Up Your Sales Game
Guest Contributor: David ColombI was out cold calling last month, and as part of the Michael Jackson tributes they played "The Man in the Mirror", and it made me think about Michael as a sales coach. If you want to change the world look at yourself and make a change.
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The environment that we work in has a huge impact on our confidence and enthusiasm, unless you're a sphinx the negatives that you hear all day have to start to affect your ability to be a positive force. But, the downside of that is that as you become more negative you are reflected by your clients and you have all talked yourself in to not buying. That certainly isn't what any salesman wants to see happen. It's time to look inside, and see how you can change your world.
When you get up in the morning, review your short term goals, and as you're in the shower, plan how you're going to use the day to advance those goals. Pat yourself on the back for the things that you've done in the last few days that have advanced your goals. Keep doing the things that work and that make you successful, figure out how to change the behaviors that have held you back.
You're out of the shower and ready to get dressed, are you well groomed, and pleasant to look at? Let's face it, even though it's not fair, we all make our decisions based on our first impressions. It is said that you have 30 seconds to engage a conversation. If you don't look the part, and fit in with your client's world, they are put off, and instead of giving you a chance, they're looking for how to be rid of you. I've seen it at sales conferences where the pros look at those who come in dressed out of character, or with facial hair, or tinted hair, or whatever, and they laugh behind that person's back. Leave your individuality for the weekend and vacations.
We all watch the news and the talk shows during breakfast and on the drive to work, but don't let these discussions cause you to be negative for the day, if need be, it may be time to dump the talk shows and tune in some music. I've given up talk radio during the day in my travels; it's all so negative and argumentative. Jimmy Buffet is more positive than Sean Hannity any day.
When you get to work and face the emails and discussions that begin every day, rather than seeing them as problems, you need to get over the guilt and or frustration, what happened has happened, look for the opportunity to improve the situation, Pointing fingers, and assigning blame is counterproductive.
I certainly know that making the changes that I suggest is tough, but when we all decided to get in to sales; we realized we were in for the challenge of a lifetime. We also realize that sales are largely a mental game on both sides of the ball, you either sell the client on your program, or they sell you on why they shouldn't buy your program. It's time to up your game and become the winner you deserve to be.
Labels: David Colomb
Do You Really Know Your Customer and Their Emotional Hot Buttons?
Guest Contributor: Shannon McCaffery
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I was flying home on the plane yesterday after attending Dan Kennedy's 7 Figure Academy, 7 Steps to a 7 Figure Income, in Cleveland, Ohio. (The workshop was nothing short of mind blowing. I'd highly recommend checking out Dan Kennedy and pick up any of his books on marketing.) After I sat down on the plane, the man next to me started talking to me. He told me what business he was in and after he found out I was a marketing coach and consultant, he proceeded to whine about how his business was down and did I have any wisdom to share that might help him. As it turned out I had a ton of questions for him and I think I really helped him get a good snap shot on some core things he can do to get more clients now. So I thought this might make a good post to share with you - Do you really know who your customer is and what their emotional hot buttons are?
First thing above all else, you need to have an excellent snapshot of "who" your customer really is. You need details like how many credit cards do they have? Do they own their own home? Do they have a vacation home? How many cars do they drive? Are they foreign or domestic cars? What's their age range? I'd jot all this down on paper and make sure you have a very clear picture of who they are.
Next, I would encourage you to do this exercise- take some time out and talk to your potential customer for 15 to 30 minutes every day. The best way you will really zero in on who your customer is and what their problems are, is to talk to them. I'd talk to one potential customer every day for 30 days. You can find them anywhere, online, offline, maybe when you're out at conferences, or networking meetings, or even on Facebook and Twitter. The real key here for you is to ask these questions and REALLY LISTEN to their answers. Listen for their emotional hot buttons and take notes. (These hot buttons would be great to use in your advertising of your product/services.) The information you get will greatly enhance your ability to market yourself and really attract your ideal clients. Here are the questions:
1- What's their biggest fear/frustration in their business?
2- What are the problems this challenge is causing for them?
3- What keeps them awake at night? (This will help you get into the mind of your ideal client.)
4- What's their ideal outcome/result or goal they'd like to achieve in their business?
5- What would getting that outcome do for them? What would it mean for them in their life?
6- Based on what they've told you, the next step is... (This is where if you think they're a good match for you, tell them what the next step would be in moving your working relationship to the next level.)
In summary, you need to have a good snapshot of who your ideal client is, create a really good message that will really appeal to them. Go out and schedule calls with them, talk to them, listen for their emotional hot buttons. Use these hot buttons in your marketing and advertising. You want to reach them and talk to their fears, frustrations and what keeps them awake at night. You want you and your products/services to be the best and most perfect solution to their problem.
Labels: Shannon McCaffery