DeWese--A (Ma?ana) Man Who Can't Say No
Charlie said, "It's done."
Then I asked him to poll his salespeople for topics for the seminar. I said, "Ask them to limit the topics to those that interest them most, and keep it to three or four topics. I can't cover all of print sales in one morning."
Charlie faxed me the list. It was a backbreaking list of the toughest print sales topics I've ever seen.
Oh, how I wish I'd said no and bought the baseballs myself!
Here is Charlie's list of topics with my comments attached.
Prospecting—Every printing company owner wants to know how to motivate salespeople to prospect.
This topic alone could consume a five-day seminar, and some folks still wouldn't prospect for new accounts. Salespeople who are great prospectors must have a "prospecting attitude," be well organized, well prepared and, finally, they have to make prospecting a DAILY WAY OF LIFE!
Pricing—Nobody wants to leave any money on the table. In order to price any product "at the market," salespeople must have direct knowledge of their competitor's pricing.
This knowledge must be stored in a database, even if only in your head. This pricing knowledge requires superb questioning techniques and thorough postmortems on every lost job. Many salespeople simply "write off" a lost job or fail to pursue jobs while the bids are live.
Sales rep case studies (what certain reps do to be successful and unique)—Fundamentally, the successful salespeople who I know possess self-esteem. They are selfless. They have excellent conversational ability. They are motivated to serve the needs of LOTS of customers who have LOTS of printing jobs. They are not content with some of the jobs. They want ALL of the jobs.
What print buyers really want—They want job security. They want to be held high in their bosses' esteem. They want peace of mind and they want to have fun business relationships.