Email Prospecting - Part II

So this email I received on Tuesday. Remember I didn't even really read the first email from Part I. The first line of this email caught my attention (not in a good way) and made me go back to see if I had any other communication from this "salesperson".

You can read Part I - here

~Start

Unfortunately, our schedules didn't match yesterday, and we were unable to speak.

Ok, this did catch my attention, but more because I am truly tired of the "pitch" emails that try to bait you with out and out untruths and misinformation. There was a tiny part of my brain that said, "what did I miss this time?"  Covid brain fog is a real thing. No greeting on the email. At least it didn't start with To Whom It May  Concern.

Have you considered my previous email about the potential match to our BETA program and it's potential benefits to your business?

I'm an Associate Producer with COMPANY NAME, and because of your business's reputation, I have reserved a spot in our BETA program that has all the production costs underwritten.

As mentioned yesterday, out of the top 14 businesses in Minneapolis, because of the reviews you have online you made the list as one of our 1st choices.

Top 14 businesses in Minneapolis?  Our small, family run, boutique trade show exhibit and marketing company is one of the top 14 businesses in Minneapolis?  I better start using that in my marketing materials.  Oh, and remember, those on-line reviews he mentioned? He was supposed to cut and paste something into his first email.

Again, we are underwriting all the costs of production so reply back if you are interested in discussing the availability before I am potentially forced to give it to one of your competitors to meet my deadlines.

I'll be expecting your reply. My number is xxx-xxx-xxxx.

Maybe I should actually give you all his phone number you so can book your session. But the language here?  "I'll be expecting your reply."  Wow.  This guy has never bothered to pick up the phone to introduce himself to us, he doesn't even know my name.  Remember?  'To Whom It May Concern'. 

P.S. It's pretty likely when we add the syndication to the video you will obtain a lot of exposure online. We've had several beta testers experience getting customers after seeing the commercial, and when asked how they found the company they said they had seen the online commercial.

I checked out their YouTube channel. There were NOT several videos out there.

Another 5 Star Review from a satisfied BETA participant "Salesperson called and discussed the idea of the video, there was no pressure applied he just shared with me the idea they have for getting my company a better listing on Google. The product that is produced makes this a no brainier. When they say it is easy and painless they are not joking. All I had to do was take a photo and all the rest was taken care of. I highly recommend speaking to Salesperson. - Rick

Ok, a little more substance to this review, but still not something that is going to make me pick up the phone to make sure I meet his expectations of a reply.

So, my advice to this salesperson?

1. Don't start your email with some statement that really isn't true. You have turned off your reader before they even finish the first statement.
2. Selling to me is your job, not mine. Try something like, "I'll call you tomorrow to tell you more about this amazing offer."
3. Sales is WORK. You cannot think that you can send out an automated email campaign and just wait for the orders to start coming in. You will ultimately fail.

Do you want help with your sales best practices or process? We can help!

Sign up for our Newsletter Here:   Newsletter Signup

 ASK ME ABOUT OUR PANDEMIC AND ‘BACK TO WORK PRODUCTS’:   See a partial list here:   http://www.totaldisplays.com/content/social-distancing-safety

  ============================================================

Lori Hanken has been in sales and marketing for over 30 years. She is passionate about service and providing value to her vendors, prospects and clients. Lori is currently co-owner of Total Displays with her husband David. They help people look great at events, trade shows, in retail, museums and develop long partnerships with customers and suppliers. If you would like to learn more, email her at lori@totaldisplays.com. She is an open networker, connect with her on LinkedIn here.

Read other Total Displays Blog posts at http://totaldisplays.blogspot.com/

You can also check out our website at www.totaldisplays.com

Email Prospecting? - Part 1

 I am going to just come out and say it.  Salespeople have gotten lazy. Automation tools that are supposed to help you reach more people with email blasts, automated list generators and campaign management have made for lazy sales people. So many are not researching a company, an industry or anything before spamming them with their, usually long winded, sales pitch.

I have had many interesting interactions here recently. I'll share a few of them in a series of posts. Hopefully, some salesperson(s) will learn something and improve their success.

Monday morning this week I received the following email (email has been scrubbed so as not to reveal sender's identity, I'm not that tacky.

~Start

To Whom It May Concern:

 They didn't even take the time to find a name of a person to contact. Lazy.

I hope this email finds you well. Since we are both busy professionals, I wish to respect your time by getting right to the point of this email.

 Kind of a long winded "right to the point" message. To me, just one persons' opinion, an unsolicited email with no other contact is not very respectful of my time. It was so long, I didn't even read it the first time, I just marked it as junk mail.

I am reaching out today because your business came to the top of our Research Team’s list due to reviews like this one:

 There was NO review inserted into this clearly template email blast.

 I believe that review values your hard work and deserves more exposure. Let’s make sure that potential clients find your business and are motivated to reach out to you!

 He doesn't even know my name, but he knows this ^?

You may meet our Program’s criteria like the following businesses:

A bunch of really big name companies that have nothing to do with my business.

 Keep reading to find out how this program can work for your business.

 What we do:

Help local businesses gain online exposure by producing 60-second Hollywood-style Online Video Reviews with professional spokesmodels, ensuring we showcase your business in the best possible light. And we cover the production costs. Yes, you read correctly! We are covering all the production costs for a short time. (BETA Program)

So, they are creating fake reviews with professional spokesmodels? 

 Is it for you?

Well, if you would like to increase revenues and have better online exposure like most businesses, then it is. Let’s chat to see if you’re eligible for one of the available BETA Program spots.

 What’s the next step?

We “tentatively” reserved a spot, but due to the popularity of this program, I will need to hear back from you before the end of the day this Thursday.

So, I didn't reply so he should just go away right? I get the concept of creating demand and excitement to get me to respond, but I honestly didn't even read this far in the first email. I'll tell you more in the next series of why I came back to this email today.

Looking forward to speaking with you and the opportunity to share this exciting program!

 5-star review from a satisfied BETA participant "a bunch of words that said Bill liked working with this guy. No substance to the review, no results noted."

~end

Now, I am just being picky... but we are in an industry where details matter. Impressions matter. Spacing on the email was all over the place. Some double spaces, some single spaces, items highlighted in orange are random capitalizations.

So, my advice to this salesperson?

1. Take the time to get a name. I know you can't do this 100% of the time, but 'To Whom It May Concern' should be a last resort.
2. Proof, proof, proof by multiple people if possible before sending an email. Many people are turned off by poor writing, grammar mistakes and even stylistic mistakes.
3. Blind intro emails really need to have an attention getter and be very short and sweet. Really, most people will not read this whole thing.
4. If his 5-star review from Bill with no company name or substance is anything like their promotional videos, I say, "no thank you". 
5. Stories sell. Make your stories meaningful with substance.
6. Sales is WORK. You cannot think that you can send out an automated email campaign and just wait for the orders to start coming in. You will ultimately fail.

Do you want help with your sales best practices or process? We can help!

Read part II here:  Email Prospecting - Part II

Sign up for our Newsletter Here:   Newsletter Signup

 ASK ME ABOUT OUR PANDEMIC AND ‘BACK TO WORK PRODUCTS’:   See a partial list here:   http://www.totaldisplays.com/content/social-distancing-safety

  ============================================================

Lori Hanken has been in sales and marketing for over 30 years. She is passionate about service and providing value to her vendors, prospects and clients. Lori is currently co-owner of Total Displays with her husband David. They help people look great at events, trade shows, in retail, museums and develop long partnerships with customers and suppliers. If you would like to learn more, email her at lori@totaldisplays.com. She is an open networker, connect with her on LinkedIn here.

Read other Total Displays Blog posts at http://totaldisplays.blogspot.com/

You can also check out our website at www.totaldisplays.com

This Prospect Is Not Worth My Time?

We have had a bit of an adventure with a couple of recent business development rep hires.  CRM usage and sales/business development have been my life for well over 30 years.  It was in my blood and in my DNA. Not everyone is a natural salesperson but they do exist. That doesn't mean a used car type sales person or a high pressure sales person. To me a good salesperson is one that builds trust, adds value and has rapport with customers and prospects. But that is not the point of this post.

I also am a CRM process fanatic. I have been hired to review many companies all over the United States and their CRM usage.  What I have found hands down is the top reps ALWAYS are the most proficient and dedicated users of CRM.  I am sure some will argue and share stories that bear out the opposite of my findings. That is life. Of course there are always exceptions to most rules.

BUT, what I can tell you, is you learn a LOT about a sales rep by consistently reviewing their call notes in CRM. It reveals so much about their sales attitude (more about that later), their customer service skills and their interpersonal skills.  Unfortunately with one rep, we didn't find this out until we went through an VERY nasty breakup with him.  That breakup included calling the police as we were fearful for our safety.  Again, a story for another day.

Here is what I found today.  

Background.

In 2017 a former rep called on this prospect.  An email reply from the marketing coordinator, the prospect contact, indicated that they wouldn't buy from us, because we don't use their product to build our trade show exhibits. We won't discuss (today) the elephant in the room that we may have been a prospect for their company?

The email was from a marketing coordinator.   Clearly not a high level decision maker.

This company does a lot of exhibiting at events and is a very good prospect for us.  You have all heard the old adage, that selling begins when you get your first no. Now, don't misunderstand me, I am not saying harass the prospect. You have to show that you have value beyond her limiting expectations.

Our sales rep?   This was his note on this account.

"S/W Cindy. They are not looking for any display materials this year. See the note from xxxx above. Ouch. Too many other prospects to call. Not a fit or a good use of my resource. Closing activity."

He then proceeded to mark the prospect as dead.   So here are my issues with this, in no particular order.

1. He was new, he maybe should have asked if there was a history with this account.

2. He made no effort to find out how many shows this prospect exhibited at.

3. "Not a good use of my resource".  I have written before about me-centric language and behavior as a red flag.  This shows an incredible amount of arrogance.  Read about that here!

4. We have other services and products that may have fit their needs. It should have at a minimum started a discussion with internal sales management before making a unilateral decision that they are a dead prospect.

5. The marketing coordinator has a boss that is a VP level.  It doesn't always work to go over their head, but it is worth at least one call since they are a good prospect from a size and number of shows standpoint. Besides, we should be working with decision makers, not coordinators.

Long story short or moral of the story?

Review in detail CRM notes from new reps.  Review problems with your reps right away.  Look for problem notes, unilateral decisions about prospects, rude comments, me centric notes, attitude and so much more.  I have so many examples of the wrong things being done in CRM there will be more to follow. Trust me, behavior like this, when fairly consistent, becomes a HUGE problem later on.

============================================================

Lori Hanken has been in sales and marketing for over 30 years. She is passionate about service and providing value to her vendors, prospects and clients. Lori is currently co-owner of Total Displays with her husband David. They help people look great at events, trade shows, in retail, museums and develop long partnerships with customers and suppliers. If you would like to learn more, email her at lori@totaldisplays.com. She is an open networker, connect with her on LinkedIn here.

Read other Total Displays Blog posts at http://totaldisplays.blogspot.com/

You can also check out our website at www.totaldisplays.com

Integrity - Own Your Mistakes!

I have been wrestling with some thoughts recently.  If you have read any of my posts you know how much I value integrity.   We have turned away business if we feel a client is dishonest or lacks integrity.  To us relationships and partnerships are everything.  

We recently lost a customer.  Of course, that happens to everyone.  They had some new staff and they had fired our contact.    We worked very hard to be sure the transition for them was smooth.  We did show paperwork for them at no charge because they didn't know how to do it.  We provided many services for them that we normally charge for at no charge.    When they had a list minute show request come in and all of their inventory was out at other shows, we rushed an order to be sure they had a display for their show.  We did not charge them any rush charges.

In the end, these new employees screwed up a couple of things for their shows and they threw us under the bus to their boss.  I am a big girl.  I can take it.  

Eventually we got a call from another exhibit house saying that they wanted us to ship them all the products we were storing in our warehouse. 

  We didn't even get a call from the client.  We were their excuse.  We were their scapegoat.  It became clear that they lacked integrity.  So, in the end I am glad that they are no longer a client.  Does that sound harsh?  Sorry, not sorry.  

============================================================

Lori Hanken has been in sales and marketing for over 30 years. She is passionate about service and providing value to her vendors, prospects and clients. Lori is currently co-owner of Total Displays with her husband David. They help people look great at events, trade shows, in retail, museums and develop long partnerships with customers and suppliers. If you would like to learn more, email her at lori@totaldisplays.com. She is an open networker, connect with her on LinkedIn here.

Read other Total Displays Blog posts at http://totaldisplays.blogspot.com/

You can also check out our website at www.totaldisplays.com

Why I Won't Respond to Your RFP

A little reality jolt here people.

RFP's ARE A WASTE OF TIME

I can hear you....

What?  I just got an RFP with a $200k budget for a 50 x 50 booth.  I really want that business and if I do a great job, fill out all the questions, spend hours and hours and hours on structure design and answering every little detail they ask.  Even if they ask what color underwear I am going to answer because that is going to earn me that business!  You are crazy to not fill out that RFP!

Sorry.  Won't do them anymore.

Now, I will put one small caveat here.  If the company will meet with us to go over their design request, I will consider submitting a design and responding to the RFP.  Or if they allow us to present our design to them, I may consider.  

If you don't get a meeting with the decision makers, or don't get to present your concepts in person or via virtual conference,  run fast; very fast. 

Here are is reality.

• If you are not the incumbent exhibit house you have about a 2% chance of earning their business.
• You cannot do an exhibit design (especially an island) justice on paper.  It needs to be presented.
• Marketing people send out RFP's because their boss told them to get 4 competitive bids.
• Generally speaking, they already know from whom they want to buy.
• You will spend hours filling these out.  Oh and don't forget they want to see your financial statements.
• You will take potential billable resources like a structure designer and waste a lot of their time.
• And references?  They will ask for references and never contact any of them.

I may sound a bit jaded here.   Here is the way I look at it.  It is not high probability business.  Period.  I would much rather my reps are focused on higher potential revenue earning activities than losing hours on an RFP.

Is there the rare occasion when you blow them away with your design or have a lower price point than your competitors?  Of course.  But it is not the norm.  

Here at Total Displays we look at our customer relationships as partnerships.  Exhibit design is a process and generally multiple iterations of designs are done, with communication.  Communication.  Remember that?  It is a wonderful thing.

RFP's are 'make-work' all around.  Some marketing manager either spent hours doing it themselves or heaven forbid they paid a high priced consultant to meet with them multiple times and put it together for them.

Back in my software days, you really don't want to know what I did with software RFP's.  Let's just say we could do EVERYTHING that was listed on the RFP.  😁

Carry on.  Sell strong.  Don't waste your time.

If you like what you read, please share it!

====================================================
Lori Hanken has been in sales and marketing for over 30 years. She is passionate about service and providing value to her vendors, prospects and clients. Lori is currently co-owner of Total Displays with her husband David. They help people look great at events, trade shows, in retail, museums and develop long partnerships with customers and suppliers. If you would like to learn more, email her at lori@totaldisplays.com. She is an open networker, connect with her on LinkedIn here.

Read other Total Displays Blog posts at http://totaldisplays.blogspot.com/ or check out our website at www.totaldisplays.com