The Selling Sherpa

I DON’T LIKE MONDAYS

Actually, I am fine with Mondays. I enjoy the energy that a new week brings. The potential for new business and the promise of being able to serve others gets me going.

I have gone into stores, restaurants and other locations on a Monday morning where it was obvious that the people working there were not thrilled about the situation. Their attitude put a damper on the entire morning, not to mention the customers’ willingness to buy.

But once in awhile, I get to experience something joyful. It happened yesterday.

About mid-day yesterday, I walked into one of the finer coffee shops in the Pacific Northwest: Olympic Crest Coffee Roasters. The young ladies behind the counter were absolutely animated! They were joking with customers and with each other, and their enjoyment made the environment warm and welcoming. Looking around the place, everyone was smiling and joining in the camaraderie. They suggested a new drink which I tried, and another customer overheard the suggestion and ordered another drink. Up-sells and add-sells were happening left and right, and it was all because those girls were just plain having FUN!

Hey, it’s your choice. You can cry, “I don’t like Mondays” or you can delight in the opportunity to serve others.

Guess which one is more fun and more profitable?

AN ATTITUDE OF GRATITUDE

One of the things I have observed about the successful sales professionals I know, they all have an attitude of gratitude. They make a point of telling their customers, colleagues, and community how much they appreciate the business, the fellowship, and the opportunity to contribute.

Here’s my challenge to you: write one ‘thank you’ card every day.

You can do more, of course, and there are times when you need to do more than that. But, even on the days when nothing much happens, find something you can thank someone for and send a hand-written card.

Develop the daily habit of sending a thank you. You’ll make somebody’s day, every day, and that can’t be bad for your career either.

SHAKE IT UP

You drive to work using the same route (ever get there and realize you weren’t really aware of the road for the last 15 minutes), stop at the same coffee shop, and grab the same bagel, and head to the same office to do the same work during the same hours surrounded by the same people every day. And you say your results are the same as last year? Hmmmmm....I wonder why?

Make a decision TODAY to stop doing things the same old way. It’s time to shake it up. Look for new ideas, new contacts, new learning opportunities, new networking destinations....new customers! Step out of...no, LEAP out of your comfort zone and find out just how much more is really out there.

Shaking it up may not be easy; but, has anyone in a comfort zone ever achieved greatness?

GIVING THEM CHOICES

I learned a technique when I was selling broadcast advertising on radio that resulted in an almost embarrassing amount of bigger sales.

Whenever creating a proposal for a client whom I knew was ready to make a commitment, I would present three options with the following titles:

Minimum Schedule
MODERATE SCHEDULE
AGGRESSIVE SCHEDULE

The minimum schedule would always be the sale I wanted to make, aggressive would be a ‘pie in the sky’ sale, and moderate would be somewhere between the two. I never sold less than the moderate schedule when using this technique.

Start giving them choices and see how many of them opt for something better than the ‘minimum’.

R-E-S-P-E-C-T

Not everyone can help you make a sale, but anyone can prevent your success.

I’ve heard countless stories about how making one wrong move, insulting one person, or failing to deliver on one promise has ended a career or destroyed a company. No doubt, you have heard a few of them too.

The message is clear: show respect for all of the people you meet. Treat everyone as if they are already a valued customer. If you do, you will develop a reputation built on honor and trust.

SHOW GATEKEEPERS SOME LOVE

While it is true that gatekeepers can sometimes be difficult and frustrating, the fact of the matter is they are doing the job they’ve been asked to do, and most of them do it extreme well.

You can be mad at them or irritated about the situation, or you can make a point of developing a positive relationship with them.

Guess which technique will get you past the gate faster? And, by the way, someday the gatekeeper might actually become CEO. Wouldn’t it be great to be the CEO’s friend?

Show gatekeepers some love and chances are good they will show you into the inner office.

WHERE’S YOUR FOCUS?

Do you spend a lot of time and energy trying to figure out ways to beat your competition? If you do, then your competitors have already won.

Instead of giving the competition all of your attention, try putting time and energy into figuring out ways for your clients to beat their competitors. Make it a habit to develop strategic advantages for your clients, and you will be the market leader in your industry.

So, where’s your focus? On beating your competitors or helping your customers?

DECIDE TO BE SUCCESSFUL

While working with a room full of young, energetic people just beginning their sales careers, I was impressed by how well they handled their outbound cold calls. They were enthusiastic, courteous, understanding and focused on getting results.

Did they accomplish their contact goals? You bet!

Why? Here are contributing factors:

They used a short, results-oriented, customer-focused presentation.

They didn’t talk about a list of features; instead, they discussed one big benefit -- more profit for the prospect.

They conveyed a genuine passion to help their prospects.

They worked from a prepared outline (script) so they have answers and don’t stumble.

Most of all, they believe in themselves.

Basically, they are successful because they have decided they will be.

If you are challenged by cold calling, try modeling this team’s behavior and decide to be successful.

LISTEN UP

Once upon a time, I did an open forum on marketing for a local chapter of a professional association. During the session, I mentioned more than once that I actually have an upcoming project that will require help from someone in their vocation.

Do you know how many follow-up’s I received from that meeting? Put it this way: if there had been any at all, there wouldn’t be much reason to share this story with you, would there?

There are clues and hints all around you for people who want or need what you sell.

Most of the time, all you have to do to find those people is listen up.

IF YOU DON’T, THEY’LL WALK

At the same festival where I witnessed the brilliant Mentos & Diet Coke marketing, there was also live music on multiple stages.

One of the acts was a woman with an incredible voice. She played acoustic guitar and her backing band was the traditional electric guitar, bass, drum line-up. The songs she sang were originals and very well written. After hearing only 2 of them, I started looking for a merch table to see if there were CD’s available.

Sure enough, a small table set-up at the side of the stage had 3 different titles displayed. Also on the table was a big vinyl CD carrier full of back stock, and an old “knuckle buster” credit card machine.

The only problem? There was nobody there to take the money. A little later in the set, the singer announced the ‘honor system’ for buying her CD’s at $15 each...just drop the money in the vinyl carrier. Of course, this didn’t solve the problem for people who needed change or wanted to use a credit card.

If you are going to market yourself, your company, or your products in a location that permits buying, make sure you are also prepared to make the sale there and then, and make it EASY for your customers to give you their money. If you do, they will. If you don’t, they’ll walk.