by Don Sanders, 10/22/2004

There is no shortage of coaching information about the sales profession. Anyone looking to improve their selling ability has access to hundreds of books and seminars on the subject. Every author and trainer claims to have the newest and best pitch when it comes to telling you how to write more business. However, they all have one thing in common; they all tell you to ask for the order.

In our opinion, asking for the order is not the best approach. Instead of asking prospects and current customers for orders, you should be telling them that you want their orders.

Which type of salesperson are you? The one who only asks for orders, or the one who tells people you want their orders? Before you answer, ask yourself the following questions:
Do I take my suppliers for granted?
Do I take my customers for granted?
Do I make new calls on a weekly basis?
Do I always call people back when I say I will?
If you answered, “yes,” to even one of these questions, then you are an “order asker,” rather than someone who tells people that you want their business. Here is why.

Can you remember the last time that you actually thanked a supplier for covering your back on an order that required a short delivery date? Many distributors care little about the hoops suppliers must jump through to complete a rush order. They never think that a particular moneymaking opportunity might have been missed had it not been for the supplier’s complete cooperation. Distributors often think that because they are paying the supplier for his or her services, no other thanks are necessary. That is shortsighted! Just remember, you may need their help again.

Many distributors also take their customers for granted. Instead of telling them how much they appreciate their business, distributors think of themselves as glorified order processors. In most instances, customers get the merchandise they ordered and a bill. No thank note, no telephone call, and no nothing. What a way to build a relationship!

New calls are the backbone of any successful distributorship. If you are not making them on a consistent basis, then you are not telling enough people that you want their business. To stay ahead of your competition, you must “prospect” each and every day. Sitting around waiting for re-orders does not cut it anymore.

In order to make sure people know you want their business, you must have an effective callback system in place. When someone is calling you, it is imperative that you make every effort to meet his or her needs. Call people back the same day they call you, if at all possible. By waiting until the next day to get back to someone, what is important to them today may be meaningless tomorrow.

To make sure that you start telling people you want their business, take the following action steps:

Thank your suppliers on a regular basis.
If a factory does an extraordinary job for you, send the customer service representative a thank you note.

Consistently tell your customers how much you appreciate their business.
Make it a regular habit to tell them in person or on their voice mail that you appreciate the business they allow you.

Set a workable goal for the number of new calls you will make each week.
For example, decide to make 10 or more new calls each and every week. If possible, make more as time allows.

Put an effective callback policy in place.
Start returning calls within a certain timeframe. If you are out of town or in meetings, instruct someone to return calls for you.

By adhering to these four basic principals you will go far beyond the problem of only asking for the order. You will move from being a reactive salesperson to one who is pro-active and appreciated for it. In the year 2003, the meek do not close the most sales!!