Chips & Tips – Vol. 1, #2
July 6th, 2010 | Author: Pressure vs Permission (part 2)
Aggressive Selling That Prospects Like
How do you pursue a potential customer? As promised in the last newsletter, we will delve into it more today. It is important to deal properly with people, showing them genuine respect. It is crucial to care about people and their business needs. People are sensitive and can quickly pick up when they are just a “number” or are being used as a way to help you get to the top of the success ladder.
Even when you do have their best interest in mind, it is still difficult to know how to nurture a warm lead into a buyer. A basis for good sales work is to be active, not passive. We must assume responsibility and take action.
Roy gives an example of a good salesman at the home show,
“A salesman representing a water conditioning company seated himself close to the aisle and offered every passerby a catchy, full color, droplet-shaped magnet. These people had three easy options:
1. Ignore him, which was convenient to do because he was seated.
2. Take the magnet and walk on.
3. Take the magnet and start a dialogue about how this company could help them.
“The real value in this approach is in breaking the ice with the free magnet. By noticing the person’s response (words, tone of voice, body language) to his question, ‘Would you like a free magnet?’ the salesman quickly determined whether or not the person was interested in more dialogue. Sometimes people will be interested in the product but don’t want to be sold something. They may avoid the salesperson. This approach breaks through that issue and allows a salesperson to quickly put the prospects’ minds at ease by demonstrating care for them and interest in their problems.”
Imagine you are the water conditioning salesperson. You have a person interested in your product. Now what? Fear is often the main source of passivity in business. The result is many lost leads. Roy offers help in conquering this fear,
“Many suffer from something known as call reluctance. Salespeople who have not overcome this fear sell a lot less than those who have learned to follow up on leads without a mini emotional battle every time they pick up the phone.”
Roy continues, “A huge help for me in overcoming this fear was in understanding the permission concept. When I ask for the customer’s permission to follow up, it sets the stage for me to contact them. In fact, I feel responsible to do so. I actually feel bad if I don’t have a timely follow-up, because I know they are counting on me to move the ball forward. Sometimes, though, this fear comes back when I need to follow up on a high profile contact.
“My temptation is to sit beside the phone and attempt to think through the whole conversation before dialing the number. Preparation is important. But that isn’t preparation—it is procrastination. When I find myself going down that avenue, here is what I do: I stop myself; force my hand to pick up the receiver; dial the number; and before I know it, I am enjoying a comfortable conversation with another nice person.”
Courage is grace under pressure. Sometimes there is a lot of pressure in business, especially in sales work. The pressure often comes from fear and lack of knowing when you have permission to take action. But, remember, if there were no fear—there would be no courage. If your product and service can truly help the person, and they have shown genuine interest, there is no shame in making the next move. You have all the permission in the world to overcome your fears and pursue.
Chips & Tips – Vol. 1, #1
Pressure vs Permission
Aggressive Selling That Prospects Like
Were you ever annoyed by a high-pressure salesperson?
It is important to relate to your potential customers appropriately. When a prospect expresses interest in your product or service, it is your responsibility to cultivate the relationship. When you take this responsibility seriously it tells the prospect, “You are important to us. We care about you and how we can help meet your needs.” How can you follow up responsibly without being a high pressure salesman?
The opposite of Pressure is Permission. Many business people do not clearly understand the vast difference between pressure and permission. They do not want to be annoying, but they do want to let the prospects know they are seriously interested in helping them. Since we don’t want to pressure people, we must obtain their permission to follow up with them each step of the way. Roy Herr gives two examples from a recent home show to illustrate this point.
Permission
The first is an example of a salesman who did not understand that he did have permission to contact his interested people.
“I was talking to a customer, and he showed me a list of people signing up for his show special to receive a discount if they contract with him to do a project this year. I remarked that since he has the information, he could now follow up with them. His response was amazing, ‘Oh, no! I tell them that I will not be calling them. I make it very clear that they need to call me. And when people ask, “Why not call?” I tell them I don’t want to be a pest.’ He finished with a flourish, ‘I hate telemarketers!’ ”
The salesman did not realize he not only has permission to contact these prospects, he also has a responsibility to contact them. It is not rude to contact someone who has already expressed interest in your business. The people who signed up at his booth are expecting—even wanting—him to call. His follow up calls would not carry a hint of telemarketing flavor. With the one simple decision to not make follow-up calls, he is sending thousands of dollars down the drain.
Pressure
The next is an example of a woman who pressured Roy and aggressively tried to land a sale. She did not have his permission. Roy explains,
“As I was leaving the show, a woman from a travel agency stepped into the aisle and said, ‘Have you been to Virginia on vacation?’
‘No, I haven’t,’ I replied, and attempted to walk on. (I was very busy.)
She mocked surprise, ‘Where do you go on vacation?’
‘Nowhere. We vacation at home or, occasionally, go to the shore.’ (I’m trying to leave.)
‘Don’t you think you ought to take your family to Virginia? We have packages starting at only $300.’
‘No, I’m not interested.’
‘You mean you don’t have $300 to take your family on a vacation?!’ ”
This experience was frustrating to Roy. Why?
• She interrupted him when he was paying no attention to her booth space.
• He did not have time, but she continued to “hold him up.”
• He had no interest in what she was selling.
• She expressed no concern for his family’s needs or what he wanted. She tried to sell him a package to Virginia because that is what she wanted him to do.
• She tried to make him feel like a tightwad miser who did not love his family.
This illustrates what we never want to be known for: high pressures sales tactics.
The Difference
The basis of permission is genuine care for the customer and listening to their needs. It is then gaining permission to follow up. Many prospects are indecisive and unsure how to move ahead. They appreciate when someone else leads them through the buying process. It is your responsibility to follow up until the sale is closed or they no longer have a need for your product.
Next month, we will offer a positive example of how to use permission to sift your leads and win the sales that are there.
March Coffee Break
The Blink Moment
Getting Inside Your Buyer
Shopping is full of emotion-driven, spur-of-the-moment decisions. Did you ever go somewhere, see something and, blink, you bought it? Or have you looked at someone and, blink, you knew instantly you would be friends? Or, blink, you knew instantly you were not going to buy the item or the person was a foe?
Ninety-five percent of your daily life is played out from your subconscious mind. The subconscious is a powerful tool in the business world. Often people know what they want—instantly. Blink. They see it. Blink. They want it. Blink. They buy it. However, if there is a system of marketing that requires the customer to navigate a maze of options, they may become overwhelmed and leave empty-handed.
Example: A store displayed a beautiful array of jellies—only three or four flavors. People purchased them quickly. Excitedly the store added more varieties but the sales dropped drastically. The reason? More options undermined “the blink moment.” When the shoppers were confronted with too many choices, they began to process and analyze, “Do I want lemon? Or do I want the strawberry? Blueberry? Mint?” Too many choices; they ended up not wanting any jam.
What is going on in your customer’s mind in the “blink moment”?
Connect emotion with your product by probing into the minds of your customers. Is the rocking chair on your display floor evoking feelings of happy evenings rocking their grandchild? Place dolls and baby blankets nearby. Will the candle display bring a desire for a cozy home and more family time? Put table games on a nearby shelf. On the other side, display frames showing “Family.” Play around with the wording on the tags to agree with the feelings your customers are experiencing. Create a setting that encourages their emotions about the items.
Don’t worry. You aren’t bypassing their minds. Research shows that the people who purchase from the “gut level” are happier with their purchase than those who analyze and ponder for a long time.
Study the minds of the customers. Connect their desires with the product. And, in the blink of an eye, you and your customers will be very happy.
February Coffee Break
Contentment: Your Secret Strength in Business
In the business world the importance of contentment is not often mentioned–probably because many influential business gurus do not understand this secret foundation of a successful business. They themselves are missing this key factor in true success.
Contentment is a crucial factor in living a quality life. If we are not content at the core, no success in the business world will ever complete us or be enough. We will be driven by a greed that makes us both unwise and unhappy.
Greed is the opposite of contentment. It eats away at us. Greed makes us ruthless as we desire to get ahead at all costs. It rips our character, making us untrustworthy–and someone we ourselves do not like, let alone those working with and for us. If greed is taking hold of you, consider the root problem of discontentment. Where are you finding your true worth?
We find contentment in realizing our worth is not based on our business. Our worth is based on God’s love for us, and on being satisfied with the “real things” in life like family and church. As we get our priorities straight and view life in the right perspective, a peace comes into our lives.
We need to find contentment with ourselves, the people around us and with the unchangeable circumstances of life. From that secure basis of contentment, we can put our whole heart into our business. When your business success no longer defines you, you then can define its success. You are free to take risks. When you have nothing to lose and realize you already have everything you truly need, you are secure to give your business everything you’ve got. You’re not afraid. Those working for you, and even your competition, will sense this bravery.
As you work out of a content soul, you will not be controlled by manipulation or fear in the business world. No one will have the upper-hand on you. You are already on top of the world. You have a secret strength and purpose, knowing your personal worth is not found in your business success. Business doesn’t control you; you control it.
So, next time you hear the vicious, ruthless talk of business, remember that your true success is not found in becoming the biggest and the best. You know the most important secret: God defines you, and He defines you as a success. It’s the secret strength of your business–and your life.
January Coffee Break
Anything can happen.
As the clock turns to 2010, the fresh year is full of possibility. What is your business going to look like in 365 days? If every day were a step to success, you can be 365 steps closer to your goal in one year from now. But, in order to keep stepping the right direction, it’s important to plan ahead.
Target your market for 2010. Study the trends. Decide what you want to happen–and then detail plans to succeed. Sit down and detail your plans. Write out your major business goals for the year. It could look like this:
1. Gain local wholesale accounts
2. Brand my products more effectively with a consistent image in all of my marketing literature.
3. Streamline the ordering department.
4. Become a more noticeable, dependable presence on line with a blog.
5. Make customer service a top-priority with regular, positive contact.
After making your goals, decide which one will make the most lasting, successful impact on your company. Zero in on that goal and make it your top priority.
As you study the trends, blend your goals with your customer audience. Don’t just plow ahead with your goals without thinking of what your customer is really needing in their lives right now. Incorporate their needs with your business goals. For instance, in 2010 the oldest of the original Baby Boomers turn 64. This age group is looking for products to improve their changing lifestyles and ways to make their entrance into the retirement years enjoyable. What do you have to offer them? Maybe on your blog, you can give the Baby Boomers interesting information about retirement and why your gazebos are a perfect place for the family reunions with all the grandchildren.
Also, the housing market is still depressed, causing people to buckle down and make improvements on their already-owned properties. That’s good news for you, if you are marketing landscaping, home improvements and furniture. People want to make what they have better. For this trend, hone in on finding local wholesalers that are needing your products to fill the needs of these people.
It’s also a time when people are becoming more conscious of the environment. Think green and you will hit a warm spot in many people.
Bringing your goal of customer service alive with this trend, make sure they know that you are a “green” company by being intentional about mentioning little details of how you care for our world with the decisions you make in your company.
As you blend your goals with people’s needs, the year will overflow with success. It’s going to be an exciting journey. Let’s make this a great year together!
December Coffee Break
Spreading Cheer
It’s the time of year for spreading goodwill. It’s a perfect time to show your employees how much you appreciate them. Everywhere cheer abounds. It’s a special season reserved to let the people around you know how much you they meant to you. Be generous with compliments and your appreciation during the holidays.
Each employee in your business is a person, above anything else. Each one has a past, a present and dreams for the future. Each person working for you desires acceptance and belonging in this world. Each person comes with a deep, God-given need to be valued. As an employer, you have a unique opportunity to invest in your employees. The holiday season is a perfect time to show your appreciation for each person who works for you.
You don’t have to give your employees lavish, extravagant gifts to show your appreciation. Simple, thoughtful gifts make lasting impact. But, you need to be careful. Your gifts send a message about how you operate your business. Choose carefully to make sure your gift conveys thankfulness and casts the right image on your business.
But, gifts are only a small part of the holiday season. It’s critical to invest in the lives of your employees through words of affirmation and spontaneous acts of kindness. An appreciative boss motivates his employees to do their best. As you give praise, make it public. Let everyone know the positive things you think about the person. As you spread goodwill around the office, it will build team spirit and camaraderie.
Let this holiday season be the start of a new chapter in your business: a chapter committed to praise and appreciation to your employees.
November Coffee Break
Anticipating Success
There’s something about autumn that makes us think of the ending of things—and the anticipation of life in spring. Maybe you are looking at a demise in one of your business ideas, or you are facing an unexpected roadblock in your business. Even in the down turn, anticipate fresh life just around the corner.
In our October newsletter, we talked about intentionality. It’s true, we need to be intentional in planning for the future. But, every business goes through seasons. Sometimes, despite all of our planning, things go wrong and bad things happen. That’s when we need to readjust and set a new course.
Success is often found in the dark.
Columbus risked everything for what he believed. He dreamed, and he dreamed big. People laughed. He still plunged ahead. He didn’t succeed in what he set out to do, but he discovered a new world. History shows us over and over again that the greatest people are those who met difficult times and tumult change head on, making the best out of unexpected situations.
In your business, are you willing to think out of the box and pursue your dreams? Maybe like Columbus, you will ‘land’ somewhere other than where you intended. Will you consider it a failure or an adventurous opportunity?
That’s the essence of capitalism, when things are tough you either need to adjust and rethink your model or you will need to close your doors.
One of my favorite sayings is, “Blessed are the flexible for they shall never be bent out of shape.” In business, you have your plans. It’s good to plan. But, life throws us all curveballs. Are you willing to “roll with the punches” and look at unexpected detours and roadblocks as hidden blessings?
The past year has not been easy on many businesses. If you are one who has had to reconsider your angle, your product, or your image—take heart. In change and hard times, incredible successes are birthed.
Our frame of mind determines success or failure. Your company may be taking a different direction than you planned—see it as an opportunity to explore a brand new world. Look around, take stock of the situation, and make your next move.
Spring’s triumphant victory is in the air.
October Coffee Break
Hope is not a marketing strategy.
You cannot just hope next year will be better than this year. You need to intentionally plan for a successful, thriving business year. October is a perfect month to start planning. Let’s split a large caramel latte and talk about marketing strategy.
The foundation behind your marketing strategy for next year needs to be intentionality. Intentionality means purposeful, calculated and deliberate planning. It’s a good way to live your personal life, and it is absolutely critical to bring intentionality to your business. Haphazard marketing and business management brings random “spurts” of growth. Studied, intentional strategy in your business delivers consistent success.
Look at the big picture. Where do you want your company to be in one year—two years—five years? How do you want your company to be remembered when you leave it? What images and feelings do you want your company to evoke in people? What is your mission statement?
In this year, do you want to expand a new line of products? Do you want people in a broader area to discover your business? Or do you simply want to maintain good relationships with your customer base? As you define your goals, begin to map out a strategy of action.
Strategy is well thought out and planned tactics to bring your goals to reality. Begin by looking at your target audience. Who is your target? Farmers? Construction teams? Engineers? After you find your target audience, narrow down the key elements of what your business offers to people: What are you trying to tell them? What do you want them to do? Finally, implement a plan that brings people to action and makes them loyal customers.
We look forward to helping you make your next year a calculated, focused success!
September Coffee Break
The Community Touch: Christmas Card Mailings
I forgot how good a warm cup of coffee cradled in my hands felt in the chilly morning. There are many things like that in life; you forget, in the busyness, how the small joys of life make it meaningful. You don’t realize you are missing something until you experience it afresh.
That’s how it is with your customers. Your customers are in the rat race, running helter-skelter. They are used to dealing with people who only care about the bottom line. They forget how it feels to be known as people in the business world. You need to remind them how good it feels to be respected, cared about and valued.
Not very long ago, people knew each other in the community. They knew the clerk, the repair man and the mailman by first name and asked about their children. Although we can never return to such familiar terms because of the fractal life we now live, your company can take a step to bringing your customers in as part of the family.
One way to show them you care is by acknowledging them during the holiday season. A personalized Christmas mailing makes your customers feel part of your “family.” It builds relationship and trust– a great way to start a new year!
Louis Prang, a German immigrant, introduced the Christmas card to America in 1875. He printed a card with Killarney roses and the words, “Merry Christmas.” Now, more than 3.4 billion Christmas cards and letters are mailed in the United States during the holidays. Even with the advent of electronic e-cards, people still buy twenty traditional cards for every e-card purchased. There’s just something special about real paper, real envelopes, and real stamps—something you can hold as tangible evidence you are important.
Remind your customers this holiday season how good it feels to be valued in the business world by including in your Christmas mailing…
- A personal message in your Christmas card, maybe recalling a special memory you had with them over the last year ( ex. “We enjoyed getting your barn in tip-top shape for your horses this summer. It was a pleasure to build something so beautiful for such great horses!”).
- A photo of your company team.
- A yearly “newsletter” full of interesting things about your company: completed projects, growth, future goals, etc.
- And if you feel like going “the second mile,” a box of chocolates or other goodies will make your company a big hit in any office!
The August Coffee Break
Successful Trade-Showing 101
Yes, it’s here again: the busy, profitable Trade Show Season. Are you ready?
Pull up a chair, enjoy an iced coffee, and let’s talk about how to effectively make the trade show work for you.
Why a trade show? Trade shows enhance your image and put your name out into the playing field. They offer a brief, organized period of intense connecting with potential customers. It’s also a vital time to build current customer relationships. Networking and connecting are keywords. A dynamic exhibit cements your presence into the minds of your customers, competition and suppliers.
But, how do you do it effectively? Attentive, strategic trade show planning saves you time and money.
From the beginning, you need to have The Big Picture in mind: How does this trade show fit into my business plan, my overall sales and my marketing strategy?
After you figured out how the trade shows fit into The Big Picture: Plan, plan, and plan. Your planning needs to incorporate everything from the design of your booth, materials offered, and organizing the practical logistics. Keep in mind the demographics, your target audience, and your motivation behind the trade show while planning.
The day arrives of your trade show. You’re there, ready to make the most of the day. Here are tips to make it the most successful trade show ever:
- 1. Be right there at your booth. If you keep walking away from it, you give the impression that what you have to offer isn’t very interesting or worthwhile. Treat your booth like it’s the candyland of all exhibits. Your enthusiasm will catch and ignite throughout the tradeshow, creating a buzzing crowd around your exhibit.
- 2. Show hospitality during the show. Be there for the people. Don’t sit down and look bored, waiting to be approached. Be out front, talking, visiting. This is your opportunity to shine. (The human touch, remember?)
- 3. It’s true: First impressions count. The visual impact of your exhibit must arrest people’s attention and make a healthy, memorable impression. Graphics and signage are a must. Table-top displays, panel displays and pop-up displays bring in people. Banners are often used. And, remember, never run out of literature!
- 4. Take notes about the people you meet. You will have dozens of conversations and may forget their names and information. One good method is to jot down their information on the back of their business card. It’s crucial to have fast follow-up with these people. Your deadline to make these contacts into warm prospects and hot leads is 72 hours.
Trade shows are worth all the planning and organizing. You establish a presence in the marketplace, define your image, and network with many people. It’s an exciting time for you to both personally meet many people and to also get a better feel of what’s going on in your special market niche. Trade shows are a win-win situation.
We’ll see you at the trade show!
Click to download a PDF of a Trade Show Check List. It’s a handy, organized way to make sure you are getting the most your trade show experience.