“In marketing, I've seen only one strategy that cant' miss -- and that is to market to your best customers first, your best prospects second, and the rest of the world last." -- John Romero

About the “Roadmap …”

Each issue of the “Roadmap to Sales Success” will contain items of interest to the business (especially the sales) community.

In addition, each issue will also feature one in a series of “progressive” articles to help you through the “Sales Cycle.” Following is the schedule:

This Month’s Sales Tips …

“There’s new business out there, no matter how depressed the market. All we’ve got to do is find it – and find it first!” - - John Fenton (How to Sell Against Competition)

"Nothing in the world can take the place of persistence." -- Calvin Coolidge

Upcoming Events involving Sales Partners:

Please see:
http://www.salespartnersinc.com for details

REACHING YOUR DECISION-MAKERS - - Vol. 1 No. 3 - - November 1, 2003

“Call on the President!" (He/she has all of a company's issues and access to the means required to resolve them.) - - David A. Peoples (Selling to the Top)

If we are to be successful, we must get ourselves/our "message" in front of people/businesses who can benefit from our offerings - those we identified in our Marketing Plan. Their first impressions of us will be Positive, Neutral, or Negative. It is vital that these not be negative. "Cold Calling", while a sometimes-useful option, can leave the recipient with a bad impression - think about when you've received a "cold call." How did you feel about the caller/their offerings?

Our Approach:

The very best way to ensure a favorable reception is to be recommended by someone known to our decision-making prospect:

• Close/trusted associate, current/former co-worker, customer
• Friend, neighbor, relative
• Professional - doctor, CPA, attorney, pastor, museum curator, sales coach
• Service provider - hairdresser, cleaner, grocer, golf pro, etc.

How do you find these people? In his play (and subsequent movie), "Six Degrees of Separation" (Mckay, David 1990), John Guare suggests that we are all connected by 6 or fewer stages of circumstance or acquaintance. In your "territory", it's probably more like 2 or 3. Someone you know, or someone they know has a relationship with your prospective decision-maker. If you have done a good job positioning yourself as a resource/helpful person, they won't hesitate to recommend you - so ASK!

“Networking isn't the only way to improve your personal/professional circumstance; it's just the easiest way!" – - Joyce's Law #12

Another way to ensure a good reception is by creating/maintaining a positive image through:

• Community Service and/or Professional Organizations
• Public Speaking, Teaching, Seminars
• PR, Advertising, Collateral
• Publishing helpful articles, newsletters
• Look for "Networking for Results" coming up in Issue No. 9

Our Message

If you really want to attract the attention of your decision-makers, you need "sizzle" for sure, but you also need "steak" to satisfy their appetites! (Or turkey this month.)

“What is your core message and how do you build value around it?" - - Cindy Peterson (Presenting for Results)

Why do sales/marketing people continue to sell "features" when everyone knows that customers buy "benefits?" Now, we are all enamored with are own accomplishments and/or the "wonderfulness" of our offerings - perhaps rightfully so. And we want to present them in the best possible light. However, in most cases, buying happens because the offering is of some value to the decision-makers:

• Relieves stress, anxiety, enables them to sleep better at night
• Improves their image, competitive position, enhances their customer relationships
• Helps them make more money, get promoted, live a better life
• Makes somebody want/love them
• Remember Eve and the apple: "God-like Knowledge", not "red, shiny, juicy", right?

Well, you get the picture ...

“If we wait for the moment when everything, absolutely everything, is ready, we shall never begin.” - - Ivan Turgenev

Next issue:

Be on the lookout for next issue of “Roadmap …” where the topic will be: “Things to Say When You Do Make Contact.”

Until then, Good Selling!!