Black Sales Journal

You have managed to get a return call, then an appointment.  Your ultimate goal is a sale, yet the buyer does not know you from “the man on the moon.”  You know that your company is good, your product superlative, and you are a darn good sales professional.  So what is missing?  Sometimes it is credibility.  That bit of assurance that you know what you are talking about, will act in the interest of the customer, and will be there for the tough times.

There Are Some Things Money Can’t Buy

You cannot buy credibility.  It is something that you earn.  It is an aura that will exude from your persona and it will seldom be questioned if you do the right things.  It is impossible for you to claim it.  That label will have to be bestowed on you by the people you sell to and sell for.

Someone has to believe that you are believable, accept your instructions with minimal concerns, and write a check or surrender a charge card without seeing a product in many cases.

Earning Credibility

You make the sales process easier by establishing strong credibility.  Chances are you already have it with some of your customers.  The trick is that you should be able to expect it by all as you work the sale process.  It is something that starts with you, and is enhanced by familiarity if you make every interaction a quality interaction.

Sources of Credibility:

Appearance – Appearance is important.  Dress as a professional.  No one takes a clown seriously, and if you don’t dress properly, they won’t give more than a laugh either.  Always be presentable.  Remember, you represent your organization and yourself…there is no casual day.  Don your uniform, it will keep you in character, and set you apart from those that don’t know the drill.

Be Client Focused – Use every interaction, Meetings and phone to reinforce that you are client focused.  Know your clients needs and anticipate the ones they will need in the future, and exhibit it.  If you take care of your clients, they will take care of your company, and you!

Be Responsive – Do what you say you are going to do, by when you say you are going to do it.  Answer the phone, return phone calls, and be on time for appointments.

Communicate Often and Early – Don’t assume anything and deliver bad news as soon as possible.

Be discreet – Never share customer information with other customers…never.  Once you do, in an effort to drop names or seem important, your customer will assume that you will share information about their operation with others as well.  Your quest will be over before it starts if you do that.

Exhibit integrity – Always tell the truth.  If you don’t know the answers, then admit it.  Always be the corporate citizen that you would like to work with.  No jokes about race, disability, ethnicity or otherwise.

Be an Expert – Always know your own product or service.  Know your customer’s industry

Be a Master of the Sales Process – Know how to probe, support, summarize, and close, and when to do it.  Moving the process along, without heavy pressure helps to create urgency without seeming like a “used car salesperson.”

Always Have References – It gives credibility when you can show who believes in you.  It shows preparedness to have references including phone, address, and titles ready to hand to a customer.  Make sure you have references

Have Proof Sources – It is wise to always have proof sources for the claims of your company’s product.  A buyer/customer will be impressed when you can provide names of customers, especially customers within your prospect’s industry.  Make sure you have permission from those who you will use.

A Real Example

Much business is done over the phone.  As a matter of fact as a result of travel costs and increases in territory many professionals work many states, and numerous customers by phone, they may never see you in person.  I was in charge of an operation and was solicited by a sales professional (I will say that loosely) from a software firm who was selling a prospect management system.  I listened to the sales pitch even though I was not going to make the final decision on a system like that.  The individual then told a joke about marriage that offended me in the way it referred to women.

Was his product good? Was he a product expert? Was he client focused?  The answers to this might have been yes, but I was not going to refer him to our buyer.

The lesson is that not paying attention to several of the items above can remove you from contention as a business partner for an organization.

Summary

You have seen most of these items at some point or other in Black Sales Journal posts.  I cannot be more serious about the fact that after you work hard to get credibility, that you can lose it quickly by doing the wrong thing.  Now the best part is that many of you are there already.  You know how hard it was to get the credibility that you deserve.

Your references are in place, and your product knowledge superb.  You have an opportunity to benefit from all of that work.

Always be your best.

Your comments are welcome.

If you are in B2B, and work in a type of business where sourcing prospects is necessary and essential, then it is always a challenge to find the qualified prospects.  It is even more difficult when you are Black. Prospecting is always a challenge, and you have become accustomed to dealing with it.

I think one of the best ways of finding prospects that are willing and able is to bring the prospects to you.  Now, that is not as simple as it sounds.  It also means that you need to have a “hook”.  This hook will real them in so that you can spend social time with them.  In many cases, that is all you need to win them over.

I think that devising a strategy is important.  I am going to talk about a strategy that will work if used effectively.  This strategy will not totally replace telephone prospecting; yet will work if you know the names of buyers and some of their concerns or interest.

As was discussed in Black Sales Journal 2/21, Networking for the Black Sales Professional, networking is a powerful way to bring in prospects.  Today I want to focus on seminars, when done as networking, and the benefits of doing it correctly.

Sometimes you need some help to pull the prospect in.  This ‘hook’ can be a speaker, some libations, some valuable late-breaking information, or all of these items.  The hook is seldom if ever free, yet with some light analysis, you can determine a payback point, even if you don’t want to use quantitative analysis.

A Simple Example

Lets start with an example of a meeting that I’ve done before.  You want to get prospects of like nature together to sell them ‘widgets’.  They are all involved in the business of transportation services, and would all make good clients for your product.  They are from the same geographic area, and have many of the same concerns.

You engage a local expert, politician, or activist to speak to the group regarding changes in legislation, or regulation.  The cost will most likely be free, and the group can hear the expert talk on these issues at no charge.  Now, where you score is registration, where you get as much useful information as you can from each invitee, but also from casual interaction during the cocktail or social (this sounds better) hour.  Where you, as the vendor of your product or service gets an opportunity to speak to as many of the business owners as you can regarding your services, and who you would like to sell to them.

The Positive Results:

• A database of serious prospects to sell to.
• The movement of many ‘suspects’ to prospect.  Keeping in mind that you always knew they were there, you lock them in when you “touch” them.
• Notoriety as the person that got valuable information into their hands.
• They appreciate a professional showing interest and forethought about their industry
• You benefit from the efficiency of having them all together in the same place for the solicitation effort.

The Challenges:

• Making sure that you ‘touch’ each prospect.
• Building your rapport while working the crowd
• Financial issues – Those cocktails are not free
• Doing solid follow-up

There are challenges in everything that we do, and these are surmountable.

Make It Even Better

Using the same example above, you team with another sales professional in an industry that complements, not competes with yours.  Technology gives us an opportunity to consistently teach, train, and explain. The other sales professional markets a technology product for the transportation industry, and you provide a service to the transportation industry.  By teaming up as sales professionals you are able to do the following:

• Share prospect bases, in turn broadening your reach and increasing the penetration for the other sales professional as well.
• Split expenses which creates efficiency.
• More effectively cover the crowd

In this process, your objective is to meet as many prospects as you possibly can.  This objective can be realized easily if done correctly.  Costs generated by these activities should be monitored to determine:

• The cost per event in total
• The cost per prospect for the event
• The number of converted prospects (prospects to customers)
• The average amount of revenue generated in say 6 months to a year from the activity
• The total amount of revenue generated by the activity

Sharing the information about these metrics with the other sales professional allows you to determine effectiveness.  These can be done for any range of products.  Finding an individual who sells a complementary product is simple and splitting costs is efficient.

A Couple of Tips

These events can definitely be revenue generating, yet a couple of sales tips will help you:

• It does neither you, nor another sales professional any good to have prospects standing in a corner sipping your liquor while they converse.  As a matter of fact, it will only cost you money.  With this in mind, I would suggest that you, depending on the size of your group, have ample company personnel (inside sales assistants, sales managers, etc) to help you in corralling all of the prospects you can touch.
• Many of these people may know each other as they are in the same industry.  They will tend to gather and talk about industry issues.   A scheme or game where they have to mingle would be good.  Consider having them get a token from any meeting sponsor that is there.  It would make them eligible for a good door prize.  This can go a long way to keeping them moving and mixing.

A big key is to make sure that you keep a good database for your use, or to share with the other sales professional(s) in attendance.  You will be amazed as to how quickly the night will go while you are making sure you meet everyone.  Remember, it is your social hour; you deserve to meet them all.

Good Hunting.  We enjoy your Comments.