| Nobody wants to be their own worst enemy! Sales is | | | | empire with the phrase "when you care enough to |
| a demanding profession, and you want to do | | | | send the very best." Branding is who you are in the |
| everything in your power to make yourself more | | | | minds of your customers. Too many salespeople |
| profitable.After working with thousands of salespeople, | | | | focus only on method. They go through all the steps to |
| I have found that there are mistakes many of us | | | | the sale, from asking questions to closing, but never |
| commonly make. Once eliminated, we can boost our | | | | differentiate themselves from the competition.Ask |
| sales and earning power dramatically.Here, in no | | | | yourself "what, specifically, do I bring to the sale?" |
| particular order, are my top five:MISTAKE #1: | | | | Everyone says they're service-oriented and will work |
| GETTING INSUFFICIENT INFORMATIONIn a | | | | hard for the customer. Now ask yourself, "What CAN I |
| courtroom, the judge would never cut the testimony | | | | bring to the sale?" Forget the non-substance answers |
| short and make a hasty decision, based only on | | | | like 'I'm service oriented,' or 'I'm a terrific listener.' Instead, |
| preliminary evidence, especially when more credible | | | | find your own, personal value. If you consistently come |
| and detailed testimony is yet to come. But that is | | | | to them with intelligent discussion, research and ideas, |
| exactly what defeats many sales.We cannot honestly | | | | you brand yourself as a value-added consultant. |
| say where we are in the sales process without a | | | | Continuously remind them that you're working in their |
| clear understanding of what is happening on their end. | | | | best interest with articles or web page links that |
| We wont often be privy to everything happening | | | | address their interests and needs. Over time, you'll |
| behind the scenes, but that's no reason to handcuff | | | | brand yourself as the kind of person they trust, |
| ourselves by ending phone conversations and leaving | | | | respect and want to do business withMISTAKE #4: |
| meetings without a better understanding of needs, | | | | NOT ENOUGH TIME IN EACH DAYDo you |
| timelines and procedures.What information do we | | | | accomplish everything you set out to do in a day? |
| need? In addition to product or service information, | | | | Time is today's currency, and every one of us fights |
| here are three critical points:How important is this | | | | the daily battle.Finding time is the challenge. Taking it is |
| decision? | | | | the solution. Nobody's going to give it to you. No |
| Everyone has felt the sting of that 'sure thing' sale | | | | customer is going to call and say "we want to buy...and |
| which, at the last minute, gets put on the backburner | | | | you just leave those little details to us." The |
| because something else came up. In any changing | | | | interruptions will not stop.Here are three strategies for |
| business, new priorities can replace old ones in an | | | | finding time:1) Schedule it (this is pretty basic, but it's |
| instant. Your sale was a top concern yesterday, but | | | | critical). Block out several hours every week as though |
| when an equipment breakdown or staffing issue | | | | it was time for your best customer, and use that time |
| arose, new priorities took hold. It happens, but only if | | | | to accomplish those important projects.2) Prepare for |
| the sales process drags on too long, or if its priority is | | | | it. If new business is a priority, then print out a list of |
| too low to begin with.What is their buying process? | | | | prospective customers, complete with name, phone |
| Is the buyer, alone, in the position to make the final | | | | and other notes, before the work week begins. Then |
| decision, or will others be involved. Will approval go | | | | you can spend your time taking action, not searching |
| through a specific chain of command? Even | | | | through files.3) Be disciplined. I like the health club |
| door-to-door sales to consumers usually requires a | | | | analogy. On January 1st, we're all committed to fitness. |
| second opinion, like a spouse, in order to complete the | | | | That's why the lines at Bally's are so long. But, by the |
| sale.What is their timeline? | | | | 1st of February, you can fire a cannon through there |
| Is a decision imminent, or are they gathering pricing | | | | and not hit anything. Do you stay committed to a plan |
| information for next years budget? It's amazing how | | | | after the initial motivation has worn off? Challenge |
| often this one comes up and, too often, the | | | | yourself, week in and week out.Don't just find |
| salesperson is unaware because they didn't | | | | time....Take It. Grab that clock and out a choke hold on |
| ask.MISTAKE #2: ASSUME THAT PRICE IS THE | | | | it. It's yours.MISTAKE #5: NOT ASKING FOR THE |
| ANSWERLow price doesn't always win the sale. But | | | | ORDERWhen did closing become a bad thing? Every |
| go ahead and ask your customer their most important | | | | day, countless sales are left 'in limbo' because the |
| criteria and they'll often say "price, of course." They're | | | | salesperson made their presentation, quoted the price, |
| not lying. But they haven't been sold yet, either.When it | | | | then left and waited for the customer to make up their |
| comes to price sensitivity, consumers come in three | | | | mind.There are two simple rules to closing a sale. Rule |
| clusters. The first | | | | #1: you cannot force, trick or cajole them. Anyone who |
| is the low-price cluster. Some estimate this group to | | | | agrees to a sale today can easily talk themselves out |
| be about 15% of all consumers, business and | | | | of it tomorrow. Rule #2: the salesperson need to lead |
| consumer. They may have a directive to be frugal | | | | the close by leading the sale. That means being |
| with the company budget, may have less means | | | | thorough throughout the selling process by uncovering |
| financially, or just a deep-rooted desire to get the most | | | | needs, developing trust and presenting proposals that |
| in any bargain, even if it results in a win-lose | | | | fill the customers' surface and deeper needs, and then |
| scenario.Another, although smaller cluster, will always | | | | asking for the order. No tricks. No gimmicks. Just a |
| pay the higher price. They may want the best quality, | | | | straightforward statement like "if everything looks |
| and know that you get what you pay for. They may | | | | good, let's get it started" or "should we go ahead and |
| want the prestige that goes with owning the best. | | | | write up the paperwork?" This may sound basic, and it |
| Either way, price, alone, is seldom an issue.The third | | | | is. But it's probably one of the biggest mistakes we |
| cluster, estimated to be nearly 75% of all buyers, live in | | | | make!In every profession, from medicine to sports, |
| between the low and high-end. They're waiting to be | | | | professionals regularly work to improve their skills. |
| sold. They want quality, they want service, and they | | | | Take 30 days to focus on these common mistakes |
| want a good value. But, if there's no clear distinction | | | | and I can guarantee you'll see and feel a tremendous |
| among their options, then the default buying decision | | | | difference!One of America's hottest sales trainers, Joe |
| becomes 'price.'To avoid becoming compared to | | | | Guertin has 25 years of outside sales experience, |
| others based on price alone, find their definition of | | | | specializing in new business and customer relationship |
| value. Ask questions that will uncover their most | | | | development. As a sought-after speaker, and |
| important buying criteria. Sometimes, a basic question | | | | consultant, Joe has worked with thousands of |
| like "aside from price, what will be your most important | | | | salespeople, managers and business principals, |
| criteria?" helps you find the way to differentiate | | | | targeting specific areas of development, including |
| yourself from your competition.MISTAKE #3: A LACK | | | | internal sales systems, customer development |
| OF PERSONAL BRANDINGToyota, Heinz Ketchup, | | | | strategies and team skill-building. His firm, The Guertin |
| Hershey Chocolate. They've got branding. Their name | | | | Group, conducts customized corporate sales training, |
| says it all. Branding identifies a product, and its | | | | both live and online.Visit The Guertin Group at to |
| perceived value. Hallmark Greeting Cards built an | | | | receive his monthly ezine newsletter. |