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!”
Friday, April 16, 2010
Friday, April 2, 2010
Selling Attitude!
"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:
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.
Friday, March 12, 2010
Opening Remarks
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.
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.
Thursday, February 25, 2010
Key Objectives of a Key Account Sales Plan
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.
Monday, February 15, 2010
Contact Frequency
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:
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.
Friday, January 29, 2010
What "Do" They Think?
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?"
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?"
Wednesday, January 20, 2010
Growth Through Strategic Customer Service
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.
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!"
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