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Get Ready For 2018: It’s Not Too Early To Start Planning

dan 24No, I’m not crazy or obsessive, this is really the time you should start preparing for next year. September is just around the corner and September is when you should start planning for the following year. It’s time for you to get your sales team aligned and working on their forecast for 2018

Look, I know many of you out there don’t do this, but you should. I have worked with countless companies whose sales people have not made a forecast, or worse yet, the company has not made one. Or even worse than that, upper management has developed a forecast but not shared it with the rest of the organization, especially the sales people. Think about this, just for minute. It’s senseless. It’s as senseless as playing a baseball or basketball game without using a scoreboard. It’s as senseless as hoping to get somewhere but not knowing where it is you are supposed to go. It’s a senseless as…oh, never mind, you get the point. You need a forecast to plan where you are going to be in 2018. You not only need it for your sales effort, but you need it so that the rest of the organization can plan their resources for the following year as well.

So once again, and I know I’ve done this before, but too bad, I am going to keep doing it year after year until everybody I know does it.

Whether you are a VP of Sales, a Director of Sales or a Sales Manager, here is what you and your sales force must do to prepare for next year.

Account plans: everything begins with account plans:

  1. Create account plans for your top customers. Following the eighty-twenty rule develop an account plan for each of your top accounts. These account plans will include information such as:
  2. The customer’s technology
  3. How much of your type of business do they buy a year?
  4. How much of that business do you currently get?
  5. What do you have to do get more of their business?
  6. You don’t have to create account plans for all your accounts, just the top ones and the ones with the greatest potential. You should also include any what I call “investment accounts”, which are start-ups with great promise. I like to keep it at no more than ten accounts per sales person. But don’t forget the house accounts as well. There are many reasons for producing these account plans:
  7. It makes the sales person re-evaluate that account and update it based on what has happened in the past year.
  8. It educates the rest of the team on how that account is doing if it’s a legacy account and introduces them to the account if it’s a new one.
  9. And finally, it gets everyone’s sign in to either work with that account or not. This is especially helpful for new accounts. The old saying goes that you sell a customer twice and the second time is when you sell your own company on taking on that account. This is what you are doing now. One time, so that everyone on the team agrees that this will be a target account they are willing to work with.
  10. The account plan will also contain the month-by month forecast each account. This is key, because from this account forecast, the sales person will derive her complete annual forecast.

The forecast: The Key to success, heck the key to everything

If you are serious about running any successful business you must have a forecast. You must know how much business you are going to win next year. Operations needs to know not only what customers they are going to be dealing with? What technology they are going to have to be prepared to produce? What equipment they are going to need, and how many people they are going to need to build the enough products to meet that sales forecast.

To develop a successful forecast, you should do four things:

  1. Know what you did this year per customer
  2. Know if each customer is on an upward trend, and downward trend or staying the same.
  3. You should know timing of when the orders will be placed. This is critical
  4. And consolidate all your smaller accounts, the ones that do not have account plans into a category called miscellaneous, which can be forecasted as a single entity.

Once you know these facts you will be able to develop an accurate forecast. A forecast that will serve you well to manage your business in the following twelve months.

The sales manager should work with each sales person helping him to develop his own territory forecast. Then, the sales manager must consolidate everyone’s forecast into the company’s complete annual forecast, which he then turns over to the rest of the management team to make sure they have everything they need to do their planning.

Each company is a little different, so that the way you develop your account plans and forecast might vary a little bit. But if you follow these basic guidelines you will have a great set of account plans, an accurate forecast and a team with common goals on how to make 2018 a success, it’s only common sense.

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The Best Way To Compete With The Chinese

dan21Don’t. Just do what they can’t do instead.

While talking to a friend of mine the other day our talk turned to how American Printed Circuit Board shops can compete against the Chinese and other Asian board fabricators. After an extended exchange he turned to me and said. “It’s very simple Dan, the best way to compete against them, is to not compete against them.” After thinking about this for a few days I now realize that he was right, one hundred percent right. We let them play their game and we play ours.

Sure we are not that good anymore at what they do well, but on the same token they cannot do what we do either.

Look here is what they are good at: High volume low cost production. No matter how hard we try we will never have lower labor rates than they do. Well maybe never their economy is rising rather rapidly. But for the most part they have lower labor, they have more automation, they have more government support and yes they have also more support from our customers, some of our customers, you and I know who they are, the ones who learned technology from us and then sent it over to Asia to combine our technology with their lower labor and then eat our lunch for the sake of building the so called best products on earth with the cheapest circuit boards on earth.

That ship has sailed, we are never going to beat the Asians at this game, we never have and never will. The American companies who have survived and succeeded are the ones who did not bother to complete against the Asians in the first place, but rather looked for things that they could beat them at and then concentrated on those things.

What are those things? The things that we can do better than the Asians. Well let’s think about that for a minute. We are closer to our customers here in North America so shipping our product to them is much cheaper, as much as four times cheaper than shipping product from China to the U.S. Sure I know, I know all about those shipping containers and those slow boats from China and that mode of shipping does help with shipping costs, but it also eliminates the possibility of shipping small quantities fast. They have to have a whole lot of boards to fill those containers so there is no way that they are going to produce and ship five boards and have them to you in twenty four hours. No matter how much they say that can do it, and yes once in a while they can do it, but not as consistently as we can.

That’s right we can build and ship boards faster than anyone outside our country, so yes, that is an distinct advantage that we have over the Asians.

Technology is another one. As long as we can stay ahead of the technology curve we win. This is something that we have always done particularly well in this country and if we continue to focus on technology we will win the battle for that particular market.

So then building tough stuff fast gives us a strong advantage over our Asian neighbors.

Oh here are a couple of other things that Asian’s cannot do. They cannot build military boards, they cannot build mil spec boards or aerospace boards or anything that involves national security and no matter how many companies have tried to breach those compliances the door on doing that was shut nay slammed in the past year when the D.O.D. put our beloved printed circuit boards on the ITAR requirement list. So there. These products are to be built here in the U.S. and anything else is breaking the law. And as I always say do not hesitate to call the FBI whenever you learn of a competitor or even a customer who is trying to turn a blind eye to that fact.

And finally the granddaddy of all advantages we have over our competitors from the East is service. We can out service them any day of the week. Have you ever rejected boards you bought in China? That’s a lot of fun isn’t it? Did you ever try to find out what’s going on with those high tech boards you tried to have built in Taiwan? That’s equally as much fun isn’t it? NOT!

As long as we continue to service the hell out of our customers; as long as we produce what they need when they need it; as long as we keep ahead of the technology curve and as long as we build and deliver boards faster than anyone else in the world we will win. We will live another day we will thrive; and yes with all of the changes that are going on in the world right now; from innovative new product development, to on-shoring to re-enforced ITAR protection we’ll be doing just fine, just fine, it’s only common sense

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Going The Extra Mile

dan-7

…and avoiding getting the door shut in your face

We know it’s tough getting appointments. It’s even tougher getting people to answer the phone; and then once you do get that appointment or that phone call you run up against a stone wall made up completely of attitudes of people who do not want to be sold. People are not only terrified of sales pitches, they out and out hate them. If a sales person comes anywhere near trying to get someone to buy something the person he’s talking to will turn off his mental hearing aid in a snap!

This is not only happening in our business, it is happening everywhere. I just read a book called the End of Advertising: Why it had to die and the creative resurrection to come by Andrew Essex, in which the author, who is in advertising, by the way, talks about the death of advertising as we know it. He points out that with all the ways of watching our favorite television programs fewer and fewer people are sticking around for the commercials. He points out that even those Super Bowl commercials aren’t cutting it any longer. Did you know there was absolutely no uptick in sales from the advertisers in the last two Super Bowls? Those companies who advertised, spending a combined $30 million on one big game each year got literally nothing for their advertising dollars. Actually,the only company that made out was Budweiser because after winning Super Bowl Fifty, Peyton Manning said that he was going to drink a “whole lot of Budweiser.” And he meant it! He wasn’t even getting paid to say it, he just planned to drink a lot of beer,

So, if the big boys are facing diminishing returns from conventional sales and advertising, what are those of us carrying bags for our companies supposed to do? First of all, don’t give up because there is hope, there is always hope and secondly maybe things are not as bad as they seem because at least in our world people are still using what we sell. The key is to sell something they need rather than to try to get them to want what we sell.

In other words, focus on exactly what potential customers need. A good sales person will be adept at finding out what they want, exactly, A great company will provide it. For those of you in the PCB industry, here are some of the things that our customers need at this time. And, if you and your company can provide these things, they will take your phone calls. They will take you up on your request for a meeting and yes, they will notice and read and heed your ads.

Okay, let’s get to it. Here are some of the most important needs your customers have:

  1. To get the obvious out of the way they of course need high Quality PCBs on time all the time.
  2. They need worry-free service from their PCB vendors.

Now lets’ get to the good stuff:

  1. They need PCB expertise. It’s not like it was years ago when our customers (OEMs) were the ones who were the PCB experts and they could tell us what they needed. No, not at all, those days are gone and those experts are gone so most of the people we are dealing with don’t have a working knowledge of our products and technology. That’s something they need and it’s something we must provide if we want to sell them PCB’s. We need to invite them into our facilities and show them how a board is built.
  2. They also need our expertise. They have to know they can count on us to provide them with the technical knowledge in PCBs they are going to need to build their products both today and in the future. We can provide this to them with manuals, DFM guides, webinars and seminars and lunch and learns.
  3. They need partners. This is especially true of those companies who are building “products of the future” such as rocket ships and satellites. These companies are sometimes working with technologies that are immature at best and not even invented yet at worst and they need partners to help them get there. Partners, who are willing to share in their mission with time and energy and yes, passion.
  4. And finally, they need to work with companies they can trust, companies who are going to keep their information secret, companies who they will feel comfortable sharing their vision for the future without fear of exposure to the rest of the market until the time is right.

Selling  printed circuit boards is no longer what it once was. It now requires a totally new level of cooperation, dedication, flexibility, passion and trust. The old sales model is broken, the new sales model is the only way we are going to succeed in this new world order. We have to give our customers what they need…not what we want to try to get them to want. It’s only common sense.

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Give The Customer What They Want, Not What You Want

Dan - another pathWalk with the customer. Care about him. Make sure that you know what she needs and give it to her. Make sure that he knows that you care about what will make his life easier and provide it.

Look the hard sell is dead, if it ever was alive in the first place. Now we have to work to gain the customer’s trust. We have to work at making the customer comfortable with us personally, not just our products, but the way we deliver our products, the way we conform our products to the customer’s specific needs.

You have to give the customer what he wants not what you want to give him. Let me ask you, does it make sense to sell pork chops in a synagogue? Does it make sense to sell guns in a mental institution? Does it make sense to sell airplane tickets to a person who is agoraphobic? No of course not, what nonsense to even think of these things. Then why let me ask you, would you want to sell high technology HDI Microvia boards to a garage door opener manufacturer? Or sell single sided boards to a super computer company? That doesn’t make a no sense either does it? But we still do it all the time. Why is that?

I think it’s because we want to see some activity, we are sometimes so desperate for business that we’ll try anything. We just want to do something and so we substitute activity for accomplishment. We feel mistakenly that if we do something, anything, then something will happen. But it won’t, in our hearts we know that it won’t that we are really just wasting time, time that could have been spent more productively selling something that will work, something that we can sell and that the right customers will want.

Ah, that’s the big secret isn’t it? Yes let’s figure out what we do best, what we can do better than anyone else; and then find the customers who want to buy that thing. It is far better to do your homework and target the right companies that could be customers than to just go out there and with your head down fire in any direction that might hit a target.

No, the first thing you have to do is figure out what the target is and then and only then can you hit it.

If you are not having any luck selling to the market you’re selling to then change markets, find the right market for you and sell to that one.

If you’re ads and letters and solicitations are not getting you anywhere, change them. Don’t blame the customers and say that they are stupid and just don’t get it. Change your message so that it will appeal to the right customers.

Look in many cases customers are not logical. In many instances they do no care that you have the best product, the best delivery or the best quality, or the best value. Often what they really care about is what people around them are thinking. In many cases they are surrounded by pressures that have nothing to do with your product and how you present it.

He could be absorbed with office politics. His boss could like one of your competitors and your guy is not willing to go up against him. There could be some internal issues that have nothing to do with you. It could be as simple as location where they simply do not want to buy anything from the east coast or the west coast or wherever you are located. It could be a hundred little things and your job as a sales person is to find out what the obstacles are and figure out if you can overcome them. And you know, sometimes you can’t and that’s all there is to it. But if you can then figure out what that customer needs to change his mind and provide it.

It always bothers me that we try so hard at times to complicate this process. It should not be difficult to figure out. The customer knows what he needs and knows what he wants from you. If you cannot provide her that, then any kinds of sales pitch you try to use will not work.

One of the things I recommend to my clients is that they train their sales people to learn how to listen. The old cliché that you learn more by listening than by talking is solidly true. No matter how great a product you think you have it is worthless to the customer if it does not solve his problem, meet his challenges or make him better by buying it.

Once again this all boils down to just one thing and that is caring about your customer. Caring so much that you put her needs ahead of your need to tell about and sell your product. That’s what’s important. When you walk in to your customer’s office be prepared, ask the right questions and then offer a suitable solution. If you do that, you will make the sale and you will be successful in the long run. The better you listen, the more you will understand what your customer needs and the better your chances are of giving it to him. It’s only common sense

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Dare To Be BOLD!

dan-3Boldness is behavior born out of belief     Groeschel

When things get tough, the bold ones will always take action. They will forego the feelings of dread, the anxiety about what could go wrong if they took that action or any action for that matter. They will not be afraid of the possible dire consequences if they do something different from what they have ever done before. They will, instead, analyze the situation and make the move that feels right for them…even if they have never made that move before…even if no one in their industry has made that move before.

Well folks, things right now are tough. We have hit the summer doldrums and getting appointments, never mind getting new business is difficult at this time. My friends, in sales talk to me about how hard it is to sell. Sales managers tell me how hard it is to motivate their sales people. Owners, tell me how hard it is to grow their business. American companies tell me they are being eaten alive by offshore competition and the offshore companies complain to me that their margins are not at all what they used to be.

But, meanwhile the PCB market continues to grow, with predictions of it hitting $70 Billion globally in the next few years; which only stands to reason when you look around and see electronics every. It only makes sense that the business is growing, but where is it all going? Who is making all this money? Who is growing these days.

What you can do or dream, you can begin it, boldness has genius, power, and magic in itGoethe

It’s the bold ones who are thriving, the ones who are taking steps forward regardless of the possible dangers that lie ahead; without concern for delving into that great unknown.

We all have to face forward and play the cards we are dealt with a fearlessness that will drive us to success.

Here are a few examples of “risky moves” we are often faced with.  I ask you to read these and ask yourself what you would do? I think the results will be indicative of where you stand in terms of boldness:

You hear of a small board shop in your area that is about to go out of business, do you approach them about buying their book of business and hiring some of their key people? Or do you worry about what could go wrong and keep doing what you’ve always done?

One of your sales people starts talking to a new customer, a customer with very high-tech requirements. Requirements that you will not be able to meet unless you buy a new expensive piece of equipment. This potential customer needs these technology boards so badly that he offers to go into partnership with you. He will even fund that new piece of equipment if you agree. What do you do? Do you take him up on his offer and go full speed ahead? Or do you worry about what could go wrong and keep doing what you’ve always done?

You have the opportunity to hire one of the top technical people in the industry. This person could take your company to the next level. But, he is a bit difficult to work with and he is very expensive. Do you take the risk and hire that person investing in the future of your company? Or do you worry about what could go wrong and keep doing what you’ve always done?

There is a billion-dollar contract manufacturer in China. You have a small contract manufacturing company in the Midwest. The large Chinese company approaches you about a partnership where you assemble the smaller quantities of part numbers and then use them to build the mega-volume in their facility. If this works everything about your company will grow from top-line to bottom-line. Do you shake hands and make the deal? Or do you worry about what could go wrong and keep doing what you’ve always done?

Another board shop approaches you about a synergistic partnership. You build rigid boards and they build flex and rigid-flex boards. They want both of your sales teams to sell one another’s products. It’s possibly a very good thing. Your sales people are always coming across flex and rigid-flex requirements that you have to no-bid, while on the other hand it would be good to have additional sales feet on the street selling your products. What do you do? Do you shake hands with your new partner? Or do you worry about what could go wrong and keep doing what you’ve always done?

You have just met someone, an IT guru who can set you up with web site that will offer “no-touch” sales. You have been selling the traditional way with live sales people visiting live customers in real time. You are suspicious of this new kind of selling. You know that some companies are very successful at it. But it is just not the way you are comfortable doing business. Do you hire the IT Guru and go for it? Or do you worry about what could go wrong and keep doing what you’ve always done?

So how did you do? What would you do in these situations. I know what I would do and I know that those bold ones who are succeeding in business today have done. They have made that bold move, that game changer that was a little bit scary at the beginning but has paid off in the in. They dared to be great. Its only common sense.

If you have the courage to begin, you have the courage to succeed. Kushandwizdom

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Book Review: The Sales Survival Handbook: Cold Calls, Commissions, and Caffeine Addiction- The Real Truth About Sales

Dan 8A book recommendation from Dan Beaulieu

The Sales Survival HandbookCold Calls, Commissions, and Caffeine Addiction- The Real Truth About Sales

By Ken Kupchik

Copyright 2017Amacom Coming out September 21st 2017

Price $17.95

Pages: 185 with Index

A Funny Sales Book

You’ve got to laugh, right? One of the best tools to have in your kit when you’re in sales is a great sense of humor and that’s what this book is all about. Imagine a sales book written by Jerry Seinfeld and you’ll get a good idea of what this book is like. Filled with all kinds of valuable advice including everything from cold calling to handling rejection, the author uses humor to make us laugh at ourselves while learning how to be better sales people.

Mr. Kupchik takes serious subjects and turns them into funny and ironic lessons that you’ll laugh about every time you remember them.

Here are just a few gems from this book:

When having a sales call with a new customer:

Do: Listen intently to the words the customer is using.

Don’t: start speaking in a fake British accent halfway through the conversation.

Or…

When doing research on a customer:

Do: Research the prospect company before contacting…

Don’t Conduct your research by flying a small drone outside the company’s office building.

Don’t: Laugh uncontrollably when you hear the size of their budget

And…

On sending proposals:

Do: Send your proposal in a timely manner

Don’t: Get down on one knee when pitching your proposal

Or

Don’t: follow the customer around in your car after you’ve sent over the proposal.

And here are some tips on choosing then right neighborhood if you are into door-to-door sales:

Don’t go into the neighborhood if the houses all have bars in the windows; most of the buildings are abandoned; and most of the cars are up on cinderblocks

This is one of the most enjoyable business books I have ever read. But don’t get the wrong idea, this book while being fun to read is also full of very good sales advice.

I can truthfully tell you that reading this book will be the most fun you have reading a business book in your entire career.

Look for The Sales Survival HandbookCold Calls, Commissions, and Caffeine Addiction- The TrutH About Sales when it comes out on September 21st of this year.

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Tales From The PCB Crypt

dan-6Author’s note: I wrote this column last summer, but thought it was particularly fitting given my column on the DoD a couple of days ago.)

The young sales person had been waiting patiently for the buyer to come out for almost an hour. He was a bit nervous and also excited because he was finally here. It had taken him literally months to get here. He had worked very hard with prospecting and research and cold calling and leaving messages but he had persevered and in the end it had paid off he finally got an appointment with Mr. Big the buyers for one of the largest defense contractors in the country. And now he was ready. He had his presentation memorized, he knew that his pitch was perfect and there was no way he was going to fail, no sir, not after having come this far.

And now finally Mr. Big came out and motioned him to follow him into one of those little rooms off of the lobby.

Mr. Big: Okay kid you’re finally here, I’ve got to hand it to you you’re one persistent little SOB so tell me what you’ve got.

Eager sales person (ESP): Well sir let me tell you about me company.

Mr. Big: Hold on now son, before you do that let me ask you some questions to make sure we can even do business with you at all. After all we are the largest defense contractor in the country. We are the defenders of not only this country but also the free world so we can’t have just anyone build our printed wiring boards. Okay let me ask you kid. Are you ITAR Registered?

ESP: Yes sir we are.

Mr. Big: And of course you have ISO?

ESP: Yes of course sir.

Mr. Big: And you have your 55110?

ESP: Yes we do

Mr. Big: And you need your AS9100 you have that don’t you?

ESP: Yes sir we do.

Mr. Big: And 31032 do you have that? He asked eyeing the kid suspiciously.

ESP: Yes we that.

Mr. Big: And NADCAP you have your NADCAP don’t you?

ESP: Yes sir we do.

Mr. Big: And your company has instituted Lean Manufacturing?

ESP: Yes sir.

Mr. Big: and JIT?

ESP: Yes we have all of that. The young sales person was looking excited things were looking good for him now.

Mr. Big: How about a Laser Drill and an LDI do you have that equipment as well? Can you do HDI Microvia work?

ESP: (Looking a bit confused) well, yes we have invested almost four million dollars in the past year to make sure we could do HDI Microvia but I didn’t think your company bought HDI Microvia boards?

Mr. Big: No we don’t but we require all of our vendors to be top of the line in case we decide to go in that direction

ESP: Oh do you think you’re be doing that soon?

Mr. Big: I doubt it. But anyway let me ask you do you have our company’s new qualification so that you could qualify as one of our suppliers?

ESP: (Crestfallen) No sir, we have not done any business for you yet so we didn’t start on that qualification yet.

Mr. Big ( with a bright glow of satisfaction in his eyes) Aha, well son you’re going to have to go back to your company and make sure that you qualify to our new spec before we can even talk again. I shouldn’t have even met with you today.

ESP: (Trying be upbeat and not show his disappointment. So let me ask you sir once we have that qualification will we be able to do business with you?

Mr. Big: Whoa hold on there son I can’t commit to anything right now there are steps we have to go through you know. This is a process. After you meet all the spec requirements you have to fill out our survey form and then we you have to build five sample sets of boards, free of course, and then we do a site visit and the you have to submit some sample quotes and if you do all these things in a satisfactory manner we’ll consider putting you on the AVL and sending you some live RFQ’s. Finally if you can turn those quotes around in a timely fashion and if your price is the very lowest of all of our qualified bidders, then you might get an order. But there are promises son. As I told you we are the largest and I might add most important defense contractor in the country. Our products are used to defend the free world we have to be very careful who our vendors are right?

ESP: I see sir, I’ll go back to my company and well do the best we possibly can to be your supplier. Thank you for your time.

Mr. Big: Okay, but don’t come back until you are fully prepared and qualified to be one of our vendors after all…

ESP: I know sir (he says wearily) you are the largest and most important defense contractor in the country and you are saving the free world.

Mr. Big (as his cell phone rings) that’s right son you got it. See you later. I have to take this.

The young sales person leaves dragging his briefcase behind him as Mr. Big answers his cell phone.

Mr. Big: This is Big here what can I do for you?

Mr. Big’s company’s lead PCB designer (PCBD): Can you get me twenty of those 82113 cards as fast as possible Mr. Big?

Mr. Big: Probably but those are really hard to build when do you need them?

PCBD: We need twenty of them in five days.

Mr. Big: are you crazy it takes at least five weeks to get those boards. I can’t help you with that.

PCBD: Well we need them or we’re going to be late on the first system, what am I supposed to do.

Mr. Big: Well dummy why don’t you do what we always do when this happens? Go to one of those ‘no touch’ sites that advertise in the back of the magazines!

PCBD: I would but I thought all our vendors had to be fully qualified now, especially to our own new spec? Hell we’re not even sure where those boards are actually built.

Mr. Big: Oh forget about that if you need the boards get them from one of those web sites that’ll be good enough. Good enough for government work.

And they both laugh.

End of story

Great story right? The problem is it’s not just a story this happens every single day on our industry, every single day. Now for this one time only…this is not only common sense.

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