What is the first action step all salespeople must do to begin each year? It’s simple, but many times overlooked. The first action they need to do is reach out to every one of their existing clients, in a physical meeting if possible, and discuss with them their use/satisfaction and impact of the salesperson's product/services on their company. We call it the Annual Client Audit Review.

The objective of this meeting is actually made up of many sub-steps.

Step 1: Reinforce Value

This will reinforce in the mind of the salesperson the benefits the products or services that were delivered—this builds belief in the company, and belief is the most important emotion that salespeople must carry with them each day. It’s the inner desire to serve clients that separates the average performer from the top producer. When the salesperson truly believes in their product/services and their impact on their clients business, they will go the extra mile to win the order.

Step 2: Align Objectives

The second action during this meeting is to discus with the clients “the client’s strategic objectives over the next 24 months.” This will help the salesperson plan a strategic sales roadmap as to how their products/services can potentially be used to assist the client in achieving their goals.

Step 3: Plan Ahead

The third action with each client is to work them through an Account Plan. One portion of the entire plan is based upon mapping the current utilization of the existing product/services used by the client. Next the salesperson would walk the client through a Cross Sell/Up Sell program, showing them additional benefits of new offerings they have not taken advantage of and how these additional products/services will leverage the clients existing products/services and bring new benefits. After the meeting, the salesperson can then develop a strategy for the account and create five tactical steps to further penetrate this account.

Step 4: Keep Growing

Don’t forget to ask for a reference letter or a quote from your client.

Step 5: Ask for a Referral

Lastly, always ask for a referral; who do they know that you can serve?

These five actions will help the salesperson get off to a fast start by working with and selling existing clients where they have trusted relationships and proven solutions. Immediate revenues, larger pipelines, and increased levels of belief —along with better customer relationships—is a positive way to start the year.

What is your plan to get a jump start on 2015?

HINT: This Action Plan is assuming that in December the salesperson has already completed a 6-month Salesperson Business Planning exercise.

Ken Thoreson “operationalizes” sales management systems and processes that pull revenue out of the doldrums into the fresh zone. During the past 16 years, his consulting, advisory, and platform services have illuminated, motivated, and rejuvenated the sales efforts for partners throughout the world. He was recently ranked for the third year in a row by Top Sales World magazine as one of the Top 50 Sales & Marketing Influencers for 2014. His book Leading High Performance Sales Teams is a best-seller, and his fifth book, “JAMMED! for New Sales Managers" was published this summer. Ken provides keynotes, consulting services and products designed to improve business performance.        

 Want to learn about the secrets of business growth from 3 successful entrepreneurs? Visit salesforce.com or download the free e-book.