The webinar Sales Techniques That Help Land New Clients, sponsored by CSS Impact, brought together leaders from across the collections industry to discuss how agencies, law firms, and vendors can win new business in a competitive market. Panelists emphasized that success is not about hard selling but about building trust, listening to client needs, and maintaining a strong reputation.
Dennis Barton opened by noting, “The secret to success is building relationships.” Kelly Feoli reinforced this with, “Listen more and talk less,” highlighting the importance of understanding client stories. Susan Richards added, “People tend to buy from who they like and trust,” reminding attendees that credibility is critical. Marc Ross cautioned against overpromising, saying, “Your reputation is built in drips and lost in buckets.”
The discussion also addressed challenges such as leadership changes at client organizations, proving value without a “test drive,” and breaking into new markets. Strategies included diversifying contacts across client organizations, leveraging references and proof-of-concept pilots, and engaging in industry associations to build visibility.
🧠 Key Takeaways:
- Focus on Relationships, Not Transactions
Build authentic connections across multiple levels of client organizations. Trust and reputation are long-term assets that protect against leadership changes. - Demonstrate Value Through Proof Points
Use references, scorecards, and pilot programs to showcase performance. Underpromise and overdeliver to strengthen credibility. - Engage in Industry Networks
Participate in associations and use platforms like LinkedIn Sales Navigator to expand visibility and prospecting reach.
This webinar underscored that in collections, sales success is less about the pitch and more about patience, trust, and reputation. As Susan Richards put it, “Trust comes over time. It’s not turnkey.”
