Selling the Dr. Seuss Way December 18, 2008
Posted in : Sellers Market , comments closed“I am Sam. Sam I am. Do you like green eggs and ham? Would you like them here or there? Would you like them in a box, would you like them with a fox?”
I think most people have read this Dr. Seuss tale either as kids or to their children. What is interesting is the relevance this story has to selling. First of all, Sam is selling a product and although his prospect is not initially interested, Sam doesn’t let that deter him from asking. Secondly, Sam consistently offers the prospect a choice when trying to close the sale. Thirdly, he refuses to give up. No matter how many times his prospect says ‘no’ Sam keeps offering alternatives. In fact, he offers fourteen options before he finally closes the sale.
Now, I am not suggesting that you pester your customers or prospects but I do believe most people give up too early in the sales process. We hear a few “no’s” and decide to turn our attention elsewhere. It is your responsibility as a sales professional to ask the customer to make a decision – you cannot expect a customer to do the work for you. If you have been effective in learning about their specific needs and current situation and presented the appropriate solution to your prospect then you have earned the right to ask them for their money. Here are a few ideas that will help you reach this point:
Avoid launching into a lengthy discussion of what you can do for your client until you thoroughly understand what business challenges they face and the problems, concerns or issues they need resolved. Use open questioning to gather this information and avoid making assumptions or jumping to conclusions too quickly. Instead, listen carefully to what they say and clarify anything that is not clear. Ask them to elaborate by using prompters such as “uh-huh,” “tell me more,” and “what else?”
When it comes time to present your product or service, try not to limit the prospect to one option. Provide a choice of solutions that meet their specific concerns. Explain the benefits of each option, and when necessary, also discuss the drawbacks of each alternative. However, do not present so many options that the decision becomes overwhelming or difficult. Be prepared to tell your prospect which option best suits their needs if they ask.
Speak in terms they can understand, avoiding the use of terminology they may not recognize. A case in point; as I developed my web site, I found myself talking to people who were extremely knowledgeable but they used terminology that sounded like a foreign language to me. I found myself getting frustrated, and in some cases feeling a bit dumb, because I had to keep asking them what they meant. Be very cautious how much jargon you use in your presentations and make sure your customer understands what you are saying.
Recognize that objections are a natural component of the sales process. It’s common for a customer express several objections before she makes the decision to commit to the purchase. Don’t take these objections personally and do not assume that it means the other person is not interested. Understand that your prospect will likely have specific concerns about making a decision particularly if they have never done business with you. Clarify their objections to uncover the true hesitation – do not hesitate to probe deeper to explore the real issues preventing them from making a decision. In most cases, your prospect will give you the information you need providing you keep your approach non-confrontational and neutral. Learn to handle objections in a non-argumentative manner. When you uncover their true objection keep your response brief and to the point. Talking too much will seem that you are trying to justify your product or price. Plus, you can sometimes talk yourself out a sale if you aren’t careful.
Ask for the sale. In many cases, your prospect expects you to ask for the sale. And as long as you do not pressure or try to coerce them into making a decision, they won’t be offended by your request. Develop the confidence to ask for the sale in a variety of ways and begin asking every qualified person for their commitment. Recognize that many people want to be given permission to make a decision and look to the salesperson for that permission.
Lastly, take a lesson from Sam and learn the importance of polite persistence. The most successful sales people ask for the sale seven or eight times and don’t give up at the first sign of resistance. Research has shown that these individuals consistently earn more than their coworkers and peers.
Copyright 2004, Kelley Robertson
Kelley Robertson, President of the Robertson Training Group, works with businesses to help them increase their sales and motivate their employees. He is also the author of “Stop, Ask & Listen – Proven sales techniques to turn browsers into buyers.” Visit his website at www.RobertsonTrainingGroup.com and receive a FREE copy of “100 Ways to Increase Your Sales” by subscribing to his 59-Second Tip, a free weekly e-zine.
A Low Cost Merchant Account December 8, 2008
Posted in : Sellers Market , comments closedIf you are new to the business world, you may believe that a low cost merchant account is beyond reach. You might reason that every dollar of profit you make should be funneled right back into the business’ products or services rather than into an account that facilitates electronic payment processing. But a merchant account may be the very asset your business needs in order to achieve the growth you want to see. By providing your customers with alternative payment options to cash and check, you are inviting them to spend more and pay according to their preferred method, since research shows more consumers are choosing to pay by credit card than any other means.
A low cost merchant account can help your business grow by enhancing your marketing plan. When the word gets out that your company offers electronic payment services like credit card swiping, telephone dial-up, and Internet Website payment options, customers will be impressed and may be more likely to check out your various options to see for themselves how easy you have made it for them to shop with your company. Naturally, you don’t have to offer all these options at once. But you can start by getting approved for merchant account services and then setting up one type of credit payment option to see how customers respond. If all goes according to plan and growth follows the expected trend, you may decide to add another option to further expedite payment procedures.
Your low cost merchant account can put a terminal-printer on your checkout counter to help your cashier process credit payments in addition to making change for cash payments and getting the manager’s check approval. When customers know that you accept credit cards, they may be more likely to spend more than they would have otherwise. They might even buy gift cards or novelty items in the checkout line. If you deliver goods or services with an appliance installation service, for example, you can buy or lease a wireless credit card processor that can go wherever you do for point-of-sale processing. You don’t have to worry about statements that won’t get paid or billing customers each month for the next year. A credit card sale can finalize the account to the satisfaction of both your client and you.
When you are ready to grow your business to the next level, with a low cost merchant account, you can apply for digital credit card processing by installing a telephone credit payment service. This will allow customers to call in at any time and key in their credit card account number for payments without the aid of a customer service representative. Then you can add a company Website with a credit-processing feature where customers can order services or supplies and pay on the spot with a credit card.
Don’t wait too long before making the move to electronic credit card processing equipment. Your customers expect it, and your company needs it to stay solvent and experience serious growth. Start thinking about applying for a low cost merchant account.
Shane Penrod is the founder of www.merchant-account-quotes.com Specializing in allowing merchants the ability to shop and compare multiple quotes from national merchant account providers. For free quotes on merchant account rates and fees, please go to www.merchant-account-quotes.com
5 Specific Questions Your Sales Letters Must Answer To Achieve The Best Results December 7, 2008
Posted in : Sellers Market , comments closedHere’s a surefire method to guarantee you achieve the best results from your sales letters. Rather than make a sales pitch that your prospects will very likely ignore, instead present your products or services as the answer to their problems.
When you offer the help that your target audience is looking for it won’t be hard to make sales. You can show that you really do understand the needs of your market by addressing these five specific questions right up front in your sales letter.
1. What’s In It For Me?
This is the number one rule of salesmanship. People buy products for one reason only…what they will receive out of it. You must instantly tell any prospect exactly what they will get out of your product. Your best opportunity to do this is in your headline. Make a bold statement right up front and capture your target audience immediately.
2. How Will My Life Become Better?
This is where you have to understand the emotional appeals that attract your prospects like moths to a flame. Do they want to become richer, smarter, better looking, thinner or more popular? Do they want to save time, money or effort? Study your niche market until you know what emotional buttons to push and you’ll see a huge increase in your sales instantly.
3. What Will Happen If I Say No?
You have to give people a compelling reason to buy from you. A good way to do that is by reminding them what will happen if they don’t purchase your product. What problems will continue to exist for them, how much money will they lose, how type of frustration will they continue to endure? Help your prospects to see that they really can’t afford to say no because your product truly is the solution to their problems.
4. Why Should I Trust You?
The best way to establish trust in your sales letters is by using testimonials. A good testimonial is the written equivalence of a word of mouth referral. Prospects naturally trust what other people say about their experience with you. Get your past customers who have been happy with your business to give you testimonials to use in your sales letter.
5. Will I Be Stuck With Your Product?
Here’s where you can literally seal the deal. Reverse the risk of doing business with you. Always offer a money back guarantee so that people will feel confident that they won’t lose out if your product is not what they expected. When your prospects see that you stand behind your products enough to assume the risk they can feel more comfortable in purchasing your products.
When you use these easy tips to answer your prospects questions in your sales letter, not only will you gain an unfair advantage over your competition, but you’ll also show your prospect that you care about their problems and your product is the solution that they need.
About The Author
Joanne Mason’s articles have helped thousands of small business owners to significantly increase their profits by discovering the secrets to writing better sales letters. Get a FREE subscription to her ezine, Sales Letter Secrets, at http://www.moneymakingsalesletters.com
jlmason@moneymakingsalesletters.com
Sales Training for Deck Cleaning Companies November 6, 2008
Posted in : Sellers Market , comments closedIf you own a deck cleaning and treating business then you might want to expand your business by expanding a sales team to help you. You can find a commission only sales team through referrals of current salespeople or husbands or wives of the people that work on your crew.
And ask the folks also for other names of friends who might like to make money selling deck cleaning services. It is important to train each and every person on your sales crew how to sell. You need to teach your crews to listen to the customers and homeowners and hear what their needs are and to see if there is any interest in deck cleaning services.
You need to teach them that when the customer starts asking certain questions that they are interested and therefore it makes sense to spend more time with them and explain the services fully. It is important to train your sales staff how to answer objections and how to answer questions from the prospect or potential customers as these consumers and homeowners will be glad to have the services.
The best way to do a sales training is to take along one of your sales people on a call to bid on a job for deck cleaning services with you. After you take them on a few calls then they know what to do. Please consider this in 2006.
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Telemarketing Tips for Direct Sales Success November 4, 2008
Posted in : Sellers Market , comments closedUnfortunately, the DNC legislation has many small businesses that use telemarketers a bit concerned about their choice of direct sales tactic. However, there are still many ways to have your message get into the right people’s hands without annoying them. And the fact of the matter is, telemarketing, as a direct sales tactic, works. Here are some tips and ideas to get your sales flowing and customers thrilled that you called them:
Find New Target Markets -
Have you talked with your current customer base lately to find out what their demographic standing is, on a whole? Most small businesses only do this once every couple of years, instead of once every couple of months. Find out who is using your products or services, and who they are: age, sex, race, income bracket, family unit, rent or own, etc. You may find that you haven’t been targeting some crucial groups that use your business effectively. Then all you have to do is purchase a targeted telemarketing list, and you’re well on your way to garnering more customers.
Consider Outsourcing -
There are a great number of telemarketing agencies currently that would be pleased to contact demographically appropriate customers on your businesses behalf. Why not save yourself the time and hassle of doing it all yourself, and look into one of these companies. They may just save you more time and money than you originally thought. Plus, if they specialize in products or services that your company offers, the response rates may be more than a bit surprising.
Test, Test, Test -
Before you start calling a large number of potential customers, test your telemarketers, the scripts and the telemarketing lists you are using, first. Listen to your staff; they’ll tell you pretty quickly if something isn’t quite right. Then, tweak whatever needs it, and try again. Not until you are getting an appropriate response rate should you settle into a larger scale operation – and don’t forget to test again if your response rates dip.
Buy Quality -
If you want excellent results, you need to pay for them. Make sure you’ve purchased a telemarketing list from a reputable source that offers highly targeted customer lists only. Freebie lists, or ones that you borrowed from a ’similar’ company just won’t work here. Without a great list that exemplifies similar characteristics of your current customers, your telemarketing staff will be frustrated in no time with their low response rates.
Chris Burns – American Profiles Mailing & Telemarketing List company. Providing telemarketing lists to the direct marketing industry since 1996.
A full service mailing & telemarketing list company with over 40,000 lists available. http://www.americanprofiles.net
Online counts and orders 24/7 http://www.mailinglistsusa.com
How To Generate Pre Qualified Leads For Your Sales People November 3, 2008
Posted in : Sellers Market , comments closedOne marketing guru explained the situation of lead generation by telling me I can’t give you 1 marketing route that can get you 30 new leads, but i can give you 30 new marketing routs that can get you 1 new lead.
This is the great secret of sales process. The process once established will keep churning the market potential for you. It will enable you to run your sales team whilst the generation of new leads from your marketing efforts continues in the background
Let me give you an example. Most companies have a web site, but they do not use the marketing effectiveness of this web site to generate leads. Most companies also have some sort of database, it might be inflexible and you may have requirements that it does not fulfil, but it captures data. How can you use this resource to become some of the 30 new channels that will generate you 1 new lead.
The answer not surprisingly is by developing several processes within your daily work.
Process 1.You need to qualify all the prospects on your database with email addresses. This is the cheapest way of keeping in touch with your customers. It is none threatening and none invasive, if they do not want to see your information they can simply delete your email. In a further white paper we will discuss how to generate quality strap lines, the element that your customer will see in their in box, but for now lets assume you have one.
Process 2. You need to make an area of your web site that is of interest to your customers. By this I do not mean telling them everything they ever wanted to know about you. It may come as a surprise but your customers or prospects are not really interested in you, they want information on a problem they have. How to build web sites that give a customer or prospect what they want will be discussed in another white paper , but for now lets assume you have an area of your web site that that is easy for your customer to navigate, gives them free information, and collects contact details.
Process 3. You need to get hold of contact management software, this is fairly cheap and completely automates your management of inbound enquiries from either customers or prospects until they are at the stage of needing sales visits or to place orders. It also stores the details of the people who have visited your site and shown interest in your products. There is, of course a white paper dealing with this. You may now be thinking how much expertise do we get for free here.
Process 4. By combining the 3 steps above you generate marketing channels that encourage your customers or prospects to contact you WHEN they have a requirement. You can now
Find out what opportunities exist within your existing database when you clean it up to add the email addresses. This gives you access to all your accounts, how long ago was it that you did this.
Utilise your website to generate traffic. You can either refer traffic to your site by sending an outbound email to your customers with a link to a specific web page with some special information free. You should not at this stage try to sell them something, people will only buy from the internet if they have gone onto it in the first place to purchase something. See white paper on internet web site rules.
Have your web site optimised to get you in the top 3 against your relevant search terms. (the terms your customers would use to find your products) or generate a pay per click advertising campaign on search engines. See the write up on Google advertising within the news and views section of the members area of the ISS web site.
Remember you are now receiving contacts from people who WANT something. This process change has opened the door to setting up at least 6 of your 30 continuous marketing campaigns that develop qualified leads. This whole process can be targeted, measured and initiated at the click of a button. It costs a fraction of the normal costs associated with the marketing effort of most companies and it delivers instant results.
You could add to the list above with:
Newsletters
Free White Papers
Members area within your web site
Auto responder software
Industry Forum to exchange views
Standards & legislation information
RSS feeds
And many more. By developing sales process you are in effect running 30 different marketing campaigns simultaneously that are seen by your customer or prospect as a real benefit to them. Simply by following this white paper you have developed 13 new channels for little cost. Channels that work for you, only delivering qualified prospects who want something.
Alan Gray Sales Consultant Intelligent Sales Solutions http://www.issmarketing.com
What Credit Policy Tools Are You Missing?
Posted in : Sellers Market , comments closedDid you know that a credit policy is a channel where you can control your bottom line, sales and income? By tweaking your credit policy you can make more money instantly.
A new book, “Become the Squeaky Wheel” by Michelle Dunn describes credit policies and outlines how you can create one for your business so you have more control over your bottom line, sales and income.
When a potential customer fills out a credit application you can get near-perfect information about that customer and how they pay their bills, and if they can afford more credit. Most consumers that take the time to fill out a credit application are serious about buying from you; otherwise they would just go down the road to where they can buy without filling out any forms.
After extensive research it was found that consumers that can obtain credit will even pay more for a product or service when they are extended credit and have great customer service. The faster, easier and smoother procedures will get the most and better paying customers.
The result? More sales, income and happier customers for your business. This can also result in word of mouth advertising from happy customers, and that is free.
Michelle Dunn has over 17 years experience in credit and debt collection. She is the founder of Never Dunn Publishing, LLC, is a writer, consultant and the Editorial Advisor for Eli Financial Debt Collection Compliance Alert Newsletter. Michelle started M.A.D. Collection Agency and ran is successfully for 7 years. She owns and runs Credit & Collections.com a free online community for credit and business professionals.
She has written 5 books in her Collecting Money Series. For more information on Michelle’s services or to order any of her books please email her at michelle@michelledunn.com or visit http://www.michelledunn.com & http://www.credit-and-collections.com
Handling Objections Successfully November 2, 2008
Posted in : Sellers Market , comments closedBe prepared to field questions that the audience will ask and want to know. Brainstorm ahead of time for possible questions, scenarios, and answers. There will always be someone who asks the tough questions. If you are the expert, you are expected to know the answers. Obviously, if you don’t know the answer, you should not make one up. If the question is way out of line, you can say you don’t know the answer. But what do you do when your audience expects you to know the answer and you don’t? How do you save yourself from losing credibility?
One way is to throw the question back to the audience and ask for the audience’s help or opinions. Another strategy is asking to have the question repeated. This gives you more time to think of a response. Restate the question and ask if that is correct. This also helps you make sure you understand the question. You can request that the person asking the question consult with you later: “Get with me at the break so we can talk about that.” It is better to tell one person you don’t know than admitting it to the whole audience. Alternatively, you can ask the person posing the question whether they have any of their own insights into the subject.
When you get people involved in the process, you will get some objections. The way you handle objections will correlate with how mentally involved people become with your message. The better you become at handling objections, the more persuasive you will become.
When you become a Master Persuader, you will learn to love objections. You will come to understand that when people voice their objections, it actually indicates interest and shows that they are paying attention to what you are saying. The key to persuasion is anticipating all objections before you hear them. Fielding questions and handling objections can make or break you as a persuader. Such skills will help you in every aspect of your life.
Here are some tips on how to handle objections:
1. The first thing is to find out if the objection is something you can solve. Suppose you are negotiating a large office furniture order and the objection comes up about not being able to afford your furniture. You then find out your prospect just declared bankruptcy. Obviously there is nothing you can do or say that will resolve such an objection.
2. Let your prospect state his objection: Hear him out completely, without interruption. Wait until he is finished before you say anything. Hold your response until the other person is receptive to what you are about to say. This is the first time your prospect has voiced his objection; he will not listen until he has said what is on his mind.
3. Always ask your prospect to restate or repeat his key points. Every time he replays his objection it becomes clearer in both your minds. Letting him speak, particularly if he is upset, drains emotion from his objection. Allowing him to voice his concerns also gives you time to think about a response and helps you determine his intent in bringing up the objection in the first place.
4. Always compliment your prospect on her objection. As a Master Persuader, you can appreciate a good objection; it dictates the direction in which you should take your presentation. You don’t have to prove you are right 100 percent of the time. Skillful persuaders will always find some point of agreement. It’s important to recognize the apprehension or objections people have instead of ignoring them.
5. Stay calm. Scientific tests have proven that calmly stated facts are more effective in getting people to change their minds than are threats and force.
6. Don’t be arrogant or condescending. Show empathy with your prospect’s objection. Let him know others have felt this way. Talk in the third person; use a disinterested party to prove your point. This is why we often use testimonials–to let someone else do the persuading for us.
7. Give the person room to save face. People will often change their minds and agree with you later. Unless your prospect has made a strong stand, leave the door open for her to later agree with you and save face at the same time. It could be that she did not have all the facts, that she misunderstood, or that you didn’t explain everything correctly.
Quick Note: If you are dealing with a stubborn person who absolutely will not change his mind about anything, don’t panic. There are reasons why this person is closed-minded and always saying “no” to everything. He might not have a clear idea about what you are proposing, he may have been hurt in the past, he is afraid of being judged, or he may feel his ideas are not appreciated. Don’t take it personally; it will happen from time to time.
For additional information on Handling Objections, go to Magnetic Persuasion and kick start your success!
Conclusion
Persuasion is the missing puzzle piece that will crack the code to dramatically increase your income, improve your relationships, and help you get what you want, when you want, and win friends for life. Ask yourself how much money and income you have lost because of your inability to persuade and influence. Think about it. Sure you’ve seen some success, but think of the times you couldn’t get it done. Has there ever been a time when you did not get your point across? Were you unable to convince someone to do something? Have you reached your full potential? Are you able to motivate yourself and others to achieve more and accomplish their goals? What about your relationships? Imagine being able to overcome objections before they happen, know what your prospect is thinking and feeling, feel more confident in your ability to persuade.
Kurt Mortensen’s trademark is Magnetic Persuasion; rather than convincing others, he teaches that you should attract them, just like a magnet attracts metal filings. He teaches that sales have changed and the consumer has become exponentially more skeptical and cynical within the last five years. Most persuaders are using only 2 or 3 persuasion techniques when there are actually 120 available!
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Kurt Mortensen’s trademark is Magnetic Persuasion; rather than convincing others, he teaches that you should attract them, just like a magnet attracts metal filings. He teaches that sales have changed and the consumer has become exponentially more skeptical and cynical within the last five years. Most persuaders are using only 2 or 3 persuasion techniques when there are actually 120 available! If you are ready to claim your success and learn what only the ultra-prosperous know, begin by going to http://www.PreWealth.com and getting my free report “10 Mistakes That Continue Costing You Thousands.” After reading my free report, go to http://www.PreWealth.com/IQ and take the free Persuasion IQ analysis to determine where you rank and what area of the sales cycle you need to improve in order to close every sale! |
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Selling Professional Services – Creating Loyal Clients November 1, 2008
Posted in : Sellers Market , comments closedA sale in professional service industries is simply a transaction based upon a promise – a promise that your firm and its employees will perform in a manner that is consistent with the client’s needs and that offers value to the client organization.
The Inevitable
Yet we know that people are flawed, and performance levels will vary from project to project and from employee to employee. The average customer probably couldn’t detect even a slight difference in hundreds of widgets coming off of an assembly line. Put a dozen of your consultants, attorneys, or accountants in front of a potential client, however, and odds are they’ll come away with very distinct opinions about who is best qualified or with whom they would prefer to work.
So how do you contend with the realization that your firm’s primary product – its people, are inherently flawed and will drop the ball on occasion – that your customers are human and might be personally incompatible with staff members – even in the absence of substantive performance issues. The answer is communication. Make that over-communication!
“For Instance…”
Clients understand the fallibility of people. What they don’t understand is poor communication and tardy notification of performance issues. They can’t understand a service provider explaining why they missed a deadline instead of clearly explaining how they will remedy the situation.
They understand employee turnover. They can’t understand why they only discovered that their favorite point of contact at your firm is gone by placing a random phone call 3 weeks after the fact and being told, “That person no longer works here. Can someone else help you?”
Client Loyalty
Your greatest strength as a service provider is the ability to inspire trust in your customers. Have faith in those customers as well. Trust that if you are courageous enough to explain issues clearly and promptly, your candor will help solidify client relationships and stimulate loyalty in your clients.
Craig Cortello is the President and founder of Fuzzy Widget Sales Solutions, a division of La Dolce Vita Enterprises, a consulting and training firm that assists companies in creating productive and imaginative work environments that encourage innovative business solutions. He is also the National Sales Manager of Trinity Consultants, a nationwide environmental consulting firm and an accomplished musician. He credits much of his success in the business world to his creative spirit that was cultivated through exposure to music and the arts.
Craig is a proud resident and native of the New Orleans metropolitan area, and a Hurricane Katrina survivor!
See http://www.fuzzy-widget.com for more sales resources. Happy selling!
IT Sales: Determine Your Clients’ Needs
Posted in : Sellers Market , comments closedWhen you first meet with IT sales prospects, you’ll want to get them talking about their top 3 problems. You may learn that the problems your prospects have aren’t ones you or your network of partners or subcontractors can help with. In this case, you are barking up the wrong tree and should move on. But it’s very important to get your prospects talking if you want IT sales.
Ask about Their Preferences
Get them to talk about what they like and dislike about how they’ve gotten IT support in the past. This can also give you a tremendous number of clues as to what they’re looking for.
You also need to figure out at this first meeting if they have an emergency that has to be addressed in the next 24, 48 hours, 72 hours, or are they looking more for an IT audit, site survey, or technology assessment with IT sales.
Every once in a while they’ll throw you a curve ball and prospects will want something totally different. It won’t be an emergency and they won’t really need a tech assessment, but most of the time, those are what they need.
Bring Your Clients to the Next Step
If you want to move from free to fee, if you want to move from sitting there and playing brain-picking-101 in the IT sales call to them writing a check to your company or signing on a credit card authorization for IT sales, then it’s really important that you find out.
Make sure that you have something ready to offer them, that you have proposals that easily take care of their needs. Even better is to bring the blank forms with you so you’re ready to have them sign on the dotted line for IT sales.
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Joshua Feinberg gets small business computer consulting firms steady high-paying clients. Get free access now to 1 hour of Joshua’s field-tested proven Small Business Computer Consulting secrets at www.SmallBusinessComputerConsulting.com/blog/