The role of a sales manager is not an easy one and I have seen many fail. Some have failed because of their own abilities but most have failed due to the company they work for. So in this article I will outline the top 5 reasons why they fail. This is not by all means the only reasons but the ones that I have encountered the most over the years of training, coaching and mentoring sales teams. The list is not in any order.
Promoted to Manager because they are an excellent salesperson - Most organizations have the misconception that if a salesperson is excellent in selling then they should naturally be an excellent Manager. While some are most aren't and the end result is that the organization will lose an excellent salesperson to another company. In my experience an excellent salesperson should continue to sell because that is what they are good at. In most circumstances they will normally revert back to selling and neglect the requirements of being a the sales manager.
The sales incentive scheme - How a salesperson is motivated is critical to the success of a sales manager. If the sales team is not making their sales targets or quotas this is a reflection on the performance of the manager. But how are they suppose to help their team if the incentive scheme is counter productive. A good sales incentive scheme is essential to the success of the managers and their team members.
Teamwork - As salespeople normally operate as individuals they find it difficult to function as a team. They will fight for the same opportunities and in some cases they act like children. It is the responsibility of the manager to bring the individuals together and this is possible in many different ways.
Taking sales from their sales team - Normally a manager has been a salesperson in one stage of their career and it is their instinct to try and win business. For some their ego takes over and they believe that certain opportunities can only be won by them, so they take it away from one of their team members. This also occurs when the organisation forces their managers to have an individual sales quota as well as a team sales quota.
Friday, January 15, 2010
Thursday, January 14, 2010
How to generate lead through internet
There are a lot of marketing tools available at present. Those people who do not want to take risks; research and find out the best ways for marketing their business. In order to make sales, every business firm needs to generate sales leads. Without enough leads, no business can survive.
A large number of people have recognized the importance of internet to generate sales leads. If you want to promote your business and reach countless number of people then you may choose the effective marketing tool of e-mail. Almost all the business houses send e-mails to prospective customers for making them aware about their products and services. You should be aware of various techniques which are required for creating attractive mails. People do not want to waste their time now days. They only give a look to their mails and read only those which interest them. In your mails, you should represent your business as something profitable for the customers.
In order to get a large number of e-mail addresses of prospective customers, you should contact those companies which purchase e-mail IDs of various people legally. In order to make sure that you get the most productive lists of e-mail addresses, you should take the services of the best companies. For this, you can do some research on the internet. Those people who will be interested in your products and services will surely contact you if they find your e-mails trustworthy. Always focus on the customer satisfaction while creating e-mails for them.
If you have started a business some time back then you may be aware of the term "leads generation". In simple words, to generate leads for a business means finding out those people who are interested in purchasing those products and services which are offered by a company. It is very important to know about different ways through which one can generate leads for his business.
Internet is one of the most effective platforms which are used by a large number of companies in order to generate leads for them. Over the internet, you will find numerous types of leads generation programs which are made especially for generating leads for different kinds of businesses. A simple e-mail is considered very effective for leads generation. Companies create e-mails for a large number of prospective customers. These e-mails are created in such a way that they catch the attention of the receiver. Those people who are really in need of services and products offered by a company reply to the mails received from them.
A large number of people have recognized the importance of internet to generate sales leads. If you want to promote your business and reach countless number of people then you may choose the effective marketing tool of e-mail. Almost all the business houses send e-mails to prospective customers for making them aware about their products and services. You should be aware of various techniques which are required for creating attractive mails. People do not want to waste their time now days. They only give a look to their mails and read only those which interest them. In your mails, you should represent your business as something profitable for the customers.
In order to get a large number of e-mail addresses of prospective customers, you should contact those companies which purchase e-mail IDs of various people legally. In order to make sure that you get the most productive lists of e-mail addresses, you should take the services of the best companies. For this, you can do some research on the internet. Those people who will be interested in your products and services will surely contact you if they find your e-mails trustworthy. Always focus on the customer satisfaction while creating e-mails for them.
If you have started a business some time back then you may be aware of the term "leads generation". In simple words, to generate leads for a business means finding out those people who are interested in purchasing those products and services which are offered by a company. It is very important to know about different ways through which one can generate leads for his business.
Internet is one of the most effective platforms which are used by a large number of companies in order to generate leads for them. Over the internet, you will find numerous types of leads generation programs which are made especially for generating leads for different kinds of businesses. A simple e-mail is considered very effective for leads generation. Companies create e-mails for a large number of prospective customers. These e-mails are created in such a way that they catch the attention of the receiver. Those people who are really in need of services and products offered by a company reply to the mails received from them.
Wednesday, January 13, 2010
How to close your sale easily
Sale-closing techniques and opinions on the subject are as wide as the Nile River in flood season, but the truth of the matter is that they can be categorized into three broad headings: assessing customer's need, eliminating sales resistance, motivating them to buy. Armed with this information, you can close more sales and win more business. One word of wisdom before you attempt any of this, however: be ethical in your selling. The world is inundated with snake-oil salesmen, and they get all the press it seems. One of the fundamentals in selling anything is to gain and keep your customers' trust. Win their trust every step of the way.
In other words: do not spin your wheels or waste their time trying to sell an pair of shoes to a man with no legs. It's unethical, pointless, and a colossal train wreck on your career just waiting to happen. This is true for any sales, in any industry. Sell your prospect what he or she needs, and you'll close more deals. Even if you did close a deal selling something to your customer a product or service he or she didn't need, a few weeks or months down the road this may simply turn around and bite you. Don't hurt your long-term business for immediate gratification.
How do you know what your customer needs? Simple: ask something like, "What are your needs?" "How can I help you?" Or you may even try, "What are you looking for, I'm sure I can help you find it?" Of course, this all depends on the type of sales you're in, and your personal selling process. If you're cold-calling, knocking on doors in the neighborhood, you don't want to ask, "What are you hoping for by the end of this conversation?" Your answer will be a slamming door!
The beauty of assessing your customer's needs during the sales process is at least two-fold. First, it lets their guard down. You are building rapport. Secondly, the more information you have about your customer, the more "ammunition" you'll have to answer their objections later.
Eliminating sales resistance is a fancy way of saying "removing obstacles to buy." This is done a number of ways. First off, your first impression counts plenty. Make sure you look presentable, that you have fresh breath, maintain eye contact and learn the art of "mirroring" your customer. You don't want to be brash if your potential customer is quiet - speak in a way that your customer feels naturally inclined to speak with you.
Another way to eliminate sales resistance, besides your first impression, is to win their trust during every stage of the conversation. Be on their side - you shouldn't be "the salesman," but their advocate, on their team. If you can save them money by recommending a sale, or the like, then do so! You will also want to be sure that you don't come off as pushy.
The obvious way to remove obstacles is to answer objections, and be prepared to do so. Expect objections, in fact. Make it a point to study your past conversations with other customers, and when you notice trends in objections, you can be sure that you'll face those same objections repeatedly. The best way to answer objections is to highlight the benefits and advantages that your product/service gives to the customer - does it save time? Money? Lives? Every objection should end with highlighting some benefit(s) to the customer.
Lastly, be willing to part with a freebie/no-risk trial of your product or service, or even a discounted introductory price. These do really well to lower objections of price. When price is a main objection, the real question behind it is, "What is the real value of what you're selling?" Benefits highlight this value to the customer. Free trials allow the customer to try the service or product, as your guest, and thus to experience the value of what you're selling.
The final aspect of this list of sale-closing techniques is to simply motivate the purchase now. This is commonly referred to as "urgency," and can be set any number of ways.
Usually expiration dates on special offers are used to introduce the customer to your company. "Act now, these won't last at this price!" is another example (and do yourself a favor: don't word it that way). Urgency works if it's subtle, and not blunt, however. Here's another fine example: "You'll be our only injury lawyer in this new L.A. phone directory, if you get the ball rolling today."
The whole art of creating a customer flood is to discover and then close on what your prospect needs or wants. Using these sale-closing techniques to win your customer's trust will step up your success rate, so long as you integrate them into your personal selling process.
In other words: do not spin your wheels or waste their time trying to sell an pair of shoes to a man with no legs. It's unethical, pointless, and a colossal train wreck on your career just waiting to happen. This is true for any sales, in any industry. Sell your prospect what he or she needs, and you'll close more deals. Even if you did close a deal selling something to your customer a product or service he or she didn't need, a few weeks or months down the road this may simply turn around and bite you. Don't hurt your long-term business for immediate gratification.
How do you know what your customer needs? Simple: ask something like, "What are your needs?" "How can I help you?" Or you may even try, "What are you looking for, I'm sure I can help you find it?" Of course, this all depends on the type of sales you're in, and your personal selling process. If you're cold-calling, knocking on doors in the neighborhood, you don't want to ask, "What are you hoping for by the end of this conversation?" Your answer will be a slamming door!
The beauty of assessing your customer's needs during the sales process is at least two-fold. First, it lets their guard down. You are building rapport. Secondly, the more information you have about your customer, the more "ammunition" you'll have to answer their objections later.
Eliminating sales resistance is a fancy way of saying "removing obstacles to buy." This is done a number of ways. First off, your first impression counts plenty. Make sure you look presentable, that you have fresh breath, maintain eye contact and learn the art of "mirroring" your customer. You don't want to be brash if your potential customer is quiet - speak in a way that your customer feels naturally inclined to speak with you.
Another way to eliminate sales resistance, besides your first impression, is to win their trust during every stage of the conversation. Be on their side - you shouldn't be "the salesman," but their advocate, on their team. If you can save them money by recommending a sale, or the like, then do so! You will also want to be sure that you don't come off as pushy.
The obvious way to remove obstacles is to answer objections, and be prepared to do so. Expect objections, in fact. Make it a point to study your past conversations with other customers, and when you notice trends in objections, you can be sure that you'll face those same objections repeatedly. The best way to answer objections is to highlight the benefits and advantages that your product/service gives to the customer - does it save time? Money? Lives? Every objection should end with highlighting some benefit(s) to the customer.
Lastly, be willing to part with a freebie/no-risk trial of your product or service, or even a discounted introductory price. These do really well to lower objections of price. When price is a main objection, the real question behind it is, "What is the real value of what you're selling?" Benefits highlight this value to the customer. Free trials allow the customer to try the service or product, as your guest, and thus to experience the value of what you're selling.
The final aspect of this list of sale-closing techniques is to simply motivate the purchase now. This is commonly referred to as "urgency," and can be set any number of ways.
Usually expiration dates on special offers are used to introduce the customer to your company. "Act now, these won't last at this price!" is another example (and do yourself a favor: don't word it that way). Urgency works if it's subtle, and not blunt, however. Here's another fine example: "You'll be our only injury lawyer in this new L.A. phone directory, if you get the ball rolling today."
The whole art of creating a customer flood is to discover and then close on what your prospect needs or wants. Using these sale-closing techniques to win your customer's trust will step up your success rate, so long as you integrate them into your personal selling process.
Friday, January 8, 2010
How to maximize sales leads
The internet is a great resource. In fact, you might even use the internet to make a living running an eCommerce store. As you know, consumers have a lot of choices when it comes to shopping online. The ever-so popular methods of internet marketing through social networking websites, article directory websites, and online message boards might not be enough. For the best results, you want to find your targeted market through sales leads and basically lead them to your site. If you don't know what you are doing though, this could end up costing you a lot of time and money. To prevent that from happening, keep reading on for some tips on how to maximize your productivity.
Don't Opt to Buy Sales Leads: Unless you can guarantee that you are doing business with a legitimate company and unless you can guarantee that you are getting updated and accurate information (not just a list of names and phone numbers), it is best to avoid paid leads finders. You might think that they would result in you getting the best use of your time. After all, they find the information for you and you act on it. However, you will notice both wasted time and money if you get old, outdated, or less than perfect information.
Set a Schedule: If you are a small business owner, you might be your only employee. In that case, you have a million plus things on your to-do list. Set goals and a schedule for yourself. For example, say you are going to search the internet once a day for viable sales leads and their contact information. If you employ other individuals even on a part-time basis, consider delegating the task of finding sales leads to them.
Look for Leads Within Your Targeted Market: This not only saves you time, but it does produce better results. Someone who posts their phone number or email address online when they state they are looking for swing set for their kids is looking for a swing set for their kids. If your online store sells anything kid related, they are within your targeted market. On that same don't go spamming their email account with messages advertising your pet supply store. Your targeted market is anyone who is likely to buy what you have for sale. Search online for people who express interest in anything remotely related.
Consider Investing in a Software Program: There are a number of software programs that focus on the process of generating sales leads. You want to make your choice wisely. As stated above, you want more than just a name, email address, or phone number. You should look for where they expressed interest in anything related to your business. Basically, you need to search the internet looking for your targeted market. This can take time if you don't use a software program.
Don't Opt to Buy Sales Leads: Unless you can guarantee that you are doing business with a legitimate company and unless you can guarantee that you are getting updated and accurate information (not just a list of names and phone numbers), it is best to avoid paid leads finders. You might think that they would result in you getting the best use of your time. After all, they find the information for you and you act on it. However, you will notice both wasted time and money if you get old, outdated, or less than perfect information.
Set a Schedule: If you are a small business owner, you might be your only employee. In that case, you have a million plus things on your to-do list. Set goals and a schedule for yourself. For example, say you are going to search the internet once a day for viable sales leads and their contact information. If you employ other individuals even on a part-time basis, consider delegating the task of finding sales leads to them.
Look for Leads Within Your Targeted Market: This not only saves you time, but it does produce better results. Someone who posts their phone number or email address online when they state they are looking for swing set for their kids is looking for a swing set for their kids. If your online store sells anything kid related, they are within your targeted market. On that same don't go spamming their email account with messages advertising your pet supply store. Your targeted market is anyone who is likely to buy what you have for sale. Search online for people who express interest in anything remotely related.
Consider Investing in a Software Program: There are a number of software programs that focus on the process of generating sales leads. You want to make your choice wisely. As stated above, you want more than just a name, email address, or phone number. You should look for where they expressed interest in anything related to your business. Basically, you need to search the internet looking for your targeted market. This can take time if you don't use a software program.
Thursday, January 7, 2010
How to collect sales lead
Whether you run an online business or a local business and whether you sell a product or a service, you might have seen your sales decrease due to the poor economy. While things are expected to improve, consumers have limited their spending greatly in the past. Many will keep doing so for years because they will always have those what-if questions in their mind and good spending has now become a habit. You might assume getting new customers is a hopeless cause, but it isn't. What you need is a good plan to generate promising sales leads. Keep reading on to figure out how you can do so.
Many business owners are busy and have a lot of business related tasks to tend to. For that reason, the task of finding sales leads is often outsourced. While you can buy sales leads from a third-party company, the results are not guaranteed. You might just get a list of names, email addresses, or phone numbers. This is great, but are these individuals within your targeted market? If not, contacting them results in nothing but wasted time and money.
The key to increasing your client numbers and profits in today's economy is to find your targeted market. This is individuals who are likely to buy what you have for sale (whether it be a product or a service). This is easy to do online. Lets say that you sell pet products online; look for classified postings where individuals are saying "I want a dog" or something. Since you sell pet related products, pet owners or hopeful pet owners are within your targeted market. Going after your targeted market saves you both time and money, as well as increases your profits.
The example of browsing online classified websites was used above. This is just one of the many websites that you can find your targeted market online. Online classified websites are ideal because an individual is looking for something and they are likely to post their email address or phone number, enabling you to make contact with them.
In short, you can increase your profits and overcome this troubling economy that is affecting many business owners by generating sales leads and not just any leads but great viable ones. To reduce the amount of time you spend searching classified websites, marketplaces and more, consider buying a leads generating program that lets you search hundreds or thousands of websites with one search!
Many business owners are busy and have a lot of business related tasks to tend to. For that reason, the task of finding sales leads is often outsourced. While you can buy sales leads from a third-party company, the results are not guaranteed. You might just get a list of names, email addresses, or phone numbers. This is great, but are these individuals within your targeted market? If not, contacting them results in nothing but wasted time and money.
The key to increasing your client numbers and profits in today's economy is to find your targeted market. This is individuals who are likely to buy what you have for sale (whether it be a product or a service). This is easy to do online. Lets say that you sell pet products online; look for classified postings where individuals are saying "I want a dog" or something. Since you sell pet related products, pet owners or hopeful pet owners are within your targeted market. Going after your targeted market saves you both time and money, as well as increases your profits.
The example of browsing online classified websites was used above. This is just one of the many websites that you can find your targeted market online. Online classified websites are ideal because an individual is looking for something and they are likely to post their email address or phone number, enabling you to make contact with them.
In short, you can increase your profits and overcome this troubling economy that is affecting many business owners by generating sales leads and not just any leads but great viable ones. To reduce the amount of time you spend searching classified websites, marketplaces and more, consider buying a leads generating program that lets you search hundreds or thousands of websites with one search!
Wednesday, January 6, 2010
How to organize sales
The mission for many of today's organizations is, improved customer satisfaction and retention through better after sales service.
There are many companies that have put real teeth and accountability into their employee training to insure they get the consistent results they say they desire. Unfortunately there are many more companies who have only given this customer driven philosophy or approach lip service.
I would like to share with you what I feel are some of the reasons that words do not often become deeds, in the area of customer service.
At the end of this article I will share what I believe are the Twelve Laws of Effective Customer Service. These concepts must be integrated into any customer service attitude, philosophy or program to insure integrity between policy and procedure and customer perceptions.
Let's begin with some of the reasons or causes that contribute to a lack of accountability in the employee customer service area. Before we begin, however, it is essential that we get a working definition of, Effective Customer Service.
Effective customer service is not a slogan, advertising program, button that everyone wears or a banner touting a, "We Care attitude". It is a consciousness or attitude that penetrates every nook and cranny of the organization. It is a philosophy that is understood and embraced by every employee, that's every employee, regardless of position, length of service or vocation. It is consistent regardless of the period in the week or month, market pressures, department or branch, current sales results, current cash flow, management philosophy of the day or market position. It is not a program that is funded for the short term, but a corporate lifestyle that is on-going regardless of the whims of management, the fickleness of customers or the dynamics of the marketplace. Long definition I know, but necessary.
What prevents an organizations from building this consciousness into the fabric of its management team and employees?
One. If the corporate culture has been traditionally profit and/or earnings driven, then it will be difficult to shift gears to a customer driven philosophy. Two. If communication is heavily weighted in a top down direction, you can bet that it will take lots of time and follow-through to re-focus to a bottom up style. Three. If the management style is closed, authoritative and or hierarchical, upper management will, unless they are totally and completely committed to changing the attitudes of the organization as a whole, generally sooner or later abandon this new and challenging change in philosophy. Four. If the attitude exists among middle management and employees is, "here we go again", few members of the organization will be able to fight the internal tide of apathy. Five. If employees have too much on there plate, because your business style is to run "lean and mean', it will be difficult to consistently enforce the policies and procedures necessary to maintain the integrity of actions consistent with your stated objective.
An effective customer service philosophy requires constant vigilance and dedication to see it through regardless of how it may hurt to maintain the integrity of your customer commitments.
Let me give you an example of what I mean. Lets say that you have a no questions asked, money back guarantee. A customer, who has purchased a high ticket item from you, for
whatever reason, changes his or her mind and returns the product. You tell them that you will take the product back but you have a restocking fee. Hmm. So you penalize the customer for their return. I purchase a product from you and write a check. The check clears and I decide to return the product. You tell me I will have to wait fourteen days for my refund because the refund has to come from corporate headquarters. Hmm. Customer driven or company convenience driven, you decide. And here is my favorite. I purchase a piece of equipment from you for several thousand dollars. It has a 30 day warranty, so you recommend I purchase a service contract for several hundred dollars a year, to insure that when the equipment breaks I will be able to get it serviced without additional cost. Hmm. Customer driven or organization driven? You decide.
These examples do not reflect a customer focused philosophy. And yet your corporate mission statement says, Our customers are number one. Hmm. I don't think so.
Have you ever had this experience. You are at a restaurant and the food is less than average but you don't have time to send your meal back. When paying your check. the cashier asks, how was your meal. You tell them you were dissatisfied and they say they are sorry. I am sorry to. I will never return to that establishment again and you can bet I will tell a number of my friends, clients and peers.
Effective customer service requires consistent behavior from every employee I encounter
in every situation when I do business with your firm. There are no excuses for: "I didn't know that was on sale, I am new, this is my last week in this joint, we close in ten minutes could you please hurry, I don't know when your order will ship, its been on back order for several weeks
There are many companies that have put real teeth and accountability into their employee training to insure they get the consistent results they say they desire. Unfortunately there are many more companies who have only given this customer driven philosophy or approach lip service.
I would like to share with you what I feel are some of the reasons that words do not often become deeds, in the area of customer service.
At the end of this article I will share what I believe are the Twelve Laws of Effective Customer Service. These concepts must be integrated into any customer service attitude, philosophy or program to insure integrity between policy and procedure and customer perceptions.
Let's begin with some of the reasons or causes that contribute to a lack of accountability in the employee customer service area. Before we begin, however, it is essential that we get a working definition of, Effective Customer Service.
Effective customer service is not a slogan, advertising program, button that everyone wears or a banner touting a, "We Care attitude". It is a consciousness or attitude that penetrates every nook and cranny of the organization. It is a philosophy that is understood and embraced by every employee, that's every employee, regardless of position, length of service or vocation. It is consistent regardless of the period in the week or month, market pressures, department or branch, current sales results, current cash flow, management philosophy of the day or market position. It is not a program that is funded for the short term, but a corporate lifestyle that is on-going regardless of the whims of management, the fickleness of customers or the dynamics of the marketplace. Long definition I know, but necessary.
What prevents an organizations from building this consciousness into the fabric of its management team and employees?
One. If the corporate culture has been traditionally profit and/or earnings driven, then it will be difficult to shift gears to a customer driven philosophy. Two. If communication is heavily weighted in a top down direction, you can bet that it will take lots of time and follow-through to re-focus to a bottom up style. Three. If the management style is closed, authoritative and or hierarchical, upper management will, unless they are totally and completely committed to changing the attitudes of the organization as a whole, generally sooner or later abandon this new and challenging change in philosophy. Four. If the attitude exists among middle management and employees is, "here we go again", few members of the organization will be able to fight the internal tide of apathy. Five. If employees have too much on there plate, because your business style is to run "lean and mean', it will be difficult to consistently enforce the policies and procedures necessary to maintain the integrity of actions consistent with your stated objective.
An effective customer service philosophy requires constant vigilance and dedication to see it through regardless of how it may hurt to maintain the integrity of your customer commitments.
Let me give you an example of what I mean. Lets say that you have a no questions asked, money back guarantee. A customer, who has purchased a high ticket item from you, for
whatever reason, changes his or her mind and returns the product. You tell them that you will take the product back but you have a restocking fee. Hmm. So you penalize the customer for their return. I purchase a product from you and write a check. The check clears and I decide to return the product. You tell me I will have to wait fourteen days for my refund because the refund has to come from corporate headquarters. Hmm. Customer driven or company convenience driven, you decide. And here is my favorite. I purchase a piece of equipment from you for several thousand dollars. It has a 30 day warranty, so you recommend I purchase a service contract for several hundred dollars a year, to insure that when the equipment breaks I will be able to get it serviced without additional cost. Hmm. Customer driven or organization driven? You decide.
These examples do not reflect a customer focused philosophy. And yet your corporate mission statement says, Our customers are number one. Hmm. I don't think so.
Have you ever had this experience. You are at a restaurant and the food is less than average but you don't have time to send your meal back. When paying your check. the cashier asks, how was your meal. You tell them you were dissatisfied and they say they are sorry. I am sorry to. I will never return to that establishment again and you can bet I will tell a number of my friends, clients and peers.
Effective customer service requires consistent behavior from every employee I encounter
in every situation when I do business with your firm. There are no excuses for: "I didn't know that was on sale, I am new, this is my last week in this joint, we close in ten minutes could you please hurry, I don't know when your order will ship, its been on back order for several weeks
Tuesday, January 5, 2010
How more sell conversation
One of the things you must never do when it comes to selling your services is use a sales pitch you intend to memorize and spew at a potential client. However, that isn't to say you shouldn't prepare to have a conversation with a buyer about working together because you should. Here's why you never want to use a sales pitch.
The first reason you never want to use a sales pitch is because it instantly puts you in the sales person category. Most people do not think of sales people as trusted experts or trusted advisors. Most people think sales people are only out to sell you something whether it's the right thing for you or not. Thus most people do not trust sales people.
So the instant you start pitching a buyer you trigger that persons defenses. They automatically become more resistant to you. They will throw more objections at you, and they won't hesitate to lie to you.
The second reason you never want to use a sales pitch is because it disengages the person you are talking to. You now become the entertainer. They simply sit back and start thinking of reasons why whatever you are saying isn't true. They are looking for arguments for why what you say isn't true because they believe sales people lie. You are showing them you are a sales person so in their minds you are probably lying to them.
Perhaps the most important reason you never want to use a sales pitch is because you will never gain the trust of the person you are trying to sell to so they will tell you what you need to know to help them. This leaves you trying to guess what they think they want. You may as well go play Black Jack at the casino because the odds are more in your favor.
The best way to prepare for a sales conversation is to think about the questions you could ask that would help your potential client tell you what they need, why that's important, how they want to get what they need, and the true value of getting what they want. No matter how good you are at selling your services you won't get new clients unless you help them uncover how your services are what they are already looking for.
Every person has two sides. There's the outer professional side of our personality and then there's the inner side of our personality that we may almost never share. The more introverted your potential client the more unlikely it is that you are addressing what really motivates them to buy. Most people focus on this outer professional side when they are speaking to a potential client about working together.
That can be a huge mistake because the real buyer is that inner side that we don't necessarily want others to know about.
While a potential client might talk about a specific result they want they don't talk about why they want that result. Yet, it's the reason they want that result that drives this potential client to hire you. They may want the result because it would make them look good in front of someone else.
You can't tell a potential client how this result will make them look good in front of someone else because if you do you risk two negative things. First, you could miss the mark and get it wrong. Second, even if you get it right it may very well embarrass your potential client to have you voice what they are thinking out loud.
Plus when you guess and get it wrong that could mean losing the buyer.
To sell to the real buyer you simply have to help the buyer tell you what's really driving them to buy. They could be searching for approval, risk reduction, control, removal of a fear, increased visibility, etc. The only way for you to know is to ask how getting the outcome they want would impact them.
Not only do many service providers try to sell to the wrong buyer they also often try to lead a potential client to their way of thinking. That doesn't work. When you try to lead a potential client to an answer you have in mind it feels like you are trying to manipulate them.
Feeling like you are being manipulated instantly triggers your defenses and decreases your trust in the other person. That's very dangerous territory because it is very hard to recover once you trigger a potential client's defenses, if you ever can.
The first reason you never want to use a sales pitch is because it instantly puts you in the sales person category. Most people do not think of sales people as trusted experts or trusted advisors. Most people think sales people are only out to sell you something whether it's the right thing for you or not. Thus most people do not trust sales people.
So the instant you start pitching a buyer you trigger that persons defenses. They automatically become more resistant to you. They will throw more objections at you, and they won't hesitate to lie to you.
The second reason you never want to use a sales pitch is because it disengages the person you are talking to. You now become the entertainer. They simply sit back and start thinking of reasons why whatever you are saying isn't true. They are looking for arguments for why what you say isn't true because they believe sales people lie. You are showing them you are a sales person so in their minds you are probably lying to them.
Perhaps the most important reason you never want to use a sales pitch is because you will never gain the trust of the person you are trying to sell to so they will tell you what you need to know to help them. This leaves you trying to guess what they think they want. You may as well go play Black Jack at the casino because the odds are more in your favor.
The best way to prepare for a sales conversation is to think about the questions you could ask that would help your potential client tell you what they need, why that's important, how they want to get what they need, and the true value of getting what they want. No matter how good you are at selling your services you won't get new clients unless you help them uncover how your services are what they are already looking for.
Every person has two sides. There's the outer professional side of our personality and then there's the inner side of our personality that we may almost never share. The more introverted your potential client the more unlikely it is that you are addressing what really motivates them to buy. Most people focus on this outer professional side when they are speaking to a potential client about working together.
That can be a huge mistake because the real buyer is that inner side that we don't necessarily want others to know about.
While a potential client might talk about a specific result they want they don't talk about why they want that result. Yet, it's the reason they want that result that drives this potential client to hire you. They may want the result because it would make them look good in front of someone else.
You can't tell a potential client how this result will make them look good in front of someone else because if you do you risk two negative things. First, you could miss the mark and get it wrong. Second, even if you get it right it may very well embarrass your potential client to have you voice what they are thinking out loud.
Plus when you guess and get it wrong that could mean losing the buyer.
To sell to the real buyer you simply have to help the buyer tell you what's really driving them to buy. They could be searching for approval, risk reduction, control, removal of a fear, increased visibility, etc. The only way for you to know is to ask how getting the outcome they want would impact them.
Not only do many service providers try to sell to the wrong buyer they also often try to lead a potential client to their way of thinking. That doesn't work. When you try to lead a potential client to an answer you have in mind it feels like you are trying to manipulate them.
Feeling like you are being manipulated instantly triggers your defenses and decreases your trust in the other person. That's very dangerous territory because it is very hard to recover once you trigger a potential client's defenses, if you ever can.
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