As salespeople, we’re always looking for ways to provide value to our clients, always trying to differentiate ourselves from the competition, and always working to build customer loyalty. We all want to be indispensable to our clients.
The real secret to becoming indispensable becoming a person your customers can’t live without is insider intelligence.
It’s a hidden advantage that allows you to help your clients succeed in ways that will make them want to keep you around.
Insider intelligence is a combination of connections, experience, and company knowledge that you pick up over time as you work with your clients.
In other words, it’s about how well you know your customer.
When you know about something happening in one part of an organization that could help your client in another part, you have insider intelligence that could save them time, money and headaches, or help them grow their business.
When you share it, you become a valued member of their team, maybe even indispensable.
Our company has worked for several years with a computer manufacturer. As a result, we know their employee development platforms pretty well.
A new manager approached us about developing a new sales training module.
Rather than sell him a new module, we steered him toward a very similar program that we’d developed which was already being used by another department in the organization.
It fit his needs with minor tailoring while saving him time and money.
Sure it cost us a sale in the short-term. But providing value that differentiates us from the competition not-to-be-missed opportunity.
Now you might be thinking, that’s great for big and mid-size companies, but in small companies, people pretty much know what’s going on throughout the organization.
Your insider intelligence in small companies is the unique point of view you bring.
We work with a small IT services company that has grown their business through referrals and is looking for ways to expand.
In addition to helping them set up their sales function, we suggested they train their service technicians to ask for referrals.
This was low-hanging fruit, but not something they had considered.
We thought of it because we went to some executive level meetings where we met the Service Director and learned about his side of the business.
It was a simple change – an outgrowth of our insider intelligence – that produced a new revenue stream for our client.
Still another way insider intelligence works for you and your clients is when they start perceiving you as “one of them.”
They find it’s easier to work with you than someone new, because you know their company culture, key employees, processes, history and current initiatives.
Simply put, you get things done without them holding your hand. And that, my friends, is priceless.
About the author
Kendra Lee is a top IT seller, sales advisor and business owner who knows…