Jeff Garrison

F.E.A.R. Kills Sales

Back in the early 90's I was a guest at the Pecos River Learning Center in New Mexico.  I was there with leaders from companies such as Toyota and Pioneer where we were learning about change management.

It was there that I first heard that the word "fear" is an acronym for "False Events Appearing Real."  We were told that when you imagine something occurring, your brain experiences that event.  Think back to a time when you were apprehensive, scared, or embarrassed.  Can you feel it?

As a young sales person I experienced all kinds of "fears."  For example:

• The prospect will be offended or angry when they receive my cold call.
• The prospect will think I am too young or inexperienced to know what I am talking about.
• What if I can't answer their questions?
• They won't see the value in what I am offering and will chastise me for what I charge.
• I won't know what to say when they pick up the phone.

I was right!  All those things happened.

Of course, my real fear was that I would not recover.  I might somehow die.  Well, that didn't happen.  After thousands of cold calls and presentations, all those things did happen once or twice.  Howeverer, it was rare.

Odds are, it you are trying, you will run into a few jerks.  But don't let "fear" of a few people discourage you from doing what you need to do.  The fact is, for every jerk, there were dozens who appreciated my call and a lot who became clients. 

The fact is, the population of courteous and curios people far outweigh those who are not.

So, what do you do to overcome fear?

1. Have a game plan for your prospecting calls, prospect appointments, presentations, etc.  Imagine how the questions you will get and your responses.
2. Practice!  Every world class performer spends more time practicing than playing.
3. Celebrate!  At the end of the day, review the good things that happened and reward yourself for creating some momentum.

4. Build on positive energy!  When something good happens like you just turned a new introduction into an appointment or if you just made a sale, take that energy and call a prospect or a client.

Photo by ClatieK

Personal Branding with the Young Professionals Connection

On Thursday, July 23 I will be presenting at this months Lunch and Learn at the Greater Des Moines Partnership's Young Professionals Connection. 

The focus will be on the second Sales Habitude, Personal Branding for the Professional.  It is something most of us have heard about, but few are intentional about.  A personal brand planned and nurtured over time can make a significant difference in your career. 

It will be a fun discussion.  To join us, register here.

The Inspirational Sales Person

One of the best parts about being in sales or being an entrepreneur is the freedom.  Even in a regimented sales environment, there is freedom to be inspirational.

Why be inspirational?

First and foremost, inspiring others is like giving gifts of great value.  Additionally, from a sales perspective, people want to be around those who are inspirational.  People open up to those who are inspiring.  They want to hear  their opinions and they seek their advice. 

How do you become an inspirational sales person?

Like all good character traits, it is a habit that you can choose to cultivate.  Start small.  Ask yourself what you can do to inspire someone at work, a client, a prospect, or someone in your network.

• Tell someone at work they are doing a great job. 
• Share an idea and ask for someone's opinion. 
• Ask others to join you in a small cause.
• Tell a prospect or a client what they are doing well compared to others in the marketplace.
• Ask clients, prospects, and people in your network what they aspire to.  Encourage them.  Be a resource.
• Choose to be energetic.
• Be trustworthy and real.
• Get creative.

Build this habit with a small group that you can influence.  It may just be a group of one or two.  As you build the habit of inspiration, this group will grow.

Get inspired!  Be inspirational!

Passionate Expression and Credibility in Sales

I have a friend from high school that lives in Colorado.  He has been selling materials such as webbing and buckles to outdoor clothing and equipment manufacturers for years.  If I was ever in the market for materials like that, I would call Pete.  Not because he is one of my oldest friends, but because I doubt that there is anyone more passionate about that particular business and those particular products than him. 

Because of his passion, I have no doubt that Pete has pursued the knowledge and gained the experience that he needs to make expert recommendations to his clients.

If you are passionate about your company and the products and services that you sell, don't hide it.  Let it come across in your voice, your facial expression, and your body language.  Your energy will impact those to whom you are speaking and they will perceive you to me more credible.  They will be more open to your recommendations and they will recommend you to others.

If you are not passionate about your company and the products and services that you sell, you are missing out on the fun that comes from talking about what should be some of your favorite things. 

How has your passion enhanced your credibility?  How has your passion increased your sales?

Sales Is All About Relationships, Right?

Recently at a networking event I was introduced to a young professional who is responsible for business development at his company.  The person that introduced us told him that I teach Sales Habitudes to small businesses and sales professionals.

This young professional then stated that sales is all about developing relationships.

Although a teaching moment had just presented itself, it was not the time or the place.  The fact is, sales is not "all about relationships."

I know lots of lawyers and many are my friends.  I have one for my corporation from one of the biggest and most expensive firms in town.  He is a really nice guy, but I use him because my perception of his expertise gives me confidence that my company is in compliance with the law.  I have another lawyer who is a litigator and I have had to use him to recover money invested with unscrupulous business people.  We like each other, but I never see him unless I need him.  I chose him because of my perception that he is a litigation pit bull.

I choose my accountant because he alleviated my fear of being audited.  I have an auto mechanic that was recommended to me and I have recommended him to a couple dozen people over the years because I perceive that he is honest.  He has no idea what my name is.

The point is, sales is not all about "the relationship."  Rather, sales is about the value derived from having the relationship.

Establishing a relationship is what gives you the opportunity to demonstrate your value.  But establishing a relationship won't turn into business if your prospect does not perceive that you bring valuable expertise or resources equal to or greater than all of the other bankers, lawyers, accountants, web designers, insurance agents, printers, commercial real estate brokers, and various species of consultants who are also working to establish a relationship with them.

Finally, buying into the idea that it is all about the relationship has caused many to focus too narrowly on "networking" rather than developing expertise, resources, and ideas to share with prospects and clients. 

What kind of things do you do to add real value to your business relationships?  What can you do to find out what else your clients and prospects would value in terms of expertise and resources?

Sales Process Versus Art

There are a variety of sales approaches and systems that a company can employ.  When designing these things, begin by figuring out where the company should lie on the Process and Art Sales Spectrum.

On the far left of the spectrum is sales as a pure Process.

• Variability in products and/or services are not valued by customers.  They don't want choices or they only need a few simple choice options.
• Prospects are easily identified and the message is easy to deliver.
• Prospects are highly sensitive to price.
• Training is basic and focuses more on order taking and customer service.
• Best practices are easily codified, trained, and monitored.

On the far right of the spectrum is sales as an Art.

• HIgh output variation creates customer value.  Sophisticated solutions or provocation is expected.
• Prospects, specifically decision makers, are sometimes difficult to identify and are hard to access.
• Prospects are value sensitive and focused on ROI.
• Training of sales professionals is critical for long term effectiveness.
• Creativity and problem solving ability are highly valued skills.

Of course, there is no such thing as a sales process without art nor can an artist succeed without process.

All companies are going to fall in between the extremes, especially if they have multiple products, services, or client profiles.

Where a company and their products and services fall on this spectrum impacts how they market and to whom, the sales systems they develop, and the people they hire to do sales.

Are your companies sales processes and people aligned with your position on the spectrum?

Sales Habitudes on Realization Nation

Yesterday I was a guest on Jason Kiesau's Realization Nation.  Check out the broadcast and our discussion of sales and Sales Habitudes.

 

I've Never Lost a Friend in Sales

 was discussing the marketing and sales of a consumer insurance products yesterday with a small group when one of the participants said that he did not want his friends to run when he came around because he is now the "insurance guy."

I responded, "I have never lost a friend in sales, but I have made a lot."

This is one of those F.E.A.R. (false events appearing real) reactions that people who have not been properly trained into a Winning Sales Paradigm.

The reality is that if you have a solid product or service with a good value/price ratio and if you know how to properly fit your product or service with the needs of your prospects, as a friend, you are morally obligated to share what you have.

Your friends will become better friends and many new acquaintances will become friends.

If you don't feel this way, here are a few suggestions.

1. Review your company's products and services and the value that customers gain.  You may need to go visit some customers to get their perspective.  If you believe in the value, then just go tell people about it.  Enthusiasm and belief alone can sell a lot.
2. Evaluate your sales system and skills.  Do you need sales training or a fresh perspective?  Competence builds confidence that you can share your products and services with integrity and that every sale is righteous.
3. If suggestion one or two aren't going to work for you, consider that perhaps you are not aligned with the right company, product or service, or career choice.

For those of you with a Winning Sales Paradigm, what is your advice?

Photo on flickr by Dari Lou

Leave Your Value Proposition at the Office

I know this sounds nuts after you have spent so much time crafting your elevator statement and practicing just how to position your unique product or service.  However, I am just talking about you first meeting (or perhaps the first few meetings) with a new prospect.

You have the meeting because the prospect has already determined that there is value in this initial investment of time with you.  At this point, don't keep selling.  It does not add value to your prospect.

What adds value to your prospect at this point in the sales process is your ability to ask provocative questions.

Listen to the answers.  Ask more questions.  Tell the prospect in your own words what you have learned about the exciting opportunities and issues and concerns with which he or she is dealing.

In other words, seek first to understand everything you can about your prospect. 

When understanding is achieved, your prospect will want to know about your product or service and you can tell them within the context of the "understanding" you have achieved about their business.  You can discuss an "exact" solution rather than the general value proposition that you left at the office.

This conversation is easier to describe than it is to achieve.  The prospect might be more comfortable asking you about your business.  It is hard to not start selling at this point.  You need to tactfully turn the spotlight back on the prospect.  It takes planning and practice to do it well, but it must be done to serve your market best.

What do you do to keep the focus on your prospect.?

Photo on flickr by Benoit

Poertner Consulting Group

A senior officer at Guide One Insurance Company told me years ago that the the higher you climb in management, the less technical your role becomes and the more people oriented your focus becomes.  Two obvious people oriented abilities required to be a great leader are the ability to foster great communication and the ability to influence.

The Poertner Consulting Grouphas several unique training programs for corporations as well as several intense workshops a year to train leaders in these exact areas.  Shirley Poertner has been an executive coach for fifteen years.  Over the years she has narrowed her coaching and the focus of her company's workshops to Crucial Conversations, Crucial Confrontations, and Influencer.

If you believe that how well the leaders in your company handle the high-stakes conversations and influence corporate behavior has a significant impact on the bottom line, then you should sit down with Shirley Poertner to learn about their programs.