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You are here: Home / Newsletters / The Selling Newsletter November 2011

The Selling Newsletter November 2011

November 1, 2011 By maurasf

The Selling Newsletter

November 2011

SALES QUOTE

“Here’s to the crazy ones… the ones who see things differently… and while some may see them as the crazy ones, we see genius, because the ones who are crazy enough to think that they can change the world, are the ones who do.”

-Steve Jobs

For Salespeople…

What a loss the world has suffered with the passing of Steve Jobs, the ultimate salesman. Have you ever been told that you’ll never sell an account? Maybe even a prospect told you he would never change suppliers. It’s happened to me. I’ve also sold them. Was it crazy to try? For some it might be. It wasn’t easy. Who said selling is?
You can sell to prospects who are difficult to sell to. I don’t think it’s crazy if you think that you can. What Jobs observed was that other people think you are. They won’t make the effort to try to change things. When you see things differently, as Jobs did, you will help change your world. Your customers, just like Job’s customers, will be better off for your efforts. You will be, too. ”
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THE BLOG S AND OTHER COLUMNS

I’m now writing The Real Deal, a column on women in business for Allbusiness.com Hope you’ll read more ideas so you can achieve your success in business.

You can get RSS feed for the blog.

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THE SELLING IDEAS FOR THE MONTH


Inquiring Minds Want to Know

What would you do if a great prospect urgently wanted to do business with you? There’s just one catch. He wants to talk with a few references about your work. Would you be ready to move forward? Often, the inquiring minds of prospects want to know what other customers think about you. Here’s how to be ready.

Make them persuasive. Not all references are created equally. You want to use effective, persuasive references to endorse your work. Not all customers are good communicators. Those would be the ones to avoid putting on your reference list. Then consider the title of the person asking for a reference. If it’s a company CEO, then another C-level employee is an appropriate reference. Your credibility will suffer if you are using low level contacts as references to high level prospects. Unless your work is specifically with low level employees, there’s no point using them as references. Try to use references with the same job titles. CFOs talk the same language as other CFOs. They also have instant credibility with each other which makes them more persuasive. It’s the same with other job titles like Plant Engineer, Plant Manager, Purchasing Manager, or Human Resources Manager. Think before you give your references. If you can’t find similar job titles, try to select people in the same industry.

Tell them what to say. It’s in your own best interest to prepare your reference for the phone call about your work. Do you know how your prospect is making his buying decision? Perhaps he’s looking for an effective person who produced results. What information would help him select you based on that information? That’s the information you want your reference to provide. Then call your reference. Explain that you have a prospect who wants to talk about your work. You would like your customer to be a reference for you. Ask if he would be willing to discuss your work. Then give him the name of the person who might call. Tell your customer what you think the prospect will ask. That’s when you say, “I think he’s going to want to know that I was an effective consultant and that I produced results for you. You were able to increase productivity 25% as a result of my work.” If you don’t prepare your customer, you might get a wishy-washy endorsement like, “He’s a nice guy.” That won’t close the deal for you.

Follow up. You want to know how the call went and what was said during the conversation. That way you have advance notice of how effective your reference was. Call your references a few days after you’ve given their names to the prospect to ask about the conversation. Ask your reference what questions were asked and how the conversation went. You’ll know if this is a good reference to continue to use or to avoid using the next time you need a reference. If additional, unexpected questions came up during the conversation, you can consider preparing future references to answer those questions.

Not all prospects will call references. Most who do ask for the references will go to the trouble of contacting them. If you are asked for references and don’t have them quickly, it diminishes your capabilities from the prospect’s point of view. Now would be the time to consider who you will use for your references. I know of one sales professional who has a list of 50 references ready to strongly endorse his work. That’s an effective selling strategy. If your references are weak supporters of you, you’re unlikely to get the work.

The author, Laurence J. Peter, said, “Competence, like truth, beauty and contact lenses, is in the eye of the beholder.” Your prospects want to know how competent you are at work. With great references, you’ll help your prospect quickly see how great you really are.

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ACTION ITEMS

1. Review your work. At which 3 customers have you produced superior results?
2. Plan the interview questions. What answers do you want to hear? Those will determine the questions you ask.
3. Call these contacts and interview them on the phone

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Programs
You can check for current programs.
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DID YOU KNOW?

Dr. Russell Ackoff, former president of Operations research Society of America and Anheuser-Busch Professor Emeritus of Management Science at the Wharton School , University of Pennsylvania , observed that the legibility of a male manager’s handwriting is in inverse proportion to his seniority.

Source: Quality Progress, March 2010.
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Here are some selling tools to help you sell more now. Click on the photo to find out more!
Monday Morning Sales Tips : A book that has quick ideas for you to be more successful in sales.
Real-World Selling: A book with selling skills and strategies that work in the real world of sales. Secrets of Persuasion: Audio CD for the clues to use to speed-read people and close more business.

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About the principal

Would you take auto mechanics classes when you buy a car? Maura did because she wanted to be able to work on her car. She takes that same approach to selling. She can show you how to get below the surface of selling to learn why and how different strategies work. She will show you which skills to implement that will shorten your sales cycle and increase your sales. She was Mobil Oil's first female Lubrication Engineer in the United States and one of Chevron's top 5 salespeople in the country. She knows what works for sales.

"I would recommend your work to other sales organizations who want to get better results from improved selling strategies."
Jamey Rootes
President
Houston Texans

Sales Expert at Allbusiness.com

Selling is the easiest job in the world. Just ask anyone who is not in sales. Read Maura’s ideas on “more brain…less mouth” selling to make your selling easier and more successful.

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