Collector - July 2017 - 37

SALES

"Useless marketing
data essentially turns
your sales efforts
into a dice throw."

buyer, at what point would you just stop
taking collection sales calls?
Even with the right strategy, the battle
is just half won; strategy only succeeds
with a highly professional execution of
tactics built around a clear understanding
of the buying process and mindset of the
individual buyers.
In order to improve your agency's
profitable growth, the most important
thing is to make a real commitment and get
started. Planning and execution cannot be
done simultaneously-that's like trying to
change a tire while the car is moving.
Tactical plans must be shaped in relation
to the information gathered and studied
from contact. What is the expected
unexpected outcome, and how have you
factored that in? The exercise of preparing
contingency plans yields insights into
obstacles and opportunities and creates
sales fluidity.

WHAT DO WE KNOW?
Is the phone your primary sales tool, or
do you still knock on doors hoping to see
someone? Whatever your approach, think
about how many of those interactions result
in actual contact with a decision-maker.
Before you even make contact, it's critical
to analyze your markets. Consider things
about the buyer like:
* When do they buy and why?
* What makes them respond positively or
negatively?
* How important are agencies in the
overall management and success of
their department?
* Why has the buyer fired agencies in
the past?

COLLECTOR 07.17

* How do your services compare to the
best agencies in that market, and why?
What is their sales approach? How does
yours differ?
Without a clear understanding of these
factors, market analysis is useless. Useless
marketing data results in poor execution
and poor results; it essentially turns your
sales efforts into a dice throw. No one would
consciously bet their agency's financial
future on a dice throw-yet it happens.

MASTER THE EXPERTISE
REQUIRED TO WIN
Sun Tzu said that a good leader has the
self-discipline to adhere to personal values
and behave consistent with those values.
He also said if you treat well-trained
people with benevolence, justice, respect
and confidence, the organization will be
united, dedicated and loyal.

We have to walk the talk. If we say sales is
important, but do not give it the quality of
attention we give to operations, salespeople
will lose motivation. If we say it's critical
to listen to clients, but rarely take the time
to meet with them or ask them about their
needs and preferences, employees will ignore
them as well.
To beat your competition, the morale of
your company must be excellent. People
must feel empowered.
Now I'm not saying to let salespeople do
whatever they want. I'm saying if you select
capable, trainable, creative and committed
people-and you provide them with the
training, coaching, tools and knowledge
necessary to meet the challenges they face-
you can trust them to do what's right given
the situations they face.
Proper sales training includes knowing the
right activity benchmarks, such as the number

Calling All Writers!

We're accepting articles from our readership.*

Collector magazine invites credit and collection professionals of
all levels into a community of experts who share their hard-won
experience through in-depth process and data-driven articles.
Send your article pitch or summary
to Anne Rosso May at either
» rosso@acainternational.org or
» Anne Rosso May
Collector Magazine
4040 West 70th Street
Minneapolis, MN 55435
*Qualifying participation for
the Continuous Service Award

37



Table of Contents for the Digital Edition of Collector - July 2017

Upfront
Industry News
Best Practices
FYI
Collection Tips
What’s in Your Policy?
State Licensing Laws: What’s New and Trending
The Question of Rule 68
Calendar
Honor Roll
Healthcare Data at Risk
ACA Members Meet in D.C. to Advocate on Behalf of Industry
Fixing What’s Broken
Credit Listening Considerations
U.S. Supreme Court Hands Collection Industry a Win in ACA-Supported Case
Compliance
ACA SearchPoint
Last Word
Collector - July 2017 - Cover1
Collector - July 2017 - Cover2
Collector - July 2017 - 1
Collector - July 2017 - 2
Collector - July 2017 - Upfront
Collector - July 2017 - Industry News
Collector - July 2017 - 5
Collector - July 2017 - 6
Collector - July 2017 - 7
Collector - July 2017 - Best Practices
Collector - July 2017 - 9
Collector - July 2017 - FYI
Collector - July 2017 - 11
Collector - July 2017 - Collection Tips
Collector - July 2017 - 13
Collector - July 2017 - What’s in Your Policy?
Collector - July 2017 - 15
Collector - July 2017 - 16
Collector - July 2017 - 17
Collector - July 2017 - 18
Collector - July 2017 - 19
Collector - July 2017 - State Licensing Laws: What’s New and Trending
Collector - July 2017 - 21
Collector - July 2017 - 22
Collector - July 2017 - 23
Collector - July 2017 - The Question of Rule 68
Collector - July 2017 - 25
Collector - July 2017 - 26
Collector - July 2017 - 27
Collector - July 2017 - Calendar
Collector - July 2017 - Honor Roll
Collector - July 2017 - Healthcare Data at Risk
Collector - July 2017 - 31
Collector - July 2017 - ACA Members Meet in D.C. to Advocate on Behalf of Industry
Collector - July 2017 - 33
Collector - July 2017 - 34
Collector - July 2017 - 35
Collector - July 2017 - Fixing What’s Broken
Collector - July 2017 - 37
Collector - July 2017 - 38
Collector - July 2017 - 39
Collector - July 2017 - Credit Listening Considerations
Collector - July 2017 - 41
Collector - July 2017 - U.S. Supreme Court Hands Collection Industry a Win in ACA-Supported Case
Collector - July 2017 - 43
Collector - July 2017 - Compliance
Collector - July 2017 - 45
Collector - July 2017 - ACA SearchPoint
Collector - July 2017 - 47
Collector - July 2017 - Last Word
Collector - July 2017 - Cover3
Collector - July 2017 - Cover4
http://online.collector.com/collectormagazine/202003
http://online.collector.com/collectormagazine/202002
http://online.collector.com/collectormagazine/202001
http://online.collector.com/collectormagazine/201912
http://online.collector.com/collectormagazine/201911
http://online.collector.com/collectormagazine/201910/
http://online.collector.com/collectormagazine/201909/
http://online.collector.com/collectormagazine/201908/
http://online.collector.com/collectormagazine/201907/
http://online.collector.com/collectormagazine/201906/
http://online.collector.com/collectormagazine/201905/
http://online.collector.com/collectormagazine/201904/
http://online.collector.com/collectormagazine/201903/
http://online.collector.com/collectormagazine/201902/
http://online.collector.com/collectormagazine/201901/
http://online.collector.com/collectormagazine/201812/
http://online.collector.com/collectormagazine/201811/
http://online.collector.com/collectormagazine/201810/
http://online.collector.com/collectormagazine/201809/
http://online.collector.com/collectormagazine/201808/
http://online.collector.com/collectormagazine/201807/
http://online.collector.com/collectormagazine/201806/
http://online.collector.com/collectormagazine/201805/
http://online.collector.com/collectormagazine/201804/
http://online.collector.com/collectormagazine/201803/
http://online.collector.com/collectormagazine/201802/
http://online.collector.com/collectormagazine/201801/
http://online.collector.com/collectormagazine/201712/
http://online.collector.com/collectormagazine/201711/
http://online.collector.com/collectormagazine/201710/
http://online.collector.com/collectormagazine/201709/
http://online.collector.com/collectormagazine/201708/
http://online.collector.com/collectormagazine/201707/
http://online.collector.com/collectormagazine/201706/
http://online.collector.com/collectormagazine/201705/
http://online.collector.com/collectormagazine/201704/
http://online.collector.com/collectormagazine/201703/
http://online.collector.com/collectormagazine/201702/
http://online.collector.com/collectormagazine/201701/
http://online.collector.com/collectormagazine/201612/
http://online.collector.com/collectormagazine/201611/
http://online.collector.com/collectormagazine/201610/
http://online.collector.com/collectormagazine/201609/
http://online.collector.com/collectormagazine/201608/
http://online.collector.com/collectormagazine/201607/
http://online.collector.com/collectormagazine/201606/
http://online.collector.com/collectormagazine/201605/
http://online.collector.com/collectormagazine/201604/
http://online.collector.com/collectormagazine/201603/
http://online.collector.com/collectormagazine/201602/
http://online.collector.com/collectormagazine/201601/
http://online.collector.com/collectormagazine/201512/
http://online.collector.com/collectormagazine/201511/
http://online.collector.com/collectormagazine/201510/
http://online.collector.com/collectormagazine/201509/
http://online.collector.com/collectormagazine/201508/
http://online.collector.com/collectormagazine/201507/
http://www.nxtbookMEDIA.com