September 2012 Sales Tip

Greetings Sales Pros!

WOW!  Where did the summer go?  We hope all of you had a great holiday weekend and are hard at work this week.  Mine was wonderful, having both grandsons together again. The older one is now going through potty training and likes to wear "big boy" pants around the house.  All is well until he has an accident, but my wife is right on it, changing him into fresh pants and off he goes.  I smile to myself, thinking when my boys were that age, until I find the wet pair of pants in my sink!  Why is it always my sink?

 

Anyway, with football season amongst us, it's time to get more aggressive, especially on price, right sales pros?  Dah!  I continue to see salespeople struggle over a price discussion with their customers.  Why?  The tendency is to quit selling during a price discussion or flood the conversation with facts and figures instead of value and benefits. Today it's all about efficiency, productivity and documented cost savings. Don't stop selling when talking price.  In fact, use the word "value" instead of price. That's right! Substitute the "P" word with the "V" word and watch what happens in your next discussion on price.

 

The biggest area we can combat price is in our relationships with our customers.  It's been proven, the better the relationship, the less posturing on price.  Why then, aren't we developing these relationships?  Most of us hit a barrier in our accounts and can't get past three or four people in each account we serve and call on.  Remember the "Rule of 7?"  Try to sell past these three or four and get to know at least seven people in your accounts.  By selling deeper and wider, you'll build better, more in-depth relationships; hopefully with management and the decision makers!  So, continue to get to know all your customers and allow the relationship to carry you through your price discussions.

 

I've had many discussions in my seminars recently that as a preferred supplier, price is usually not the main obstacle.  When companies can witness and experience your value-added services as "added value," based on efficiency and performance, they're much more likely to see the value in your offering or price and pay for it.  Also, anytime we can incorporate value-added support items and services, our customers are more willing to perceive value. But, it's only as good as our ability to communicate this perception as a Sales Professional. Really, how good are you at communicating your value story? 

 

When customers constantly hammer us on price, we get good at deflecting and defending.  Our body language and nonverbal are the first clues thattypically give us away.  Without hesitation, continue to probe with open-ended questions to keep the customer interacting, "How high are we?  Who are you comparing us to? What else other than price is keeping you from going ahead?"  One time I asked a customer out of gest, "What do you mean, should I double my price?"  As you can imagine, the customer wasn't laughing!  Oh well, the key to the entire price dilemma gets down to value versus price, doesn't it?  Don't stop selling value and benefits when talking price and you'll handle most price discussions with confidence.  Always be ready with solutions and continue to identify sales opportunities with all of your customers as you penetrate your accounts. Remember, it's all about our customers and not about us!

 

Good Luck and Good Selling,

Bob Butler, TSP

and the Butler Learning Systems T.E.A.M.

Together Each Achieves More

August 2012 Sales Tip

Greetings Sales Pros!

We've got five months left to hit plan - no pressure!!  We do appreciate receiving your comments about our new look and will continue to bring you leading edge sales knowledge, skills and tools to help you.

The foundation for success in any business today is to consistently create positive customer experiences that capture the initial sale and leverage customer lifecycle revenue.  Here are some basic strategies that will also help to leverage potential customer circle of influence revenue: 

 

* Gain customer attention, build interest and engage at each touch point

*  Align processes and profiles (people) at each touch point

* Establish customer friendly systems, processes and people at each touch point

* Meet expectations and deliver value at each touch point

* Capture and leverage accurate information (data) at each touch point

* Maximize results and revenue potential at each touch point

Remember, there are only three basic types of customers or clients.

1. Enthusiastic:  Engaged, advocate their positive experience

2. Satisfied:  Engaged, but searching for a better experience

3. Unsatisfied:  Gone, will often retaliate for their negative experience 

Next Generation Selling requires a change in most salespeople's critical thinking.  As you establish primary and minimum sales call objectives, you must consider these from the buyer's perspective and not the seller's.  Most of us have it backwards and establish our objectives from the seller's viewpoint.  You must engage the customer into their thought process with interest at this touch point.  Otherwise, you're no different than the other vendors who "throw up" on your customers or prospects.  It is sickening!  Don't you get the same e-mails and direct mails that I do?  They all start off how they are the greatest, finest, can't live without us and on and on and on.  It makes me sick.  I delete and throw away within seconds and don't waste my time any further.  How do you build interest from the buyer's perspective?  They have expectations and objectives as well.  Next Generation Sales Professionals are able to identify the customer's challenges and break down into problems, needs and opportunities.  These sales consultants assess and determine the customer's feasibility, all while aligning their sales process with the buyer's process.

Next, the seller gets the buyer involved in the design process to create desire for the seller's offerings.  Often, through formal proposal presentations, customers perceive the value and make the commitment.  If not, The Sales Professional continues to make recommendations and test solutions, handling any sales resistance with conviction strategies.  Lastly, The Sales Professional goes for approval by asking the customer to agree to action and continues to follow-up and develop customers for life.  That's how you sell with the buyer's perspective in mind.  This is what's needed for Next Generation Selling.  Remember, engage your customers from a buyer's perspective strategy and not from the seller's.  You'll be pleased with the results as you watch your revenue, margins and market share soar!

Good Luck and Good Selling,

Bob Butler, TSP

and the Butler Learning Systems T.E.A.M.

Together Each Achieves More