We start this week of sales training with 3 articles from the Sales SheBang. Starting us off is Anne Miller:
| It is never too early to make sure you are on top of your sales game. Don't let the bells and whistles of technology and tools like PDA's, email, and video-conferencing obscure these four basics of disciplined selling. PERFUME ON THE FLOOR Estée Lauder, whose tears once convinced Bloomingdales Chairman Marvin Traub to give her products a prime location in his flagship store, was famous for her headstrong manner. She once visited a posh Parisian department store to convince them to carry her newest fragrance. She was promptly rebuffed. Characteristically unwilling to take 'no' for an answer, Lauder poured perfume all over the floor. So many customers asked about the scent that the store agreed to stock the product. (From www.anecdotage.com) BE CREATIVE in helping people see the value of your services! If everyone is saying the same thing in the same way about their product or service, don't become one of the herd. Is everyone doing PowerPoint presentations? Then, you introduce props, or do a hand drawing, or come up with a dramatic metaphor or analogy to make your selling points memorable. We remember what stands out. What are you doing to help your clients "see' the value of your services in a fresh way? WHO DIES FIRST A salesperson was asked how many calls he would make on a prospect before giving up, he said, "It depends on which one of us dies first." He once made 130 calls on a prospect in one year before finally landing the business! BE PERSISTENT. The best sales people return time and time again to win business. Jack M. followed up with his insurance client over three years of meetings and delays and finally nailed a $45,000 commission. Gloria F., sales rep for a leading shelter magazine, pursued the President of a high end retail store for three years and ultimately won a 12 page contract. The least successful sales people call 3-5 times and give up. The most successful call 7+ times to win the business--and, in some cases, as many as 130 times. BITING DOGS A man sat down on a bench next to a woman and a dog. He asked if her dog bites and she replied, "No." So, he leaned over and petted the dog, only to have his hand practically bitten off by the animal. "I thought you said your dog didn't bite!" "I did," the woman said. "That isn't my dog." BEWARE ASSUMPTIONS. How often do you assume that a media planner knows nothing? That senior people won't see you? How often do you assume that a client understands phrases like asset allocation, enhanced LIBOR swaps, or BLT (no, not bacon, lettuce and tomato, but at one firm BLT means Business Learning and Training). As one very successful sales manager said to me years ago, "When you think you've asked all the questions you can, ask one more!" Finally, do not assume people know all your offerings and services. The saddest words a person can hear after business has been lost to a competitor are, "I didn't know you did that." When was the last time you did an update on your services to your clients? NO SOAP IN THE CLOSET P&G does not sell soap by keeping it hidden in the closet. They are out there in the market promoting their product. PRESS THE FLESH. Sales was, is, and always will be a relationship business. People need to see you to think of you for their needs. They need to see you care enough to seek them out. You need to meet people at industry events to stay in the buzz of what is happening, to pick up leads, to get to know prospects in a relaxed environment. When two systems, two services, two products are similar as so many are today, the deciding factor will always be the pre-existing relationship. Who haven't you seen lately? What events could you attend? What group luncheons or breakfasts can you arrange? Remember, out of sight is out of mind.
**** Anne Miller, speaker, seminar leader, author, and coach, Anne Miller helps people in high stakes situations with the “MoneyWords” they need to close a deal, nail a presentation, or wow a crowd. The Blackstone Group, Time, Inc., and Yahoo!, represent the leading firms who have experienced her original and practical programs. Featured frequently in print and online, Anne is the author of three books and her popular free “Money Words” Newsletter. To subscribe, visit www.annemiller.com. |
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