Jim Domanski is a tele-sales expert, and his advice today only showcases that. Today and tomorrow we will feature Domanski's take on personal branding, and how it will help you significantly with your tele-sales.
Here's the good news for 2011:
Tele-sales as a selling application (and as a profession) is growing as field sales continues to decline. More and more B2B companies are jumping onto the tele-sales bandwagon because it is fast, less costly and because it appeals to a new generation of buyers who do not need the same level of face-to-face contact. What they need and want is instant information and the telephone (in conjunction with the internet, e-mail, webinars, tele-conferences, etc.) is poised to deliver it. So this means there is a huge opportunity for you to succeed in tele-selling.
But here's the bad news for 2011:
Because tele-sales is growing there's going to be a glut of competition in the marketplace. More of your competitors will be calling your customers and prospects. In fact, more of your non-competitors are going to be using the telephone to contact your customers and prospects. So this means you need to differentiate yourself; stand out from you competitors and non-competitors. You need to be better, smarter, and more valuable so you stick out from the clutter.
And here's the solution:
Create your own personal 'brand.' In other words, you need to distinguish yourself in the eyes of your clients. You need to be recognizable, memorable, and valuable. You want your clients to say, "I'll take that call" or "I'll return that message."
7 Personal Branding Strategies
Strategy #1: Become a Business Resource
To be a strong brand, it is not enough to simply be a source of information (source of brochures, promotional literature, products, prices, offers, services etc.), you've got to be a "resource." A resource is someone who supplies prospects and clients with 'extras' that go beyond pitching a product or service. A resource provides unsolicited Special Reports and White Papers to add value. Resources scan industry magazines and rip out articles that they share with clients. They provide links to web sites that can help the client work better, smarter and faster. They send independent newsletters and data that their competitors would never think of doing.
Becoming a resource means you have to do more homework and become the industry expert; the product guru; or the 'go-to' guy when clients have a question. Resources do more. Extra. They create value.
2. Build Stronger Personal Relationships
All things being equal, people will buy from people they know, like and trust. In fact, all things being relatively unequal, people will still buy from people they know, like and trust. How well do you know your clients? How well do they know you? What have you done to create likability and trust?
You see, that's the difference between a transaction and a relationship. Customers can transact business with any company/sales rep that is relatively decent and competent. But they would prefer to do business with people who not only add the value (See Strategy #1) but who are interesting, likeable and 'worthy' of the business.
Even in B2B situations, there is still an element of emotion in the buying process.
To brand yourself, you need to tap into this emotional stream. It is planned and purposeful. That means sending thank you cards every now then. It means remembering a birthday or that their son plays hockey or their daughter plays volleyball. It means sending a Memphis Dry Rub recipe to an avid BBQer; it means sending an article from Golf Digest on chipping; it means finding memorable quotes; it might mean sending a cartoon; it could mean gentle teasing about Notre Dame losing to Michigan.
Building a relationship could mean sending homemade cookies, chocolates, or candy. Maybe donuts. Anything that solidifies the personal side of the selling equation.
3. Plan and Prepare More
Look, with the glut of competitors calling the same target markets, your call NEEDS to be well planned and prepared if you expect your clients to listen and perceive value. What this means is having a well-defined primary objective supported by secondary objectives. Once you know your objectives, you can define your step-by-step approach to the call itself. Think of the questions you should ask, the points you should make, and the objections you might encounter. Figure out how to leverage your relationship. Create a pre-text for calling. Craft your opening statement so it conveys a benefit to your customer or prospect. Rehearse if you need to.
Well planned call is a welcomed call. It wastes no one's time. It's clean, crisp and professional.
By Jim Domanski of Teleconcepts Consulting. Please visit Jim's web site at www.teleconceptsconsulting.com for additional articles and resources for tele-sales professionals.
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