This week I’m sharing more e-mails I’ve received asking to solve sales dilemmas. Here are a few that may relate to your job, your life, but most important, your sales thought process

Hi Jeffrey, I love your books. They’re great! I work at a bank and we have a large Hispanic population in our community. Aside from the obvious of providing things in Spanish and hiring bilingual reps, how else can we tap into this fast growing market? Or, a better question would be, how do we get them to choose our bank over the competition? Thanking you in advance, Didimo

People go where they feel most comfortable. That customer who doesn’t speak English well isn’t going to go to your bank unless there is someone there who speaks Spanish and the more who do, the better. When you tell me, "besides the obvious" what I believe you’re saying is "not everyone in the bank speaks Spanish." The branch manager has to be bilingual. Every teller has to be bilingual. If that’s not the case, if your competitor opens a branch next door and everyone speaks Spanish, you’ll lose. In this situation whoever speaks the most Spanish wins. If you want to have some fun - get people from the neighborhood to come in to teach you Spanish. Try to get some local publicity in the process.

Jeffery, I used to enjoy your column very much and looked forward to receiving it. I work in inside sales and make a very good living. Lately, I am finding it is disappointing to read your disparaging remarks about the utter uselessness of cold calling. My impression is you feel cold callers are second-class citizens. No matter how interesting I find your columns, I have slowly stopped reading them. All sales people want to pass the point of flat out cold calling. To accomplish this, one must learn the basics and grow. Why not offer tips about networking with my current phone customers? This would be more helpful than repeatedly dismissing cold calling as useless. If cold calling is something you consider not worthy of a salespersons’ effort, than say so and leave it at that. Also, I have read your latest book. The cold calling information simply mirrors your current attitude. Nicole

The reason I continue to harp on the worthlessness of cold calling is that it has the lowest percentage return of all sales calls. It’s where 99.9 percent of rejection takes place. It’s also the most difficult for salespeople to make. It’s not taught well because most of the people who teach it can’t do it themselves. Your challenge is exactly as I have stated: invest money in existing customers. Build on those relationships, provide value beyond the sale to get more sales and referrals. But let me be clear about one thing: I am not disparaging the salespeople who make the cold calls. I am disparaging the process of cold calling. In my "Little Black Book of Connections" you will find all the networking and relationship answers you will need - a free copy of which is being sent to you today.

Jeffrey, I am the executive director of a nonprofit organization. I know your column is geared to people in sales, but isn’t that what we all do? I’m trying to sell tickets, and sell people the idea of supporting my organization. I always find something useful in what you’ve written, and I frequently read sections to our board of directors. Do you have any advice for nonprofits in particular? Alayne

Your nonprofit organization benefits people in some way. Get the people who benefit from what you do to talk about the value you provide and how it affects them. Stories about what you do from people you serve are more powerful than any message you try to create.

Jeffrey, What are the best ways to stay motivated in a home office? Shawn

1. Get dressed like you’re going to work.

2. Keep your workspace separate from your living space.

3. Get rid of all distractions. Turn off the TV. Even go so far as to put your kids in daycare for half the day.

3.5 Make a to-do list every morning when you wake up.

And do it.

Contact Jeffrey Gitomer at salesman@gitomer.com or (704) 333-1112. Gitomer is president of Buy Gitomer in Charlotte, N.C., and the author of "The Sales Bible" and "The Little Red Book of Selling." He gives seminars, runs annual sales meetings, and conducts Internet training programs on selling and customer service at www.trainone.com. Sales Moves appears weekly.