Secret Ingredients Revealed –DeWese
Add Plenty of Ginger
Nary a cent goes to me. All of the revenues go to Northwoods Printing. I'm just doing this because Jim and Ginger were thoughtful and I like them. They said some nice things about me and the magazine in their letter.
Jim wrote, "Ginger said I don't care what I have to do when we start a printing company, but I will not sell. No way! No how!" Needless to say, "Ever since we opened, Ginger brings in more business than I could if all I did was sell."
I managed to extract Ginger's Selling Secrets. Try these tips on for size:
- Make friends with your customers and prospects.
- Never try to prove how smart you are.
- Never be condescending.
- Never be patronizing. (Marvelle, it basically means the same as condescending.)
- Use suggestive selling with every client.
- Learn to be gently persistent.
- Find a way to make yourself and your company memorable. Northwoods Printing uses a moose logo. A moose is memorable.
- Smile. But don't try to smile like a moose.
- Laugh at the customer's humor. If you can't laugh, then smile real big.
- Ask for the order.
- Be known for keeping your promises.
- Become a student of the graphic arts. But don't flaunt it!
- Make your middle name "responsive."
- No. Make your middle name "fast response."
- Show up. I don't mean show anybody up; I mean that when you are supposed to be there, be there on time, well-prepared and with a smile on your face.
- Don't be "cute" with social media. Most people are besieged with Twitter, Facebook, LinkedIn, etc. People say they are bored with the onslaught.
- Know your customers well enough to ask about their husbands, wives, children, jobs, hobbies, etc.
- Ask for the order. Did I say that already? Oh, good. It bears repeating.
- And, above all, follow the advice of the Mañana Man when he tells you to “Get Out There and Sell Something!” PI
About the Author
Harris DeWese is the author of "Now Get Out There and Sell Something" and "The Mañana Man, Books II and III," available at www.piworld.com/bookstore. He is chairman of Compass Capital Partners and also authors the annual "Compass Report." DeWese has completed more than 150 printing company transactions and is viewed as the industry's preeminent deal maker. He can be reached via e-mail at email@example.com.