The Selling Sherpa

BIRTHDAY

My birthday is next month and I am already starting to receive gifts from smart marketers.

One restaurant group sent me a card from each of the 4 restaurants they operate offering $25 off dinner at each location. Not bad.

There is one specialty retailer that sends me a $100 gift certificate every year, with no minimum or matching purchase required! Is that cool or what? Of course, they know I will probably spend well over that amount the next time I visit.

The birthday marketing I admire most comes from Duke’s Chowder House. If you sign up for their regular emails, they send a voucher for a free dinner on your birthday, with no additional purchase requirements. You could dine by yourself and (if you drink water) you won’t pay a dime.

Of course, they know people rarely dine alone, especially on their birthday, so they don’t need to taint the offer with a minimum requirement. Plus they provide an added incentive of free dessert for all if you bring in a party of 6 or more on your birthday.

While I don’t know for sure, I would be willing to bet Duke’s Chowder House gets a huge return on that marketing investment.

What about your company? What can you do to really make your customer’s birthday special?

WORDS

A few years ago, Harvard University did a study of which words had the highest impact on the largest number of people.

Here they are:

• Discover
• Easy
• Guarantee
• Health
• Love
• Money
• New
• Proven
• Results
• Safety
• Save
• You

How many of these words are in your selling materials, brochures, or presentations? Half of them? A few of them? None?

My challenge to you is this: find a way to incorporate ALL of them in every thing you put in front of your clients and prospects. Letters, presentation, brochures...even your business cards.

The 12 words listed above can make a huge impact on your results. Are willing to put them to use?

RAISE YOUR AIM

When I was leading a team that sold advertising in a niche publication, there was one rep who was really effective at selling quarter-page ads but rarely brought in anything larger. The only time she sold larger ads was when the client specifically asked for it.

We talked about it and discovered the reason why: most of the time, her presentations and proposals were based on quarter-page ads. Her clients were simply following her recommendations.

If you are not making big sales, look at your presentations and notice what you are recommending to your prospects. Ask a colleague or your sales manager to help you determine where your selling “comfort zone” is and start pushing yourself to sell beyond it.

Sales underperformance is rarely a result of aiming too high and missing; it’s usually a case of aiming too low and hitting.

DIFFERENT STROKES FOR DIFFERENT FOLKS

The truth is not everyone is cut out to be a salesperson.

There are a lot people who are quick to say, “oh no, I could never sell.” There are also a significant number of people who are in sales that perhaps should not be.

It’s not for everyone. If you truly love to serve others (you don’t have to be subservient to do this) and seeing them prosper, selling is one of the best avenues of serving, and you will undoubtedly prosper as well as your customers do.

If you are just out to make a quick buck without regard for the impact you might have on others, maybe selling isn’t the best place for you to be.

Hey, it’s okay. As Sly of the Family Stone sang, “different strokes for different folks.”

Find the place you should be, dedicate yourself, and make it happen.

BROTHER LOUIE

In the 70’s, a band called Stories was wrapping up recording sessions for a second album and, as an afterthought, included their cover of a Hot Chocolate song called “Brother Louie.” The song, a then-controversial tale of an interracial relationship, was played and produced in a style that was completely different from how the band usually performed.

The single was a big hit, reaching #1 on the Billboard chart, and that created a dilemma for the band. The public wanted more songs like “Brother Louie” from Stories, but the band didn’t want to pursue that musical direction.

So they rebelled against what the public (customers) wanted, never cracked the Top 40 again (sales plummeted), and ultimately disbanded (went out of business).

The way I see it, you have two options:

1) You can create something that you like and hope others like it, too. Maybe they will, maybe they won’t.

2) You can listen to your customers, determine what they want, then provide it for them.

Which option do you believe will be most successful?

EVERYONE’S GONE TO THE MOVIES

When my 3-year-old nephew (the boy with the incredible closing percentage) was visiting, we took him to a cinema to see Ratatouille, the latest Pixar film.

It is a good story with a great message. So great, in fact, that I actually went back to catch an early matinee on a weekday.

I have been counting down the days until the DVD is released. Yesterday was the day and, of course, I bought a copy for myself, and will probably buy a few for nieces and nephews.

The basic message of the story is this: follow your big dream no matter who you are.

There are great quotes sprinkled throughout the movie. My favorite has to be, “if you focus on what you left behind, you will never be able to see what’s ahead.” I think that is wise counsel for anyone in sales.

A buddy of mine, Ron Wagner at MDI Staffing, tells me that Glengarry Glen Ross is a good reverse inspiration, showing what happens if you resort to unethical tactics to make your quota. (I haven’t seen it yet but it is in my Netflix queue!)

Inspiration is all around you and you only need to be aware so you can draw from those inspirations to enhance your personal success.

If you have a favorite inspiration, tell me about it so I can pass it along to other Sales Tip subscribers.

SITTIN’ ON THE DOCK OF THE BAY

Chances are you know ‘Sittin’ On The Dock Of The Bay,” which was a posthumous hit for Otis Redding. I’ll bet you can even replicate the trademark whistle heard towards the end of the song. It’s really hard to even imagine the song without it.

But what you probably don’t know is the whistle wasn’t supposed to be there.

Otis had planned to just start talking, telling a story that would go along with the song. That story had been prepared, written out, and rehearsed for the recording session, but when the tape was rolling, Otis forgot the story and started the impromptu whistle instead.

Everyone present agreed that the result just felt right, so they kept it in the song and it become a #1 hit.

What does this have to do with sales?

While prepared presentations are great, sometimes you need to forget the script and go with what feels right. Being able to address questions and concerns in an unrehearsed, impromptu style is actually more impressive to your prospect, and it will give them confidence in you and what you sell.

I am not suggesting you should “whistle” through a presentation. But you should be knowledgeable enough about your product/service that you can divert from your presentation and follow your instincts to close the sale.

THE LOCOMOTION

Back in 1962, Carole King and Gerry Goffin wrote a song called “The Locomotion.” It hit #1 that year for Little Eva, then again in 1974 for Grand Funk Railroad, and also made it to #3 for Kylie Minogue in 1988, which made it the first song to ever appear in the Billboard Top 5 three times.

Have you seen the famous pumpkin-carving kits with the small tools featuring plastic handles that are orange? What about the newer watermelon-carving kits with the same tools except for the green color?

What do either of these have to do with selling? Plenty!

The concept is called “repackaging” and it could be a goldmine for you.

By tailoring the song to current trends in music, or the kit to different purposes, it became possible to sell to people who had never heard or seen the originals. And, in some cases, people who loved the originals bought the repackaged versions, as well.

How can you repackage what you sell to reach an entirely new audience?

What would your sales look like if you suddenly had a new market to sell to?

OPEN, NOT SERVING

The other day, my sweetie told me an incredible story that I have to share with you.

Seems she and a few co-workers decided to take an early lunch. One of the bunch went online to research which of the area restaurants they liked were open, and found one of their waterfront favorites promoting they are open at 10 AM.

Decision made, the gang headed over to the restaurant and strolled in. The place was empty save for a greeter at the front desk who was on the phone. The greeter continued her conversation without acknowledging the people in front of her, although she was clearly aware of them.

After a few minutes, she finally concluded the call, hung up, and informed them they would not serve lunch until 11 AM.

They asked about the advertised 10 AM opening time. The greeter responded they are open at 10 AM, but they don’t serve until 11 AM.

What is the point of being open if you are not serving?

Tell your customers and prospects when you are willing to serve them and be prepared to do so when they take you up on the offer.

Doing anything less will result in bad word of mouth like the kind you are reading right now.

(Think about it – she told me, I am telling you, and so on and so on....)

THE STORY IN YOUR EYES

You must absolutely believe in the product or service you sell. So much so that you not only buy it and use it yourself, but you actually get excited each and every time you talk about what you sell.

If you appear bored or unexcited about what you are selling, prospects will think you are just hawking a product so you can get a paycheck.

But if they see genuine enthusiasm, they become enthusiastic as well and will be much more interested in what you are offering.

Trust me. Customers can read the story in your eyes. Make sure the story they tell is one of genuine excitement, adventure, or prosperity.