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If You Want To Look Like A Big Company...
Posted By: telemoxie on 1/29/2007 1:29 PM (CST)	1000 Points
... twenty years ago, all that a salesperson needed was well-shined shoes, business cards, a firm handshake, a Day Timer, and maybe some golf clubs in the trunk. Today, it seems to me that the bar has been raised, that the tools of yesterday are no longer sufficient. What do you feel are the minimum tools that a Sales and Marketing person / organization needs today to project a successful image?

Posted by: Emi_C	Accepted Answer
1/29/2007 1:48 PM (CST)
Maaaaybe, an organisation needs an individual, a CEO, founder and etc., that stands out for company's missions and values, an individual who him/herself is a company's brand. Good management and employees :) Emi

Posted by: W.M.M.A.	Accepted Answer
1/29/2007 1:50 PM (CST)
Information. The marketing/sales (and, I want those to be differentiated individuals/jobs), person must be informed as to every aspect of their prospect/client's business, industry, competition, market, opportunities, threats, strengths and weaknesses. Listening: This is a tool that is both free and priceless. Once you have the "Information" and you have an appointment, there is no need to tell the prospect/client how much "you" know. S/he wants to know what you can do. And, in order to determine what it is you can do for them, you must listen to them, ever-probing for clues as to how you, your products/services can help them to achieve higher profits. Any sales person (IMHO), who enters a prospect's business filled with themselves and their product information, and who begins the presentation by talking about their products/services, and themselves...has another appointment. An appointment with failure. Time after time, they will fail. Understanding: You have the necessary information to ask good questions; once asked, you have the capability to listen; then comes the ability to understand what the prospect/client is saying. They may state "business is slow"...but, what are they saying? Are they saying that perhaps there is just too much to do, that they do not have the time to market properly? Are they saying that the industry is not meeting expectations? If the sales person has done their homework, they will know that at this point, a great question is in order. Perhaps something that may lead to your solution. Something like: What does that mean for your deliverables? How does that impact first-tier production? Answer this question, because it may be the strongest tool you may carry into the field. Why should I do business with you? Every salesperson should be able to answer this question clearly, without ambiguity. From my experience, Information; the ability to listen; the ability to understand; and the ability to clearly state your solution(s) to the prospect/client, are among the most important tools one can have. Randall WMMA

Posted by: CarolBlaha	Accepted Answer
1/29/2007 1:53 PM (CST)
I dress very professionally, and think its essential. But you also need to know who you are selling to, dress only a notch above. Even if you are selling in casual attire, be clean, groomed and use the iron! Be warm and professional. Sales is getting out there and making those calls consistently. Image doesn't sell, product or service doesnt sell-- you sell. Its about the follow up and knowledge. Its keeping your word and not making exaggerated promises. Being a "good ole boy" is still of value in some areas of the country, but the boundaries are not impenetrable any more. Customers still want partnerships. A firm handshake and looking someone straight in the eye never went out of style. They want to know you'll be there when the product is delivered late and damaged, for 3rd time. Have empathy for the problem your factory (or whatever) has created for the client and make it your duty to remedy. In a perfect world we only have good news to deliver. You can deliver bad news with empathy. Today's clients want you to be accessible. It used to be "ok" to return a clients call within 24 hours. Not today. For that reason my land phone is always forwarded to my cell. I answer it 7 days a week. If a client is calling me Sunday @7PM, it must be pretty important to them-- so its important to me. You must always keep on the top of your mind that you are successful only when your client is successful. Your only purpose is to make them money. Be clear on that and you'll do just fine. Carol Sell Well and Prosper tm

Posted by: skoobie99	Accepted Answer
1/29/2007 2:01 PM (CST)
telemoxie, The biggest change has been the increasing complexity of the landscape. In the plastics field for instance, you need to stay on top of a wide variety of offerings, not only your own company's, but your competitors too. There are more demands on a salesperson's time, since in addition to keeping their large accounts happy, they frequently need to be prospecting too, finding & evaluating new cadidates, "selling them" to the organization and bringing them up to speed. Then they need to have the information/infrastructure to back-up their promises and in today's complex organizations, that means having a series of very specialized contacts. From Product Development to Specialized Services, to Quality Assurance, the salesperson needs to wear many different hats, which means that they need to have much more information at their fingertips. Some of this might be in digital form, however even so, a good grasp of enabling technologies will be required. Hope this helps, John

Posted by: CarolBlaha	Accepted Answer
1/29/2007 2:15 PM (CST)
To add to my previous post-- To look "big"- leverage what you have, even if you are a one person show. Call attention to associations, certifications and partnerships that help establish credibility. Take a tally of what you can put in your toolbox and give yourself credit for lessons learned-- and toot your own horn (tastefully of course). It might be helpful to know your industry. Carol Sell Well and Prosper tm

Posted by: telemoxie	Author Response
1/29/2007 2:27 PM (CST)
Thanks for the high level advice... but I'm more interested in "essential tools" rather than techniques. In the good old days, last century, twenty years ago, it was mostly the job of the salesperson to get the word out - and he or she did that job with some simple tools. Business cards are tools, as are golf clubs and Day Timers. Today, maybe we have bigger organizations - and more of the marketing burden is borne by the CEO and by marketing and consultants - but they still use tools. I would say that today we need additional tools to get the word out - things like web sites and white papers and email addresses and cell phones. Some tools (such as sales letters) are for review outside the company, and I guess you could say that internal training documents are also "tools" - which might or might not be essential today. Setting aside for the moment the high level advice on sales techniques, as well as setting aside for the moment the company's organizational chart - from the point of view of the company as a whole, what specific tools are needed, are essential, are "must have" tools for a company trying to get the word out today? What "tools" are essential if a company wants to be percieved as a "big company"? Web sites like LinkedIn are "tools" - are they essential? If you were going to start a company from scratch, and you wanted to compete with the big companies, and you wanted a complete set of "tools" for your "sales kit" - what would that kit need to contain?

Posted by: JudyJudyJudy	Accepted Answer
1/29/2007 2:35 PM (CST)
Wearing my marketing communications hat, I think they need to have good collateral or literature with a clear value proposition. Thinking on past experiences, I think they need to have a good reputation which includes being able to build trusting relationships. They need to thoroughly understand the product or service they are selling. They may not have all of the technical answers, but can get them quickly. Interesting question. I'm sure you'll get all sorts of answers depending on backgrounds. JJJ

Posted by: JudyJudyJudy	Accepted Answer
1/29/2007 2:55 PM (CST)
These are "gotta haves" in our sales kit: Sales Process Product Data Sheet Company Brochure Customer Case Studies Technical White-Papers Product Demonstrations Competitive Playbook Product Roadmap Release Preview Website

Posted by: telemoxie	Author Response
1/29/2007 2:57 PM (CST)
JudyJudyJudy - thanks - are you saying that a professionally printed brochure (not a PDF) is essential if one wants to look like a big company - or are you saying that the design and message (and the sales person's understandig) are what is important, that it does not need to be professionally printed?

Posted by: CarolBlaha	Accepted Answer
1/29/2007 3:04 PM (CST)
The only essential tools I started with when I started my biz was a computer, a cell, website, a track record, and a lot of energy. Golf clubs are networking techniques, not an essential tool to sell. While CEO's, consultants get out and sell-- they don't have special tools other than that. The CEO's I network with rely more on one on one relationships, than their salespeople. Most of the time, they don't even have a card on them, don't golf and more inclined to pick up the phone than email (though they carry blackberries). Good collatorial is a tool, but not essential at first. Until you get out there, you are only visioning how your product and service will sell. I use a lot of case studies to make my point. A good marketing and biz plan are essential tools. Knowing how you differentiate is essential. Carol Sell Well and Prosper tm

Posted by: prbypr	Accepted Answer
1/29/2007 3:31 PM (CST)
I've promoted many small companies. The key to looking big (I'm assuming B2B market here)? Make the investment in good collaterals. If you're competing with the big boys, you don't want to look like you just printed something off your computer. You want to look like you have money behind you. I can't tell you how many schlocky brochures, sales kits, and Powerpoint presentations I've seen. If you're asking someone to give you thousands or millions of dollars in business, you want them to feel confident in their choice. And collaterals do help. Your presentation should be beautifully put together -- with proper grammar and no spelling errors. It should be personalized for that prospect. Think of it this way, most of the time the prospect is going to have to "pitch" your proposal up the food chain. Are you giving him something that stands well on its own? Within your collateral, include case studies and examples of past successes. Include news articles that help you sell. By the way, you can print product sales sheets, etc. out before a meeting. But design your letterhead and sales package so that the primary pieces are professionally printed. Have blank "product sheets" printed on laser quality paper -- so that you can add tailored messaging as needed. Hope this helps! Patricia

Posted by: ASVP/ChrisB	Accepted Answer
1/29/2007 5:04 PM (CST)
There's never been any substitute for being in the right place at the right time talking to the right person with the right product (or service) at the right price.... The key to being in the right place talking to the right person at the right time is more about researching your market segments and individual customers than any specific tool your sales person may carry with them. Having good systems to facilitate conversations with prospective customers is a must. Even a very small company can afford a good website and can design a workable sales funnel through which their prospects can be transitioned and qualified. Using telemarketing can often be a tremendously useful tool to keep the funnel flowing, and to pop prospects back into the funnel who have slipped out of a leakage point. Having a sales funnel process is probably the single most important tool for a sales organisation. Without an understanding of that process, the organisation is simply playing guessing games with its sales and marketing efforts. A solid gold Rolex, great teeth and the latest 3G phone won't help, if basic information and pre-sales call planning systems are not in place.

Posted by: plarson*	Accepted Answer
1/29/2007 5:49 PM (CST)
Essential tools: PDA/Cell Phone Great sense of humor Understanding Open ears CRM Management software Contacts within your company in each department Samples of your product available at all times Statistics of your product/service A Smile AMEX black doesn't hurt...

Posted by: W.M.M.A.	Accepted Answer
1/29/2007 8:36 PM (CST)
telemoxie: You may believe my last post was philosophical, but it was not. Those are "real" tools. And, one can not be without them. I do not want to break them down to text books; SPIN Selling Book; Brian Tracy seminars; White Papers...etc. But, to get down to what I believe is the best tool one can have, outside of pencils, pens and cell phones...is a network of professionals that understand how to direct potential business in your direction. Philosophical or not...you can not survive without this tool, or set of tools, or toolbox. If these are not the types of tools you are seeking, perhaps I misunderstood the question and its intent. If so...please assist me to think more clearly, about your post. Randall WMMA

Posted by: rjohnni	Accepted Answer
1/30/2007 12:20 AM (CST)
Today, in a world where everything is available to solve the problems of a small planet, modern and classic coexist. Your Biz Card still works along with your new Cartier Pasha or a vacheron Constantin. Bespoke is tough, at least make sure that your Armani is seen as an Armani. Oh, well, forgot to tell you about your knowledge about the Rolex & Seamasters...and the casual reminder of your memebership in the Yachting Club. Your Vaio handheld, not an Atom, is important even if you aren't a road warrior. Still you wil be putting down on the table your patent leather planner and that new Mont Blanc pen. Either you go for power formals or go for that contrast couture look with the Hermes silk wide knot & a kenneth Cole. And in all, the frequent flier cards, topping with the AMEX Platinum... You just eclared that you are succesful...now please open the mouth and just prove it... KUDOS

Posted by: mdzugan	Accepted Answer
1/30/2007 11:04 AM (CST)
The essential tools to "look big" in your market will depend upon your marketplace. We are a virtual company selling nationally and collaborating internationally. Our essential tools for selling include: a credible website email communications skills phone communications skills web conferencing platform and ability to listen ability to establish rapport ability to distinguish between those who are true prospects and those who are wasting your time. Oh, and we like to under promise and over deliver to keep 'em coming back. Miki PS: and a good spell check tool!

Posted by: mcsten	Accepted Answer
1/30/2007 11:40 AM (CST)
from a pure image perspective, it's important to have professional designed marketing material with consistant graphic/layout standards across all pieces. Depending on your market, you might need them as high quality hard copies or sometimes a pdf is just enough. Website needs to look professional and functional Email communication needs to be professional Phone messages (voice mail greeting) need to be consistent and professional

Posted by: telemoxie	Author Response
1/30/2007 12:00 PM (CST)
thanks, everyone, for comments so far. There seem to be two issues being addressed by your responses: 1) how to look like a big company (which was the actual question asked) and 2) how a small company can professionally, effectively and quickly reach their target market and generate sales (which is probably more important and of greater general interest).

Posted by: JudyJudyJudy	Accepted Answer
1/30/2007 12:39 PM (CST)
I think you can get high quality digital prints, but a professionally printed brochure does make you look like a big company.

Posted by: sshm	Accepted Answer
1/31/2007 12:29 AM (CST)
Looking like a big company: well designed website well designed brochure well designed and neat office well mannered, knowledgeable sales and all who interfaced with customer well set up warehousing, logistics trade references well known brand Customer buys for peace of mind, buying from a big successful company just helps with this. There are many things to bring peace of mind, being/looking big is one but not all. I like what WMMA wrote and agree that what he said are the real tools. My company have bypassed big companies to buy from small company because of the service and value offered. We know he is small, but then, he takes care of us.

Posted by: telemoxie	Author Response
1/31/2007 6:45 AM (CST)
Thanks very much for all the comments. I received much more information than I had hoped for... ... as a person who "opens doors" and introduces companies, my job is to make a good first impression. A part of that process will be "proper" Marketing Communications materials, but per the comments above, there is much more to it. This discussion has given me a great roadmap as I shift some of my focus from "nationally" focused work (e.g. vertical markets, by phone and mail) to regionally focused work (helping companies sell to the Washington DC area).

Posted by: sulikiam	Member Response
2/5/2007 9:33 PM (CST)
Consider yourself as a customer, or better, an annoying customer with really high requirements. Try to use the service (website, phone call, etc.) yourself. As a customer, how do you differentiate a big company and a small one?

Posted by: Tamara*	Member Response
10/11/2007 1:16 PM (CST)
Wait a minute!!! There is one very good answer here that many people forget! If you want to look like a big company even if you are small, get a professional phone system! They can be expensive though, and hard to maintain so go with a hosted phone system. One good example is www.press8.com. You get a professional phone system with music on hold, dial by name directory, voicemail to email, extension dialing, extensions etc. starting at just $14.95/mo!! And you don't have to maintain any equipment! You can work from home and the caller will here 'Thank you for calling ABC Corp, if you know the extension you want you can dial it at any time, for sales press 1, for billing press 2, ...' That's what you need to sound big! Calls can be routed to your cell, then your home, then your office.... Good luck!!

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