Did You Hear?
Are you just starting out in sales? Perhaps you've entered the world of business ownership and you're operating with a staff of one (i.e., you). Or, maybe you've recently scored a coveted sales position and you need some advice. Even if you've been in the game a bit longer, there's nothing wrong with brushing up on the basics.
Whatever the case may be, we've got you covered. Print+Promo reached out to a few pros to learn their secrets for sales success—and they didn't hold back. Here's what they had to say.
Kelly Mallozzi
Principal, Success.In.Print, Chicago
"As far as I'm concerned, the best way to be successful in sales is to put your ego aside and realize that you are in the business to serve others. To that end, the greatest gift we can give another person is to listen. Listen without an agenda, without judgment and without need of an expectation of getting something back. And if you listen, and care more about your prospect's needs than your own, you will win. Every time."
Bill Mahre
President, ADG Promotional Products, Hugo, Minn.
"First, clearly understand the other person's opportunity or situation. Second, keep ideas simple and easy to understand, especially from a benefit standpoint—if there are no clear benefits, then the reason to take action is unrealistic to expect. Too often execution can become complicated or murky, so make sure that everyone knows timelines, who does what and [...] the ultimate outcome that is desired, so everyone understands what success will look like. Finally, stay organized and follow up in a timely fashion to each communication step or inquiry. When people become frustrated with a salesperson and go elsewhere, it is typically because a proposal lacks clarity or the responsiveness of the salesperson is not timely."
Steve Brocker
Senior Vice President of Sales and Marketing, Western States Envelope & Label, Butler, Wis.
"Be prepared. Prepare every time you engage a prospect or customer, whether it's phone, email or face-to-face. Lack of preparation wastes customers' time. Know what benefits are most important to your client and address those first. Know what your company does better than your competition and seek customers who place value on what you do best. When a customer asks you to do something, never say 'no.' Even if it's something you can't do, find a way to get it done for the customer. Never stop learning. Be a student of your customer's industry as well as your own."
Rosalie Marcus
The Promo Biz Coach, proprietor of www.promobizcoach.com, Jenkintown, Pa.
"You can't be all things to all people, but you can be a star in your target market. Focus on a profitable niche, become an expert in it and watch your sales soar!"
Tom Ainsworth
Sales Manager, CE Printed Products, Carol Stream, Ill.
"It's all about the basics—providing prompt and good communications, offering new ideas or products to help distributors with their business, and resolving issues quickly and fairly. If you do these types of behaviors on a consistent basis, people will know that you and your company are solid and reputable."
Sydra Newell
Vice President of Sales, SnugZ USA, West Jordan, Utah
"My personal business strategy is to be authentic. Business interactions are more fun when I establish a true connection with people. Also, I am extremely reliable. I make sure my actions speak louder than my words. By establishing trust with my customer base, they know their customer relationships and their business are in good hands."
Dan R. Wilson
Strategic Dealer Consultant, Wilmer, Dayton, Ohio
"Sales success requires a will to work hard each and every day. It all comes down to serving the customer, rethinking everything you do, solving potential problems proactively, and displaying a passion for your customer, your business and your way of life. Partnerships are formed through a sincere desire to not only celebrate a client's wins, but to understand his or her business and challenges. In addition, always be respectful of a client's time—use it wisely and be sure to add value with every touch point, in-person meeting, phone call and email. Once you have the client's attention, listen more and talk less."
Roger Buck
Director of Marketing, Flesh Co., St. Louis
"I prefer to identify a need or pain point so I'm not just a 'me too.' I also stay current with new technologies and use that knowledge to share, teach and educate clients, building my reputation, both personal and professional. I've learned to never assume my customers know everything that we do, so I try to remind them using an old tactic called the A.R.T. of selling: Ask a question, Remind them of a product we produce and Tell them 'thank you.' Finally, I make myself visible and available."
T.J. Tedesco
Team Leader, Grow Sales Inc., Columbia, Md.
"Sell differently to each of the four main personality types:
- Drivers place a high priority on maximizing their time, so adhere strictly to stated time limits. Avoid small talk and keep your conversation focused on goal achievement.
- Relaters involve others before making a decision, so encourage them to seek opinions from their staff. Aggressive sales pitches and pressure don't work.
- Ask Socializers all about their accomplishments and endeavors. Bring stories and jokes that appeal to their friendly, backslapping side.
- Avoid small talk and stick to sound reasoning when selling to Analytics. Prepare for a factual discussion complete with numbers."
Kevin Mullaney
Vice President, Pacific Data Forms Inc., Long Beach, Calif.
"A good secret to success is to find the perfect balance between persistence and overbearing. I try my best to stay on top of prospective clients by keeping them aware of presence and keeping them abreast of what solutions we can offer them, without disrupting their daily tasks with lengthy phone calls or never-ending emails."
Joel Tardie
Director of Marketing, Presentation Folder Inc., Orange, Calif.
"When I have the luxury of working with clients who aren't concerned with cost, there really is no sales pitch or technique. I really just need to reassure them they chose a top-notch printer with unique ideas to make their brand look amazing on paper in ways another printer couldn't, or they could have imagined themselves. Samples get sales, and it usually only takes a few astounding, properly chosen pieces to gain respect and trust.
When working with a budget-conscious company, it's a different story. Knowing that cheap online options exist, they need to be addressed. So I show them something cheap, and then show them what I want them to buy. Printed pieces are tangible, so I always put samples in their hands. I let them feel the weight, the texture, the depth of the impression (I love embossing, foil and letterpress). Rarely am I able to make a difference in color quality a reason to choose me, so my game is mostly about stimulating tactile senses. 'Quality you can feel' might be a slogan I would endorse. Between specialty coatings and imprint techniques that are harder to shop online, I generally find that the budget-conscious customer will want to pay more for something different.
But I'm really selling two things: the product and the service. If the product is apples-to-apples with something cheaper, then service needs to be better. Quick responses, answering the phone and flexible turnaround are helpful. Thoughtful consideration of the best way to meet someone's needs is something I strive for, and pointing them to the right place [...] in cases [where] I'm not the best solution can ensure someone will want to come back."