We're Back! And We Missed All You Sales Dogs!

Our SalesDog Blog is Back!

Hello all you Sales Dogs! Our apologies for the blogging silence. Did you miss us? We most certainly missed you!

We're back now and have some great new content lined up for you! Plus, a brand new editor (that's me, Taylor Eaton). So keep your eyes glued to this blog for inspirational quotes, insights into the business world, and free tips and tricks (who says old dogs can't learn new tricks?) for your sales and marketing practices.

Can't wait for the new content to start showing up? Browse our archives or subscribe to our Coffee with the Dog newsletter for free weekly advice (AND 300 free business leads).

Got any questions for us? Feel free to leave us a comment below! We'd love to hear from you!

The Three R's of Professional Services Marketing

C.J. Hayden is a marketing expert whose advice often applies to salespeople who do their own lead generation. That's why I found this article so interesting - you may not be in marketing, but a marketing viewpoint when it comes to leads never hurts!

Hayden suggests you incorporate into your back-to-business agenda the back-to-basics curriculum of the Three R's of professional services marketing: relationship, referral, and reach.

#1: Relationship

The cornerstone of every independent professional's marketing strategy should be relationship-building. If a marketing tactic you're considering contributes to stronger relationships between you and your prospects, it's worthy of your attention. If it doesn't, think twice before using it, and certainly don't rely on it.

Marketing that leads to better relationships includes activities like lunch and coffee dates, giving educational talks, and personal exchanges via phone, email, or social networking. Marketing that rarely leads to - better relationships - and can sometimes damage them - includes phone calls, letters, and emails with over-the-top hype for your services, anonymous online ads, and besieging your social networking contacts with promotional announcements.

Don't be misled by advice pushing the flavor of the week in marketing. If a new tactic suggested to you isn't relationship-oriented, it probably isn't worth your time.

#2: Referral

Prospects who come to you by way of a referral are more likely to become clients than those who you connect with in almost any other way. They have often already decided to work with you when you hear from them, and are less likely to question your rates or your expertise.

Generating more referrals, then, should be an essential component of your marketing. Instead of expending all your effort on filling the pipeline with unknown prospects and making cold approaches, spend more time cultivating relationships with likely referral sources.

Many professionals mistakenly believe that if they simply provide good service to their clients, the referrals that naturally result will be enough. But this is rarely the case. The best referrals often come from people who have never been your clients - members of your trade association or networking group, other professionals who serve your market, and centers of influence in your community. Time spent getting to know these folks better can be much more productive than approaching strangers.

#3: Reach

Clients don't appear just because you are there waiting for them. You have to reach out. In marketing, reach takes many different forms - for example, you reaching out to people you already know to build better relationships, you reaching out to new potential referral sources, and you reaching outside your comfort zone to have personal interactions with prospects.

The point is that you do have to reach out rather than simply wait and react, even though outreach is often more uncomfortable. It's tempting to rely on build-it-and-they-will-come marketing like websites consisting solely of sales letters, or online "networking" platforms populated by people you don't even know, or classified ads, or directory listings. And there are plenty of vendors doing their own outreach to sell you on these approaches so you don't even have to go looking for them.

But if it was really that easy to get clients - just launch a website, say, or buy an ad, and you'll have all the clients you need - why haven't all the folks selling you these strategies retired to tropical islands by now?

As far as marketing tactics go, if it sounds too good to be true, it probably is. So get back to basics with your marketing this fall. Build relationships, cultivate referrals, and reach out proactively to prospects and referral sources rather than waiting for them to find you. With the Three R's as your guide, you'll have everything you need to go to the head of the class.

C.J. Hayden is the author of Get Clients Now! Thousands of business owners and independent professionals have used her simple sales and marketing system to double or triple their income. For more information, please visit www.GetClientsNow.com

Is This a Bad Time to Market?

The holiday season plus economic downturn does not equal many happy salespeople. The time of the year that is usually the slowest has been hit even harder - so what should you do to increase your business in this difficult time? Business coach C.J. Hayden says, "Professionals who have built successful long-term businesses have learned that continuing to market pays off in both the best of times and the worst of times. Here are six suggestions for how to keep your marketing up when the overall business climate is down."

1. Turn up the volume.
When people are distracted by bad news, economic concerns, or holiday plans, you may need to communicate more often or more visibly. Where an email might have done the job before, now you may need to pick up the phone or send a postcard. Instead of just one follow-up call, you may need to make two or three. If your business is slowing down, make use of the extra time you have available to ramp up all your marketing efforts.

2. Become a necessity.
When clients are cutting back on discretionary spending, they need to perceive your services as essential. Look for ways to "dollarize" the value of your services. How can you help your clients save money, cut expenses, or work more efficiently? Will your services help them gain more customers, increase their income, or experience less stress in tough times? Tell your prospects exactly why they need you, and why they shouldn't wait to get started.

3. Make use of your existing network.
It's always easier to get your foot in the door when someone is holding it open. In a slow market, referrals and introductions can be the key to getting new business. Seek out opportunities to propose repeat business with former clients, too. Uncertain times encourage more reliance on trusted sources and known quantities, so warm approaches and existing contacts will pay off better than cold calls or mass mailings.

4. Explore partnerships.
Working with a partner can create more opportunities for both of you. By sharing contacts, you each increase the size of your network. Together, you can multiply your marketing efforts and share expenses. A partner with a complementary business can allow you to offer a more complete solution than your competitors can. A photographer could team up with a graphic designer, for example.

5. Meet people where they are.
In a down economy and at holiday time, prospects are even more price sensitive than usual. Instead of slashing your rates to get their business, propose a get-acquainted offer. A professional organizer or image consultant could offer a reduced price half-day package for new clients. A management consultant or executive coach could propose a staff seminar instead of consulting/coaching work. Once clients see you in action, they'll be more willing to spend.

6. Find the silver linings.
When companies cut back on staff, opportunities are created. With fewer people on the payroll to handle essential tasks, downsized organizations present possibilities for project work, interim assignments, and outsourced functions. Economic changes beget other needs. People who are out of work need resume writers and career coaches. Folks concerned about their finances need investment advisors and financial planners.

"Landing clients during a down period requires not just more marketing, but more strategic marketing," says Hayden. "So instead of getting depressed by the news, get inspired by it. When you hear about coming layoffs, consider how your services could benefit those companies. When you read about negative consumer attitudes, use those words to better target your marketing copy. When prospects say, "not this year," craft a proposal that ensures your place in their 2009 budget. For the successful independent professional, there's no such thing as a bad time to market."

C.J. Hayden, MCC, is a business coach who teaches people to make a better living doing what they love. Her company, Wings Business Coaching, specializes in working with business owners, self-employed professionals, and people in marketing and sales. Learn more at www.getclientsnow.com

Cold Call Using Your Right Brain

If you're having trouble cold calling, the problem might be which side of your brain you're using.

Research shows that left-brain thinkers are analytical, logical, and look at things in parts, while right-brain thinkers are creative, believe that everything is possible, and look at a situation as a whole, rather than as steps. This means that right-brain thinkers are more likely to look at cold calling as a way to start a conversation, and consequently face fewer setbacks when the conversation doesn't lead to a sale.

If you're not enjoying cold calling, try looking at it with a right brain mentality. Here are some suggestions from sales trainer and speaker Ari Galper.

• Before you make a cold call, think to yourself, "My goal is not to make the sale but to create a conversation based on how I can help the other person."

• Avoid changing who you are when you make your call. There's no need to be on "stage" or to sound enthusiastic. Just be your everyday relaxed self, as if you're calling a friend. People know when you're being genuine, and when you're not.

• Throw out your linear sales script and generate a spontaneous conversation based on the problems you can help the other person solve.

• Let go of thinking "buyer-seller," and view the person you're calling as another person, not as a "prospect."

• Let go of worrying about driving the conversation "forward." Instead, open your call with a problem statement that generates the response "What do you mean?" or "Tell me more."

Ari Galper is the creator of Unlock The Game, a new sales mindset that overturns the notion of selling as we know it today. Contact him at www.unlockthegame.com.

Elevator Speech Hooks Big Fish

Our Quote of the Week reminded our Managing Editor, Tina LoSasso, how a simple and non-threatening elevator speech can "hook" a big fish. Here's her story:

Several years ago, I taught marketing for a real estate franchisor. One month, while I was teaching the class the company's elevator speech, a woman shot out of her chair to tell the class why they HAD to learn this. Turns out her husband (and business partner) was in the class two months before and returned to their office insisting that everyone learn the elevator speech.

A few days later, the couple was at Home Depot buying paint to fix up their newly-opened office. A gentleman in front of them in the check-out line noticed their company logo-embossed polo shirts and asked her what they did. With some trepidation the woman answered using her elevator speech for the very first time. The gentleman was intrigued. It turned out he was a new home builder. The conversation continued and he ended up giving the new office owners all of his homes to list.

If you can't easily explain - in simple, "non-sales" language - what you do for your customers, you need to craft an elevator speech. A good one will "let your hook always be cast" for fish big or small.

For help on crafting an effective elevator speech, check out this past blog post, or contact one of our experts, Tammy Stanley, to learn how to craft a "vocal business card".

"Setting the Table" for Referrals

Getting referrals is one of the best (and easiest!) ways to build your business. However, many salespeople are timid about asking for referrals. Business coach Tom Kelly has the advice you need to ask for referrals in a considerate and professional manner.

"In order to effectively generate referrals for your business, you need to set the expectation up front with your clients," says Kelly. "This way, your clients know that you are looking for referrals, and you know what exactly you need to do to earn their referrals." Below is an example of how to accomplish this:

You: "Mrs. Client, may I take a moment to share with you how I build my business?"

Client: "Sure."

You: "Well, what I enjoy most about what I do and where my time is best served is working with my clients. I want to spend as much time as possible serving my clients and exceeding your expectations. In order for me to spend more time with my clients and less time marketing or prospecting for new business I really need the help of my satisfied clients."

"Please understand, I'm certainly not asking for any referrals from you now. After all, we just started working together! However, in a couple of months or even weeks, when you are clearly realizing the benefits of my services and have gotten even more value than you expected, would you be comfortable sharing the results you have experienced with others and introduce me to those people who might benefit from my services?"

Client: "Sure, I don't see why not."

You: "That sounds great. Thanks in advance for the consideration. Just so I know what it will take to make you a raving fan, what can I do to make you comfortable enough to actually want to refer business to me?"

"Having this conversation up front with your clients allows you to let your clients know that you are looking for referrals, gets their permission to do so, and also allows them to tell you exactly what you need to do to earn their referrals," says Kelly.

"By 'setting the table' up front, you remove any awkwardness around the process of referring business to you, and it allows you to feel comfortable after you exceed their expectations to ask them for referrals."

Tom Kelly is the founder and owner of Potential In Motion, Inc. As a coach, Tom is dedicated to working with salespeople, entrepreneurs and small business owners that want to reach their full potential in business and life. Visit his website at www.potentialinmotion.com

Don't take our word for it...

Renowned sales trainer and bestselling author Jeffrey Gitomer is recommending Top Dog Sales Secrets. You know Jeffrey as the author of the popular Little Books including the current bestselling Little Green Book of Getting Your Way.
Here's what Jeffrey wrote about Top Dog Sales Secrets:
"Michael Dalton Johnson has compiled these strategies, tips, and secrets for you to add to your sales bag of success. One of these top dog secrets can earn you a fortune."

If you're ready to earn your fortune, click here.

People Are Talking

Today we're looking at the second element in W. Edwards Deming's formula for profit in business: getting your customers to boast about you.

Sales and marketing coach Dr. Rachna D. Jain has some tips for easily and effectively garnering testimonials:

Let your customers know right up front. Start every new customer relationship with a brief explanation of how you appreciate testimonials and how they help you serve your customers better. Ask all new customers/clients if they would be willing to provide you a testimonial if they are satisfied with your service.

Ask for them. Very often, sales reps will take step one, but never take step two. The client has agreed to provide a testimonial, but the business owner never follows up and asks for the testimonial. It's most effective to ask when your client or customer is especially pleased or satisfied with your service.

Make it easy. Make it as easy as possible for your clients to provide you with the testimonial. Consider having a pre-designed form, or a standard email. You may even want to ask certain questions to help shape the tone or format of what your client shares. For example, if you really want your clients to comment on your "outstanding customer service orientation," you might put a question or two in the form about this.

Write it yourself. Sometimes, clients will agree to provide a testimonial, but never actually do it. In these cases, it's perfectly acceptable to offer to write the testimonial yourself and have the client sign it. Ask the client if you might call him/her for 10-15 minutes for a brief interview about the high points of your business or service. Then write what you hear, and send it to the client for approval.

Get permission. It's very important to get your clients' permission to use their name, city/state, or website address in your own marketing. Most clients will understand that you are obtaining a testimonial for your marketing efforts. I have always found it wise to ask them to sign a brief statement which demonstrates that they have given permission for the information to be used.

Offer something in return. Most satisfied clients will give you a strong testimonial without expecting anything in return. For myself, I've found that offering a small "thank you" (a brief coaching session, a copy of one of my books, a discount on a class or training) goes a long way to helping clients feel valued and appreciated for their extra time and effort.

Dr. Rachna D. Jain is a sales and marketing coach. To learn more, contact Dr. Jain directly, or to sign up for her free newsletter, Sales and Marketing Secrets, please visit her website.

What's In a Name?

There is no sweeter music than the sound of one's own name.

Try to use your prospect's name a couple of times during your sales presentation. However, don't overdo it, or you'll sound insincere and patronizing.

Great advice, but what do you when you don't know how to pronounce the name?

"If your buyer's name is difficult to pronounce, get the correct pronunciation from the receptionist or secretary," says SalesDog.com founder Michael Dalton Johnson. "Write it out phonetically, and say it aloud a few times before your meeting."

Put this advice into practice and watch your rapport quotient soar.

Three Steps to Successful Sales

Selling is a process that builds from your first point of contact with the prospect - one step in the wrong direction can cost you the sale. "A successful sale is like building a pyramid; each step depends upon the success of the previous ones, and no step can be omitted without creating disaster," explains sales guru Tony Alessandra.

Here are Tony's three steps to selling success:

Step 1: Exploring Needs
The exploring step of sales gives you the chance to get deeply involved with your prospects to determine exactly how your product or service can help them. It's where the partnering process begins. The purpose of exploring is to get enough information from the client to enable you to recommend appropriate options. This step is epitomized by the guiding principle of Collaborative Selling, "Prescription before diagnosis is malpractice."

Step 2: Collaborating Solutions
After you've worked with your prospects to identify needs and concerns, the next step is to determine whether or not your product or service will solve a problem or seize an opportunity for them. Usually there are several different ways you can put your product or service together to meet the needs of your prospects. The collaborative selling way is much less adversarial and much easier. You actually involve your prospects in deciding which one of your options makes the most sense for them.

Step 3: Confirming the Sale
If you've done your job properly to this point, your customer should be asking to buy from you. The commitment becomes a how and a when, not an if. Signing the agreement is merely a formality. However, before confirming the sale, you'll want to be sure your prospect has all the information he needs to increase their perceived value of your product or service.

Tony Alessandra is a contributor to Top Dog Sales Secrets. He has authored 17 books translated into 49 foreign language editions, recorded over 50 audio/video programs, and delivered over 2,000 keynote speeches since 1976.

Pokemon Mom Sells Big With Story

A mother of six sold a pack of Pokemon cards for $142.51 - that's one pack - and it was opened to boot. How did she do it? By involving prospects in her story of how she came to own the cards. Her eBay post received 14,000 hits and had over 800 people watching it. People were so sold on her, and her story, that they dramatically overbid the item and she received three job offers.

What's the sales lesson here?

Compelling stories sell. "People are conditioned to resist a sales pitch, but no one can resist a god story," says presentation guru Patricia Fripp in Top Dog Sales Secrets. "Give your stories interesting characters and dialogue, plus a dramatic lesson your prospects can relate to. Don't say 'Certain companies have used our software.' Don't even say, 'IBM has used our software.' Instead, say 'Joe Smith at IBM told me, 'If we don't increase sales turnover by 20%, we won't make our projections.'"

Here's the Pokemon Mom's listing. We hope it inspires you to use stories to sell.

Praise for Top Dog Sales Secrets

This just in:


"The information is strong and the delivery right to the point. This book is equally as important for someone just starting in sales as it is for the accomplished sales professional. From picking up the phone for cold calls to complex negotiations with Fortune 500 firms, this book has something for everyone. If you have not read it, READ IT! If you have read it, recommend it to someone you want to see have a flourishing sales career. Top Dog Sales Secrets is a veritable "field guide" for anyone battling in the world of professional selling. Lastly, the table of contents makes this book a great reference source to keep on your desk or on a shelf in your office."

Mark J. Dougherty
Director, Financial Services
CoStar

Read more praise for the book.

Welcome to "Dig It!"

I have to tell you, I was more than a bit nervous when given the assignment of creating and writing the new SalesDog.com blog. Technology and I are not usually a very good mix. I guess I am an old-fashioned salesperson type at heart. I prefer to stick to e-mail, web searches and Microsoft Office. What the heck is a blog?

I soon learned I had nothing to sweat. After a little research (thank goodness for my old friend Mr. Google!) blogging was completely demystified for me. I'm now confident you will get a lively mix of sales tips, advice, intelligence and news you can use right here.

Here's the deal: Two or three times a week you'll get "quick reads" along with my recommendations on books, seminars, interviews and articles. If you're familiar with SalesDog.com you know that I work with dozens of America's top sales trainers and professionals. These guys and girls know what they are talking about. You will too.

Speaking of invaluable intelligence, allow me a shameless plug for our new book, Top Dog Sales Secrets. It's packed with the best advice from 50 of our top experts. Whether you need the perfect cold-calling script, or cool ways to overcome stalls and beat the price objection, this book is for you. If you're serious about sales, I highly recommend you get a copy. To learn more, go to http://www.salesdog.com/.

I'd love to hear from you. Post your comments about Dig It and SalesDog.com by clicking on the comments link below. Send me your sales questions as well and I'll get an answer for you from one of our sales experts. Thanks!

Until next time, dig it!

Kelly