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Do you know what you want?


By Cheryl K on May 9, 2016


For salesmen, making a “cold call” on a potential account to introduce a new product is a crazy scary task. You have an item you think might make a difference in their business, delivering something of Howard Co Blogvalue that could be beneficial to them and to you. How do you prepare for the “Not Interested” response heard 95% of the time?  On the other hand, does the customer always know what’s right for them?


Maybe not...

Do you listen to what those potential customers say when they want a certain product to solve their issue and then design and develop that product for them?  What if they don’t know what they want? They just know what they have isn’t working.


You and your company have the resources and knowledge to design and develop a business solution; you’ve seen a need and have a good idea of how this product will function in the world of things. You think you know what the potential customer wants and this product will fulfill their every desire!


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What then?

The true research and development guru uses his observation skills and investigates options that might meet his potential client’s needs. He listens to and is aware of feedback from his company designers as to the viability of the product. He looks at what works and doesn’t work in actual workplace situations, and forms an array of possible answers to fit the client’s specifications.  A good developer becomes so familiar with his account’s business needs he is able to find solutions his customer didn’t even think of until presented with them.

The best way...

And ultimately, the potential account wants to know you and your company can do what you say you can, and then DO it. They want to know the person who is calling on them is able to listen, respond and define workable solutions to whatever is on the table. They want to know you’ve done your research, understand them and can honestly be their resource and business partner.


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Last note:

Making the “cold call” becomes less daunting when the salesman has done his research, knows where the probable need is, and has his bag of solutions in hand to offer those potential clients what they didn’t know to ask for!






About Cheryl K

Cheryl K has been part of the point of sale and menu board industry in many capacities for the past 25 years. Since 2007 she has worked with The Howard Company's ecommerce websites developing webstores and content, and administering the CMS platform. Along with this responsibility she has worked in Customer Service, Graphic Design, and most recently helped in the redesign of the Howard's corporate webpages. She enjoys the challenges of serving Howard Company business partners and looks for opportunities to make purchasing solutions less complicated to the everyday consumer.

We have a solution for you

The Howard Company is your best resource as you seek out products for your restaurant or retail store. We work with virtually all materials and we are as comfortable indoors as outdoors. Our focus on quality and service sets us apart in our various marketplaces. We want to be your first call when you need advice on your menu systems, Point of Purchase needs, or in-store marketing and merchandising. Our high quality solutions help you focus on building your brand, serving your guests, and selling more product!

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The Howard Company

1375 N Barker Road
Brookfield, WI 53045

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