Selling isn’t Telling

A month ago one of my clients asked me to accompany an underperforming sales executive on a couple of calls.  My mission was to make suggestions about how this guy could improve his results.

After weeks of persistent calls and follow-up, he had finally been successful in arranging a meeting with a good prospect.  If everything had gone according to plan it could have resulted in a top quality new client. 

Very early in the call it became apparent that it wouldn’t happen. 

He was totally under-prepared.  When we sat down to debrief the call it became obvious that he was happy in his comfort zone and unable to grasp the realities of today’s market.

There are many keys to succeeding in a first meeting with a new prospect. Here are three that work for me.

1. Learn as much as possible about the prospective customer’s organisation, business objectives and environment
2. Understand what issue(s) they need (or might need) to address
3. Anticipate the questions they might ask

All of which means you must prepare … prepare … prepare.

The Accountability Factor

My observation is that many managers simply don’t know how to implement change. 

What do you do if people don’t enter information into your client contact system?  What do you do if reports are incomplete or missing all together?  Do they get fired? 

Everyone wants to be liked.  No one wants to be the bad-guy.  So instead of holding employees accountable, and gaining respect by demonstrating leadership, a manager may try to be everyone’s friend, ignore the “slips” and hope for respect that way.  It never works.  The employee will continue to under-perform when what they really need is a strong hand to mentor them and mould them into the type of employee your business needs.

If you set rules for the team, they should apply to the whole team, not just particular members.  Some managers have a bad habit of allowing good performers some slack while holding others accountable.  What they are doing is sending a message to their team that if you perform well you don’t have to be as accountable.

This is not to say you shouldn’t reward performers. You should – in a way that sends the right message to the rest of the team.

Maybe you are the cause of the problem.  Perhaps because you have been too lenient on your people or maybe you inherited the situation from a previous manager who didn’t want to offend anyone by being too harsh.  Regardless, it’s your problem now.

So – what to do…?

Before you consider replacing anyone, I recommend you try to rectify the situation by helping him or her change their behaviour.  Arrange a meeting to outline the issues and ask for ideas about how to make the changes.  Use the following three-step process for uncovering and solving problems.

1. First get general agreement from the person as to what the problem is.  Then ask what he or she thinks are the causes?  Let the person talk.  Keep your views to yourself.  It’s his problem and you want him to uncover the reason for it.
2. Next ask what can be done to minimise or eliminate the problem?  Let the other person come up with solutions.  You may be surprised.  If nothing else, try to negotiate rather than mandate a solution.  If you are taking action on his ideas rather than yours, good things are more likely to happen.
3. Finally set firm, achievable and measurable goals so the employee can demonstrate their progress on eliminating the problem.

After the meeting summarise your agreements in writing.  That way there can be no doubt later about what was agreed.

In summary, if you have set reasonable targets and some of your people aren’t meeting them, first try to correct the problem through counselling, coaching or training.  If that doesn’t work, then make them understand it is ‘your way or the highway’.

If all else fails replace them.  Do everything you can to make it work but, in the end, you have to do what is right for your business.

Are you really accountable?

Have you ever looked at a room full of people and asked – “Who is responsible?” and watched every person squirm and look at someone else?  It’s not a pretty sight. 

One of the biggest issues I see negatively impacting on business success is lack of accountability.  Nine times out of ten when a business is underperforming accountability is missing.

Everyone agrees that a key to having a successful business is setting, achieving and measuring against a strategic set of objectives.  However, when managers don’t hold their employees accountable for results, the message that is sent is that missing targets and performance goals is acceptable … and your business will suffer.

Below-average performance may appear in a variety of ways.  The employee may consistently arrive late to work, fail to submit timely expense reports or simply not follow company procedure.  What message do you send people when there is no consequence for non-performance?  When managers allow below average performance they are, in effect, encouraging mediocrity.

Not only does the acceptance of an employee’s under-performance encourage a blatant disrespect for co-workers, the manager and the company, it breeds a negative environment where this type of behaviour is perceived as acceptable.

One of the consequences of the lack of accountability is it always effects the good performers.  Your “A-team” will either become frustrated, possibly quit and go to a company that encourages their employees to achieve a higher set of standards, or they will begin to question why they need to work so hard – and slip into the easier role of under-performance. 

Either way – your best employees will not be happy, and again, your business will suffer.

Scientific Networking (part 3)

Depending on how the conversation flows I might ask one or more of:

“What do you enjoy most about your job?”

“What separates you and your company from your competitors?”

“What advice would you give someone just starting out in the stationery business?”

“What do you see as the coming trends in the stationery business?”

“Which methods have you found are the most effective for promoting your business?”

And I always ask,

“How would I know if someone I’m talking to is a good prospect for you?”

My objective is to listen and learn so I will wind up the conversation by saying something like, “Sarah, you might be interested in a paper I wrote about how people can maximise the value of their business.  Would you like me to send you a copy?”

No one says ‘no’.  Offering to send something is non-threatening.  And, if I haven’t already got it, this is the perfect opportunity to get Sarah’s business card.

Sarah might not be a prospect but she could be a great introducer.   Her customers are small business owners.  

After the event, write a handwritten note to everyone you meet and send it within 48 hours.   Say you enjoyed meeting him or her and learning a little about their business and tell them you will refer business if you can.

It is important to send or supply what you promised after the event.  No one wants to carry extra baggage and it gives you the perfect reason to get back in touch.  Follow up with a phone call a few days later.   Where it goes from there is up to you. 

Succeeding in business is not about who you know, it is about who knows you.

The people you meet want to know five things about you:

• Who you are
• What you do
• Who you do it for
• What makes you different
• How you can make their life easier

Make sure you cover off those points in your marketing material or conversations.

Debrief yourself after each networking event.  Were the people who attended the same as you expected?   Did you meet your objectives?  Did you meet the people you planned?  If you paid to attend, was it money well spent?   Did you follow-up?   What could you have done differently or better?

Networking is a great marketing strategy.  Used properly, it will help you maximise the value of your business.

Scientific Networking (part2)

Prepare a list of people you want to meet.   If you can’t get names set numeric targets.   If you are at an all day conference decide how many people you want to meet in the morning, afternoon and at dinner.

It shouldn’t need to be said, but always check the appropriate dress?   You should be dressed at least as well as the best-dressed person in the room.  You also need to be equipped to take notes.

Be clear about what you hope to learn at the event.  I like to get some basic information, promise to send something of value and move on.   That way I maximise my time.   What I offer to send depends on what I learn.   It might be contact details for someone of interest, an article I have written, a book, or something else.

Learning about the people you meet is the most interesting and enjoyable part of networking.   People love to talk about themselves.   My objective is to find out their FORM. 

FORM is an acronym for:

F – Family spouse, parents, children, even pets

O – Occupation, not just what they do now, but how they got started

R – Recreation, hobbies, interests, favourite restaurant, sporting interests

M – Money, because dreams have price tags

I try to find out what he or she does what they have done previously, how they relax, who is important in their life and where they would like to be in the future.

Here is part of a typical conversation.

“Hi, I’m Michael Harrison.”

“Hi Michael, my name is Sarah Turner.”

“Nice to meet you Sarah, what brings you to this event?”

“I am with Corporate Supplies.  We supply printing and stationery to a lot of the companies in this association.  What about you?”

“I work with people who want to maximise the value of their business.  How long have you been in the stationery business Sarah?”

“About three years now.   What does maximise the value of your business mean Michael. Are you a consultant?”

“Yes.   I specialise in profit improvement and exit strategies for business owners.  Tell me Sarah how long have you been in this role?”

Notice how I keep shifting the conversation back to Sarah.   My objective is to learn the names of partners, children and other people who are important, how Sarah relaxes and has fun, what her role is and where she wants to end up – without being pushy.  This is a starting point not an interrogation.

 … more on this topic tomorrow

Scientific Networking

… or what to say after you say “hello”

We all have the opportunity to network.  We attend trade shows, civic functions, business conferences, social affairs and sporting events.  We can even create our own networks by establishing advisory boards or mastermind groups. 

No matter which strategy you employ to meet people, the more structured your approach the more successful your results.

People deal with you for one of two reasons; the perception they have of you or the relationship you build with them.   Subconsciously they are asking themselves; do you look like you can do what you say and can I trust you?   Effective networking gives you the opportunity to subliminally answer these questions.

Most networking events have a mix of three types of people who may be of interest.   Prospects are potential buyers of your product or service; influencers mix in circles where your prospects get together; and introducers can personally introduce you to prospects.   They are all potential targets. 

If possible, find out in advance who will be there.  Often it is as easy as phoning the host or organiser and asking the question.  Recently a conference organiser faxed me an acceptance list with 231 names of attendees together with their company details and addresses. 

If that doesn’t work you might be able to find a member of the committee or arrange a mutual friend to help you.   If it is a civic or association event find out who the trustees or committee members are; if it is corporate find out the names of the directors.   You never know who you may already know.

… more on this topic tomorrow

Marketing in the Technological Age

Do you remember the days when marketing was about billboards and the Yellow Pages? If you had a really good brochure you were ahead of the competition.

Today, it’s not billboards, but web site banners and not Yellow Pages, but search engines. Marketing online can reach millions of people in an instant.

That’s the good news …

… and the bad news.

If your messages are strong, then marketing on the Internet can greatly enhance your business. However, marketing on the web needs to support and enhance your current marketing program. There has to be a balanced marketing mix.

To Blog or Not To Blog (and Exactly What is a Blog)?

In simple terms a blog is a website where people can freely exchange ideas and conversation on a selected topic. Depending on the topic, a few may join and “blog” or thousands may log in. Think of it as an interactive speech, but in writing.

The right website with the ability to blog can greatly enhance your business. For instance, perhaps your site has a live blog from 7-8pm every Thursday night where you discuss how you can help your customers protect themselves with the right type of insurance.

This could open an entirely new audience for your business.

But, understand that gathering an audience takes time and persistence, and guess what – marketing. If no one knows you’re blogging, no one will join you.

Like any other product or service you need to send out e-mails, letters and brochures telling potential customers about your blog. Continually monitor it and update the site. It needs to include your offerings and multiple ways to contact you?

MySpace, Your Space, It’s all About Space

When MySpace first appeared on the Internet, it was a way for pre-teens and teens to reach out to their friends. It was a space where kids could express themselves with a picture, description and a blog of what they’re up to. Even with the security concerns by parents who felt that too many people had access to their children’s information, it continued to grow.

Today there is Facebook, LinkedIn, private forums and numerous others each with their own audience.

The significant thing is the way these sites have changed over the years.

Artists can show their creations online and find patrons more easily. Musicians can have their tunes reach thousands of people creating a groundswell of interest. Business people with similar interests can swap their ideas and everyone can reach a much larger audience.

Instead of posting a photo of you on your summer vacation, you might have a photo of a customer of the month. Or links to your website, your brochures, places where you’ll be giving presentations and more.

Where Else Should I Go?

The Internet has opened worlds of new marketing opportunities and there are literally millions of sites where you could post your information.

However, you do want to be selective about where you post and what you post.

In the world of cyberspace, not just a handful of people have the potential to see it, like the billboard of old, now ten or twenty thousand or more could find your blog or web space and be interested in your offerings.

Don’t forget, you must have a traditional marketing plan and materials in place to support the marketing and business generated from the internet. You will maximize your success when the two work together.