Engage the client as a person, not a prospect

Learn why they need a sign and focus on resolving that nee

By Richard McKinley

Posted on Monday, November 2nd, 2015

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You just got off the phone with a friend, who told you that they happened to see a competitor’s crew, installing a large sign for one of your oldest and most “secure” clients—proving the old saying that your clients are your competitor’s best prospects.

I don’t know anyone in sales, including yours truly, who hasn’t gone through this scenario at one time in their career.

We ask, “What did we do wrong?” Most of the time, the answer stems from our original approach and presentation.

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Richard McKinley is semi-retired from the sign business and the promotional products industry. He lives in Howard, Ohio. He can be reached at richo@roadrunner.com.

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