I get a ton of emails from people seeking insight or asking me to solve their sales dilemmas. Here are a few that may relate to your job, your life and (most important) your sales thought process right now.


Dear Jeffrey,

I have cold called in the past and didn’t have a problem with it. But now I am having a hard time getting people to even hear me out. What is the best way to handle cold calls about a free hearing screening for senior citizens and follow up on a direct mailing?

Sherri



Sherri, cold calling sucks. It’s for people who have no other way of marketing. Senior citizens meet in groups. They have conclaves. They have bridge parties. They have mahjong parties. They have bingo parties. Go to the parties. Stop cold calling people. It’s a waste of time.

What you need to do is sit in a room and in a normal voice and say, “How many people can’t hear me? Well, I guess you’re not raising your hands because you can’t hear me.” And then talk about your free test and ask, “Who would like to take it?” Maybe bring the test to the group. Go to a Kiwanis or Rotary meeting. There are both retired and older people there. If you’re gonna use direct mail (goodness gracious!), it’s OK, but it’s passé. The bottom line is if you get a response from it, then figure out a better way to communicate with those who are interested. Often, the senior citizen will have an email account or Facebook account because they are communicating with their grandchildren. Figure that out. Then make the call.

Best Regards,

Jeffrey


Dear Jeffrey,

I have recently started in sales at a radio station. I have read a few of your books, and we follow all of your suggestions as far as selling. I am right out of college and I look it, if not younger! I’m afraid if I try to make appointments in person, I will be turned down right away because of my age. How would you suggest I overcome this?

Sarah



Sarah, first of all, stop believing that your age is a barrier. Second of all, prepare a 30-second commercial (of around 90 words or fewer) about the customer before you ever walk in the door. Record it. Walk in and say, “Hey, I just did a commercial for you. Would you like to hear it?”

If the commercial is cool, creative, maybe a little bit edgy and has a little music in the background, they will listen to that commercial and call other people in to hear it.

No one will care about your age if you prepare in terms of the customer.

Best Regards,

Jeffrey


Dear Jeffrey,

How do you advertise and get customers to your business with no money?

Jamie



Jamie, actually, it’s easier than you think. If you have some customers, get them to start advertising. Get them to post a little bit of a testimonial for you on their Facebook page and your Facebook page. Start LinkedIn. Start Twitter. And start to use social media to build your business and build your reputation. It’s free. You don’t have to worry about the cost of an ad, which may not bring you the results you’re hoping for anyway. Advertising is more free than it has ever been. Your job is to figure out a way to take advantage of it using existing customers and social media.

Best Regards,

Jeffrey