In my life as a promotional marketer, I’m in regular contact with consumers, retail managers and event organizers trying to either sell a product, organize an appearance or negotiate a fee. I’ve found three key things help make these tasks as efficient as possible regardless of my target audience.

1. Know The Vernacular
   It makes a huge difference when I know the acronyms and titles within an organization or buzz words that are top-of-mind for consumers. It’s far more efficient to know that 1) the “nutrition manager” is responsible for booking a sampling so that I can 2) letting her know the “OPSR from Coca-Cola” provided me with her contact information. This gives me a little credibility right off the bat.

   When you know who you need to speak with, you also avoid getting bounced around from person to person only find that the real decision maker is out for the day. It might take a little while to learn, but you’ll end up using your time more wisely which allows you to make more points of contact in a shorter period of time.

2. Know The Problem You’re Solving
   For consumers, the protein shake I market has multiple benefits: natural ingredient, no powders, lactose free, (genuinely) awesome taste. The list goes on.

   When I’m setting up a sampling at retail, I’m providing that manager with a free marketing tool to help sell more of a high-margin product. Informational literature and coupons will be given to consumers to try and ensure repeat purchase at their account. I’m solving the problem that “no one knows what this is, and it’s not selling”.

   As a caveat, I would say that point 2b is asking the right questions. Assuming you know someone’s problem is dangerous because they can very well say “no, that doesn’t apply to me” and then walk away.

3. Know The Details
   As with the previous two, this may vary depending on your audience.With consumers, I have to know the nutrition label inside and out as well as the background on our farms and animal care and treatment. I have to be the expert in their eyes in order to be credible.

   For retailers, I can honestly give them an average numbers of bottles they can expect to sell in two hours. I’ll tell them exactly what items we’re bringing and how much space is needed, so all they have to do is watch us set up shop and generate revenue on their behalf.

   In removing the guess work, you earn people’s trust and respect, which allows you start cultivating mutually beneficial relationships.

Selling isn’t necessarily easy, but I’ve found that if you know these three things when making an ask, you can help increase your odds of ultimately earning a “yes”.

What preparation have you found most beneficial in trying to make an ask, either on the B2C or B2B side?