SKILL responded to the RFP.


Still, the experience was a boon for her in the long run. Two years after losing the European sale, she won a multimillion-dollar contract to supply the same helicopters to another coun- try. She credits much of her ongoing success there to her heightened cul- tural awareness. For instance, to head off potential misunderstandings, she required everyone on her Japan team to undergo formal cultural training. The initiative, she says, greatly im- proved communications and helped the Boeing team clarify customer requirements more easily. Further- more, she urged all her native English speakers to take a foreign language class. “We always used greetings in their native language in our conversa- tions and emails and that helped the


MEMORABLE SALE


Keeping an Ace up My Sleeve Closed the Sale


When prospecting, professional salespeople often hear, “Send us your product sample and we’ll get back to you.” Warehouses all across America must be piled high with product samples – most of which have never closed a sale.


I was determined this was not going to happen to my


product, Queensland Opal Belt Buckles. These were not exactly a major item for catalog distribution, but, none- theless, it was my product – and I knew I would have to rely on the showmanship in my salesmanship if I hoped to get in the door, let alone close the sale. Being tantalized by the spirit of a challenge, I got to work. I decided to start at the top: the president of one of the largest mail-order houses in Texas. I knew that, if I could be creative enough for him to want to meet with me, then, through that creative enthusiasm, I could mo- tivate him to become involved in my product and could close the sale.


I anonymously confirmed with the president’s secre- tary that he would be in the week I was to visit Dallas, and that he would be in the office the Friday I planned to make my presentation. I knew I was taking a gamble by planning a presentation without an appointment, but I chose to play my hand creatively. On Monday, for Tuesday delivery, I express-mailed a playing card, the


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HOT NEW RESEARCH-BASED SALES BOOK BY IAN MILLS


relationship early on,” she says. The bottom line: cultural understanding


shouldn’t just be a part of your sale; it needs to be the foundation of it. 


Jack of Hearts, to the president – no note, no letter, no business card. On Tuesday, for Wednesday delivery, I express-mailed the Queen of Hearts – again, no note, no letter. On Thursday, I express-mailed the King of Hearts to the president. Friday, with my heart pound- ing, I made wide strides to the president’s office. Being initially faced with the ultimate obstacle, the presi- dent’s secretary, I whipped out my next playing card and announced, “Tell Mr. Zale that the Ace of Hearts is here to see him.” Even before she picked up the intercom receiver, Mr. Zale had bounded from his of- fice dying of curiosity to see what the “Ace of Hearts” looked like and who this person was behind those unusual messages. I greeted him with genuine enthusiasm and said, “Just as I have captured your attention, my product can do that and more.” I went on to say, “To put an end to all this mystery, why not sit down and take a look?” I presented my product in its full uniqueness, which got him involved with and even excited about Queensland Opal Belt Buck- les. He quickly escorted me to his buyer and announced, “I want to do business with this lady.” A large order was placed that day – an order previously unheard of in the industry. Seeds were also planted that day for a long and prosperous business relationship. My winning sales proved that everyone wants to do business with someone who is fun. The more creative and innovative the sales presentation, the more genuine the enthusiasm of the prospect and the more sales closed.


– DONNA O’DUNN WICK


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