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On the road

Tips for an effective sales trip Add to ...

Planning on taking the show on the road? Our entrepreneur and marketing experts have some tips to planning a winning strategy.

Know what to say

Craft a compelling story before you hit the road. “Make sure you have a great ‘elevator pitch’ that explains why your business is so special – in 45 seconds or less,” says GoForth’s Dr. Leslie Roberts.

Plan your attack

Make a list of prospects before you step out the door and try to set up appointments beforehand. And always, “do a solid analysis of the costs and benefits of going on the road,” advises Moniesen Centre’s Jeff Dixon.

Be personable

The purpose is to meet people, so don’t be shy. Be friendly, approachable and above all, be authentic.

Light a fire

Clek’s Chris Lumley says his personal passion has made all the difference to sales. “All the things you’re telling [the retailer and customer]is not really rhetoric, it’s coming from the guy who can make it happen.”

Walk the walk

Deliver on your road promises, or risk tarnishing a business relationship built on trust and belief in your word. Enter your new contacts into a customer relationship management system, such as Salesforce, suggests York University’s Allan Middleton, and follow up with e-newsletters, blogs, e-mailed updates or even webinars.

Rénee Huang

Follow us on Twitter: @GlobeSmallBiz

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