Sales Byte No 24 : "Opportunity, Fear or Pain?

Do you sometimes feel frustrated that your prospect just won't make the decision to buy? This could be particularly when you are trying to sell something that is obviously good for them. If so, are you trying to close the sale by emphasising the:

• Opportunity to be gained by buying
• Fear of the consequences of not buying

Well, research shows that the strongest motivator for people to make the decision to buy is not opportunity or fear - but pain! This often applies even if pain is only a secondary issue!

My tip, therefore, is this. In order to close the deal, even if the primary element in the sale is opportunity or fear, look for the way in which your proposition will remove pain.

Sales Byte No 23 : "Listen! Do you want know a secret?"

You may have a ratio of two ears to one mouth, but I reckon that listening is at least three times as difficult as talking.

Why? Because, in a sales situation, you are trying to:

• Absorb what the other person is saying
• Record it for future reference
• Think of what to say next

... and, to compound the difficulty, the real nuggets are often what is not said, or is merely hinted at by a little aside. How then do you listen out for these when you are so busy doing all those other things? Personally I find that if I stop trying to think of what to say next the conversation improves enormously, and I become much better at tuning in to those real nuggets.

So my tip is, listen for these, probe a bit more, and, to paraphrase The Beatles and Billy J Kramer & The Dakotas, you might get to know some secrets!

Sales Byte No 22 "Wannabe"

Most average sales people ask their prospects what they want - and in return they get a description of requirements for their product or service. In other words, a specification.

But does this unearth what their prospect really wants? It identifies the input required - but not necessarily the outcome desired. And it is the outcome that drives the buying decision.

So, really, really good sales people ask what result their prospect wants. And this usually involves:

• Less pain
• Less fear
• Greater opportunity

... and, by the way, most buying decisions concern the first of these, followed by the second.

Do you say to your prospects (in the words of the Spice Girls) "tell me what you want, what you really, really want"?

Sales Byte No 21 : "A Time of Goodwill"

Well - it is that time of year again! And, although it can be difficult to get business meetings right now, it might be exactly the right time to lavish some hospitality on your best customers and prospects.

But, before you dip your hand into your pocket, it might just be worth checking that this is going to be money well spent. If you are going to further relationships and build goodwill, then it might be.

But a couple of cautionary thoughts before you do:

• If you are going to let your guest see "behind the scenes" you, or the people who work for you, may well let their guard down - and your guest may see more than is wise.
• Will the cost of entertaining result in a commensurate benefit? I vividly remember, after a great day watching rugby, followed by much rousing singing, standing with a guest waiting for the lift at Twickenham. As we waited he turned, gently swaying, towards me and said "and how long have you been working for ..." and then he named our biggest competitor!

I wish you a very merry Christmas and a most prosperous New Year!

Sales Byte No 20 : "Getting Lucky"

Many people say to me "If I get in front of the right person at the right time I stand a very good chance of making the sale". The only issue is getting there - and this takes effort, or lots of luck.

I don't believe that there is any alternative to hard work, but I do believe that there are ways of working smarter, not harder - as the maxim goes. The best way of maximising results is a well organised, structured and integrated approach.

• Getting in front of the right people - this involves market targeting, making an initial approach, delivering the right message, choosing the right routes to market, having the right support material and watching your competitors
• Being in front of the right people at the right time - this means being at the front of their mind at the moment when they are looking for the solution that you can deliver to a problem they have

"I'm a great believer in luck, and I find the harder I work, the more I have of it." - Thomas Jefferson

Sales Byte No 19 : "Do Your Last Minute Panicking Early"

It is undeniably good practice to review and really think about an important proposal or tender prior to submission, or a presentation prior to delivery! This is when those little niggles come to the front of your mind (and if you don't have any little niggles perhaps you should have)!

Often though, at this stage, you are busy rushing to meet deadlines and have no time for this.

So - my tip is, set your deadline to finish the job, say, 48 hours before the actual deadline. Also set some early challenging milestones. That way you will do all that manic rushing early, and later on you will have time to make sure that you have:

• Properly addressed all the relevant points
• Really captured the essence of what your prospective customer is looking for
• Clearly communicated all the key messages

... and that you stand the best possible chance of winning the business.

Sales Byte No 18 : "Buying Signals"

Have you ever pitched to a prospect who seemed to be very critical, only to find that he ended up buying from you? If you had listened to your instinct to abandon the sale you might have lost a deal.

On the other hand, have you carried on trying to close a deal with a prospect who was continuing to listen to you, only to be frustrated that he never actually said "yes"?

These are both examples of interpreting buying signals wrongly. In the first case the prospect was probably actively working out how your proposition would work. That is a buying signal. In the second he was not actively involved. He was probably just being polite and waiting for you to finish and go away. That is not a buying signal.

The signals that come from a prospect should not necessarily be taken at face value.

My tip - look, listen, ask questions ... and decipher!

Sales Byte No 17 : "To Close or not to Close?"

Sometimes, when you are completing a sales call, you may be subject to conflicting emotions.

Part of you knows that you are not going to finalise the sale there and then, but another part of you says that that if you don't close the deal then the sale may get away from you. The problem is that this makes you feel like a "foot in the door salesman", and furthermore the rational side of you says that this is inappropriate behaviour, and may drive the sales away for good!

What can you do? What you need is a continuation of the process. In other words you want a next step that progresses the sale and requires involvement from your prospect. Not as much as signing the deal, but a definite commitment to continue - like another meeting, a visit elsewhere or an introduction to someone else. This will give you something tangible to close on. It isn't too pushy but it leaves you in control.

So, when planning the call, a good tip is to have in mind what next steps there could be. You will then be ready to ensure the continuation of the sale - and eventually to win it!

Sales Byte No 16 : "Negotiation - Game 0n!"

Have you ever arrived at that point in the sale when everything seems to get more serious? Your prospective customer is increasingly demanding more, and there might even be a procurement person involved, set on undermining the nice relationship that you have developed with your prospect.

Well ... the good news is that these are buying signals. The other news (good or bad depending on your point of view) is that negotiation is seriously underway.

So, in order to play the game well you will need to understand the rules, and to relish the challenge! The key points to remember are:                  

• You want to achieve a win-win. (It is essential to get a good deal, but it is also important for the other person to feel good too.)
• You need to be prepared. Understand what you want and what you are prepared to give away, and work out the same for your customer. Trading high value / low cost elements is good, from both points of view.
• Be prepared to walk away.

And above all - be up for it!

Sales Byte No 15 : "Death by PowerPoint"

We all know that a dull PowerPoint presentation can be a big turn-off for potential customers. But it sometimes amazingly easy to fall into the trap of delivering one. All you do is write down all the good things that you want to say about your company. Stick it on some slides with your company's logo and in your company's colours. Top and tail it for the customer. What could be easier ...?

To avoid the trap you must consider two things.

• What you say
• How you say it

How you say it - this is, of course, a huge area to tackle, and far too much to even attempt to deal with here. One tip that might help, though; prepare your presentation as if you were delivering it without slides, and use the slides simply to support your key points.

What you say - these are some simple tactics that may help.

• Start and end with what your customer wants
  • Start with a summary of what you understand your customer is looking for
  • End by re-visiting this summary and show how you have addressed each point
• Everything in between should address one (or more) of these points

... and don't forget, tell them at the beginning how the presentation is structured, and tell them where you are as you go through it.

Sales Byte No 14 : "The Warm, Cosy Glow of Relationship Building"

Many, particularly higher value, sales involve building relationships with prospective customers. Often these are governed by external circumstances, such as contract review dates. 

It is good to get an early meeting with your prospect, and to explore the potential to do business together in the future. You may well come away with a warm, cosy glow. But what if the outcome of the meeting has simply been to keep in touch? This is so often the case that "KIT" has become the shorthand for it. The euphoria of the call soon wears off - for the prospect as well as you. You find it difficult to speak to the prospect again. You have nothing new to say, you explored all the angles on the first call, and it is not time for him to go to market yet. You feel the sale is growing cold and there is nothing you can do! Damn!!  

So - two points you may find helpful:

1. Always end the call with a tangible next step, even if it is some way off, and one that involves commitment from your prospect. A date in the diary is always good.
2. Always keep at least some of your powder dry. If you can get back to your prospect with more valuable information on a hot topic for him he is more likely to be interested.

Relationship building is a continuous process, and planning a path forward is essential.