adminThen she sneaked out, off to deposit another list on another desk. I had forgotten what she looked like before she even left the building.
Her list joined the pile in File 13. You see I already have a supplier that I prefer to use.
Andrew (yes, I know his name) has a relationship with me. He regularly updates me on what is available, sends me brochures, has goods on stock to demonstrate if necessary, and is efficient.
Our dealings have periodically gone a little beyond just supplier/recipient. Once he needed help assembling a product for another client so he brought it over. I know about his hobby and have even sent other business his way that relates to his ability to remove bees.
We are not best buddies, but there is an aspect to the way he does business that keeps him at the top of my list of suppliers.
In the rare occasion I need something I call him first. There is more to sales calls than just dropping off a list.
I would hazard that the young lady was capable of delivering hundred lists a day, with less than 1 percent of those turning into sales.
What a dreadful waste of a morning. Chances are that list delivery is an attempt to boost flagging sales and that they are most ineffective.
Let us start at the beginning. There are a dozen people trying to sell me the same stuff, so if you want to get hold of me you need to make an impression.
Start by actually making an appointment to see me, it shows a little respect.
Realise that my secretary, who controls my appointment book, is possibly your friend here.
Be nice to her. Make her feel important and she may do you a favour.
You can try a cold call walk-in, but you better be really good. When you meet me, you want to bypass my natural urge to shove you out my office as soon as possible.
That urge manifests before you even open your mouth, within moments of me actually seeing you.
So you better grab my attention. Be dressed the part. Have a pet monkey on your shoulder. Be accompanied by Kermit the frog, wear a big red nose, I don’t know what will work for you but get me intrigued before you open your mouth.
If you can get me intrigued before I actually meet you even better. Leave something for me when you book your appointment (and it better not be a product list).
When you come to see me don’t just bring a list, come with a presentation that will get my attention.
It can be on your laptop, it can be a demonstration or a pitch. But it needs to be something that holds my attention.
A couple of guys tag-teamed me the other day. They were selling a cleaner.
They walked into my office and before we had got past greetings, one of the guys was already attacking an appropriate area of dirt in my office, I had no time to stop him as the other guy was talking to me.
The effect of the cleaner was instantly obvious. The anger at being the victim of a random act of cleaning vanished. Here were a couple of salesmen who knew how to work a sales call.
They had a special deal on offer and I brought a bottle of cleaner just to reward their ingenuity.
Beyond the sales pitch, beyond all the clever gimmicks, you want to create a relationship with me.
People do not care how much you know till they know how much you care.
Show me that you know me, show me how your product will benefit me.
Learn a little about me over time. Exploit that information if you will, if you know I have kids bring me something for them, or ask how they are doing.
The fact that you remember speaks volumes. I remember walking into a supermarket once with my name badge still on.
When the cashier said, “Have a good day Zach”, I nearly fell over with surprise.
Never underestimate the power a small detail like a name can have.
Zimbabwe is a small place, there is a chance that you will bump into me in the shops, greet, smile or wave at me.
Keep coming back. I may not buy from you the first time, or the second for that matter.
Be persistent, be creative. Find reasons to keep coming back to see me.
Tweak your offer, make it better, examine my business to find out if there is anything else I may need. Leave a free sample or two.
One of the words I have used in this article is “creative”. Spend time thinking about your pitch and presentation.
Spend time refining it. Practise, learn, push the boundaries of what has been done in the past.
How can you stand out above everyone else vying for my custom? Look at cost effectiveness, gifts and gimmicks do not have to be expensive.
Set a financial limit and see how you can work within that budget.
Go on, surprise me, I dare you.
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