Have you ever noticed that for some people, recognition and success just seem to fall into their laps? Their names pop up whenever people think about certain issues or problems. They get calls from complete strangers because a mutual acquaintance recommended them. In effect, they are successful because other people think about them.
These people have mastered the art of occupying headspace, say Tim Hurson and Tim Dunne in their new book, “Never Be Closing” (Portfolio). The authors say occupying headspace is a learned skill that pays enormous dividends — and one that isn’t complicated to learn.
The key is to engage with your clients just often enough that they think of you from time to time. Your touch points will be unique to you and your client. Some plans will have more focus on business, others on a personal connection. But each will stem from a genuine desire for a productive relationship.
“If you’ve discovered and reinforced a shared interest or shared community with them, they might think of you as they read their hang-gliding magazines, approach that tricky 16th hole on the golf course you chatted about, or think about where to send their kids to college. Because you sent them a useful article on leadership a few months ago, they might think about you the next time they address an issue with a problem employee,” the authors state.
The touch points may seem spontaneous, but the most skilful “occupiers” put together touch point action plans — reminders of when to contact clients and why. (Example: March 1 — Start monthly check-ins to find out when Ian plans to be in northern California, to offer invites for him to visit our production facility.)
Hurson and Dunne write, “The better you get at productive selling, the less time you will spend selling, and the more time you’ll devote to doing what we all naturally want to do — help people solve problems and seize opportunities.”
