Let's face it, you started your brand new sales job, and you are ready to be rolling in deep. You say to yourself, how hard can it be? I can do this.
On your first week, your sales manager sits down with you and goes over the expectations, your sales goal, and your list.
Ahh! your money making list.
You can smell the greens come out of that one.
Then after two weeks of fervently calling everyone and trying to get a meeting, you start noticing that no one in your money making list is calling you back or returning your emails. It seems as though they don't care about how fantastic your product is and how easily your product or service will help them be in the Fortune 100 list in no time (ok, if you have this solutions you need to call me).
So you start to wonder about the list and why no one is getting back to you. You may have a few accounts that bill, and that you can grow, but everything else has never wanted to buy or is not endemic to do business with your company. And you are wondering "why did I get this list if management knows that they don't do business with us?"
I will kindly answer that-
As a new sales employee, your manager is expecting you to be Rumpelstiltskin (well sorta).
You must spin gold out of hay.
Yep, you've heard right... spin gold out of hay.... why?
1) Your management will feel that a new person on the account may bring a new perspective and strategy to the list. And you (being new and all) may unlock the secrets or magic words to make the list make gold.
2) It builds trust and the skills needed to be part of an optimistic leading sales team.
Think about it, if you are able to make cash out of a difficult list you are able to handle ANY other lists.
This was true for me at Latina... I started with the Remnant, DR and small beauty accounts that barely spent any money. However, with my ingenuity and my strive to not fail, I kept at the list and was able to bring it to life.
From the list, I learned the power of following up, the power of being constantly on top of my business (not someone else), the power of connecting with my clients personally, of knowing their business inside and out, and my enthusiasm.
It was a great experience and it taught me how to view and strategize to provide real value to my clients.
3) They want to make sure that you are will not fumble or be frazzle from the first objection you get.
So how do you become Rumpelstiltskin?
There is a saying in business - when the masses are doing one thing you do differently.
Find the one thing that sets you apart.
Latina Magazine reaches Bicultural Latinas in English. Back when I started Bicultural Latinas were not a trending topic or the target for many advertisers. We were in the forefront of what the industry is now realizing of how important is to target Latinas.
Because I was competing with the likes of Cosmo, Glamour, and all other Hearst and Conde Nast publications (to name a few), I knew that purely cold calling was not going to work. I needed to make a statement and set myself apart.
Because I knew that the front cover (Cover 1) is the most value asset in the print world, I took a copy of our cover and I placed myself as the cover girl. The headlines where all related to why the magazine was the perfect match for any advertiser and a little bit about why I was fabulous.
To make it stick on people's desk- I made it a magnet and then sent it to everyone on my list (yes, I know I'm dating myself -snail mail and cubes was still a thing at that time- lol).
Along with the cover, I sent a personalized note stating how excited I was to be part of their team (the power of WE) and how I was going to do everything in my power to bring them value.
Because it was something different from the pack, and I came out of my comfort zone, I was no longer an "unknown."
When I called, I got "oh, yes Clara! I got your cover" and they would laugh. We would talk briefly about it and the rest is history. Perfect ice breaker indeed.
Think about it, you have to be able to think outside the box to be able to get noticed and secure the meetings and the relationships going. The minute you do that, you will be golden.
Bottom line- Do not do what everyone else is doing. Be different.
And don't forget we would love to hear how you made your list rain money. Let us know below.