The Selling Sherpa

MEETING JIM BELUSHI

Last time I was in Chicago, I stayed at the House of Blues Hotel. It is an awesome property, with incredible décor, top-notch service and (I swear this is true) harmonicas available from the in-room mini-bar!

Stepping out of the lobby to walk over to the HOB concert venue, I noticed Jim Belushi headed my way. Apparently, his band was in town to play and he was also staying at the hotel.

When he noticed me, I smiled broadly (couldn’t have stopped the smile if I wanted to), extended my hand and move toward him. He stopped, we shook hands and spoke briefly. I told him how much I appreciated his talent, and I encouraged him to keep doing what he does because so many people love it. [Note: I did not mention his brother John, and I did not ask for an autograph.]

What does this have to do with sales? Everything, because you have to be able to engage anyone (even a celebrity) without making them want to avoid you.

You can approach anyone in the world if you do so with a smile, an extended hand, and a genuine compliment or words of encouragement.

And you don’t have to launch into a sales pitch the first time you meet someone. Get to know them. Find out what is important to them. Help them solve a problem.

If it’s really appropriate, the opportunity to serve them will evolve.

REFERRAL OR LEAD?

Some folks mistake leads for referrals. They are not the same thing.

A lead is a business card handed to you with a suggestion to contact the person on the card because they might need your help. A lead is a well-meaning friend calling you to let you know about a new construction project, or a new business, or a new neighbor, because it might be an opportunity for you.

A referral is someone bringing a friend into your place of business so they can buy from you. A referral is a person of influence introducing you personally to a colleague who has already heard about your products and service and wants you to be their solution-provider.

When you ask for referrals, make sure you don’t settle for leads.

LEVERAGE RATE INCREASES

During lunch last week, I couldn’t help but overhear a conversation taking place at the next table.

A salesperson for a major metro publication was giving her client the rundown on their 2008 media kit, but it was only a formality as the client was obviously very happy about the publication and the results their advertising had gotten.

Then, the salesperson used the classic strategy that I employed during two decades selling advertising in just about every media available: she leveraged next year’s rate increase.

“Our rates are going up 5% next year, but if you sign before the end of October, I can lock in this year’s rate for you.”

The client never hesitated at all when she asked the salesperson to draft up the paperwork and send it over as soon as possible so they could move ahead.

There are two lessons here and they apply no matter what product or service you sell.

First, whatever you sell, raise your rates in 2008 by at least 5%. 10% would be better.

Second, give every prospect a chance to save money by making a purchase or signing a contract now to lock in the 2007 rate. Leverage rate increases to make more sales right now.

And make plans now to do the same for 2009!

EXCEPTIONAL EXPERIENCE

I stopped in a local coffee shop and was overwhelmed by the huge smile on the barista’s face. At first, I thought there was a joke going on and I might be the butt of it. Then I realized that she was simply thrilled to be working today and happy about taking care of my order.

And you know what? Her enthusiasm made my experience something more than the regular stop for java. We started talking about all kinds of things: her pending promotion (no surprise about that, is there?), sports, cold weather, and the urban legend about what pro football players wear under their uniform to stay warm in winter.

How was the coffee? It was okay, nothing special.

But the EXPERIENCE was exceptional.

Will I be a repeat customer? You bet!

So, what are you doing to give your customers an exceptional experience every time they are with you?

STOP THE SHOPPING

You have to face the fact the customers want to shop for the best options, best service, and best price. Your mission is to stop the shopping while the customer is with you. Here is a strategy that will help you do just that.

First of all, you need to know everything you can about the other options your customers might consider. Educate yourself thoroughly about what your competition offers. Know their strengths, their weaknesses, and their prices.

Then, as you conclude your presentation to a prospective customer, tell them in a very straightforward manner that you know they will probably want to shop around, and ask them where they plan to look for what they need.

Once you know where else they plan to shop, share the information you already know about those competitors and help guide your shopper to reach the best decision.

Buying from you is the best decision, isn’t it?

PLEASE DON'T EAT THE TASTY SAMPLES

Yesterday, I was a featured presenter at a trade show. After my session, I toured the exhibit floor to see all of the latest, shiniest, smallest, more efficient, new and improved offerings from the exhibitors.

An entire aisle was devoted to catering companies. It was a great opportunity for them to share a taste of what they do and wow potential customers who are starting to consider options for holiday entertaining.

One caterer obviously spent a lot of time creating their display, plating appetizers on a copy machine, spools of adding machine tape, and even the keyboard of a laptop computer!

But not a single person was sampling their scrumptious-looking morsels. Here’s why:



Hundreds of prospects passed by their table. Most everyone who saw the display stopped dead in their tracks to get a closer view. Then, at the moment of truth, the caterer said look but don’t touch...or taste! They didn’t even have an alternate supply of appetizers for sampling.

The goal of trade show marketing should be to get your product into the hands (or mouths, in this case) of as many potential purchasers as possible and, if they like what you do, they’ll probably buy from you.

Whatever you do, don’t put out a mouthwatering selection and say, "please don't eat the tasty samples."

PHONE SALES

Say what you will, but the wireless phone salespeople know what they are doing.

I am not referring to the mall kiosk people; it’s the folks at the stand-alone stores that impress me.

Watching one of them work with a woman who was considering a popular model and the newest version which was just released last week, I saw the young salesman go the warehouse, bring out 2 boxes, and put the latest model in the hands of the customer first. The customer oooh’ed and ahhh’ed over the phone, then was visibly disappointed when the clerk placed the older model in her hands.

Guess which phone she purchased?

It reminded me of my first retail job selling cameras. We always tried to put at least a Nikon or Contax, if not a Leica, in the customer’s hands first, then we’d let them hold any other camera they were interested in. It should be no surprise that we sold a lot of Nikon, Contax and Leica.

Can you do the same? Is there any way to let the customer experience the top of the line model first before you let them check out the budget version? Can you provide a sample of first class service before you allow them a “coach” experience?

Follow the example of those in phone sales, and you will be able to sell more of your best products or service.

THE SHOW MUST GO ON

Over the weekend, I stopped into a nearby location of the electronics retailer that encourages people to “do stuff” (someone got paid for that tagline?) to pick up a replacement lapel microphone for an upcoming speaking engagement.

As one of the cashier’s was ringing up my purchase, a clerk came out from the office area, rapidly followed by a fellow sporting an assistant manager nametag. She was obviously not in a great mood and the assistant was continuing a conversation that must have started in the back room. It sounded like he was explaining his actions to the subordinate.

There’s a book out by Scott McKain whose title says it all: “All Business Is Show Business”.

When it’s time to open the doors, its time to put away the personal issues and put on a show. Disney theme-park employees understand this concept very well. Outside sales professionals should also adopt this philosophy.

Anytime you are in front of the customer, they should see nothing but a professional presentation, regardless of what is going on behind the scenes.

Even when you are having a “bad day”, the show must go on. Maintain a professional demeanor at all times because you never know when you might be auditioning in front of a future prospect.

NEVER LOSE A CUSTOMER

Back in 2006, I was a sponsor for a charity golf tournament and wanted to get custom imprinted golf balls to share with the participants.

Unfortunately, I had waited a little too long to make inquiries and soon discovered there was no way to get them done in time for the event. I was a little disappointed, but had nobody to blame except myself.

One firm went the extra mile to try to help me get the job done, and I really liked the way their account manager treated me. So I told her to be sure and call me next year in July to remind me so I can order them for the late September event in 2007.

It’s October and I am telling you this story. Can you guess why?

That’s right. I never heard from them.

Sometimes, when a prospect says “call me next year”, they really mean it. When there is no follow up, you know who loses? Yes, you do, but so does the prospect.

If you don’t have a CRM system in-house, there are several online systems worth looking at, and I know some people who use Outlook as a custom CRM system.

Use a day-planner, a desk calendar, rolodex, or box of index cards if you have to.

But use something to make sure you never lose a customer, or a sale.

GET EXCEPTIONAL RESULTS

There is a business-to-business trade show in town next week where I am the featured presenter in a workshop on advertising.

I am certain it will be a great event. But I am also certain that...

...some exhibitors will generate little or no leads for new business.
(These are the ones without a compelling offer, engaging presentation, or a real strategy for capturing leads.)

...some people working the exhibit booths will be bored and ineffective.
(These are the ones who do not realize their next paycheck, bonus or promotion is walking past their booth.)

...some exhibitors will conclude it was a waste of time and money to be there.
(These are the ones behind blocked off booths, sitting down, eating, talking amongst themselves and ignoring attendees.)

...some presenters will be disappointed with how few people attend their workshops.
(These are the ones doing absolutely no pre-event marketing of their own to encourage attendance.)

...far too many people will show up who are in no way prepared to be there.
(These are the ones without breath mints, comfortable shoes, business cards and a goal for their participation.)

Make sure none of this happens to you at the next trade show you attend. Be exceptional and you will get exceptional results.

And put this reminder in your calendar so you’ll see it about a month before the next event.