Let us face it: customers can be frustrating. They are demanding and wasteful and desire more from you than you already give. With the current economic turmoil many companies and professional services firms focus on one thing: new customers or clients.
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Pump up the volume. That’s what physician practices would like to do, and it has nothing to do with louder music. An increase in patient volume is the goal of virtually every practice. Even though the economy is struggling, there are still things physicians can do to increase the foot traffic passing through the practice’s corridors. And according to Drew Stevens, PhD, a practice management consultant based in St. Louis, it starts by looking at customer service.
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A recent report in a major business periodical suggested that sales closing rates are off by an astonishing 66%. Further, sales closing accuracy is down and more importantly closing times are increasing. I was recently asked if a return to cold calling and perhaps direct mail might reverse these trends, emphatically I stated NO. The rationale is simple, clients and even potential clients desire to conduct business with those that they know and those they trust.Cold calling, direct mail and other traditional selling methods do little to build relationships- they simply anger and frustrate. When was the last time you took a call in the evening after a lengthy day from a cold calling maven? And when was the last time you spoke with a million dollar insurance agent that cold calls?The following monthly podcast will provide you with answers to your business issues during the economic turbulence.
A recent report in a major business periodical suggested that sales closing rates are off by an astonishing 66%. Further, sales closing accuracy is down and more importantly closing times are increasing. I was recently asked if a return to cold calling and perhaps direct mail might reverse these trends, emphatically I stated NO. This podcast is designed to help you all eradicate the tired old methods of selling and provide you with new tools that illustrate value and provide client allure.
Everything in life is a compromise; everything in life is a negotiation. We all seem stifled by the word and implications that surround negotiating. Yet what most of us do not realize is that we have been negotiating since we were born. From the time we wanted a bottle or refused napping our education in negotiation began.
Here are 4 of my top 15 rules for optimizing your marketing without much time and resource.
Rule #1: Focus on them.
Forget all the rules of features and benefits. From this point forward all that you do and all that you say must focus on results and outcome. Look at your marketing materials and your voice mail, even your verbal message. Secure success with crucial conversations that exist with a focus on your client. End stereotypes and be different.
Rule #2: Stop your ABC’s and 123’s
Forget about how many telephone calls, brochures and business cards you hand out. The fact remains your success is dependent on who is paying you. Only speak with those that are serious, can write you a check and understand your value; others are just a waste of time! You want to work the business not have it work you.
Rule #3: Network aggressively and remember the 25×30x50 Rule.
Entrepreneurs are horrible at asking for business and they are even worse at asking for referrals. The lifeblood of any business is a satisfied client. Content clients immediately tell others of their happiness. Given the results and your expertise they will be thrilled to offer names, numbers and waist sizes of others that can use you. You must aggressively ask.
One of the best methods for seeking a referral is when a client is completely satisfied and sees the results. Attract a referral when your client is at a high. Do not ask when your service is complete. Ask at the beginning.
Another tool for obtaining a referral is using the 25×30x50 rule. Every 30 days ensure you are with your top 25 clients. You can call or visit directly. If needed spend no more than 50 dollars to thank them for their patronage and previous satisfaction and perhaps referrals. Suggest to them that referrals are the gold bullion of your practice and without them you cannot grow. Satisfied clients will be more then happy to comply.
Rule #4: Bring prospective clients to you
There is a cliché that states for those that follow horoscopes that your moon is in… Marketing your business works similarly. You need to create a gravitation pull to you so that you spend less time calling and handing out brochures. You need to invent magnetism so that clients gravitate to you. My program in Split Second Marketing™ Building a Message that Clients Hear contains over 25 different marketing attraction techniques. Listed here are the top 7.
1. Speaking. One of the best methods to introduce your expertise is to tell others about what you do. Rotary’s, Kiwanis, Chambers of Commerce are constantly in need of experts. Contact these organizations or others to discuss content to enlighten their members. Participants are attracted by new and interesting content.
2. Writing Articles. There are more newspapers in circulation today then ever before. There is a multitude of newsletters, web sites, regional business magazines, and local newspapers starving for decent material. Articles need not be more than 500 to 1000 words. With good content and a solid byline your message can be in the hands of hundreds or thousands.
3. Website. The proliferation of the Internet allows others to discover your content and determine your value. Fees are inconsequential and the business world requires a website to denote your sincerity to clients.
4. Blogs. Similar to articles having a Blog serves two purposes 1) remaining in constant contact with current subscribers 2) enabling you to reach new clients at relatively no cost. The difference from articles is immediacy of availability and frequency of your content.
5. Lunch and Learns. These concise information sessions last no longer than 30 minutes during a corporate luncheon and feature your content. Benefits are a live audience, interested attendees and low cost of acquisition. The intent is not only delivery but possible business from attendees.
6. Booklets. Typically focused on one topic, these small content rich pieces feature your advice on health, fitness and exercise technique. Booklets can be used for potential clients as handouts or products to be sold at special events.
7. Products. When clients become enamored with your content your style and most importantly your results, they want you!!! Products such as CD’s, DVD’s, books, booklets, hooded sweatshirts, etc. make great passive income.
(Additional information on Branding and Marketing is available in Split Second Marketing™ Building a Message that Clients Hear)
©2008 Drew Stevens PhD. All rights Reserved.
On a recent sojourn in Cancun Mexico my family and I were requested to visit with current staff relating to timeshares at our visiting resort. The presentation was to last 90 minutes for which my wife and I were receiving FREE massages for our time. The inducement seemed valuable for my time.
Upon meeting with Milt our presentation Host, we consumed breakfast and proceeded to our presentation. Such included a walking tour of a neighboring facility featuring similar accoutrements as our present timeshare. Milt requested for us to maintain an open mind he tried to qualify our need for a new timeshare. We implored that we were only on tour and that there was no need and more importantly no money for investment. He agreed not to push, unfortunately this proved to be an outright lie.
The 90 minutes turned out to be 130. Milt returned us to an expansive room overlooking the Caribbean with over 75 vulture lurking for meat. Over 75 sales professionals sought fresh blood to close new timeshare business. Imagine homeless people looking into your dining room during Thanksgiving; we needed to tiptoe amongst the saliva.
He concluded with asking for an order, we negated. He indicated that he would check us out and return us to our hotel. He abruptly left to introduce us to his manager; this would verify our negation. However, Carlos tried to close us to. We negated him. He sent over Thomas who also tried to sell us on property. This continued for another 90 minutes and five other salesmen!
Sitting there reminded me of such high pressure tactics that continue to exist in industry. Such bogus and high pressure selling is not only bogus but untrustworthy and ridiculous. As I viewed the room of vultures and unanticipating prey, I also took note of the countless individuals and families not signing agreements. No was the predominant word of the day.
The learning lesson is simple; if you are a selling professional ensure you do not succumb to high pressure, lowly methods. Today’s environment requires honesty, sincerity and submission for client value. Milt did not approach this from value but rather the return to his wallet.
As you begin the New Year remember the following:
• Selling is about emotion; emotion makes people move.
• Qualify buyers by seeking need.
• Understand decision criteria and conduct an investment analysis.
• Do not pressure anyone, this frustrates and leads to poor customer service.
• Look to build brand recognition and gain sales by referral and testimonial.
• Have high regard for your prospective buyer.
• Create a high regard for yourself.
• Seek first to understand and then seek to be understood as retold by the famous Dr. Steven Covey.
• Look beyond the sale not merely what’s in front of you.
• Believe in your product.
• Believe in yourself.
Have a blessed New Year and make your 2008 sales year GREAT!
Drew Stevens PhD assists organizations to dramatically accelerate business growth. Drew is the author of six books including Split Second Selling and Split Second Customer Service and is a contributing author to SalesCrossing, CustomerServiceCrossing and the Abundance Network. To discover how Dr. Stevens can assist your organization contact him at 877-391-6821.
St. Louis, IMC thank you kindly for the time you provided to Elaine Floyd and me to present tips for media success. To those attendees and those unable to attend, I am providing my top secrets for media success. I wish you the best of luck and hope to remain in touch.
Tips for Success
1) You are in sales and marketing 24×7x365
2) Create a value proposition that you believe in and creates value to others
3) Constantly stick with your brand and place it into everthing you own.
4) It’s all about your core business, you are an expert in one thing!
5) It about the P’s
a. Professional – always be professional with journalists
b. Passion – your conviction in your craft must show in your presentation
c. Persistence – it pays, it takes time for people to build relationships
d. Patience – Rome was not built in a day, settle for small successes
6) Tips for Inbound Media Success
a. Expert Click
b. PR LEADS
c. Bacon’s Writers Digest
7) 5 Steps for Outbound Media Success
a. Voraciously Read
b. Specific comment or complement a journalist you have read
c. Offer a tip and show your expertise, something not covered in a read article
d. Elicit feedback for a follow up
e. Provide your credentials but do not sell your products
f. Thank them and follow up
Create a Blog that illustrates your expertise
9) Create a newsletter
10) Create Relationships
a. Thank you
b. Offers of suggestion
11) Watch Trends every modality of the media
About Drew Stevens Ph.D.
Drew Stevens PhD is the Sales Stategist. Drew is a sales expert provides a winning game plan to become more productive with no capital investment. Drew is the author of seven books including Split Second Leadership, Split Second Selling and Split Second Customer Service. Drew is frequently called on the media for his expertise. Sign up for Drew’s newsletter at info@gettingtothefinishline.com or order his new book Split Second Selling at www.gettingtothefinishline.com/products.asp
Summary goes here…If you are seeking methods to overcome the recent challenges of the economy, of difficult clients and internal selling challenges then read on. This month Drew looks at some fundamental techniques that diminish hurdles and get you closer to the results your seek!
Drew’s Top Techniques to Overcome Selling Challenges
I recently worked with two very distinctive clients, one a multinational publishing firm and the other a sole proprietorship. Both the sales staff of the large corporation and the entrepreneur makes similar sales errors. When identified I then offered corrective measures; both noticed a sales improvement of 54% in four months.
1- No call preparation – Be Prepared
In many years of sales, representatives have a difficult time preparing for a call. If you are a telemarketer this is a difficult task if you speak with myriads of individuals in a specific time frame. Yet certain market demographics and psychographics can assist you in understanding buyer behavior.
However, direct sales professionals face a different environment. They not only should but must know their customer, the marketplace and the customer’s competition.
Sales professionals must read one to two business periodicals per week. And they should read at least one industry specific journal. Further, with the proliferation of in the Internet, real time news and the annual report online are not only convenient but also vital.
2 – Poor opening statements
We all have many personal & professional issues, such as family, bills and school, yet while life is a roller coaster, illustrating our discontent to clients is a flagrant foul. Buyers today want to purchase from whom they trust, whom they know and who excites them. When was the last time you purchased from a monotone bore? When on the telephone, sit up, shoulders back and have good voice inflection. When with a client do the same, show excitement, gain a friend. Gain a friend and sales are easier.
3 – Sending Product Information
You are probably saying, come on Drew, you must have a brochure. Of course I do, yet I will not send a brochure to anyone that wants one.
One of the best tricks among prospective clients to be rid of pests like us doing our job is to say “… please send me a brochure.” Rather than waste their time and mine I try to qualify the prospect. I always say to the potential buyer that what can be found in the brochure only summarizes my services. To by truly helpful and better qualify their needs I can answer all their questions during that moment or I reschedule at a more suitable time. This illustrates that I respect their time and illustrates to me sincerity or buyer blow off.
4 – Not Listening to the client
No buyer appreciates a sales professional that does not listen. Our job is to understand buyer’s wants and needs.
Although we are typically anxious and excited to “tell” about our products, it is important to listen.
The best solution for this flaw is taken from my seminar and audio sale, “Shut Up & Listen” the Lord gave us one mouth and two ears – use them. Do this by asking questions and many of them. When something is not understood paraphrase so that you understand exactly the client’s issues
5 – Anticipate Objections
Have you ever been on a call, just about ready to sign an agreement and the client raises and objection? If you use the listening approach and really understand the client, you will lessen the risk of objections.
I am not saying you will not be surprised from time to time yet if you map out your sales calls and really concentrate on the client you will lessen the occurrences.
6 – Do you know whom you are speaking to?
If you are selling to corporate accountants, there is usually a group of people involved with purchases. Because there are several people involved we sometimes get too connected to our first contact that we forget to ask them about their place in the selection process.
Remember there are internal coaches, recommenders, influencers and finally the decision maker. Ask your contact to help you identify the selection board.
You must also ask who signs the check for your product or service.
7 – Failure to Establish Rapport
It’s good to be a professional and to try and keep the conversation on track, yet good sales-professionals; one must establish good client relations.
I am not suggesting the typical “how ya doing” intro and cold conversation. To ensure you get to establish a relationship ask the contact some general questions. Once you have asked several you might find a common ground that begets a general dialogue. From the point of commonality you begin your professional sales relationship. People want to purchase from whom they know, whom they trust and whom they like. Creating good relations creates faster sales, new friends and future revenue.
8 – Poor Questioning
Questioning is just as important a process as planning. How many times have you written down questions that you ask during a sales call? Simply put, you must plan the questions you will ask. These questions must also have a logical order.
Think of you sales call as a funnel and plan your questions this way. Begin with general information gathering and as you continue with the call, become more specific.
By planning your questions, your call will have control, order and a flow. By following this step, you will gather more information and a smoother transition to the close.
9 – Review your calls
A flaw often overlooked by many sales professionals and their managers is a failure to review their calls. Similar to a pilot that uses a checklist before he/she flies or an doctor that uses a checklist to perform a diagnosis for an illness, the sales professional must run through a checklist to understand the calls fine and low points.
Post call reviews help to understand where you made any errors. They assist in either reinforcing your message or revising for a more consistent one next time. And the review provides you with valuable information the client mentioned that you must not forget. Learn what you did right and what you did wrong so that you can learn from your errors and make more sales.
10 – Forgetting to ask for the order
I remember working for the Chief Operating Officer of a Wall Street software firm. The gentleman has a great mind, he is a great visionary, and is very good with Wall Street CEO’s. Yet he is the worlds most terrible closer.
We might spend three hours negotiating a deal and since he was the boss I let him lead the sale. Yet every time we left the call, he never asked for the order.
I implore you to remember the COO. Never forget to obtain what you work for. Even when you think it might be too early simply ask, “Do you want to purchase.”
Good Selling.
Drew Stevens
The Sales Strategist
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Coaches Corner is a monthly electronic newsletter discussing the issues of sales and customer service. Based on the Split Second Selling workshops and writing of Drew Stevens, Ph.D. Contact us for further information at: info@gettingtothefinishline.com
© 2006 Getting to the Finish Line, All rights reserved.
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Drew’s latest book Split Second Selling is gaining rave reviews. Order online today at www.gettingtothefinishline.com/products.php
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Tired of not having enough time to get things done. Wanted to maximize your day. Drew’s latest booklet Pump Up Your Productivity is now available. Order today for only $12.00 at http://www.webmarketingmagic.com/app/netcart.asp?sid=&merchantid=76425&productid=3488673
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Are you seeking to retain your clients with lower acquisition costs? Trying to find new ways to extend your sales? Look no further and order Grand Slam Customer Service System. Your investment gets you:
-One Audio CD
-An accompanying 55 page Workbook
-A Client Action Planner
-Grand Slam Customer Service Booklet
Invest today and start hitting home runs with your clients, only $199.
http://www.webmarketingmagic.com/app/netcart.asp?sid=e237608cee08b20cf4c5ed53f8fab069&merchantid=76425&productid=3488691
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The Split Second Selling Institute is now forming its Fall Program. Three days of interactive dialogue with peers on improving sales productivity. Three days on intensive information that you place into immediate use and you also gain 6 month of personal coaching with America’s Split Second Coach Drew Stevens. For more information send an email to drew@gettingtothefinishline.com
