A new business is saddled with the overwhelming need to keep costs under control. It’s working countless and often uncompensated hours to minimize overhead labor costs and maximize returns. In early days of Mustang Engineering, they recognized the need for a winning sales strategy without the employing of actual salesmen to increase expenses. Thus, their concept of “Same Sentence Sales” was born.
Forbes Contributor Gay Gaddies writes of lessons learned in sales strategy, “[It’s] better for your customers to discover how great you are than for you to tell them. Leave bread crumbs for your clients to find you because it is much more valuable for someone to discover you than for you to pound your fists declaring your greatness.”
As bread crumbs, Mustang used their existing relationships with key vendor salesmen or owners that were currently in the fields working with desired clients. They leveraged the trust they had already built, such that when the client came asking their opinions on who best to parcel out sub-tasks or new projects, those salesmen could answer “Mustang”, among a short list of well-respected competitors. The ability to have Mustang used in a conversational vs. sales sentence made all the difference.
Mustang Co-Founder Bill Higgs recalls, “The vendors knew we would take good care of the client and they had no problem working Mustang’s name into conversations.”
In turn, that led to winning more bids and, thus the easier their same sentence sales strategy became.
For more sales strategy tips, purchase a copy of Mustang the Story on Amazon – HERE