Goal: A Sales Entrepreneur –Farquharson/Tedesco
What's the difference? Entrepreneurialism in sales.
Entrepreneurs are a rare and sometimes strange breed. They see opportunity in a "Dang, why didn't I think of that?" kind of way. They are never satisfied with the status quo and they understand the need to constantly challenge the present in order to have a future.
Business magazines fawn over them as "prognosticators" and "visionaries," but they are not touched by the hand of God and given special powers. They just get bored easily and whatever gift they have, you can learn.
What would you do if you believed you needed to change or die? "24 Blue" might work today and possibly tomorrow, but its effectiveness will dwindle over time and you will quickly face the financial reality of lost business. Perhaps if you knew the secrets of the Sales Entrepreneur, the outcome could be different…
1) Redefine “satisfaction.” For the Sales Entrepreneur, there is no finish line. Success and profitability come and stay for a while but, like life itself, nothing is permanent. Not only is change necessary, it's the driving factor and the motivator.
The Sales Entrepreneur is cursed with a unique form of unhappiness (for lack of a different term). He/she envisions, plans for, embraces and engages change, and it works...for a while. But soon a little bird starts chirping and, as sure as winter follows summer, the hunt is on for the next big thing. Satisfaction, then, comes not from the result, but from the process.
2) Focus on the customer, not the competition. Printers are funny (in a lemmings-over-the-cliff kind of way). They pepper the paper sales rep for information about their competition and occasionally buy a piece of equipment just to keep up with the shop down the street, forgoing the thought, "Can I sell its output?"
The Sales Entrepreneur's thought process must involve and include the client's future, first and foremost. He/she must ask questions like, "Where are they going? What are their challenges and opportunities?"
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.