101 Ways To Get Your Foot in the Door
Success Strategies Guaranteed To Put You Miles Ahead of the Competition
By Kathleen Gage, Lori Giovannoni, Karianne Marcum, and Hydee Willis
Maxwell Publishing
P.O. Box 551
Pleasant Hill, Oregon
Copyright 2011 by Kathleen Gage and Maxwell Publishing
Manufactured in the United States of America
Smashwords Edition
This book is available in print at most online retailers.
Kathleen Gage can be reached at http://www.kathleengage.com
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ISBN 0-9658159-1-9
1. Business 2. Sales 3. Marketing
All rights reserved, including the right to reproduce this book or any portion thereof in any form (except in the case of brief quotations in critical articles and reviews) without written permission of the Publisher.
We dedicate this book to the millions of people who sell for a living. To those who have come before us, to those who will follow. To those who patiently build a life for themselves and a future for others through the love and art of sales and marketing.
One of the great joys in life is to participate in a process that spawns tremendous and exciting ideas by creative people. This book was conceived in such an arena. The original objective was to structure an alliance between our related businesses. Ideas we shared nurtured more ideas that grew into one great idea — a book that would address the use of specialty items and unique ideas to create and maintain client relationships.
Everyone sells a product or service regardless of the industry. We are all bombarded constantly with items that promote, market, or advertise what people do. So we sell, buy, receive, file, or throw away items that we’re just not sure what to do with. Millions of dollars in advertising and promotions end up in the trash, completely ineffective and wasted.
Since each of the four authors possesses an incredibly strong passion to help our clients succeed, we wanted to share our decades of knowledge with as many people as possible. Ineffective prospecting, marketing, and follow-up result in millions of wasted dollars and thousands of clients who have not been served.
The question was: How do you keep your promotional advertising and unique marketing items out of the trash and on the desk? The rallying answer became: Let’s teach people how to effectively use marketing, advertising, and promotional items in a way that creates results and is a whole lot of fun! Let’s teach as many people as possible how to make the greatest use of their dollars using promotional items in a sales-proof world.
The result: Four creative, passionate women — who eat, sleep, live, and teach these principles 24/7 — have brought together creative ideas, unique concepts, and proven strategies, bundling them into a resource book that transcends all industries and puts the joy back into selling.
If you want to stand apart from the competition, you need to do more than sell products. To us, "getting your foot in the door" includes making sure you have the right door and a plan for keeping your foot there.
We believe selling is about taking stock of your market, your prospective customer, and yourself, before you even go a-knocking. It is about knowing you are doing the right thing for the right reasons.
Selling is truly an art. It is not just about getting the business. It is knowing you are making a difference in the lives of others with the product or service you provide.
It is being of service to others and loving what you do.
To purchase the paperback version of this book go to www.amazon.com and input:
101 Ways to Get Your Foot in the Door: Success Strategies Guaranteed to Put You Miles Ahead of the Competition
How to Use This Book
101 Ways To Get Your Foot in the Door was written with a few things in mind. The ideas can be used by people new to selling, as well as by those who are extremely seasoned.
We know how tough it has become in many industries to stand out from the competition. We are also fully aware of how busy folks have become, so we’ve made it a point to keep this book easy to read. It’s organized so that you can quickly turn to one of the 101 ideas and find immediate application to virtually any situation.
We’ve included fun, specific ideas to help you get noticed, say thank you, apologize for mistakes, and more. Many of the suggestions require little more than a small investment of time and ingenuity. Others require some financial and time investments, yet the results can be staggering.
Realizing the importance of taking what we do seriously, without taking ourselves too seriously, we use various levels of humor. Knowing the pressures that can come with selling and that rejection can be overwhelming sometimes, we know everyone needs a good chuckle during the business day.
Though some of the ideas here may seem rather silly, remember that the point is to make your business visible to a prospect and to keep yourself visible to a customer. You want to stand out, and the way to do that is to show that not only will you get the job done right, you’ll also love doing it, and they’ll have fun working with you.
Creativity is your greatest tool. Of course your product and price must be competitive, but, when all other things are equal, it’s your way of creating and maintaining relationships that sets you apart.
Selling is a fun and worthwhile endeavor, and we hope that this book puts a smile on your face and inspires you to become the best sales professional you can possibly be.
All of the 101 ideas in this book are about creating your presence in your absence. They are about standing out, standing up, and occupying mind share with clients and potential clients.
And remember — every journey begins with the first step. So let’s get started!
:01
Time Is of the Essence
Everyone has too little time and is very guarded about who they give it to. Although many of us in sales say: "I’ll only need a minute of your time," few prospects buy that.
Rather than attempting to pressure someone out of his valuable time, impress him with your creativity. Send a small one-minute hourglass or timer. Attach a note with your business card that says:
"All I need is one minute of your time!"
"I realize how important a minute of your time is."
"I know your time is of the essence. All I need is a minute."
This is a way to minimize your prospect’s resistance. You’ve made him stand up and take notice, and you’ve done something unique and creative. He will probably see you just because you made the creative effort. Take the timer with you to the initial meeting, put it on the desk, and be sure you can deliver your pitch before it goes off!
:02
Isn’t It about Thyme?
Ever try to get your foot in the door after your competitor has?
Do you know for a fact, if you got a shot at the business, you’d do a better job? Well you know it, but they don’t! You’re going to have to get her attention in a way no one has.
We’ve taken a spin on the word "time" to give it a new twist. Send a package of thyme seeds to your prospect. Along with your business card attach a note that reads:
"Isn’t it about thyme to change to a new and creative vendor? We think out of the box and grow new solutions to your current problems." Or you could say, "We’d appreciate a moment of your thyme."
A few prospects will not respond to such a novel approach, but many will. It is up to you to decide what kind of twist to put on the aspect of time/thyme.
:03
Growing Solutions
A lot of selling is about assisting prospects during periods of growth.
We’ve found the gift of a live plant is a great way to get your foot in the door. Everyone appreciates plants. They bring life into a dull space and provide beauty as well. You’d be hard pushed to find a prospect who will deep-six your gift of a plant.
You can play on the words "growth" and "growing" while sending a gift that will stay in the office and on the prospect’s desk.
Along with your card include a note that reads:
"We are interested in helping during this rapid period of growth."
"Is your business growing to the point that you need our service?"
"We’d love to help you grow."
"Instructions for growth: Water once a day and call us at ______."
"Congratulations on your growth."
Don’t be stingy if you’re going to do this. Buy a big healthy plant and have it professionally potted and delivered. The presentation and delivery are as important as the clever play on words.
:04
Creativity Sells
If you are selling creativity, you must prove your creativity. People who sell ideas, innovations, or the unusual must demonstrate in the sales process their inclination for what they sell. They must prove themselves unique among a standard of sales professionals who have used the same approach for the last 50 years.
Technology aside, not much has changed. We can access information at a faster rate, and send quotes from one virtual office to another in a matter of seconds, but selling still requires a flair for — even a sense of — theater.
We don’t recommend an "over-the-top" approach — we simply recommend selling "over and beyond" the efforts of your competition.
Try this:
Send a small sand pail with a small shovel. Fill it with sand, candy, or something the prospect can use. Have it professionally wrapped. Your attached note reads, "I have a bucket full of creative ideas and solutions to fit your needs."
:05
Your Greatest Tool
Tools are often a favorite for many prospects and clients. You’ll be able to sense what kind of prospect this works well with. You can use it with a wide range of people:
-Builders
-Architects
-School boards and non-profit organizations
-Anyone who has sent out an RFP or has solicited bids from several vendors
This is an approach to use once you’ve made contact and are among the few being considered for the final decision.
Send a small plastic toolbox or a real metal one. Tuck a note inside the toolbox that says, "Let us provide the tools you need to succeed." Inside the toolbox, include a set of plans (get blueprints if you can) that contain your proposal for whatever you’re selling.
You can also have tools in the box with notes attached to them:
-A hammer: "Let’s get together and hammer out the details."
-A screwdriver: "Feeling ------- by your current provider? We can help!"
-A level: "We’ll help you level your competition."
-Nuts and bolts: "Let’s get down to the nuts and bolts."
-Wing nut: "Don’t let a wing nut handle your business."
:06
Selling to Those Who Sell
If you are selling to other salespeople, such as a retail storeowner or an organization with a sales force, this idea is a great one.
Send a helium-filled balloon in a box. When the box is opened, the balloon will float up and out. Your business card hangs from the balloon’s ribbon with a message that reads:
"Want to see your sales go up? Give me a call!"
"Want sales to go through the roof? Call me!"
"Rise to newer heights with us!"
This is also a great tool to get your foot in the door if you are applying for a sales job!
:07
Have a Grand Time with Your Prospect’s Grand Opening
A grand opening is a special event that is often nerve-wracking for everyone involved. This is not a time a company is liable to hire someone they do not know or have a connection with. If you’ve made contact and have some kind of history you may be a potential resource for their event.
Send a bottle of spice — something fragrant like cinnamon — with a note that reads, "Let us spice up your event with our _____."
Other Grand Ideas:
Cayenne Pepper: "We’ll guarantee your event will be HOT!"
Seasoning: "Don’t put your event in the hands of a rookie. We have a seasoned staff that guarantees results."
:08
Great Ideas Come in Pairs
Split a pair and create a commotion! Anything left incomplete creates a disturbance in the mind. As humans we are driven to dot i’s, cross t’s, solve puzzles, and complete pairs.
Send your prospect an item that is obviously missing its mate. For example, a culinary store could send a nice saltshaker with a note letting the recipient know she can come in to pick up the free pepper grinder.
An industrial supplier who plans to exhibit at a trade show can send the left hand of a pair of industrial gloves and invite the prospect to stop by their booth to pick up the right glove.
Whatever your business, you can send a left glove with a letter inviting a prospect to stop by your business to complete the pair. Attach a note to the right glove that says, "We want to be your right-hand resource" or "Let us give you a hand."
If getting your prospect to your place of business is better than going to hers, anything you can do to increase traffic to your establishment is a plus. Never underestimate the Home Court Advantage.
:09
Just the Fax
Most people send a fax without recognizing the cover sheet is prime advertising space for products and services.
Use the fax as a tool for highlighting your products and prices for the month. Create a "special" on the bottom of your cover sheet or around the border and change it weekly.
You never know how many hands that fax may go through, and someone else might need your products or service. We’ve found the fax to be an under-used resource when it comes to getting your foot in the door.