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Article #164: SELLING FOR THE NON-SALESMAN

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Last Tuesday night, my wife Linda told me don't need a dog's nose to smell the,
in no uncertain terms that I had to go "guy-who-just-finished-a-project-and-is-d
sleep on the family room couch. Not only esperate-for-the-next-one" from a mile
that, but she did it again on Wednesday away.
and again on Thursday. If on the other hand, you work to stay in
Don't worry though, it's not what you touch with your network just for the sake
think. What happened was we adopted a of staying in touch, you'll find it
dog (a 2 year old beauty that we named easier and more natural to shift into
Abbie) and I slept next to her for a few selling mode when the opportunity arises
nights to keep her company. with one of these people.
Knowing that a new dog was coming soon, I Do be systematic. Whether it's white
made a call last month to a company that papers you distribute, colleagues you
sells "invisible fencing" -- a system call/email, business meetings you attend,
that keeps a dog on the property via an E-Newsletters you write, or some
electronic collar. We set up an combination, you need to schedule these
appointment, and a couple of days later, events into your calendar. In my
a woman named Marie showed up at the experience, if you don't have a specific,
house. "relationship communications plan" (and
Although my 6 year-old son Jonathan was if it's not on paper, you don't have
initially disappointed to discover that one), this kind of thing becomes the
Marie herself was not invisible, she was walking definition of "back burner."
an excellent saleswoman. Don't apply the filter too tightly. If,
From her big smile as she stepped out of like Marie, you're making sales calls
her car, to her clear interest in talking today with the intention of closing sales
about me rather than just her company, to today, it makes sense to try and figure
the fistful of invisible fence ground out who the hot prospects are now.
flags that she presumptively handed over Long term rapport building however, takes
as she stepped in the back door, I knew the opposite approach -- staying in touch
right away that I was dealing with a pro. with lots of people over a long period of
But even then, it was only after she left time, knowing that any one of them could
that I realized just how skilled she was. ultimately be (or lead you to) a sale.
Because despite my not having been When you're that far back in the chain of
"ready to buy" when she arrived, after we events that need to take place, it's hard
spent an hour or so talking about the to predict who is ultimately going to
weather, my kids, my house and of course, lead you to the promised land. So stay
her product, she walked out with a sale. in touch with a lot of people, not just
And, interestingly enough, I never once the ones who seem likely to bring you
felt pressured. something today.
Think about what she accomplished. She A true story. . .
arrived stone cold at the home of a One of my newest clients came about as a
prospect (Marie was not even who I spoke result of my sending a congratulatory
with on the phone), and was immediately e-mail to the founder of a local company,
faced with having to build rapport and after seeing him profiled in a weekly
close the sale simultaneously. Not an business paper. He and I had spoken
easy thing to do. Spend too much time on briefly about six months earlier, he'd
rapport and risk going home with a new been getting my newsletter ever since,
friend, but no sale. Push too hard on and I just thought I'd say hello.
selling and risk having me walk away. Ten minutes after he got my e-mail he
It's a thin line to walk and only a real called. We met the next week, and before
sales expert can do it consistently. I even had a chance to go back to my
I don't mind telling you that I'm not one office and write up a proposal, he and
of those experts, and frankly, I couldn't his partner hired me.
walk that line if it were a mile wide and Was it a fast sale? I suppose so, but
painted on the ground in bright red. By the only reason it happened so fast and
the time I get to the point of closing a the meeting went so well was because by
sale, I need months (not minutes) of the time I walked in the door, we already
rapport-building history to compensate had a long term relationship. The rest
for my selling ineptitude. was just working out the details.
The good news here is that you don't need Bottom Line: One way or the other, you've
to build rapport and close the sale at got to close sales to make money. And
the same time. I've got nothing but the way I see it, that means you've got
respect and awe for the Marie's of the two options: You can either get really
world who can, but if like me and many good at selling, or. . . you can build
other professional service providers you connections that are so strong, that the
find yourself challenged in this area, closing takes care of itself.
it's perfectly effective to separate the Michael J. Katz is Founder and Chief
two events (did somebody say Relationship Penguin of Blue Penguin Development,
Marketing?). Inc., ( a Boston consulting firm that
With that in mind, I offer three helps clients increase sales by showing
suggestions: them how to nurture their existing
Don't wait until you need the sale. If relationships, and that specializes in
the only time I hear from you is when you the development of electronic
are trying to close me, or when you want newsletters. He is author of the book,
me to give you some referrals, you're E-Newsletters That Work.
going to have an uphill battle. You






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