Putting the Whammy on Poor Sales Techniques Could Win You a SAMMY

When I recently joined Security Sales as publisher, I was well aware of the magazine’s highly regarded Sales and Marketing Awards (SAMMYs) program and looked forward to participating in it for the first time. However, I nearly got more than I bargained for when, mere days before the Aug. 27 event, I learned I would be standing in for Editor Scott Goldfine (back surgery) as emcee. 

Fortunately, the proceedings came off with nary a hitch and, in fact, it was the best SAMMYs gala ever (if I may be so unbiased). Impressive entries, a near-capacity turnout at the Marriott Marquis Hotel in New York’s Times Square and a top-notch multimedia presentation added up to an unforgettable evening. In particular, the showing of the finalists in the Best TV Commercial category, some of which were quite amusing, was a highlight.

For a complete wrap-up of the 2001 SAMMY awards reception and ceremony, see page 24 of our November issue.

Coming from a sales background in the electronic security industry, I have a special appreciation of the SAMMY awards and what they represent—creative and effective methods of attracting new business.

In honor of the SAMMYs, here are 12 sales tips that I personally try to abide by and you may find helpful as well:

—Be genuine, ethical and honest at all times

—Be passionate about your product or service; entice enthusiasm

—Don’t be ill-informed; research your potential customer prior to your visit

—Make your presentations polished, professional and informative

—If you don’t know the answer to a question, say “I don’t know,” but get back with the correct answer … and make sure you do

—Understand and internalize the workings of your product or service – be consultative and helpful

—Can I give you a quote? Why quote? The next person who quotes a nickel lower gets the business – sell value!

—Can I give you a bid? This is worse than giving a quote! How low do you want to go? This is 100-percent price-driven! Learn to walk away from “bad business”

—If you’re viewed as credible, credibility leads to trust and trust leads to the sale

—No customer service after the sale equals no business

—“Dance the tango” with your customers; anticipate their needs before they need them. Don’t wait for them to tell you there’s a problem—go out and ask if there is a problem!

—Your business lives and dies on commitments. Make sure everyone who works at your company knows this—it involves teamwork and total cooperation from within.

Also, always remember that your greatest asset is your employees, followed by your customer base. Keeping both happy is much more cost-effective than recruiting new ones. In addition, fostering good word of mouth is a primary driver of wooing new customers—and it’s free!As you can see, sales is one of those topics that gets me all worked up! The reality is that, regardless of your sales and marketing expertise, you can always take it to the next level. Speaking of which, I am tremendously excited about the 8th annual SAMMYs, which will shift to Orlando, Fla., in 2002 (to coincide with ISC East). Watch future issues of Security Sales for how your company can get involved!Your business lives and dies on commitments. Make sure everyone who works at your company knows this—it involves teamwork and total cooperation from within.

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