August, 2008

A Personal Marketing Plan for Better Sales

Know the information your customers need.

By Bill Lee

It’s a crowded marketplace out there. In virtually every customer survey ever released, buyers say that it’s pretty difficult to determine any discernible differences between the marketing strategies of the various salespeople who call on them. Buyers say that each salesperson seems to use somewhat different words, but delivers a similar message.

When I began my selling career, I had no particular strategy. I really had no choice because I had little of substance to offer my customers and prospects. I didn’t know enough about business to provide any real value other than with my product and price. All I knew about selling was to quote every prospect who could fog a mirror. I figured that if I threw enough spaghetti against the wall, some was bound to stick.

I have since learned that every salesperson needs a personal marketing plan. Perhaps the most effective plan centers on knowledge. Learn more about your customers’ business than your customers and your competitors know, and you will never again have to worry about how to bring in new business. Prospects will beat a path to your door.

For starters, subscribe to the trade magazines in each industry segment you sell to and read them cover to cover. File the best articles by category, and soon you’ll have a library of articles that can be a resource for your customers and prospects. You will quickly be in a position to impart knowledge to position you in your customers’ minds as an industry expert. In 2008, builders have a lot more questions than they have answers. They are looking for advice, suggestions, and solutions. Smart salespeople make it a point to be not only a supplier of materials to the job site, but to supply resources, as well.

Here is some information that I believe you should research for your market and share with your customers and prospects:

– How many jobs will your community add in 2008 and what is projected for 2009? Source: Chamber of Commerce.

– What is the current inventory of homes in your market and at what rate are they being sold? Source: Home Builders Association and Board of Realtors.

– What percentage of the population in your community owns their own home?

– Go to www.Builderbooks.com and pick out several books that you believe will enhance your knowledge of the business of building. Be your customers’ and prospects’ “go-to” person when they need answers.

 – Dennis Dixon has written a book entitled: Hidden Profits: A Guide for Custom Builders. Type this book title into Google and you will find several more resources.

Do some research on the Internet. Pick your favorite search engines and dig up some current information that will help your customers be more informed and put more money on the bottom line. This is what effective consultative salespeople do. And as a result, their customers begin to think of them as business partners rather than as peddlers looking for an order.

– Take a look at this Web site: http://www.housingzone.com/custombuilder/ toc-archive-pbl. In particular, review the archives of previous articles. I believe you’ll find this site to be an excellent resource when your customers need answers.

– Also take a look at www.NAHB.com. Use the search box to find the information you’re looking for and odds are, that information is someplace on the NAHB site.

If you needed a pitcher to win a World Series game, who would you call?

If you needed a quarterback to lead your team to a Super Bowl title, who would you call?

If the decision-makers in your territory need a salesperson who can do more than quote competitive prices and deliver reasonably good “service,” who would they call?

Remember, education is a process, not an event.

BILL LEE has nearly 40 years of experience in the construction supply industry. A consultant and seminar leader, he is the author of two books: Gross Margin and 30 Ways Managers Shoot Themselves in the Foot. www.BillLeeOnLine.com, 800.277.7888.