#102
Editor’s note: We recognize that many salespeople read The Business Journal each week for information and sales leads. This is a weekly column dedicated to the science of selling, presenting practical information about making sales today.
…Sales Moves…
practical information about making sales today.
Remember me? I’m the salesman like all the others.
My cat, Lito, has a business card. She is our corporate mascot, and plays a vital role in my office productivity. Whenever I need an important paper, Lito is laying on it. I give her card out in seminars and training programs for fun and a laugh. But everyone who gets her card keeps it, shows it to someone else, talks about it, and talks about me.
Being memorable is creating a vivid image in the mind of the prospect that distinguishes you from others. What you do, how you do it. What you say, how you say it.
How memorable are you? Does your prospect or customer talk about you when you’re gone? Or are they talking about (and ordering from) your competitor?
Here are some recommendations and examples of what has been memorable… and brought about business:
Spend money on your business cards they are the image you project about the quality of your business. Take a look at your business card. Will they remember you from it? If someone gave it to you would you make a comment about it?
My friend Richard Herd prints his on the back of a deck of playing cards. He has received thousands of comments about his card. He has people talking about his card after a sales call. He also has lots of customers. Coincidence?
My friend Greg Gregory is Vice President of Builders Supply, a 53 year old business in Lancaster, SC. They supply lumber and building materials to home builders throughout the region. Last week he had business cards printed for his truck drivers. He considers them a valuable part of his team, and wants his drivers to be memorable to his customers. Gregory doesn’t consider them drivers he thinks of them as ambassadors of his company. His ambassadors are on the front lines with daily interface with his customers. They are ready to serve in a memorable way. WOW.
Respond with a personal surprise. After I wrote an article on getting your foot in the door, Traci Miller of A Basket of Carolina, wanted to tell me that a gift basket was a good tool, so she hand delivered one with personalized items… A book of quotes on winning and cat food (for Lito our corporate mascot) among other things. She was talked about in this office for weeks. We have developed a business relationship that will last because she dared to be memorable.
Here are some elements that you can incorporate into a memorable marketing campaign:
* Hand delivery.
* Fast delivery.
* Early service.
* Late (after hours) service.
* Delivering more than you promised.
* Personalized thank you
* Quotation example (quote letter book of quotes)
* A remarkable business card
* Gift basket of things that are meaningful
banner from college, golf balls, personalized anything.
* Fax a joke
* Fax an article about his interest
* A birthday call
* “I was thinking about you” call
* Personal attention before, during and AFTER the sale.
* Delivering a gift of thanks gift basket, plant, flowers.
* Delivering a personalized gift of thanks a book about her interests, a golf lesson.
Something that says I took the time to get to know you AND I’m acknowledging my appreciation for your business.
In order to be memorable, you need personal information from your prospect or customer. The famous “Mackay 66” takes personal information to a new level. To start out I recommend you develop a form to gather the following data:
/ Number of kids (in school? which one?)
/ College attended
/ Favorite sports teams
/ Favorite restaurant, food
/ Type of car
/ Type of pet
/ Hobbies
/ Favorite magazine
/ Last book read
/ Prime 1993 Goal
/ Trade publications read
/ Trade associations belong to
/ Last vacation where
/ Civic/Community organizations
/ Home town
/ Other places lived or worked
/ Presently reside in (town)
Getting personal information will facilitate follow up if you use it properly. If you have the information, how will you use it to be memorable? Ask yourself one question: Will they talk about you afterwards to others? If they will, you’re on the right path.
The value and power of using the information you have must be strategized! Planning a memorable follow up program for the client will get the results you want. Here are the planning elements to consider:
The game plan (and budget).
The objectives.
The urgency (selling cycle time).
The tools to be used.
The verbiage of all writing… with impact.
The verbiage of the pitch (phone, in person)… with impact.
The objections scripted responses.
The implementation (and training).
The measurement documenting results.
Being memorable and being remembered means doing creative, personal things. Things like:
P If you have tickets, don’t give them to the customer, go with them.
P Take them to their favorite restaurant.
P Donate to their charity in their name.
P Make them your “Customer of the Month.” Send them an award plaque.
P Share a family experience Discovery Place, a Knights game, a picnic.
P Have a customer award program Best, most fun to talk to, most professional.
P Send a hand written note with a personal message.
I was at a networking event last week. A “Charlotte Fast 50” corporate president ran over to me saying, “Hey, Gitomer, show this guy your cat’s card.” “Have one,” I said, “And have one of mine in case the cat isn’t in. I usually handle her calls.”
I’m printing another batch of Lito’s cards.
FREE GitBit…Get an excerpt of The 39.5 Rules of Sales Success from The Sales Bible. To win the game, it helps to know the rules. Just go to www.gitomer.com click FREE STUFF then click GitBit register and enter the secret words, “SALES SUCCESS”.
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When you leave an appointment or a networking event, will anyone remember that you were there?
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Jeffrey Gitomer, President of Charlottebased BuyGitomer, gives seminars, runs annual sales meetings, and conducts training programs on selling and customer service. His book The Sales Bible is now available in bookstores everywhere. He can be reached at 704/3331112.
1999 All Rights Reserved
Don’t even think about reproducing this document
without written permission from Jeffrey H. Gitomer
and BuyGitomer 704/3331112.
