SLH SALES SYSTEM SALES TRAINING MORSEL #34

ALWAYS THINK LIKE A SELLER

DAVID RUBINSTEIN

EDITED BY

JIM OLSON

When Selling, how often do we not do something because we think if we were a Buyer we wouldn’t want it to happen to us? For example, the simple act of asking a receptionist for a decision-maker’s cell phone number? Or, actually calling that person on their cell phone? This is what I call “thinking like a Buyer.”

Thinking this way can prevent us from doing what we have to do to make us a successful Seller. It’s like going to the Dentist with a sore tooth. When the Dentist begins poking around, we yell “stop.”  And, when that happens,  nothing gets fixed. We prevent the good Doc from doing what needs doing.

There are a number of things that are uncomfortable about Selling. Making cold-calls probably heads that list. In addition, many Sellers also feel uncomfortable asking for referrals, saying they “haven’t yet earned the right” to ask. Let the person being asked make that decision. Buyers will take care of themselves. We cannot be both the Seller and the Buyer – we need to think like a Seller, because we are!

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 #34

ALWAYS THINK LIKE A SELLER

DAVID RUBINSTEIN

EDITED BY

JIM OLSON

When Selling, how often do we not do something because we think if we were a Buyer we wouldn’t want it to happen to us? For example, the simple act of asking a receptionist for a decision-maker’s cell phone number? Or, actually calling that person on their cell phone? This is what I call “thinking like a Buyer.”

Thinking this way can prevent us from doing what we have to do to make us a successful Seller. It’s like going to the Dentist with a sore tooth. When the Dentist begins poking around, we yell “stop.”  And, when that happens,  nothing gets fixed. We prevent the good Doc from doing what needs doing.

There are a number of things that are uncomfortable about Selling. Making cold-calls probably heads that list. In addition, many Sellers also feel uncomfortable asking for referrals, saying they “haven’t yet earned the right” to ask. Let the person being asked make that decision. Buyers will take care of themselves. We cannot be both the Seller and the Buyer – we need to think like a Seller, because we are!

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 #33

“ADDING-ON”

HOW TO EASILY GROW YOUR BUSINESS

DAVID RUBINSTEIN

EDITED BY

JIM OLSON

Sales numbers tell us what we take from the market but not what we leave in it!

The simplest way to grow our business is through “adding-on” to current transactions.

Technically, adding-on is “extending” the sale by asking about associated items – “things that go with things.” Every industry and product provides opportunities for add-ons but I’m amazed at how often we stop when we really should go.

The best companies train their Sellers to add-on and make this practice part of their culture.

MACDONALD’S. “Do you want fries with that?” This is asked by every 16 year old who has ever put ketchup on a hamburger. And, then “How about a milk shake or an apple pie?” It happens every time. Why? Because the 21 year old manager says so.

THE MEN’S WEARHOUSE. Of course, suits are the backbone of this business. All of their marketing and advertising – “I GUARANTEE IT!” – talks about the suit. Of course, folks don’t just need suits – they need shirts, ties, shoes, belts, etc. I once attended Suits University, the company’s incredible training institution, and learned how the pros do it. It’s done with a thigh-high presentation table within 10 feet of the changing room loaded with items that complement that suit.

THE UNITED STATE POSTAL SERVICE. Not kidding! On the millions of transactions that occur daily at Post Offices throughout this great country, every unionized, government worker asks whether we need stamps. Think about that training endeavor!

Many companies have computer systems that automatically “pop-up” add-on items which makes it really easy for the Seller. Short of this, Managers should consider designating a “daily add-on” and then track the number of times customers are asked about their need for it. You may want to consider rewarding the “ask” because when we ask, the odds of a “get” increase dramatically.

A pro-active add-on program also “takes the Buyer out of the market.” The Buyer is going to need that accessory but once out of the store, we provide our competition an opportunity they don’t deserve. Interestingly, by our adding-on effort, our Buyers gain through the benefits of a “one-stop transaction,” saving their time and gas – at $4.15 a gallon.

Whatever your industry or product, initiate a proactive add-on program today.

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 #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.