How often do you include testimonials in your meetings with prospects? All the time? When you remember? According to sales trainer and author Kendra Lee, they should be one of your top selling tools. A testimonial is a vote of confidence; a stamp of approval from your clients telling others they can trust you with their business. Read on for Lee's suggestions on using testimonials to close the deal.
Identify key influencers who are happy with your offerings
Everyone has access to unending stores of information about you: from your own press releases, annual reports and websites to social chatter in Twitter, Flickr, YouTube, FaceBook, iReports, Plaxo, LinkedIn, and blog postings.
Getting through prospect filters requires building their confidence in your past successes and current promises. Use your delighted customers to tell their stories, share the results they've experienced, and promote the value of working with you.
Capture quotes and examples, validate, and gain approval to use them
Beyond their satisfaction, current customer testimonials will help you build your credibility and protect your reputation. During client meetings and in email exchanges, watch and listen for expressions of their pleasure with a project and ask to quote them.
With emails, I'll frequently respond to a client with thanks for their kind words, then ask if I can quote them. I'll let them know how I want to use the quote, and if it isn't clear, will paraphrase the quote I'd like to use.
Consider capturing quotes for email signature lines, podcasts, webcast stories, article bylines, press releases, blogs, and social networks as you use them.
Check back in with us tomorrow for more advice from Kendra Lee on how to use testimonials to win more sales.
Kendra Lee is author of the award-winning book "Selling Against the Goal" and president of KLA Group. Specializing in the IT industry, KLA Group helps companies rapidly penetrate new markets, break into new accounts and shorten time to revenue with new products in the SMB segment. To find out more visit http://www.klagroup.com
Tuesday, March 31, 2009
Monday, March 30, 2009
Quote of the Week
"For time and the world do not stand still. Change is the law of life. And those who look only to the past or the present are certain to miss the future." -- John F. Kennedy
I was drawn to this quote as a reminder that although we often don't realize it, life is always changing - maybe even changing for the better.
If you're stuck in a tough situation and catch yourself dwelling on the negatives, remember that that a negative attitude can make you blind to new opportunities. With your eyes closed to the small changes happening around you, there's no way you can create a better future. Open your eyes - what small changes are happening around you right now? What can you do to be ready?
I was drawn to this quote as a reminder that although we often don't realize it, life is always changing - maybe even changing for the better.
If you're stuck in a tough situation and catch yourself dwelling on the negatives, remember that that a negative attitude can make you blind to new opportunities. With your eyes closed to the small changes happening around you, there's no way you can create a better future. Open your eyes - what small changes are happening around you right now? What can you do to be ready?
Friday, March 27, 2009
No or Know?
Every salesperson has had a prospect say, "No" to a product, service or solution. Sales trainer Kelley Robertson suggests you question whether your prospect or customer meant "no" or "know."
"The first version (no) means they are not prepared to move forward for one reason or another," says Robertson. "The second version (know) means that the prospect simply needs to know more information. The key is to understand the difference. Here's how you can do that."
"When the prospect says, "No" respond by saying, "No problem. Tell me, what barriers are preventing you from moving forward?" Then sit back and wait for their response."
"In many cases, you will find that they haven't made the connection between how your product will help them solve a problem, the key benefits they will derive from using your product, or in some cases, they need more information about your product," explains Robertson. "In those situations, you can take a few moments to expand on your presentation and demonstrate the value of your product, service or solution."
The next time a prospect says "No" find out if they mean "No" or "Know." It could mean the difference between a sale or a "no"-sale.
As President of The Robertson Training Group, Kelley has helped thousands of professionals improve their business results with his engaging approach to sales training and speaking. Learn more at www.robertsontraininggroup.com
"The first version (no) means they are not prepared to move forward for one reason or another," says Robertson. "The second version (know) means that the prospect simply needs to know more information. The key is to understand the difference. Here's how you can do that."
"When the prospect says, "No" respond by saying, "No problem. Tell me, what barriers are preventing you from moving forward?" Then sit back and wait for their response."
"In many cases, you will find that they haven't made the connection between how your product will help them solve a problem, the key benefits they will derive from using your product, or in some cases, they need more information about your product," explains Robertson. "In those situations, you can take a few moments to expand on your presentation and demonstrate the value of your product, service or solution."
The next time a prospect says "No" find out if they mean "No" or "Know." It could mean the difference between a sale or a "no"-sale.
As President of The Robertson Training Group, Kelley has helped thousands of professionals improve their business results with his engaging approach to sales training and speaking. Learn more at www.robertsontraininggroup.com
Thursday, March 26, 2009
This is...
Can you quickly and confidently answer basic questions about your company? Sales and business coach Diane Helbig recently wrote about how important it is to know the basics, backwards and forwards. Take her test:
Can you answer these questions about your company?
-This is WHO we are
-This is WHO we work with
-This is HOW we do it
-This is WHAT we do
"I submit that if you don't know the answers to all of these questions, you can not sell effectively," says Helbig. "These questions speak to the core of your business."
"You must know who you are," continues Helbig. "Knowing who you are keeps you from making decisions that are bad for your company. When you know who you are, you know what your mission is, what your goals are, what you hope to achieve, and what you believe."
"If you don't know who you work with then you have no idea who your prospect base is. You'll find marketing very difficult and scattered because you won't be able to focus on a segment of people or companies."
"If you don't know how you do it, how can you explain it to a prospect? Would you buy from someone who couldn't articulate the process? And, hand in hand with this point is knowing exactly what it is you do. What is the result your prospect can expect? What is the benefit?"
"If you can't answer these questions you are not in tune with your organization, your clients, or your prospects," says Helbig. "I'd bet you are floundering and wondering why. Take a minute with a pen and pad to jot down answers to those questions. Craft your message around those answers. You'll probably get a killer 30-second commercial out of the exercise!"
Diane Helbig is a Professional Coach, and President of Seize This Day Coaching. She works one-on-one and in groups with business owners, entrepreneurs, and salespeople. Visit her website at www.seizethisdaycoaching.com
Can you answer these questions about your company?
-This is WHO we are
-This is WHO we work with
-This is HOW we do it
-This is WHAT we do
"I submit that if you don't know the answers to all of these questions, you can not sell effectively," says Helbig. "These questions speak to the core of your business."
"You must know who you are," continues Helbig. "Knowing who you are keeps you from making decisions that are bad for your company. When you know who you are, you know what your mission is, what your goals are, what you hope to achieve, and what you believe."
"If you don't know who you work with then you have no idea who your prospect base is. You'll find marketing very difficult and scattered because you won't be able to focus on a segment of people or companies."
"If you don't know how you do it, how can you explain it to a prospect? Would you buy from someone who couldn't articulate the process? And, hand in hand with this point is knowing exactly what it is you do. What is the result your prospect can expect? What is the benefit?"
"If you can't answer these questions you are not in tune with your organization, your clients, or your prospects," says Helbig. "I'd bet you are floundering and wondering why. Take a minute with a pen and pad to jot down answers to those questions. Craft your message around those answers. You'll probably get a killer 30-second commercial out of the exercise!"
Diane Helbig is a Professional Coach, and President of Seize This Day Coaching. She works one-on-one and in groups with business owners, entrepreneurs, and salespeople. Visit her website at www.seizethisdaycoaching.com
Wednesday, March 25, 2009
Build Credibility and Bigger Sales
While we always try to give you as much straight selling advice as possible, sometimes a simple story is all you need to make a point. This story from telesales expert Art Sobczak will make it clear why establishing credibility is one of the most important things you can do.
I finally gave in and bought the iPhone. Wow, what a cool device! It's so much more than a phone.
While in the Apple store, I had an interesting sales experience with one of the reps. While looking at the wall of accessories to perhaps add to the sale, I asked the rep, whom I had perceived to be quite knowledgeable and helpful to this point, what type of case he'd recommend. He told me that he personally didn't even use a case, and most of the stuff they sold was pure crap, plus if you dropped the phone, cases just protected the edges, and you'd likely be screwed anyway.
He said of course management wouldn't want him saying that, but there was no need for a case, just a film screen protector. That impressed me. I didn't want a bulky case anyway, so I was relieved that I did not really need one.
Then when I asked him about a car charger, which I really did want and need, pointed out a couple they had available, including the more expensive one he recommended, which of course I bought. Even though I knew what just happened, I did it anyway because it made sense.
I experienced what Dr. Robert Cialdini calls the Theory of Credibility in his book, Influence. That means that when credibility has been established, we tend to accept the recommendations of those making them. By obviously steering me away from spending money on something he felt I didn't need, I felt comfortable with his other suggestion.
You can do the same. Think of situations where you might lose a sale, or recommend a lower-priced product if it's in your customer's best interest. Chances are, your credibility will rise in your customer's mind, and your long-term payoff will be larger.
Sure, especially today, sales might be even harder to come by for many people. However, keep in mind that by having the customer's best interest in mind, you will always profit more in the long term.
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
I finally gave in and bought the iPhone. Wow, what a cool device! It's so much more than a phone.
While in the Apple store, I had an interesting sales experience with one of the reps. While looking at the wall of accessories to perhaps add to the sale, I asked the rep, whom I had perceived to be quite knowledgeable and helpful to this point, what type of case he'd recommend. He told me that he personally didn't even use a case, and most of the stuff they sold was pure crap, plus if you dropped the phone, cases just protected the edges, and you'd likely be screwed anyway.
He said of course management wouldn't want him saying that, but there was no need for a case, just a film screen protector. That impressed me. I didn't want a bulky case anyway, so I was relieved that I did not really need one.
Then when I asked him about a car charger, which I really did want and need, pointed out a couple they had available, including the more expensive one he recommended, which of course I bought. Even though I knew what just happened, I did it anyway because it made sense.
I experienced what Dr. Robert Cialdini calls the Theory of Credibility in his book, Influence. That means that when credibility has been established, we tend to accept the recommendations of those making them. By obviously steering me away from spending money on something he felt I didn't need, I felt comfortable with his other suggestion.
You can do the same. Think of situations where you might lose a sale, or recommend a lower-priced product if it's in your customer's best interest. Chances are, your credibility will rise in your customer's mind, and your long-term payoff will be larger.
Sure, especially today, sales might be even harder to come by for many people. However, keep in mind that by having the customer's best interest in mind, you will always profit more in the long term.
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, March 24, 2009
Dealing with Complaints
A reader recently wrote to sales trainer Colleen Francis asking her how to deal with complaints. Knowing how to deal with an unhappy customer is a very important thing for a salesperson to be able to do, especially when an unsettling economy can make your customers more likely to complain about things that never bothered them before! Read on for her expert advice.
Step one - Get on their side. "OOOH that's terrible!" is a great starting point because it puts you on the same side of the issue with the customer and shows that you care about the complaint. Acknowledging the client's right to be upset is the first step in calming them down - especially if they are visibly upset or angry.
Step two - Thank the client for sharing the information with you. Rather than saying "I'm sorry" say "Thank you for sharing this with me". That will put the customer at ease and indicate to them that you emphasize and are about to take action.
Step three - Make a positive action statement. Example - "Now that I know, I can take action to get something done right away" The client doesn't want sympathy or excuses, they want the problem solved.
Step four - Ask for suggestions. I like to use "Mr. Voice, what would be your ideal solution to (this problem)?" Most often the dissatisfied client will ask for something less than you would freely offer. Angry clients often react negatively to solutions that they feel they have not had any say in.
Step five - Solve the issue. "Mr. Voice thanks again for bringing this to my attention. I appreciate the opportunity to make the situation right, by.... (whatever the client and you agreed would be the solution). We want to keep you as a valuable client and I am sorry you experienced this."
Step six - Send them a thank you note and small gift. I suggest something that is NOT branded but rather something that is more personal. Maybe a Starbucks card, a book or some chocolates. Thank them again for allowing you to resolve the issue for them and for their loyalty. This show of appreciation will ensure that their next purchase is with you.
Step seven - Follow up. Conduct a quick survey to make sure the issue is still solved to their satisfaction. Wait about 10 days and make the call. Be sure to conduct this call over the phone, an email will NOT cut it. This is your chance to connect with the customer again, in a more positive communication. You will build rapport, enhance trust and gain referrals.
Colleen Francis, Sales Expert, is Founder and President of Engage Selling Solutions. Armed with skills developed from years of experience, Colleen helps clients realize immediate results, achieve lasting success and permanently raise their bottom line. Learn more at www.EngageSelling.com
Step one - Get on their side. "OOOH that's terrible!" is a great starting point because it puts you on the same side of the issue with the customer and shows that you care about the complaint. Acknowledging the client's right to be upset is the first step in calming them down - especially if they are visibly upset or angry.
Step two - Thank the client for sharing the information with you. Rather than saying "I'm sorry" say "Thank you for sharing this with me". That will put the customer at ease and indicate to them that you emphasize and are about to take action.
Step three - Make a positive action statement. Example - "Now that I know, I can take action to get something done right away" The client doesn't want sympathy or excuses, they want the problem solved.
Step four - Ask for suggestions. I like to use "Mr. Voice, what would be your ideal solution to (this problem)?" Most often the dissatisfied client will ask for something less than you would freely offer. Angry clients often react negatively to solutions that they feel they have not had any say in.
Step five - Solve the issue. "Mr. Voice thanks again for bringing this to my attention. I appreciate the opportunity to make the situation right, by.... (whatever the client and you agreed would be the solution). We want to keep you as a valuable client and I am sorry you experienced this."
Step six - Send them a thank you note and small gift. I suggest something that is NOT branded but rather something that is more personal. Maybe a Starbucks card, a book or some chocolates. Thank them again for allowing you to resolve the issue for them and for their loyalty. This show of appreciation will ensure that their next purchase is with you.
Step seven - Follow up. Conduct a quick survey to make sure the issue is still solved to their satisfaction. Wait about 10 days and make the call. Be sure to conduct this call over the phone, an email will NOT cut it. This is your chance to connect with the customer again, in a more positive communication. You will build rapport, enhance trust and gain referrals.
Colleen Francis, Sales Expert, is Founder and President of Engage Selling Solutions. Armed with skills developed from years of experience, Colleen helps clients realize immediate results, achieve lasting success and permanently raise their bottom line. Learn more at www.EngageSelling.com
Monday, March 23, 2009
Quote of the Week
"Your most unhappy customers are your greatest source of learning." -- Bill Gates
It's hard to admit, but we've all had a customer that's been unhappy with our services - whether we deserve it or not. While no one likes to look back on those situations, sometimes reflection can give us the information we need to make sure it doesn't happen again.
What could you have done differently to change the outcome? Take a look back and use what you learn to make sure you only have happy customers!
It's hard to admit, but we've all had a customer that's been unhappy with our services - whether we deserve it or not. While no one likes to look back on those situations, sometimes reflection can give us the information we need to make sure it doesn't happen again.
What could you have done differently to change the outcome? Take a look back and use what you learn to make sure you only have happy customers!
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