The Essential Guide To Winning New Business In The Information Age

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HOW TO WIN NEW BUSINESS TABLE OF CONTENTS

SECTION 1 THE BUSINESS STRATEGY OF GETTING NEW BUSINESS ...................................................................................7 #1- Position Your Business Where Customers Seek You Out ...8 ACTION POINT: ......................................................................13 #2 - Focus On The ..................................................................14 USP Benefits and Features .................................................18 #3 - Understand Why Your Customers Buy .............................25 #4 - Find More Customers Like Your Best Customers .............28 #5 - Remove Any Barriers To Doing Business With You .........31 Would you mind if I shared some of the secrets to how I build my business? ..............................................................33 #6 - Get Found ........................................................................39 Using Video .........................................................................41 Forums: ...............................................................................45 Google Pay Per Click ..........................................................48 #7 - The Fastest Ways To Win Business .................................52 Your Database ....................................................................52 Create Your Database: ........................................................53 Re-activate past customers .................................................54 #8 - Advertise ..........................................................................60 #9 – Try Something New and Test ..........................................64 Using Behavioural economics To Increase Sales ................64 SECTION 2 ................................................................................67 THE SALESPERSONS GUIDE TO GETTING NEW BUSINESS ...................................................................................................67 # 1 Confidence ........................................................................68 It's all about price!!...............................................................69
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HOW TO WIN NEW BUSINESS Attitude: ...............................................................................70 #2 - Focus On Your Customer .................................................74 Features, Benefits, Issues and Goals ..................................75 #3 Have a Sales System In Place ...........................................83 Category A : Currently Searching or Open to your solution .83 Category B: Some Interest - Project Is 6 months away........84 Category D: Just Not Interested and No Project. Even though you could prove a benefit to them. ..........................87 A simple qualifying script: ....................................................88 Map Out Your Sales Process: .............................................90 #4 – Use Professional Questions To Understand Why People Will or Wont Buy ......................................................................91 #5 – Leverage Modern Technology to keep in Touch ..............94 Research: ............................................................................94 Keep In Contact:..................................................................98 WebMeetings ....................................................................103 Visual Email: .....................................................................105 #6 – Manage Your Time And Activities ..................................108 Understand The Value Of Your Time:................................108 #7 – Objection Handling and Closing....................................114 Don‘t Discount Your Prices: ...............................................120 HOW TO FIND OUT MORE: .................................................121 DVDS ....................................................................................122 YOUR BURNING QUESTION ...............................................124 ―Burning Question Sales Coaching‖ ..................................125 WORKSHOPS.......................................................................126 Open Workshops...............................................................126 In House Workshops .........................................................126 SALES CONSULTING ..........................................................126
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HOW TO WIN NEW BUSINESS

Why It’s CRITICAL You Read This Book From Beginning To End
Welcome From Peter O‟Donoghue

Hi! This is peter O‘Donoghue from Sales DNA - Sales Training, Sales Coaching and Sales Consulting. I guess if it‘s got sales in then we focus in it. I‘m thrilled that you are reading this fantastic book about ―How To Win New Business‖. This is an area that I am absolutely passionate about and one where I have spent many years and many thousands and thousands of £‘s learning and developing ways to win new business. I would love nothing more than for you to take away one or two ideas from the literally hundreds that are in this book and go away and implement them into your business or your sales career and get fantastic results. And when you do, hopefully you will drop me a line at stories@salesdnlatd.com and let me know.

There was so much that I could have put in the book that I decided to focus on things you may not have come across before or could not find easily in many other places. Yes, I could have put something in about the lifetime customer value of a customer, or the business of building rapport and credibility in sales, but decided not to. These have been written about in many other places and are all covered in my sales workshops. This book was about opening your eyes to some things you may never have come across before.
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HOW TO WIN NEW BUSINESS There are two distinct sections to this book:

SECTION 1 = Specifically for Business Owners, Directors and anyone that has a role in determining the sales strategy of the business. This is more the bigger picture about getting people to call you for business and how to develop your offer.

SECTION 2 = specifically for sales people who are actually engaging and selling with clients and customers. This gives you some strong, practical, actionable tactics that you can begin to implement straight away to start winning more business from new and existing clients.

BUT: I would strongly advise you to read both sections - who ever you are

The Main Point IS:

GET YOUR PEN AND PAPER READY AND GET SET TO MAKE SOME NOTES BECAUSE THIS IS ALL ABOUT ACTIONABLE ITEMS YOU CAN IMPLEMENT NOW

So, lets get started,
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Don’t let this Happen In Your Business………….

Develop systems and sales processes to get your clients coming to you again and again………

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HOW TO WIN NEW BUSINESS

SECTION 1 THE BUSINESS STRATEGY OF GETTING NEW BUSINESS

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#1- Position Your Business Where Customers Seek You Out
Remember this book is about winning new business and doing it quickly. One way you can do this is to stop everything, take a breath and ask yourself:

“What business are we in?”

It sounds a bit strange at first but it has massive implications to your business. Many businesses and salespeople lose sight of the real reason they are in business, that is to solve problems or help achieve goals. My company is not a sales training company, for example. I help people solve the problems of not attracting enough clients, and not utilising the ones they have to maximum impact and profitability. I use training, consulting, coaching, on line education, workshops and seminars to achieve this goal. I focus my business in finding people with those problems or goals. I am confident in the knowledge that this is what my business helps people to do.

Even though I understand what my business is about solving these problems I have consciously set about making sure that people who are seeking me can find me easily. And you should do to.

A personal Example: A few short years back, I moved across the country when I got married. I had a business where I consulted with companies
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HOW TO WIN NEW BUSINESS about increasing their sales. I did this through a mixture of consultancy and sales training but the company was perceived as a consultancy company or a business coaching company because that was how I had positioned it. The challenge I had was the Small and Medium size business community were not actively seeking sales consultants like me so there was a period of educating the marketplace. This education process took time and money that I would rather not have spent. Do you have a situation similar in your business? When I moved I had a chance to rethink my business strategy and spend some time doing some research on the marketplace. I was also lucky because my awareness of new technology had increased and I discovered little known ways of researching the viability of marketplaces. One of those I will gladly share with you now - its called Google Keyword research tool: https://adwords.google.co.uk/select/KeywordToolExternal

This is by far one of the most powerful tools available to find out what the marketplace is searching for. It is real time and comes straight from the depths of Google - the No1 search engine in the world. When I was relocating I thought I could realistically position my new business as 1 of 3 different ‗classifications‘ of business:

 Business coaching (although I only cover the sales element)  Sales Coaching  Sales Training

With that information in my mind I set about researching the marketplace.
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HOW TO WIN NEW BUSINESS Figure 1 shows the results from Google UK, where there are about 18,000 searches per month for business coaching Figure 2 shows the results from Google UK, where there are about 12,000 searches per month for sales coaching and 1,000 for sales coach. Figure 3 shows the results from Google UK, where there are about 40,000 searches per month for sales training and about 4,000 monthly searches for telesales training.

Figure 1 - Business Coaching

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Figure 2 - Sales Coaching

Figure 3 - Sales Training

This gave me valuable insights into the marketplace and told me that there were at least twice as many people actively searching for sales training than any other related search.

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HOW TO WIN NEW BUSINESS The choice therefore, was a no-brainer. The company was positioned around a sales training company.

In truth, I still provide the same consultancy service to many of my clients after we meet. The difference being, however, is most of my clients that find me through the Internet do so by first searching for sales training. They are actively seeking me out and that is a fantastic position to be in, in business.

What terms do people use to find the problems you solve and the solutions you offer?

Keyword Modifiers: Treat the numbers with some caution. Many people use the internet to search for information to do their background work. The longer the search term the more likely it is they are in a position to buy or enquire from you. For instance there is a difference between ‗Sales Training‘ and ‗Cold Calling Training London‘ - the second term is more specific and shows me that the searcher is likely to be more active in considering your services.

Some really useful modifiers to look out for are:  Geographic locations i.e - London Intent terms such as:  Best  Review  Cheap ( You don‘t have to be!)
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HOW TO WIN NEW BUSINESS ACTION POINT: So your first Action Point is to start to familiarise yourself with the Google keyword tool and find out what exactly people are searching for to find you. The best marketplace to be in is one where people are actively searching you out. That makes business so much easier to find.

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HOW TO WIN NEW BUSINESS

#2 - Focus On The Right Things - Your Market
The most common mistake I see with sales and marketing is the 'it's all about me syndrome'. All of a company's letters, web site, and networking interactions are all about the company and what you can do.

Without being too brutal here, most people do not care! They are not too interested in knowing what you HAVE, DO, or KNOW. They want to know:

“what is in for the them?”

In the simplest scenario they have a problem and they are looking for a solution. The company that can clearly articulate -

"I understand you, I know what your frustrations are and I know how to solve them."

- will be the one that is the most successful. This sounds simple, I know, however the majority of businesses still have an inward way of thinking and say:

"this is what we have got and this is what we can do - do you want some?"

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How can your business effectively do this? By focusing on solutions and benefits - in every communication you have with a prospective client. Specific Targeting: Much has been written about this and many people pay lip service to it yet most companies I work with can't clearly answer the following questions:

 Target Message: Who exactly are you talking to?  Problem/Solution: What is the concern of your prospective clients and what is the solution?  Benefits: What are all of the ways your services help your clients?  Unique Competitive Advantage: What makes you stand out in a way that makes a difference to your clients?  Risk Reversal: What are you promising to deliver that reduces the perceived risk of your clients?

I do not underestimate the difficulty in clearly defining these things. Yet if they can be achieved they will make the difference between a good and a truly great business. A well used example of a service business that used this to catapult them from nowhere to a major worldwide organisation was Dominoes Pizza. Their whole sales and marketing was based around their slogan and USP:

"Hot, fresh pizza in 30 minutes or less, or it's free"

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HOW TO WIN NEW BUSINESS They knew their uniqueness, they invented it!

Note that not once does Dominoes say the Pizza will be tasty. It probably isn't the best pizza available, but to their prospective clients it was unique. They knew it would be with them in 30 minutes or it would be free. Their needs have been met. Unlike the competition who would say:

"It could be 90 minutes. I just don't have the drivers and when you get them you can't trust them. And besides I just can't forecast my demand. Any way it'll be with you tonight sometime."

Believe me, I know how hard this process is and for some companies they believe they can never find uniqueness. To those I ask

"If you can't articulate why you are special, unique and different, then why would I choose you yet alone pay you a premium?"

The strange thing is most companies have something they believe that makes them truly unique and may be able to tell you in conversation yet fail to put it on any marketing or sales material. What a wasted opportunity!! Then there are things that just won't 'cut the mustard' in today's business climate: Quality: Just to say 'we strive for the best quality', or "we guarantee the highest quality" is not enough for a number of reasons:
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HOW TO WIN NEW BUSINESS • In today's competitive environment quality is expected just to be considered as an entrance to the marketplace. • What does quality mean? Is it the way you handle meetings, the quality of the documents you produce or the quality of the service you provide? In many businesses, this is by and large intangible. How can someone tell if your tax return is quality? They can't try it on or feel it.

If you feel that quality really is your uniqueness then say so. Be specific. If you have offered a 100% money back, no quibble guarantee for five years and you have had 800 clients in that time and not one has requested a refund, surely it makes sense to shout it from the roof tops!

Service: Again service is often said to be the difference compelling enough to use a company yet hardly any one can justify it. If this is your advantage then quantify it: • We guarantee to produce XZY within three days or you do not pay us for the service. • If you order by XYZ by 4.PM we guarantee to produce ABC by mid day the very next day These guarantees communicate clearly that you understand the service required and that you are extremely confident of providing it.

A recent proposal I produced for a client had the following guarantee at the end of it:

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“If you do not think this process can add £10,000 turnover to your business within 6 months then you can ask for an immediate and instant refund”

That‘s a little bit like substantiating the level of service.

USP Benefits and Features
If you can develop an angle on your uniqueness and as to why someone should be speaking with you then it should be the focal point of all of your communications, marketing and relationship building. One way of doing this is to develop a Strap Line. This operates by taking complex ideas or concepts down to a simple, easily communicable message. A sales strap line must accomplish 4 things: 1. It actively transfers specific information 2. It's immediately and obviously beneficial 3. It's self explanatory and ultra simple 4. It's easy to replicate in someone's mind When you talk about what you do there are 4 possible ways to do so. Two don't work at all, one works and one works superbly.

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HOW TO WIN NEW BUSINESS 1. Your Label: This is when you say "I'm an Accountant" or "I'm an Estate Agent" or "I'm a Financial Advisor". The bid problem here is that what you are trying to convey is not necessarily how the recipient understands the label. They may have preconceived ideas about what you do or more likely may just not have any interest at all. 2. Your Process: This is what you do. It does not generally link the process to the benefits the client receives. Most people use something like this. An example might be - "Im a Business Advisor and I apply methodologies to standardise the operational systems in a business. YAWN! What do the clients get as a result of that? 3. Your Solution: This is a lot better and can generally work as they start to develop on benefits. A format for developing these could be: I help (assist/work with) (target market) (your solution). An example here might be: "I Help service business grow their business and profitability" 4. Their Problem: The first three were all about you - not about your prospective clients. After all, the purpose of your solution is to solve their problem. So why not talk about it. I help (assist/work with) (target market) (your solution), who are struggling (having problems with e.t.c) (their problem). The difference is subtle but it provides a frame of reference to hook on to. An example might be: " I help people with migraine problems who just can't seem to get rid of it" And if you can add to this something that is unique such as " and I guarantee to completely rid the problem after six sessions or I will continue to work at my own cost"
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HOW TO WIN NEW BUSINESS People tend to pay a bit more attention to something quite powerful like this. My challenge to you then is twofold: 1. If we met at a networking event could you tell me what you did and why I should use you? 2. Could you transfer that information to all of your sales information so that you massively improve your marketing message?

Mine might be something like this:

"I specialise in helping businesses attract more clients, increase revenues from their existing clients and structure their business to be more profitable and I guarantee my results"

A while back, I was in the process of selling my House and had invited a number of Estate Agents around to show me why they should be get my business. The process was an eye opener and one that left me totally unimpressed with some of the Agents I met. They were there to sell me on the benefits of why I should place my house on the market with them yet they could not even sell themselves. One Agent even delighted in telling me:
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HOW TO WIN NEW BUSINESS "Oh no, I'm not a salesman. I try to show them the house and stay out of the way" Considering he was asking for a significant chunk of my money to sell my house, this was not what I wanted to hear. One Agent did a reasonable job of asking me some good sales questions as she walked around my house. She was at the top of the list of my choices even after she had told me her fee was 1.5%. The cheapest agent was asking 0.75%. I asked the Agent a question I usually ask anyone that I am considering doing business with and there does not appear to be a clear choice: "Why should I choose You as My Estate Agent?" I was hoping she would substantiate her high fee with something like:

We have a completely new marketing system which means that we have been proven to get 30% more viewings than other agents in the critical first 2 weeks.

OR

We understand choosing an Agent can be difficult and that there is a level of risk involved - usually with you. Therefore we guarantee that if we do not sell your house at the price we recommend within 60 days then we will charge no commission.

OR

Here is an independent report that shows the average time taken to sell a house in your area with other Agents, is 85 days and our companies average time is 42 days. The benefit to you is that we are proven to sell faster and at the full market value - guaranteed.
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HOW TO WIN NEW BUSINESS

What happened next was the Agent taking a sharp intake of breath, pulling a few tortured facial expressions, hesitating for about a minute and then replying:

"Oh, OK then. I can do it at 1%"

That was not what I wanted either! I wanted her to impress me and instil confidence in me that she was the best choice available. I wasn't looking for a discount - yet!.

At that point she went from the top of the list to the bottom. The whole point of that personal tale was to get you thinking. -

"How would I answer that Question?"

That question is the basis of success in any business and in any sales position. I regularly teach Sales Training Courses where the delegates would be looking for me to give them the magic words to say on their cold calls, telephone conversations and sales meetings.

I'm afraid that those magic words that will guarantee you the business every time do not exist. All too often it is not the individuals fault as they have never been shown what the benefits of doing business with their company are. Sales Success is built off the back of hard work and preparation.

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HOW TO WIN NEW BUSINESS

Draw up a features and benefits list of your business and of every product and service you offer. Do it now!

Yes, I know this is sales 101 but do you really do it in your business?

Concentrate on the benefits to your prospective customer/client. Learn to live a 'day in their shoes'. Talk about them - Not You. This is one of the single most important processes in any company because once this has been undertaken it can be used for the basis of all of your marketing materials and sales presentations.

Use the following aids to assist you: Link every feature with the phrase "which means that" i.e. Sales DNA offer an unconditional guarantee on our sales training (feature) which means that if at any time you do not feel you are getting a significant return on your investment then we will refund all of your investment. This means (a variation) that there is absolutely no risk to you at all. Get one person in your organisation to play devils advocate. It is their job to play a potential customer and ask: "So What?. What does it mean to me?" to every benefit offered. The tougher they are the better the results! Try starting every sentence with

"You benefit from............" rather than I / We.
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Document the results of this process and ensure that every new member of staff knows them as well as they know your product and service details. The simple act of doing this has proven to make new starters more effective in up to half the time it has taken sales employees prior to this being introduced.

Make sure that you make this a continuous process and that all members of your company are involved.

Make it part of your company culture that everyone can answer "Why should I use You?". Every member of staff should be able to articulate this and should be asked regularly to make sure that everyone knows. Once you get so good at this that they become second nature be careful not to over do it! When you get good at this the natural human tendency is to tell every prospective client or customer every fantastic benefit you have to offer.

Don't! Limit it to the main 2-4 benefits that are relevant to the person. People can't process more than this and the benefits start to lose their impact. If you are having trouble developing some fantastic, client focused answers then why not do something radical.

Ask your existing clients why they continue to do business with you. The answers may surprise you.

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#3 - Understand Why Your Customers Buy
Do your best clients have any similarities? If you sell your product or service to other businesses, what are the similarities? Look at the following indicators:       Industry type Turnover Geographic location Number of employees The position or job title of the senior buyer for your services Number of offices or retail/distribution outlets

If you sell your product or service to consumers, what are their similarities? Look at the following indicators:          Income Joint income Geographic location Number of children Age Lifestyle habits and hobbies Employment type Their industry type What cars they drive

It is by truly knowing these things that your long term sales success develops. One of the things that I work with my sales consulting clients is to get them to speak to their existing past client (or I do it on their behalf) and ask:

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HOW TO WIN NEW BUSINESS “We appreciate you had many choices about who to do business with and we would really love to understand why you chose us in the first place. And also, what have been the greatest benefits you have seen in working with us?”

It is amazing the type of information you get back that opens your eyes to things people like about your business that you never would have guessed. It has proven time and again to deliver:

 The real reasons why people have bought from you - not the ones you thought.  The real benefit they have found in dealing with you as well as figures about how much it has saved them and made them.  Ideas for new products or services that they would like to see developed - and buy from you if you did.

As I was writing this I received a request from a company that I use sometimes for information about online marketing. The request was to spend a few minutes to take the time to fill out an online questionnaire they developed free from http://www.surveymonkey.com/

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HOW TO WIN NEW BUSINESS

Do you notice the first real question?

“What’s the most burning question that you’d like to ask about online marketing?‖

Now that‘s a great way to interact with your customers!

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#4 - Find More Customers Like Your Best Customers
I run two very similar sales training workshops, one called ―How To Get Business Appointments‖ and one called ―How To Win New Business‖. One of the guarantees I give in the how to get business appointments workshops is that if you do not make 10 new business appointments in 30 days after the workshop then you can ask for a full refund.

One of the reasons I am so confident about the ability to do this is for this very simple and effective strategy.

If you want new business appointments focus on people just like your last clients. Sounds easy? Well it is!

Let me give you an example. Some time ago when I was also training on behalf of another company, we received a call from a government body who wanted training. They relied on meeting local businesses to provide their services and claim their funding. They were the victim of a shake up of organisations and funding and their original source of enquiries was gradually becoming non existent. We spoke to them and they told us all about the environment, the problems they were facing and how big an impact it was having on their business. We designed a training workshop, delivered it and got great results.

What would you do next?

Well if you are like most businesses you would rightly pat your self on the back for a job well done and then move on. But if you did you are
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HOW TO WIN NEW BUSINESS missing the biggest source of new business you will ever come across. Why?

Because a little bit of research showed that:

 There were a few hundred organisations similar to the first client.  They were all faced with the same problems.  They were facing cutbacks if they could not meet enough business people to provide their services.  They were actively seeking answers.

When the company rang them, do you think they were receptive?

Of course they were. They were extremely glad to hear from us and that was the start of a very profitable training campaign designed for that target market. And when we rang we knew:

    

Their marketplace Their language Their current problems What outcomes they needed How to help them achieve their outcomes

When the calls were made do you think they were viewed as a nuisance and as interruptions? Absolutely not.

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Prior to my workshop, I get people to prepare:  A couple of their last clients and the impact they had on their business  Any unique problems they were facing  A list of companies like them who are either in the same industry or facing the same problem.

We then work on what is called an ‗opening hook‘ that people can use to immediately gain the other persons attention on the phone.

An example might be something like:

“John, I don’t know if this is relevant to you or not but we recently worked with Mammoth Inc who were facing the challenge of strict regulation on the way their staff sold. We designed a new training programme for them that saw sales increase over 40% in two months. I was wondering if you were facing the same challenges aground that new legislation.”

Now, if I was in the same industry and/or facing the same challenges as Mammoth Inc, then I would be at least curious to find out more. And people generally are when you take this approach

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#5 - Remove Any Barriers To Doing Business With You

I was driving back from a meeting recently with a colleague who provides a complimentary service to mine. He provides behavioural assessments designed specifically for salespeople. We were talking about this concept of putting barriers in the way of doing business with companies and he told me of a call he had had that day that highlights my point very well.

He has received a call from a telemarketer offering their services as telemarketers on his behalf. The call was going OK with the obvious scepticism from the call receiver but the caller was being professional enough.

When it came to the money part of the call the telesales person said:

“Because of the professional nature of your business and the knowledge we need to get appointments for you then there is a set up fee of £2,500 and then a blah……blah…….blah…blah…...”

You see after the £2,500 my colleague lost interest. The caller had blown it. The reasons why are numerous:  They had called my colleague so he had no knowledge about them, trust in them or confidence in their service.

HOW TO WIN NEW BUSINESS  Their set up fee was just too high and raised an immediate barrier to getting the deal.  Because they were phone based they did not attend meetings so could not continue further.

The whole thing was, they weren‘t far from getting it spot on. They were friendly, credible and professional. They did a good job of doing what they charged to do and that was get someone into a conversation. They had a reasonable business model because the phone only policy meant they could reduce their overheads and be competitive in the marketplace. They just put one barrier too high in asking someone to take a chance with the set up fee. They may have been worth it, but we will never know!

What they could have done is something like this:

Steve, we usually charge a £2,500 set up fee because we understand that there is a level if investment needed to get to know your business. However, as we called you and you do not know the results we can achieve then we will:  Waive this fee entirely OR  Work for 60 days winning you new business appointments and only if you are happy with the service we provide will we invoice you.

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HOW TO WIN NEW BUSINESS

Now that‘s a great way to reduce the barrier to getting to know you and the services you provide.

Would you mind if I shared some of the secrets to how I build my business? You are reading this book because I have reduced the barriers to doing business with me. You must have read about my book from a postcard, a seminar, a Google add, or even had it forwarded to you by a colleague. This is a way of removing a barrier to doing business with me.

By the time you have read this book you will have taken away at least 10 different things you can do in your business immediately and you will see results. I could have sold this book over the internet or even had it published as a physical book but no - I chose to give it to you freely so that you could get to know me better. You will have a better feeling towards me and have a better idea of what I can do and of what I am about. Maybe one day soon we will speak or you might take me up on one of the other products or services I offer. In fact, I have developed a whole range of products and services just so that the barrier to doing business with me will never ever be too high.

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Figure 4: A potential Sales Funnel

This is a slide taken from a talk I gave recently for a Chamber Of Commerce (If you would like me to talk at your next event then give me a call on 0845 6434165) and It shows one way that I have developed my social media sales funnel. There are other ways and there are other strategies but I don‘t want to tell you too much about my business! The key thing is how can you apply this for your business?

In my social media sales funnel, I focus on providing free information that is of a high standard. This can be on sites like:  twitter, http://twitter.com/salesdna 34 © SALES DNA LTD - ALL RIGHTS RESERVED www.salesdnaltd.com or 0845 6434165

HOW TO WIN NEW BUSINESS     facebook, http://www.facebook.com/onlinesalestraining ukbusinessforums Linkedin http://www.linkedin.com/in/peterodonoghue and even question and answer sites such as askville and yahoo answers.

People on these sites either read my information on that site and get to know me a bit better and hopefully will be more inclined to get in contact or move down the funnel where they can:

 Buy a training DVD or Audio which usually sell for about £39 - £79  Attend a workshop like these at £249 http://www.salesdnaltd.com/open-sales-trainingcourses.html  Ask me in to talk about onsite training or a consulting project. Does it work - YES. Yesterday I had a call where the opening line was:

“I follow you on Twitter and would like you to come and train at my annual convention” Now that is a nice place to be.

I operate similar models in lots of different ways:

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HOW TO WIN NEW BUSINESS A free book that I circulate which is aimed at organisations with business to business sales forces.

Youtube videos that are the equivalent of mini training sessions. This one has had 1,635 views at the time of writing - all with people being exposed to my message. I will let you into a secret - I do more than 1 of these! I also provide lots of free information on my website: http://www.salesdnaltd.com/Sales-newsletter.html

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and on my blog: http://www.salesdnaltd.com/blog/ Some things that you might use to reduce the barriers of doing business with you and to let people get to know you:  A book or tip sheets - Any business can do this. Try ―The 7 mistakes most people make when buying a ___________!‖  A free trial  Strong performance guarantee  A ‗lite‘ version of your product or service with a clear uprade path  A dvd or CD about your service  An information pack  A Frequently Asked Questions (FAQ) document/section of your web site  A seminar invite  Payment plans  Case studies  Video testimonials

Which you see here

can

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HOW TO WIN NEW BUSINESS

So your action points are:

1. Look at your business through the eyes of a potential customer. Map out what the interaction points are and whether they are making it easy to get to know you, trust you, and develop the relationship with you. 2. Look at your pricing structure and determine if you are making it easy to jump on board with you. The higher the initial price, the harder the initial sales.

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#6 - Get Found
Without doubt one of the best ways to win new business quickly is to use the telephone. It can be one the most profitable business tools you ever use. We cover this lot more in Section 2 of this free book.

The thing about the telephone, however, is that, no matter how good you are, you may only be engaging with people who might not have any immediate requirement for your services. Or they may need long term educating about your product or service.

Remember - this book is about getting quick results and using some of the following techniques you will see quick results. The reason is they allow you to be found by people actively seeking out information about your products or services.

The thing is:  If someone is actively seeking you out then your cost of sale and speed of sales is dramatically reduced.  If someone is seeking information about your services then they will be more willing to do business with the person that provided them the information. So would you like to know a hatful of ways to be found, and found quickly?

I thought you might.

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Well the quickest way to be found quickly is via the search engines. And, I know you are probably thinking ―But peter doesn‘t that take months?‖

Well no it doesn‘t. By following a few of these strategies you can have almost instant rankings for key search terms.

OFF TOPIC POST: It is easier to get Google ranking than you think. I used an invaluable piece of software called IBP to get me to the front pages of Google for nearly all my chosen keywords. It’s not cheap but it is definitely worth it. I strongly recommend getting it from here: check this software out

A quick refresher: Remember in the early part of the book we looked at Google‘s keyword tool well that should have identified a possible list of what we call ‗long tail keywords‘ Don‘t worry all that means is that the longer the search phrase the more likely the person is to be a qualified buyer/customer. If I was selling TV‘s for example, which term would be better to be ranked number 1 for:  Sony TV OR  Sony - KDL-40X3500 It is definitely the second one because Sony - KDL-40X3500 is a search term from someone that is looking for something much more specific and therefore more likely to buy.

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HOW TO WIN NEW BUSINESS Keep this principle in mind. Using Video At the moment video is hot but don‘t worry too much why - just know it works. By using video it is possible to gain front page ranking for ‗long tail‘ search phrases within minutes. - Yes, I said minutes!

Figure 5: Video Marketing

The above example is one where I dominate the front page of Google for a long tail search term - sales training Portsmouth.

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HOW TO WIN NEW BUSINESS You can see that the top two links both have little pictures next to them. That‘s a link to a little video I have produced and it took me minutes. I have to be honest and say I haven‘t done anything with this for months. When I did I uploaded my videos to multiple video sites and within about 10 minutes had pretty much every single listing on the front page of Google. The thing is they fluctuate with time so keep experimenting with this one and I guarantee you can get front page listings within minutes. There are a few more secrets than this but this will give you a great head start. I am thinking of developing a product or a workshop showing exactly how this is done. If you would be interested give me a call - 0845 6434165.

It spoils my topic headings to have this here but can you also see that I have used a page on my website, a blog post and a directory to also rank on the front page for sales training Portsmouth. At the time of writing I have the top 5 rankings for this term. Why not check out Google to see where I am now. The thing is this, they cost me nothing and were there within minutes. Do they win me business? Absolutely. What terms can you rank for in minutes that people use to search for you? This was a way of using video to rank for geographical type of search i.e ‗KEYWORD + LOCATION. There so many other ways that the applicability is only set by your imagination. I let you into a secret - I didn‘t just do it for Portsmouth.

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HOW TO WIN NEW BUSINESS You can submit videos about:

 A specific product by part number, trade description or generic term  Phrases relating to problems  Key trends  Industry bodies  Industry legislation changes  Books or information sources people seek out.

For example a very specialist book that is used in the sales training industry is called ―The psychology of sales call reluctance‖. It deals with the reasons why people don‘t pick up the phone and make calls and business appointments. When people seek it out it is generally because they have a problem that they need to fix. That is a problem I help people fix. A good match all round.

I produced a short book review and uploaded it. At the moment, as the following pictures show, it is ranked third in Google only behind Amazon and has over 1600 views on YouTube. Not bad for a very specialised topic area.

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Think what you could achieve by sending out multiple videos. They don‘t need to be expensive to make either with modern technology. Simple screen recording software that can help you is:  http://www.jingproject.com/ recorder A free version of a screen

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HOW TO WIN NEW BUSINESS  http://www.techsmith.com/camtasia.asp granddaddy of them all at around $300 Forums: Another fantastic way to generate business is by networking on forums. Physical Networking has been a fantastic way to develop business for many companies for many years. Now you are faced with so may options with regards networking online that you should never be short of people to interact with. Some of the best general business forums in the UK are: The

http://www.ukbusinessforums.co.uk/forums/ http://www.ukbusinesslabs.co.uk/

What you need to do is get on there and interact with people. Answer questions, ask questions and generally become ‗part of the furniture‘ as one forum says. Develop relationship so that people will think of you first or refer people to you. If you want you can consider offering free information so that people get to know you.

The biggest no-no, like physical networking itself, is no spamming. Take time to get to know the forum and find your way around.

45 © SALES DNA LTD - ALL RIGHTS RESERVED www.salesdnaltd.com or 0845 6434165

HOW TO WIN NEW BUSINESS Take this guy:

This guy has made over 2,000 helpful posts, each one carrying an advert for his business on it. Do you think he has got new business because of it?

You bet he has. Oh, yes and now you know about him too.

There is one guy on there that has around 10,000 posts. Now that‘s dedication - and probably a huge increase in business for him. And no it doesn‘t have to be just for small businesses. There are thousands of forums out there catering for all levels of business and executives. Even a networking site like Linkedin http://www.linkedin.com/ has something similar. A friend of mine has a range of services that are of value to UK Recruitment Directors. One of the most effective ways he found to network with these directors was to start a group on Linkedin called ‗UK Recruitment Directors‘.

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HOW TO WIN NEW BUSINESS

The result at time of writing is a closed group of 100 Recruitment Directors all interacting and developing a relationship with my friend though this group.

One of the best ways to find forums soecific to your industry is just sarch in google for ‗FORUM+KEYWORD‘ and you will find lots of places to interact.

If you can‘t find a group on anysite that is relevant to your business then start one! Use linkedin or even a service called ning http://www.ning.com/ which will let you start up a group for free.

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What are you waiting for - get interacting

If you are a business owner and/or manager then you should seriously think about becoming a well known name in a forum or even allocate a member of staff to do so. Google Pay Per Click Google Pay per click is by far the greatest sales and marketing initiative within the last 50 years. There is no other form of sales or marketing that will put you in front of people looking for your services instantly.

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HOW TO WIN NEW BUSINESS

Figure 6: A salesdna pay per click add

If you operate a business and are not investing in Google pay per click then you are missing out on possibly the biggest source of new business available to you. The topic is so huge that it can‘t really be given the justice it deserves here so:  Go and buy this ebook here. It‘s the one that taught me the things I needed to know.  Drop me a line on hello@salesdnaltd.com and I would be glad to make a recommendation on someone that can work with you. Be warned - you can be up and running and winning business in minutes but you can also start to lose money in minutes. One word of Warning- if you do embark on a google pay per click campaign - and I recommend you do, then it requires a strategy. You will need to plan out where you direct people, what you will give and how you want them to respond. Remember they are generally coming to your site because they are searching for something particular.

 Give them specific information about what they searched for  Grab their details so you can communicate with them later on - you are paying for then to see your web page. 49 © SALES DNA LTD - ALL RIGHTS RESERVED www.salesdnaltd.com or 0845 6434165

HOW TO WIN NEW BUSINESS This is a bad example:

This person is paying for me to go to their web site when I search for „telesales tips‟ but when I get there it is:

 Cluttered  Has a video about building 6 pack abs in the corner  Is advertising so many products is hard to find out what is what It is highly likely a user seeing this will just click away.

A good example is something like this:

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HOW TO WIN NEW BUSINESS

It is:     Clean Specific Provides relevant information Targeted on the terms that someone might use to search for it.

If I am paying for advertising then I want to start the relationship with the person that has clicked through. I do that by giving a free book. There are no other choices - Either get your free book or move on. At least there is action involved and if they download the book then we can begin our relationship. Check it out here if www.gettingnewbusiness.co.uk you haven‘t already:

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#7 - The Fastest Ways To Win Business
Your Database The fastest way to new business is right under your nose – it‘s your customer list. There is a saying that has developed over the last few years which goes:

“Your money is in your list”
Well, that‘s rubbish! The money is in:

 your relationship with your customer list  the perception of value they have contribution

about

your

If you want to get new business then one of the first places you should start is with your old and existing customer base. And if you don‘t have too many clients then don‘t worry because now you know what to do when your business grows. Oh yes - if you don‘t have too many people on your list focus on building the relationship and their perception of the value you add. My way is to offer this fantastic book for free. What could be your way?

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Create Your Database: If you haven‘t already done so then create a database you can access now! I know it sounds simplistic but there are many businesses that have very little in the way of a database. Don‘t worry about which software to use or how they function – just get started. There is time for more in-depth analysis later. Use good old fashioned Microsoft Outlook and get every name in there.

Ideally you want to collect as a minimum the following information:

     

Company name Individual name Contact numbers and emails Business Type What products or services they buy What product or services have they enquired about  Where you met them  What marketing activity connected them with your company  Their birthday - essential for ongoing relationship building If you would like some recommendations for (Customer Relationship Management (CRM ) software suppliers then give me a call on 0845 6434165 and I can ensure you get to speak to someone who will look after you.

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HIGH IMPACT ACTION:

If you do nothing else from the information contained in this book but this, I guarantee that you will have a huge increase in profits.

Create Your Database and contact them regularly with offers. Re-activate past customers This is by far the single biggest and quickest thing you can do to win new business. The great thing is it‘s virtually cost free. A simple way to get people buying again is to implement a customer re-activation strategy. This is a planned, strategic approach where you can: Instantly contact people who have not bought from you in a set period of time e.g 6 months and offer them a fantastic reason to buy from you again. This could be a free gift. A discount – hey, there is no limit to this. Letters and email work wonders for this. Set up automatic flagging in your database system to notify you automatically when someone hasn‘t bought from you or engaged with you for a while. You can then send out an offer, a gift, or even a questionnaire asking if everything is all right. An absolutely superb company for doing this is www.wiggle.com who very often send me out special offers or vouchers with the headline – ―peter, you haven‘t bought in 6 months‖

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HOW TO WIN NEW BUSINESS

And my absolute all time favourite is a book club I stopped using about 20 years ago. Occasionally when I go back to see my parents, there are letters there for me saying they have missed me and offering an incentive to come back to them. Now that‘s commitment. An example of a simple re-activation letter follows on:

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HOW TO WIN NEW BUSINESS

Figure 7 - A customer reactivation letter

If you would like a quick and easy way to get access to a whole series of professional sales letters then I recommend this resource: Instant sales letters which is a package of ready made sales letters just like the one above. 56 © SALES DNA LTD - ALL RIGHTS RESERVED www.salesdnaltd.com or 0845 6434165

HOW TO WIN NEW BUSINESS

You don‘t have to stop with re-activating old or lapsed customers, you can use this strategy to gain quick cash flow by:  Having special sales  Selling vouchers – Essentially printing your own money  Selling old stock of physical goods or ‗unclaimed hours‘ for a professional services person.

Don‘t over look the power of these strategies to gain quick business. The sad part is many people wait until its too late or never act at all. I was recently talking to an acquaintance who was telling me about a retail client of his. He advised the client to run their first ever ‗sale‘ to alleviate cash flow challenges. Unfortunately they declined on the grounds that it was not what their business did. About two months later, the company who bought the business out of receivership ran the same sale and raised £60,000 in instant cash.

Upsell and Cross Sell: I‘m sure you have seen and heard the most famous up sell and cross sell scripts many times before:

“Would you like to go large with that?”

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“Would you like the apple pie with that?”

McDonalds are famous for increasing their profits by multi millions with a few short months just by implementing one or two standard lines. What are you doing to systematically implement up sells and cross sells in your business?

 If you have telesales staff then train them to offer a special promotion on every call. ―While you are on the line Mr Jones, something that would go really well with that is our fantastico, which is on a half price special offer. Would you like to add that to your order? Statistically around 30-50% will say yes - with no extra work!  In your sales promotions  In your advertising  In your catalogues  On your internet pages The diagram that follows is the map of one single upsell and cross sell for a web page product. It looks complicated but it sure makes money.

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Figure 8 - A Planned Up sell, cross sell and down sell

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#8 - Advertise
Advertising is one of the quickest forms of generating enquiries and new business unfortunately most businesses do it wrong. The ads that follow are classic examples of adverts that work. They catch the attention with a great headline and then follow the reader all the way through to a response.

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HOW TO WIN NEW BUSINESS

And just before you say that it will only work in consumer based businesses then check out the next advert for Johnson Controls. You cant get much more ‗boring business‘ than Industrial Building Control systems.

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These adverts work again and again. They work just as well for business and consumer markets. If you are not advertising in a direct response method then you need some help:

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HOW TO WIN NEW BUSINESS  Buy this book. The Small Business Marketing Bible. This is by far the best book on small business marketing ever assembled.  Speak to this company: http://www.rwpgroup.com/ they are the only UK company I would strongly recommend for advertising work.

Also - don‘t be afraid to try something different. You may have been attracted to the download page of the website because of a postcard that looked something like this arriving through your door.

Or you may even look at sending out direct mail and a well written sales letter.

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#9 – Try Something New and Test
Using Behavioural economics To Increase Sales In the course of my reading around the subject of sales, I always look to find new and innovative ideas to make a difference to my clients. One of the most fascinating areas that has emerged in the last few years is that of behavioural economics and the study of the psychology of sales.

With some of these techniques it is possible to implement something small but with massive results. Here are some golden nuggets for you: Scientific tests have shown that humans rarely choose things in absolute terms. We don't have an internal value meter to tell us what something is worth. What we tend to do it focus on the advantage of one thing over another, and use that to estimate value. If we are forced to think between options there is a risk we will just give up. Therefore options that are perceived to be no brainers will increase response rates dramatically. Examples: High Priced items on a restaurant menu will boost revenue, even if no one buys them. Because people will tend to order the second most expensive meal and this gives them something to compare it to. The Economist offered a subscription that caught a researchers eye so he decided to replicate it in an experiment

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HOW TO WIN NEW BUSINESS to find out how powerful the technique was. A hundred people were offered the following choice: 1. Internet only subscription $59 2. Print only subscription $125 3. Print and Internet subscription $125

How many do you think took up each offer? It was 16, 0 and 84.

Therefore 84 people went for the no brainer $125 subscription because it was perceived to be such good value when compared to the other choices. Intrigued, the researcher replicated the experiment but this time with only two choices- as follows:  Internet only subscription $59  Print and Internet subscription $125

This time 68 people chose the internet only option and only 32 chose the print and internet subscription. Down from 84 in the previous test. If you do the maths that's about a 30% drop in revenue from every 100 subscribers - simply by taking away 1 option.

Or looking at it another way. If you were only offering two alternatives like this in your business and then implemented a third ‗no brainer‘ alternative then your sales would have gone up by 31% --- with absolutely no extra cost, no extra work or effort. 65 © SALES DNA LTD - ALL RIGHTS RESERVED www.salesdnaltd.com or 0845 6434165

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Now that‘s sales psychology for you!

That is the type of thing I work with businesses to achieve. Using thousands of different approaches like this it is possible to make quick and dramatic increases in effectiveness.

Your action point is to see how you promote the offers in your business. Are they all no brainers? If so find out what you have to do it and make it happen.

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SECTION 2 THE SALESPERSONS GUIDE TO GETTING NEW BUSINESS

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# 1 Confidence
One of the single biggest areas that delegates on my sales training want to cover when we look at cold calling and appointment setting, and learning how to sell is, confidence. When we set goals at the beginning of the day almost everyone wants to walk out of the door more confident in their ability to sell. The challenge very often though is that when I ask some of the following questions I get blank looks:  Do you truly believe in the value of your product or service?  How well do you know businesses of your target clients?  How well do you know how much value you add to your existing clients?  How much time have you spent thinking through answers to common questions?  How much time have you spent planning answers to common objections?  What books have you read on any sales topic in the last 6 months?

If you are lacking in confidence in your ability to sell or engage people in conversation about your product or services then take some time to answer the questions above. If you have thought these through, have the right answers and have done the research then your sales are being built on a solid base. Don't spend too much time looking for the magical 'silver bullet' that might come in the form of a killer closing question 68 © SALES DNA LTD - ALL RIGHTS RESERVED www.salesdnaltd.com or 0845 6434165

HOW TO WIN NEW BUSINESS or '101 ways to overcome objections'. Put your efforts into developing a platform of strength that comes from the unshakable confidence in knowing you add value. The more value you add and the more you understand that, the more your confidence will soar. Get this platform right and funny things start to happen. People are more receptive, people want to talk to you and meet you. You are a professional business person and your preparation here will lead you to sales success.

It's all about price!! Wrong. Wrong. Wrong. Wrong. And did I say - Wrong! If your attitude and mindset about your products and services before you start the day is: "Well it's a commodity marketplace and everyone buys on price" Then you have lost all chance of making any valuable sale before the day has even started. This type of thinking is a terminal cancer that will eat right through the core of the business. Eliminate it and you will prosper. As a starting point take 10 minutes to write out ten purchase you have made recently and indicate if you can hand on heart say they were the cheapest. If not can you rationalize why?

Come on give it a go. How did you do? 69 © SALES DNA LTD - ALL RIGHTS RESERVED www.salesdnaltd.com or 0845 6434165

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Are you eating Lidl own brand baked beans, driving a Skoda, writing with a pencil, dressed in 'George' from Tesco's, making calls on a 5 year old Nokia 'brick' phone, holidaying in Butlins, sitting on a sofa from the local 'seconds' sofa workshop and running your business customer database on some cut up old inbound faxes to save paper?

My guess is a resounding NO.

In one or two cases I might have been close but very rarely do we uniformly buy on price. Various research regularly points to the fact that around:  20% of people will always buy the cheapest price no matter what.  3-5% will invariably buy the most expensive  75% of people like you and me will occasionally buy on price if we have no other reason to base our purchase decision on. Give people a reason to but from you other than price. . Do not leave them to come to their own conclusions because if they have to it will be price!

Attitude: The way You approach sales prospecting will have a big impact on the success Your have. If you‘re constantly say to yourself

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HOW TO WIN NEW BUSINESS      ―They won‘t be in‖ ―They will be in a meeting‖ ―They will have just come back from lunch‖ ―They won‘t want to talk to me‖ ―They are probably happy with their existing supplier‖  ―Their project won‘t be ready yet‖  ―They probably already have what I am selling‖

Then these are the results you will achieve. Remember - In Life Your generally get what you expect. Therefore set yourself up to expect great things. Your positivity, excitement and attitude shine through.

If you can‘t be excited about the phone call or approach then how on earth do you expect the other person to have some level of interest. Don‘t go overboard - just be yourself.

Well, yourself with a bit of passion! Why are you calling?

Before you ever embark on a campaign of calling or prospecting, you need to understand why you are calling the other person. Take a few minutes and list the reasons why you are making the call:

   71 © SALES DNA LTD - ALL RIGHTS RESERVED www.salesdnaltd.com or 0845 6434165

HOW TO WIN NEW BUSINESS          

Did you get answers such as:     Because my boss said so Because I‘m desperate for business Because I have to make 50 calls per day I don‘t know!

These are the type of answers I very often get in my sales seminars. It‘s natural. These are YOUR motivations for calling. They completely miss out the most important factor in the whole situation.

The person you are calling.

What about them? What do they want, what is their benefit from taking your call? Why should the stop what they are doing and talk to you? If you take action and do the exercises around benefits, issues and goals, later on, then then you will begin to clearly see 72 © SALES DNA LTD - ALL RIGHTS RESERVED www.salesdnaltd.com or 0845 6434165

HOW TO WIN NEW BUSINESS some patterns emerging. You should begin to see what is relevant to the person you are calling. Remember the piece of card you hopefully committed to put up by your phone:

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#2 - Focus On Your Customer
You mantra should always be:

―How can I help and add value to the other person?‖
It sounds simple right?

his simple change in mindset will have the greatest single impact on your success than any dodgy objection handling technique or closing phrase - I guarantee it!

All too often we can feel the other person‘s desperation for the sale or the commission that will come from selling their product or service to you! We can feel their desperation in every syllable, in every question and we just know that they are biding their time waiting for us to finish so that they can tell us what they wanted to tell us anyway. Don‘t be that person!

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Pin this note up on your PC, wall or phone so that it is visible for you everyday:

―How can I add value and help the person I am speaking to?‖

Features, Benefits, Issues and Goals Before you even start to look outwards towards contacting potential new clients have a long hard look inwards.

This applies to you, no matter where you are in your career or sales development. One of the biggest areas where you can dramatically increase your success rates is to understand your Features, Benefits, Issues and Goals.

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HOW TO WIN NEW BUSINESS It‘s no good having an intimate understanding of your clients problems if you don‘t have enough idea about your own features and benefits to begin to develop solutions that solve those problems. I know this sounds pretty basic but I guarantee you it‘s not. All too often, I have been in a room full of delegates for a company who could not really articulate any of the benefits of their company, their products or their services.

How well do you think their sales were going?

Yes. Sometimes what we think are the benefits to the client may not turn out to be the ones that they ultimately end up buying. That‘s fine. Somewhere along the journey that is your sales process things evolved. At least you had a starting point.

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HOW TO WIN NEW BUSINESS Exercise 1:

Take out a number of pieces of blank paper or page in your business journal and draw something like this:

Benefits

Features

Now you have the templates let‘s get started with the easiest part first. On the first page write down all the features of your business followed by the benefits you perceive that you bring to the marketplace. Typical examples that you might start with are: Feature - Established in xxxx Year

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HOW TO WIN NEW BUSINESS Feature - Certified to Microsoft Premium Standard Feature - We provide 24 Hour Call Out Do this for every product and service that you have.

Completed this?

Fantastic. Don‘t worry if it‘s not perfect because this is a lifelong commitment - not just a 2 minute exercise as a result of reading this book. You have now completed your master feature list.

Now go back and turn every feature into a benefit. Such as: Feature - We provide 24 Hour Call Out -- which means that -(benefit) we guarantee to attend site within 2 hours, 24 hours a day, 7 days a week which means that you guaranteed to never stop production for more than 3 hours of calling us because if we can‘t fix it we will replace it - guaranteed. This might seem a bit over the top but give it a go.

You may have noticed that there are 2 blank columns where we would normally start with on the left hand side. Hold that thought and I will come back to it in a minute.

Issues Psychology tells us that there are only two real reasons why we do anything. Can you guess what they are?

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HOW TO WIN NEW BUSINESS Our strongest human motivators are:

1. To escape Pain 2. To move towards Pleasure

PAIN

PLEASURE

Successful sales orientated companies have long understood this and have developed ways to ‗punish the pain‘ or to get prospective clients to ‗wallow in their pain‘. Whilst I don‘t always agree with the terminology the thinking is sound.

Businesses are made up of human beings with human drivers and they are hard wired to be motivated by these two principles. I don‘t use the terminology - ‗pain‘ but instead go for the softer phrase - issues. We are in business to help solve issues. Besides I don‘t believe it‘s a good habit to get into, especially after hearing a salesperson ask a potential client:

“So what’s your biggest pain at the moment?”

Which is too easily answered with “You - now hop it?”

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It is our articulation and proof of our ability to solve issues that will let us win business. For every single type of clients that you work with write out the issues they are currently facing in their business. Be as specific as possible:          Goals

For me, this is one of the single biggest that sales training and sales books have neglected over the last twenty years. You are taught to find the pain, probe the pain and get people to wallow in the pain.

What about people and businesses who don‘t have pain? They have vision and goals. This is the equivalent of pleasure on the human motivations.

Many businesses don‘t have huge pains. They are profitable and have great staff e.t.c. What they have though is goals. They have a clear vision of where they want to be, what they 80 © SALES DNA LTD - ALL RIGHTS RESERVED www.salesdnaltd.com or 0845 6434165

HOW TO WIN NEW BUSINESS want to be like, what their company will look like in the future. By clearly understanding what their goals are and demonstrating that you are the company to help them get there you will be invaluable as a service provider -- whether you are cold calling or not! I recently worked with a large travel company and the callers there were driven more by their goals (in most cases!) than their pain. They were looking for help to take them to a place they had longed for, looked forward to, somewhere they could escape and experience something unique. Getting them to wallow in the pain of the Monday morning commute, the cold damp weather may not have been the right way! What do you know about the goals of the businesses you deal with or would like to deal with? Write them out below:  Who do they help?

 How do they help people or businesses?

 Why do they do it?

 How do they do it

Now, go back to the template and add the column headings Issues and Goals. And match up the goals and issues of your prospective client with your features and benefits. This might take you a few attempts so use a few pieces of paper. Once

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HOW TO WIN NEW BUSINESS you have done this you have a fantastic foundation for all of your sales messages.

Understand the business of the person you are calling. In today‘s busy, hectic, information led society, people don‘t have time for time wasters. If you cannot clearly demonstrate that you understand a little about the others persons businesses then you are clearly wasting their time.

The amount you need to know depends on your approach. In the 80‘s and 90‘s, Sales Training worked to develop opening lines like

“Mr Jones, If I could show you how to reduce your IT maintenance bill by 25% , you would be interested wouldn’t you?”

I don‘t advocate these type of lines. The world has moved on and so should we!! At best they are generic. I recently worked with a Management Consultancy and a Large IT company who both targeted the same level of Company Director. Both said the exact same thing. At worst they leave you exposed to being asked in depth questions by the person you are calling such as ―Tell me what you know about us then!‖ To which I have seen salepeople squirm to answer.

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#3 Have a Sales System In Place
A typical business that operates any type of prospecting or business generation does not leverage the hard work and effort that goes into each activity. The reason is a typical sales ladder of prospective clients may look like this:

Currently Searching - A Class

Some Interest - Project Is 6 months away - B class
Don't have a requirement Now But Interested in hearing what you do - C Class (Existing Provider?) Just Not Interested and No Project. Even though you could prove a benefit to them. - D CLass No Interest, No real benefit at present. E Class.

Category A : Currently Searching or Open to your solution Your natural tendency is to seek out and have a strategy for the prospective A Class clients. This might involve an instant quote, a meeting, an invitation to a seminar. And with the ideas provided in section 1 you will undoubtedly see the levels of A class clients beginning to increase.

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A class clients are likely to utter those magical words:

“Yes, I’m really interested in what you are saying. When can we meet”.
This is you‘re ‗A‘ class category. This is the target clients that have the immediate need and they are interested.

If they meet your ideal client profile then get on and make the meeting!

But what will you do with the type B, C, D and E prospective clients?

Let‘s look at some scenarios of how you might deal with them now:

Category B: Some Interest - Project Is 6 months away ― Well, we have a project that might fit the bill but we aren‘t doing anything with it until 6 months from now when we have budget‖

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HOW TO WIN NEW BUSINESS ―That‘s fantastic news John. I will put a date in the diary and call you then‖

Is this a successful approach?

Well, only you can tell. I know from bitter experience that more often than not when you call back in a few months time you might get responses like:

 ―Oh - yes. I vaguely remember. We did have a project but we have placed the order. A company I met at a seminar helped me set up the project so that it went smoothly. They got the business.  Oh - yes. I remember you. Sorry but our priorities changed and we need to get started on this immediately. I looked for you but couldn‘t find you. Sorry but the project is already nearing completion.

Has this ever happened to you?

What could you do to ensure you don‘t end up hearing the type of answers like that when you call back? Or, even, what can you do to ensure you don‘t have to call back? Go on send the next few minutes and write a few ideas down:

  

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HOW TO WIN NEW BUSINESS          

What did you get? Sometimes it‘s not necessarily which action you take but rather the fact that you take some action.

Some of the things you could do are:

 Ask for the meeting Now: This sounds fairly simple because it is. It‘s so easy to do

―John, It‘s great to hear that you have a project lined up in 6 months time. That‘s exactly why we should meet next week. Because ………………………………….” And you follow up with a clear and compelling reason why the other person stands to benefit from meeting with you now. It‘s up to you to work out what that reason is. Do people generally leave things to the last minute and incur unnecessary costs?,

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HOW TO WIN NEW BUSINESS do you take care of a previous service to that the prospect may be about to pay a third party for?  Invite Them To A seminar:  Get them on Your Newsletter list for regular contact and education  Invite then to teleseminars and webinars  Get them to download free tip sheets and videos

What ever the actions, it is vitally important you stay in contact with the Category B prospects as you have a fantastic opportunity to be positioned as the number 1 provider when the time is right for them.

Category D: Just Not Interested and No Project. Even though you could prove a benefit to them. Now this is an interesting category and could well prove to be one of the most profitable, long term categories of business you could ever develop along side your other more accessible clients. The only warning here is --- if your entire business is based on educating businesses, or identifying businesses who don‘t have a want or a need and you are seeking to educate them that your solution ads huge benefits, Don‘t!! Unless you have deep pockets and can survive a long sales cycle, with lots of run around which will be littered with no‘s don‘t operate a business where you have to educate to sell

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HOW TO WIN NEW BUSINESS In many instances D Class prospects can make the best clients in the long term because if you can educate them they rarely go to the open market or price haggle.

A simple qualifying script: If you are on the phone, making a call then a great approach to find out where a person might be in your sales ladder is to ask some quick qualifying questions, which might go something like this:

―John, I have 3 quick questions that will help us work out whether we can help you. They shouldn‘t take more than 60 seconds. Is it OK to ask you these questions?. (pause and response) Fantastic. Q1: Do you have a planned ???? project within the next 6 months? (If Yes - follow up with 2 questions designed to focus more clearly) i.e. Q2) Have you planned and specified the type of ???? Q3) If yes - ―Im curious, what led you to choose that type of ????‖ or if NO ―What process are you going through to determine the most appropriate solution for you?‖

You can do better with the questions because they have to be specific to your product or service.

These questions will provide you with an idea of where they are on the sales ladder and can indicate which way to proceed. 88 © SALES DNA LTD - ALL RIGHTS RESERVED www.salesdnaltd.com or 0845 6434165

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Potential Category A = ―Well, John, based on what you have said you will get a huge amount of benefit from meeting with us. At our meeting we can demonstrate the 5 key areas where 90% of these type of projects fail and how you can avoid that. . How does next Tuesday at three sound?

Potential Category B = You have to decide if you want to go and visit them immediately or keep in contact. Either way develop a strategy for that. One way which works very well is to ask the potential client themselves “John, “What would You like to do next?”. If I prospective client asks to see you and you have qualified there is a level of interest then there should be a good reason why you shouldn‘t go. Or you should have a back up plan in place like attending a seminar, going on an email newsletter list or getting permission to send information. What very often happens is the client might say that they are looking to place the order in a few months. If you leave it there with the traditional

“Great, I will call you in November” you risk a number of things:

 Appearing to be too focused on the sale and not the other person. ―Thank‘s for the chat and I will call you when it‘s time for the order‖ style mentality.  Their timescales change and they can‘t find you when they need you. By the time You ring back the order has gone elsewhere

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HOW TO WIN NEW BUSINESS  Their timescales stay the same but a competitor has visited and sold them on a part of a solution that you can‘t do - but they can!

Potential Category C: What will you do with these? Send information, email newsletter. Keeping in contact is vital as you never know when their circumstances may change.

Map Out Your Sales Process: Once you have a great understanding of your sales process – map it out. An example to guide you is:

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#4 – Use Professional Questions To Understand Why People Will or Wont Buy
By far the greatest single area you can focus on to become the best salesperson you ever will be is questioning skills. There is nothing else that will increase your results so radically than the ability to ask credible, professional sales questions. The question list that I have included for you before is taken from my DVD set -

Figure 9: A screen clip from the Most Powerful Questions DVD.

The following questions give you the fundamental core of sales success. If you can truly understand and find out the answers to the following questions then your success is guaranteed.

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HOW TO WIN NEW BUSINESS Why will your prospect buy?  What is most important to you when choosing a supplier?  What made you choose your provider last time?  If you could get everything you wanted from us what would that be?  What would it take for you to choose our company for this? Why won’t they buy?     Who do you usually get this from? Are you getting a quote from them as well? What other solutions/companies are you looking at? I see you enquired before. What stopped you using us then?  Sounds like you have had this problem a while. What stopped you from sorting it out then?  Who makes the decision?  Beside yourself, who else will be weighing in on this decision? What is involved in the decision process?  When would you like to make a decision on this?  When we give you a price and delivery date, what happens next?  Assuming you like what we have to offer, what is the next step? Who/what is your competition?  Who else are you looking at for this?  What do you think so far?  Who are you leaning towards so far? What is the budget? 92 © SALES DNA LTD - ALL RIGHTS RESERVED www.salesdnaltd.com or 0845 6434165

Oh why is that?

HOW TO WIN NEW BUSINESS  What did you spend last time for this?  What is the ball park range your looking to stay within on this?  What is your understanding of the market rate?

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#5 – Leverage Modern Technology to keep in Touch
Research: Would you like a little used but far from secret tool that will tell you immediately: One of your clients or prospective clients sends out a press release announcing a new contract, a new injection of funding, a change in personnel, a downsizing or upsizing or the award of a new contract. One of your clients or prospective clients is mentioned on a blog or a forum anywhere. If people are talking about your company, products and services or your salespeople. If there is talk about a common Industry problem or trigger event. For instance a change in legislation that might delay or speed up an impending project or sale. Or even a phrase that might be used to describe an event that would lead a company to need your services. Any reference to your competition anywhere on the internet.

Would you pay me for proving you with a service that emailed you that level of detail every day? Would you pay me £1,000 per month for that?

Well it’s Free to all Google will give you all of this, and more for FREE Simply enter all of your existing and prospective customers names, 94 © SALES DNA LTD - ALL RIGHTS RESERVED www.salesdnaltd.com or 0845 6434165

HOW TO WIN NEW BUSINESS products, competitors (and yours for that matter) and key individuals names into a simple tool called Google alerts (www.google.com/alerts) and you will be emailed every time they are mentioned anywhere on the internet. That is amazingly powerful!

The diagram shows how simple it is. By simply putting your search term in the box and choosing where you want the information taken from and how often you want to be notified you can be up and running in minutes. Draw up a number of separate lists of key phrases that you can set up alerts on. Here are a few to get you started:  Clients company names.  Key client‘s employee names.  Known prospective clients.

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HOW TO WIN NEW BUSINESS  Joint Venture Partner names.  Trigger events that lead to your becoming more actively involved or needed i.e a merger, a recruitment e.t.c

Develop policies for what will happen to the information when it starts to roll in so that everyone knows what is expected of them. A few policies that have worked fantastically well for my clients are:  If the alert is about a client company winning a new contract or receiving an award then a pre-designed hand written letter is dispatched off to the key people in the company congratulating them on their success.

 If your alert notifies you of a change in legislation or a trigger event that might impact a client or a prospective customer then relevant whitepapers, dvd‘s or invitations to seminars can be sent out that provide valuable information relating directly to that event.

 If client or prospective client is mentioned in a blog post you could add a relevant comment and then email the company concerned with a quick email entitled ―Just to let you know people are saying good things about you on the web‖

The ways of leveraging this information are only limited by your creativity. Soon you will begin to develop your reputation as the knowledgeable Industry experts who seem to have this

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HOW TO WIN NEW BUSINESS magical ability to appear at the right place at the right time, with the right information. And all for about 10 minutes work per day. The information age is here and you should be making the most of it because if you don‘t your competitors will.

Also never underestimate the power of a simple google search as the following story highlights:

Recently, I was working with a large IT company. One of their sales team has 300 named accounts from which he is targeted to make around £10 million in sales. When we first spoke, he was down to his ‗tough nuts‘. These were the last 42 contacts that he could not get in touch with. When I listened to his approach it was an exact replica of the ‗canned‘ spiel popularized by a book called ‗Telesales‘ by Stephen Schifman in the 1970‘s. He was stalled at the ‗Gatekeeper‘ who he had given the same spiel to at least 3 times previously. With no success. When we discussed where he would go from here it was plain that the next step was to diarise a call back in a few weeks.

I was shocked! I thought the world had moved on from that. There a complete lack of, what I term, ‗sales guile‘. Being a tech savvy sales professional I could immediately think of at least 10 different ways of getting in touch.

The first thing we tried was a simple Google listing on the person‘s name by using ―person‘s name‖. Within 5 minutes we had a whole goody bag of information to work with. 97 © SALES DNA LTD - ALL RIGHTS RESERVED www.salesdnaltd.com or 0845 6434165

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The IT Director in question had:

 Recently spoke at a conference on emerging technology. Areas of his topic were actually in line with the solutions provided by my client.  He was listed on a social networking directory Zoominfo.com with an email address and an indication he was happy to be contacted for professional reasons.

Within 5 minutes we had the means of contact and the reason. We spent a few minutes drafting an email and then sent it off. It obviously referenced the conference he spoke at. Within 3 hours we had a reply and within two weeks a meeting.

The moral of that story is if your desired outcome is to get a meeting then focus on that. Don‘t get too caught up on the mechanism. Ensure you have enough ‗sales guile‘ and flexibility to find a way.

Keep In Contact: Numerous studies have shown that most people will take on average 7 contacts with your company to do business with you. That could be a call, an email, a letter or a personal visit. The trouble is we hardly ever get around to doing it.

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HOW TO WIN NEW BUSINESS We also know that most people in sales give up after about 2 or 3 contacts so that leaves the filed open for you if you are prepared to go the extra mile.

Now you don‘t need any software at all to do this - just a plain old card file and a pen, but today‘s modern software makes it so much easier. There many ways of systemising your sales process using sales software but one I particularly like is called pinpoint. Pinpoint is fantastic for a number of reasons:

 It‘s inexpensive - about $150 but I am trying to tie up a 10% discount code for you so give me a call if you are going to buy.  Its easy to use  It bolts on to ACT, Outlook or even Microsoft Business Contact Manager  It automates your sales process for you.

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What the software allows you to do is set up standard ‗drip‘ contact campaigns that can involve, calls, emails, letters and assign them to a specific contact at predetermined intervals.

What is absolutely amazing from a piece of software so inexpensive is that it will automate the emails for you and send them off on the day you specified. Days, weeks and even years of planned contacts from day 1.

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The software allows full merge code integration with word, excel and obviously emails. All you have to do is go to the

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HOW TO WIN NEW BUSINESS action items list and print all the letters that are due to go out that day.

I have looked at many software systems over the years and without doubt this is the most cost effective, simple way to get started on a systemised sales process. Go and buy it. You will thank me. http://www.pinpointtools.com/outlook-withbcm/pinpoint-marketing-tool-for-outlook-and-bcm.aspx

In case you are not quite convinced about the value of staying in touch with prospective clients then some fairly old research shows:

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HOW TO WIN NEW BUSINESS WebMeetings Today‘s modern technology lets you do so much in terms of saving time and adding functionality to the sales process. One of the greatest advances is in the area of web meetings or ‗webinars‘ as they more commonly know.

A webinar is an online meeting held over the internet using a service such as Goto Meeting. Using this simple technology you can instantly connect with any number of people quickly and easily. You can share your desktop PC with attendees and share movies, PowerPoint presentations online.

Figure 10: Goto Meeting Service

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The uses for web meetings like this are endless, but a few you might want to consider are:

 To reduce the costs associated with face to face meetings.  To qualify a prospect either in or out of your sales funnel prior to attending a meeting.  To increase the buy in of a potential client who is sitting ‗on the fence‘.  To get a client to view a PowerPoint video that you have already created (using Camtasia).  To take part in a demonstration of a product or service.  To be walked through your sales process, your methodology or your standard company credentials.  To host an event with Industry experts and invite your customers and prospects.

The link can be seamless. For example, if you have someone on the line that is hesitant about meeting with you then you can try:

“John, while you are on the line, why don’t we walk through the process we use to work with our clients. It’s all in a pre prepared video that I can walk you through. It will take exactly 12 minutes and should give you the information you need to know if we are right for you or not. I’ll send the link straight over to get started. Shall we schedule a time for later or get started now?”

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I can usually think of about 10 ways for most businesses to leverage this technology so If you want some ideas as to the best way to use it - get in touch.

Go and sign up for your free trial - here

Visual Email: An absolutely amazing product that you may want to check out is Goldmail. It is an interactive voice email system that works on the basis of information that we trainers have known for a while. That is when you combine sound and visuals the chances of memory retention will shoot through the roof.

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With GoldMail you create personal and powerful messages in just minutes by recording your voice over slides you make from web and other program content, presentations, PDFs or image files. Then send your message as a link in an email or post it online. The other person clicks the link and your message plays. They see your slides and hear your voice just the way you recorded it.

In good old fashioned Blue Peter style: here is one I made earlier:

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HOW TO WIN NEW BUSINESS You can check out the video http://play.goldmail.com/5yvrdefhmf5f email here:

Something they have just developed is the ability to include a picture taken from the video within the email - a great way to capture attention and increase open rates and recollection.

The beauty of this type of solution is they take just minutes to make. For a bad typist like me they are probably quicker than typing, most of the time.

I strongly recommend trying this out for Free at the Goldmail website.

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#6 – Manage Your Time And Activities
Time management and activity planning are the most effective things you can do to leverage your ability to be an effective sales person. In sales. It‘s all about results and not activities.

This is a huge subject in it‘s own right and may well be the subject of my next DVD course. If you‘re interested just drop me a line.

My key points for you to action here are:

Understand The Value Of Your Time:

Very few people on my sales training can tell me exactly what level of income they are looking to achieve or even how much they are worth per hour.

You see, if you had a clear understanding of how much your time is worth per year you would get a whole new perspective on the importance of the actions you take. My view on time management, activity planning and delegation took a dramatic upheaval when I went through an exercise I found in a book by Dan Kennedy called ―Time Management for Entrepreneurs‖.

I guarantee that your view of your own personal worth will never be the same again either! 108 © SALES DNA LTD - ALL RIGHTS RESERVED www.salesdnaltd.com or 0845 6434165

HOW TO WIN NEW BUSINESS Are you productive all of the time? I guarantee that you are not.

At best you are actively productive one third of your working day. That is engaged in activities that are going to make you money as opposed to fire fighting. If you think you are productive 1/3 of the time then use that number in the example to follow. Be honest as you are only cheating yourself if you don‘t. The rest of the formula works on the basis that there are on average 220 working days per annum and this is our ‗money making days‘. If yours is less than this because of extended vacation or lifestyle aspirations then again be honest with yourself and reduce this number.

An example of the formula is:

Target Earnings Example For Someone wanting To Earn £50,000

Base Target Earnings Divided By 220 days x 8 = 1,760 hours of work in a year

£50,000 Divided By 1,760 £28.40 X3

Base Hourly Number Times Productivity vs no productivity multiple Your Time Is Worth Per Hour £85.20 per hour. Your Time is worth per minute £1.42 (divide by 60)

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HOW TO WIN NEW BUSINESS Your Example: Base Target Earnings Divided By 220 days x 8 = 1,760 hours of work in a year Base Hourly Number Times Productivity vs no productivity multiple Use 3 or higher Your Time Is Worth Per Hour Your Time is worth per minute (divide by 60) £ Divided By £ X( ) £ £

If you think your situation doesn‘t lend itself to this way of calculation then make it work!

For example take the total profitability of your business directly attributable to you and use that figure. Hey, it might not be precise, but it‘s a starting point that you can use to quickly evaluate what you are doing with your time.

If you knew that the ten minutes you just spent chatting about Eastenders last night had just cost you about £15 then you might decide it was not worth it to you. Hopefully so!

My top time and goals tips for sales success are:

 Plan your week ahead on a Sunday (or late Friday afternoon) and work out what your key activities will be.  Plan every day the evening before. 110 © SALES DNA LTD - ALL RIGHTS RESERVED www.salesdnaltd.com or 0845 6434165

HOW TO WIN NEW BUSINESS  Work out what your highest income generating activities are and concentrate on them.  Constantly ask yourself: ―Is what I am doing driving me towards my goals and earning me money?‖  Have a schedule of activities to keep you on track.

The following sheets are something you can use to provide you a simple one page overview (you can get it to fit on one page easily) of your key activities, time allocation and outcomes for the week. Use It!

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HOW TO WIN NEW BUSINESS Week:_______________________________ Mon 7:00 8:00 9:00 10:00 11:00 12:00 1:00 2:00 3:00 4:00 5:00 6:00 7:00 8:00 9:00 10:00 Tue Wed Thur Fri Sat

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HOW TO WIN NEW BUSINESS
Activities Networkin g Appointme nts Made Proposals Given Sales Referrals Asked Referrals Speaking Postcard/le tter sent Hand Written Letters Referrals asked for Mon Tue Wed Thur Fri Sat Totals

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#7 – Objection Handling and Closing
Wow - leaving objection handling and closing to near the end. Is this right? You see most people who come to my trainings want to know about objection handling and closing.

―Peter, I can see enough people I just can‘t ‗deal‘ with their objections‖. Or ―I just need that killer question to close every deal!‖

I am going to give you some example material from my Objections and Closing DVD which is over 60 minutes of screen capture DVD specifically aimed at objection handling and closing. Have a look at the resources section at the end to find out more about it
Figure 11: Objections DVD

The thing about objections is the worlds top performing salespeople don‘t suffer from them as much as us mere

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HOW TO WIN NEW BUSINESS mortals. They understand that the best ways to deal with objections are:

 Learn more and more about your target market and prospects so that you can clearly articulate how you help solve their problems  Learn how to demonstrate a Return On Investment (ROI) for your product or service.  Pre-empt any objections and deal with them before they ever come up i.e: “John, on first glance it might seem we are the most expensive provider in the marketplace per case of product. When you take into account your average order values, and order schedule, and the fact that we don‟t charge a premium for next day international shipping, we are actually one of the most cost effective. I have drawn up a total pricing plan for your planned purchases next year which shows this. Are you OK with that?‖  Get together as a company and brainstorm all of the objection handling techniques that are working for your company and your sales people. It‘s quite likely you have some fantastic answers already.  Get better at asking tough questions to qualify your prospective clients in or out of business with you.

Just in case you are still not satisfied then here is a taster of some objection handling 115 © SALES DNA LTD - ALL RIGHTS RESERVED www.salesdnaltd.com or 0845 6434165

HOW TO WIN NEW BUSINESS

I need to speak to my wife/husband/boss? Is this real or a stall? One way to find out is to ask a question such as: ―Absolutely. That makes sense and let me ask you something. If after you show this to _________________ he/she says—‖It looks good ____, do whatever you want to do‖ is this something that YOU will move forward with‖ If Yes: ―Great, then can I take it you are going to recommend this to ___________, right? Fantastic! What can we do to make sure they agree with us?‖

The Price is too high!

What does this mean? It can mean: • They can‘t afford it. What can we do here?

• They can get it cheaper elsewhere? What can we do here? • They are not convinced/don‘t understand the value you are offering. ―I understand ___________, and let me ask you a question. If price weren‘t an issue on this, would you move on this today and place an order with me?‖ ―Where does our price need to be to place an order with me today?

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HOW TO WIN NEW BUSINESS ―Ok ________. That price may or may not be something I can match. I‘ll have to speak to my manager about this. I‘d be glad to do that, but before I do let me ask you, if he says that I can get you the (price) is this something you will move on today?‖ ―I‘m sure you know the old saying that you get what you pay for. Right? Well. You are right, we‘re not the cheapest in town but I can guarantee you that you will get what you pay for with us. You see, the most important reason for moving ahead with us to- day is………………………………..‖ Or ―_____________, I‘m not saying I can match this price, but if I can, and with all things being equal, why would you go with me and my company and not the other?‖ 3. I want to think about it Tough, because they are not saying no but it is likely to be. We need to keep the person talking and engaged with us. ―That‘s perfectly OK, and I want you to think about it carefully before you make a decision. From what we have discussed so far, I know you understand how our service works, right?. And I know you see the benefit of taking advantage of (list benefits……) right?. Great! __________ Just to clarify my thinking, what part of the service is it that you want to think about?‖ ―_________ usually when I say that ―I want to think about it, it either means that something hasn‘t been explained very well or I‘m not ready to buy yet.. Which is it for you?‖ Remember – professional buyers are trained to ask questions such as: 117 © SALES DNA LTD - ALL RIGHTS RESERVED www.salesdnaltd.com or 0845 6434165

HOW TO WIN NEW BUSINESS ―Is that your best price?‖

Not because they need it cheaper. It‘s just because they know that most people do not know how to answer. Heck, even national newspapers are encouraging people to get in on the act.

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HOW TO WIN NEW BUSINESS

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HOW TO WIN NEW BUSINESS Don’t Discount Your Prices: The impact of minor price concessions given away during a negotiation can be huge. The following spreadsheet gives you a way of finding out the impact of minor price changes on your profit. For example: A business operating on 30% Gross Margin, that reduces prices by 10% will have to increase turnover by 50%, just to keep the same profitability!

Its by carefully honing your sales skills that you will be able to resist being the cheapest salesperson in the industry.

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The Grand Finale:
Well, you made it this far - fantastic. That mean you will start to see some great results in your sales and business effectiveness very, very soon. As I said at the beginning this book is a snap shot of many different ways that I help individuals and businesses. It may not all have been relevant to you but even if 30% was, and you use it, you will start seeing dramatic increases in revenue soon. If you have enjoyed the book and have taken value from it then pass it on . Either email the entire book or preferably send people to www.gettingnewbusiness.co.uk - This way they will benefit from being on my email list and will get regular sales tips and special offers.

HOW TO FIND OUT MORE:

Firstly check out my website: www.salesdnaltd.com or my blog www.salesdnaltd.com/blog or give me a call on 0845 6434165.

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HOW TO WIN NEW BUSINESS Why not invest in your personal or business sales education with the following products and services:     DVD‘s ―Your Burning Question‖ Workshops Consulting

DVDS
All DVD‘s are physical products and will be shipped out to you anywhere in the world. Postage is Free of Charge. If you would like any DVD just click on the big Orange button. 1. Sales Questions Of The Worlds Top Professionals:

Over 1 hour of the worlds best sales questions. Guaranteed to increase Your Sales Effectiveness.

£77 Inc VAT and Delivery.

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HOW TO WIN NEW BUSINESS 2. Effective Objection Handling Skills: The Secrets Of The Top 2%

The most effective Objection Handling Techniques available anywhere today.

£77 Inc VAT and Delivery.

3. The Essential Telesales Guide - Instant Telephone Sales Success

Well over 1 hour of the most cutting edge approaches to Telesales available on the market. There are no gimmicks just solid sales skills to help you ramp up your success.

£77 Inc VAT and Delivery

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HOW TO WIN NEW BUSINESS

4. The Whole Shooting Match!

All 3 DVD‘S FOR THE Price of 2 - that‘s only £154 for the complete set.

YOUR BURNING QUESTION
Very often, when I train groups of people, I just know that one or two delegates are itching to get to a particular part of the training. They have a ‗burning question‘ that they need to have answered right away and they are willing to travel and attend a 1 day seminar to get the answer to their burning question.

Now you have an alternative. To give you immediate answers to your most burning question I have developed my:

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HOW TO WIN NEW BUSINESS “Burning Question Sales Coaching” This is designed to give you affordable, quick and effective answers to your most burning sales question. You may have an important meeting coming up, or a tough objection you just can‘t get past or difficulty chasing prospects that don‘t seem to want to respond - the list is endless. The process:  Sign up using the button below  You will be emailed a thorough questionnaire designed to really get to the bottom of the causes of ―Your Burning Question‖  I will pull together at least 5 possible solutions as well as resources.  We get together on skype, gotomeeting, or landline and spend 45 minutes working intensely on your most burning question.  You get 6 months follow up email support.

£97 Inc VAT.

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WORKSHOPS
Open Workshops I run open workshops around the UK and would love to see you there. For full details see: http://www.salesdnaltd.com/open-sales-training-courses.html

In House Workshops I specialise in running in-house workshops, designed and tailored for your company. If you are considering any in-house sales training then give me a call on 0845 6434165.

SALES CONSULTING
The most effective solution of them all. If you run a company, or are in charge of sales, and have a gap between where you are and where you want to be then this is for you. This is no wishy-washy, time wasting process. This is a highly developed, rigid sales strategy development process that covers two elements:

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HOW TO WIN NEW BUSINESS Phase 1: The Sales Strategy Development: An intensive review session where your entire sales and marketing systems will be analysed. We will, together, look at 67 Key areas that make up your Sales Strategy. These will identify your goals for the business, where you currently are and where the gaps are. It is a challenging session where you are asked to provide data around the key areas of the business, and look at these areas such as:  Vision and numbers for sales for the next 3 years  Key Ratios such as the Lifetime Customer Value  The Impact your sales database has on your business  How well you know the market wants, needs and desires Your risk reversal strategy Your true market benefits and USP Your sales channels and their effectiveness Instant ways of generating more business and profitability. 67 different ways of increasing sales and profitability

    

The Stage 1 process is a focused questioning process designed to really uncover the hidden opportunities in your business. Without a shadow of a doubt this questioning

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HOW TO WIN NEW BUSINESS process will have you identifying new opportunities for profitable business for your company.

Phase 2: The Fast Start Sales Action Plan: Now this is where the real work takes place. Your unique sales strategy for the next 24 months is presented back to you and discussed with you. There will be at least 50 different areas and recommendations where you can begin to make instant profit increases in your business - many of which will be for little or no cost. Each area categorised by:      when it is recommended to happen how to make it happen the anticipated impact on your business examples where possible resources available if needed will be

To speak to me personally about the Sales Strategy Process Call: 0845 6434165.

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HOW TO WIN NEW BUSINESS Here‘s to your sales Success

Peter O'Donoghue
Director Sales DNA Ltd Email - peter.odonoghue@salesdnaltd.com Web Blog - http://www.salesdnaltd.com - www.salesdnaltd.com/blog

Twitter – www.twitter.com/salesdna

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