New Boss, Same As the Old Boss –Farquharson/Tedesco
Diligence—The single most important factor in growing your business is simply making a consistent (read: D-A-I-L-Y) sales effort. That means either picking up the phone every day and calling on prospects and customers, or getting in your car every day and calling on prospects and customers. Oh, and call the same contact multiple times. That matters, too.
Call Quality—What you say when the client picks up the phone and says “Hello” is critical to your success. “Need any printing?” is not going to cut it. You need to do your homework prior to making the calls and have something of value to say. Ninety percent of the call’s chance of success or failure is determined before you pick up the phone. If you can’t finish the sentence that starts, “The purpose of my call is…” with something of value, don’t pick up the phone!
Creativity—Just making prospecting phone calls is like columnists who write the same sentence over and over again. To break things up, get creative and try different avenues in an effort to get in the door: Intro letter, handwritten postcard, e-mail, drive-by, etc.
Differentiation—What is your competitive advantage? What is your brand? You need to define yourself in ways that say, “I’m not just another printer.” Getting back to point #1, given the fact that nine out of 10 first-time voice mails go without a follow-up call from the sales rep, making a second attempt to the same number will differentiate in and of itself.
The secret in sales is the same as it was 30 years ago: Solve the problem. Earn the order.
Meet the new boss. Same as the old boss. (Under 50? Google it.) PI
About the Authors
Bill Farquharson is the president of Aspire For (www.AspireFor.com). His Sales Challenge can help drive your sales momentum. Contact him at (781) 934-7036 or e-mail email@example.com. T.J. Tedesco is team leader of Grow Sales, a 15-year-old marketing and PR services company. He is author of "Playbook for Selling Success in the Graphic Arts Industry" and six other books. Contact Tedesco at (301) 294-9900 or e-mail firstname.lastname@example.org.
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.