SLH SALES TRAINING MORSEL #66

LOWER THOSE EXPECTATIONS

DAVID RUBINSTEIN

EDITED BY

JIM OLSON

Ask a room of Sellers what their expectations are when they make cold-calls. How many of those calls do Sellers expect to “close” at some point? More than half will respond with “most” or “all.” I find this expectation wacky.

How can the mere fact that we show up at an office or a job-site lead to these expectations? I think we may be kidding ourselves. Or, trying to develop a false-sense of optimism to keep us motivated to make cold calls.

Why do we think this way? Perhaps, it’s all the motivational speakers and tapes out there. Those outlets dictate that we have to BELIEVE that we’ll get the business – and, therefore, we will. Otherwise, why make the call at all? Or, how can Sellers be Sellers without that belief? So much of this thinking is about being in a “good place” while making sales calls, about being “pumped.”

The reality is that these Buyers are doing business with someone else. They have formed relationships with them, are comfortable with the level of service being provided and pleased with the quality of the product. Why should they change just because we show up? How arrogant is it of us to assume that our mere presence will change that?

The higher our expectations are when making cold-calls, the more likely we are to do silly things, like....  

• Reducing margins unnecessarily.
• Making promises that can’t be kept.
• Positioning our Management to look like the “bad guys” in front of the client.
• Spending time pursing what shouldn’t be pursued.

 Many times I’ve seen Sellers “go rogue,” thinking they represent the Buyer. In order for good business to happen, both sides must benefit. We are frequently in the middle, having to negotiate with our Sales Management and the Buyer. But, our primary interest has to be the health of our employer. Providing “value” works both ways and what we bring to the Selling table is the definition of “Value Selling.”

Making effective cold-calls is incredibly difficult but keep your expectations realistic and you’ll never be disappointed.

By the way, when cold-calling I close about 2% of the accounts I touch, exactly what I expect. Much more importantly, I close more than 90% of the referrals I’m given!

What do you think?

Good Selling to you!

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 the SLH Sales System.

SLH Sales Training Morsel #65

PRACTICE?

IT’S JUST PRACTICE!

DAVID RUBINSTEIN

EDITED BY

JIM OLSON

Alan Iverson protested loudly and incredulously about the need to practice. He was dumbfounded that his coaches expected, actually required, that he work hard during practice. Iverson was probably one of the greatest point guards to have ever played (although he does not own a Championship ring) in the NBA. He claimed to grasp his role as the leader of his team yet couldn’t understand the stink made over his less-than-total devotion to practice. He didn’t, or chose not to, get it. He was, he said, all about the real game.

How many of us actually practice our craft? I’m not talking about “practicing” on real accounts. I mean practicing the way we did in high school and college when on the basketball, volleyball or cheer teams. The concept of Sellers practicing is totally outside the realm of consideration for most of the selling world. When talking about this, I am met with blank stares and thoughts that I’m kidding. Actually, I rarely meet a Seller who practices.

My daughter Molly, when is high school, was poised for her first class presentation and filled with dread. We went to the SLH headquarters (in the garage!) where I set her up with a video-camera. About fifteen (15) minutes later, we reviewed what she had done. The first few takes weren’t pretty but eventually she showed gradual improvement. The next day she reported that she “aced” it. More importantly, she requested the same set-up a couple of weeks later – she was “self-training!”

So, what should Sellers practice?

·         Grab a colleague and do a role-play.

·         Ask your Manager to include role-play at each sales meeting.

·         Memorize your protocols – know what you’re going to ask before you get there.

·         That’s a start!

What do you think?

Good Selling to you!

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 TRAINING MORSEL #64

WHERE IS YOUR EMPHASIS?

ASKING FOR THE ORDER

DAVID RUBINSTEIN

EDITED BY

JIM OLSON

There’s a movie with Mike Myers and Gwyneth Paltrow called “View From the Top.” It’s a light comedy and certainly worth renting. Mr. Myers plays an instructor in flight attendant school who, as usual, is a bit off-the-wall. For some weird reason he uses the phrase – “putting the emPHASIS on the wrong syLLABLE.” Get it? I think he’s saying that sometimes our focus can be misdirected. Kind of like worrying too much about the about the tail when there might be major issues with the dog.

I feel the same way when Sellers voice concerns regarding difficulties with asking for the sale,  otherwise known as “closing the sale.” So much emphasis (emPHASIS?) is placed on whether someone is a “good closer.”  (Check out “coffee is for closers” in David Mamet’s otherwise brilliant “Glengarry Glen Ross.”) We may need to at it look at it differently.

When done properly there should be a natural flow when “asking” in the sales process. Although we move from section to section – asking to telling to understanding objections, etc. – it needs to be done in a seamless manner. Many younger Sellers, and some veterans, become uncomfortable when it’s time ask for a commitment. Asking for the order should simply be a continuation of the asking process.

We need to appreciate that getting the business doesn’t always correlate with a proper “closing.”  There are many factors that come into play when asking for the order and results are not always an accurate barometer. Perhaps we missed something earlier in the process. Maybe, personnel changes on the Buyer’s side happened. Financial problems? Remember, things change.

Conversely, just because we get the order doesn’t mean that we closed properly. Heck, sometimes we’re just plain lucky. Your client got a large piece of business. A budget got expanded. A competitor screwed up.

Remember that sales is a race to “need.” Get there as quickly as possible and then stick with something simple when asking for the order:

• What do you think?
• How’s that sound?
• How ready are you to proceed?

This way we can emphasize what needs to be emphasized!

What do you think?

Good Selling to you!

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 TRAINING MORSEL #63

GETTING THE MOST

OUT OF SALES TRAINING

DAVID RUBINSTEIN

EDITED BY

JIM OLSON

As we all know, Sales Training needs to be supported and leveraged to yield the results we want. We also know that for this type of Training to be effective, our Sellers’ activities are going to have to change – and therein lies the rub. It can be extremely difficult to make this happen. So, what can we do about it?

In mid-June, I presented SLH for Inside/Counter Sellers for W.A. Roosevelt (now part of the Dakota Supply Group), an Electrical/HVAC/Refrigeration/Plumbing Wholesaler based in Wisconsin. Todd Eber is WAR’s incredibly capable President and he chose to be very proactive in leveraging his Training investment, especially as WAR is moving into ESOP mode.

Below is Todd’s follow-up plan ("RULES OF ENGAGEMENT FOR INSIDE SELLERS") to the SLH Training sessions. Wasting no time, he began communicating in writing exactly what is expected of Managers and Sellers and then stuck with it. He is relentless.

Todd can be reached at 608.781.8369 ex. 234 and ebetod@waroosevelt.com.

Good Selling to you!

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.

W.A. ROOSEVELT

RULES OF ENGAGEMENT FOR

INSIDE SELLERS!

Overview:
Since our Sell Like Hell Inside Sales training on June 19-20, we have gained a great deal of traction on taking some of the key points of learning and putting those into action. We’ve done that through daily e-mail to Managers with recaps on add-ons, quote follow-ups, and post-delivery follow-ups. The daily e-mails were intended as a short-term step to help develop long-term behaviors, knowing we would implement wider reaching permanent expectations for those working in inside sales, counter sales, and in project quotations & design roles. The following is the outline of those expectations:

Phone Greeting:
Use a minimum of a three part greeting 100% of the time when answering the phone.

Example: "Thanks for calling WA Roosevelt, this is Todd, how can I help you?"

Setting the tone with a positive and friendly greeting gets you off to a great start. From there you need to find out the customer’s needems to match with our gottems, while matching the customer’s urgency (timeframe and mood).

Quotes: 100% follow-up on quotes of $2,500 or higher.
Customer Benefit: Following up on quotes tells the customer you care about the business they do with us, and that you’re organized. The follow-up needs to be completed within an appropriate time-frame based on customer feedback. Example question after providing quote to customer: "When can I get this to the job-site?" If customer says it’s not time yet, they haven’t chosen a supplier, they haven’t been awarded the job yet…then get the specific timetable and follow with something like, "OK, I’ll give you a call on Tuesday July 17^th to check in…how’s that sound?"

E-mail appropriate Mgr & TSM with notification of customer quote more than $2,500.00.

Ask for the order 100% of the time on ALL quotes. This can be done with one simple question like this, "When would you like me to send this your way?"

Add-ons: Ask for a minimum of two "gottem" items. 100% of the time, with phone or counter orders.
Customer Benefit: Many customers have been thanking us for asking about these add-on products because they had forgotten about them! Think of this as a great W.A. Roosevelt service you’re providing so they don’t get to their job and have to run back to pick up something they forgot.

Ask a simple question something like, "What are you doing for a pad, line-set, and whip to go along with the condensing unit?" Remember,"What else do you need" DOES NOT qualify for a good, specific, gottem add-on question! Creating "cheat sheets" for products you’re typically involved with will be a big help.

Remember, add-ons can go in two different directions; larger products or equipment that leads to smaller accessory and support items as add-ons, or smaller accessory items that lead to larger products or equipment as add-ons.

Post Delivery Call: Make 1 post delivery call per day.
Customer Benefit: Gives the customer a chance to share performance feedback, plus it differentiates by "saying" we care about our performance. Example: "Hi John, just wanted to find out how yesterday’s delivery of X,Y,Z went?" If it didn’t go well, apologize and fix it. If it went well this is an opportunity to ask a renewal question with something like, "Great to hear! What more is going on with either that project or something else that we can help with?"

We don’t want to be a pest to any one particular customers with repetitive calls within a short time. This shouldn’t really be a problem since we make many deliveries to many customers, but it also will take some coordination to make sure we’re not "overlapping" calls.

Dormant Account Call: Make 1 dormant account call per week.
Definition: A dormant account is a business that hasn’t bought anything from us in three months, AND it’s not due to payment status. Example: "Hi John, this is Todd from W.A. Roosevelt and as I was looking through an older file it led me to realize we haven’t heard from you in quite awhile. I wanted to see what types of things you have going on that we might be able to help with." This should get the conversation to the point where you can listen for needems that we can provide our gottems.

100% of all dormant account calls need to be followed up with a confirming e-mail. Example: "John, it was great reconnecting with you today. Glad to hear things are going well for you and XYZ Company! Regarding that "XYZ" we discussed, I’ll be checking on price and availability with our vendor partner and will send you an update e-mail before close of business tomorrow…how’s that sound?"

Price Objections: Handle "Your price is too high" customer objections with SLH strategy 100% of the time.
Example: [Customer] "Hmmm….your price seems pretty high." [WAR SLH Expert] "When you say pretty high, what do you mean?" [Customer] "I mean I can get it cheaper down the street." [WAR SLH Expert] What and who are you comparing against…what delivery put away, warranty support, Roosevelt Rewards, etc. does that come with? [Customer] Look, it’s apples to apples…how much lower can you go?" [WAR SLH Expert] "How much lower do we have to be?"

These questions are all with the purpose of NEVER, EVER , EVER being the one to present the second number…that’s the customer’s job! If they still won’t give a number say, "Look, I don’t mind negotiating with you, but I can’t negotiate without you." If they ultimately won’t give you another price simply state, "Sam, without knowing anything else about where we need to be the price I’ve given you is the best I can do."

Feel liberated yet!?!

SLH SALES TRAINING MORSEL #62

TELLER OR ASKER?

DAVID RUBINSTEIN

EDITED BY

JIM OLSON

Which are you?

I’ve begun asking Sellers whether they are “tellers” or “askers.”  The almost-immediate answer is, “I’m an asker.” Sometimes, though,  reality and perception are very far apart. After much discussion and a little video-tape role-play, the realization creeps in that most Salespeople do more telling than asking.

Of course, Sellers have to do both - telling and asking. But, this is a question of sequence – which comes first? My experience has shown that most Sellers “tell” before they ask. This appears to be the easiest route to take as it feels “natural” and can create an illusion of “give and take,” building a relationships and, well, Selling. Some Sellers have even told me they think it’s “to pushy” to start with questioning. I take a much different stance.

Wherever you stand on this issue, you need to understand exactly what type of Seller you are and wish to be. Begin audio-taping your end of phone calls to know for sure. Then, role-play with your colleagues and Managers and try asking first, then telling. I think you’ll find that your “telling” is getting in the way of your “asking.” After all, how can a Seller “tell” what they can do for a Buyer without asking the proper questions to understand their needs?

Asking first is the more difficult route – at least at first. You’ll need to know what your going to ask before you get there and then continue asking based on the Buyer’s responses. This will require change, which can be very difficult strategically and in execution. Stick with it, though, and you’ll become a committed “asker” first and a “teller” second.

What do you think?

Good Selling to you!

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 Training Morsel #61

WHAT DOES “VALUE” MEAN?

AND, WHO DECIDES?

DAVID RUBINSTEIN

EDITED BY

JIM OLSON

It’s said that beauty is in the eye of the beholder. What about as it pertains to sales? Who determines value? The Buyer or the Seller?

Nothing initiates a more heated discussion in SLH Training sessions than this question. Folks stake positions and use all their powers of persuasion to move their counterparts. Traditional sales processes talk about a product’s “benefits” and the myriad reasons how a Buyer will gain from its purchase. I find this concept troubling.

I always use a self-effacing example to prove this point. While Training, and with other  scalp-expanded volunteers, I describe a product (we already know what the mystery item is) that was reduced in price from $19.99 to $1.99 and ask how many folks are interested in the product. Everyone raises their hands – except for a few cynics. It gets better, though. The normal one (1) month warranty has been extended to “forever.” Gasps abound as the interest level soars. However, my volunteers and I remain unmoved, not willing to partake of this terrific offer.  What’s the product? A comb, of course!

As a product “sits” – in a display case, on a lot or in a warehouse – how can it have value? Not only doesn’t it have value, it actually sucks the profitability from the company. The fact that it’s “in inventory” means that it has yet to find a “home” – at this point, no one wants it. Guess who makes that decision.

So, let’s not kid ourselves – the Buyer, and the Buyer only, decides whether a product has value or not.

What do you think?

Good Selling to you!

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 TRAINING MORSEL #60

WHAT DO YOU DO BEST

AS A SELLER?

DAVID RUBINSTEIN

EDITED BY

JIM OLSON

Ask Sellers what they do best and guess what the overwhelming majority will tell you? You will be told, “I build rapport.” Or, “I build relationships.” And, sometimes it’s simply “I’m a people person.”

How is this possible? How can every Seller have the same strength? And, what if someone doesn’t like you? How can so many Sellers build their careers on the hope of  being liked? Let’s face it – not everyone is likeable!

Suppose we look at this question within a different framework. Let’s answer with the following parameters:

What we do best must be learnable and trainable.

What we do best must be repeatable.

What we do best must be transferable between industries.

What we do best must be totally controllable by the Seller.

Now, what’s your answer? Keep in mind that building relationships does not qualify - two (2) people must form a relationship. It is not totally controllable by the Seller. I am absolutely NOT saying that building relationships isn’t essential – just that it’s not controllable by the Seller. Building real business relationships are based upon our ability to perform (see Morsel #12) at the highest level, as defined by the Buyer.

Here are some examples of sales skills that can be practiced and will pay dividends by mastering:

Opening.

Asking the right questions.

Listening.

Asking for the order.

Dealing with objections.

Adding-on.

Up-selling & down-selling.

So, what do you do best as a Seller?

Good Selling to you!

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.