Masonry Magazine April 1969 Page. 12
SMOOTH SELLING
By George N. Kahn, Marketing Consultant
1967 George N. Kakn
PROSPECT OR PERISH
If the title sounds grim it was meant to. You can't stay alive in selling unless you systematically go after new accounts.
Too many salesmen regard a territory as a lifetime sinecure that will yield good earnings without cultivation. This is a fallacy. A territory must be exploited or it will dry up on you.
The key word mentioned so far is "systematic." There must be a pattern to your prospecting. Depending on hit or miss tips, one-shot cold calls, etc. is dangerous.
Prospects or Rejects
A lot of time can be wasted on buyers who really aren't prospects at all- at least not for your product. A true prospect must be right for you; he must possess the necessary qualities which make him a likely user of your merchandise or service. A certain amount of screening is called for here. If he can pass the following tests he's worth more of your time:
1. Does he really need your product or service?
2. Is he an influential? Does he have the authority to buy?
3. Does he represent a solvent firm that will pay its bills?
4. Can he be weaned away from his present supplier?
5. Can you get to see him? If he's the vice president or president the approach may have to be made by a top executive in your firm.
6. Will the business he gives you be worth the amount of time you invest in him? You might make a chart for prospects and evaluate them on a checkpoint basis. This will save you needless running around on what could be a wild goose chase.
Warming Up Cold Calls
Whenever I read that one out of 10 or two out of 15 cold calls results in a sale I make a devout wish that salesmen will not believe these figures. I know that these ratios have been derived from actual experience but I still feel that publicizing them does more harm than good.
Why? Because they cause the salesman to automatically put a damper on his efforts. He may be the best man in the business but he is a slave to somebody else's record.
What difference does it make if 30 salesmen in the XYZ Company average one order per 12 cold calls? This does not mean that you cannot hit five-or six-or more! And you can if you have faith in yourself.
In the history of selling many cold calls have produced customers that spent millions of dollars. Intelligent cold calling should not be neglected in the prospecting picture. This means calling on buyers likely to be interested in your line.
Prospecting Leads
The salesman is not alone in his prospecting. Leads come to him from his sales manager, supplied lists from any reliable list company, advertising and friends and acquaintances. The last is especially important in the service business.
Many of these leads are "hot" but that doesn't mean they are pre-sold. It requires salesmanship of a high order to get the order. The best you can hope for is that the buyer is receptive to your presentation. You have to take it from there.
Landing the Big One
There is a type of salesman who is unsparing of his energy for prospecting but he is fishing for minows when he should be angling for sturgeon.
This is the small account complex. A man devotes a great deal of time to cold calling and tracking down leads but he stays away from the big account.
Subconsciously, he avoids the large customer in his prospecting. Why? The answer is simple: the big buyer is harder to sell. The salesman knows he's going to have a tough fight and he's afraid to start slugging. He's like the early morning bather who can't gather up enough courage to wade into the frigid water. He waits until afternoon when the sun is fully hot.
There's a defeatist aspect in the avoidance of the big account. The salesman gives up the battle before even trying to win.
Don't let the size of the prospect deter you. No matter how big they are somebody is buying and he has a "hot button." If you're not pressing it, your competitor is. Today's leading producers were never scared of tackling the major prospects.
Priming the Prospect
Some salesmen feel that once they've been granted an interview with a prospect they have accomplished their objective. They are so pleased with their success in getting into the buyer's office that they do very little after that.
You've got to push harder than ever once you get the appointment. Getting there is only half the battle. You've got to come away with an order.
Don't let yourself be cowed or intimidated by the buyer. Don't even appear too grateful for the interview. Instead make him feel that he's been selected by you; that you are giving him your time. Give him the impression that you don't pick prospects at random but only after careful consideration. Make him feel that he's a blue chip choice. This will tickle his pride.
If you can begin an interview by telling the prospect how much it means to you etc., you are just taking away good selling time. Be polite, observe the usual amenities but don't get down on your knees and bow in gratitude.
You will be much better off to spend the early minutes priming the prospect for the eventual close. That's what you came for. Don't ever let anything swing you away from the main objective.
Are you prospecting in the right way and is it paying off? If you can answer yes to seven or more of the following questions, you're not only a good prospector but are bringing up nuggets as well:
1. Are the prospects you call on truly good prospects?
Yes No
2. Do they really need your product or service?
Yes No
3. Are they available to you?
Yes No
4. Do you have faith in your ability to get orders on cold calls? Yes No
5. Do you make good use of leads given to you by your sales manager, friends, etc.?
Yes No
6. Do you add to the list of leads by scouting out likely prospects yourself?
Yes No
7. Do you take command of an interview with a cold prospect?
Yes No
8. Do you cold canvass the big accounts as readily as the small ones?
Yes No
9. Are you aware that your future depends on the number of prospects that you dig up?
Yes No
10. Do you have a workable system for prospecting?
Yes No
REPRINTS FOR SALESMEN
this is a condensed version. Each lesson is available in an expanded form, in a 4-page brochure, sine 836x11, printed in 2 colors on white glossy paper and is 3-hole punched to fit any standard 3-ring binder. Each subject in this expanded version is fully and completely developed in comprehensive detail and includes a self-examination quis for Salesmen. Prices are a follows:
1 to 9 copies (of each article) 50 cents each
10 to 49 coples (of each article). 37% cents each
50 to 99 coples (of each article) 30 cents each
100 or more copies (of each article) 25 cents each
The entire series may be pre-ordered or individual articles may be ordered by number address orders to the George N. Kahn Co., Marketing Consultants, Sales Train-Ing Division, Department TP, 212 Fifth Avenue, New York, Ν.Υ. 10010.
Listed here are the titles of the first 24 lessons in the "Smooth Selling" Sales Training Course,
1. The Salesman is a V.I.P. 8. How To Set Up An Interview
2. Are You A Salesman? 9. Resting Between Rounds
3. Get Acquainted With 10. The Competition
Your Company 11. Taking A Risk
4. You're On Stage 12. Playing The Short Game
5. You Can't Fire Without 13. Selling An Idea
Ammunition 14. Buying Committees Are
6. You Are A Goodwill Here To Stay
Salesman, Too 15. The Automated Salesman
7. Closing The Sale 16. Samples Can't Talk
17. The Unexpected Letter
18. Prospect or Perish
19. How To Dislodge A
Prospect From An
Existing Supplier
20. Making Salesmen of
Customers
21. Repeat Orders Are Not
Accidental
22. Room At The Top
23. You Must Give More To
Get More
24. Running Into The Rude
Bayer
When ordering, please mention the name of this publication.
masonry April, 1969