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.

SLH SALES SYSTEM SALES TRAINING MORSEL #29

“AWAKEN”

DORMANT ACCOUNTS

DAVID RUBINSTEIN

EDITED BY

JIM OLSON

Why are banks robbed? Because that’s where the money is!

There are six (6) ways to leverage existing accounts, each of which assists in getting our business to “critical mass” – the point at which our business generates our business. (We dealt with referrals in Morsel #4 and will introduce the others in the near future.)

One of these methods is by “awakening” dormant accounts. These accounts have a history of good credit and have paid in a timely manner. But for one reason or another, you haven’t done business with them in a while. Sometimes, things change for the customer and the account becomes dormant. Frequently, though, we allow accounts to go dormant through neglect. This is a shame as these are people and businesses that were once were very important to us.

These accounts are easier to reach than making a cold-call. You know the decision-makers and they know you – there is history. And, there is a story in every account.

As with every call, it is essential that you know what you’re going to ask – a Protocol (Morsel #17) – for these calls. Remember, you haven’t reached out to them for a while and you need to be prepared.

You may want to ask:

·        What has changed in your business since we last talked?

·        How satisfied were you with the level of service provided in the past?

·        What one (1) thing would you change in the way we worked together?

·        What will you be needing next that we can provide?

Sometimes, we discover there was a problem. If so, you may want to ask:

·        What happened?

·        (If appropriate make certain to apologize.)

·        How was it resolved?

·        How willing are you to resume doing business with us again?

Awaken dormant accounts to re-establish past relationships and to grow your business. You may want to consider making a concerted effort to contact these accounts again. Make it a company-wide effort.

Why? Because that’s where the money is!

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.

SLH SALES SYSTEM SALES TRAINING MORSEL #28

GOT, GOT, GOT NO TIME!

DAVID RUBINSTEIN

EDITED BY

JIM OLSON

Sellers work hard to always be available for their clients. Because of cell phones, text messaging and e-mail, Buyers now expect, sometimes even demand, it. Selling is now a “24/7/365” job. Consequently, I hear more Sellers complain about having no time to get their work done. Unfortunately, we rarely do anything about it. Accepting a hectic schedule goes with the territory.

Time Management is the most difficult thing Sellers deal with and effectively control. Time is the only thing that we can’t make more of. The real problem might not be that “there isn’t enough time,” but how we allocate what time we have. Ironically, if most people were given an extra hour a day, they would probably use it doing the same things that are already distractions.

The first step is to understand the reality of how we spend our time.

It’s pretty cool that we use the term – “how we spend our time,” as if it is a valuable commodity, like money. Well, it is! We choose to either leverage this asset or waste it.

So, for the next three (3) work days, do the following:

·        At the top of every hour, write down what you did that hour.

·        Decide what you to need continue doing.

·        Decide what can be done by others.

·        Decide what can be done at a different time.

I bet you’ll be surprised by what you discover.

A simple rule of thumb is to spend your time doing those things that yield the greatest revenue and productivity. We need to be more cognizant of the value of our time. Take a look and if you don’t like what you’re seeing, make changes now.

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.

SLH SALES SYSTEM SALES TRAINING MORSEL #27

HELP ME HELP YOU!

DAVID RUBINSTEIN

EDITED BY

JIM OLSON

The relationship between Seller and Manager is meant to be symbiotic. Each party benefits from the other. A sales staff can only function and a Manager can only lead when there is a two-way street of information and constructive dialogue between Manager and Seller.

Of course, there are always instances of divergent viewpoints in this relationship. Frequently, Managers must protect and defend margin and say “it’s not going to happen.” Sellers may want a sketchy deal to be approved regardless of how it might affect the company.

As in all sales situations, the ability to communicate clearly and effectively is vital.  Communication – “external” with customers and “internal” with colleagues and Managers – must flow freely. Unfortunately, I have seen many instances where things are not in balance. Managers will micro-manage or don’t pay enough attention to Sellers’ needs. Sellers go “stealth” in order to escape being managed. Or, Sellers run to Management, regardless of the issue or its importance.

In order to inject balance in the Sales world, Managers should consider asking these questions the next time a Seller comes knocking. And, Sellers should be prepared to answers these questions before that visit:

·        WHAT HAPPENED?

·        WHAT DOES THE CLIENT WANT?

·        WHAT DO YOU THINK OUGHT BE DONE?

·        WHAT’S BEST FOR OUR COMPANY?

This way we race to common ground and the most logical course of action. As a result, Sellers will come to Managers not only with problems but with solutions.

What do you think?

Good Selling!

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 #26

SOMETIMES WE SHOULD JUST ZIPIT.COM

I was with a Seller on a late Friday afternoon. There were four (4) of us and, like everyone else – I thought – I was anxious to start the weekend. What ensued just wasn’t right!

This Seller, in an attempt to be “thorough,” proceeded to go into painstaking detail – reading from a technical specs sheet – about how his product not only “was the industry leader,” but how it worked! He explained how this part worked in conjunction with that part. And, it continued for 35 minutes – which is a really long time!

Later, in the parking lot, he asked what I thought of his presentation. I responded by asking his opinion. “Thought it went great,” he said. I asked why he went into such great detail and he responded that “I always do it that way.” He was unaware that the three (3) of us were bored to tears and the Buyers were just too nice to say anything.

I suggested he could have presented a choice for the Buyers:

·        Allow the Buyers to peruse the product information and then respond to their questions.

·        Go into the detail as he had.

Let your Buyers provide an easier way to Sell.

A good rule to follow might be – “don’t answer questions that haven’t been asked.”

What do you think?

Good Selling!

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