SLH SALES SYSTEM SALES TRAINING MORSEL #36

“SO, WHAT’S YOUR

SALES SIGNATURE?”

DAVID RUBINSTEIN

EDITED BY

JIM OLSON

It’s not the latest pick-up line! But the answer may determine the quality of your sales calls.

There are only three (3) things that come out of the mouth of a Seller.

·        Gottems: Product knowledge, its technical aspects and application.

·        Opinions: Things we think, feel and believe.

·        Questions: Always remember to listen to the answer.

It is really important to know what we’re saying before we say it. And, it’s essential to have a plan going into a meeting. How many of us have such a plan? And, how often do we actually practice before we show up? My experience is that few of us do either of these things and end up “winging it.” How comfortable would you feel if your dentist did the same thing?!

A Sales Signature is established by the ratio of Gottems/Opinions/Questions we deliver while on a sales call. Everyone has heard stories of young wannabe football and basketball coaches who spend countless hours in dark rooms breaking down video-tape of players. Although such drastic measures may not be needed here, there is much wisdom in the process. I suggest an on-going video tape role-play program so that we can understand what is happening and what changes should occur in the sales process.

To get a “feel” of the sales call and truly understand our options, try this:

·        DO A ROLE PLAY WHERE YOU CAN ONLY TALK ABOUT GOTTEMS. I was with a Seller who insisted on going into an incredibly detailed explanation of how an engine in a forklift worked. Talk about boring! An English professor, after bestowing a “C-” on my mid-term paper, told me that “humor, like salt, should be used sparingly.” I use that theory with regard to Gottems. Imagine a world where “Gottem-dumping” is minimized!

·        DO A ROLE-PLAY WHERE YOU ONLY EXPRESS YOUR OPINIONS – THINGS YOU THINK, FEEL OR BELIEVE. If you want to “opinion” your way through a sales call, watch out. Who’s opinion is more important – that of a Seller or that of a Buyer? The Buyer’s position always wins – ALWAYS. It’s what they think, feel and believe that’s most important.

·        DO A ROLE-PLAY WHERE YOU ONLY ASK QUESTIONS AND LISTEN. Now, we’re getting somewhere.

Now, do a series of cold-call role-plays. Break-down the tape by tracking the percentage of each of the trio used. For example, on the first go-round, you might discover that you’re using 30% gottems, 45% opinions and 25% questions. Go again and try to get to 55% questions. And, then to 70%. This is the type of practice that will pay off for us on the next sales call.

I have always tried to stay away from opinions and use Gottems only after I understand what the Buyer needs. It’s the mixing of these ingredients which will produce the most effective sales call. So, be aware of what you say, prepare for your sales calls and make certain that your Sales Signature is what you want it to be.

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 #35

UP-SELLING

&

DOWN-SELLING

DAVID RUBINSTEIN

EDITED BY

JIM OLSON

One of the six (6) ways to leverage existing accounts is through up-selling and down-selling. Interestingly, these concepts can be perplexing for both Buyers and Sellers. They are frequently confused with adding-on (Morsel #33). In addition, many Sellers and Managers think that down-selling is a negative thing.

Effective up-selling/down-selling can be ticklish, indeed. It can cause conflict with Buyers by sending a message that “I know more about your needs than you do.” It may come across that we think that we’re smarter than the Buyer.

Up-selling/down-selling is about offering alternatives to the Buyer. Sometimes this solution can be more expensive in the short-term but easier, or actually less expensive, in the long run. It is understandable that Buyers may be suspicious of the Seller’s intentions. It is essential that we tread carefully and very important to get it right.

One of my favorite stories is about a fellow named Joe who had a “honey-do list” for the weekend and needed a shovel. He goes into the store and while checking-out, the Seller asks about the project. Joe has to install 75 linear feet of irrigation for the garden. The Seller suggests he rent a walk-behind trencher that will save loads of time and perspiration. But, it will cost $85.00 for the weekend, certainly more than the shovel. Joe says “no thanks,” completes the transaction and leaves. Well, a couple of hours later Joe, rather sheepishly, returns to rent that trencher because his back is killing him! It made more sense for him to rent the trencher even if it cost a few more bucks.

The simplest way to up-sell/down-sell is by using the “Tell & Chase (Morsel #11)” method.

·        Confirm that you understand what the Buyer is thinking. And, that their solution can work.

·        Introduce the alterative and explain how and why it can work more effectively.

·        Always use a Chaser (Morsel #11).

·        It sounds like this: “I understand what you’re saying and trying to do and it can be done that way. Another way to do it is by doing it this way and here’s why... (explain). Which makes most sense for you?”

When talking about down-selling, I find that Sellers don’t want to go there. There’s a feeling that it’s a bad thing because it yields a smaller order. But, keep in mind when a Buyer says “I don’t think so,” or their budget is slashed, down-selling becomes a very appealing alternative – to us! Remember that seeing the whole picture can provide perspective and an order – although not necessarily what we were hoping.

The real cost of a product involves a number of factors – usage, length of ownership, re-sell value, etc. The real value of any product, though, is determined solely by the Buyer. We should always be vigilant of that.

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 #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!