Canvas Magazine | Courting Clients in the Modern World

Empowering Marketing Service providers

July 2013

Courting Clients in the Modern World Five ways to build relationships with customers and prospects Why your sales team shouldn’t do anything else but sell

Today, we can quickly measure our successes and failures through our content and programs.

We get almost instantaneous, measurable feedback.

Publisher

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mark potter

Publisher’s Thoughts

creative director brandon clark

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MANAGING EDITOR

Selflessness

michael j. pallerino ART DIRECTOR brent cashman

Editorial board chris petro GlobalSoft tom moe Daily Printing dean petrulakis Rider Dickerson david bennett Bennett Graphics tony narducci O’Neil Printing

July 2013

Playing the Odds

Best of Canvas Notes P6

Marketing Insights P10

Forever Yours Courting Clients in the Modern World

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Taking Aim Five Ways to Build Relationships With Customers and Prospects

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From the Web News and Notes

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Enough Already Why Your Sales Team Shouldn’t Do Anything Else But Sell

CANVAS, Volume 5, Issue 4. Published bi-monthly, copyright 2013 CANVAS, All rights reserved, 2180 Satellite Blvd., Suite 400, Duluth, GA 30097. Please note: The acceptance of advertising or products mentioned by contributing authors does not constitute endorsement by the publisher. Publisher cannot accept responsibility for the correctness of an opinion expressed by contributing authors.

CANVAS P1

Publisher’s thoughts

Playing the Odds

I

f you have ever played the lottery, then you understand it takes no energy and just one dollar to get into the game. The odds of winning probably are less than getting struck by lightning. So, it may follow that long odds cor-

respond to little or no work. In other words, the chance of success has a direct correlation to the amount of time and energy you invest in your endeavors.

Growth and progress come with time and energy. Quick fixes and easy answers don’t exist. In fact, I would bet that anything you have ever accomplished was the product of hard work, dedication and perseverance. This time is no different. While we would love to have things be comfortable and easy, deep down we know that good things come from great investments.

Our latest issue of CANVAS Digital is yet another investment in our quest to help you on the road to success. We are very proud of our cover article, “Forever Yours – Courting in the Modern Day,” because it captures the essences of what we believe. Despite our highly electronic world, the most suc-

Growth and progress come with time and energy. Quick fixes and easy answers don’t exist.

cessful people and companies want to be closer to their corresponding communities. They don’t angle for an easy way out or bet on luck. Success has been, and will continue to be, cemented in the long term. In turn, our most fruitful client relationships didn’t just appear overnight. It took great empathy, a lot of time and, most certainly, a lot of

investment on our part. Subsequently, our cover feature highlights some of the best ways you can build relationships with your clients as well.

Our second feature, “Multi-Tasking,” provides insight into what we are all going through. Most of us feel like we are spinning several plates. However, rather than get lost in how crazy our worlds seem, the fact that we are important and productive is something to be very proud. Clearly, opportunities abound for those who believe in making things happen and engaging others sincerely.

So, rather than buying a Powerball ticket at your local convenience store and wasting your energy dreaming about “what if,” invest some time in reading our latest issue. We produced it with your success in mind.

Warmest regards,

Mark Potter, Publisher

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CANVAS July 2013

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ea be to the id on’t subscri d I t u B s. day ts in our lives, ssion these different poin about depre at t it lo e a r av a h l e h al We l selfish creaic. I think we fact, we’re al or an epidem In e s. as u e t is d ac a p ’s oney ces im that it . We want m r circumstan o al ci ts e n sp ve e e b at t to n wh thing. on. We wan depending o anting some crave attenti w r e w ve re at fo th e in ar e level lf. As be loved. We tures on som off of yourse . We want to s d e cu is fo ra e p th e b e want to u should take off of and things. W ng the focus feel better yo ki to ta t y b an , w rn u In tu that if yo rrying ne another.

The irony is ering or wo d ng out for o n ki o o w lo y t tl ar an st st to e relief. Con e” atbe, it’s time u’ll find som le “whoa is m yo o hard as it may h t, w an e h w T u . it hat yo oing to cut missing or w have is not g rs e th what you’re o at h w it or ll read. ard you have ds. and very we n n ie about how h o fr rs y e p an u d in yo s a faith-base hy life. r going to w old. She wa g and healt n rs lo a titude is neve a ye to 9 9 ys e ke to b ed. In rp were the other lived er mind sha ever depress h My grandm n s p a e w ke e h to S . ability of attention ttitude and tes today. r the center ve e Her joy ful a n s a w c t still radia e a sh p t; im rs fi ve ti rs si e erfec t. ing oth fac t, her po have to be p ’t Always putt n o d u o Y urself. with beLet go of yo . Just start st e b e th e ave to b things.

You don’t h . Learn new rs e th o r fo s Do thing e alcoing selfless. solutions lik rm e -t rt o sh behind pain of Don’t hide mbrace the E . n o ti a in st r procra g o and hol, drugs o en you let h w se u ca e etter, b becoming b u better. will make yo it , rt fo m co can’t beengage dis our lives. I in ff u st h roug 20 years We all go th mpared to co w o n m a appy I d that I lieve how h hen I realize w t u B y. c a g the family le on. I bemy motivati asure up to e e m m ’t ca n e id b d t I n e I looked job I hated. embarrassm and friends. d a bit, my ago. I had a le ily b m m u fa st y I m d d any thing an y clients, an employer, m wasn’t owed y m – rs e th o yone else. ecial. If s on serving tter than an e b y n a ’t u’re not so sp gan to focu sn yo a t w a I th t a e th liz a d bled, you re r and realize you are hum in the mirro n e h W art to grow. r. e t, you can st reat teach a g th a it makes e is liz a ty ili re Hu m more often, ce you n g in O . rr is u y cc d o o b nts cial than no nfusing eve r ourselves. we’re all spe ange and co ch t n a oking out fo st n lo e co b in ’ll d e rl w o w at, So, with the en we do th another. Wh e n o r fo t u ko sense to loo

self. r u o y f o o g t Le e to v a h ’t n o d u Yo ou be perfect. tYo be the don’t have tart with best. Just s ss. being selfle

g Warmest Re

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CANVAS July 2013

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market insights

The like, as far as I’m concerned, is the minimum commitment you can ask from a [Facebook] fan. Likes, comments, shares – it goes in that order of importance. Even the person who authors the first comment is like an ugh, another digital grunt. I am more interested in the value of a share.

– Scott Monty, social media director at Ford Motor Co., on whether brands should favor social shares over likes

A snapshot of the trends defining our industry

All about the (e)coupons The lingering impact of the recession strikes again. According to an eMarketer report, more than 100 million people will use digital coupons to get deals on products in 2014. The report – “Cheapskates Online: How the ‘New Normal’ Takes Advantage of New Technology” – shows that more than half of all digital coupons will be mobile. eMarketer estimates that 49 percent of U.S. adults who use digital coupons will use the mobile variety by the end of this year, with the number climbing to 51 percent by 2015.

The art of branded content According to a recent survey by global newspaper website MailOnline, 70 percent of marketers and 77 percent of agencies said they have used branded con-

The number, in billions, of consumer bills and statements that are expected to be paperless by 2017, according to InfoTrends’ “The Future of Multi-Channel Transactional Communications in the U.S.” report

tent as part of advertising in the past year. The study revealed that 66 percent of marketers say branded content marketing is very important to their marketing mix. When asked which tactics were most effective in achieving branding objectives, marketers cited video as the top tactic (26 percent), followed by branded content, social media and search (25 percent each). Other tactics cited were email (17 percent), mobile (14 percent) and display advertising (9 percent). The top source of branded content for advertisers is publishing partners (58 percent), followed by clients (49 percent) and third-party content producers (37 percent), the survey found.

J

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CANVAS July 2013

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market insights

A snapshot of the trends defining our industry

on it So, call me, Bank 3 ways to make social work for you

really

When it comes to social media, showcasing your brand is more than just making connections with your customers – it’s also empower-

When executive say “call me

ing connections within your company. Wendy Arnott, VP of social

anytime,” they mean it. Ac-

media at TD Bank Group, offers three things you can do to give

cording to the “2013 Deci-

your social media campaign a boost. She recently made her presen-

sion Dynamics” study, global

tation during SocialMedia.org’s BlogWell conference in New York.

executives stay plugged into mobile

devices,

whether

at home, on vacation or on weekends. The study, conducted by ad agency Doremus and the Financial Times, shows that 69 percent of business execs do not turn off their smartphones at night or on weekends, and 68 percent do not turn off their

smartphones

while

on vacation. In addition, 49 percent say their tablet is replacing their laptop, while 24 percent say their tablet is replacing a traditional TV.

No. 1: All about leadership Your social program starts with the right leadership. While leaders and priorities change, it’s important to keep educating and sharing your successes. Leaders always care about what their customers are saying about the company. It’s critical to relay those testimonials and anecdotes so they can brag about them in meetings.

No. 2: What about me?

Social customer service works because people love asking personal questions about themselves. While a company’s website can answer most general questions customers have, people like to get more personal and appreciate when a real person responds.

No. 3: Use empowerment, not ownership Allow each department to handle social with their own expertise. Over time, it will become a part of every employee’s primary job responsibilities.

Tablets vs. PCs: The race is on Listen. Can you hear it? to outpace the combined Kindle are That’s the sound of the stampede consumers are making to get a tablet or any other mobile device.

According to research firm IDC’s “Worldwide Quarterly PC Tracker” report, tablet shipments will not only surpass laptops in 2013, but also are expected

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CANVAS July 2013

PC market by 2015. The study shows tablet shipments will reach 229.3 million worldwide in 2013 (that number was 144.5 million in 2012). Devices with screens smaller than 8 inches are fueling the increase, as tablets such as the iPad Mini and Amazon

expected to command 57 percent of the market by 2017, IDC reports.

Another factor driving demand is declining prices.

The average price of a tablet in 2013 will drop from $423 to $381. That’s about half the price – $635 – for the average PC.

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It’s all about relationships

P10 CANVAS July 2013

By greg coticchia

Courting Clients

Modern World F in the

or the last eight or so years, I’ve had

the privilege of teaching business

to business marketing (B2B) at the

University of Pittsburgh, Katz School of Business (MBA). Believe me, nobody teaches at the college level for the money, and I would admit that adjunct (part-time) professors are not the highest rungs on the college teaching caste system.

What I am really saying is that

sons. There have been changes

you must love what you teach,

in the product innovation and

be there for your students and

development process, thanks

feel you’re making a differ-

in part to the Agile methods, a

ence. I say yes to all three.

collection of popular approach-

As I have taught my business

es to software development in

and marketing courses over

the modern world. This devel-

the years, much has changed

opment has been significant.

in terms of B2B marketing –

When I started teaching this

trends that I see evolve every

course, while the Lean and Ag-

year as I prepare my course les-

ile methods existed, they were

CANVAS P11

forever yours

not as prevalent as they are today. I spent time on traditional Stage-Gate processes versus these newer methods. The Stage-Gate idea-to-launch system was the industry standard for managing new product innovation. The groundbreaking, widely implemented process expertly integrates numerous performance-driving practices into

an

easy-to-understand

recipe for success. Its robust design engages users of all decision-levels and functions, enabling

quality

execution,

timely Go/Kill decisions, alignment and speed. The result: superior

products

reaching

markets faster, generating better profits. But Robert Cooper, the creator of the Stage-Gate process, argues that they aren’t mutually exclusive, but that they do change things.

Perhaps the most significant aspects of what changed

Today, we can quickly measure our successes and failures through our content and programs.

We get almost instantaneous, measurable feedback.

lies in marketing communications. In just a few short years, the marketplace really has revolutionized the entire art and science of what defines marketing communications in the B2B world. And I believe there is a lot of good news in this change.

Forget for a moment about

the specifics of Twitter, Facebook or LinkedIn, etc. Now think about this: According to a survey by the Corporate Executive Board, “On average – and with little variation among industries – customers will contact a sales rep when they independently complete about 60 percent of the purchasing decision process.”

That revelation is stunning.

P12 CANVAS July 2013

This should be a wake-up call for all leaders in companies who sell products to other businesses. What it says is that the world is passing you by. Over half of the decision is complete before your customer even speaks to you.

Can you live with that?

What I take from this is that marketing communications has never been more important. Having processes in place – processes that are measurable and truly are a hand-off to sales – are essential to successful pipeline/ funnel building and eventually successful sales results.

forever yours

A recent study of B2B technology decision makers, conducted

by KnowledgeStorm, revealed the following statistics:

90%

participate in video

69% 53%

participate in Wikis

80

%

participate in social networks

participate in podcasts

80%

participate in blogs

In just a few short years, the marketplace really has revolutionized the entire art and science of what defines marketing communications in the B2B world.

In the same study, it was revealed that 69 percent of B2B buyers use social networks “primarily for business networking and development.�

Okay, time to get back to my course.

It all comes down to relationships. The concept is one I began to emphasize more and more to the 500 to 1,000 MBAs I have taught over the last eight years. And when it comes to B2B marketing, this is an important concept.

P14 CANVAS July 2013

I always emphasized my definition of marketing, which is “reduc-

While it’s more challenging

ing barriers to transactions.” Now don’t get me wrong, I still be-

to break through the noise than

lieve that’s a great definition of the essence of B2B marketing and

ever before, it’s also easier and

marketing as a whole. But at the core of that definition are those

less expensive. Today, we can

relationships, especially when you have spent a lot of time depos-

quickly measure our successes

iting a “trust bank account.” Relationships, I continue to learn ev-

and failures through our content

ery day, are what help reduce those barriers to transactions.

and programs. We get almost

Let’s look at how they are done today. Can there be a better

instantaneous, measurable feed-

way than social media to create relationships? Can you find a

back. How great is that?

better way to share experience and expertise than in the form of

And at the end of the day, we

blogs, Twitter, emails, etc.? Can you find a better way to direct

can build relationships, which

prospects to content that establishes your positioning (brand)

reduce barriers to transactions,

and your marketing message?

which is just great B2B marketing.

It’s all about relationships.

Class dismissed.

Greg Coticchia is an award-winning technology executive with more than 25 years experience in high-tech products and services. Recently, as CEO and co-founder of eBillingHub, he grew the company from inception to establishing it in a leading market position that led to its sale to Thomson Reuters. He currently teaches both business-to-business marketing and entrepreneurial leadership at the University of Pittsburgh’s Katz School of Business.

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building relationships

Taking Five ways to build relationships with customers and prospects

H

ello CANVAS readers. I’m honored to join

you as your resident Print BUYERologist.

I have 24-plus years of experience working in

advertising, and producing thousands of print and inte-

grated projects with the help of hundreds of service providers.

This experience – which was an experience, by the way – enables me to provide some realistic advice on how to work with and build relationships with your customers and prospects, since ultimately I am one.

So, let’s dive right in.

I currently define sales as “the result of a relationship and a need.”

The need is what gets you into the room – specific capabilities, processes, price points, etc. – but the relationship will ultimately get you the job.

P16 CANVAS July 2013

By Deborah Corn (Print BUYERologist™)

CANVAS P17

Taking aim

Following are five ways you can build relationships with your customers and prospects.

01

Know who you are

This might sound simple, but it’s not, at least from my side of things. As the industry is evolving and Print Service Providers (PSPs) are positioning themselves as Marketing Service Providers (MSPs), we’re confused about what your core competencies are. I want to know the real you, not the first-date you, who has to say all the right things. If we start our relationship with the services that are your strongest, trust is created. We can move into other areas.

Lesson: Don’t try to be everything to everyone.

02

Know who I am

My time is as limited as yours, so do some research and approach me as a prospect in a manner that lets me know you checked me out first. Tell me how we’re connected – if we

The need is what gets you into the room – specific capabilities, processes, price points, etc. – but the relationship will ultimately get you the job.

are – and look at my site and comment about my work. As fast as possible, you want to remove yourself from being thought of as just another call, email or package from “some” vendor. And that advice applies if I’m a current customer, too. Visit my site and drop me a note when you see something new and cool – even if you didn’t print it. It’s nice to hear a compliment and, as long as you don’t mess it up by saying anything sales related, we’ll remember you cared enough to pay attention to us.

P18 CANVAS July 2013

03

Add real value

There is a big difference between adding value and providing a service. Whether you charge for it or not – fix my files, proofread, be on press for me, etc. – any such action that’s ancillary from a paid service is expected and appreciated – especially when it saves the day.

But let’s assume that after years of trial and error, my vendor pool only consists of vendors that do the expected and beyond.

What ways can you add value to our relationship? The answer is the result of the equation knowing you + knowing me = X. So, for example, your company has extensive direct mail experience; you notice I have started producing a lot of direct mail.

Whether or not I’m printing with you, there’s an added value for “you” to help me with education. It could be as simple as keeping me updated with USPS rules, rates and regulations as an FYI, or something more formal like a general presentation about personalization options in the marketplace. Invite your customers and prospects and make it a networking opportunity.

The market dictates what’s valuable by its relevancy … If you introduce a new technology to me, make it personal.

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Taking aim

Lesson: Be a giver.

04

Be relevant

The market dictates what’s valuable by its relevancy. Introducing QR codes to your customers might be valuable, but what’s relevant to that are the ways they can/should be used. If you cannot address that, you shouldn’t be in the QR code business. But if you introduce a new technology to me, make it personal. An email sent to “Dear Valued Customer” doesn’t say much about our relationship. Give me specific examples of how it could work for my specific clients. Create a sample using one of my clients or my company; connect me to it, and to you. Help me present it to my team, offer to bring some bagels and do it over breakfast.

There is a big difference between adding value and providing a service. Whether you charge for it or not; any such action that’s ancillary from a paid service is expected and appreciated.

Lesson: Be a real partner.

05

Invest in the future

Traditional and knowledgeable print buyers are going to be harder to come across as the industry evolves. Pay attention to new hires and people changing jobs. Introduce yourself and welcome them to your market. Be different by not pitching anything other than an offer of mentorship should the need arise. As relevant, send your buyers industry updates and articles – even from your blog – about new printing techniques or technologies that you think would be helpful to them and their growth. Keep it 100 percent pitch free. This is the long game, and if you’re patient, you can be rewarded with colleagues who become customers when they’re ready.

P20 CANVAS July 2013

Lesson: Create our connection.

Times are tough – I get it. But remember, I’m here to offer advice on how to build relationships with buyers, not make sales. Where we used to have a few calls a week, sometimes we can get a few a day. Everyone has the same pitch – we have the best price, quality, and service, so connecting with us on another level really is imperative to break through the clutter.

Next month, we’ll tackle “Five Ways to Sustain Relationships.”

I look forward to hearing your comments on this and all my articles.

Shoot me an email at deborah@printmediacentr.com.

Deborah Corn, PRINT BUYERologist™, is the Intergalactic Ambassador to The Printerverse at PrintMediaCentr, an industry speaker and blogger, and a contract Print Production and Integrated Project Manager at PrintProQuo providing 24 years of experience in print production and advertising agency management. She is the founder and cultivator of Print Production Professionals Group on LinkedIn, and host of the weekly #printchat on Twitter. Deborah also works behind the scenes with printers, suppliers and industry organizations helping with their cross media marketing and social media endeavors.

from the web

Testing your value proposition What’s the most effective way to test your value proposition?

And the lowdown on content marketing is …

MarketingSherpa’s “2012 Lead

How effective is your content marketing? In B2B Marketing’s “2013

Benchmark Report” found that

Content Marketing Benchmarking Report,” 43 percent of surveyors

landing pages were the most

view content marketing as important. Interestingly, only 14 percent

effective at 64 percent, while

saw a significant increase in sales. While a large portion of resources

direct mail and print advertising

is spent on content mar-

only received 16 percent of the

keting (nearly 40 percent)

vote. Unlike email campaigns

the biggest challenges re-

and print advertising, landing

main measuring ROI, gen-

pages quickly can collect data

erating leads and getting

and are easily modified.

an internal buy-in.

Brand marketers who are serious about their content marketing strategy understand that there’s more to social video success than a YouTube view count. The social video ecosystem is developing rapidly to meet changing consumer habits and brands can now embrace a multitude of platforms across a fragmented media landscape to reach and engage their audiences wherever they’re discovering and sharing videos.

– Unruly COO and co-founder Sarah Wood on the evolving social video advertising revolution

Video this...

Twitter, Facebook and the slew of other social platforms are nothing new. But social video sharing is on the rise. Vine and, more recently, Instagram are becoming integral to brands like Regal Entertainment Group, General Electric and Lowe’s, each of which share 6 to 15-second clips to keep their brand top of mind. Recent findings from Unruly state this recent viewership surge is due to high speed mobile broadband and increased tablet and mobile ownership. Below are more statistics from Unruly on social video.

9

The number of Vines

posted to Twitter every second in the month of May

10

The amount, in billions,

estimated to be spent on social video by 2015

72

The hours of content

uploaded to YouTube every minute

– up from five in April

» Branded Vines are four times more likely to be shared than branded video ads.

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news and notes

Did you know? Up, up and away…

The gap between display and native ad spending will increase by 2017, though spending on both categories will increase, according to eMarketer’s “Native Advertising: An Emerging Consensus for a New Kind of Ad” report. The data shows that nearly half of marketers say native ads are more effective than standard ads, while 3 percent say they’re less effective and a third say it’s too soon to know. Native ads, which are purchased ads that mimic content in the venues in which they appear, are providing new ways for marketers to reach target audiences and new avenues of monetization for content sites that are under intense revenue pressure.

Heard it

online

In a recent study

conducted by the

Mobile ad spending taking off

Don’t look now, but mobile ad spending finally is taking off. According to the “Forrester Research Mobile Advertising Forecast, 2013 To 2018 (US),” mobile ad spend (smartphones and tablets) will represent more than 29 percent of the total online ad spend in the United States by 2018.

The forecast examines U.S. mobile device ownership, trends in device usage, and mobile advertising supply-side data to fix the current and future market size for display, search, and social spending. Here’s a peek at the drivers behind mobile ad spending surge: Increased device ownership, particularly of tablets: Smartphone-installed base growth in 2012 was more than 35 percent, while tablet-installed base growth exceeded 120 percent. By 2016, tablet sales will overtake the sales of desktop and laptop PCs. The intensity of online tablet use: Despite tablets representing less than 30 percent of the U.S. mobile device market, they represent more than 40 percent of total mobile page views. In addition, the majority of tablet users watch video on their tablet, compared with about a third of smartphone users.

CMO Council, B2B purchasing decisions

Display ad real estate: Tablet screen space for display

are heavily influenced

ads is more than double that of smartphones. For

by online content.

example, the screen size for an iPad is 9.7 inches but

Professional associations

just 4 inches for an iPhone. In addition, eCPM rates and

and online communities were

ad fill rates on tablets are generally higher than

reported as the most valuable

on smartphones.

B2B content sources, along with industry organizations and

An increase in search volumes and conversion rates:

groups. What do users dislike

More than 60 percent of smartphone owners use mobile

most about B2B content?

search; on tablets, this figure exceeds 90 percent. In

Requirements to download are a

addition, tablet cost-per-click (CPC) rates are becoming

turnoff for 50 percent of viewers.

comparable with those of laptop/desktop PCs.

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business insights

multi-tasking • by dave kahle

Enough already Why your sales team shouldn’t do anything else but sell

D

o you have so many compet-

Here’s how this looks in

ing responsibilities that it’s

practice. A branch manager

hard to spend time with your

needs someone to fill in a couple of hours a day for a

sales team? I’ve heard this ex-

customer service person on

pressed countless times by

maternity leave. The branch

executives, sales managers and salespeople.

One way or another, sales professionals find themselves increasingly occupied by trivial tasks at the expense of the important ones.

manager says, “The salesman can do it. He has the time.”

Presto. Problem solved, right?

Not really. Those few hours quickly turn into a half a day.

Next thing you know, the salesperson gets caught up

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Effective sales time man-

in reacting to the influx of in-

agement is the greatest chal-

bound calls. Those proactive

lenge facing today’s sales pro-

sales calls never get made.

fessionals. It is an epidemic

The silent cost of your deci-

that’s raging unabated in our

sion, and the inevitable “Oth-

economy. It renders people

er Stuff Expansion,” will be

unproductive and leaves orga-

felt months down the road.

nizations operating at a frac-

The examples are endless.

tion of their potential. It often

Take a quick look at your sales ef-

comes from what I call the

forts and you’ll see what I mean.

“other stuff” syndrome. Over

There’s a simple explana-

the years, I’ve found this phe-

tion for this. Making proac-

nomenon to be so pervasive

tive sales calls is a high-risk

that I gave it its own acronym

effort that requires initiative,

a few years ago: OSE (Other

motivation

Stuff Expansion).

pline. In other words, it’s hard

and

self-disci-

The rule is this: When you

to do. That’s one of the rea-

give a proactive salesperson

sons most people aren’t in

“other stuff” to do, the other

sales. On the other hand, tak-

stuff always takes more time

ing care of the “other stuff”

and energy than anticipated.

usually is low-risk, easier and

business insights

multi-tasking

Effective sales time management is the greatest challenge facing today’s sales professionals. It is an epidemic that’s raging unabated in our economy. somewhat fulfilling. And it

always hinders your proactive

that act, preventing him from

keeps you busy.

sales efforts. It’s the law of OSE.

doing something else. To be

That’s why when you give a

In the bigger picture, OSE

more personal, when you ac-

proactive salesperson “other

for sales personnel is the spe-

cept the responsibility for do-

stuff” to do, the other stuff

cific application of a deeper

ing something, you, by that

keeps expanding. It always

rule: When you give someone

action, eliminate the possibil-

takes more time and energy. It

something to do, you are, by

ity of doing something else.

Here are two solutions: No. 1: Stop giving your salespeople other things

No. 2: Keep it clean – The division between the

to do – Easy, right? But don’t be tempted. Doing

two sets of competing responsibilities should

other stuff always has a greater cost than meets

be as clean as possible. For example, you must

the eye. If you’re a salesperson who has other

clearly define that other stuff with deadlines. By

stuff to do, hand it back to your manager or pass

keeping these divisions clear, you can limit the

it on to someone else. Be very careful about giv-

damage to the other stuff expansion.

ing responsibilities or accepting responsibilities that detract from your core focus. In today’s hectic, multi-tasking world, it’s more powerful to say “no” than it is to say “yes.”

Dave Kahle has trained tens of thousands of B2B salespeople and sales managers to be more effective in the 21st Century economy. He’s authored nine books, and presented in 47 states and eight countries. To sign up for FREE sales course, visit The Sales Resource Center.com. You also can sign up to get his free weekly Ezine.

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