"A good basic selling idea, involvement and relevancy, of course, are as important as ever, but in the advertising din of today, unless you make yourself noticed and believed, you ain't got nothin'."
--- Leo Burnett
Selling is the core of any business. We are always selling, but sometimes we need to be reminded of that. We sell to bring in prospects and we sell to our customers. We also sell to our employees, outside vendors, suppliers, and legislatures. Anyone affecting our business is people we sell to in some fashion. Selling is a part of our business as well as our personal lives.
Unfortunately, there is a stigma that surrounds selling that causes many business leaders to avoid it unless absolutely necessary. Portraits of shady used car salesmen come to mind for a lot of people when the subject of selling comes up. It is this blown out of proportion idea, along with fear, that causes some of us to avoid the art of selling.
"After all, the chief business of the American people is business. They are profoundly concerned with producing, buying, selling, investing and prospering in the world."
--- Calvin Coolidge
The true basics of selling boils down to providing information about a product or service that helps to solve a problem for someone. That hope is that the "someone" is your customer and that they buy from you and you profit from the transaction. When the selling process is looked at as a means for communicating to a prospect, the fear and confusing of selling tends to subside. Selling is now seen as another tool for getting the message to the masses that you have water for a thirsty crowd.
"All my money was made doing the dates and selling products when I was out there on the road."
--- Mickey Gilley
Selling does require effort though. The prospects don't usually come knocking on your door asking for your products and services. You usually have to get up out of the chair and knock on some doors or at least make some phone calls. I know that some folks tense up upon reading that because that is usually when the fear begins to develop.
If you have to go to the potential customer (and you will), and you have to explain your reason for the call, remember that you are communicating to them that you have what will help to ease their pain, solve their problems, and quench their thirst.
"I still work hard to know my business. I'm continuously looking for ways to improve all my companies, and I'm always selling. Always."
--- Mark Cuban
When selling is seen as a daily activity and actually formed into a habit, it becomes as natural as any other function of your business. Selling should be exciting and fun and not a drag on your emotions. It should become a part of who you are and not something you have to get geared up for.
"Selling cookies helped me to realize that you needed to have a certain way to communicate with people. You also needed business skills. You knew you needed to sell a certain amount of boxes, so that gave me some business sense."
--- Maria Bartiromo
Selling is easier when you know your market, know what you are selling, and know how your products can solve the problems of those in your market. We will address all of these in the next few months. Until then, go sell something!
Repair or Replace: Weighing the Options for Your Wide-Format Printer
By Bob Flipse
Learn key indicators to help you determine when to repair your wide-format printer and when it is time to send it on down the road.
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Commercial Screen Print Pricing
By Scott St. Cyr
Like their digital brethren, commercial screen printers typically use two fundamental approaches to pricing depending on their size. The two methods are pricing tables and time-and-materials.
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In a Los Angeles dance hall:
"Good clean dancing every night but Sunday"
A sign in an Asian seafood store in Madison, Wisconsin:
Seen at the Newark Animal Hospital in Newark, DE, which happens to be surrounded by car dealerships:
"CAR DEALERS USING THIS LOT FOR TURN-AROUND WILL BE NEUTERED. Appointments now being taken."
We know those funny signs are out there. Take a moment and send them in to us and we'll share them with the world. Send all hysterical observations to: email@example.com.