Better new customers Acquisition in sales: Lust instead of frustration

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Sales staff and the self-employed know them: the acquisition-Aufschieberitis. But "no (new) customer" is not a solution! The unpopular acquisition of new customers is just one of them. So how can the acquisition-frustration be transformed into acquisition-pleasure?

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Here writes for you:


Sandra Schubert Sandra Schubert Portrait_klein_quadratischSandra Schubert is a sales expert - for Mercedes, O2 or VW.


No customer hole to arise

"At the moment I have enough customers", "I'll do it tomorrow", "I just have too much else to do", "Today I do not feel capable of conducting such difficult conversations", it sounds like that, when sales people push their new customer acquisition in front of him. Although she urgently needed. In order to grow, but also to survive in the long term, the existing customer base has to be constantly expanded. Because even a certain loss of customers takes place permanently.

Customers change to another segment, give up their business for reasons of age or other reasons, or simply switch providers once. In order to prevent a customer gap, in which sales are also threatening to fall, provision is required. And that means making new contacts that open up new sales opportunities. If one or more repeat customers actually fall victim to turnover, the impact will be less threatening with a broad customer base. It is therefore quite obvious to look at new customer queuing as an activity that belongs to the normal everyday sales routine.

Procrastination: What's behind the acquisition aversion?

We humans want to be liked and fear rejection from our fellow human beings. The fear of many sales employees and entrepreneurs to take a “no” means that they don't even create such a situation. A “no” is often perceived as personal and our self-esteem is dampened. A healthy resilience against current rejection and the ability to concentrate on the material reasons is necessary so that the acquisition is not a burden.

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A way of thinking like: "Great, back in, no, soon I've fulfilled my 'no quota' for this week and then the 'Jas'!" Helps. However, it does not work without stamina and self-discipline. Successes in new customer acquisition are based on perseverance, even though it is sometimes difficult to keep up with his sales activities. Another reason for passivity is a lack of sales strategy: who does not know whom to address with which hangers and matching arguments, is difficult. Clarity about the own value offer and why the Schon-Bald customer, so target or desired customers who have no idea that they could soon be a new customer of the acquiring, will benefit from it ensures a safe and motivated appearance.

The seller's drive as a key to the sale

The personal acquisition drive decides whether the customer acquisition is operated with pleasure or frustration. Motivation is the key to success. That's why it is essential to first think about it and ask yourself:

  • Am I motivated at all?
  • Where does my motivation come from?
  • Pockets for me Sense behind it?
  • Is motivation only external, that is extrinsic?

New customer and sales targets are specified externally in many companies and controlled by sales managers or management. This leads to a classic "away-from-motivation" because the salesperson wants to avoid trouble with his boss or even fears a loss of salary.

Motivation through the sense question

In order to achieve a "go-to-motivation", ie to give the sales and new customer targets a positive appeal, the answer to the question of meaning - for the employee and for the company.

  • Why does it make sense to meet these goals?
  • What is the positive effect?

Sense examples of active sales can be: future viability of the company, secure workplace, more freedom in the design of sales work, contact with interesting people, personal success, self-esteem or wishes that can be met with the salary.

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Activity goals instead of outcome goals

Goals create clarity and measurability. Sales here are no different from other areas. It is important that goals can be achieved. My practice tip for acquisition goals is to set activity goals rather than goals.

So instead of "We're going to win XY percent of new customers this year" rather "Every sales person speaks to XY new customer contacts per week". Lust instead of frustration arises when these goals are realistic and at the same time demanding. In addition to the sense question, rewards, a team challenge or other positive events may also be linked to reaching the acquisition target. In any case, the goals should be attractive to all concerned.

Visualize motivation

Of course, entrepreneurs or the self-employed have more of an intrinsic acquisition motivation than employed sales people. Not only to increase this drive cognitively, a tip from Happy Sales helps:

Make a motivational poster, a so-called vision board, to visually and emotionally portray the positive effects of active selling. Anyone who has his goals so vividly in mind can approach the active acquisition of new customers with much more self-confidence and desire. Soon, the first successes guaranteed by this new positive attitude will reward the efforts.

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