The “Grocery Line” Test: How to Turn Prospects into Clients that Keep Buying

What’s your definition of a “sales hunter”?

Most people would keep it simple: a sales hunter is someone who hunts sales by proactively seeking out connections with good new prospects.

Sales hunters cold call, email, network, knock on doors, leverage referrals, and more. They deploy anything and everything in their lead-gen arsenal to set appointments and turn prospects into clients.

And after every successful sale, it’s back to the hunt, right?

Well, yes... but not entirely. We need to take a closer look at what sales hunters are actually hunting.

Successful Hunters are Good Farmers, Too

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You already know this deep down, but it bears repeating (and repeating, and repeating):

Successful, sustainable business development doesn’t end at the sale. If you ignore your clients the moment they actually become clients, they’re not going to be very happy with you or your product… and they’re not going to be clients for long.

To put a finer point on it, sales hunters aren’t really hunting sales. They’re hunting biz-dev success. And that means switching to “farmer mode” and nurturing the sales seeds they’ve planted from lead, to prospect, to client, to long-term business relationship.

The “Grocery Line” Test

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Imagine you’re standing in the check-out line at the grocery store. The guy in front of you is taking forever to unload his cart, he’s not helping the cashier load up the bags, he’s fumbling with his wallet… and you’re starting to get annoyed.

But wait a second… he looks familiar. Isn’t he one of your clients? Yes. Wait, maybe not. If you’re not sure, then you’re not being a very good biz-dev farmer.

Now take a look at your current account list. How many of those decision-makers would you recognize in line at the grocery store?

For every client that doesn’t pass the “Grocery Line Test,” make a note to check in with them as soon as possible. Take them out to lunch. Offer to help them get the most out of your product or service. Get to know them, their business, their challenges, and their priorities.

Get Back to the Hunt

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Of course, even when they’re honing their “agricultural” skills, hunters never stop hunting. Here are a few resources that will ensure you’re connecting with prospects and setting appointments, so you can meet even more future clients in the grocery line: