The Sales Buzz:

Trust your gut if you come across a candidate you like but who has skimpy sales experience. A never-say-die attitude is more important than past experience.

In other words, it’s easier to teach someone about your product or office procedures than it is to teach the art of selling. Newcomers–the ones who don’t know the ropes–can and do surpass the “pros.â€�

Recently, a college junior at the University of Illinois rallied his friends and other college groups to raise money for underprivileged children. This young entrepreneur and his fraternity buddies knew nothing about fundraising. Yet they ruthlessly hit the campus to sell raffle tickets and lure students to their quirky “Rock, Paper, Scissors� tournament. They raised $23,000 in all.

The money will benefit children attending park district camps this summer. The parks director was blown away by their efforts and, in particular, by the enthusiastic and relentless leader of the group. She said, “I don’t know what this kid is studying, but he should be in sales.�

Exactly. The director recognized that this college student has natural charisma and drive that would propel him to succeed in sales–whatever he is selling. Be on the lookout for that raw talent and desire.

Even if you have the most universally appealing product or service on the market, it’s a mistake to assume you’re selling to everyone. As a small business owner, you don’t have the time to sell to everyone.

That’s why it’s so important to know who is going to be your best customer. You need to put your emphasis where you’ll get the most results. Who’s on your A list? The more you can narrow it down, the more sales you can make.

For instance, a Lexus is marketed to targeted age groups, professions and income brackets. So is the McDonald’s Happy Meal. Who is your best buyer? One way to figure this out is to look at your current customer list and see whether you can find any similarities.

Another way to narrow the broad consumer base is to break it down by demographics: What age group is most likely to buy your product or service? What gender? Where do they live and what do they earn?

Consider how differently you would market to a 20-year-old college student living in Nebraska versus a Chicago executive living on Lake Shore Drive and making $500,000 a year.

For help in identifying your key customers, write to me for a free tip sheet at customer@propres.com.

I often suggest that a salesperson end a close by saying something like, “Are you sure you need this?” or “Is this a good investment for you at this time?”

The general reaction is: “Are you crazy? Why would I bring that up?”

Too many salespeople like to grab the deal and run–but not so fast. It’s quite natural for a buyer to have buyer’s remorse. Why ignore that? I say, bring it out in the open.

Another way to ask this is, “Do you believe using our [fill in the blank] will solve your problem?” This is called a “reverse.” When buyers restate what they plan to do and why, they are, in essence, selling to themselves. That, of course, is the goal of an effective sales presentation. In addition, by taking this extra step, you illustrate your interest in truly solving their problem, not just making the sale.

The reverse also avoids the heartache of having a buyer call a few days after the close to cancel the whole deal because of buyer’s remorse. By then, it’s usually too late. Don’t be afraid to be proactive.

For more information on the reverse, read my column, “How Do I Build Customer Rapport?”

Lloyd Price made personality famous in his popular song of the same name, released in the 1950s. Even if you’re a youngster (under 30), you have probably heard Price’s catchy tune:

`Cause you got personality,
Walk, personality
Talk, personality
Smile, personality
Charm, personality

Personality. We all have one, but not all of us have the right one for sales. If you are hiring a sales force, one way to find out if you have the right “personality,� or candidate, for the job is through personality profiling.

Many firms offer personality profiling. Job applicants fill out a questionnaire, and you send it back to the firm to have it scored.

Personality profiles cost about $169 each, but the first one is often free. If that sounds like a lot, consider the time and money you will waste if you hire the wrong person for the job.

One personality does not fit all. Some sales jobs call for a person who can build relationships over time. But if you have a short sales cycle, you need someone who feels comfortable asking for business a lot and who is competitive.

Your company may require someone who is detail-oriented and who won’t mind a lot of paperwork. The personality profile will help you find the right fit for your particular sales job.

To receive a sample profile, write to me at profile@propres.com.

Best-selling author Jack Canfield, of the “Chicken Soup for the Soul” series, wrote down a list of everything he wanted to accomplish before he died. He’s already made it through a good part of that list.

Two things helped make Canfield successful in reaching his goals. He wrote them down, and he made them specific.

How about you? Did you accomplish your resolutions from last year? If not, don’t worry. The beauty of January is that we get to reset the clock and try again. But this year, let’s be SMART about it. By this, I mean that goals or resolutions should be: Specific, Measurable, Achievable, Realistic and Timely.

A bad goal is vague, as in, “I want to sell more in 2008.�

A better goal is this: “I want to increase my sales by 20 percent for the year, with 5 percent increases in each quarter.� Of course, the percentages might be different for you, but you get the idea.

All of us have resolutions rumbling around in our minds right now, but it’s important to write them down and create a realistic plan of action.

With each goal you write, ask, “Is it SMART?�

For more help in setting goals, e-mail me for a free goal-setting tip sheet at goals@propres.com.

Recently, I had the opportunity to exchange e-mails with a business prospect. I had invited him to attend a meeting. He told me he would be unable to attend because he is very busy selling and works 60 hours per week.

Being in a reflective mood, I wondered why someone would want to work 60 hours per week. Does he think he must set an example for others? Does he feel that because he owns the business, he must work harder than others do? Does he think that no one else could sell as well? Is it a matter of trust…does he fear that an employee would screw up the job?
Or, does he think that it’s “machoâ€? to work 60 hours per week? That he is possibly saving money by doing it all himself? Then again, some people are obsessive-compulsive and have a psychological need to do it all.

In my early years in business, I, too, believed that I had to work 60 hours per week–that the business was built around me. That I was the engine that made it run. Over time, I learned this wasn’t true. I learned one of my all-time favorite expressions: Don’t do well what you shouldn’t do at all.

I realized that my employees were the value and strength of my company. Yes, I did play a major part, but the implementation, maintenance and day-to-day sales activities had to be handled by the employee team.

Do you fall into this trap? Think about what value you could bring your business and life if you worked only in areas that would bring you the greatest return and pleasure. Do you work primarily in your areas of strength? Have you thought about the opportunities you are missing because you are too involved in work you should not be doing? Ask yourself: Are you getting bigger clients, discovering breakthrough ideas and observing sales trends that can make or break your business? Or are you too “busy� for that?

Personally, I find that the most fun and satisfaction I get from business comes from doing new things and learning new skills and concepts.

The adage of “working on your business and not in your business” is powerful. It will propel your business to the next level. Delegation is a risk, but it is also a necessity. To work less, hire salespeople better than you. Do not hire mediocrity.

In many offices, unwanted mail gets tossed into what is jokingly called “the circular file,� otherwise known as the trash can. I hate to tell you this, but your package just landed there with a thud.

It may seem like you are moving forward when you send off an impressive package, but it depends on your approach. In a few of my blogs, I have talked about focus and setting goals. And it’s just as important when you’re telemarketing.

Before you send out information about your company or product, you have to find out how it will be used. Otherwise, you’re wasting postage.

When you make your cold call, engage the person on the other end in conversation. Find out what problems the company is having so that your product or service can be the solution. Gather names and any data that will help you target your approach. Find out, for example, who will receive the information and mention that you will follow up.

Always ask yourself, “How will this information I’m sending solve the company’s pain?� If you can’t answer that, you might as well “file� it yourself.

Chicago Bear fans are painfully aware that it’s been 22 years since the team won a Super Bowl. But who can forget the famous team video called “The Super Bowl Shuffle�?

In the musical video, the players deliver what amounts to 30-second elevator speeches. And don’t we all wish we could be as colorful! Consider Mike Singletary, who growled,

“I’m Samurai Mike
And I stop ‘em cold
Part of the defense
Big and bold.�

Have you written a “big and bold� introduction that will have people remembering you and your company? If not, it’s time. One I have heard is, “I’m a corporate chiropractor. I straighten out your business.� I like to say, “I’m a corporate fertilizer. I help nourish and grow your business.�

Plenty of people will deliver a boring, soon-to-be forgotten 30-second introduction. Don’t do it! Go long and come up with something memorable. After all, who can forget Chicago’s punky QB Jim McMahon who told his fans:

“I can’t dance
But I can throw the field
I motivate the cats
I like to tease
I play it so cool.�

Think about making your own “Super Bowl Shuffle� in your head. What stands out about you? Sing it loud!

If you have two coins that add up to 30 cents and one is not a nickel, what are the two coins?

I hope you’re laughing and saying, “Ray, tsk, tsk, I know this!� It means you really know how to problem solve. The coins are a quarter and a nickel, of course. One coin is not a nickel, but the other is.

A lot of people get thrown because they automatically rule out the nickel as one of the coins, which then makes it impossible to come up with the answer. Riddles remind us to think creatively and not rule things out.

If your sales are sluggish, why not try a new approach? Something I have tried is barter. Barter is especially good for disposing of disappearing assets, such as radio or television air time, hotel rooms or airplane seats.

In barter, a business lists its goods or services for trade through a trade exchange. In return, the business receives a trade credit based on the dollar value of the goods or services offered. The trade credits can be used to buy products or services.

Sales can be like a challenging riddle. But often, the solution comes to you if you are willing to be creative. Now, it’s your turn. Post your best riddle and your most creative sales technique!

<del datetime=”2007-12-22T14:44:13+00:00″>Blog No 13

Chicago Bear fans are painfully aware that it’s been 22 years since the team won a Super Bowl. But who can forget the famous team video called “The Super Bowl Shuffle�?

In the musical video, the players deliver what amount to 30-second elevator speeches. And don’t we all wish we could be as colorful. Consider Mike Singletary, who growled,

“I’m Samurai Mike
And I stop ‘em cold.
Part of the defense,
Big and bold.�

Have you written a “big and bold� introduction that will have people remembering you and your company? If not, it’s time. One I have heard is, “I’m a corporate chiropractor. I straighten out your business.� I like to say, “I’m a corporate fertilizer. I help nourish and grow your business.�

Plenty of people will deliver a boring, soon-to-be forgotten 30-second introduction. Don’t do it! Go long and come up with something memorable. After all, who can forget Chicago’s punky QB Jim McMahon, who told his fans:

“I can’t dance
But I can throw the field.
I motivate the cats,
I like to tease.
I play it so cool.�

Think about making your own “Super Bowl Shuffle� in your head. What stands out about you? Sing it loud!

Solve your client’s problem before you walk in the door.

Children master this early. A boy wants to sleep over at a friend’s house, for instance, but Dad is busy with Saturday errands. That’s a problem. So the boy figures out ahead of time how to make Dad “buy” his appeal. He offers to mow the front lawn and even bag the leaves.

Genius.

Had he come to his Dad with a whiny request for a ride across town, the answer would have been no. But he solved the problem before he even made the pitch.

Remember, you’re not a salesman, you’re a problem solver. Find out what problems your potential buyer is having. How can you save the day?

Tailoring your sales plan in this way makes all the difference. Nobody likes a one-size-fits-all approach. It reminds me of that great one-liner, “But enough about me, what do you think of me?” That’s what it’s like for your potential client when you come in with your own agenda.

Think back to your 10-year-old self, that clever kid who intuitively knew how to get to “yes.” Go dig up your old Superman cape or Wonder Woman costume and get to work.

You have problems to solve.