The Killer Qualifying Question

I was on the phone the other day with a customer service rep from Verizon trying to decide whether to switch back to their local area coverage. The CSR was polite and knowledgeable as I discussed my business. We talked prices and services for a while and the call began to wind down. It was clear I wasn’t coming back. So, I started to utter my “Thanks-for-your-time-but-I-am-happy-with-my-current-vendor” closing line. But as I did, the CSR asked one last question, a showstopper of vendor-changing proportions:

"Is your phone system doing everything you would want it to do?”

Wow. I was thunderstruck. A thinking CSR, what a concept! This was a question that could lead the customer (me) to explore the possibilities of what he’d like, not what he has. This was a question that might cause the CSR to solve a problem that had yet been unidentified. This was a question that made me rethink my relationship with my current vendor: what hadn’t THEY asked me that?
This is a question—put in printing terms—that we need to be asking our prospects!

Organization

Always have the next day planned before you leave the office. Always have the next week outlined before you leave on a Friday. These two simple rules allow you to hit the ground running when you come in to the office. If you are arriving on a Monday and planning the week, you are wasting sales time. Everyone THINKS they are busy and couldn’t possibly fit another thing into their day. Maximizing your selling time begins with good sales organization. It is motivational, as well.

Research

Research the prospect PRIOR to the first call. Get on the Internet and look at their web site. Do a Yahoo! search. Check out the archives of the local business section. Understand who they are, what their direction is, and where they are going. There is more information publicly available right now than ever before. There is simply NO EXCUSE for calling on a prospect without doing some research first. The difference between a prospecting call without research and with research is the difference between this opening line:

"Hi, my name is Bill and I am calling from XYZ Printing. We do one color and two color printing, letterhead, envelopes and business cards. Could I set up a time to come see you?”
and this…

"Hi, my name is Bill and I am calling from XYZ Printing. While I was on your web site, I saw a press release that said you are the Product Manager for the new product line just released. I have some ideas to share with you for making a powerful statement to your marketplace using my printing technology. Can I come in to share the ideas with you?”

One statement reeks of “Me-Too” while the other creates a wanton desire to take the appointment. Do the research and change your approach altogether.

The P.S.

Everyone has a prospecting letter they think is killer. Most of us, however, have no idea what a good prospecting letter looks like. I have seen my share, including some that you can buy from so-called experts that are short on etiquette and long on attitude. In my view, it matters little what the letter says, no one will read it. However, for some strange reason, the P.S. always gets read. If the letter is opened, the prospect will scan the contents and always, always, always read the P.S. Go figure. So, the moral of the story is to include something impactful and action-oriented as a P.S., like “I will call you during the week of the 16th” or “Remind me to tell you about our new digital capabilites.”
P.S.-See? I told you everyone reads the P.S.

Writing the Effective Prospecting Letter

Most of us do not write a decent prospecting letter. We overemphasize our equipment list, capabilities and client list that we forget about the three things recipients hate reading about the most: equipment lists, capabilities and client lists. The best prospecting letters are short and focus on brevity. Here is a good outline to follow: Say what you are going to say in the first paragraph. Then, in the second paragraph, say it! And in the closing paragraph, say what you said. Prospecting letters serve to introduce and act as the catalyst for a phone call follow up. That’s it. Assume that no one will read it, no one will call you because of it, and no one will remember the letter you send. Then, try to write a letter that proves that last sentence wrong.

Voice Mail (part one)

Voice mail was created by Satan just after he finished writing Corel Draw and before he allowed Caller ID in the workplace. He’s a busy guy. If you see VM as a problem, you are dead before you start. If you see it as an opportunity, you have the right attitude. Leave messages that say, “I’m different.” Be light, clear, and positive. Promise to call back and then follow up on that promise. Press “0” and ask for the person’s assistant. Don’t give up. Leaving multiple messages shows initiative and drive. Point that out to the prospect. Say things like, “THIS is how badly I want your business!” When leaving your return phone number, slow down and speak clearly. Then, if they really DO leave a message for you, put them through to YOUR voice mail. Just kidding.

Holiday Thank You Cards

How many greeting cards do you get around the holidays? This year, take notice of the ones that come in with gold embossed stamps on them. How personal! I’d rather get nothing than one of those. That says, “You are one of a thousand people in our database.” Want to be different? Send a Thanksgiving card instead. Thanksgiving is the last great American holiday. It is non-denominational, festive, and evokes thoughts of Norman Rockwell. It also puts you ahead of all other year end greetings. Try it.

Overcoming Objections

The number one objection you will receive is “We already have a printer we are happy with.” Ouch. That’s a tough one to overcome. Sure, you could ask who their vendor is a bad mouth, but only if you never want a nickel’s business from that account. The other approach—and one more commonly used is to say, “Can I bid on something the next time?” which brings a “We’ll call you” reply. A better approach is to ask, “When is the last time your current printing vendor came to you with a new idea?” Are they just taking reorders or are they still working for your business?” This question plants the seed of doubt while opening up the possibility of your coming in so reevaluate their current printing needs.

The Handwritten Note

Mixed in with your prospecting process (What? You don’t HAVE a prospecting process?), make sure you are including something as personal as a handwritten note. Keep a box of stationary nearby and fire off a note to prospects and clients from time to time. Perhaps they have had an occasion that warrants the personal touch that a note brings (birth, death, anniversary, etc). Bring sales to a human level and your prospects will respond in kind.

The Birthday

Do you remember the riddle, How many birthdays does the average man have? The answer was: One a year. One of the more helpful aspects of the Palm OS software is that it allows for inclusion of a contact’s birthday. Remembering such a day will put you in good stead with your clients and prospects. Find a way to learn someone’s birthday and then get it into your records. Imagine being the only one to remember someone’s big day!

Who are YOUR Best Prospects?

You will not click with everyone. Your print services are not a good match with every prospect. As you grow into a veteran sales person, be aware that you become more restrictive and particular in your search for new prospects. That’s natural. You need to look for people who fit you and your company. But first, you need to be aware of exactly who that “ideal” prospect is. The process starts with an examination of your existing client base. What is it about them that makes them do business with you? Find the similarities and you will have found the blueprint for finding more. What ends up happening is a sixth sense about prospecting.

Phone Calling Skills

The ability to form and foster a relationship over the phone is key to the success of a printing sales person. Yet most of us HATE the phone with a passion. Well, campers, you’d better get over it because it’s not going away. Mastering the phone will make you efficient and better utilizes your time, especially when prospecting. Learn how to improve your phone persona. Speak with confidence, listen to the tone of the other person, ask questions. Make the phone the centerpiece to your workweek. Then, when you do go out of the office, maximize your selling time, too.

The Sales Blitz

Okay, this one is not original but quite effective. Pick a day of the week and put every sales person in your office on the phone from 9-12noon doing nothing but making outgoing calls. Either give them leads or make them come prepared. Keep track of the results as you would any prospecting call. At noon, chart the number of appointments each rep got and award a prize. Then, bring in lunch and sit together as a team. Tell stories, both of success and hang-ups. Make it a ritual.

The Prospecting Appointment

Look ahead in your calendar and make an appointment to prospect. That’s right: look at your prospecting time and efforts as if they were an appointment. Book the time right in your calendar. Would you break an appointment? NEVER! So, don’t do it this time either. You will be more likely to be consistent with your prospecting efforts if you see them as an appointment.

Voice Mail (part two)

Hate voice mail all you want, it is not going away. So, you will need to learn to deal with it. Voice mail messages need to be powerful and of value, especially when prospecting. It’s not like the customer is actually going to return your call, but at least you need to stand out from the other 10 printers who have called that day. I suggest you practice by leaving a message on your boss’ voice mail, pretending he is a prospect. It is goofy and awkward, but practice makes perfect!

The Screw Up (part one)

There is no good time to screw up a job, but did you know you could actually come out ahead BECAUSE of the screw up? The secret is to learn how to handle it. Tip #1 is the call the client immediately. Talk to them about the situation and be as honest as possible. Ask them what their immediate needs are and keep them informed. DON’T get into whose fault it is until after the correction is made. There is always time for that later.

The Screw Up (part two)

What can you say when the screwed up job is SO bad, the client vows never to do business with you again? Use these words: “We are not incompetent. We simply made an error. You have every right to be angry and desire never to work with us again. But consider this: should you decide to place another order with us, we will treat it like it is the most valuable job we have ever printed just to prove that we are worthy of your business. Isn’t that the kind of attention you would want from a printing vendor?”

Brainstorming

It is hard to know what to say in that terrifying moment when the prospect picks up the phone, so be prepared. Go to their web site prior to making the call and learn something about them. This will give you a talk track to follow and make you able to come out with something more than, “My name is Bill and I sell printing.”

What to Manage

If you had just two things to watch for in a sales person, make those two things where they have been and where they are going. By 5pm Friday, tell the reps to provide a copy of their appointment schedule for the week past and a copy of their appointment schedule for the week ahead. Using this simple managing method CONSISTENTLY gives the rep no place to hide. Gaping holes are exposed and this allows you to work your managerial magic.

When to Give Up

Tim Allen’s character in Galaxy Quest (my kid’s favorite movie) declared, “Never give up! Never surrender!” However, there IS a time when you want to throw in the towel in your pursuit of a prospect. After a while (my number is six attempts), prospecting becomes stalking. You do not want to risk angering the potential client. Make your last voice mail, “Listen, I hope I have demonstrated in my persistent efforts to reach you my strong desire to do business with you. I will, however, back off and try again at a later date. If you would like to reach me, my number is…”

Lighten Up!

We are selling printing, not world peace. Understand this and don’t take yourself so seriously in your prospecting efforts. In other words, don’t be afraid to just be yourself on the phone. Use humor in your letters. Leave a light-hearted voice mail message. Would you want to do business with a complete stiff?

Slow Down!

In our nervous haste to leave a voice mail message, we often times speak so quickly that the client cannot understand a thing we say. Answering machines and voice mail are usually always digital, making the playback sound tinny to begin with. Slow down! Speak slowly and clearly, especially when you are reciting your phone number.

Play Nice With Production

All sales people should buy lunch for the production staff once a month. Food always tastes better when someone else had paid for it and the animosity between production and sales can be improved upon over a hot slice of pizza. Remember: these are the same people who are staying late to finish your job while you go home to be with your family.

Cool Your Customers Off

During the summer months, send your clients a coupon for a free ice cream cone. It is silly, has nothing to do with printing, and will never be forgotten. Developing relationships is the key to long-term success and a freebie is a nice way of passing along some goodwill.

Do the Unexpected

Keep a pad of paper and envelopes handy at all times. Jot personal notes of encouragement, thanks, birthday congratulations, praise or recognition whenever needed to customers, fellow sales people, prospects, even bosses. There is nothing like an unexpected letter and no one handwrites anymore (except for Priscilla Farquharson, my mother). Everyone remembers the big dates. Be the one who remembers the little one.

Digitize Your Customers

Take a digital camera to your next call and take some shots, then get back to the office and print them off of your color copier. If the customer has a car she/he is particularly proud of, shoot it and create a customized calendar for the office. This accomplishes two goals: you generate goodwill and show off your digital capabilities.

Market the File, Not the Box

If you are involved with digital printing, don’t let your marketing message be: We’ve got digital printing! Send out a flier that lists all of the software programs you can handle. The client does not care about the output as much as he/she cares about the input. Anybody can print it but not everybody can work with the disk. If that is your specialty, get the word out.

Friday is My Day

Make extra prospecting calls on Fridays. It is the quietest phone day of the week and the one where you are most likely to get noticed. Business owners everywhere tell me their phones are the least busy on Fridays. That is your clue to make a call or two or ten.

Consistentize Your Prospecting

President Bush couldn’t have said it any better. You need to do more than a quick hit of new business calls this week and then fail to follow it up. Choose a weekly target that is reachable. Prospecting is like going to the gym: you need to be consistent and hit the numbers every week, otherwise you’ll get discouraged and tend to quit. Any momentum you might have begun then ceases.

Learn from my mother

Priscilla Farquharson is an amazing woman. I owe a great deal of my success to the sales lessons and tips she provided me. Funny thing is, she never sold a thing. One of the habits I have today came from my mother’s use of time. She always anticipated potential downtime and came prepared. If we had to wait in the car for even the briefest moment, out would come the knitting or a book or the memo pad and she would get something done. Today, I spend time organizing my downtime like she did and the results are apparent in the success of my company. If I know I have time in the car during selling hours, I am creating a list of people that I can call on the way. It is low tech (handwritten) but that does not matter. There are some calls that should not be made from the road, but most to-do’s can be accomplished from a cell phone. Make a list and keep adding to it. You never know when you might arrive at an appointment thirty minutes early and can make some calls.

Dream Big

Where do you want to be in one year? What do you have to do now in order to get there? This series of questions ranks among the favorite of a mentor of mine. He loves to challenge me to “Dream Big.” What could the company become? What steps do we need to take to make that dream happen? As a salesman, you need to dream big, too. Whether it is hitting a sales goal once thought of as unreachable or knocking over a big account (aka “bagging the elephant”), you need to forget about obstacles (both perceived and actual) and chase those big dreams. Maybe your dreams are more materialistic in nature. What do you want, a new car? House? Vacation? Get the brochures and leave them on your desk. They will serve to remind you why you stay until 7pm. Spend some time thinking about your dreams. Then, write them down and let the chase begin!

Reward Little Things

I remember once, years ago, I gave my part time assistant a $1000 year-end bonus. I had never done it before and expected her to be excited. She looked at the check and said, “This is nice, but I would like something along the way, too.” I was crushed. Here I was trying to share the wealth and she was dissing me. What I learned was that in addition to the year-end “attaboy,” I needed to give her some encouragement along the way. This same thinking works for sales people as well. Most managers reward the sales volume, but that is not the only measuring stick. Smaller bonuses should be sent for sales activity (numbers of letter, phone calls, amount of new business, etc.), opening new accounts, or for a personal-best monthly sales volume amount. Even if the reward is a gift certificate for dinner, it will go a long way with the rep. The food always tastes better if someone else is paying for it.

A Good Vendor

A client once told me that a good vendor is as important as a good customer. I thought so much of that statement that I added it to the bottom of my business cards. Don’t forget that. You are bringing a valuable service to your clients. You are every bit as important as your customers’ clients. As such, not only can you be proud of the work you do; not only are you an asset; you can expect to be treated with due respect.

Do the Unexpected

Everyone sends Christmas cards. Don’t. Everyone drops off packets with the receptionist. Fight the urge. Everyone else quotes jobs. Be different. Work to differentiate yourself from your competition at every angle. Take every opportunity to change the rules and do it your way. Print your prospecting letters on purple paper. Send Valentine’s Day cards to your prospects. Add color to your emails. Send thank you cards after every order. Mail pictures of your kids to your customers. In the end, people will do business with you because they like you. Sell you.

Howditgo?

How do you know when you have made a successful sales call? You come back to the office and the boss says, “howditgo?” How do you answer? Sure, if you came back with an order, that is the best indication, but what if no order came out of the call? If you furthered the relationship, got more information, obtained a referral, planted some seeds, educated the client, or otherwise laid the ground work for another day’s sale, you have made a successful sales call. Well done you.

Don’t Mess With the Streak

In the movie Bull Durham, Kevin Costner chastised Susan Sarandon for messing with his pitcher while he was in the zone. Some days, sales people get in the zone. Everyone you call picks up the phone. Orders come in. Referrals flow your way. If you are hot, keep going. Keep making calls. Pull out the names of people whom you haven’t been able to reach and call them. There is no rhyme or reason for it. It just is. Don’t question it. Don’t try to figure it out. Don’t mess with the streak. At the end of the day, quietly push back from your chair, shut off your office light, go out to your car and BLAST THE TUNES AS LOUD AS YOU CAN!

Is Your Rep Doing the Job?

Most managers would answer, “Yes” only if their sales volume were up to the expected level. But that is only the first of four criteria. Sure, that’s the MOST important, but it is not the one and only. After all, would you fire a rep that is on quota? If volume is not there, look for sales activity. All sales activities can be measured. That is the blessing and the curse of sales. If the selling activities are being done correctly and in quantity, the sales volume will sure follow. Would you fire a rep that is busting his tail making calls, even if the sales weren’t coming? But if the volume is not there and the activity level is low, look to sales skills. Surely, you wouldn’t fire a rep that has the tools. Good reps can talk themselves into a good job and deserve the chance to back it up, at least for a while. Finally, if nothing else is going their way, look to desire. How could you fire a rep that wants it bad? Now, if the volume, activity level, skills, and desire are all missing and you are still willing to keep them on staff, fax me an employment application. I want to work for you, cowboy. Oh, and can I get direct deposit?

The Opening Statement

What kind of opening statement can you make to capture the attention of the prospect? Too often, the sale person is ill prepared to say anything more than, “Howyadoin? I sell printing and would like to set up a time to come and see you.” The key to a powerful opening statement lies in the preparation of the rep. What research has he or she done prior to picking up the phone? Is there information on the company’s web site that might help the rep to use some key phrases during his opening pitch? The rep needs to call with a specific benefit in mind. It is harder than ever to get people on the phone. Make the most of the few opportunities you get.

How to lose a bid and still win

Just because you weren’t the lowest price on the block and didn’t walk away victorious doesn’t mean you have to lose entirely. Information gathered in a losing cause can lay the foundation for future victories. Find out who won the bid and by how much. Check in with the client after the job has been delivered and see how things went. And finally, estimate when the job will come up again and precede that date with some new ideas for improving the piece. Your goal is to put yourself in the position of being the sole bidder, thanks to the work you started the moment you lost the bid.

When to start your day

Sales is not a nine to five job. Oh, how sometimes I wish it was. No, to be an ideal and effective sales person, you need to be the early bird. As your sales career grows, there will be temptations to cruise in later and later. Success allows for such a luxury now and then. But for now, plan on being the first in the office. Not only will this allow you to get some office work done before the phone starts ringing; not only will you make better use of your non-selling time; not only will your sales grow as a result of your new work ethic; no boss will fire a hard-working sales rep. How’s that for job security?

Another sign of a good call: did you do more listening than talking?

God gave us two ears and one mouth. Did you ever stop to think why? Perhaps he had sales people in mind. Perhaps he wants us to do more listening than talking? As you leave a sales call, evaluate yourself in this area. Good listeners are popular visitors. They learn more than their talkative counterparts. They ask questions that allow the customer to provide valuable insight into potential opportunities. Force yourself to become a better listener. Force yourself to stop talking about yourself. Ask more questions. Sell more printing.

Sell during selling time

What time is it right now as you are reading this? This sales tip, however compact, is taking up some valuable selling time unless you are reading it during non-selling hours. Most printing sales people claim to be busy. However there is fat on every bone. A key to maximizing one’s time is to focus on selling activities during the business day and leaving the non-essential work for off hours. You can ensure this by asking yourself several times a day: should I be doing this right now? Good time management stems from planning. Enacting that plan requires being strict about each activity and the time it is being done.

It’s Winter. Sell Like Mad.

I love playing golf. On a crisp summer’s morning, I find great pleasure in chasing a three dollar golf ball around for a couple of hours prior to starting my day. Sometimes I will knock off early in the summer and actually mow my lawn in the daylight. And then there is the rare occasion when I will allow myself to have lunch with someone, sitting outside and drinking iced tea like normal people do. This leisurely activity is made possible by the long hours spent selling my backside off during the other months. Now is the perfect time to put your head down and recommit yourself to a schedule that includes little time for anything but selling. The work you do now will affect your sales three to six months from now. Do you want to have a great summer? Sell hard now!

Take Copious Notes

I was on the phone recently with a woman whom I had spoken to only once before. Shortly after picking up the phone and saying, “Good morning, Print Tec, this is Bill, can I help you?” and finding out who was calling, I began searching my database for her name. In the “comments” section of her file I had noted that we grew up in the same Boston suburb. This allowed me to say to her, “Of course I remember speaking with you. Didn’t you grow up in Needham?” She was astounded at my “memory.” Such a good impression was made possible by my habit of taking copious notes of the initial conversation. Taking copious notes of your day, meetings, and introductions will pay off down the road. We are all busy. We all meet many people. No one can remember every little detail. So, write it down and refer to past notes to refresh your memory. It makes for good sales and a great impression.

The Power of Selling to the Little People

Not every print buyer has a title like “Marketing Vice President” or “Senior Buyer.” Sometimes, the power to choose a printing vendor sits in a chair outside that office. Don’t forget to sell to the little people, too. Administrative Assistants, Receptionists, and all manner of support staff wield tremendous power that often goes unsold. Build a relationship at that level as well in your travels. Two good things might happen in the future. First, they might someday move up to a more influential position. Second, they might leave the company and you will have a “friendly” in a new prospect.

Be Prepared

The key to good phone habits and picking up appointments is being prepared. If you can’t finish the statement “The purpose of my call today is…” don’t bother calling. Do some research on the clients prior to the call and have something in mind when they answer. Have a specific reason in mind for them to take your appointment. Your success rate will skyrocket and you will differentiate yourself from the other ten printing sales people who called before you.

That’s it. I quit….Well, maybe one more try

At what point do you quit on a prospect? After the fourth call? The sixth? After a month? Two? It all depends on the size of the prospect and your level of desire to have them as a customer. There is no magic date or time period. You need to understand that clients take longer than ever to contact. There are simply too many obstacles, such as call screening, caller ID, voice mail and the like. My recommendation is to push hard for four weeks and then back off to a second level of prospecting that includes attempts once or twice a month. You just never know when the prospect will have a need and persistency pays off.

The Bigger Sin

Inconsistent prospecting is sinful regardless of your sales experience. You start. You stop. However, not following up on those prospects you have already started is far worse or letting too much time go between call attempts is far worse. Three weeks go by between contacts because you got busy and you expect the prospect not to notice? At the beginning of the relationship-building process, all you have is your word. If you leave a voice mail message that you will call again shortly, keep it. It’s not that consistently beginning on new set of prospects isn’t important, it is. But once you start, keep going.

Control what you can control

You cannot control the weather. You have no say in whether a prospect will let the call go to voice mail or avoid you altogether. But there are some things you can control, such as your readiness for the call in case the client DOES pick up, the tone of your voice, the number of times you contact someone, and the powerful statement you are prepared to make. Do your best to control what you can control and let the rest go.

Demand More, Get More

Are you pushing your veteran sales people enough? Sure, we expect a lot from the Newbies, but what about the experienced reps? The most difficult sales person to manage is the one who is satisfied with his or her income and has no desire to reach for a higher level. Regardless of the motivation method you use: carrot or whip, they respond only if they choose. As a manager, are you demanding enough new business activity as you should? Note that I did not say, “suggest,” I said “demand.” Your veteran reps need established prospecting goals and then accountability in order to continue growing. It is good for them (they will lose ten percent of their business each year) and vital to the company. Stop coddling and start driving expectations.

Be a Matchmaker

Selling from the top down in a company, you might consider convincing approaching companies that match your company philosophy. Family owned? Been in the community for a while? Possess a deep integrity? Technically competent? Other companies of value will respond in kind to your pitch if, A. They understand their own philosophy and, B. You are selling to the person who dictates that philosophy (President, Owner, CEO, Founder, etc.)

Brochure as a leave behind? Leave it behind!

You’ve worked hard to get that appointment. You are sitting before THE authority on printing for a long-pursued company. What kind of pitch are you going to make? If your answer involves referring to a brochure that details your company’s equipment list, square footage, etc., think again. That could have been done from a mailing. You need to make a more anecdotal sales call. Bring in samples and tell the tale of each until you find an interest. People remember stories a long time. Brochures are forgotten, filed or thrown out as soon as you leave the call.

Mix it up!

Don’t be afraid to change anything or everything about your selling style. Even if it ain’t broke, go ahead and break it. Change the tone in your voice, the kind of voice mail you leave, the seriousness (or lack thereof) of your message, the days that you call, etc. If you have been to a seminar on prospecting recently, reread the notes for new ideas. Don’t get into a “same old, same old” pattern. Mix it up!

Surround yourself with good people

As a manager or sales person, you need advisors. No one is expected to be an authority on everything. So, you’d be well advised to form a team of people around you who have their own particular specialty. Find someone who makes you laugh, someone who keeps you loose, someone who knows about accounting, a marketing guru, a sales expert, etc. As time goes on, lean on them for a new perspective, support, advice, or motivation.

Demand More

Are we getting too soft on our sales people? Often times I sense fear in a manager’s voice. They are afraid to push their sales people, especially the veteran players. There is a sense that the sales person might leave and take his/her sales volume with him/her. Sales people at all levels need expectations and goals, followed by accountability and consequences not only in order to grow but also to stay satisfied in their job. Give a busy person more to do and they will find a way to get it done. Push the underachiever hard and they will either rise to the challenge or quit because of it. Stay soft as a manager and you will be the one at the disadvantage.

Slotting

We all complain about Time Management and constantly strive to work on getting more done in less time. However, one of the biggest time wasters occurs because we are doing things at the wrong time. Most emails do NOT have to be answered the second they are received. Many phone calls are made in prime selling time, rather than from the road. Learn to “slot” projects accordingly. For example, if you know you have an hour’s drive coming up tomorrow, how can you fill that hour with “level 2” phone calls (people who do not need a call right now but still need to hear from you). Keep the entire week’s activities in mind when you are making out your to do list. Make the most of your selling time and still get those little chores done. The key is ask, “What is the urgency of this call/project and when best to get it done?”

Get Sound Bites

A client gives you an “attaboy” for a job well done. You say thank you, of course. But if that is all you do, you have lost an opportunity. First, your boss needs to know. After all, if you don’t toot your own horn, who will? Second, your other clients need to know. And finally, future clients need to know. Sound bites are a valuable PR piece. Yet most of us don’t gather them or spread the word of how awesome we are. Get into the habit of asking clients to put their thoughts into writing. Or, capture what they said in YOUR words and ask them for permission to use them.

Team Building

As a manager, you are expected to have many skills. But you do not need to be an expert in every field. Make it an ongoing task to develop contacts in many different areas: finance, HR, motivation, compensation, training, etc. Surround yourself with good people and then rely on them to fill in the areas where you need help.

The Decent Letter

Okay, maybe I am getting cynical in my forty-somethings, but is there anyone out there who can write a decent prospecting letter? I have just finished editing a few from sales people and I must say, they are making my twelve year old look pretty good! I don’t ask for much in such a letter and really don’t believe it will make much of an impact in the process (it is not like anyone will open it and say, “Thank God! A printing rep contacted me!” But is it too much to ask that some basic rules of punctuation be followed? Everything that leaves your office with a stamp on it represents your company. Make certain the letter that bears your name has a professional look to it.

Motivation

Reward yourself for the little successes. Setting sales goals with a prize in mind is nothing new, but most people think only about the big ticket items: trips, cars, cash, etc. Along the way, you might consider establishing little items, too. For example, how about “If I can be 25% over quota for two consecutive months, I will treat myself to a two hour massage” or “Five new orders this month and my car gets a detailing.” Don’t forget to build and reward smaller goals, too.

Clutter

Spend the time necessary to clean up your work area periodically. It is liberating to dump the clutter that piles up. You might find some surprises under all of that paper. I once read a book that said the good time manager touches a piece of paper only once instead of putting it aside for later. That was a great idea and, as I recall, a good book. Now, if I can only remember where I put it.

Practice the Pitch

As the phone is ringing and (hopefully) your prospect is about to about to pick up, think about what you are going to say. Imagine yourself upbeat and positive. Be eager to talk and listen. Lean forward in the chair. Be ready when you hear the person’s voice. Preparation is king and might make the difference between a successful call and a dud.

Name Calling

Dale Carnagie once pointed out that a person’s name is the sweetest sound someone can hear. When you are calling someone, whether it is a customer or (especially) a prospect, repeat their name early and often. It has an amazing calming affect on you and sets the tone for a friendly conversation.

Getting Around Voice Mail

After leaving your second voice mail, hit the “0” key and get back to the receptionist. Request to speak with an assistant of the person you are calling or even someone who sits nearby. Tell that person whom you are trying to reach, ask when the best time is to call again, and then do everything you can to develop a relationship at that level. If further attempts to call are unsuccessful, revisit that person and renew the conversation. It never hurts to have a friend on the inside.

Email Solicitations

Be very careful when sending a client banter-filled emails. The written word is far more powerful than the spoken word. Anything you write can and will be used against you in the future. Seemingly innocent jokes take on a life of their own, especially if they are bounced around within a company. Keep your emails short and professional.

Join the Club

Find out where your best customers hang out (trade associations, shows, conferences) and make it a habit to sign up, stop by and join in. Even if you don’t or can’t attend, being on a mailing list keeps you current of what is going on in their industry. You will learn about trends and challenges and perhaps even find an opportunity to help them solve a problem. Plus, it makes you look good in front of your customers. Which is nice.

Call a Fellow Sales Person

Do you have an account where you are dying to get in but are unsuccessful in your efforts? We all do, I suppose. I’d bet you would like some inside information to help get the scoop on what is going on that needs fixing; something that you can talk about when the prospect picks up the phone. Here’s my idea: call the company up and ask for the sales department. When you get a rep, introduce yourself and tell them you are looking for their help. Say you are planning a call on the company and want to know more about them. If you get a talkative rep (and gosh, what are the odds of that?), you might pick up some valuable information that will become the basis for a great sales call.

Research Your Customers

I talk a lot about the need to research your prospects before you call them, but what about your customers? Have you visited their web site? Do you understand their challenges? You would if you spent some time with a mouse and an Internet connection. There is information available that even some of the employees don’t know about. Read the annual report and take special note of the President/CEO’s words. They provide insight into the company’s direction. Opportunities to get involved with new projects are right before you. Take advantage.

Understand the Sales Cycle

Sales is cyclical. It ebbs and flows between crazy busy and dead as a doornail. We are panicking one week because the phone is not ringing and then slowly it starts to ramp up until we reach the point where things are insanely busy. Eventually things throttle back, ease up, and we head for the trough once again. If you are quiet right now and dread has entered your psyche, relax, get to work and start pushing hard on all fronts. If you are busy, do everything you can to keep it that way. The sales cycle can last two weeks or two months from start to finish. Your goal is to extend the busy times for as long as possible.

Be Prepared

Before picking up the phone to make a prospecting call, ask yourself, “How can I help this company to grow its business?” The answer to that question will prepare you to make an impactful statement that will result in an appointment. No one wants to hear, “Do you have any printing needs today?” If you have an idea for improving the business, raising sales, improving their customer loyalty, bringing a product to market, etc., that will get you an audience.

Review Your Prospecting Letter

Writing an effective prospecting letter is a skill…one that not many of us possess. If your own prospecting process includes sending a letter, make sure it is one that reeks of professionalism. Everything from the appearance of the address on the envelope to the signature must display your

Don’t Lose Touch

Get into the habit of calling all existing customers periodically, even if it is just to leave a voice mail and say hello. No matter how much or little they buy now, people have a tendency of moving from job to job. You just never know when someone has an unspoken need. It is good business to stay in touch

Learn Birthdays

Dale Carnagie would tell you that the sweetest word someone can hear is his or her name. Likewise, the most important day of the year is a birthday. Get to know your customers’ and even some prospects’. Often times, you are the only one who remembers. Most Palm devices include a place to record the information and even reminds you ahead of time.

Take the Bad Days in Stride

Ever notice that there are some days where no one answers the phone, no one buys anything from you and you get nothing but voice mail? Believe it or not, these are valuable days, too. The days where business rains down and the phones light up are set up by the drudgery of making calls and leaving messages. It helps to know this when you are in the middle of a tough and frustrating stretch.