SEPTEMBER 2012 Issue 64
NZSALES The Myth of Exceeding Client Expectations
Are there natural born sales people? How to bug me on LinkedIn Keeping the door open when your competitor is cheaper Have your say on sales qualifications NZ’s e-mag for sales leaders
CONTENTS 6 THIS WEEK'S MUST READ The myth of exceeding client expectations And how it can be done
10 Are there natural born salespeople? Why sales is like assembling cheeseburgers
12 BOOK REVIEW Crucial Conversations: Tools for Talking When Stakes Are High
13 Quick Fix It’s not what you sell, it’s how you sell.
14 TWO MINUTE TOP-UP HOW TO BUG ME ON LINKEDIN What you may be doing to annoy your connections
17 CALENDAR
19 MARKETPLACE
20 HAVE YOUR SAY - NEW ZEALAND B2B SALES QUALIFICATIONS REVIEW
22 SALES HUB MEETINGS
24 THE CLOSE www.nzsalesmanager.co.nz / 2
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ABOUT /
FROM THE EDITOR
W
Short and sharp, New Zealand Sales Manager is a free e-magazine delivering thought provoking and enlightening articles, and industry news and information to forwardthinking sales managers, business owners and sales professionals.
EDITOR / Paul Newsom
e have a collection
agree with Linda’s take on this,
of articles in this
how does your sales team rate
issue that are great
in their use of LinkedIn? Are
GROUP EDITOR / Trudi Caffell
they connection collectors or
CONTENT ENQUIRIES /
professional networkers?
Phone Paul on 04 586 4733 or email
discussion topics for sales teams and sales managers. Paul McCord’s article on exceeding clients expectations certainly got me thinking. If your company claims to exceed your clients expectations, I suggest you use the article to stimulate some discussion on whether
The discussion on whether there are natural born sales people has gone on for decades, and will continue to do so. I seem to have been on the end of a glut of door to door and telesales
you actually know what these
people the past couple of
expectations are, who exceeds
weeks, and this article probably
the expectations, and how you
focussed my attention on how
know when it has happened.
effective they were. Brett closes
I wonder how many of you will agree with Linda Cole’s article ‘How to bug me on LinkedIn’. Why do carefully honed
ART DIRECTOR / Jodi Olsson
pauln@nzsalesmanager.co.nz ADVERTISING ENQUIRIES / Phone Alastair on 09 551 0607 or email alastairn@espiremedia.com ADDRESS / NZ Sales Manager, C/- Espire Media, PO Box 99758, Newmarket, Auckland 1151, NZ WEBSITE / nzsalesmanager.co.nz
ISSN 2230-4762
the article with a great quote from Brian Tracey, which kind of rings true when I reflect on some of these conversations.
professional networking skills seem to go out the window when hiding behind the security
Happy Selling
of a computer screen? If you
Paul
NZ Sales Manager would like to acknowledge the support of our major partners Gold Customer Relationship Management Silver Independent Software Vendor (ISV) Silver Learning
Microsoft Dynamics CRM
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MUST READ
The myth of exceeding client expectations And how it can be done By Paul McCord
T
he business world is filled
And thousands of companies
than just a few employees, it is a
with myths, some of which
eagerly eat the information
virtual impossibility.
have become guiding
up and institute the
principles for many businesses. One
recommendations and proudly
of the most nefarious of these myths
proclaim to the public that
is currently all the rage: exceeding
they too exceed customer
The fundamental problem with
the customer’s expectations.
expectations.
the concept as practiced is that
Numerous books have been
What a crock.
written explaining the glories
What both the authors writing
what those expectations are.
of exceeding the customer’s
the books and the companies
Companies frankly have no idea
expectations. These authors give
following their advice fail to
what their client’s expectations are.
shining examples of the concept
understand is that is impossible
in practice and then explain
This is not to say that companies
for a company to exceed customer
don’t try to find out. They most
in great detail how you can
expectations. It simply cannot be
certainly do. Many companies do
implement the same concepts in
done the way it is taught. In fact,
customer survey’s to help them
your own business.
for a company consisting of more
determine what their customers
www.nzsalesmanager.co.nz / 6
The Concept Is All Wrong
you cannot exceed someone’s expectations if you don’t know
MUST READ
expect. Others examine their sales
In both of these cases, the most
company does this. “Exceeding
and customer service departments
the company can do is to develop
the customer’s expectations”
and make modifications based on
policies and procedures that if
is nothing more than a great
what they anticipate customers
fully met can help them exceed
sounding slogan that means
want and expect.
what the company believes their
the company thinks is has great
customer’s expectations should
customer service.
Neither of these processes can actually help a company exceed
be, not what they really are.
To maintain efficiency and
customer expectations. The surveys
Since every customer is different
be cost effective, companies
may give the company some
and has a different set of
must have standard processes
great customer service and sales
expectations, the only way for
and procedures. Catering to
feedback, but it cannot put the
a company to actually exceed a
the unique needs and wants
company in a position to exceed
particular customer’s expectations
of hundreds or thousands of
actual customer expectations. And,
is to ask the customer what
customers for most companies
certainly, analysing the sales and
they expect and then meet or
is unrealistic and unattainable.
customer service functions cannot
exceed that individual customer’s
Trying to develop a team of
do so either.
specific expectations. Virtually no
dozens, hundreds, or thousands
Since every customer is different and has a different set of expectations, the only way for a company to actually exceed a particular customer’s expectations is to ask the customer what they expect and then meet or exceed that individual customer’s specific expectations.
of employees all flexible enough
superior to their competition,
to make each individual’s
this experience is still far from
purchasing experience truly
exceeding each individual
unique according to that
customer’s expectations.
individual’s expectations simply
It Can Be Done However, it is possible to actually meet and even exceed each individual customer’s
This is, in fact, what the writers
expectations. It isn’t easy, but it is
of the books on exceeding
an attainable goal.
At most, companies with a
customer expectations mean—the
Nevertheless, it isn’t possible
work force of more than a few
customer walks away happy.
for the “company” to exceed
employees can only institute
Boiled down to its essence, that’s
expectations. The only individual
excellent sales and customer
the definition of exceeding a
capable of performing the
service processes that result in
customer’s expectations—you
task is the primary contact the
a satisfactory or possibly more
didn’t irritate the customer and
customer has to the company--the
than satisfactory experience
maybe even went beyond what
salesperson. However, in order for
for the customer. Although
the competition does.
the salesperson to accomplish this
isn’t realistic.
7 / www.nzsalesmanager.co.nz
MUST READ successfully, he or she must be
will be in the same position as
Not until they have experienced
empowered by the company with
the company that guesses or tries
the variety of expectations that
the necessary tools and authority.
to exceed the expectations of a
different customers have will
The larger the company, the more
theoretical “average” customer.
they appreciate the need for the
difficult this becomes.
Asking is a more difficult task than
To be able to accomplish this goal
one might think. It is a foreign
requires the salesperson:
concept for most salespeople and
Ask: Again, you cannot exceed
customers alike.
question. Customers are surprised and confused by the question as more than likely they have never been asked this question or one like
someone’s expectations if you
Salespeople will typically feel
don’t know what they are. Unless
awkward and foolish asking,
unexpected they are taken aback
the salesperson specifically asks
at least at first. They, like the
and many have no idea how to
the customer what they expect
company, assume they know
respond. The salesperson may
and want to happen during the
what the customer wants and
have to ask a couple of questions
sale, they will never know. They
asking seems to be waste of time.
to get the customer on track.
it by anyone. The question is so
Questions such as: • “How often would you like me to keep you informed of the progress of the sale?” • “How would you prefer I contact you?” • “If I need to get hold of you on short notice and you are not available, is there an alternative individual I may speak with?” • “Are you going to need any additional assistance from us when we deliver?” • “What are your expectations during installation?”
will get the customer thinking
they know exactly what they must
into a problem, explaining that
about what it is they want to
do in order to give the customer
it was an unrealistic expectation
happen. At times, a more specific
the purchasing experience the
won’t work. The damage has
question such as “what are the
customer wants.
already been done.
most important things you want
This discussion of the customer’s
to happen during the sale” is
expectations also allows the
Have Reasonable Authority:
called for.
salesperson to address any
Usually, once the customer
unrealistic expectations the
understands that they are being asked exactly what they want to happen, that is, that they get to help structure the sales process, they will open up. At that point, there is no telling what
customer may have. Far better to find out about any unrealistic expectations and deal with them upfront rather than to discover them after they have become an issue for the client. Often,
Each salesperson must have the authority, within reasonable limits, to make sure the customer’s expectations are met. This, unfortunately, is where it gets difficult for larger companies. Not only are larger companies reluctant to give salespeople the
if an unrealistic expectation is
authority to make things happen,
uncovered it can be disarmed and
the company’s processes and
If the salesperson has done a
a satisfactory alternative can be
procedures are so inflexible that
thorough job in discovering the
agreed upon. If, however, it isn’t
it is almost impossible for any
client’s expectations and wants,
uncovered until it has festered
customization to take place.
expectations they might reveal.
www.nzsalesmanager.co.nz / 8
Yet, the inflexibility of the large company and their reluctance to delegate authority opens tremendous doors for smaller
as does the competition. Management Support: It isn’t unusual for a manager or company to empower
commitment to the client. Discipline and reprimands may come afterwards, but the client’s expectations, if confirmed by the
salespeople to make customer
salesperson, should be honored.
flexibility and are willing to
oriented decisions and then
empower their salespeople to make
At one time, the myth of
once the salesperson exercises
the changes to the process that will
exceeding the customer’s
that authority, come behind
ensure their customers do have a
expectations was powerful.
him or her and undermine their
Today, as more and more
one of a kind buying experience.
authority by reversing or revising
companies claim to give more
As mentioned above, not every
the salesperson’s decision.
than the client expects—and
expectation by a customer can
In order for a salesperson to be
as customers are learning not
be met by even the most agile
able to exceed their customer’s
to expect too much from the
of companies. Nevertheless, the
expectations, they must have
companies that make the claim,
more flexible and accommodating
a clear understanding of the
the myth is losing its lustre.
the company can be and the
breadth and depth of their decision making authority
Yet, the companies willing
more authority it can give to salespeople to work with
and then once exercised, that
customers, the more impressive
authority must be upheld by
the impact the company’s service
management.
will have on the customer. In many
In addition, if the salesperson
with enormous word-of-mouth
cases, if the salesperson knows
exceeds their authority with a
advertising, and are able to
what the client’s expectations
particular customer, the company
maintain their pricing structure in
really are and can truly exceed
must do everything possible to
the face of ever declining prices
them, price becomes a non-issue,
stand behind the salesperson’s
from competitors. ■
companies who do have the
to step out and institute the changes necessary to turn the myth into reality are finding themselves without competition,
Paul McCord is an internationally recognized authority on prospecting, referral selling, and personal marketing. To find out more, visit www.mccordandassociates.com
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Are there natural born salespeople? Why sales is like assembling cheeseburgers By Brett Burgess
A
question I am often asked is “Are there natural born salespeople that we
should be looking for?” My answer to this is there is no such thing as a natural born salesperson. There are salespeople with the “gift of the gab” who make good sales but they tend to lack consistency in their results. Contrary to popular belief, the best salespeople aren’t the best talkers, they are the best listeners. The best salespeople, the consistent high performers, are those who have been trained in the best sales practices and then supported through management. A vast amount of “sales training” is focused on product or technical training rather than specific sales skills development. This tends to produce product focused salespeople who use the classic show and tell sales presentation. Typically the presentation goes something like this: www.nzsalesmanager.co.nz / 10
The salesperson looks around
a potential need, then launch into
to be systemized to ensure
the prospects office and finds
a product/technical solution based
consistency in the results.
some item of interest and begins
presentation.
a discussion on this, much to the
A study of over 500 buyers from
planned approach to selling not
annoyance of the prospect that
the fortune 1000 companies
canned and follow a process.
has had the same discussion with
showed that salespeople jump
a hundred other salespeople and
in with a solution before the real
hasn’t got time to waste with the
problem has been uncovered. This
usual so called rapport building
happens in 63% of sales interviews.
techniques. They then ask a few
Sales, like any other business
to take an order, greet a customer
self-serving questions to uncover
activity, are a process and needs
and put a burger together.
In sales there is a best practice
the seat of their pants”.
salespeople, Malcolm Gladwell
too. Like assembling a cheeseburger, sales has a process. Firstly to identify your prospects, next to get a referral to them, then establish trust, uncover their need, if they have one, present a solution, and ask for the business.
It is a fact the greatest asset in our businesses is our staff. It costs businesses just as much
Exceptional salespeople have a
McDonalds doesn’t hire staff and then challenge them to figure out how best to do the job. Instead they work on the basis there is a best way
wrote in his famous book “Outliers” – “success in any field comes from opportunity and practice”.
money in salary, travel and costs
Many companies give their
for a poor sales performer as it
salespeople the opportunity to
does for a great sales performer.
undertake sales training - what
Therefore we need to lift the
makes the difference between
Selling is very simple but not easy!
performance of all our salespeople
good salespeople and the great is
Imagine sitting on a plane at HB
to ensure consistency in sales
the great salespeople continue to
Airport waiting to take off and the
results. The way to achieve
learn and practice the skills they
captain comes on and says – “this
this is through using best sales
have learnt. They say “practice
is my first flight in one of these
practices and measurement for
makes perfect” – this is only partly
really big planes – I’m going to try
accountability.
true – perfect practice makes
and figure out the best way to fly
A question I sometimes hear is
perfect. Therefore sales come
this thing”.
“What happens if we train them
down to using best practices.
Many companies send their
and they leave?” I ask “What
As sales guru Brian Tracey says,
salespeople out into the field with great product training and very little if any sales training to “fly by
happens if we don’t train them and they stay?” Coming back to what makes great
“Until we learn the formula (process) for success we can’t repeat it”.■
Brett Burgess helps equip salespeople and business owners with processes and systems to increase the amount of sales they make on a consistent basis. To find out more visit www.salesimpactgroup.co.nz
11 / www.nzsalesmanager.co.nz
BOOK REVIEW
Crucial Conversations: Tools for Talking When Stakes Are High
T
he New York Times bestseller that changed the way millions communicate draws our attention to those defining moments that literally shape our lives, our relationships, and our world. “This book deserves to take its place as one of the key thought leadership contributions of our time.” --from the Foreword by Stephen R. Covey, author of The 7 Habits of Highly Effective. This new edition gives you the tools to prepare for high-stakes situations, transform anger and hurt feelings into powerful dialogue, make it safe to talk about almost anything and be persuasive, not abrasive. ■
Authors: Patterson, Grenny, McMillan, Switzler Publisher: McGraw Hill Price: $18.97 from fishpond.co.nz
www.nzsalesmanager.co.nz / 12
QUICK FIX
QUICK FIX
It’s not what you sell, it’s how you sell.
Keeping the door open when “your competitor is cheaper”
Y
ou will have been in the situation where a prospective client says that your offer is not competitive, or that they have lower bids on the table. How you respond to this will either keep the door open, or you will be closing the door on your way out. Here’s two approaches you can take: 1. Acknowledge that there is usually price variation in the market, and for good reason. Revalidate the decision criteria and explore how you rate against these criteria. Look for opportunity to illustrate how you have performed against these criteria in the past. 2. Ask the prospect for any reasons why they have not yet awarded the contract to the supplier with the ‘lower bid’. The decision may be made and the order being written up, but if not, this may just keep the door open for you to justify and maintain your higher price. ■
13 / www.nzsalesmanager.co.nz
2 Minute top-up
HOW TO BUG ME ON LINKEDIN What you may be doing to annoy your connections By Linda Coles
A
s a business person,
hour to get connected, friended,
investing in building your
followed and now pinned to as
network is a vital part
many people as possible.
of your success and LinkedIn is a great tool for doing this.
So slow down connection collector, relax, and be more
But for some reason, when we
meaningful in your approach, and
network online, we really forget
avoid some of the things that I see
how to communicate with the
all too often that really bug me.
person on the other end of the
If you want to develop a business
computer. In fact we forget that
relationship with your connection,
there even is a real person on the other end of the computer. Basic real life etiquette flies out of the window as we try and do everything at a trillion miles an www.nzsalesmanager.co.nz / 14
don’t get off on the wrong foot, you could be creating a bad impression if you break any of the following rules. My top 10 things to avoid doing:
2 Minute top-up
1. Please don’t send a connection request to me saying that you are my friend when I have absolutely no idea who you are. You know it, and so do I so please have some respect there. Choose the “other” option, it works just as well and is honest. 2. You may think it’s cool to have a first name of “Big John” but really it’s not very professional in the LinkedIn business arena. Save that part for your Facebook page. 3. It’s lovely to see you dressed as a caterpillar but your LinkedIn profile photo needs to be the real you, so that when we meet up, I can actually recognize you in the coffee shop. 4. When you send me a connection request, I will always take a peek at your own profile before I accept to see a bit more about you. I
am interested. If we had met at a networking event offline, we would have said hello, and chatted a while, so why not here as well? Let’s talk and see if we have anything in common or of interest to share. 5. I will read your summary about what you do if it is from you, and not someone else. I want to hear your tone, get a feel for you, not someone else talking about you. 6. Your summary is probably the biggest thing I pay attention to when I am viewing your profile so please don’t shout at me in capital letters to get my attention. I can read it just fine in lower case. 7. Your recommendations that you have are great, but each one is from a colleague so it loses its importance. I want to see the real you from satisfied clients and maybe the boss.
8. Remember to un-check the little box when you send out a bulk message to your connections so that I don’t see everyone else’s email address and they don’t see mine. It acts as BCC (blind carbon copy) 9. Your tweets should really stay on twitter and not clogging up my business focused news feed from my other connections, it really is too much info for me to deal with. Sure, if it’s relevant to the business environment, send it along with the hash tag #in then I will be sure to see it. 10. And finally, please don’t assume that since we are connected on LinkedIn that I want to be added to your newsletter database too, because your news is not necessarily relevant to me if you build ships and I sell flowers.
If you want to develop a business relationship with your connection, don’t get off on the wrong foot, you could be creating a bad impression if you break any of [these] rules If you put yourself back into a real life networking event where you meet a new person for the first time, you wouldn’t do any of the things above, so please don’t do it to me on LinkedIn.
Let’s find out more about each other, chat a little, see who we know in common, and show a little respect to each other. That is the basis for a new business relationship.■
Linda Coles of Blue Banana is a speaker and trainer on building relationships online. To find out more visit www. bluebanana.co.nz
15 / www.nzsalesmanager.co.nz
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CALENDAR DATE
NAME
Tuesday 2nd October
Cold calling and prospecting
Thursday 4th - Friday 5th October
Consultative Sales Skills
Monday 8th Wednesday 10th October
FranklinCovey: The 7 Habits of Highly Effective People
Tuesday 9th October
Overcoming Objections
Monday 15th Thursday 18th October
Sales Development
Monday 15th Thursday 18th October Tuesday 16th
PLACE
COMPANY
LINK
Top Achievers Sales Training
www.topachieverssalestraining. co.nz
Auckland
NZIM Northern
http://www.nzimnorthern.co.nz/w a.asp?idWebPage=16885&idDet ails=108
Wellington
David Forman
http://www.davidforman.co.nz/ Our-Programmes/Leadership/ Franklin-Covey-7-Habits-ofHighly-effective-pe-(1).aspx
Top Achievers Sales Training
www.topachieverssalestraining. co.nz
Christchurch
David Forman
http://www.davidforman.co.nz/ Our-Programmes/Sales/SalesDevelopment.aspx
Sales Management
Auckland
David Forman
http://www.davidforman.co.nz/ Our-Programmes/Sales/SalesManagement.aspx
Negotiating Skills
Auckland
Scotwork
www.scotwork.co.nz
Top Achievers Sales Training
www.topachieverssalestraining. co.nz https://secure.zeald.com/ starbusiness/Services/ Consultative%20Selling?mv_ pc=624
October Tuesday 16th October
How to retain clients
Tuesday 16th - Wednesday 17th October
Consultative Selling
Auckland
SalesStar.com
Wednesday 17th October
Business to Business Sales Accelerator
Auckland
Zealmark Group http://www.zealmarkgroup.co.nz/ Ltd profile_Business_to_Business.php
Thursday 18th October
Sales Force Launch
Auckland
Zealmark Group http://www.zealmarkgroup.co.nz/ Ltd profile_Foundations_of_sales_ Success.php
Tuesday 25th October
Sales Management Forum - How To Prepare A Strategic Sales Plan
Auckland
SalesStar.com
https://secure.zeald.com/ starbusiness/Services/Sales%20 Management%20Forum?mv_ pc=579
17 / www.nzsalesmanager.co.nz
IN THE NEWS
HAVE YOUR SAY - NEW ZEALAND B2B SALES QUALIFICATIONS REVIEW
M
aterials are now available for the NZQA Level 3 National Certificate in Sales. Retail Institute would like to invite you to participate in the Review of the NZ Sales qualifications as
part of the Targeted Review of Qualifications (TROQ). This is your chance to have your say about what you think the future qualification requirements are for the Sales sectors. These workshops will focus on
the Sales Qualifications that are pitched at business to business (B2B) selling. While there are sales components in the retail qualifications the skills differ for those required by B2B sales people. Workshop details:
LOCATION
DATE
Wellington
Wednesday 10th October 2012
Christchurch
Wednesday 17th October 2012
Auckland – Central
Monday 5th November 2012
If you are interested in attending and contributing to the future skill needs of this valuable sector please email Joanna Clarke at joannac@retailinstitute.org.nz For more information about this project see www.retailinsitute.org.nz
www.nzsalesmanager.co.nz / 18
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Sales CRM that works the way you do Click Here Dashboard: Sales Performance Dashboard
• Easy to follow up your prospects and customers • Helps you close deals faster • Tuned to your unique requirements • Easily access information via mobile device
Microsoft Dynamics CRM
Gold Customer Relationship Management Silver Independent Software Vendor (ISV) Silver Learning
E
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P +64 9 550 5223 info@magnetism.co.nz T @magnetismnz
THE CLOSE
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