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From Our President

Thank you for visiting our site. For over 25 years DEC International has delivered exclusive content to thousands of companies just like yours! What makes us different and of value to you is the wide breadth of services we offer that allow you to time your sales efforts more effectively than anywhere else. DEC has a unique outlook on researching; we believe it is a cooperative effort between our Members and ourselves. Finally, we know that we work at your pleasure.

Allan Feifer
President, DEC International

Is He Talking About You?

mandeskphone

  • I don't know who you are.
  • I don't know your company.
  • I don't know your company's product.
  • I don't know what your company stands for.
  • I don't know your company's customers.
  • I don't know your company's record.
  • I don't know your company's reputation.
  • Now- what was it you wanted to sell me?"

Moral: Sales start before your salesman calls......... with business publication advertising.

 

 

This McGraw-Hill ad titled "Man in the Chair" includes a picture of a grumpy old man leaning forward in his office chair. It has run hundreds of times since its debut in 1958. Some of our clients do not run ads in business magazines or trade publications, and not all need to. A primary goal of advertising is to create positive predisposition. Predisposition by a prospect or client to accept your message is fundamental to all sales. Most sales people attempt to achieve this condition at the time of the first face-to-face meeting. This puts tremendous pressure on the sales rep to not only educate the prospect to the value of your product/service but also the trustworthiness and reliability of the company, its representatives and its products and services. Of course, all of this must be shoehorned into the available quantity of time in front of the prospect. No wonder a salesperson's job is so hard!

What if you could walk in with a set of bonafides already accepted by the prospect? Could you then concentrate on delivering the specific message you were really there for instead of spending much of your time introducing yourself and your company? Would this help you sell more products?

There are actually myriad ways a small company can gain the credibility necessary to achieve a measure of respect prior to meeting with the prospect without actually advertising. Let's list a few:

  • Interest local business publications in some unique aspect of your business and assist them in writing a piece on your company. Distribute copies to prospects before you meet with them.
  • Do charity work or contribute services that raise your visibility in the community.
  • Set up seminars that establish your company's competency in your field.
  • Exhibit at or simply attend functions where prospects are likely to be.
  • Join your local Chamber of Commerce or other well regarded trade group. Network at their events.
  • Get a Public Relations firm and advertise as appropriate for your business. Distinguish between pure "image" advertising and advertising for a specific sales result. There is a huge difference!
  • Gain third party credibility by soliciting referrals from existing clients and having relationships with big players in your market.
  • Have great collateral materials to distribute to your prospects in advance of any sales calls.

As always, I am sure that you could come up with many more ideas. Suffice it to say, there are limitless ways to have the prospect actually anticipate your sales call with excitement instead of dread! This is not to say that advertising cannot significantly benefit your business, only that advertising is not an end to itself, but simply a means to an end.

You owe it to yourself and your company to take the best advantage of every selling opportunity presented. Without question businesses, large and small, can make a substantial difference in their sales by predisposing their clients to be receptive and trusting. Good Selling!

Dr. Jekyll & Mr. Hyde
Why Standing Still is Not an Option
 

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Sunday, 31 May 2020

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