Sign Connection:
Keys to Building
Top Sales Performers
By Catherine Monson
CEO, International Franchise
Association (IFA)
Catherine was named CEO of
FASTSIGNS in December 2008,
bringing with her a strong
background in franchising and
digital printing. In addition to her
previous role as President of PIP
Printing, she worked within Sir
Speedy and MultiCopy Europe;
serving in operations, franchise
development, sales, training,
and marketing communications.
Monson serves on the board of the
International Franchise Association
(IFA) and on the National
Educational Foundation Board
of Trustees for Pi Sigma Epsilon,
the national sales and marketing
fraternity for college and university
students.
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Although FASTSIGNS has been in business for more than 30 years, we didn’t implement our
Outside Sales Initiative until just 7 years ago. Th is was a natural extension of our eff orts to
off er comprehensive solutions to our customers, using consultative questioning to uncover
their business needs and points of pain, in order to provide smart marketing solutions to help
them grow their businesses.
From just 12 outside sales professionals in
2009, FASTSIGNS International now facilitates a
team of more than 480 salespeople network-wide
in more than 330 locations globally. Th rough
ongoing sales coaching and training, FASTSIGNS
continues to build a strong sales force that focuses
on strengthening the sales professional’s selling
skills and abilities to create comprehensive visual
graphic solutions; this generates profi table revenues
for local franchisees.
So what has been the formula for producing top
performers? Implementing solid sales processes
and strategies is one solid reason for their successes.
We teach a 9-step Solution Selling System and
provide in-depth training on each step. We also
train in how to utilize the most current technologies
and signage systems to provide the best
marketing solution for their customers. Our sales
professionals are taught the importance of building
long-term relationships while selling comprehensive
solutions within vertical industries.
Th rough qualifying their prospective customers
using B.A.N.T. (Budget, Authority, Need and
Timeline), they determine the sense of urgency on
each project and respond accordingly. But most
importantly, top sales performers are continually
sharpening their sales skills through ongoing
education such as attending our training courses
and achieving their FASTSIGNS Sales Certifi cation.
In addition, these top performers understand
the importance of implementing their newfound
knowledge.
FASTSIGNS teaches a consultative selling
style and top sales performers have learned
and mastered the questioning model versus a
telling model. Th ey understand the importance
of engaging with their prospects by understanding
what they are trying to accomplish before
making a presentation. We teach the importance
of planning prior to any sales call: “What are the
key questions I want to ask?” “What are the objectives
for this meeting?” “What is the outcome I
want to achieve?” “How will I close?”
Also, we believe there are fi ve common characteristics
of all highly successful people and that
these are skills that can be developed. We spend
time teaching how to improve each of these skills.
Th ese fi ve common characteristics are: positive
mental attitude; goal-directed behavior; self-motivation;
sense of urgency; and never stop learning.
Unlike many characteristics that are built
into our DNA, these fi ve key characteristics are
not automatic; rather, these are disciplines that
are learned and developed over time through
hard work and perseverance. Training on how
to set and achieve goals is also important. At
FASTSIGNS, they’re taught and encouraged to set
S.M.A.R.T. goals (Specifi c, Measurable, Attainable,
Relevant, and Time Bound) and are self-motivated
to reach those goals.
Knowing the competition
A FASTSIGNS Sales Professional learns to diff erentiate
themselves by knowing their competitive
landscape, asking the right questions, and
listening to their prospect so they can provide
the right solutions.
If you are an independent sign shop owner, a
printer, or in a related business and would be
interested in learning more about our Conversion
or Co-Brand program, I encourage you to visit us
at fastsigns.com.
June 20 PrintingNewscom 17 Wide-Format & Signage 27