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Tech Talk with SIP Print's Jonathan Fuld

January 22, 2010

By TMCnet Special Guest
Jonathan Fuld, , Chief Technology Officer, SIP Print,

I took a flight on a major airline the other week, right before the Christmas holiday. I had to finish up some work for a client of mine. As I was heading out, I captured the coveted emergency exit seat. A rather plain looking gentleman sat down on the aisle seat and next to him was a lovely young woman in her mid twenties. He told me he is a salesman's salesman, someone who instructs salesman on how to “get to yes.”
His acolyte was sitting next to me. We spoke for most of the flight when I was not reading one of his books that he handed to me at the beginning of our chat. The end result of the conversation was that a salesman must “get to yes,” before the sale is consumated, otherwise, a waste of time, frustration, loss of income and all sorts of other bad things happen.
Our conversation got me thinking.
I am not a salesman in the traditional sense, but everything I do is sales related. No way do I want to fail. I want to succeed and that means I need to learn how to “get to yes.” Getting to yes is the primary goal.
The first person I want to hear yes from If I am not telling me yes, then why am I trying to get others to yes. My task at hand will fail if I am not getting to yes. Everytime I want to sell a new engineering concept, a different way of programming, or add a new feature to our product line, SIP Print (News - Alert), I ought to be hearing, “yes” from me first. If I don't, then I should take the time to understand why I don't want to say yes. No is a very powerful word and if I use it on myself, then something is wrong with what I am telling myself.
Now that I have said yes to the engineering concept I like, I need to get someone else to agree with me. I need to sell my idea to the person on the other end of my call, e-mail or text. If I don't “get to yes,” then nothing is going to happen with my idea.
You may be thinking, why are you discussing this? The answer is because everything we do requires us to “get to yes.” Ever watched a student struggling with a problem and once solved, exclaims, “Yes!,” or the telephony salesman who lands a big account – yells, “Yes!” to his co-workers, or your customer on the other end of the phone, who softly says, “Yes, I want to buy your product”? Ever been frustrated as a software engineer when few of your peers and none of your matrixed managers gave you the time of day about your new ideas for the products, with the common refrain is, “that should go through product management?”
So here are Jonathan Fuld's 10 rules to “Get to Yes,” for salesman and engineers in the information technologies and telecommunication industry:
  1. You must say yes – to your task at hand, your idea, the way to solve a problem, whatever it is, every aspect of what you are doing, you must say yes. If performing a task – and you haven't said yes, you are wasting your time and energy – you are fighting yourself.
  2. Determine who else must say yes to your task. You must find the key decision makers other than yourself who will get you to yes.
  3. Find out their likes and dislikes.
  4. Tell them a story that weaves in their likes and your goals.
  5. Create a simple list of objections and how to solve them.
  6. Develop a simple time line for solving these objections.
  7. Make them laugh with you.
  8. Ask them about their pets, children, hobbies – it must be something they spend time on.
  9. Put away doubt, which is different from constructive criticism.
  10. Lay it on the line. You must risk rejection to get to yes.
If you follow these 10 rules to “get to yes,” you will succeed. You can be the nicest guy or the greatest orgre; you can have all the passion in the world, you can be the loudest, you can be the richest, but none of those things alone will get you to yes.
Question from a Reader:
I own a pizza restaurant and my brother owns a small construction/repair facility. We started talking about a new phone system for our businesses and heard about this VoIP thing. What is VoIP, why can't we just use our cell phones for everything we do? Help!
Jonathan Fuld:
Answer to your second question, first; you can use your cell phones for everything you do, except stay connected with your office and your customers. The pizza restaurant requires a phone system to stay connected to its customers and to administrate the back office of its business. The robust feature set of a business phone system outstrips what one might cobble together with a series of cell phones and cell service providers. The phone system provides call queuing, call waiting, transfer on the fly, computer telephone integration, or “CTI (News - Alert),” for order administration, inventory and so on. The construction and repair facility requires a phone system that connects its employees with the task lists and job site requirements produced by the software running on their laptops.
Voice over IP, or “VoIP,” is the technology that changed the telephone into a computer that can increase the productivity of your pizza business and your construction business. Your computer network is now the telephone. You gain everything by implementing a VoIP telephony system at your business. The integration of the cell phone network into the internet is on the way, but still a few years off. Most VoIP systems offer call transfer to cell phones, but fail to allow transfer back to the VoIP system, which canbe a fault of the cell phone provider more than the technology of the VoIP system.
VoIP means the call is sent along with your email and your internet searches in the same network – you get a feature rich telephone at a reduced cost. Your computer can be a phone. Your phone can be a video production facility. Your phone can be your computer, kieeping your customers and your employees in touch.
There are several VoIP vendors out there. Search VoIP PBX (News - Alert). Find a telephony consultant. This will solve your new phone problem.

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Edited by Amy Tierney

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