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Being Avis and Trying Harder

Submitted by Mitch Seigel on Tues, 11/10/2015

I’ve often talked about how, as a salesperson, you should position yourself as Avis with your prospects, as often as possible. The theory says that if you are Avis and something happens with the leader Hertz, you move in and take the business. Well, this week I have begun a new chapter in my career, in charge of business development for a quarter of a century old ad agency in Orange County. And the opportunity came about as a result of the Avis/Hertz theory.

You meet with people, and land interviews and do this as often as possible with companies that fit your background. In my case, I became the Avis for this position when I was originally told that I came in second. The phone rang three weeks later and I was told that the Hertz just didn’t work out, and they would like to know if Avis (me) was still available.

While this is the first time I have experienced this happen in job search, I have had it happen quite often for me and those who have reported to me in sales. Often the Hertz failure is not always because something is wrong with Hertz. It may be that Hertz moved out of the area, that Hertz can’t take on any more assignments, that Hertz has decided to focus its attention elsewhere, or many other reasons for the client to turn to Avis.

The point is that this theory works. It means you try harder and set yourself up as the bridesmaid. But that’s OK! You will soon be in the driver’s seat. As a side note, remember that when you get to be Hertz, another Avis will be on your heels, so just beware. Now the real work begins, to prove your worth, and gain the confidence of your client through success. I’ll now need to perform as a new VP of Business Development. And I’ll be constantly looking over my shoulder at the new Avis.

What are your challenges when it comes to lining up business in your funnel? I look forward to hearing your comments. Until next time…