Wake-Up Call Number 13

“Some are born great; some achieve greatness; some have greatness thrust upon them.” So states William Shakespeare in Twelfth Night. Altered slightly, the words could be about selling.

“How to Succeed in Business by Really Trying,” a topic addressed by Lonny Strom, managing director of the Strum Consulting Group, at the 13th Wake-Up Call held at Borders in Livingston March 23rd, drew a crowd of nearly 20.

Even if you’re a born salesperson, there are techniques that get results. That’s when you achieve greatness. And then there are those lucky ones who sit back and things happen to them. But Lonny Strum’s philosophy is that business development is important and thus hard work. He outlined several of his tricks.

Know who you want to do business with and start there. Be gutsy; use every list available. Then set aside an hour once a week to make ten calls. Be diligent; don’t let up. Out of 100, it’s pretty certain, he says, that you’ll schedule at least one meeting. You’ll also have a working database.

The process takes effort and faith, but with sure results. And this goes hand in hand with building a reputation — your brand. So become visible, join business organizations, the Four As, trade groups. Announce awards and other recognitions. Get publicity. Use secondary audiences; reach people of influence.

The Pitch
Once you’ve actually met with the prospect, schedule a second meeting. Then come the Pitch and Lonny’s four sacred rules to close the sale.

Noting that the first meetings are essential to learn the prospect’s secret language and to demonstrate interest and concern, he outlined the following musts.

Appoint a team of four of five, max, to make the presentation; keep the pitch tight and focused. If the prospect is huge, bring in pitch and presentation consultants. “Rehearse, rehearse, rehearse,” Strom insists. The pitch must be flawless. Ask to present last.

If you follow the Strum rules, greatness in sales, he claims, are guaranteed.

Wake-up Call #14 Set for May 11
Dan Shanok, president TD Sales Enterprise, is the featured guest at the Ad Club’s 14th workshop, scheduled for Wednesday morning, May 11, at Borders Books Music and Café in Livingston.

The 8:00 am seminar is titled “New Business Menu — How to Fill Your Plate,” a workshop that reveals the secrets of selling from strength.
Topics to be covered include how to warm up cold calls, getting referrals, selling without strong-arm tactics and how to network.

Cost is $25 for Ad Club members, $30 for non-members and $35 at the door. To register, please call the Ad Club office at 201-998-5133 or visit www.njadclub.org.

return to May 2005 Adtalk