A salesman told me last week in en route to a presentation “he had been through this process a million times” and he could get away with “winging” the call. I often think about doctors and pilots when I coach sales people on preparing for calls. I asked him what if a doctor performed surgery without first diagnosing the problem? How about flying the friendly skies when a pilot has no flight plan? These scenarios simply don’t happen.
They shouldn’t be occurring for your sales team either, but my educated guess is that “winging it” is more of the rule than the exception for sales presentations. If you’ll dedicate your sales training to a couple of simple rules you can have a great 2011 in sales revenue.
1. Don’t get out of the car without a plan. Cold calling is great, but you should always know where you are headed and why. Always carry client testimonial letters and be able to add value to everyone you meet and greet.
2. Practice your pitch and presentation. Do you have a 30 second commercial? The easiest way to develop a script it to ask this question: “If I were to recommend you to someone what would I tell them about you?” If you can say ‘so what’ to the reply, get a new pitch.
3. Record your presentations. Coach Pete always watches game film, why don’t you? Oh…you’re better than BSU?
4. Make your presentation show time. Do you have a prop or something to make it engaging or is it just like everyone else’s brochure and proposal?
5. Take a coach or mentor to your next presentation. Someone who will be honest and give you great constructive feedback
Million dollar tip: always ask for a next appointment during your proposal and complete the sales call by asking “what did you like best about my presentation today?”
Remember, in sales, if you are winging it, the technique is known as sales malpractice. Be a professional and follow our rules and never wing it again
Monday, December 6, 2010
Thursday, November 18, 2010
Build a ladder to reach your goals
click below and listen to my interview with Boise State Athletic Director Gene Bleymaier
about the secrets to reaching great heights with your team or business
about the secrets to reaching great heights with your team or business
Tuesday, November 9, 2010
Monday, October 25, 2010
Trade in Your Old Sales Techniques at the Next Trade Show
“I’m waiting for customers so I can start selling something!”
I heard a sales person say that at a trade show last weekend. Here’s a great question: are you waiting to sell someone something? If so, you need to start an action plan and get someone to start buying your product.
Most sales people think trade shows are a time to sit, watch, and complain about customers or lack thereof.
The number one goal at any trade show should be to set appointments. In order to do this you have to ask great questions like: “What is your experience with our product?” In other words, tell me why you think you need this product. Always ask “how did you hear about our product?” You need to constantly test and track how your marketing is working and how people are hearing about what your product or service. The final piece of the puzzle is asking “why did you come here today” or more importantly “what is driving force to making this a decision day?”
Most sales people don’t ask a potential customer to buy. They refuse to ask because they don’t want rejection. The truth of the matter is that most customers are disappointed if you don’t ask them to buy. For those sales professional who say “I don’t want to come off as a pushy sales person” I say don’t worry about that, you’re not that good. On average it takes 7 asks before a customer will finally buy. The best question you can ask a customer is “do you want to buy?” The worst is “how may I help you” or “let me learn a little a little bit about you.”
While you’re waiting for customers, your competition is taking action and going after customers. Set a goal of how many appointments you are going to make during a trade show. Secondary should be how many email and cell phone contacts you are going to get. You should also pre-invite customers to your trade show event. If you plan to be busy--you will be. However, if you don’t plan you’ll be like my friend; sitting, watching and complaining that no customers are coming in so you can start selling them something.
Word-Watch from Dave-Cyber-Squatting: Fake websites passing themselves off as real. Make sure to protect yourself from Cyber-Squatting.
I heard a sales person say that at a trade show last weekend. Here’s a great question: are you waiting to sell someone something? If so, you need to start an action plan and get someone to start buying your product.
Most sales people think trade shows are a time to sit, watch, and complain about customers or lack thereof.
The number one goal at any trade show should be to set appointments. In order to do this you have to ask great questions like: “What is your experience with our product?” In other words, tell me why you think you need this product. Always ask “how did you hear about our product?” You need to constantly test and track how your marketing is working and how people are hearing about what your product or service. The final piece of the puzzle is asking “why did you come here today” or more importantly “what is driving force to making this a decision day?”
Most sales people don’t ask a potential customer to buy. They refuse to ask because they don’t want rejection. The truth of the matter is that most customers are disappointed if you don’t ask them to buy. For those sales professional who say “I don’t want to come off as a pushy sales person” I say don’t worry about that, you’re not that good. On average it takes 7 asks before a customer will finally buy. The best question you can ask a customer is “do you want to buy?” The worst is “how may I help you” or “let me learn a little a little bit about you.”
While you’re waiting for customers, your competition is taking action and going after customers. Set a goal of how many appointments you are going to make during a trade show. Secondary should be how many email and cell phone contacts you are going to get. You should also pre-invite customers to your trade show event. If you plan to be busy--you will be. However, if you don’t plan you’ll be like my friend; sitting, watching and complaining that no customers are coming in so you can start selling them something.
Word-Watch from Dave-Cyber-Squatting: Fake websites passing themselves off as real. Make sure to protect yourself from Cyber-Squatting.
What's Keeping you from the Basics?
I hear many veteran sales professionals tell me things like "back in the day, I used to really get after it and make follow up calls" or “when I first started in sales, I always wrote thank you notes." Perhaps they believe these “war stories” will help inspire the sales up-and-comers. But what the grizzled old sales veterans are really saying is “I used to be on my game, I’m lazy now.” They are simply living on past success.
Here’s a real simple piece for getting back on track in the sales world. Go back to what you used to do when you were really good at sales. I constantly hear football coaches tell me after a loss they will take players back to the basics of blocking in tackling. Leaders of great teams always tell me “we work on the basics every day and we execute those little things so we can win every time--we're prepared for everything.”
For a sales rep, the x’s and o’s should be having the potential customer map out on paper where they might place the purchase. This assumes they are going to buy your product and gets the customer to the next step of where they will actually place it in their life, home, business plan, etc. Ask questions like “how far it is from the doorway?” or “how can we get power to your location?” or “what color is your room?”
One sales person I suggested this tactic to actually told me “you know, back in the day I used to do that all the time." So my obvious question is why would you stop doing something that used to earn you twice the money you’re making now?
For newer sales professional who hear the ‘war stories’ of how it used to be ‘back in the day’, ask your boss or manager if they were successful. If the answer is ‘yes’, then follow up by asking them why they quit doing things that way. Better yet ask them to take you out and show you how to sell!
If you don't remember what you used to do to be successful in the sales world, call the top ten customers that you lost during the recession. Ask them why they bought from you and why they stuck with you so long.
Trust me. The answer will have to do with the little things that you used to do, but because of laziness and the excuse of the bad economy you've quit doing.
Here’s a real simple piece for getting back on track in the sales world. Go back to what you used to do when you were really good at sales. I constantly hear football coaches tell me after a loss they will take players back to the basics of blocking in tackling. Leaders of great teams always tell me “we work on the basics every day and we execute those little things so we can win every time--we're prepared for everything.”
For a sales rep, the x’s and o’s should be having the potential customer map out on paper where they might place the purchase. This assumes they are going to buy your product and gets the customer to the next step of where they will actually place it in their life, home, business plan, etc. Ask questions like “how far it is from the doorway?” or “how can we get power to your location?” or “what color is your room?”
One sales person I suggested this tactic to actually told me “you know, back in the day I used to do that all the time." So my obvious question is why would you stop doing something that used to earn you twice the money you’re making now?
For newer sales professional who hear the ‘war stories’ of how it used to be ‘back in the day’, ask your boss or manager if they were successful. If the answer is ‘yes’, then follow up by asking them why they quit doing things that way. Better yet ask them to take you out and show you how to sell!
If you don't remember what you used to do to be successful in the sales world, call the top ten customers that you lost during the recession. Ask them why they bought from you and why they stuck with you so long.
Trust me. The answer will have to do with the little things that you used to do, but because of laziness and the excuse of the bad economy you've quit doing.
Sunday, August 8, 2010
You Are What You Think About.
By Dave Tester
How you think after you lose determines how long until you win again. I found that quote the other day while attending “Automobile University” on the CD The Magic of Thinking Big by David J Schwartz. The concept is that if we think about negative things, negative things will happen to us. Conversely, if we think about positive things, it’s more likely we can create an environment of success.
One idea I would encourage is to give yourself a silent pep talk. The concept is very simple. It’s to find a way to think big and think about all the great things that can happen if you think great. Remember: you are what you think about and you become like the people you hang around with.
Here’s an easy way to start out thinking positive: Smile Big. I always tell my sales training clients that it’s hard to be angry with a big smile on your face. My grandfather reminded me it’s no fun being upset if you are the only one that’s angry. Focus on smiling and you’ll find more happiness around you.
Do your best to give people good news. It’s human nature to pass along bad news and it’s just the way we are built. For a change, try saying “Hey, I’ve got good news!” or “things couldn’t be better.” It may be about faking it until you make it….but it’s far more productive than passing on rumors or painfully recounting all the challenging issues you face.
Walk 15 percent faster and be confident. We like to be around people who have a sense of purpose and feel confident. Remember, it’s not about being cocky or putting others down; it’s more of a sense of “You would wake up early, too, if you knew where I was headed!” In this day and age of doom and economic gloom we are looking for a light to follow. Be the positive light. When you are thinking about how bad it is or how rough you have it, write this down and post it next to your computer screen:
How I think after I lose determines how long it will be until I win again.
How you think after you lose determines how long until you win again. I found that quote the other day while attending “Automobile University” on the CD The Magic of Thinking Big by David J Schwartz. The concept is that if we think about negative things, negative things will happen to us. Conversely, if we think about positive things, it’s more likely we can create an environment of success.
One idea I would encourage is to give yourself a silent pep talk. The concept is very simple. It’s to find a way to think big and think about all the great things that can happen if you think great. Remember: you are what you think about and you become like the people you hang around with.
Here’s an easy way to start out thinking positive: Smile Big. I always tell my sales training clients that it’s hard to be angry with a big smile on your face. My grandfather reminded me it’s no fun being upset if you are the only one that’s angry. Focus on smiling and you’ll find more happiness around you.
Do your best to give people good news. It’s human nature to pass along bad news and it’s just the way we are built. For a change, try saying “Hey, I’ve got good news!” or “things couldn’t be better.” It may be about faking it until you make it….but it’s far more productive than passing on rumors or painfully recounting all the challenging issues you face.
Walk 15 percent faster and be confident. We like to be around people who have a sense of purpose and feel confident. Remember, it’s not about being cocky or putting others down; it’s more of a sense of “You would wake up early, too, if you knew where I was headed!” In this day and age of doom and economic gloom we are looking for a light to follow. Be the positive light. When you are thinking about how bad it is or how rough you have it, write this down and post it next to your computer screen:
How I think after I lose determines how long it will be until I win again.
Sunday, July 25, 2010
Why your 13-year-old Should Not be Doing Social Media Marketing for You.
By Dave Tester
I just attended a social media marketing workshop in Las Vegas. One of the trainers told us, “Your 13 year old probably is doing all your Facebook work for you and that’s OK.” That’s OK? Come on--if you’re going to jump into the social media marketing world, you must figure out how it works and not depend on your middle-schoolers to help you with this major undertaking.
For those of you who don’t believe in using social media as a marketing tool, I’m here to tell you it’s going to stick. Remember a few years ago the naysayers who said the internet thing was just a flash in the pan?
The first key is to start working on three major platforms. Facebook, LinkedIn, and Twitter are the big three. The so called experts will add other elements, but this trio is the key to blocking and tackling in the social network marketing world. If you’re just starting don’t tackle YouTube just yet. But is should be on the to-do list in the next 30 days. If you’re intimidated here’s what I’ve found: the best way to learn the project is to just do it. Get online and start working with Facebook. You’ll need an email or a Gmail account to get going but that is the best way to start. LinkedIn works the same way. Twitter is a little bit more complicated but not that much.
If you can’t do it hire someone who can but don’t let the kids or your friend across the street take over the project. The reason I want you to do it, is the same reason I encourage those I coach and train to watch their own finances and not just rely on a bookkeeper or broker to do it. Why? If you lose all your money or go broke it’s your responsibility not the finance man’s. The same is true for social media marketing. Go ahead and take a chance and get holy trinity established ASAP. Test and track like I do. Find out what words or phrases, links, videos and ideas get the most attention. Remember two golden rules. Create and update content at least one time per week. And use these three tools to learn about your prospective customers and what they are looking for. Your kids may be a very good on a computer--however it’s your job to put a roof over their head and food on the table. Take social media marketing seriously because it’s here to stay and the best part: It’s FREE!
I just attended a social media marketing workshop in Las Vegas. One of the trainers told us, “Your 13 year old probably is doing all your Facebook work for you and that’s OK.” That’s OK? Come on--if you’re going to jump into the social media marketing world, you must figure out how it works and not depend on your middle-schoolers to help you with this major undertaking.
For those of you who don’t believe in using social media as a marketing tool, I’m here to tell you it’s going to stick. Remember a few years ago the naysayers who said the internet thing was just a flash in the pan?
The first key is to start working on three major platforms. Facebook, LinkedIn, and Twitter are the big three. The so called experts will add other elements, but this trio is the key to blocking and tackling in the social network marketing world. If you’re just starting don’t tackle YouTube just yet. But is should be on the to-do list in the next 30 days. If you’re intimidated here’s what I’ve found: the best way to learn the project is to just do it. Get online and start working with Facebook. You’ll need an email or a Gmail account to get going but that is the best way to start. LinkedIn works the same way. Twitter is a little bit more complicated but not that much.
If you can’t do it hire someone who can but don’t let the kids or your friend across the street take over the project. The reason I want you to do it, is the same reason I encourage those I coach and train to watch their own finances and not just rely on a bookkeeper or broker to do it. Why? If you lose all your money or go broke it’s your responsibility not the finance man’s. The same is true for social media marketing. Go ahead and take a chance and get holy trinity established ASAP. Test and track like I do. Find out what words or phrases, links, videos and ideas get the most attention. Remember two golden rules. Create and update content at least one time per week. And use these three tools to learn about your prospective customers and what they are looking for. Your kids may be a very good on a computer--however it’s your job to put a roof over their head and food on the table. Take social media marketing seriously because it’s here to stay and the best part: It’s FREE!
Tuesday, July 13, 2010
Failure--or Fear--of Launching Your New Business?
Failure--or Fear--of Launching Your New Business?
I was once told by a student in a sales training class, “If I don’t try, I will not fail.”
Unfortunately he’s not the first who feels that way and he won’t be the last to feel trepidation for trying something new—in this case launching a new business.
The environment is perfect to go out and make a run at something new. If you don’t believe me, look at those on a national scale that started a business during a recession and found great success. Do the names Wrigley gum or Walgreens ring a bell? Some Idaho companies that started in less than booming economic times include Internet Truck Stop in New Plymouth and the Coeur d’Alene Resort.
The motto needs to be: “If you don’t fail, you will never succeed.” The late J.R. Simplot told me of at least 10 business ventures he failed before ever achieving one success. The key was he kept trying and his dogged determination eventually led him to build a Fortune 500 company—without shareholders.
It starts with a vision or what I call a vision board. First and foremost you post all of your ideas in a photo form on a whiteboard where you can see them everyday. Keep in mind just by doing this you’ll be in the upper eighty-percent of the population in terms of success. Seventy-percent of Americans don’t have goals and only three-percent have them written down and carry them with them every day.
Entrepreneur and graduate of the “Donald Trump School of Hard Knocks” and Meridian resident Troy McClain breaks it down this way: M.V.P. The M is your mission or goal. Make sure it is clear, concise and focused on one element. The V is your vision. Will the final product look like? Think in terms of how Steve Jobs and Bill Gates see the world versus how most people do. Put simply, they don’t care what others think about their ideas, they just go out and do it. P is for Purpose. What is your purpose for doing this sales technique or new product.? Here’s a tip. If it’s driven by profit only you will not be successful. Finances are a factor but as Zig Ziegler once told me-- next to oxygen, money is important to live on. However, if money is your sole purpose for the new process, the passion and fire will go away before the product is complete. The key is to do what you love and make lots of money doing it. If that is the case you really will be an M.V.P.
Remember if you do try, you’ll have a better chance at success than if you don’t even try. If you need help with your vision board or are looking to get a copy of my new book “The 180rule Handbook” revised, email me at askdavetester.com
I was once told by a student in a sales training class, “If I don’t try, I will not fail.”
Unfortunately he’s not the first who feels that way and he won’t be the last to feel trepidation for trying something new—in this case launching a new business.
The environment is perfect to go out and make a run at something new. If you don’t believe me, look at those on a national scale that started a business during a recession and found great success. Do the names Wrigley gum or Walgreens ring a bell? Some Idaho companies that started in less than booming economic times include Internet Truck Stop in New Plymouth and the Coeur d’Alene Resort.
The motto needs to be: “If you don’t fail, you will never succeed.” The late J.R. Simplot told me of at least 10 business ventures he failed before ever achieving one success. The key was he kept trying and his dogged determination eventually led him to build a Fortune 500 company—without shareholders.
It starts with a vision or what I call a vision board. First and foremost you post all of your ideas in a photo form on a whiteboard where you can see them everyday. Keep in mind just by doing this you’ll be in the upper eighty-percent of the population in terms of success. Seventy-percent of Americans don’t have goals and only three-percent have them written down and carry them with them every day.
Entrepreneur and graduate of the “Donald Trump School of Hard Knocks” and Meridian resident Troy McClain breaks it down this way: M.V.P. The M is your mission or goal. Make sure it is clear, concise and focused on one element. The V is your vision. Will the final product look like? Think in terms of how Steve Jobs and Bill Gates see the world versus how most people do. Put simply, they don’t care what others think about their ideas, they just go out and do it. P is for Purpose. What is your purpose for doing this sales technique or new product.? Here’s a tip. If it’s driven by profit only you will not be successful. Finances are a factor but as Zig Ziegler once told me-- next to oxygen, money is important to live on. However, if money is your sole purpose for the new process, the passion and fire will go away before the product is complete. The key is to do what you love and make lots of money doing it. If that is the case you really will be an M.V.P.
Remember if you do try, you’ll have a better chance at success than if you don’t even try. If you need help with your vision board or are looking to get a copy of my new book “The 180rule Handbook” revised, email me at askdavetester.com
Tuesday, July 6, 2010
Who Waived the Dress Code?
By Dave Tester
It is the mid part of summer--the time of year when weekends start on Friday and end Monday afternoon up at the lake. For those who leave early and come back from the weekend late and take advantage of the 4-day ‘recharge’, I am reminded that the dress code is wandering the way of the beach as well. “Casual Friday” is now seeping its way into Wednesday and Thursday like the Gulf oil spill.
I must tell you, I’ve never been a big proponent of casual Friday. The Bronco football team never practices without a helmet. They are always prepared for their job. Why wouldn’t you always dress prepared for your job? And that does not include flip-flops and an un-tucked shirt unless you work in the inner-tube rental shack a Barber Park. If your name is Steve Jobs you can skip this article. If you’re not Steve, please understand your sales will increase from current levels with the simple act of wearing a coat and tie—ladies that’s skirts or dressy slacks with heels.
Dressing Tips to Live by Monday-Friday at the Office:
-Don’t wear sneakers or sandals
-Wear slacks, skirts or dresses only
-Skip casual Friday and dress up (your sales will sky-rocket)
-Wear a shirt with a collar. If you wear a short-sleeved shirt, please do not try to dress it up with a tie
-Please tuck in your shirt
-No sweat suits-even if they say Nike
-Groom your hair guys and gals (wash it, too!)
-Facial hair should be tight, close and clean.
-No hats
Here’s my million dollar tip is to never say this: “If I showed up in a suit and tie, my customers would throw me out and never purchase from me.” I have been involved in sales for many years and to date, I have never been thrown out of a sales call for wearing a suit and tie. However, I have had a number of clients tell me they didn’t buy from my competition because they didn’t dress the part. You have seven seconds to make a first impression in sales. Dress up because you don’t get a second chance to be first.
It is the mid part of summer--the time of year when weekends start on Friday and end Monday afternoon up at the lake. For those who leave early and come back from the weekend late and take advantage of the 4-day ‘recharge’, I am reminded that the dress code is wandering the way of the beach as well. “Casual Friday” is now seeping its way into Wednesday and Thursday like the Gulf oil spill.
I must tell you, I’ve never been a big proponent of casual Friday. The Bronco football team never practices without a helmet. They are always prepared for their job. Why wouldn’t you always dress prepared for your job? And that does not include flip-flops and an un-tucked shirt unless you work in the inner-tube rental shack a Barber Park. If your name is Steve Jobs you can skip this article. If you’re not Steve, please understand your sales will increase from current levels with the simple act of wearing a coat and tie—ladies that’s skirts or dressy slacks with heels.
Dressing Tips to Live by Monday-Friday at the Office:
-Don’t wear sneakers or sandals
-Wear slacks, skirts or dresses only
-Skip casual Friday and dress up (your sales will sky-rocket)
-Wear a shirt with a collar. If you wear a short-sleeved shirt, please do not try to dress it up with a tie
-Please tuck in your shirt
-No sweat suits-even if they say Nike
-Groom your hair guys and gals (wash it, too!)
-Facial hair should be tight, close and clean.
-No hats
Here’s my million dollar tip is to never say this: “If I showed up in a suit and tie, my customers would throw me out and never purchase from me.” I have been involved in sales for many years and to date, I have never been thrown out of a sales call for wearing a suit and tie. However, I have had a number of clients tell me they didn’t buy from my competition because they didn’t dress the part. You have seven seconds to make a first impression in sales. Dress up because you don’t get a second chance to be first.
Wednesday, June 30, 2010
Now is Not the Time to Give Up!
By Dave Tester
Most sales eople just want to go out and sell something. Usually, they’re not worried about finding a solution or a creative idea for a client’s problem. They’re more interested in getting the signature on the proverbial dotted line. Today prospects are telling us things we have never heard before as sale people, “I want to know the return on my investment,“ or "I'm trying to make payroll," and of course, "I don't have any money and the economy is killing me."
Five years ago, sales people would profess great customer service and solution driven tactics or models but at the end of the sales day what they really wanted was just the commission check. The customer didn’t care because business was so good. Now that things are tougher you ask “What should I do” besides looking for a new sales job. How about not giving up on the one you have and starting to look at the world the way your kids do.
One of my favorite questions to ask kids is: “What would do with that old Burger King building?”
“What if we made it into a toy store!” a nine-year old replied. Instead of just moving real estate or tearing down the structure, they look at a more obvious solution. The key principle here is that kids are not afraid to brainstorm. Remember, they aren’t concerned about what others think.
“How about a business that makes awesome cakes?” my twelve-year-old son asked a friend.
“We’ll call it Cake Matters.” The more we probe, we learn that he’ll make theme cakes, use organic ingredients and he’ll takes orders online so that other kids around the United States can get the cake that really matters to them.
So I ask: what are you doing differently than your competition in sales. Not much if you’re just complaining. But if you need a fresh perspective how about driving a different way to work for the next five days. Your brain will work in new ways, and you'll see new prospects. Most people tell me they only have two different routes to work and they give up after that. Try waking up an hour earlier or volunteering some time. Your mind works better early in the morning and helping others will give you a feeling of gratitude.
Think like a kid and use your creativity, stop complaining, be generous and help others and more importantly remember now this is NOT the time to give up.
Most sales eople just want to go out and sell something. Usually, they’re not worried about finding a solution or a creative idea for a client’s problem. They’re more interested in getting the signature on the proverbial dotted line. Today prospects are telling us things we have never heard before as sale people, “I want to know the return on my investment,“ or "I'm trying to make payroll," and of course, "I don't have any money and the economy is killing me."
Five years ago, sales people would profess great customer service and solution driven tactics or models but at the end of the sales day what they really wanted was just the commission check. The customer didn’t care because business was so good. Now that things are tougher you ask “What should I do” besides looking for a new sales job. How about not giving up on the one you have and starting to look at the world the way your kids do.
One of my favorite questions to ask kids is: “What would do with that old Burger King building?”
“What if we made it into a toy store!” a nine-year old replied. Instead of just moving real estate or tearing down the structure, they look at a more obvious solution. The key principle here is that kids are not afraid to brainstorm. Remember, they aren’t concerned about what others think.
“How about a business that makes awesome cakes?” my twelve-year-old son asked a friend.
“We’ll call it Cake Matters.” The more we probe, we learn that he’ll make theme cakes, use organic ingredients and he’ll takes orders online so that other kids around the United States can get the cake that really matters to them.
So I ask: what are you doing differently than your competition in sales. Not much if you’re just complaining. But if you need a fresh perspective how about driving a different way to work for the next five days. Your brain will work in new ways, and you'll see new prospects. Most people tell me they only have two different routes to work and they give up after that. Try waking up an hour earlier or volunteering some time. Your mind works better early in the morning and helping others will give you a feeling of gratitude.
Think like a kid and use your creativity, stop complaining, be generous and help others and more importantly remember now this is NOT the time to give up.
Wednesday, June 9, 2010
Your Book is the New Business Card of 2010 and Beyond.
By Dave Tester
Most of us have a book inside of us just waiting to get out. However very few people have one published yet. If you are in sales the big questions I have is why not? How many business cards do you hand out in a day, in a month, in a year? Quit wasting money
and do things a little differently by leaving behind a copy of your book. That's a right--a copy of your book. How many prospects call on you and leave behind a business card or offer up a proposal? Almost all sales people do and almost all of items make their way to the garbage. Would you prospective client do the same if you left behind a book? Now that’s much less common.
If you’re looking for a way to get on the top of the sales food chain, start by leaving a copy of someone else's sales book behind. Any of the Gitomer sales books are great. They‘re small, easy to read and usually get great reaction and results. Time to step up to the plate Mr. or Ms. Sales Executive.
How about writing your own book? I have three books and I’m working on number four and five. If I can do it, anyone can! Go to amazon.com and search Dave Tester. You can purchase my “180rule Handbook” on turning around your business, or “How to Make a $100K in 365 days”, my second book. I’m not bragging about this accomplishment. I’m tell you it’s simpler than you think and it works to increase your credibility and a ticket to opening more doors. It has helped increase my appointments and sales.
Let’s break this down into step. Step one is to record you book. That’s right--get a microphone and recording device and start voice tracking that book you have in your head--whatever it might be. The second step is to have your recording transcribed by a professional. You can often find good writer’s and editors on-line. Step three use the internet or, better yet, local connections to find an editor or a ghost writer to clean it up. Last but not least, find a self publisher. I use lulu.com, but there are money online to choose from. Please quit handing out cards and give a prospect your first book instead. Make your book your new calling card.
Most of us have a book inside of us just waiting to get out. However very few people have one published yet. If you are in sales the big questions I have is why not? How many business cards do you hand out in a day, in a month, in a year? Quit wasting money
and do things a little differently by leaving behind a copy of your book. That's a right--a copy of your book. How many prospects call on you and leave behind a business card or offer up a proposal? Almost all sales people do and almost all of items make their way to the garbage. Would you prospective client do the same if you left behind a book? Now that’s much less common.
If you’re looking for a way to get on the top of the sales food chain, start by leaving a copy of someone else's sales book behind. Any of the Gitomer sales books are great. They‘re small, easy to read and usually get great reaction and results. Time to step up to the plate Mr. or Ms. Sales Executive.
How about writing your own book? I have three books and I’m working on number four and five. If I can do it, anyone can! Go to amazon.com and search Dave Tester. You can purchase my “180rule Handbook” on turning around your business, or “How to Make a $100K in 365 days”, my second book. I’m not bragging about this accomplishment. I’m tell you it’s simpler than you think and it works to increase your credibility and a ticket to opening more doors. It has helped increase my appointments and sales.
Let’s break this down into step. Step one is to record you book. That’s right--get a microphone and recording device and start voice tracking that book you have in your head--whatever it might be. The second step is to have your recording transcribed by a professional. You can often find good writer’s and editors on-line. Step three use the internet or, better yet, local connections to find an editor or a ghost writer to clean it up. Last but not least, find a self publisher. I use lulu.com, but there are money online to choose from. Please quit handing out cards and give a prospect your first book instead. Make your book your new calling card.
Monday, May 31, 2010
Add an Artifact to your sales process
Have you ever finished a round of golf and been handed a cool, refreshing towel? How about the flight attendant giving you a hot towel after a mid-air snack on a long trip? Or a hot towel to refresh your face during your last haircut session? It's amazing to me how a simple act of kindness can not only add value for the customer getting treated, but how it pays forward in terms of repeat business and referrals.
How about warm chocolate chips cookies? A number of hotels feature these dandies right out of the oven between 4pm and 6pm. In essence, it's a form of an artifact. What do i mean? When you add an artifact to a painting, such as an arrowhead to Western scene, or a tee to an oil painting of a golf course, the percentage of sales of that product increase nearly two fold. So it's a simple question: what is your hot towel, chocolate chip cookie or artifact you can add to your customer's experience to increase their satisfaction and your sales? I'm guessing the answer is nothing. I want you to think about. What does a free bag of popcorn mean to you on a long road trip during a gas station stop? Imagine if that gas station would wash your windows. How about a free newspaper? At breakfast restaurant, a "to-go"cup or at the very least a smile. The items I'm talking about here are free. Go beyond offering your customer a bottle of water or soda while they wait. Let them read a book on your Ipad or provide a work station with Wifi in your tire store waiting area. Here's the most important part: most of the items I'm mentioning cost very little. In terms of making it your customer' "lucky day" they can be worth a fortune in long term business. So I'm asking you Mrs. Business owner or Mr.Salesman--what is it that you do that makes a customer want to come back for more? What will make them want to tell all their friends how great your store, product or service was. Was it the gooey cookie or the caddy that greeted them with a refresihing towel and a glass of ice water. Instead of looking for ways to sell your product cheaper, work on these great ideas to add artifacts. That will make you memorable for years and years.
If you need help finding ideas log on to askdavetester.com
How about warm chocolate chips cookies? A number of hotels feature these dandies right out of the oven between 4pm and 6pm. In essence, it's a form of an artifact. What do i mean? When you add an artifact to a painting, such as an arrowhead to Western scene, or a tee to an oil painting of a golf course, the percentage of sales of that product increase nearly two fold. So it's a simple question: what is your hot towel, chocolate chip cookie or artifact you can add to your customer's experience to increase their satisfaction and your sales? I'm guessing the answer is nothing. I want you to think about. What does a free bag of popcorn mean to you on a long road trip during a gas station stop? Imagine if that gas station would wash your windows. How about a free newspaper? At breakfast restaurant, a "to-go"cup or at the very least a smile. The items I'm talking about here are free. Go beyond offering your customer a bottle of water or soda while they wait. Let them read a book on your Ipad or provide a work station with Wifi in your tire store waiting area. Here's the most important part: most of the items I'm mentioning cost very little. In terms of making it your customer' "lucky day" they can be worth a fortune in long term business. So I'm asking you Mrs. Business owner or Mr.Salesman--what is it that you do that makes a customer want to come back for more? What will make them want to tell all their friends how great your store, product or service was. Was it the gooey cookie or the caddy that greeted them with a refresihing towel and a glass of ice water. Instead of looking for ways to sell your product cheaper, work on these great ideas to add artifacts. That will make you memorable for years and years.
If you need help finding ideas log on to askdavetester.com
Sunday, May 9, 2010
Ask great Questions !
If one in 23 Americans are in sales, why do only 3% of sales people ask great questions? Sales people complain to me about the economy and tell me that they are
losing to the competition because they are cheaper. That's when I stop and simply ask, "What is your best sales question?
Usually they stumble and say something like, "what keeps you up at night?" Stress, thank you very much. If you ask great questions it means your prospect is
talking and you are listening. That's why sales people have two ears and one month. My advice is use you mouth to ask great questions
and shut up and listen. Write down these questions, memorize them and ask them every time you meet a prospect. If you
do it, you'll double your sales. Why do I know this? Because only 3% of sales people ask great questions, but they
make 97% of the income.
The first question you should always ask, "Why did you agree to meet with me?" Your client doesn't want to hear about your product, your company or your golf score. They want to tell you their wants and needs.
The next question should be, "When purchasing insert your product here, what do you think are the three biggest mistakes most people make?" This allows the potential customer to tell you their fears in buying your product.
Next, ask why they called you. Then ask what is keeping them from buying from you. If you can get answers those questions you become a problem solver and usually close the sale.
Finish up your presentation with, "What did you like best about my presentation today?" Use to detect buying signs and for improving your presentation..
Along the way make sure you work in these million dollar questions:
"What is the percentage of us doing business together in the next 30 days?"
"Do you want to buy?"
"Do you want to pay in cash or credit?"
"Ccan we start your service today or the first of next week?"
"On a scale of 1 to 10, would you recommend me to someone else?"
And of course follow up by asking the question, "What would it take to get a 10?"
If you ask great questions, you move to the front of the class. If not, you become the one in 23 that try pushing a product every day.
losing to the competition because they are cheaper. That's when I stop and simply ask, "What is your best sales question?
Usually they stumble and say something like, "what keeps you up at night?" Stress, thank you very much. If you ask great questions it means your prospect is
talking and you are listening. That's why sales people have two ears and one month. My advice is use you mouth to ask great questions
and shut up and listen. Write down these questions, memorize them and ask them every time you meet a prospect. If you
do it, you'll double your sales. Why do I know this? Because only 3% of sales people ask great questions, but they
make 97% of the income.
The first question you should always ask, "Why did you agree to meet with me?" Your client doesn't want to hear about your product, your company or your golf score. They want to tell you their wants and needs.
The next question should be, "When purchasing insert your product here, what do you think are the three biggest mistakes most people make?" This allows the potential customer to tell you their fears in buying your product.
Next, ask why they called you. Then ask what is keeping them from buying from you. If you can get answers those questions you become a problem solver and usually close the sale.
Finish up your presentation with, "What did you like best about my presentation today?" Use to detect buying signs and for improving your presentation..
Along the way make sure you work in these million dollar questions:
"What is the percentage of us doing business together in the next 30 days?"
"Do you want to buy?"
"Do you want to pay in cash or credit?"
"Ccan we start your service today or the first of next week?"
"On a scale of 1 to 10, would you recommend me to someone else?"
And of course follow up by asking the question, "What would it take to get a 10?"
If you ask great questions, you move to the front of the class. If not, you become the one in 23 that try pushing a product every day.
Sunday, April 18, 2010
When in doubt, throw a party!
When in Doubt, Throw a Party!
By Dave Tester
As a marketing and sales expert (I would rather be referred to as a lead generator) the most common question I get is: “What’s the best form of advertising?” My simple reply is: “The one that works!” It sounds simple but most business owners looking for advertising aren’t really sure what or how to use the medium they select. An over-zealous sales person may be pushing something on you and not explaining how it works. Or you may have heard the web is the way to go and without the proper strategy and tactics the mission of generating new leads for your business will fail.
Here are my favorite five tips when it comes to marketing your business or product:
• Tell a great story! We all love to hear how people got where they are and how they decided to start the business.
• Find a need. All the marketing in the world won’t help you sell a widget that people don’t want. My advice is to ask customers what they want to buy from you.
• Focus, focus, and focus. Who is it you want to tell your story to and what do you want them to know about your product.
• You’re brand is a promise to a customer. Make sure you keep your promise every time.
• Price, quality and convenience. Not necessarily in that order, but good notes to remember in your marketing message. You have to prove your value when they come in the door.
Here’s my million dollar, top-secret marketing weapon. When in doubt throw a party. It sounds simple, but people forget to do it and do it often. Invite prospects in to try your product and make it fun for them to use and, of course, purchase. The price of admittance for your party: bring a friend along.
So now it’s your turn to tell a great story when someone asks you what the best form of advertising is.
By Dave Tester
As a marketing and sales expert (I would rather be referred to as a lead generator) the most common question I get is: “What’s the best form of advertising?” My simple reply is: “The one that works!” It sounds simple but most business owners looking for advertising aren’t really sure what or how to use the medium they select. An over-zealous sales person may be pushing something on you and not explaining how it works. Or you may have heard the web is the way to go and without the proper strategy and tactics the mission of generating new leads for your business will fail.
Here are my favorite five tips when it comes to marketing your business or product:
• Tell a great story! We all love to hear how people got where they are and how they decided to start the business.
• Find a need. All the marketing in the world won’t help you sell a widget that people don’t want. My advice is to ask customers what they want to buy from you.
• Focus, focus, and focus. Who is it you want to tell your story to and what do you want them to know about your product.
• You’re brand is a promise to a customer. Make sure you keep your promise every time.
• Price, quality and convenience. Not necessarily in that order, but good notes to remember in your marketing message. You have to prove your value when they come in the door.
Here’s my million dollar, top-secret marketing weapon. When in doubt throw a party. It sounds simple, but people forget to do it and do it often. Invite prospects in to try your product and make it fun for them to use and, of course, purchase. The price of admittance for your party: bring a friend along.
So now it’s your turn to tell a great story when someone asks you what the best form of advertising is.
Thursday, April 8, 2010
Write a letter tonight !
Handwritten Notes—Do You Know How?
By Dave Tester
When was the last time you sent a handwritten note to one of your clients? According to one firm’s statistics, it’s been a long, long time. The Radicati Group estimates worldwide, 183 billion emails are sent per day. That’s two million sent each second! And over half a trillion text messages were sent last year. In other words, it seems electronic messages are the dominant mode of written communication. That’s too bad in my opinion. Because the very act of writing by hand slows the mind and forces it into a more contemplative state in which precisely chosen words convey nuances of emotion that could never be captured in a quick "Wassup?" or “lol”.
I understand the barriers for a rebirth of handwritten notes are significant; postage, stationary cost, the lack of immediacy, and the time and care required in its preparation. For me, an additional hurdle is my hen-scratch penmanship. Nonetheless, nothing expresses respect for a contact or colleague like a handwritten letter. And no love e-mail, text message or cell phone call will ever be carefully bundled into a memory box and savored for years to come. In a world that thrives on acceleration, the handwritten letter calls us to a time more deliberate, elegant, and gracious. What says you care more than taking time with a person. That is truly how relationships are built.
If you want to refine your note writing skills, here are some tips:
• Write something personal
• Check your spelling
• It doesn’t have to be long
• Use nice stationary or cards
• Give the recipient something like a clipping, idea or photo
Remember how you react to email. It can wait. A hand written letter is something special that needs to be read right now.
Try something new, like a handwritten note. At the very least send your Mother one today!
By Dave Tester
When was the last time you sent a handwritten note to one of your clients? According to one firm’s statistics, it’s been a long, long time. The Radicati Group estimates worldwide, 183 billion emails are sent per day. That’s two million sent each second! And over half a trillion text messages were sent last year. In other words, it seems electronic messages are the dominant mode of written communication. That’s too bad in my opinion. Because the very act of writing by hand slows the mind and forces it into a more contemplative state in which precisely chosen words convey nuances of emotion that could never be captured in a quick "Wassup?" or “lol”.
I understand the barriers for a rebirth of handwritten notes are significant; postage, stationary cost, the lack of immediacy, and the time and care required in its preparation. For me, an additional hurdle is my hen-scratch penmanship. Nonetheless, nothing expresses respect for a contact or colleague like a handwritten letter. And no love e-mail, text message or cell phone call will ever be carefully bundled into a memory box and savored for years to come. In a world that thrives on acceleration, the handwritten letter calls us to a time more deliberate, elegant, and gracious. What says you care more than taking time with a person. That is truly how relationships are built.
If you want to refine your note writing skills, here are some tips:
• Write something personal
• Check your spelling
• It doesn’t have to be long
• Use nice stationary or cards
• Give the recipient something like a clipping, idea or photo
Remember how you react to email. It can wait. A hand written letter is something special that needs to be read right now.
Try something new, like a handwritten note. At the very least send your Mother one today!
Tuesday, April 6, 2010
Mean and Lean
How to run your business Mean and Lean
By Dave Tester
We’re already getting ready for the month of May. Isn’t it time to clean up your business plan for 2010? That’s right, I said it’s the second quarter. If you don't have Q-1 completed and at budget, it’s going to be an even longer year for you as the business owner than 2009. Today I have five key points to focus on for the rest of 2010. And you need to be ready to roll them out by April 1st…. no fooling!
1. Run lean and mean. This doesn't translate into cutting the muscle in your company. It does mean continue with sales training and marketing your product. Those are the two places most companies start reducing right off the top. Instead try adjusting the amount of money you are taking out of the company each month for a paycheck. Also look at things like fees on debt, communication bills like phone and cell. And always keep an eye on the number one expense: employees. Again, the suggestion is to run lean and mean. Don't cut just to cut. You should have a long term vision of where the funds from those cuts will go. Always find a way to keep training your sales team and continue marketing your product. (You are doing both of those aren't you?)
2. Inventory management. Not too long ago it was a matter of just loading up the storeroom and moving the product. The challenge now is keeping in stock what a customer wants and not overst6ocking items that don’t sell as well. Get the scope out and focus on inventory management. This can be tough, but it’s another form of ‘lean and mean’ you need to aggressively undertake..
3. Use the internet to maximize your business model. Can I purchase your product 24/7 online? My storefront is always open by clicking askdavetester.com. Are you taking advantage of YouTube to show ways your product makes life easier for customers? You need to be blogging at least once a week about time saving ideas for your customer. Do you Twitter? What does your Facebook page look like? The common complaint about all of these is, “I don’t have time” or “I don't understand how it works.” Hire or find someone passionate about the viral world and take advantage of this great opportunity to maximize your business for a reasonable cost. While you’re at it, check out www.idahobusinessreview.com
4. Don't overlook small orders. I am often guilty of this. However, after writing this column I will focus and take better care of inquiries and small orders. Not too long ago big orders where the way of the world. Now it's about volume and customer service. The key is to get as many customers as possible and take great care of them. First off they will tell other people how you treat them and secondly they will eventually grow into a bigger customer or become a consistent buyer of your product. Make sure you put them in the database at the very least. (You do have a database don't you?)
5. If you forget everything else I wrote about today remember this: always stay in touch and in front of your customer. Always have them focus on why they like to buy from you and what you can improve in order to continue earning their business. Make this a priority in your business. If you’re looking for a tool to help, try www.surveymonkey.com
By Dave Tester
We’re already getting ready for the month of May. Isn’t it time to clean up your business plan for 2010? That’s right, I said it’s the second quarter. If you don't have Q-1 completed and at budget, it’s going to be an even longer year for you as the business owner than 2009. Today I have five key points to focus on for the rest of 2010. And you need to be ready to roll them out by April 1st…. no fooling!
1. Run lean and mean. This doesn't translate into cutting the muscle in your company. It does mean continue with sales training and marketing your product. Those are the two places most companies start reducing right off the top. Instead try adjusting the amount of money you are taking out of the company each month for a paycheck. Also look at things like fees on debt, communication bills like phone and cell. And always keep an eye on the number one expense: employees. Again, the suggestion is to run lean and mean. Don't cut just to cut. You should have a long term vision of where the funds from those cuts will go. Always find a way to keep training your sales team and continue marketing your product. (You are doing both of those aren't you?)
2. Inventory management. Not too long ago it was a matter of just loading up the storeroom and moving the product. The challenge now is keeping in stock what a customer wants and not overst6ocking items that don’t sell as well. Get the scope out and focus on inventory management. This can be tough, but it’s another form of ‘lean and mean’ you need to aggressively undertake..
3. Use the internet to maximize your business model. Can I purchase your product 24/7 online? My storefront is always open by clicking askdavetester.com. Are you taking advantage of YouTube to show ways your product makes life easier for customers? You need to be blogging at least once a week about time saving ideas for your customer. Do you Twitter? What does your Facebook page look like? The common complaint about all of these is, “I don’t have time” or “I don't understand how it works.” Hire or find someone passionate about the viral world and take advantage of this great opportunity to maximize your business for a reasonable cost. While you’re at it, check out www.idahobusinessreview.com
4. Don't overlook small orders. I am often guilty of this. However, after writing this column I will focus and take better care of inquiries and small orders. Not too long ago big orders where the way of the world. Now it's about volume and customer service. The key is to get as many customers as possible and take great care of them. First off they will tell other people how you treat them and secondly they will eventually grow into a bigger customer or become a consistent buyer of your product. Make sure you put them in the database at the very least. (You do have a database don't you?)
5. If you forget everything else I wrote about today remember this: always stay in touch and in front of your customer. Always have them focus on why they like to buy from you and what you can improve in order to continue earning their business. Make this a priority in your business. If you’re looking for a tool to help, try www.surveymonkey.com
Thursday, April 1, 2010
Be a problem solver
Are you a problem solver or a creator of more problems?
By Dave Tester
I learned a valuable lesson from my grandfather, Dave Tester, in the early 1980's when the loader tractor he loaned me wouldn't start. Trying to prove to him that I could fix any problem, I began to go to work on the tractor. First and foremost, I started with points and spark plugs. I even installed them myself. I also added a new fuel filter. After that didn't work, I began the process of overhauling the engine. Them my Grandfather asked me simply, “Is the tractor out of gas?" Come on--that's too easy I thought. I had spent two full days working to prove my worth by fixing this tractor from the ground up. I reached under the front of the engine and noticed the gas valve had a on/off switch. It was turned to the off position. I flipped the switch on and the tractor fired. That memory brings about today's sales lesson.
Before you go in to meet with a prospect or a current customer, make sure you always ask, “What has worked for you in the past?" So many times we are so eager to sell
a new product, we forget to check the basics of our industry or our product and offer up a new solution. But sometimes there no need to stray from the tried and true---like turning on the gas. I had the same experience last weekend in an effort to get a headlight repaired. The auto technician overhauled the entire lighting system: new wire connections, a new bulb and it still would not work. I asked the question that should have been checked first, "Did you make sure the fuse wasn't bad?" The repair shop wasn't trying to rip me off, they just forgot one of the key basics of sales. Be a problem solver.
Start at the beginning. Ask simple questions like, "Why did you agree to meet with me today?" Create a check list for your product. Mine is a "why advertise" check list that asks the customer to choose from list of 20, the top 3 reasons they are looking for my help. Don’t reinvent the wheel. Simply ask the question, “What has worked for you in the past?"
Get a second set of eyes. I don't want to spoil the soup with too many chefs, but I do want another perspective on the problem. My granddad was a great second set for me.
Do you homework. Make sure you understand your product and, more importantly, take time to find out what your customer is faced with. Remember ninety percent of business owners want information about their industry and their competition. Get out there and find out! Be a resource for them—it adds value.
The next time your car breaks down or a customer calls to cancel an order--make sure you start with the basics. Check the gas gauge. Don’t be running on empty when it comes to problem solving for your customer.
Tuesday, March 30, 2010
Use Your Mastermind
The Power of the Mastermind By Dave Tester
Two minds thinking positively are better than one. In fact, if you’re trying to come up with a solution for your business challenge, five minds can be even better. In 1727, Benjamin Franklin created a group of like minded individuals called a junto, which is Latin for meeting. His group created solutions to problems of the early days; the first paved streets, hospital, street lights, fire department and even a wood burning stove—the Franklin stove. The concept worked like this: one group member would lay out an issue or problem for discussion and then systematically go around the room as each other member of the junto proposed a solution to fix the problem. The interesting point is that by the time the problem rotated through junta members, the individual who presented the challenge usually arrived at his own solution. Today this process is called “Mastermind.” A few years ago this was a common activity for all big thinkers. Recently such groups have been on the decline and I’m not sure why. My Mastermind groups have also decreased in membership by two-thirds. With the economy moving so slowly, NOW seems like a great time to conducting the Mastermind.Here are the five keys to running a Mastermind: 1. Allow only solution oriented, positive individuals2. Keep your membership at a maximum of five members
3. Meet for no more than 1 hour4. As moderator or official, your job is to move along the conversation (especially if someone begins to pontificate)
5. All ideas are good ones, and all matters are confidential6. Make sure each member brings one issue or problem and offers up two ideas or solutions Remember when you surround yourself with positive people or a group that wants to find solutions, the energy to solve any problem is incredible and empowering. So remember that five minds are better than one. Just make sure it is a “Mastermind”that you are using to drive out the problem and bring home a great sales solution.
Two minds thinking positively are better than one. In fact, if you’re trying to come up with a solution for your business challenge, five minds can be even better. In 1727, Benjamin Franklin created a group of like minded individuals called a junto, which is Latin for meeting. His group created solutions to problems of the early days; the first paved streets, hospital, street lights, fire department and even a wood burning stove—the Franklin stove. The concept worked like this: one group member would lay out an issue or problem for discussion and then systematically go around the room as each other member of the junto proposed a solution to fix the problem. The interesting point is that by the time the problem rotated through junta members, the individual who presented the challenge usually arrived at his own solution. Today this process is called “Mastermind.” A few years ago this was a common activity for all big thinkers. Recently such groups have been on the decline and I’m not sure why. My Mastermind groups have also decreased in membership by two-thirds. With the economy moving so slowly, NOW seems like a great time to conducting the Mastermind.Here are the five keys to running a Mastermind: 1. Allow only solution oriented, positive individuals2. Keep your membership at a maximum of five members
3. Meet for no more than 1 hour4. As moderator or official, your job is to move along the conversation (especially if someone begins to pontificate)
5. All ideas are good ones, and all matters are confidential6. Make sure each member brings one issue or problem and offers up two ideas or solutions Remember when you surround yourself with positive people or a group that wants to find solutions, the energy to solve any problem is incredible and empowering. So remember that five minds are better than one. Just make sure it is a “Mastermind”that you are using to drive out the problem and bring home a great sales solution.
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