The economic downturn has brought about an interesting situation. My mailbox is now twice as full of sales questions as it has ever been. Salespeople want answers that will give them sales now.      Jeffrey, I have a client who has money, says he loves me, but won’t commit to an ongoing contract. He has yet to honor an appointment or any deadlines, but he is a decent guy. What should I do? Scott

Scott, Find another lover. What you need is a heart-to-heart meeting with your customer and explain how this relationship will work best if there is mutual consideration. Explain what you need from him and explain how this will help him. Too many salespeople are chicken to get real with a customer because they are afraid they will lose the business. You’re going to lose it anyway. Get real, and you’ll make sales. Jeffrey

Jeffrey, What do I say to a prospect during a telephone follow-up on a direct-mail piece to keep them from saying they never received it? Dennis

Dennis, Don’t ask them if they received it. Say something like, “We sent you a piece in the mail, but it wasn’t self-explanatory, and I’m calling to give you a few answers to an idea that will help you build your business.” Jeffrey

Jeffrey, After an initial contact or a cold call, what is the frequency of your callbacks so that you would not be a pain in the butt? Thank You. Jim

Jim, If you have information the customer can use to build his business, do it all night long. If it’s sell, sell, sell, puke – save your energy. Jeffrey

Jeffrey, I love your TrainOne product and use it in my weekly sales meetings. Last week we pulled one from the archives: “Just Plain How to Make a Sale.” In that lesson you recommend using testimonials to close the sale, not to open the door. Sometimes the most difficult sale I make is selling the appointment. Testimonials can help pry open a door to someone who is reluctant to grant me an appointment. Your thoughts? Jenifer

Jenifer, Testimonials can open the door. Use one (on video) that says, “I kept putting her off thinking she was just another vendor — it was almost a huge mistake. Finally I gave her the appointment and it has been a GREAT relationship. I urge you to make an appointment with Jenifer.” Get a few of those and you will win big time. Jeffrey

Jeffrey, Why are you so opposed to cold calls? Harry

Harry, You interrupt someone else’s day. They don’t know you. They probably already have what you are selling. It pisses off the prospect (like it does when someone calls you at home). It’s the lowest percentage sales call of all available options and types. It’s the most frustrating, demoralizing strategy to give to a salesperson. It’s the worst trained skill by companies. It creates an atmosphere of repeated rejection. It’s the single biggest cause of salespeople quitting. It’s the biggest reason for sales call reluctance.

If you do get to a decision-maker, you probably make some kind of introduction or value statement — both of which are the stupidest things you could do. The prospect couldn’t care less who you are, and the “value statement” has ZERO value to the prospect.

Why do it? Salespeople are lazy and cold calling is easy. Besides, would you rather have 100 people to cold-call or two referrals? Jeffrey

That’s all the answers I have space for. If you want more, I answer a bunch of questions in my new free weekly letter called Sales Caffeine.

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President of Charlotte, N.C.-based Buy Gitomer, Jeffrey Gitomer gives seminars, runs annual sales meetings, and conducts Internet training programs on selling and customer service. He can be reached at (704) 333-1112 or by e-mail at salesman@gitomer.com.