Collector - October 2017 - 38
Do Your Sales Techniques Stand Out?
Build a strong position for yourself in the marketplace by focusing on your
approach to superior client service-not by bad-mouthing your competition.
By Marc Trezza
trategically, a secure position
establishes a base for your offensive.
Tactically, this secure position
helps you use your natural strengths. There
are only a few leaders in any industry-
everyone else marches in their shadow.
To build a strong industry position you
must first determine what position you
want and who you want your clients to be.
Then you can figure out how you will meet
the needs of those prospects better than
anyone else. That can't be done without an
understanding of what the buyer wants,
values, dislikes and prioritizes.
Promises to "out-collect their current
agency" (often when you don't even know
who that agency is) are overwhelmingly
considered insulting by most buyers. It's a
sales pitch that's equal parts arrogance and
ignorance. Those salespeople are only selling
For collection agencies, the most secure
positions are owned by those who achieve
a loyal client base. Premier positions are
earned by agencies that really listen to their
clients, and then focus their resources on
meeting or exceeding needs in a manner that
delights the client. The idea is to make clients
so happy they don't even think about talking
to another agency, and ultimately they
become like salespeople for you.
This does not happen without devoting
time to meet with clients and talk to them
about the relationship and how it could
This is the sixth in a series of seven articles examining
innovative sales techniques based on The Art of War by Sun Tzu.
Read the first article in the May issue of Collector magazine.