42 Degrees - Business from a different angle

The truth is that most people aren't in business because they can sell, they are in business because they have a subject they are passionate about, or a skill or product they believe can make them a living.

But selling is something we all have to do regardless, so it is better done well than badly. Fortunately there is a very simple technique for turbo-charging your sales performance that can double your revenues not over the coming year or even the coming months, but right now. Instantly.

You may be sceptical, but it is a powerful technique I have used successfully many times myself and have seen it transform the fortunes of many underperforming businesses.

The first step is to create a case study or narrative about you performing at your very best with your favourite customers. They aren't necessarily the biggest but the ones you like most, who like you, with whom doing business is a pleasure.

They should tell the tale of your relationship in narrative form, right from your first contact – what problem your customer had, and how you helped them solve it – and detail the positive consequences for their business.

It's a technique I learned from my co-author Chris West, who actually writes our books. He's a novelist, and writes in a narrative style that tells stories. Your case studies should do the same:

"Once upon a time, we found a customer who had a problem, challenge or opportunity. We provided our products or services, with excellent results. The customer was delighted and gave us lots of money. We all lived happily ever after. The End."

Writing these case studies helps you articulate exactly what it is of value that you do for your customers. Now that you know what it is that you do well, and you can express it in a compelling way, it is time to call your favourite clients and make an appointment to see them as soon as they are available.

This is not usually a problem. The sooner they agree to meet you the better. It means they like you too! That is absolutely vital because I believe that the number one attribute of a successful salesperson is to be liked.

It's not difficult to spot if someone likes you if you know how to look for the signals. Imagine a networking event, where you steel yourself to chat to 30 people, each for a few minutes. Which ones are worth following up afterwards?

The key is to ask questions in a specific order. Good questions to start off with are, simple and factual: 'Where', 'What' and 'How': "Where are you from?", "What do you do?", "How do you do it?"

The last question should elicit a story of a typical event in the life of their business, the things they do, the customers they help. But watch out for signs of indifference. If it's hard work talking to them even at this early stage, then you should find a polite way of disengaging.

But in this case your client does like you and you like them. So you turn up with your freshly minted case study and ask them: "Is this what actually happened, and is there anything else that was important to you that I haven't mentioned but you would like to add?"

I guarantee your customers will mention things that you took for granted. Of course you delivered on time. Of course your widgets were 99.9% reliable. You're a professional company, it's what you do. But do put it in the case study because it is what the customer or client felt was important and that's all that matters.

Then comes a moment of truth. Work out how much business you did with them in the previous 12 months and ask them what they would spend double that amount on. "I see you spent £10,000 last year on our widgets. What would you spend £20,000 on next year?"

Now wait to see what they say. It might be "Twice as many widgets of course!" and you'll have doubled your sales in an instant. Result!

More likely they'll say: "we've got enough widgets for now, but we'll need some more in about six months." (Make mental note to call in four months. . . .) "Though, I'll tell you what our biggest problem is, Mike . . ."

It is crucial you listen to this. It's an important buying signal. It may be in an area that's connected to what you do. In which case it's a gold-plated new business tip. If it's totally unrelated, then offer to ask around for them thus earning a 'brownie point'.

Having had a friendly and helpful conversation about how successful your relationship has been, your client will now be 'framed' to help you. This is the moment to ask for referrals. "Know anyone else looking for some top-quality widgets?" Most of us know enough to ask for referrals these days, we just don't ask enough. But don't be shy about it. People enjoy doing it for people they like. It's human nature.

So that's how you double sales immediately. Ask your favourite customers for double the business, and for some referrals. Easy!

And in case you're wondering exactly what it is we top salespeople do out there driving our Ford Mondeos through customer-land, it's just that. I'm certain you can do it too.

Double your sales with these easy steps:

• Write case studies about your best customers. Not boring bullet-point briefings but real stories with a beginning, middle and an end that describe exactly what you did and how you worked together.
• Call your best customers, the ones you enjoy most, and ask them if you can go over their case study with them.
• Remember the key to successful sales is being liked. You can usually tell who likes you by the fullness of their responses to you.
• Ask your best customers if there are any details you have missed out or things that are important to them they would like to see in the case study.
• Now estimate the value of their business to you last year and ask them what they would spend double that amount on.
• Listen carefully to their reply. Either it will be an order for more of your products and services or they will identify a problem area that you can offer to help with.
• Before you leave ask for some referrals, six of them at least.