Press

Lost in the aisles? Chad Hetherington is your guide

There is nothing worse than your prospective customers not getting back to you. You’ve emailed them, called dozens of times, left countless messages and nothing.

So now what?

You are about to walk into your weekly sales meeting and have to tell everyone you are waiting to hear back, or (even worse) are having trouble getting in touch with them. Embarrassing? Yes.

I have always been inspired by people who take it to the next level; the ones who have no fear when trying to get the attention of the person that could very well change everything.

The days of just sending over a sample and hoping for a call back are over! Imagine the person at the other end who is getting 50 of them a day. Why on earth would they bother getting back to you unless (a) they know you, (b) your product is in high demand (c) your presentation stands out above the rest?

I was once inspired when I heard a story about a CEO who sent a brand new cell phone to a prospective customer with a note that said, “now that you have a phone you can call me back.” Genius!

Now I’m certainty not talking about bribing to win business. If you need to bribe someone, then what you’re selling is probably crap! No, what I am talking about are ways to ensure people remember you, pay attention and RESPOND.

I still live by this theory. I will do whatever it takes to make sure I always get that call back. I’ve sent cakes in the shapes of my client’s products, I’ve sent a daily note in an oversized box to prospects for 30 consecutive days, and I’ve hired skywriters to fly around customers’ buildings.

A couple years back, I sent a bottle of Maker’s Mark frozen in a 300-pound block of ice with an ice scraper product that we were selling. That effort led to a significant order far greater than the $900 it cost me.

Remember, customers are just people too. They all have a sense of humor and they take notice of creative effort.

If you think this approach will require some extra investment and a lift in your workload, you’re damn right! If you aren’t willing to take that extra step, your competition certainty is.

Sometimes it’s not whether or not you get the business, it’s whether or not they are going to remember you.

Read the full article here


The Stable


The Stable is a consumer brand agency representing world-class clients across all channels of commerce.

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