You may have a solid sales strategy that works every time—well, almost every time. Or maybe you switch among a few tactics depending on the situation. But what happens when your pitch falls flat? When you're stuck in a sales rut, it can be hard to evaluate where you've gone wrong. Instead of some soul-searching and evaluating on your part, we've done the work for you. Here, seven industry professionals reveal their best-kept secrets for success that will spare you from missing that key sale.
Gregg Emmer
Vice President and Chief Marketing Officer, Kaeser & Blair Inc., Batavia, Ohio
"My secret sales tip is—stop selling and help your buyer buy!
"Selling can be (and in most cases is) an adversarial environment. You want to sell and your customer wants to resist being sold, so stop that process. Find out what the customer wants to invest in, what the outcome is they are looking for and help them invest in that. Do they want to increase productivity, thank employees, improve customer loyalty, lower insurance costs, etc.? Find out the outcome and help your customer invest in that.
"This holds true for print projects, promotional campaigns, used cars or anything else. A buyer always has an objective in mind. Find out what that is and help them buy the outcome."
Kendall Brickweg
Promotional Products Specialist, American Solutions for Business, Glenwood, Minn.
"Try keeping a special calendar to track your customers' annual events, like holiday parties, golf outings, summer picnics, etc. This way you can proactively reach out to customers two to three months prior to the event to help them start planning. This shows your customers that you are organized and proactive. The main benefit to you is you get the sale while saving you the time, expense and headache of rush orders."
Wendy Flaherty
Senior Channel Marketing Specialist for Major Accounts, DFS, Groton, Mass.
"In today's competitive environment, it's important to position yourself as an extension of your customers' business. Small businesses are flooded with vendors offering lower prices, more selection and great customer service. However, what many businesses are lacking is a true partner to help them grow their business. Show your genuine interest in their company.
"Ask questions about their customers' needs. Why did they lose those orders to a competitor? Is marketing their business too expensive and time-consuming? Understand their pain points, and let them know what solutions you have that will solve them and help them become more competitive."
Peter White
President, Britten Studios, Print and Banners Division, Traverse City, Mich.
"Shut up and listen. You'll be amazed by how much more you can sell."
Bill Korowitz
CEO, The Magnet Group, Washington, Mo.
"[It has] been my experience [that] the top reps are always the ones making the extra phone call, the extra meeting, and are masters of time-management skills. They focus their energies on the accounts and prospects capable of making a difference in their sales portfolio, and they aren't afraid of firing a customer if the situation warrants."
Will Crabtree
Chief Operating Officer/Partner, Printing in a Box, Tampa, Fla.
"Local SEM (Search Engine Marketing) is one of my favorite mediums for driving traffic and sales. If you operate a printing company that services local customers, using a combination of Google+ Local, AdWords Express, AdWords (targeted locally) and Retargeting, you will drive prequalified traffic to your website with a high conversion rate. This combination of tools will yield you a strong ROI with a minimal to moderate budget. Having online ordering, a mobile optimized website and positive online reviews will make these tools exponentially more powerful and tremendously increase your sales.
Michele Popelka
Vice President of Sales and Support, Safeguard Business Systems Inc., Dallas
"Use your passion to drive sales. Take a closer look into the hobbies and activities you do for enjoyment. They are a great way to network and meet new business prospects in a no-pressure environment. You never know where the next big opportunity will be found, so be involved, be observant and, most of all, be the solution to their print, promo and marketing needs."
Amanda L. Cole is the editor-in-chief of NonProfit PRO. She was formerly editor-in-chief of special projects for NonProfit PRO's sister publication, Promo Marketing. Contact her at acole@napco.com.