Last time I talked about legendary Birmingham banker Ollie Sandlin, who worked for one of Birmingham’s premier banks for more than 50 successful years.
In addition to being an asset to the bank as a senior vice president in the Commercial Development Division, Ollie was deeply committed to his business community.
He single-handedly raised $498,453 and recruited hundreds of members in a mere decade of Chamber of Commerce membership drives. Rivals in these membership drives called him “The Terminator.”
Much of Ollie’s interest in the business community came from having been a business owner himself; he owned Old Plantation BBQ, The Social Grill, and Birmingham Furnace and Roofing.
He understood the fundamentals of selling—no matter what he was selling.
One of the most important and basic elements of selling, he told me, is prospecting. “You must be dedicated to the point that recognizing a lead becomes second nature.”
Here are some of the places he suggests looking for leads:
- City planners—they know what new business is coming to town
- New construction—maybe the tenants need what you offer
- Vacation—always be looking for leads
- Prospects you are calling on—why not?
- People you do business with—your dentist, doctor, favorite chef, etc.
Prospecting is a selling fundamental that has always mattered. That just doesn’t change. However, how you prospect has changed.
Ollie shared a business plan he wrote in 1985, and looking at it, I was struck by how differently we approach the same selling fundamentals Ollie put to work decades ago.
Here are some of Ollie’s suggestions followed by the contemporary approaches I coach:
Ollie suggests: Keep a pad with you at all times to write down referrals you are constantly seeking.
I suggest: Just jot down referral info in your “Notes” app or the voice recorder on your phone. That way, dialing is down to one click.
Ollie suggests: Carry calling cards, and give them to people you know and people you meet.
I suggest: Send your information electronically whenever you get the chance. That “Bump” app makes it easy. Also, include your contact info as well as a short description of what you do in the signature of your emails. Always.
Ollie suggests: Keep up with news about your customers and prospects by reading the newspaper religiously.
I suggest: Connect with people on LinkedIn and Facebook and other social media outlets. You can set up programs in Google and others to alert you to news about specific industries and people.
Ollie suggests: Refer to desktop phone directories and the Yellow Pages to seek out new prospects.
I suggest: Take a close look at company websites and online business directories so you can target your prospecting efforts.
One thing that Ollie told me that hasn’t changed is this: People buy from people they like, trust and respect. How you become that person is up to you.