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46 • FEBRUARY 2012 • WORLD FENCE NEWS Boost your sales today continued from page 42 businesses and salespeople are still flourishing. Just because the economy excuse is real does not mean a sales- person has to accept it. You have to be willing to go get the business, and like most things in life, something worth having is worth fighting for, so get ready to fight. Create a plan of action and put it to work. Sales is not an easy job, and not everyone can do it. But if you are will- ing to practice and commit to doing what you know, then you will be suc- cessful regardless of the economy or any other obstacle. As salespeople we need to stop staring at the phone and rearranging the desk and just make the call. Taking action is the only way to set up the ap- pointment and close the sale. Nathan Jamail, president of the Jamail Development Group and au- thor of "The Sales Leaders Playbook," is a motivational speaker, entrepreneur and corporate coach. As a former ex- ecutive director for Sprint, and owner of several small businesses, Jamail travels the country helping individuals and organizations achieve maximum success. His clients include Radio Shack, Nationwide Insurance, Metro PCS, The News Group, Century 21, Jackson National Insurance Company and ThyssenKrupp Elevators. To book him, visit www.NathanJamail.com or call 972-377-0030. Top ten mistakes to avoid during an economic crunch, part 1 BY PAUL MONTELONGO When times are tough, there are some specific strategies to take that will help you generate more business. Avoid these mistakes and the eco- nomic crunch won't crunch your busi- ness. In David Letterman style, here they are: Mistake #10: Cutting products, services or the amenities of your prod- uct in the name of being conservative or in reaction to market perceptions. When the economy is challenged, the buyer needs to see even greater value for their invested dollar. TILT-A-WAY RESIDENTIAL & INDUSTRIAL OPERATORS Cutting services, amenities, or the intrinsic value of your product reduces the perception of value, hence rein- forcing in the mind of the potential consumer that they should wait. The message you really want to send is…. Now is the time to buy be- cause all the components of your prod- uct are available now. Also, cutting back on customer response time or service personnel will cripple your business. Rather, all of your human power should become ambassadors for your product. If you have employees, a service department, or contract work- ers, everyone needs to be on your sales staff. It requires you educate them to sell for you and incentivize them to sell in addition to their normal respon- sibilities. The message you really want to send is…. Now is the time to buy because all the components of your product are available now. Also, cutting back on customer response time or service personnel will cripple your business. Mistake #9: Not understanding the value of your product, i.e., the intrinsic value and perceived value to the end user or buyer. Compare our quality! You will see there is a difference! Commercial Residential All operators meet UL-325 and CSA-247 (800) 523-3888 www.tiltaway.com info@tiltaway.com When you understand what your product does for your buyer, you un- derstand better how to sell your prod- uct or service to your buyer. Here's the issue…most salespeople and business owners think they know the value of their product, but they really don't. They have an opinion about their product based on what they hope it is. For example, a fence contractor may think the value of his product is high quality work, done on schedule and at a fair market price. While all that may be true, what the buyer may really want is to feel safe, in that strangers aren't going to exploit their property or privacy. Don't make the mistake of assum- ing you understand what the buyer thinks is the value. There are basic human needs and emotions being sat- isfied during the sales process. It is all about understanding what your product does for the buyer…at an emotive level. Understand also that your product provides a different emo- tional match for different buyers. That is why you must understand who your Premier Client is and what