The Daily Journal for Ad Agency New Business Hunters

Order Taker!

Posted by Shane Murphy on Wednesday, July 5, 2006

bulb.jpgYou walk into an electronics store, for example, and the sales person immediately comes to you as you gawk over that 50″ plasma television and asks the question… you know what it is.

“Can I help you?”

And your pavlovian response, almost certainly, is “Nope… just looking.”

The mindset that the sales person has is that of an order-taker.  It’s a simple, yet effective example of what not to do when talking to a new prospect.  Same rule applies when you make a sales call to a prospect and aren’t really offering anything that solves a problem.  When the prospect realizes that you’re not going to be much help, they come up with any of a myriad of reasons why they need to get off the phone  And you lose…

This is behavior that must be avoided at all costs if you want to succeed — not just in selling, but in anything that you do.  The key to not becoming an order-taker is in the planning.  Before you call on a prospect, do you take the time to find out what their needs are, or do you just call them with the same old script?

Planning is somethat that you’ve got to make time for every day.  Don’t just blow it off in the interest of making numbers.   Offer solutions to your prospects situation.  It’s your task to solve their problems, not the other way around.

Kudos to Dan Seidman over at for sparking my mind on this one today.


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