September '15

For the Business of Apparel Decorating

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12 || P R I N T W E A R S E P T E M B E R 2 0 1 5 Jeffrey Gitomer is the author of The Sales Bible, Custom- er Satisfaction Is Worthless Customer Loyalty Is Priceless, The Little Red Book of Selling, The Little Red Book of Sales Answers, The Little Black Book of Connections, The Little Gold Book of YES! Attitude, The Little Green Book of Get - ting Your Way, The Little Platinum Book of Cha-Ching, The Little Teal Book of Trust, The Little Book of Leadership, and Social BOOM!. His website,, will lead you to more information about training and seminars, or email him personally at SELLING SMART B Y J E F F R E Y G I T O M E R Back to School Are your sales historical or hysterical? S ummer's over. Back to school. Boy, there are some memories. High school, college. Sub- jects you loved, subjects you hated. Teachers you loved, teach- ers you hated. The question is: What did you learn in school? What lessons are you still using? I have 2.5 major school day lessons that I am grateful for: 1. Grammar from the ninth and tenth grades. It is the basis of my writing and communication. In today's world, misuse of the words they're, their, there, your, and you're create lasting (bad) first impressions. 2. At Temple University in 1964, my modern European history professor said, "It's not the date of what happened that matters. It's what happened in response to the date (events, outcomes) that creates history." 2.5 Later in life I came to the realization that algebra was not about math, it was about learning how to solve problems logically. I wish my math teacher could have put it that way when I started trying to understand algebra. Now what about sales and business? What lessons have you learned? What lessons are you still using? Some early business lessons that I am still grateful for include: 1. Questions control conversations. The person that's asking is in control. 2. Relax, find common ground, and be friendly with the prospect before you start the sales conversation. 2.5 Find out why they want to buy before you start to sell. LIFE LESSONS Learning should never end at the school yard. In fact, it's vital for a healthy professional career to continue your education. Here are a few lessons you can use to start this school year off with a bang–– and a bunch of sales: 1. Study your last 100 sales. The history of where these sales came from will predict and help you complete the next 100 sales. 2. Videotape clients' buying motives. Call your top ten custom- ers and meet with them for a short, casual conversation about why they buy from you. Videotape the conversation. 3. Meet one customer a day for morning coffee. Just talk per- sonally. In a year, this will give you the personal insight of as many as 365 customers. 4. Research service problems. Find out what issues customers have and study how, and how fast, they were resolved. 5. Study backorders. Why did the back order occur? How was it dealt with? How was it resolved? 6. Talk to users, not just buyers. Go to your customers and talk to the people that actually use your product or service. Find out what they love and what's missing. Videotape the interviews. For an added bonus, get purchasing people to be at the meeting with the individuals that use your product so they can under- stand the difference between price, productivity, value, and profit. continued on page 81

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