Articles from July 2011



12 Lessons You Can Learn From The Best Sales Professionals

Man Prospecting

There are always gambits and tactics that you could learn from the best sales professionals.  Some of these useful tools might present ways to become more effective and some might be ways to be more persuasive.  Whatever the thrust is, there are procedures that are working for some of the highest earning sales professionals out there, and you would be missing something not to try them.

The best sales professionals have benefited from learning these things from others as well, although some of them have worked hard to construct the tactics.  I am a believer that the tactics are “fair game”, and the best will feel flattered that they are being ‘copied’.

12 Lessons You Can Learn and Benefit From

We all have certain tricks of the trade.  The best sales professionals have some rather simple ones that they brag about.  I think that the ease is in knowing them, and that they can be effective. You will need to remember and practice them, as they don’t necessarily come naturally.

Remember that you are not without your own time-proven gambits, yet these can supplement anything that you have been doing.

  • Before You Leave – Secure the Next Appointment
  • Each Meeting Have an “Action” in Mind
  • Be an Effective Listener
  • Know When to Say “I don’t know”
  • Be an Expert
  • Recognize that Rejection is Part of Sales
  • Show a Personality
  • Always be Dressed for Business
  • Have multiple “touch points” at Each Customer
  • Prospect Every Single Day
  • Develop Deep Enduring Relationships
  • Be Responsive

Before You Leave – Secure the Next Appointment – Never walk out without the next chapter being planned.  One of my favorite sales authors, Stephan Schiffman (101 Successful Sales Strategies, 2005 Adams Media), makes this suggestion about the first call.  I certainly suggest it for a first appointment, yet suggest as well for much of the early going with a customer.  End each session setting up the next encounter.

Each Meeting Have an “Action” in Mind – Know your end game for each session.  Make sure that you have an action step in each meeting.  Your update to the customer keeps you in contact, and keeps things moving along

Be an Effective Listener – The best sales professionals let the client talk.  They ask open-ended questions that generate complete thoughts and answers.  They let the client completely finish those answers before giving their input.  Then…they listen! Customers know when you are listening, and they appreciate it.

Know When to Say “I don’t know” – No customer expects that you will have an answer for every problem during your call or meeting.  It is safe to say that you don’t know.  Follow-up is the key, be responsive and do your research.

Be an Expert – You all know my sentiments about being an expert.  It is that angle that you can take which can define you in the future.  Everyone needs expertise in some particular area, and once they have it, the recognition and acclaim begins to flow.  Whether it is an industry, geography, or a product, you should recognize that “expert power” is effective and can mesmerize a customer in addition to giving the requisite value.

Recognize that Rejection is Part of Sales – A sales professional does not take rejection personally.  The Black sales professional needs to be able to separate rejection in the sales process from preference and prejudice.  They are different!  Rejection is part of the process, and the more you have rejection, the more you are able to determine its common nuances,  Don’t sweat it.

Show a Personality – Don’t put on a show, but show that you are a human being.  If the only thing the customer/prospect thinks is that you want his check, you have missed an opportunity.  Remember to be personable, not personal.

Always be Dressed for Business – Dress as if you are serious, and always dress for the part.  Business dress is your “uniform”.  Don’t find yourself being lulled into dressing down as you are on a mission.

Have multiple “touch points” at Each Customer – The “deeper” your contact points go into a customer, the more assured that you can be of having an “ear” in an organization.  When there is change in your customer’s organization, you will appreciate this suggestion.  Know more than one solid contact in each of your customer’s organization.

Prospect Every Single Day – Every single day you should be preparing for the future.  Prospecting is not the sole source of new business prospects, but it is most effective use of your time on a daily basis.  It needs to be a planned routine and it needs to consistently be executed.  Only then can the “law of large numbers” work for you.  Religiously execute the prospecting plan.

Develop Deep Enduring Relationships – Everyone that most of us sell to is a current customer and a potential repeat customer.  Relationships “rule” in the end and can change “preference” as two whom one prefers to do business with.  Develop relationships with a purpose, and work at them.  If you are truthful, and give value, they will start to increase in depth.

Be Responsive – The best sales professionals are responsive to the highest degree.  They answer their phones, return missed calls methodically, respond to questions and do all follow-ups against the clock.  Responsiveness does not mean that you grant all wishes, but it gets answers so people can move to the next important item.  It is always appreciated, and creates an expectation that many sales professionals cannot match.

I know that there are probably more things that could be learned, yet if you live by these simple rules you can generate more success.  If you are good at internalizing them, the difference will be reflected in a professional demeanor and the success should follow.

Maybe you are doing many of these, although maybe not all.  Try them and let me know the results.

We welcome your comments.

Making the Big Sale – 6 Important Points to Remember

Consummating the sale

Nothing in sales can be more exhilarating than landing the big account.   The definition of ‘big’ is left without specifics, as it is important to realize that a large sale in commercial real estate is much different than a large sale in office machines.  Both are big, in the context of the sale within their own genre.

Chasing and making the big sale is exhilarating and rewarding as I outline below, yet don’t forget your normal core business, as these sales can be elusive.  This activity requires patience, which is not as necessary in normal transactional sales.  It requires someone be more of a director than an actor.”

Maybe, a definition here would be a little more generic in the description.  A big sale is a sale which:

  • Changes the game - a sale that changes your stature within the organization.  An attention getting act which gives recognition to the sales professional.
  • Creates real income – A sale that provides substantial income for you and/or your organization.  Substantial income gains result from the sale.
  • Changes expectations – An activity that changes your expectation (regarding your level of achievement) on your part and your organization’s part.

Landing a large account usually does not happen accidentally.  It is a planned activity which has probably brought you to the waterhole once before with no success.  It is the common result of opportunity meeting preparation.  It is a fleeting possibility for many sales professionals, as you need some luck, or heavenly intervention as well.

Some Important Points

There are some steps that you need to be prepared to take early on in your sales career that will help you when the time comes for you to perform on that stage.  These activities are great for the sale that is not career changing so it is worth it to start putting this “portfolio” together.

  • Garner Credibility
  • Show Credibility on yourself – Know how to make two sale at once
  • Be the consummate professional
  • Be a solid quarterback
  • Know your boundaries
  • Know how to accept assistance

Garner credibility for your company – you need to make sure that you have your proof sources in order.  You will need references on your company that show the organizations capabilities, dependability, and responsiveness.

Prepare to show credibility on yourself – I suggest you review the article Black Sales Journal 5/26/2011, The Black Sales Professional, Closing Two Sales at Once. The Black sales professional needs to be prepared to make both sales, and recognize that this is an activity which requires time to pull off.  Note the nuances posed in Black Sales Journal 3/31/2011, Credibility – The Goal of the Black Sales Professional.  Credibility plays a large role in your success.  If you are succeeding right now, it is because you have accomplished the credibility feat.

Be the consummate professional – No major account buyer worth his salt will do business with someone who does not look and act the part.  There are too many sales professionals out there looking for the sale.  In Black Sales Journal 3/7/2011, Be the Consummate Professional, we discussed how minding those particular P’s and Q’s leveled some playing fields, or at least got you in the game.

Be a solid quarterback – This one is a true requirement.  You need to be able to marshal your colleagues and others into a cohesive group.  See Black Sales Journal 4/18/2011, Mastering the Assisted Sales Call and you will see the role of the quarterback. Always remember, you will take the responsibility for an unsuccessful bid to get the account, so seize the moment early on to “get the ducks in a row.”

Know your boundaries and use your turf – Know your turf, and use all of it. Know what is the normal process, and then think outside the box.  Be creative and illustrative and give the buyer firm footing to make the case for your organization’s involvement.

Above all be prepared to show value as well as the economic and operational advantages of being with your organization.  If you cannot figure out any, your chances are minimal in getting the organization to change.

A Practical Example

I once managed a sales professional who did an excellent proposal but our numbers were weak.  Having nothing else to compare to, the proposal showed the new pricing versus the last years incumbent’s numbers that were obtained at the time of the discussions about the dispositions of the quotes.

She illustrated with a graph, and some calculations to show how the difference in cost for our product versus the current product would increase their margin based on the number of units manufactured and sold.  In an industry where the operating margin was less than 4%, she calculated that changing to our product would save them .33% in their cost of goods sold.  This number would move their margin closer to 4.30% and clearly that would help them make their move to their strategic goal of 5% in a tight packaging industry.

Her figures were “rough”, yet illustrative enough that they bought the concept home.  They bought it, and never looked back.  Being illustrative is important.  Show that there is economic benefit, and that you and your organization is easy to do business with, and you can have a winner.

It might not be as clear for other customers, and other products, yet the concept is simple.  Put things in terms that show how you can save them money, or make them money.  They will see the light.

Your comments are welcome.