Tips for Selling from June to December

We are halfway through 2010. Tomorrow I will begin a four-part series on how you can have a record-breaking, money-making second half of the year.

Check back tomorrow!

Mistake Number 10

Mistake Number 10: You engage in too little new business activity.

How many prospects do you talk to every week? For all too many salespeople in all too many weeks the answer is a big fat zero. Are they really that busy? Or because they’re successful, have they allowed selling—the job they were hired to do—to take a back seat to servicing? To be good at prospecting, to cold call and get people to talk to you on the phone, you must practice. Otherwise when the bottom falls out and you’re scrambling for new work, your skills are rusty and it’s tougher to convince prospects to buy. Be proactive about seeking new business and succeed no matter what fate throws your way.

I'll be taking off Monday to enjoy the holiday! I hope you enjoy your day off, too. Happy Friday!!

Mistake Number 9

Mistake Number 9: You wait until you lose one account to start looking for another.

Over the years I won accounts and lost them. Early in my career, one big loss blind-sided me and taught me this painful lesson. If a client is worth $10,000 in yearly billings, you may be able to replace them quickly. If they’re worth $100,000 or more, it takes longer. The “I’m too busy to sell” mentality permeates the printing industry. Allowing that thought pattern to take root in your mind is a mistake to fix today.

Mistake Number 8

Mistake Number 8: You spend every moment servicing customers when you should be selling them.

Servicing and selling are two different tasks. Servicing focuses on current projects while selling looks for future business. What questions do you ask when you’re servicing an account? What questions do you ask prospects to get new business? They’re different, right? At least once a month, plan a sales call and talk to current customers. Learn about new sources of pain. Discuss goals. Don’t make the mistake of thinking that servicing and selling are synonyms because they’re not.

Mistake Number 7

Mistake Number 7: You assume the customer thinks they’re getting a great price.

Why do customers buy from you? Value or habit? If it’s habit, be warned. Just because price isn’t questioned doesn’t mean the customer sees your value. What if one day your customer walks into their office, looks at your quote with fresh eyes and say, “Holy $&@%! This is way too expensive!” Somewhere right now, a buyer is thinking that exact thought which is why smart salespeople have closing conversations. It’s a perfect opportunity to reinforce value and convince buyers your price is worth every penny.

Mistake Number 6

Mistake Number 6: You’re overly dependent on one relationship inside an account.

The buyer loves you. Does their boss have a clue you exist? All too often, the answer is no. We live in a world where companies get reorganized, departments get downsized, and people get reassigned. Find ways to connect with more people within the organization. Get to know the buyer’s boss. Someone takes over when the buyer goes on vacation. Be a friendly face and get to know them, too. Don’t make the mistake of depending on the strength of a single connection. Build a network and sleep better at night.

Mistake Number 5

Mistake Number 5: You allow customers to make dumb mistakes.

“I buy from printers who watch my back,” a buyer once told me. No one wants to make mistakes or look stupid. Making big expensive mistakes can get a print buyer fired, so it’s your job to prevent customers from making them. Ask more questions. Insure buyers fully understand processes and delivery schedules. Point out potential problems and discuss them. If you catch a typo late in the game, speak up. Let the buyer make the call on fixing it. If you’re asked to produce a job in a costly and inefficient way, discuss it. Stopping customers from screwing up is a big value-add, so be sure you include it with every order.