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Bill Farquharson

The Sales Challenge

By Bill Farquharson

About Bill

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."

 

Casual Sales (or Always Selling)

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Why is it that sales come so easily to some, while for others each little order is like giving birth? My guess is that those who seem constantly to be opening new accounts have their sales antenna out. Check out this e-mail I received a few weeks back to see what I mean...



Hi, Bill. I am really enjoying your Sales Challenge program. Thanks for reminding me how much fun the sales game can be.

I stopped at the local sports bar Friday (after work) to catch some NCAA tourney games and met the general manager of the establishment. We talked about the road contstruction (sic) surrounding his building and the challenges he is facing with access and parking concerns. I asked about his marketing and event planning and what problems he was encountering (not once mentioning printing).

The conversation turned towards what I do and what my company could do to help him. Now I have an opportunity to meet with his event planner who is also meeting with Amazon’s event coordinator, as well as the marketing and event planner for the local ESPN radio affiliate, both of which I have been trying to get a foot in the door with. The end result is a meeting with all three at the same time!




This is what I mean. Here is a guy who saw an opportunity while having a beer and ended up blowing it up into a HUGE opportunity. I wasn’t there, but I’ll bet the conversation went something like this….

Rep: “I have to tell you, I love coming in to this place. You’ve done a great job!”

GM: “Thanks. We’ve made some changes recently.”

Rep: “Parking still seems to be a problem, huh?”

GM: “Yeah, we can’t figure that out. Bit of a hassle all around.”

Rep: “Tell me something...I noticed you have some banquet rooms. How successful are you at getting some corporate business?”

GM: “Not very, to be honest. I had an event planner on it, but she is pulled in a few other directions as well. I have my hands full with the parking situation, so it’s been tough to get to it.”

Rep: “Would you be open to some ideas?”

GM: “Absolutely! What did you have in mind?”

Rep: “Why don’t we set up a time to talk. What does your calendar look like tomorrow?”

GM: “Funny you should ask. My event planner and I are getting together tomorrow. You should join us for lunch.”

Rep: “Great. What is her name?”

GM: “Christine Romanelli. She doesn’t work for me full-time. I share her with Amazon and the local ESPN radio outlet.”

Rep: “That’s interesting. I look forward to meeting her. See you tomorrow then.”

There is no secret sales method here, just a sales rep (owner, actually) who is constantly looking for new opportunities. Simply by asking a few business questions, he was able to hit a vein. You don’t have to be a rocket surgeon to see that fate rewards the prepared.

Everyone needs new business—every business, every hospital, every restaurant, every college. Everyone. Everywhere.

Stay alert, my friends.

Bill has a free webinar coming up—“The Four Sales Agreements.” Check it out along with his three other recorded webinars at www.AspireFor.com.
 

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