How I Sold $100 Million in Print: Part 5

Credit: Bill Gillespie

Before I share my thoughts and experience on asking for appointments, I want to write a few words about account targets. Who you decide to call is your own business. Certainly, we addressed that in the sections on goals and prospecting. You need to pick a market that is right for you.

It would be a mistake, however, to set aside companies you admire because you think your goals are too lofty. If you want to do business with a mega-brand, ask yourself, “why not me.” Do this anytime you face a directional crossroad. “Why Not Me?” The answer is nothing can stop you beyond your own self esteem.

When I started in sales, I had a prospect on my radar screen. A coworker explained to me that they were “all tied up” by a competitor. I would be wasting my time trying to win their business. They were a big brand, and I was too small to be considered. I decided he was right and never made the call. I took bad advice.

Meanwhile, another coworker had his eye on a professional baseball team. Their business was firmly in the hands of an Atlanta printing giant. They were many times our size and much better equipped. It was absurd to think we would chase their printing.

Well…less than a year later my coworker had the business. As far as I know, he has it to this day 44 years later. He asked, “why not me.” He knew that the equipment between his ears was more valuable than equipment on the floor.

So, it’s time to make a call. You’ve done your research. You have some sort of picture of your prospect, the work they likely do and how it happens. You have a name and you can’t put it off any longer.

How do you start? Should you send them a note? An email? Is a call better? All three? In what order?

There will be lots of opinions, but my thoughts are as follows:

Email doesn’t work. It requires very little of the sales rep and the prospect knows it. The message could even be a cut and paste from another failed request and now it’s being sent to me. Sending this message makes the rep feel productive but it’s a waste of time. I delete 100% of the meeting requests I receive by email.

I happen to like writing so you might think I would elect to send a note before I call. I decided a long time ago that this was only procrastinating. I send notes afterwards.

If my phone call wins me an appointment, I follow up with a letter. If I don’t get the person on the phone, I send a note reminding the prospect that I left a voicemail and will call again.

When I do write, I write like I talk. I don’t get fancy or complicated. I want the reader to hear my voice in each sentence.

The telephone is the best solution. I don’t obsess over it. I pick up the phone, call the number and make an introduction. If I get voicemail, I leave my name, where I work and why I’m calling.

Of course, the contact knows why I’m calling. I say it anyway. I explain that I have some cool stuff to share, I feel someone in their position might enjoy seeing it and I would consider it a privilege to earn a block of their time.

If they happen to answer the phone, I say exactly the same thing. I don’t ramble, I don’t sell and I don’t apologize for calling. If you pick up the phone and make the call you will be noticed.

Just for context, remember that the prospect doesn’t think they need you. They have a system that is working fine. They’re doing business and their vendors are taking good care of them. Your call is an intrusion on what is likely already a busy day.

Consequently, you could hear the word no. You might be ignored. Don’t take it personal. Just move on to the next step in the process. This is the time for your note, email, or package of possible interest.

The follow up stage (follow up before actually meeting) gives you a chance to show your personal brand. I can’t decide what is right for you. It has to feel right and fit your personal style. I can, however, share some really cool stories that worked for others.

Sales Rep #1: This guy kept hearing “no I’m too busy.” Eventually, he convinced the prospect to have lunch. He argued that “surely you take time to eat. Let me buy and we can get acquainted.”

Of course, the prospect cancelled. They made the lunch date several times and the story was always the same. The day before or the day of…the prospect would make an excuse and break the date.

So, the salesman called a local catering service and sent the prospect a gourmet lunch. He included a note that read, “I have been worried about you never managing to have lunch. Hopefully, this will help.”

Outplayed, the prospect called to say thank you. He agreed to a meeting and the two went on to do lots of business together. The sales rep showed his style and humor in his persistent and clever follow up.

Sales Rep #2: This lady got no response from her prospect. She was totally ignored. Message after message and letter after letter resulted in total silence.

The rep visited a local drugstore and bought several anniversary cards. She started mailing them at thirty-day intervals with notes saying, “this is our 30-day, 60-day etc., anniversary of me trying to meet you.”

Somewhere after the third card she earned an appointment and eventually a client. Her follow-up demonstrated persistence, creativity and more than a little charm.

Sales Rep #3: I must confess this one is me. I was calling a lady at an international soft drink company. I was being forwarded to voicemail 100% of the time. Her message said, “leave your name and number and I’ll call you back.”

Somewhere around call number 15 I heard myself say, “I don’t know why your message says you’ll call back. You never do.” In a panic I added, “so this is your last chance. If you don’t call me this time I’m going to sing into your voicemail.”

Well, she didn’t call me, so I did what I promised. I phoned, got sent to voicemail and as off key as I could I sang, “nobody knows the trouble I’ve seen trying to get in touch with (name rhymes with seen).”

Two minutes later she called laughing. She invited me down immediately. When I got there, people kept stopping by asking, “is that the singing printing guy?” She had played the message for others. We did millions together.

Sales Rep #4: This guy had done his research. He knew the prospect was an Elvis Presley fan. They had talked on the phone several times but the rep’s request for a meeting was refused. His printing was in “good hands.”

The sales guy shared his frustration with a coworker that happened to do amateur Elvis impersonations. He had a small studio in his basement and played around with music. It was a hobby.

So, they made a tape. It started with one of the King’s songs. It faded to a voice over (our impersonator) who called the prospect by name and said, “hey so and so…I wish you’d cut my friend Steve a break. He’s a good guy and I would consider it a favor.”

The tape was mailed. The prospect called once he heard it and said, “how can I refuse Elvis?” The meeting happened and so did lots of business. This guy showed creativity and a great sense of humor.

You’ll have to decide what makes sense for you. You’re sure to need a follow-up strategy. Prospects are busy and it isn’t their job to call you back. You aren’t a priority…yet.

Just don’t quit. Decide what suits your style and comfort. Work your plan and make your message consistent. Be tastefully persistent.

Remember this too. This stage is totally about you. Everything you do, send or share tells the prospect what kind of brand you are personally. Consider the four reps used as examples. How important do you feel their brand was to eventually winning appointments?

In our next segment we’re going to talk about the first appointment. We’ll talk about goals for that visit and what we have a right to expect. We’ll share some successful stories about this stage too.

Meanwhile, grab the phone and make the call. Nothing can happen until you do.