I read this fantastic post on LinkedIn. Do you hear "no"? Better listen to this," wrote Bill Gillespie, "a great friend in sales." I immediately messaged him and asked for permission to share it on this blog. Fortunately, he agreed, and now you can prepare for that which really means customer rejection.
Bill Gillespie via LinkedIn
In 1979, I made a cold call to an advertising agency in Atlanta. The experienced production manager was quite happy to see me. I've been in business for a few years, but I've been selling for less than six months. I just started
I did what any newbie would do. I started talking about the press and files. I have also shown projects that I am proud of. I, like many others, said "we are a quality printer with very good service".
The prospect smiles. He stopped me and said. “Bill, I'm sure it's all true. I have definitely heard of your company. But I have a printer. I work with them every day. They care a lot about me." I am not interested in change". Then he told me who they were.
I was disappointed. I've heard this conversation before. Before I knew it, I heard my own voice. "I hear it everywhere I go. Tell me about them. They must be big."
He was happy to do so. In the next few minutes, he talked about what made them great. He also spoke about the representative. He explained that he had met her by cold calling, as I had many years before. They became friends and became trusted "press partners".
As the conversation continued, I felt the boy warm to me. I didn't argue. I didn't try to suggest that we were better off. I did not criticize his choice of supplier. I liked it enough...it just had a printer.
We ended the meeting and I left. It was friendly but unsuccessful. No, it's not!
A few days later he called me. He had a bone to throw my way. He decided that sometimes there would be room for a second printer.
I took the chance. It became another leg… then different, and finally a routine. Before we knew it, we were working together every week.
Finally, his favorite printer was purchased. His representative resigned and I was that person. I put it off every day for many years. My popularity increased when he shared my name with his colleagues.
I am sharing this because it is in no way a sales pitch. It doesn't mean now or yet. This means that you have not given a reason for the change. Unfortunately, this is where most repeaters stop trying.
I learned a valuable lesson from this call. Heard it's for sale. Talks are sermons if you haven't heard them. This is the most important balance you have to manage.
This man loved the system he built. He was satisfied with his work and the choice of supplier. He was proud of his decision.
I didn't argue with him. I confirmed his opinion. In the process, I sold it to a guy who writes a lot.
All sales problems are solved by someone else. Find ideas, inspiration and continued sales growth in the Sales Vault community. Visit SalesVault.pro for more information. I can be reached at 781-934-7036 or by email at bill@salesvault.pro.
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