I call these people on the telephone and I just can't get an appointment with anyone. I know once I get in front of them, face to face, I can sell them on our products and services and get an order, but I just can't get face time. On top of that, if I have to leave voice mail I know it won't get returned."

Does this sound familiar? Is that what you experience or are hearing from your salespeople—especially the less productive ones who aren't meeting quota?

This actually is a marketing dilemma in all of business. You have heard me say in the past that the job of marketing is to, "get you to the dance." That dance is the sales game we play with customers. Once you are at the dance, you then are responsible for doing your own dancing (selling). In this case marketing provides the tickets and transportation to the dance. Selling is the dancing. The job of marketing is to get the appointment. The job of sales is to present, ask questions, demonstrate when needed, and close once the dancing is over.

Don't Ride the Bus...

So what is the best way to get to the dance? The person quoted at the beginning of this article was picking up the phone, asking the person who answered for the person responsible for print buying, and then asking if there were any printing projects coming up, or asking if they could come out to talk about printing. Chances are this is a low return on your time investment. In this case, you are really relying greatly on the timing of your phone call matching the timing of your prospects' need.

...Call a Limo

The answer is lead generation. Others have scripts that can be used to get appointments and these work. Marketing can also contribute to lead generation. Let's look at a few ways.

Have a Contest

Offer something of value like computer software, an Ipod, a computer monitor, or some other item for the winner of a contest. Don't skimp here. Either have a drawing or make up some type of competition for people to enter. Since you are in the printing business and might want to work with other graphic designers, maybe a design contest would spur entries. These entries are leads. This is similar to what restaurants do with the fishbowl by the cash register when they ask you to enter to win a free lunch. All of the business cards they collect are leads that they can market to subsequently.

Free Offer

Offer a free report, white paper, article, or check list on your website. Exchange this for an email address. The email address received is a lead. This can also be done when leaving a voice mail message. The frustrated salesperson quoted at the beginning of this article was hesitant to leave a voice mail message for fear of it not getting returned. Imagine a voice mail message that said, "Sorry I missed you. Real quick, this is Al from The Ink Well. I have a booklet of 99 direct mail tips that will help you when you market with direct mail. Call me and I will bring it to you."

Chances are good that you will get a return call if the person is interested in the item of value you are offering. This will be more successful then just saying, "I'm Al from The Ink Well and I'd like to set up an appointment to sell you something." How many times have you hung up on a salesperson with this approach?