Best Ever Sales Prospecting Door-Opening Sales Tool
were some casual comments made by a client to me during a long distance phone conversation in January 1986. It was one month to the day after I had conducted a sales prospecting training seminar for 83 retail computer center store managers for Inacomp Computer Centers headquartered in Troy, MI.
The client who made these casual comments was then VP of Support Services. I say then, because 11 months later he left Inacomp to launch his own consulting practice. His comments would forever change the way I approached prospective new clients about hiring me to conduct sales prospecting training seminars.
FACT: His words, spoken 22 years ago, have been responsible for generating over $3,000,000 in seminar and consulting revenue for my company since 1986. Here is what he said:
“Gordie, one of my retail store managers credits your training seminar with 11 desktop computer systems sales for over $52,000 in sales revenues.”
Then, he fleshed out the rest of the story about the client and their needs plus how this ‘star pupil’ adapted techniques learned at my half-day training seminar to win this sales opportunity.
At the time, I didn’t remember much more than: “one of my retail store managers credits your training seminar with 11 desktop computer systems sales for over $52,000 in sales revenues.”
I was in shock! First, that a seminar attendee would actually give me credit for such a memorable sale. Second, this ‘star pupil’ made it happen less than 4 weeks after attending my December 1985 seminar.
I do remember what I did next. I demonstrated the presence of mind to take action and preserve these comments and this moment for future posterity. I said something to this effect:
“Buzz, may I word process these comments into a testimonial letter and fax the letter to Helen (his secretary) so she can photocopy the letter onto one of your corporate letterheads?”
“Then, would you sign the original testimonial letter and have Helen mail it to me?”
He agreed. It took me 40 minutes to get the ultimate credibility tool – a third-party testimonial on a client’s corporate letterhead that quantified the value of my services.
Quantified is the key word. Also, the dollar amount is numerical with $52,000.
Which of these 2 statements has a more memorable impact?
“One of my retail store managers credits your training seminar with a substantial increase in sales revenues.”
or
“One of my retail store managers credits your training seminar with 11 desktop computer systems sales for over $52,000 in sales revenues.”
Of course, the second statement because it is specific and it established the dollar value of my services.
This letter was photocopied and faxed, with attached Post-It-Notes, to potential clients many times since 1986. Most often, the Post-It Note comments were:
“Mr. Prospect, as this letter attests, I did it for ICC. Maybe, I can do the same for your sales team. Let’s discuss the possibilities when I call you on [day], [date] and [time]. Until then, Gordie Allen, Leads-Plus, Inc. (800.548.4571) Since 1983, Training Sales Professionals to Gain Ethical Access to Decision-Makers.
It didn’t hurt that ICC (Inacomp Computer Centers) was recognized as THE fastest growing IBM PC Division’s computer reseller in 1987; or, that Rick Inatone, CEO, of ICC went on to become INC Magazine’s 1989, Entrepreneur of the Year.
I lost no sleep hanging onto the coattails of this successful client who became THE rising star in their very competitive industry. So successful, that 4 years later ICC was gobbled up by another industry giant and ceased to exist as ICC. It was a wonderful memory for many college-age ICC employees who saw their stock options turn into huge retirement bonuses. For me, it was proof and substantiation my sales prospecting training services worked magic in the hands of savvy B2B sales professionals. I took every opportunity to skillfully use this letter to ethically open decision-maker doors. I’m elated to report it worked every time.
Like the Energizer Bunny, every B2B client who hired me and raved about my tactical sales prospecting training agreed to and gave me a nearly identical hardcopy letter. In cellular sales, extrusion plastics, business forms, advertising specialty and promotional item sales…………………in 55 total B2B industries.
Third-party testimonials are still the single most powerful sales prospecting door-opening tool for getting a decision-maker’s rapt attention. They are so easy to get plus you can use them to ice the competition. If you would like to learn the complete process for free, CLICK on Purchase the E-Book Now in the right side bar. CLICK on View Sample Chapters. CLICK on <next>> at the top of the PowerProspecting eBook screen and Go to Chapter 3. Also, you can read the complete original ICC testimonial letter.
That’s it for this blog post. As always, I’d like to read your Comments. Whether you agree or disagree, they will be published except if they include profanity.
Did you enjoy this post? Why not leave a comment below and continue the conversation, or subscribe to my feed and get articles like this delivered automatically to your feed reader.
Comments
No comments yet.
Leave a comment