PPB April 2020

compiled by Danielle Renda The Delicate Sales Dance When it comes to sales, how do I know when I’m pushing too much—or not enough? I like to add a little levity. Something like, “Well, it’s just like me to be lost again. Would you mind helping me out and letting me know who is the best person to speak with regarding promotional products?” Never make it sound like a directive or like you’re demanding help. NEAL SPENCER President Horseshoe Marketing DBA Kaeser & Blair Fort Collins, Colorado Don’t ask, “Do you…” That is a yes or no question. Ask, “Who do you know…” They should answer with a name. ANDREA GEORGESON Branded Merchandise Specialist APP Imprints California Eureka, California Try to build the relationship. It will serve you well when you get to the buyer. People buy frompeople they know, like and trust. And even though it is more than 50 years old, reread Dale Carnegie’s book, How To Win Friends And Influence People. Bob Berg, author of the Go-Giver series, is another good one in this area. I use this approach in social media, and it has worked wonders to helpme deepen and strengthen relationships. Also, always end the email with, “I hope things are going well for you and that you’re happier than a bird with a French fry.” JOHN KING Owner, promotional specialist and consultant Promoking, a Kaeser & Blair dealer Huntington Beach, California Don’t write. Call them. They’ll want to get you off the phone and will give you the name of the person quickly versus having to wait for an email reply. JOHANNA GOTTLIEB Vice President of Sales, Midwest Axis Promotions Powered by HALO Chicago, Illinois PPAI 159158, D11 I get results when I stop emailing. Pick up the phone and say, “I hope you can give me some guidance.” People love to help. Ask for the connection to the decision maker. Treat the “gatekeeper” with the utmost respect, because they are often the one who determines what gets done. SUE KINCH, MAS Owner Tangico Pontiac, Michigan PPAI 651709, S2 Q A DISTRIBUTOR ASKS: I nd myself struggling with knowing how aggressive I should be in my sales strategy. If I email a prospect who is not a buyer, how should I proceed so that my dialogue effectively produces a lead, or a sale, without being too pushy? 12 | APRIL 2020 | INNOVATE