There are few gaps as wide as reality and the general perception of salesmen. Unfortunately too many sales executives, well intentioned as they might be, contribute to the stereotype of the profession; "Oily sellers of ice to the Eskimos." The well intentioned, but poorly trained representative focuses his/her attention on closing, closing and closing, too often without regard to the real value of his product or services to the person he is cajoling to "sign here."
Consistently great sellers are intimately aware of, and passionate believers in, the unique attributes of their product to a well targeted prospect. They spend all their vocational energy looking for the right people to help, are tenacious about making contact with them and skilled well enough to overcome the inherent distrust of customers to any sales person. In so doing they gain the trust and the open mind of the buyer. They come offering a genuine path to growth, pleasure and satisfaction, and the buyer "sees" it.
I have a friend, a serial entrepreneur, who has a debilitating disease which over the past fifteen years has robbed him of mobility and fine motor coordination. The experience has re-focused his interest in how he earns his living. He still is an entrepreneur and is still interested in the economic rewards of successful business endeavors, but in addition is only interested in creating businesses which help make life "more livable" for disabled people. Because he has always been a media professional, his attentions are now directed at making Internet experience just as efficient for the impaired as for the non-impaired population. Brad serves. He spends very little time focused on selling. He talks to companies about availing themselves of his services so that they can grow their businesses while feeling very good about themselves by providing much needed services to others.
Brad in my view spends his work life in every bit as noble a profession as any doctor, lawyer or fireman.
Read AOL Co-founder Ted Leonsis' book "The Business of Happiness" and learn how to give so much and get so much more in return.
Great Selling!
Love Your Work and Work Tirelessly
Communicate Honestly and Fearlessly
SERVE, DON'T SELL!
Collapse Time
Teamwork
Wednesday, April 21, 2010
Thursday, April 15, 2010
Did You Sell Out Your Bridal Fair?
In the last two decades there have been 23,612 radio and TV station-sponsored bridal fairs, 18,915 New Car Shows in shopping mall parking lots and 196,219 "Register to Win" contests at participating retail sponsors. 82,000 "free" vacations have been given to Q1 spenders and 91,000 free golf rounds to buyers of media. (If you don't believe me, you could look it up, as Yogi Berra used to say). Notwithstanding all of that ingenuity and generosity a few broadcast properties apparently still felt the negative effects of a troubled economy during the past several years.
The last time a "Media Marketing Consultant" (that would be a funny title if it wasn't so sad) proposed a thoughtful program to a retailer that took advantage of all the new touch points to consumers that have evolved and changed the way we all spend our time over the past dozen years was...probably, never.
It's hard to keep hearing from otherwise bright and committed people that sales are off because of the economy. Really? Do you mean that when the consumer contracts his spending, and fewer people visit stores and showrooms, and less cash hits the register, retailers get nervous and cut back on their spending? Oh my. Well how have we approached that problem? Ah, you lowered the price of a remote and added a Big Boy Toy Show. Super! So where are we versus the budget now?
Look, your customers don't have the solution, other than a sale to try and lure their consumers to spend. Sadly, neither do you on their behalf. Absent that solution and an advertising strategy, in the face of declining resources, not to spend dollars on advertising is a perfectly rational decision. On the other hand, absent effective advertising a protracted tough economy will occasion a "for rent" sign where there used to be a sporting goods store.
But what if your customer had a great product or service, and you and your production department really knew what they were doing in bringing that product creatively to market? And what if you understood all the new ways people, of every age group, are spending their leisure time with new technolgies? And what if you really understood that these transformative life style changes in time spent on cell phones, community sites (on the phone via apps or directly online) such as Facebook, Twitter and Linkedin, etc., are all new distribution channels that accommodate marketers and have a "spread the word" effect as well? What if you asked for a meeting to help bring the customer up to speed on consumer behavior? And what if you came back after your initial meeting with a well thought out program featuring your asset as the perfect quarterback to direct traffic to all these channels (as well as taking on branding and transacting functions itself?) Who in your market would be able to compete with you? And how long before you crush your budget?
Or, you could have your customer sponsor July in your new listener calendar.
Great Selling!
Love your Work and Work Tirelessly
Communicate Honestly and Fearlessly
Serve, Don't Sell
Collapse Time
Teamwork
The last time a "Media Marketing Consultant" (that would be a funny title if it wasn't so sad) proposed a thoughtful program to a retailer that took advantage of all the new touch points to consumers that have evolved and changed the way we all spend our time over the past dozen years was...probably, never.
It's hard to keep hearing from otherwise bright and committed people that sales are off because of the economy. Really? Do you mean that when the consumer contracts his spending, and fewer people visit stores and showrooms, and less cash hits the register, retailers get nervous and cut back on their spending? Oh my. Well how have we approached that problem? Ah, you lowered the price of a remote and added a Big Boy Toy Show. Super! So where are we versus the budget now?
Look, your customers don't have the solution, other than a sale to try and lure their consumers to spend. Sadly, neither do you on their behalf. Absent that solution and an advertising strategy, in the face of declining resources, not to spend dollars on advertising is a perfectly rational decision. On the other hand, absent effective advertising a protracted tough economy will occasion a "for rent" sign where there used to be a sporting goods store.
But what if your customer had a great product or service, and you and your production department really knew what they were doing in bringing that product creatively to market? And what if you understood all the new ways people, of every age group, are spending their leisure time with new technolgies? And what if you really understood that these transformative life style changes in time spent on cell phones, community sites (on the phone via apps or directly online) such as Facebook, Twitter and Linkedin, etc., are all new distribution channels that accommodate marketers and have a "spread the word" effect as well? What if you asked for a meeting to help bring the customer up to speed on consumer behavior? And what if you came back after your initial meeting with a well thought out program featuring your asset as the perfect quarterback to direct traffic to all these channels (as well as taking on branding and transacting functions itself?) Who in your market would be able to compete with you? And how long before you crush your budget?
Or, you could have your customer sponsor July in your new listener calendar.
Great Selling!
Love your Work and Work Tirelessly
Communicate Honestly and Fearlessly
Serve, Don't Sell
Collapse Time
Teamwork
Friday, April 9, 2010
Anxiety Trumps Logic
Anxiety is the Ace of Spades and is always the buyer’s hole card. Great Sellers turn over their hole cards as soon as dealt, showing a pair of Aces (hearts and diamonds—logic and sincerity--). Inevitably the buyer, seeing the pair, checks throughout the hand and then asks the seller to borrow his pen when the last card is dealt. Had this seller only the Ace of Hearts, he’d have an average hand just like the rest of us, and the game would be a draw:
“Let me think about it, I’ll get back to you.”
After hearing that we all have to play out the hand.
Because angst is so deeply rooted, having been nourished all along by average sellers who are afflicted with the “somewhats” (preparedness, honesty, sincerity, follow-up, work ethic, caring, etc.), don’t be too hard on yourself for his first response not being, “Oh my G-d, I am so happy you chose me to help. When can we start?”
The fact is that cynicism and fear of loss are very strong emotions and overpower logic every time. So we begin to play out the hand which means we engage in closing.
The buyer said when you concluded the pitch and asked for the order , “Well let me think about this,” or “I need to discuss this with my partner, pastor, parents or pet ,” or “I need to see if I can afford this, “or “I’m not sure if this is the right time to risk this,” or… Then, as mentioned, he promises a phone call with a decision soon.
That call is not coming. And the decision, if not already made is pre-ordained. So, do not cheerily respond, “That’s great Mr. Jones. I’m looking forward to your call. Have a great day.” Instead you begin:
“Mr. Jones, I understand your hesitancy. This is an important decision because the health and welfare of your business may depend upon it. I must tell you that my experience tells me that deferring this kind of action, inevitably kills it. Should that happen very little will change in my life, or yours… and that can mean an important lost opportunity for you.
I have a no-risk proposal for you. Let’s spend fifteen more minutes together now. Let’s partner in probing your every concern. You work hard to honestly articulate them and I promise to listen very closely and give you honest feedback. While I don’t think so, it may be that I’ve missed something very important and if so, I will acknowledge that because my only objective is to help you grow your business. At the end of those fifteen minutes, we’ll have traded anxiety for real issues. And that’s the best way to make a decision. Don't you agree?”
This approach will get you the fifteen minutes during which you work to elicit every objection, the answers to which are at your finger tips and after each answer, you extend the pen.
Great Selling!
Love Your Work and Work Tirelessly
Communicate Honestly and Fearlessly
Serve, Don't Sell
Collapse Time
Teamwork
“Let me think about it, I’ll get back to you.”
After hearing that we all have to play out the hand.
Because angst is so deeply rooted, having been nourished all along by average sellers who are afflicted with the “somewhats” (preparedness, honesty, sincerity, follow-up, work ethic, caring, etc.), don’t be too hard on yourself for his first response not being, “Oh my G-d, I am so happy you chose me to help. When can we start?”
The fact is that cynicism and fear of loss are very strong emotions and overpower logic every time. So we begin to play out the hand which means we engage in closing.
The buyer said when you concluded the pitch and asked for the order , “Well let me think about this,” or “I need to discuss this with my partner, pastor, parents or pet ,” or “I need to see if I can afford this, “or “I’m not sure if this is the right time to risk this,” or… Then, as mentioned, he promises a phone call with a decision soon.
That call is not coming. And the decision, if not already made is pre-ordained. So, do not cheerily respond, “That’s great Mr. Jones. I’m looking forward to your call. Have a great day.” Instead you begin:
“Mr. Jones, I understand your hesitancy. This is an important decision because the health and welfare of your business may depend upon it. I must tell you that my experience tells me that deferring this kind of action, inevitably kills it. Should that happen very little will change in my life, or yours… and that can mean an important lost opportunity for you.
I have a no-risk proposal for you. Let’s spend fifteen more minutes together now. Let’s partner in probing your every concern. You work hard to honestly articulate them and I promise to listen very closely and give you honest feedback. While I don’t think so, it may be that I’ve missed something very important and if so, I will acknowledge that because my only objective is to help you grow your business. At the end of those fifteen minutes, we’ll have traded anxiety for real issues. And that’s the best way to make a decision. Don't you agree?”
This approach will get you the fifteen minutes during which you work to elicit every objection, the answers to which are at your finger tips and after each answer, you extend the pen.
Great Selling!
Love Your Work and Work Tirelessly
Communicate Honestly and Fearlessly
Serve, Don't Sell
Collapse Time
Teamwork
Wednesday, March 31, 2010
Close! Now or Never! OK. Almost Never!
"Mr. Jones, my work is about doing my best to bring helpful services to business people like yourself. My greatest reward is the "thank you" I often receive from clients. I also review each visit that doesn't conclude with a new relationship, and here's one of the things I've found. If we are unable to get together today, the probability is that we never will."
Now I don't know if you can picture yourself saying that to a client. But it is the truth. And the truth is an important arrow in your sales quiver.
To help you consider the value of this approach (while keeping in mind that my goal is to help you improve your closing ratio), here's the follow-up comment:
"So Mr.Jones, let's make this promise to each other so that you are sure you've made the right decision, whatever that may be. Let's agree to explore your every question now, address your every doubt and anxiety about making this investment in the growth of you business now. I will work with you right now to probe it all and will take your concerns seriously. After you and I address your every concern, you will be absolutely confident in your decision and you'll go forward or pass, in which case I will respect your decision and move on. What do you say?"
I believe, and have found, that this is a difficult offer to refuse. If your experience becomes the same, what will have transpired? You will likely have asked for and received Mr. Jones' every objection and, assuming you've prepared for the meeting and are sure of his need for what you offer, will have been able to answer and overcome his every objection.
Or, you can "let him think it over and get back to you." When he doesn't, you can make the two or three phone calls which he never takes, and move on to the next prospect.
One excellent seller I know refers to sleep as the "great eraser." The prospect says, "let me sleep on it," does and disappears from your life forever. Sleep has not only erased the benefits of your offering, it's erased you from his world.
So take your pending list to a factor and if he gives you 15% on it's face value...take it.
Great Selling!
Love your Work and Work Tirelessly
Communicate Honestly and Fearlessly
Serve, Don't Sell
Collapse Time
Teamwork
Now I don't know if you can picture yourself saying that to a client. But it is the truth. And the truth is an important arrow in your sales quiver.
To help you consider the value of this approach (while keeping in mind that my goal is to help you improve your closing ratio), here's the follow-up comment:
"So Mr.Jones, let's make this promise to each other so that you are sure you've made the right decision, whatever that may be. Let's agree to explore your every question now, address your every doubt and anxiety about making this investment in the growth of you business now. I will work with you right now to probe it all and will take your concerns seriously. After you and I address your every concern, you will be absolutely confident in your decision and you'll go forward or pass, in which case I will respect your decision and move on. What do you say?"
I believe, and have found, that this is a difficult offer to refuse. If your experience becomes the same, what will have transpired? You will likely have asked for and received Mr. Jones' every objection and, assuming you've prepared for the meeting and are sure of his need for what you offer, will have been able to answer and overcome his every objection.
Or, you can "let him think it over and get back to you." When he doesn't, you can make the two or three phone calls which he never takes, and move on to the next prospect.
One excellent seller I know refers to sleep as the "great eraser." The prospect says, "let me sleep on it," does and disappears from your life forever. Sleep has not only erased the benefits of your offering, it's erased you from his world.
So take your pending list to a factor and if he gives you 15% on it's face value...take it.
Great Selling!
Love your Work and Work Tirelessly
Communicate Honestly and Fearlessly
Serve, Don't Sell
Collapse Time
Teamwork
Thursday, March 25, 2010
That's Why They Call it Work
Shame on me! Yesterday I had an unnecessary bad moment in a business meeting because I didn't do the all work I should have to prepare for the meeting. I visited with a top level executive at a major corporation to discuss a "unique" service only to find that while what I was there to discuss may have been the top of shelf service in its category, it wasn't the only. I lacked a complete knowledge set, because I accepted a glibly offered piece of data and didn't take the time and trouble to verify it.
Bob Pittman, creator of MTV and so much more, one of the most persuasive people I've ever met, told me recently that he never advocates a position that he hasn't researched and doesn't understand thoroughly. He doesn't wing it. The only exception to that well practiced M.O. is a purely creative decision (kids are going to watch music videos 24/7? Are you nuts?).
Ted Leonsis, co-Founder of AOL and owner of the Washington Capitols, tells the story of his first competitive "win." It was a contest at Georgetown University where he and other juniors had to orally defend a written thesis before a group of "professor-judges." Ted says the learning for him was, "Because I did the arduous research, I knew the subject matter cold, better than anyone in the room, and I was prepared for anything in that meeting...and, because that helped me win, I have been prepared for every important meeting ever since."
Great salesmanship requires an encyclopaedic knowledge of the needs and solutions currently known and employed. After all that is accumulated and internalized, begins the process of discovery of what isn't known, and that's accomplished in partnership with the client. And all of this is work. If you are blessed with a puzzle solving mentality and a love of learning, the work is nothing but fun. But it's still work.
If you love selling, and I hope that you do if that's how you earn your living, your degree of success will in large measure depend upon how much you love all the elements that make up a sales situation. Among the most critical of them is preparedness. Your credibility, and ability to handle questions and objections depend upon it. There's no uglier feeling in a sales meeting than when the thought hits you, "how in the heck didn't I know that."
Any relevant endeavor whose outcome is in doubt, requires more than luck, charm and preexisting relationships to elevate the success prospects. The preparation required will involve research, study and planning. Don't get me wrong. You can't know everything. But you can know everything that you can know. And that takes work. Learn to love that part too.
Hey, when you left the house this morning, you probably didn't say, "Bye Honey, I'm off to fun."
Great Selling!
Love Your Work and Work Tirelessly
Communicate Honestly and Fearlessly
Serve, Don't Sell
Collapse Time
Teamwork
Bob Pittman, creator of MTV and so much more, one of the most persuasive people I've ever met, told me recently that he never advocates a position that he hasn't researched and doesn't understand thoroughly. He doesn't wing it. The only exception to that well practiced M.O. is a purely creative decision (kids are going to watch music videos 24/7? Are you nuts?).
Ted Leonsis, co-Founder of AOL and owner of the Washington Capitols, tells the story of his first competitive "win." It was a contest at Georgetown University where he and other juniors had to orally defend a written thesis before a group of "professor-judges." Ted says the learning for him was, "Because I did the arduous research, I knew the subject matter cold, better than anyone in the room, and I was prepared for anything in that meeting...and, because that helped me win, I have been prepared for every important meeting ever since."
Great salesmanship requires an encyclopaedic knowledge of the needs and solutions currently known and employed. After all that is accumulated and internalized, begins the process of discovery of what isn't known, and that's accomplished in partnership with the client. And all of this is work. If you are blessed with a puzzle solving mentality and a love of learning, the work is nothing but fun. But it's still work.
If you love selling, and I hope that you do if that's how you earn your living, your degree of success will in large measure depend upon how much you love all the elements that make up a sales situation. Among the most critical of them is preparedness. Your credibility, and ability to handle questions and objections depend upon it. There's no uglier feeling in a sales meeting than when the thought hits you, "how in the heck didn't I know that."
Any relevant endeavor whose outcome is in doubt, requires more than luck, charm and preexisting relationships to elevate the success prospects. The preparation required will involve research, study and planning. Don't get me wrong. You can't know everything. But you can know everything that you can know. And that takes work. Learn to love that part too.
Hey, when you left the house this morning, you probably didn't say, "Bye Honey, I'm off to fun."
Great Selling!
Love Your Work and Work Tirelessly
Communicate Honestly and Fearlessly
Serve, Don't Sell
Collapse Time
Teamwork
Monday, March 15, 2010
Why Not Today?
All that stuff you are going to do tomorrow, should have been done today. Planning is an absolutely necessary activity and skill, when used for the purpose intended. The average performer however, uses planning not much differently than he uses a call to his mom, as a distraction.
Selling can be a very painful way to make a living. A salesman's days are filled with rejection. I can argue, of course, that the more rejections you get, the better your prospects for success. But we are not naturally built to thrive on rejection, are we? We thrive on love or its acceptable substitutes: acceptance, praise and acknowledgement.
Because we get many more doors slammed (at least figuratively) than opened, most sellers practice avoidance. They find any number of reasons to delay the experience, like planning the day away. ("At least that's a necessary function," we subconsciously tell ourselves.)
Here's a planning plan: Plan all day long. On the way to a call. In between calls. On the call. Every thing that pops to mind during the course of the day gets written down in an Office Expert wire bound pocket memo pad which is always on your person. Little hand drawn boxes down the left side of the page. "To Dos" right next to them.
Check marks in the boxes when each note is accomplished. At the very end of your business day (read: just before sleep) you spend time reviewing your memo paid and making your list for tomorrow.
Doing your planning this way 1) will elevate the favorable results of planning by some multiple and 2) earn you many more satisfied clients and bosses. Collapse Time! Do it today!
Oh yes. Every time a door gets slammed. Tell yourself, "it's not me, it's the work that I do." Onward to help someone else.
Great Selling.
Love Your Work and Work Tirelessly
Communicate Honestly and Fearlessly
Serve, Don't Sell
Collapse Time
Teamwork
Selling can be a very painful way to make a living. A salesman's days are filled with rejection. I can argue, of course, that the more rejections you get, the better your prospects for success. But we are not naturally built to thrive on rejection, are we? We thrive on love or its acceptable substitutes: acceptance, praise and acknowledgement.
Because we get many more doors slammed (at least figuratively) than opened, most sellers practice avoidance. They find any number of reasons to delay the experience, like planning the day away. ("At least that's a necessary function," we subconsciously tell ourselves.)
Here's a planning plan: Plan all day long. On the way to a call. In between calls. On the call. Every thing that pops to mind during the course of the day gets written down in an Office Expert wire bound pocket memo pad which is always on your person. Little hand drawn boxes down the left side of the page. "To Dos" right next to them.
Check marks in the boxes when each note is accomplished. At the very end of your business day (read: just before sleep) you spend time reviewing your memo paid and making your list for tomorrow.
Doing your planning this way 1) will elevate the favorable results of planning by some multiple and 2) earn you many more satisfied clients and bosses. Collapse Time! Do it today!
Oh yes. Every time a door gets slammed. Tell yourself, "it's not me, it's the work that I do." Onward to help someone else.
Great Selling.
Love Your Work and Work Tirelessly
Communicate Honestly and Fearlessly
Serve, Don't Sell
Collapse Time
Teamwork
Tuesday, March 9, 2010
Read This Blog to Your Kids at Bed Time
How early is too early to begin to teach your kids what they will need to know to make their way in this world? Some mothers read to their pre-natal offspring. I think it's never too early to let your kids know that at any time two or more people get together and engage in conversation, there's at least one, and sometimes more than one agenda at play. Communication serves the purpose of letting others know how we think, feel, or what we need.
In the most recent interchange you had, you said "yes" or "no" or "maybe" or "perhaps" or "you're right" or "you're wrong." If the conversation occurred at home you said "yes dear" or "no dear" or "I'm sorry" or "apology accepted."
"I want you to like me, think I'm smart, think I'm worth caring about, want to see me again, want to buy something from me, want to hire me, want to invite me to your next party, want you to come work for me or want me to come work for you," or you want me to do the same for you.
If I tell you I love you, I want you to believe me.
In short, we spend much, much of our time trying to bring people to our side of the table. To put it crassly, we are all selling. All the time. Does that mean we are flim-flamming each other? No. Does that mean we are insincere, inauthentic? No. What it does mean is that for virtually all of us, a good life is one shared in various types of relationships with others. Having the opportunity to do so in some measure depends upon our ability to be favorably received and perceived. So we present ourselves as well as we know how. Some do that better than others, and a few blessed and/or well schooled do it remarkably well, and go to heaven.
So you decide the bedtime story. "The Princess and the Pea" or "Great Sellers Go To Heaven."
Great Selling (and parenting)
Love Your Work and Work Tirelessly
Communicate Honestly and Fearlessly
Serve, Don't Sell
Collapse Time
Teamwork
In the most recent interchange you had, you said "yes" or "no" or "maybe" or "perhaps" or "you're right" or "you're wrong." If the conversation occurred at home you said "yes dear" or "no dear" or "I'm sorry" or "apology accepted."
"I want you to like me, think I'm smart, think I'm worth caring about, want to see me again, want to buy something from me, want to hire me, want to invite me to your next party, want you to come work for me or want me to come work for you," or you want me to do the same for you.
If I tell you I love you, I want you to believe me.
In short, we spend much, much of our time trying to bring people to our side of the table. To put it crassly, we are all selling. All the time. Does that mean we are flim-flamming each other? No. Does that mean we are insincere, inauthentic? No. What it does mean is that for virtually all of us, a good life is one shared in various types of relationships with others. Having the opportunity to do so in some measure depends upon our ability to be favorably received and perceived. So we present ourselves as well as we know how. Some do that better than others, and a few blessed and/or well schooled do it remarkably well, and go to heaven.
So you decide the bedtime story. "The Princess and the Pea" or "Great Sellers Go To Heaven."
Great Selling (and parenting)
Love Your Work and Work Tirelessly
Communicate Honestly and Fearlessly
Serve, Don't Sell
Collapse Time
Teamwork
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