Thursday, December 27, 2018

Today's customer can't be sold

How do you reach potential customers in a market where people are exposed to advertising nearly 24 hours a day, seven days a week. Most people don't pay attention to anything. Especially your sales pitch.

Here’s the answer: You don’t try to sell them. You find ways to help them.

People are looking for solution to their problems and needs. They don’t want to hear about what you are selling. They want to understand how to fix their problems.

This is called content marketing and here's how to start using it is NOW.

Content marketing is all about bringing customers to you instead of pushing your product on them.

Content marketing is all about creating information that will help your target customer by providing answers to their questions, helping them solve their problems, and start building a relationship.

Once they get to know you, they will begin to trust you as an authority and be interested about the solutions you have that can solve their problems.

Once they know you and trust you they will buy from you.

How to Get Started...

This sounds simple, but that’s the beauty of this:

Create content that helps your target customer. Start with a list of FAQs, Frequently Asked Questions.

Think of what problems your customers have and write your answer to them in the form of a Q&A. Show them how to solve their problems.

Think about the "why" people buy from you, or the questions you get. Write the answer to each one.

Whatever your business is, a hotel, a restaurant, a shop, a grocery store, a health food store, or a sales rep, there are questions your customers are asking. Write them down, and you have a great marketing brochure.

There is another benefit of a list of FAQs, and that is for training your employees. When you hire a new member for your staff, you have a ready-made training manual.

Start with this question:

Q. What do people like about us?

A. Fill the answer in with your best reviews.

For answers to your questions about how to increase YOUR sales,

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Tuesday, November 27, 2018

The one thing that will guarantee your success

Would you like to be more successful? Would you like to make more money? Would you like to take more exciting vacations? Would you like to have more security for you and your family? You can have everything you ever wanted. All you have to do is one thing.

What is the one thing it takes to be successful? In order to evaluate this question it is first necessary to understand what "success" is and what all successful people have in common. It is probably safe to assume that you want to be more successful.

By definition, success is the realization of a worthy goal. A goal is the one thing - the single most important factor in achieving success. Without a realistic goal, you will never know when you have reached your success level.

The goal must be realistic, measurable and obtainable. As time passes, your goal can always be adjusted upward. However, if your initial goal is to be worth $1,000,000 by the year end and you are currently only worth $100,000 with an annual income of $50,000 a year and this is November, you most likely will never be able to reach it and therefore, it is unrealistic.

Biting off a job in small portions makes the eventual achievement of the total task seem easier and manageable. That is why a 90-day goal is so effective. Successful people set a goal, re-evaluate their goal, and scale it upward toward an even greater accomplishment.

So many people never get anywhere in their lives because they don't know where they are trying to go. If you don't have a destination you will have no reason to make plans? If you don't know where you are going, you won't be able to help anyone else reach their destination?

Several years ago there was a study done at Harvard University. The graduating class was polled and it was found that only 3 percent of the class had any clear goals set for their future. Twenty years later, the researchers followed up on that same graduating class. The 3 percent who had clearly defined goals accomplished more and made more money than the other 97 percent combined!

Once you get into a habit of goal-setting, you will wonder how you ever managed to accomplish anything before.

What about long range goals?

A five year sales goal is much more attainable if it is worked on 90-days at a time. Set your long range goals - but break them down into 90-day increments.

PS: Be sure and check out my bookstore

Monday, October 8, 2018

The brick wall sales people build

The odds are against you - you may not make it.

Why do so many people come into selling and after a year or two they are gone? Why do sales people fail?

Here are the reasons that sound good. These reasons justify, in the failures mind, the decision that selling is not for them. These reasons justify their failure.

"This is not worth it."

"There must be a better way to make a living."

"I'm going back to school and get a real job."

"All the good territories are already taken."

"The competition is ruthless."

"I'm going to try selling a different line."

"They expect too much."

"How can they expect me to sell anything at these prices?"

The light at the end of the tunnel went out for these "would-be" sales people. They sold themselves on the idea that they were not "cut out to be in sales."

They saw only the glamour of being independent with opportunity to earn "easy" money. Do any of these reasons sound familiar? Yes- of course they do. We have all had these thoughts at some point.

So why does one person become an outstanding success at selling while another, with the same potential, fail?

You are parked behind a restaurant sitting in your car waiting for your appointment time. The person you are going to see is probably much older and more experienced than you. He is more than likely going to ask you something about your product line that you can’t answer or don’t know. As you are waiting, the anxiety grows. It is the middle of summer and the August sun is beating down on the pavement. As you get out of the car the heat and humidity are so thick you can cut it with a knife.

You walk past the dumpster and the smell practically makes you sick. As you open the door the heat from the kitchen hits you like a blast furnace. The person you are going to talk to is busy working. You know he sees you but he does not make eye contact with you. He is making you stand there as if you are invisible. At this moment in time the truth will reveal itself – are you, or are you not, going to succeed in a business with such a high failure rate? At this moment you will know how well you understand the principles and psychology of the buyer/seller relationship, or simply “The Principles of Selling.”

If you DO NOT understand the PRINCIPLES your reaction is predictable. You get humiliated. Upset. Embarrassed. Mad. You take the prospects rudeness as a personal insult.

Your ego gets wounded and your mind starts filling up with negative thoughts. When he finally turns to talk to you, your attitude is reflected in your face. You try to get control of your attitude – but it’s too late. The prospect won in the first round!

If you DO understand the PRINCIPLES your reaction is also predictable. You understand that you are a sales person and the prospect is on the defensive. They are afraid you are going talk them into something they do not want.

They are afraid you have a certain power over them and that is why they are ignoring you. By understanding the PRINCIPLES you know that the customer is simply setting the stage and sending you a message – a message that says he is important, his time is valuable, he is in control of this meeting. By understanding the PRINCIPLES you do not let the situation turn negative.

You say to yourself “I really love what I do – I love my profession.”

“I really love playing the selling game.”

"He’s made his first move and he is doing it quite well."

"When he does acknowledge me I will greet him with a smile and an attitude of appreciation for letting me talk to him."

Do you see the difference? So, what is the reason so many sales people fail? Here is the reason – read it carefully.

The person who fails usually has been thoroughly trained in the products and services they are going to sell - they have NOT been trained in the psychology and principles of selling.

Sounds simple, I know.

Most non-selling managers and business owners believe that successful sales people are born that way. This is simply not true. A sales person needs professional training just as much as a doctor, lawyer, airline pilot, accountant, carpenter or chef. Why should selling be any different?

Successful sales people learn the principles of selling and apply them. Sales people who fail do not learn the principles of selling and rely on their ability to “wing it”, which ultimately lets them down. We have already touched on an important principle.


Not just having a positive attitude – but managing your attitude under all the various selling situations. Programming your mind to react in a certain way in a specific situation. It does no good to read about something as important as attitude management and then do nothing about it.

To manage your attitude you must monitor your thoughts and feelings under every selling situation. Approach it as if you were doing a scientific study. When you find that you are reacting negatively to a specific situation, you have found an opportunity to sharpen your skill.

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Cutting your price before you are asked

What percent of sales people volunteer to cut their price without being asked and why?

Seventy percent of sales people will volunteer to cut their price without being asked. When a salesperson needlessly cuts price, they're liquidating their company to benefit the customer. It is your customers' responsibility to get the best possible price from you, and it's your responsibility to sell your goods and services at maximum profit.

In the real world it is necessary to make price concessions; however, you should be aware of doing it and not lower your price out of habit or fear.

The reason sales people hesitate to ask for what they want is fear of rejection or fear of not knowing how to handle it.

If you don't make the request the customer is already ahead!

You've made things easy for them! They made the pitch and you bought it!

You've eliminated the possibility that they might say yes or agree to a compromise solution that is equally desirable.

If you are dealing with a person who is not afraid to ask for what they want and you have only a vague idea of what you want, it is like going into a gun fight with no bullets in your gun.

Set your sights high. When you ask for a higher price you allow yourself room to move--trading for other items in the sale you might want during the presentation.

The essence of selling is to make your request loud and clear so the customer hears it.

Don't be afraid to do just that.

Don't be embarrassed to ask for the business.

The compelling attitude of unshakable confidence and positive expectations on your part is the result of a feeling in your heart that what you have will benefit the customer.

As our conscience guides us in conduct, so does CONFIDENCE intuitively steer our course at the close, directly to asking for the price you want. If, from the time you made your original approach you were careful at each step to ask the buyer questions which indicated your progress, questions which built up favorable admissions, which committed the buyer to positive stands for your proposition, it is then harder for that buyer to begin backing up when you start closing than it is for him to go forward and easier for you to keep him moving than for him to start all over again.

The next time you have an opportunity to watch a new sales person under fire, observe that his or her inexperience is most evident in asking for the price they would like to get.

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Saturday, April 28, 2018

"Take it or leave it" What should you do?

Here's an example of a real-life sales situation.

A sales rep called on one of his best customers and found out that a competitor had been there quoting some ridiculously low pricing. The sales rep couldn't possibly match the pricing and tried to explain to the customer that the prices quoted by the competitor seemed too low to make any sense.

The customer said the low prices would have to be matched. The customer also said you if you don't match the price they are going to the competitor. It was clearly a "take it or leave it."

Instead of matching the price, and instead of considering the account to be lost, here's what he said to the customer.

"I am going to pass on the low price, but here is what I would like to do. When the competitor's order arrives I will be here and together we can make sure the products meet your specifications."

When the driver for the competitor arrived, everything on the order was wrong. The quality was nowhere near what the customer had been using. The customer was upset and immediately called the competitor's sales rep and had the driver turn around and pick up the order.

He then placed the order with the original sales rep without any complaints about pricing.

The point is, don't be quick to accept the fact that you lost the account. Make arrangements to return and help the customer redeem his or her mistake.

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Monday, March 26, 2018

The smart way to build your business

In your quest for finding the perfect sales and marketing strategy, I have an idea for you to consider.

Having been in sales and marketing my entire life I have seen just about every type of selling hype in existence. There is not a book published on the topic that I have not read, or at least skimmed because it did not make sense from the first page.

So here's the concept I would like to introduce to you. It is based on a quotation by the late Adolphus Busch (July 1839 – October 1913) the German-born co-founder of Anheuser-Busch.

The original Budweiser business was built on a mission statement that had nothing to do with making or selling beer. Adolphus Busch summed up his original mission statement in two sentences.

"Our business is not just making beer.
Making friends is our business."

In business today, the common goal is to make money, so it is tempting to focus on just that. However, making money comes from building great personal relationships with customers so they keep coming back for more, during good times and bad.

This does not mean getting "likes" on Facebook or followers on Twitter. It means personal, one-on-one relationships by actually talking with your customers.

If your sales efforts have not been as successful as you had hoped, it may be because you have been led to believe the wrong thing about selling, that you can persuade people to buy something. The truth is, the harder you try to convince someone to do something with clever tactics the more you are alienating them.

In reality, you can't sell anybody anything. It can't be done. No one can sell you or me anything we don't want. And if they do, we will more than likely send it back or resent the fact that they persuaded us to buy it in the first place.

No, you can't sell anybody anything, but here's what you CAN do. And with this concept, your life is about to get a whole lot easier. All you have to do is make friends and then help your friends make good decisions.

If you are looking for the qualities that will help you build these relationships, or you need a list to use for training your staff, here are the 5 qualities that will endear you and your staff to your customers.

1. Attitude. You can sense it when you walk into an establishment or meet someone. Feelings follow actions, so the best way to display a positive attitude is to "act" and you will soon feel it.

2. Respect. People will respect you when you have taken the time to really learn your trade and know what you are talking about.

3. Service. You know it when you see it. When a company or person makes it their mission to "be of service" everything changes.

4. Urgency. Everyone's time is valuable and the more you respect a person's time, the more they will want to do business with you.

5. Confidence. People are attracted to those who display confidence in what they do.

Bottom line: Why not build your business the smart way... Make Friends and Help Them Buy!

Have you been to my website lately? If not, take a look at all the new programs and free stuff...

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Friday, March 16, 2018

The Average Supermarket is Stocked With Over 40,000 Items

Every business faces the problem of how to get noticed, how to get customers to listen, how to get them to believe you and how to get them to decide on doing business with you.

Some people open up shop and think business will come automatically. That may be true for some companies, but if there are a dozen other similar businesses you must differentiate yourself, otherwise there's no reason for anyone to come to you.

In a supermarket the manufacturers are constantly competing for shelf space. But even when they get their items on the shelf, they have to get people to buy them. The average supermarket is stocked with over 40,000 items. Yet the average family satisfies 85% of its needs from about 150 products. That means these shoppers ignore 39,850 of the other items in the supermarket.

How do these 39,850 products survive? Well, many of them don't. Those that do survive have something in common. They are able to communicate a relevant benefit using their packaging, point of sale material and marketing campaigns.

Notice it said relevant benefit, not benefits. A person's mind has a tendency to be attracted to simple ideas rather than complicated ones. Your relevant benefit should be reduced to its utmost simplicity, yet still be presented in an appealing way that grabs a prospects interest and motivates him or her to buy.

People don't want to remember a hundred things about you. They just want to remember something simple and important - what you will do for them. When we are presented with a bunch of competing messages, we tend to focus only on the simple ones that we can believe and remember.

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Wednesday, January 17, 2018

Have you ever felt like you might not be cut out for sales?

You are parked behind a restaurant waiting for your appointment time. You could be selling them anything. Association membership, equipment, supplies, insurance, etc. It's the hottest day of summer. The afternoon rain shower made the humidity so thick you can cut it with a knife.

You open your car door and the steam from the blacktop makes it feel even hotter. You walk past the dumpster and the smell practically makes you sick. You open the back door to the kitchen and the heat hits you like a blast furnace.

The person you are going to see is standing in front of the stove. You know he sees you, but he doesn't even make eye contact with you. All the years you spent in school have not prepared you for the insecure feelings and humiliation you are now experiencing.

Doctors, lawyers, accountants, and just about every other profession spend years in advanced schooling learning their trade before they ever see their first client. Your advanced schooling consisted of a short company training course teaching you how to enter orders and find information about the thousands of products you're supposed to be selling.

For the most part, learning to sell is a personal responsibility. To earn the rewards available in this greatest of all professions, invest time in reading and learning your trade.

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