Thoughtful Thursdays - Making your sales job easier

Whether a seasoned veteran or rookie in the sales profession, thoughts will eventually come around finding ways to improve your sales process. How can I make it easier for the customer say yes?

Going through your sales tool kit, you find all the promotional materials you need including business cards, brochures, samples and price lists. You also have up to date scripts that reinforce the features and benefits of your product/service offering. You have anticipated objections and have solid responses to address them. Record keeping is meticulous and you always follow up. It looks like everything is in place for a success and you are successful. You just want to be better and are looking for another sales tool that will help you accomplish that goal.

One that is probably there, but sometimes overlooked is competitive advantage. Some will take it for granted, not be clear about what it is, or know it and forget to tell your customer.

As you are already successful, you must have an advantage over your competition, but are you able to articulate it to your customers? If you know what it is, do not forget to let them know.

If you are not sure what it is, take a look at the features and benefits of your product/service offering. Benefits can be determined by taking each feature and asking yourself "So what?"

You can identify or create your competitive advantage in a similar fashion. Look at your list of  features and benefits. Compare yourself to the competition. Are they talking about them? Are there any that you may be taking for granted that your competition is not talking about? You do not need to unique if you are the first to be speaking out.

In a competitive market place successful businesses look regularly for every advantage and sometimes it can be right under your nose. In my experience competitive advantage is best determined in a group environment. Brainstorm and put everything out there including features, benefits, customer feedback, and what you do best. Although it may be based on what you do or have done, it is about how you demonstrate it better than your competition for your customer's benefit. Once you have come up with your advantage, don't assume it is correct. Test it with your existing customers first, you may find it needs revision.

Quoting Jack Welch: "If you don't have a competitive advantage, don't compete."

Good selling,
Richard

Thoughtful Thursdays - Are you an 'X', or the in the business of 'X'?

A simple enough question, I had two meetings this week where the subject came up. The objection my clients were faced with was the perception that they were the business and therefore limited in what could be delivered.

In order to change that perception these business owners must clearly articulate to their customers that they are in business. I have seen this happen before and have the following suggestion to address the objection.

Focus on your business, the services that can be provided and the value in dealing with you. Increase the customers comfort level in choosing your business as the provider of choice. You represent the business, not the other way around.

Larger businesses have employees and many use sub-contractors on a routine basis. Your business is no different. You can not be an expert in every area, that is why you use outside support.

If freelancing is not where you want to be, put your business owner's hat on and be in business.

Good selling,
Richard

Thoughtful Thursdays - Breaking away...

... and I am not thinking about cycling.

Your first customers are not always, but in many cases, people you know or someone they know. Excellent outcomes as a result of networking and word of mouth. The business is up and running and off to a flying start. It does not get much better.

It is easy to get comfortable during this time, business is coming your way and it seems easy. Your customers are friendly and happy. It is a good feeling, not unlike being in bed on a cold winter day, toasty warm. It is so comfortable that you do not want to get out from under the covers.

Then something happens. Sales either flatten out or begin to decline. Your friends and friends of friends are tapped out, you have saturated the portion of your market that is your current network.

It is now time to make new friends. Breaking away and expanding your network is crucial to the long term health of your business. Time and time again new business owners are face with this. If your desire to achieve the vision you have for your business is not stronger than the fear of making the calls you need to, the consequences are easy to predict.

My suggestion is to take advantage of the good vibes and positive energy from the outset and do not wait for the lull. Begin to make the calls right away, build your contact list and continue to do it. The sales cycle for brand new customers is likely to be longer than with your current network. The sooner you begin, the greater the chances of mitigating any slow down in business.

Get out from under the covers, it is not as cold out there as you imagine.

Good selling,
Richard

Thoughtful Thursdays - A good news story

Today's thought is congratulatory and goes out to Toronto Business Development Centre client Sabbithry Persad, founder of Firewater Media Group.

Where Do Recyclable Materials Go? is the first book in a series published by Firewater Media Group. It is listed with Amazon and set for release April 1, 2011.

The Eco Adventures™ Garbology Kids™ Series uses humor to encourage greater learning and broader thinking about waste and waste generation, waste management and waste technologies. It includes diagrams of the recycling loop and the waste hierarchy. It also explains the five most common principles of waste management, diversion and disposal: the chief Recycling Concepts (the 3 R’s: Reduce Reuse, Recycle), Composting, Transform, Treatment and Disposal.


The Garbology Kids™ series offers a fun and interesting way to learn about waste generation and waste management, for the benefit of the Earth and future generations. Each book follows Tiana and her friends as they learn about different aspects of day-to-day environmental and human development issues, and shows children what they can do to help create a more sustainable world. Colorful, lively illustrations enhance every story.

Congratulations Sabbithry.

Good selling,
Richard

Thoughtful Thursdays - Are they really interested in buying?

We have all met them before, the ones who appear to be genuinely interested in what you have to offer, yet after putting your best foot forward and spending a great deal of time with them, they disappear.

A colleague of mine refers to these people as energy vampires, others call them tire kickers. They take advantage of your good nature and willingness to help, all at your expense.

I client of mine asked me how I deal with these prospects. The first step is to recognize that you are in this kind of situation. It can sneak up on you quite innocently and in the excitement and anticipation of closing a new sale we can be blind to what is actually happening.

For me, it comes down to listening and asking the right questions. Having said that, the approach may be different depending on the prospect as you do not want to appear pushy, impatient or dismissive with any prospect.

It is important to know when to stop talking, at what point in conversation you stop sharing your ideas and suggestions. If you tell them too much, they may decide to do it themselves. That may be  the desired outcome for them, but most likely not for you.

Having a sales process that keeps you focused on what you need to do, will minimize the chances of falling prey to these situations.

It may come down to asking your prospect a direct question about when they want to get started. A call to action from yourself indicating that before your go further down the road, a firm commitment will be necessary. In any case, do not be shy about asking, if you sense you may be going down a dead end street. I don't believe you will offend anyone by being honest with them.

Good selling,
Richard