The Selling Sherpa

DON’T LOOK BACK

Occasionally, we all blow a sale.

Maybe we missed important non-verbal signals, or perhaps we were too pushy at the wrong time, or maybe we weren’t bold enough.

Whatever the case, it is important to do the forensic investigation on a blown sale to understand what went wrong. Whatever you learn from that effort will help you improve your skills and lower the chance of blowing the next sale.

But is is also essential that you not dwell on the sale you missed.

When you spend too much time focusing on the failure, you actually set the stage for more of the same.

So, once you’ve studied your blown sale and learned what you can from it, move on. Don’t look back at what might have been.

Instead, focus on what will be...and go make that sale!

NOBODY LIKE YOU

A colleague had been agonizing over increasing her rates. She knew it was something she had to do if she was going to reach profitability, but she was also fearful that clients might leave her.

She is a hair stylist, and she used to pack up her car with equipment and travel to the homes of her customers to do their hair. Not long ago, she turned what was her garage into a styling studio at her home.

Now her clients have to spend their time and gasoline to come to her...AND she raised her rates. What do you think happened?

Not only did she keep every one of her customers, she actually picked up 7 new ones, thanks to the recommendations of her loyal fans who think she is great.

When there is nobody like you in the business, your loyal customers will be less sensitive to price...and more likely to spread the word to their friends and family.

Make sure there is nobody like you!

HAVE A CIGAR

Want to be memorable to your customer or prospect? Make a memory by congratulating them upon the successes, accomplishments, or events that merit commemoration.

See a notice about them receiving an award or recognition? Drop in for a quick visit and to say, “have a cigar” or “here’s a bottle of champagne to celebrate with” (but only if you know they enjoy either of these), or some other appropriate token of esteem.

If you see them featured in a news story (newspaper, magazine, trade paper, or online versions), make sure to send a copy to them and tell them how happy you are to read about them. [Believe it or not, I still have a card from my bank at the time who used this technique to congratulate me on my election....to Junior Class Treasurer in High School!] You’ll get extra points if you get the article matted and framed, then present it to them.

When you take the time to acknowledge the milestones in someone else’s life, you set yourself apart from the average salesperson.

EVERYBODY’S EVERYTHING

Wouldn’t it be great if everyone in the world was your customer?

It’s fun to daydream about, but you really don’t need to have that many customers to be successful.

Truth is, you only need a strong core of loyal fans to really do well, regardless of what you sell. The key is to know who they are and cater directly to them.

Narrow your focus, pinpoint your marketing, and serve only the people or business who are a perfect fit for what you sell. Find out who your best customers are and shower them with attention, service, and value. Concentrate on being the best option for your select clientele.

If you do, your business will surely grow faster than if you tried to be everybody’s everything.

TOO SHY

Not long ago, I was working with a consulting client and we discussed asking for referrals. She admitted she is reluctant when it comes to asking for them.

My response: the only thing you’ll get by being too shy about referrals is a thin wallet!

Whatever business you are in, referrals are critically important to growth. You literally cannot afford to be too shy when it comes to asking for referrals.

If you are a wallflower, find it difficult to start conversations, or can’t bring yourself to ask for referrals, you must take steps now to solve this problem. Ask your colleagues for help. Ask your clients for help. Ask anyone you know who is outgoing to help you learn how to be outgoing as well.

That is, unless you enjoy a thinner wallet.

NOTHING LEFT TO LOSE

Recently, I spent a little one-on-one time with a colleague who was having trouble with a gatekeeper.

Now, personally, I think gatekeepers are great. They can be a tremendous ally if you get them on your side. Respect and straight-forward conversation are usually the best strategies for making friends with them.

But in this case, my friend had been stopped cold when, after hearing a little bit of the pitch, the gatekeeper told her, “I know (the decision-maker) is not interested in that.”

When something like that happens, you might as well have a little fun and respond with something like, “What? You honestly mean to tell me your company isn’t interested in cutting expenses or making more profit?” Or you might answer, “I’m sorry. I had no idea your firm is a non-profit organization!”

Yes, I know...that’s a pretty bold move. Not everyone will feel like they can pull off a conversation like that.

But honestly, you’ve got nothing left to lose. If it doesn’t sound like you are going to get the business anyway, you might as well bust out a little humor.

Who knows? Making the gatekeeper chuckle might be the key to getting them to be a little less defensive.

SLOW DOWN

Objections are good barometers of your sales call. They will confirm that your customer is listening, and provide a means of clarification while stimulating conversation.

Think of objections as conversational speed bumps; they make you slow down long enough to really grasp what the customer's concerns are.

Look at each objection as a spotlight on a particular concern. Once satisfactorily resolved, you’ve earned the right to advance the sale.

YOU CAN’T JUDGE A BOOK BY ITS COVER

Zig Ziglar tells a story about his daughter being the only person willing to help an obviously out-of-place man who had stepped up to the cosmetics counter where she worked. Turns out the man had a shopping list from his wife and ended making a sizable purchase, and a nice commission for Zig’s daughter.

No doubt you’ve heard stories about millionaires dressed like bums who are ignored by some sales clerks, or maybe you’ve seen the scene in “Pretty Woman” where Julia Roberts returns to the store where she was snubbed and shows them they made a huge mistake by treating her poorly.

You can’t judge a book by its cover and, in sales, you shouldn’t try to.

Instead, serve all with integrity and genuine care. If you do, you wont have to worry about your commission check.

WHILE YOU SEE A CHANCE

The daily newspaper carried a story about a local company that has just purchased a pair of buildings to accommodate their anticipated growth in the next 10 years.

Instantly, I starting thinking about all the things that company will need to buy in the near future, including everything needed for building renovation, staffing, equipment, insurance, signage, stationary...the list goes on and on.

One news story about change presents selling opportunities for an amazing array of products and services, and you have nothing to lose by calling the people responsible, especially if they are not already your customer.

Pay attention to local media, industry news, and trends affecting the people or business that you can sell to and while you see a chance, take it. Be bold. Make the call.

They are definitely going to buy from someone.

Shouldn’t it be you?

BEER DRINKIN’ WOMAN

If you’ve been following my musings for any time at all, you have probably already heard my thoughts about trade shows. I think they are great, especially if you have a strategy and goal for the event, as well as an understanding of how to make your display open and inviting.

Yesterday, I attended a showcase event and saw the usual offenses at several booths: some people behind the table instead of in front of it, some tables without a strategy for collecting business cards, some eating at the table instead of talking with attendees, and so on.

But there was one sight that topped them all. At a table for one of those insurance companies (one that is known nation-wide) was something I have never seen before during a trade show: a young woman with a long-neck bottle of Budweiser in her hand and, frequently, to her lips.

Hey, if they were promoting a cowgirl’s bar or a down-home BBQ joint, I would understand the marketing appeal of a beer drinkin’ woman at the table. But these folks were trying to sell insurance to business owners and corporate decision-makers.

I assure you I am not naïve enough to think people don’t drink. But when you are selling, you shouldn’t be drinking.

Why not?

For the same reason I don’t use suggestive or ‘adult-only’ humor in a speaking presentation: why risk alienating a prospect, or doing anything that could distract a potential customer from hearing your message?