How to Become a Rainmaker

1. Embrace the Rainmaker Mindset: Focus on Customer Value

Customers don't care about you; they care about themselves and their problem.

Customer-centricity is key. Rainmakers understand that successful selling is not about pushing products, but about solving customer problems. They focus on understanding the customer's needs, wants, and pain points, and then position their offerings as solutions to these issues.

Value creation is paramount. Rainmakers always seek to answer the question, "Why should this customer do business with us?" They articulate the unique value proposition of their product or service in terms of tangible benefits to the customer. This approach shifts the conversation from features to outcomes, making the sale more compelling and customer-focused.

Key mindset shifts:

• From product-centric to customer-centric
• From feature-focused to benefit-focused
• From selling to problem-solving

2. Master the Art of Precall Planning and Preparation

Ninety percent of all sales calls are won or lost before the salesperson sees the customer.

Preparation is critical. Rainmakers invest significant time in precall planning, often spending hours preparing for a short sales call. This preparation includes researching the customer, anticipating objections, crafting targeted questions, and developing a clear sales call objective.

Strategic approach. A well-prepared Rainmaker has a comprehensive precall plan that includes:

• Written sales call objective
• Needs-analysis questions
• Anticipated customer concerns and objections
• Points of difference from competitors
• Dollarization approach and investment return analysis
• Closing strategies

By thoroughly preparing, Rainmakers maximize the effectiveness of each customer interaction and significantly increase their chances of success.

3. Dollarize Your Value Proposition to Speak the Customer's Language

Rainmakers don't sell products; they sell the dollarized value the customer gets from the products.

Speak in financial terms. Dollarization is the process of quantifying the value of your product or service in monetary terms. This approach resonates with customers because it directly addresses their bottom line and helps them justify their purchasing decisions.

Calculate ROI. Rainmakers always perform an investment return analysis to demonstrate the economic benefits of their solution. This involves:

1. Determining the competition
2. Stating your benefit
3. Quantifying the benefit
4. Dollarizing the benefit
5. Expressing the total dollarized benefit in "per unit" terms
6. Demonstrating the true net cost of your product

By presenting value in financial terms, Rainmakers make it easier for customers to understand and appreciate the true worth of their offering.

4. Turn Objections into Objectives and Embrace Customer Concerns

Rainmakers welcome customer objections because they know objections are simply the way customers express their desires.

Reframe objections positively. Instead of viewing objections as roadblocks, Rainmakers see them as opportunities to better understand and address customer needs. They restate objections as mutual objectives, changing the tone from adversarial to collaborative.

Proactive problem-solving. Rainmakers:

• Encourage and seek out objections, especially hidden ones
• Ask, "Is there anything else that concerns you?"
• Use objections as a springboard for deeper customer understanding
• Address every concern, no matter how trivial it may seem

By embracing objections, Rainmakers demonstrate their commitment to finding the best solution for the customer, building trust and credibility in the process.

5. Leverage Killer Sales Questions to Uncover Customer Needs

"What question should I be asking that I am not asking?"

Ask powerful questions. Rainmakers use carefully crafted questions to uncover customer needs, desires, and concerns. Some killer sales questions include:

1. "Do you have your appointment calendar handy?"
2. "Will you decide for yourself?"
3. "Would you like to know our points of difference?"
4. "If the demo is successful, is there anything else prohibiting you from going ahead?"
5. "Why don't you give it a try?"

Probe deeply. The most effective Rainmakers always conclude their customer interviews with the question, "What am I not asking?" This demonstrates thoroughness and often uncovers crucial information that might otherwise be missed.

By asking insightful questions and truly listening to the answers, Rainmakers gain a comprehensive understanding of their customers' situations, enabling them to provide tailored solutions.

6. Optimize Your Sales Process with Strategic Time Management

Park in the back.

Maximize every moment. Rainmakers understand the value of time and optimize every aspect of their sales process. This includes:

• Using the Point System to ensure daily progress (4 points per day)
• Leveraging breakfast meetings for focused, uninterrupted discussions
• Utilizing voice mail as a strategic selling tool
• Avoiding time-wasters like cold calls

Present professionally. The "park in the back" philosophy extends beyond literal parking. It's about being prepared and composed before engaging with the customer. Rainmakers ensure they're organized, confident, and ready to make a strong first impression from the moment they're visible to the customer.

By managing their time effectively and presenting themselves professionally, Rainmakers maximize their selling opportunities and project competence to their customers.

7. Cultivate Professionalism and Etiquette in Every Interaction

Be the best-dressed person you will meet today.

Appearance matters. Rainmakers understand that their appearance and behavior reflect their professionalism and respect for the customer. They:

• Dress slightly better than their customers
• Use impeccable table manners
• Are punctual and prepared for every meeting
• Treat everyone they encounter with courtesy and respect

Attention to detail. Professionalism extends to every aspect of the Rainmaker's conduct:

• Returning all calls promptly
• Using business cards strategically
• Writing thank-you notes
• Following up consistently

By maintaining high standards of professionalism and etiquette, Rainmakers build trust and credibility with their customers, setting themselves apart from the competition.

8. Harness the Power of Follow-Up and Persistence

Always return every call every day.

Consistent communication. Rainmakers understand the importance of staying top-of-mind with their customers. They:

• Return all calls promptly, even outside of business hours
• Send handwritten notes and relevant articles
• Maintain regular contact with past clients
• Use voice mail strategically to deliver value propositions

Nurture relationships. Building and maintaining strong customer relationships is a continuous process. Rainmakers:

• Ask satisfied clients for referrals
• Keep their pipeline full through daily business development activities
• Stay in touch with clients, even years after the last transaction

By being persistently present and valuable to their customers, Rainmakers create a steady stream of business opportunities and referrals.

9. Develop a Winning Attitude and Take Calculated Risks

A shot on goal is never a bad play.

Embrace optimism. Rainmakers maintain a positive, can-do attitude. They:

• Never negatively prejudge a sales opportunity
• See every interaction as a potential for business
• View setbacks as learning opportunities

Take smart risks. While Rainmakers are not reckless, they understand that success often requires stepping out of one's comfort zone. They:

• Approach high-potential clients, even if they seem out of reach
• Try new selling techniques and strategies
• Persistently pursue opportunities others might abandon

By combining a winning attitude with calculated risk-taking, Rainmakers create their own luck and maximize their chances of success in the competitive world of sales.

Last updated: January 24, 2025