Marketing

I just saw 'Love and Other Drugs'- and while the movie itself was passably decent, there were quite a few important lessons in there about selling.

No one wants to part with their money, they're automatically suspicious when you ask them to, and rightly so- they know you have to meet a quota. So what's to be done?

-Firstly, you have to be their friend. You have to build relationships- and it can't be done in one night. Keep turning up, they need to start recognizing you. Then repeat again.
-Once they do know you, stand out. You have to remembered.

-Make friends with the secretaries, and other gate-keepers- you need access.
-But don't waste too much time- find a key client, a real decision-maker, someone others follow, and convert them. Spend as much time on them as you would on ten clients.

-Be friendly, fun, happy. You need to absolutely confident, and always more relaxed than the other person. How will you convince them if you can't convince yourself?
-Information is key- it's your biggest weapon. You need to know your product backward or forward- but also your client. What do they need and want? Find out, and fill it. If you don't get repeat business and referrals, you're toast.