The Selling Sherpa

BODY LANGUAGE

One of the most powerful things a sales professional can do is become a master at reading body language.

Not only will it help you read your prospect’s true attitude about you and the sale, you can also take steps to make sure your unconscious actions don’t make selling more difficult than it needs to be.

For example, swallowing frequently, clearing your throat, tugging at your ear, or repeatedly blinking your eyes can actually create a negative perception of you. Naturally, you want to avoid making these moves when you are with your customer.

Start learning all you can about the subtleties of body language, and put that knowledge to use to make more sales.

READY TO ROCK

I have seen a ton of rock concerts in my lifetime, and I am always ready to see more!

An average show runs about 90 minutes in length, but some are shorter and some are longer.

Some concerts have a ton of supporting elements like visual and audio effects, and some feature just the artist and the music without a lot of distraction.

There is no one standard formula for a great concert. Every entertainer has a unique style, attitude, and energy level they bring to the stage. Every audience member has their unique expectations of the show, which may or may not be met when the show goes on.

But there is one constant: an artist who performs with confidence and enthusiasm will always win over the audience. Show me an entertainer who is just having a ball doing what they are doing and I’ll wager every time they come to town the venue will be packed with raving fans who are there to enjoy every moment of the show, and take home a few t-shirts, hats, posters, and CDs.

The same is true for salespeople.

Some will have a long presentation, and others will keep it short. Some will use slide shows, brochures, and beefy proposals; other will only bring their words, a contract and pen to make the sale.

Everybody sells differently. Every customer has different needs. There is no one perfect formula that makes every sale.

But there is one constant: a salesperson who is confident about themselves, enthusiastic about what they sell, and just has fun doing what they do will always have raving fans who are ready to buy.

Let your audience see your confidence, enthusiasm, and willingness to have fun, and you’ll rock your sales goals!

Are you ready to rock?

THINK OF ME

Not long ago, I had to have my automatic garage door opener repaired as the torsion spring had broken which finally made it impossible to get the car out of the garage.

The company I called connected me directly to the guy who would ultimately do the job and he told me he would arrive at my house by a certain time. He actually showed up early, looked over the situation, and quickly identified the problem areas giving me item by item estimates as he went.

After about 90 minutes work, the repair was complete and my car was not longer held hostage. I signed the work order and paid for the job, then headed to the garage to leave.

When I got there, I noticed that a small but clearly legible sticker had been placed next to the button on the wall that activates the opener. It only had 2 pieces of information: the name of the company, and their phone number.

This is another example of brilliant marketing that doesn'€™t cost a ton of money, and I am surprised more service companies don'€™t do this.

Would this technique work for you? Is there some way for you to sign or tag your work so your customer will know who to call next time? How can you effectively and inexpensively remind your customers to "€œthink of me"€ when they have a problem?

MISUNDERSTANDING

Yesterday I did a presentation on time management for an association of financial institutions. The room was packed, the audience was attentive and appreciative, and it was a really great experience.

As usually happens at a speaking engagement, many people gave me their business card and asked me to send them notes from the presentation or subscribe them to the Sales Tip of the Day.

One group at a table gave me a stack of several cards, one from each person sitting there, and I noticed they were all from the same firm. I turned toward the table and half-jokingly suggested a networking seminar was needed to help them learn not to sit together at networking events.

The response from a person at the table was, “we’re not selling today so we don’t need to do that.”

I think a lot of people have that misunderstanding about networking. Networking is not necessarily about making an active pitch to sell something. More often then not, it’s about helping others make progress in whatever challenges they face. It’s about being supportive, resourceful and, ultimately, a trusted advisor.

If you feel your networking has not been productive, you might have the same misunderstanding. Ask yourself what your true motives are and, if they are self-serving, make the appropriate adjustment so that you are primarily serving others...instead of yourself.

When you make that shift, I promise you will see amazing things happen.

MAGNET AND STEEL

Last summer, a guy named Steve was advertising fast, efficient, and inexpensive lawn service, so I thought I would give him a try.

He showed up at the appointed time to assess the lawn and provide a quote, which was really inexpensive. In fact, the price was too low and I knew it, even if he didn’t. So I told him I would pay him double if he could do the job that weekend.

With a genuine smile, he agreed and he returned with a helper (his son) on the appointed day and a few hours later it was finished. In the process, they had uncovered and dealt with a beehive, so I added a little extra money on top of what I said I would pay them.

Steve was gracious, grateful and, before he left, he asked if he could give me his card so I can call him the next time work needed to be done. I told him I would like his card and he responded with, “regular or magnetic?” Brilliant!

I opted for the magnetic one so I could put it on the steel front door of our refrigerator.

Now spring it here, the grass is starting to grow, and I am thinking its time to call a service. And just as Steve planned, his magnetic business card is hanging where I see it every day.

Sometimes, all it takes to be a smart marketer is an appropriate use of magnet and steel.

Could you use Steve’s technique to stay in front of your customers?

SHOW AND TELL

Isn’t it compelling when you get a phone solicitation? Don’t you get excited when you hear a product or service described to you? Doesn’t the waiter’s description of today’s special Just make you drool??

It doesn’t? Why do you think that is?

Perhaps it is because you and I were trained from birth to understand that you ‘can’t believe everything you hear’ but ‘seeing is believing’.

So if you want your client to believe in you, your product, and your company, stop telling them about it. Instead, find a way to show them.

Offer a demonstration. Share a video of client testimonials. Give them a test drive. Show them every bit of compelling information you can to help them see that your solution is perfect for their situation.

If your show and tell has more show than tell, you’ll earn more dough as well.

STAND

Everyone knows getting a prospect on the phone can be tough. Have you ever had a problem getting one off the phone?

It’s a tough situation because you want to encourage social conversation, rapport building, and the makings of a business relationship; yet, you need to be efficient with your time, as well.

There’s a simple way to signal the end of a conversation, and its the same thing you do in a face-to-face meeting: stand.

When you stand during an in-person meeting, you signal the other person you are ready to wrap up the conversation. While your phone contact can’t see you stand, the subtle changes in your voice signal than you have stood and that will give (most) prospects the subtle clue that it’s time for you to go.

Next time you want to end a call, give this technique a try and you’ll see just how effective it is.

STRAIGHT UP

During public seminars or private consultations, one of the most frequent questions I hear from starting or struggling salespeople is, “when should I attempt to close a sale?”

My response has always been the same: constantly!

I know a real professional salesman who attempts to close with the first words out of his mouth. His simple and direct method is to look his prospect in the eye with a friendly smile and say, “Mr. (prospect’s name), I am calling on you today to get your order for my service, provided I can prove its value to you.”

Isn’t that brilliant? It’s not strong-arm, but it is a straight up approach that informs the buyer that he is there to earn the sale and he intends to make that sale now. And you know what? He usually gets the order right then and there.

Buyers can’t deny an honest, straight up approach based in confidence and value.

So get honest, get confident, and get the sale!

MONEY FOR NOTHING

One of the biggest rock hits of the 80’s was “Money For Nothing” by Dire Straits. Chances are good you’ve heard it once or twice....at least!

It featured a rockin’ guitar intro, a falsetto guest vocal from Sting proclaiming “I want my MTV”, and some clever lyrics about the seemingly effortless ‘work’ of popular music artists.

What most people don’t know is that Mark Knopfler, the band’s leader and lyricist, actually didn’t have to do much writing.

Knopfler overheard a conversation in an electronics store where two employees were discussing what they saw on the televisions displayed in the showroom, all of which were tuned to MTV. So he quickly jotted down the banter, then repeated it virtually word-for-word in the song. The song become a big hit because virtually anyone who isn’t a rock star could easily relate to the message.

Unknowingly, Knopfler tapped into one of the strongest selling techniques in the word, and you can use it to make selling easier than ever.

The technique is simply this: speak your customer’s language!

If you talk too far above a customer, you’ll lose them. Ditto if you talk beneath them.

In retail, try to match the verbal style of your customer as closely as you can, and they will be more comfortable and open with you. Repeat some of the same phrases they use and you will help them trust you to guide them in making the right purchase.

If you sell to companies, do a little research on their industry and make sure you use some of the same terminology they typically encounter every day. This suggests to prospects that you are knowledgeable about their unique business and might have valuable insights to share.

The truth is there is no such thing as ‘money for nothing’; but, when you mirror and match your customer's language, you’ll start closing more business than you would without it.

MINUTE BY MINUTE

Back when I was selling broadcast advertising, I developed copywriting skills that enabled me to convey an effective sales message in either 30 or 60 seconds, because most commercials run that long.

Honestly, that is about all you need to pique a prospect’s curiosity.

Because if you can’t capture their interest in the first few seconds, they aren’t going to get excited as you drone on and on about how great your company, product, or service is.

Develop two very effective messages (one 30 second and one 60 second) and include only the most critical selling information, such as typical results (cost-savings or increased earnings) that current users experience, customer testimonials, and an offer to meet with the prospect.

Then test them on existing customers, take their feedback, and continue to fine-tune your commercials so that, minute by minute, you efficiently qualify only the best prospects for what you sell.