SLH SALES SYSTEM SALES TRAINING MORSEL #32

THE MOST IMPORTANT CLIENT

IS THE ONE YOU HAVE

DAVID RUBINSTEIN

EDITED BY

JIM OLSON

We work so hard to develop new business. It is arguably the most difficult task for a Seller. Remember before we had ‘em, someone else did. Gobs of hard work, a bit of luck or perhaps a competitor’s screw-up resulted in our new account. A series of things happened – or didn’t happen – which opened the door to our success.  After all this, client retention may be the most important job we have.

The folks with whom we do business come in many forms. Sometimes they’re as consistent as can be. Other times they’re pains – taking too much of our time by demanding and expecting so much. Frequently they become true partners and, equally important, friends for life. Our best clients “have our back.” They speak loudly on our behalf in the market and to their colleagues. They establish and perpetuate our reputation and business. They are our treasure trove of references and provider of referrals.

The goal is to build “super relationships” with these clients. The way to do this is to deliver “super performance.” This occurs in many forms and it’s what we do, not what we say. It’s the late-night delivery when no one else is awake. It’s responding in case of an emergency. It’s taking their position when talking to your Management. It’s always considering their needs – not just getting the sale.

Remember for every one of our Super Relationships, we don’t have to make between 60/70 cold calls – because that’s how many cold-calls you’d have to make to replace that account. Every Super Relationship comes with two (2) “get-out-of-jail-cards” – these folks are more tolerant of our screw-ups but strive hard to avoid having to use those cards!

Be sure to go the extra mile as often as possible. Do stuff they never expect.

·        Speak well of them.

·        Do a “post-purchase analysis.” Confirm that you delivered what was purchased and is actually working for them.

·        Look out for new business opportunities for them. When was the last time you helped them win a piece of business?

·        Minimize cost-increases for your services.

·        Make it impossible for them to leave.

How much sense does that make?

Good Selling!

BLOG – http://selllikehellsales.blogspot.com

SLH Sales System “Morsels” are meant exclusively for non-commercial use by the recipient. No modifications of any kind may be made without the written permission of SLH Sales System. To be removed from distribution list, simply reply accordingly.

SLH SALES SYSTEM SALES TRAINING MORSEL #31

SELLING’S NOT TELLING

CHECK YOUR GOTTEMS

AT THE DOOR

DAVID RUBINSTEIN

EDITED BY

JIM OLSON

I believe that Sales is a race to understand the Buyer’s needs. We have to get there as fast as possible and, to guarantee a spot in this race, we need to know what we’re going to ask before we get there – see “Igniter Protocol” (Morsel #17). This can be difficult at first, as anything worth doing often is.

Too often, especially when under pressure, Sellers resort to telling their way through the sales process. As a result, we can get out of sequence – you know, that “ready, fire, aim” thing. This situation is often exacerbated by the emphasis placed on the ability to present a product by management, manufacturers and others trying to help. Too many Sellers lead with their product when it might make more sense to wait as long as possible before presentation. After all, how do we know what to present unless we know the needs of the Buyer?

Many Sales Managers and Sales Trainers call product knowledge “features.” I call product knowledge “Gottems.” Why? Because we got this, we got that, but basically, we Gottem. In order to guarantee that you’re selling the right way, consider this.

On your next sales call “check your Gottems at the door.” See how long you can go without mentioning any product knowledge to the Buyer. Make it all about the questions and understanding what the Buyer needs. Allow the Buyer to discuss what’s important to them and then you can present the right Gottems for that Buyer’s situation.

I think it makes more sense to “ask your way through the sales process” as opposed to “telling your way through it.”

What do you think?

Good Selling!

SLH SALES SYSTEM SALES TRAINING MORSEL #30

GETTING TO

“I’M NOT INTERESTED”

DAVID RUBINSTEIN

EDITED BY

JIM OLSON

When is being told by a Buyer “I’m not interested” a good thing? When is being told by a Buyer “there is no chance of a sale” a good thing? Almost every time!

Most every potential client appropriately asks me “what can be gained through your Training?” “What kind of results can be expected?” And, “what guarantees are extended?” No honest Sales Trainer can guarantee results. There are too many variables – the economy, the product, marketing support, the type of territory and, of course, the quality and experience of the Seller.

So, I changed my focus and have taken a different approach. I deal exclusively with the sales process. Ultimately, that’s all we really control. We have all learned that “practice makes perfect,” but that’s not always accurate. If we practice what is wrong, we get really good at doing the wrong thing. The accurate adage is “perfect practice makes perfect.” By focusing on what should be done and grooving it, the results are more likely to be favorable. We cannot expect to get business from every call we make. By thinking this way we are tempted to do silly things – like cutting margin or making promises that cannot be kept.

When making a sales call my initial goal is not to make a sale. I try to get to “I’m not interested” as quickly as possible. Remember that either the Buyer or the Seller can come to this conclusion. If I never get there, then I am in the right place. When things are not developing the way I want, I ask the Buyer whether it makes sense to continue to pursue the sale or whether I should move on. I always want to be told the truth. Why waste time on something that won’t happen? Over the years I realized that one of the most difficult things for a Seller to do is to “let go.” Hoping that a deal will come to fruition is often a waste of time. Sometimes it’s better to move to the next prospect.

As that great Seller, Vito Corleone once said, “not getting a sale isn’t personal, it’s business.” And, we should heed that advice! The right to exit the sales process should be a considered a gift from the Buyer.

What do you think?

Good Selling!

BLOG – http://selllikehellsales.blogspot.com/

SLH Sales System “Morsels” are meant exclusively for non-commercial use by the recipient. No modifications of any kind may be made without the written permission of SLH Sales System. To be removed from distribution list, simply reply accordingly.