Paul Charles & Associates - online blog

Leadership - Management's Virtue

2010-09-27T10:57:00.000-07:00

Just as honesty, humility, patience, and kindness are virtues, so too is leadership.

Many have defined it, others have eloquently described it, and much has been written about it, but only a few have exemplified it. And while most would agree that "leadership" is a major component of management, true leadership is rare.

The following collection of quotes and excerpts paints a picture of leadership as described by the well and not-so-well known.

"Every damn thing is your own fault," Ernest Hemingway said. "If you're any good."

Hemingway spoke these words after attempting, in vain, to shoot a lion. He was responding to gun-bearers and local tribesmen who were offering excuses as to why his shot had missed its target.

As the safari leader, Hemingway's point was that excuses don't really matter - it serves no purpose to blame others. A strong leader offers solutions, not excuses. By assuming responsibility rather than assigning blame, the effective leader sets a strong example and inspires others to behave in kind.

This excerpt from a Nightingale - Conant Management Report makes a similar point: "Another simple concept is that people reflect what you show them. If they see you as being indifferent, they will treat you indifferently. If they see you as expecting the worst, they will behave at their worst."

Unknown sources often shed light on the path to success, and at times, the answers to difficult questions are found in the least likely places. Consider the following words from sources unknown and how these thoughts might apply to being an effective leader (or manager):

"Praise does wonders for the sense of hearing."

"The closest anyone comes to perfection is on a job application form."

"People have a way of becoming what you encourage them to be, not what you nag them to be."

Of course, more respected and familiar sources have had their say about leadership as well.

Harvard Professor Rosabeth Ross Kanter: "The art of mastering change […] the ability to mobilize others' efforts in new directions."

Wharton School Dean Tom Gerrity: "The ability to inspire and develop others… to bring forth their fullest potential and highest capabilities."

Strong leadership involves identifying goals, setting a direction, and having an understanding of, and an interest in, the people who are to be led - and having the ability to inspire people into action.

If a leader is in fact one who is able to inspire and persuade, then he or she must also be one who inspires or instills a positive attitude in the hearts of his/her followers. Consider the point made, and the question posed, by author and speaker Jack Falvey in this excerpt from MakingTheNumbers.com: "All great leaders are great sales people. Many in sales management think that they have been called to command. In reality, they have merely been called to a higher level of sales. Having the power of the podium doesn't mean that people are listening to you. Use that power to give people good reason to listen to you and the message of value that you have to deliver will have a great chance of breaking through.

"Great leaders sell ideas. 'Friends, Romans, countrymen…' is a great 'Why listen?' line [with which] Shakespeare's Mark Anthony sold an angry mob… Winston Churchill sold [a country] the idea of fighting to the death, which is a tough sell in any territory. But he did it with appeals to history, duty, and honor. He also said that he personally would not head for Canada but rather would stay and take a few of the enemy with him to the hereafter - a partnering agreement!

"Either way, the model that we use… is the same as those who have sold millions on following them have used throughout history. They were great communicators with a message that resonated with the people. They had a solution. They had ideas. They sold trust. That is what we do.

"All great leaders are great sales people. Name ten. Now, when your [sales] people list their top ten, will you be one of them?"

A strong leader sets a standard by example, and recognizes that the true authority to lead comes from those who are inspired to follow.

Leadership is bringing out the best that others have to offer. It is letting others know that you respect them and have confidence in them; it is encouraging them to try, and it is helping them to achieve new and higher levels of success and fulfillment; leadership is making it possible for others to see their way in the pursuit of happiness.

Leadership is a virtue.

Negotiating Outcomes & Priorities

2010-08-31T11:05:00.000-07:00

Whether negotiating for a better price, more favorable terms or to schedule the next step in the selling process, it is important to maintain a proper perspective about two pivotal factors – relationship and outcome.

In selling situations, the relationship between the buyer and seller is key. It often determines success or failure, and it is the glue that holds the selling process together over time, assuming repeat sales are an objective.

The outcome of each negotiation is more involved. Sure, there is a simple outcome – a person either buys or not. But at what price does one buy? What terms might one accept? And how accommodating a customer might one become?

The most successful sales people are able to simultaneously focus on both relationship and outcome. While they carefully nurture and preserve their relationships, they also avoid “over-accommodating” their customers.

Over-accommodating occurs when a seller puts too much emphasis on the relationship component of negotiating at the expense of outcome. As a result, the seller regularly agrees to virtually all buyer demands, and is prone to sell products or services at very low margins.

At the other end of the spectrum are the sales people who place too much focus on outcome. They strive to make sales and gain the most favorable terms at all costs – often damaging relationships in the process.

To maximize results, develop a fair and balanced perspective between relationships and outcomes.

Tradeshow Selling

2010-07-10T10:57:00.000-07:00

Participating in a tradeshow is a common component of most business development efforts. The experience can be fun - the crowd, excitement, change in scene, and new product info are all stimulating, and there is the lure of developing new sales leads.

You might even sell something!

But lots of sales managers will tell you that "shows" can be expensive, and in many cases yield nothing.

One frustrated VP of Sales even expressed disappointment with his group’s after-the-show effort. "We had a pile of business cards that nobody really knew anything about; as a result, any attempted follow-up was ineffective."

So the question is, "Are tradeshows worthwhile?" The answer, simply stated is, "Yes!" As long as we make productive use of floor time...

The Secret to Success
Planning, goal-setting and follow-up are all very important, but the secret to tradeshow success is to properly deal with the known prospects, friends, competitors, and "suspects" that you encounter. "Suspects" are the key - we can call everyone else anytime, in theory, because we already know who they are!

In addition, everyday sales presentations are best left at the office on tradeshow days, as it becomes important to:

1. Quickly meet many suspects
2. Identify the true prospects
3. Note contact information
4. Strategically & quickly disengage
5. Follow-up on Monday

Closing v. Trial Closing... Improve Your Results!

2010-06-17T11:54:00.000-07:00

Closing the sale is a skill we're asked about frequently - and one surrounded by a great deal of mystery. One area of confusion that can, when demystified, result in a healthy increase in closing rates, is the difference between "closing" and "trial closing."

Closing is the act of seeking a decision, usually through the use of a direct question.

"Can we move forward?"

"Would you like to place an order today?"

Trial closing, on the other hand, is not about directly seeking a decision, but is a method of seeking an opinion - in other words, a way of testing receptivity.

"Does that sound good to you?"

"What do you think so far?"

Trial closing is an extremely important (and often omitted) component of the selling process, because it gives the seller some insight into the relative interest level of the prospective buyer before closing questions are asked.

When a seller receives positive, enthusiastic responses to trial closing questions, then he or she knows the buyer sees value in their offer or proposal and will be inclined to move forward with the sale.

Conversely, if trial closing questions are answered negatively or with little or no enthusiasm, then the prudent seller knows that something has gone off-track; needs were not properly assessed, some form of miscommunication has taken place, etc.

In this latter instance, the best track is to go back to assessing and clarifying needs, interests and priorities, and then testing the waters again with additional trial closing questions.

It's important to realize that the selling process is seldom thrown completely off-track when trial closing questions yield negative responses. In fact, the negative responses give the seller an opportunity to correct errors that were obviously made during earlier steps, and increases closing rates in the end.

Buyers Are... (How would you complete the title?)

2010-06-02T11:49:00.000-07:00

If you were asked to complete the sentence fragment in this article’s title with only one word, which word would you choose?

In other words, fill in the blank: Buyers Are _______________.

Based on our poll, a number of popular choices include – “Buyers are scarce.” “Buyers are savvy.” “Buyers are cautious.” “Buyers are beautiful,” and “Buyers are gold.”
[Click here to see top 10 answers]

However, in the midst of a casual conversation among acquaintances, a veteran sales person recently stated an option I had neither considered nor heard before.

“Buyers are liars,” he said!

When asked to explain his view, he went on to say that “Buyers are liars because they don’t tell you what they’re looking for… what they really want; or, they tell you what they want and then go and buy something different from someone else.”

Despite the rep’s experiences with those he perceives as less-than-forthcoming buyers, the simple fact is that “buyers” are not responsible for defining their needs. In fact, it is the “seller’s” responsibility to assess each potential buyer’s needs.

People are often unaware of all available options and, in many cases, have not properly assessed their own needs. The reasons for this vary – it could be a simple matter of convenience – as opposed to reading the “small print” – or that the product or service being considered is complex, as in the case of medicine, medical treatment or legal advice. Without the help of those “selling” these solutions, it is highly unlikely that a consumer would be capable of properly assessing his or her options and making a prudent choice.

Nearly every product or service has relevant features, benefits or nuances that need to be presented by an educated source (seller) in order for the buyer to make a truly informed decision. In fact, a good rule of thumb for any sales professional who aspires to truly differentiate themselves while best serving customers is to never assume the customer has a sufficient amount of information to make the best decision.

But please note the use of the word “relevant” in the above paragraph! The first step for every seller is to assess and confirm needs before presenting features, benefits or solutions.

“You can never trust that buyers have enough information,” one real estate professional said. “As a prudent seller you must assess and educate.”

We couldn’t agree more!

Bridging The Communication Gap

2010-05-27T11:48:00.000-07:00

Miscommunication can be a costly occurrence.

Defined simply by Merriam Webster as failure to communicate clearly, the causes of miscommunication can vary significantly – lack of forethought or preparation, poor verbal skills or intentional deceit on the part of the sender; lack of comprehension,
poor listening skills or distraction on the part of the receiver.

In a 2005 article, author and conflict resolution expert Tristan Loo suggests that miscommunication is also the primary contributing factor to conflict.

“Miscommunication opens up the triangle of other factors that inevitably leads to conflict,” he says.

He goes on to explain that people tend to fear the worst outcome. In miscommunication the mind will fill in missing information with its own creative insight, which is often fear-based. Our minds naturally seek logical explanations to events as well. Absent those explanations, our minds frequently switch to a fear-based mode in which we satisfy our need for answers with that of assumption. Once we lock-into our assumptions the tendency is to believe them as truth, thus resulting in conflict.

The Solution – Trial Closing
In the selling world, a great deal is lost to misunderstanding and conflict. Buyers tend to buy from people they like and trust – but miscommunication, as noted above, breeds uncertainty, conflict and distrust.

To bridge the gap, Loo suggests people adopt an open mind with respect to alternative possibilities. To facilitate this, increased use of clarifying questions by all parties during need assessments, business meetings, conversations and presentations is the key.

Since it is an accepted principle that the primary sender of communication must take the responsibility for the quality of the communication, then the person who is selling, promoting or persuading should be the one to initiate these clarifying questions which, when properly used, will confirm both understanding and receptivity.

Malpractice!

2010-05-17T11:45:00.000-07:00

Defined as "...prescribing medicine or medical treatment without sufficient knowledge of the patient's condition," malpractice is an odious word.
Similarly speaking, the sin of "sales malpractice" is committed countless times each day, often with devastating consequences. Business relationships are compromised, orders are lost, time is wasted and needs are left unfulfilled because of sales malpractice.

Sales malpractice happens when sales people fail to properly assess or recognize customer needs, interests and priorities. The transgression tends to be committed unintentionally, as well-intentioned sellers plod on with ineffective pitches, one-sided sales spiels and misdirected presentations, offering solutions that don't quite fit.

Fortunately, the malady is easily avoided!

Creating and then diligently executing a customer needs assessment (CNA) plan is the answer. And, to avoid any misconceptions, the CNA must be conducted early in the selling process, and must be regularly confirmed during more lengthy selling cycles.

In addition, an effective CNA must go well beyond asking customers what they think they need!

Successful needs-assessment involves learning about what each customer is trying to accomplish; it requires thoughtful questions, focused listening, a situational analysis and confirmation of the facts.

In today's consultative selling model, all customer needs must be assessed and confirmed before any solutions are offered; no presentation can be made, no advice given, no proposal written, no quote submitted until all factors have been carefully considered.

Only then can a solution be offered in good conscience.

Customer Needs - One Size Does Not Fit All

2010-05-07T11:41:00.000-07:00

Regardless of what type of business we're in, gauging our customers' and prospects' needs requires more than a "one-size-fits-all" approach. Here are a few proven best practices:

Never assume the customer knows everything necessary to make the right choice. Most know considerably less than we know about the products and services we provide; and while we may each have a number of "in-the-know" regular or long-term clients who are familiar with what we do, there are still application-related or other nuances that warrant our attention. The best practice is to always ask clarifying questions with respect to each situation, and to go the extra mile toward accurately assessing all the circumstances associated with each situation and each customer's needs.

Focus on what each customer or prospect is trying to accomplish rather than on what service or product type they are "looking for." By asking open-ended questions that relate to each customer's situation or how they plan to use our products and services, we should be able to assess all of their needs, which might include a basic or customized approach, various products, options and accessories, or possibly a specialized solution about which they were unaware.

Look beyond product and service needs for other hidden needs. The more we learn about our customers and prospects, the easier it becomes to structure the most appealing proposals. In many instances, there are issues with respect to company policies, structure, affiliations, specialties, and buying practices that might make a difference in how we'd like to configure our offer. In other cases, there might be personal needs to consider, such as a need to satisfy a demanding boss, a special need for service response guarantees, or the need to feel secure about a supplier's competitive position or reputation (an important issue to the buyer who has been "burned" in the past by a less-than-reputable competitor).

Develop a consistent method of uncovering these basic and not-so-basic needs. Creating a standard list of items to cover, questions to ask and options to present is one good way to develop a dependable and thorough approach. Many have also found that using this type of resource allows them to pay closer attention to each customer or prospect. In some cases, this extra focus will enable us to discover the "little things" that, when addressed, result in closing the sale or in long-term customer loyalty.

Take an extra minute to double-check established needs, specifications and expectations. Sixty-seconds of prudence at the start can often save hours after-the-fact should there be extenuating circumstances or a misunderstanding about features, billing issues or other special requirements. A few final clarifying questions can even make the difference in getting the business, as most customers like to buy from those who show their interest and professionalism.

Selling Change

2010-04-16T13:29:00.000-07:00

It’s all new… the latest version!

New and improved, updated; enhanced formula, just released! Hot off the press, the newest style! Less fat, more protein, superior quality, finer taste; easier to use, better, more comfortable, lower price...

At one time or another all of these phrases have been used to sell products or services, and they all promote the same thing – change. The marketplace must like change or marketers wouldn’t flaunt it; change, therefore, must be good.

What’s Good Can Be Bad – “If it ain’t broke…”
But of course change is not always perceived as being good. In their daily quest for new customers, sales people constantly struggle to overcome buyers’ comfort with the status-quo. In organizations of all types people tend to look with skepticism at new policies and procedures, and look with deep concern at new compensation plans or updated benefits programs; and people at all levels regularly cringe at the suggestion that there might be a different or better way to do their jobs!

In the day-to-day real world, change most often promotes uncertainty, doubt, fear, resentment or loss, and this is not news. The concept of “creative destruction” — an economic theory based on the premise that new ideas inevitably bring about the demise of older (more comfortable) ones — was popularized way back in the early nineteen hundreds by Austrian economist Joseph Schumpeter.

Yet without change comes stagnation and potential loss. Current-day examples include Xerox in copiers or Polaroid in instant photography, each experiencing significant declines in market share and profits as competitors introduced new and improved, lower-cost alternatives.

The cassette tape replaced the eight-track, but was then outdone by the compact disc, which is now being undercut by MP3 players; and the list can go on.

Closer to Home – A Selling Mission
If we’re to learn from these examples, then we must accept the fact that change — either in the form of innovation, continuous improvement or both — is a critical component of growth and ongoing success. Without innovation and change we run the risk of losing our competitive position, or worse. “Whatever made you successful in the past won’t in the future,” said the late Hewlett Packard CEO Lew Platt.

But if people tend to resist change as previously noted, how might managers or business owners best go about getting the team to accept it — to buy in? How can we help people more readily embrace improvement programs, try new protocols, accept new pricing models or generally believe in the up-side of change?

Simply stated, we must sell it.

Just like the sales and marketing experts who create the “new and improved” ad copy, slogans and selling presentations, we must sell the concept of change to our staff members and sales teams before trying to present or roll-out new policies, procedures, campaigns, programs or plans.

And just like any sales mission, this will require forethought and planning. We might start by identifying how the team will benefit from a proposed change. What’s in it for them? What are the consequences of not changing? What will it cost? What opportunities might we lose?

What’s the competition doing?

The next step is to determine how to properly position a proposed change. Since we know there is a tendency toward defensiveness, it’s important to make people understand that they are not the problem. In other words, a change in policy or approach need not mean that the team has been doing things the wrong way. Rather, it means the world is changing and we must change too, lest we fall behind.

Finally, once the presentation is made and the new “whatever” is launched, there must be follow-up and assessment. Has everything worked as we’d hoped? Should we modify the new plan? Are there unforeseen consequences? While we don’t want to send a message indicating we’re not resolved to the new program or approach, it is also a good idea to let everyone know we’re fair and open-minded — that at the end of the day we’re all on the same side.

Change may be unsettling, but without it our futures are at risk; and there are clearly ways to minimize the negative effects. It will require effort, planning and persistence, as behaviors and attitudes are not easily influenced.

Margaret Thatcher may have summed it up best when saying, “You may have to fight a battle more than once to win it!”

Selling Attitude!

2010-04-02T14:11:00.000-07:00

"Nothing can stop the man with the right mental attitude from achieving his goal. Nothing on earth can help the man with the wrong mental attitude." —W.W. Ziege

Selling is a people business. People buy from people, and most often, from people that they like. But what makes one sales rep more likeable than the next? Surely all, or at least most sellers try to be likeable!

Attitude makes the difference.

A positive attitude is not only easily recognizable, but it’s catchy. Sellers who possess truly positive attitudes "assume the close." They honestly expect the best from customers and prospects, and they offer their personal best as well. They tend to react to things positively and, more importantly, tend to bring about positive reactions from others.

Christine Harvey asks a pertinent question in her book, Successful Selling. "What are the chances that your customer will be positive if you aren’t? The answer is zero."

But it’s not easy to be truly positive! Especially when so much of selling tends to be negative.

In his book Selling 101, Michael McGaulley writes, "Despite all the people one meets, selling is a lonely profession. They [sales people] may feel isolated, and not understand that selling is a matter of working through the nos to find the few yes responses that make it all worthwhile."

Successful sales people know and understand this concept — and react positively to the negative responses that they know are all part of the cycle. Many sales professionals will readily admit that they "look for the nos," because it is only then that they can actually sell something.

A positive attitude is a pre-requisite to long-termed sales success. We must first believe in our products and services, as well as in our companies and ourselves before we can expect customers or prospects to do so.

Every sales person and every sales manager should recognize the importance of developing and maintaining such an attitude within themselves and within their organizations.

A final testimonial to this discipline is a poem, author unknown, entitled The Winner. The final verse:

Life’s battles don’t always go
to the stronger or faster man;
but sooner or later the man who wins
is the fellow who thinks he can.

Opening Remarks

2010-03-12T12:09:00.000-08:00

Introducing ourselves at the start of a business meeting, sales call, or presentation might seem like an automatic task, similar to putting the key into the car’s ignition or tying a pair of shoes.
But there is more to introductions than just identifying names and affiliations, and many experts agree that the first impressions made during these brief encounters can have long-lasting affects on how people react to what we say.

In their book, “How to Communicate,” for example, Matthew McKay, Ph.D., Patrick Fanning, and Martha Davis, Ph.D. note, “The introduction is one of the most important parts of a speech. It gets your audience’s attention, establishes your relationship with them, sets the tone you want to take with them, and orients them to the subject matter.”

And while every business meeting or sales call may not involve a speech, the same principles apply to all forms of greetings and introductions.

Each introduction we make is an opportunity for us to further our relationship with our audience – whether it’s an audience of one or one-hundred. A strong introduction will also increase the effectiveness of our communication by maximizing the audience’s interest level. If we start off on the “right foot,” it is much more likely that they will listen!

If you’re wondering how you might improve the effectiveness of your introductions, you might start by paying closer attention to each of the following parts of your typical intro:
– What you say
– Why you say it
– How you say it
– What you look like when saying it

Most of us focus on what we want to say, but few people take sufficient time to determine the “why,” which is the key to strategic communication. What we say during an introduction, and why, should be a function of our purpose and will, therefore, vary depending upon what we’re doing.

On a sales call, for example, the goal (the “why”) of our opening remarks should be to:
– Put our customer at ease
– Identify the purpose of our call
– Identify the benefits we’re offering (What’s in it for our customer?)

Notice that the intro does NOT include much about us personally – but if all goes well, we’ll build rapport with our customer, exhibit professionalism as well as respect for his or her time by stating the purpose of our call, and also begin to establish the value of our products or services by making appropriate benefit statements.

Naturally, some preparation is required, as we must know something about the customer’s needs and how our product or service will address those needs.

During presentations or business meetings, opening remarks should focus on connecting with the audience and should include clear statements of purpose and decorum – i.e., “I’m so glad we were able to schedule this time together – it’s nice to see you all, and it’s always productive to share ideas. As you know, we’re here to introduce a new IT system. Please feel free to ask questions at any time…” or “Let’s hold questions until the first break, which will be at…”

In all instances, tone and body language are very important, as both the way we sound and the way we look send powerful implied messages and have a strong bearing on how our introduction will be received.

In fact, research conducted by Dr. Albert Mehrabian, a noted expert in personality and psychological testing, indicates that nearly ninety-percent of a message’s impact comes from vocals (tone, volume, rhythm, pitch) and body movement. In addition, when we make introductions our posture, facial expressions, directness (eye contact), tone of voice and level of enthusiasm should all match the purpose of the sales call or meeting, and should also be consistent with the relationship that exists between the parties involved. Are we a seller making a presentation to prospects, or are we an expert in our field making a presentation to a group of students?

And finally, and to the surprise of many, these very same rules apply to sales calls or presentations made over the telephone.

Though successful telephone introductions might hinge a bit more on vocals, body language is still important as it affects our voice-tone and volume. In fact, many tele-sales professionals will stand during their introductions because it helps them to speak from the diaphragm and come across more powerfully.

If you’re thinking that the idea of putting this much thought and effort into a simple introduction seems overwhelming, or if you’re wondering where you might learn more about the nuances of communication, such as strategic introductions, body language and implied messaging, you’re not alone. Unfortunately, learning to communicate is often accomplished through conscientious trial and error.

As stated by Doctors McKay and Davis in their above-referenced book, “Effective communication makes life work. But where can you learn it? Parents are often dismal role models and schools are too busy teaching French and trigonometry.”

But those who have taken the time to pay closer attention to these details have found it to be time well spent.

Increased awareness is the first step, and you might be surprised at the bottom-line results a few small changes in the way you introduce yourself might bring about in the effectiveness of your overall communication.

Key Objectives of a Key Account Sales Plan

2010-02-25T08:31:00.000-08:00

The key objectives of a key account program are to retain your best customers, increase penetration within customers with whom your organization has only a small percentage of the potential business and to win over high-potential prospects.

Consider the following three points:

A customer who generates a relatively large percentage of your organization’s business is, obviously, of great value. The business relationship must be nurtured, and every effort must be made to retain this customer.

In addition, if this customer generates a large amount of revenue for your organization, then it’s almost a sure thing that your competitors are working hard to earn that business too! Thus the extra attention.
A customer with whom your organization does a small or moderate amount of business, but who has the potential to become a much larger customer must be treated with extra diligence as well, as this customer is a good source of potential sales growth. Since it is typically easier to leverage a current, albeit smaller-scale, relationship than to start from scratch, the extra sales effort is justifiable.
A prospective customer with high-potential – possibly one of your biggest competitor’s top ten customers – is worthy of a more focused and larger-scale sales effort. Therefore “payoff” for success in this area might be greater in terms of both sales dollars and competitive position, thus justifying the extra effort.

For more in-depth perspective and a list of action items to formulate your key account plan, please refer to this related article in our e-newsletter.

Contact Frequency

2010-02-15T08:38:00.000-08:00

People often ask, "How many calls can we make on a prospect before going over the line?" Here are a few guidelines...

First, be consider research data indicating that approximately 80% of those involved in business development approach prospects two or three times and then give up.

Now, consider the importance of these National Sales Executive Association stats regarding the importance of following up:

2% of sales are made on the 1st contact
3% of sales are made on the 2nd contact
5% of sales are made on the 3rd contact
10% of sales are made on the 4th contact
80% of sales are made after the 5th contact

What these combined statistics tell us is, quite simply, 90% of new business is won by 20% of the sales people!

Next, consider the fact that sheer “frequency” does not guarantee success. Each contact must be “value-added” in order to properly impact your target prospects. This requires research, planning and good communication (probing & listening) skills.

Considering this information simultaneously, the best answer to the call frequency question is that we “cross the line” when our calls have no value for the prospect or customer.

What "Do" They Think?

2010-01-29T14:34:00.000-08:00

What would you like your customers and colleagues to think and feel about you and your organization?

We have asked hundreds and hundreds of people this very question over the past ten years and, believe it or not, the answers are remarkably similar. But before we divulge what most people say, how would you answer the question?

If you'd like to give this some thought and, possibly, be surprised, then take a few minutes to jot down ten things you'd like others to think and feel about you and your organization. (More on this later...)

More Importantly...Driving Word-of-Mouth
Maybe of greater significance, how important is it? Many business owners and managers tell us it's very important; and if you agree, how will you impact or influence what others think and feel about you and your company?

This is, after all, the key driver of word-of-mouth advertising!

If you have made a list, we'll ask you now to review the list and answer one more question: Of the words on your list, how many can you actually say, with any degree of comfort, in a typical business conversation?

Surprise?
Now for what might be the surprise... after people have made their list of what they would like others to think about them and their oganizations, and how they would like to make others feel..., we then ask them the question posed in the previous paragraph - that is, "how many of these things can you actually say, with any degree of comfort, in a typcial conversation. Belive it or not, most people reply, "Not many..." *

While there may be many ways to affect what people think about us, the facts are that, when it comes to word-of-mouth, we can't buy it and we can't overtly talk about it or force it upon others; instead, it is a function of how we behave and communicate over time. So, consistent with the theme of our first article (above), having a strategic plan for impacting what others think might be a good idea after all...

* Click here to see the most-frequently given answers to the question, "What would you like customers and colleagues to think and feel about you and your organization?"

Growth Through Strategic Customer Service

2010-01-20T14:43:00.000-08:00

There are many components to business development and many ways to grow revenue – and strategic customer service is definitely one of the often-overlooked pieces of the puzzle.

As we've suggested in previous posts, growing a business or sales territory is hard work, especially in more challenging economic times when referrals and leads are less plentiful, customers are spending less and the competition is tougher; and it is especially in times like these that the value of a customerbecomes most clear.

Assuming there are no extenuating circumstances such as a poor payment history, the simple rule is that we should do everything within our power to avoid losing a customer... and providing consistent, high-quality customer service is critically important to that end.

When asked, most people say they do their best to provide good customer service. However, the methods vary sigificantly and tend to be inconsistent. To maximize the effectiveness of your team's customer service effort, it's best to develop and implement a measurable, strategic approach that leverages your organization's unique benefits and that can become both consistent and cultural.

Simple & Strategic
Creating a plan, setting goals, enhancing communication and monitoring results are the key elements of the process. Here are some specific ideas on how you might get started:

The first step is to learn three key things about your customers what they like, what they don't like and how they feel about your organization
Next, identify your organization's unique offerings from a products and services perspective (what you offer/do) as well as a cultural perspective (how you offer/do it)
Note the alignment between these first two items, and then determine the things associated with your culture and unique offerings that your customers value the most: the real benefits
Develop a communication style that expresses these benefits in terms that are relevant to your customers (rather than to you and your staff)
Define action steps that exemplify and reinforce your group's culture; keep in mind that in most cases an organization's most distinguishable assets are people
Create and implement a system in which your organization consistently executes the action steps and communicates in the style noted above
Monitor and measure results... continually discuss and refine the process; regularly include this topic on staff meeting and sales meeting agendas

Growing a business or sales territory is not easy work, but it will become easier if we can delightand retain our customers.

Possibly Matthew Tashjian, a Senior VP at Merrill Lynch in Hartford, CT sums it up best as he often says, "One way to make money is to not lose any!"

Common Challenges to Sales Growth

2009-12-22T11:00:00.000-08:00

While there are proven methods for achieving sales growth (see previous post), there are still many challenges associated with increasing sales revenue.

Here's a list of common obstacles:

Fewer available resources for attracting new customers or retaining current ones
Shrinking customer base – even if we do an excellent job taking care of existing customers, over time our customer base will shrink! Like it or not, customer needs change; in addition, some of our customers will close or sell their businesses, and others will move to another region.
Heightened competition
Customer’s spending less
Fewer referrals
Longer buying cycles / more deliberate decision-making

Proactive Business Development: Activity v. Results

2009-12-18T10:54:00.000-08:00

If you would like to grow your business or sales territory this year, try making a true commitment to the proactive components of your business development plan.

We all know that growing a business or sales territory is hard work, especially in more challenging economic times when referrals and leads are less plentiful, customers are spending less and the competition is tougher.

A good start is to create an annualized business development plan. But simply crafting the plan isn’t enough! We must commit to the plan as well as to the proactive components of the plan.

Honest Self Assessment
It’s important to realize that business development consists of both reactive and proactive elements. Running advertisements, updating a web site, posting blog entries, distributing newsletters or attending networking events might all be parts of the plan, but once these action steps are taken we often find ourselves in a reactive position – that is, waiting for someone to call.

These reactive action steps are the “easy” components of business development.

The more difficult aspects of business development include proactively working to make things happen. These activities include sending follow-up emails or letters suggesting next steps, leaving proactive voice-mail messages, making follow-up calls and scheduling meetings.

Research, pre-call planning and some imaginative thinking are also part of the mix, but the “hard” part of business development is staying the course. Statistics indicate that most things “happen” after someone (a seller) completes five or more contacts with a prospect. But most “sellers” make fewer than three approach calls – thus the challenge most of us face when trying to make things happen.

Setting goals and monitoring results are the best methods of ensuring success, and now is the time to get started for 2010.

The first step is to identify the number of new customers or clients you’d like to add each month or each quarter
Using a reverse funnel approach, the next step is to estimate the number of appointments, lunches or meetings you’ll need to conduct in order to achieve the new customer goal
Step three is to determine the number of prospects you’ll need to contact (and how many times) in order to schedule the desired number of meetings
Now the real work begins… make the calls and measure the results

If appointments or meetings seem hard to come by, then review your metrics as well as your message.

Growing a business or sales territory is not easy work. If you are able to achieve sufficient growth in a primarily reactive way – advertising, referrals, and so on – then you’re among the fortunate. For the rest of us, committing to proactive business development is the best approach.

Performance Management - Balancing the Rear-view Mirror

2009-11-14T09:32:00.000-08:00

A strategically balanced performance management plan is a key component of effective sales management. The most successful approach not only enables sales managers to identify opportunities for team improvement based on analyzing past activities and results, but to also identify preemptive action steps and strategies that can impact future results.

Balancing the Rear View Mirror
Managers who place all or too much focus on analyzing past performance analytics and then initiating improvement plans after-the-fact miss the opportunity to salvage what otherwise might be a sub-standard month, quarter or trimester.

Circumstances and competitive offerings within the marketplace are constantly changing. While the practice of reviewing past performance and using the data as part of a performance improvement plan is necessary, this “rear-view-mirror” approach can be costly in terms of lost opportunities if it encompasses ones entire sales management approach.

While there are different ways to accomplish a more balanced approach or sales management system, here’s a well-tested example consisting of five key components:

Team meetings - for teambuilding and team motivation; best if scheduled regularly on a "same time same channel" basis. Must be well-planned with a group-level agenda
Individual strategy sessions - also scheduled regularly; based on your sales process and model, the same topics should be discussed each time, such as territory management plan, key-account plan, pipeline, activity plan, etc.
Field support & team selling - regularly scheduled with each Rep; an ideal opportunity to lead by example, build relationships with key customers (key in times of transition!), stay current on market conditions and gather data or input for your team and individual meeting agendas
Proactive "impromptu" interaction - similar to Hewlett Packard's well-known practice of MBWA (Management by Walking Around); can be done in a variety of ways, such as email, voice mail, telephone, face-to-face (at the water cooler...) depending upon your logisitc structure. These interactions must be made in a spirit of being "interested" or "supportive" rather than "I'm checking up on you..."
Proactive to-do list - on which each Rep has a slot every week, and the manager has a proactive reason to interact with each Rep based on issues of the day, plans made during strategy sessions or team selling days, etc.

Finally, an organizational system - either electronic or in three-ring-binder style for field-based managers - must be created and maintained in order to implement this system. For additional information, please refer to paulcharles.com.

Key Sales Team Needs

2009-09-30T12:44:00.000-07:00

Every sales team needs a leader - a Sales Manager or District Manager or someone who can both manage the selling process and lead the team in a consistent fashion - day after day, week after week, month after month.

This concept is very similar to one the basic principles of marketing: frequency. It is a well-known and accepted fact that a marketing message must be "heard" multiple times by prospective customers if a marketer is to gain their attention, interest, acceptance and buy-in.

The same holds true for those managing sales teams. To maximize results, to gain buy-in and acceptance of ideas and desired behaviors, the "message" must be repeated and reinforced on a regular and consistent basis.

Just like in the sales world, persistence is a key component of sales management.

Which Half of Your Sales or Management Effort is Working?

2009-07-14T05:30:00.000-07:00

John Wanamaker once said, "Half the money I spend on advertising is wasted; the trouble is, I don't know which half!"

This is, of course, the reason frequency is such an important element of marketing. It is also an important element of selling and of sales management. We must be diligent in our efforts to maintain a proactive and persistent posture when selling, and we must do the same when engaged in sales management - which many believe is simply a "higher level of selling."

If we fail to interact with our customers, pospects or sales people with sufficient frequency, and if we fail to reaffirm the value associated with our products, services and our orgnaizations as well as our personal value, then we will most likely fail as sales people or sales managers.

What Are You (Really) Selling?

2009-07-13T11:39:00.000-07:00

It is every sales person’s job to distinguish his or her products and services from those offered by the competition. And in a business world crowded with competitive offerings, an attempt to accomplish this by selling features and price most often fails.

BMW makes cars, but they talk about (sell) performance and prestige! Volvo sells safety. What are you selling?

Facing the challenges of buyers who focus on price or who "commoditize" our products and services is difficult. Success can only be achieved by selling benefits and solutions.

Proactive Business Development

2009-07-08T10:21:00.001-07:00

Over the past several years we have found that many people are more comfortable taking a reactive approach to business development. While it is clearly easier and preferable if prospects come to us, either by referral, word of mouth or as a result of advertisments, it is also difficult to manage a process in which we take a primarily reactive role.

It is best, therefore, to become proactive in at least some portion of your business development effort. You'll be happy you did, especially if the referrals or responses to your ads begin to diminish!

Selling to the Sales Force

2009-03-25T07:25:00.001-07:00

Yesterday's post referenced the benefit of "hope" and how important an element hope can become in difficult economic times.

Taking the thought a step further, as part of a well-executed motivational plan it is equally important for business owners and managers to remind the sales staff of the positive aspects of their professional lives. Thus today's post: Selling to the Sales Force!

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One way to help your sales force maximize opportunities, especially during economic downturns, is to "sell" them on the idea that the job can be done!

Some might think that the idea of “selling” to the sales force is like preaching to the choir. But people need encouragement. In addition, adults learn through spaced repetition with immediate feedback.

So if we, as managers or business owners, don’t continually reaffirm the true message with our sales people, how can we be sure that they are expressing it properly? How can we be sure they haven’t forgotten?

Or that they haven’t succumbed to the fears and doubts that are forced upon them each day in a seemingly hostile, uncaring marketplace?

If we don’t continually reaffirm the basics of the discipline, how can we be sure they are properly applying their skills?

Successful “selling” is most often a function of consistent and persistent communication. Or, as eighteenth-century author and statesman Samuel Johnson phrased it, "People more frequently require to be reminded rather than informed."

Consider the process through which our customers and prospects learn about us – our sales force stays in regular contact, assesses current situations, and then reiterates the features, advantages and benefits that are associated with thesolutions we offer. If it is determined that one of our valued customers is considering a competitor’s proposal, then our sales team works hard to remind them of the benefits associated with our organization - the intangibles as well as our products and services.

And so too is that the case with our sales people. We must stay in regular contact (sales meetings, field-support, and strategy sessions), assess current situations (attitude, sales funnel or pipeline, activity levels, strategies, etc.) and advise/coach them on how they might best proceed.

And when they tell us about the challenges of the marketplace, they need to be reminded of the true value that exists within our organization; the value of products and services and the real differentiators our organization brings to the table.

Once-a-year performance reviews or occasional pep-talks won’t suffice, nor will a sporadic hit-or-miss approach to training and strategic planning.

Sell to your sales force on a regular basis and they will sell more in return.

The Benefit of Hope

2009-03-24T10:50:00.000-07:00

Can you find a way to sell the benefit of hope?

The practice might very well provide you with a significant advantage, especially in today's tough economy.

You may be familiar with the axiom, "Features tell, but benefits sell." If so, then you know it simply means that, when involved in selling, we should avoid the trap of talking about or promoting "features" in favor of identifying and promoting the benefits that are relevant to our audience.

So, you may be wondering, how does the benefit of "hope" fit into the picture? Like many things in life, this concept is simple but not easy.

The key is to learn enough about our audience − their challenges and goals − so that we can identify what might provide them with hope. This is not easy work. It requires effective probing and (of all things!) listening skills, and it requires the use of both common sense and imagination. But we must determine how our product or service can help them improve their overall position going forward. We must figure out how to help them become hopeful going forward into what, by all expectations, will be a difficult economic year. And then we must share the hope and good news interms of benefits.

For example, if you sell consulting services, how will your customers benefit from those services? Are they hoping to reduce head count, hiring or training costs? Are they looking for ways to save time? Can your consulting services help? If so, howcan this best be quantified and presented?

If you sell technology or office equipment, how might your customers benefit? Are they working to enhance productivity or lower operating costs? If so, how can your solutions help them achieve these goals or objectives in 2009?

In other words, instead of worrying about reduced budgets, lower spending limits or total cutbacks, the mission is to work harder at identifying and presenting the most relevant solutions − solutions that will give your customers hope in their ability to achieve their objectives or deal with their challenges.

Closer to Home
Selling takes place at many levels. While many of us sell products and services to our customers, business owners or managers must also "sell" concepts, policies and procedures to staff members every day. Regardless of the venue, the most successful sellers are those who are able to identify and promote the "right" benefits.

So when interacting with employees − often referred to as "internal" customers − our mission this year is to promote the benefit of hope.

Hope for a secure future; hope and belief in their ability to achieve success despite the gloom-and-doom presented each day in the news.

If the economy is, at least to some degree, a function of consumer confidence and attitude, then let's become the catalysts for a more hopeful perspective.

Annualized Business Development Plan

2009-01-18T14:30:00.000-08:00

Do you have an annualized business development plan? If not, read on because having such a plan can make the difference between success and failure or between a good year and a great one!

First let's define the terms. An annualized plan is simply a schedule of which activities will be done and at what time. Plotting this information by month allows you to take advantage of any seasonal opportunities, and also to determine overall time and cost commitments. Business development is a multi-faceted practice that keeps your business moving ahead. It consists of various components, including:

Promoting your organization to develop a presence in your marketplace
Identifying new business opportunities with known and unknown prospects
Generating new business from prospects
Generating new or incremental business from clients
Business retention

A close review of this list reveals three very important facts. First is the fact that our customers and clients are also prospects for new or incremental business.

Second, there is a big difference between "identifying" business opportunities and "generating" them. While the former might, at times, be easier to accomplish, both activities are essential. Successful business development, therefore, requires a combination of marketing and selling skills. Other requirements include time management, organizational skills and a positive attitude.

The third key fact, simply stated, is "one easy way to get business is to not lose business!" Customer retention is an important element of every business development plan, because any lost business must be made-up if we are to achieve our overall goal.

Now that we've identified the basics, you can review a simple five-step plan on our web site .