To Write Is Right When It Comes To Sales
It is hard to believe that is been almost 20 years since I first started in what would become a sales career. Before starting in sales, I knew one thing…I would never be in sales. Well, I was wrong. I soon learned not to get too down during unavoidable setbacks nor should I get too elated over temporary wins. But most importantly, despite many misconceptions and stereotypes, I learned that sales is a noble profession.
Nothing happens until a sales transaction is completed. No matter the industry no matter the product…no sales equates to nothing. You may have the greatest product or service in the world (at least in your mind), but until someone pays you for it, you have just an opinion. Therefore, it is the salesperson or process that facilitates the transaction making sure that a prospective customer becomes a paying customer. He is the life blood of the company. Rid yourself of the sales focus and you do so at the detriment of the health of your company. I have watched failed attempts at sustaining a business while tampering with sales too many times to give it any merit.
Now, here is where things get dicey. Because, in its most basic form, sales is the interaction between your company or product with that of a prospective customer, can technology only serve as the sales process? The answer is that if it is done properly…yes. A website if organized correctly and if it is visually appealing, can make the sale. No humans necessary on the front end. It happens every day and won’t be coming to an end anytime soon. And yet, people do prefer dealing with people it is often said. Well, it all depends on the need being addressed. A salesperson is required for technical applications or for more intimate products where touch. taste, or smell are necessary.
But in an industry such as office supplies, where the salesperson once feasted, we see that the internet has effectively replaced them. Why? Because the knowledge that a salesperson once offered can now be easily found on-line. Simply put, the office products salesperson has little value by today’s modern business standpoint. He’s not completely extinct; but if this salesperson is to effectively compete, he better innovate and do it fast. This is the industry I have been a part of for over 15 years and this is the war I wage every day.
If I was to expand and maintain my base, I had to work smarter. I had to develop and follow a formula. A consistent process for effective follow up. The sales funnel is part of the jargon many salespeople have heard way too many times. However, the truth is that effective and creative follow up is your best weapon. Without it, you are relying on luck. Don’t sound just like your competition. Don’t be afraid to inject humor. Don’t send canned messages and do take the time to write out thank you notes, reminders, and other forms of correspondence when appropriate. This will clearly demonstrate your interest in developing a lasting business relationship. The effort won’t always pay off of course but it gives you a fighting chance.
As I sat cranking out sales letters applying the standard avery 5160 label to each envelop, I realized that I would be more likely to open a letter if it was personally addressed to me. This simple little change increased my readership. That is of course what we want right? The diligent follow up can be tedious no doubt. But failure to do so brings you closer to becoming obsolete. You have to make them want to do business with you. This can be accomplished if there is an emotional investment in the process. If done right, eventually your prospect will feel as though they know you and there is almost an element of trust that develops even before the sale takes place. Improve your writing skills as despite all the technology around us, the written word as it puts your voice on a topic is still quite powerful. This will require some effort, but write letters and creative e-mails to break through he clutter of standard advertising noise. If you have a compelling story to convey, your message will be read.
Of all the lessons I learned over the many years of direct selling is that I had to become real to people. If I was just another suitor in a long line of others offering discount office supplies, I would always be treated as such. Differentiation required work. Once found, it became the battle cry.
