Ask and Ye Shall Receive!

Filed Under (OP Sales Training) by Don on 30-07-2010

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I am still amazed that one of the biggest issues with sales reps is the fact they still don’t ask for the prospects usage/favorites/top 10 or 20 items list when prospecting.  I asked a rep one day why she hasn’t been able to quote a prospect on any products after calling on them multiple times.  The answer I got was “I’ve given them our flyer and catalogs”.  I asked, “Did you ask for their favorites list?” obviously the answer was no.  I would wager that the flyer or catalog she left the prospect went straight to the circular file without a second thought.  One of my loyal customers tells me that when my competition calls they always ask for a favorites list or a usage report.  ALWAYS! 

You will never get to first base if you don’t step up to the plate.  Asking for a list is just as important as asking who the decision maker is.  Why waste time handing out expensive catalogs when you don’t know what your customer is buying!?  It isn’t rocket science but you have to at least make an effort.  The next step in the “Asking” process is to ASK for the order.  You’ve gotten past the introduction, you have their list and given them your quote.  Do you really think they are going to order from you if you don’t have the guts to ask for the order?  I remember a call I made many years ago and the price I quoted for the product was higher than what the prospect was paying.  He told me up front that my price was higher than his current supplier.  This prospect had inferred earlier that his current supplier was slow to deliver.  I didn’t have anything to lose at this point so I told him that  it was worth a few dollars more to know that he would always get his order the next day, even if I had to deliver it myself.  So, could I have his business and the order?  After a long look from him he said yes.  Some time later in our business relationship he told me that the only reason I got his business that first time was because I wasn’t afraid to admit my price was higher and still ask for the business.

Point is folks, you will not get the information you need and you certainly won’t get the business if you don’t ask!  Conversation is a two-way street and you have to engage people in conversation.  You do that by asking open-ended questions.  In case you don’t know what that is, an open-ended question is one that requires a reply other than a yes or no answer.  Engage your customer in conversation and ask for their list.  This is a critical part of your selling process.  Without it, you fail.  Never give up and never give in, the business is out there if you will simply ask for it!  Good luck!

The last word: “There are no mistakes or failures, only lessons.” -Denis Waitley

Are You Surveying Your Customers?

Filed Under (OP News & Views, OP Sales Training) by Don on 09-07-2010

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This is a busy time of year for me as I’m busy planning our marketing strategies, catalogs and flyers for 2011.   I typically use my past experience(s), seek the input/opinions of my field reps, and listen to suggestions from our first call wholesaler regarding any new programs they offer plus my various research throughout the year to create my plan.  While I’m comfortable with these procedures I decided this year to do things a little differently.  I normally survey our customers via email survey at least once per year and this has always been very revealing and provided much feedback.  This year I decided that I would visit some customers and ask them what kinds, or types,  of marketing materials (catalogs, flyers, emails, etc.) they prefer.  The results were most interesting.  Let me explain.

I’ve been in this industry since 1985 therefore it is easy to guess my age.  Age is important because most people our ages do not shop and make purchases the same way many of our customers do.  Since I’m a bit of a computer/technology geek I don’t necessarily fit this description.  If you’re out in the market you soon realize that buyers of business products are getting younger and the age group is usually between 25 and 40 years of age with the majority of orders being placed by someone in the front office or the receptionist.  This age group grew up with computers and the internet, this is their comfort zone.  Have you noticed that most, if not all, cell phone advertising is directed toward the 18-30 age group?  Does it not stand to reason that if this is the age group placing orders for the products you sell, then it makes sense to target that age group in a form and fashion they prefer?  Absolutely!  So, I went into the field and talked at length to customers and asked them specifically how they shopped; do they look at catalogs, do they prefer to shop online or in a book, what catalogs they liked or preferred, and how did they want to place their orders?

This line of questioning was the basis of my visit and obviously there were more questions directed at their responses but in the interest of time I’ll make the results brief.  Many of the replies were expected, and suspected, but they made valid much of my previous research.  Here are the responses:

95%, preferred only a single (yearly) list-priced full line reference catalog.  98% preferred a monthly sales flyer over a quarterly flyer.  86% preferred to place orders online.  94% preferred to shop and/or search prices online.  82% found the mail-in rebates in flyers created a desire to purchase the product to receive the “Free” item.  When specifically pointing out a mail-in rebate for a toner cartridge that required the buyer to purchase two cartridges to qualify for the free offer, 97% chose to buy two just to receive the free offer and 99% of those who send in for the free offer take the offer home for their personal use.  98% said they wanted to recieve at least one email sales flyer per month while at the same time noting that our big-box competitors email them weekly.

On a final note I also showed many of the 25-35 age buyers my catalog cover choices for 2011 because I wanted to see what they specifically found attractive.  100% said they didn’t like covers with ‘people’ on them.  100% didn’t like covers with a cartoon because they said the cartoon is only funny once.  95% didn’t like covers with animals/pets because they didn’t think it was professional.  One cover selection I personally liked (and was my #1 choice) because it looked like a magazine cover was turned down by 99% of those polled.  Why, I asked.  Their reply?  We don’t read magazines and it looks like a magazine. I was disappointed, but enlightened.

There were other questions and replies of which I made many notes and I’ve made some changes to my plans for next year based on these replies.  I’m still hedging on the social media stuff like Twitter and Facebook but I’m busy studying up on how these channels can improve our business.  The point is to actively engage your customers in whatever means appeals to them.  Not one single customer refused to talk to me and all of them were delighted to be a part of the process.  I took the time to explain what I was doing and why and I encouraged them to speak their mind, there was no right or wrong answer.  I found the time to be well spent and extremely valuable.  I encourage you to do the same, to actively engage in surveys and polls to your customers and I can assure you that it will be a learning experience. 

The last word: “Life’s up’s and downs provide windows of opportunity to determine your values and goals.  Think of using all obstacles as stepping stones to build the life you want” -Marsha Sinetar