Both Collin Rabbia and Shelby Estes know that a seat at the table must be earned.

While discussing current technology challenges with key prospects in their territories, they understand that trust isn’t instantaneous. It’s earned over time. It’s up to us to focus squarely on relevant needs, and in time, become that true “Difference Maker.”

Over the past month, sales and marketing have teamed up for a Datamax Key Account Program Lumpy Mail Difference Makers Campaign. This targeted mail program will include a branded fold-up chair (to signify the seat we are looking to earn) and a personalized letter to the prospect.

It’s one creative way of breaking through with FTAs. With all that in mind, we reached out to two Dallas/Fort Worth Business Process Consultants who have had success earning trust – and business – with FTAs, Collin Rabbia and Shelby Estes.  Read their insights below.

'Constructing’ a Difference Making Solution.

Shelby recently closed with one of her targeted accounts, a construction company, that was going out for bid on mainly business-class machines. However, after her initial meeting with the IT Manager, she was able to uncover a need to marketing material and faster workflows for their staff. She took this and ran with it.

“I shared a story about how two of my other construction companies that are current customers went with the C265 (lite production) to help with marketing materials. I provided samples for three different types of machines, and even got help from one of my customers by providing me samples with a booklet because we didn’t have that model in the house at the time,” Shelby said.

After she provided samples, the IT manager shared they knew Canon was what they wanted. But this experience, for him, was more than just the right product.

“Nick has thanked me several times for being patient with him, and going above and beyond to uncover the needs in their office,” Shelby said. “I would say just being patient and persistent with him helped me close the deal… he actually called me for a meeting BECAUSE OF the number of cards he had received from me stopping by!”

In the spirit of “Breaking Through” with key FTA accounts, Shelby adds these tips:

• Name drop: “Datamax works with a lot of accounts, and showing that we are capable of continuing partnerships with companies for years is huge.”
• Research: “Knowing the account and understanding that vertical’s workflows, and how you have helped similar verticals.
• Simple Customer Service: “Being nice and persistent. Always be ready to offer new and useful information.”
• Bring Something Sweet: “I’m a big fan of Nothing Bundt Cakes, I will often drop of a mini cake with my card attached or a packet of information. I think doing something simple that helps you stand out might make them remember you the next time you call or stop by.”

Breaking the 'Law' Barriers.

Collin had had a law firm in his scope for some time but continued to have trouble reaching the decision-maker. As it turns out, the gatekeeper at the office there was “very tough, and would never patch me through to her.”

Even still, after reading the notes from a previous rep years prior, he could tell that they were very unhappy with their current provider, so he was determined to find a way in.

“I did some research on the firm and was able to find the DM and her email. I reached out via email, and she was very responsive,” Collin said. “She was paying a lot for her equipment and maintenance, while having machines that she wasn’t even using, but was paying for. So I was able to get something to her and really right size her volumes and machines while saving her a bunch of money

To earn his seat at the table, Collin says he uses these three attributes on a regular basis.

• Kindness: “I try and be as friendly and transparent as possible. What I tell them happens, and it happens exactly how I say it is going to. I don’t want anything popping up differently than what I told them. “
• Trust: “I make sure to show up whenever anything is scheduled, call on time, and respond within a timely manner. I am working for them, and trying to earn their business, so I try to be as efficient and timely as I can with them."
• Don’t put them down: “I don’t bash their current supplier or equipment, I just let them know how Datamax is better at both of those. I wouldn’t want anyone telling me how my current things aren’t good at all, especially when I am trying to buy something from them. I just use Datamax as examples, and build on that.”