B2B sales and the rule of 7

Apply the rule of 7 into your b2b sales process to book more (and better) meetings and increase your closing ratio.

“Why did you hire me?”

“Well, your articles and statements about the “Rule of 7″ really struck a chord in me. I realized that I’m usually only contacting people a few times, and even then not close enough together to really mean something. I really want to work a total program to close more accounts.”

That is how an initial call with a coaching client started, talking about the very important “Rule of 7.”

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Anything done once in B2B sales is the same as doing nothing at all

It is the concept that anything done once is the equivalent of doing nothing at all.

So if you are doing anything once… calling, mailing, emailing, whatever… it really is the same as doing nothing.

And if your contact is sporadic and not sequenced within a reasonable period of time… each touch is not perceived as connected… so it is the same as a one-time shot, and the equivalent of doing nothing at all.

The power of the rule of 7. Where to use.

That very capable salesperson asked if she could run two other situations by me. She did and they are a reminder of additional places the Rule of 7 should be applied in your sale process.

The first scenario was a meeting with a very large company. Meeting seemed to go well. What happened next? Nothing. Calls not returned. Finally, finally connect to hear “We have your information, we’ll call you.”

The role of the rule of 7 in B2B selling

Those who meet or interact with a prospect multiple times tend to get the account. Those that meet or interact once, don’t.

Query? Knowing that to be true, what strategies do you use in a first meeting to engineer that next meeting or interaction?

IT IS UP TO YOU TO ENGINEER THE CIRCUMSTANCES that have your client panting for that next interaction or meeting. It must come from within them; you cannot impose it or try to force it on them.

So when you go to a first meeting, knowing that to have a reasonable chance of closing that account and that the Rule of 7 applies, how are you structuring your questions and what you say to engineer those next steps?

They don’t happen by accident and they do not happen because you are super duper qualified and competent. That is not enough.

Once you “close” an account, you are not in the clear

The other scenario described is common to anyone in a service business, and again, the Rule of 7 can help us avoid it. You do an absolutely tremendous job delivering 100% quality always on time for the client and yet they leave you because “they don’t think you care enough.”

Again, the Rule of 7 applies. Once an account is “closed” you are not in the clear.

The most profitable businesses are those that are good at retaining, reselling and cross-selling accounts. Many times an account can be lost, not due to ACTUAL service failures or deficiencies, but due to PERCEIVED service failures or deficiencies.
Those perceptions are based upon faulty expectations that need to be discovered early and altered.

How do you do it? Frequent interactions with your new accounts at a critical time in the relationship.

To open more doors, close more opportunities and retain more accounts… leverage the power of the rule of 7 in your B2B lead generation and selling process.

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