Jeff Garrison

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?

Know, Like and Trust (Part 2)

You trust me. They trust me. I trust you. I trust them. You trust them. They trust you.

I was startled as I read these 6 sentences.

Weave them together in our lives and we weave our golden fleece. A golden fleece we can share collectively. Doncha think?

Like, Jason and his ship of heroes, we all seem to be on a journey seeking the golden fleece of a community based on trust. Who can we trust? Where can we trust? Why should we trust? How do we know we can trust? Hmmm?

Trust is the golden fleece for business, too. Trust from me is tantamount to a blank check. A vendor asked me the other day what was my budget for a project. I had no idea. Why? I trusted that vendor to tell me what I needed to spend to achieve my desired results. I trusted that vendor with this information. I was right. He told me what I needed to spend to achieve the desired results.

Another vendor may have seen that as a grand opportunity. They think to themselves: Here is the lamb in the marketplace taken to slaughter, er, sacrifice. A quick profit, a bit more cash-flow, this month and we’re done. True. And literally. Sacrificed at the same time are the future cash-flows from future clients who came to trust this same vendor from our word-of-mouth recommendations.

Some may read this as simple, even quaint. You think The ruthless world of business sacrifices trust early. Your observation would be accurate.

And therein lies the advantage. Trust is now THE key differentiator. Trust is a key value-add. Trust adds margins. Trust and its sidekick Respect are the top three decision-making factors for purchases.

Those margins come in the form of less need to compete on price and the resulting higher numbers of customer referrals and the reduced need for advertising.

Now. Ok. You’re sold. You trust me. How do you do it? How do you weave your golden fleece of trust?

It all starts with each of us. Always. Trust, integrity and respect may be the ultimate proof of this axiom. Here are a few simple steps to expand, renew, rebuild, repair or build a reputation of one that can be trusted:

What would you tell your mom?

Simple, quaint. But as I read these stories of corporate ethical lapses, big and small, I always wonder: would they tell those stories to their moms? Would they, could they, sit straight-faced and say No, mom, those interest-only loans you are barely able to afford now...are risk-free. Interest rates will never rise AND property values will always increase by 25 - 100% a year. You are safe. Besides, I would never put my quarterly bonus ahead of your long-term financial needs.

So. Moms are always smarter than they let on. Assume your mom knows all. Would you tell her what you just told that customer? No? Then don’t. Tell that customer, employee, vendor or partner, investor or stakeholder the same truth you would tell your mom if your mom were in their shoes.

This appeal to your heart doesn’t work? Ok.

What story do you want others to tell about you...today?

This gets to legacy. But legacy has the sheen of something...down the road. Legacy implies, A compilation of your life’s achievements with some convenient editing in the mix.

No. The question is:What story do you want told about you today?

Oh, are prepared to read this story ...on every social media forum you know and 3-4 others you do not know? And these would your story told in the eyes of your customers, employees, vendors and partners...your stakeholders. These are the ones whose word-of-mouth, and purchases, make your brand.

Too many companies are shocked, shocked, they say to see what’s written about them on the web. For some reason, they think...who knows.

But, we all talk. We have done it all of our life. In fact, we celebrate our first words as a bellwether of progress. And then we’re off and running and we can’t stop. What do we talk about most? Well, in business, we talk most about those companies who disappoint us the most. Negative word-of-mouth is far more extensive, far more exciting, and shared by far more people, than positive word-of-mouth.

So. What story do you want others to tell about you...today? The story like my vendor will write with me? Or another story? Don’t forget: it is our choice, it is our creation.

What movie do you want to direct and then review at the end of your day?

We review (and wish we could edit, often) the movie we created each day with our actions and conversations. We do this as we sit quietly or wait for sleep to rescue us.

What movie do you want to direct and then review at the end of your day?

Again, it is our choice, our creation.

Listen.

Our truth is always heard through the filters of our audience. Too often, our truth is spoken to our questions. That may not be the truth nor the questions of our audience. Their questions, their comments, help us see their truth. So, we can honor it and speak to it. Listen.

Shipmates.

We cannot do this alone. Technically, ok, maybe. The illusion of the self-made anyone aside, those first 6 sentences for this post are written only with others. The others are our shipmates. Like Jason and his pals, the Argonauts, we all need each other’s help. We each have tools and resources, strengths and skills, to help each other. Otherwise, it is far simpler to do it ourselves.

I’m going to list those who I consider a shipmate on my journey. This may surprise them. But every day is a good day to surprise those who have inspired you. In no particular order: Seth Godin, Jackie Huba/Ben McConnell, Steve Farber, Steve MacGill, Ed Welch, Erika Andersen, Susie Poirier, Stephen Lynch, JC Garrison, my wife aka The Puhwincess, Hearts Club...I leave out many. I apologize. I’ll recognize you at a different date.

Now, speaking of Jason, his Argonauts and their journey...we have a similar journey. But, our journey differs from theirs in one big way. The fleece we seek is not found out there, wherever there is. It is found...in here (double chest bump like the athletes do), where our hearts and minds, our integrity, our families and friends together are found. And it’s value is far greater.

Disclaimer. This part three of a series with Jeff Garrison, the owner of this blog. Here is his first post on this series. His post inspired me. Jeff inspires me. You will be inspired, also. I read 3-4 times. He offers inspiration, great advice and actionable resources. You should read it 3-4 times, or more, too.

This became possible because I know Jeff. Mike Sansone introduced us. Over time, and with social media, I got to like Jeff. And over time, I trusted Jeff. Jeff's a shipmate. We have no titles on this ship, other than shipmate. But, Jeff pushing for this series makes him a valuable shipmate. Invite him to join your ship on your journey.

Know, Like, & Trust (Part 1)

Zane Safrit and I have corresponded about the simple truth of Know, Like, & Trust and decided to each take a whack at it with our keyboards.  Part 1 will address getting to Know and Like someone and Zane will write about Trust in Part 2.

Generally, we all desire to be known and liked.  As business people wanting to influence the market, we need to appreciate the rule that people prefer to say yes to individuals they know and like.

Becoming known is fairly easy these days with the number of networking opportunities and the number of social tools such as LinkedIn, Twitter, facebook, YouTube, and podcasts.   So, how do we go from being known to being liked? 

Let's look at what research tells us about liking and how we ethically employ this information to establish better relationships.

Physical attractiveness seems to create a halo effect that causes us to attribute other positive traits to people such as talent, kindness, and intelligence.  Fortunately since most of us are average, there are many other factors.  This is good to know so that we don't allow ourselves to be unduly influenced by someone because of their extraordinary good looks.

We like people who are Similar to us.  This could be in the area of opinions, personality traits, dress, background or lifestyle.  So open up a little bit.  Don't compartmentalize your "business self" and your "non-business self."  Let people get to know you. 

A lot of people resist this idea, especially online.  Who has not heard someone say, "I don't get Twitter (or facebook).  I don't want to know what someone had for breakfast."  Neither do I.  But if they are eating at my favorite restaurant, I would find that interesting.  Your online profiles and the conversations you participate in are perhaps the best way to show who you are and to develop relationships based upon similarities.  Furthermore, when you run into people "in real life," there is more to talk about.

Praise and Compliments, when not crudely transparent, enhance liking.  Learn to see people in such a way that you are able discover their unique quality and virtue.  Then look for ways to tactfully acknowledge it.

One of the most powerful ways to compliment someone's intelligence or perspective is to listen to them speak and to ask questions to clarify and enhance understanding.  Another is to introduce them to others in your network and share their successes.  Online you can comment on their blogs, tweets, and facebook page.

Familiarity through repeated contact enhances liking.  Simply put, get engaged and stay in front of people.  Go where your prospects and customers are.  If they are networking at the local Chamber of Commerce meetings, show up and talk with them.  If they Tweet, you Tweet.  Send a regular newsletter and include your picture.

Mutual and successful cooperation enhances liking.  Volunteering with the Chamber of Commerce, being a member of a Rotary Club, or being on a non-profit board are all places where you can find opportunities for mutual and successful cooperation.  From a sales or customer services approach, we should frame the issues in a way to promote the mutual cooperation to solve a client's need.

Finally, Association with positive things enhances liking.  This could be an event such as a Halloween party a friend of mine has every year for his friends, neighbors, and clients or the Central Iowa Bloggers meet up the first Friday of every month or something simple like lunch.  Breaking bread together has an unexpectedly powerful effect on liking.

As you can see, one can employ a strategy and tactics to enhance liking in their target market and it can be done with integrity and by being your real self.

For an in-depth treatment of these ideas, pick up Robert Cialdini's book Influence: Science and Practice.

Finally, share with us your thoughts and ideas regarding liking.

Photo on flickr by Liverpool Chamber of Commerce

Sell with Stories

For nearly a decade I was an executive recruiter which is very complex selling when done well.  On the client side, there are multiple decision makers to be satisfied and complex needs to be met with a product (the candidate) that also has professional and personal needs that must be met.

One major reason for our firms success is that we did not sell with "features."  In other words, we were not selling those jobs, skills, and years of experience featured on candidate resumes.

We sold with stories!

We asked our candidates, if there were a hall of fame for professional __________, what things have you done that would get you in?

We would find the stories that demonstrated the candidate's ability to meet the needs of our client.

The ensuing conversation with the client would go like this:

When we began this project, you said the top three needs to be met were __________.  Has anything changed?

Great.  We have a candidate who has just the right track record.  Let me tell you what we have learned.

We would then proceed to tell the stories. 

Create your own stories!

Look back at the issues that past clients have had and the specific solution and the benefits that you have provided.  Start building a set of stories that demonstrate what you can do.

Here is how the conversation might go:

Ms. Prospect, if I understand correctly, the issues that you would most like to deal with are these.  First, ...  You want to solve them because the specific impact of each is ... The results you would like to achieve are ...  Is there anything else?

Great.  We have solved each of these or similar problems in the past.  For example ... (tell a short, to the point story).  Is this the type of solution for which you are looking?

This is a simple example and is not meant to demonstrate the entire sales process by any means.  It is just meant to show how powerful good stories are in sales.

How have you been able to use success stories to move a sale forward?  Tell us the story?

Photo on flickr by Notley

Ask the Right Questions

Ask the right questionsand the prospect will give you an appointment to come see him.

Ask the right questionsand the prospect will get to know and like you.

Ask the right questionsand the prospect will begin to trust you.

Ask the right questions and the prospect will tell you everything you need to create an exact solution and earn the business.

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!

Handling Buyer Objections

I am often asked, "What do you say when the prospect says ...?" 

In other words, sales people want to know the best way to rebut specific objections that come up when they are trying to close a sale.  Here is the answer. 

You can't "rebut" objections!

Once a person makes a verbal commitment to a position or belief, research shows that we are wired to behave in a consistent manner with that commitment, even when logic and and concrete evidence will not support it.  Rather than getting a prospect to change their mind, a pre-conceived rebuttal is more likely to compel your prospect to defend their position or to shut off any real communication.

Executing a comprehensive inquiry into the prospects opportunities, issues, resources available, and decision making process should minimize the need to "handle" objections, but it happens. 

When objections happen, don't try to "close."  Instead, go back to the beginning. 

Assuming the client does not object to something specific for you to discuss and has more of a general objection such as "we are not ready to make a decision," the prospect is saying that the proposed solution does not fit their needs.  A clever statement will not change that.  Go back and discover the missing element in the proposal.  It may be that the proposed solution ...

• does not solve their problem
• is beyond their resource capabilities (i.e., they don't have the money or the human resources to implement the solution yet)
• was not presented to the real decision maker
• or it may be that they have a need to trust you that has not yet been met
• or a need to believe in your company's ability to deliver on the solution that not yet been met.

To go back to the beginning, the salesperson must be bold and say something like...

"Ms. Prospect, I appreciate that you are not ready to make a decision.  Until you are sure that the problem/opportunity has been correctly identified and accurately valued and that the proposed solution will solve those issues at a reasonable cost, you  can't pull the trigger.

That being said, do you mind if we walk through some of these specific issues one more time to make sure that our proposal is congruent with your needs and decision making criteria?"

If the proposal does not meet their needs and their budget/resources and you are in front of the decision maker and they are still not ready to pull the trigger, it may be appropriate for another bold question.

"Ms. Prospect, it seems that we have a solid solution to your company's issues and meets your budget.  Do you believe that we can deliver on the proposal?"

Suggesting that a salesperson ask these kinds of questions is going to make many readers uncomfortable.  Here are two closing thoughts.

1. Don't do anything "dangerous" or outside your comfort zone without having practiced first.
2. At this point, what do you have to lose.  You can explore all the issues or you can leave several voice mail messages over the next few months to see if the prospect is ready to buy.

What are your thoughts about being bold?

National Guard Job Connection

Last night, Tim Bianchi of Trilogy Solutions and myself served as guest experts for the Iowa Job Connection Program.  We want to give thanks to First Lieutenant George Mosby (left) and Officer Candidate Brian Clark (right) for coordinating the program.  Both of these men have served oversees in Kosovo and Iraq respectively.  Tim and I feel privelaged to donate our time to help our veterans transition into civilian life.

Will the Real Sales Person Please Stand Up?

Go to your local coffee shop and look around.  There are bound to be several tables each with two people dressed for business having a conversation.  Observe if one person at each is doing all the talking and one person doing all the listening. 

At those tables, which one is the sales person?

This is a great exercise.  Try and guess what the desired outcomes is for each of the people at the table and whether or not they are moving in the right direction. 

Imagine yourself taking over for one of the people at the table.  Would the interaction be different?

Think back to your last few business conversations.  Did you achieve the desired outcome for yourself?  Was the other person a help or hindrance?  What do you think the other person's desired outcome was?  Did they acheive it?  Were you a help or a hindrance?

How can we all do better?  Let me know your thoughts.

Photo on flickr by ceonyc

Swagger

I came across a photo of Michael Jordan, Wayne Gretzky, and John Elway all staring straight ahead into the camera.  What was amazing was that the look in their eyes was the same for each.  There was no hing of fear or self doubt.  There was only confidence. 

There was Swagger in their eyes!

To be a great sales person, you need a bit of swaggers.  Your customers and prospect need to believe in you and that starts with you believing in you.

What do you need to believe in yourself?

Know your product.  Know your market.  Constantly improve your skills.  Be a good person.  Work with a supportive company and people you like.  Sell to people you like.

These is just a quick list, but by no means exhaustive.  What do you think are the one or two most important elements of believing in yourself  as a sales person?