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 sell capital equipment to the meat and food industry. The sales process can be long, six months to two years. Customers want information and quotes to plug into their budgets. They want the information quick, and then we wait. What are the best ways to stay connected during this process without being a pain?

Rick

Rick,

You’re already a pain because you’re dealing with people who cannot actually make the decision. You have to go to the person who will buy the equipment, not the person who puts all the data together and then goes and talks to somebody else about, “What do you think, Dad?” No! You start at a higher level. You talk about your machine’s productivity, profitability, ease of use and safety. When those concepts are put together in a presentable format, you meet with the only person that matters, the person who pulls the trigger.

Best regards,

Jeffrey

Jeffrey,

I remember years ago that a remark was made by one of my sales managers referencing a major league baseball player who gets paid millions for hitting one out of three pitches. When we determine what goal to achieve, it always seems that 100 percent is the goal. Of course we strive to “get ‘em all,” but knowing what we know, and not to make it easy for the sales reps to achieve, wouldn’t it be more motivational if the goal was actually set at what we know is attainable with a stretch?

Pat

Pat,

Of course. Why would you set a goal you can’t achieve? It sets you up for failure. When sales plans are put into place, they’re arbitrary in nature. “We’re gonna do 11.5 percent this year.” Where did they get that number? Answer: They made it up. Your job is to think in terms of best. Your job is to challenge your manager. Can you make goals with him or her? Sure, you should set the standard high, but the key word is achieve. The goal has to be achievable in the mind of the salespeople, and they have to intend to do it. Then, and only then, can it be done.

Best regards,

Jeffrey

Jeffrey,

I have recently joined a business broker who has been successful for six years. I am the new boy. It appears revenue is generated from listing fees and commissions on sales. Listings are obtained from direct mail, drop-ins and customers who visit our website. … What concerns me is when we use old methods such as snail mail and cold calling to get listings. Do you have any suggestions on how to fast-track the listing process?

David

David,

When you start in a job, there is no “fast track.” There’s only what has been done successfully before. Start there. When you do start there, you’ll be seen as “fitting in” and “part of the team.” Yes, you’re on your own. But you can’t come in and fight traffic from the first day. What you need to do is harmonize with what’s happening in your place of business. Do it the old way first. Then figure out a new way on your own. If it were me in your position, I’d be using social media, testimonials and every new strategy I possibly could, but not until I had made a few sales. Start there.

Best regards,

Jeffrey