The Similarities of Sales, Sports –Farquharson/Tedesco
In the business world, David Ortiz-like shifts can come in many flavors. Here are a few more ideas:
• Attend association meetings where your customers will be at—first as a friend, then as a sales representative with an advantage: trust and familiarity.
• Comb newspapers, trade publications and the Internet for current news about your prospects. Then, go and teach them things about their company they may not even know.
• Become an industry expert by writing, or being interviewed for, an article appearing in a major trade publication. This credibility will help you win new business.
Also remember to use good fielding techniques. If you want to field that ground ball, start with your glove on the ground, then raise it to follow the bounce. When ugly grounders squib between fielders’ feet, it’s almost always because the fielder expects a bounce, gets lazy and positions his glove where he thinks it will hop. If it skips low, he stabs down at the ball, making a Bill Buckner moment more likely.
Prospects or customers calling your company are like easy grounders: most of them will have a need—possibly immediate. Don’t take your eye off the ball. Train all phone-answering employees to ask the right questions and gather the right information when companies call with a live quote.
Even if you’re not a fit for what the company is calling about, take time to learn about them. Supply all phone-answering employees with a list of questions to guide their conversations, which might include:
• Printing processes bought—offset, digital, web, etc.
• Volume of printing purchased.
• Frequency of printing jobs—number of jobs per week/month/year.
• Reasons for purchase—promotional, informational, etc.
• Cause of sleepless nights—late deliveries, poor quality, personal job security.
• Print providers—current printers and length/strength of relationships.
• Descision maker and key business influencer info—include job function, not always just the person’s title.
Bill Farquharson is a respected industry expert and highly sought after speaker known for his energetic and entertaining presentations. Bill engages his audiences with wit and wisdom earned as a 40-year print sales veteran while teaching new ideas for solving classic sales challenges. Email him at firstname.lastname@example.org 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 salesvault.pro.