A customer's two favorite subjects

The hardest thing I do is to stand by and watch a rep screw up on a call. This is sometimes necessary, I need to see how their behave normally so I know how to help them. Today I was cold calling with a rep who did a good job opening a conversation with prospects. Unfortunately he was unable to keep them engaged and moving on to a sales presentation. I was able to observe him and how the customer reacted to what he was saying. He held the customer's attention as long as he was talking about their business and their customers but as soon as he starting talking about himself he lost them. When I am talking to a customer I like to picture an imaginary spotlight shining on us. When we are discussing the customer and his business, it is shining on him, when we are talking about me or my business, it is shining on me. Experience has taught me that I am much more likely to make a sale when I keep the "spotlight" on the customer. This is how we learn about the customer's needs and problem. I only talk about my products when describing how they relate to the customer's needs. Never forget, the customer is the star of the show, they deserve to be in the spotlight, I am happy to be the producer (of revenue!)

Keep Smiling, Keep Selling!

Thanks

Jim Busch

Now a wordfrom our sponsor

Voice-mail is a fact of life for sales people. Many potential customers commonly use voice mail to screen their calls. If you want to talk to them, you must convince them to call you back. You should prepare a message to leave when you can't reach a "real person." Think of this as your personal "commercial." If you want prospects to return your call, you must give them a reason to do so. Your message should offer a customer benefit. Write out and rehearse your message using a friendly upbeat tempo. Your goal is to sound like someone the prospect would want to talk to.

Also, don't neglect your own voice-mail message. Listen to it and make sure you don't sound like a zombie when people call while you are out.

Keep Smiling, Keep Selling!

Thanks Jim Busch

Mirror, Mirror on the sale

Scientific research has found that human beings are naturally attracted to people that act and look like themselves. One way to use this information on a sales call is to mirror a customers behavior. The key to mirroring is careful observation and using good listening skills. Pay attention to the customer's vocal patterns and mannerisms. If the customer speaks rapidly, pick up your conversational pace, if they speak slowly, do the same. If they talk with their hands a great deal, you should use big gestures as well. Research has shown that mirroring these behaviors will greatly enhance your customer's comprehension of what you are saying. With practice this becomes quite easy and natural to do.

Frank Luntz Part 2

Yesterday I shared several of communications expert Frank Luntz's rules for getting you point across. Here are several more of his "10 Rules"

Rule #3 Credibility is as important as philosophy
Rule #4 Consistency matters
This two rules are simply about doing what you say and saying what you do. By being scrupulously honest and deliver a consistent message. You must first convince a customer of your credibility before you can convince them of anything else.

Rule #5 Novelty Offer Something New
Visiting a customer over and over saying the same thing is virtually useless. Customers will tune you out unless you have new to say. If you bring fresh new ideas or information the customer will have a reason to listen to you.

Keep Smiling, Keep Selling!

Thanks Jim Busch

Answer now, explain later!

When answering questions, the simpler the better. There are no grey areas in a "Yes" or ""No" answer. Obviously our business is much too complex to use monosyllabic answers in every case. When answering a question, communications experts agree that is best to give your answer first and then explain it. For example if a client asks "Can I get my ad in tomorrows paper?' the best response would be "No, I'm sorry, that issue has already gone to press. Our deadline is three days before the in-home date of the paper." This provides customer with the information they need right away. This allows them to easily process the information. It you place the explanation before the "meat" of the answer you confuse the issue. If you say "Mr./Ms. Customer, it takes a lot of work to put our paper together. our deadline is three days before the in-home date, so I won't be ale to get you in tomorrow's paper." the customer may be processing the collateral information and miss the fact they need. By answering directly you show the client that you are confident and know what you are talking about. Long rambling answers may give the impression that you are trying to avoid the question. Answering directly positions you as honest and straightforward.

Keep smiling, keep selling

Thanks Jim Busch