Farquharson/Tedesco on Business Development: 10 Lessons No Longer Taught
2 Never put anything in writing that you wouldn't want the client to see—This one is even more important that the first rule. Let's say you write "annoying customer" on a quote request with an outside vendor. What if that comment never got erased and made its way to the customer? Your client would be justifiably irate if he/she saw it. Even when you are adding comments to your CRM system, show some class. By the way, this is a true story. It really happened!!!
3 Be appreciative of in-house employees—Learn and remember names of everyone in the plant. When you're with a customer on a plant tour, introduce them to the client and ask that they summarize their role at the company. In addition, share positive feedback received from customers with everyone who touched the piece.
4 Respect the client's time—If your appointment is at 10 a.m., be on time. If you are going to be late, call. If the job is scheduled to ship on Wednesday, see that it does. If your appointment is more than a week away, call to confirm. On a first sales call, confirm the amount of time the client has to spend with you. In your followup, thank him/her for taking the time out of their busy day. Failure to follow this rule can (and quite frankly, does) tell the customer, "I don't care." Everything you do as a sales rep reflects upon your company. You can kill a relationship quickly simply by missing a deadline or waltzing in a few minutes late. Yeah, it's that important.
5 Communicate with your boss—You have another internal relationship to manage. If you are hitting your quota each month, go ahead and skip this rule. If not, you need to make certain that your boss knows everything you are doing. How many appointments do you have this week? How much business are you quoting? Any Big Fish on the hook? Assume that your boss is sitting at his/her desk right now asking one question about you: "Is my rep doing the job?" Answer that question. Weekly, at minimum. Daily, if you are on Double Secret Probation.
Bill Farquharson is a sales trainer for the graphic arts. Email him at Bill@AspireFor.com or call (781) 934-7036. Bill’s two books, The 25 Best Print Sales Tips Ever and Who’s Making Money at Digital/Inkjet Printing…and How? as well as information on his new subscription-based website, The Sales Vault are available at BillFarquharson.com.