A recent report from CSO Insights denotes that sales quotas
are off by a bewildering 60%. Further, sales closing
accuracy is down and more importantly closing times are
increasing. I was recently asked if a return to cold
calling and perhaps direct mail might reverse these trends,
emphatically I stated no. The rationale is simple, clients
and even potential clients desire to conduct business with
those that they know and those they trust.
Cold calling, direct mail and other traditional selling
methods do little to build relationships- they simply anger
and frustrate. When was the last time you took a call in
the evening after a lengthy day from a cold calling maven?
And when was the last time you spoke with a million dollar
insurance agent that cold calls?
Today's selling professional requires techniques that help
to accentuate and differentiate from others. In a business
culture where social networks proliferate the only true
network is that built between a client and business
professional. Clients enjoy the candor and the knowledge
that is shared from a vendor. To this end, there are
several methods that assist selling professionals.
Networking
Truly the best selling professionals constantly network.
Selling professionals by nature require constant engagement
with others to comprehend business trends and meet new
opportunities. For over 27 years I attend at least one to
two networking events per month and I can measure these to
business. Admittedly, there exist a plethora of networking
associations and organizations, choose those close to your
location and aligned with your business. Review your local
paper for functions that interest you and attend as a
guest, but go. If do not attend your competitors are.
Others cannot know your business with just a shingle
hanging in the breeze.
Referrals
Proper networking and selling etiquette involves referral
acquisition. Similar to gaining closure agreement many
professionals abhor asking for the order! Business is
driven by the ability to ask for new business. If clients
are happy with your work they will willingly provide others
that can need to receive your value. The best way to seek
referrals is when you are first engaged with the client and
they are at that emotional high. More importantly you want
to ask when you are in the account, since this is the best
time to be top of mind. Post sale is not an alternative
simply put, out of sight out of mind.
Another imperative item to remember is that there is
strength in numbers, the more you obtain the fuller the
pipeline. There is a story of an insurance professional
that would visit clients and not leave without three new
referrals. Even if the client provided one or two, the
agent would not leave until he received three or more.
Needless to say, the agent retired an extremely wealthy
individual.
Follows up on referrals
It might seem pragmatic, yet there is much evidence to
illustrate that a myriad of professionals that obtain do
not follow up. Friends, family and clients typically
provide these golden nuggets, so it is vital that one
follows up. A rule of thumb is twenty-four hours from
receipt to contact. Ensure you mention the person that
referred you and mention their enthusiasm for working with
you.
Positive attitude
Good networking professionals have a positive attitude.
They do not carry baggage with them nor do they illustrate
negative feelings should things go awry. There is the story
of a business professional that greeted all with "I am
awesome!" Coincidentally he did this even through
attempting to fight a debilitating disease. Alliances and
relationships are built with people that are positive and
are outgoing.
Enthusiastic/Energy
Remember the donkey from Winnie the Pooh- Eye Or? This poor
donkey is about as unhappy as anything I know. Sometimes
listening to him is depressing enough. This is true with
human relationships. Individuals desire to be around warm,
energized people. Many can feel the excitement of those
around them. If you want to be a memorable networker,
review your image, ensure you are excited about the event,
the people and your business. People feed off positive
energy, enthusiasm is fuel for networking, alliances and
differentiation.
Trustworthy
Candor is the most imperative issue in today's business
environment. Ironically, an important business trait
constantly discussed is ethics. Appalling as it seems,
there are numerous daily instances of those attempting to
buck trends and gain momentum while not following rules.
People will only do business with those they trust and
those they respect.
Good listening skills
Remember a time when you were with someone either at a
cocktail party or other event, and the person spoke and
never came up for air? Bothered you didn't it? Clients are
engaged with professionals that can provide value by
understanding needs and listening. Clients clamor for
solutions not prescriptions and the best people understand
the art of listening. Use techniques such as open and
closed questions and pausing to truly understand how to
assist.
Enjoys helping
It is better to give then to receive. Those that want to
gain will give first. Similar to tithing, professionals
must provide content to gain something. Think of tips,
techniques and referrals that you too can provide. This
technique is a great opener for building relationships
since others will identify with your willingness to provide
helpful information.
Sincere
Avid athletes concentrate on CORE. Fundamentally this is
the system upon which all musculature and symmetrical
principles assist to build a nutritional body. Selling and
networking exercises CORE too. One of the muscles of CORE
is sincerity. Differentiation is built upon a sincere
desire to build relations, become personable and assist
coexisting needs. Admiration is built based on trust and
willingness to assist. Dale Carnegie described this in his
now famous work, "How to Win Friends and Influence People".
Key exemplars: 1) Talk in terms of the other person's
interests and 2) Make the other person feel important - and
do it sincerely.
The key to business building and success is producing
things others don't. One needs to discover methods to rise
above the din and become visible. With global competition
increasing and a shift in industries requiring selling
professionals there exists the need to become outstanding.
There is also the issue of working smarter not harder to
produce required results. Refrain from tired
non-functioning sales methods and begin new strategies that
can escalate your rewards and make you an outstanding
performer!
©2007 Drew Stevens Ph.D. All Rights Reserved.
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!. Results is about choices you make
You are the average of the 5 people you spend the most time
with. - Jim Rohn
2. Use approaches of the masters
Find a mentoring group or mastermind group and share the
secrets that make others successful
3. Journal your success
Develop a journal of all your successes, do not lament
about failure seek out positive results and attitude.
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