By Ron S. La Vine
President of Accelerated Sales Training, Inc.
1. If a business or an idea does not exist, create it. Create your own future by being open to change. As one door closes another one opens. I've created two businesses that did not exist since I was laid off in December of 1994.
2. Be willing to take risks, however, make them calculated risks by taking the time to develop and write a business plan.
3. Place a heavy emphasis on marketing by answering these questions:
Who We Are
What is the purpose of your page?
Why are you in business?
What We Do
What are the products or services you are offering?
What Makes Us Unique
How are you different from others? What is your (USP) Unique Selling Proposition?
Why Use Our Products or Services
Why would people want to do business with you?
How You Benefit
How does your potential customer benefit?
For example: A feature is a car door lock.
The benefit is the door cannot open when locked and therefore you cannot fall out.
Benefits are usually stated in terms of faster, better or less expensive (cheaper).
Who We Work With
Client lists establish credibility as do testimonials or comments from satisfied customers.
The Next Step
What action is the visitor directed to take?
For example: buy a product, request information on a service, subscribe to a newsletter, etc.
4. Develop an email newsletter to keep your name in front of your clients on a regular basis. One of my two e-mail newsletters comes out 52 weeks per year. Find content that helps prospects and customers with their business.
5. Establishing a presence on the World Wide Web is critical especially, if you do business nationwide or internationally.
6. Keep your eyes open for new opportunities. See if you can find a faster, better or cheaper way to perform a service or make a product.
7. Keep the overhead down. Expenses and lack of marketing will put anyone out of business.
8. Set up a Board of Advisors (not directors) composed of people you respect (professors, business people, friends, etc.). Seek their advice when necessary.
9. Enroll in classes and read books. Learn, how to do, what you do, better. Classes on selling, marketing and business skills are especially valuable.
10. Believe in yourself. You can if you think you can. Actions follow thoughts. So think good thoughts and focus on the positive.
11. Exude passion, excitement and enthusiasm when speaking about what you do.
12. People want to do business with people they know like and trust. Building credibility is crucial.
13. Right after completing a successful assignment, be sure to ask your client for a testimonial letter. These letters make very powerful marketing tools and enhance your credibility.
14. Persistence is key. Don' give up. It took 9 months to land my first client.
15. Take time to enjoy your success.
REPRINT PERMISSION
Ron La Vine, MBA is president and founder of Accelerated Sales Training, Inc., a live cold call training firm located in Oak Park, CA. You can get a special report “41 sales Tips You Can Use Right Now” AND the free bimonthly Sales Tips for Selling Success eZine all by signing up at http://www.ast-incorp.com. If you would like information on Live Cold Calling Sales Training please call Ron at 818-991-6487 PST. © 2010 by Accelerated Sales Training, Inc.
Monday, November 29, 2010
Sunday, November 21, 2010
BE INTERESTED, NOT INTERESTING
By Ron S. La Vine
President of Accelerated Sales Training, Inc.
I had an interesting conversation on the phone during class the other day. This took place over the course of 20 minutes or so with the class listening in on the conversation. Here are some of the details I can recall.
I called on a prospect that was entrenched with another supplier. After asking and receiving his permission to speak we covered all the reasons why he liked his current supplier. At this point my goal was to pinpoint what was of importance or value to him. I asked if he was aware of the current recall of a certain part of equipment his supplier recalled. My intention was not to attack the supplier rather instead to be sure he was aware of a potential problem. He said he was aware and that the supplier had done a good job of handling the situation.
Rather than attacking that supplier (never down talk the competition), I chose another tact. I asked "If we could do a better job than your current supplier, would you be open to considering what we have to offer?" His initial response was no.
So again I asked more questions about how was currently doing business and kept coming back to the same question above in different forms.
"What would we need to do to have you consider us as an additional supplier?" The answer was still no I'm not interested.
"What is it that you look for in a supplier and if we could provide all those requirements would you be open to evaluating our products?" Again he responded with he was happy with his current supplier.
I asked if he had heard or had any experience with our company and he replied he had a bad experience with another competitor and therefore was leery of considering replacement or adjunct suppliers. We agreed that his experience sounded unpleasant and I reminded him that we were not that supplier.
He mentioned that one of his executives had an experience with us where he had to take his equipment in to be repaired, which was time consuming. I explained we now offered on-site service that would eliminate that problem.
I kept the focus of the conversation on him and what was of value to him and why. I used good old-fashioned curiosity rather than giving up.
After letting him go on about his current supplier for a bit, I asked, "What would we need to do to do business with you?" This question did the trick. He detailed all the specs of the type of equipment he was currently using and said our product would have to meet all the specs plus have a better price.
I started asking about the current amounts of equipment he had in use and how often he was buying new equipment and in what quantities. This gave me the idea of the profitability to our company over the long run if we could get our foot in the door.
So I followed with "What specs would our equipment need to have for you to test or evaluate it?" He rattled off a dozen different things including specific amounts of memory, input-output speed and the ability to connect with his current storage system. Once the specs started pouring out I knew I had gained the opportunity I was looking for which was for him to be open to considering another or additional supplier.
So I took that information and asked my next question. "So what you are saying that if we had a piece of equipment that would meet or exceed those specs you would consider looking at it?" He came back with there would need to be no shipping charges. I said we would pick up the shipping charges.
He came back with he would need time to conduct the evaluation. I asked how much time. He said at least 30 days. I asked if 60 days would be enough time and he said plenty.
I summarized the conversation and the specs that were required in the equipment that he was going to receive and then set up a SALES M.A.P. (Mutually Agreed upon Process™) where we would configure the equipment and deliver it to him. I asked for his email so I could forward some detailed product specifications to him and said I would follow up with a phone call to be sure he received the email and to set up a time to drop off the equipment.
Learning to reframe situations in terms of what is important or of value to the other person combined with "If we could help you do it better, faster or less expensively" seems to make it harder for a person to say "no". Add this with being interested in what the other person is saying instead of trying to interesting by telling why you think your products are better and you have a winning combination.
REPRINT PERMISSION
Ron La Vine, MBA is president and founder of Accelerated Sales Training, Inc., a live cold call training firm located in Oak Park, CA. You can get a special report “41 sales Tips You Can Use Right Now” AND the free bimonthly Sales Tips for Selling Success eZine all by signing up at http://www.ast-incorp.com. If you would like information on Live Cold Calling Sales Training please call Ron at 818-991-6487 PST. © 2010 by Accelerated Sales Training, Inc.
President of Accelerated Sales Training, Inc.
I had an interesting conversation on the phone during class the other day. This took place over the course of 20 minutes or so with the class listening in on the conversation. Here are some of the details I can recall.
I called on a prospect that was entrenched with another supplier. After asking and receiving his permission to speak we covered all the reasons why he liked his current supplier. At this point my goal was to pinpoint what was of importance or value to him. I asked if he was aware of the current recall of a certain part of equipment his supplier recalled. My intention was not to attack the supplier rather instead to be sure he was aware of a potential problem. He said he was aware and that the supplier had done a good job of handling the situation.
Rather than attacking that supplier (never down talk the competition), I chose another tact. I asked "If we could do a better job than your current supplier, would you be open to considering what we have to offer?" His initial response was no.
So again I asked more questions about how was currently doing business and kept coming back to the same question above in different forms.
"What would we need to do to have you consider us as an additional supplier?" The answer was still no I'm not interested.
"What is it that you look for in a supplier and if we could provide all those requirements would you be open to evaluating our products?" Again he responded with he was happy with his current supplier.
I asked if he had heard or had any experience with our company and he replied he had a bad experience with another competitor and therefore was leery of considering replacement or adjunct suppliers. We agreed that his experience sounded unpleasant and I reminded him that we were not that supplier.
He mentioned that one of his executives had an experience with us where he had to take his equipment in to be repaired, which was time consuming. I explained we now offered on-site service that would eliminate that problem.
I kept the focus of the conversation on him and what was of value to him and why. I used good old-fashioned curiosity rather than giving up.
After letting him go on about his current supplier for a bit, I asked, "What would we need to do to do business with you?" This question did the trick. He detailed all the specs of the type of equipment he was currently using and said our product would have to meet all the specs plus have a better price.
I started asking about the current amounts of equipment he had in use and how often he was buying new equipment and in what quantities. This gave me the idea of the profitability to our company over the long run if we could get our foot in the door.
So I followed with "What specs would our equipment need to have for you to test or evaluate it?" He rattled off a dozen different things including specific amounts of memory, input-output speed and the ability to connect with his current storage system. Once the specs started pouring out I knew I had gained the opportunity I was looking for which was for him to be open to considering another or additional supplier.
So I took that information and asked my next question. "So what you are saying that if we had a piece of equipment that would meet or exceed those specs you would consider looking at it?" He came back with there would need to be no shipping charges. I said we would pick up the shipping charges.
He came back with he would need time to conduct the evaluation. I asked how much time. He said at least 30 days. I asked if 60 days would be enough time and he said plenty.
I summarized the conversation and the specs that were required in the equipment that he was going to receive and then set up a SALES M.A.P. (Mutually Agreed upon Process™) where we would configure the equipment and deliver it to him. I asked for his email so I could forward some detailed product specifications to him and said I would follow up with a phone call to be sure he received the email and to set up a time to drop off the equipment.
Learning to reframe situations in terms of what is important or of value to the other person combined with "If we could help you do it better, faster or less expensively" seems to make it harder for a person to say "no". Add this with being interested in what the other person is saying instead of trying to interesting by telling why you think your products are better and you have a winning combination.
REPRINT PERMISSION
Ron La Vine, MBA is president and founder of Accelerated Sales Training, Inc., a live cold call training firm located in Oak Park, CA. You can get a special report “41 sales Tips You Can Use Right Now” AND the free bimonthly Sales Tips for Selling Success eZine all by signing up at http://www.ast-incorp.com. If you would like information on Live Cold Calling Sales Training please call Ron at 818-991-6487 PST. © 2010 by Accelerated Sales Training, Inc.
Sunday, November 14, 2010
ANSWER BASED QUESTIONING
By Ron S. La Vine
President of Accelerated Sales Training Training, Inc.
Have you ever begun to think to yourself while you are on the phone speaking with a prospect, “What am I going to say next?”
Try this approach. Base your next question upon their answer. First, listening to what someone is saying (especially a prospect) is the polite thing to do. Secondly, this strategy will enable you to keep your mind focused upon what the other person is saying rather than trying to think ahead as to what you are going to say next.
The idea is to have a conversation like you would when you are speaking with a friend. In fact, friendship and rapport are what you are trying to achieve.
Example:
Prospect: “We love our database management system.”
Sales Rep: “What do you like about it?” (Said with genuine interest)
Prospect: “It has quick access time to our data.”
Sales Rep: “I’d like to see if I can help you. How does the access time to your data compare to the accuracy of the data being requested and received?”
In the example, “We love our database management system” provides the basis for the next question “What do you like about it?” “It has quick access time to our data” provides the basis for the next question “How does the access time to your data compare to the accuracy of the data being requested and received?”
Have you ever given a friend advice on a specific product or service that they plan to buy? What happened? Did you try to force your friend to buy it? Probably not. Why?
People do not want to be forced into what to buy and spewing forth a bunch of features hoping something you say will stick is not selling. In other words, people do not like to be sold they like to buy. Our job is to listen and find out what people want and value so we can help them buy the way they want to buy.
I will never forget an experience in class once when I was trying to coach someone who would not read my notes or listen to the prospect. The person on the other end said, “This how we buy. You send me three packets of information and I will meet with my two managers to determine when and if we should meet.
What did the rep proceed to do? “Why don’t I drop by and deliver it to you personally?” This rep was determined to get what he wanted which was a face-to-face appointment. Mr. Prospect replied, “Maybe you didn’t hear me. Send over three packages of information for review first and then we can set up a meeting.”
Again, the rep repeated, “I’ll be in the area on Monday, why don’t I drop by and give you the packets?” By this time, you can picture the steam coming out of the prospect’s ears over the phone. He said, “Either you send me the three packages of information for my managers and I to review or we don’t do business”.
At this point, it began to sink in. This is how Mr. Prospect buys. After we hung up, I asked him why you kept asking to stop by. His response was I wanted to meet him and hand the information to him personally. Apparently, he was not listening to what was being said. Instead, he was concentrating on his agenda, which was to get an appointment at any cost. Well it may have cost him the sale.
Do you remember when you had a great buying experience? I will bet you dollars to donuts that you raved about it to your friends. You probably talked about what you really enjoyed most when using that product or service or what you liked about the person who helped you buy it and then recommend your friends go see this person when they needed the products she offered.
Think for a moment or two on how you go about buying things. How do you want people to treat you? What qualities do you like in a salesperson and which qualities aggravate you?
What is the experience you think of, when you enjoyed buying a specific product or service? Remember that people do not like to be sold, they like to buy. Again, our job is to listen and find out what people want and value so we can help them buy the way they want to buy which may not necessarily be the way we want to sell. A great salesperson’s job is to deliver great sales experiences by asking questions, listening and creating a two-way conversation, not a one-way monologue.
REPRINT PERMISSION
Ron LaVine, MBA is president and founder of Accelerated Sales Training, Inc., a live cold call training firm located in Oak Park, CA. You can get a special report “41 sales Tips You Can Use Right Now” AND the free bimonthly Sales Tips for Selling Success eZine all by signing up at http://www.ast-incorp.com. If you would like information on Live Cold Calling Sales Training please call Ron at 818-991-6487.
© 2010 by Accelerated Sales Training, Inc.
President of Accelerated Sales Training Training, Inc.
Have you ever begun to think to yourself while you are on the phone speaking with a prospect, “What am I going to say next?”
Try this approach. Base your next question upon their answer. First, listening to what someone is saying (especially a prospect) is the polite thing to do. Secondly, this strategy will enable you to keep your mind focused upon what the other person is saying rather than trying to think ahead as to what you are going to say next.
The idea is to have a conversation like you would when you are speaking with a friend. In fact, friendship and rapport are what you are trying to achieve.
Example:
Prospect: “We love our database management system.”
Sales Rep: “What do you like about it?” (Said with genuine interest)
Prospect: “It has quick access time to our data.”
Sales Rep: “I’d like to see if I can help you. How does the access time to your data compare to the accuracy of the data being requested and received?”
In the example, “We love our database management system” provides the basis for the next question “What do you like about it?” “It has quick access time to our data” provides the basis for the next question “How does the access time to your data compare to the accuracy of the data being requested and received?”
Have you ever given a friend advice on a specific product or service that they plan to buy? What happened? Did you try to force your friend to buy it? Probably not. Why?
People do not want to be forced into what to buy and spewing forth a bunch of features hoping something you say will stick is not selling. In other words, people do not like to be sold they like to buy. Our job is to listen and find out what people want and value so we can help them buy the way they want to buy.
I will never forget an experience in class once when I was trying to coach someone who would not read my notes or listen to the prospect. The person on the other end said, “This how we buy. You send me three packets of information and I will meet with my two managers to determine when and if we should meet.
What did the rep proceed to do? “Why don’t I drop by and deliver it to you personally?” This rep was determined to get what he wanted which was a face-to-face appointment. Mr. Prospect replied, “Maybe you didn’t hear me. Send over three packages of information for review first and then we can set up a meeting.”
Again, the rep repeated, “I’ll be in the area on Monday, why don’t I drop by and give you the packets?” By this time, you can picture the steam coming out of the prospect’s ears over the phone. He said, “Either you send me the three packages of information for my managers and I to review or we don’t do business”.
At this point, it began to sink in. This is how Mr. Prospect buys. After we hung up, I asked him why you kept asking to stop by. His response was I wanted to meet him and hand the information to him personally. Apparently, he was not listening to what was being said. Instead, he was concentrating on his agenda, which was to get an appointment at any cost. Well it may have cost him the sale.
Do you remember when you had a great buying experience? I will bet you dollars to donuts that you raved about it to your friends. You probably talked about what you really enjoyed most when using that product or service or what you liked about the person who helped you buy it and then recommend your friends go see this person when they needed the products she offered.
Think for a moment or two on how you go about buying things. How do you want people to treat you? What qualities do you like in a salesperson and which qualities aggravate you?
What is the experience you think of, when you enjoyed buying a specific product or service? Remember that people do not like to be sold, they like to buy. Again, our job is to listen and find out what people want and value so we can help them buy the way they want to buy which may not necessarily be the way we want to sell. A great salesperson’s job is to deliver great sales experiences by asking questions, listening and creating a two-way conversation, not a one-way monologue.
REPRINT PERMISSION
Ron LaVine, MBA is president and founder of Accelerated Sales Training, Inc., a live cold call training firm located in Oak Park, CA. You can get a special report “41 sales Tips You Can Use Right Now” AND the free bimonthly Sales Tips for Selling Success eZine all by signing up at http://www.ast-incorp.com. If you would like information on Live Cold Calling Sales Training please call Ron at 818-991-6487.
© 2010 by Accelerated Sales Training, Inc.
Saturday, November 6, 2010
A FEW SELLING DOS AND DON'TS
By Ron S. La Vine
President of Accelerated Sales Training, Inc.
DO match and mirror the speed, tone and volume of the other person's voice.
DON'T speak in a monotone.
DO call for a specific reason such as to provide some information of value.
DON'T call just to check in.
DO go the prospect's web site first to see if they fit your ideal prospect profile.
DON'T randomly send out expensive (your time, material costs and postage) literature.
DO tell the truth even if you do not have the answer to a question at that moment.
DON'T try to fake like you know the answer to a question you don't.
DO ask for the business.
DON'T assume you have it until the paperwork is signed.
DO use good manners.
DON'T assume an air of familiarity.
DO speak clearly and slowly when leaving a message.
DON'T mumble your message.
DO leave your name, company name, area code and phone number twice in a row.
DON'T leave your name and phone number only once.
DO get the person's name right before speaking with them or leaving a voice mail.
DON'T mispronounce their name.
DO use direct questions or statements such as "Maybe you can help me."
DON'T use wishy-washy phrases such as Might you possibly please tell me some information?"
DO write down an assistant's name if they provide it to you.
DON'T ask for their name and put them on the defensive since they might think you are going to get them in trouble.
DO develop different forms of marketing materials such as a one page Key Benefits fax cover sheet.
DON'T rely solely upon printed literature.
DO leave a voice mail for of "What's In It for Them" compelling benefits.
DON'T leave a voice mail to see "if they might be interested in what you have."
DO listen to and concentrate on what's being said.
DON'T let your mind wander.
DO identify all the buyers and influencers.
DON'T rely solely upon one person who may leave for another job.
DO be polite yet respectfully persistent.
DON'T give up after one or two calls.
REPRINT PERMISSION
Ron La Vine, MBA is president and founder of Accelerated Sales Training, Inc., a live cold call training firm located in Oak Park, CA. You can get a special report “41 sales Tips You Can Use Right Now” AND the free bimonthly Sales Tips for Selling Success eZine all by signing up at http://www.ast-incorp.com. If you would like information on Live Cold Calling Sales Training please call Ron at 818-991-6487 PST. © 2010 by Accelerated Sales Training, Inc.
President of Accelerated Sales Training, Inc.
DO match and mirror the speed, tone and volume of the other person's voice.
DON'T speak in a monotone.
DO call for a specific reason such as to provide some information of value.
DON'T call just to check in.
DO go the prospect's web site first to see if they fit your ideal prospect profile.
DON'T randomly send out expensive (your time, material costs and postage) literature.
DO tell the truth even if you do not have the answer to a question at that moment.
DON'T try to fake like you know the answer to a question you don't.
DO ask for the business.
DON'T assume you have it until the paperwork is signed.
DO use good manners.
DON'T assume an air of familiarity.
DO speak clearly and slowly when leaving a message.
DON'T mumble your message.
DO leave your name, company name, area code and phone number twice in a row.
DON'T leave your name and phone number only once.
DO get the person's name right before speaking with them or leaving a voice mail.
DON'T mispronounce their name.
DO use direct questions or statements such as "Maybe you can help me."
DON'T use wishy-washy phrases such as Might you possibly please tell me some information?"
DO write down an assistant's name if they provide it to you.
DON'T ask for their name and put them on the defensive since they might think you are going to get them in trouble.
DO develop different forms of marketing materials such as a one page Key Benefits fax cover sheet.
DON'T rely solely upon printed literature.
DO leave a voice mail for of "What's In It for Them" compelling benefits.
DON'T leave a voice mail to see "if they might be interested in what you have."
DO listen to and concentrate on what's being said.
DON'T let your mind wander.
DO identify all the buyers and influencers.
DON'T rely solely upon one person who may leave for another job.
DO be polite yet respectfully persistent.
DON'T give up after one or two calls.
REPRINT PERMISSION
Ron La Vine, MBA is president and founder of Accelerated Sales Training, Inc., a live cold call training firm located in Oak Park, CA. You can get a special report “41 sales Tips You Can Use Right Now” AND the free bimonthly Sales Tips for Selling Success eZine all by signing up at http://www.ast-incorp.com. If you would like information on Live Cold Calling Sales Training please call Ron at 818-991-6487 PST. © 2010 by Accelerated Sales Training, Inc.
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