2. 15 Most Common Mistakes Made By Technology Sales Reps
Alan Hayman

3. “We made too many wrong mistakes” -Yogi Berra3

4. THE WALL STREET JOURNAL
How would you describe the current state of your business? 4

5. 5

6. THE WALL STREET JOURNAL
How would best describe your technology sales rep? 6

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8. A little history… “Official” Photographer ICRDA-1960
First “cash register” sale- 1974
Biggest “cash register” deal- 1978
Largest “lost” deal-1982*
Proudest Moment - June 18, 1998
Saddest/Happiest Day- Dec 29,1999
Largest “POS” deal $12 million
Best Day…

9. My “mistakes”… Afraid to make any Scared of my shadow
Always trying to “satisfy” my father
Believing I wasn’t as “smart” as my brother
Not taking enough chances
Not asking for the order 9

10. #1 Sounding Too Technical10

11. #1 Sounding Too Technical
Sounds obvious
Lose all acronyms, abbreviations, and technical terms
Use small words vs. BIG Ones
Next presentation, use a “note taker” to track usage 11

12. #2 Not Doing Your Homework12

13. #2 Not Doing Your Homework
Learn all the “public” information possible
“Shop” the store or restaurant everyway possible
On-site, web, carryout, delivery, catalog, special order 13

14. #3 Not Finding The Pain 14

15. #3 Not Finding The Pain ASK what keeps them up at night
Find their biggest headache…
For their business
And for their customers 15

16. #4 Not Asking What is Important16

17. #4 Not Asking What is Important
Not the same as asking about pain
“When making a technology purchase, what are your most important concerns?” 17

18. #5 Not Asking Permission18

19. #5 Not Asking Permission
To learn more about their business
To observe the kitchen in operation
To visit the warehouse to see how they label merchandise
To work along side a manager as they do their “end of day”
Find a reason to spend more time and talk to more people 19

20. #6 Going to Fast 20

21. #6 Going to Fast Selling is NOT a race Establish trust
Make yourself a resource for the client
Create an on-going relationship
The rep who has the MOST meetings normally wins 21

22. #7 Using the Wrong Terminology22

23. #7 Using the Wrong Terminology
Speak their language not yours
Table Service vs. QSR (e.g. guest check vs. transaction)
Hard goods vs. Softwoods (SKU vs. UPC, “open to buy”)
Old School vs. New School…recognize who you are talking to 23

24. #8 Assuming How They Operate24

25. #8 Assuming How They Operate
Or why they operate a certain way
Learn their current process and practices
Understand their business philosophy 25

26. #9 Not Asking the Right Questions26

27. #9 Not Asking the Right Questions
Stay away from anything you should already know ( #2 mistake…homework)
Be prepared to ask insightful, open ended, questions
When presenting, ask for feedback…”how does that sound”? 27

28. #10 Skipping Steps 28

29. #10 Skipping Steps
You may be able to condense steps but never skip any
Tell the prospect what your sales plan is to help them understand
Get the “green light” to move to the next step or phase 29

30. #11 Underestimating “Up Time”30

31. #11 Underestimating “Up Time”
Most people, at one point, hate computers or get frustrated with them
Everyone knows one technical term:
REBOOT
Explain, in simple terms, how your solution works when a problem occurs (25 words or less) 31

32. #12 Overestimating Good Service32

33. #12 Overestimating Good Service
Everyone gives good service (except your competitor)
Be honest, no service organization is perfect
Provide a very brief description of how your company provides service on a busy Saturday night 33

34. #13 Not Having the Right References34

35. #13 Not Having the Right References
Must be relevant and in a similar business
Should be enthusiastic and knowledgeable about their solution
Can be yours (local) or your vendors (major account) 35

36. #14 Not Knowing The Competition36

37. #14 Not Knowing The Competition
Not your competition….THEIRS
Who do they want to emulate?
What is their competition doing well?
What does the landscape look like? 37

38. #15 Failing to “Paint "The Big Picture38

39. #15 Failing to “Paint” The Big Picture
Every prospect needs a mental picture, a visual, of how your solution is going to change their business
“Paint it” at the beginning and again at the end
The rep who creates the most “appealing” picture normally wins 39

40. “Experience is simply the name we give our mistakes” -Oscar Wilde
Remember…
“Experience is simply the name we give our mistakes”
-Oscar Wilde

41. World’s 1st Sales Rep

42. World’s Greatest Sales Rep
Stanley Hayman
Co Founder ICRDA/RSPA

43. Applause

44. New Blog for Open Discussion about POS Industry
Thank You!
Questions and Answers
New Blog for Open Discussion about POS Industry
thePOINTofsale.wordpress.com