Leave ‘Em Wanting More

Last week Fire Enterprises (FEI) FEI Marketing Tribe Leader Marka concluded demand generation discussions by telling the tribe how to continually nurture prospects from their Website in order to turn them into qualified prospects and, eventually, new customers. This week, Zoot shows sales apprentice Ganymede how to get his hard-to-reach prospects to call back by leaving them wanting more. Remember, fire = print.

Zoot walked past Ganymede’s desk to find him looking glum.

“Why the long face?” Zoot asked.

“I’ve got a big problem,” Ganymede groaned. “Since I started working in FEI’s sales department, I can’t tell you how many times I’ve had customers or prospects pledge to return my call, only to never do it! I hate to admit it, but it’s gotten to the point where I’m dreading making follow-up calls because I’m afraid of being a pest, or worse, having to leave another dreaded voicemail.”

“Your problem is a common one that salespeople face,” Zoot said empathetically. “But remember: prospects need more than a rushed pitch of FEI’s advantages to return your call. Next time you find yourself striking out with a hard-to-reach prospect, try enticing them with an old entertainer’s trick.”

“Juggling?” Ganymede asked.

“No, Ganymede. Leave ‘em wanting more!”

Ganymede scratched his head. “I’m not sure I understand.”

“Let me give you an example from my own sales career,” Zoot said. “I once had a prospect, Biggie at Biggie’s Bagels, who was thinking about switching his baking operations from open-flame baking to kiln-based. I left voicemail after voicemail, touting the impressive capabilities of FEI’s kilns from every angle I could think of. Finally, I left a voicemail saying ‘You know, Biggie—We once had a customer, a bagel shop just like yours, that switched over from open-flame baking to kilns as well. The results were quite interesting. I’ll fill you in on what happened next time we talk.’”

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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