This Simple Sales Strategy Helped One Company Have a Record Year
This Simple Sales Strategy Helped One Company Have a Record Year. Customers are surrounded by more sales pitches than ever before. Here’s a technique to cut through the noise.
Today, sales professionals must compete to stand out in a crowded marketplace. It can be difficult to get the attention, and interest, of customers who are surrounded by more sales pitches than ever before.
That’s probably why, according to the sales and marketing firm Marketo, 71 percent of organizations do not believe their salespeople manage their time effectively. It seems more difficult than ever to get sales outcomes that move the needle.
But earlier this month, while I was keynoting at a swimming pool installation industry conference, I had an opportunity to meet several industry leaders at a pre-conference dinner. When I asked one business owner how business was going, he revealed enthusiastically that his company was selling so well that they had to work hard to keep up with demand.
While he was praising the effectiveness of his sales leader, who he had pulled out of retirement the previous year, I heard him mention that one key to his success was a candy jar.
Incredulous, I asked him if had heard him correctly and he confirmed that a simple candy jar jumpstarted his sales to its best year ever.
Find the right targets
He explained that his company installs residential pools in the greater Phoenix area, and that its best sales strategy is to target businesses who build new homes in the area. Their biggest sales target was a housing company that has offices in every community within Phoenix.
The sales leader delivered empty candy jars with the company’s logo to each sales office of the home-construction company. Then, every week, he or someone from his sales team would pay a visit to the sales offices in each community to keep filling up the jars.
The owner noted that he’d tried online marketing and lead generation but didn’t get great ROI from those methods. The candy jar strategy gave his company a guaranteed opportunity to connect with a potential buyer, at a fraction of the cost.
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