The Selling Sherpa

Patrick L. Williams is a sales performance expert, international speaker, and a #1 hit recording artist with over 2 decades experience developing winning sales teams at top-rated radio stations, newspapers, phone directories and niche publications.

A Member of the National Speakers Association and an authority in creative advertising, customer-focused selling, and strategic networking.

Public seminars • Private workshops • Custom training programs • Keynotes

YOU ROCK!® • 253-318-7503

http://www.YouRockCommunications.com
http://www.linkedin.com/in/PatrickLWilliams

Sales Tip of the Day: Push Boards, good and bad

I was in a Subway franchise yesterday to grab a quick lunch.

From the counter, I saw this...

Note the use of a "push board" in the employee area, encouraging the team to focus on selling gift cards, reminding them how to properly weigh ingredients for closing, and why it is important for them to push apples NOW.

This is a great idea that you can use for your team.  If you are in B2B sales, this could be posted in the sales room where it can be seen everyday before salespeople start calling or going out on appointments.

If you are in B2C, post this board as near to the cash register as you can to help team members encourage impulse buys from customers already in line with the wallet out or purse open.

But, try your best to make sure customers cannot see the push board if you are going to include information that could be embarassing; look at the detail on that Subway push board...

No apples for me, thanks!

© 2011 Patrick L. Williams, The Selling Sherpa™

Sales Tip of the Day: Put 'em on "Hold" or return the call?

I've been calling around to find an eletric lawn mower and I've discovered that retailers definitely have seasonal stock strategies.

Since it's fall, most stores have moved them off the selling floor and replaced them with other items more suited to fall and winter.

One store I called said they might have some in the storage trailer out back, but he would have to find the key to the lock, open it up and crawl around to see if they do.

After prompting the clerk that I'd sure like to know if one is available for purchase today, he said he would go look for them but it would take him about 10 minutes or so.

I replied that would be fine and he put me on hold.

So I am listening to their on hold music (Frankie Goes To Hollywood's "Relax"....interesting....) while I wait for him to find out if they have a mower to sell me.

In this case, it would have been better to take my name and number and call me back.

Whenever a customer calls for something you have to look for, don't put them on hold for very long...they might just hang up and call someone else.

A better strategy is to ask their name and number and tell them you will call them right back as soon as you find what they want, even if you have to find it from another retailer.

That extra step will make you a hero!

© 2011 Patrick L. Williams, The Selling Sherpa™

Sales Tip of the Day: Gratitude is the right attitude

One ‘thank you” card a day...it’s more than most people will ever do.

A call to someone who has helped you to thank them....instead of an email.

Sincere appreciation shown to a customer at the register....rather than the rote, “have a nice day!”

Take a moment now to revamp the way you express thanks, and make thanks a daily habit.

Live an attitude of gratitude, and you will have a lot more to be grateful for.

© 2011 Patrick L. Williams, The Selling Sherpa™

Sales Tip: One "my friend" is more than enough.

I was in a retail store and there was a problem with the way my purchase was rung up.

The cashier called over the manager who, in the course of five minutes, called me "my friend" about a dozen times.

Practically every person I have asked about this say they feel uncomfortable when a salesperson uses that phrase a lot.  They call it too salesy, uncomfortable, offputting and inauthentic.

Is "my friend" part of your regular sales patter??  You might want to re-think that.

Using it once might be okay....any more than that and you risk alienating the person you are trying to attract.

© 2011 Patrick L. Williams, The Selling Sherpa™

Sales Tip: Greeting your customers is not optional!

I walked into a specialty store near where I live.

The woman at the counter was busily chatting away with someone who may or may not have been a customer, because the friendly conversation had nothing to do with the store or what the customer wanted....it was all basic chit-chat.

I know this because I had about five minutes to stroll around the area and listen to it without once being acknowledged.

There wasn't even a last-minute thanks for coming in as I strolled up to the front door and left.

Will I go back?  Well, yes, probably...they are the only store like it in the area.

But I know a lot of customers who wouldn't even consider going back.

If you are in retail, you must greet your customers, even if it means stopping a chat for a moment to do so.  Otherwise, they will probably walk out without making a purchase.

(Also, there are a ton of studies that prove stores who greet and acknowledge every customer tend to have less shoplifting.)

© 2011 Patrick L. Williams, The Selling Sherpa™

SALES TIP: Limited editions SELL!

If you can create a limited edition of ANYTHING, it will probably sell well.

Now I am not talking about just throwing a "Limited Edition" sticker on the same run-of-the-mill offering you always have available....I mean a genuinely limited run of a speical product.

For a great example, you should take a look at BANDmade Books.

They collaborate with bands to create unique editions from recycled materials.  The results are amazing!

Get together with your creative team and see if there is a way to create (legitimately) a limited edition or exclusive version of what you offer.

© 2011 Patrick L. Williams, The Selling Sherpa™

SALES TIP: You've got to DELIVER!

I don't meant that you need to bring your product, service or treatment to your customer's location, althought you may have to do that too.

Whatever you've promised, you HAVE to deliver!  And, if you are smart, you will OVER-deliver just to create an exceptional customer experience.

When I sold broadcast advertising at my radio station, there was always the issue of production time.

If I knew it would take me 3 days to get a commercial produced for my client, I'd tell them it will take 4 days....then I'd work my butt off to get it done in 2 days.

Then, when I took a cassette (yes, that's how long ago it was) to the customer so they could hear their spot, I'd also bring along a couple of extra copies on small reels so, when they said they LOVED it, I could give them the same commercial for use on any other radio station they happened to be advertising on.

It was a great way to strengthen their loyalty, and their friendship.  Plus, everybody starting hearing our commercials on the other radio stations and suddenly everyone wanted US to produce their commercials, too.

Nothing happens until you deliver....but the best stuff happens when you OVER-deliver!

© 2011 Patrick L. Williams, The Selling Sherpa™

SALES TIP: The pen is mightier than....the other bank's pen!

Went into the local branch of my bank and was taking care of some business.

I needed to sign a doc and noticed a pen on the counter and reached for it.

Turning it over in my hand, I discovered it was one of those promotional pens....you know, the kind that banks stamp their logo and tagline on so they can hand them out to customers and prospects.

Only one problem....it was for a different bank.

How long had it been there?  Who knows?

But the teller was not observant enough to notice it or remove it, and know I am wondering if they care about the image of their firm....or the details of my accounts.

You've got to care about the details in sales and marketing....right down to whose pens are left out for the customers to use.

© 2011 Patrick L. Williams, The Selling Sherpa™

SALES TIP: "Serve" is the word!

I just read a blog post from a(n alleged) marketing expert who challenges, "if you don't know who (perfect prospects) are, how in the are you going to service them."

I'm not sure what kind of business he typically markets for, but I only know one profession that "services" their clients...and they really don't need traditional marketing.

The word is "serve", not "service"....and yes, it matters!

Anyone who claims to be a marketer should understand the importance of language and its proper use.

In marketing, every syllable matters; make sure yours doesn't send the wrong message.

© 2011 Patrick L. Williams, The Selling Sherpa™

 

SALES TIP: Find something your prospect can agree to.

You will encounter objections.

And, yes, you will need to overcome them.

Best place to start: find out what the prospect does NOT object to.

What do they like about your offer?  Which features and benefits do they want?

Start with your points of agreement and leverage them to get a "yes" despite the objections.

© 2011 Patrick L. Williams, The Selling Sherpa™