Lesson Six - Ownership of the Long Term Buying Cycle is Vital
Die hard sales managers and trainers will emphasize one principle over and over again regardless of what perspective it comes from. That principle is the almighty close. Closing and only closing is the true measure of success for a salesperson.
I'd disagree. I say the true measure of success for a salesperson isn't the deal they seal today, but how they cultivate that close into additional future business.
Most people will agree that part of the decision to buy is based on the product, and part is based on the person selling the product. If that common truth can be acknowledged, then we can move past the initial close to the additional opportunities that can be presented in the future. The relationships you establish with your client base are huge in that regard. Salespeople from decades past will be able to tell you things about their Customers that you may not know about people in your own immediate family. That is because for those in the sales and service industry, knowing your Customer isn't half the battle, its the majority of the battle.
In a prior career in custom clothing it could take weeks to finally get past a Customer's half-truths and insecurities to really understand what they were comfortable wearing. That meant everything from color, to fit, to fabric patterns. I could tell you what pattern of socks a particular Customer hated, and which pattern and collar design their dress shirt had to have in order to make the whole package appear at its best. Believe it or not houndstooth and herringbone aren't the same thing, and spread and narrow collar designs don't both work on the same person, in that case neither does the particular knot you use for your tie.
At the end of the day this reality meant keeping track of a world of details. I'll tell you the difference it makes though in long term ownership of the buying cycle. When a new shipment of product was delivered, I wasn't forced into waiting for people to walk through the door that were in the "just looking" frame of mind. I had the opportunity to go through new product and intentionally contact my Customers to let them know that a piece had arrived that I knew they would absolutely want to pick up.
This doesn't happen because of your ability to sell. It happens when you own the buying cycle of your Customers on a long-term basis and cultivate the initial relationship into future opportunities.
So by all means, close today's business. Close and close and then close some more. Please consider while you're doing that to be cognizant about how it may impact tomorrow's business.
Then watch your proactive behavior pay off.
Monday, February 22, 2010
Tuesday, February 16, 2010
There Is No Pitch
Lesson Five - Prospects Want an Advisor
The old phrase "used car salesperson" is likely the most overused label that I can think of in sales and service. Customers detest them, salespeople mock them, and I'm sure you've had your own opinions of the stereotype in years past as well.
The reality is that no one wants a buying experience typified by a hounding salesperson. Customers absolutely love to buy, but many actually hate being sold. If you can put yourself in a recent scenario where the salesperson has just rubbed you the wrong way, I am sure you can empathize. At the same time prospects making a purchase they haven't made before, or from a retailer they haven't done business with before, tend to feel a certain amount of apprehension. This is where the advisor role comes into play.
Any productive sales process should have various parts, of those two should consist of a basic needs analysis phase and a recommendation phase. Please don't confuse the needs analysis with a standard checklist of questions, it is not one. Needs analysis should be a structured conversation between the prospect and yourself. Please don't confuse the recommendation phase with a sales pitch, it is not one. Good recommendations keep one person in the forefront of any thinking, and that should be the Customer. Good recommendations should utilize evidence of the connection between the prospect and the product, and that information should have come from the prospect as a result of your earlier conversation.
Remember that if there is a clear link between a product and your prospect, your recommendation should attempt to convince the prospect that your product is the next best thing to sliced bread. Rather, focus your prospect on the inherent value that your product or service holds for them as a result of the connection between it and the prospects earlier words. When this is done it is clear that the process of sales isn't about being a used car salesperson.
It is about linking your prospect to your product.
The old phrase "used car salesperson" is likely the most overused label that I can think of in sales and service. Customers detest them, salespeople mock them, and I'm sure you've had your own opinions of the stereotype in years past as well.
The reality is that no one wants a buying experience typified by a hounding salesperson. Customers absolutely love to buy, but many actually hate being sold. If you can put yourself in a recent scenario where the salesperson has just rubbed you the wrong way, I am sure you can empathize. At the same time prospects making a purchase they haven't made before, or from a retailer they haven't done business with before, tend to feel a certain amount of apprehension. This is where the advisor role comes into play.
Any productive sales process should have various parts, of those two should consist of a basic needs analysis phase and a recommendation phase. Please don't confuse the needs analysis with a standard checklist of questions, it is not one. Needs analysis should be a structured conversation between the prospect and yourself. Please don't confuse the recommendation phase with a sales pitch, it is not one. Good recommendations keep one person in the forefront of any thinking, and that should be the Customer. Good recommendations should utilize evidence of the connection between the prospect and the product, and that information should have come from the prospect as a result of your earlier conversation.
Remember that if there is a clear link between a product and your prospect, your recommendation should attempt to convince the prospect that your product is the next best thing to sliced bread. Rather, focus your prospect on the inherent value that your product or service holds for them as a result of the connection between it and the prospects earlier words. When this is done it is clear that the process of sales isn't about being a used car salesperson.
It is about linking your prospect to your product.
Friday, February 5, 2010
Process vs. Personality
Lesson Four - Process Doesn't Hinder Personality, It Enhances It
If you've worked in more than one sales environment you're likely aware that there are generally two kinds of salespeople.
Type "A" has huge results some of the time, and not so much the rest of the time. When type "A" is on their game, the world seems to revolve around their every word, but when they're not, things just don't seem to click.
Type "B" may not be the #1 seller every month in your organization, but they exceed their goals on a consistent basis and seem to do so with much less anxiety than type "A". Type "B" always seems to find a way to adapt to the odd prospect or sales objection, when Type "A" may struggle.
The primary difference between these two types is that type A is the "fly by the seat of their pants" seller, and type B has a plan. It is in this situation that we can answer the question of whether having a set process plays for or against your personality and success.
Please keep in mind that I'm not talking about scripts here. The use of scripting in a sales and Customer service environment has long been the bread and butter of traditionalists, but simply does not hold up as the most effective option. Scripts pigeonhole creative talent, they stifle a person's ability to use their reactive judgment to respond to a Customer.
A process, on the other hand, knows well enough to provide a framework for a conversation with a successful outcome. At the same time it allows a salesperson the ability to work with the ebb and flow of various Customers. No one will argue that every Customer presents a unique scenario, along with a unique personality style. Consistency comes from having a base starting point, or a process. Productive processes breed efficiency, and thus the ability to think quickly when necessary.
No two processes will ever be identical for the same purpose primarily because the human factor, or personality, is exactly what makes the process succeed.
If you've worked in more than one sales environment you're likely aware that there are generally two kinds of salespeople.
Type "A" has huge results some of the time, and not so much the rest of the time. When type "A" is on their game, the world seems to revolve around their every word, but when they're not, things just don't seem to click.
Type "B" may not be the #1 seller every month in your organization, but they exceed their goals on a consistent basis and seem to do so with much less anxiety than type "A". Type "B" always seems to find a way to adapt to the odd prospect or sales objection, when Type "A" may struggle.
The primary difference between these two types is that type A is the "fly by the seat of their pants" seller, and type B has a plan. It is in this situation that we can answer the question of whether having a set process plays for or against your personality and success.
Please keep in mind that I'm not talking about scripts here. The use of scripting in a sales and Customer service environment has long been the bread and butter of traditionalists, but simply does not hold up as the most effective option. Scripts pigeonhole creative talent, they stifle a person's ability to use their reactive judgment to respond to a Customer.
A process, on the other hand, knows well enough to provide a framework for a conversation with a successful outcome. At the same time it allows a salesperson the ability to work with the ebb and flow of various Customers. No one will argue that every Customer presents a unique scenario, along with a unique personality style. Consistency comes from having a base starting point, or a process. Productive processes breed efficiency, and thus the ability to think quickly when necessary.
No two processes will ever be identical for the same purpose primarily because the human factor, or personality, is exactly what makes the process succeed.
Wednesday, February 3, 2010
Before You Can Pull the Trigger, You Have to Find It
Lesson Three - Compel to Action
It is a dangerous assumption to believe that people will do as you'd like them to do simply because you feel a certain way. Successful interactions in sales and Customer service take place when we acknowledge that each of us has an emotional "trigger" or "switch" that will compel us to action. Some of the key words or acronyms associated with this are WIIFM (What's In It For Me), buy-in, or gaining agreement. Regardless of the jargon, the concept itself is simple.
If you want to convince others to follow your lead you need to find their emotional trigger, and then pull it.
Part of this process includes identifying the part of your Customer that is dissatisfied with their current situation. Once done, you can work to steer the Customer towards the decision you feel is best suited to their needs. There are no scripts to make this happen, only productive conversations that create and embrace a combination of leading and probing questions. I've never been amazed at how little information a Customer is willing to provide independently. I am, on the other hand, constantly amazed at how asking the same question in two different ways will produce different responses. If you want to uncover the emotional trigger, you simply need to ask the right questions.
The end result of this process should be an ability to relate to your Customer on a level that they understand, primarily because you are now speaking to them from their perspective. Remember, ultimately though, that it is our responsibility to uncover the true reason for a purchase and then put that to good use. Believe it or not there is a reason for every purchase made, whether it is the purchase of an expensive appliance, or a pair of socks.
It is a dangerous assumption to believe that people will do as you'd like them to do simply because you feel a certain way. Successful interactions in sales and Customer service take place when we acknowledge that each of us has an emotional "trigger" or "switch" that will compel us to action. Some of the key words or acronyms associated with this are WIIFM (What's In It For Me), buy-in, or gaining agreement. Regardless of the jargon, the concept itself is simple.
If you want to convince others to follow your lead you need to find their emotional trigger, and then pull it.
Part of this process includes identifying the part of your Customer that is dissatisfied with their current situation. Once done, you can work to steer the Customer towards the decision you feel is best suited to their needs. There are no scripts to make this happen, only productive conversations that create and embrace a combination of leading and probing questions. I've never been amazed at how little information a Customer is willing to provide independently. I am, on the other hand, constantly amazed at how asking the same question in two different ways will produce different responses. If you want to uncover the emotional trigger, you simply need to ask the right questions.
The end result of this process should be an ability to relate to your Customer on a level that they understand, primarily because you are now speaking to them from their perspective. Remember, ultimately though, that it is our responsibility to uncover the true reason for a purchase and then put that to good use. Believe it or not there is a reason for every purchase made, whether it is the purchase of an expensive appliance, or a pair of socks.
Tuesday, February 2, 2010
Practice = ???
Lesson Two - Practice Does NOT Make Perfect
One of the first things that surfaced in the reality of my working world was that the age old adage "Practice Makes Perfect" was about as flawed as could possibly be. I think back to the number of times I've heard that in my years and I've officially lost count. Not that I decided to start counting until a while ago anyhow, but I'm sure you can understand my point.
The unfortunate reality of the "Practice Makes Perfect" concept is that it automatically sets us up for failure. Now most of us won't admit that we'd like to fail, and yet we set seemingly insurmountable goals such as perfection. I've practiced tying my shoes for decades, speaking in front of people for years, and attempted basketball for about six days. I've come to the conclusion I'm nowhere near close to perfect at any of them.
Sales and Customer service are the same way. Years have passed since my first true sales presentation and while growth has been a constant, you won't see anywhere in this lesson about how I've somehow ascended to a skill level beyond the rest of the waking world. I've had interactions with Customers in almost every kind of random situation you can think of, and at the end of it all, perfect is still a level that I have yet to reach. So I thought something else would make more sense in this context, and perhaps give us all something to think about from a realistic perspective.
Practice makes permanent.
That's it.
If you're confused you need simply think back to my wonderful shoe tying story a few moments ago. I am absolutely convinced that I am better today than I was yesterday at something, even if it is only something as minor as tying my shoes. Then again, tripping your way into a sales presentation or meeting isn't a great way to make an impression, so perhaps the skill isn't so minor as I once thought. Indeed as I've grown I've been able to improve in thousands of ways, some small, others not so much.
The first Customer I ever dealt with was a wonderful mother of two who needed advice about a purchase for her husband's birthday. She was conflicted about her decision, and I wasn't the greatest help in the world at the time. I hadn't practiced enough. Years later I've practiced and practiced and am now told that I talk about sales and Customer service in my sleep on occasion. You may call it obsession. I'm fine with that because obsessive practice has made improvement a permanent part of my life.
Somewhere today or tomorrow my first Customer may be out making another purchase for her husband or even herself. I have no doubts when I say that if I were to have another opportunity to assist her I would be infinately more effective today than I was so many years ago. As time passes we become better not because of our pursuit of perfection but because we grow in at least one area of our lives.
Our lives are a constant opportunity for practice. Involvement with sales and Customer service are perfect moments for practicing communication, negotiation, persuasion, and presentation. These are the skill sets which prepare us not only for life, but for the art of delivering the ultimate Customer experience. I've no idea where you are today in terms of these skills, but your current skill level shouldn't matter, provided you plan on being better tomorrow than you are today.
That kind of growth is permanent, and that is what practice makes.
One of the first things that surfaced in the reality of my working world was that the age old adage "Practice Makes Perfect" was about as flawed as could possibly be. I think back to the number of times I've heard that in my years and I've officially lost count. Not that I decided to start counting until a while ago anyhow, but I'm sure you can understand my point.
The unfortunate reality of the "Practice Makes Perfect" concept is that it automatically sets us up for failure. Now most of us won't admit that we'd like to fail, and yet we set seemingly insurmountable goals such as perfection. I've practiced tying my shoes for decades, speaking in front of people for years, and attempted basketball for about six days. I've come to the conclusion I'm nowhere near close to perfect at any of them.
Sales and Customer service are the same way. Years have passed since my first true sales presentation and while growth has been a constant, you won't see anywhere in this lesson about how I've somehow ascended to a skill level beyond the rest of the waking world. I've had interactions with Customers in almost every kind of random situation you can think of, and at the end of it all, perfect is still a level that I have yet to reach. So I thought something else would make more sense in this context, and perhaps give us all something to think about from a realistic perspective.
Practice makes permanent.
That's it.
If you're confused you need simply think back to my wonderful shoe tying story a few moments ago. I am absolutely convinced that I am better today than I was yesterday at something, even if it is only something as minor as tying my shoes. Then again, tripping your way into a sales presentation or meeting isn't a great way to make an impression, so perhaps the skill isn't so minor as I once thought. Indeed as I've grown I've been able to improve in thousands of ways, some small, others not so much.
The first Customer I ever dealt with was a wonderful mother of two who needed advice about a purchase for her husband's birthday. She was conflicted about her decision, and I wasn't the greatest help in the world at the time. I hadn't practiced enough. Years later I've practiced and practiced and am now told that I talk about sales and Customer service in my sleep on occasion. You may call it obsession. I'm fine with that because obsessive practice has made improvement a permanent part of my life.
Somewhere today or tomorrow my first Customer may be out making another purchase for her husband or even herself. I have no doubts when I say that if I were to have another opportunity to assist her I would be infinately more effective today than I was so many years ago. As time passes we become better not because of our pursuit of perfection but because we grow in at least one area of our lives.
Our lives are a constant opportunity for practice. Involvement with sales and Customer service are perfect moments for practicing communication, negotiation, persuasion, and presentation. These are the skill sets which prepare us not only for life, but for the art of delivering the ultimate Customer experience. I've no idea where you are today in terms of these skills, but your current skill level shouldn't matter, provided you plan on being better tomorrow than you are today.
That kind of growth is permanent, and that is what practice makes.
Monday, February 1, 2010
All lessons begin with the basics.
It is important to be able to recognize the changes in our world that require our adaptation. At the same time there can be no circumstance in which we are unable to learn something new. Having spent the last many years of my life trying to teach others, I now find myself in a position where I'd like to increase the impact of the many lessons I've been blessed enough to learn.
As such this will mark the first of a series of discussions on the state of sales and service trends in our country and our world. My hope is that people begin to "re-learn" what we've lost in the art of sales and Customer service. As with all lessons this concept should begin simply.
Lesson One - Sales and Customer Service Are Not Unique Concepts
The most basic explanation that my 8 plus years in sales and Customer service can offer is that in order to provide a fantastic sales event, you must understand how positive Customer service is linked to the sale. When you sell a product, whether tangible or intangible, you are in fact providing a needed service. When you provide high caliber Customer service, you are in fact selling something, even if it is as simple as selling the Customer on yourself. This is in essence the basic premise of my experience, that there is no distinction between sales and Customer service and that they are, in fact, the same thing.
Prior to ending the first of what I hope to be many opportunities for learning it is important that I point out something that you may or may have not already noticed. I make a concerted effort to capitalize the word "Customer". Rules of grammar aside, and no disrespect intended for those who follow grammar to the letter, a Customer is more than a description to me. It is, in my humble opinion, the title of the person that everyone in sales and service should hold dearest. It is in our ability to attract as well as retain the Customer that we make our own individual businesses successful. As a result I hold the word "Customer" in the highest regard.
That is the most basic and important lesson I have learned thus far.
As such this will mark the first of a series of discussions on the state of sales and service trends in our country and our world. My hope is that people begin to "re-learn" what we've lost in the art of sales and Customer service. As with all lessons this concept should begin simply.
Lesson One - Sales and Customer Service Are Not Unique Concepts
The most basic explanation that my 8 plus years in sales and Customer service can offer is that in order to provide a fantastic sales event, you must understand how positive Customer service is linked to the sale. When you sell a product, whether tangible or intangible, you are in fact providing a needed service. When you provide high caliber Customer service, you are in fact selling something, even if it is as simple as selling the Customer on yourself. This is in essence the basic premise of my experience, that there is no distinction between sales and Customer service and that they are, in fact, the same thing.
Prior to ending the first of what I hope to be many opportunities for learning it is important that I point out something that you may or may have not already noticed. I make a concerted effort to capitalize the word "Customer". Rules of grammar aside, and no disrespect intended for those who follow grammar to the letter, a Customer is more than a description to me. It is, in my humble opinion, the title of the person that everyone in sales and service should hold dearest. It is in our ability to attract as well as retain the Customer that we make our own individual businesses successful. As a result I hold the word "Customer" in the highest regard.
That is the most basic and important lesson I have learned thus far.
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