The Selling Sherpa

SHOWBIZ KIDS

A new movie theater opened near my home and I was invited to the grand opening event. The lobby was packed. There was superb catering, personal tours of the facility and excitement in the air. They even had a set of klieg lights out front, as well as free popcorn and drinks.

They also had a great promotion: the first 90 regular customers through the lobby doors on the first day of operation received a pass that allowed them free admission for the next 90 days.

As you might have guessed, people started camping out the day before and the local television news had coverage in the 5PM, 6PM, and late night broadcasts.

Because the Galaxy Cinema people are showbiz kids, they understand the importance of putting on a good show. Consequently, they have been doing a booming business ever since they opened.

You can increase your business as well by creating promotions designed to stimulate excitement, increase awareness, and maybe even get you mentioned in the news.

What can you do to join the showbiz kids club?

THE FIRST DAYS ARE THE HARDEST DAYS

Last month, I was privileged to work with a trio of young people who are bringing a great new publication to their market.

We spent quite a bit of time together, developing the sales strategy, creating an effective conversation for sales appointments, and coming up with an inspired way to get the appointments in the first place.

I had the chance to catch up with them earlier this week to check their progress, and they are well on their way to their first successful issue.

But one of the team admitted to experiencing a little anxiety about making the phone calls, and had less success than anticipated in getting those appointments. I reminded this talented person that the first days are the hardest days and, with time and experience, confidence will grow.

If you are new to sales, take heart in knowing that, if you really care about helping your customers, you will be successful.

It’s just a matter of time and experience...so stick with it!

NO EXCUSES

There are no excuses for not having business cards with you at all times, including evenings, weekends, holidays and vacations. You just never know who you might meet, and what business might come from that chance meeting.

Wouldn’t it be a shame to miss out on the golden opportunity of your career just because you didn’t have a business card?

By the way, “my company hasn’t gotten new ones for me yet,” is not acceptable. When your supply is nearly exhausted, get them ordered.

Or, if you have to, buy them yourself and get the company to reimburse you.

FACE THE FACE

Want another cool idea to help you make your calls warmer and friendlier? This one comes in from subscriber Meilee Anderson at Seattle Southside.

If you are using any kind of CRM solution (software, web-based, index card file, or client folder), put a smiling photo of the person you normally talk to in your contact info.

Then, the next time you call them, bring up that photo and look them in the eyes as you smile and tell them your latest idea for helping them increase sales or reduce costs.

Meilee reports a significant improvement in the way her prospects and clients respond to her calls compared to the faceless way she used to do it.

Just because you can’t be there in person doesn’t mean you can’t face the face of the person you are selling to.

Why not give it a try?

INSIDE OUT

While waiting for a film to start at a new theater that opened nearby (more about the Grand Opening event in a future Sales Tip), we were subjected to the pre-show advertising that is typical in most theaters today.

One ad was actually very compelling, offering 50% off at a nearby business if you brought in a ticket sub from the movie.

I decided to take advantage of the offer after the show and visited the location. When I asked the very professional person behind the counter, he explained he didn’t know anything about it and asked if I minded him checking in with a manager.

Of course, I told him I didn’t mind at all, and he soon returned. He apologized for having to check with the manager but hoped I understood, and I reassured him that I did and shared my appreciation of his effort as he rang up the discount.

Has something like this ever happened to you? If it has, it is because those in charge had forgotten that marketing is an inside-out job. Whatever you are going to promote to the public must be promoted to the team that will ultimately be responsible for the success of the campaign.

If you are advertising any specials, deals, or offers, make sure you share all the details inside before it goes outside.

Your team will appreciate it, and so will your customers!

IT’S IN THE WAY THAT YOU SAY IT

This past weekend was a wonderful time spent with my wife celebrating our 11th Anniversary. It all started on Friday at lunch and continued through Sunday with lots of fun activities.

We stayed overnight Saturday in a suite at a nearby upscale hotel, getting full use of the kitchenette, Jacuzzi, and another amenities.

Inside the closet, we found two nice robes on hangers, one of which featured a small sign that read:

"Enjoy our luxurious robes while you
enjoy your stay with
(name of upscale hotel)

If this item lands in your suitcase, you will
be charged a $55.00 fee."

Needless to say, I was very surprised by this approach. While I had no interest in taking a robe home (they weren’t THAT luxurious), that message wouldn’t encourage anyone who might consider it.

A better approach would be a sign that says:

"Enjoy complimentary use of our
signature robes during your stay at
(name of upscale hotel)

If you decide they are too luxurious to live without,
take them with you and we will simply add
$55 per robe to your room charges."

As with everything in sales and marketing, it’s not so much what you have to say; it’s in the way that you say it.

HAPPY ANNIVERSARY

My wife and I celebrate the completion of 11 years of marriage on March 8; although, technically, since we were married in a time zone half a world away, our happy anniversary begins at 7AM PST on March 7.

Last year, I was frustrated by my usual florist who was unable to send daffodils to my wife’s office. I shared the experience in a Sale Tip and a subscriber, Otis Hunter of Hunter Painting, personally delivered what must have been 6 dozen of them in a vase to my wife’s office. She was overwhelmed. I was too, and it is a memory that will last the rest of our lives.

Now, let’s recap: Otis Hunter, Hunter Paining, not a florist, hears about a need that he can handle even though its not his profession, and takes steps to make it happen. On top of that, he is just one of the nicest people you’d ever want to meet, and I know he did this kind act without any expectation or conditions.

Memorable? Oh yes! More than that, with a simple gesture, he endeared himself to me and, more importantly, my wife.

So, who will I call for any painting needs? You guessed right if you guessed Otis Hunter.

It really is simple: do something nice for your customer or prospect (or, better yet, for their family) and they’ll probably like you. And if they like you, they’ll probably call you first when it’s time to buy.

One caveat: do it with an open heart, and without expectation. Nothing kills trust faster than an obvious ploy to “butter up” a prospect.

[P.S. - If you know Stela, be sure to wish her Happy Anniversary!]

NOT FADE AWAY

If you really want to be #1 in your market, you’ve got to know what prospects and customers expect from you.

Here’s just a few important items on their want list:

• They want you to really listen to them and not just blab on and on about you or what you sell.
• They want to know you really care about helping them solve their problems.
• They want you to be a knowledgeable resource so you can guide them through the process.
• They want to know you will charge a fair price for a fair product or service.
(You can use “good”, “excellent”, or “outstanding” in place of “fair” and it will still be true.)
• They want to know you will stand behind (or in front of, as need be) what you sell.
• Finally, they want to know you’ll not fade away as soon as you’ve cashed their check.

You may have some other ideas about what should be on this list and I encourage you to share them with me.

If you do, I will compile them with other responses and share the revised list with you before the end of March.

IT’S A MISTAKE

Everyone strives to be perfect, but we will all make mistakes that affect our customers. What matters most is how you handle a mistake.

Yes, a mistake is embarrassing. Yes, a mistake could be costly. But, it’s a mistake, not a malicious act, and you need to take action immediately when one happens.

Own up to the mistake quickly, tell the customer what you are doing to make sure the mistake won’t be repeated, thank them profusely for understanding that sometimes these things happen, and share your appreciation for their continued commitment to work with you.

If you do this, you will really stand out from the average customer service we all experience today...and that makes you remarkable!

CHANGES IN ATTITUDE

Everyone agrees that a positive attitude is crucial for award-winning customer service or a successful sales career. But what do you do to monitor yourself and make appropriate changes in attitude?

In an article in Entrepreneur magazine, Barry Farber put forth an idea that I am going to adopt. Maybe you should consider it too.

He suggests that you create a list every month of the people you spend most of your time with, although I think you could do it weekly.

Then, as you go down the names on your list, place either a “+” or a “-” next to each name to indicate whether they are primarily a positive or negative influence on your attitude. Once you’ve properly identified the right people (those who earned a “+”), spend more time nurturing your relationship with these positive folks.

I am sure you are smart enough to know what to do with the “-” people.

Let’s make a pact to give this a try for the next 3 months and see what happens. I’ll tell you my results. Will you tell me yours?