a concerted effort to friends and acquaintances to promote the agency. Try it — you’ll like it!