SLH SALES SYSTEM SALES TRAINING MORSEL #29

“AWAKEN”

DORMANT ACCOUNTS

DAVID RUBINSTEIN

EDITED BY

JIM OLSON

Why are banks robbed? Because that’s where the money is!

There are six (6) ways to leverage existing accounts, each of which assists in getting our business to “critical mass” – the point at which our business generates our business. (We dealt with referrals in Morsel #4 and will introduce the others in the near future.)

One of these methods is by “awakening” dormant accounts. These accounts have a history of good credit and have paid in a timely manner. But for one reason or another, you haven’t done business with them in a while. Sometimes, things change for the customer and the account becomes dormant. Frequently, though, we allow accounts to go dormant through neglect. This is a shame as these are people and businesses that were once were very important to us.

These accounts are easier to reach than making a cold-call. You know the decision-makers and they know you – there is history. And, there is a story in every account.

As with every call, it is essential that you know what you’re going to ask – a Protocol (Morsel #17) – for these calls. Remember, you haven’t reached out to them for a while and you need to be prepared.

You may want to ask:

·        What has changed in your business since we last talked?

·        How satisfied were you with the level of service provided in the past?

·        What one (1) thing would you change in the way we worked together?

·        What will you be needing next that we can provide?

Sometimes, we discover there was a problem. If so, you may want to ask:

·        What happened?

·        (If appropriate make certain to apologize.)

·        How was it resolved?

·        How willing are you to resume doing business with us again?

Awaken dormant accounts to re-establish past relationships and to grow your business. You may want to consider making a concerted effort to contact these accounts again. Make it a company-wide effort.

Why? Because that’s where the money is!

What do you think?

Good Selling!

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