By Kevin Hogencamp, Contributing Writer
Early in her business career, Snowden McFall learned a simple lesson about the ups and downs of sales: Don’t take rejections to heart.
Rather, the sales game is about numbers, advises McFall, a Jacksonville author and former advertising agency owner who speaks on motivation, stress management, optimism and volunteerism.
“When someone says, ‘No, I’m not interested.’ It’s not about you. It’s about them,” she said. “There will be another and another and another (prospective customer).”
McFall said the advice she received at a seminar about how to deal with rejection was one of the most important lessons in her life.
“You never know what is going on in someone’s life,” she said. “So you shouldn’t take it personally.”
Dealing with rejection hasn’t always been easy for McFall, a child of alcoholic parents.
Neither has public speaking; public humiliation was once her biggest fear.
Now, public speaking is her forte.
A former Realtor, McFall has been a Small Business Administration National Women in Business Advocate of the Year and is a recipient of the President’s Volunteer Service Award from President Barack Obama.
Her newest book is “Stress Express: 15 Instant Stress Relievers.”
She also coaches companies on how to save time and money by improving employee retention and engagement.
At the February Northeast Florida Builders Association Sales and Marketing Council breakfast, McFall and some of her guests in the audience provided a sundry of tips of the trade.
“The most important thing is that you deliver value,” she said during her “Fired Up!” talk, which has the same name of the most popular of her six books.
To demonstrate the vital role that cheerfulness plays in sales, McFall asked audience members to share with each other what they like most about their jobs.
Some successful companies only hire salespeople who demonstrate optimism during interviews she said.
“How is your energy right now? Pretty good, right?” she asked afterwards. “There’s nothing more persuasive in sales than natural, authentic enthusiasm.”
In addition to encouraging using traditional and technologically advanced tools ranging from direct mail to internet marketing, McFall shared this sales and marketing advice:
• Use an accountability partner on the job. It’s the same concept as people having a friend encouraging them to exercise. “It’s not as easy to say, ‘Not today,’ if there’s somebody counting on you,” she said.
• Host social events for targeted prospects. “The operative word is to make it fun, because people will talk about it,” McFall said.
• Support local charities. Citing the Davidson Cos.’ Davidson Cares project that raises money for youth-based programs, McFall says that doing the right thing often results in positive publicity. “They do a great job and it also gets them wonderful visibility,” she said.
• Hire professional writers to help get the word out. “Jacksonville publications are hungry for good, positive news …” McFall said. “Include lots of pictures, and showcase everyone involved in the project.”
• Submit projects for awards. Interior designer Judith Sisler Johnston said doing so provides an added value for her customers. “It’s a thrill for our clients to win their first award …” she said. “It gives them a sense of achievement, it gives them exposure for their projects, and makes them more loyal to us.”
• Get good testimonials. Testimonial marketing is highly effective,” McFall said. “If you can’t do it yourselves, hire somebody to call and get testimonials.”
• Use quality photography. “Your industry is visual,” she said. “You cannot snap a fabulous photo on your iPhone – not if you’ve got a $3 million house you are trying to sell.”
• Maximize social media. Jacksonville Realtor Dana Davis says social media plays a role in about 45 of her business. “You get to come up with your own reality on social media –– and it’s free,” she said.
• Send video e-mails. Realtor Jacki Matthews says her updates and thank-you e-mails to customers and builders often include video tours of houses and construction projects. “Do everything you can to be visual and to be memorable,” McFall said.
• Consider thank-you notes. “Think about it,” McFall said. “A handwritten note is still one of your most powerful marketing tools.”