Try Outrageous Selling! –Farquharson/Tedesco
T.J. figured a restful return flight back home would help him recover from the disappointing day. But, he soon found himself entangled in conversation with a talkative man sitting nearby on the plane. The “Doctor” had noticed a copy of a book, “Win Top of Mind Positioning,” lying on the seat between them.
The doctor explained that he led a Silicon Valley health care information technology startup company. At this point, T.J.’s company, Grow Sales, was a decade old. T.J. knew his batting average outside of the graphic arts industry was dismal. So T.J. told the truth: what he needed was a specialist in health care marketing. Otherwise, his company would spend a lot of time and money training the trainer. The doctor asked to borrow “Win Top of Mind Positioning” and thumbed through it until the plane landed in Phoenix, where T.J. would catch a connecting flight home.
“Where can I get this book?” the doctor asked.
“Keep it,” T.J. responded. “I’ve got other copies.”
“Of course,” T.J explained. “I’m the author.”
Later, T.J. received a phone call from the doctor. “Not many people tell me no. I’d like to introduce you to my team.”
Soon, T.J. found himself back in San Francisco, pitching his company. This time he won the contract, then the largest in Grow Sales’ history. Five years later, the doctor’s company sold to a private equity firm for $80mm; not bad for the doctor, or for T.J., since he was given options a few years earlier. To this day, the company is still a large retainer client. Though the doctor has moved on, he and Grow Sales, are working together again, this time on behalf of two other health care IT-related companies.
The Outrageous Ad Specialty Ruler. One of Bill’s favorite selling tactics involves giving prospects rulers with his company’s name and phone number on them. That’s not all. Bill customizes each ruler with the recipient’s name and ships it with great care. Each costs $18 to produce and distribute.
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.