– Xtrabrite Halogens will make your showroom look amazing!

Sales Corner “The Power Of Mimicry”

“Imitation is the sincerest form of flattery.” -Charles Caleb Colton

Mimicry is an essential tool for helping your customer. Copy your customer!  People do business with people they like and trust. What creates this trust is a sense that the other person (i.e.. lighting specialist) is like them. People are more at ease with people that reflect their personal tone, stance, pace, dress, and use of language. So the best way to give your customer the best service is to start by reflecting these aspects of their personality.  Look at mimicry as letting the customer take the lead.

Here are a few tips

1. Mimic their tone. If customer is relaxed be relaxed and vice versa. If they are serious present yourself and serious and no nonsense. Don’t present yourself contrary to the tone they set.

2. Mimic their stance. If they are standing  make sure you are or if they are sitting try be seated as well.

3. Mimic their pace. Don’t be in a hurry if they are moving slower than you. Be at ease if they are. If they are moving the conversation quickly be quick.

4. Mimic their dress. Dress appropriately for your customer. Don’t dress in a three piece suit when visiting somebody that works in an auto shop and conversely don’t dress casually if you meeting with an executive.

5. Mimic their language. If your customer speaks plainly and simply then speak the same way. Likewise if your customer is someone who speaks with a technical vocabulary then speak in these terms.

Mimicry at its best is empathy. Doing this will not only gain their trust and good will, it will help you solve the customers problem. Mimicry puts your customer at ease and allows for better communication. Many times customers are so worried about being “sold” that they offer resistance even when they could really use our help. Remember that imitation is the highest form of flattery!



President Curt Kesselring “PHONE OR IN PERSON”

PHONE…OR IN PERSON?                             


The phone is a powerful tool of convenience! We can call a buyer who is 30 minutes away and sell him a repeat order. We save time and pick up a nice $600 order! However, there are downsides to using the phone. Here they are:


  • We aren’t updating the Buyer on the new products we have added…we’re letting them learn about new products from the Big Box Stores or the peddler selling cheap LED fixtures.
  • We’re not strengthening our relationship, our friendship. Remember friends buy from friends. Is our friendship strong enough to counter a peddler’s pitch on “cheap LED’s that last forever”?
  • When was the last time we did a “Lighting Survey” of the Buyer’s facility to see where else we can help them with better lighting?
  • Does the Buyer think of you FIRST whenever they have a lighting question?
  • When was the last time you got a lead from that Buyer on a neighboring business or Buyer’s across town that you Buyer knows?


A phone call is a powerful tool but the field call is even more powerful. Be sure to use Field Calls to cement your Buyer’s to you and be sure to use Field Calls to build your account base.


This past week Paul St Jean wrote one of his key accounts for a $78,000 order!! I asked him how he got that account. He said “It all started with a field call…I got tossed out!” He then followed that with numerous Field Calls, and numerous small orders over a 2-year period. As he built his relationship the orders grew in size…ALL FIELD ORDERS! It culminated with this large order…and the BUYER is only half relamped!


Everyone has accounts that can be developed with good service. Take a look at your accounts and ask yourself these 5 questions:


  • Can I provide them better service?
  • Do they know about other products I offer that would improve their lighting?
  • Am I the first person they think of when they have a lighting need?
  • Am I seeing them often enough in person?
  • Do I deserve more of their business?


We have the best lighting product line in the world! We have the best money making opportunity in the lighting industry! All we have to do is to make sure we let every Buyer know what we have to offer!


Good Selling,

President Curt Kesselring

Kesselring, Curt new


Sales Corner “The Key To Time Management”

Make use of time, let not advantage slip. –William Shakespeare

Time moves for everybody whether we like it or not.  The key to success is to be strategic rather than reactive to it. Through time management we can maximize our fulfillment and results we get of life and our career.  Here are five tips to getting the most of your time.

1. The Big Picture – These are the big goals of your life. Know what you want out of it! What kind of person do you want to be? What lifestyle do you want to lead? How much success in your career do you want ? Having a clear picture of these will allow you to know how to allocate your time.

2. Yearly Goals- Where do you need to be at the end the year? Having clear goals that you want to attain for that year will move you forward toward your big picture goals.

3. Monthly Goals-  Break down your yearly goals in to monthly goals. Know where you need to be each month. Use the end of each month as a check in point to make sure you are on track.

4. Weekly Goals.- Break down your Monthly goals into weekly ones and as with monthly goals make sure at the end of the week you are on track. Set up a rhythm for your week. Know where you want to be by Friday. Adjust your schedule if you are off track!

5. Daily Goals- Start each day thinking about what you need to do for that day to push the ball forward. Do the hardest things first! Have at least 3-4 things that will move you forward.

Focusing on what you want and NOT on what you don’t want is the key to effective time management.


President Curt Kesselring “New Accounts”



As you all know NEW ACCOUNTS are the lifeblood of every business…including ours! Summer can be a much better time to open New Accounts than most salespeople think. Here’s why:


In most businesses the pace slows in the summer due to the increase in the number of employees on vacation. Fewer meetings are held because it is more difficult to get people together…as someone is always on vacation. The result is Buyers are easier to get to and have more time to talk to you. This offsets the fact that you have to make more calls due to Buyer’s being on vacation.


Appointments must become an important tool for you. When a Buyer is not in, get their phone number, email address and the time and date they are going to return. Then set appointments during the hot part of the day for the hot part of the day. Keep your mornings scheduled for making calls in the field.


In the summer you will have to make more calls and set more appointments but your closing rate will be higher since in the summer most Buyers have more time to talk to you. Use your cool mornings to make field calls and save your hot afternoons to set appointments for afternoon appointments.


The worst thing you can do is buy into those old excuses for not making calls. It’s too hot, everyone is on vacation so I’m just going to stay home and pray for a good account to call me with an order! We all know it gets really HOT in the summer and really COLD in the winter…and we can’t pay our bills with sweat or snow. Remember HARD WORK trumps EVERY ADVERSITY. By working SMART and HARD this summer you can open a bunch of new accounts that will pay you commissions for the months and years to come! It will also make you feel good about yourself by joining that group of winners who create their own destiny and have a profitable “NEW ACCOUNT” summer!


Good Selling

President Curt Kesselring

Curt Image







  • Joined the Company May, 28, 1975.
  • 42 years in the business!
  • #1 in Company Year to Date e$Volume!
  • #1 in Company history with $12,068,000 volume!!
  • Started in field in Cedar Rapids, IA.
    • Averaged 50+ calls/day!
  • Trainers complained that they had to run to keep up with him between calls.
  • Presently works the phone calling cards NO ONE WILL CALL!! These are cards no one else could sell!!
  • Frank is 78 years old
  • Frank sells primarily NON-LED products!
  • Frank has few accounts over $2,000/yr!
  • Frank uses a very simple basic presentation 20+ times per day!
  • Frank’s SECRET…keep it simple AND WORK!!!


Frank, we’re all proud of you. You’ve earned the nickname Ol’ #1! Keep inspiring all of us!!



President Curt Kesselring

Kesselring, Curt new


Sales Corner “Be A Good Influence”

“If you want to conquer fear, don’t sit home and think about it. Go out and get busy.”- Dale Carnegie

So much of sales is about influencing the buyer make a decision.  Whether they are a aware of it or not, the customer looks to you to guide them in making the right decision. Here are a few tips to help you be a good influence on your customers.
1. Motivation. Find out what your customer wants. What is motivating them? Get to the bottom of what they really want and give it to them!
2. Interest– Be interested in your customer! Give your customer your full attention and make them feel special. This not only helps develop a deeper relationship it also gives better insight into what they want.
3. Emotion–  Be the person that brings excitement into their lives!  Try to be creative, humorous, and spontaneous with your customer. In other word make them feel good about you and the decision they are making.