The act of selling is a challenge, but cold calling makes it a double challenge.  The sellers first must persuade the startled prospect to listen for a few minutes at least.  Later they dare to hope that their eloquence will result in an order.  Since that is not likely, they ask for an appointment for a second visit at a time convenient for the prospect.

Some people do not want to approach anyone for direct selling, and they head for another profession. They leave the field to others who enjoy the risk or the uncertainty of trying to persuade a skeptical listener.

Cold calling becomes triple challenging if the seller with a newly learned language makes a sales presentation to a native speaker of that language.

In the early 1990s after a few years of intensive study of Spanish I made two trips to Mexico City.  In order to practice cold calling in Spanish I offered to represent a Texas manufacturer of business forms at no cost to him.  On the second trip,  for a modest fee, I called on architects to promote decorative, ornamental and architectural aluminum castings. I gained no orders but did gain experience visiting Mexican business offices using both Spanish and English, as the prospective customers often preferred to reply in fluent English.  I don’t like to admit it, but they probably decided on English after hearing my opening Spanish.

Sept. 10-11 (2)

The blog becomes a sales agent when it serves as a website, and the sales person can use it to persuade prospects to buy the product or service on display.

Other phenomena for selling confront the Internet surfer.  Many have signed on to Facebook, Twitter, Linkedin, You Tube, Flickr and who knows how many more?

Another electronic medium used to sell is Telemarketing which is well-known to anyone with a telephone.  The calls, often at inopportune hours, irritated so many that the Government imposed  a “Don’t Call” system.  I now receive almost no such calls, but relatives in Florida and Maryland still report a large number.  Ironically, while in the past complaining about such intrusions, I use the technique  in a very limited way to call prospective customers (never at mealtime or bedtime).

Television and radio are costly media for selling a product or service.  Charges vary widely, but at a minimum the cost will probably be $5.00 for a 30-second program.   They are effective, however, they may be best for those with bigger budgets.

Much of this blog deals with sales by people.  It is also possible to use print to make sales.

 A generation ago the company letterhead was called a “silent salesman.”  It began to sell the moment the recipient opened the envelope.  It continued to sell into the future if the recipient retained it.  In its day Hammermill Papers placed numerous ads featuring creative ways for bond paper to sell letterheads.

 One campaign, “Your Letterhead Is You.,” cited five possible company personalities, i.e. conservative, dignified, friendly, service-minded and product-minded with a letterhead to match.

 An important factor in letterhead success is the color of the paper.  Hammermill addressed that with the advertising slogan “White is always right, but color makes the difference.”  Color enhances the letterhead design.  It is also important in advertising pieces.  Businesses report greater response to flyers printed on colored paper than on plain white stock.

 Letterheads and paper advertisers have declined in importance, but the paper business card remains essential to sales.  There is no hint of a convenient replacement.  Online templates and printers makes it available to all, but a qualified designer may better portray the product or service being sold.

 There still are sales opportunities in newspapers and other publications, but the digital media  has lessened their popularity.

Locating possible customers is perplexing and hard work since they are normally scattered throughout the general population.  Here are a few suggestions for doing that.

1.  The public library may be a fruitful source.  At least it is in Dallas. There a skilled and helpful staff has available volumes of reference material as well as Internet connections.  Over a year ago I received help by personal visits and by phone calls and email.  Call before going to be sure that they have the information you seek.

2.  Chambers of Commerce maintain rosters of members arranged by business or profession.  Data include names, addresses and phone numbers.

3.  Everyone is aware of the Yellow Pages originally found in telephone directories and now also on the Internet.

4.  Trade Associations publish lists of members with a variety of information about each.  A few years ago the Southwestern Printing Association gave me  an attractive booklet showing useful information about printing companies including kinds of equipment and the names of executives.

5.  Business and social clubs have members who may be prospective customers. Sales persons are traditional members of service clubs like Rotary, Kiwanis, Lions, etc.

6.  Networking groups are often sponsored by Chambers of Commerce or by trade groups and industries.  Those looking for contacts gather for snacks, drinks and an exchange of information and business cards or for the opportunity to rise and for 30 – 60 seconds to tell about their business.   Occasionally participants will donate door prizes and thus gain more attention.  An alleged slogan from the public relations fraternity may serve. i.e. “It’s not so important who you know, but more important is who knows you.”

7.  Directories listing companies in the business you wish to explore.  For senior care in Dallas and other cities there are directories entitled “New Lifestyles” that list retirement and assisted living residences as well as nursing homes, residential care service, memory care, home care and rehabilitation.

`           8.  Local newspapers and other periodicals often have articles or ads that may lead to discovery of a prospect.

  Although the question may cause a negative reaction from the prospect, it can bring a positive result since it may stimulate the buyer to reveal hidden feelings which enable the sales person to retool the presentation.

 Under all circumstances the transaction must be tactful and not like the verbal exchange between the farmer and the salesman trying to sell him bicycle.  The farmer said “I’d rather have a cow.”  The salesman laughed derisively and replied “You would look silly riding around on a cow.”  The farmer retorted “I’d look even sillier trying to milk a bicycle.”

 In spite of terrors, real or imagined, ask the question and walk away with an order.

Most people resist buying right after a sales presentation.  They complain “It’s too high.”  The sales person may again review the features and benefits of the product of service or, better, offer one or two that were reserved for this situation.

When price comes up, the demeanor and reputation of the sales persons can help convince a reluctant buyer.  If, based on their experience in the competitive market, they sincerely believe that the price is competitive, they can often convince a doubting buyer.

Many prospects will raise spurious objections.  Perhaps they (1)  missed some of the presentation.  It is possible also that the sales person (2) neglected to cover a feature of particular importance to the buyer.  These two objections give an opportunity to repeat parts of the presentation.  Rather than citing the real reason for not buying, the prospect erects a (3) smokescreen of false reasons which may be too embarrassing toe reveal.  Future discreet probing may knock down this sales barrier.

In order to make an effective presentation a sales person looks for information about the prospect in the print and electronic media.  The fifth floor of the Dallas Public Library displays much printed and electronic information about businesses and industries.  Informed and cooperative employees are ready to respond to inquiries

Over a year ago while I was looking for Spanish publishers, the Library gave the name of one in Barcelona to whom I submitted some Spanish manuscripts by email.  No, I did not get a contract, but the rejection note written in flawless Spanish was very polite.

Sales persons can look for prospects in the yellow pages, both print and Internet.  Chambers of Commerce keep lists of members as do trade associations.  Magazines and newspapers may offer information.  Finally, don’t neglect Google, Yahoo, Ask, Bling and others.  They have much to report.

The sales person may say “Ms Buyer, this copier paper will bring you favorable recognition from your bosses when they see the pleasing vivid contrast of the black toner on the bright white background.  (PRIDE)  Your bosses will remember that at the time of your performance review, and it may help you get promoted or receive an increase in salary. (PROFIT)

OR:  You will save money on postage when you use this copier paper.  The high opacity lets you print on both sides.  Instead of mailing a sales bulletin of four pages, you can issue one of only two pages since you utilize both sides of the sheet.  The result is postage of only .44 for one ounce instead of .61 (.44 + .17) for two ounces. (PROFIT)

With advance practice the sales person will find ways to convince the customer how the product or service offered will result in either convenience, comfort, pride, pleasure or comfort or all five.

Prepare for the presentation by listing what it is that identifies the product or service, and then memorize it so that it is  readily available as needed during the sales conversation.  As an example, take a familiar product of office or home:  copier paper.  Now list some of its attributes which include: 

1. High degree, 92 or 94, of brightness if the paper is white.
2. Stiffness which resists curling and thus jamming the copier.
3. Cleanliness or absence of residue from the pulping process.
4. High opacity which prevents printing on one side from appearing on the other and which cuts in half the number of pages needed in a booklet or mailing.  One 8-1/2 by 11 sheet can do “double” duty.

Fortunately, it is doubtful if a salesperson will encounter a prospect like the patient who was admitted to the office of a doctor who promptly asked him “Tell me about your problem.”  The patient  replied “That’s for you to find out.”  The physician retorted  “Sir, please go to the waiting room while I call a veterinarian. He is the only doctor who can make a diagnosis without asking questions.”