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25 years of moving CRM and contact centers forward: in just 25 years, we went from non-existence to a proud industry that laid the foundation for every corporation in America and around the globe.

Article Excerpt
Technology Marketing Corporation (TMC) was founded in May of 1972. At that time, we published advanced chemical technology publications such as Radiation Curing, Powder Coatings, High Solids Coatings and UV Curing Science and Technology magazines and textbooks.

In November 1981, I was disappointed with the sales results of our outside sales reps, so one day, I decided to get on the phone and see if I could sell advertising by telephone for our various publications. Indeed, it turned out to be a great new discovery--I was able to sell four pages of advertisements in the first hour. To make sure that I could reproduce this potential discovery, I continued selling one hour a day for the entire week and by the end of the week, I was able to sell approximately 15 pages of advertisements strictly by phone! Then, I believe, the industry was born ... at least to the best of our knowledge.

Mistake #1

I called the outside sales reps to our office and asked them to start selling by phone. None of them was able to sell anything significant by phone. Consequently, they resigned. At that time, I didn't know why, but today I understand. The reason is that the techniques that one needs to sell in person are vastly different than the techniques required to sell by phone.

Mistake #2

I interviewed several people in person, and none of them was able to sell on the phone. At that time, once again, I did not know the reason for this failure. Today, we know the reason. If you want someone to be successful in selling by phone, you must interview that person on the phone and ask them one key question; that is, "Tell us why we should hire you for this position?" If the sales person is not able to answer convincingly, then you must not hire that person.

I was very confused as to why I was the only person who could sell by phone, and no one else. I told myself that this couldn't be the case. I then went to one of our long-time secretaries and asked her to come in for training in the hope that she also would be able to sell. She first said, "Mr. Tehrani, I am the world's worst sales woman." Obviously, that was not the answer I was looking for. I...

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