Jeff Garrison

Discover how to Explode Sales for the Small Business and Sales Professionals with Sales Habitudes! 

Honest Commitment to Sales Goals & Activity

Being consistently great at developing new business either as a sales person or a business owner requires that you HABITUALLY do the right things, the right way, at the right time, on a regular basis (which is usually daily or perhaps weekly). 

The Sales Habitues training program is about identifying those right things, learning to do them the right way, and consistently scheduling them at the right time.  This takes tremendous commitment because learning new sales skills and turning them into sales habits does not happen over night or in a two hour workshop.

Recently I met Brian Klemmer and I listened to him address a large audience regarding personal change and honest commitment.  Brian runs a $10 million company.  With his own staff, he emphasizes that when they make sales commitments in particular, he and other leaders will base their decisions based upon these commitments.  It doesn't work if people commit to what they think management wants to hear rather than what they are committing to doing without fail.

In fact, Brian will ask his staff what they are willing to lose or give up if they don't come through with what they have committed to doing.

This week, I was working with a sales professional on her planning.  She has a weekly objective to have a specific number of face-to-face appointments with prospects.  She confidently told me that she plans to meet with eight new prospects a week.

I asked her if she were willing to write her company's owner a $100 check that he could deposit and keep if she did not meet with eight new prospects next week.  There was an uncomfortable silence.

The point is, as sales professionals and business owners, we are often not honest, or at least not realistic, about our commitment to our goals and activity.  We can't hit our sales goals and our personal financial goals nor can we become great where we are if we are not fully and honestly committed to achieving what we say we are going to achieve.

Don't let falling short become a habit.  Don't let your company down.  Don't let yourself down.

Find a way to make honest commitments.  Find a way to put skin in the game to keep you honest.

Feel free to contact me for ideas as to how you can get more skin in the game.

Photo on flickr by eschipul

Speaking of Elevator Speeches

Perhaps the most beneficial thing about putting together a great "elevator" statement is that if done well, it will force you to really discover your relevance to your target audience.

During a Sales Habitudes workshop yesterday on personal business branding, a financial adviser shared his thoughts on the subject.  He stated that because there are many "financial advisers" around, when he is networking and states that he is a financial adviser ...

"It is like farting on an elevator."

No one wants to engage in conversation or even make eye contact.  They just want off the elevator.

In this case, we talked about two elements of a brand that has F.O.R.M., focus and relevancy. 

As it turns out, this financial adviser has a background in a small, family owned business.  He prefers to work with small business owners because he has a unique understanding regarding their needs

He also knows from his experience that small business owners by nature like a lot of control over their assets and,that non-liquidity is the same as being broke when growth opportunities come along or when business is slow.

Now, he works with small business owners (focus) to invest and grow their wealth while maintaining control and liquidity (relevance).

Of course, most people on an elevator won't care, but his target audience will be curious.  If you are a small business owner and want to know who this focused and relevant financial adviser is, contact me.

Where do you need to focus?  How can you be more relevant?

Photo on flickr by Susan NYC

Sales and Going Through the Motions

I hate to say it, but sometimes I need a reminder to follow my own advice and Sales Habitudes.  Today it was about preparation. 

I have a 2010 business plan.  This is broken down into a ninety day plan that I update at the end of each month.  Every Sunday I review the plan and set my top priorities for the week.  At the end of each day, I review my plan for the next day and schedule all of my tasks giving myself deadlines throughout the day.  In short, I execute.

When it comes to making phone calls, I prepare for each call to maximize the opportunity.  If it is the first time I am going to call you, I will have reviewed your website and your Linked In profile.  I will look to see if you Tweet and I will Google your name.  Finally, I will determine the outcome that I would like to achieve on the phone call and the questions I would like to ask you.

This does not take too long and because I do it, I don't have to make as many calls as someone who does not do it.

Well today, I was in the groove and called someone without preparing.  I got their voice mail.  No big deal, right?

Two hours later this person whom I had not spoken to before called back.  I was totally clumsy on this call trying to figure out what to ask next.  You know ... there were those uncomfortable silences.

In a nutshell, I behaved like an amateur.

Well, like every other endeavor, your performance is only as good as your preparation.  Going through the motions on the phone, at a networking event, in a sales meeting, daily planning, and even the informal coffee meetings is amateurish.  Amateurs by definition, do not get paid for their work.

If you want to get paid like a pro, prepare like a pro.  If you want to get paid like a world class pro, prepare like you are world class.

How do you prepare to perform at your best?

Photo on flickr by stephen le

What is the Number One Mistake Sales People Make?

This was a question asked by Tracy Johnson, a member or the Linked In group Sales Gravy.  Close to 100 sales professionals have posted their thoughts on this question in the last month.  Most of those listed one of the following as the number one mistake.

•    Poor listening skills
•    Poor follow-up
•    Not qualifying prospects
•    Failing to keep the pipeline full
•    Failing to ask good questions
•    Failing to ask for the business
•    Poor planning
•    Poor handling (or no handling) of objections
•    No passion

With the exception of the last one, all of these things fall into one big category.

Failure to Execute a Good Business Development Process!

A good sales process should document what to do, how to do it, and when as it regards lead generation, lead nurturing, and the sales process.  It should also include a way to track results and make adjustments along the way.

Since I love sports analogies and the NFL, here is one way to look at it.

The lead generation and lead nurturing process is like the preparation and practice that an NFL team will go through each week before a game.  Their entire week is scripted.  Team meetings are the same time on the same day each week.  The same "on the field" practice and game preparation methods are done at the same time on the same day each week.  (Of course the actual activity may vary based upon the game plan for the week.)

Whether you are in a large business or a sole proprietor, you need to have a consistent schedule wherein you execute the same lead nurturing and lead generation activities every week.  This consistency and professionalism is what keeps the pipeline full.

Game time is like the sales call.  The NFL team goes in with a game plan that they intend to execute.  However, within that game plan there are all kinds of contingencies that they have planned for and practiced.  In other words, they know how to instantly respond to each situation as it is occurring.

The sales process is the same.  The sales person is prepared to ask the right questions.  They are prepared to listen to the answers.  They are prepared to respond to the different issues a prospect may bring up.  They are prepared to ask for the next appointment or the sale.  They know how to follow up when it is over.

Does this sound like a lot of work?  It is a lot of work to build the process and to establish the habit of execution.  But like the NFL, business and sales is not a recreational sport. 

Play to win or don't play at all!

If you have questions about how to establish executable Sales Habitudes for your business, please contact me.

Follow Up to Familiarity to Trust to Sales

Six months ago I got a call from a rookie insurance agent who had gotten my name off of Linked In.  After introducing himself and finding out that I have had a business relationship with my financial adviser for over a decade, he could not wait to get off the phone.  I was the one trying to ask questions which he tried to brush off probably so that he could go on to the next name on his list.

I have not received any follow up calls or emails from this person since that one phone call and now, I could not tell you his name.

Over the weekend the door bell rang.  At the door was a new investment representative from a well known company out knocking on doors.  We spoke for a few minutes, but I am happy with my investment adviser right now  None the less, I asked her for her business card (because she might be interested in Sales Habitudes training at some point).

She did not have a business card, so she left me with a brochure that does not have her name on it.  I gave her my business card and asked her to email me her contact information.  I told her that if she joined the West Des Moines Chamber, she would see me there.

Two business days have passed and she has not sent me her contact information.

Here is the problem with both of these scenarios.  At the time that these two "sales professionals" contacted me, I was not ready to buy.  Neither are most prospects when we call on them the first time.  However, an opportunity has been wasted.

Both should have a follow up plan to regularly "touch" me in order to create familiarity with who they are and their personal business brand.  Over time they should seek to inform me of their expertise and relevancy such that I will come to trust in them

At some point, once I know who they are and have some trust in them, I may be ready to talk to them seriously about doing business.  Additionally, opportunities to make introductions and to help their business may come along.

Think about this.  In large sales (those exceeding $30,000), about half of the sales made are made between twelve and twenty-four months after initial contact.  Every sales person that is not committed to nurturing their prospects for at least a year is losing a ton of money.

Do you know who is making the money?  The sales person that calls your prospect twelve months after you did for the first time and right after you quit trying.

Do you have a plan for following up with those people you meet but who are not ready to buy?

Since writing this post, I received a follow-up card from the person that came to my door.  No card or contact information was included, but she followed up.  We'll see what happens next.

Laid Back Networking V (Update)

The fifth quarterly BYOB Laid Back Networking Event organized by Sales Habitudes LLC and the gang at McLellan Marketing Group has been rescheduled (due to nasty weather) for February 24th.  If you're doing business in Central Iowa - you're going to want to be there.

We're talking casual conversation, some great networking, and the chance to connect with people you haven't seen in awhile.  No agenda, no speaker - just some chatter and coolers to keep your beers cold.

We hope to see you there! 

Details:
Wednesday, February 24th from 5:00 to 7:00 PM.
McLellan Marketing Group's office (1430 Locust Street, DSM)
Parking along side the building and street parking

Be A Nurturing Sales Person

People tell me all the time that they are not good at sales or that they could not be a salesperson. It is understandable because most people have experienced the scripted, silly and often irritating closing questions of a salesperson trying to close a sale.

They believe that "successful" sales people must GET people to buy.  They must be a "closer." 

Fortunately, most of us are just not "closers" like Vin Diesel in the movie Boiler Room.

Of course, this example is over the top. But what is obviously happening here is that manipulative techniques are being used to close the deal because the sales person wants to close the deal whether or not the lead is ready to buy. In addition to being distasteful and bad for generating referrals, many "closers" have a tendency to offer discounts or additional value for free to get the deal done thus hurting long term profitability.

The fact is most sales people are not pushy. There are far more business owners and sales professionals who will test your interest with some qualifying questions and back off immediately if you don't demonstrate that you are ready to buy. They are afraid of appearing pushy or they convince themselves that spending time with "tire kickers" is a waste. 

Like a rolling stone, they will just go on to the next lead.

Consider this. Experts agree that it will take you at least seven to 12 contacts with a lead before they are ready to buy. If you give up at two, three, four or five, your competition is finishing what you started.

Also, experts agree that in large B2B sales, 25 percent of those who are going to buy do so within six months of becoming a lead. Another 25 percent buy within seven to 12 months. Another 25 percent within 12 to 18 months. And the final 25 percent buy after 18 months. If you give up too soon, your competition is finishing what you started.

For both the "closer" and the "rolling stone," LEAD NURTURING is the way to increase sales results (not to mention professional esteem).

Lead nurturing is the process of building a relationship based upon credibility and trust with your leads so that when THEY are prepared to buy, you will be the from whom they buy and all will enjoy the process.

Lead nurturing requires three things to get started.

1. A Belief that it will pay dividends
2. A System to do it efficiently
3. A Commitment to execute

What would the impact be on your sales if you abandoned the "closer" and "rolling stone" approaches and developed a system of lead nurturing?

Your Sales Value Proposition Must Have F.O.R.M. (Bonus Post)

Following is an example of how one might put the ideas from the previous four posts into actions.

Remember,Crafting your sales value proposition or "elevator statement" well is perhaps the most crucial element in a systematic business development program.  If done well, it becomes the foundation for all of your branding, networking, and other marketing efforts.

It actually changes the direction that your conversations go with prospects and clients!

If done well, it has F.O.R.M.

It is Focused.  You Own It.  It is Relevant.  And it is Magnetic.

Think about these two value proposition and how they stand up to the F.O.R.M. criteria.

Ask many bankers what makes them stand out and more often than not they will say,

“It is our people (or customer service) that makes the difference”

So, on whom does the bank focus?  Everybody?  Nobody?  What’s the difference?  Every bank can honestly say that their people (or customer service), for better or worse, makes the difference. 

How do you “own that?” 

By the way, does that make you money or save you money or is that emotionally compelling in a way that matters?  It is only relevant if the business owner who hears it has had a terrible people experience somewhere else.

Finally, there is nothing magnetic in that value proposition.  Does it provoke questions or inquiry?  In any way does that statement motivate a business owner to do business with one bank versus the one next door?  In other words, is that statement inviting?  Not really.

As a business owner, don’t you expect every bank to provide good customer service?  Don’t you expect every bank to not make mistakes with your account and to fix it if they do?  Of course! 

These are the “table stakes” of business.  If you want to play the game, your ante is good customer service.

What if a banker answered this way when asked the question, “What makes your bank a good choice for my business account?”

“We conduct a Small Business Academy.  Every business customer of ours can attend a variety of small business seminars on topics such as marketing, sales, customer service, hiring practices, inventory management, accounting, and more.”

This certainly has F.O.R.M.  Run through the criteria for yourself.

Can you see how this two sentence value proposition impacts your entire perspective as a prospect? 

Can you see how it will impact the kind of provocative questions that the banker might ask a prospect when networking?

Can you see how it changes the number and quality of referrals that might come to the banker?

Can you see how it might impact their marketing campaigns?

No more free toasters for these guys!

Other b2b value propositions that fall flat include …

    “We really get to know your business”

    “We are your one-stop-shop for …”

    “We can handle all of your __________ needs.” 

What are your thoughts about your own business?  Some get very excited by the challenge of getting in F.O.R.M.  Many are frustrated.  Share your thoughts below or feel free to email.

Your Sales Value Proposition Must Have F.O.R.M. (Part 4 of 4)

Crafting your sales value proposition or "elevator statement" well is perhaps the most crucial element in a systematic business development program.  If done well, it becomes the foundation for all of your branding, networking, and other marketing efforts.

It actually changes the direction that your conversations go with prospects and clients!

If done well, it has F.O.R.M.

It is Focused.  You Own It.  It is Relevant.  And it is Magnetic.

Being Magnetic

Compelling, attractive, or even interesting are other ways to express magnetic.  Although your value proposition should be clear and not cryptic, it should also be provocative.  For example, it should cause people to reflect at least for a moment or to ask you a question.

They should be thinking things like, “I need to learn more” or “that could change things for my business” or “that’s the way everyone should be doing it.”

More importantly, YOU need to be Magnetic.  You need to be comfortable with your message and confident about what you are saying.  

Is your value proposition magnetic enough that people ask you questions?

Laid Back Networking V

The fifth quarterly BYOB Laid Back Networking Event organized by Sales Habitudes LLC and the gang at McLellan Marketing Group is next week and everyone is invited.  If you're doing business in Central Iowa - you're going to want to be there.

We're talking casual conversation, some great networking, and the chance to connect with people you haven't seen in awhile.  No agenda, no speaker - just some chatter and coolers to keep your beers cold.

We hope to see you there! 

Details:
Tuesday, February 9th from 5:00 to 7:00 PM.
McLellan Marketing Group's office (1430 Locust Street, DSM)
Parking along side the building and street parking