I’ve never been a huge hockey fan, and even living in Boston as the Bruins fought for the Cup, I just could not get into it. But I will admit, I have always liked the phrase “hat trick.” It is formally defined as a positive achievement that occurs three times in a row. Usually associated with sports, I like to define the hat trick to suit my own purposes in sales.
My definition of a “hat trick” is the way the savvy salesperson knows what proverbial “hat” to don with specific clients. If done correctly, I have found that even more than three consecutive orders will follow suit.
I like to tailor the hat to the client’s personality and style of business and organization. Here are some examples of the hats I have available on a daily basis:
The Baseball Cap: This hat is worn when your client needs a coach while choosing what to order, or which way to take their marketing strategy to the next level. The client doesn’t need skills or talent-they just need someone to guide them and help them appreciate what they already have in mind. Helping them hit that home run will ensure this client will return to you again for future endeavors. PLAY BALL!
The Cowboy Hat: Put this hat on when your client likes to take things slow and steady before speeding into a steady trot. I find that some salespeople like to take off running without listening to what the client wants or needs for a specific project or situation. Tilt that hat down, and slow your pace, and you will make your sale. This style of client appreciates a slow start where options are given, and then commends you when you are able to move the sale along to completion quickly and competently. Giddyup!
The Fireman Helmet: This is useful for the client who always comes to you with an emergency. It could be they forgot to order something for an event that is happening at the end of the week, or that they have decided last minute to attend a trade show and need something to give away-right away. Because you have that helmet on, you have the skills needed to respond quickly to this type of client. You know that when they call, you will need to use vendors that do quick turnaround incredibly well, you have this client’s art on file for easy access, and know that you might need to call in favors. This type of client cannot change-it is who they are, and it must work for them, so you need to keep your helmet handy for those calls. But remember, sliding down the pole is harder than it looks!
I’m sure that everyone has different hats for their different clients, but I am positive that if you have the hat trick down pat, you will make sale after sale.
Nina Bloomstein Shatz is the director of sales at Red Ball Promotions, a division of Triad Advertising. Nina has been working in the promotional market for close to 10 years, after many years in the not-for-profit field. She has been received several top honors within the industry, and sits on the Advisory Board for Advantages Magazine. You can reach her at [email protected].
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