Almost 2 years...

I've just modified my profile.  I now am 34.  I also am in my second year of learning to be a salesman.  Here are some of the important things I have and am learning:

1. Time Management - Just like a service position, or a manufacturing position, time is money.
2. Diligence - Consistency in filling the pipeline, following up with customers, asking for referrals
3. Goals - don't settle for people to call me, reach 30-50 decision makers a day!
4. It's not about me, it's about my masters (customers)
5. If I treat my fellow employees(and family) with the same respect I treat my customers, my customers will sense it
6. Business is simple.  Serve people, and they will want to do business with you!

Just Like New - the maintenance advantage

       One of our clients really values well-maintained signage and lighting at their 22 locations.  They understand that in their industry, signage is crucial to their sales.  Yes, they are a QSF(quick service food) franchisee; and yes, they get help from national ad campaigns.

       I had the opportunity to see one of their locations that was situated right next to a major interstate arterial, and it was hopping!  We had recently cleaned their signs, and replaced quite a few outages.  They were located next door to another huge franchisee in this part of the country, and the amount of difference in traffic was like night and day (no pun intended).  The competitor's store was dark, unclean, and generally looked dingy.  Our client's store was bright, spotless, and looked warm and inviting.  Not only was our client's store generating high volumes of drive-thru traffic; the well lit parking spaces were filled with customers.  It was fairly late - about 9:15pm - but the place was busy.

     We definitely can't take all the credit for this store's success, but it was sure a clear example of how well-maintained lighting and signage makes a difference in sales!

Your Best Customer

What makes a great salesman? 

Do they "turn it on" when they get into that important meeting with a "big" client?

Do they only focus on serving their important clients?

It isn't bad to prepare for important customers.  It isn't even bad to focus on how you address them.  However, I am learning that that part is easy if I have a mindset of serving everyone around me all the time.  Whether it is a customer, a fellow employee, my managers, my friends, and yes, my wife, everyone I come into contact with is an opportunity for me to enrich their life in some way.
Good business owners can smell someone who is "turning it on" a mile away.  They know if someone is approaching them to "get" something.  They can sense whether I am trying to use them to get money, or whether I am looking on their cares.  If I am not continually serving everyone I come in contact with, then it will be hard to honestly treat my customers with that integrity.

So, who is my best customer?

The person right in front of me!

Selling the Invisible

I have been driving a lot recently; which means I have been a listening a lot to CDs.  One of my favorites is an audiobook - Selling the Invisible by Harry Beckwith.  This is read by Jeffrey Jones (the emporer in Amadeus and the principal in Ferris Bueller's Day Off). 

There is a simple premise - how do you sell services?  People can't fondle them, see them, hear them, listen to them - they are taking a risk and usually paying a down payment or signing a contract.   How do you calm their fears and dissolve their doubts?

Well, this book has some time-proven answers - simple, yet insightful. One of my favorite quotes is - everything is marketing from the initial phone answer, to the layout of the final invoice; every employee is involved in marketing and sales!