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FEBRUARY 2013



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A "NO" Means "No"!
Except
in Mailing Equipment Sales -
by Bob Licari

Publisher's note: Although Bob writes for the industry he knows best, (mailing-addressing-fulfillment), he shares his insights with every dealership person whether in offset, wide format or office products. Licari writes from experience!

Overcoming Customers objections, resolving concerns and establishing what a Prospect needs, even when done perfectly, may still not result in a sale.

Here is where a "NO" is not always a "NO". Often the only issue that is left unresolved is that the Customer is just not ready to buy. Many Sales People will just move on to the next Prospect, forgetting all the work that went into the sales attempt. So what do you do, when all that you did to close the sale has been done and a sale has not resulted? It is true; you need to know when to back off. If your attempts to close a qualified Prospect fail and you do not get the "Yes" decision you are looking for then gently bring the sales cycle to an end, for the moment.

Your Prospects must be put into a follow-up cycle that includes periodical contacts to keep the relationships alive. Keep them up to date with Postal regulation changes. Use the mail to send reminder cards to them as well as pertinent industry information. Successful, Professional Sales Persons all have a proper follow up procedure. They know that a sale that does not close today will likely close on a different day.

Are you a manager? If you are, be aware that it is your Salesperson's job to have a good follow up plan and that they stick to it. If not, you will lose a lot of business where a good amount of time and energy was spent on the initial prospect calls.

Let's review my suggestions:
Identify the company as a valid prospect. Be sure that all you did to close the sale was done. If YES, then work up a plan to keep the "seed-you-planted" alive and growing. Make your follow-ups different. This is critical. Keep impressing the Prospects during this time period to convince them that you are the Vendor they should buy from. Don't bore them with the same brochure in the mail. Be unique and stand out. There are many online sites to purchase Greeting Cards designed for Sales People that entertain while creating "sales generating" thoughts to your prospect. Why do this? To Keep You In The Mind Of The Prospect until he / she is ready to say YES! Let's Write Up The Order! If all the parts of a good follow up procedure are in place, then you as the manager will have the joy of saying to your sales person: "I'm Proud Of You - Job Well Done."

Good Selling .... Bob Licari

{short description of image}Bob has served the Mailing, Fulfillment and Packaging Industries for over 35 years. He can be reached at: boblicari@devlexintl.com.

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