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Multi Tasking
By Joe Guertin, The Streetfighter Sales Coach

Can't You See I'm Busy! So, how's the free time coming along" Not so good" You're not alone. A recent survey of American workers found that most feel under unusual pressure, especially their time.

Can't You See I'm Busy

So, how's the free time coming along? Not so good? You're not alone. A recent survey of American workers found that most feel under unusual pressure, especially their time.

Interesting phenomenon. If most buyers and business owners feel the same time stress we do, it's safe to assume they're not going to be receptive about seeing us. That's especially true if

  • We don't offer anything out of the ordinary, or
  • What we have is not a hot issue for them at the moment.
  • One of the sad results of time stress is that more business is done by phone and e-mail. "Can you send me rates?... Sure, here you go." We tell ourselves hey, this is great, but what's happening is we're commoditizing ourselves. That's why customers push for lower rates and crunch numbers instead of outcomes.

    If our goal is to quote a price to an ongoing customer, that's one thing. If it's to get in there, get them talking, uncover needs, fears and goals, and to compete for their business, that won't happen by e-mail.

    The first sale we make is the face-to-face appointment. We've got to sell the value of the time they'll spend with us.

    "But We don't have time either!"

    I hear that a lot. I sympathize. "It" is the circle of sales activity. Administrative paperwork, proposal writing, account servicing, many times ad layout and so much more. We've got a ton of demands on our time, just like our customers.

    Problems like this are meant to be solved. We're Streetfighters, right? So here are a couple of strategies for the time-stress dilemma:

    1. Get Creative

    We really are linear thinkers


    Joe Guertin is an advertising sales trainer, speaker and coach. His programs have informed and entertained newspapers nationwide. Your comments are welcome to joe@joeguertin.com, or visit his Sales Resource Center at www.streetfighterselling.com.

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