Goal: A Sales Entrepreneur –Farquharson/Tedesco

Imagine being on a football team. You are on offense and your quarterback gives you a play to run. “Twenty-four Blue. On three,” he shouts. The team lines up. The QB points at the middle linebacker (for reasons unknown). Defensive players shuffle to find a seam that will allow them to defy the advice of their Anger Management Counselors. “Hut one. Hut two. Hike!” comes the call and the play is run.

You head back into the huddle and the quarterback says, “24 Blue. On two!” That’s odd, you think. But you get hit in the head a lot more than he does, so maybe this guy knows what he’s doing. Back to the line you get to endure another round of disparaging comments regarding your family made by the large man opposite you.

“Hut one. Hike!” calls the QB and, again, you run the same play and achieve the same outcome. Trudging back to the huddle, you are stunned to hear the next play: “24 Blue. On four!”

“Hold on a second,” you interject, as if football were democratic. “We’ve just run that play twice and now we are going to try it a third time? Don’t you think doing the same thing over and over is going to lead to the same results?”

Back in 1993 or so, there was a widely circulated quote made by the head of a major print provider that went something like this, “In 10 years, 70 percent of our sales will come from clients that we do not currently have, buying products that we do not currently offer.” Quite a few seminar slides displayed that thought, but few heeded its wisdom. Most printers simply ran “24 Blue” again and again. And again.

Fast forward 18 years and those “24 Blue” printers have either closed their shops and gone to work for others, or they are servicing a continually dwindling market. Those who are thriving have found new products and services to sell to new customers; clients they didn’t have, say, 10 years ago.

As a 30 year sales veteran, Bill has the perspective of a been-there, done-that sales rep in the commercial print arena. Following sales fundamentals and giving unapologetically "old school" advice, he writes and speaks in an entertaining fashion to make his points to sales people and owners who sell. "Bill Farquharson will drive your sales momentum."
T.J. Tedesco is a sales growth, business strategy, marketing and PR consultant operating at the intersection of clear vision, compelling content and effective outreach practices. For nearly two decades, T.J. has been an independent consultant and sales growth team leader. Previously, he sold commercial printing, graphic arts machinery and supplies, and finishing and bindery services. T.J. helps North American companies with content development, Web and print design leadership, nurture marketing programs, sales coaching, sales team alignment and business strategy. Since 1996, T.J. has worked with more than 100 clients on retainer, 80 percent in the graphic arts industry. T.J. is author of "Win Top-of-Mind Positioning," "Playbook for Selling Success in the Graphic Arts Industry," "Fire! How Marketing Got Hot," "Direct Mail Pal" and four more books published by PIA. He can be reached at (301) 404-2244 or tj@tjtedesco.com.
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