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46 •
PPB
• MAY 2016
GROW
SALES
YOU HAVE A PERFECTLY QUALI-
FIED LEAD:
A marketing execu-
tive with a large budget who
invests heavily each year in pro-
motional products … but she
isn’t buying. Was it something
you said? No, it’s actually what
you
didn’t
say.
For more than 20 years I
have been in marketing with
purchasing responsibilities, so I
get more than my fair share of
sales calls every week. I don’t
mind, because I’m often intro-
duced to exciting products I have
never considered. In other words,
if you’re a salesperson who knows
what you’re doing, I’m an easy
target. Unfortunately, too many
salespeople really don’t know
what they are doing. Your quali-
fied prospect may need to buy
products, but they don’t need to
buy them from you. Your job is
to convince them that they do.
Try using these six tactics on
your next sales call:
1
Find out who I am.
You
can easily gather some-
one’s professional history
from the company website or a
LinkedIn profile. That infor-
mation can be very helpful in
creating a more personal con-
nection, which allows your
prospect to envision themselves
as a future valued customer. If
you are from the same home-
town or have a college connec-
tion, let them know that—it
could matter.
Most important, it takes
only minutes to see the path
your prospects have traveled and
TRY THESE TESTED ALTERNATIVES TO MERELY ‘SMILING AND DIALING.’
By Joby Moore
Six Secrets Of
Selling To Marketing
Executives