Awards & Engraving

November '19

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Page 15 of 68

at the C-suite level at that — will reap the greatest benefits and acclaim in the long run. Generally, accounts with substantially bigger orders yield superior profitability and greater longevity than the accounts of a salesperson that can't or isn't willing to take that risk. What, then, does it take to become adept at high-end selling? Let's explore. DO YOUR DUE DILIGENCE I'm certain you've heard the expression "ready, aim, fire." The sequence of steps in that axiom is not interchangeable. This is not the time to jump in feet first, unpre- pared and blind as to what lurks beneath the surface. Take the time to make a list of all the large accounts that you would love to have in your book of business. Once your "wish list" is complete, set aside enough time to do some background research on the entire list of prospects. Chances are many of the big-name companies are publicly traded and their financial information — revenue sales, profitability, cash flow acumen, etc. — is readily accessible and reviewable. You may even decide to procure their Dun & Bradstreet report in order to determine their credit worthiness, and how well and fast they pay their vendors. Just because a company is huge and/or well-known doesn't mean it's not on the verge of filing for bankruptcy or getting ready to undergo major downsizing. A&E NOVEMBER 2019 • 13

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