One of toughest sales tools to master, either while selling or investigating, is proper and effective handling of objections. We recently conducted a marketing program offering a free book to potential clients of investigators. When a book was requested we gave local ION members opportunity to deliver book. Delivering book was meant to be a door opener for investigators to meet and hopefully sell themselves to possible clients. As with getting order for a referred investigation, some of our members succeeded in meeting with and establishing rapport with most of leads provided. Others complained that none, or very few of clients contacted about book were willing to meet with them. A good salesman knows sale begins when prospect says no. To sell something, even yourself, to someone who accepts what you offer with no hesitation does not require a salesperson. Easy sales only require order takers and clerks. You won't find many millionaire or CEO former order takers or clerks but there are countless millionaire and CEO former salespeople.

Have you ever had someone call about possibly doing an investigation and they talk a lot but never turn into a client ? Whatever their reason was for not going ahead with working case is known is sales as an objection. Maybe it was your price or what you said or failed to say but, usually it is their inability to make a decision. In many such cases, offering them a choice instead of leaving decision up to them would have been a service to them. It would have eased their stress by helping them decisively deal with one more thing in their life and for you, it would have made difference between an almost case and money in bank for you. Most people, even attorneys and SIU directors sometimes need help making decisions to do things they know they should do. Making decisions involves risk whereas doing nothing seems more safe. Inertia on part of potential clients costs private investigators who refuse to accept need to sell themselves, more than 25% of what their incomes could otherwise be. Our "cancellation rate" statistics from 20,000 referrals demonstrate difference between PI's who know how to close a sale and those who don't. Here is a sample choice question to try after discussing potential case. "Shall we start on that this week or next?"

No one should sell people things or services they don't need. The main difference between a professional salesperson and a high pressure salesman is their sensitivity to interests of others. The high pressure salesman I described at beginning of this article didn't care about farmers situation. Con artists who call themselves private investigators don't care about problems of their mark. The goal is not to turn private investigators into high pressure salespeople or con artists. Professional private investigators care about people and enjoy helping solve their problems. Learning professional sales skills however, will make you a better investigator and a more successful and affluent businessperson. If you would like ideas on how to get sales training and/or skills, send me a note online to lc@ioninc.com..

Published in PI Magazine - Fall 1998

Copyright © 2000 by ION Incorporated - ALL RIGHTS RESERVED

5. Pay Self-Employment Tax

You must pay self-employment tax on income over $400 using Schedule SE. Why? Because you are required to pay your fair share into Social Security and Medicare. Oh joy!

6. Get a State Sales Tax Certificate

Contact your state treasury office for information on obtaining a sales tax certificate. This certificate obligates you to pay applicable sales tax on goods you sell. If your product is to be sold wholesale, or if you are buying materials wholesale, inquire about a resale certificate to avoid paying taxes twice.

7. Obey Zoning Regulations

Be sure to check with your city and county offices about zoning regulations for your business location. You don't want to be in position of having to shut down later because of zoning violations.

8. Get Free Advice

Your local Small Business Administration office is a good place to learn more about nuts and bolts of legally operating a small business in your area. This office can answer many, if not all of your questions about doing business locally. Another important resource is Service Corps of Retired Executives (SCORE) at www.score.org/. This organization provides personalized and free counseling to assist you in making right decisions for your business.

Attending to above steps will put your business on a firm footing. For average home business, doing these things is enough to let you charge full speed ahead. However, no two businesses are alike, and it's not a bad idea to consult with a lawyer and accountant for additional information pertaining to your type of business. Doing so may prove valuable for you, both before startup and later on as your business becomes more complex.