One of my clients used an expression today that I haven’t heard in a while. Speaking about one of his employees, he said: “She has a Cadillac appetite on a Chevrolet budget.” That was especially interesting, because we’d just been talking about the range of quality in his particular product, and there’s definitely a Cadillac version and a Chevy version, and they’re priced accordingly. His product is up toward the Cadillac end of the spectrum, and he’s constantly fighting the battle that…Read More
I want to start today with some more Dinosaur Wisdom: There are no shortcuts in selling, but there are accelerators. The most obvious accelerator is to start your pursuit of a “suspect” through a referral. (Remember, they’re suspects when you think or even hope they might be prospects, but you shouldn’t call them prospects until you’re sure they’re fully qualified — which means (1) that they buy, want or need exactly what you sell, (2) that they have…Read More
Quote. Bid. Tender. These are all terms for giving a prospect or customer a price on a product or service. I have a better one though: Proposal.
What’s the difference? A quote, bid or tender is simply a price. I’ll sell you all the X you want for $Y. A proposal takes you into the reasons that your prospect or customer should buy that product or service from you. Think of it this way, a quote is an invitation to compare your price to your competition’s. A proposal is…Read More
I wrote a column for a printing industry trade magazine nearly 20 years ago, titled “Inquiries, Tips and Finds.” The basic idea was that leads come in three varieties: inquiries, which are generally raw responses to some form of advertising; tips, which have been qualified to at least some degree; and finds, which are suspects a salesperson digs up on his/her own.
One of my clients is a regular advertiser in a local business journal, and its readers…Read More