From Promotional Products Business Magazine August 2006
Reprinted with permission

In the days of the Gold Rush, thousands of people moved west to sift through tons of broken rock to find small nuggets of gold. Finding new clients is still called "prospecting," but today we have many different ways to approach this goal of getting new clients, more sales and increased income.

Prospecting is in the numbers. For example, you might need to make 10 cold calls to obtain one solid appointment. And you might need to make four appointments to close one sale. So for every 40 cold calls or tries at making a sale, you are going to get at least one new account. Lucky for us, there are many ways to find clients rather than the old fashioned cold call.

COLD CALLING
But let's start off with cold calling, as it is still a very effective way to get information. In large companies, you often cannot see the buyer without an appointment, but you can get a feel for the company by picking up corporate reports in the lobby and getting names of people to whom you can send information for setting appointments. I always drive around the back of a company, if possible, to see what companies are selling to this account-I find corporate parks are great for this.

When you call on a company in a corporate setting, always have a sales kit containing catalogs, a few samples and your card ready to drop off to a company nearby. Always have a promotional product for the receptionist and even the security people-and treat them with respect. I remember a freight company receptionist who became a purchasing agent. Another receptionist told me about a new toll-free number the client had just installed, and I was able to tie that in with my presentation.

The security guards at Panasonic used to salute me past the gates like I was the president of the company. It is amazing what some pens and pads can do! I usually just ask the receptionist for the name of the buyers for promotional products, so I can send them some catalogs and samples. In smaller companies, you can always ask if that person would have a few minutes to meet with you.

Cold calls are challenging-but these efforts can create new clients.

A COLD-CALL TALE
My largest sale from a cold call happened many years ago. I was always trying to get in to a large pharmaceutical company but found the Catch 22-I did not know to whom to speak, and the company would not give out any names.

One day, as I was riding just a few miles away from the company's huge offices, I saw what looked like a mansion with a little sign on the front that said "Roche." I just walked in and soon learned that the entire marketing department had been temporarily moved to this building during office renovations.

In a few minutes, I found myself in front of the Valium product manager, who had a mission to educate doctors and needed a promotion to tie in with the product to show it "measuring up to all others." This cold call resulted in an order for 100,000 Lucite rulers for sampling to doctors and 250,000 vinyl rulers for nurses.

REFERENCES
Years ago, I started a binder of reference letters from clients to present to new prospects. Anytime I get an e-mail or letter praising my service, I put a copy in that binder. Even a small note from a client is 10 times more impressive than anything I can tell a new client about me or my company.

I show new clients this reference binder as I set up my samples for the presentation. Some customers will look through the letters super fast, and others will read them all.

If a client calls to say I did a great job, I always ask for a reference letter- e-mails are fine.

THE INTERNET
The internet is our friend and enemy. We can lure new clients to our websites, but so can the competition. Many companies have found that broadcast e-mails are effective, but I find many of them to be annoying, as I get more than 100 e-mails a day.

All your promotional items should be imprinted with your company website. On many self-promotions, this is the only thing we print. You can now easily access so much information about a prospect from printing and studying a company website. You can know everything-what the company does, to whom it sells and names of its executives-before you call on a new prospect.

NEWSPAPERS
Newspapers are often overlooked as a great source for prospecting. I suggest you get the local or regional newspaper every day. The classified ads show companies that are looking for new staff and are doing well. Often, the companies spending money for display advertising in newspapers also buy promotional products. You can show these companies how to add a tagline, such as "Come in for your free gift," to make their ads more effective. Newspapers can also be clients, as they buy promotional items for staff and clients.

TRADE MAGAZINES
Trade magazines are a great way to find new clients. Every customer you call on belongs to some type of organization, and they usually have these magazines displayed in the lobbies. Companies advertising in these magazines will also have promotional needs.

There are trade magazines for the electronics, human resources and consumer electronics industries-and thousands more. A few of these have somehow found their way from the customer lobby into my briefcase. I copy the information I need so I can send a package of samples and catalogs. Then I follow up with phone calls-and this can often lead to new clients. The more clients you service in a certain trade, the more you know about their businesses.

END-USER SHOWS
End-user shows are one of the most innovative ways to get new clients. You can attend regional end-user shows or sponsor your own. The presentation can be at your office or in a hotel setting. Invite all your clients, or if you have a big account, you can do a promotional showcase just for it.

As you know, the reps in our industry are great, and many of them are willing to help you plan and participate in end-user presentations. Contact them well in advance, as they book events months ahead of time. September is a great time to have an open house or end-user show, but it is also the busiest time for factory reps.

REACTIVATING OLD ACCOUNTS
Reactivating old accounts is the easiest way to get new clients. Sometimes you lose a client because the buyer has a friend in the business, or you just don't get along. One bad order can often lead to losing a great account.

We follow up on inactive accounts, hoping that something will change. A new buyer, product manager or boss who likes promotional products can often make a difference.

NETWORKING CLUBS
Networking clubs are popping up everywhere and many people just love them. These clubs usually limit how many people in a profession can join. Often, however, the members are there to sell their products and are not receptive to buying anything, so do your research and choose wisely.

CHAMBER OF COMMERCE AND SERVICE ORGANIZATIONS
There is a local chamber of commerce in every area, but just joining the group will not bring in new clients-you have to join committees and really participate to meet the movers and shakers who have money to buy promotional products. There is no easy ride into making a chamber work for you.

There are many service organizations, such as Rotary International, Kiwanis and Lions. I don't suggest joining any of these just to get new business. However, if you want to give back to your community, the networking at these clubs can often lead to orders. Sometimes the clubs themselves need promotional products, but most of all you get to meet people, share dinners, participate in meetings and work toward common community goals.

REFERRALS
Referrals are, no doubt, the best way to get new clients. When your current happy customers recommend you and your company to others, it is so much easier to get in the door and show what you can do. A good time to ask for some names is when the clients thank you for good service or delivery. Large companies have several departments, so ask these clients if someone in another department could use promotional ideas and products.

A nice gesture is to send clients a thank-you note and gift for an initial or special order. That is also a good time to ask for names of those you can call on. You can write something like this: "Please refer me to anyone who could use our services or to whom I could forward information. I will be happy to call them."

My friend Howard never misses a chance for new business. He signs all his letterheads and e-mails, "If you were happy about our service, please tell a friend. If not, please tell us."

PROSPECTING MYTH
One myth about prospecting is that scripts are not good. Everyone hates receiving a scripted telemarketing call. But in selling, key points about products and services need to be outlined and reviewed.

When I was in the sales training business 30 years ago, we were coached to use sales scripts but told to make them our own. I still use an opening I learned back then and begin my presentation with "I don't know if you are familiar with Worldwide Specialty Sales." If they say yes or no, I am ready to start.

There is no such thing as a born salesperson. A great salesperson can be trained using books, tapes, DVDs, articles and, of course, lots of experience. Don't expect to like every suggestion you see in a book teaching selling skills. Pick and choose what you think will work for you.

Prospecting also does not take a lot of time. One hour a day can bring results. PPB

Resources:
About.com
Counselor magazine
J. Douglas Edwards
Tom Hopkins
PPB magazine
Prospecting for Dummies
Selling magazine
www.sales-training-management-institute.com

Alan H. Goldstein is President of distributor Worldwide Specialty Sales, Division of Geiger (UPIC: WORL0005), based in Pomona, New York.