Tag Archives: marketing

Doing Whatever it Takes! Maybe?

7 Aug

Over my career I’ve hired, trained and managed thousands of salespeople. But I was often baffled. Why did some people who I thought would be in the top 10% of producers fail to achieve the results I expected of them, while others whom I thought of as less talented, rose up to be my best people? I came to the conclusion that the top producers in any company were those who were able to face their fears and do whatever was necessary to achieve their goals.

These were the people who overpowered their fears and outsold their colleagues by huge margins. These were the salespeople who stood-up, faced their fears, and did whatever it took to get the business.

Today, a great deal of my work is with franchisors and franchisees who sell in the B2B and B2C markets. These markets, as opposed to restaurants and other retail stores, require the franchise owner to sell. Unfortunately, the majority of franchise buyers have had very little experience in selling. Many have never sold and the thought of themselves as salespeople can literally make them physically ill.

Buying a franchise is a major life changing event. Often it will take every dollar these people have, and then some. The “then some” are often loans from family and friends and banks (if their credit is good and they’re lucky). With no salary or income until the business is profitable there is a lot riding on their ability to make the business successful.

Often, because of their fear of selling, these struggling business owners spend the majority of their time doing operational functions that really don’t matter if there are no customers. I call this make-work. The new franchisee thinks they’re busy every day and then in a matter of a year or two they have to shut their doors. Most likely they’ll blame their failure on not having enough working capital upfront. This excuse makes them feel better, but think about this. Would the income coming in from paying customers solve the lack of working capital problem? Of course it would.

The things that stop these fledgling entrepreneurs from success are the very things that stop so many salespeople from achieving their quotas. The fear of active prospecting. If franchise owners and struggling salespeople can overpower their fear of these 8 active prospecting activities they can literally double and even triple their incomes without even improving their closing ratio.

ACTIVE PROSPECTING ACTIVITIES

Networking – Five Events a Week

Drop-In Calling – After Every Sales Call

Joining Boards and Committees

Doing Free Talks – One a Month

Joining Multiple Referral Networks

Providing Seminars – Once a Quarter

Cold Calling – 25 Dials a Day

Asking for Referrals From Every Customer

Every salesperson I have ever hired or trained and every franchisee I have ever worked with always swore they would do whatever it took to succeed. But, there were always stipulations. And they always sound the same; as long as I don’t have to (blank, blank, blank).

If you are a franchisee or a salesperson and you want to succeed then you must do WHATEVER IT TAKES to make it happen! And that includes everything you see on that list above, with no excuses and no bullshit!

With Love,

Michael