Jad Research Blog

Last week I was going over the sales process with a new salesperson. It was an engaging conversation and as we went over each step of the sales process. The analogy of how “we can lead a horse to water, but we can’t make it drink” came up.

Prospects can be exactly like the horse that didn’t drink. Sure we can spend lots of time with them and show them plenty of food and water. Even so, they might not eat or drink of what we are offering them. Are they smarter than us? It’s the same with some of our prospects; we spend plenty of time with them and yet they don’t buy from us.

Remember, the salesperson I was talking with had just started so there was limited experience. The sales strategy was typical of new and inexperienced salespeople. They hoped that the more contacts they made, the luckier they expect to become. The belief that if they make enough contacts they will find someone who needs something was a great strategy years ago. The inadequate strategy is based on the old way of selling which worked for many years. Unfortunately, making as many presentations to business people as possible just won’t lead to more sales. This strategy is similar to leading a horse to water.

Make Prospects THIRSTY . . . and They will Buy From Us!

Why wouldn’t the horse drink the water? It is a simple question with an easier answer. The horse didn’t drink because the horse wasn’t thirsty. The same is true with outside sales. Our job in sales isn’t just to lead a horse to water. Our job is to make the horse thirsty. Making prospects thirsty is what we must focus on when we are dealing with sales opportunities.

The question then becomes how can we make our prospects and customers thirsty for our services? While it might be very true that there are a lot of companies and organizations that need our services, they really must want our services for it to make a difference. Remember, “Want” becomes the key word for us.

Our prospects and customers will become thirsty when they realize our services will solve a significant problem for them. The problem might be something they don’t know exists. That’s our goal. Our goal is to identify problems our customers have when it comes to our services. The only way I know of doing this is to ask questions and follow the sales process.

Steve Martinez is the founder and CSO (Chief Sales Officer) with Selling Magic. The Business Development company is sales oriented and a CRM pioneer in automating and customizing ACT or Outlook with the best practices of sales management for increased sales. http://www.sellingmagic.com

Let’s face it: the greatest accomplishment for a member of the sales community is closing a deal with a skeptic. Many who are proficient at this art agree that it is far more gratifying to convince someone who initially felt your product was not necessary that it indeed is, than to complete what the industry terms an “easy sell.” Lucky for us all, plenty of doubters buy products and services everyday. Let us examine eleven of the fundamental techniques used by those who succeed in persuading the worst of cynics.

1. Know your product/service
Know it inside and out, backwards and forwards. You should know its strengths, weaknesses, and any proprietary features. Also understand the factors that influence its supply and demand. All of these will strengthen your presentation and help the skeptic make a more informed purchasing decision. There should be nothing that anyone can tell you about what you solicit. You will definitely be asked questions, so be prepared to demonstrate all aspects of your product/service in response.

2. Know your prospect
Along with knowing your product comes knowing your prospect. Strive to know all you can about your target demographic and potential clients. Make sure you deal with the decision maker. You should know their purchasing habits, what motivation determines their choice, and how long a buying decision takes. You must understand how your product fits into their overall purchasing strategy. When you know the buying habits of your prospect, you can use it to develop a longer-term sales planthat means repeat business. Put yourself in the most favorable position to get a “yes” by focusing on what most concerns your prospect.

3. Believe in your own words
You will never be effective selling something you do not believe in, particularly to someone who is already skeptical. Your lack of enthusiasm will be an obvious as you attempt to convince your potential buyer. When you emanate passion and confidence, you break down the wall of doubt the cynic has built. To not be a pillar of strength during your presentation is a sure-fire ticket to an abrupt “no.” If you are lucky enough to sell a product you do not believe in, you still lose because you risk killing referral business and losing the trust of your customer.

4. Be transparent
Too often, we give strong pitches with lots of hype and little information. We will say, “If you want these benefits, buy my product.” This is done with the hope that a prospect’s curiosity about your bold claims will be enough to convince them to purchase. The idea that if you divulge too much information, you could dissuade your prospect is a far too common falsehood. Be prepared to give as much information as needed to convince the potential buyer to make a purchase. Transparency builds trust. Things people do not understand will always be greeted with “no.” The more information available when making a purchasing decision, the more likely they are to say “yes.” Another benefit of being transparent is the more resources you divulge free of charge, the more likely you are to generate interest in your product/service.

5. Gain trust by associating yourself with things they respect
By offering endorsements and testimonials, especially from well-known sources that your target market respects, you strike the chord of “trust.” Many a skeptic has purchased based on the recommendations of individuals they respect. Secure associations along these lines and look to align yourself with trusted agencies through strategic partnerships. Major endorsements mean less resistance and lots of sales.

6. Offer a free trial, incentive, bargain, or guarantee
The structure of your offer can play a key role in building trust and enticing your prospect to buy. There are many variations of each, but incentives and guarantees are great ways to gain your potential buyer’s confidence. Guarantees and free trails allow the skeptic to try the product/service before determining if your offer is a good fit. Incentives and discounts are also valuable tactics as they make the cynic feel they are getting a value. People always love the feeling of getting something for free and buying when it is a low/no-risk transaction. By guaranteeing the quality of your product/service, you disarm the skeptic and encourage them to buy. You also communicate an important message that you are confident in what you sell.

7. Compare and differentiate yourself from your competitors
Know the nature of your business. Is it commodity based, where the low price bidder wins? Is the strength of your brand a factor? Is there something unique about your offer? You must understand your competitors and their advantages and disadvantages. Once you have both the knowledge of your competitors and an understanding of the skeptic’s needs, you can choose the most effective marketing angle. We offer such phrases as:

• “The lowest cost”…you play to the desire for value
• “The official”…you validate for authenticity
• “The best”…you show superiority
• “The only”…you offer exclusivity

If possible, demonstrate the differences that make your product/service unique or superior.

8. Sell the relationship, not the product
Contrary to popular belief, the best salespeople not only close deals, they foster relationships. Relationships are more valuable to both you and the prospect than a one-time transaction. For the salesperson, relationships bring repeat business and the ability to cross-market your offerings; increased referrals because you gain access to the prospect’s network base, and the ability to charge a premium because of the higher perceived value of your relationship. For the skeptic, relationships help build trust. These bonds let them know they will not be abandoned after the transaction is finished. Ultimately, they are buying a relationship with you and your firm, not the product/service, so approach selling that way.

9. Focus on benefits offered and value delivered
Self-interest is the skeptic’s primary concern, so focus on how your product/service solves their problem, fulfills their need, or satisfies their desire. If your prospect is solely bottom-line focused, your presentation should be centered on how your product or service will make or save them money. If your product satisfies a desire, focus on how it fills an emotional void. Emotional selling differs from bottom-line selling because it focuses on feelings rather than metrics. Remember to focus on the benefits that concern your potential buyer; anything else will make a skeptic lose interest and you lose the sale.

10. Isolate their objection
In life and business, two of the greatest challenges are making intelligent decisions and properly following through on them. One of your fundamental goals as a salesperson is to help people make informed decisions. To do so, ask two types of questions: those to better understand your potential buyer and his/her needs, and questions designed to lead your prospect to buy. A series of well-placed questions will allow you to isolate any objections. You should brainstorm every possible reason a skeptic will not buy from you and comprise an effective solution or rebuttal for each. Any other question should be crafted in a way that allows for only one reasonable answer, and that answer should compel your prospect to agree with you.

11. Don’t seem desperate!
Your emotional state will be apparent to a skeptic. Never appear as though you “need” a sale. Everyone avoids a hard-pressed individual. Often we are conditioned to give to and buy from those who do not need our money. It is the same principle that makes us more likely give a rich man fifty-cents to make phone call because he has no change, than to a homeless man in need who makes the same request. Therefore, it is imperative that you operate from a mindset of abundance. Understand there is always a bigger sale out there, so you need not be pressed for this one. Your confidence will put the cynic at ease and make them more likely to buy from you.

Once internalized, these 11 points will mesh into an effective sales strategy. You will begin to think of them not as individual points to be mastered, but one comprehensive selling technique. They are designed to compliment each other and give you a thorough footing for selling to those who are naturally doubtful about you and your service. Master them and win!

Vicky Therese Davis, William R. Patterson, and D. Marques Patton are co-authors of the acclaimed business and personal finance National Bestseller, The Baron Son: Vade Mecum 7. Vicky Davis is Founder and Chief Executive Officer of Indulgence Jewelry Corp. William Patterson is Co-founder and Chief Executive Officer of the Warcoffer Capital Group, LLC. D. Marques Patton is Co-founder and President of The Warcoffer Capital group, LLC. To receive their breakthrough book and over $3,631 in FREE bonus gifts, visit: http://www.baronseries.com

Do you feel trapped in your 9-5 job? Do you wish you had more freedom to do the things you want to do? Most people working in the corporate world would answer yes to both of these questions. Some won’t admit to it because, were they admit to it, they’d be telling themselves that they’re in a rut with their lives. Most business pundits would counsel people that want more freedom to quit their jobs and start their own business. But how many people can stomach the risks involved with starting their own business?

There is a middle ground between being stuck in an office working 9-5 and owning your own business. That middle ground is getting a sales job. Let me explain. Sure, having a sales job still means that you are working in the corporate world. But, with 2-3 years of hard work and labor, salespeople can set themselves up for having a lot more free time to do more of the things that they want. That’s the key, though. The benefits to salespeople don’t roll in until they put in two to three years of work.

Let’s look at the typical life cycle of a salesperson. He gets a B2B sales job and works feverishly in the coming months to begin generating new business for his company. Sales prospecting and closing is a lot of work. Some will cold call to generate sales leads, although I wouldn’t recommend cold calling. Certain types of guerrilla marketing work better. The salesperson begins to close some sales. With each sales close he gets a few referrals and makes new business contacts. Some commission checks begin to roll in. Maybe after about a year or so, he still does his prospecting but now has clients calling him. So now, he is earning more money and working slightly less. In two to three years after he has completed many sales and developed a network of contacts in his industry, the sales start to come easily. He is recognized as an expert in his field which. It no longer takes all the work that it used to to get sales and to meet his quota.

So what has just happened? The salesperson is earning a great income, has a great standard of living, all thanks to the few years of hard work. Now, in addition to earning a great income, he also has a lot of free time. Remember, clients are now calling him. He is no longer prospecting for new business. Many experienced salespeople typically only work 2-3 days a week because that’s all it takes for them to meet or exceed their quotas. The rest is FREE TIME. This is free time that their counterparts in the office don’t have because they’re required to be where they are from 9-5 every day.

So, there are ways to have the freedom you’ve always dreamed of. And, it doesn’t always involve starting your own business and being your own boss (although this is great too). Get out of the corporate office and get a sales job. You’ll thank yourself in 2 to 3 years.

Tino Buntic is the creator of TradePals, a website designed to provide qualified sales leads without cold calling to its member business professionals.

Improvise- Adapt- Overcome

This famous United States Marine Corps slogan reminds me of the technique many sales people use to make their sales calls. In the Sales Skills training module offered at P2S, we have found that most sales people do not pre-call plan. All too often, salespeople fail in this very important step in the selling process. Pre-call planning will insure you are prepared to “make the sale.” The Partnering To Success process helps sales people become more effective by focusing on improving one particular element of their selling process, like pre-call planning, to increase sales. Then they can Partner and sell like a Marine!

IMPROVISE

The American Heritage Dictionary defines improvise as “to make or provide from available materials, or perform with little or no preparation”. Many sales people go into the call with minimal preparation. They generally know what they want to accomplish but have no clearly defined plan of how to get there. The more complete and comprehensive the pre-call plan, the less improvisation needs to take place. True sales professionals can improvise with the best, but they don’t do it very often because they follow their plan.

ADAPT

To adapt means “to adjust or conform; to make suitable to or fit for a specific use or situation”. It is widely known that effective sales people only need to offer 3 or 4 features and benefits to satisfy the customer’s needs. The trick, however, is to hit on the “relevant” F&B’s. In your pre-call planning, you will predict which product or service features will most likely motivate the customer to make a purchase. However, as the customer answers your professional probing questions, new needs are uncovered and the sales person must adapt. As their needs are revealed, the relevancy of the F&B’s may change. Clearly understanding the needs of your customer will help you adapt the portfolio of products and services of your company, into unique, satisfying solutions.

OVERCOME

The meaning of overcome is very simple. It simply means to prevail over or conquer. Sales professionals need to overcome every customer concern in the sales process. All too often, sales people answer the first “no” then go for the “close”. For many salespeople, if the customer makes any purchase the sales call is done. Being approachable and overcoming customer objections by correcting any misunderstandings, questions, or concerns will lead to greater customer satisfaction. However, if the customer is not totally satisfied, they will never grow into the loyal, dedicated customer we all need and want. Overcoming EVERY customer concern is the “mission” for all quality salespeople.

Effective sales people improvise very little. They do however; adapt their style and features and benefits to fit each specific customer. By anticipating and asking questions, they overcome all customer concerns. Assist a fellow sales person to pre-call plan more and improvise less, adapt to the customer needs, and overcome all customer concerns through Partnering To Success.

Car Sales Training is something that the more successful dealers in America are embracing with open arms once again. As competition stiffens across the States, dealers are finding it more important that they have a well-oiled machine…accomplished through an effective car sales training program.

As new technologies sprout up every day, more dealerships realize that they are able to leverage them to their advantage and implement much of this new technology into their car sales training programs.

Car sales training programs are now teaching advanced prospecting methods as well as relationship-building techniques; thus enabling the dealership to leverage the new relationships of their entire sales staff with the prospects and customers. This has been a huge leap forward in overall growth…all accomplished through a better car sales training program.

Another area that car sales training programs have improved is through the usage of computers and the internet. Car sales people from coast to coast are building their own personal sites, many through a program called AutomatorPlus a program that has literally changed the landscape of how sales consultants are communicating with their customer base.

As car sales people realize that they indeed are the ones building the relationships with the prospects and customers, it has grown more important for them to have their own individual approach, rather than one sponsored through the dealership itself. Car sales training has literally taken the 21st century by storm.

Another area that car sales training has keyed in on is the use of Weblogs, otherwise known as blogs. This is a place where sales people can “let their hair down,” so to speak, and just be themselves. The effectiveness of this strategy alone has been enormous.

Think about it for a second. You have a sales person…working day in and day out. They are coming into contact with literally hundreds of prospects on a weekly basis on behalf of the dealership. We all know that people buy from people they like…and the blog has been a huge contributor to the “like” aspect.

Let me paint a really quick picture. A prospect comes in…visits the dealership for the first time to begin some initial research on a vehicle. They meet up with a nice young man…utilizing all of the strategies that he has been taught through the dealerships car sales training program, including the use of a blog.

The prospect completes their research and leaves. The young salesperson has done everything correctly…dealt with the prospect in a professional manner and collected some contact information. On the back of the salespersons card, he placed the URL of his personal blog (used for professional purposes only).

When the prospect arrives home, they go to the URL and learn a little bit more about the salesperson. They learn what high school they went to. They learn the name of the sales person’s wife and young child. They meet the family dog…and even see the family and their friends having a barbeque on the 4th of July.

Do you think that the prospect sees this salesperson as merely just “another guy,” or do you think that there is a connection that is beginning to happen? Do you think that this prospect perhaps might even share this blog URL with a few of their friends and family? We are sure of it…and it is an amazing thing sweeping the country.

We congratulate the dealers that are engaging technology and more efficient car sales training programs, you are definitely the leaders moving forward. Car sales training is a must for every sales person who wants a successful career in this business, so start turning things your way right now by clicking car sales training.

In the course of my career, I’ve had to deal with a lot of vendorssoftware companies, sensor manufacturers, electronics distributors and more. Some of them have left lasting impressions on me, whereas others have been eminently forgettable. I’d like to talk about two of the more memorable vendors, and the simple technique that they used (perhaps unknowingly) which made them stand out in my memory.

As my byline shows, I have the letters “Ph.D.” after my name; however, I seldom use that title, except in my various writings and official correspondence. For professional reasons, I do have these initials on my business cards and my e-mail signature; however, I never expect people to call me “Doctor,” and if they do, I almost invariably insist that they call me by my first name instead. For most of my daily affairs, this title simply isn’t very important.

Most salespeople don’t mention this title either, which suits me just fine; after all, I’ve always been a fairly informal fellow. On two occasions though, a vendor actually took notice of my degree, and chose to address me using the “Doctor” honorific. Even though I normally eschew that title, this was still a pleasant surprise. It was nice to see a prospective vendor take notice of such details, however unnecessary they may be.

Any good salesman knows that building rapport and making yourself pleasantly memorable are key elements in developing customer loyalty. This simple, trivial act made these particular salesmen stand out prominently in my memory, and in a pleasant way. I’m almost ashamed to admit this, but I found that I almost wanted to send these people some of my businessperhaps because such deference is noticeably rare.

This simple tactic can be especially helpful when dealing with prospective customers of foreign descent. Remember that some cultures are more title-conscious than American society is. The failure to mention this title may prove offensive to some of these individualsor at the very least, it may suggest a lack of attentiveness. Better to err on the side of caution, I would say.

This simple technique is exceedingly trivial to use, requiring no additional investment of time or effort. At the very least, it can be one way to make yourself stand out from the crowd of other vendors who are vying for someone’s attention. So why not try it? It costs nothing, it can’t possibly hurt, and it may just land you some new customers.

1. Design your web site to be a targeted resource center. Choose one subject and build on it. You’ll gain repeat visitors that are interested in that topic.

2. Offer something that is really free. If people go to your site and what you said was free really isn’t, you’ll lose their trust and they won’t buy anything.

3. Add a chat room or message board to your web site. People want to interact with other people that have they same interests as them.

4. Entice people to link to your web site by giving them something free in return. This’ll increase your ranking in some search engines.

5. Trigger your reader’s emotions in your ad copy. Example, if you sell a book on gambling tips, tell them the feelings they’ll get when they win money.

6. Make sure your site looks good in all browsers. You could be losing sales because it looks distorted in some web browsers.

7. Increase your sales by e-mailing full page ads to your e-zine subscribers. Remember to tell people before they subscribe or they may consider it spam.

8. Ask people questions in your ad copy that make them think about their problems. For example: Do you want to be free of your debts?

9. Magnify the size of your prospects problem in your ad; show how your product can solve it. The bigger the problem, the more sales you’ll have.

10. Invest a percentage of your profits right back into your business. Spend it on marketing, product improvement, customer service, advertising, etc.

For technology companies, service after the sale has emerged on equal footing with innovation as a competitive advantage.

As technology-related products and services touch nearly every area of our lives and our businesses, technology has become integrated in how we communicate, learn, work, and entertain ourselves. Our appetite for technology products is growing, even in today’s economic climate.

Traditionally, technology companies competed for this business by delivering more innovative, reliable products and services at lower prices. In the audio book, “Sound Advice on Customer Loyalty,” author Steve Walker says customer expectations are changing.

“Contracting markets and increasing commoditization of technology products have combined to give the customer the upper hand,” says Walker. “Technology companies must become more responsive to the ever changing needs of their customers.”

According to recent customer studies, this translates into a demand for improved customer support.

“Customers are expecting better technical and non-technical customer service,” says Walker. “Our research shows that service after the sale has emerged on at least equal footing with innovation as a competitive advantage for technology companies.”

“While the potential for technology companies is great, the need to manage customer loyalty in such a dynamic market is even greater,” says Walker. “For technology companies, a focus on customers will only add more value to the innovative products and services they are expected to deliver.”

Steve Walker offers advice on managing customer loyalty each week in the free audio newsletter from What’s Working in Biz, http://www.whatsworking.biz/full_story.asp?ArtID=92

About The Author

Richard Cunningham is a principal of What’s Working in Biz, http://www.whatsworking.biz, a publisher of business audiobooks and online audio programs on marketing, sales, and small business strategies.

The “Three Cs” in building customer relationships are a key component of professional selling skills.

Indianapolis, IN (PRWeb) November 23, 2003 - The deal is coming down to the wire. The buyer perceives the competitor’s solution as marginally superior, but the slight underdog still wins the sale. In this case, the adage, people buy from people they like, proves true.

In the audiobook, “Sound Advice on Sales Strategies,” author Tom Snyder, a vice president with sales consultancy Huthwaite, says that while it’s always a good idea to build customer relationships, it is especially helpful in the close ones. He sites what “SPIN Selling” author Neil Rackham calls the “zone of indifference.”

“In this situation, although the competition’s superiority is recognized,” says Snyder, “it’s not significant enough to break out of the buyer’s zone of indifference. This means that between the two, the buyer will likely choose to deal with the seller he likes.” While a personal relationship won’t be the deciding factor in most major account selling situations, it’s still an important part of the mix.

When building customer relationships, Snyder recommends being guided by the “Three Cs” of concern, candor, and competence.

Concern means focusing on customers and their needs. Learning the customer’s problems is the first step in building trust. Candor equates to honesty and avoiding exaggeration. Competence comes from the salesperson knowing how their products or services meet customer needs.

Says Snyder, “Don’t neglect your customer relationships, and don’t neglect your sales training, either. Your customers shouldn’t have to choose between the salesperson they like and the salesperson with professional selling skills.”

Tom Snyder offers advice on planning and executing sales strategies each week in the free audio-newsletter from What’s Working in Biz, http://www.whatsworking.biz/full_story.asp?ArtID=92

About The Author

Richard Cunningham is a principal of What’s Working in Biz, http://www.whatsworking.biz, a publisher of business audiobooks and online audio programs on marketing, sales, and small business strategies.

“We’re in the relationship business……airplanes are what we use to provide a service.” remarked Colleen Barrett, President and COO Southwest Airlines remarked,

Are you in the relationship business? Of course you are. Everyone who has to work with, deal with, sell to, convince, etc. is! Unless you’re on a deserted island, you must connect with, interact, and influence people every single day.
Winning relationships result when people make a positive connection.

However, strong relationships seldom happen overnight. It takes time to gain trust, to obtain information, and to demonstrate your integrity. Building strong relationships is a process. It’s not magic; it’s not chemistry; it’s not luck. Because it is a process you can learn it and you can replicate it throughout your organization. The three steps in building winning workforce and business relationships are:

What you think - your mind set.

Not surprisingly you must first believe in the value of building relationships. If you don’t think relationships make a difference to your professional or personal success, why make the effort (and it is an effort) to learn how to build good ones? Smart leaders understand the ultimate power of relationships both inside and outside their organization.

What you ask - the information you gather.

Smart leaders ask questions to identify shared interest, experiences and common ground. They show an interest in what others have to say; acknowledge their perspective and ideas. Are you making the time to really get to know your staff, co-workers, peers and customers?

What you do - the ability to effectively interact with people.

Smart leaders are able to understand themselves and how their behavior impacts others; are approachable and create an environment of trust; have a sincere desire to assist others in the pursuit of goals; are able to ‘tune in’ accurately to the needs of others and then treat them accordingly; build networks and find common ground to minimize conflict and maximize rapport.

Remember, profitable relationships are keys to business and professional success. Skill in building and maintaining relationships are valuable not only to sales people but to everyone from the shop floor to the top floor and everything in between.

Marcia Zidle, the ‘people smarts’ coach, works with business leaders to quickly solve their people management headaches so they can concentrate on their #1 job to grow and increase profits. She offers free help through Leadership Briefing, a weekly e-newsletter with practical tips on leadership style, employee motivation, recruitment and retention and relationship management. Subscribe by going to
http://leadershiphooks.com/ and get the bonus report “61 Leadership Time Savers and Life Savers”. Marcia is the author of the What Really Works Handbooks resources for managers on the front line and the Power-by-the-Hour programs fast, convenient, real life, affordable courses for leadership and staff development. She is available for media interviews, conference presentations and panel discussions on the hottest issues affecting the workplace today. Contact Marcia at 800-971-7619.