The new year can represent a clean slate or a do-over of sorts. Ambitious resolutions are made—the kind that involve treadmills and self-reflection. The success rate is uncertain. Some will shed those pesky pounds or "frenemies." Others will suffer a fate that includes abandoned exercise equipment or negative interactions.
In business, the new year hopefully translates to increased sales and opportunities. Many have their eyes set on finally landing that big account. However, proceed with caution. Before you go big, brush up on the basics so you're not left with "what-ifs" and zero profit.
Print+Promo wants you to reach your goals, so we turned to the experts. Below, they impart strategies for approaching large prospects, along with lessons learned. Grab your pen and paper and practice your listening skills.
"My advice to a novice in the industry looking to get their foot in the door of a big account is: Don't. At Proforma we teach 'comfort-zone selling.' We believe you can only successfully sell to sizes and types of companies in your comfort zone. When you are new, you are still learning about the suppliers, the products and the industry. We call this the 'earning while you are learning' phase. It's much better to earn while you learn, cutting your teeth on smaller accounts and your family, friends and network. As your knowledge of the industry grows, your comfort zone will expand and you will know when you are ready to call on big accounts."
– Greg Muzzillo, founder, Proforma, Cleveland
"I wish someone would have told me several things [when I started out]: First, you have value and that value needs to be understood by you first and then articulated out to your clients. Additionally, every time you read, attend a show, advance one more year in the business [or] take a seminar, your value increases and [you] should get paid for your knowledge, innovation and creativity. Second, never lead with product, and always lead with innovation and creativity. Do this by demonstrating by doing and not just saying. Third, ask questions—great questions—and listen, truly listen and not just hear ... there is a difference. Fourth, focus on the needs of the client first. Commissions will be there."
– Cliff Quicksell, Jr., MAS, sales and marketing consultant, iPROMOTEu, Wayland, Mass.
"Over the years, I have asked hundreds of salespeople how they landed the 'Big Fish' and the answer is always the same: creatively. My advice to the newbie would be to think outside the voicemail. For example, find out which charitable organizations the company supports and get involved with that group. Eventually, you will meet someone who works there and that person is likely to be a decision maker. Or, network like crazy and find out who knows someone who knows someone who works there. Everyone goes in the front door. Be different. Slip in the back."
– Bill Farquharson, president, Aspire For, Duxbury, Mass.
"In sales, the most productive and financially rewarding business is one balanced between small, medium and large accounts. That almost guarantees a similar balance in the size, scope and value of projects. As a starting point, I suggest to salespeople that they allot 35 percent of their time and resources to small-order business, 40 percent to medium-order and 25 percent to large-order business. There is an inverse relationship to individual value of an order and the volume of those orders. Lots of small orders and few large ones. But, surprisingly, the revenue from each group may be close.
"Salespeople also have to understand that many large orders are one-time propositions. That leaves them a big hole in revenue to plug the next year.
"The one thing I have realized over so many years is that the best way to get a shot at the big projects is to consistently do a great job on everything else. That effectively gives you the 'home court advantage' and everyone else is trying to beat you. If your previous quality and service was excellent, you will get the big project even if you were not the lowest bid."
– Gregg Emmer, vice president, chief marketing officer, Kaeser & Blair Inc., Batavia, Ohio
"With more than 40 years of sales experience, I recommend opening the door by focusing on listening. Novice salespeople struggle to keep silent. When given good open-ended questions, a prospect will reveal most of what you need to know about how your product and service solutions might fit.
"If you have no inside connection or introduction into the account, research their business and send a pertinent article that would be of interest to the contact. The article could be about competing products, new software for their business-type or even an article written about them. Mail (don't fax or email) the article with a Post-it saying, 'I thought this would be of interest to you,' or, 'Congratulations on moving to your new location.' Do this three or four times over the course of a month and include a business card each time.
"Without ever meeting the contact, you are already someone perceived as providing valuable information, familiar with the issues of the prospect's industry, and in-tune with important events taking place within their business. Now the prospect is more likely to take your call. These are great steps to earn that first meeting. During the meeting, have a few good open-ended questions prepared in advance, listen intently and take notes. Don't sell. That will come after you have processed what you have learned about the prospect, and determined if you can provide something to improve their current state. That may take several meetings. Until then, don't sell. You are on your way."
– Steve Brocker, vice president sales and marketing,Western States Envelope & Label, Butler, Wis.
"I don't have major words of wisdom for snagging a big account, but the following advice was helpful to me over the years.
"Do your homework before making an initial call. Information is readily available on company websites, blogs and articles that mention the company you are calling on. Buyers are not impressed if you set an appointment and they have to explain what business they are in.
"Every person you meet within a prospect company is a gatekeeper. Treat them as such and don't ever think any contact within a potential customer's office is unimportant.
"Steal with your eyes. Whether you are in the lobby or in a buyer's office, gather information that can help you close the account or get to know your buyer better.
"People like doing business with people they like. It's an emotional investment. You might have the best price or even the best product, but if the buyer does not like you, [then you] might be dead in the water. Work to be able to converse with your client on subjects that interest them, even though that subject may not interest you.
"Let the buyer talk and tell you what [he or she] wants. When selling, don't feel that you must dominate the conversation and tell the buyer all about your company and product. Sometimes, the best sales call is when the customer/prospect does all the talking."
– Bill Reid, director of marketing, Graphic Dimensions and New Dimension Labels, Austell, Ga.
"Do your homework on the company that you wish to do business with. Know the terms and buzzwords for what they are doing for their POP program. Show everything that your company can do for them because you never know what may catch their attention.
"Know more than the customer does about the industry and products. Be a source of information and not a delivery person of donuts every other Tuesday."
– Steve Oldani, vice president/general manager, Adams McClure, a Division of Ennis Inc., Denver
"In today's marketplace, sales professionals need to adequately prepare themselves before making an initial call. Utilize online tools such as the company website you plan to approach and other data collection points such as LinkedIn and Manta to connect with your prospects. Be prepared to be an expert in offering solutions to the type of company you wish to pursue. Utilize suppliers who have already developed alternatives that bring value to your end-using account and demonstrate that implementing a solution will improve your customer's business.
"A disciplined approach on how you maintain contact with prospective and current clients is essential in maintaining appropriate levels of sales communication. Open yourself to new and different ways to connect with your customers, and when the opportunity to present something to them arises, make sure you are bringing them something of value. The key is to walk away with a 'next step of action' after making the effort to demonstrate your worth."
– Steve Clarke, Midwest sales manager, Ennis Inc., Midlothian, Texas
"My advice to all new salespeople is to always qualify the prospect first. Do they need your product? Do they currently buy from a competitor? Do they control the 'spend?' What is the account potential?
"Once those few and simple questions have been answered, focus your attention on just getting an order—anything from a business card order to a marketing piece project. The opportunity to create and grow that relationship is what's significant. Now, micro-manage the delivery. Perhaps this will be your only opportunity. Deliver."
– Steve Arnold, sales associate, American Solutions for Business, Denver