The Selling Sherpa

THE LAST TIME

The other day, a colleague was bemoaning the fact that a client had stopped using their service, and starting using a budget alternative, which doesn’t provide the same level of service the customer has come to expect.

I reminded them (and you) that when this happens, you must religiously follow up with your former customer to find out how their new solution is working out for them.

Ask them if they are happy with what they are getting (settling for) now. If the customer says ‘yes’, congratulate them, wish them continued success, and get permission to check in with them from time to time.

It usually takes only a few weeks for a customer to recognize the problems caused by an inferior solution. When they do, there is a strong possibility you can revive that relationship and make it stronger than before...but only if you have stayed in touch.

Then, the next time they talk about switching, you can remind them how that turned out the last time.

THE SELLING SHERPA IS NOW ON ALLTOP

Are you looking for more ideas on how to make your small business a success? Then head over to http://smallbusiness.alltop.com.

Think of Alltop as a ‘dashboard’ that aggregates stories from all the top sites on the web and displays them on a single page. And, I am honored to report, the kind folks at Alltop have just added The Selling Sherpa's blog to Alltop Small Business.

Besides small business information and ideas, Alltop sites bring you stories from all kinds of topics, so you are sure to find something that interests you.

Check out Alltop Small Business at http://smallbusiness.alltop.com, or head over to Alltop’s main page and pick your interest.

And, if you would, please thank the Alltop folks for finding The Selling Sherpa worthy of inclusion. It's nice to share that forum with folks like Seth Godin and Guy Kawasaki, both of whom I admire greatly.

THE JOKER

Every time I do a public seminar or a corporate training event, I’ll get questions about voicemail. Typically, folks ask what kind of message to leave (if any) and how best to solicit a return call.

It might be a good idea to spend at least as much time thinking about an effective message for your outbound greeting. When prospects, customers, or colleagues call you, why not make a unique impression? Why not do something fun and original that will separate you from the crowd?

After all, that outbound greeting is a miniature marketing message and what you say could make a difference in how others perceive you.

For example, every day my message changes because I include a little date-specific music trivia, and I have gotten lots of comments about it. Some people call me every day just to hear the trivia, and I like the idea of them being in the habit of calling me.

Last year, I did some consulting work for a financial advisor who is quite the joker. His message said something like, “if you are a client, I’ll call you right back; if you are a friend, I’ll call you after I’ve taken care of my clients; and, if you are selling something, leave your name, number, and tell a good joke...if I laugh, I might call you back.” You can bet he heard lots of jokes...and even returned a few calls from salespeople.

What can you do with your outbound voicemail greeting that is fun, unique, or memorable?

SOONER OR LATER

A recent survey finds the best chance of talking to a prospect is within a day of them contacting you or asking for information.

As each day slips by, the chances of getting through drops dramatically. Nearly 90% of leads were "happy" to be contacted when called back the same day; but four days later, only 70% felt that way.

After a week, the chances of getting past voicemail were nearly zero. After leaving two voicemails, forget it!

So, when do you think would be the best time to return a prospect’s call? Sooner or later?

HIGHER GROUND

In sales, in business, in life...there will be a time when you have to decide between doing what is right and what is easy.

It might happen when you are selling to an ‘unsophisticated’ prospect who is willing to buy anything you recommend, even if it is more than they really need.

Or, it might occur when an abusive customer demands compensation for problems caused by operator error instead of product failure.

It could even be a time when a colleague, coworker or boss treats you unfairly and you feel like striking back.

Although it might be difficult at the moment, find the strength to take the higher ground. Never allow yourself to be sucked into negative influences of greed, spite or retribution.

Taking the higher ground earns the respect of those whose opinions truly matter.

It also distances you from petty people whose actions will, sooner or later, lead them to ruin.

DO YOU KNOW WHAT I MEAN?

Ever met with a prospect, asked all the right question, provided all the right answers, established credibility, value, fit and a solution that is perfect, asked for the sale....and then receive a vague response like, “I want to think it over”, “I’ll get to back to you”, “I’ll give this some careful consideration”, or “I’ll contact you soon”?

Whenever this happens to you, you’ve got to stop what you are doing and get clarification before you do anything else.

A simple way to do this is to ask, “exactly what does ‘(fill in the blank with lame stall)’ mean?” Or, “when you say ‘soon’, when exactly do you think that will be?” Or, “exactly who are the ‘powers that be’ anyway?”

You need to take control of the conversation to get specific answers from your prospect, because it’s impossible to pursue next steps in a sale if you don’t what they mean.

Do you know what I mean?

RIGHT NOW

Borrowing from portions of the music video for Van Halen’s “Right Now”:

Right now opportunity is passing you by...while you complain that nobody is buying.

Right now you could be outside...the office meeting people who aren’t customers yet.

Right now somebody’s got the wrong idea...about what you sell but they could be corrected.

Right now time is having its way with you...while you wait for someone to call you back.

Right now keeps happening...whether or not you take action to make a sale.

Do you really want to succeed in sales? If so, make the decision right now to accept nothing less than your best effort every day.

Demand more from yourself than any sales manager ever could and you can become the sales champion of your industry.

Decision made? Good!

Now, I am going to go make a sale.

What are you going to do right now?

THE REASON

All you have to do to make a sale is provide a prospect with one thing: the reason why they should buy what you sell.

When you sell to businesses, the reason is your solution has a positive impact on the primary formula for businesses, which is R-E=P (revenue minus expense equals profit).

When you sell to consumers, the reason is your solution has a positive impact on the primary formulas for consumers, which are S=[$>pS], S=[+T], S=[+Pl] or S=[-Pn] (solution equals money greater than the price of the solution, more time, more pleasure or less pain).

If what you are selling does not address one or more of these formulas, you are going to have a tough time making a sale since your offer has little or no real value to potential buyers.

Determine the reason someone should buy from you, express it clearly, and you will sell as much as you want to.

WITH A LITTLE HELP FROM MY FRIENDS

I don’t know a single sales superstar who would claim their success is a solo effort.

Even the great ones like Zig Ziglar, Tom Hopkins and Jeffrey Gitomer are quick to say they got where they are today “with a little help from my friends.”

If you have friends who are loyal customers, start leveraging that friendship (with permission, of course) to help you sell even more.

Use customer comments as testimonials in your brochures, website, and all marketing materials. Don’t use just one or two....use dozens, if you have them.

Make it easy for prospects to verify the comments by including (again, with permission) the phone numbers of those providing the testimonials. Including contact numbers will show prospects that you have tremendous confidence in what your customers will say about you.

SIGNED, SEALED, DELIVERED

It has happened to me in the past, and it may have happened to you. You negotiate, reach an agreement, and move forward only to find out later that what you remember about the agreement differs from what your customer remembers about it.

Make sure you cover all points thoroughly, document everything, and get everyone to sign the agreement.

If there is something in the agreement that has caused past problems with other customers, discuss it at length to be sure they understand the details, then have them initial that clause.

Doing business on a handshake is great, but getting paid in full for a signed, sealed, delivered contract is the best.