The Selling Sherpa

PROFESSIONAL SALES LIBRARY

Two weeks ago I asked Sales Tip subscribers to share their Top 3 favorite books on sales and/or professional development. The response was overwhelming and the final complete list includes nearly 100 different titles!

Although there are several new titles in the complete list, the Top 3 books are the same as last year’s list.

Arranged in alphabetical order by author, the Top 3 Professional Sales Library books are:

How I Raised Myself from Failure to Success in Selling by Frank Bettger
Bettger reveals his personal experiences and explains the foolproof principles that he developed and perfected. He shares instructive anecdotes and step-by-step guidelines on how to develop the style, spirit, and presence of a winning salesperson.

How to Win Friends & Influence People by Dale Carnegie
This grandfather of all people-skills books was first published in 1937. It was an overnight hit, eventually selling 15 million copies. This book is just as useful today as it was when it was first published, because Dale Carnegie had an understanding of human nature that will never be outdated.

The Little Red Book of Selling: 12.5 Principles of Sales Greatness by Jeffrey Gitomer
From the red cloth cover to the small trim size to the amusing cartoons on almost every page, this is an appealing and accessible book. Jeffrey Gitomer is obviously enthusiastic, if not manic, about sales, and much of his advice is straightforward and realistic.

Jeffrey Gitomer is far and away the most popular author among respondents, with The Sales Bible, Customer Satisfaction is Worthless/Customer Loyalty is Priceless, Little Red Book of Selling, Little Black Book of Connections, Little Gold Book of Yes! Attitude, and Little Green Book of Getting Your Way all being nominated for inclusion in the Top 3 list.

If you haven’t already started assembling your own professional sales library, consider these as a great place to start.

[If you want the entire list, send an email with “LIBRARY LIST” in the subject line and I’ll share it with you.]

DON’T LET THEM MAKE A MISTAKE

Have you ever heard of ‘buyer’s remorse’? It’s that sinking feeling you get when you realize you bought something you shouldn’t have. Sometimes, we have nobody to blame but ourselves. Other times, we realize the person who sold us the inappropriate product or service might have been more interested in their commission than our satisfaction.

Whatever you sell, don’t let your customer ever have this experience. If you know the product or service they are contemplating is not right for them, it is your duty to point out the problem and make sure they understand the ramification of buying something that wont do the job they need done.

Don’t let your customer make a buying mistake or it will be the last time they buy from you.

A TRUSTED BUSINESS COLLEAGUE

Keeping in touch with your prospects doesn’t require in-person visits, weekly voicemail messages, or a deluge of email. But you do need to create and implement a strategy for making sure you remain visible in the long haul.

You can do this by sending clippings of articles relevant to their business, ideas about where they can develop new customers, or anything to do with their hobbies or outside interests.

The goal of all this is simple: to become known as a trusted business colleague and a professional friend.

After all, wouldn’t you prefer to do business with your friend, even if it costs a little more to do so?

CALLING AT "BAD" TIMES

When I consult with sales teams, I hear the same excuses we all sometimes use when we’re not calling frequently or getting the results we want. These excuses usually are some version of “it’s slow this time of year” or “decision-makers aren’t in their office on Friday afternoon” or “everybody’s to busy on Monday to talk”.

I remind them, and you, that the key to successful selling is consistency, and that includes calling at “bad” times. If you make calls when everyone else is making excuses for not calling, guess who will make more sales, and more commissions?

STAY IN TOUCH

I am certain you are in constant contact with your clients and prospects; but, if you are not in the habit of doing so at least monthly, you are going to lose to those who do.

New data reveals that you will shed about 10% of your contact list every month, which means if you only contact them quarterly, it is likely that 25-30% of them will have moved, changed their needs, or, worse, bought from someone else. And if you only contact them twice a year, you’ll probably lose about 50% of them.

Make it a habit to communicate monthly (at least!) with everyone in your contact list.

SAMPLING SELLS REDUX

Yesterday, I was meeting with a colleague in one of the big green coffee monster’s roomier locations and we were catching up on developments in his life, both personal and professional. We weren’t even having a beverage, but the place was convenient for both our schedules and is kind of a ‘see and be seen’ destination in the downtown area.

While we were talking, a young barista came around with samples of a cool tea beverage that they are obviously pushing right now. Something seasonal, light, and quite refreshing, which makes it obvious that we both tried it.

And immediately after sampling, we both remarked how good it was and maybe we should get one.

Anyway, the point of all this is simple: sampling sells! Go to any Costco or similar warehouse store on a given weekend and you will see this in action. Even the grumpier sampling matrons still manage to sell some product; can you imagine how much the enthusiastic ones sell?

If you have a superior product or service, find a way to let your prospects ‘test drive’ what you offer so they can decide for themselves if you and your company are right for them.

STRATEGIC PROSPECTING

Go through your entire database of clients and determine which are the most valuable to you and your company; that is, which 20% are responsible for 80% of your profit.

Pay attention to:
• Who they are
• Where they are
• What they care about
• What they fear
• What they read
• Who they follow

Note any patterns that emerge from your list and use them to create a profile of your ideal customer.

Find prospects that most closely match you ideal customer profile and start calling.

FINDING MORE BUSINESS

I am constantly amazed by the salespeople who lament the difficulty in finding new business. The best place to look is right under your nose.

Your current customers already believe in you, your company, and your goods, products or services. Why not find new ways to serve them?

If you sell an annual product/service, work on early renewal. If you sell a consumable, be sure to start selling a new order long before their supply runs out. Call and let them know about the newest version of a product they already use. Offer a free assessment so you can determine your customer’s other needs, then handle them so they can reduce the number of vendors they work with.

Want more business? Start talking to your loyal customers.

SPEAK UP!

Any time you communicate with clients and prospects, you should discuss special opportunities or seasonal offers.

Even though you sent a detailed letter, dropped off a brochure, or advertised in local media, you cannot assume your customer is aware of any of it.

Speak up! Remind your customers of important information any time they call you and every time you contact them.

ROLL WITH IT!

There’s never a better time to sell than right after you’ve made one.

At that moment, you are upbeat, positive, with maybe even a little adrenalin rush going on. Your charisma and charm will be at an all time high, and your confidence is compelling.

Don’t go running back to the office to do ‘busy’ work; stay out there and sell. Keep getting in front of people who can say ‘yes’ to you and ride that wave for as long as you can.

There will always be a time later to handle the non-selling activities; but, when you are on a roll, roll with it!