Help I need to become a "Salesman"

[DavidWH]

We had a meeting with our accountant before the xmas break. Things are doing OK but we're under orders to increase turnover, and everything else will follow. Looks like I'm become a salesman in the new year.

We've never proactively sold our business relying on referrals, generic searches on google & e-marketing our existing customers & prospects.

I know deep down the solution is to get out of my comfort zone and get some new customers. Easier said than done.

I've a list of prospective customers but I've not the faintest idea how to approach these, or the whole selling process. It's all new to me.

Any tips or websites that will help me would be greatly appreciated!

Many thanks
Dave!

 

[Paul Norman]

I suspect, Dave, that you have evoked the sympathy of most people involved in smaller businesses. We have to do things that, in large businesses, someone else, specialised, would do.

And I guess that right up there is this thing. Sales. In large businesses there was a team of sales people from whom, hopefully, sufficient orders emerged, using a mysterious cocktail of activities.

Worse still, there are an army of consultants who will offer to teach you to sell. And because they are good salesmen, you will be tempted to buy. From them all.

If you find one that is really good, they will be worth a days consultancy, too. But first, I advise you to get a process. A system. An approach that you can stick too with measured outcomes. That you can plod away at, even though you hate doing it.

Sit down, and plan out the activities that you intend to engage in. Be harsh(ish) with yourself, but at the same time recognise that generating B to B sales is a long game.

 

[DavidWH]

Thanks @Paul Norman. Wouldn't even know where to start with a sales process.

I've an idea what businesses to target, and when, so that our services are relevant to them, in theory increasing my chances of a sale.

Other than that... I'm just guessing what to do next!

 

[Lentinus]

That's half the job! You know who you are going to sell to, I assume you know what you are going to sell them and that they have a need for your product now or in the future.
Come up with a reason that they should buy from you (you are faster, better quality, work in smaller batches, more flexible, local etc). find (by phone or research) the right contact and pitch it to them in the most appropriate way - flyers, web, direct mail, a phone call, in person etc.
Sales = 10% inspiration 90% perspiration!

PS I love the irony of the "Awaiting Image" sign under "Graphic Design" on your website!

 

[DavidWH]

Trouble with our business is the customer just see's a leaflet, poster, stickers on their van. Our USP is hopefully going to be some of the vehicle graphics we've done in the past - We do more than just stick stickers to vans!

Hahaha yes ,until yesterday there was more than 1 "awaiting Image"

 

[Paul Norman]

Thanks @Paul Norman. Wouldn't even know where to start with a sales process.

I've an idea what businesses to target, and when, so that our services are relevant to them, in theory increasing my chances of a sale.

Other than that... I'm just guessing what to do next!

You have the start done. Next, you need to decide how to contact them, and how often. And how soon to follow up. And follow up again. It is thankless, often, but it is a numbers game. For example, you might decide to send a letter, and phone up after 3 days, and again after 5 days. Any that dont tell you to take a hike get carried forward again. And again. Your aim is not to make a sale, it is to make an appointment, at which point you can start trying to make a sale.

 

[Deleted member 59730]

Good Luck. Its a miserable time to go out on the road selling but there will be clients out there who are making new year resolutions to spend on something you do.

A sign company near me decided to push hard on being able to stick the signs up anywhere. One contract they got was printing bus timetables and sticking them on the bus stops. No one else wanted to tackle the problem

 

[DavidWH]

Sign's aren't our speciality, installation is the pain for us being a smaller company, and sub-contracting usually makes us not competitive on many jobs except those really worth doing.

We're aiming more towards Vehicle Graphics, and out general print business, our USP on the print being we can turn stuff around same day, or next day.

I'll get my plan of action together and hopefully we'll gain a few new customers.

 

[JobBidUK]

Have you thought about building a commission only sales team?

In Glasgow, we have loads of students who have spare time and no definite work so they spend their spare hours canvassing B2B for a small percentage of your profit. This is not only an excellent way to bring in more sales as students are usually full of positivity, which always helps in sales, they can be used as a physical marketing/advertising stream.

Don't knock it until you try it. Post an ad on a free recruitment site like gumtree etc and build a small commission only based sales team. It costs you nothing but a few hours of product training and if it works it can always become a permanent department which could eventually offer salaried positions.

It might just be a way of driving home sales without you actually having to sell.

Worth a shot I'd say!

 

[beasty]

JOB BID UK SAID

Have you thought about building a commission only sales team?

In Glasgow, we have loads of students who have spare time and no definite work so they spend their spare hours canvassing B2B for a small percentage of your profit. This is not only an excellent way to bring in more sales as students are usually full of positivity, which always helps in sales, they can be used as a physical marketing/advertising stream.

Don't knock it until you try it. Post an ad on a free recruitment site like gumtree etc and build a small commission only based sales team. It costs you nothing but a few hours of product training and if it works it can always become a permanent department which could eventually offer salaried positions.

It might just be a way of driving home sales without you actually having to sell.

Worth a shot I'd say



I REPLIED

What do you sell that works so well as commission only nearly never works

I struggle to believe you think it is easily achieved, so what exactly do you sell that has gained you LOADS of students on a small % who make you sales?

Curious or sceptical you could say

 

[Annoying Donkey]

Minimum wage salesmen. I'm sure that's a recipe for success

 

[JobBidUK]

I didnt mean me in particular. i meant Glasgow as a city lol I was once a self employed commission only business telecoms salesman and it actually help me through my first bout at college.

Most event sales such as RMU vendors in shopping centre etc are commission only. Now that i think about it most national companies outsource sales contracts to commission only companies. If talktalk, virgin, sky etc all implement this tactic you maybe shouldnt be so sceptical.

 

[Peanut Butter Man]

I wonder if having a team of student sales people on commission only will give the right impression of your business. You really have no control over what they say or how they act. Could this damage your chances of sales?

However, I have never done this so maybe I'm wrong

 

[DavidWH]

We've tried sales only reps in the form of existing sales reps for some of our suppliers. We're not particularly interested in the print work they do for them, more the vehicle graphics & large format digital work their companies don't do.

I think I'll try and get proactive on the sales front myself, it'll be a challenge for 2015.

 

[Open Book Procurement]

Can you sell more services to additional clients? I know stationery is a common add-on for print orders either that or team up with a stationer, DGOS is not far from you.

I would really focus on the local aspect, some of the biggest companies in the UK source their print locally.

 

[DavidWH]

Yes that's the aim of the emarketing to show existing clients what else we do.

We've a few large companies who happen to have head offices located near us, which is more of the work we'd like to target.

I think a few case studies/trstimonials would help open a few doors into similar companies.

 

[Peanut Butter Man]

SSP I am in pretty much the same boat as you. Im not a natural salesman but know I need to take it up, at least in the short term until I can get other routes to market. My product differs to yours but I found that Twitter is a help in making the first contact with customers of all sizes. I don't flood everyone but follow some, engage in conversation and follow some. Treat it like being at a party, have a chat then the subject can turn to sales. I am cheeky at times and when a conversation or comment from a potential customer allows I may post something like 'A deli that doesn't stock my butter, do you have room on your shelves ' This gets a nice reply and your own followers like and retweet the same.

Good luck

 

[beasty]

Commission only works nearly never unless you are selling high value and have a decent frequency too.. no point getting 10k commission once in a blue moon.

Printers, peanut butter, whatever else, I hesitate to tell you 100% you are wasting your time, but you are!

I do commission only sales btw, the only way I would work for you would be if you could pay me more than the high value and high frequency work I have (You cant)

Commission only only attracts quality people if you have a name, a big margin, big ticket items and can offer a realistic opportunity to hit GOOD MONEY.. i would say 50k minimum

As far as I know TALK TALK and Virgin pay their staff a salary

 

[DavidWH]

Commission only isn't really something we'd consider. For the time being I think I need to improve my selling skills.

Most of our work is visual do social media will be a good thing to focus on.

 

[AllUpHere]

In my opinion you are making a mistake thinking you need to morph yourself into a salesman. It seems to me that what you need is to increase your marketing skills, not your sales skills. In a business like yours, if you get the basics of your marketing plan right there is little or no need for anyone to be doing 'sales'.

 

[DavidWH]

All I know is sitting on my backside waiting for the phone to ring isn't overly effective.

Many people buy print based on price, we aren't the cheapest, not the most expensive but are a nice honest, friendly company to deal with. As I am sure @Peanut Butter Man will vouch after his urgent banner request.

I know the size & types of companies to target so I've made a hit list for 2015. Its perseverance to keep trying to open doors.

 

[beasty]

In my opinion you are making a mistake thinking you need to morph yourself into a salesman. It seems to me that what you need is to increase your marketing skills, not your sales skills. In a business like yours, if you get the basics of your marketing plan right there is little or no need for anyone to be doing 'sales'.

Sales follows marketing

Marketing brings them to you
Sales gets them to pay you

 

[AllUpHere]

Sales follows marketing

Marketing brings them to you
Sales gets them to pay you

Only if you are doing your marketing wrong. In a business type such as the OP's, a need for sales is simply an indication of poor marketing.

 

[DavidWH]

Only if you are doing your marketing wrong. In abusiness type such as the OP's, a need for sales is simply an indication of poor marketing.

Would you care to elaborate as most if not all of our competition have an active sales force???

 

[beasty]

Only if you are doing your marketing wrong. In a business type such as the OP's, a need for sales is simply an indication of poor marketing.

So given your signature, I expect you are going to be fantastic at this stuff

Tell me why

Successful companies have marketing TO BRING PEOPLE TO YOU
AND
Sales, to get, well er sales

Why is that? Do you think? Please transform the way I think

 

[tony84]

I dont see myself as a salesman either.

Dont look at it as sales, let people know about offers you have on. Weekly/Monthly newsletter or specials or anyone you have not had business off in a while send them a 10% off code or something? Loads of businesses do that.

Ask your good customers whether they know of any other businesses might be interested in a brochure/catalogue or something from you.

 

[TheHun]

I agree, you need a system. A system that brings potential customers to your site, gets them on your email list, sends them your newsletter and also qualifies them as hot leads, and future buyers. Then the same system can provide the necessary information to you so that you know which prospect to call (the hot leads) about what while it will keep in touch with the future buyers and (if it is designed properly) it will greatly grow the chances of them becoming clients sooner or later.
This is the essence of marketing automation. You could make good use of it.

On the other hand, if I were you, I would start brainstorming about a clear marketing message (this has also been mentioned before). The point is to show your potential Target Audience that you are different. Different from all competitors in the market. What makes (or could make) your company different? Are you faster, can you do jobs that the competitors can't/won't do? Are you more creative about the ways vehicle graphics can be used? I would spend time on this one.

Also, I would think about the Target Audience. Who do you want to sell now? Can it be a too big group of companies? I would start thinking about limiting the Target Audience. I would make segments and start focusing on one, max two segments only. Then, for those companies, you can become the obvious choice to talk to when it comes for vehicle graphics.
Hope this helps.

 

[Open Book Procurement]

I don't believe there would be a marketing budget large enough for him to make an impact on this sector and I don't believe he has much differentiation from his competitors. Simply play the numbers game, the more people you speak to the more opportunities you will get, just don't become an email warrior!!

 

[TheHun]

To build a complete automated system can be costly, I give you that. However, there are quite a few things in this that can be created on a shoestring budget.

Once he finds out what makes (or will make) them different from the competitors, they can come up with clever campaigns (social media would be my first choice and would consider a viral campaign depending on the target market). These can be designed and implemented relatively cheaply. To create an appropriate email series costs nothing and there are very good email sending softwares that can drip feed the messages for free (depending on the amount of emails). Mailchimp is a good one, my favourite is salesautopilot, it includes a very professional CRM as well.

Creating forms that will elicit answers from the readers can also be done free or at a very low cost. Salesautopilot can also do this but another great alternative for this is Jotform.

If you don't want to spend much money, you can spend time and learn a lot of these things on the net.

 

[RogerBa]

I think some of the solutions now being suggested have gone a little over the top for the original posters question.

I will stand corrected if I'm wrong but I understand this is a local business looking to trade locally and at least for now world domination is not being sought!

As I see it you have already done the first part of your sales course and have all the product knowledge you will require, and probably more, now you just need to learn how to put that information in front of the decision makers in the companies you have already identified.
Do lots of research, find out their current suppliers, build a list of all the reasons why you would be a better option. Find out who makes the decisions in these companies but sometimes there will be a gatekeeper you need to get past to access the decision maker, this is just a hurdle.

Personally from what you have said I'd be picking up the phone first and trying to make appointments as this will save you time, if you get an appointment make good use of the time and while you're in the area cold call on a few surrounding businesses, just to try your luck and get more practice at talking to customers, finding the right questions to ask etc, and listening to the questions raised so you are better prepared on the next call.

Sales is a learning process, the questions you think your prospects will ask are not going to be the same as they do ask, and only time in front of customers will give you this information.

Common mistakes:
1. Talking about features and not benefits
2. Talking to the wrong people in a business
3. Approaching businesses that don't need your service/product
4. Not listening to the customer, in a good sales call the customer should be talking 80% of the time.
5. Not asking for the order, closing can be hard at first
6. Thinking price is all that matters to the customer
7. Giving up because you have had a no! Most customers will say no before they say yes, and some will never say yes, learn when to walk away.

It's all a bit of an ongoing learning process, sales is something you learn just like any other skill, but it can be very enjoyable and rewarding.

BTW: Sales and marketing are interlinked, neither can be successful on it's own, salesmen think marketeers live on a different planet and marketeers think sales people are lazy; but you do need both to work together for the best results.

Good luck with it all, if the list you have made is the right businesses then get talking to them some how and you will gain business, sell your company and service but more importantly sell yourself to them, be the local expert and they will buy from you.

 

[TheHun]

Sales is a learning process, the questions you think your prospects will ask are not going to be the same as they do ask, and only time in front of customers will give you this information.

Common mistakes:
1. Talking about features and not benefits
2. Talking to the wrong people in a business
3. Approaching businesses that don't need your service/product
4. Not listening to the customer, in a good sales call the customer should be talking 80% of the time.
5. Not asking for the order, closing can be hard at first
6. Thinking price is all that matters to the customer
7. Giving up because you have had a no! Most customers will say no before they say yes, and some will never say yes, learn when to walk away.

It's all a bit of an ongoing learning process, sales is something you learn just like any other skill, but it can be very enjoyable and rewarding.

I agree totally. Also, with the need of taking action.

There is one thing I would make sure when approaching my prospect: that I can tell them in just a few words how I can help them. That the reason for the appointment is not that I want to sell them something but that I want to discuss with them the ways I can help them solve a problem that they have. They will be much more willing to meet me.

And for this, I would be very clear on what makes me/us/my company different from my competitors. Because the prospects will ask me "Why should I get this solution form you when I can get it from so many other companies?" When they tell me "Well, I guess, I should look around the market first before I make any decision on this" that tells the same thing.

If I can tell them quite there and then, in a few words how my solution is different/better for them and/or why they can't afford to lose time asking around/etc then I will have a high chance to get the sale.

I recommend the OP read Frank Bettger's How I Raised Myself from Failure to Success in Selling. It's almost a hundred years old but still is a classic and you will learn a lot from it. Practically everything of the basics. Although it was written a long time ago and some of the methods he describes is obsolete (like the cards system to keep track of his meetings and numbers - you would do the same thing with a software now but you should keep those records nevertheless), the principles he lays out are still valid. The case studies (the stories) he tells will give you a very deep insight into how selling could/should be done and into what really matters in a client - service provider relationship.
Reading this one book will cover about half of the complete literature written on sales ever since.

Attila

 

[TheHun]

I think some of the solutions now being suggested have gone a little over the top for the original posters question.

I will stand corrected if I'm wrong but I understand this is a local business looking to trade locally and at least for now world domination is not being sought!

And I don't agree here.
Yes, the OP is looking for doing a business locally but still, the best is if he starts thinking in big. As if he was trying to build a multinational company. When you lay down fundamentals like that, when you design processes like that then you can build a proper system that will relieve you from a lot of work a bit later.

In fact, if you don't start out building a system to automate as much as possible then you will soon be buried under the everyday things, the managing of the daily running of the company. This will rule out the chance of growth or at least make it extremely difficult.
I have seen this with a lot of small businesses. The owner (being the CEO, the CFO, the HR manager, the Product/Service Development Manager, the Marketing Director and the Sales Director him/herself) was so busy running from one thing to the next that his/her day was completely eaten up by daily issues. They were so busy working IN their company that they had no time/energy left to work ON their company, thus there was no chance for growth. They have created themselves another job and not a business. But they were already trapped and the way out for them was extremely difficult.

The only really good way out of this trap is not walking into it in the first place.
When a business owner starts to design the HR processes, the sales and marketing activities, they should design processes that can be automated (sometime later at least) and then they will have time and energy to focus on growing the company. That is why I say that although the OP did not originally ask for this kind of info, it is still an important aspect to consider.

Attila

 

[beasty]

Attila please start a burger stand

Call it Attila the Bun

 

[TheHun]

Hmmmm, not a bad idea at all...
Do you have any specific idea to leverage my burger stand from the others?

Attila

 

[Deleted member 59730]

There is one thing I would make sure when approaching my prospect: that I can tell them in just a few words how I can help them. That the reason for the appointment is not that I want to sell them something but that I want to discuss with them the ways I can help them solve a problem that they have. They will be much more willing to meet me.

Probably the sure way for me to put the phone down with a few choice expletives. If someone phones me to sell me something I much prefer they are honest. Starting dishonestly by pretending to solve problems instead of saying its a sales call is a no-no for me.

 

[beasty]

If you buy something in a sales call, it presumably solves a problem

File cabinet .....storage problem
Chair............... seating problem
Phone line.......communication problem

Identifying the PROBLEM is identifying why exactly they need to buy from you.

Introducing the fact you can HELP someone with THEIR problem and as such YOU are providing the solution is selling.

NO ONE phones up and says

I want to sell you THIS, lets now talk about you

 

[TheHun]

Probably the sure way for me to put the phone down with a few choice expletives. If someone phones me to sell me something I much prefer they are honest. Starting dishonestly by pretending to solve problems instead of saying its a sales call is a no-no for me.

That is not what I meant. I meant that the reason why I would want to meet the client should not be about me, it should be about them.
I did not say (that is true) the business will not work if it is not based on the wish to serve, to help other people/businesses. If I ONLY want to make money then my business will not grow much and will not bring me a lot of success.
If I focus on helping others then I can achieve success.

On the other hand, knowing that I want to help my clients AND letting them know are two different things.
In my experience, too many sales people (including the small business owners who try to do their own sales) think that if they call a prospect to talk to them about their business, the prospect will understand that they want to help him and not JUST sell them something.

Attila

 

[TheHun]

NO ONE phones up and says

I want to sell you THIS, lets now talk about you

I don't know about you, but I keep receiving calls about this and that fantastic opportunity, so forth.

This is just pushing sales without trying to learn about my needs at all.

Attila

 

[Deleted member 59730]

If you buy something in a sales call, it presumably solves a problem

File cabinet .....storage problem
Chair............... seating problem
Phone line.......communication problem

Identifying the PROBLEM is identifying why exactly they need to buy from you.

Introducing the fact you can HELP someone with THEIR problem and as such YOU are providing the solution is selling.

NO ONE phones up and says

I want to sell you THIS, lets now talk about you

With all due respects a filing cabinet is not a good reason to phone anyone. Nor is a chair or a phone line. Selling a unique product or service is. If the product is unique I see no reason not to be upfront and talk about the product.

I probably don't know what I am talking about. I've only been selling my talent and products since 1966.

 

[beasty]

The fact you have worked for 50 years is not impressive, its always something people post when they figure everyone else should just listen, JUST BECAUSE rather than offer a real solution.

The FACT is that all transactions solve problems, hunger buy food, thirsty buy a drink, my examples previous were random, but could be lamps, stationory, paper whatever it is, no it does not have to be unique, it has to be the right message, the right person the right time and it will find a market.

I will not be working for 50 years as I have no need to, but to put a spin on your closing line

What do I know i will only earn 60k this month