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Selling print is not an easy task, but selling in Manhattan creates obstacles for even the most seasoned sales professionals. Salespeople who travel into New York City are amazed at how difficult it is to get appointments, and to be seen by non-customers. One could argue it's the culture of New York, and in the metro area that makes cold calling a challenging—and for new salespeople, often intimidating—experience.

In Manhattan, time is tight, and everyone is in a rush. Recently I heard about a salesperson and sales manager who could not get past the "screen," so they waited near the elevator for hours to talk to the president of a large software firm. They were convinced they had a "killer application" and could help the company. They chased him into the elevator and gave him a short pitch. They were successful and got an appointment. Great salespeople are not only convincing, but relentless.

The opportunities are large in New York City, and the payoff is big for salespeople who successfully prospect in large printing-intensive companies. Mastering effective prospecting techniques for new customers is a fundamental skill required of all successful printing salespeople. When a company is in a buying mode, the first person in has a much greater chance of winning. A key advantage of selling in Manhattan is that people change jobs so often, nobody remembers the last salesperson, or if that printer may have done a poor job in the past.

Perfecting the Pitch

Getting to see new customers is often a two-step process. Both steps require strong sales skills, patience, and practice. Salespeople have seldom more than a "New York minute" to state their case.

The first step is to get through the "screen". The screen can be voice mail, or a standard receptionist/administrative assistant. These are the people that ultimately may prevent a salesperson from getting their foot in the door with a new client.

Most telephone screens will do or say anything to just get you off the phone. They will make up almost anything to keep salespeople out (most screens know the salesperson will not call back) because it can often turn into more work for them. They also know if they let a printing rep in, they are doomed; they can never keep that person out again. I find it interesting that information, which could really help a company, is often left in the doorway by a nasty screen.

Successful salespeople enlist the screen as their partner. It is always better to have him or her on your side. If it is a large company, you may want to make an appointment with the administrative assistant with the expressed purpose of explaining why his or her boss would be intensely interested in what you have to say. When the assistant is enthusiastic about your presentation and impressed with you, your appointment is almost assured.

When you have the assistant on the phone, and he or she is hesitant about putting you through, ask searching questions, or make important statements having to do with the business and deserving the attention of your target. Customer references and sample applications are powerful door openers. Use them when you can.