If a geologist told you that in order to draw water from a parcel of land, you would have to dig down 10 feet. The obvious best course of action is to dig one, 10 foot hole. The task would not be difficult and once you dug the hole, you would draw water. This is not a trick question and it certainly does not require a complex answer.
But too often, the ineffective sales executive over complicates their situation and strays from the salesmanship basics: building relationships, exploring customer needs, overcoming rejections, etc. The ineffective sales executive loses focus on the corporate strategy. They keep reinventing new things to do versus executing the tasks at hand. To the dismay of the geologist, the ineffective sales executive digs ten, 1 foot holes. Hence, they never draw water!
In our current internet age business environment, it is easy to become distracted. You are juggling an overflowing e-mail inbox, your customers are demanding more and more for less, and you may be experiencing sales management pressure to just "do something". It is easy to fall prey to the sales management fallacy of believing that hyper-activity will lead to immediate results. Unfortunately "busyness" does not close deals, persistent execution does.
As a sales manager, it is easy for me to spot out the "hole diggers". They are ones that show up every week on the sales call with some new close strategy or master plan to make a quick sale. This in itself is not the problem. The problem is that they are not persistent in executing all of the other strategies they were pursuing from the previous weeks, i.e. they did not finish digging their holes. This is one recipe for lack of sales execution.
Sunday, February 24, 2008
Tuesday, February 19, 2008
My Direct Sales Experiences
Direct sales is a challenging job. Patience and persistence are the main factors that lead to success in direct sales. I was doing direct sales, promoting children educational materials for few years, the experiences helped me in my present job. Due to inexperience, I needed to follow my team supervisor on the job training. After one week, I had to do it on my own.
Initially, I was very nervous when talking to clients. I was unable to close any sales because of poor presentation skills and inadequate product knowledge.
me that I was capable. He told me that he could not close any sales in the first week. With passion and undaunted spirit, he finally closed six sales in the third week. He told me that success needed persistence and determination. He gave me few motivation books to read.
After that, I kept on learning the product knowledge and improving my selling skills. I finally closed four sales in the third week, it boosted my confidence.
Since then, I worked extremely hard and was promoted to sales supervisor after few months. I started to lead the new team and taught them whatever I had learned about direct sales. I remembered that I had won a camera during the team competition and a free trip to Bali as well.
Initially, I was very nervous when talking to clients. I was unable to close any sales because of poor presentation skills and inadequate product knowledge.
me that I was capable. He told me that he could not close any sales in the first week. With passion and undaunted spirit, he finally closed six sales in the third week. He told me that success needed persistence and determination. He gave me few motivation books to read.
After that, I kept on learning the product knowledge and improving my selling skills. I finally closed four sales in the third week, it boosted my confidence.
Since then, I worked extremely hard and was promoted to sales supervisor after few months. I started to lead the new team and taught them whatever I had learned about direct sales. I remembered that I had won a camera during the team competition and a free trip to Bali as well.
Personality Traits - 7 Key Traits That Measure Sales Success
After 40 years of testing over 2,000,000 people Winslow Research Institute can isolate a personal profile that will identify a successful salesperson. The Personal Assessment measures 24 different areas of personal attitudes emotional reactions and mental capabilities and all of these areas are important and need to be evaluated. Areas of concern in these other traits may override the 7 key areas. So a total assessment is necessary to select a top not applicant however there are 7 key traits that we see time and time aging that produce a Star Sales employee.
These traits are
1) Sociability
2) Self-confidence
3) Composure
4) Tough-minded
5) Endurance
6) Ambition
7) Control
Sociability
Extroverted, outgoing, friendly, gregarious, neighborly, congenial. Warm hearted individuals who enjoy interacting and participating with others. They greet strangers openly, are quick to form friendships, and enjoy careers dealing with people rather than things. They are rarely content in solitary work. People that are highly rated in Sociability are happier people overall in life.
Self-confidence - #1 Reason for Sales Success -
Self-assured, certain, secure, brave, fulfilled, poised, self-reliant. Believe they have the knowledge and ability to be successful at whatever they attempt. Cope successfully with challenges and are not easily discouraged. Handle unexpected situations well, make decisions with assurance, and are quick to express ideas and opinions.
Composure
Calm, emotionally mature, tranquil, peaceful, serene, unperturbed, placid, composed. Can control their emotions and function effectively in stressful situations. Have the capability to maintain composure and deal with stress in a calm, objective manner. Rarely allow their feelings to negatively effect performance, and are not easily discouraged or frustrated by problems. Will not become upset over mistakes or misfortune.
Tough-minded
Resilient, realistic, unsentimental, tough-minded, durable, hard, possibly insensitive and callous. Can function normally in difficult and unpleasant situations. Not deterred by obstacles, disappointments or setbacks. Can accept strong criticism, do not become easily upset, and recover quickly when things go wrong. Do not need excessive praise or encouragement from others.
Endurance
Industrious, energetic, determined, vigorous, diligent, enduring, persevering. Willing to put forth the physical effort necessary to be successful. Will exert sustained effort and persistence to accomplish their tasks and goals. Unrelenting in work habits, will practice long and hard, and will not give up easily on problems.
Ambition
Competitive, aspiring, enthusiastic, enterprising, industrious, goal-oriented, eager, striving. Strong desire to reach higher levels of achievement and to respond positively to competitive situations. Aspire to accomplish difficult tasks and set and maintain high goals. Tend to approach most situations competitively
Control
Deliberate, calculating, analytical, designing, possibly indecisive and prone to procrastinate. Highly disciplined, maintain control over their behavior and do not act impulsively. It would be unusual for them to speak or act without considering the consequences. May be slow to act or hesitant to make decisions in some situations.
Employees that are stars in sales will measure an 8 out of 10 or higher in each of the areas above. Again it is necessary to evaluate all of the personality traits, if there are more then 5 concerns in the other 17 personal traits it may be a reason not to hire some one that excels 7 key areas. It is important to work with Winslow Research Institute until you have an understanding of the reports and how to measure Star applicants and employees
These traits are
1) Sociability
2) Self-confidence
3) Composure
4) Tough-minded
5) Endurance
6) Ambition
7) Control
Sociability
Extroverted, outgoing, friendly, gregarious, neighborly, congenial. Warm hearted individuals who enjoy interacting and participating with others. They greet strangers openly, are quick to form friendships, and enjoy careers dealing with people rather than things. They are rarely content in solitary work. People that are highly rated in Sociability are happier people overall in life.
Self-confidence - #1 Reason for Sales Success -
Self-assured, certain, secure, brave, fulfilled, poised, self-reliant. Believe they have the knowledge and ability to be successful at whatever they attempt. Cope successfully with challenges and are not easily discouraged. Handle unexpected situations well, make decisions with assurance, and are quick to express ideas and opinions.
Composure
Calm, emotionally mature, tranquil, peaceful, serene, unperturbed, placid, composed. Can control their emotions and function effectively in stressful situations. Have the capability to maintain composure and deal with stress in a calm, objective manner. Rarely allow their feelings to negatively effect performance, and are not easily discouraged or frustrated by problems. Will not become upset over mistakes or misfortune.
Tough-minded
Resilient, realistic, unsentimental, tough-minded, durable, hard, possibly insensitive and callous. Can function normally in difficult and unpleasant situations. Not deterred by obstacles, disappointments or setbacks. Can accept strong criticism, do not become easily upset, and recover quickly when things go wrong. Do not need excessive praise or encouragement from others.
Endurance
Industrious, energetic, determined, vigorous, diligent, enduring, persevering. Willing to put forth the physical effort necessary to be successful. Will exert sustained effort and persistence to accomplish their tasks and goals. Unrelenting in work habits, will practice long and hard, and will not give up easily on problems.
Ambition
Competitive, aspiring, enthusiastic, enterprising, industrious, goal-oriented, eager, striving. Strong desire to reach higher levels of achievement and to respond positively to competitive situations. Aspire to accomplish difficult tasks and set and maintain high goals. Tend to approach most situations competitively
Control
Deliberate, calculating, analytical, designing, possibly indecisive and prone to procrastinate. Highly disciplined, maintain control over their behavior and do not act impulsively. It would be unusual for them to speak or act without considering the consequences. May be slow to act or hesitant to make decisions in some situations.
Employees that are stars in sales will measure an 8 out of 10 or higher in each of the areas above. Again it is necessary to evaluate all of the personality traits, if there are more then 5 concerns in the other 17 personal traits it may be a reason not to hire some one that excels 7 key areas. It is important to work with Winslow Research Institute until you have an understanding of the reports and how to measure Star applicants and employees
Monday, February 18, 2008
Trying Too Hard To Make The Sale When Cold Calling
Frequently when cold calling we make the assumption that if the prospect shows the slightest bit of interest in the product or service they will buy. We push hard to get the sale. This technique is a traditional sales method. We are often taught from the start to use this form.
If they person says "No" change it to a "Yes"; if they hang up you simply move to the next prospect. The numbers game of cold calling and is no longer needed to effectively cold call. With the new mind-set you will not have to feel stressed or bad for pushing the prospect for the sale...because the sale is not the main goal or objective in the new mind-set.
When you try too hard to make the sale you:
Create stress in the prospect and in you
Cause sales pressure in the call
Cause the prospect to put up their "defensive wall"
Send red-flags to the prospects
This tactic in cold calling is still used however there is a better way. The new mind-set will teach you that it is important to find out if they are a fit...before you try to incorporate your product or service into the conversation.
Remember that pushing the sale on the prospect should not be your main goal or objective. You should first find out if your product or service can help them with their current issues...and treat them like a person and not another sale.
Understanding that red-flags cause tension between you and your prospect and this type of pressure will only bring on negative tension. Positive responses are what you will need to achieve a strong and trust building connection to those you are contacting. This positive attitude will also give you and your company respect in the eyes of your prospects improving the future of your company.
Use of old techniques will bring stereo-typing and bad publicity for yourself and your company which will affect your success in a negative way. Once you have learned to re-program your mind to feel comfortable talking with the prospects and not pushing the sales you will see the difference in how your prospects are responding to your calls. You will also see a positive response to your voicemails-emails-and any other ways you contact your prospects. Remember that cold calling doesn't have to be painful or uncomfortable.
If they person says "No" change it to a "Yes"; if they hang up you simply move to the next prospect. The numbers game of cold calling and is no longer needed to effectively cold call. With the new mind-set you will not have to feel stressed or bad for pushing the prospect for the sale...because the sale is not the main goal or objective in the new mind-set.
When you try too hard to make the sale you:
Create stress in the prospect and in you
Cause sales pressure in the call
Cause the prospect to put up their "defensive wall"
Send red-flags to the prospects
This tactic in cold calling is still used however there is a better way. The new mind-set will teach you that it is important to find out if they are a fit...before you try to incorporate your product or service into the conversation.
Remember that pushing the sale on the prospect should not be your main goal or objective. You should first find out if your product or service can help them with their current issues...and treat them like a person and not another sale.
Understanding that red-flags cause tension between you and your prospect and this type of pressure will only bring on negative tension. Positive responses are what you will need to achieve a strong and trust building connection to those you are contacting. This positive attitude will also give you and your company respect in the eyes of your prospects improving the future of your company.
Use of old techniques will bring stereo-typing and bad publicity for yourself and your company which will affect your success in a negative way. Once you have learned to re-program your mind to feel comfortable talking with the prospects and not pushing the sales you will see the difference in how your prospects are responding to your calls. You will also see a positive response to your voicemails-emails-and any other ways you contact your prospects. Remember that cold calling doesn't have to be painful or uncomfortable.
The Use of Scapegoats In Persuasion
"United We Stand". For a while there nearly every other car in the country had a bumper sticker appealing to us to stand united, implicitly suggesting that this was our only salvation, because what happens when we don't stand united? That's right. We fall divided.
Is this really true? If we buy into the idea at the core of the current political agenda (standing united, defeating terrorists, spreading democracy) will we all be just fine? Or in doing this do we blindly agree with an entire world of presuppositions?
With scapegoating, the best way to get us all on board-to unite-is to have a common enemy, a boogie man, a Satan, Saddam Hussein or a terrorist to rage against.
Christianity uses scapegoating: Satan. The government uses scapegoating: 1950's = Commies; 2000's = Terrorists. Most recently we have Scooter Libby. (Though the distinction has been made that he's more of a "fall guy" than a "scapegoat" because scapegoat implies using an innocent to pin the blame on while fall guy's usually share the blame.)
It was popular in Massachusetts during the Salem Witch Trials. By diverting attention away from the state and church as the cause for difficulties in people's lives, witches (read: women) were burned at the stake as the core cause of societies ills.
Religion is great for scapegoating. Adam blamed Eve, Eve blamed the serpent. The Baptists show how the Mormons miss the point and lead people astray and visa versa. In order for Christianity to exist, Satan is the 'necessary evil', so to speak. Without Satan there is nothing to save humanity from. The concept of Satan has single-handedly maintained Christianity throughout the years.
Again, I'm not debating the existence of Satan or pushing my religious or political beliefs, I am simply showing how this strategy is used.
There are multiple layers of scapegoating at play currently in politics. Focusing on gay marriage and stem cell research as scapegoats diverts attention from the body count in Iraq.
We saw scapegoating rise to the status of national phenomenon during the aftermath of Hurricane Katrina. It even got a new name: The Blame Game. The mayor blamed the governor and the president. The governor blamed the president and the mayor. The president congratulated his FEMA appointee and suggested things were going swell until he realized no one was buying it and then proceeded to blame the governor and the mayor. Some folks in the government even suggested that no one was to blame, it was a natural disaster.
Is this really true? If we buy into the idea at the core of the current political agenda (standing united, defeating terrorists, spreading democracy) will we all be just fine? Or in doing this do we blindly agree with an entire world of presuppositions?
With scapegoating, the best way to get us all on board-to unite-is to have a common enemy, a boogie man, a Satan, Saddam Hussein or a terrorist to rage against.
Christianity uses scapegoating: Satan. The government uses scapegoating: 1950's = Commies; 2000's = Terrorists. Most recently we have Scooter Libby. (Though the distinction has been made that he's more of a "fall guy" than a "scapegoat" because scapegoat implies using an innocent to pin the blame on while fall guy's usually share the blame.)
It was popular in Massachusetts during the Salem Witch Trials. By diverting attention away from the state and church as the cause for difficulties in people's lives, witches (read: women) were burned at the stake as the core cause of societies ills.
Religion is great for scapegoating. Adam blamed Eve, Eve blamed the serpent. The Baptists show how the Mormons miss the point and lead people astray and visa versa. In order for Christianity to exist, Satan is the 'necessary evil', so to speak. Without Satan there is nothing to save humanity from. The concept of Satan has single-handedly maintained Christianity throughout the years.
Again, I'm not debating the existence of Satan or pushing my religious or political beliefs, I am simply showing how this strategy is used.
There are multiple layers of scapegoating at play currently in politics. Focusing on gay marriage and stem cell research as scapegoats diverts attention from the body count in Iraq.
We saw scapegoating rise to the status of national phenomenon during the aftermath of Hurricane Katrina. It even got a new name: The Blame Game. The mayor blamed the governor and the president. The governor blamed the president and the mayor. The president congratulated his FEMA appointee and suggested things were going swell until he realized no one was buying it and then proceeded to blame the governor and the mayor. Some folks in the government even suggested that no one was to blame, it was a natural disaster.
Thursday, February 14, 2008
How to Increase Momentum in Your Sales Process
I recently was traveling through an airport and came across a kiosk selling customized music CD's. I approach the booth and was met with a warm, confident outstretched hand and a big "Hello, how's your day going?"
After we exchanged pleasantries I asked the guy "so what's this all about?" I expected to ask the question and then sit back and listen to the "spiel". He said, "We make customized music CD's for kids that includes the name of your child in the various songs over 40 times throughout the entire CD - do you have kids?" I nodded and he asked for one of their names. Thinking I was on a slippery slope to a lengthy demonstration I qualified my time by saying that I had a flight in a short while and didn't have a lot of time. He said, "no problem, you can go when you have to, it's easier and quicker to show you then it is to explain it, it'll only take a minute". I gave him one of my boy's names and true to his word he had a live presentation for me in less than 15 seconds.
While he was doing the demo he asked about my other kids names, their ages and if the music would be appropriate for the older boy. I said it wouldn't be. He asked if the other two boys were familiar with the two different kid's musicians he was playing and whether or not they liked the music. I said they were and they did. When the demo was over he said, "What do you think of that?" I mentioned it was very cool and that my boys would love to hear their name incorporated in their favorite music CD's. I then asked "how much?" He told me the price and then simply asked, "It takes 3 minutes to burn a customized CD, should I do one up for each boy with each of the different groups you just heard?"
Done deal. I'm happy because I got an early birthday present out of the way and my boys will love it.
There were a number of things this guy did right - let's have a look:
- Engage immediately. As soon as he saw me looking he approached me. Friendly, inviting and smiling are hard to resist.
- Excitement. He had a good response to my question, "what's this all about?" Why? Oh maybe because he hears it 1000 times a day! Prepare good answers to common questions that grab attention and create some excitement. Don't try to wing it all the time.
- Optimism. He was not deterred by my comment about having to go soon. He understands that catching your flight is on everyone's mind in an airport. He understands that it doesn't mean the person won't stay and listen, but that it is just the customers' escape route they are setting up in advance should they need it. Imagine how successful he would be if when someone said they only had a short while and he rushed them off with an informational brochure? Again, he had a good logical response. He alleviated my concerns by saying I could go any time and educated me as to how long it would take and what the benefit was to my hearing the presentation.
- Involvement. His odds of making a sale go up if he can get to a presentation so he asked for it right away. He had a smooth transition and a logical reason/benefit for me to hear the actual product not just hear him talk about it. Selling is leading. Are you taking the lead in your sales conversations?
- Professional presentation. The guy new what he was doing; he was practiced. He was quick and to the point and new exactly the best way to show value in his product. Can we say the same about the way we explain our products to people?
- Polite and not presumptuous. He got my input on what I thought about the product before moving to the next step of the sale. Do we get the clients involvement during the sales process? Are we asking confirmation questions to check our progress?
- Solid conclusion. He knew time was an issue. Why prolong the process? I saw the product and answered all the questions in a way that suggested this might be something I'd consider buying - what else is there? It's not complicated. He asked for the sale. He brought it to a logical conclusion by riding the momentum he had gained through a good interview and presentation. Standard sales practice: ask questions, demonstrate product, get feedback from the prospective buyer and, if positive, ask them to buy. Are you asking for the sale every time you present a product?
How often is the sales process all herky-jerky and unorganized because the sales person isn't leading? Make sure you have a plan for the more common questions and products you deal in. Don't complicate the process with unnecessary points and steps. Create momentum with a planned approach that leads the client to a buying decision.
1. Be optimistic
2. Interview and get acknowledgement of a need.
3. Present your product professionally and efficiently
4. Get feedback from the buyer.
5. Ask for the sale.
After we exchanged pleasantries I asked the guy "so what's this all about?" I expected to ask the question and then sit back and listen to the "spiel". He said, "We make customized music CD's for kids that includes the name of your child in the various songs over 40 times throughout the entire CD - do you have kids?" I nodded and he asked for one of their names. Thinking I was on a slippery slope to a lengthy demonstration I qualified my time by saying that I had a flight in a short while and didn't have a lot of time. He said, "no problem, you can go when you have to, it's easier and quicker to show you then it is to explain it, it'll only take a minute". I gave him one of my boy's names and true to his word he had a live presentation for me in less than 15 seconds.
While he was doing the demo he asked about my other kids names, their ages and if the music would be appropriate for the older boy. I said it wouldn't be. He asked if the other two boys were familiar with the two different kid's musicians he was playing and whether or not they liked the music. I said they were and they did. When the demo was over he said, "What do you think of that?" I mentioned it was very cool and that my boys would love to hear their name incorporated in their favorite music CD's. I then asked "how much?" He told me the price and then simply asked, "It takes 3 minutes to burn a customized CD, should I do one up for each boy with each of the different groups you just heard?"
Done deal. I'm happy because I got an early birthday present out of the way and my boys will love it.
There were a number of things this guy did right - let's have a look:
- Engage immediately. As soon as he saw me looking he approached me. Friendly, inviting and smiling are hard to resist.
- Excitement. He had a good response to my question, "what's this all about?" Why? Oh maybe because he hears it 1000 times a day! Prepare good answers to common questions that grab attention and create some excitement. Don't try to wing it all the time.
- Optimism. He was not deterred by my comment about having to go soon. He understands that catching your flight is on everyone's mind in an airport. He understands that it doesn't mean the person won't stay and listen, but that it is just the customers' escape route they are setting up in advance should they need it. Imagine how successful he would be if when someone said they only had a short while and he rushed them off with an informational brochure? Again, he had a good logical response. He alleviated my concerns by saying I could go any time and educated me as to how long it would take and what the benefit was to my hearing the presentation.
- Involvement. His odds of making a sale go up if he can get to a presentation so he asked for it right away. He had a smooth transition and a logical reason/benefit for me to hear the actual product not just hear him talk about it. Selling is leading. Are you taking the lead in your sales conversations?
- Professional presentation. The guy new what he was doing; he was practiced. He was quick and to the point and new exactly the best way to show value in his product. Can we say the same about the way we explain our products to people?
- Polite and not presumptuous. He got my input on what I thought about the product before moving to the next step of the sale. Do we get the clients involvement during the sales process? Are we asking confirmation questions to check our progress?
- Solid conclusion. He knew time was an issue. Why prolong the process? I saw the product and answered all the questions in a way that suggested this might be something I'd consider buying - what else is there? It's not complicated. He asked for the sale. He brought it to a logical conclusion by riding the momentum he had gained through a good interview and presentation. Standard sales practice: ask questions, demonstrate product, get feedback from the prospective buyer and, if positive, ask them to buy. Are you asking for the sale every time you present a product?
How often is the sales process all herky-jerky and unorganized because the sales person isn't leading? Make sure you have a plan for the more common questions and products you deal in. Don't complicate the process with unnecessary points and steps. Create momentum with a planned approach that leads the client to a buying decision.
1. Be optimistic
2. Interview and get acknowledgement of a need.
3. Present your product professionally and efficiently
4. Get feedback from the buyer.
5. Ask for the sale.
How To Rise Above Your Competition
I sell aircraft for a living, but I didn't get to that level of sales by accident. I paid my dues by selling various products, taking part in many, many sales training processes, owning a retail business, and finally becoming a master of promoting myself. Promoting yourself is another subject I'll be writing about soon. Currently, I sell jets by day and have an online business. Follow the steps below and you'll reach a new level of selling.
1. RESEARCH: If you remember nothing else, remember this: Always bring something of value to your prospect. He/she will appreciate your knowledge and be more apt to take your call again. Research your prospects competition, prepare a market report surveying the current trends, compare your prospects product/service to his/her competition. Give an analysis of past market trends and where you think the market is heading or why you feel the market is down trending/up trending. If you are selling something non tangible such as advertising, then prepare a report of how your advertising medium reaches more subscribers than the competition. Draw graphs and use concrete numbers in your report. Decision makers are usually very numbers oriented, they'll be interested to learn that 30% of their target audience doesn't listen to the country music radio station they are advertising on.
2. PRESENT: When you call to make your appointment, tell your prospect you have interesting information he'll want to know. I will use terms like, "The market is on-fire or holding steady" then give a brief description of why. Of course, save the real interesting info for your meeting. If you have to leave a message, get an email address from the receptionist or executive assistant, then send a follow up email with the same information you've left on his/her voice mail. This may seem a bit redundant, but it works and you'll be remembered. Once you are in front of your prospect or have phone contact, present your information. You'll want to present this information in a conversational manner, leaving him/her plenty of opportunity to comment. Be prepared to expound upon your findings.
3. DISCOVERY: As you present your research findings, ask questions about the company, the product/service. If you are speaking with the owner, ask about his/hers short term goals, long term goals for the business. If you make this a very relaxed conversational meeting, your prospect will be at ease and more willing to contribute to the conversation. Stay away from any questions which ask your prospect to disclose financial or otherwise private information. If you stumble and blurt out something that triggers a negative reaction, back pedal as quick as you can. Apologize and quickly move onto another subject. You'll be able to tell when and if he/she begins to relax again.
4. If you have a product which constitutes a short selling cycle then ask for the sale. I don't like to ask " How can I earn your business?" because it usually brings a stiff reply which gets you absolutely nowhere. My theory is you are the expert and you know how to earn their business. A good question might be " What is important to you?" Then fill the need he/she has described. If you have a product which constitutes a long sales cycle, I don't usually ask for the sale at this point. I offer to provide more information and to keep in touch.
5. Follow up with an email, letter, note card whatever you prefer. Just be sure to follow up. If they are close to making a decision of using your company/service then, start an email campaign making contact every few days. Again, remember to try to bring something of value. If you have absolutely nothing to offer, then ask if they have any further questions regarding the information you presented. You are developing a rapport and becoming a trusted source. If this is a long sales cycle, set them up on your calendar to receive more info in a month, six weeks, 3 months whatever is appropriate.
1. RESEARCH: If you remember nothing else, remember this: Always bring something of value to your prospect. He/she will appreciate your knowledge and be more apt to take your call again. Research your prospects competition, prepare a market report surveying the current trends, compare your prospects product/service to his/her competition. Give an analysis of past market trends and where you think the market is heading or why you feel the market is down trending/up trending. If you are selling something non tangible such as advertising, then prepare a report of how your advertising medium reaches more subscribers than the competition. Draw graphs and use concrete numbers in your report. Decision makers are usually very numbers oriented, they'll be interested to learn that 30% of their target audience doesn't listen to the country music radio station they are advertising on.
2. PRESENT: When you call to make your appointment, tell your prospect you have interesting information he'll want to know. I will use terms like, "The market is on-fire or holding steady" then give a brief description of why. Of course, save the real interesting info for your meeting. If you have to leave a message, get an email address from the receptionist or executive assistant, then send a follow up email with the same information you've left on his/her voice mail. This may seem a bit redundant, but it works and you'll be remembered. Once you are in front of your prospect or have phone contact, present your information. You'll want to present this information in a conversational manner, leaving him/her plenty of opportunity to comment. Be prepared to expound upon your findings.
3. DISCOVERY: As you present your research findings, ask questions about the company, the product/service. If you are speaking with the owner, ask about his/hers short term goals, long term goals for the business. If you make this a very relaxed conversational meeting, your prospect will be at ease and more willing to contribute to the conversation. Stay away from any questions which ask your prospect to disclose financial or otherwise private information. If you stumble and blurt out something that triggers a negative reaction, back pedal as quick as you can. Apologize and quickly move onto another subject. You'll be able to tell when and if he/she begins to relax again.
4. If you have a product which constitutes a short selling cycle then ask for the sale. I don't like to ask " How can I earn your business?" because it usually brings a stiff reply which gets you absolutely nowhere. My theory is you are the expert and you know how to earn their business. A good question might be " What is important to you?" Then fill the need he/she has described. If you have a product which constitutes a long sales cycle, I don't usually ask for the sale at this point. I offer to provide more information and to keep in touch.
5. Follow up with an email, letter, note card whatever you prefer. Just be sure to follow up. If they are close to making a decision of using your company/service then, start an email campaign making contact every few days. Again, remember to try to bring something of value. If you have absolutely nothing to offer, then ask if they have any further questions regarding the information you presented. You are developing a rapport and becoming a trusted source. If this is a long sales cycle, set them up on your calendar to receive more info in a month, six weeks, 3 months whatever is appropriate.
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