In August 2005, I wrote an op-ed, entitled, “What Are You Selling?” (Subhead: Be like Bob, sell yourself). In the column, I told the story a successful local salesperson, whom I called Bob. The full column is below in italics. Read through it and check back with me on the other side: Here’s a […]
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In August 2005, I wrote an op-ed, entitled, “What Are You Selling?” (Subhead: Be like Bob, sell yourself). In the column, I told the story a successful local salesperson, whom I called Bob. The full column is below in italics. Read through it and check back with me on the other side:
Here’s a question for those of you who are in sales: What do you feel like you’re selling? Is it your answer that you’re selling a product (a piece of software for example) or a service (like public relations)? Actually, you’re selling the most important product or service in the world — yourself. It’s your knowledge, talent, professionalism, and perhaps most importantly, the connections you have and the people you know.
Before I start to sound too much like Jeffrey Gitomer in his weekly Sales Moves column, let me tell you why I am writing about this topic.
In covering business in Central New York, I’ve encountered a number of successful business owners, managers, and salespeople.
But there is one very successful salesperson, whom I believe has a profound approach — he sells himself. And I think it’s about time I shared with readers some of his innovative, yet simple methods.
I will call him Bob and withhold his real name so as not to sound like I’m advertising his services or products, or letting his competitors and prospects in on his methods.
Bob sells marketing services. But you’ll never hear him say that. He makes appointments for “networking” meetings with prospects — lots of them, probably one or two meetings a day.
And networking is exactly what Bob delivers. He’ll meet with people whom he knows aren’t likely to buy his marketing services, either because they have said they’re not interested or are just starting out in business, or don’t have a big budget. Heck, he’s even met with unemployed people. There’s no one that Bob will write off as being not worth a meeting. His belief is that by helping people to network in the community, obtain important contacts, and find ways of obtaining free attention for their businesses, the people he meets with will call him first when they are ready to market their businesses.
It’s a simple approach that yields results. Bob is successful at it for several reasons (all of which could help you in your business’s sales efforts):
He knows literally everyone in his business community. Years of networking, schmoozing, volunteering in the community, and marketing have honed a huge network of contacts.
Bob listens and asks questions. If the prospect talks about how she is having trouble finding the right house to buy, Bob will instantly chime in with a name of a real-estate agent that he knows can help her. Or maybe the client attended a certain business school and Bob will mention the name of a fellow grad he knows. Bob is always connecting people.
Bob always follows up. You’d think with some of the less-than-ready-to-buy prospects Bob meets, the one meeting would be the end of it. But no, Bob will call back and see how they’re doing. He’ll ask the person whether she’s found that dream house or connected with that acquaintance from college.
Bob is tireless in pursuing new prospects, even during times when he has a full plate of existing clients to service. Again, he’ll meet with anyone, anytime. This helps inoculate him during lean business cycles.
So, be like Bob by aggressively getting out there and selling yourself.
Bob’s story contained interesting and effective lessons for salespeople. And it’s just as relevant today as when I first penned the column. But there is one order of business left incomplete. Who is Bob?
Now, I can finally reveal that. Drum roll please … Bob is none other than Bernie Bregman, who is retiring after more than 25 year with The Business Journal. But being the hard charger he is, Bernie is not stopping work altogether. He will still be involved in some interesting initiatives. Stay tuned.
Congratulations and best of luck, Bob … er, Bernie!
Adam Rombel is editor-in-chief of The Central New York Business Journal. Contact him at arombel@cnybj.com