Ric has given you some excellent advice. Now, in the form of simple declarations, I shall also contribute. CD, you have just been shown into my office. I turn in my chair and say to you:
"I don`t know you."
"I don`t know your company."
"I don`t know what you sell."
"I don`t know your personal reputation."
"I don`t know your product`s reputation."
"I don`t know who your customers are."
"Now, what was it you were trying to sell to me?"
Without these expressed doubts having first being resolved, any passion you demonstrate in my presence will convince me that you are either a huckster, a flim-flam artist, or naively deluded. When I was associated with the training of pharmaceutical sales representatives, it was established at the time for the initial-hire training period to last three months at our home base training school. The biggest challenge for the new sales recruits was learning how to stay on message despite distractions to the doctor from patients, gatekeepers and phone calls. The second `biggest` challenge was to train the sales representative how to field and answer all questions, and to be confident that the doctor got and understood the sales message.
Sounds fairly simple and direct, doesn`t it? Well, CD, it`s just the opposite. Imagine delivering a ten-different-drug sales presentation to a pediatrician who sees 70-80 patients per day, and the doctor graciously gives you five minutes to have your say. Now, let`s make it more interesting: What if the pharmaceuticals you were selling were old and me-too products? Nothing new, nothing exciting. How much persuasiveness and passion could you muster day after day?
Sales is a science, CD, and from what I`ve read on his site, Ric Willmot is one of the better sales scientists in this neck of the woods. Go to ExecutiveWisdom.com and reap the bounty of benevolent experience and Ric`s willingness to share. Now, if you need marketing and advertising advice, drop by and touch base.
Marketing - Advertising - Copywriting
Inman, SC, USA