“Full-time salespeople represent a significant expense for any company, but the key is to turn this cost into more of an investment.” tions. While a chief engineer may be accessible if you go to a maintenance shop at a hospital, you will not walk in and meet with a CFO, or even enter the front door of a hospital, like you could pre-pandemic. Even prior to COVID, hospital purchasing managers had been consolidating through con- sortiums, and you need to be registered. This also generally applies to many, but not all, nursing homes and hotels. The point is that you need to proactively think about your target audience and how to gain access. Remember to touch base in person with purchasing agents from municipalities. Almost all offer online vendor registra- tion, but few competitors stop by while in the area and actu- ally introduce themselves. Such personal introductions help for future reference and for any questions on bids, etc. Now, you’re not only registered, they will remember you came in and introduced yourself and company. Be Observant When cold calling and even when specifically in an area for an appointment, look at what else you’re passing. While you may not have time to stop, make a note for your next trip in that area, and add to your list for prospecting. Give yourself time aſter an appointment to cloverleaf that area and maybe make a quick stop, if time permits. Leave a card, get contact information, etc. Obviously, don’t engage in distractive practices while driving. Follow Up Always follow up any appointment with an email to thank them for their time. It is a golden opportunity to add something new, not just rehashing the previous appointment, and it’s also a great chance to move the ball down the field. You should have already asked about their budget and time frame to guide you on next steps. If you’re calling a prospect from a cold call visit and you get them on the phone, don’t ask them how they’re doing. Instead, get to the point in a 20-second overview of your call’s purpose. WWW.ALOA.ORG You can dazzle them with niceties and personality if they lead, but typically, save that stuff for the actual appointment. Spe- cifically: “Hello Mr./Mrs., I am with XYZ Company. I work with (nearby business, similar-type customer, etc.) and wanted an opportunity to meet with you to share what I have done to help them.” But don’t reveal any proprietary information. Be prepared, just in case the company you are so proud of helping turns out to be the archenemy of this prospect. You can refine and perfect this introduction as your experience increases, and certainly, one size does not fit all. Know Your Service/Product Know your products, services and competition. You will likely forget to mention something or won’t have sufficient time to cover all of your points, but in most situations, you will know more than the customer/prospect. You are the expert, and you are better prepared when knowledgeable. This should make you more comfortable, and you can always add something new to an email follow-up — an absolute must do! Be Professional When meeting with your prospect, don’t disparage a competitor, even if it feels comfortable or if your prospect initiates the nega- tives. Yes, it’s tempting to engage in a bit of the old- fashioned blood lust chat, but don’t take the bait! Show professionalism and take the high road by conveying your understanding of their concerns and how glad you are to have an opportunity to share why you and your company are here. Mention how your products and/or services are better than the competition’s (an- other reason to know your products and competition). Be Prepared for Objections and Questions Don’t bring a knife to a gunfight or go completely unarmed. Every salesperson needs to anticipate likely questions and ob- jections. Your answers and responses must be skillfully devel- oped before you start selling. Remember, you won’t get a second chance to make a first impression! Talk to your customer service colleagues and other company salespeople and make sure this is part of your indoctrination as a new employee. Same thing with knowing your competition, their strengths and weaknesses: If you choose to engage in opposition research, it’s probably best not to seek help from the Russian or Chinese governments. Building Relationships In one of my past lives, I worked for a very smart boss who liked to say, “Whatever business you may think you’re in, remember, you’re really in the ‘people’ business!” Sometimes we become JANUARY 2021 KEYNOTES 21
