Engaging prospects so they want to find you
Prospecting is arguably the number‑one hot topic in sales. In spite of all the seminars, podcasts, training programs, books, and pressure from managers, most salespeople are prospecting excuse experts. Even when cajoled, pushed and incentivized, salespeople have a tough time getting their prospecting engine to run on one cylinder — at most.
Why is there so much resistance to getting out and finding new customers? Why do people who enjoy selling find it so difficult to sell themselves to prospects? The answer may be that selling and prospecting require two different skill … Read the rest
If a company wants its brand to stand out from the competition, differentiating it from its competitors is the place to start. Subaru has done this more successfully than most. Its customers give new meaning to brand loyalty. Many are passionate if not downright fanatical in their allegiance.
According to Forbes, the Subaru brand has the most loyal customers in the industry, with the Forester leading the way.
Subaru customers are quick to say their cars are safer, handle flawlessly in all types of weather, and keep their value far better than other brands. All this flies in the face … Read the rest
Marketing rarely fails because of a lack of interest, ideas, or even adequate resources. However, it always fails when it doesn’t turn prospective buyers into believers.
Marketing derails when it’s little more than a series of loosely strung together and uncoordinated “tactics”— e-mail campaigns, promotions, presentations, blogs, social media engagements, charitable support, newsletters, collateral pieces, webinars, events, and all the other stuff intended to “get the message out.”
While this is a high-activity picture, it’s also a fruitless one. It helps explain why marketing budgets are cut and market managers last a year or two and move on. Then, the … Read the rest
The Skillset That Puts You at the Head of the Pack
If you think doing a good job is what it takes to get to the head of the pack, you’re naïve, confused, delusional, or all three. Take your pick.
And here’s why. Doing a good job is the starting point, the baseline. It’s what’s expected. There are plenty of people doing a good, even a great job. But they’re dead in the water. They aren’t going anywhere, other than out the door in the next restructure.
Tough words, but they don’t need to be the last words. Here’s what … Read the rest
“Martha has so much going for her, but she could be doing so much more for herself.” How many people do you know or work with like that? What keeps us from getting to where we want to be or what we want to do? Sure, it may be a lack of the right skills, bad luck, having other goals, or just being plain lazy.
More likely, however, the answer is elsewhere and much closer to home. We can call them “everyday” attitudes that are so much a part of us we don’t know the damage they’re doing. Here are … Read the rest
Sales managers scratch their heads. “Right from the start, I was so sure Carl would be a top performer. I would have put money on it. But before I knew it, he crashed and burned.”
It’s an old story, one that often ends with the same words, “I wasn’t cut out for sales.” Maybe. But probably not. Poor training, inadequate support, and unrealistic expectations can each play a role.
Even so, what causes potentially good salespeople to fail has little or nothing to do with poor sales skills. The real harm is self-inflicted. Salespeople sabotage themselves. And here’s how they … Read the rest
No matter their strengths, businesses, like people, are always at risk. Some dangers are so blatant they dare being ignored. But others, far less obvious, cause untold — and even fatal — damage, eating away and undermining a company’s best efforts. Their work is insidious and relentless, going unnoticed until it’s too late. And it all happens without anyone breaking a sweat.
Even so, there are clear, but unseen, indicators that a business is in trouble. Here are several to consider:
Wanting to Believe Everything Is Going Great
Business people don’t like bad news. They reject it as they would … Read the rest
Selling is a tough profession — and from all economic indicators, it may not be getting much easier anytime soon. Just about everyone in sales will experience cautious, reticent, buyers who are expecting more for less. Don’t expect to see this change. While the cup is at least half full, buyers may be seeing it differently for quite some time.
If this is what the real world is like today and is where salespeople find themselves every morning, what should they be doing? To get ahead of the competition and to put more business on your company’s books, here are … Read the rest
It’s amazing. So many salespeople with great potential either drop out or have limited success. Most have good skills, possess the right attitude, and want to get ahead. But something holds them back.
What are they missing?
Simply put, they don’t know the rules for getting to the top. Here are several rules that will help get the job done:
Do It Now
The world has changed and the message for everyone is fast forward. Wells Fargo’s FastFlexSmall Business Loan program tells the story. Online and funded as quickly as the next business day, there are no meetings with a … Read the rest
Most customers would like to believe salespeople, but they’ve been burned so often they don’t let themselves do it. That’s why salespeople make the mistake of trying to overcome distrust by “playing the part,” offering phony friendliness, or making exaggerated claims. All of that only further complicates their predicament.
Happily, there are salespeople who refuse to be tainted with the questionable practices of their less-than-reliable peers. They know the value of being viewed as trustworthy. Here are several ways to go about creating credibility and establishing trust:
- Never let customers’ doubts taint you.
It’s a fact: customer distrust creates a … Read the rest
It took a long time but it had to happen. And it did. Finally, there are schools, summer camps and weekend experiences where kids learn how to tinker. This is far from what some call “futzing around” and others label wasting time. It’s serious business.
Tinkering was once a valued profession. Adept at analyzing and solving problems, tinkerers tackled anything that needed fixing. They were skilled problem solvers who figured out what was wrong with equipment and machinery and fixed them, as well as found ways to improve their performance.
Tinkering is anything but a lost art. Spotting and dissecting … Read the rest
Trying to get fish into the boat before catching them sounds crazy, something that wouldn’t make sense to experienced fishermen. Even so, it’s the most common error salespeople make and accounts — more than anything else — for lost orders and prospects who never become customers. That’s what happens when you try to get the order before you have a customer.
What salespeople are doing makes perfect sense to them. Unfortunately, it doesn’t compute so well with their prospects and customers. They are so focused on making the sale, they don’t think about what’s going on in the customer’s head … Read the rest
If you want your associates to roll their eyes, look at you as if you’ve lost your marbles, or walk away shaking their heads, tell them that thinking is the best business tool ever made.
Like oil and water, Tom Brady and Roger Goodell, and culture and the Kardashians, thinking and business are usually at odds with each other. Taking action is the key to success in business, not sitting around thinking.
“I will act now,” Og Mandino, the venerated sales guru urged in his bestseller The Greatest Salesman in the World. To make his point, he repeated, “I … Read the rest
Ask salespeople what customers want from them and you’re likely to hear such words as friendly, positive, responsive and problem-solver. Whatever else they may be, these are “the comfort words of sales.” It’s how salespeople picture themselves.
Ask customers what they want in a salesperson and the words they use may be quite different. What they are looking for is integrity, responsiveness, initiative, knowledge and guts.
This suggests that it’s in a salesperson’s best interest to align their performance with customer expectations. It’s not only the way to keep them happy; it’s the best way to keep them as customers. … Read the rest
No matter what we sell, there are times when the brakes are on. Something is holding us back, keeping us from moving forward.
Then, we feel even worse when hearing about someone who gets ahead by overcoming unspeakable adversity. “You can do it. Just change your thinking.” It sounds easy and most of us have tried it dozens of times. And it works — for about five minutes.
As most salespeople know, moving forward is tough, but changing our behavior can help knock down obstacles. Here are eight ideas to get the wheels moving in the right direction:
1. Get … Read the rest
No matter what you do, getting ahead shouldn’t depend on lucky breaks, favoritism, or even hard work. It should be in our control. To make that happen, certain behaviors will help you stand out from the crowd. Here are eight of them.
1. Be Suspicious
No one likes getting blindsided, yet it’s all too common in business. More than anything else, a little paranoia helps avoid the sucker punches.
Even when some coworkers are bracing for a layoff, others are shocked when it happens. “I didn’t see it coming,” they say. Is it possible that we can get so wrapped … Read the rest
Even though we know that “telling isn’t selling,” we can’t stop doing it. It’s become “second nature” to tell customers what to think, believe and buy.
In a sense it is, since most of us were raised to “respect authority,” whether it was the police, teachers, clergy, bosses, doctors, accountants, politicians, reporters, bankers, business leaders, coaches and news anchors.
It worked well for selling just about anything, but not now. The air has gone out of respect for authority, including marketing and sales.
Even so, playing the authority card continues. From actors in TV ads wearing white coats with stethoscopes … Read the rest
It takes smart, highly competent salespeople to meet the challenges presented by today’s informed and savvy customers.
Even so, there are many in sales who believe that success depends on a friendly smile, a gift for small talk, and a large dose of enthusiasm and optimism. Others might toss in a passion for selling, listening, the ability to close, and coming across as sincere. Yet, possessing a great attitude and excellent sales skills doesn’t guarantee success.
Many salespeople who “do everything right” underperform. With so much focus on personal qualities and skills, the sales process doesn’t get the attention it … Read the rest
First impressions make a difference when the goal is winning a new customer, moving up the career ladder, gaining acceptance to a group or, of course, attracting a new special friend.
That’s a lot to ask when some experts say first impressions lock-in in the first three to seven seconds. A Princeton University researcher drops it to less than one second.
To make first impressions even more daunting, some claim first impressions are indelible, with no second chances. To put it bluntly, first impressions are a life sentence without the possibility of parole.
That’s one view, a frightening one at … Read the rest
Selling is never easy. Never. But salespeople often make it even tougher for themselves by letting customers get away empty-handed. It isn’t that customers don’t find what they want or what they’re looking for. It’s just that they don’t want to deal with the salesperson.
With the 800-pound Internet gorilla lurking over every sale, today’s customers are much more demanding when dealing with salespeople. If the experience doesn’t meet their expectations, they’re gone.
More often than not, misreading customers causes them to look elsewhere — missed sales. It doesn’t need to happen and here’s how to avoid it:
Be Sure … Read the rest
Employment is on the up side. Employers are actively looking. Offers are getting better. Even so, many find themselves “stuck” where they are with no light at the end of the tunnel. Getting ahead eludes them; knowing how to make things happen isn’t easy.
Keeping your fingers crossed that a rising economic tide will take care of you or that your luck will change is, to put it bluntly, naïve, or stupid. You have better odds at the lottery.
This may sound pessimistic. “You have to stay optimistic,” some will say. It sounds good but it won’t get you where … Read the rest
With all the talk today about the need to create a great experience for customers, why are so many companies overwhelmed with a tidal wave of customer complaints?
Much of it is little, picky stuff; but small things get big in a customer’s mind, and the next thing you know, the customer is gone — for good. Spotting the little stuff that upsets customers is the first step. The next one is to do something about it.
Here are examples of little stuff that drive customers crazy — and away:
- “We Make It Easy for You” — For many customers,
… Read the rest
There are a few star performers in sales. The other 99 percent fall on a continuum from very good to poor. While this isn’t news to anyone, the common approach is to hold up the one percent as models for everyone else. “Strive to be a star,” they’re told. While that may motivate a few, it doesn’t help the vast majority of salespeople who want to sell more but don’t know how to go beyond where they are.
This picture isn’t complicated. For the most part, salespeople can do things that bother customers, so they lose sales unnecessarily. Here are … Read the rest
“Digital disruption makes a nice headline,” said an insurance executive, responding to a news report that insurance agents are being “squeezed” by the Internet. “The realities of the insurance business are a bit more complex than that,” he said, assuring insurance agents that digital is no threat to their business.
We like to think that what we do is impervious to disruptive forces. But the tipping points come and the longstanding pillars begin to crumble. Some try to hold on for dear life.
Somehow or other, we believe we can beat the odds, that the storm will miss us, it’s … Read the rest
Even highly experienced and successful salespeople can have a blind spot. So intent are they on what they want to accomplish, it’s easy for them to ignore how others view them. And it isn’t always complimentary. “Oh, don’t take Sally seriously. Just remember that she’s in sales.” This is one reason why year-after-year salespeople find themselves on the bottom rung of the public’s trust ladder.
Going into sales can be like having three strikes hanging over your head every day: instant distrust, not being taken seriously, and getting more rejections than you deserve. What’s amazing is that so many stay … Read the rest
There’s an oversupply of useless, wacky, and just plain dumb marketing and sales ideas. For example, if someone says the best time to e-mail customers is 10 a.m. on Thursdays, forget it. What if you’re aiming at teachers, lawyers, nurses, boomers or just about anyone else? One solution never fits everyone, even if they’re in the same market segment. So, forget about simple solutions to issues that require serious thought.
Right at the top, an idea that makes sense must pass the useful test; it’s only good if its works — if it gets the desired results. Here are several … Read the rest
There’s nothing complicated about being successful in business. It’s simple and it goes like this: It’s all about making a name for yourself. That’s it, self-promotion. Getting known.
Whether it’s finding and impressing prospects, keeping current customers, or moving ahead in a career, volunteering has long been the platform for gaining visibility. For some, it’s serving on company committees and taking on extra assignments, or having a reputation as the “get it done” person.
In the community, self-promotion ranges from sponsoring or coaching youth sports teams, working charity fundraisers, belonging to a service club or fraternal organization, serving on non-profit … Read the rest
Tactics constantly come and go in sales without making a significant impact on outcomes. On the other hand, solid strategies can make a significant difference in what happens. Here are several sales strategies that can have a positive influence on performance in 2015.
Define Yourself Clearly
Most people let others decide who they are, define their capabilities, and what they can accomplish. This happens without even knowing it. More often than not, the results are far from accurate.
Worse yet, such “labels” stick, unless we work to change them by having a clear picture of how we want to be … Read the rest
It’s easy to roll your eyes and moan about the state of business communications — everything from incomplete, inaccurate and confusing e-mails and memos to meeting minutes and reports that don’t make sense. Ineffective business letters, most of which are peppered with the first-person singular pronoun, are fodder for the recycling bin.
All this results in errors, causes confusion, wastes time, creates aggravation, and puts even capable workers at an advancement and career disadvantage, not to mention the negative implications for their employers.
It’s any wonder that productivity, which is dropping, isn’t collapsing. However, it’s irrelevant whether or not the … Read the rest
In Lee Child’s Without Fail, a Secret Service official simplifies a disturbing problem. “If the Yankees come to town saying they’re going to beat the Orioles, does that mean it’s true?” And then he adds, “Boasting about it is not the same thing as actually doing it.”
It’s the same with sales where there’s often too much boasting and not enough doing. Here are several tactics to improve sales performance.
- Use Stories That Make a Difference to Customers
While facts help support a sales presentation, they can also be confusing, create doubt and turn people off. Yet, many salespeople fill … Read the rest