Farquharson/Tedesco on Business Development: Sales Territory Management

The holiday season is here, and while not all of us celebrate Christmas we can all agree on one thing: Santa Claus is the world’s best sales territory manager.

Think your authors have been dipping into the holiday eggnog a little early? Consider the tremendous territory challenge that Santa faces. Not only does the old guy have to visit millions of houses all over the world, he has to deliver the right toy to every kiddie. And he does it all in one night. You thought your territory was tough!

How does Santa do it? Simple: He keeps going until everyone has a present, no matter how tired his reindeer get. And he never sacrifices quality for quantity—he’s always prepared with the right presents for the right kids.

In other words, Santa combines the best aspects of the old and new schools of selling. The old school says “knock on doors until your knuckles bleed,” while the new school says “prepare properly and offer customized information on every sales call.” As Santa shows us, both approaches are essential for effectively covering your territory.

You will sell more if you make more of the right types of sales calls. Period. Here’s a territory management guide to help you do just that, inspired by lessons from Jolly Old Saint Nick himself.

Step 1: Determine How Many Calls You Need to Make. Santa never leaves the North Pole without knowing how many houses he needs to visit and how long he should expect to spend at each. Since kids on his nice list get more presents, for instance, they require longer visits. Knowing how much time will be required to finish his route helps Santa plan out his night to ensure every house gets presents.

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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