Sales Training Webinar: Business Development at a Distance Selling When You Can’t See the Whites of Their Eyes

Won’t it be great when you don’t hate sales calls?  How good will it feel when you turn the gatekeeper into an ally, or at least not an enemy, tell 100% of the truth and still get through to the decision maker, counter objections with confidence, make more appointments, more sales and get more referrals?

Make this a reality now with Selling When You Can’t See the Whites of Their Eyes. 

Click Here to Sign Up For Our Sales Training Webinar:  Business Development at a Distance-Selling When You Can’t See the Whites of Their Eyes 

It doesn’t matter if you are selling by phone or simply setting appointments for you or someone else.  It doesn’t matter if you call it cold calling or dialing for dollars or business development.  What does matter is that this course works.

Sales people avoid tough sales calls, not because they are stupid, or lazy, or don’t care. Sales people don’t make sales calls because they aren’t comfortable with and confident in processes to take them on.

Selling When You Can’t See the Whites of Their Eyes Will gives you the skills to have the courage to make the calls.  Your increased confidence and skills result in more calls, which on its own would mean more appointments and more sales.  With your new skills  in the nuts and bolts of selling, your sales are even higher.  When you add in your increased confidence, your sales are higher still.  Your new found skill to ask for the referral drives your sales higher still.

Register for Business Development at a Distance-Selling When You Can’t See the Whites of Their Eyes Webinar

Click Here to Sign Up For Our Sales Training Webinar:  Business Development at a Distance-Selling When You Can’t See the Whites of Their Eyes 

The course is presented in one hour blocks given on convenient and frequent dates and times.

ONE HOUR A WEEK FOR SEVEN WEEKS

  • Acquire the confidence necessary to transfer enthusiasm
  • Use empathy turn the screener into an ally
  • Honorably get through to the decision maker
  • Create an opening sales statement that sets you apart
  • Build rapport
  • Qualify more effectively
  • Ask questions that sell
  • Leverage your time
  • Learn to tell great true stories that sell
  • Master a series and process for voicemail messages that generates call backs
  • Learn email techniques that increase sales
  • Increase appointments
  • Increase sales
  • Generate more referrals systematically-even from people who can’t do business with you
  • Have more fun
  • Worry less
  • And much more

After his tenure as a highly success institutional investment sales person, John Cameron led his ever-growing sales teams in the advertising world to 37 quarters of sales increases in a row. Now, the tools and techniques that he developed and perfected to achieve his personal success and record-breaking sales management feat are available to you-without the need to give up two full days in the class room. AND, you receive the 357 page workbook and 3 CD Audio program to support this exciting, fun and effective training. All for only $379.

After registering you will receive a confirmation email containing information about joining the training. You will also receive instructions on how to download digital copies of the 3 CDs and 357 page workbook to use until the physical training materials arrive by mail.

Happy Selling.

Click Here to Sign Up For Our Sales Training Webinar:  Business Development at a Distance-Selling When You Can’t See the Whites of Their Eyes 

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Use an A/B Test to Find Your Best Price

We live in wonderful times. It is much easier than ever before to test different prices for a product or service.  It is a relatively easy thing to set up two different web sites with different pricing models.  One web site would list your product or service at price  X and the other at price X.  Another way to check, if you want to spend a little more money, is to run a google pay per click or yahoo pay per click program with the same ad copy and two different prices.

If you have sales people on staff, they can make calls or knock on doors and test pricing for you.  Have one sales pitch for price X and the other for price Y.  Here you have to make sure that both sales pitches are exactly the same in every other way than price.  The  thing that will be toughest for you here is keeping your sales staff’s enthusiasm the same for both prices.

Selling When You Can’t See the Whites of Their Eyes-Selling at a Distance Webinar sign up.  7 classes over seven weeks plus 3 Audio CDs and 357 page training manual. 

Most sales people believe that a lower priced product is easier to sell. This means that they will be more enthusiastic, confident and passionate in their pitch.  This enthusiasm, passion and confidence will then translate to higher sales.  One of the best definitions of sales I ever heard is that is sales is simply the transfer of enthusiasm.

Your more aggressive and knowledgable sales people will know that a higher priced item will feel as if it has more value and will focus on this price.

Your solution to this problem is to split your sales staff in two and have one part of the staff sell at price X and the other part of your staff sell at price Y.

Another conundrum for you will be knowing how big a test to run. If you have a sales staff and they are smiling and dialing, you will have to crunch a lot of calls. If it takes twenty dials to reach a decision maker you will have to have people make about 2000 calls so they end up with a survey population of about a hundred.  There is a way to find this number scientifically.  Go to your local university and find a graduate program in statistics and ask the professor to have her students run the numbers for you.

My guess is that your minimum sample size would have to be about a hundred, hence the 2000 calls.

This is twenty days full time calling for a good sales person, so it might even be worthwhile to take the money you would pay a sales person and pay somebody to give you an accurate sample size number first.

Or, take the short cut and just go with the higher price.

Action Items/Activity Triggers

1.  Decide on your price levels for your A/B test

2. Set up two different websites or landing pages to test them.

3. Split your sales team in half randomly and have the call with the competing prices.

4. Identify how big your sample size needs to be for an accurate test.  Either talk a  local university into doing this for you for free or pay someone to do it

Remember: It’s much easier now to test different prices for a product or service by using different websites or landing pages or using your sales team to test prices.

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Price Has Nothing to Do With Your Lack of Sales

Unless you are selling a known commodity, wheat, corn, oil, farmland, the price you charge for your product has nothing to do with how well you sell.  The best way to prove this is to simply call on customers and sell your product on approval.  They get to use your product for 30, 60 or 90 days free of charge.  If it doesn’t work better than the product they are using now, they can simply send it back to you.

Why wouldn’t someone buy under those terms?  Most software is now sold that way.  Online meeting providers, most software you can buy, including Microsoft Project and some other pretty pricey software is sold this way.  If this worked universally, everything would be sold this way.

This selling on approval process can work very well.  Let’s say you have a product or service that it is hard to get in the door of the customer.  You are certain that once they try your product it will become  indispensable to them.   History has proven this, but it is still very tough for you to get it in the door.

Webinar: Sales Training for Selling at a Distance-Selling When You Can’t See the Whites of Their Eyes

There are cases of very successful sales efforts where this has worked.  The most famous example I can think of from business folklore.  Color televisions had just come out and people were hesitant to buy one.  In 1960 a color television was $495 which is the equivalent of $2896 today.  A comparable black and white TV was $295.  And, there were very few color broadcasts.

One brilliant sales person would have people come in to their shop and look at the color TV.  Most buyers would simply leave, unwilling to spend double for something of questionable value.  The sales person simply had the color TV delivered and set up at their house for them to try for a month-free of charge.  The kids and family would watch Walt Disney’s wonderful world of color and be amazed.  When they were given the choice of going back to black and white it was like taking a puppy back to pound.  It simply didn’t happen very often.

If you cant’ sell your product, even on approval, then it can mean a couple of things, mostly bad.  One important thing is that you can’t convey how important it will be to the customer, what the ROI will be.  The other is that you aren’t conveying, in a convincing manner, what the EOI is-Ease Of Integration.   All the folks had to do with the color TV was watch.  No learning curve, not classes to attend, nothing to unlearn and relearn.  Nothing to go get, nothing to set up. All they had to do  was watch and enjoy.

What is the EOI for your product or service?  How many hours of training will it take to learn and master, how much loss productivity while it gets up and running, how long before it works seamlessly?

 Action Items/Activity Triggers:

  1. Try selling your product on approval without changing your pricing or anything else.
  2. If sales don’t go up immediately look to EOI-Ease Of Integration.
  3. Make it so easy to use your product or service that it’s impossible for people to turn down the offer on approval.
  4. Make sure your service is so much better than the competitor’s that its like color TV compared to black and white

In conclusion, simply test whether price is the biggest barrier to you selling your product or service by selling on approval. If sales don’t skyrocket, it’s not about price or ROI.  It’s about EOI-Ease Of Integration.

 

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What Specific Question Makes The Sale?

Good sales people ask many questions of their customers and make few statements about their products or services.  Great sales people know there is ONE vital question that will help them make the sale.  What is that question for your sales process?

Example: I was a sales manager in advertising for fourteen years.  During that run I put together 37 quarters of sales increases over the same quarter previous year.

One of our most profitable businesses was in small business service that took care of homeowners.  Handymen, painters, contractors, electricians, plumbers and others did extraordinarily well.  I used to joke that the only thing that paid a better return on investment than advertising in our publication was selling wholesale recreational pharmaceuticals.

The vital question to business service customers is “What is a job worth to you?” This wasn’t the first question asked.  I had to train sales people to ask a number or other questions to build rapport and demonstrate that they knew about our customers businesses.  Then they would ask,

Sales Person: “My other fence builders tell me their average job is worth about $1800.  What’s one job worth to you?”

Customer:  “We are a little higher on our average, our typical jobs is worth $2200.”

Sales person: “Is about half of that gross profit?”

Potential Customer: “No, 40%.”

Sales person:“Okay, so you will make $880 on a job.  On your current advertising, how many enquiries, on average, turn into jobs?”

Potential Customer:“One out of four.”

Selling When You Can’t See the Whites of Their Eyes-Selling at a Distance Webinar sign up.  7 classes over seven weeks plus 3 Audio CD and 357 page training manual. 

Sales person: “So, our average fence builder gets (and here the rep would be very conservative) about four calls a week.  Why don’t we run a month trial for you, in the areas you like to service, for a total cost of $320 for the month? Should we just use the ad copy I’m looking at from the newspaper?”

Potential Customer: “Yes, unless you are very sure you can improve it.”

Sales Person: “I’m pretty sure I can create a stronger call to action.  Let me play around with it and I’ll send you a proof.  Now, what credit card do you want to use?”

Here the “What is one job worth to you?” question really sold the customer.  Before they even hear the rest of the questions from the sales person they had done the calculation in their head.  The customer knew that they would make money unless the add cost more than their gross.

A few years ago I had a local campus of a national private college as a customer.  I sat in on some calls and coached them a little on their opening and rapport building.  Turns out they weren’t asking the “crux” question.  The “crux” question makes it real.  For these technical schools the question that got their students from the inquiry stage to the sign up stage was

“When do you need to graduate?”

After that is was simply a matter of working backward to show them they had to sign up next week.

Activity Triggers/Action Items

  1. Analyze your current sales process.  Identify the “crux” question that moves your customers to action orientation.
  2. If you can’t identify this question yourself, bring in a consultant to help you.
  3. Find a way to ask this question in the right place.
  4. Enjoy higher sales
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Stay Motivated by making your Sales Calls a Game

In the past we’ve talked about how to get rid of call reluctance. Getting rid of call reluctance isn’t a one time thing. It’s an ongoing process.  Getting rid of call reluctance is like buying a tree.  You have to take especially good care of it at first so the shock of planting the tree doesn’t kill it.  Then you have to water your tree and fertilize it and prune it.  Getting rid of call reluctance takes constant upkeep.  One of the best ways to keep your sales process from being a drag is to make parts of it a game or contest with yourself.

Scott Peck said, Once we truly know that life is difficult — once we truly understand and accept it — then life is no longer difficult. Because once it is accepted, the fact that life is difficult no longer matters.”

Peter McWilliams said, Life isn’t a struggle, it’s a wiggle.

If you want your sales process, or business development process, to be more wiggle and less struggle, turn it into a game.

Games are contests.  A simple contest is one of numbers.

Webinar: Sales Training for Selling at a Distance-Selling When You Can’t See the Whites of Their Eyes

A raw number contest is easy to set up.  Simply say to yourself, Self, you are going to make twenty calls in the next hour and a half. 

To make the game a little more challenging you could say, Self, you will concentrate on making at least half of the gatekeepers you meet today laugh. 

One of my favorite games is to see if I can imitate one of the best sales people I know.  He makes two declarative statements in his sales conversations and the rest of the sales conversation is questions.

You would open your sales conversations something like this, My name is John Cameron, owner of theeffectiveleadershipcoach.com.  I would like to ask you a few questions to see if I could help your sales organization have more fun and ring the register more.  Do you have three and a half minutes now?

Another game I play is a listening and retention game.  I like to listen to the gatekeeper say something like, Thank you for calling Mountain Hospital for Children and Adolescents. My Name is Jane. How can I help you? 

I will try to respond by repeating everything Jane said, Thank you for answering, Jane of Mountain Hospital for Children and Adolescents, you can help my by putting me through to (and here I fill in the blank with the person I am trying to reach.

Another fun game is to see how short you can make your opening sales statement while still keeping it exciting.

Action Items/Activity Triggers 

  1. Keep call reluctance at bay by thinking of parts of your sales process as a game.
  2. Set up a contest with yourself.
  3. Try to make the call fun for the prospective client and gatekeeper
  4. Make more appointments, more sales and have more fun

Make your sales calls into game, a contest with yourself, with clear rules and goals and your sales days will be more fun for you, others and more productive.

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Be Tenacious, not a pest.

One of my potential clients called me back the other day.  He runs training for a hospital and they are going through major changes.

He said “I just wanted to call you back and let you know what’s going on.” He then described the changes going on in his organization and we discussed possible outcomes.  I picked his brain for an upcoming webinar series.  Somewhere in our conversation he said something like.

“As you can imagine in my position I get calls from a lot of people offering services similar to yours.  You know that, if I get a chance, I will buy from you because you’ve been tenacious enough to keep in touch through all of our changes and YOU’VE ALREADY GIVEN ME GREAT VALUE.  I REALLY LIKE YOUR APPROACH”

Then we chatted some more with me picking his brain about pricing, what I proposed to offer in the webinar series, and why.  He said that he would sign up for the webinar even though he was sure that the hospital wouldn’t pay for it.  Then he said,

“Send me five bullet points so I can sell it to other people here.  It will really help me get you more exposure in the organization so that when it comes time to buy, if we can, you will be a proven provider”  or words to that effect.

Selling When You Can’t See the Whites of Their Eyes-Selling at a Distance Webinar sign up.  7 classes over seven weeks plus 3 Audio CD and 357 page training manual. 

Have I ever shaken this guy’s hand?  Nope.  We have never met face-to-face.  And, we have developed a mutual respect.  He wants to buy.  My approach and process are exactly what he is looking for.  My tenacity has earned me a shot.

How tenacious was I? I called and left a series of messages and chatted briefly with the guy, got him on my newsletter list, and chatted some more.  He didn’t have the budget I was looking for so I left him alone for a while.  When I say I left him alone, I don’t mean completely alone.  I would send him useful things, not sales things, by email.  How long did I leave him alone?  OVER A YEAR!  Then I started calling him again and sent him up to date information and a very useful spreadsheet tool.

We set up an appointment to go over the tool as a google doc, so I could plug in his numbers, and spent about forty minutes on the phone.  If his training budget goes through, I will be in it.

How can you be tenacious and not a pest?

Activity Triggers/ Action Items  

1.  Stay on top of folks until you they give you an email address and permission to send them information.  If you’ve left four or five voicemails and called a few more times without connecting-stop for a while.

2.  Once you get that first conversation, create a relationship.

3. Ask them for help.

4. Find out what their budget is and when it’s available.

5. Provide them with useful tools and information every once in a while to stay in the loop.

6.  Reengage with something of great value.

7.  Get into  their budget.

 

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Should I Give Away Part of My Product or Service?

Yes and no.  See, wasn’t that easy?  This article, in essence, is giving away my product.  My product is training, coaching and consulting.  Part of my current and future course work finds its way into these articles.  And, I don’t give away my product-often.  I belong to a writers/speakers group.  I will give away one or two copies of the first two CD’s in my my three CD sales simulation training program at each monthly meeting.

This gives me a group of connected, talkative individuals who rave about me.  And, it helps my friends make more sales.  I have become the subject matter expert in this area by doing this.

When I am direct marketing do I give my product to potential customers? Not any more.  I was smiling and dialing and then sending a free download of my first module or a free first CD.  Very few people ever bought after that.  Sales went up when I switched to sending the physical product out on approval.

Why? Because people don’t value something if you give it away for free.  Sending something out on approval with an invoice that needs to be paid within 30 days establishes value.  It also forces people to find the time to sample your product.  When you give it away they have no sense of urgency.

Webinar: Sales Training for Selling at a Distance-Selling When You Can’t See the Whites of Their Eyes

And, I would counsel you to give away useful tools to your potential clients. Give away more free tools to your current clients.  In my world that is these articles and other tools.  I have a ten page pre-sales call checklist that I give away.  This helps my clients organize their sales effort.  And, it does something even better.  This pre-sales call checklist gives my potential clients a list of needs that they need to fill before their folks can be really effective at their jobs.  I provide either training or product for many of those areas.

How does the conversation sound when you offer a valuable part of your product on approval?

Joe, I’d love to give you the first module as a sample.  I have found that people don’t value or even try my program when I give it away.  Here’s what I will do.  I will send the first module to you on approval.  Have one of your reps listen to it.  If you don’t like it, send it back.  Costs you a buck in postage to send the CD back to me.  If you don’t get around to trying it or like it and keep it, like my folks do, I invoice you for $39.95 due in 30 days.  This creates a sense of urgency and let’s you try my $39.95 program for a buck.    And, you can get the rest of the program, all three CDS, the 354 page workbook and digital downloads of everything for only $60 more.  Or you could do the smart thing and buy the whole program now for only  $99.95 per rep.  

That soundbite took 41 seconds to say.

Action Items / Activity Triggers

1. Blog, write or speak to give small pieces of your training, coaching, products and services away.

2.  Do give your clients free useful tools, especially tools that show your clients how much they need you.

3.  Offer your products or services on approval at very little risk and hassle.

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Can You Sell A Smaller Part of Your Big Service or Product to More People?

I have recently modified my marketing approach and my new approach is working.  I sell days or weeks of tailored or customized training.  Buying training is a big perceived risk for people.  Training, marketing and R & D are some of the first things cut by a lot of organizations in a tough economic environment.  If someone does acquire a training budget and spends it on something that doesn’t work, it could be a career ending move.

So I am now selling webinars of some of the most popular parts of my training.  How can you use this approach in your sales process?  How about with honesty and openness like the following conversation?

John (that’s me) I know trying to sell training to the finance people now is tough.  Most organizations don’t track the cost of the behavior they are trying to fix with training so it’s impossible to show the ROI of improved behavior. Without ROI you can’t justify the training project.  The risk is too great to simply ask for the money and hope that it works.  It could be a career ending decision for you.  I think I have a way to help out.

Joe ( the leadership development manager at the organization) Oh?

Webinar: Sales Training for Selling at a Distance-Selling When You Can’t See the Whites of Their Eyes


John: I’d like you to track the cost of just a few of your supervisors not taking care of issues right away.  Or, if you have records of what it cost to get rid of someone whose behavior should have been changed within weeks of hiring, that will work. Then, once you have a number, have them attend my webinar on “Dealing With Issues in a Timely Manner.”  Have a meeting with their manager to hold them accountable for skill implementation.  Then show the ROI.

Joe:  I don’t know John, how much are you talking about investing?

John:  That’s the good part, Joe.  One person is only $$ and you could have ten people sit in for only $$$.

Joe:  Did you say only $$ for one and $$$ for for ten?

John:  Yep. And that’s a fifty minute live webinar with notes provided and a recording.  So no big investment in time and a huge pay-off.

Joe: When is your next webinar scheduled?

I know.  Conversations never go that smoothly.  How can you use this process in your sales environment?

Action Items or Activity Triggers.

1. Identify a part of your product or service that has a nominal cost and a nominal investment in time.

2. Coach your client on how to track the cost of not using your product or service ahead of time.

3. Sell the smaller product or service with a money back guarantee.

4. Follow-through with your client, holding them accountable for tracking results.

5.  Enjoy greater success in your sales process.

 

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How Many Different Services Should I Sell?

Here is my  confession.  I write these articles to remind myself of lessons recently remembered.  I also write these articles to help formulate my thoughts about a different approach to an old problem or when I learn something new that helps me.  I then share my painful lessons with you.

One of the problems in my recent marketing approach was that I was a one trick pony.   I sell days or weeks of tailored training to organizations, mostly in leadership,  management and supervision.  This sell is a big commitment for folks.  And, from their perspective, a big risk.  Now I have a webinar and a one day intensive.  Three!

One of the best ways to get your foot in the door is to have a low price point product.  If this product has great ROI, then it pays people to take the risk of buying your next level product.  When that product produces, you have a history of performance and the mid level product will pay people to take the risk to use your “big” product or service.

Webinar: Sales Training for Selling at a Distance-Selling When You Can’t See the Whites of Their Eyes

There are four other reasons to sell three main products or services.  You are trying to sell your big product.  The company would like to buy, but they are watching expenses and they just don’t have the free cash flow to purchase the product.  And, the risk of trying you as a new vendor is too much of a barrier for even your champion in their organization to take.  They buy your entry level product or service and it impresses the heck out of them.  Your champion in the organization now has ammunition to help you sell your “big” product.

The next reason to offer three different types of products is the rule of three. Give someone more than three choices and they have trouble making a decision.  Three is about the maximum number of different things that a person can hold in their brain.  If you give a wine expert two similar glasses of wine, they will do a very good job of identifying them. If you give them three similar wines, their ability to identify them goes way down.  Give them four and they look for the exit.  Whether it is asking for the referral, asking for an appointment or asking for the sale, remember the rule of three.

The fourth reason why you want three different price points is really cool. Most people are nice.  If you do a good job of creating a relationship with them, they will want to buy from you.  People like to buy things.  If you have a less expensive, and still great, product or service for them to buy, and there is any way they can buy, they will buy.

The last reason is that the easier and simpler it is to buy, the more sales you will make.  Remember KISS!  And, since I’m a big believer in positives, KISS means Keep It Simple Sweetheart!

Activity Triggers/ Action Items 

1.  Three different price point products, one low, one middle and one “high,” gives your client a chance to take a small risk.

2.  The small risk, if it is a great product, will pay for a slightly higher risk.  When that one has great return, your client will fight like crazy to get your “Big” service into their budget.

3.  The rule of three.  Give people more than three decisions to make and they shut down. Less than three and they have too few choices because their is no tie-breaker.

4. People are nice.  They want to buy from you if you’ve been nice to them.  Give them a chance to buy without spending a huge amount of money.

5. Keep it simple and easy for customers to buy from you.  KISS.  Keep It Simple Sweetheart.

 

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The Long Sell

I train and coach in sales, leadership, management, supervision and project management.  My sales cycle can be two years.  I have missed sales because I tried to fit customers into my sales cycle instead of understanding the ebb and flow of their business cycle.

All sorts of people out there will guarantee to show you how to shorten your customer’s buying cycle.  They will tell you that by uncovering a need and showing great ROI you can sell much more quickly.  In some cases, this is correct.

Having the ROI conversation with a training or HR type leaves them in a position of having to sell your program to the people who own the financial purse strings.   Many people will feel threatened if you ask to make the sale for them.  Some great HR and training types will ask for my help in selling my program to the financial gatekeepers.

Many times the sale still comes down to buying a pig in a poke.  Example:  Hospitals.  Hospitals know that if they invest more in their sterile processing department, buying good equipment, hiring good people, and using standard process, their incidence of infection will go down.  Do they have the same confidence that management training will have a dependable ROI?  Unfortunately and fortunately they do not.

Unfortunately because it means that they might be buying bad training.  Unfortunately because it might mean that management is not holding people accountable for the behaviors taught in training.

continued below:

Webinar: Sales Training for Selling at a Distance-Selling When You Can’t See the Whites of Their Eyes

continued;

Fortunately because if other people’s training always worked, they wouldn’t buy from me because they wouldn’t be looking.  They’d be happy with their current vendor.

What does this mean for you?  If you sell a product or service that replaces a product or service that’s consistently shown great ROI, all you have to do is be better than the other sales person.  If you are selling a product or service that, so far, has not proven its ROI with the organization you are selling into, you have to find a champion, or help your champion sell.  Or both.

And, mostly this means that you have to accept that certain sales take a little while and some sales take a long while.  Patience is a virtue.  As long as you are persistent in making your case and not a pest.  Pests get swatted.  Persistence pays off.

Action Items/Activity Triggers 

1. Understand your customer’s business cycle.

2. Find a champion in the organization who supports your product or service.

3. Help your champion sell your product or service.

4.  Be assertive and patient.

5.  Be persistent and not a pest.

 

 

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