Extra Edition / Business Management

Back to the Things That Worked... Back to the Past

February 4, 2013
Bob Janet
Bob Janet
When I was growing up, and even when I was raising a family, I remember the day the Sears Holiday Wish Book (catalog) arrived in the mail. Oh, what excitement. Everyone in the family wanted to page through the catalog at once, picking out the things they wanted for the holidays. But then Sears must have listened to the so-called experts. You know, the people that tell others how to sell but never sold themselves.

I can picture it now. A bunch of well educated, “book learned” as they called them in some parts of the country, experts showing Sears reports and computer graphs, facts and figures proving that the catalog was not the modern way to market. The figures proved it. I recall my father once telling me, “Figures don’t lie, liars figure.” And so went the Holiday Wish Book. A profitable marketing tool put on the shelf to collect dust.

Then in 2007 Sears revived its Holiday Wish Book. Fourteen years after shelving its venerable catalogs, Sears brought the holiday tradition back as it struggles to attract new shoppers and revive business.

Are some of your best marketing and selling tools on the shelf collecting dust?

Is this the right time for you to go back and use the selling tools that made you money years ago? Tools like personally contacting your customers. In person.

It’s now called social networking but it is simply putting yourself in front of your customers and prospects.

Tools like following up with your customers. I think one of the top mistakes most sellers make is not following up. The top sales producers start following up even before they contact the customer. They do their homework. You have a great advantage over your competition and you will save yourself a lot of time and marketing cost if you first make sure you are marketing to your perfect prospect. Your perfect prospect is the person or business you can make the most amount of money from with the least amount of work and expense.

For business customers, find out who the real decision makers are in the business. Then learn all you can about them. Like when is the best day and time to contact them? Who are they currently buying from and why are they buying from them? What are their satisfactions and dissatisfactions with their present supplier?

Now follow up after the offer. This is the time to reinforce the offer, increase the benefits, answer any questions, add urgency and build your relationship with them. Of course, you follow up after the offer as many times as needed to make the sale.

Next follow up after the sale with your thank you telephone calls, emails, and of course the best way to say thank you is your handwritten thank you note.

Follow up after the sale to solve any problems, solve misunderstandings, sell add-on items, and continue to build the relationship.

If you sell a product or service that is not instantly delivered you must follow up during the delivery.

Continue to thank your customer, solve problems and misunderstandings, sell add-on items, build the relationship, keep them informed about the timetable of the delivery, and make your next sales appointment.

And then follow up after the delivery.

Stay in touch with them and they will stay in touch with you when a buying decision is made.

Publication date: 2/4/2013

Did you enjoy this article? Click here to subscribe to The NEWS Magazine

Recent Articles by Bob Janet

You must login or register in order to post a comment.

Multimedia

Videos

Image Galleries

2014 Energy Efficiency Forum

Highlights from the 25th annual Energy Efficiency Forum in Washington, D.C.

Podcasts

NEWSMakers: Joseph Groh

Joseph Groh, an industry veteran boasting 35 years of HVAC experience, discusses the 2008 bicycle accident that cut his career tragically short, and how the Joseph S. Groh Foundation is his way of giving back to the construction trade. Posted on Aug. 22.

More Podcasts

ACHRNEWS

NEWS 08-25-14 cover

2014 August 25

Check out the weekly edition of The NEWS today!

Table Of Contents Subscribe

Prohibiting HFCs

EPA is proposing a rule that would prohibit some HFCs in select refrigeration applications. Do you agree with this move?
View Results Poll Archive

HVACR INDUSTRY STORE

plumbing-hvac.gif
2014 National Plumbing & HVAC Estimator

Every plumbing and HVAC estimator can use the cost estimates in this practical manual!

More Products

Clear Seas Research

 

Clear Seas ResearchWith access to over one million professionals and more than 60 industry-specific publications, Clear Seas Research offers relevant insights from those who know your industry best. Let us customize a market research solution that exceeds your marketing goals.

DON'T MISS A THING

Magazine image
 
Register today for complete access to ACHRNews.com. Get full access to the latest features, Extra Edition, and more.

STAY CONNECTED

facebook icontwitter iconyoutube iconLinkedIn i con