Lesser Known Sales Obstacles –Farquharson/Tedesco
At the risk of deflating their balloon and minimizing the high regard in which you hold them, landing the Big Fish has more to do with who you know and what you know. Stop leaving endless voice mail messages with print buyers at large companies and start making inquiries into your social network to find out where people work and who might have an in. Landing the Big Fish is still a daunting task, but getting in the right door doesn't have to be.
Rebuilding your business—Remember point number two? Failure to sell when you don't need the business very often leads to this fourth lesser-known sales challenge: Rebuilding your business. Lose your lust for your job and you will soon be relieved of those pesky customers that are making you so miserable. In a flash, fear returns, terror ensues and the mortgage bill shows up. And it's only Monday!
Hey, at least you'll get your motivation back. It's been a long-quoted fact that you will lose 10 to 15 percent of your business every year. It's not uncommon, however, to lose a large customer and have a gaping hole in sales and subsequent commissions. Filling that void is not easily accomplished. It can take months just to get an appointment, additional months to get a sniff at anything and even more months to recover the lost volume.
Once upon a time, customers were yours to lose. These days, you're as good as the last job you shipped in. If you knew that you were at risk of losing one or more of your existing customers, wouldn't you sell differently?
Well, Sparky, Bill and TJ are here to deliver the bad news: Rebuilding your business is a long and arduous process. While it is not 100 percent avoidable, you can limit your exposure by staying ahead of the customer, anticipating their needs and, most of all, never, ever take even a single order for granted.
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.