By Jim Hingst
This story appears in Sign Builder Illustrated
Sales opportunities don’t come easy. We can
spend hundreds to thousands of dollars on direct mail, email campaigns or traditional
advertising. Many of us also spend hours on the phone making prospecting calls.
A high percentage of these phone calls end up in rejection and frustration.
spend hundreds to thousands of dollars on direct mail, email campaigns or traditional
advertising. Many of us also spend hours on the phone making prospecting calls.
A high percentage of these phone calls end up in rejection and frustration.
Having made hundreds of joint calls with
salespeople, I can honestly say that a high percentage of these meetings were
unprepared. While there is some truth to Woody Allen’s assertion that “80% of
success is just showing up,” pre-call planning can improve your odds of
success, when you are selling a custom product, such a fleet graphics or environmental
graphics.
salespeople, I can honestly say that a high percentage of these meetings were
unprepared. While there is some truth to Woody Allen’s assertion that “80% of
success is just showing up,” pre-call planning can improve your odds of
success, when you are selling a custom product, such a fleet graphics or environmental
graphics.
With all the time, money and effort invested
to uncover an opportunity and schedule an appointment, why do so many salespeople
just “wing it” instead of preparing for the call? As the legendary UCLA
basketball coach, John Wooden, cautioned his players, “failing to prepare is
preparing to fail.” Even if you are fast on your feet and have been
improvising for years, I believe that pre-call planning can improve your sales
call performance in the following ways:
to uncover an opportunity and schedule an appointment, why do so many salespeople
just “wing it” instead of preparing for the call? As the legendary UCLA
basketball coach, John Wooden, cautioned his players, “failing to prepare is
preparing to fail.” Even if you are fast on your feet and have been
improvising for years, I believe that pre-call planning can improve your sales
call performance in the following ways:
● Preparing for the sales call in advance can
help relieve some of the natural stress of an initial meeting. Having
collected good background information will also give you more confidence in
speaking with prospects.
help relieve some of the natural stress of an initial meeting. Having
collected good background information will also give you more confidence in
speaking with prospects.
● The information gathered about the business
will help in planning a sales call strategy.
will help in planning a sales call strategy.
● In a face-to-face meeting, pre-call
planning allows you to control the direction of the meeting. As a salesperson,
you will be more thorough in the sales interview. What’s more, this reduces the
chance that you will forget points that you wanted to cover or that you will
stumble your way through the meeting.
planning allows you to control the direction of the meeting. As a salesperson,
you will be more thorough in the sales interview. What’s more, this reduces the
chance that you will forget points that you wanted to cover or that you will
stumble your way through the meeting.
● Pre-call planning organizes the sales call,
so you make better use of the prospect’s time. This shows the client that you
respect his or her time.
so you make better use of the prospect’s time. This shows the client that you
respect his or her time.
● By understanding the background of the
prospect’s business, the products they make, their services, key contacts and
their industry, you project a more professional image.
prospect’s business, the products they make, their services, key contacts and
their industry, you project a more professional image.
Whether you are introducing yourself for the
first time to a prospect or dropping into to see a longtime customer, you need
a goal for every sales call you make. That takes preparation. Before any
meeting ever starts, you need to ask yourself: “what am I trying to achieve in
the sales call?” If you cannot answer that question, you are not prepared to do
your job.
first time to a prospect or dropping into to see a longtime customer, you need
a goal for every sales call you make. That takes preparation. Before any
meeting ever starts, you need to ask yourself: “what am I trying to achieve in
the sales call?” If you cannot answer that question, you are not prepared to do
your job.
Ultimately,
you may need to do some soul searching to understand your role is in the sales
process. If you view yourself as a sales consultant, your role includes
assisting the client to articulate or identify their needs and problems as well
as proposing solutions and guiding him or her in their buying decision. In the
role of a consultant you must have the client’s best interest at heart. With
that in mind, anyone can make a sale the first time, but a real salesperson
makes a customer for life.
you may need to do some soul searching to understand your role is in the sales
process. If you view yourself as a sales consultant, your role includes
assisting the client to articulate or identify their needs and problems as well
as proposing solutions and guiding him or her in their buying decision. In the
role of a consultant you must have the client’s best interest at heart. With
that in mind, anyone can make a sale the first time, but a real salesperson
makes a customer for life.
Establishing Sales Call Goals
Pre-call planning should occur at every stage
of the sales cycle. This planning will vary depending on what stage you
are in. Obviously, preparing for a sales call as you initially qualify a new
prospect will be quite different from your preparation for a needs analysis
meeting, a design appraisal, the presentation of artwork or your program
proposal.
of the sales cycle. This planning will vary depending on what stage you
are in. Obviously, preparing for a sales call as you initially qualify a new
prospect will be quite different from your preparation for a needs analysis
meeting, a design appraisal, the presentation of artwork or your program
proposal.
Regardless
of what stage you are in in the sales cycle, general preparation for that
meeting should follow the blueprint outlined below:
of what stage you are in in the sales cycle, general preparation for that
meeting should follow the blueprint outlined below:
● Determine the objectives for the meeting.
Your goals for the meeting will hinge on where you are in the sales process. In
an introductory meeting, you may want to discover who are the key players in
the decision-making process. You may want to probe for any dissatisfaction with
their existing vendor. You may also want to learn about the company’s marketing
plans related to corporate identity. You might also want to discover other
opportunities. In addition, make a list of questions that the prospect could
ask you along with your answers.
Your goals for the meeting will hinge on where you are in the sales process. In
an introductory meeting, you may want to discover who are the key players in
the decision-making process. You may want to probe for any dissatisfaction with
their existing vendor. You may also want to learn about the company’s marketing
plans related to corporate identity. You might also want to discover other
opportunities. In addition, make a list of questions that the prospect could
ask you along with your answers.
● In addition to preparing questions, you
should also prepare any points or materials that you would like to present.
What’s more, write your value proposition (how you differentiate your business
from other shops). Supporting materials may include a brochure depicting your
shop’s range of capabilities or photographs that you took as you surveyed the
prospect’s fleet vehicles or store locations.
should also prepare any points or materials that you would like to present.
What’s more, write your value proposition (how you differentiate your business
from other shops). Supporting materials may include a brochure depicting your
shop’s range of capabilities or photographs that you took as you surveyed the
prospect’s fleet vehicles or store locations.
● Assuming that you accomplish your
objectives for a meeting you must consider how you want to conclude the sales
call, so that you can transition to the next step in the sales process. For
example, following your presentation of design concepts, you may want to
conclude by setting a meeting date to show finished layouts and present the
proposal for your program.
objectives for a meeting you must consider how you want to conclude the sales
call, so that you can transition to the next step in the sales process. For
example, following your presentation of design concepts, you may want to
conclude by setting a meeting date to show finished layouts and present the
proposal for your program.
● Based on your objectives, you should
outline your questions for the prospect so you can structure the conversation.
Make sure that your questions are open ended. These are questions that cannot
be answered with a simple yes or no. Instead, open ended questions encourage
the prospect to elaborate.
outline your questions for the prospect so you can structure the conversation.
Make sure that your questions are open ended. These are questions that cannot
be answered with a simple yes or no. Instead, open ended questions encourage
the prospect to elaborate.
Trial Closing Questions
Any experienced salesman knows that you should Always Be Closing (ABC).
Regardless of where you are in the sales cycle, you should structure open-ended
questions and statements designed to flush out your prospect’s reactions. This
is called the trial close. It is designed to indirectly close a deal before a
formal closing step. In this indirect approach, you are asking for an opinion,
not a decision. As your prospect answers your trial close
questions, revealing his thinking, you can adapt your presentation. What makes
a trial close such a valuable sales technique is that is a non-threatening way
to take the prospect’s temperature, with little risk that he will become
defensive.
Regardless of where you are in the sales cycle, you should structure open-ended
questions and statements designed to flush out your prospect’s reactions. This
is called the trial close. It is designed to indirectly close a deal before a
formal closing step. In this indirect approach, you are asking for an opinion,
not a decision. As your prospect answers your trial close
questions, revealing his thinking, you can adapt your presentation. What makes
a trial close such a valuable sales technique is that is a non-threatening way
to take the prospect’s temperature, with little risk that he will become
defensive.
As an example of a trial close, you could ask
for a prospect’s preference after presenting different design concepts. You could inquire how a particular design
would work for their company. Or you could make a statement with the intention
of eliciting a response: “it seems to me that you prefer the design with the
larger pictorial.”
for a prospect’s preference after presenting different design concepts. You could inquire how a particular design
would work for their company. Or you could make a statement with the intention
of eliciting a response: “it seems to me that you prefer the design with the
larger pictorial.”
One way to break through to a difficult buyer
is to make an assertion that gives the prospect the opportunity to correct you.
In the business of corporate graphics, you might say something like “I noticed
that the imagery that you use on your vehicles, stores and advertising are
different. It seems to me that you are in the process of changing your
corporate identity program.”
is to make an assertion that gives the prospect the opportunity to correct you.
In the business of corporate graphics, you might say something like “I noticed
that the imagery that you use on your vehicles, stores and advertising are
different. It seems to me that you are in the process of changing your
corporate identity program.”
It doesn’t matter if that assertion is right
or wrong. In fact, it is better if the statement is contrary to the prospect’s
position. This gives your prospect to opportunity to correct you. That way, he
or she should feel that they are in control of the buying process. What’s more,
in many cases the prospect may open up and tell you, what they might not
otherwise reveal.
or wrong. In fact, it is better if the statement is contrary to the prospect’s
position. This gives your prospect to opportunity to correct you. That way, he
or she should feel that they are in control of the buying process. What’s more,
in many cases the prospect may open up and tell you, what they might not
otherwise reveal.
By asking trial closing questions, you can
gauge how the prospect’s feels about your proposals as well as to ferret out
any objections. As you uncover concerns and objections throughout the sales
process, you can provide answers and assurances that put the client at ease.
More importantly, the trial close lets you determine when the is ready to make
a buying decision.
gauge how the prospect’s feels about your proposals as well as to ferret out
any objections. As you uncover concerns and objections throughout the sales
process, you can provide answers and assurances that put the client at ease.
More importantly, the trial close lets you determine when the is ready to make
a buying decision.
Remember, it is critical that after asking a
question, you should SHUT UP and wait until the prospect responds. Then LISTEN!
God gave you two ears and one mouth. Use them in that proportion.
question, you should SHUT UP and wait until the prospect responds. Then LISTEN!
God gave you two ears and one mouth. Use them in that proportion.
The Importance of a CRM Program
As you are researching a prospect, you need
you need to have some type of system for compiling the information. It may be
as simple as filling out an account profile form. A better way is to use a
customer relationship management (CRM) program. Many professional salespeople
use CRM software, such as Salesforce, ACT, Zoho CRM or Microsoft’s Business
Contact Manager for Outlook.
you need to have some type of system for compiling the information. It may be
as simple as filling out an account profile form. A better way is to use a
customer relationship management (CRM) program. Many professional salespeople
use CRM software, such as Salesforce, ACT, Zoho CRM or Microsoft’s Business
Contact Manager for Outlook.
CRM software will help you capture important
information about your leads, qualified prospects and customers. The costs for
these programs vary depending on the number of users, the available features
and data storage. Prices can be as low as $5 per month subscription fee.
information about your leads, qualified prospects and customers. The costs for
these programs vary depending on the number of users, the available features
and data storage. Prices can be as low as $5 per month subscription fee.
CRM programs are only as good as the
information that you input. As a salesperson, you should get into the habit of
taking notes whether you are on a phone call or face to face with the client.
At the end of the day, you should input the information in the customer’s
profile. By taking notes, you can transmit better information to other people
in your shop, such as the designer or production manager. It is also less
likely that you will let an important detail slip through the cracks. Finally,
if you are an employee of a graphics provider, you can provide your employer
with a detailed account of your sales call.
information that you input. As a salesperson, you should get into the habit of
taking notes whether you are on a phone call or face to face with the client.
At the end of the day, you should input the information in the customer’s
profile. By taking notes, you can transmit better information to other people
in your shop, such as the designer or production manager. It is also less
likely that you will let an important detail slip through the cracks. Finally,
if you are an employee of a graphics provider, you can provide your employer
with a detailed account of your sales call.
CRM software allows you to capture leads, as
well as to track your interactions with the prospects. By helping you better
manage these interactions, a CRM software program improves your ability to convert a raw
lead into an actual sale.
well as to track your interactions with the prospects. By helping you better
manage these interactions, a CRM software program improves your ability to convert a raw
lead into an actual sale.
These programs provide you with several
advantages. By using this type of program, you can record the details of every
interaction that you engage in with a prospect or customer. One huge advantage
is that you can schedule your next call date. This helps prevent opportunities
from slipping between the cracks.
advantages. By using this type of program, you can record the details of every
interaction that you engage in with a prospect or customer. One huge advantage
is that you can schedule your next call date. This helps prevent opportunities
from slipping between the cracks.
You should enter any leads into your company
dbase that you generate from your website, blog, email campaign, phone-in
inquires or traditional advertising.
dbase that you generate from your website, blog, email campaign, phone-in
inquires or traditional advertising.
A tried and true method of identifying
prospects is through networking. When I was selling fleet graphics, I developed
close friendships with truck leasing salespeople. They fed me great information
about which companies were in the market to lease tractors and trailers. They
had existing business relationships with many of these companies. From them, I
learned who to talk to. In many cases, they invited me on sales calls to
introduce me to their contacts. Business relationships, such as these, are
invaluable.
prospects is through networking. When I was selling fleet graphics, I developed
close friendships with truck leasing salespeople. They fed me great information
about which companies were in the market to lease tractors and trailers. They
had existing business relationships with many of these companies. From them, I
learned who to talk to. In many cases, they invited me on sales calls to
introduce me to their contacts. Business relationships, such as these, are
invaluable.
You may also consider getting involved in
community organizations, such as your local chamber of commerce. You can ask
for referrals from your most loyal customers. You can also develop contacts on
LinkedIn or other social media platforms.
community organizations, such as your local chamber of commerce. You can ask
for referrals from your most loyal customers. You can also develop contacts on
LinkedIn or other social media platforms.
As you are researching a prospect, you should
build a detailed profile on the business or on individuals.
build a detailed profile on the business or on individuals.
No matter what type of meeting that you are
in, it is imperative that you take good call notes. Success in the graphics
market is especially dependent on attention to detail. Your notes will help you
recall important details about the prospect’s needs, the competitive landscape
as well as your next action steps as you prepare for future meetings.
in, it is imperative that you take good call notes. Success in the graphics
market is especially dependent on attention to detail. Your notes will help you
recall important details about the prospect’s needs, the competitive landscape
as well as your next action steps as you prepare for future meetings.
In your meeting preparation, your questions
should reveal if the prospect has any need for your products and services. When
selling fleet graphics, you need to discover if the company operates any
vehicles. If they do, you should inquire about the size of the fleet, the
locations of the vehicles, who the fleet manager is, and if the company has
plans for new equipment purchases or leases.
should reveal if the prospect has any need for your products and services. When
selling fleet graphics, you need to discover if the company operates any
vehicles. If they do, you should inquire about the size of the fleet, the
locations of the vehicles, who the fleet manager is, and if the company has
plans for new equipment purchases or leases.
Being thoroughly prepared is especially
important in selling a graphics program, because you need to identify the
customer’s problems and unmet needs, before you tailor a solution. With
thorough preparation you can better influence the buyer’s purchasing decision
and improve your closing ratio.
important in selling a graphics program, because you need to identify the
customer’s problems and unmet needs, before you tailor a solution. With
thorough preparation you can better influence the buyer’s purchasing decision
and improve your closing ratio.
Taking Aim at Your Target
If you want to be effective in your
messaging, you need to realize that as a graphics supplier you can’t be
everything to everybody. Instead you should focus on a particular target market,
one with the most lucrative sales and profit potential, and tailor your
branding and advertising message to that audience. With this in mind, you
should devote your energies to populating your sales funnel with those
prospects that satisfy your criteria as ideal candidates.
messaging, you need to realize that as a graphics supplier you can’t be
everything to everybody. Instead you should focus on a particular target market,
one with the most lucrative sales and profit potential, and tailor your
branding and advertising message to that audience. With this in mind, you
should devote your energies to populating your sales funnel with those
prospects that satisfy your criteria as ideal candidates.
By concentrating your sales efforts on a
niche market, such as vehicle wraps or window and wall graphics, you can
position your shop as a company that can best serve the unique needs of a
market segment that may be underserved.
niche market, such as vehicle wraps or window and wall graphics, you can
position your shop as a company that can best serve the unique needs of a
market segment that may be underserved.
Just so that there is no misunderstanding, I
am not suggesting that you should turn away opportunities that are not in your
target market. Instead, focus your efforts on the parts of your business that
generate the most profit.
am not suggesting that you should turn away opportunities that are not in your
target market. Instead, focus your efforts on the parts of your business that
generate the most profit.
“By trying to take on every project, I was
wasting too much time on jobs that were not that profitable,” says Butch
“Superfrog” Anton. “After carefully looking at my business, I could see
what type of work generated the best. That’s when I decided to focus my sales
efforts in a particular area.”
wasting too much time on jobs that were not that profitable,” says Butch
“Superfrog” Anton. “After carefully looking at my business, I could see
what type of work generated the best. That’s when I decided to focus my sales
efforts in a particular area.”
The
Sales Funnel
Sales Funnel
To ensure that you have a steady flow of
sales opportunities and to achieve your sales goals, you need to continually
add new prospects to the top of the sales funnel. With this end in mind, you
should set a weekly target for adding new leads into your dbase. Some of
the best ways to keep your sales funnel full of new leads are networking,
asking existing customers for referrals, newsletters and email campaigns.
sales opportunities and to achieve your sales goals, you need to continually
add new prospects to the top of the sales funnel. With this end in mind, you
should set a weekly target for adding new leads into your dbase. Some of
the best ways to keep your sales funnel full of new leads are networking,
asking existing customers for referrals, newsletters and email campaigns.
Keeping the funnel full is not only critical
to growing your business, but also to offset account attrition. For any number
of reasons, businesses can lose up to 15% of their customer base each year.
to growing your business, but also to offset account attrition. For any number
of reasons, businesses can lose up to 15% of their customer base each year.
Prior to qualifying a prospect and adding
those accounts to your sales funnel, you should conduct some basic intelligence
gathering on these sales suspects. To be clear, in this stage in the selling
process, you may have good reason to suspect that a company might be a good
candidate for your product, but you still need to confirm your suspicions. This
confirmation process is referred to as qualification.
those accounts to your sales funnel, you should conduct some basic intelligence
gathering on these sales suspects. To be clear, in this stage in the selling
process, you may have good reason to suspect that a company might be a good
candidate for your product, but you still need to confirm your suspicions. This
confirmation process is referred to as qualification.
At the very least, before making a qualification
call, your investigation should include a Google search as well as an
inspection of the company’s website and social media platforms. The basic
information that you should record in your database should include:
call, your investigation should include a Google search as well as an
inspection of the company’s website and social media platforms. The basic
information that you should record in your database should include:
● What is the nature of their business?
(their product and services)
(their product and services)
● Which markets does the company serve?
● What is the company’s product differential?
(what make them unique and different?)
(what make them unique and different?)
● Where are the company’s locations?
● Who are the key contacts within the
organization?
organization?
● What is the company’s size?
● Who are their competitors?
● How large is the business compared to their
competitors?
competitors?
● What industry trends are affecting the
company?
company?
This preliminary research should take no more
than 10 to 15 minutes. In many cases, what you can learn on the internet will
be sketchy. In your qualifying the prospect, you need to work on filling in
those gaps.
than 10 to 15 minutes. In many cases, what you can learn on the internet will
be sketchy. In your qualifying the prospect, you need to work on filling in
those gaps.
While the sales pipeline is typically
described as a linear process, rarely do sales actually follow some theoretical
academic construct. In this simplified explanation of what salespeople
do: they recognize an opportunity; make contact; qualify the lead; set up an
appointment; determine problems and needs; present a solution; and close the
deal. If it was only that easy!
described as a linear process, rarely do sales actually follow some theoretical
academic construct. In this simplified explanation of what salespeople
do: they recognize an opportunity; make contact; qualify the lead; set up an
appointment; determine problems and needs; present a solution; and close the
deal. If it was only that easy!
What complicates this generalization is that
the bigger sales opportunities almost always involve many more variables: the
size of the company; the nature and the cost of the project; and any number of
people, who influence the buying decision. Changes in business communication has
also made selling to larger accounts more complex. In years past, it was
believed that a sale occurred after an average of five touches. Today the
number of touches has increased by as many as three times. What has contributed
to that change is voicemail, email and social media channels.
the bigger sales opportunities almost always involve many more variables: the
size of the company; the nature and the cost of the project; and any number of
people, who influence the buying decision. Changes in business communication has
also made selling to larger accounts more complex. In years past, it was
believed that a sale occurred after an average of five touches. Today the
number of touches has increased by as many as three times. What has contributed
to that change is voicemail, email and social media channels.
Qualifying the Prospect
Whether you buy a list of prospects or build
your own list, you need to qualify the candidates. The most effective way
to qualify the prospects is to phone them. When you are making an initial
prospecting call, you should realize that many of the people that you speak
with are unfamiliar with industry jargon, such as vehicle wrap, pressure
sensitive film or vinyl graphics. The best advice is to “Keep It Simple”.
your own list, you need to qualify the candidates. The most effective way
to qualify the prospects is to phone them. When you are making an initial
prospecting call, you should realize that many of the people that you speak
with are unfamiliar with industry jargon, such as vehicle wrap, pressure
sensitive film or vinyl graphics. The best advice is to “Keep It Simple”.
If you are uncomfortable in prospecting on
the phone, you should prepare a written outline of what you want to cover in
the call. I am not suggesting that you read a script. Instead, organize a list
of some basic questions that you can ask to help you qualify a selling
opportunity. When selling fleet graphics, here are some questions you may ask:
the phone, you should prepare a written outline of what you want to cover in
the call. I am not suggesting that you read a script. Instead, organize a list
of some basic questions that you can ask to help you qualify a selling
opportunity. When selling fleet graphics, here are some questions you may ask:
● I understand that your company operates a
fleet of trucks. Is that correct?
fleet of trucks. Is that correct?
● How many vehicles does your company have?
● Do you company vehicles have signs or
decoration?
decoration?
● Who in your company is responsible for your
fleet of vehicles?
fleet of vehicles?
If
you are speaking with a fleet manager, you can ask additional questions:
you are speaking with a fleet manager, you can ask additional questions:
● How many new vehicles will you be getting
this year?
this year?
● Are you purchasing or leasing the vehicles?
(This question is important. If the prospect is leasing, the graphics can be
rolled into the terms of the lease. It also allows the prospect to pay for more
elaborate graphics, because the cost is amortized over the duration of the
lease.)
(This question is important. If the prospect is leasing, the graphics can be
rolled into the terms of the lease. It also allows the prospect to pay for more
elaborate graphics, because the cost is amortized over the duration of the
lease.)
● How long have you had your current vehicle
graphics design? (As a general rule of thumb, companies make changes to their
corporate identity on average of every five to seven years. If a company has
not made changes for longer than that, they are usually good candidates for a
redesign.)
graphics design? (As a general rule of thumb, companies make changes to their
corporate identity on average of every five to seven years. If a company has
not made changes for longer than that, they are usually good candidates for a
redesign.)
● When will be considering new graphics for
your truck? (This information is useful in constructing a sales forecast.)
your truck? (This information is useful in constructing a sales forecast.)
Conducting a Graphics Survey
In the sign market, pre-approach includes
conducting a survey, whether it is a vehicle survey, a store survey or a site
survey. How can you talk about vehicle graphics without ever seeing the
company’s current graphics? How can you discuss window and wall graphics
without ever visiting one or more store locations? If you are going to talk
about signage for a building, wouldn’t it make sense to survey the site
beforehand?
conducting a survey, whether it is a vehicle survey, a store survey or a site
survey. How can you talk about vehicle graphics without ever seeing the
company’s current graphics? How can you discuss window and wall graphics
without ever visiting one or more store locations? If you are going to talk
about signage for a building, wouldn’t it make sense to survey the site
beforehand?
To ensure that you thoroughly inspect fleet
vehicles or a store location, it helps if you prepare a checklist of questions
to ask. That way, you don’t forget any details, you save time and you project a
professional image.
vehicles or a store location, it helps if you prepare a checklist of questions
to ask. That way, you don’t forget any details, you save time and you project a
professional image.
Conducting an on-site survey is a valuable
tool when preparing for graphics sales call. The primary purpose of
these surveys is to identify a prospect’s problems, so you can propose a
solution. If you can’t identify a problem, you have very little chance of
making a sale.
tool when preparing for graphics sales call. The primary purpose of
these surveys is to identify a prospect’s problems, so you can propose a
solution. If you can’t identify a problem, you have very little chance of
making a sale.
When inspecting vehicle graphics or a store
graphics program, it always helps to take to have a camera and tape measure.
Pictures of existing graphics, and vehicle types or building styles as well as
measurements are helpful for designers. Photographs, which document any
problems, such as edge lifting, fading or cracking vinyl, are invaluable when
included in a presentation to support your assertions.
graphics program, it always helps to take to have a camera and tape measure.
Pictures of existing graphics, and vehicle types or building styles as well as
measurements are helpful for designers. Photographs, which document any
problems, such as edge lifting, fading or cracking vinyl, are invaluable when
included in a presentation to support your assertions.
If you are meeting with an executive, he or
she may be unaware of problems with their graphics program. In many cases, that
executive may never have inspected their truck graphics. Even if they have,
they might not know what to look for. In the case of printing, the prospect
very likely might not know what is or what is not a commercially acceptable
job.
she may be unaware of problems with their graphics program. In many cases, that
executive may never have inspected their truck graphics. Even if they have,
they might not know what to look for. In the case of printing, the prospect
very likely might not know what is or what is not a commercially acceptable
job.
In the case of preparing for a meeting with
an existing customer, conducting a survey can alert you to any problems or
dissatisfaction with your program. That way you can get out ahead of the
problem before someone else, such as a competitor, has a chance to bring in up.
an existing customer, conducting a survey can alert you to any problems or
dissatisfaction with your program. That way you can get out ahead of the
problem before someone else, such as a competitor, has a chance to bring in up.
If you are meeting with a key company
executive regarding their vehicle graphics, it can help greatly to inspect the
graphics prior to the meeting. This inspection should include survey the type
of vehicles that the business operates and the condition of the graphics. In
preparing for your meeting you should take pictures of the graphics to document
any of your findings.
executive regarding their vehicle graphics, it can help greatly to inspect the
graphics prior to the meeting. This inspection should include survey the type
of vehicles that the business operates and the condition of the graphics. In
preparing for your meeting you should take pictures of the graphics to document
any of your findings.
Before conducting either a vehicle survey or
building graphics survey, compile a checklist of questions:
building graphics survey, compile a checklist of questions:
● How long have you had the current design?
● Who supplied and installed the graphics?
● How do you feel about the company that
supplied and installed the graphics?
supplied and installed the graphics?
● What type of repairs have been done on
the graphics?
the graphics?
● How many different types of vehicles do you
operate?
operate?
● How often are the vehicles cleaned? How are
they cleaned? What types of chemicals are used?
they cleaned? What types of chemicals are used?
In the graphics market you are not selling a
commodity such as the proverbial widget. You are developing a visual
communications system that encompasses a creative design solution as well as a
manufactured product customized to the unique requirements of the job. In
addition, the graphics package often requires professional installation, which
ensures that the graphics are applied correctly.
commodity such as the proverbial widget. You are developing a visual
communications system that encompasses a creative design solution as well as a
manufactured product customized to the unique requirements of the job. In
addition, the graphics package often requires professional installation, which
ensures that the graphics are applied correctly.
Pre-Approach
Before you set your appointment, you need to
collect as much information as possible about the company and their current
graphics program. Ideally, you could conduct a survey before meeting with the
people involved in making the ultimate decision.
collect as much information as possible about the company and their current
graphics program. Ideally, you could conduct a survey before meeting with the
people involved in making the ultimate decision.
After qualifying a prospect, you should
expand your research to gather additional background information, before
scheduling your initial sales meeting. This sales technique is called the
“Pre-Approach”.
expand your research to gather additional background information, before
scheduling your initial sales meeting. This sales technique is called the
“Pre-Approach”.
To be clear, how you sell or how the prospect
buys doesn’t follow any formal lineal sales pipeline process that salesmen had
been taught decades ago. The pre-approach technique of gathering information
should not a one-time activity. It should be an ongoing activity that continues
throughout your relationship with a client as you gather a more and more
comprehensive dossier on a customer.
buys doesn’t follow any formal lineal sales pipeline process that salesmen had
been taught decades ago. The pre-approach technique of gathering information
should not a one-time activity. It should be an ongoing activity that continues
throughout your relationship with a client as you gather a more and more
comprehensive dossier on a customer.
After you gather background data about a
company from external sources, you should continue to add information to the
account profile from your meetings. As you learn more about the prospect’s
needs and priorities, you can better formulate your solution, which could
involve a new design, a different manufacturing approach or an installation
plan. Everything that you discover about a potential customer leads to
the planning and presentation of the graphics program and the closing of the
sale.
company from external sources, you should continue to add information to the
account profile from your meetings. As you learn more about the prospect’s
needs and priorities, you can better formulate your solution, which could
involve a new design, a different manufacturing approach or an installation
plan. Everything that you discover about a potential customer leads to
the planning and presentation of the graphics program and the closing of the
sale.
Some of the basic information that you should
include in an account profile includes company sales, products and services,
number of employees, key executives, and competitors. Some of this information
is easily attainable by googling the company name. You can also find
information from the company website or on LinkedIn. Paid services are
available from companies, such as Hoovers.
include in an account profile includes company sales, products and services,
number of employees, key executives, and competitors. Some of this information
is easily attainable by googling the company name. You can also find
information from the company website or on LinkedIn. Paid services are
available from companies, such as Hoovers.
Just as you might do a background check on
someone before hiring them, you should do a background check on the key people
within a target account. LinkedIn is an excellent source for information on key
personnel.
someone before hiring them, you should do a background check on the key people
within a target account. LinkedIn is an excellent source for information on key
personnel.
Prior to setting your first sales
appointment, you should have collected some information on the prospect and
have begun to build an account profile. The more information that you
have on an account, the more substantive your conversation will be.
appointment, you should have collected some information on the prospect and
have begun to build an account profile. The more information that you
have on an account, the more substantive your conversation will be.
Pre-call planning should begin immediately
after you qualify a prospect. In this step in the sales process, you should
collect as much detailed information about the prospect above and beyond what
you learned in the qualification step. Collecting this information can help you
in several different ways.
after you qualify a prospect. In this step in the sales process, you should
collect as much detailed information about the prospect above and beyond what
you learned in the qualification step. Collecting this information can help you
in several different ways.
In today’s digital age, research has never
been easier. The quickest way to learn about what a business does is to visit
their website. In particular, look at their About Us page and for any news
releases.
been easier. The quickest way to learn about what a business does is to visit
their website. In particular, look at their About Us page and for any news
releases.
Also, investigate the company’s presence on
social media. Some companies will post more detailed information and videos
about their company Facebook page than you will find on the website. Also look
for information on the company’s key personnel on LinkedIn.
social media. Some companies will post more detailed information and videos
about their company Facebook page than you will find on the website. Also look
for information on the company’s key personnel on LinkedIn.
In addition to learning about the products
and services, it is important to know the markets and customers that they serve
and who their competitors are. Once a meeting is set, you should do additional
research, which should include recent news and key personnel within the
organization.
and services, it is important to know the markets and customers that they serve
and who their competitors are. Once a meeting is set, you should do additional
research, which should include recent news and key personnel within the
organization.
In addition to researching any online news
stories about your prospect, you should also investigate their competitors.
stories about your prospect, you should also investigate their competitors.
So that you can converse intelligently, your
research should include a study of current trends in the prospect’s industry.
You can find the latest industry news on particular markets by searching
sources, such as Google News (news.google.com). Being able to speak the
prospect’s language shows him or her that you have a grasp of their market and
can provide solutions to their unmet needs.
research should include a study of current trends in the prospect’s industry.
You can find the latest industry news on particular markets by searching
sources, such as Google News (news.google.com). Being able to speak the
prospect’s language shows him or her that you have a grasp of their market and
can provide solutions to their unmet needs.
If you are marketing to a particular
industry, your research should include subscribing to and reading publications
in that market and perhaps membership in that industry’s associations. For
example, if you are targeting retailers, you might subscribe to publications
such as Chain Store Age www.chainstoreage.com. In the fleet graphics market,
you should read Commercial Carrier Journal (CCJ) www.ccjdigital.com
and Fleet Owner Magazine www.fleetowner.com.
industry, your research should include subscribing to and reading publications
in that market and perhaps membership in that industry’s associations. For
example, if you are targeting retailers, you might subscribe to publications
such as Chain Store Age www.chainstoreage.com. In the fleet graphics market,
you should read Commercial Carrier Journal (CCJ) www.ccjdigital.com
and Fleet Owner Magazine www.fleetowner.com.
If your target market is the c-store and
petroleum retailing industry, you should subscribe to Convenience Store
News www.csnews.com
and CSP magazine www.cspdailynews.com.
Many of the subscriptions to trade publications are free. In addition to
traditional advertising, many trade publications offer a variety of other
marketing services, such as list rentals, eBlast and ePostcards.
petroleum retailing industry, you should subscribe to Convenience Store
News www.csnews.com
and CSP magazine www.cspdailynews.com.
Many of the subscriptions to trade publications are free. In addition to
traditional advertising, many trade publications offer a variety of other
marketing services, such as list rentals, eBlast and ePostcards.
Key Questions for Your First Meeting
Preparing for the first face-to-face sales
meeting is critical, because this is when you create that first impression.
That first impression is almost always a lasting impression. If you bungle that
first meeting and create a negative impression, the chances are that you may
never get a second chance to repair the image of your shop in the prospect’s
mind.
meeting is critical, because this is when you create that first impression.
That first impression is almost always a lasting impression. If you bungle that
first meeting and create a negative impression, the chances are that you may
never get a second chance to repair the image of your shop in the prospect’s
mind.
For your meeting you should prepare open
ended questions which can promote a discussion of the prospect’s problems and
unmet needs:
ended questions which can promote a discussion of the prospect’s problems and
unmet needs:
● What is the Prospect’s Role? You
also need to identify the role that the person that you are meeting with has in
the buying process. If your contact cannot sign off on the purchasing decision,
who does? If your contact has neither the decision-making authority nor
influences the sale, perhaps he or she can direct you to those you should talk
to. You should not waste too much time speaking to anyone who is not part
of the sales process or who can help you. As the saying goes, do not make your
sales presentation in no man’s land.
also need to identify the role that the person that you are meeting with has in
the buying process. If your contact cannot sign off on the purchasing decision,
who does? If your contact has neither the decision-making authority nor
influences the sale, perhaps he or she can direct you to those you should talk
to. You should not waste too much time speaking to anyone who is not part
of the sales process or who can help you. As the saying goes, do not make your
sales presentation in no man’s land.
● What is the Prospect’s Need or Problem? Some
of most important questions that you should have for your prospect should help
you identify problems or needs. The reason is that if the prospect has no need
or problem with a supplier, you have no sales opportunity. In that case, you
should just pack your bags and move on to the next prospect. Without a need,
you are just wasting your time.
of most important questions that you should have for your prospect should help
you identify problems or needs. The reason is that if the prospect has no need
or problem with a supplier, you have no sales opportunity. In that case, you
should just pack your bags and move on to the next prospect. Without a need,
you are just wasting your time.
● What is the Prospect’s Budget? You
need to decide if this account is worth your time and effort to pursue. You are
also wasting your time if the prospect has no money in his budget for the
proposals that you are suggesting. You may have some fantastic ideas to help a
prospect promote his business with a new vehicle graphics program or an
exciting window or wall graphics program. Some of your questions should focus
what the prospect can afford or is willing to spend for new graphics.
need to decide if this account is worth your time and effort to pursue. You are
also wasting your time if the prospect has no money in his budget for the
proposals that you are suggesting. You may have some fantastic ideas to help a
prospect promote his business with a new vehicle graphics program or an
exciting window or wall graphics program. Some of your questions should focus
what the prospect can afford or is willing to spend for new graphics.
● What is the Prospect’s Timeline? When
will the company be in the market for your products? If all of the company
vehicles have recently been decorated, you have no immediate opportunity. What
you may want to discover is if and when the company has plans to buy new
equipment. In the case of signage and building graphics, you may want to learn
if the company is opening any new locations or has acquired another
business.
will the company be in the market for your products? If all of the company
vehicles have recently been decorated, you have no immediate opportunity. What
you may want to discover is if and when the company has plans to buy new
equipment. In the case of signage and building graphics, you may want to learn
if the company is opening any new locations or has acquired another
business.
In many cases, a company only marks vehicles
coinciding with the purchase or lease of new equipment. This is why it is
important for a graphics salesperson to network with truck and trailer sales
and leasing salespeople. These salespeople will know long before you will ever
know, who is in the market for new equipment. In the case of leasing salesmen,
it benefits them in additional revenue and commissions to add on new purchases
as part of the lease.
coinciding with the purchase or lease of new equipment. This is why it is
important for a graphics salesperson to network with truck and trailer sales
and leasing salespeople. These salespeople will know long before you will ever
know, who is in the market for new equipment. In the case of leasing salesmen,
it benefits them in additional revenue and commissions to add on new purchases
as part of the lease.
Including graphics as part of the lease
package also benefits the buyer, because the cost of the graphics is amortized
over the length of the lease. As a graphics provider, you benefit too, because
vendors get paid by the leasing company before the equipment is turned over to
the buyer. This is a perfect example of a win-win situation.
package also benefits the buyer, because the cost of the graphics is amortized
over the length of the lease. As a graphics provider, you benefit too, because
vendors get paid by the leasing company before the equipment is turned over to
the buyer. This is a perfect example of a win-win situation.
● What is the Program Deadline? This
information is critical for those people in your company responsible for the
design, manufacturing and installation of the graphics.
information is critical for those people in your company responsible for the
design, manufacturing and installation of the graphics.
Estimating the value of a potential sale, the
probability of your success in making that sale and determining when a buying
decision will occur is essential in developing a sales forecast and deciding
how much time you want to devote to your sales effort.
probability of your success in making that sale and determining when a buying
decision will occur is essential in developing a sales forecast and deciding
how much time you want to devote to your sales effort.
What can complicate a graphics sale is that
it can involve multiple locations. A store graphics program could involve many
different stores, whose architecture varies from location to location. In
selling fleet graphics, different types of vehicles could operate at different
locations throughout the country.
it can involve multiple locations. A store graphics program could involve many
different stores, whose architecture varies from location to location. In
selling fleet graphics, different types of vehicles could operate at different
locations throughout the country.
Gathering as much information as possible
prior the meeting with a key individual within the account prepares us for the
sales meeting and positions us a professional. It also provides us with the
details that you will need in estimating manufacturing costs and managing the
logistics in implementing a program.
prior the meeting with a key individual within the account prepares us for the
sales meeting and positions us a professional. It also provides us with the
details that you will need in estimating manufacturing costs and managing the
logistics in implementing a program.
Needs Analysis
Years ago, a customer explained to me what my
role was as a salesperson. “Your company may pay you a check, but you work for
me,” he said emphatically. “If you are going to be successful, you need to be
my advocate. You must be my voice with your company.” Those words stuck will me
throughout my career as a sales consultant.
role was as a salesperson. “Your company may pay you a check, but you work for
me,” he said emphatically. “If you are going to be successful, you need to be
my advocate. You must be my voice with your company.” Those words stuck will me
throughout my career as a sales consultant.
In selling a custom product, such as vehicle
graphics, signage or wall graphics, your sales role is truly to be the voice of
the customer. You need to understand the needs of the customer;
communicate those needs to the designer; and to ensure that your company
delivers a graphics solution that satisfies those needs.
graphics, signage or wall graphics, your sales role is truly to be the voice of
the customer. You need to understand the needs of the customer;
communicate those needs to the designer; and to ensure that your company
delivers a graphics solution that satisfies those needs.
The more you learn about the prospect’s
business, the better prepared you are to influence the buying decision in your
role as a consultant. Your unique position as a consultant is an important
distinction when contrasted to a peddler. You are not selling a one size fits
all approach.
business, the better prepared you are to influence the buying decision in your
role as a consultant. Your unique position as a consultant is an important
distinction when contrasted to a peddler. You are not selling a one size fits
all approach.
Positioning yourself as a consultant, you
have taken the time to analyze the needs of the prospect and based on a
thorough understanding of the customer’s needs, you are advising him or her in
the buying decision – a decision tailored to the customer’s unique
requirements. In investigating the prospect’s needs, you should be thinking
about creating a program which satisfies all the aspects of a graphics program,
which encompasses the design, the materials specified, manufacturing process
and installation plan.
have taken the time to analyze the needs of the prospect and based on a
thorough understanding of the customer’s needs, you are advising him or her in
the buying decision – a decision tailored to the customer’s unique
requirements. In investigating the prospect’s needs, you should be thinking
about creating a program which satisfies all the aspects of a graphics program,
which encompasses the design, the materials specified, manufacturing process
and installation plan.
If a sales call involves a design appraisal,
you might consider using a questionnaire in the sales interview. I have known
several graphics professionals that have used this approach with success.
you might consider using a questionnaire in the sales interview. I have known
several graphics professionals that have used this approach with success.
In preparing your questions in advance of a
meeting, you should probe to reveal any unmet needs or dissatisfaction with the
incumbent supplier. As the sales maxim goes, without a problem, you have no
opportunity.
meeting, you should probe to reveal any unmet needs or dissatisfaction with the
incumbent supplier. As the sales maxim goes, without a problem, you have no
opportunity.
Budget is critical: How much money has the
prospect budgeted for the program? You should spend less time with a contractor
with 10 vans and a $2,000 budget than with a bread company with 20 van trailers
and a budget of $40,000.
prospect budgeted for the program? You should spend less time with a contractor
with 10 vans and a $2,000 budget than with a bread company with 20 van trailers
and a budget of $40,000.
As you explore your prospects sales and
marketing objectives, here are some suggested questions:
marketing objectives, here are some suggested questions:
• What are their sales goals?
• What advertising and marketing programs
will be implemented to achieve those goals?
will be implemented to achieve those goals?
• How do customers, employees and (if
applicable) stockholders view their business?
applicable) stockholders view their business?
• How would they like to be viewed by the public?
• Who are their competitors?
Taking a consultative approach, selling is
understanding a prospect’s unique problems and needs and helping them make the
right buying decisions — decisions that solve those problems and satisfy those
unmet needs. That type of selling requires an understanding of what occurs in a
complex sale. It also takes planning a strategy for every step of the sales
cycle from qualifying the prospect to needs analysis to presentation and
closing. Armed with the information from your meetings, you can:
understanding a prospect’s unique problems and needs and helping them make the
right buying decisions — decisions that solve those problems and satisfy those
unmet needs. That type of selling requires an understanding of what occurs in a
complex sale. It also takes planning a strategy for every step of the sales
cycle from qualifying the prospect to needs analysis to presentation and
closing. Armed with the information from your meetings, you can:
● More effectively anticipate objections to
your proposal and prepare your responses to these objections;
your proposal and prepare your responses to these objections;
● Assess the relationship that he has with
his current supplier;
his current supplier;
● Determine where the prospect is in the
buying process; and
buying process; and
● Prepare a graphics program that provides
the buyer with value.
the buyer with value.
Design Appraisal
If your meeting involves a design appraisal,
your questions should include a whole range of considerations. Above all, in
preparing your questions, you must uncover the organization’s goals and
objectives.
your questions should include a whole range of considerations. Above all, in
preparing your questions, you must uncover the organization’s goals and
objectives.
By identifying the customer’s requirements
and recording their marketing strategies, advertising themes, corporate colors
and budgetary parameters, you can provide your designers with the information
that they need.
and recording their marketing strategies, advertising themes, corporate colors
and budgetary parameters, you can provide your designers with the information
that they need.
What has helped graphics companies in
conducting a needs appraisal is to develop a questionnaire. This form can help
you conduct an organized and comprehensive interview. Here are some questions,
which you might consider for your questionnaire:
conducting a needs appraisal is to develop a questionnaire. This form can help
you conduct an organized and comprehensive interview. Here are some questions,
which you might consider for your questionnaire:
● How would you differentiate your business
from your competitors?
from your competitors?
● What message or advertising theme do you
wish to convey to your customers?
wish to convey to your customers?
● Have you developed a branding style guide?
● What photographs or other imagery could be
used in a design, which would best convey your organization’s branding?
used in a design, which would best convey your organization’s branding?
● Which colors are critical to your brand or
corporate identity? Have color specifications been established?
corporate identity? Have color specifications been established?
● Which colors are unacceptable?
● Is there a specification or preference for
typefaces?
typefaces?
● What liberties, if any, may the designer
take with your logo?
take with your logo?
Competitive Analysis
Do not underestimate your competition. In his
book, The Winner Within, basketball coach Pat Riley explains that the
choke can occur when you either overestimate your own abilities or
underestimate the abilities of your opponent.
book, The Winner Within, basketball coach Pat Riley explains that the
choke can occur when you either overestimate your own abilities or
underestimate the abilities of your opponent.
As competent of a salesperson you think you
are, do not get overconfident. Someone else is usually competing for the same
business that you are. Realize that there are other players on the field. Many
of them are hungry for the prospect’s business. If you get complacent, you are
setting yourself up for the choke, as your competitor is preparing to eat your
lunch.
are, do not get overconfident. Someone else is usually competing for the same
business that you are. Realize that there are other players on the field. Many
of them are hungry for the prospect’s business. If you get complacent, you are
setting yourself up for the choke, as your competitor is preparing to eat your
lunch.
Early in the sales process you need to
discover who the incumbent supplier is as well as any other suppliers competing
for the prospect’s business. Interviewing a prospect gives you an
opportunity to learn about your competition and to gauge changes in the
marketplace. As you plan a sales call, you should prepare questions to discover
the identity of your competitors as well as their strengths and weaknesses.
discover who the incumbent supplier is as well as any other suppliers competing
for the prospect’s business. Interviewing a prospect gives you an
opportunity to learn about your competition and to gauge changes in the
marketplace. As you plan a sales call, you should prepare questions to discover
the identity of your competitors as well as their strengths and weaknesses.
Once you ascertain who your competition is,
you can conduct an online investigation of them. By visiting their website and
social media accounts, you can hunt down who some of their customers are.
you can conduct an online investigation of them. By visiting their website and
social media accounts, you can hunt down who some of their customers are.
Nothing beats actually talking to these
customers. If you do engage these people in conversation, find out what they
like and dislike about doing business with the competition. The information
that you ferret out from your investigations can help you prepare your sales
proposal and can mean the difference between winning or losing a big sale.
customers. If you do engage these people in conversation, find out what they
like and dislike about doing business with the competition. The information
that you ferret out from your investigations can help you prepare your sales
proposal and can mean the difference between winning or losing a big sale.
In addition to learning as much as you can
about these competitors, you should evaluate their strengths and
weaknesses. To paraphrase Sun Tzu in The Art of War, if you
understand your strengths and weaknesses and those of your competitor, your
chances of success are greatly improved. Without this understanding you will
likely lose in every encounter.
about these competitors, you should evaluate their strengths and
weaknesses. To paraphrase Sun Tzu in The Art of War, if you
understand your strengths and weaknesses and those of your competitor, your
chances of success are greatly improved. Without this understanding you will
likely lose in every encounter.
Is there any dissatisfaction with that
vendor? If there are any problems with the current graphics program, what are
they and is the prospect aware of these problems? After learning as much as you
can, you should plan a strategy on how you will drive a wedge between the
current supplier and the prospect. In the words of Sun Tzu “strike at
what is weak.”
vendor? If there are any problems with the current graphics program, what are
they and is the prospect aware of these problems? After learning as much as you
can, you should plan a strategy on how you will drive a wedge between the
current supplier and the prospect. In the words of Sun Tzu “strike at
what is weak.”
Understanding the Decision-Making Process
Robert Miller and Stephen Heiman, authors
of Strategic Selling, explain that in developing a sales
strategy, one size does not fit all. In other words, you must customize your
strategy to the specific requirements of the account, because each business
opportunity is different. The personalities from one account to another will be
different. The needs and problems facing each business will be different. And
the buying process at each company may be different.
of Strategic Selling, explain that in developing a sales
strategy, one size does not fit all. In other words, you must customize your
strategy to the specific requirements of the account, because each business
opportunity is different. The personalities from one account to another will be
different. The needs and problems facing each business will be different. And
the buying process at each company may be different.
Scripture teaches us that all we need to do
is “ask and you shall receive”. Salespeople should take that advice to heart.
Once you have a solid contact inside of the organization, all you need to do is
ask that person for direction.
is “ask and you shall receive”. Salespeople should take that advice to heart.
Once you have a solid contact inside of the organization, all you need to do is
ask that person for direction.
On one sales call to a national retailer, we
met with a team of people involved in the company store graphics. The leader of
the team told us that there were many other individuals that we needed to meet
with within their organization. These included designers and store managers.
She also directed us to contact their outside advertising agency.
met with a team of people involved in the company store graphics. The leader of
the team told us that there were many other individuals that we needed to meet
with within their organization. These included designers and store managers.
She also directed us to contact their outside advertising agency.
You need to identify the role that the person
that you are meeting with plays in the buying process. Who has the authority to
spend the money on the sale?
that you are meeting with plays in the buying process. Who has the authority to
spend the money on the sale?
In a fleet graphics sale, many different
people could get involved in the decision-making process. These people will
vary from one organization to the next. These people could include the fleet
manager, the director of marketing, an advertising manager, or the president or
general manager. Quite often, many people have input on the decision-making
process.
people could get involved in the decision-making process. These people will
vary from one organization to the next. These people could include the fleet
manager, the director of marketing, an advertising manager, or the president or
general manager. Quite often, many people have input on the decision-making
process.
How you structure your questions may differ
depending on the type of person that you are meeting with. In the case of a
fleet graphics sale, that person could include the fleet manager, a marketing
executive or the general manager.
depending on the type of person that you are meeting with. In the case of a
fleet graphics sale, that person could include the fleet manager, a marketing
executive or the general manager.
In meeting with the fleet manager, your
questions may revolve around the implementation of the program. You may be
asking about what problems have occurred in the past with graphics; what
facilities are available for removal and application; and when will vehicles be
available.
questions may revolve around the implementation of the program. You may be
asking about what problems have occurred in the past with graphics; what
facilities are available for removal and application; and when will vehicles be
available.
For a marketing manager, your questions might
be built around new product introduction, new advertising themes; changes in
the company logo or corporate identity. For a general manager, you might
ask about the challenges that the company is currently facing, such as changes
in the industry or competitive threats.
be built around new product introduction, new advertising themes; changes in
the company logo or corporate identity. For a general manager, you might
ask about the challenges that the company is currently facing, such as changes
in the industry or competitive threats.
You also will want to discover who else is
involved in the buying process and who the makes the ultimate decision. When
calling on large organizations, many different people can become involved in a
graphics program. For example, store graphics programs can involve marketing
managers, architects, outside ad agencies and purchasing personnel.
involved in the buying process and who the makes the ultimate decision. When
calling on large organizations, many different people can become involved in a
graphics program. For example, store graphics programs can involve marketing
managers, architects, outside ad agencies and purchasing personnel.
In addition to the person that you are
meeting, are there others who are involved in the decision-making process? In
selling to a large organization, many people get involved in a fleet graphics
or store graphics program. This makes the sales process and your selling job
more complex as you deal with a number of different personalities. As a salesperson
you need to understand the dynamics within the account and discover the process
that that company goes through in making a buying decision. These people
may include store managers, marketing executives, fleet managers, or the
president of the company.
meeting, are there others who are involved in the decision-making process? In
selling to a large organization, many people get involved in a fleet graphics
or store graphics program. This makes the sales process and your selling job
more complex as you deal with a number of different personalities. As a salesperson
you need to understand the dynamics within the account and discover the process
that that company goes through in making a buying decision. These people
may include store managers, marketing executives, fleet managers, or the
president of the company.
The buying process in B2B selling often
involves many people in decision making. This process becomes more and more
complex depending on the size of the organization and the size of the potential
sale. Some companies establish a threshold giving individuals the ability to
purchase below a certain amount. Once that threshold is exceeded, the
purchasing process can require a specified number of bids. Because many
different people can get involved in a larger purchase and since the process of
buying can involve many issues, many refer to this type of sale as complex
selling.
involves many people in decision making. This process becomes more and more
complex depending on the size of the organization and the size of the potential
sale. Some companies establish a threshold giving individuals the ability to
purchase below a certain amount. Once that threshold is exceeded, the
purchasing process can require a specified number of bids. Because many
different people can get involved in a larger purchase and since the process of
buying can involve many issues, many refer to this type of sale as complex
selling.
Just so there is no misunderstanding, I am not
suggesting that this approach is designed to make selling any more complex than
it already is. All that I am suggesting is that each prospective customer
that you approach is different and, as a sales professional, you should try to
understand the dynamics that occurs in making a decision. Many different people
can influence a sale. They can either help your cause or they can derail you.
You need to know who these players are, and, if possible, you need to engage
with these people.
suggesting that this approach is designed to make selling any more complex than
it already is. All that I am suggesting is that each prospective customer
that you approach is different and, as a sales professional, you should try to
understand the dynamics that occurs in making a decision. Many different people
can influence a sale. They can either help your cause or they can derail you.
You need to know who these players are, and, if possible, you need to engage
with these people.
The advantage of working with several people
within an organization rather than dealing with one individual is that you
improve your chances of making the sale in a highly competitive situation. At
many companies, several people may have input in the decision making, even though
one person may make the final decision. Getting more than one person in your
corner, helps build consensus. In my experience, larger businesses can be
very political. In their decision making, people, who have a stake in the
purchase, are often consulted so to ensure that their concerns are addressed.
There is nothing wrong with this approach, because it builds a cooperative
spirit within the organization.
within an organization rather than dealing with one individual is that you
improve your chances of making the sale in a highly competitive situation. At
many companies, several people may have input in the decision making, even though
one person may make the final decision. Getting more than one person in your
corner, helps build consensus. In my experience, larger businesses can be
very political. In their decision making, people, who have a stake in the
purchase, are often consulted so to ensure that their concerns are addressed.
There is nothing wrong with this approach, because it builds a cooperative
spirit within the organization.
Selling a larger business is a thinking
person’s game, because it requires you to identify how decisions are made
within that organization. A good way to gain an insight into this decision-making
process is to use a top down selling approach. In other words, make your first
contact at the target account as high up as you can possibly go. In many medium
size companies, the president is often accessible. No one is better qualified
to understand who gets involved in a graphics program than the top man. He can
direct you to the right people to see.
person’s game, because it requires you to identify how decisions are made
within that organization. A good way to gain an insight into this decision-making
process is to use a top down selling approach. In other words, make your first
contact at the target account as high up as you can possibly go. In many medium
size companies, the president is often accessible. No one is better qualified
to understand who gets involved in a graphics program than the top man. He can
direct you to the right people to see.
Once the boss tells you who to see and what
to do, you have a key to unlock any door. In setting an appointment I use a
technique similar to the alternate choice close. All you need to say is “I was
talking to Mr. Jones about your company’s fleet graphics program. He told me
that you were one of the people that I needed to talk to. I am going to be in
town on Wednesday and Thursday next week, which day be better for you to meet?”
After you settle on a day, ask “is the morning or afternoon better?” Then
suggest a time: “Would you have a problem with 2:00 Thursday afternoon?”
to do, you have a key to unlock any door. In setting an appointment I use a
technique similar to the alternate choice close. All you need to say is “I was
talking to Mr. Jones about your company’s fleet graphics program. He told me
that you were one of the people that I needed to talk to. I am going to be in
town on Wednesday and Thursday next week, which day be better for you to meet?”
After you settle on a day, ask “is the morning or afternoon better?” Then
suggest a time: “Would you have a problem with 2:00 Thursday afternoon?”
Preparing Your Presentation
Before
preparing your presentation, review your notes from your previous meetings with
the prospect. You should construct your presentation around challenges that
their organization faces. Your proposal should first summarize the
prospect’s marketing objectives, unmet needs and business problems and then
explain how your graphics program provides a solution.
preparing your presentation, review your notes from your previous meetings with
the prospect. You should construct your presentation around challenges that
their organization faces. Your proposal should first summarize the
prospect’s marketing objectives, unmet needs and business problems and then
explain how your graphics program provides a solution.
In presenting a vehicle graphics or
environment graphics program, a key goal is to keep the program simple for the
customer. Executives do not need any additional responsibilities added to their
plates. The program that you develop should be as turnkey as possible, covering
all aspects in its implementation.
environment graphics program, a key goal is to keep the program simple for the
customer. Executives do not need any additional responsibilities added to their
plates. The program that you develop should be as turnkey as possible, covering
all aspects in its implementation.
In selling major corporate graphics programs,
one of the key objectives is to help the prospect realize how the success of
the project will promote his stature within his organization.
one of the key objectives is to help the prospect realize how the success of
the project will promote his stature within his organization.
Your proposal should be comprehensive enough
to anticipate the prospect’s questions and concerns regarding the design,
manufacturing and implementation of the program. In addition to your proposed
solutions, you need demonstrate how your program will deliver a return on the
prospect’s investment. You should that explain those financial rewards in terms
of how you can save the prospect money or increase sales and profits.
to anticipate the prospect’s questions and concerns regarding the design,
manufacturing and implementation of the program. In addition to your proposed
solutions, you need demonstrate how your program will deliver a return on the
prospect’s investment. You should that explain those financial rewards in terms
of how you can save the prospect money or increase sales and profits.
Be prepared for customer objections. In
addendum to your proposal, you may want to include support for your claims by
providing evidence for your case, just as a lawyer does. The best evidence that
your solutions work are case studies and industry articles about another
company’s successful program.
addendum to your proposal, you may want to include support for your claims by
providing evidence for your case, just as a lawyer does. The best evidence that
your solutions work are case studies and industry articles about another
company’s successful program.
Documentation is powerful in persuasion
because people believe the written word. Photographs are also highly effective.
If there is a problem with the prospect’s current graphics program, such as
edge peeling, fading or inconsistent application of the corporate imagery,
document your claims with pictures. Demonstrations are also effective. In
selling truck graphics with conspicuity markings, I often conducted demonstrations
using mockups of the proposed design using retroreflective films.
because people believe the written word. Photographs are also highly effective.
If there is a problem with the prospect’s current graphics program, such as
edge peeling, fading or inconsistent application of the corporate imagery,
document your claims with pictures. Demonstrations are also effective. In
selling truck graphics with conspicuity markings, I often conducted demonstrations
using mockups of the proposed design using retroreflective films.
As you are making your presentation, be
prepared for the prospect to interrupt you. You should welcome these
interruptions, even if they are an objection, because in most cases it shows
that the prospect is interested. When you are interrupted, stop your
presentation and let the person speak. If the prospect has a question or
objection, restate it and address it. Then continue with your proposal.
prepared for the prospect to interrupt you. You should welcome these
interruptions, even if they are an objection, because in most cases it shows
that the prospect is interested. When you are interrupted, stop your
presentation and let the person speak. If the prospect has a question or
objection, restate it and address it. Then continue with your proposal.
Just in case you run into someone new as you
are visiting a prospect, you should prepare thirty seconds of talking points.
These talking points should focus on the benefits that your company can
provide. Once you make your points, you should ask open ended questions to
allow the other person to speak.
are visiting a prospect, you should prepare thirty seconds of talking points.
These talking points should focus on the benefits that your company can
provide. Once you make your points, you should ask open ended questions to
allow the other person to speak.
Closing the Sale
According to self-help guru, Tony Robbins, if
you want better answers, ask better questions. In sales, if you want to close
more sales, prepare better trial closing questions. For those of you who are
apprehensive about directly asking for the order, asking these questions is the
easiest way to seal a deal. Here are some of the questions that I frequently
used:
you want better answers, ask better questions. In sales, if you want to close
more sales, prepare better trial closing questions. For those of you who are
apprehensive about directly asking for the order, asking these questions is the
easiest way to seal a deal. Here are some of the questions that I frequently
used:
● How do you feel about the designs that I
have shown you?
have shown you?
● What are the next steps that we need to
take?
take?
● When would you need to have the graphics
delivered?
delivered?
● What haven’t explained in my proposal that
is important to you? You can ask this question after you have completed your
presentation.
is important to you? You can ask this question after you have completed your
presentation.
Note that all the questions that I have
suggested are opened-ended. They cannot be answered with a simple yes or no.
These questions encourage the prospect to open up and talk. After asking a
trial closing question, the key is to wait for the prospect to answer no matter
how long it takes.
suggested are opened-ended. They cannot be answered with a simple yes or no.
These questions encourage the prospect to open up and talk. After asking a
trial closing question, the key is to wait for the prospect to answer no matter
how long it takes.
Once you get an answer, ask for a commitment
in the following way. “We can get the program started contingent your approval
of full-size production art and color match.” Write that condition of approval
on the order. “All I need is your OK.” Then hand the prospect a pen. Explain to
the customer that he has no obligation until the artwork and colors are
approved. This makes closing easy for the both of you.
in the following way. “We can get the program started contingent your approval
of full-size production art and color match.” Write that condition of approval
on the order. “All I need is your OK.” Then hand the prospect a pen. Explain to
the customer that he has no obligation until the artwork and colors are
approved. This makes closing easy for the both of you.
There are many ways that you can close a
deal. What is important for you is that you take the time to think about how
you will ask for the order. Find a few techniques that you feel comfortable
with and then put them to action.
deal. What is important for you is that you take the time to think about how
you will ask for the order. Find a few techniques that you feel comfortable
with and then put them to action.
Meeting Review
After military pilots fly a mission, they are
debriefed. In these sessions, the pilots are questioned so they recount what
occurred and provide insights on what was successful as well as what might be
done differently. What is valuable about of these sessions is that they
are learning experiences.
debriefed. In these sessions, the pilots are questioned so they recount what
occurred and provide insights on what was successful as well as what might be
done differently. What is valuable about of these sessions is that they
are learning experiences.
Meeting reviews are also valuable in sales.
In evaluating your performance, identifying what you did right as well as what
you could have done better, you will become a better salesperson. A good time
to do this is at the end of the day when you enter your notes in the prospect’s
account profile. In reviewing the results of your meeting, you should ask
yourself the following:
In evaluating your performance, identifying what you did right as well as what
you could have done better, you will become a better salesperson. A good time
to do this is at the end of the day when you enter your notes in the prospect’s
account profile. In reviewing the results of your meeting, you should ask
yourself the following:
● Did I accomplish my goals for the meeting?
● What did I learn in this meeting?
● Where is the prospect in the buying
process?
process?
● What could I have done differently in the
meeting?
meeting?
● What is my next action step?
If you lose a sale, take the time to
understand why you lost it. If you don’t have a clue, let me tell you how to
unravel this mystery. Ask the prospect. If you are uncomfortable about doing
this, I have a couple of suggestions. If you are a young salesperson, you could
say: “I’m new at sales. So I can do a better job, what could I have done
differently to earn your business?” Or a more experienced salesperson might
say: “Obviously, my competitor had a more appealing proposal. What was most
important to you in making you decision.”
understand why you lost it. If you don’t have a clue, let me tell you how to
unravel this mystery. Ask the prospect. If you are uncomfortable about doing
this, I have a couple of suggestions. If you are a young salesperson, you could
say: “I’m new at sales. So I can do a better job, what could I have done
differently to earn your business?” Or a more experienced salesperson might
say: “Obviously, my competitor had a more appealing proposal. What was most
important to you in making you decision.”
I have been on the other side of the desk as
a buyer. I never had a problem telling a salesman the criteria that I used to
make my decision. What amazed me was that salesmen rarely ask.
a buyer. I never had a problem telling a salesman the criteria that I used to
make my decision. What amazed me was that salesmen rarely ask.
To understand what you are doing right in the
sales process, you might also ask the new customer what were the most important
factors in making his decision.
sales process, you might also ask the new customer what were the most important
factors in making his decision.
Follow Up.
You probably have heard the saying that
anyone can make the first sale. A true professional salesperson makes the next
sale. One part of the sales process that is frequently ignored is the “Follow
Up.”
anyone can make the first sale. A true professional salesperson makes the next
sale. One part of the sales process that is frequently ignored is the “Follow
Up.”
Why this stage is so important is that
converting a prospect into a customer takes considerable time, money and
effort. Once you make that investment, you need to protect it.
converting a prospect into a customer takes considerable time, money and
effort. Once you make that investment, you need to protect it.
In overseeing the marketing for a fleet
graphics company, we initiated a program to ensure customer retention. Here’s
how it worked. After the graphics were installed, our marketers regularly made
follow up calls. Prior to making a follow up call you should prepare a
series of questions to determine the following:
graphics company, we initiated a program to ensure customer retention. Here’s
how it worked. After the graphics were installed, our marketers regularly made
follow up calls. Prior to making a follow up call you should prepare a
series of questions to determine the following:
● Is the customer satisfied with the new
graphics? Did the graphics program achieve the customer’s objectives? Was there
anything that they would have done differently?
graphics? Did the graphics program achieve the customer’s objectives? Was there
anything that they would have done differently?
● Were there any problems related to the
manufacturing or installation of the graphics?
manufacturing or installation of the graphics?
● Are there any new opportunities for
additional graphics, such as unit numbers, building signage, window or wall
graphics or tradeshow graphics? In many cases, the new customer may not be
aware of your full range of products and services.
additional graphics, such as unit numbers, building signage, window or wall
graphics or tradeshow graphics? In many cases, the new customer may not be
aware of your full range of products and services.
● Have any changes occurred within the
account which could affect future sales? These changes could include a new
sales contact, acquisition of another company, a new marketing promotion or a
company name change.
account which could affect future sales? These changes could include a new
sales contact, acquisition of another company, a new marketing promotion or a
company name change.
Conclusion: Always Have a Plan B
Former heavyweight boxing champion Mike Tyson
said that “everybody has a plan until they get punched in the mouth. Then,
like a rat, they stop in fear and freeze.”
said that “everybody has a plan until they get punched in the mouth. Then,
like a rat, they stop in fear and freeze.”
Professional fighters always have a plan when
they step into the ring. Professional salespeople should have a plan, too,
regardless of where they are in the sales process. The problem is that even
with a plan, the best laid plans often go astray. You get punched in the mouth.
As a salesperson, what will you do when your sales call doesn’t go to plan? Are
you going to stop in fear and freeze?
they step into the ring. Professional salespeople should have a plan, too,
regardless of where they are in the sales process. The problem is that even
with a plan, the best laid plans often go astray. You get punched in the mouth.
As a salesperson, what will you do when your sales call doesn’t go to plan? Are
you going to stop in fear and freeze?
Even though you may prepare for a sales call,
the fact is that you never really know what’s going to happen. Nevertheless,
going through the planning process prepares you for the unexpected. What does
not make sense is just winging it.
the fact is that you never really know what’s going to happen. Nevertheless,
going through the planning process prepares you for the unexpected. What does
not make sense is just winging it.
This is why you always need a Plan B. For the
record, some historians believe that the origin of the term “Plan B” refers to
German Chancellor Otto von Bismarck. The reason was that Bismarck was known for
always preparing an alternative or contingency plan.
record, some historians believe that the origin of the term “Plan B” refers to
German Chancellor Otto von Bismarck. The reason was that Bismarck was known for
always preparing an alternative or contingency plan.
In developing your Plan B, use the
visualization technique to plan for your sales meetings. Imagine the different
good, bad and ugly scenarios that could occur in the meeting. Then imagine how
you would respond. Imagine a positive result. The process of visualization
prepares you, so you are not tripped up by the unexpected.
visualization technique to plan for your sales meetings. Imagine the different
good, bad and ugly scenarios that could occur in the meeting. Then imagine how
you would respond. Imagine a positive result. The process of visualization
prepares you, so you are not tripped up by the unexpected.
By running through the different scenarios in
your mind, you are practicing your responses. As a result, you will be better
prepared. What’s more, when you envision a positive outcome, you become more
confident.
your mind, you are practicing your responses. As a result, you will be better
prepared. What’s more, when you envision a positive outcome, you become more
confident.
In negotiating business deals, this is the
way Greek shipping magnate Aristotle Onassis prepared for meetings. He trained
his mind to expect a success. By visualizing, every possible scenario, he was
rarely if ever caught off guard. He was always prepared with a Plan B response.
way Greek shipping magnate Aristotle Onassis prepared for meetings. He trained
his mind to expect a success. By visualizing, every possible scenario, he was
rarely if ever caught off guard. He was always prepared with a Plan B response.
What’s
more, when you expect good results, many more good things will happen in your
life. This is like the visualization technique that champion athletes use to
prepare for competition. Basketball players imagine making free throw after
free throw and never missing. Their pre-game planning conditions their minds
for success. By pre-sales planning, you can better prepare your mind, you will
conduct yourself with more confidence and will achieve more successful sales
outcomes.
more, when you expect good results, many more good things will happen in your
life. This is like the visualization technique that champion athletes use to
prepare for competition. Basketball players imagine making free throw after
free throw and never missing. Their pre-game planning conditions their minds
for success. By pre-sales planning, you can better prepare your mind, you will
conduct yourself with more confidence and will achieve more successful sales
outcomes.
Pre-call planning will not guarantee a
successful sales call. It will, however, improve your odds of a successful
outcome.
successful sales call. It will, however, improve your odds of a successful
outcome.
In preparing for a sales call, you should
review your notes, which should include any agreed upon deliverables. Your
action items might include a site survey, vehicle graphics design or meetings
with others in the prospect’s organization. If you are writing a presentation,
prepare all the supporting materials that you will need.
review your notes, which should include any agreed upon deliverables. Your
action items might include a site survey, vehicle graphics design or meetings
with others in the prospect’s organization. If you are writing a presentation,
prepare all the supporting materials that you will need.
Based on how the previous meeting concluded,
you should assess where you are in the sales process and what you hope to
achieve in the upcoming meeting. If you have questions, you should write them
down.
you should assess where you are in the sales process and what you hope to
achieve in the upcoming meeting. If you have questions, you should write them
down.
In determining your sales call goals, you
should plan for a desired outcome. How would you like the call to end? In
wrapping up the meeting, how will you set the stage for the next meeting?
Each meeting outcome should put you one step closer to closing a sale.
should plan for a desired outcome. How would you like the call to end? In
wrapping up the meeting, how will you set the stage for the next meeting?
Each meeting outcome should put you one step closer to closing a sale.
In planning a sales call, you should also
prepare your value propositions. These statements describe what makes your shop
uniquely different from other shops. Your value propositions should explain the
benefits that your products and services provide and why your solutions are
better than what your competitor provides. A good practice is to write these
statements out and then practice them so you can present them with conviction.
To be effective, value propositions should be concise and memorable.
prepare your value propositions. These statements describe what makes your shop
uniquely different from other shops. Your value propositions should explain the
benefits that your products and services provide and why your solutions are
better than what your competitor provides. A good practice is to write these
statements out and then practice them so you can present them with conviction.
To be effective, value propositions should be concise and memorable.
At
the end of any meeting, you should record your notes in your CRM database. As a
matter of courtesy, send your prospect an email thanking him for the
opportunity to meet together and reviewing the outcome of the meeting.
the end of any meeting, you should record your notes in your CRM database. As a
matter of courtesy, send your prospect an email thanking him for the
opportunity to meet together and reviewing the outcome of the meeting.
The sale of any custom product, such as fleet
graphics or building graphics, can test the talents of any salesperson. It
requires identifying problems or unmet needs with the prospect’s current
program. If you are selling a new
identity program, it also necessitates an understanding of the client’s
marketing objectives and their competitive threats. What’s more, when selling
larger businesses, it calls for the salesperson to identify those who
influences the decision-making and where he or she is in the buying process.
The complexity involved in selling corporate identity programs requires precall
planning before every step in the sale, especially when competing with an
aggressive adversary.
graphics or building graphics, can test the talents of any salesperson. It
requires identifying problems or unmet needs with the prospect’s current
program. If you are selling a new
identity program, it also necessitates an understanding of the client’s
marketing objectives and their competitive threats. What’s more, when selling
larger businesses, it calls for the salesperson to identify those who
influences the decision-making and where he or she is in the buying process.
The complexity involved in selling corporate identity programs requires precall
planning before every step in the sale, especially when competing with an
aggressive adversary.
Good Luck Selling!
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Do You Have Questions or Comments?
RECOMMENDED READING
The New Strategic Selling: The Unique Sales System Proven Successful by the World's Best Companies
by Robert Miller and Stephen Heiman
This modern edition of the business classic confronts the rapidly evolving world of business-to-business sales with new real-world examples and new strategies for confronting competition.
Lead Generation for the Complex Sale
by Brian Carroll
This book arms you with a sophisticated multimodal approach to generating highly profitable leads.
About Jim Hingst: Sign business authority on vehicle wraps, vinyl graphics, screen printing, marketing, sales, gold leaf, woodcarving and painting.
After fourteen years as Business Development Manager at RTape, Jim Hingst retired. He was involved in many facets of the company’s business, including marketing, sales, product development and technical service.
After fourteen years as Business Development Manager at RTape, Jim Hingst retired. He was involved in many facets of the company’s business, including marketing, sales, product development and technical service.
Hingst began his career 42 years ago in the graphic arts field creating and producing advertising and promotional materials for a large test equipment manufacturer. Working for offset printers, large format screen printers, vinyl film manufacturers, and application tape companies, his experience included estimating, production planning, purchasing and production art, as well as sales and marketing. In his capacity as a salesman, Hingst was recognized with numerous sales achievement awards.
Drawing on his experience in production and as graphics installation subcontractor, Hingst provided the industry with practical advice, publishing more than 150 articles for publications, such as Signs Canada, SignCraft, Signs of the Times, Screen Printing, Sign and Digital Graphics and Sign Builder Illustrated. He also posted more than 400 stories on his blog (hingstssignpost.blogspot.com). In 2007 Hingst’s book, Vinyl Sign Techniques, was published. Vinyl Sign Techniques is available at sign supply distributors and at Amazon.
© Jim Hingst 2020
