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When I started at ATI fresh out of college, my dad said I couldn’t work directly with him and sent me to Northern California.
I was told I needed to self-generate revenue and that the key was getting in front of people. So, I hit the pavement and went to every office in the area, explaining who ATI was and what we could do for them. In less than two years, I was the highest-producing person in our San Francisco office.
When I relocated to Southern California, I used the same strategy–identify the biggest revenue producers in the area and start knocking on doors.
One day, I visited the manager of an adjusting company who told me, “I know who your f***** daddy is, and I’m never going to give you a job.”
It turned out that this adjuster had a bad experience with our office before I had moved to the area. I reminded him that I now manage the office and things would be different if we worked together again. I also assured him that he would see me at the same time next week.
After three months of weekly visits, the tide finally started to turn.
I happened to be in the adjuster’s office while he talked to his contractor of choice, who said he couldn’t handle all the losses on his plate. Meanwhile, I had been coming into his office weekly for the past three months.
I walked out that day with about nine jobs.
My sales philosophy from the early days to now really has not changed. I still follow three key principles that helped me win over that adjuster, and I believe they can help anyone looking to increase sales and win over the “impossible” client:
Put yourself out there: This is the key to sales. Personally, I’m not one who historically puts himself out there. But when my company and paycheck rely on it, I will do it. You can’t be afraid of rejection–most calls won’t work out, but some will.
Find Commonalities: Start by finding common ground. Whether that’s golf or going to ball games, use it to build a connection.
Consistency: I created a weekly route to visit the big revenue producers in the area. Bring donuts, offer to go golfing, change up your approach–but stay consistent. The last one in the office is often the first to get called for a job until a longstanding relationship is established.
Look at the Big Picture: Consider the potential ROI for the client. In my previous example, the adjuster managed eight people, each handling about $1 million of work annually, making it an $8 million account. I wasn’t sure if it would take months or years, but I saw the big picture, which kept me motivated.
If you’re like many restorers who have seen business slow in the past year, don’t lose heart. Get back into your community, be consistent, and keep the big picture in mind.