There are a lot of ways to sell but nothing matches the cold call in effectiveness and stature! A salesperson who makes cold calls is admired by everyone in the sales profession. The reason is its effectiveness. A Cold Call puts you face to face with the Buyer in their place of business. Face to face allows you to read the Buyer’s body language while hearing what the Buyer is saying AND how the Buyer is reacting to what you say. This allows you to instantly tailor your presentation to that individual buyer.


Cold Calls also put you in the Buyer’s facility and where you can see what products the Buyer uses and their condition. Better yet you can see how your products can help the Buyer improve productivity, accuracy AND attitudes! Best of all a Cold Call allows you to become their friend…and we know people buy from friends. If you’re a Buyer’s friend they will call you before they place an order with for “LAST FOREVER” 3 generations old LED product. The best part about calling on a Buyer in person on your first call as well as repeat calls is they can see that you truly care about them AND their facility. You become their “GO TO” person whenever they have a lighting question or need.


I’ve seen salespeople win over Buyer’s because after a “Hard no” on the first call. The salesperson continued to call on that Buyer whenever the rep was in the area. The Rep soon became a better friend than the Buyer’s existing supplier and demonstrated better service then the existing supplier! This led to the Buyer switching vendors…to our salesperson! As a matter of fact most of the large M.E. accounts were acquired this way!!


Cold Call skills are powerful and effective. Take a look at your sales tool box and see if you are maximizing your use of this most POWERFUL TOOL! It can be the reason you have a FANTASTIC NEW ACCOUNT SUMMER AND A FANTASTIC REPEAT SALES FALL!




President  Curt Kesselring

Kesselring, Curt new – 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!