quote: So how does one approach these potential customers? Cold calls? ( COLD FEET). It goes back to my try at radio advertising. I would sit in my car frozen with fear at the prospect of going into a potential clients place of businesses.
How does one convince someone they need ones product or service?
Chuck....we haven't yet met, so I'm afraid I can't discount my 2 cents. Here's my take anyway.
Having been the president of a fairly large corporation before founding Great Atlantic Trophy Company, one of the things that is clear to me is that not everyone can sell. Some have a God-given talent, some have been able to overcome their fears or personalities, and some have a trained approach. But the vast majority simply can't.
That's not a bad thing, even as a business owner. Sure, it adds to your angst as you try to build a new business and suffer the frustration of slow initial sales. But executives - and small business owners - have unique talents that may have nothing to do with sales. Creativity...Efficiency...Management Skills...Technical Excellence. All these things can add up individually or collectively to ensure success on your end of the equation.
The critical sales side? Hire people. Yeah, I know that sounds impossible now with zero cash flow and a bleak outlook in your first experience with a storefront, but it is possible. Literally thousands of companies, small and large, employ salespeople on a fully commission-only basis. I have to guess that there is a large pool of available University of Hawaii kids that would love to make a few extra bucks and have something they can dutifully embellish on their resumes after graduation.
And while it may seem that your margins simply can't be stretched to accomodate an additional 10, 15 or 20% in commissions, consider the alternative. Now, I'm not suggesting that you ever take a true loss with this strategy, just set your own pricing with sales commission in mind. Too much competition? Nonsense. A terrific, young salesperson will break through the price barrier with advantages that you seed with them: quality - efficiency - unique product offerings - whatever.
This will be found money, a percentage of which you will retain in return business for years to come. While this growth is taking place, you can hone your own skills if you choose, build your own self-confidence and sell in your own time at your own pace.
Just keep in mind that the single most effective form of sales is relationship selling. This will certainly come naturally (based on what I've read about you in Vegas) as your business grows. Just don't give up...it's way too easy.
Jim
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