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3 Natural Behaviors You Exhibit When You Believe What You Sell

October 28, 2014 by Rosemary Leave a Comment

By Scott Dailey

Dale Carnegie said, “If you believe in what you are doing, then let nothing hold you up in your work.” If we truly believe in how we are meant to matter to people, we can begin to be useful to them. We can begin to persuade them. Simply knowing something, or worse, knowing what you want, will never be important enough to others to act as an instrument of persuasiveness.
Keep Calm and Believe
Because our value to others is decided by others, our ability to persuade can never be led by self-important and well-rehearsed scripts. It may seem simple enough a notion to grasp, but in my travels, it’s among the most overlooked precepts of sales: if you’re serving only yourself, then you’re mathematically incapable of serving others. We become valuable to others only when we actually believe what we are doing adds value. Belief, itself, in what we do, is therefore the only conduit through which persuasiveness actually journeys.

Throughout my career, I have found only one immutable principle that binds all successful acts of persuasion and it is in believing what I say and do. So if it’s Dale Carnegie’s persuasive brawn you wish most to emulate, then you need to exhibit a fundamental belief in what you want me to believe with equal veracity.

Below I have outlined three completely organic behavioral changes you are guaranteed to undergo when you believe what you sell. Apply them to your sales practices and like I experienced, you’ll win more frequently and in the process, earn more coveted referrals than ever before.

You Calm Down.

When you believe in something you naturally relax. Mark Twain said, “If you tell the truth, you don’t have to remember anything.” Think about something – anything — you believe. The fundamental process of believing it contains organic calming properties. When you simply know a thing, you don’t kick, scream and wail seeing to it that your belief has its day in court. But in sales, the stress of the pitch often originates from a singular eagerness to advance the wrong agenda. “Sell, sell, sell! I need to sell this stuff,” we declare! When you’re preoccupied with getting your points across, you’re actually losing sight of how few opportunities you’ve left yourself to say something you actually believe. What’s left, because of your urgency to sell, are nothing but uninspiring talking points, programmed into you through print collateral, demanding superiors and perhaps even nagging bill collectors.

When you believe however, you relax and permit your buyer the opportunity to reveal him or herself. The new, cooler you has a chance to be valuable by letting those revealing details act as opportunities to discuss what’s important to the buyer. Now you’re calm. Now you’re useful. Now you’re selling! 

You Quiet Down.

When you believe in something, you stop loudly lobbying, petitioning and proselytizing too. Armed with a new-found tranquility, you actually want to speak less, purely as a means to listen more. Piping down gives your buyer a chance to feel listened to, to feel important to you. And as another benefit of being a more collected version of yourself, you’ll slow down and exhibit the sureness afforded only to those composed enough to let the buyer dictate the pace and tenor of your meetings.

No longer are those periods of silence, excruciating exercises in impatiently waiting to resume your dazzling presentation. Rather, when you believe in your value, you make the conversation meaningful to your buyers, on their terms, in their language and their cadence. And yep, your softer temperament is a natural response to believing in your message. You quite simply need to believe and the demonstration of your beliefs manifest in ways most satisfying to the person you wanted to persuade. Remember, when you believe, you don’t fight for the microphone. You quietly wait until it is passed to you by someone eager to have your words solve their problems. 

You Identify.

We’ve all been told that hearing is not the same as listening. You can hear someone and never really ever listen to a word they’ve uttered.

In the same way, listening is not identifying. If you comprehended what I have said, you have listened to me. Well done! But while listening is critical and certainly better than hearing, it’s not the same as identifying. When you believe what you are telling me, you can relate your products and services to my specific situation. When you do this, you make me feel important because you’ve identified with my circumstances, not merely my business problems. When you identify with me, you go even further than that though. Because you have aligned your products and services soundly with my unique challenges, you have expressed concern for me, not your boilerplate idea of a business such as mine. This selfless brand of sales lucidity only comes from believing that what you are selling to me fits my circumstances, not solely your Goldilocks Client criteria.

Identifying with your buyer leaves them with a memorable sense of self-importance that is — and this is the best part — authored entirely by you. I wish your buyer luck forgetting all about you now. When you identify with your buyer, you cogently declare your concerns for the buyer, not the buyer’s fit.

At first, your calm, quiet character permitted you the desire to listen. Bruce Lee said, “Knowledge will give you power, but character, respect.” When you exhibit the character required to identify, you calmly, quietly tell buyers that their sensibilities are important to you. That’s persuasive — make no mistake. But again, believing is the only way to identify with buyers.

If you want to persuade me, you need to include me in the persuasive process by identifying and citing my significance aloud. You need to let me know that, not only did you hear what I said, but that likewise, you believed that my ideas, values and requirements contained merit and substance. When you identify with me, you allow me to influence our transaction and that makes me feel valued.

When you believe what you are selling, you are operating at your full potential as a sales professional. Said another way, if you lack an authentic belief that your solutions can be useful, how will you persuade anyone to think that they are? Equipped with these three easy ways to practice belief-based selling, you’ll be well on your way to persuading, and yes winning, more often than you ever have before.

Remember that when you don’t believe, you are too busy forcing your rehearsed thinking on me to notice that you’ve lost me. Believing in your ideas makes you a reserved, patient and passionate advocate for those you mean to persuade. And best of all, when you believe, even a “No” is received with a calm, measured response that can now give way to a vast new body of techniques that turn a “No” into a “Yes.”

So start believing and you’ll start persuading – and winning.

Author’s Bio: Scott Dailey is the Director of Strategic Development for the digital marketing company Single Throw, in Wall, New Jersey. Scott leads the marketing and sales department for Single Throw and is an ardent lover of all things digital marketing and lead generation. You can follow Scott on Twitter at @scottpdailey.

Filed Under: Marketing /Sales / Social Media Tagged With: authenticity, bc, sales

The Wrong Way to Handle a Bad Fit

October 21, 2014 by Rosemary Leave a Comment

By Lisa D. Jenkins

Near where I live, there’s a small independent boutique that’s always drawn my interest. The clothes in the window aren’t something you’ll find on the rack in a mainstream big brand store so I was excited to step in and check things out.

Glass slipper

The clothes on the inside matched the promise of the storefront; the cut and quality of clothing had me really excited to do a bit of shopping. As I browsed and added things to my dressing room, I talked with the owner about her choice of stock.

She’s filled her store with short runs of clothing from independent designers and that appeals to me on a number of personal levels. She stocks each garment in a single size run and when it’s gone, it’s gone. There are no new orders and if something doesn’t fit, there’s no ordering another size. That means that there’s little time for a customer to dither. If I wanted a specific piece for myself, I’d need to buy it then and there.

I love that she supports independent designers who aren’t able to mass produce their clothing. I can get behind her tactic of creating a sense of scarcity and exclusivity to drive sales.

Let’s shop!

As I tried clothes on, I found a couple of items I loved and had them set aside for me behind the counter.

Then I tried on the piece that brought me in the store. The fit was lovely, the sizing spot on but the color just wasn’t right for me. It washed me out. I knew it, The Husband knew it and the shop owner knew it.

As I turned to go back to the dressing room the owner said to me, in an exasperated tone, “You know it’s not the color of the garment, it’s your makeup. You need to wear more. Anyone in Europe could wear that color because they know how to wear their makeup.”

I don’t need to wear more makeup, what I needed what that same garment in a different color.

Reality Check

You are never going to have the perfect product or service for every prospect you come in contact with.

It is never your prospect’s job to fit into the constraints of your product or service. People don’t have an obligation to amend their needs or business practices to make your product or service right for them.

If anyone in the dynamic adapts, it should be you.

How to Move Forward

Here’s a tip: Don’t make your prospect feel badly if you don’t have what they need.

Instead, point them to a trusted colleague who can serve them fully. If an existing customer is outgrowing you, maybe it’s time to collaborate on a new product or service that will fit.

Whichever you choose, handle that person with care because the way you treat people when you can’t help them will color their opinion of you far more deeply than how you treat them when you can.

Think of It Like This

Everyone wants to go to the ball, but not everyone is going to fit your glass slipper.

Treat those you don’t fit with respect. Word gets around and when you’ve handled a bad fit properly, you’re far more attractive to others and they’ll come calling to try you on for size.

Tell me, how have you handled not being the right fit for a prospect or being outgrown by an existing customer?

Author’s Bio: Lisa D. Jenkins is a Public Relations professional specializing in Social and Digital Communications for businesses. She has over a decade of experience and work most often with destination organizations or businesses in the travel and tourism industry in the Pacific Northwest. Connect with her on Google+

Image via DeviantArt: http://orico.deviantart.com

Filed Under: Customer Think Tagged With: bc, customer-service, sales

Providing the Full Value of a Purchase

October 14, 2014 by Rosemary Leave a Comment

By Lisa D. Jenkins

I’m building my backpack gear set and this past weekend I bought a sleeping bag. Not a regular “throw something on the floor because we’re out of beds” type bag, but a serious “keep me warm in the wilderness at zero degrees” type bag.

sleeping bags

I had no idea where to start, so naturally I began researching on the internet. I learned all kinds of important buzz words: R factor, temperature rating, fill power. These words were everywhere, the implication being they were important and should be factored into my purchase decision. The issue was that I didn’t understand HOW to factor them in.

I’m a newbie.

Armed with my fledgling knowledge I went out into the brick and mortar world to find someone with expertise who could help me choose the right bag.

My first stop was a well-known big name outdoor store. The clerk was mostly friendly but seemed a bit exasperated when I used the words I’d learned during research. I lined out how I expected to use my bag, explained I’d be backpacking with it and asked her to point me toward likely contenders and help me choose one.

She walked me to a rack of hanging bags pointed to one end and said, “The women’s bags are at this end. Each one is tagged with specs you can use to figure out which one you want.”

Tags. So basically, reading – like I’d done on the internet – before I walked through the front door of this store with the hope that an educated human could help me? Not what I expected.

We left and headed to another outdoor store. Where I hit paydirt.

The owner spent almost an hour and a half explaining everything I needed to understand about sleeping bags so I could choose exactly the right bag. I learned that, for me, loft was more important than fill, and that fill was more important than temperature rating. I also learned that fill power is misleading and that temperature ratings are incredibly subjective.

Then I looked at tags on roughly a dozen bags, and this time I understood how to filter the tag information. I took an hour getting in and out of two bags and deciding which one I wanted. It’s a bit heavier than I’d expected, weighing in at just under 3 pounds, but I am fully confident it’s the right bag for me.

On our way out, I realized the store had been closed for an hour and half. I was so embarrassed. I began apologizing and the owner told me no apologies were necessary. Then he said, “I don’t want you to be sorry about the time you spent here. That time let me give you the full value of your purchase. You let me teach you how to make the right choice for you and that’s important because you’re unique and your needs are unique. This type of sale is one of my favorites.”

And that’s when it hit me.

Buzz words are like sleeping bag tags.

We all use them – sometimes with irony and sometimes in earnest. What those of us who use those words in blog posts, presentations and website copy need to remember is that buzz words serve us, the holders of knowledge, not the customers who need the knowledge.

Customers come to us because they need our product or expertise. Tossing a bunch of jargon at them from a landing page or slide deck doesn’t let us speak to their unique needs. Nor does it help them truly understand how we’re the best fit for the gap they need to fill.

Get around the buzz words.

Every website has copy and the use of some words is inescapable because things like SEO matter. But there are ways to go beyond the buzz words and help customers feel confident in choosing our services or products over those of another vendor.

Follow the buzz words up with simple language that demystifies what you offer.

Install live chat on your website so prospects can communicate with a human.

Respond to inquiries with a phone call instead of an email.

At a certain point, our customers need to have some questions answered. They might not even know which questions to ask. It’s our job to help them learn what those questions are and how to prioritize the answers for themselves so they can make an informed decision.

When we give customers the full value of their purchase, they’ll convert with confidence.

Author’s Bio: Lisa D. Jenkins is a Public Relations professional specializing in Social and Digital Communications for businesses. She has over a decade of experience and work most often with destination organizations or businesses in the travel and tourism industry in the Pacific Northwest. Connect with her on Google+

Photo Credit: sdbrown via Compfight cc

Filed Under: Marketing Tagged With: bc, customer-service, sales

3 painless ways to get prospects to commit more often

October 10, 2014 by Rosemary Leave a Comment

By Scott Dailey

Every year your sales manager adds up your “Yes’s” and your “No’s.” And in both of these buckets resides a few of each. I mean after all, that’s sales. There’s always a few when compared against the hundreds or even thousands you tried all year to persuade.

But there’s another bucket, another category of leads that needs to be measured with far greater emphasis then were your wins and losses.

Three railroad tracks diverging

It’s that category of lead that, year after year, actually by contrast to the other two, is filled to the point that it’s spilling over and out of its container.

It’s the “Unknowns.”

What came of those perpetually silent buyers you doggedly pursued?

You know the ones. You’d try tirelessly to apply the techniques outlined in your latest Dale Carnegie read, only to see each of your efforts met with a roaring silence that seemed to grow antagonistically louder with each try? Not even a “No” out of them. Just silence. A screaming, nagging and endless quiet.

So there you are, each year adding up the wins and losses, and examining in some decidedly perfunctory and obligatory manner, those very leads we learned little from because they unceremoniously escaped our grasp like air casually fizzles out of a balloon.

And off we go to do it all again another year.

“Why not, ‘No’?”, you ask yourself over and over again. And I agree. Why didn’t you get at least a “No?” Here’s why: you didn’t insist on one. You were so concerned with being polite, ginger and careful, that you’ve forgotten that you have a right to clarity. You’ve forgotten that you’ve earned the right to demand clarity.

If this describes you, you have fallen for one of the biggest traps I see sales reps fall into most: the “I’m only a sales rep” trap.

Let me explain.

I have a 10-year-old. If you were to ask him three or more years ago what Daddy does, he would have told you, “My dad fixes computers.” As a matter of fact, his mother would have also added that Daddy also fixes hair driers, TVs or blenders – or for that matter, anything with wires attached to it. Three or more years ago, this explanation sufficed nicely. If I told my son then what I really do, he would have never understood. It’s too complicated for a child that young. So I waited.

Fast-forward to today. Only recently my now 10-year-old son asked me again, “Dad, what do you do at work.” This time I told him the truth. I said, “Fin, Dad makes sure people have jobs, so they can pay their mortgage, their rent and feed their kids.”

Let’s get something straight: you are not a sales person.

Don’t let your silent prospects lull you into thinking that’s what you are either. You are a facilitator of commerce. Your job is to make sure your buyers have revenue, which creates paychecks, which keeps the rain off of their heads. That’s mighty damn important work! Letting your buyer’s silence marginalize the importance you play in their lives is not only narrow-minded, it’s also extraordinarily selfish of you. How dare you keep your buyers from the success your solutions can produce for them.

Force your buyer with everything you have to commit to something.

A “Yes” is a commitment. A “No,” while far less desirable, is also a commitment. Here are three key ways I attempt with every pitch to get a commitment from my buyers.

1. Remind them that clarity is your goal, not the sale.

Early, you’re likely busy pledging time to building trust. Those initial efforts should be led by declarative statements that convey your desire for clarity, over the sale. A few things happen when you take this approach: (a), you send a disarming message to the buyer that you’re actually happy to walk away promptly if it doesn’t fit. (B), you’re conversing! You’ve engaged your buyer in conversation that has nothing to do with your proposal, but rather the ease with which communicating with you occurs. This is a wonderful and organic way to establish a trusting partnership. And (c), You’re standing out. Imagine how many pressure sales situations your buyers have seen throughout their careers. Now imagine how unlike theirs is by comparison to yours. Nice job! You’re now rising above the noise.

2. If your initial attempts are met with silence, double down.

Weakness gets you nowhere. Buyers are busy, in demand and frankly probably have a lot of bad habits that cause your email to drop to the bottom of their inbox.

They’re not saying, “No” because they know your service is important to them. You’re just not important enough to move up their poorly conceived list of priorities. Get them to commit by asking them tough questions about the very things that matter to them: their legacy with their firm, cash flow, payroll.

Be direct and respectful. Believe it or not, those two characteristics can reside within the same conversation – written or spoken. You can be both frank and professional. Is your buyer so swimming in success that five minutes with you would constitute a colossal and categorical waste of their time? Of course not. And this leads me to #3.

3. Reduce the scale and grandiosity of your “Ask.”

Stop leading with, “OMG, I gotta get this sale!” Try downgrading the size and requirements of your “Ask.” Instead of asking to present, ask for an appointment. Better yet, instead of the appointment, ask for five minutes. Compel them to give you five minutes. Say something like, “you’ll know in two minutes, if the additional three will be worth your time.” Or perhaps combine ideas #2 and #3 to form something like this: “Surely you’ve blown five minutes professionally on tasks far less important than how to generate new revenue channels.” Heck, I bet your buyers have wasted more time thinking of reasons not to give you those five measly minutes.

Remember, you are not a sales person. That’s just a label lazy people give to people skilled enough to create revenue. You are a facilitator of commerce. You direct revenue from your buyer’s customers into your buyer’s hands. I can think of few vocations more honorable, more integral and frankly, more worthy of your time.

Obligate your buyers to commit to their future. A “No” is a commitment to an outcome, same as is a “Yes.” Stop letting them enjoy the view from the cheap seats and help them see the outcome of their decision to say, “Yes” or their decision to say, “No.”

So, next month if you continue to have a bucket overflowing with “Unknowns,” stop believing what can be done, has been done. Demand clarity. Get them to commit to an answer. If they want you, but can’t find a way to prioritize you, then help them see the loss in their silence. Help them see the enormity of the decision to answer with silence. And in those less complex cases when they simply don’t want you, make them declare that to you.

Make them say it: “I. Don’t. Want. You.”

Author’s Bio: Scott Dailey is the Director of Strategic Development for the digital marketing company Single Throw, in Wall, New Jersey. Scott leads the marketing and sales department for Single Throw and is an ardent lover of all things digital marketing and lead generation. You can follow Scott on Twitter at @scottpdailey or visit his blog at scottpdailey.com.

Image via Flickr creative commons by marfis75.

Filed Under: Marketing /Sales / Social Media Tagged With: bc, sales

Effective social media sales gets personal

October 3, 2014 by Rosemary Leave a Comment

By Diana Gomez

Figuring out how to use social media effectively for your business is a lot like trying to hit a moving target…about the size of a pea, three hundred yards away, from the bow of a skiff in fifteen-foot-high seas. Did I mention that you’re also trying to use an unwieldy, twenty-pound harpoon? (You get the picture.)

speedboat going fast

Getting the attention of your target market, let alone followers and regular activity on your social media sites, is one of the biggest challenges in today’s marketplace. However, it’s not impossible. As with our seafaring harpoon-ist, the best way to hit that target is with practice, patience and a little bit of luck. And with social media marketing, your odds also go up in proportion to your creativity: the more you use, the better chance you have of hitting home.

Remember: It’s Social Media, not Sales Media

Before launching any type of social media sales campaign, be sure that you have the following in place: a strong following and a good relationship with your followers and friends.

This may seem like a no-brainer, but a lot of businesses come into the social media world expecting people to start following them simply because they’re posting regularly, or that they can launch a campaign the same day they open their social media page and get instant results.

The fact is that social media is just that: social. If you were to walk into a room and hand out business cards, talking only about your business, people would get tired of you pretty quickly. But if you were to engage others, answer their questions, talk a little about yourself and comment on their personal accomplishments, you’d not only be welcome in that social circle, you might also be invited to other, bigger parties.

Social Campaigning

Once you’ve built up that all-too-important following, it’s time to break out the campaign strategies. From Instagram picture challenges to pop quiz prize questions on Facebook, there are potentially thousands of ways you can start actively engaging your customer base. And don’t let anyone try to pigeonhole your business by saying a particular social media type isn’t “right” for your company. An accounting firm can have just as much fun with a photo challenge as a nail salon. In fact, it might shine an even brighter spotlight on your business when you take a more unconventional campaign route.

Following are several social media campaign ideas, but keep in mind that creativity is the key to standing out in an overcrowded social media market.

Ideally, these suggestions should only be a basis for creating your own innovative spin-off.

  • Say it like you meme it: Random pictures transformed into funny, witty memes is a great way to build connections through shares and likes. And for small businesses, using local references or images can help engage area residents.
  • Caption captivation: Don’t have the time to make a meme? Get your friends and followers to do it for you by posting a picture and inviting them to caption it for you. The cuter, funnier or more surprising you can make the image, the better.
  • Local resource: If your small business is located in or near an active community/business hub, take the opportunity to become a go-to resource for local events. No matter your business, if you post regularly about upcoming events in your neighborhood, people will begin to seek you out as a reliable resource. And as an added bonus, your business would likely become known as a strong supporter of the local community.
  • What we’re up to: Show off some of your company’s personality by sharing family album-type images. Pictures of some regulars who dropped by, renovations, even a picture of you fixing a leaky sink in the break room will make your business feel more relatable and consequently, more engaging.
  • Pop quiz: Everyone knows at least a few random facts for no apparent reason, so why not give them a chance to show off their odd knowledge by posting a pop quiz question? From movie trivia to microbiology, you can pick a question that pertains to your industry or go with something totally random. Either way, it’s a great way to build on your following.
  • Image open invite: This is another one that can work for virtually any business. Invite your followers to post images following a theme – any theme. It doesn’t necessarily have to relate to your business, but there are plenty of ways to tie photos in with your line of work. An accounting firm, for example, could welcome pictures of frugal DIY projects (ex: turning old VHS cases into mod picture frames), or a lawn care service could post images of bizarre yard art and invite others to share their own.

Whatever your approach, just remember to keep it creative and relatable. People spend time on social media sites to escape from the business world and to engage with friends and family. By gearing your campaigns more toward the light-hearted and entertaining, you’ll eventually be able to expand your social outreach exponentially.

Author’s Bio: Diana Gomez is the Marketing Coordinator at Lyoness America, where she is instrumental in the implementation of marketing and social media strategies for USA and Canada. Lyoness is an international shopping community and loyalty rewards program, where businesses and consumers benefit with free membership and money back with every purchase.

Photo Credit: Keith Marshall via Compfight cc

Filed Under: Marketing /Sales / Social Media, Successful Blog Tagged With: bc, sales, social-media

Secrets of solving the customer’s problem

August 28, 2014 by Rosemary Leave a Comment

The plumber told me I needed a drywall guy.

Then the drywall guy said he couldn’t remove the garage ceiling without the HVAC guy moving the ductwork.

HVAC guy noticed that the rat had chewed through some electrical wiring. Time to call the electrician.

Pest control guy came in and killed the rat.

You know who my hero is in this story?

Yes.

Pest control guy.

As a business owner, I work extremely hard to read between the lines when I’m talking to a new customer (or a potential customer). I want to be the rat-killer hero.

variety of contractor action figures

Listen First

“To a guy with a hammer, everything looks like a nail.” Mark Twain

It’s tempting to fall back to your favorite solution every time a new customer approaches. However, if you want to be successful in the long term, you have to hear what the customer is telling you.

In my example above (true story), I wasn’t telling any of those contractors that I needed new drywall, revamped HVAC system, or rerouted electrical wiring. Yet that’s what was recommended to me in each case. I looked exactly like a nail.

An entrepreneur with staying power will be comfortable referring business to others, coming up with a tailored plan of action, or simply refusing business if the customer isn’t a good fit.

Make Sure You Have Many Perspectives

Nurture diversity of thought on your team. Assemble colleagues who will bring different experiences to the team, so that when a new customer comes in the door, you can offer a well-seasoned approach.

Solving the customer’s problem often requires putting yourself in his/her shoes. It’s much easier to do that if you have surrounded yourself with creative thinkers, and people from different backgrounds.

Help Them Even if You Can’t Help Them

Occasionally, a potential customer will require services you simply don’t offer. Rather than trying to “sell” them, offer to help them find a partner that will be a good fit. You will earn trust and gratitude, and build the foundation of a great business reputation.

Offer to help, even when there’s no obvious benefit on your part. That’s how you build “whuffie,” as described in Tara Hunt’s book, The Whuffie Factor. She says, “Individuals understand how to build Whuffie because every relationship is important to them – especially when they are starting out..”

In your next conversation with a customer or potential customer, stop selling drywall and start looking for the rat.

Author’s Bio: Rosemary O’Neill is an insightful spirit who works for social strata — a top ten company to work for on the Internet . Check out the Social Strata blog. You can find Rosemary on Google+ and on Twitter as @rhogroupee

Photo Credit: JD Hancock via Compfight cc

Filed Under: Marketing, Successful Blog Tagged With: bc, customer-service, marketing, sales

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