One simple tenet of any great communication process should be: You can’t get the message if you can’t get past the messenger. Unfortunately during my last sales presentation (in which I played the student), the presenter of a search engine optimization sales presentation forgot that simple rule.
It wasn’t so much the presenter’s appearance, but his language. The presenter was asked a basic question and answered, “Things are fluid.” Indirect answers like that suggest the real answer is too complicated for the asker to understand. It’s a form of talking down to your prospect and you should never make them feel inferior. Later in the same session another of my colleagues asked a question and was told, “this is such ‘an organic’ process that it’s hard to define.” Is that because the asker is dumb?
The best way to avoid these (hopefully) unintentional slams to a prospective client is to record you presentation. Are you using too much industry jargon that makes you sound ‘smart’? Are you really just confusing the client into submission—not a good idea if you want them to actually buy from you.
Here’s another way to tighten up your presentation. Take a manager or colleague on your next sales visit. Speak slowly, don’t use jargon and most importantly don’t use industry buzz words to make yourself look smart and the client uneducated. Ask you colleague how you did.
The motivation for today’s column came on the so- called closing part of the presentation-- where I was supposed to buy the product or “sign on the line that is dotted.” At that critical moment I was told, “It is hard to define the taxonomy of this product.” What the heck does that mean? If it’s hard to define anything about the product, I don’t want it. All I could think of was that I had until April 15th to make up my mind.
Don’t fall in love with your jargon or verbiage. It can end a sales opportunity and cause you never to get a referral again. If you don’t follow the rules of engagement for presentation, you will be feeling lugubrious in no time. (Tell me I didn’t just write that.)
Tuesday, September 27, 2011
Friday, July 1, 2011
Which Customers are you letting behind the Velvet Rope?
At the star-studded openings for movies and nightclubs, everyone wants to get beyond the red velvet rope. It signifies exclusive access or a backstage pass to the event everyone wants to attend. When you get beyond the rope, you’re on the A-list and probably in the front row.
You can use the same velvet rope policy when selecting your clients. Remember, they cannot get on the list unless they know someone or the headlining artist wants them on the list. Many customers we serve are on “the list” because we have to take them. It’s usually about the amount of money they spend with you. I use the rope analogy because it’s interesting to consider: wouldn't you be more excited to work with clients you’re excited about? People who have the same mind set and passion as you about their product and their business?
Then why do we take on all clients, good, bad or ugly? Unfortunately, the bottom line is money. Many of the high dollar customers dominate your time and energy, but also take you for granted. They have financial clout and don’t always exercise common courtesies like being responsive to phone calls, proposals and ideas. They know you’re at their beck and call because they pay for it. Sometimes they feel a sense of entitlement.
Does this sound like any of your clients? Does it sometimes make you feel a little used? I have found that the amount of energy they require can ultimately be a drain on your entire team. Sometimes rotating that client to another team member or even "letting them go" can recharge everyone's battery, including yours.
Michael Port, who wrote “Book Yourself Solid,” breaks down the red velvet rope policy line by line, client by client, giving you a way to serve those that respect your service and send away those who don't find value what you provide.
Basketball Coach and motivational speaker Rod Jensen has another way of putting it. He says make good decisions, work hard, and do things the right way. If your clients and prospects line-up with that way of thinking and believe that ‘adding value’ is a two-way street, then you should add them as a customer. If they don't, however, it might be time to build up your ten seconds of courage and politely ask them to step outside of the red velvet rope.
It's a back stage pass that just might invigorate your business and sales passion.
You can use the same velvet rope policy when selecting your clients. Remember, they cannot get on the list unless they know someone or the headlining artist wants them on the list. Many customers we serve are on “the list” because we have to take them. It’s usually about the amount of money they spend with you. I use the rope analogy because it’s interesting to consider: wouldn't you be more excited to work with clients you’re excited about? People who have the same mind set and passion as you about their product and their business?
Then why do we take on all clients, good, bad or ugly? Unfortunately, the bottom line is money. Many of the high dollar customers dominate your time and energy, but also take you for granted. They have financial clout and don’t always exercise common courtesies like being responsive to phone calls, proposals and ideas. They know you’re at their beck and call because they pay for it. Sometimes they feel a sense of entitlement.
Does this sound like any of your clients? Does it sometimes make you feel a little used? I have found that the amount of energy they require can ultimately be a drain on your entire team. Sometimes rotating that client to another team member or even "letting them go" can recharge everyone's battery, including yours.
Michael Port, who wrote “Book Yourself Solid,” breaks down the red velvet rope policy line by line, client by client, giving you a way to serve those that respect your service and send away those who don't find value what you provide.
Basketball Coach and motivational speaker Rod Jensen has another way of putting it. He says make good decisions, work hard, and do things the right way. If your clients and prospects line-up with that way of thinking and believe that ‘adding value’ is a two-way street, then you should add them as a customer. If they don't, however, it might be time to build up your ten seconds of courage and politely ask them to step outside of the red velvet rope.
It's a back stage pass that just might invigorate your business and sales passion.
Tuesday, May 17, 2011
10% Better Makes all the Difference
A quick question for you today: who invented the automobile? Most believe it was Henry Ford. The correct answer is Mr. Benz, who named the first automobile after his daughter Mercedes, thus the name Mercedes Benz. Okay, so Henry Ford must have created the assembly line! Incorrect again. Ransom Olds did that number.
I give this quick history lesson to prove that competition is good. When I ask business owners in the Treasure Valley about their biggest challenge, most tell me that it’s the competition under cutting prices to steal business.
My philosophy is that you only have to be ten percent better than your competition to own the market place. When I say ten percent, that doesn’t mean some of the time or once in a while, it means all of the time! Remember this: good companies do great things every now and then. Outstanding companies do extraordinary things every single time. Are you good or outstanding in your field?
Henry Ford took the automobile and combined it with the assembly line to create a product that more Americans could afford and created an empire that in its time could not be matched. Others made cars, others used assembly lines, but Ford found a way to be ten percent better.
How do you determine where you can make that ten percent improvement? First and foremost you must “secret shop” your competition. That’s why football teams scout and watch videos of the opponent--so they know what they are up against. Next, ask your team “What we can do to be ten percent better in our field?” And finally ask your customer “On a scale of one to ten where would you rate us in terms of getting a referral or return business?” If they answer with and 8, follow up by asking what it would take to achieve a perfect 10.
If you’re not buying into this and becoming a victim thinker due to the economy and your competition, remember one more item from Henry Ford--his most famous quote: “Whether you think you can, or cannot, you’re usually right!”
I give this quick history lesson to prove that competition is good. When I ask business owners in the Treasure Valley about their biggest challenge, most tell me that it’s the competition under cutting prices to steal business.
My philosophy is that you only have to be ten percent better than your competition to own the market place. When I say ten percent, that doesn’t mean some of the time or once in a while, it means all of the time! Remember this: good companies do great things every now and then. Outstanding companies do extraordinary things every single time. Are you good or outstanding in your field?
Henry Ford took the automobile and combined it with the assembly line to create a product that more Americans could afford and created an empire that in its time could not be matched. Others made cars, others used assembly lines, but Ford found a way to be ten percent better.
How do you determine where you can make that ten percent improvement? First and foremost you must “secret shop” your competition. That’s why football teams scout and watch videos of the opponent--so they know what they are up against. Next, ask your team “What we can do to be ten percent better in our field?” And finally ask your customer “On a scale of one to ten where would you rate us in terms of getting a referral or return business?” If they answer with and 8, follow up by asking what it would take to achieve a perfect 10.
If you’re not buying into this and becoming a victim thinker due to the economy and your competition, remember one more item from Henry Ford--his most famous quote: “Whether you think you can, or cannot, you’re usually right!”
Tuesday, April 26, 2011
Making Your Sales Message Matter When it Counts Most
After nearly 30 years working in television and radio as a journalist and marketing guru, I’ve discovered the 7 secrets to a successful thirty second message. It will sell you or your company’s service or product like never before. My goal is to keep you from re-inventing the wheel and avoid all the mistakes I made in the past. Here are the crib notes to help you get noticed in those first thirty seconds (and leave your competitors wondering how they lost the game before it even started):
1. Identify your target audience. The question is do you want to be attractive to corporate CEO’s or small business owners? Pick and choose carefully whom you are trying to target. The wrong answer is “everyone who has money.” Go from a shotgun approach to shooting a pellet at a target.
2. Create a great offer. Make sure you know the difference between a feature and a benefit. At the same time you must encourage action and eliminate risk. My best example is from a carpet company: “The most thorough cleaning ever or your money back.”
3. Do you have a headline? Most businesses believe it’s the name of the company. That is not a headline, this is; “The five biggest mistakes people make when choosing _________.” Fill in the blank with your service. The secret is to speak to the problem and agitate the problem. Make it painful, so they will seek out your cure.
4. Educate and offer knowledge. If you’re out to provide value and real answers you’re educating. Get potential customers to listen, take great notes and find a solution.
5. Use conversational language. Your thirty second ‘elevator pitch’ or commercial should never use industry slang or jargon.
6. Tell your prospect the next step in the process: “go to my website and download a free whitepaper,” or “call this number and get a free recorded message.” Tell them what’s next and always ask or tell them to buy.
7. Always test and track your message. Find what people respond to and perhaps more importantly, what do they seem to ignore.
It took me three decades to create this 7 step process to create an effective message. I hope you’ll take the time now to implement the strategies that could turn around your sales.
1. Identify your target audience. The question is do you want to be attractive to corporate CEO’s or small business owners? Pick and choose carefully whom you are trying to target. The wrong answer is “everyone who has money.” Go from a shotgun approach to shooting a pellet at a target.
2. Create a great offer. Make sure you know the difference between a feature and a benefit. At the same time you must encourage action and eliminate risk. My best example is from a carpet company: “The most thorough cleaning ever or your money back.”
3. Do you have a headline? Most businesses believe it’s the name of the company. That is not a headline, this is; “The five biggest mistakes people make when choosing _________.” Fill in the blank with your service. The secret is to speak to the problem and agitate the problem. Make it painful, so they will seek out your cure.
4. Educate and offer knowledge. If you’re out to provide value and real answers you’re educating. Get potential customers to listen, take great notes and find a solution.
5. Use conversational language. Your thirty second ‘elevator pitch’ or commercial should never use industry slang or jargon.
6. Tell your prospect the next step in the process: “go to my website and download a free whitepaper,” or “call this number and get a free recorded message.” Tell them what’s next and always ask or tell them to buy.
7. Always test and track your message. Find what people respond to and perhaps more importantly, what do they seem to ignore.
It took me three decades to create this 7 step process to create an effective message. I hope you’ll take the time now to implement the strategies that could turn around your sales.
Tuesday, March 22, 2011
Pete's Pillars of Success
Here’s how your sales team can win the ‘coach of the year’ award using BSU Coach Chris Petersen’s four pillars of success as road map.
If this sounds like a sales pitch for you, it is. And I’m imploring you to implement the Bronco football coach’s success plan because it has not only landed him an incredible winning record, more importantly it has won him the respect of football coaches and business owners alike.
I heard Coach Pete’s “Big Four” during a banquet honoring him as National College Football Coach of the Year recently. Most people are amazed at how simple the principals sound. But remember, they only work if you actually do them:
1. Respect and honor the past. Do you know the history of your company and industry and who put you and your team in the place they are? Coach Peterson reminds us of the Bronco Football history and godfather of the grid iron Former Coach Lyle Smith. “During the Korean War, in mid season Coach Smith left the team to participate in active duty, that’s amazing,” according to Pete. Respect and honor your past.
2. Uncompromising Standards. The BSU Coach puts it best when he says “Be honest and ethical always.” In other words do the right thing when no one is looking.
3. Memorable moments. Coach is quick to remind us it’s not just how you respond to the two point conversion in the Fiesta Bowl, but how you bounce back from a missed field goal against Nevada that counts.
4. Leave a legacy. Don’t leave a mess behind, whether it’s building a new stadium or creating a sales system that is second to none, build something and set the bar for others to follow and improve upon.
It’s a simple formula that only three percent of you will write down and implement. However if you follow the plan you’ll be coach of the year in your business venture guaranteed.
If this sounds like a sales pitch for you, it is. And I’m imploring you to implement the Bronco football coach’s success plan because it has not only landed him an incredible winning record, more importantly it has won him the respect of football coaches and business owners alike.
I heard Coach Pete’s “Big Four” during a banquet honoring him as National College Football Coach of the Year recently. Most people are amazed at how simple the principals sound. But remember, they only work if you actually do them:
1. Respect and honor the past. Do you know the history of your company and industry and who put you and your team in the place they are? Coach Peterson reminds us of the Bronco Football history and godfather of the grid iron Former Coach Lyle Smith. “During the Korean War, in mid season Coach Smith left the team to participate in active duty, that’s amazing,” according to Pete. Respect and honor your past.
2. Uncompromising Standards. The BSU Coach puts it best when he says “Be honest and ethical always.” In other words do the right thing when no one is looking.
3. Memorable moments. Coach is quick to remind us it’s not just how you respond to the two point conversion in the Fiesta Bowl, but how you bounce back from a missed field goal against Nevada that counts.
4. Leave a legacy. Don’t leave a mess behind, whether it’s building a new stadium or creating a sales system that is second to none, build something and set the bar for others to follow and improve upon.
It’s a simple formula that only three percent of you will write down and implement. However if you follow the plan you’ll be coach of the year in your business venture guaranteed.
Wednesday, March 16, 2011
FLASH CARD: HOW TO ADD VALUE
I recently spoke to the Nampa Young Professionals group about defining and adding value to your prospect and customer base. In case you’ve forgotten, my definition of value is: your prospect or customer should be better off after meeting with you, than before. If your prospect isn’t returning phone calls, you’re not adding value.
Now, let’s go to work in terms of adding value or finding an easy way to remember what value means to a prospect or customer
V = Validating your solution. What are three touch points that solidify what you are selling. I give them information in the form of white papers: “Why Advertise?” check list, “The Five Fatal Flaws of Marketing” and “The Marketing Makeover.” How do you validate?
A= Add an artifact. Framing stores prove that adding an artifact to a piece of art, such as an arrow head to a Native American painting, can increase the sale of that piece up to 50%. Other examples: a hot towel at a golf course, chocolate chip cookies at a hotel, popcorn at the gas station, a to-go cup or newspaper. All of course are complementary.
U= Unexpected Surprise. Cracker Jacks are a great example. For your business, the best surprise is a handwritten thank you card or a copy of your book (more on this in a later column). Only three percent of Americans write thank you notes.
L= Losing customers if they don’t perceive you to be adding value. Follow up, follow up and always survey and ask the questions: “What do you like best about my service?” and “What can I do better?”
E= Expectation. Today’s value-added is tomorrow’s expectation. What you do for your client today, is expected tomorrow. Manage expectations, over deliver and under promise.
And finally—here’s a handful of quick ideas to add value to someone’s LIFE. Help three people that can’t afford your service, offer a free seminar for your prospects and clients, repackage or bundle your product and triangulate your service with your client to help one another create a new need for a prospect.
Make sure you add V A L U E to every sales call and understand what it means. The best way to learn is to study this flash card everyday.
Now, let’s go to work in terms of adding value or finding an easy way to remember what value means to a prospect or customer
V = Validating your solution. What are three touch points that solidify what you are selling. I give them information in the form of white papers: “Why Advertise?” check list, “The Five Fatal Flaws of Marketing” and “The Marketing Makeover.” How do you validate?
A= Add an artifact. Framing stores prove that adding an artifact to a piece of art, such as an arrow head to a Native American painting, can increase the sale of that piece up to 50%. Other examples: a hot towel at a golf course, chocolate chip cookies at a hotel, popcorn at the gas station, a to-go cup or newspaper. All of course are complementary.
U= Unexpected Surprise. Cracker Jacks are a great example. For your business, the best surprise is a handwritten thank you card or a copy of your book (more on this in a later column). Only three percent of Americans write thank you notes.
L= Losing customers if they don’t perceive you to be adding value. Follow up, follow up and always survey and ask the questions: “What do you like best about my service?” and “What can I do better?”
E= Expectation. Today’s value-added is tomorrow’s expectation. What you do for your client today, is expected tomorrow. Manage expectations, over deliver and under promise.
And finally—here’s a handful of quick ideas to add value to someone’s LIFE. Help three people that can’t afford your service, offer a free seminar for your prospects and clients, repackage or bundle your product and triangulate your service with your client to help one another create a new need for a prospect.
Make sure you add V A L U E to every sales call and understand what it means. The best way to learn is to study this flash card everyday.
Thursday, March 10, 2011
Who’s Interviewing Whom?
By Dave Tester
The state's unemployment rate nearing double digits actually means good news for employers. I'm in the process of recruiting a new sales team right now. I must tell you the talent pool is as good as I've ever encountered in the region. Good people are either out of work or working at jobs that are below their skill set. That has many top-notch folks interested in new opportunities in the sales field.
Here our some tips whether you are hiring a sales professional or interviewing for a sales position yourself.
Make sure you dress the part. I have always believes a business suit is standard operating procedure. However, during my latest round of interviews, I encountered candidates dressed more casual. Even if the job may not required higher end business attire, the interview does. If I need to tell you what to wear you shouldn't be interviewing for a sales job. (Check out one of my archived columns in the IBR, "Who Waived the Dress Code.")
I always ask candidates the question "how did you prepare for the interview today?" This is a favorite because most don't even take the time to Google the company name or my name. If candidates haven’t taken time to do their homework on you and your company, they probably aren’t real motivated.
Another great question is "what are you reading ?" If you are in sales and not reading sales books or motivational tools don't bother showing up for the interview. Remember this, over 70 percent of Americans never pick up a book after graduating either in High School or College. (Sad, huh?) If you’re going to work in sales, you need to be a constant reader.
Most of the people I interview come without a list of questions to ask me. That's not a good sign either. I enjoy it when a job seeker takes over the interview. It shows you have initiative, are detail oriented. Most importantly, it shows you’re prepared to sell yourself!
Here's are five more fantastic tips for getting the right sales job:
1. Is the “director of first impressions” helpful and enthusiastic? If the receptionist is not, that might not be a good place to work
2. Ask the question: "do you focus on time and effort or results?"
3. Ask: "can I be innovative and create new systems here?"
4. "Do you consider me an investment or a cost of sales ?"
5 Make sure you’ll get all the support you need for achieving success with: "do you educate, train and market here and can I see those programs ?"
Be prepared to ask the right questions at your next job interview, it might be the difference between getting a job and continuing to look for a job.
The state's unemployment rate nearing double digits actually means good news for employers. I'm in the process of recruiting a new sales team right now. I must tell you the talent pool is as good as I've ever encountered in the region. Good people are either out of work or working at jobs that are below their skill set. That has many top-notch folks interested in new opportunities in the sales field.
Here our some tips whether you are hiring a sales professional or interviewing for a sales position yourself.
Make sure you dress the part. I have always believes a business suit is standard operating procedure. However, during my latest round of interviews, I encountered candidates dressed more casual. Even if the job may not required higher end business attire, the interview does. If I need to tell you what to wear you shouldn't be interviewing for a sales job. (Check out one of my archived columns in the IBR, "Who Waived the Dress Code.")
I always ask candidates the question "how did you prepare for the interview today?" This is a favorite because most don't even take the time to Google the company name or my name. If candidates haven’t taken time to do their homework on you and your company, they probably aren’t real motivated.
Another great question is "what are you reading ?" If you are in sales and not reading sales books or motivational tools don't bother showing up for the interview. Remember this, over 70 percent of Americans never pick up a book after graduating either in High School or College. (Sad, huh?) If you’re going to work in sales, you need to be a constant reader.
Most of the people I interview come without a list of questions to ask me. That's not a good sign either. I enjoy it when a job seeker takes over the interview. It shows you have initiative, are detail oriented. Most importantly, it shows you’re prepared to sell yourself!
Here's are five more fantastic tips for getting the right sales job:
1. Is the “director of first impressions” helpful and enthusiastic? If the receptionist is not, that might not be a good place to work
2. Ask the question: "do you focus on time and effort or results?"
3. Ask: "can I be innovative and create new systems here?"
4. "Do you consider me an investment or a cost of sales ?"
5 Make sure you’ll get all the support you need for achieving success with: "do you educate, train and market here and can I see those programs ?"
Be prepared to ask the right questions at your next job interview, it might be the difference between getting a job and continuing to look for a job.
Monday, January 3, 2011
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