Jeff Garrison

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

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.

The Problem is the Opportunity: Branding

Recently I was working with a sales person who is early in her career as a financial adviser.  I asked her what makers her different from others.  Why would somebody buy from her as opposed to one of her competitors.

"That is the problem," she responded.  "We are all selling the same thing."

That statement is usually followed by, "It's really all about relationships."

The "problem" here is truly the opportunity! 

Everyone can BRAND themselves in a different, inviting, and relevant way to their target market.  It is not necessarily easy to hit upon that thing that resonates with people and will make them gravitate to you and it takes sustained effort over time, but everyone can establish a brand.

First, pick a niche.  What subset of your target market can you focus on?

Second, determine what unique knowledge, skills, resources, and experience is uniquely important to that subset and start developing those areas in which you are deficient.

Third, start telling this subset of your target market about your unique focus. 

Fourth, stay focused.  It will take time before this pays dividends.

The Problem is the Opportunity: The Economy

Barry Moltz recently sent me a copy of his new book BAM! Delivering Customer Service in a Self Service World.  The book begins by challenging a lot of customer service myths and wisdom such as "the customer is always right."  He points out that we have heard statements like so often that we just accept them as truths.

So what kind of "truths" do we blindly accept in sales?

We have heard and said a lot over the last year about the economy.

• Nobody is buying. 
• Companies are hoarding their cash. 
• We can't grow in this economy.
• When the economy gets better ...

How much sense do these statements really make?  Yes, the economy has been shrinking over the last several quarters (until this most recent quarter), but commerce has not stopped all together.

What most people perceive to be the problem is the opportunity!

Because many businesses are marketing and conducting their selling activity like "nobody is buying," those of us who don't buy into the gloom and doom should be out there marketing and selling like Field of Dreams. 

Let's call it Economy of Dreams: If we will execute our marketing plans and planned sales activities, people and companies will buy! 

Therein lies the power of owning a Winning Sales Paradigm.  If you believe in the "nobody is buying" perspective, it will impact the quality and quantity of marketing and sales activities that you plan and execute.  Not surprisingly, sales will drop.

On the other hand, you don't have to believe the economy is better than ever, but you need to behave like it is.  There are prospects right now that have problems that you can solve who also have the financial resources to buy your solution. 

Don't let the "problem" hold you back.  Find the opportunity in it and take action today!

Sales Habitudes for Women Workship Videos

We have broken the first session of the Sales Habitudes for Women workshop series into a set of short videos.  If you missed the first week, you still have a chance to attend.  View the videos before the next session, or watch them at your leisure in the future.

Enjoy and give us your feedback.

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

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

How Many Contacts Required to Make a Sale?

I worked with a business owner a few years ago who tracked how many times he had to "touch" a prospect with a phone call (voice mail included), e-mail, or letter before the prospect knew who he was.  For him, it was twelve.

Wendy Weitz, the Queen of Cold Calling, states in a recent blog post that a sale is made after the seventh contact.

Many have tracked the number of contacts required to get a meeting with a prospect or the number of contacts required to make a sale and the numbers vary sometimes by a lot.  However, there is one thing that is consistent among them all.

You can count on it taking at least six contacts on average to get anywhere with a prospect.

Here is the takeaway.

1. Don't give up on a prospect before six touches.
2. Start tracking to learn what is required for you to get your first appointment, a needs analysis conversation, a sale, or whatever you believe to be an important milestone in your sales process.
3. Build those "touches" into your lead nurturing/sales process.  Make it as automatic and consistent as possible.
4. Experiment with the type and timing of your touches to see if you can shorten the process.

What have you found to be the required number of touches and in what combinations?

Photo on flickr by batega

Sales Success is About Helping Clients Succeed

Helping clients succeed is the only reason in b2b sales to sell anything.  If a product or service does not somehow help a client to make more money (or prevent the loss of money), why would they buy it?

Helping clients succeed is more than just selling them a product or service that works.  It is about being a trusted adviser.  One aspect of being a trusted adviser is making sure that the solution provided is a great fit for the problem the client is trying to solve or the opportunity they are trying to capture.

How does one know if the solution will help the cient succeed?

BEFORE turning the focus to a specific solution, listen hard to understand their business including...

•  their market objectives and concerns
• their operational objectives and concerns, and
• their financial objectives and concerns .

Only at that time will the sales person know if their solution will help their client succeed. 

If the solution is a good fit, the salesperson is well equipped and morally obligated to sell his or her product or service.  If it is not the right fit, the salesperson is well equipped and morally obligated to suggest alternatives.

What!  Suggest alternatives!  Walk away from a sale?

Helping clients succeed requires more than market and product knowledge, asking great questions, and being a great listener.  It requires a Winning Sales Paradigm.  It requires integrity.  It also requires a belief that opportunities are abundant.  It requires a belief that helping a client by not selling them a poorly fitting solution will be good for sales in the long run. 

I guarantee the last one!  It will be good for sales!