I get a ton of emails from people seeking insight or asking me to solve sales dilemmas. Here are a few that may relate to your job, your life and, most important, your sales thought process right now.

Jeffrey,
I am a marketing and sales rep for a company that sells emergency cleanup services. I visit prospective customers almost daily … my biggest challenge is coming up with objectives for each visit. Do you have any advice for me?

Roxanne

Roxanne,
Bring a current customer who has just had a major cleanup. Talk to the customer about what happened before, what caused it, what happened during and then what happened after. What was the outcome? If you’re really looking for an objective, if you’re really looking for subject matter to talk your customers about, what could be better than something you’ve already done through the voice of your existing customer?

Best regards,
Jeffrey

Jeffrey,
My company helps small B-to-B businesses plan a video strategy and develop Web series and webinars to tighten their bond with their customers. I’m feeling a great deal of resistance from people about creating videos to grow their business. The objections seem to fall into two major categories: 1) fear of visually being on the Web (in fact, their social media is probably nonexistent as well) and 2) I can do this myself. What approach would you suggest?

Pat

Pat,
My recommendation is that you have examples of video testimonials from other customers, not just about a video testimonial of a third party, rather a video testimonial about you. All of the elements that you have as objections can be overcome by an existing customer who loves you. That’s the first half of your presentation. The second half should be examples of videos you’ve done that rock – examples of videos you’ve done that are up on somebody else’s Facebook business page or up on their YouTube channel that has 2,000 or 3,000 views. Your job is not to give a sales presentation. Your job is to show examples of how other people can use and profit from what it is that you do. Do that, you win.

Best regards,
Jeffrey

Jeffrey,
There’s something that has never made sense to me. I’m required to make cold calls as part of my daily routine. At the same time, my boss man could not be more put out by people who cold-call him throughout the day, and I agree with him. Yet every morning starts out with the same old “Let’s get smilin’ and dialin’!” Smile for what? You don’t even believe in what I’m doing!

Scott

Scott,
Have your boss sit down next to you and make cold calls himself. Let him see what a total waste of time cold calling is, how it affects your mood, your personal pride and attitude. Then start to call customers you’re already doing business with, customers who love you. Ask them if you can come over and talk about how your product is used. Those are the people who will invite you right in and talk to you for a half-hour and maybe help you earn a referral. That’s where the money is in sales, not in cold calling.

Best regards,
Jeffrey