Please Hide This From – Your Newest Reps

By Sid Chadwick

“Keep showing up. Be diligent. Only 25 out of 100 people are your competition. The other 75% just quit.”………Mort Drucker, Mad Magazine Artist

INTRODUCTION:

You should not let your Newly Hired Reps – see this Article.

Our great industry is hard-wired to Technology & Equipment, and seldom focused on how Print can improve a customer’s performance.

As one CEO commented on a Group Conference Call: “There just aren’t any new accounts available – that fit our focus on Pharmaceuticals & Packaging…!”

To test my sanity, I called a long-term client, located in the San Francisco area. Several years back, their CEO and Founder invited us in, to totally guide the development of a new Business Development Department, under the leadership of the founder’s son (truly – a super Account Executive, carrying $10 million in sales – he developed).

One of several cornerstones we strongly suggested, was – their attendance at Trade Shows – being attended by their best customers – and the prospects they wanted – much like the customers – they already served.

You see, Customers & target Prospects attend Trade Shows – with a totally different attitude. They are there to:

1. Solve a problem….
2. Learn what’s new….
3. Find a new Supplier…
4. Catch-up with long-term friends – in the industry.

We worked on proper preparation of their Sales Team’s Trade Show attendance disciplines (introductory prospect conversations, scouting-out in advance the folks they wanted to meet, developing follow-up appointments, and relentless follow-up).

That client’s sales this year should top $35 million (the founder starting from a garage.…repairing presses…!) It’s another of our great industry’s great stories – grounded in intelligent innovation, and a fierce work ethic….!

‘Calling their Business Development Director, he has their Business Development Team scheduled to attend – 5 Targeted Trade Shows – this year!

Their Target Trade Show Market…? Pharmaceuticals Packaging.

This is NOT my 1^st article about the importance of targeting Customers’ Trade Shows – for significant new business.

Our great industry’s associations need to reflect on the harm they do, when neglecting the importance of Intelligent Business Development (to pay for new technologies and equipment….!)

Note: Our next 15-Week Inside Sales Academy Class – starts September 9^th, and Trade Show Prospect Development – IS – part of the Curriculum….!