"It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you'll do things differently." -- Warren Buffett
Your reputation is everything in sales. One negative comment or rumor can seriously damage a trusted relationship with a client. If you say you're going to do something - do it! If people are gossiping around you, go somewhere else. If a customer starts talking badly about a mutual acquaintance, don't join in. You can protect your reputation - you just have to be conscious of it.
Monday, January 12, 2009
Friday, January 9, 2009
Why Value Propositions (Usually) Don't Work
Bill Caskey recently posted an insightful blog about value propositions and why many people's value statements don't actually do anything for them. Check out his advice on what's keeping your value proposition from getting you more clients.
1. Rush Too Quickly To The Words
Teams get too hung up in the words too quickly and fail to understand the value prior to putting it into words. Value/Message is like a puzzle you put together. And we can't know how to assemble it until we get all the pieces on the table.
2. It's Based On The Wrong Intent
If we take a vendor mentality (bad) we will craft this with the wrong intent...we'll craft it with the intent of selling someone something. Instead of the intent of "helping our customers solve problems and realize opportunities." Your value story should "attract" some and "repel" others. It must take a stand.
3. Sterilized Message Speaks to No One
The message becomes too sterile and intellectual - and lacks the soul of the business. People make the difference so it needs to give voice to people (prospects) not just to statistics (although they are important too). Group mission statements usually end up like that. Salespeople won't use it.
4. Filter Through Old Thinking
Too many 'false filters.' This means that if we assume that a prospect only has 30 seconds to hear the story then we'll craft it for 30 seconds. I don't think Stephen King says, "I need to get this story told in 25 pages." It's more important that the story is compelling first - then work on how long or short it is. Prospects will carve out a lot of time to talk about themselves - not so much to talk about you.
5. No Platitudes, Claims or Opinions
Companies make this a bullet-pointed list of claims, platitudes and opinions. That doesn't compel a prospect to change. What compels a prospect to change from their current situation is if they feel they pay a penalty NOT to change. That's what we need to get to.
Apple has done a great job of this. Are their PCs faster? Not sure. But you don't find many people switching from Mac back to Dell. Once we tell this story, the prospect should either say, "How quickly can we get started with you?" Or, "This is not for us. You need to leave now." Either answer is OK. What's not OK is, "That's very nice. Thanks for coming in."
6. We Don't Change the Game
When you're crafting your message, that's the time we can change the game. Instead of thinking of ourselves as a traditional category (Accountants, Trainers - whatever your category is) is there another way to describe you? Are we OK if prospects lump us in that category? Is that what we want to be known as? Is that where we can grow and be profoundly successful? Change the game. Change the rules - and the results will change.
Bill Caskey is the President of Caskey, a training firm that specializes in training and developing B2B sales teams through face to face training, teleconferencing, written materials, custom podcasts and one on one coaching. Learn more at http://caskeyone.com
1. Rush Too Quickly To The Words
Teams get too hung up in the words too quickly and fail to understand the value prior to putting it into words. Value/Message is like a puzzle you put together. And we can't know how to assemble it until we get all the pieces on the table.
2. It's Based On The Wrong Intent
If we take a vendor mentality (bad) we will craft this with the wrong intent...we'll craft it with the intent of selling someone something. Instead of the intent of "helping our customers solve problems and realize opportunities." Your value story should "attract" some and "repel" others. It must take a stand.
3. Sterilized Message Speaks to No One
The message becomes too sterile and intellectual - and lacks the soul of the business. People make the difference so it needs to give voice to people (prospects) not just to statistics (although they are important too). Group mission statements usually end up like that. Salespeople won't use it.
4. Filter Through Old Thinking
Too many 'false filters.' This means that if we assume that a prospect only has 30 seconds to hear the story then we'll craft it for 30 seconds. I don't think Stephen King says, "I need to get this story told in 25 pages." It's more important that the story is compelling first - then work on how long or short it is. Prospects will carve out a lot of time to talk about themselves - not so much to talk about you.
5. No Platitudes, Claims or Opinions
Companies make this a bullet-pointed list of claims, platitudes and opinions. That doesn't compel a prospect to change. What compels a prospect to change from their current situation is if they feel they pay a penalty NOT to change. That's what we need to get to.
Apple has done a great job of this. Are their PCs faster? Not sure. But you don't find many people switching from Mac back to Dell. Once we tell this story, the prospect should either say, "How quickly can we get started with you?" Or, "This is not for us. You need to leave now." Either answer is OK. What's not OK is, "That's very nice. Thanks for coming in."
6. We Don't Change the Game
When you're crafting your message, that's the time we can change the game. Instead of thinking of ourselves as a traditional category (Accountants, Trainers - whatever your category is) is there another way to describe you? Are we OK if prospects lump us in that category? Is that what we want to be known as? Is that where we can grow and be profoundly successful? Change the game. Change the rules - and the results will change.
Bill Caskey is the President of Caskey, a training firm that specializes in training and developing B2B sales teams through face to face training, teleconferencing, written materials, custom podcasts and one on one coaching. Learn more at http://caskeyone.com
Thursday, January 8, 2009
Create "Ah-ha" Moments and Close the Sale
An "ah-ha" moment is a turning point. It is a flash of brilliance or discovery or just plain common sense that changes our way of thinking in an instant.
"In sales, ah-ha moments occur when prospects give themselves permission to buy," says sales trainer Al Uszynski. "They transform a customer with certain beliefs (i.e., one who doesn't need to buy from you) into a customer with different beliefs (i.e., one who is writing you a check.) Great salespeople create those moments for their customers."
"Ah-ha moments don't occur when your customer is glancing at a brochure that describes your company's history," continues Uszynski. "They don't happen when your prospect is viewing the umpteenth PowerPoint slide that details your product's capabilities. And they certainly don't occur when you show them the contract. If customers haven't given themselves permission to buy, they won't be signing any contracts."
"It is your job as a salesperson to help prospects have ah-ha breakthroughs," explains Uszynski. "After you've demonstrated your wonderful product and described the terrific value it delivers, inspire your prospects to give themselves permission to buy from you."
Here Uszynski gives us three ways to create ah-ha moments that turn, "Thanks, but no thanks." into "Thanks! Where do I sign?":
1. The worst thing that could happen is...
When you mention guarantees, warranties, and similar programs to prospects, you imply that there is a reduced risk for the buyer. But clearly spelling it out can really help you create an ah-ha moment for the customer. Describe a worst-case scenario that has a very positive appeal.
"Mr. Jones, picture this. It is one week from today and you just received delivery of your new living room set. Our hope is that you will absolutely love the way it looks in your home. But if you're not thrilled, just tell the delivery team and they'll load it back in the truck with no expense to you. The worst thing that could happen is that you get a chance to see this lovely furniture set in your home at no cost to you."
2. Use anecdotes that relate to most prospects
I once heard a professional speaker use a very powerful anecdote to sell his books, manuals, and CD sets to an auditorium filled with business professionals. His results were outstanding. On that November day he shared an anecdote about a woman who bought the $300 information package to help her achieve greater business success. Immediately after making the purchase she called her husband and told him not to buy her any Christmas gifts that year as she had already bought herself a gift. She then used the information from the products to help her earn over $20,000 in the coming months. Although her stocking was empty on Christmas Day, she went on a very nice shopping spree the following summer.
That anecdote was brilliant. Even I said, "Ah-ha!" Everyone in the room could identify with that woman and we all wanted to achieve similar success. The speaker had given us permission to buy. We had only to forego a few holiday gifts and we, too, could purchase the products guilt-free.
3. Rationalize the purchase
Remember those commercials from the early 1980's that featured Sally Struthers? She would give a tearful description of famine and suffering in Africa and urge viewers to donate money to help feed a starving child. Do you recall how she caused viewers to "rationalize" the donation? That's right. She said that for only 41 cents a day - the cost of a cup of coffee - we could help a needy child live a better life.
Notice that she didn't say $12.47 per month or $149.00 per year. By breaking the investment down into small chunks, she made it easier for the customer to swallow.
Realtors can use this technique to help buyers stretch their spending limits, explaining that an additional $10,000 for the home they really love would require just $50 more per month over the course of a thirty-year mortgage. Put it in perspective for them by pointing out that skipping just one dinner out each month could get them the home of their dreams. Maybe they could give up that daily visit to the snobby gourmet coffee shop in favor of a delicious self-serve coffee from the local convenient store. Or they might cut their own lawn instead of hiring a landscaper to do it.
"Ah-ha moments turn prospects into customers by giving them permission to buy," says Uszynski. "So find ways to help your customers give themselves permission by creating ah-ha moments every time you sell. You'll both reap the rewards."
Al Uszynski is a sales trainer and professional speaker. He delivers speaking programs that deliver smart and insightful sales strategies - designed to help your people and your organization sell more, earn more and profit more. Visit his website at www.uszynski.com for more information.
"In sales, ah-ha moments occur when prospects give themselves permission to buy," says sales trainer Al Uszynski. "They transform a customer with certain beliefs (i.e., one who doesn't need to buy from you) into a customer with different beliefs (i.e., one who is writing you a check.) Great salespeople create those moments for their customers."
"Ah-ha moments don't occur when your customer is glancing at a brochure that describes your company's history," continues Uszynski. "They don't happen when your prospect is viewing the umpteenth PowerPoint slide that details your product's capabilities. And they certainly don't occur when you show them the contract. If customers haven't given themselves permission to buy, they won't be signing any contracts."
"It is your job as a salesperson to help prospects have ah-ha breakthroughs," explains Uszynski. "After you've demonstrated your wonderful product and described the terrific value it delivers, inspire your prospects to give themselves permission to buy from you."
Here Uszynski gives us three ways to create ah-ha moments that turn, "Thanks, but no thanks." into "Thanks! Where do I sign?":
1. The worst thing that could happen is...
When you mention guarantees, warranties, and similar programs to prospects, you imply that there is a reduced risk for the buyer. But clearly spelling it out can really help you create an ah-ha moment for the customer. Describe a worst-case scenario that has a very positive appeal.
"Mr. Jones, picture this. It is one week from today and you just received delivery of your new living room set. Our hope is that you will absolutely love the way it looks in your home. But if you're not thrilled, just tell the delivery team and they'll load it back in the truck with no expense to you. The worst thing that could happen is that you get a chance to see this lovely furniture set in your home at no cost to you."
2. Use anecdotes that relate to most prospects
I once heard a professional speaker use a very powerful anecdote to sell his books, manuals, and CD sets to an auditorium filled with business professionals. His results were outstanding. On that November day he shared an anecdote about a woman who bought the $300 information package to help her achieve greater business success. Immediately after making the purchase she called her husband and told him not to buy her any Christmas gifts that year as she had already bought herself a gift. She then used the information from the products to help her earn over $20,000 in the coming months. Although her stocking was empty on Christmas Day, she went on a very nice shopping spree the following summer.
That anecdote was brilliant. Even I said, "Ah-ha!" Everyone in the room could identify with that woman and we all wanted to achieve similar success. The speaker had given us permission to buy. We had only to forego a few holiday gifts and we, too, could purchase the products guilt-free.
3. Rationalize the purchase
Remember those commercials from the early 1980's that featured Sally Struthers? She would give a tearful description of famine and suffering in Africa and urge viewers to donate money to help feed a starving child. Do you recall how she caused viewers to "rationalize" the donation? That's right. She said that for only 41 cents a day - the cost of a cup of coffee - we could help a needy child live a better life.
Notice that she didn't say $12.47 per month or $149.00 per year. By breaking the investment down into small chunks, she made it easier for the customer to swallow.
Realtors can use this technique to help buyers stretch their spending limits, explaining that an additional $10,000 for the home they really love would require just $50 more per month over the course of a thirty-year mortgage. Put it in perspective for them by pointing out that skipping just one dinner out each month could get them the home of their dreams. Maybe they could give up that daily visit to the snobby gourmet coffee shop in favor of a delicious self-serve coffee from the local convenient store. Or they might cut their own lawn instead of hiring a landscaper to do it.
"Ah-ha moments turn prospects into customers by giving them permission to buy," says Uszynski. "So find ways to help your customers give themselves permission by creating ah-ha moments every time you sell. You'll both reap the rewards."
Al Uszynski is a sales trainer and professional speaker. He delivers speaking programs that deliver smart and insightful sales strategies - designed to help your people and your organization sell more, earn more and profit more. Visit his website at www.uszynski.com for more information.
Wednesday, January 7, 2009
How To Steal Business When Your Competitor Goes Through Changes
Has your personal or business bank changed names and ownership within the past couple of years? How about your mortgage company? I'm sure many of you have stories of frustration due to these changes - more paperwork, different reps, wasted time. These situations test customer loyalty, and according to telesales expert Art Sobczak, smart sales reps will take advantage of it.
Prospects can be particularly vulnerable after their existing vendor is acquired, merged, or undergoes some other type of change. Capitalizing on their vulnerability requires you to track who a prospect buys from. You must be on top of changes and able to sort your database accordingly. Then you place an effective call.
Here are some pointers from Sobczak to help you capitalize on your competitor's changes.
1. Set up a Google News Alert with the names of your top competitors. When anything happens with them and it appears online, you will be notified based on the keywords you enter.
2. Set up a Current Vendor field or group in your contact management program. On every future call, find out who your prospects are buying from, if it is not you. Then it's a breeze to do a quick sort of all the prospects who have the competitor's name in the field, and plan strategically-timed contacts when appropriate.
3. Call with value. When calling these prospects, naturally you don't phone with an attitude of, "So I see your vendor was just acquired. I bet things are a mess there!" Instead, treat the call just like you would a normal follow-up. But, be prepared to ask questions designed to get them to tell you the problems and pains they might be experiencing as a result of the change.
For example:
"Mike, you're still with AB Vendor, right? I see. With the recent acquisition, some of my other customers have noticed some changes in the promptness of getting orders delivered. If that is an issue for you, we have some options that might be worth taking a look at. What has been your experience?"
Again, be sure your opening here is not viewed as the "Just checking in with you" type of call.
"Every prospect you have not sold is affected by change at some point. Be the person who can turn that into a win-win for you both," says Sobczak.
Art Sobczak helps sales pros use the phone to prospect, service and sell more effectively, while eliminating morale-killing rejection. To get FREE weekly emailed TelE-Sales Tips visit: www.BusinessByPhone.com
Prospects can be particularly vulnerable after their existing vendor is acquired, merged, or undergoes some other type of change. Capitalizing on their vulnerability requires you to track who a prospect buys from. You must be on top of changes and able to sort your database accordingly. Then you place an effective call.
Here are some pointers from Sobczak to help you capitalize on your competitor's changes.
1. Set up a Google News Alert with the names of your top competitors. When anything happens with them and it appears online, you will be notified based on the keywords you enter.
2. Set up a Current Vendor field or group in your contact management program. On every future call, find out who your prospects are buying from, if it is not you. Then it's a breeze to do a quick sort of all the prospects who have the competitor's name in the field, and plan strategically-timed contacts when appropriate.
3. Call with value. When calling these prospects, naturally you don't phone with an attitude of, "So I see your vendor was just acquired. I bet things are a mess there!" Instead, treat the call just like you would a normal follow-up. But, be prepared to ask questions designed to get them to tell you the problems and pains they might be experiencing as a result of the change.
For example:
"Mike, you're still with AB Vendor, right? I see. With the recent acquisition, some of my other customers have noticed some changes in the promptness of getting orders delivered. If that is an issue for you, we have some options that might be worth taking a look at. What has been your experience?"
Again, be sure your opening here is not viewed as the "Just checking in with you" type of call.
"Every prospect you have not sold is affected by change at some point. Be the person who can turn that into a win-win for you both," says Sobczak.
Art Sobczak helps sales pros use the phone to prospect, service and sell more effectively, while eliminating morale-killing rejection. To get FREE weekly emailed TelE-Sales Tips visit: www.BusinessByPhone.com
Tuesday, January 6, 2009
Listen with Empathy
Have I been talking too much about resolutions? I know New Year's has come and gone, but it's still on my mind. There are a lot of things I'd like to do and change - including being more understanding of what motivates other people. This article from sales trainer Tony Alessandra is motivation to make just one more resolution.
"No matter how outrageous, inconsiderate, false, self-centered, or pompous the person you are talking to is, remember: He or she is simply trying to survive, just like you," says Alessandra. "We are all participating in the same physical and psychological struggle. Some of us just have better survival strategies than others. Thus, the obnoxious person deserves more pity than scorn. "The wounded deer leaps highest," Emily Dickinson wrote, and it is true."
"So listening with empathy means asking yourself, "Where is this person's anger coming from?" "What is he or she asking for?" "What can I do that's reasonable and supportive?" You are not everyone's shrink, and you do not have to carry the weight of the world on your back," continues Alessandra. "However, if you can think through what makes this person behave like this, perhaps you will be inclined to cut them a little slack."
Try Alessandra's advice the next time you're getting an earful from a difficult customer.
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.
"No matter how outrageous, inconsiderate, false, self-centered, or pompous the person you are talking to is, remember: He or she is simply trying to survive, just like you," says Alessandra. "We are all participating in the same physical and psychological struggle. Some of us just have better survival strategies than others. Thus, the obnoxious person deserves more pity than scorn. "The wounded deer leaps highest," Emily Dickinson wrote, and it is true."
"So listening with empathy means asking yourself, "Where is this person's anger coming from?" "What is he or she asking for?" "What can I do that's reasonable and supportive?" You are not everyone's shrink, and you do not have to carry the weight of the world on your back," continues Alessandra. "However, if you can think through what makes this person behave like this, perhaps you will be inclined to cut them a little slack."
Try Alessandra's advice the next time you're getting an earful from a difficult customer.
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.
Monday, January 5, 2009
Quote of the Week
"The discipline of writing something down is the first step toward making it happen." -- Lee Iacocca
It's never too late to make a new resolution - and making a commitment to write down tasks, appointments, goals, and dreams is a powerful resolution to make. Writing something down not only makes the idea or goal more concrete, it can also help you plan how you're going to achieve it. It's a reminder of something you want to achieve - and you can never have too many of those!
It's never too late to make a new resolution - and making a commitment to write down tasks, appointments, goals, and dreams is a powerful resolution to make. Writing something down not only makes the idea or goal more concrete, it can also help you plan how you're going to achieve it. It's a reminder of something you want to achieve - and you can never have too many of those!
Friday, January 2, 2009
Who Seduced Your Prospect While You Fell Off the Grid?
Happy New Year!
If you've slipped at all in your prospecting and follow-up with clients over the holidays, nothing is a better motivator to get back on track than a fresh start. While you're getting back on track, maybe a little patience would be a good resolution as well! Sales trainer Adrian Miller has some excellent advice for salespeople frustrated with a long, drawn-out sales cycle. Practice patience, and you'll win the race!
"Patience is a virtue. Sure it's an age-old adage, but it's still very relevant when it comes to managing prospects," says Miller. "Too many of us, especially when times are challenging, tend to lose our cool and give up on relationships before they have reached fruition. Prospecting cycles can often be long and tedious. The key is keeping the proverbial slowpokes on the grid so your competition doesn't take them away. So, cool your jets and read these important tips on maintaining your prospects while they inch forward towards buying from you."
Be Realistic
In a perfect world, you'd make a presentation, and prospects would decide right on the spot that they immediately must have what you're offering. Unfortunately, little things like budgets, cutbacks, management approvals, and expenditure planning seem to get in the way.
Often times, your prospects might simply have their hands tied when it comes to buying anything right now, but that doesn't mean that they won't when the time is right. Find out what is preventing a decision from being made and when a purchase is likely to happen. Be patient and understanding, and you'll probably be rewarded with a sale.
Add Value While Biding Your Time
Ok. You've made your presentation, and there's definite interest but no movement yet. That doesn't mean that you should sit back and wait for them to call you. On the contrary - this is the time to add value in a relationship with a prospect.
Start thinking of ways that you can stay in the forefront of their thoughts without looking like a pushy salesperson. It's all about providing those little extras that show that you care. What kinds of little extras? Well, start with keeping them connected with a regular newsletter and email blasts that you send to your clients. Send them industry publication articles on topics that might be of particular interest or invite them to an upcoming trade event or networking get-together. You might just provide them with a useful new business strategy or a valuable contact through your efforts.
Hang in There, but Play It Smart
Prospecting cycles can sometimes drag on for years and then result in valuable business. Other times, prospects can keep you hanging without any intention of buying. It's your job to determine who has real potential and who is just stringing you along. Sometimes, it's hard to tell, and certainly, the best way to determine their viability is to ask lots of questions and keep them close during the process.
Finally, the worst thing you can do is to simply give up and let them fall off the grid without knowing if there was true potential or not. What you don't know will certainly be found out by your competition, who will willingly take the business from you!
Adrian Miller is the President of Adrian Miller Sales Training, a training and business consulting firm that she founded in 1989, delivering sales-level performance training and executive-level business development consulting for your unique business. A nationally recognized lecturer, she is also a sought-after conference speaker, and an accomplished author of "The Blatant Truth: 50 Ways to Sales Success".
If you've slipped at all in your prospecting and follow-up with clients over the holidays, nothing is a better motivator to get back on track than a fresh start. While you're getting back on track, maybe a little patience would be a good resolution as well! Sales trainer Adrian Miller has some excellent advice for salespeople frustrated with a long, drawn-out sales cycle. Practice patience, and you'll win the race!
"Patience is a virtue. Sure it's an age-old adage, but it's still very relevant when it comes to managing prospects," says Miller. "Too many of us, especially when times are challenging, tend to lose our cool and give up on relationships before they have reached fruition. Prospecting cycles can often be long and tedious. The key is keeping the proverbial slowpokes on the grid so your competition doesn't take them away. So, cool your jets and read these important tips on maintaining your prospects while they inch forward towards buying from you."
Be Realistic
In a perfect world, you'd make a presentation, and prospects would decide right on the spot that they immediately must have what you're offering. Unfortunately, little things like budgets, cutbacks, management approvals, and expenditure planning seem to get in the way.
Often times, your prospects might simply have their hands tied when it comes to buying anything right now, but that doesn't mean that they won't when the time is right. Find out what is preventing a decision from being made and when a purchase is likely to happen. Be patient and understanding, and you'll probably be rewarded with a sale.
Add Value While Biding Your Time
Ok. You've made your presentation, and there's definite interest but no movement yet. That doesn't mean that you should sit back and wait for them to call you. On the contrary - this is the time to add value in a relationship with a prospect.
Start thinking of ways that you can stay in the forefront of their thoughts without looking like a pushy salesperson. It's all about providing those little extras that show that you care. What kinds of little extras? Well, start with keeping them connected with a regular newsletter and email blasts that you send to your clients. Send them industry publication articles on topics that might be of particular interest or invite them to an upcoming trade event or networking get-together. You might just provide them with a useful new business strategy or a valuable contact through your efforts.
Hang in There, but Play It Smart
Prospecting cycles can sometimes drag on for years and then result in valuable business. Other times, prospects can keep you hanging without any intention of buying. It's your job to determine who has real potential and who is just stringing you along. Sometimes, it's hard to tell, and certainly, the best way to determine their viability is to ask lots of questions and keep them close during the process.
Finally, the worst thing you can do is to simply give up and let them fall off the grid without knowing if there was true potential or not. What you don't know will certainly be found out by your competition, who will willingly take the business from you!
Adrian Miller is the President of Adrian Miller Sales Training, a training and business consulting firm that she founded in 1989, delivering sales-level performance training and executive-level business development consulting for your unique business. A nationally recognized lecturer, she is also a sought-after conference speaker, and an accomplished author of "The Blatant Truth: 50 Ways to Sales Success".
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