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Contents
The difference between wanting and buying – The ROI in sales 4
The 26 sales meeting mistakes to avoid 5
If you trash your competitor, you are likely to trash yourself 9
All sales bonus systems will fail due to change 9
As the traveling salesman says: All hotel ceilings are white 10
Go climb a mountain and conquer it for your confidence ! 12
Selling common products to a dull market isn’t sexy but challenging 12
Your CRM is crap when marketing …. 14
What if your competitor releases a Sales Cowboy 14
When the Master of the Universe gets into the Spiral of Negativity 16
Do you have the handshake of a salesman ? 17
How to win from the market leader 18
What is the most important in the B2B buying process ? 20
The 25 conference requirements for salesmen 21
You Are Eliminated ! is common in the complex B2B sale 22
The 7 great pretenders on trade shows wasting your time 23
Why should a new client get a discount? 25
Why Google has become your main competitor in Sales ! 26
Unbearable silences during meeting potential customer 28
The 7 benefits of asking in order to understand your customer 29
Don’t posh with your Porsche while selling 31
Should you take ‘No’ as final in Sales? 32
Don’t despair if The Stig in Sales is your Competitor 33
Point break customers 33
Should you sell if there’s no fit? 34
Death of the Salesman as BtoB Sales goes online? 35
Overcoming objections by turning them into the fuel for selling 36
When your buyer is living in the past 38
The grass is always greener on the other side: not in sales 39
Desperate housewives are better off than desperate salesmen 40
Customers get attention like crying babies do 41
The B2B complex sale is a marathon – don’t sprint 42
People you avoid at parties can be in your sales meeting 42
The 14 virtues of the salesman 44
Do you have a Bachelor or Master Sales Degree? 46
How to become successful by applying 2 easy steps 47
How good are you at voicemails during the sales process? 48
Why cars do matter in the sales process 49
Your B2B customers are The Transformers – Are you G.I Joe? 51
The quarterly closing puts any sales closing under pressure 52
Selling is removing the risks due to change that buying brings 53
Don’t sell your market leadership – bring them solutions 54
Emotional Stages of a Salesman during the Sales Process 55
Are you in Sales? What’s on your business card? 56
The reasons why you sell and close deals in B2B 57
8 Reasons for selling fear of missing opportunity instead of discounting 59
How to sell more to a customer? Use the endowment effect 60
The Jar of Luck and The Jar of Experience of the Salesman 61
What is the best for you: selling the cornerstone or an emerging product? 62
Engage into a conversation instead of questioning before the sales pitch 63
Increase sales by just following-up on emails and calls 64
The hardest thing to say to a customer is: “No” 66
When the deal is lost, only then the real selling starts 66
The Raiders of the Lost Deal – the selling starts when the deal is lost (2) 68
The 14 facts the callee wants to know from the cold caller 69
You talk too much: shut up and listen to your prospect 70
Customer Relation Management or Control Reps Manager? 71
Every benefit has a downside too 72
Reaching your potential customers through their trusted party 73
Improve your sales success by preparing your cold call 74
What to do when most attendees on a conference are vendors? 75
The top 24 facts for selling more in B2B 76
The Origin of Salesmen Species – not by Darwin 79
Stop wasting time by blind Cold Calling – Call interested parties 80
Who do you cold call? The Manager or the CEO? 82
What to ask on a trade show in order to start a conversation 83
Most important in complex B2B sales: Branding or Salesman? 85
Top 25 warning signs of losing a sales deal in B2B 86
Killing your sales with a Product Overview Comparison Chart 87
Just closing is for losers, keeping the doors open is for winners 89
Matching your style to the buyer for building a relationship 89
Concerning LEADSExplorer 90
Introduction:
The Wisdom from the Trenches of Sales represents the experiences of several
salesmen over many years in different markets.
If you are in sales you will recognize situations and learn about certain tactics and
strategies.
We all want many things that could make life better or to have a better feeling about life.
Companies
Managers want or aim for getting many things or solutions for different reasons:
- Productivity increase
- Convenience for their employees or workers
- Social status – enterprise status
- Ego
- Expressing of their power
- Spending lots of money or running an expensive department can help a career.
- Clearing out the budget at the end of year
Decision takers who are employees of a company mainly think or consider themselves
first and the company comes in second position.
- They want a lot of things.
- They get little.
Decision takers who are founders of the company are entrepreneurs who will take risks
in order to grow the company faster.
- They want a few things.
- They get almost all.
Both want different things for different reasons giving salesmen different chances to
actually sell to them.
However when it comes to the actual purchase the gap between wanting and buying
becomes clear and evident: a budget or an economic reason needs to be present. The
power of a decision maker is a big parameter.
All capacities in a company are limited. Also the capacity required for selling is limited.
Hence a Return On Investment (ROI) needs to be made based upon estimated chances.
The salesman, using his expertise acquired over many years, needs to differentiate
between the wanting or the needing demand of the lead.
This is where the salesman plays an important role by evaluating, qualifying and
deciding whether a suspect or lead is a prospect or not.
His experience and expertise are is required to estimate the chances for success (=
sales) with a suspect or lead as he (or the VP Sales) decides to invest more or less time
in a potential customer.
However he needs to take the power of the decision maker into the calculation as his
ego, his social status, his enterprise status or his need for expressing his power can
overrule any rational or economic reason.
How many times have you mistakenly took wanting instead of needing?
5. Getting lost
Getting lost is no excuse anymore as GPS systems are available at fair prices. Driving
without a GPS is like taking an additional gamble to miss a sales deal.
- Get a GPS system.
Often during meetings and telephone calls your competitors become one of the items
discussed. Then you have to avoid to say anything really negative about them.
The worst thing you can do is presenting bogus reasons why their solutions are less
good or your solutions are better than the ones of the competitor. People know more
than they say they know and by using the Internet they have access to a vast amount of
information and knowledge.
When you start trashing the competitor it is often perceived as being on a losing strike.
Any negative statement will reflect negatively on you too.
However you can state the main differences in function, features, market segment or
even years of experience.
Try to steer the conversation away from your competitor to another subject like:
- Your references or successes
- Back to the problem that your customer needs to get solved
Your competitor has its’ merits and benefits too, else he wouldn’t be perceived as your
competitor by the customer.
Sales bonus systems are locked-up systems that reward sales efforts in a changing
market.
Commission systems will always fail as the market is constantly changing.
As sales people are driven by their commissions much effort is wasted to achieve the
wrong goals.
As the salesmen of the bigger or leading companies have the wrong focus or goal, it
creates opportunities for the competitors or smaller companies to step in or start-ups to
have a window of opportunity. the larger the company the slower it will react to the ever
changing market.
The life of the traveling salesman becomes boring rather soon as you start missing your
family, your social contacts at home, your spare time activities and your free time.
You are locked up between travel, waiting in the airport lobby’s, commuting, meetings,
lonely meals, your emails and the hotel rooms with the white ceilings.
The apparently challenging and exciting life of the traveling salesman is asocial and
becomes boring too soon as all the hotel ceilings are white.
The climbing and the conquering of your of challenge, the achievement to reach the top
or your goal will:
- Give you your confidence back
- Increase your confidence
You so necessarily need for achieving in sales by being confident in sales.
However most businesses and markets seem to be dull with dull products: not at all sexy
at all as they have:
- No new technology breakthroughs
- No market changing new entries
- No gamer changer
- No innovation in products or solutions
- No real surprises and instant changes in leadership – just slow evolutions.
This is what makes them challenging to sell as the products are not remarkable.
Still the challenge to sell remains in this market with fierce price competition as this
together with high service remains the main reasons to sell.
People know your product or solutions and have the same level of knowledge about your
direct competitors.
The problem for your sales meetings is there is not much to tell or news to bring as
business has become recurrent business with known competitors, known products and
known service levels.
All that remains is to discuss the pricing and quantities to be delivered over the next
period.
In all circumstances this pricing discussion should be avoided at first as your need to
bring the benefits and advantages of your solution. Price discussions will only lower your
price.
Continue:
Continue to do business the way it always has been.
Nothing will happen as long as your competitors don’t move or change.
The problem with this is that in business nothing is constant.
The only constant is change.
Thus just continuing like before can turn out badly sooner or later.
In every business or market there are interesting stories, events or related interesting
stories or findings.
Additional related information will expose your content to others.
The goal is to make your visits more interesting in order to get more attention and be
remarkable.
Alternatively or additionally you can publish this information on line.
The challenge is in creating and providing sufficient interesting content for your
customers or potential customers in order to stay ahead or to differentiate of your
competitors.
The goal is to engage your customers or future customer by content and information
allowing you to surpass the competition.
Will you break the mold or just continue like always was?
The result is that the CRM is not supported by the employees, especially not the sales
people.
They find the CRM crap as it sucks.
The main danger and cost is the existence of spreadsheets in use as a CRM by the
sales people: there are at least 2 sets of data exist within your company (data
redundancy – data duplication). This increases the cost of maintaining the data: in the
spreadsheets and in the CRM.
Instead of issuing a procedure for uploading data using a spreadsheet into the CRM,
marketing should investigate how to make:
- The input into the CRM convenient and effective
- The CRM useful for sales people
One of the main objectives should be that the CRM should become a source of
information instead a data entry system for marketing and management purposes. There
is enough data available in the company and on the Internet to make a CRM an
interesting source of information to sales and marketing.
This will allow having the CRM supported by the entire company.
One day one of your competitors replaces the sales rep. with a rather young sales guy.
Nothing wrong you think until you start finding out he is making propositions you cannot
compete with – propositions and offers he cannot realize without making a loss:
- Breakneck prices
- Full services at entry level pricing
- Incredible or not feasible promises
Then it comes clear to you: you are facing a “Sales Cowboy”.
This type of salesmen will do whatever it takes to win a customer. Their goal is to win
any customer and gain market share and even try to face you out.
Disaster has struck for you!
Now you have to overcome the objections and the pricing the Sales Cowboy has
communicated with your customers.
Sales cowboys don’t last long, but in the meantime they will hurt the business.
The switch from ‘Master of the Universe’ to ‘Failure’ (or ‘Looser’) can happen relatively
fast. You just need a series of lost deals and you will feel as you have lost the magic
touch.
You will start doubting about every step you take in the sales process. About every call,
every email, and every bit of information you send. You are getting scared about the
next mistake you will make.
The spiral of negativity has taken possession over you. This whirlpool of negativity will
take over your entire life: both professional and private.
The success in your private life can be anything and it doesn’t need to be big or
fantastic.
Just some small successes in your private life will help.
You can build on these successes to overcome the negativity in you business life.
- Rejoice
- Show confidence again
- Be proud of yourself
When offering your hand and during the handshake look into the eyes of the other.
- Then put the thumb to the thumb.
- Smile while saying a greeting.
- Shake one, two, three, and out.
Make sure the grip is firm but don’t crush the other as it really can hurt which will give a
negative feeling.
Sweaty hand:
A sweaty wet hand gives a really bad feel.
If people have sweaty hands, they should swipe their hand(s) before they shake.
Why is the salesman sweating? Is he so unsure? Is he hiding something?
No clean hand:
People should make sure their hand is clean – including their finger nails.
The bad impression having dirty hands – or you are not important enough to take care of
his dirty hands.
Crossed fingers
People have their fingers crossed as it is a symbol of breach of contract.
Don’t do business with them.
Your market leading competitor is the great civilization with all its’ directors, managers,
employees, products, solutions, marketing, branding, distributors, resellers and world
wide support.
You cannot conquer or win from the leader or overtake the leader as long as their
operations and internal working are fine as these are operating smoothly.
They have the best salesmen, the best presentations, the best sales engineers, the best
marketing, …
However as with any larger company, the internal affairs, the internal politics, the ego-
trippers and the financial engineering become more and more important than the actual
operations.
As a market leader it is likely the company acquires smaller competitors or companies in
other markets in order to expand ad grow business.
The leading competitor starts losing focus on its’ main operations, marketing, sales and
product innovations.
The leading company is destroying itself from within.
In case you are competing with a big market leader then start looking for signs of self-
destruction from within.
Then it is time to attack and win their customers focusing on the newly emerged weak
spots.
This time you have the advantage of being small: it will take the great civilization very
long before they will react upon their new weaknesses and your attacks.
In the meantime you will have gained customers and market share.
A great corporation is not conquered from without until it has destroyed itself from within.
How is your market leader evolving ? Have you spotted the first cracks ?
How does a potential client decide if it’s risky to do business with a vendor or supplier?
- Established company or a sole trader?
- Company registration number?
- Where are the offices located?
- Is the company address on the website?
- Telephone number available?
- Can the company really be called?
- The time it takes to reply an email?
- Possible to set-up a face-to-face meeting?
- Are the names of the C-level available? On the Internet (LinkedIn?)
Maybe the last one is even more important as people don’t want to expose their career
(or even life) to any risk.
If they take a daring decision that turns out into negative result or bad experience then
they can be at risk themselves: end of career, end of job.
Therefore strong brands and companies with good referrals will score better in B2B.
Nobody ever got fired for choosing IBM or Microsoft. Google on the other hand has still
problems entering the BtoB market: Google is great for a free service like search and
maps, but when it comes to real business or business processes then decision makers
tend to avoid Google.
Recession vs prosperity
During recession or limited growth economy companies having well-known brand names
and long referral lists will receive the highest amount of inbound leads. They will be the
most successful as people will address to these companies in order to avoid risks.
The importance of the risk factor decreases as opportunity knocks instead. People are
eager to take risks in order to:
- Progress
- Move ahead in their career
Then lesser known companies will see an increase of inbound leads as the challenge is
to innovative or have cost reducing solutions in order to compete the competition.
However for anyone in sales the content of the conference can be of a lesser importance
as the main purpose of any salesman is selling.
Do you have any other suggestions or requirements on your conference whish list?
The horrifying phrase contestants of reality television series like Big Brother, Americas’
Next Top Model, Idol, The Apprentice, Runaway Project,… don’t want to hear is: “You
Are Eliminated”.
As the build-up to the elimination is painstaking slow, the contestants are all nervous
which leads to the eliminated person to show his emotions and express very openly
preferably with tears.
Or even warn for a future revenge.
It is even better if one or two of the survivors also burst out in tears for their lost friend or
companion.
The more sadness, aggression or anger the better for the TV Reality Show.
Every complex B2B sale is a similar elimination game with several rounds in the sales
process.
The big differences with the reality TV-shows are:
- The salesmen can guess their competitors but don’t face them
- The salesmen never meet in front of the jury side by side
- The incomplete jury: the CEO decides but doesn’t participate in the meetings
- The elimination decision isn’t communicated that easily – salesmen need to inquire
- There is no drama involved
- The salesman has no place to show emotion or think of revenge
- The competition in reality TV shows takes a short time span (hours – sometimes days),
whereas the sales cycle can take months and even years
Still “You are Eliminated” is a common happening in everyday life of the salesman and
he will not express his anger or aggression towards the missed client.
Instead he will try to keep doors open and hoping for a next chance with this company.
The pretenders are maybe the worst kind as they consume your time and no business
will ever be generated:
People with a certain maturity or even notoriety that used to be in the driving seat of a
company, but have been promoted to the ‘Director of the Garage or Printing dept.’ or
even dismissed.
Still on the trade show they will pretend to still be important and will ask questions of all
kinds that are quite related to the past and not the present.
Avoid them if possible if you can recognize them.
Due to their previous experience they are hard to recognize.
Some geeks pretend to be influencers and will fire many questions to your sales people
on your booth. Questions they can’t answer due to the highly technical matters. Hence
the need for the presence of a sales engineer or people with a technical background in
order to answer adequately the questions posed.
Still they are probably a waste of time.
The problem is how to segregate the real influencers from the fake?
- Asking their business card in order to see their title or position in the company.
- Asking about the relation with the decision makers in the company.
- Asking about the amount and timing of budgets available for such projects or products.
Typically they have wild or disruptive ideas that they are testing or looking for
confirmation by asking questions to your sales people.
By asking simple questions about their company or just reading their business card can
They pretend to be in charge of a big important company with many relations to the large
corporations or even government in their company. They hope to start an additional
business with your products and solutions as their current business is no longer
profitable.
By pretending to have the keys to the foreign market they try to get a new deal or even
exclusive deal with your company.
Not only the time of the salesman is wasted, but also the VP Sales will get involved and
waste his time listening to the stories the pretender will server to state his status and
relations.
As this is a bout the market in a foreign country with mostly unknown players in the
market, it is very difficult to know if the person is a pretender or not. Still the more
important he presents himself the less likely he is really successful as successful
business men aren’t looking for new opportunities on a trade show: they get new
products and solutions presented to them due to their importance in their market.
These people have defined or created a concept solution for which they see a market
opportunity, but need the technical and practical matters to be solved.
In order to do so they hope to find answers and solutions on the trade show.
However chances are the market is virtually non-existent, the technical issues will make
the solution to expensive and the legal or certification requirements are hard to
overcome.
A good salesman should see the warning signs in the vague business plan or concept
the entrepreneur is trying to present.
They used to have a thriving business but as technology has changed or the market
opportunity has passed, they now hope to make a comeback.
They will pretend all is fine and under control and having many relations with possible
customers in the market based upon their previous success.
They hope to get a distribution or reseller contract for your products.
As they are running out of funds, they cannot invest enough capital to be a distributor or
reseller.
However the lacking of funding, employees and the relations with companies have long
gone, this is not the right partner to start with as distributor or reseller.
It will be difficult to spot the failed entrepreneur as he can rely upon his experience of the
past. Only by asking direct, precise and specific questions about people at companies
you will be able to scratch the surface of what he pretends to be.
7. The consultant
As a trade show is very costly and a lead will cost above $1,500 or even $2,500, it is
utmost important that the qualification of anyone presenting on the booth is handled
quickly.
The more time a salesman wastes on a pretender the less chance to obtain a real lead.
Even worse is when a bad or missing qualification has happened and the contact
information of the pretender gets registered with a write-up into the leads file. Then it
gets processed into the CRM system: more worthless costs like follow-up emails and
calls.
It is always a joy and a thrill to acquire a new customer, due to the excitement for the
potential new sales.
During the negotiations for the first order, salesmen are tempted to give a discount. Just
in order to avoid that the new customer should walk away from the deal as people
expect to get discounts.
However should a new customer be given a discount for his first order?
The customer hasn’t proved anything as he just is making promises about the first and
future orders. He hasn’t even proved to be able to pay on time.
Thus if they want a discount, it is probably better you let him walk away from the deal. If
you start giving a discount on the initial order, where are you going to end up on all the
subsequent orders?
If the customer really wants a discount, then you still can propose:
- A rebate for the next order in order to retain him as a customer.
- A free additional service that has a marginal higher cost price for you.
If there is a pricelist, then you should stick with the pricelist for a start.
Typically the price list contains volume discounts allowing granting these if he buys
sufficient large quantity. If not there is no reason for giving him a discount.
If you start giving away a discount on the first order then you only can grant a bigger
discount on the subsequent orders.
Only in case when there is a special offer on hand then the new customer can get this
exceptional discount. These types of discounts are clearly defined and limited in time for
not creating a precedent. Thus the next time he shouldn’t expect to obtain the same
pricing.
The same applies to coupons which are one time events too.
Discounts
A new customer doesn’t deserve a discount as he only has made promises and
suggestions about his future purchases and payments.
Moreover as he has gone through his B2B purchase cycle, a discount is not at the order
as he had already decided upon the pricing without the additional discount.
If you as a salesman can’t bring more information to your probable customer then why
should they take time for:
- Reading your email
The sole reason people take time to have a call or a meeting with you is because you
bring additional or structured information that they can’t find on the Internet or is difficult
to aggregate from the Internet information.
It is your expertise and your (free) consulting that is required and makes the difference
as in most case all information is available on the Internet: On-Demand information
without the hassle of making an appointment.
The issue is about the time you consume from executives, managers and mid-level
decision makers as their time is limited.
If they grant you time to have a call or a meeting or even reading your emails, they have
to decide what their best investment is:
- The Internet information using Google, Yahoo or Bing: apparently free
- The email, call, webinar or meeting with you
- The email, call, web seminar or meeting with your competitor
If they are capable of getting the same information directly from the Internet, your next
request for a call, web seminar, meeting or opening your email will be ignored.
Thus you need to bring value with every communication you make.
You need to bring a scoop – a first – a new point of interest – an additional benefit.
Google & Co have raised the bar for your sales efforts and no longer is your first
competitor the salesman of the typical competitor: it has become Google, Yahoo and
Bing.
The problem is: Google, Yahoo and Bing are open 24 x 7 from anywhere
Your prospects can search on the Internet from anywhere and anytime: while you are
asleep, during the weekend, while you are on holiday, …
While you will only be available a certain business hours at at certain places.
The Internet search is not solely used during the initial selection process, but also during
the entire buying process.
You have to compete with Google as your main sales competitor and bring more
adequate, problem-matching or problem-solving information than what is available on
the Internet for free.
In order to compete with Google, you have to bring the art of understanding people, their
business problems, internal politics and pains in an organization, your consulting and
convert or translate all the issues or problems into solutions (preferably fitting your
solutions) and define goals for results.
There is nothing wrong with the silence itself if the conversation picks up afterwards
naturally.
It is probably not that bad to have a short silence in any meeting or discussion.
However it could be an indication of disconnection between the 2 parties involved.
In some case it can become unbearable and give discomfort for both parties. You all will
feel the pain.
However it can also be used as advantage for your sales process if you keep your
mouth shut.
Some people feel the need to jump in and fill the silence immediately.
This can be:
- You the Salesman.
- Your Support engineer.
- The Influencer.
- The Decision maker.
The Influencer
If the Influencer starts talking, let him talk. Make sure you engage in a conversation that
the Decision maker finds interesting.
However chances are the Decision maker is not interested in the specific items or
matters the Influencer finds interesting.
If the Decision maker is not interested, you need to change the subject as soon as
possible by asking an open question to the Decision maker.
Else you will loose attention of the Decision maker or he will start a second conversation
with the Support engineer which will beyond your control.
In case after you have posed a question there is a silence, then wait at least 10 seconds.
Typically you or your Support engineer will interrupt the silence within 3 seconds mainly
by repeating the question or even by suggesting the answer.
People being questioned need up to 10 seconds to formulate an answer. Thus give them
the required time.
Remember they need to speak out and inform you – not visa versa.
Thus take your time and wait until they answer you or continue the conversation without
answering the question.
If after 10 seconds they haven’t answered the question then repose the question.
What did you do with unbearable and uncomfortable silences during a meeting?
Did you start talking again? Did you start your sales pitch again?
Or were you able to pose an open ended question?
Yes:
Then shut up and ask questions in order to be certain of the best suiting solution or to be
able to dig deeper into his problem.
Listen to what he has to say or how he describes the problem.
Maybe you will understand and can offer him help.
For all meetings and all telephone calls the goal is to have a conversation, not a reason
to start your product pitch.
During your conversation you can evolve slowly into your product pitch when you are
certain that you are offering your best matching solution.
As it is in only rare cases people can decide without approval of their superiors, your
buyer, influencer or decision maker needs to sell internally your solution too.
If there is something missing or there is a uncertainty about the solution in relation to the
problem, it will cause a delay in the decision or the internal selling will even not stand
any chance.
If there is an uncertainty or missing part in the sales pitch, your internal seller needs to
come back to you and formulate the difference or the perceived difference between the
solution you proposed and the problem he had defined or has been defined by his
internal audience.
Being able to define or describe this difference requires effort and attention: causing
delays or even missing the deal completely if your competitor has done a better job of
listening and asking.
Thus the next time you think you understand the problem, just ask a few questions more.
As people always tell you more than they want to, you will get more information and
learn about issues and even about your competitors.
However when you park your newly bought Porsche, that you have earned after years of
hard work in sales, on the parking lot of the next potential customer, it can be you just
decreased the chances of winning this next client significantly.
The employees, the managers and the CxO will notice your car.
The external luxury you show off to your potential customers can have a big negative
impact on your sales immediately.
The Porsche can indicate how successful you are, however the customer will guess the
Porsche cost is also included into the price quote you offer: even though you are offering
them bargain prices.
Your potential customer will understand he is somehow paying for your luxury and might
look for another vendor in order to get a better deal.
Similar can happen when you brag about your (extreme) sport achievements as the CxO
is maybe incapable of any physical exercise whereas you live the life of a hero during
your weekends.
People want to deal with other people who they can relate to or feel equal.
Buying from a superior or more successful person is unlikely to happen in most cases.
You don’t want to fail due to things beyond the business matters.
It is not solely the winning of this deal, but also the stronger your competitor can become
due to winning this order:
- Another important reference
- A larger production volume allowing for lower purchase pricing or costs
- An additional geographic sales area
- The possible recurrent future revenue
- The possible follow-up orders
- The prestige of winning over your company
- The defeat weighs on the sales team
Thus instead of taking the ‘No’ you will need to weigh the pro and contra of losing this
prospect.
Did you ever win a customer after losing the sales deal?
However as he is only interested in large deals bringing him a big commission, he will
pay less attention on the smaller and even medium sized deals. He has to manage his
time too you know. Only the biggest deals bring enough return on investment!
He will drop or pay little attention to the smaller and medium sized deals as his return on
investment on these deals is less. The Stig wants to maximize his earnings so why
should he waste his precious time?
This leaves the opportunity for the smaller and medium sized deals where you can build
your references and grow your brand name. This will eventually allow to go head to head
with The Stig on larger deals.
Customers that make the most noise get the most attention.
On the one hand there are the ones that make a lot of noise, but once your resolve their
issues, they become your most loyal allies, recommending others to your products or
services.
Then there are the ones that continuously communicate with you or complain or just
attract attention all the time. They are never fully satisfied with anything and probably
never will be (for some people this is part of their character). Maybe they shouldn’t have
been sold your solution? A CEO I used to work with called these ‘the kindergarten
clients’.
Although these customers get the most attention, they are often not the most profitable
ones, especially as you have to spend time and effort to satisfy them with answers and
care. Time that could be spend attracting more customers of the easy, satisfied kind
instead.
A customer should receive the amount of attention that he deserves in relation to the
profit generated and in relation to your other customers.
The only way to find out is to keep track of the profitability by customer and the amounts
of time spend handling him or her. Often there are no standard tools within the company
to do this, but just tracking the time spent in a textfile or spreadsheet for a week can be a
real eye opener, giving enough evidence that the customer might be a waste of time.
More often than not you will find that these cry-babies shut up without leaving when you
stop giving them attention (just like real cry-babies).
Instead of trying to satisfy the noisy customers, wouldn’t you rather nurture the ones you
don’t hear about? Or even use that time to attract more customers of the easier kind?
How many noisy customers do you need to to offset losing an easy customer?
If you only had noisy customers, how many would you be able to handle before
they start leaving for not getting enough attention?
Don’t forget to nurture your easy customers!
If there is no fit – no good qualification – it is probably the best not to sell and explain
clearly to the customer eager to buy the reasons why. Be honest and stay positive.
Not selling will build your credibility and it is your chance to become a trusted advisor
and not just a commissioner.
Consumer goods have been available on the Internet since the early beginnings of the
Internet: e-Commerce was all the hype during the Internet Bubble. The website were
and are about consumer goods and consumer web services (in many cases related to
the action of buying consumer goods).
Since a few years during the Web 2.0 era a new breed of e-Commerce sites have
emerged: web services for businesses.
Previously all business to business services required a physical presence of a sales rep.
or even a sales team in order to sell.
As the Internet has infiltrated business and web services are being promoted and
provided over the Internet without human interaction or interference this change of trend
just has happened.
In order to enable selling business to business the web services have become
specialized or specific services with a minimum of functions and features.
Instead of promoting a complex ERP system with (too) many functions and
functionalities (for buyers to fully grasp) solutions with only one or two business
processes are being offered: CRM, collaboration, invoicing, lead generation or cash
management.
Online marketing
As the current method of getting a solution for a problem in a business is mainly started
by a search on the Internet, the Internet presence is most important.
The online marketing consists of:
- The website with content related to the problems the business service solves.
- The well positioned advertising of companies
- The social media marketing – even for BtoB
- The email campaigns
All the online content has become more important for the decision than any other
marketing channel for attracting interested parties which are the potential customers.
They will visit the website if the vendor throughout the entire buying process.
In order to attract Internet buyer-searchers the content and multiple presences on the
Internet are king.
Both Outbound and Inbound marketing have theirs place. However there is a bias or
preference towards Inbound Marketing as:
- Inbound marketing is always active instead of the on/off functionality of Outbound
marketing.
- Inbound marketing has a broader reach.
Selling by a salesman is not really required for these web service providers.
The persuasion by the content and the presence on the Internet have become more
important for engaging the potential customers.
For solutions offering just one or two business services or functions the death of a
Salesman is near.
However in all cases with greater complexity of the solution provided the greater need
for human interaction by salesmen: discussions, interactions and meetings.
If the service is too complex the Internet is not yet convincing enough.
Still all decision makers and buyers will visit the website of the vendor during the entire
sales process.
The online B2B Sales currently is only feasible for relatively simple and straightforward
solutions and services limiting to one or 2 business processes only.
The question is how far the bar will be raised: up to what level of complexity people in
business will buy without human interaction?
Even if you can formulate an answer correctly or refute the objection, then chances are:
- You talk too much and initiate a complete different conversation.
- A second objection is brought to the table.
Most people will try to formulate an answer or refute the objection as fast as possible.
Instead of replying it is better to take your time by asking him to explain what he exactly
means. Hear him out.
The clarification or the restatement of the objection can contain already part of the
answer.
When listening to his exposé you have a second chance to understand the objection and
to look for answers.
Then rephrase the objection: if you have it wrong you will be corrected and probably
more information is contained in the correction.
Moreover people will always tell too much. In order to explain they will reveal more
information and reasons of the objection or even the origin of the objection: a director, a
previous experience, a similar case of a colleague.
The more they explain what is holding them back to buy the better you know what to do
or answer and turn around the objection into an advantage.
Chances are the objection is getting discussed by the managers of the potential
customers amongst them. You don’t have to participate but to correct or acknowledge
facts or figures that are mentioned during their discussion. This will certainly work if your
advocate is amongst them as he will know:
- The situation better from the inside.
- Where the objection is coming from.
In case there is no discussion and you have no direct answer then you need to get the
interest back to the benefits and advantages of your product or solution.
The best is to acknowledge the objection and immediately ask how fine the benefits or
advantages fit with the problem or need of the company.
Once you have a strategy you have an advantage over your competitors who might still
be clueless.
Maybe objections are not that bad after all if you know how to handle them.
The objection can become the fuel for selling.
Turning objections into sales takes time to learn, but the rewards will be high.
If you are in the business of recurrent sales as an account manager then there is little to
worry about as it is unlikely the person wants any change.
Especially because not changing suppliers as that includes a departure from the past
and a risk.
In this case stick with the officer or manager and carry him further with his memories.
Just keep an eye on possible competitors that present new solutions to other officers
and managers you are not related to or dealing with.
On the other hand if you are proposing a new method or solution that more or less
implies a radical change from the past, then you need to start doubting if you are
addressing the right person to defend and sell your new solution in this company.
Probably not.
Someone who lives too much in the past is unlikely to favorable for any change.
Are the decision makers of your customers living in the past or the future?
In sales you need to treat your current customer as if he was the greener one.
He needs to feel as important as if he was the most important customer.
Typically management and sales people will dedicate more time to new leads and
potential customers mainly because:
- They could hold more potential
- All people like the idea of new and fresh
- To boldly go where no man has gone before is more challenging
However nurturing your customers is much more profitable and will be much more
rewarding: those people have already decided for your products before thus they are
likely to choose them again.
Instead the Salesman and the Sales Manager both pay more attention to the leads.
It is better to care for what you have than what you could have.
Managing your time and effort between the exciting new leads and the old known
customers is hard to do.
Still you need to give the customer the impression that they are the most important
whether they are small or big, old or new, recurrent or potential which requires time
management.
In all cases you have to show interest for their messages and information as your
primary aim is listening in order to react and anticipate when needed.
Take care for the customer you have and who is talking to you and balance your time
between customers and running behind potential customers with the most likely reward
in mind.
Salesmen need to get sales in order to get paid in order to pay their bills.
Still these desperate attempts will hardly work as the salesman will start looking less
confident.
Being desperate is the worst that can happen for a salesman as he starts doubting about
himself: his skills, his personality, his communication capabilities, his (14) virtues.
One thing housewives and salesmen have in common: they will keep up the
appearances until the end (whatever the end is).
However that will not solve the problem for the salesmen. They have to decide and take
the course of their future in their own hands: change products, change geography or
change company / business.
Customers or leads that make the most noise get the most attention. It is like crying
babies getting our attention even if they scream for little problems.
It is not because these customers or leads demand a lot of attention they are really
worth all of your time.
Somehow you should have a metric to dose the amount of your time for each customer
or lead.
On the other hand when kids are quiet it is when you need to pay attention as they
usually are doing things that they shouldn’t. Exactly the same as when you don’t hear
from your customer it is urgent to contact them and find out if anything is up or not. They
might be considering switching supplier.
A customer or lead that contacts you is actually helping you getting the conversation
going.
A customer you don’t hear from is a problem: he needs to be addressed with the best
possible and suited message or question. Just sending a newsletter by email is not good
enough to engage him: you need to address him with something that relates or matters
to him. Using the Internet or RSS feeds for starting to look into their company news,
news of their competitors, industry news or market trends in order to formulate a
message or a question that could start a conversation.
Still the problem remains as how to distribute your time in relation to the importance of
the business or profit they generate. Not easy to measure.
In consumer and retail business selling is like a sprint as people can decide within a few
seconds as in many occasions the decisions are subjective. A salesman can even
accelerate the buying process by giving advice or influencing the buyer.
In business to business it just takes longer: from problem definition, over presentation,
over evaluation, over the last round, to the final decision. It is a much more rational
buying decision.
You can try to move ahead for an intermediate step, but you will not be able to overhaul
your competitors as a consensus by all the different people involved needs to be
obtained.
They decide and control the speed of the buying process, not you.
Endurance is required to sustain the contacts and relations and keep the focus of closing
the deal.
Of course a competitor can try to move or even move ahead faster; however as the
purchase process takes more time they can or will become exhausted by the time the
closing of the contract is in sight.
Or your fast competitor could just loose interest himself as it takes too long.
As the fast moving competitor might have been pushing too much a decision taker or
an influencer the sales process this might just turn against them.
You have the option avoiding and not speaking to certain people at the party. You are
not obliged.
Sales meetings
During any sales process you will meet with all kinds of people and you need to talk to
them as they are a part of the sales process.
At a party you can identify them by their appearance, clothes, attitude, body language,
loudness and location, whereas during the sales meeting people sit on their chair, show
less body language and their verbal expressions are limited. As there are rules and the
environment is more stringent in a meeting, less information about the character of the
person will show and less will you know about them.
At a party you can leave people behind in order to seek other more interesting parties.
However during a sales meeting you are stuck with these people until the meeting is
over.
How do you:
- Identify the character of the people in your meeting?
- Pose the right open questions in order to know about each of them?
- Handle all these types of people?
- Stay in good relation with them even if your opinions differ quite?
- Handle people that keep on bragging about their achievements?
The problem even becomes more difficult if different types of people are together in one
meeting room and you as salesman needs to participate in or get dragged into a (social)
conversation that the other might not interest at all.
Lunch meetings
The worst is of course if you have to invite people to lunch, that you would like to avoid
at a party.
Or as you little know about their characters find out about them during lunch with no way
out but to keep the conversation going even you or they have no interest.
During the lunch you will be stuck with these people you would prefer to avoid for at
least 1 hour.
Equally the people who accepted your invitation can find out about you and get less
motivated to buy from you as your characters don’t match.
Are such a lunch meetings beneficial for the Sales process? Or should you better not
invite some of the people of the company?
What type of people would you like to avoid at your meetings or lunches?
What types of people are not happy when invited to a lunch with you?
2. Be able to shut up
Listen before you pitch to their problems and the picture they paint of their company or
business.
Then have your pitch, have your presentation and then shut up.
Anything that you tell more can be used against you in the sales process before signing
the deal.
3. Have patience
Have patience. Take your time. let the potential customer speak.
Stay calm in whatever situation.
6. Be a networking genius
The more people who know you, the more likelihood to encounter or hearing about a
deal or having a deal proposed to you as they know you.
If you are a nobody, nobody will know you or like you.
you.
If you are selling to the divisional manager, then be and think like the divisional manager
in order to make him buy from you.
The salesman needs to be capable of changing social class although he is only working
as an employee at a company.
10. Enthusiasm
It is important to be genuinely enthusiastic about your company and products.
And about the world and business in general.
14. Be lucky
As always luck needs to be on your side.
Probably there will be people that go and become successful in Sales because that’s the
main thing they know. Whereas others combine their degree, experience in the industry
and know how to sell.
Ever wondered why people or companies are successful and others not?
“80% of success is Just Showing Up” is a quote from Woody Allen and this quote still
holds the road.
Showing up is:
- Answering the call, listening and answering properly or the best suited solution within a
minimal time.
- Replying to any incoming email with the best suited answer within 24 hours, not with an
auto-reply system.
- Reading the emails from the online web forms and giving an answer within 24 hours.
- Making sure you get to that meeting on time.
- The findability of your business website – if they can’t find your solutions: no business.
- Opening on time the shop, customer service or after sales service.
If you achieve the first 80% by “showing up”, that leaves 20% to achieve!
Half of it (or 10%) can be achieved by just following up on your first action or reply.
You call or email them or ask on a later occasion:
- If they liked your quotation, suggestion or advice.
- If your answer was any helpful.
- If your solution has resolved their problem
- Anything related to your intervention.
People will experience this that you remember them and care about them.
You give them a chance to give feedback without any hassle, solve a new problem that
has arisen or even get a sales opportunity.
The receiver will listen to a voice mail differently than during a normal telephone
conversation. This adds on to the difficulty of a voice mail. Also the receiver can replay
your (weird sounding) message several times allowing analyzing your strange behavior
on the voice mail system. This will not add on to your credibility.
The end result is that the important message that needed to be communicated can:
- Leave the wrong impression
- Be misinterpreted
Both having with the result of creating the wrong response or action.
Still you can use an email as back-up referring to your voice mail just to be sure that the
message is communicated.
During a sales process, if you need to bring an important message or information to your
customer or lead, will you then leave a voicemail? Or try to call back later?
Calling back later will require more time from you and you can fail to speak your
prospect or customer again.
- Not bringing the message on time has a certain cost too as a decision can depend on
it.
But which one is the costliest?
For anybody in this world, their car is important as it is a part of their own personality.
A car can express:
- The social environment a person is part of
- Their status or lack of status
- Their psychology
- Their thinking
- Their passion
- Their importance in life or what they find important in their life.
For example:
People who buy a BMW differ from people who buy a Mercedes and differ again from
those driving a Lexus although these cars can be quite similar but the reasons for buying
are quite different.
Even not owning or not driving a car is a big statement as this can mean:
- No drivers’ license: you can start wondering why a manager didn’t achieve to obtain a
drivers license.
- Being a hard core ecologist.
- Major personal credit problems
If you know about the car of the people you are dealing with as lead or customer, you
will know and learn more about them in a very short amount of time.
If you can get them talking during a meeting about:
- Their current car: the current status
- Their next car: the expectance for the near future
Also investigate about the car of the decision maker. It can tell about what he finds
important in your offering, quote or references.
In any case, as a salesman you should avoid talking about your car as your potential
buyer will learn also about you, which can be interpreted both positive and negative. You
can’t know upfront.
Even if you have the same car as your potential buyer, be careful if you express yourself
about it, as the potential buyer might not like it that you drive the same car.
Avoid by all means talking about your once owned super car that you can’t afford
anymore: this indicates you are on your way back as a salesman: you are no longer the
hot-shot you used to be.
You light even have turned into a loser or you have been downgraded on the ladder of
sales people to have to work for this less great or less outstanding company.
Do avoid to park your Porsche (or similar) on the visitor parking space of the company
you are visiting and trying to sell to: it will not help you selling as all employees will talk
about it and the customer will feel as if he has or will be paying for your luxury.
Cars as insight
Cars are a hot item of conversation for all parts and levels of the population.
People do have very specific opinions, judgments and attitudes concerning and towards
cars.
Inquire carefully with the people you are dealing with (lead or customer) about their car
in order to know and learn more about them and to adjust your sales process.
What’s the car you are driving currently and what’s your next car?
Your B2B customers are The Transformers – Are you G.I Joe?
Not companies buy but the people in the companies: the people can be managers,
directors or CxO’s.
All these rational business people start out the day as consumers and when they get into
the office they transform into a business buyer or decision taker.
At the end of the working day when they go home they become consumers again.
The transformation from Retail (B2C) to Business (B2B) to Retail (B2C) again and still
they are not schizophrenic.
As only a few people in companies are decision makers, decision takers and influencers,
most people stay consumers the whole day. The Transformers are the minority in the
total population of the consumers.
The Transformers buy upon impulse, feelings and sentiment making subjective and even
passionate decisions in their consumer life, whereas during their business hours they
are expected to make objective and rational decisions. This is probably not the case as
their decision taking will still be largely influenced by feelings and sentiments.
The potential customer has transformed from being pushed by outbound marketing and
advertising, to the customer who will search and inquire for information to solve the
problems he has encountered: Inbound Marketing.
Just like the consumer is changing from undergoing Interruptive marketing to Inquisitive
marketing, the Transformers are also changing from being influenced by the typical
Interruption Marketing to the Inquisitive Marketing.
In this case the potential customer will be retrieving information and advices from several
different online sources: mainly the Internet as this is a easiest channel and open 24 x 7.
In order to drive Inquisitive Marketing, you need to keep feeding the communication
channels with new content.
Still these customers can become susceptive again at a certain moment of time and
become sensitive to the old fashioned interruptive marketing by the suiting email
marketing or for that moment appropriate advertising.
Do you know?
- How rational or subjective the decisions of your customers are?
- If they are into inquisition marketing or susceptive to interruption marketing?
Find out if you don’t know. You will need it.
Investment in prospects
After all the investments made and efforts done for:
- Advertising
- Lead generation
- SEO (Search engine Optimization)
- Cold calling
- Nurturing
- Sales meetings
- Price quotes
- and negotiations that have taken several months, the closing of the deal needs to be
achieved under great pressure and high speed.
All just for the sake of the quarterly budget and the quarterly closing.
All the investment made in the prospect is gambled against the quarterly closing.
If there would be no quarterly closing and the budget would not be limited by the quarter,
the revenue of the company would be much higher. Higher revenue means more
earning per share for the investors.
Thus more value for the share holders.
All Board of Directors and shareholders of public traded companies should rethink this
quarterly strategy as in the end they are in the loosing team.
How strong is the pressure exercised on you by your management to close deals
before the end of the quarter?
How many deals slip through, decrease in sales value or are lost because of the
increased pressure?
Selling is not only presenting the benefits, functions and features, but mainly removing or
lowering the risks.
Benefits, functions and features are important, but before any decision is being made the
salesman needs to bring information to the table that proves the lowering of risk.
One of the goals of meeting with the customers is to identify the risks and the perceived
risks that the decision makers have about your or similar solutions.
Although the risks or perceived risks will be similar in many occasions, still you need to
identify them precisely by asking appropriate questions.
Once the risks known, removing the risks or perceived risks can be achieved by:
- References that are representative to the potential customer or well known brand
names.
- Prove you understand their problems and show how your solutions will solve them.
- Present other bigger risks:
– Ask questions about what would happen if they didn’t implement a new solution.
– Tell them about their competitors moving forward on the solutions you propose.
– Mention if any legal law exists as this is presents a risk too.
What are the risks involved with your solutions for the C-level?
If during your sales pitch you mainly praise your company for being the best, the most
innovative, the largest in revenue or the market leader, you will probably miss the sale
as these statements have no real value for the potential customer.
The same applies to the company website: it should focus on solving the problems of the
customers, not trumping the market leadership of your company.
Market leadership
Moreover being the market leader implies that it is likely you will:
- Give fewer discounts.
- Have higher prices.
- Not supply additional services for free.
- Give smaller companies with smaller purchase orders less attention.
As you will need less the sales revenue and your company has many larger customers
who require your main attention.
Selling point
Your selling point can’t be you importance or market leadership.
Your selling point should fit as a solution to their problem. Sell the benefits of your
proposed solution.
The Suspect
When the salesman discovers a suspect that could become a customer he is has some
sensation due to the potential. He is thrilled by the idea.
His action is to start contacting the suspect.
The Lead
After the initial contact and investigating upon the company, the suspect can be qualified
as lead.
The problem that the company has can be guessed.
The salesman gets excited of the opportunity.
His action is to nurture the lead with information regarding the problem.
The Prospect
The lead starts communicating with the salesman and a meeting is organized.
The need is being defined as a solution to the problem. The prospect becomes qualified.
The salesman becomes optimistic and starts believing in his possible success.
The Quote
After several meetings a quote is requested. The salesman provides the best price in
order to get the deal.
The salesman has the first sign of stress as he needs to write a winning proposal
The negotiation
In business to business all deals require negotiations with one or several meetings.
The salesman gets nervous as he moves further through the sales process to his goal.
This stage can include a trial, which makes him even more nervous as it is beyond his
control.
a) Closing sales
During the final meeting after many negotiations and changes to the purchase contract
the deal is closed. The contract or purchase order gets signed.
The salesman is ecstatic as he is one of the Masters of the Universe.
Then companies or was it the people themselves started to hide the real purpose of the
function:
- Business Development Manager/Executive
- Evangelist
- Consultant
- Strategic Partnership Manager/Executive
- Branch Manager
- General Manager (of a micro company)
- CEO (of a micro/small company)
- Commercial Lending Manager
- Customer Service Inbound
- Call Centre Operator
- Key Accounts Representative
- Account Manager
- Key Account Manager
- New Business Manager
- New Membership Manager
- Product Manager
- VP Professional Services
-…
What impression does it give to your potential customers if you lie upfront about your
function with the function on your business card? Can you and your company still be
trusted?
It is not because all of your competitors are doing it, you and your company show follow
suit.
You should be proud being in Sales as selling is the most important function in a
company:
No Sales – No company.
You bring the revenue: the profit center – The others are the cost centers.
Cold calling companies to companies in your market in order to generate leads.
Finding the leads converting into prospects and generating sales.
Once people have become customers, customer retention is required.
All Sales these are activities with the goal to generate revenue.
People might even respect you more as you don’t hide yourself behind a fancy name.
challengers, then don’t lower your pricing, but focus on the sales process, provide for
ROI calculation example and get some good references.
Conclusion
If you want to win deals in B2B, don’t hope on marketing messages but provide the best
sales process and do present a ROI calculation in order to help the decision makers. In
many cases they don’t have a clue where to start to make a ROI calculation.
Do you have any other reasons why you closed deals in B2B?
4. People will like your solution and possibly buy again: recurring revenue.
5. People get the good bargain empowered feeling.
6. Your total revenue increases.
7. As the customers are used to the additional item, they probably will order and pay for
it the next time.
8. Perceived value is high compared the depreciated perceived value for a discounted
product or service.
The method of offering an additional item, can be even more interesting if the additional
item generates a recurrent revenue stream as it requires to buy consumables from your
company.
Examples: a printer consumes cartridges, a staple machine consumes staples, a call
answering service consumes calls, …
So don’t try to sell or close a deal by giving a discount as they will decrease your
revenue also in the long run.
Give an additional function, feature or an additional device or service at a higher price:
your revenue will increase immediately and also in the long run.
People don’t want to give up ownership of something in order not to feel or minimize the
pain that this generates.
This is called the endowment effect by Victor Antonio Gonzalez. People place a higher
value on objects they own than objects that they do not.
Once the sales process has reached final phase, people already imagine they own or
have taken ownership of the solution. From then on they become reluctant to give
something or a part of it up. It will feel like a loss to them.
This sales method not only works in consumer business but also in selling to
enterprises. Not all purchases are completely based upon rational facts and figures as
emotion comes into play too.
Moreover if a budget has been set, how would you know the exact amount? You can
extimate the budget or have a best guess. Anything you propose below the budget is
less revenue.
Proposing a complete package deal that is slightly over the budget that you have
estimated will be adjusted by the purchaser to the real budget limit by taking out one or
two options.
As such your price will be just under the budget limit, probably offering the best
price/quality, best price/functionality or price/features compared to your competitors.
If the purchaser was looking to buy at the lowest price in the market then this
endowment method will not work.
However as you are the best salesman around, it is your job to convince the buyer the
lowest price is not necessarily the best choice for the company.
If you want to sell more, offer the best suited complete offering.
What did you offer lately?
With every deal won or lost, some experience is added to the Jar of Experience.
Every time the Jar of Luck is being used in order to close a sale, a bit of luck is taken out
of this jar.
It cannot be denied that luck often plays an important role in success. Still all success
will require hard work too.
At one moment in time the Jar of Luck will become empty and then the Salesman needs
to rely solely upon his experience that he has collected over the years in The Jar of
Experience.
Thus don’t use up your Jar of Luck to quickly and build up your experience in order to be
confident and not to run out of luck to early.
How empty is your Jar of Luck and how full is you Jar of Experience?
As all companies need innovation, your company has also products for an emerging
market.
Thus the company has two distinctive divisions:
- The cornerstone product
- The emerging market product
In the cornerstone division the product has been on the market since long. It is sold into
a matured market, with several competitors offering a similar product that puts the sales
price under pressure.
Accordingly the gross margin of the business unit will be relatively low thus not much
room for operational expenses or bonuses.
The budgets for:
- Marketing and advertising have been defined based upon the historic data of the
existing business
- Sales costs are well know and controlled.
At the same time the lead generation and sales processes have been polished and have
been distributed over several Area Sales Managers, Sales reps and sales assistants.
Additionally as a Sales Manager or Sales rep you need to achieve sales constantly,
driven by the metrics of the past. Previously other Sales people have proven how “easy”
it was to sell the products or solutions.
Your bonus:
Every year your new sales targets will increase compared to last year as the higher level
of sales needs to compensate for the price pressure.
If you don’t reach your target there is no excuse.
This results into no bonus or even getting fired.
The expectations are high for several reasons for emerging products are high as:
- The CEO and/or the Board of Directors decided to develop, to market and to sell this
new product for strategic reasons.
- There are opportunities lurking in the market that these new products address, but not
yet.
- These new products are exciting, but they just don’t sell.
- The markets have been predicted to become important one of these quarters, but it
isn’t happening yet.
In any case these newly developed very promising products hardly make money or even
create a loss.
However due to all the potential business that these new products hold, it is decided that
more money needs to be spend in Sales and Marketing.
As there are no metrics of the past, the pressure is only to achieve sales: to get a
purchase order. Your budget for expenses is less limited and the sales budget is not well
defined as there is no precedent. There is less pressure for achievement.
In case it was the sole decision of the CEO for developing and starting these new
products, he will need to cover up the costs involved in order to hide his mistake.
Especially in case you don’t make any sales or only minimal sales.
Less pressure on you.
Your bonus:
In case you don’t close any deal, you can compare with the competition they are selling
neither. Thus the market has not yet developed: not your fault.
Moreover your base salary will be relatively larger as management knows you will have
problems closing sales and you have fewer chances to earn a bonus.
In case you would achieve a large sale then your bonus will become significant
compared to your base salary.
Many sales people assume things or the problem to solve based on:
- Their first impressions of company
- Their first impression of the people
- Received or perceived verbal indications
- Partly or briefly answered questions not covering the complete story.
Then they start to pitch: as if the main goal is presenting the sales pitch.
Maybe just asking open ended questions and listening is not enough as only during a
conversation the full picture of the situation or problems to solve will emerge.
During a conversation people will always tell more than what they wanted or were
allowed to tell.
If they only answer your questions briefly, you will never know if you are addressing the
real problem with your solution. There is no conversation.
Still the main problem is how to engage the lead, prospect or customer into a real
conversation?
- This can take time in order to build trust.
- This can require finding the right attitude.
- This can require finding the appropriate subject.
- This can require winning their sympathy
The person you are talking to should open up and get engaged in a conversation.
Posing open ended questions can help, but you both need to break the ice in order for
him to tell more than the answers to the questions.
Asking questions is just like fishing for clues.
The reason, origin of the problem or the problem itself can be beyond your imagination:
thus beyond your questions.
How long or how many questions does it take before you start to pitch?
How do you break the ice and engage your prospect into a conversation?
Immediately?
Same work day?
Within 24 hours?
Within a week?
Or never? Like many companies.
Large and small companies have all the same problem: no following-up.
Maybe sole-traders or micro companies do a better job.
Who follows-up?
Seems like people don’t want to be doing this as it is too easy? Not challenging enough?
People pose difficult or different questions that need to be answered with attention and
care as no standard answer applies.
Or are we all in the opinion the leads, prospects or interested parties should find
themselves the answers on the company website?
Just follow-up and increase your sales as it requires effort of your lead or an interested
party to try to contact your company and pose questions.
Your prospect or the interested party went through the effort of:
- Taking the time to try to understand your offering.
- Finding the contact data or online contact form.
- Writing a few lines or formulate questions.
On the other hand it takes courage to say: “No” as this might kill your sales instantly.
Saying “Yes” implies an obligation or obligations that you or your company need to
deliver.
Obligations that might not even be feasible.
If you have said “Yes” and it is not feasible then you can:
- Try to explain to your prospect the complete picture.
- Pass on the problem to engineering, development, production or logistics: thus it
becomes their problem.
- Still tell the customer it is not feasible and negotiate a different conditions.
In any case the costs involved for changing your “Yes” with all the false promises into
“No”, will probably costs the company more than immediately telling the truth. Moreover
your company can lose its’ image.
If you succeed in saying “No” then you have power and are leading the sales process.
It’s the power of “No”.
Actually buyers and decision makers might just like your honesty.
When the deal is lost, only then the real selling starts
The complex sales process
Every sale goes through a sales process: longer or shorter depending on your products.
The complex sales process involves telephone conversations, organizing web seminars,
email inquiries for information, replying questions and more questions, sending
Although very different in all cases, still there are patterns and similarities in all sales
processes.
If you don’t get invited for further meetings and price or specific negotiations which will
lead to “Close the Sale”, you probably won’t hear from the prospect for a while.
Thus:
- You call him in order to find out about the progress or what is hampering or delaying
the decision.
or
- Unannounced you get the message: “We have chosen for a different vendor”.
In both cases you just have lost the deal!
Always investigate
If you hang up or don’t reply the email immediately, then you are probably bringing to an
end all conversations. In that case you are sure to have lost the deal.
If you don’t investigate, you will never know why you have lost the deal.
Start inquiring and investigating with the appropriate questions in order to find out more.
As a first you need to know who has on the deal.
This information the prospect should tell you or confirm you (as you could should know
the winning competitor).
Even though people don’t want to tell anything, if you can have a conversation by being
gentle and pose some open ended questions people will tell you something: more than
they want to tell.
Now you will need your sales skills.
In a complex sale, there are several people involved. You can contact each of them.
The more people, the more talking, the more clues: thus a higher chance to get
information from the prospects’ side.
Moreover as several people are involved in the decision making, there will be always
people who do not agree with the decision. They will tell more or describe the reasons
for the decision. You will probably know who was on your side.
The official reasons and the reasons given in confidence should give you a clue what
action or proposition to take next.
If you give up now, the investment made by your company in this sales process is a
complete loss as it adds up:
- Not getting the sale is less revenue to support the operational costs of the company
- Complex sales process investment is lost
- Making the competition stronger in the market
The costs involved are not to be under estimated. The losses neither.
The Raiders of the Lost Deal – the selling starts when the deal is
lost (Part 2)
When the deal is lost, then the real selling starts after you have investigated in order to
find out the real, the good or the bad reasons why you have lost the deal.
Now you can decide to:
- Forget about the deal
or
- Counterattack as a Raider of the Lost Deal.
The only way to turn this around is to make a better or more suited proposition based
upon the information received or collected from several sources n the company?
Anything or any conversation or any threat, that can help to get the sales in order to
generate revenue, recoup the investment of the sales process, and keep the competitor
from scoring is good enough.
As you have lost the deal and know the reasons, you have four advantages:
1. You have nothing to loose as the deal is lost already.
2. The winning competitor is not expecting new challenges: thus you might take him by
surprise.
3. Decision makers may have overlooked important facts and benefits that have been
revealed by your source.
4. After the closing the deal, some negative facts previously not known can be revealed
by the salesman or vendor.
5. Although the decision has been taken, nobody is completely satisfied.
Even if you make only a small profit, you don’t have the loss of the sales process costs,
which represents a big difference in operating income.
The 14 facts the callee wants to know from the cold caller
Cold calls: interrupting and disrupting
Cold calls are intrusive and obstruct the normal day workflow.
Thus in most cases people are not interested in your call.
Callees don’t want to get cold called as it disrupts their working day and can confront
them with a dilemma they don’t want to decide upon.
Many of the incoming calls are cold calls: up to 50% depending on your function.
Customers normally don’t call – Sales men do call.
As a cold caller you should be able to place yourself into the position of the callee.
The callee should be able before the sales pitch starts, to state the moment is not
appropriate.
You cannot know all, but the more you know the better you can ask questions and
present your proposition.
In any case as your time during the introduction is limited, you need to get to the point
quickly:
After stating clearly the company name, the connection or acquaintance and the product
name is required for reference and then the compelling reason as the callee need to
connect with it.
During these initial moments of the conversation, the callee makes his first decision:
reject or not.
In case of rejection, you still have a little chance to persuade the callee using solid
benefits for him or his company.
In order to pass this second chance, you need to know as much as possible about the
company and the person you are calling in order to ask the best suited questions and to
make the most appropriate proposition. The available information on the Internet about
the company, competitors and the callee can help a lot.
You need to know the perspective of the callee in order to have a successful cold call.
The web service LEADSExplorer will help in this matters as you will know his interest
and you are able to retrieve Internet information at a click of a button.
Shut up
As a Salesman you should listen to your prospect. The prospect has a problem to solve
and will hand over information that you can use during the sales process and in the
sales process with other clients.
If you listen you have a 55% chance of winning the deal.
In most cases people will tell more than what they want to tell. Even if you don’t ask
questions, they will tell you about matters and events, they shouldn’t be telling you.
Thus instead of talking and turning your conversation into a series of sales pitches, let
him talk.
Use the information obtained to:
- Support your solutions that your are trying to sell
- Change the proposed solution as you find out the company needs something different.
- Get a better impression and knowledge about the company you are going to sell to.
- Qualify the company even better.
Although it seems simple and obvious to listen; still it is hard to do during a meeting or
telephone call as you are eager to convince your prospect.
Sales reps and Salesmen will be required to enter all their customers, leads, contacts, all
their meeting reports, all their planned meetings, the potential deals and the chances of
getting those deals.
Thus the more data the Sales reps and men enter into the CRM, the more control the
Sales Manager or VP Sales will have over them as they know about all contacts,
communications, meetings and price quotes.
In case of a Control Management Reps system, there is no single good reason why a
Sales rep. should enter all his data into the CRM system. All the effort that has gone into
the CRM, will work against him and even his future.
A CRM should be used for lead generation and customer retention, not for management
control.
A CRM should be a source of information for the entire Sales team in order to acquire as
many customers as possible and to retain as many customers as possible.
In order to have successful CRM system, C-level officers and management will need to
change and thus no longer use the CRM as a Control (Sales) Reps Manager tool.
Then full collaboration from Salesmen and Sales reps can be expected.
Although most advantages and benefits come at a premium price for the customer, the
disadvantage or the drawback is not always the higher price.
This can be a higher complexity for more functions or more specific features.
It can be easier access but higher security risks.
A better mileage but less performance or volume.
The decision makers of companies in some market niches are difficult to reach.
As an example: small conventional businesses that have been in business since long.
They have:
- Their ongoing business since long.
- No direct or immediate reason for change.
As long as there are no new entrants in their market that challenges them, it will be
difficult to create interest for your new products or solutions.
Trusted party
a) The accountant
All these smaller businesses have an external (chartered) accountant for keeping the
books and to make the year-end financial statement. This is their trusted party.
The accountant will warn for dangers or problems ahead: from financial, to tax to
financial problems.
The advice of the accountant is trustworthy.
Thus influencing the accountant could be the key in your marketing.
If you can reach out to their trusted party and create interest you stand a chance of
generating interest for your products or solutions.
The trusted party will offer advice to their customers if they see a benefit for themselves
or feel they need to help the entrepreneur-client with the survival or growth of the
company. In both cases: a direct benefit for the trusted party.
Now the problem has moved to addressing and influencing the trusted party:
- The best is if one of his customers actually uses your products or solutions and sees
the benefit.
- In case the legislation changes, informing the accountants or computer dealers that
your solutions will solve the problems created by the changes.
- Sell the revenue or profit benefit for the trusted party involved.
- In all other cases, you need to come up with a compelling reason to get the attention
from the trusted party.
Rather often we get a proposition of a web services company for increasing our SEO
(Search Engine Optimization).
That’s an interesting proposition as improving the SEO of our website will generate more
visitors, which could increase the number of leads, that could become customers.
However when we lookup these companies on Alexa or Compete in order to know the
number of visitors of their websites, they rank significantly lower than ours. Not exactly a
proof of their competence.
As a salesman you should normally inform and prepare about your target customer in
order to address him with the appropriate solutions to his problems.
This is of course time consuming and seemingly non-productive.
However your CRM system should assist you in this inquiry process that involves mainly
retrieving data from many sources on the Internet.
Sources about: the company, the funding, their industry, their business, their products or
solutions and the people.
Your investigation is half the work for success, saving you even more time in the sales
process.
The goal of a conference or event is to encounter potential customers and get their
attention in order to create interest in your products or solutions. The pure lead
generation opportunity!
Have you ever been to events or conferences where most of the attendees are vendors
too?
Thus for every potential client there are at least two vendors.
Competition is fierce just to get talking to one (none vendor) attendee.
Moreover these people don’t want to talk to yet another vendor as they are attending the
conference for the speakers and to meet colleagues from other companies.
Thus you find yourself stuck for one or two days on this conference far away from the
office and home!
- Socialize with the other sales people in order to find out if there are opportunities for a
better job?
- Brag and boast about your gadgets (iPhone) and company car to impress the other
salespeople?
- Play games on your mobile until your battery runs out?
- Call your wife several times until she hangs up as you are complaining too much?
- Chat with the much too young hostesses for your age?
- Write Tweets (Twitter) on your mobile about conferences where most attendees are
vendors?
- Run away? Going shopping or site seeing.
- Get drunk in the bar of the hotel?
These are all egocentric actions: me, myself and I.
Probably not so good for your image in your industry.
- Make the best out of the situation by trying to speak to some of the attendees?
- Ask intelligent questions at the end of each presentation stating clearly your company
name?
- Steal the attendees list from the registration desk when nobody is watching?
- Calling upon customers and prospects?
- Socialize with the other vendors in order to get into partnerships?
- Chat with the other vendors in order to find out about their business?
- Calling colleagues in the office in order to find out if you can help?
- Prepare email replies on your off-line portable computer?
- Reply emails on your portable computer using wifi paying for the connection?
- Composing and editing quotations you had planned to make over the next weekend?
Facts on selling
5. Trust is required
In order to sell a product, solution, or a service there has to be trust.
- Trust that marketing has build for you
- Trust that has been acquired on previous occasions
- Trust that has been given by references
- Trust that you have build with the potential customer, which is the best and most
difficult to achieve.
9. Quality of contacts
It is not the increased efforts for getting more contacts, but the effort of getting the best
contacts that will increase your sales.
Selling is not a numbers game, but a search for quality of your contacts and addressing
them with the appropriate message.
12. Be confident
If you aren’t confident about yourself, you will not sell. It’s that simple.
If you don’t believe in your products or solutions, how can the potential customer believe
in them?
He will not trust you.
In the end he has to take the plunge and stick out his neck, then sign the purchase
order.
Thus he needs to have faith in you and the product or solution.
23. Patience
Don’t push – don’t rush – be patient.
Don’t limit the buyer to certain time frame.
Don’t put a due date in place even you offer a bargain.
It will only make you look cheap and looking for a quick deal.
Patience is what you need in B2B Sales as in most cases it is a complex sales.
Applicable for:
All possible sales in B2B (and even in retail for higher priced consumer goods)
Chapters:
The differences in markets imply that salesmen need to adapt themselves to the
environment both cultural and social they are in.
This brings variation in the sales people in different markets and geographies.
The conditions of life are the most important factor causing variability.
Degraded species are sometimes the best adapted to certain environments thus
generating different varieties.
The best adapted species will flourish in their environment: geography or business, in
which they will expand their success.
Not all Salesmen will sell equally well in all markets.
Species of salesmen become grouped into different kinds: door-to-door salesmen, used-
car salesmen, travelling salesman, account manager, B2B salesman.
Each of them the best adapted to the market they address and sell to.
4. Natural Selection
If sales people don’t adjust their manners and action to their market, they will not
succeed.
They will keep on struggling for survival as the supply of customers is limited.
Salesmen not adapted to their market both culturally and socially with appropriate
attitude will become extinct species.
Those who are not successful will become extinct and will need to seek other business
or a different employ.
Salesmen who are able to adapt to changing environments or markets will stay into
sales longer.
This is the survival of the fittest salesmen: people will fight to survive and to decrease
the success of their competitors.
The natural selection acts as an agent of evolution. May the best salespeople win and
survive.
For any market a different type of salesman applies, still all salesmen have the same
drive that is to sell and bring profit to the company they work for.
Thus if you feel you are not doing well or not successful as Salesman in your
current business, look for changing to another market or business in order to
survive.
In this time of recession and thus less sales, your sales manager will urge his sales team
to start cold calling just in the hope to generate leads and eventually Sales. More Sales.
However cold calling is not about quantity, but about quality. Cold calling entire
directories or lists is like calling blindfolded. Probably not the right method as some form
of qualification is required before you call, which is not possible as your call is just to
investigate if there is any interest.
In his Bold Approach Method blog, Dave Lakhani expresses his feelings about pointless
cold calling after being called.
He questions:
- No qualification of the called people
- Wasted time of the called
- Wasted time of the salesman
- Sticking to the script whatsoever
- No conversation
Blind Cold Calling will give you a high rejection rate. This creates the rejection fear,
which grows with every rejection.
You will become negative in your voice and conversation style.
Getting even more rejections.
Much time and effort has been invested in the website which generates traffic.
Normally most of them are interested parties.
If you would use a Lead Generation and Management web service solution like
LEADSExplorer that reveals the company names of your website visitors, which you
qualify by the pages visited, the time on pages and the search terms used, then you will
be able to cold call on warm companies.
Much more effective.
Wasting less time for your self and being more effective.
Takes way the rejection fear of cold calling, as you will be calling on interested parties.
Thus the next time you need to cold call, get the company names of the website visitors
for lead generation.
After carefully selecting a company as target the next action is cold calling.
In order to generate leads, you can try to call anyone in this organization: from
employees, to managers to the CEO.
If you are selling “Short terms”, then addressing middle management is the best solution.
If you would contact the CEO, you will probably not being able to get him on the phone
or you might even run into problems as he could ban your company from the vendor list.
If you have “Long terms” to sell, then the higher you can enter the organization the more
likely impact you will have. “Long terms” appeal to the CEO and can be important for the
near future of the company (and influence his own income).
A problem arises when you are selling goods or services that are not really consumables
or not really durable products, like consulting, production materials, production facility or
office equipment.
Goods and services that the department manager can’t decide on alone, however these
are not interesting or not significant enough for the CEO or COO or CFO.
Thus you probably need to address the middle manager first.
In large international companies, you are likely to call the appropriate middle manager.
The smaller the company is, the more the CEO (founder) is involved in day-to-day
decisions. Thus the more interest he will show for the “Short term” goods and services.
Especially in the case of the CEO being the founder, they are very interested in every
purchase that is going to be made. In many cases these founders still consider spending
the money of the company like spending their own money. Thus they want every dime
well spend or invested.
Depending on the margins and the profits a company can make in a certain industry, the
CEO will be more or less price conscious.
If the margins are high, there is little competition. The focus is not on keeping gross
margin costs or operation expenses low, but on closing more deals or optimizing the use
of the available capacity (people or machines). There will be little interest from the CEO
as he has other problems to decide upon than spending. Thus you call the middle
manager or COO.
If the margins are narrow the company is in a very competing market, thus production
and manufacturing costs and expenses need to be under control. The CEO might want
to get involved in every larger purchase as the purchase order might even carry his
signature. Thus you better call as without his decision nothing will be decided, even if the
company is significant in size.
Thus all depends on what type, size and market of company you are addressing.
So who do you call? (Not Ghostbusters)
Although this is a blog about online sales and marketing, all sales people will end up one
day on a trade show booth.
Many visitors pass by and only a minority will address to you or show any sign of
interest.
As the goal of any trade show is lead generation and customer retention, you are not
achieving any of these goals. Even though there must be several potential customers
amongst the people in the passing crowd there is no interest.
Maybe it is the booth or the messaging on the booth or the location or the booth of the
competitor or the hostesses on the booth in front. Whatever!
In any case if you don’t start acting, you are wasting your time and the investment of
your company in the trade show is wasted.
Some people start replying their emails on their portable others start calling with their
mobile phones. Seen the cost of the trade show this will only increase the loss.
Using these questions, the chance of getting into an interesting conversation is minimal
as in most cases people will say “No thanks” or ignore you.
Even if they say yes, then the problem remains as you have asked something to engage
into a conversation.
Also handing out freebees will not get you into a conversation and the freebees cost
money.
2. “No”
Thus the visitor clearly doesn’t know.
Then you have the chance to have a 20 seconds sales pitch:
- The main problem that your solution is solving with the hope he recognizes the
problem.
- The concept or approach of the solution.
Even you have very little time, speak at a normal speed and only promote one or two
benefits.
In most cases you have started a conversation, still you need to get the person engaged
into the conversation, thus the need to ask an open ended question.
“Do you face similar problems in your business?”
“What do you currently use as solution?”
Of course this questioning method doesn’t always work, and is not applicable for all
products or solutions, but it can be applied in many cases on B2B trade shows. And it
keeps you busy watching and evaluating the visitors.
As this is not the sole method to approach the visitors, what do you use for
engaging into a conversation?
However for the complex B2B sales, product branding exists rarely and corporate
branding is only feasible for the very large players: like IBM, HP, SUN Systems, Citrix,
Cisco, Symantec.
Small companies don’t stand a chance to get any recognition even if they spend a
relatively large budget on corporate branding.
In complex B2B sales product branding is very difficult as the products are rather unique
and sold in limited quantities. Some large international corporations are capable of
branding their products effectively: IBM Tivoli, Microsoft Office, Blackberry (RIM), Boeing
747.
And in many cases the company name is also the product name: Salesforce.com, SAP
S/3.
This corporate branding will give the Sales teams support during their sales cycle by the
trust it has build over the years of branding.
Still in the complex sales, the proposed solution and the skills of the salesman (and his
sales team) are more important.
The prospect needs to become convinced the salesman provide the best solution and
the best opportunity for the company.
The salesman plays an important role in the buying process and the final decision. The
better he has listened and defined the problem, the more likely he has proposed the best
suited solution.
In the end at the moment of the decision, all the advertising, trade show sponsoring or
conference pitches have lesser impact compared to the skills and the relationship build
by the salesman and his sales team.
The branding helps in B2B Complex Sales, especially in order to get selected onto the
vendor list. However it has less importance and influence once the buying process has
started.
The Sales team or Salesman are then the most important and of course the quality
and/or benefits of the solutions.
Does your company have a strong branding or do you have to make the
difference?
important meetings.
22. People asking the obvious again and again.
23. Conclusion of a meeting that the all-important people have no time for this.
24. Getting meetings postponed many times in a row.
25. Noticing your competitor with the CEO or COO or VP Sales in the lobby of the
company, while you are waiting
for a meeting with a manager.
What are your warning indications for losing a sales deal in B2B?
What do you do then?
Marketing or Product Management spends a lot of time and effort compiling a Product
Overview Sheet that allows comparing all of your products or solutions at one glance in
order to state clearly all the features, functions and benefits of all products.
However:
- Too much data to absorb by the potential customer: People will remember 3 things
max.
- Too much distraction of competing and similar products: “What’s this?”
- Too much possibility to raise interesting questions about the not suited products: “Why
you need this?”
- Too much time to explain by the sales reps: “The seventh product is for …”
- Too much choice to choose from: “We like products 2 – 5 – 9 and 3″
In the end the potential customer is overwhelmed by the information but hasn’t got a
clue.
The big product overview has the potential customer confused and he doesn’t know
anymore about the features, benefits and reasons to buy.
They will probably select a different vendor that proposes the best suited solution as
their salesman have extensively inquired, defined the problem and clarified the benefits
Using the Product Overview Comparison Chart the role of the sales rep. is reduced to
send or bring the comparison sheet and walk through the different options and
alternatives.
He can position:
- The best product (for both parties)
- Give the customer one or two alternatives in order to have the freedom of choice.
It is like a magician presenting you a hand with three cards and he knows the one you
will be picking.
Less is more.
Thus instead of presenting the great Product Overview Comparison Sheet, keep it
internally for sales trainings in order to explain to your sales people or resellers what
they should know and how to find the best solution for their potential customer.
The sales rep can present parts of the Product Overview Comparison chart to
differentiate 2 or 3 products, but not to offer the complete offering of a company.
The first rule in sales is to build trust with your potential customer, so don’t confuse them
with a gigantic Product Overview Comparison Chart.
Just closing is for losers, keeping the doors open is for winners
Closing is not the answer
Karl Goldfield in explains in “Mr.Sales Evangelist: Closing is not the answer” that it is
best to keep the doors open during the entire sales process and keep them open once
the purchase order arrives.
Customer retention
Once the deal has come in, you cannot drop them but you have to keep contact, as you:
- Have build confidence by listening to them
- Have brought the best suited solution (you told them during the selling).
- Have engaged the customer
- Have built a relationship with your customer
This engagement and relation will lead to your next possible sales to this customer.
Customer retention has more value than Lead generation.
Getting new leads can be exciting; keeping customers will bring more income as there
are fewer costs involved.
If you in Sales would be able to identify or recognize the style or personality of your
buyer then you stand a much better chance of communicating with and building a
stronger relationship with him or her says Andy Miller.
The better you match your style with the one from your buyer, the higher the likelihood to
close a sale.
He defines and describes the styles as DISC: the Dominants, the Influencers, The
Steady Relaters and the Cautious Thinkers in his blog post to which you should adapt to.
Probably, you can define a few more typical styles, personalities and types amongst
your buyers or people involved in the purchase process: The Delegators, The
Knowledge Cravers, The Nay-Sayers,…
Thus even if you have nailed down the style of each of the persons involved in the
purchase process, the challenge remains how to act, communicate and interact with him
or her in order to build a relationship.
There is no universal or golden rule.
That is where sales ability and experience probably become important.
What is your experience with different styles and personality of people in different
environments or organisations?
LEADSExplorer is a web service that reveals the company names and domain name of
your website visitors and their interest.
Combined with the visit analytic data provided it will allow you qualifying visitors as
leads.
You can cold call on warm companies taking away your fear and increasing your
success rate.
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