© Bill Farquharson, Print Tec Network

This is 2005 article and one that summarizes the playas from the rest of us.

This just in: better sales people are outselling you. In fact, I know a few of them and they asked me to deliver a message: Neener, neener. So, now that the bully has kicked sand in your face and stolen your significant other in the process, what are you going to do about it? Here's an idea: why not strengthen your sales skills and learn the five most important aspects to their success. Don't know them? Fear not, your faithful GAM columnist is here to help:

1. DiligenceóThere is nothing more important in sales than determination. When I give a seminar, I ask owners and managers a question that speaks to this issue: what percentage of the sales people who call on you never call again? The answer comes back between 85-90% every time. Think about that for a moment. Roughly 9 out of 10 times your competition is making one prospecting attempt and that's it. We all struggle with differentiation. Do you want to set yourself apart from your competition? Here's a tip: call twice!

2. PreparationóThere is a lot of meat on this bone. Preparation covers a lot of ground, from time management to researching prospects prior to that first contact attempt to selling during selling hours. Top sales people always have tomorrow organized prior to leaving today and next week outlined before leaving this week. Their understanding of the company and its challenges maximizes their prospecting efforts. Again, preparation makes this happen. You'll never see a top rep arrive at the office and prepare the day. The best of the best show up to enact the plan they already have in place.

3. A SystemóSuccess at the highest level is not a fluke. It happens because the top reps have a system in place. Everything from their new business development to their "brand building" activities comes from a methodically followed plan. Ask the best of the best how they will grow their business and you will learn that they have given the subject a great deal of thought already. No surprise, then, that they are consistently meeting their goals.

4. FundamentalsóAs difficult as printing sales can be, it is made up of a series of basic steps. The "blocking and tackling" of this profession is often overlooked in favor of more complicated (and therefore more sexy) ideas of increasing volume. The top rep does the little things right. As a result, their jobs ship accurately and on time. Their clients bring them in at the design stage instead of the quote stage. They sweat the small stuff.

5. GoalsóThe greatest motivator of the new rep is fear of failure. As time goes on and the money starts to come in, a new sales driver is needed. Top sales people understand this and have short and long term goals. They are self-motivated, and it shows.

If there is a "sales gene," and I believe there is, top reps not only have it, they are masters at developing it. The good news for you is that the path has been paved and the road to success has been laid out for you. Prepare, be consistent and diligent, have a plan and goals and stick to the basics. Oh, and nailing a big account or two will get you there, too!

Bill Farquharson has three training programs that can get you to "top rep" status. Check out his website (www.printtec.com) for more information or call Bill at 781-934-7036.

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