“I am sitting in my office late at night (ah, the life of the self employed!) watching last minute sign ups for my January Sales Challenge (which begins Wednesday Jan. 6, btw). This little program continues to blow me away and has ever since I introduced it last March. I’ve been a sales trainer in the printing industry for, um, wait, I should know this, oh, a bunch of years and in that time I have introduced a couple dozen training programs, produced E Learning material back before there WAS E Learning material, spoken in front of thousands of people and written unknown numbers of articles and blogs. But it is this little program—which came to me in the middle of the night last February—has become my biggest seller and I am having so much fun adapting and changing and watching it grow. It’s times like this that make me happy to be in business for myself.

I’ve always been a Fundamentals kind of guy. The first company I worked for, UARCO Business Forms, had a fantastic sales motto. It said, “Solve the problem. Earn the order.” How can you go wrong with a foundation like that? I believe that regardless of the economy, the fundamentals do not change. It’s amazing to me that there are still people out there who “sell printing.” What are they thinking? Have they never heard of Dale Carnagie? Even today I was coaching a guy who told me he goes door to door. That really shocked me, but his lack of success as a sales rep did not. So, I model every program I put together after what I learned way back when about solving problems.

When was the last time that you sat with a client and talked about his challenges? Fears? Opportunities? Did you ever wonder why no one returns your voice mails? You complain about the lack of courtesy but maybe your messages, well, suck! Why not learn to talk about THEM and not you; about solutions and not printing? Hey, if what you are doing is working, that’s cool, but is it really working?

Do you want to know how to grow your business? Here’s a freebie for you. These are the fundamentals:

  • Diligence
  • Call Quality
  • Creativity
  • Differentiation
  • Luck

Improve the quality of your calls. Make them relevant to the customer. Increase the quantity of calls and be pleasantly persistent. There you go. In four sentences, I just gave you a world of wisdom. Want more? Take the Sales Challenge. I start a new one every month (HEY! There’s another sign up coming in now!). I’d be happy to help you!

Bill Farquharson has a long history of driving sales momentum through his various training programs and initiatives. Every Monday, over 4,000 people from all over the world listen to Bill’s free audio—and now video!—sales tip, which ranges in subjects such as time management to overcoming objections to beating voice mail. Bill is unapologetically Old School in his thinking and coaching, but New Age in his approach and communication style. As a columnist and Blogger for Graphic Arts Monthly, Bill shares wit and wisdom from the experienced mind of a 27 year print sales veteran. Bill can be reached at bill@aspirefor.com or by calling 781-934-7036.