You know the importance of creating a connection with your prospect at each stage of the sales cycle. You know you need to be memorable, be authentic and dazzle each time you’re able to have a meeting or conversation. So, how do you implement the best strategy for making those potential client connections? Today we’re discussing a few best practices, to making memorable impressions during four phases of your process.

Making the Best First Impression: Doing the Extra Work

The more you already know about your prospect, the better positioned you will be for an introductory conversation. Do your homework ahead of time. Know what they do and understand their positioning in their market. Use their company website or LinkedIn to learn everything you can about their company history, culture, and direction. Know who you’re asking for and proper pronunciation of the contact’s name. The more you know going into the cold call or initial visit will set the expectation that you’re prepared to discuss their business needs as an expert, not just a salesperson.

Don’t rely on the phone call or informative email to be your only introduction. Attempt to set an introductory appointment with your prospective client. Put a friendly face with your name and take the essential first step in developing a business relationship. If your prospect isn’t available for a meeting, or maybe doesn’t have time to do so, consider making a stop anyway. Be open and friendly with administrative staff and gatekeepers. Hand-write “Thank You” on you your business card. A good first impression with them can transcend to your decision makers.

You may have to engage in ongoing relationship building efforts before securing the official meeting to discuss business. You can get creative by offering unique gestures with each conversation attempt. Offer tickets to a local event, invite your prospect to attend a networking event with you or stop by with a company branded umbrella on a rainy day.

Dazzling During the Presentation: Setting the Expectation, and Over-Delivering

When it’s time to present your solutions or discuss your unique positioning to solve a problem, come prepared with leave behind material for everyone involved in the decision-making. Keep your leave-behind material to yourself until you’re done. This will keep their attention on you as you move through your proposal, without them jumping ahead to price points. Your presentation or proposal should have a cover sheet featuring your prospect’s company logo and information, not yours. This sets the expectation that the solutions are catered to their needs. Also, long after you’re gone, this binder or material will more than likely be visible, sitting on someone’s desk. Your competitors or their current provider will not recognize your proposal if it’s branded with the prospect’s company information.

Move through your presentation with a heavy emphasis on a recap of your needs analysis or initial conversation. Remind your potential prospect of what they told you in your last meeting, to demonstrate you were listening and you have specifically catered the following solutions to address precise needs. Even if there is an objection throughout your conversation, they will know you have based your suggestions on specific conversation points. It may also help uncover any new information, not yet discussed. Make sure your proposal offers clear solutions to each needs point previously discussed first, and you can promote your added value offerings second.

Be mindful of body language and flow of conversation. Don’t spend too much time discussing areas that may not warrant in-depth discussion. Instead, look for acceptance of each section and move forward until you feel they pause to ask questions.

Closing the Deal: Be Confident and Considerate

Many salespeople make the assumption that asking for the business is implied with the delivery of the presentation or proposal. But in fact, asking for the business partnership should be a separate stage of your sales process. Ask “yes/yes” questions that get your prospect comfortable agreeing with you.

“Do you feel I’ve addressed all of your questions?”

“Do you agree this proposal offers value?”

Be prepared to ask for the business directly and establish a timeline to service. Be mindful and considerate of your prospect’s internal processes, however. Some enterprises have different vendor requirements or decision-making channels. Don’t be pushy for a sale today if there needs to be a waiting period or purchase order process.

Thank You Notes, and the Snack Box

After your hard work and relationship building efforts have paid off, send your newly landed client a token of your appreciation with an artisan Snack Box. Avoid the typical bottle of wine or commercial baked goods. Instead, make your new business partnership cause for a whole office celebration with a variety of unique and and exciting snacks that will delight everyone. Announce your appreciation and watch as your impression will be lasting and memorable.

In today’s digital age, making a favorable impression at every stage of the sales cycle can be tricky. Clients are on the move and often prefer digital communications to in-person meetings. As sales and marketing professionals, you are always looking for unique methods to develop those critical relationships. Be attentive at every stage to add value and be intentional at each opportunity for engagement. Consider the creative art of sending unique and healthy snacks at any or every part of your process. Build lasting relationships with your prospects. Land clients and keep them raving about your service.