Just recently a good friend of mine got a sales job at a big photocopier, etc. company. He was asking for advice and we went back and forth in a series of emails. I thought that it would be useful for some beginner sales people who are in face to face selling. This is not an attempt at writing 101, they are short points cut and paste from several email conversations. I hope this helps someone out there. Sam, Start keeping daily notes on ads, headlines, email subject lines, etc. that catches your attention and why? Figure out the why and you can implement this psychology into your selling strategy.
Survey other sales reps and ask them what PROBLEMS these bus people have. How do your services solve these problems?
Never talk about how great the company you work for is, no one cares. When talking to business owners take mental notes of the words they use to describe their problems. Use the same words when talking to next owner- keep refining.
SAMPLE: Phone—Cold Call. No information on the company.
SALES GUY:"Good Morning Carolyn. My name is Sam Sung with ABC Canada.
I have some information to forward to the person that makes the decisions for your copiers, printers and fax machines. Who would you suggest that is?"
(‘forward’ is better than ‘send’. Don't use 'responsible', because the person 'responsible' may not be the person who 'makes the decisions on...'
Make the 'what you do' line simple and clear. If they don't understand immediately, then they won't be able to think of who's in charge of that. And you'll waste 1-2more sentences clarifying for her.
The employee is paid to shut sales people out- remember that. They get a dozen sales calls per day for various products and services- remember that.
Most gatekeepers are women, so don't talk like you are talking to a guy. Put confidence and fun in your voice & tone, without being salesman excited. Women are different. And they are much more smarter and intuitive than you or I)
'who would you suggest?' is asking for their opinion, because you value it, because their opinion is important to you.
Sales Guy: "And what is Bob's position?"
Sales Guy:"Is he available to speak with at the moment?"
If he's not available:
Sales Guy: "Carolyn, when is the best time to reach Bob?
Excellent. Does he have a direct line?"
Sales Guy: "Thank you, Carolyn. You have been quite helpful. Have a nice day."
If he is available:
Sales Guy: "Hi Bob, this is Sam Sung, Carolyn said that you are the person who makes the decisions on..." (don't thank bus people for taking your call, seeing you, their time, coming to the meeting- it screams sales guy with low confidence.
You want to be confident that he will benefit from you interacting with him- you are going to put more money in their pockets by saving it and take away their integration/whatever headaches!
Confirm that he is the decision maker.)
core message: brief, direct and simple
(need to point to 1-2 challenges this guy must have with his current situation- make everything you say brief, direct and minus ANY CORPORATE BABBLE. NO ONE CARES ABOUT YOU OR YOUR COMPANY, IF THEY DID, THEN THEY WOULD'VE CALLED YOU. THEY ONLY CARE ABOUT THEIR PROBLEMS AND THEIR WASTED TIME AND MONEY.)
Sales Guy: "When is a good time to grab a coffee for 10-15mins?" (if possible, do not meet in people's environment. Pick a neutral, quiet coffee shop/or recogisable franchise near their work. You lose posture and control when you sit in their little kingdom packed with interruptions that are more important than you).
(firm up the time, date and location. And give him your cell#, and tell him that if anything comes up to please call you the day before to reschedule and 'save you the trip'.)
If you don't value your time, then they won't. think always in the perspective of fallen man and how to adapt to their lack of interest, accountability, etc.
And know that as soon as you are off the phone, they have forgotten about you, so you must separate any emotional attachment to the prospects or the sales process.
NEVER COUNT on anything until the money is in your account. Hope for the best and work your best, but don't count on people or you WILL BE DISAPPOINTED).
-don't use big words, important sounding phrases. keep it super super simple. "My company is a document imaging solutions provider" this is a good example of what NOT to sound like. These phrases are created to add perceived value, same as fancy titles, "Account Executive"= sales person. this is how companies get away with paying very little money, by giving important, ego-stroking titles. How do you feel when someone uses fancy words around you?
-don't use company jargon or terms. it makes people feel alienated and stupid.
-in terms of speaking to people, if you confuse them, you will stop the sales process and will probably lose the sale. Do you want to spend money when you are confused?
-talk to your wife, and think of the times that you guys bought anything- why did you buy it? From commodity items to more important purchases. start talking to co-workers, friends and family about why they buy things. ask questions.
reasons why someone might buy from you- usually a combo of many things, not just one thing:
-like you
-trust you
-believe that you are smart enough to take care of them well, but not too smart, because then they think you have the potential to swindle them.
-believe that you are accountable and will stick around (don't be late for followup calls-in person or over the phone. you tell him that you'll call back next tues 2pm, you better plan to be calling no matter what next tues. it's okay if they are late because you want their money and they will experience guilt for their unaccountability, but you can never point it out, you can never be late. plan for traffic, difficult to find locations, accidents, detours, bring a book everywhere).
-believe that you will be there if they have problems after they sign
-believe that if your tech support sucks, that you will have their back and make sure that they get great service
-believe that you are explaining all the fees
-believe that you are working on the best solution for them and most cost effective, not the most expensive or the one that ABC Canada wants you to push the most
-that you are competent
-that you are service oriented without being a wet noodle, spineless 'yes' man.
-price
-fast turnaround time
-good financing approval or options
-you need an advocate perspective- you are on the side of the business owner, not their suppliers.
-everyone dislikes something about current or past suppliers- YOU NEED TO FIND OUT WHAT THEY SPECIFICALLY LIKED OR DIDN'T LIKE ABOUT THOSE COMPANIES, so that you can find out how your company stacks up in those areas.
-be truthful about what is mediocre and crap about ABC Canada when asked, and when you recommend something, it'll carry weight.
When you say that everything is great in value and price, then they instinctively know that you are full of it- NO ONE COMPANY is the best and priced the best for everything that they carry- impossible!
