PPB November 2015

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working on and launching a company
store website for you,” you are showing
them that you can take initiative to make
promotional magic happen. Then you
aren’t going in cold—you are showing
them that your intention is to partner
with them and join their marketing team,
not be just another vendor.
Send the presentation or link and
then follow up on that, so you aren’t
walking in blind and explaining what you
do. When you follow up on the site link
or the virtuals you had done, you have
already baited your hook and cast the
line. They know who you are and what
you do—and it’s time to reel them in.
Most people won’t take the time, effort,
creativity and expense to approach land-
ing a large account like this, but if you
do, you’ll set yourself apart from the
salespeople and show that you are a pro-
motional force helping them to achieve
their marketing goals.
Marsha Londe
CEO
Tango Partners
UPIC: TangoP
Don’t assume that obtaining the
contact information and seeing that
contact have to happen on the same
day. Your objective is to learn, not to
sell, and the relationship with the com-
pany starts with the front desk. Dress
for business and be considerate of
incoming calls that must be handled.
Share that you represent a promotional
marketing firm and would appreciate
obtaining the correct contact informa-
tion so you can make an appointment.
The receptionist probably has some
branded product on his/her desk. Point
it out to explain that you work with
companies on their branding and mar-
keting programs. Be certain you have
something to leave. Don’t just hand over
a pen (or whatever the item may be),
but explain why you enjoy writing with
this pen or drinking from this particular
mug. Leave a business card. It may be
pitched; or, if that front desk meeting
goes well, it could be passed forward,
thus making your follow-up call easier.
Sometimes the necessary informa-
tion can be obtained through a phone
call. Again, explain that you want to
make an appointment and are seeking
the correct contact. Before making that
appointment, you might send a letter (or
self-promotion mailing) to introduce
your company. Then follow through in a
timely manner. You may also learn con-
tact information through articles in your
local business paper. And rather than
focus on companies where you don’t
know anyone, why not concentrate first
on your contacts and friends who may
make recommendations and introduc-
tions for you, especially within the com-
panies where they work?
Karen Foy, CAS
President
Gorman Foy, Inc.
UPIC: gormfoy
I have approached cold calling in two
different ways:
1) Use a direct-mail approach (send
one to five mailers, including a promo-
tional product in each, over the course of
15-20 days so the prospect receives
something from me every three to four
days. This creates a buzz and most
prospects find it humorous and usually
want to speak with me to tell me thanks
or talk with me about my efforts). When
calling to qualify the prospect as a good
lead, I strike up a conversation with the
receptionist/gatekeeper and make sure
and get their name and information
(location) and include them on my direct
mail list, using a handwritten note to
thank them for assisting me in locating
the correct person to send my info to in
their company. I also do this with admin-
istrative/executive assistants for C-level
prospects. If I can get the assistant to be
interested in my services, I can usually
get them to help me secure a meeting
with their boss or connect me to the cor-
rect person.
2) Drop off something that really
stands out to the receptionist/gatekeeper
(in person) to meet them and thank them
personally for assisting me in my
prospecting efforts. Examples include
Mrs. Prindable’s chocolate-covered apple,
cookies, candy or a self-promo item.
Larry Bauer
Division Manager
Nordic Premiums
UPIC: Nordic
I think the answer is simple. I
encourage my new sales reps to take care
of the “gatekeeper.” Spend time getting
to know the gatekeeper. I drop off a small
gift or, if I am leaving an item, I make
sure she/he gets one as well. I also try to
remember birthdays and to make them
feel special.
DO YOU HAVE THE ANSWER?
QA Distributor Asks:
I’ve heard a lot about how social media can benefit a small
business by helping to build our brand and further relationships with
our customers. However, our company is really small and I have no
one who can take this on, even part time. If I’ve only got a couple of
hours a week to devote to promoting my company through social
media, where should I spend my time? What activities are most
important?
What’s your answer? Email answers along with your name, title
and company name to by November 20 for
possible inclusion in an upcoming issue of PPB magazine.
20 • PPB • NOVEMBER 2015 INNOVATE