The Selling Sherpa

KILL THE COMPETITION

Being a book hound, a stroll down Charing Cross Road is a must when in London. There are book shops everywhere, including one of the major retailers you’d recognize, lots of second-hand shops, and a few with real antiquities in them.

I noticed one shop across the road sporting a newer sign with “Murder One” in big red letters on a white background. Crossing over to the shop, I go inside to find shelves filled with only crime (fiction and non-fiction) and romance fiction books. Hardback, soft cover, paperback, magazines, special editions, signed editions, rare editions, you name it...if it is crime or romance, they have it. And that’s ALL they have.

Posted prominently on the window are excerpts from several different publications (tour guides, local entertainment resources, etc.) touting Murder One as the one place to go for crime and romance books in London, and it is easy to see why. I heard the door open about once a minute during the time I was inside. They have a thriving business in a tiny space.

This is the strategic advantage of specialization. Focus on just one amazing product or exceptional service and you can become known as “the one place to go for (fill in the blank)!”

Instead of trying to be all things to all people, start being the one place to go for the one thing you do well. Do it better than anyone else and you will soon have all the business you can handle.

Adopt the Murder One philosophy and kill the competition.

THE ATTENTION THEY DESERVE

Do you ever return calls to customers on your cell phone while you are driving? Wouldn't it be better to postpone the call until you can give it your undivided attention?

You want to make every sales call with a clear mind and carefully planned call objectives, which is a little tough to do at 65 miles per hour and may actually be illegal in some states.

Give 100% of your attention to the road until you get to your destination. Then give your sales calls, and your clients, all the attention they deserve when you no longer have to concentrate on your driving.

WHERE HARD SELL ACTUALLY WORKS

If you ever get the chance to visit Venice, I encourage you to do so. You will have a chance to see ‘hard sell’ at its finest.

I saw it up close and personal when we accepted a “free” boat taxi to the island of Murano, where the most amazing glass makers create unique works of art, as well as functional pieces such as chandeliers, sconces, glasses, serving pieces....even doorknobs!

They will first take you into the work area so you can see a glass master at work (with his prominently displayed tip jar), then into the show room to see what they have available for purchase. There are no price tags on anything.

If you find something you like, the hard sell begins. An astronomical price, a compelling story, an impassioned reminder you should buy it now because you’ll never come back to Murano. Then comes the “let me see what I can do” discount, followed by the “this is Senor Carlo, the owner, and perhaps he can do something about the price.”

Say ‘no’ to all that and you are finally ushered out through the gift shop area, where you will find much less expensive items for purchase. Oh, and if you did not make an expensive purchase, the boat taxi back to Venice is not free.

The only element that makes selling this way plausible and profitable is the unlikelihood of ever seeing their customers again. They have one shot to sell them so they pull out all the stops to make that sale. They sell without regard for overcharging, buyer remorse, or any of the negative aspects.

Isolated tourist locations like Murano are the only places I know where hard sell actually works.

If you want a long, successful career in sales, stick to building relationships and leave hard sell techniques to the Murano masters.

HOW IS YOUR CONFIDENCE?

On the train to Paris, I was joined in the dinner car by a Italian gentleman who has a restaurant in Rome. We agreed the cuisine on the train was less than wonderful and he encouraged me to come visit his “ristorante” whenever I am in Rome.

He told me, “you have dinner and if you tell me is no good, I will pay.”

Now that is confidence. He is so sure about the quality of what he sells that he personally guarantees it. Why wouldn’t I give it a try?

How is your confidence? Are you sure about the quality of your products or service? Are you willing to personally guarantee your prospect’s satisfaction?

If not, perhaps you should be selling something else.

GROWTH IS NOT OPTIONAL

Visiting a specialty retail store in Florence, Italy today, I started chatting with the shop owner and asking her about her business. I was curious to know how she came to open a store here (being she is from New York and previously had a shop in Seattle), how the internet has changed the business, and what the future holds.

We talked at length about growing pains, vision, and intention, and she invited me back to her villa to meet her husband/business partner and to dine with them.

During our conversation, I realized they had not planned to grow beyond the business they are doing now and I cautioned them against being happy with a plateau. While the revenue being realized now may be adequate, the reality is costs will increase over time and ultimately consume the meager margins they enjoy now.

For a business to survive, growth is not optional. A business owner must plan for one of only two available strategies: continuous growth or closing.

So it is with your sales career. You cannot remain at the same level forever. Eventually, your costs will rise too.

Make plans now for how you will grow your sales this year, next year, and at least 5 years in the future, if not more. Your intention to grow will help you find the means to make that growth happen.

WRITE THEM DOWN

Don't just imagine where you'll be in six months and let it stay in your head. You've got to break those six-month goals down to those you want to reach monthly, then weekly, daily and even hourly, then write them down!

Why must you write them down? You will increase your chances of operating at peak efficiency if you consistently prospect and present to as many people as possible every day. The best way to maintain that consistency is to set down those daily and hourly goals and follow them to the letter.

Remember: the more you do, the more sales you close. Although you cannot control what prospects may do, you do control what you do and how much you do it, and that ultimately determines how successful you will be!

BUSINESS MIGHT COME CALLING

Traveling on an overnight train from Edinburgh to London, I struck up a conversation with the couple in the 1st class berth next to mine.

It was their first time traveling by rail and were unsure about some of the little things, like how to use the wash basin in their room, how to open the window, and, most of all, where the lounge car is (which is pretty important to know on an overnight trip).

Once I helped them get comfortable, I asked questions about where they are from and what they do. I never talked about myself unless they asked, which they did.

Turns out, one of them works with a firm having some challenges in the sales department and asked if helping companies develop sales teams or sales strategies was something I did, and would I be willing to travel to Florida. I responded “yes” and “yes”, and then she asked for my business card.

Here I am, several thousand miles from home, traveling in Europe, strictly for pleasure, and somebody asked me for a business card.

What do you think happened next?

I opened up my briefcase and gave her 3, told her to put them in difference places so she wouldn’t lose me, and asked her to at least send an email to say hello when they get back home so I will know they made it okay.

It is essential to have business cards and keep them with you wherever you go, even when you are on vacation. You never know when or where business might come calling.

IF YOU DON’T TRY, THEY’LL NEVER BUY

So, the yard looks great, I feel like I paid too much, and the lawn guy has probably concluded that I will not be a continuing customer.

But it doesn’t have to be that way. By giving a little something extra, he could resurrect (or at least attempt to) this relationship.

How difficult would it be? Not at all. Were I in his shoes, I would offer apologies, condolences, and a little service at no charge.

The conversation would go something like, “Gosh, Mr. Williams, I really am sorry that we had such a terrible misunderstanding. I’d be frustrated too if something like this happened to me. What I’d like to do is come back in 2 weeks and give you a free cut, trim, and cleaning up of the area we’ve already done and we are going to do this whether or not you decide to continue having us maintain your lawn. We’ll see you in 14 days.”

Then, I’d make sure I was back in 14 days, on time, and do the best possible job I could. Since the hard work of the first spring cut is done and the major cleanup is complete, a touch-up in 2 weeks would be a breeze to do and might go a long way towards salvaging a client.

What could you do to salvage a client from a poor transaction? It might work, it might not, but this I know: If you don’t try, they’ll never buy.

THOROUGHLY UNDERSTAND CUSTOMER NEEDS

Yes, it’s the 4th episode of the “Yard Trilogy”.

Now the yard maintenance guy has given me a quote for the work I want him to do. Or, so I thought.

Turns out, because we didn’t meet face-to-face (see yesterday’s Sales Tip), his concept of what I want is different from what I really want.....much different.

I arrive home to find a wonderful job has been done on my front lawn, side lawns and a couple of flower beds; but, nothing has been done in the garden, back yard, or around the separate 4-car garage my wife uses as her design studio.

Seeing him in person that afternoon for the first time, I ask if his crew got rained out that day and couldn’t finish. He replies that they are finished and the estimated total is due now.

Now I am frustrated because I didn’t get what I thought I was paying for, and he is frustrated because his body language and tone suggest I am trying to get extra work done free.

As sales professionals, it is our obligation to make certain we thoroughly understand the customer’s needs. If we fail to do so, there is no way to create a positive customer experience. Clear communication and understanding must happen for both parties, but make no mistake...the customer must be understood first.

RESPECT THEIR TIME

The yard saga continues!

So my professional yard maintenance guy has an answering machine to capture incoming calls. Good.

I leave a message explaining what I want and where I am. A call comes in from the guy who was smart enough to send multiple mailers. He needs to come by and assess the yard so he can give me a quote. We agree to a certain time and he never shows.

Finally, an hour after the our meeting time window has closed, I have to leave to make a previous meeting with one of my consulting clients. I call and get the same answering machine and let him know I have to go.

Much later in the day, I get a call from him explaining that he was running behind and finally got there an hour after I left.

Calling to say you are going to be late is much better that calling to confirm that you were late. Trust me, if you do the latter, your prospect already knows you didn’t make it on time.

You’re best bet is to plan on arriving 15 minutes before your appointment. And if that time arrives and you aren’t there, call immediately to let your prospect know you might be late. Maybe you will make it on time, maybe you wont, but your call lets your customer know you respect their time.