Art Post
I usually think this sometime this year; I’ll be starting my 34th year in the copier business. If we want to be technical I guess you could say that I’m now selling imaging hardware and solutions.
Over those years I’ve seen many sales people, managers, DSM’s, and owners come and go. I guess at this point in my career I can state that I’m one of the constants in the industry and I’ll be working in this industry in some fashion until I retire, or get hit by a bus.
At this point in my career I’ve seen the good times in the industry—there’s been quite a few of those and some bad times. Never ever have I seen a period of time where more business owners are either buying systems, opting for $1-out leases, accepting an automatic lease renewal or suffering without dated technology. A CEO once told me that he doesn’t invest in people he invests in technology. I forgot the CEO’s name, however, I do remember that he ran one of the largest chemical factories in New Jersey at one time. For many years I used his statement as one of my value-added statements and in most cases the statement hit the mark and helped me close sales. Over the last four years, and I might even push for 5 years, the economy has had a direct effect on my sales efforts.
In the last three years I’ve seen two sales managers and nine sales reps come and go at our dealership. One rep has been able to make it past two years and from my perspective he looks like he will do well in the industry.
As I was driving to my second appointment today I had some thoughts as to why I’ve been successful through the good times and bad times. What made me different from all of those reps that never stayed in the industry? My wife tells me that I’m glutton for rejection, but she also stated that I have an awesome work ethic. I’m in agreement on the work ethic, but I think the real reason is the joy I get when someone orders from me along with the fact that I can make extra money whenever I want.
Which brings me to another quote from the owner of a dealership where I once worked; he loved to quote this “the harder you work the luckier you get”. I know it’s not luck that comes into play however working harder means you are prospected more. You don’t work harder on writing orders, nor do you work harder on driving from one account to the other, you don’t working harder on researching solutions. It’s plain and simple if you work hard on prospecting you will have opportunities that will make you engage all of the other activities in your sales process.
Is there a right way and wrong way to prospect? Some say they’d rather do a lot of walk-in cold calls (I use to be like this), others will do a combination of phone cold calls and walk-in cold calls. I think after 33 years in the business I’ve finally gotten it right. Very rarely will I make walk-in cold calls, I stick to the phones, which allows me to call more accounts than I could ever walk in on. But, I‘ll use my five step BOX approach to try and get to Mr. or Mrs. Right.
1. In order to be successful I need to average at least 150 calls per week, and that’s not easy for me since I also have to take calls from existing customers and answer e-mails. At the minimum 50 percent of these should be spent looking for net new accounts. The other calls are for follow ups with existing customers.
2. If I can’t get Mr. or Mrs. Right on the phone because the gatekeeper is doing their job, I will use this when they say that Mr. or Mrs. Right is not available, “I understand they he or she is very busy, would it be OK to send them an e-mail”? This has been working and 7 out of 10 times I will get the e-mail address. I won’t use the e-mail address yet.
3. If after three calls I can get a hold of Mr. or Mrs. Right (this is getting to be a real drag writing Mr. or Mrs. Right), I will send them a personalized letter of introduction.
4. A week later I will call again, if I don’t get through with this call I will then use the e-mail address and send them one of many different e-mail templates that I have.
5. Call again and again and again, more importantly I will try to get all 5 steps done in 60 days, and if I haven’t gotten through I will then set the account for a call every three to four months. However, while I’m doing all of these calls I always try and ask for the same person that answered the phone the very first time. Each phone call I’ll ask a new question like these:
1. Ask who I am speaking with (and record their name)?
2. How many copiers/imaging systems do you have?
3. What’s the best time to get a hold of Mr. or Mrs. Right?
4. Am I asking for the right person?
5. I’m new and could you help me with some information that would help me when I speak with Mr. or Mrs. Right?
I’ve got a few more; however the point is to gather as much information as you can over time. Time—most of the time I don’t get to talk with Mr. or Mr. Right in the 60 days, but as time goes on, sooner or later I’ve will get in touch with Mr. or Mrs. Right. In some cases it took years, but that’s OK because I know that I’ll always be prospecting for new accounts.
Is what I do the right way or the wrong way? I don’t know, but its done fine by me and I’ll keep doing it that way.
Good selling!
