Old School Sales vs. Internet/Social Media

February 9th, 2010

A few months ago a new customer had indicated to me that he used to work for one of my competitors as an outside sales representative, but left there and eventually started his own business in an unrelated field.  I seized the opportunity to learn more about his experience working for my competitor and the reasons why he was unhappy there.  He told me that he became frustrated because he thought my competitor’s company was just “too old-fashioned” in the way they did things and he didn’t like having to spend so much of his time constantly hunting for new customers.  His viewpoint was that his employer should have been finding the leads for him so that all he had to do was call on the account and “close the deal”.  I inquired as to how he thought the company was to go about finding all the new leads for him.  He explained that this company did not have a website at all and if they had, it would have been bringing in tons of leads for the sales staff.

I do agree that, in the marketplace today, it is surprising that any company would not see the need or value in having a website on the internet.  It  doesn’t have to be an elaborate, multi-page site with a shopping cart.  An informative webpage that displays your logo, contact information, and an explanation of what kind of business you have can be helpful to many potential customers.  Having a website doesn’t have to be expensive.  You will have the initial cost of reserving a domain name and finding a host, but that can be done for $100/year or less.  There are many options of software out there that one can use to design a basic website from a template, including Microsoft Publisher (TM) or even one that your host provider makes available for free.

Just having a website up does not automatically mean that hundreds or thousands of people will be beating down your door though.  People have to find your website in the first place.  It can take years of web traffic viewing your website before it will ever show up in a natural search on most search engines like Yahoo! and Google.  Some amount of education and money will have to be invested in search engine optimization and advertising to drive people into your website.  The new social media websites are now the craze in helping companies build a brand and drive more interested traffic to their websites, as well.

I do agree with that former competitor sales rep that this effort by his former employer could have helped them find leads for their sales staff, but that avenue alone would not be enough.  Face to face sales is always going to be necessary if you wish that new customer to be a repetitive one.  Long-lasting relationships result  from a vendor getting to know their customers personally and taking the time to understand their business and needs.  A customer who found you online and places an order will easily forget you.  All they have to do is search again for what they need and see hundreds of other companies just like you on the web!  You have to follow up and stay in touch with these people, so they don’t forget you.

I also believe that a proactive step in finding your customers is still needed, too.  Any successful salesperson will tell you that some amount of cold-calling and time spent prospecting for new customers is part of the job.  They will also tell you that your best leads will come from your existing customers.  Ask for referrals.  The odds of converting a referred customer are far higher.

Putting your business out there the old-fashioned way is still important and necessary, but I do see the value and necessity for the newer ways, too.  Doing both is likely to lead to higher success.  Happy selling!

Kim Lawrence (aka The Tapelady)

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How Can You Be More Green?

February 8th, 2010

Most people and companies are trying to figure out ways to become more environmentally-friendly these days.  We change our light bulbs and appliances to more energy-efficient ones.  We recycle paper and plastics.  We cut back on wasteful driving and purchase more gas-saving vehicles.  What else can be done?

In Austin and many cities around the country, local government is trying to push through bans on the use of plastic grocery or shopping bags.  Many stores have the reuseable cloth bags available for carrying multiple small items, but what other options are out there?  What if the product you purchase is too large for a small plastic bag?  Look at tape handles!  Tape handles are a strip of tape that has a band down the center that covers the adhesive except on the last 3 – 6 inches on each end.  One can apply one end down one side of the package or box and then loop over and stick on the opposite side.  This creates a handle to aid in carrying the product out of the store and saves the need for another plastic bag to end up in a landfill.  These handles are less expensive than the cost of a large printed plastic bag and result in a much smaller amount of waste to dispose in a landfill.  Tape handles can be custom-printed or purchased plain.  They come in a variety of lengths up to 23″ long.

Another unique product that is available from Tape Solutions is bio-degradable bubble wrap and bio-degradable bubble-lined mailers.  Current bubble wrap (which is clear in color) is made out of standard polyethylene material and is another packaging product that ultimately ends up in a landfill forever.  CPI has developed a blue-tinted bubble wrap that does breakdown after exposure to the elements over time.  It will work the same as regular bubble wrap and will not be harmed by a little moisture and exposure to air immediately.  It usually takes about 90 days before degradation begins to set in once exposed outdoors constantly.  The great news is that this biodegrable product costs the same as regular bubble wrap!

Currently, many tape  and bag manufacturers are researching and trying to develop more products that are biodegrable or recylcable; however, it is proving to be a great challenge to do so in a cost effective manner without sacrificing quality.  Visit www.tapesolutionsinc.com to learn more about these products or to order.

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Does Fear Hold You Back?

February 4th, 2010

During a breakfast at the Texas A&M University Mays School of Business I attended a while back, a discussion took place concerning why such a large percentage of woman-owned businesses in the United States have revenues under $1,000,000 as compared to male-owned businesses of similar age.  The professor said that their ultimate conclusion was that it is most likely because women are less willing to take risk as compared to men which may be holding them back from potentially big deals.  I have thought about this topic much since that morning and did my own research, as well.

According to a study by the SBA, ( sba.gov/advo/research.rs309tot.pdf )

1)  Female owners were more likely to prefer low risk/return businesses when deciding to start a company or purchase one. 

2)  Female entreprenuers have lesser expectations for their businesses than males. 

3)  Males have more confidence. 

4)  Women display aversion to financial risk. 

 One of few conclusions they made that is positive is that

5)   Fewer woman-owned businesses fail than ones owned by a male.

I can’t help but think back on my own experiences over the years and remember that I stayed in my prior position as an outside salesperson for almost 17 years mostly because I was afraid of the potential financial loss I would likely incur if I left that company either to work somewhere else or as I eventually did, start my own company.  It was only after almost a year of planning, budgeting, researching and dozens of  conversations with other people I respected before I took the plunge.  I stayed in the same industry that I knew and was confident of my success in lieu of trying something completely different and out of my comfort zone.  The biggest stretch outside of the financial one was the move to another geographical area where I knew very few and would basically be starting from scratch.

I don’t believe I had or have lower expectations for my business than what a man would have, but I am certain that I have taken little risks along the way.  I tried having a website with a shopping cart when it was more expensive to set up and one had fewer options available to market the website, so it received very little traffic and even less business.  I lost money on that deal and pulled the idea for several years before I tried it again.  This time the financial outlay was much less and the ability to drive traffic to the website with PPC ads made it successful.  I will also admit to being resistant to hiring people to do some of the tasks I do or did for the company because of how straining the additional salaries would be on the cash flow and profits.  I am still guilty of that.  There are other examples, I am sure, but you get the idea.

I am not sure that I will ever change my viewpoint or behavior along those lines because being cautious and moving a little more slowly has gotten my company through a couple of recessions and downturns, including the dot.com crash and 9/11.  I have yet to have to lay off an employee during those times or put my good credit at risk because I was stretched too much or in debt up to my eyeballs.  I take pride in that.  What has your experience been?  What risks did you take that did or didn’t pay off?  What advice do you have to offer for someone who wants to push their business to the next level?  Let me hear from you!

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That’s Against Company Policy!

January 20th, 2010

A customer has asked a favor.  In order to do the favor, it means bending the rules.  Is it ever good business to make an exception to company policy?  Many businesses take the position that bending the rules just once opens the door to a flood of unreasonable requests from that customer.  Another argument against bending the rules is that if you make an exception for one then you must do it for all.  It has been my experience that such rigid thinking is generally not the best business decision.

 I began my business career as a salesperson.  Of course, you are probably saying all salespeople try to bend the rules.  Anything to get the order!  I also must let you know that I was raised by a father who was “by the book”.  You follow the law and the rules and life is good.  I did what my father said, but I learned in my early days of sales that one has to sometimes think and act outside the box in order to be successful.  “It is called flexibility”, my old boss used to say.

 When considering if it is the proper time to show flexibility, I look at some key parameters.  First, is the customer asking the favor a good customer?  Do they pay their bills on time and do business with me often? Secondly, is their request achievable?  Is it really that difficult or costly?  Thirdly, do I potentially have more to gain or lose by granting their request?  Many times I find that it may mean a little more work for myself or cost me a little to potentially gain much more and I happily grant the favor.  I can’t remember too many instances when I regretted my decision.  I was successful in sales and have run my own business for over ten years now.  I feel it is just another way to show my customers how much I appreciate their business.

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Why I Proudly Hold the Title of “The Tapelady”

January 18th, 2010

In 1982, I was about to graduate from college with a BBA degree in marketing and began interviewing for outside sales positions for various companies and corporations.  It was the 80’s and I never expected that sexist roles were still a problem for women, but was soon to learn that only certain industries were open to women and the rest were considered ” a man’s job”.  I had interviewed with a national corporation as an outside sales representative who sold industrial supplies and was told by the interviewer that they didn’t hire women for that position.

A few months later, I interviewed with a small business that sold adhesive tapes to other businesses in the Dallas/Ft. Worth area.  They seemed to be receptive to me, even though the business was owned by two men and all the other salespeople were men.  They hired me after extensive interviewing and testing, along with two other men.  I was young, confident, and ready to prove myself as a salesperson.

My customers turned out to be all different types of positions within a company from small business owners, purchasing agents, warehouse managers, production managers, shipping and receiving personnel, and maintenance supervisors.  Because adhesive tape is used by almost every business in some form or fashion, the types of industries were all over the place.  I dealt with purchasers in local government, school districts, manufacturing, distribution, and many more.  Although many of these customers had vendor salespeople calling on them, most of their salespeople were men and certainly the ones selling anything involving industrial supplies.  Because I was both unusual in what I was selling and that I was a female, I would hear people calling me “the Tapelady” when they would announce my arrival or in an initial introduction.  It was meant to be cute, in the beginning, but over time it became more of a title issued to me out of respect for my knowledge and experience.  I suppose you can compare it to a professor or a doctor that specializes in some subject or part of the body.

When I was doing my business plan for my business and trying to come up with ideas for my business name, I toyed with calling it, “The Tapelady”, but the gentleman who was coming to work for me to help manage and run the business put his foot down and said in no uncertain terms he wasn’t going to work for any company named that and to find something else to call it.  I guess Tape Solutions was the best choice, but it was fun teasing him with the alternative!

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Top 10 Qualities Needed to be Successful in Sales

December 30th, 2009

Almost every business owner or management level employee needs to have some level of sales ability be successful in their career or business.  You can be the most creative and talented person in the world and the best product ever, but how will you present it to the market without using some sales and marketing skills?

I do believe that many sales skills can be learned, but to be above average to exceptional, there are some basic personal qualities that one should possess and use with the learned sales techniques.  This belief of mine comes from my own experience in sales over the last 28 years and dealings with other salespeople throughout life.

1.  Possess a genuine desire to help others and enjoy the process.  If you don’t enjoy dealing with people and really trying to find a solution to their need, you won’t be successful selling.

2.  Believe in yourself and your product/service.  Confidence is so important in being successful in any business transaction.  There is a difference between arrogant and confidence, so don’t try to be a know-it-all.  But go into every sales call with the belief that you have something valuable to share and the time the customer spends with you will be worth his while.  Shake his/her hand firmly and be prepared.

3.  Possess organizational skills and use time management wisely.  Each sales call is valuable time to you, your employer, and your customer.  Don’t waste time because of poor planning, not having the proper materials, or a specific purpose for the call.

4.  Be respectful of people and treat each according to their individual personality and needs.  Not all people respond to the same things.  Many people are trusting right off the bat and others take longer for you to earn their trust and respect.  Being consistent and persistant usually pays off eventually.

5.  Be motivated by money, status, respect, praise, and almost anything that pushes you to set, strive for, and achieve goals.  If you are lazy, looking for the easy road, become complacent easily, or okay with settling for less, you need to find your career path away from the sales field.

6.  Be a good listener.  Many salespeople make the mistake of thinking that they should be the one in the sales call that does most of the talking.  It should be the other way around.  Ask questions of your customer that will help you learn about them, their business, and their issues.  This is valuable information you will never learn, if you don’t ask.  Pay attention to what they say and do and take notes.

7.  Pay attention to the details.  Nothing frustrates a customer more than mistakes in their orders or quotations.  Read their purchase orders or bid documents carefully.  Key things could be hidden in the fine print, like an order due date or no backorders allowed, etc.

8.  Recognize that problems are often the best opportunities.  Approach them with the right attitude and it will pay off in the end.  I had a customer that wanted to return an $800 order because the product turned out to not be what they needed.  After visiting with the customer and learning more about the application, I was able to come up with the proper product.  That $800 return turned into a $75,000 order that was repetitive business for years!

9.  Always leave the door open.  Perhaps that customer is not interested or in need of you today, but that can change.  One thing I have learned over the years is that things eventually change – just give it time.  Don’t burn your bridges with customers and they will be willing to use you again.  Give it a rest for 6 months, a year, or even two years and then go back and check on the customer’s situation.  Most likely, it is someone new handling that responsibility now or something is different than before that will open the door again.

10.  Always follow up.  Once the sale is made, your job is not done.  Follow up with the customer to make sure they were happy.  Begin to establish a long term relationship and ask for referrals.  Keep them on your call list and continue to grow your business with them.

I am sure you have your own thoughts on this and I would love to hear them.  I am also happy to answer any questions for those who have them.  Happy selling!

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Adhesive Tape and Me

December 28th, 2009

2010 is fast approaching and will mark my 28th year in the adhesive tape industry.  I was a fresh graduate from the Texas A&M University business school with dreams of becoming a great salesperson, then sales manager, and perhaps business owner.  I had my sights set on a career in computers, but due to a high unemployment rate in 1982 and hiring freezes at most high tech companies, such as IBM, I looked for any paying job in sales. (Sound familar to the situation today?)

I interviewed with a small business in Dallas that was hiring outside sales representatives to promote their company and line of adhesive tapes to other businesses in the Dallas/Ft Worth area.  It was a draw-on-commission pay structure, but offered a car allowance, which would cover my expenses, so I accepted the position.  I was put through a month or so of training and assigned a territory in Southwest Dallas and into downtown.  After the 3 month probationary period, I was eligible for commission and earned one right away.  I was assigned a quota that I thought was impossible to achieve each month, but somehow I always seemed to meet the goal.  As time went on, many of my customers would often refer to me as “the tapelady” and the nickname has stuck around. (Pun intended!)

I will tell you more of the story as time goes on and share with you insights and hopefully helpful suggestions involving sales and business.  I look forward to learning from others, as well, because I am still learning and appreciate advice from others who have experience and knowledge to share.

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