List Categories | List All Articles | List Articles By Title
When the Nose of the Camel is in the Tent
My new job was to sell Commercial Service Agreements. It was a fine company. They were growing. They wanted to expand their Service Base. I had a territory that no one wanted. It was the farthest away from the office. "There is no business there!" was all I heard from everyone when I first took the job. I also heard, "You're nuts! Why did you give up the security of being a Technician?"
I had to. I was stale. I was restless. I was a C+ technician on my best day. But I had people skills. I made friends easily. I liked people. I took the personality profile. I was made for the job. I read a lot. I was curious. I was ambitious. I have always been an entrepreneur. Now I was an Intra-prenuer.
Selling Commercial Service agreements in Seattle Washington is tough. The Pacific North-WET. Average annual rainfall, 32 inches. Average annual temperature, 55 degrees. When compressors fail, we switch to Outside Air, Economizer mode, aka, "Free cooling :-)
I was calling on people who didn't want to see me and talk about something they didn't care about. Getting the appointment is the toughest part of the sale. I would walk into 50 buildings, to get 40 names, talk to 30 people by telephone, to secure 20 face to face appointments, to close 5 deals. Start with 50, end with 5.
One such person was Barb Gregory. She was the facility manager for Bartell Drugs. They had 40 locations. One contractor was serving all 40. They were a good company. I had friends working there. As I listened to her, it was clear she was fairly content with whom she was using. It's a common challenge. How does a salesman (or saleswoman) overcome that one? Then something I had read in a Sales Book by Frank Bettger sparked an idea. "Compared to what or whom?"
"How do you know you are happy?" I asked Barb. "Pardon me?" she asserted. "How do you know you are happy? Compared to what? You have only ever had one contractor. As good as they are, one thing I do know about human nature. When we think we have it all, arrogance and complacency creep in. Wouldn't it be nice to raise the bar a little?" It was a bold move. I had nothing to lose. I hadn't made a sale in awhile.
"Where are you going with this?" she asked, leaning forward like the RCA Dog listening to the phonograph for the first time. "Well, I just wonder how much better your service would be from ABC Mechanical if they knew WE were in one of their stores." The silence was deafening. I just smiled and sat back. I knew I had struck gold. Thanks, Frank. It was sound business logic. What could she say? I had established reasonable doubt, a rock in her shoe.
Waiting for her to finish her thought process, I finally interjected one more idea. "All I am looking for is one store," I said with a smile curling up slowly from one side like the Mona Lisa. "Just one, the worst one. The one you have the most problems with. It will give us a chance to demonstrate our competency. How do you feel about that?"
After another long pause, she said, "Okay. Just one. Here is the manager's name and number. The address is?" I was delighted. It had worked!
We went after that store with gusto. Our best tech solved their 'Three compressor failures in six months problem.' There were two problems, liquid migrating back to the crankcase and occasional Brown Outs. We installed a crankcase heater and phase protection. We eliminated the moisture in the system. We made the manager happy.
Barb said to me over lunch a month later, "Okay, I am going to give you guys another two stores. But don't get your hopes up. I will never give you more than half the stores." I was speechless. 20 stores! I could hardly contain my glee. Mona Lisa was gone. I am certain I looked more like Ronald McDonald at that point. "Fine," I said with a big grin. I finished my pasta marinara with McChicken. We talked about the Mariners and Sonics.
All I could think about was the old proverb, "When the nose of the camel is in the tent, the rest of the camel isn't far behind." Who else could I call?
*** Sales are like a four legged chair. The legs are: Trust, Relationship, Competence and Timing. If one of the legs is missing, we don't sit too well or comfortably.***
For your FREE e-zine, go to http://www.mattesonavenue.com
8 Part Strategy For Constructing Your Advertising Message
Strategies to help produce your brochure, advertisment or direct mail. And make it achieve more sales.
Selling with Purpose
Selling With Purpose What is it about selling that makes you afraid? Do you get nervous at the hint of having to sell? Is it the fear of rejection that scares you? Is it the fear of not being able to communicate effectively? Define Your Fear. What is it about selling that makes you afraid? Next question, how did you develop this fear? What is it based on? a) Many people fear sales because they're afraid of being rejected as I mention.
Letting Them Use Plastic
Obtaining merchant status will help to increase your sales. Consumers are becoming creatures of convenience; when dealing with businesses-large or small-they desire ease of transaction.
Dropped Jaw Syndrome, Your Fastest, Most Reliable Market Test
Business owners should be more like doctors.Forget selling and start asking your customers where they hurt.
Why You Buy, Part Three
Still more discoveries from the recent studies in behavioral economics:Over-Valuing "Mine"People consistently place a higher value on things they own, even if their "ownership" is temporary. The research is interesting, and I often saw this phenomenum used by salesmen on busses in Ecuador.
Mindset Over Materials: The Secret Weapon of Sustainable Sales Success
Long-term sales success has less to do with skills or knowledge than you might think. Nor are stunning brochures or excellent products guaranteed to make one iota of impact over time.
7 Pitfalls of Using Email to Sell
* Are you sending e-mails to prospects instead of calling them?* Is e-mail your selling medium of choice because it lets you avoid the rejection that you dread when you make real cold calls?* Do you wait and wait for return e-mails from prospects that will give you the green light to move the sales process forward?Sad but true, these days most people who sell for a living spend 80% of their time trying to communicate with prospects via e-mail instead of actually picking up the phone and speaking with them. Are you one of those people? If so, you aren't alone.
Focus on a Trade - Not a Discount
Smart buyers will always ask for a better price. Unfortunately, too many sales people and business owners automatically think that reducing their price is the most effective way to respond to this request.
6 Ways To Get More From Your Promotions
1. Settle On The Right Way ForwardThe purpose of your promotions is to get more sales, not to soley enhance the image of you or your company.
A conversation: The Salesperson: "I don't cold call-I want to build relationships." Wendy: "Huh?" Recently I've had a number of conversations with sales professionals and entrepreneurs who tell me they do not cold call because they want to build relationships with prospects.
Are You REALLY Listening?
Being a good listener requires more than just keeping quiet while the other person is talking. Do you hear everything that is being said? Do you understand it completely?Here are some tips on how to become a more effective listener:FOCUS in on the basic message.
How to Reach Purchasing Agents of Big Corporations
Now business owners and sales professionals can develop a Faster and Easier method of selling to big corporations, Hospitals and Universities, Government Agencies (State, County levels), and other medium enterprises..
Customer Service Revival
Value is in the Eye of the BeholderSales today is filled with stereotypes. The "sleazy car salesman", the "annoying telemarketer", and the ever-present "pushy commission salesman".
Selling Is Not A Dirty Word
Selling--a word that strikes terror in writers and professionals. We love to write.
Mortgage vs. Real Estate Lead Generation
It is fairly common for real estate companies and mortgage brokers to use leads. There is a difference between mortgage lead generation and real estate generation.
Store Owners - Five Ideas to Increase Sales
1. Animate your window display.
Whats the Secret to Repeat Business?
When you think about ways to gain repeat business from your customers, you probably turn your thoughts to marketing efforts such as advertising, public relations and other means that will allow you to repeatedly be seen. However, without one particular element included in your plan, your efforts to entice customers to buy over and over will fail.
Selling a service isn't the same as selling a product. Your prospect is buying an intangible.
How Many Ways Do You Have To Justify Your Price?
If you were selling a mansion, and you were selling it for 25 cents, some wiseacre would inevitably respond, "It costs too much."When that happens, are you prepared?As an excercise, make a list of 20 "reasons why" your services are worth your fees.
Sell YOU With Your Small Talk (Yes You Can)
Want to build a relationship -- sell yourself for a job -- get ahead -- make a sale?Your 'small talk' is crucial.Everyday conversation can make or break you in personal relationships and in the business world.
home | site map
All articles are copyright to their owners.
Note: this website lists articles, We do not Write Articles !