How To Create a Great Sales Message

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In this episode, Bill Caskey walks you through some most common (and frustrating) trends facing America’s sales people. We can talk about sales strategy and sales technique all we want. The fact is that the landscape is changing for sales people world wide, and you had best understand what you’re walking into before you walk into it.

You are also encouraged to go to samegamenewrules.com and download the eBook Same Game New Rules-for a limited price of $9.99 and receive 4 bonus videos from the author Bill Caskey.

And Brooke Green dives into “messaging.” Actually, she does it right, spending time on the “crafting of your sales message” versus just the ‘communicating’ of it. She works in a step by step process that you can use to get your message right.

Do Project Managers Need Sales Training, Too?

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(If you don’t have Project Managers in your firm–and instead, have Customer Service agents or Technicians, then substitute that title for PMs)

Well of course, you know the answer to that question before we start.

But I’d like to share some observations that may make it easier for you to train your PM’s in communication skills. It seems that companies are relying more and more on their PM’s to manage the client relationships and generate referrals so this topic might be relevant for your firm.

One chapter in Same Game New Rules is titled Process Makes Perfect, and it’s about how engineers and technical sellers make the best sales people. Mainly because they are in the right place to bring tons of value.

1. Need for Good Communication. In most projects, there are many tiny details that can spin out of control. Since the relationship is only as good as the project process, then it is necessary for PM’s to know how to communicate issues to clients. The PM must have a “relationship awareness” all the way through.

This includes: bringing up sensitive topics PRIOR to them becoming problems; knowing how and to whom to communicate these issues at the client; knowing how to keep the atmosphere open and honest so bad matters don’t get worse; and having a paper stream of promises so that there is nothing left to memory.

2. Having a Problem-Solving Attitude. I like to think of selling as problem-solving. And nowhere does that get stated like it does in project management. The PM is always solving problems and keeping things on course. It may be that they don’t want to be in front line sales (and they shouldn’t) but it doesn’t mean that they can’t have the same attitude that the top flight sales person has.

3. Referral Generation. Most times, the PM is the exact person who should be cultivating referrals. In most B2B businesses, referrals make up 60-80% of new business. It’s a bit of a stretch to think that a sales person who sold the deal, but does NOT have the relationship, can waltz in and get referrals. It should be the PM. So any training you do for that group, should have ‘how to generate referrals’ as part of the curriculum.

Fewer Sales People-More PMs
Many companies are hiring fewer new account sales people, and relying on their subject matter experts (the PMs) to do more of the value communication. I think it makes sense in certain industries. Just make sure you train those people on the principles of selling and good communication. They ARE trainable. Just don’t try to turn them into sales people.

Do Your Ideas Thrive Or Die?

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I recently interviewed Dan Heath, Made To Stick, Why Some Ideas Survive and Others Die. It was on our Advanced Selling Podcast. I thought Dan had some salient points. He talked mainly about how to communicate with people–so that they actually hear you! Novel idea, huh?

Hope you enjoy the podcast. We’re going to use this blog to advise when there is a new podcast worth listening to. You can also subscribe via email so you can be notified when there’s a new podcast episode.

“Sorry I Lied to You — But You Made Me Do It”

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Probably not something you’ll ever hear a prospect say, “Sorry I lied, but you made me.” But just because they don’t say it, doesn’t mean it’s not the truth.

At our training company, we take very seriously the idea of ‘creating space’ with a customer. What we mean by that is the sales professional has a profound responsibility in the sales transaction to get the truth. And that won’t happen if there is no trust/environment created for that.

To that end, I’ve made a list of “5 SureFire Ways to Get Your Prospect To Lie To You” (a bit tongue-in-cheek, but remarkably, we see these in action all the time. You can laugh at these, but make sure the joke isn’t on you.)

1. Start Pitching and Convincing Early. This is a favorite of the amateur sales person who fancies himself as a studly seller. They paste on the charm (which we all can see through) and go to work. “Pitching” is great because it quickly forces the prospect into a defensive mode, right where you want him, so you can close quickly. Advertising agencies and the media are great at ‘the pitch.’ In fact, they’re so good at it, they actually call it that. It really forces some great lies. Good luck with this one.

2. Ask A Lot of (Meaningless) Bonding and Rapport Questions. This is wonderful because you can ask questions about their vacation, their business–anything that you really don’t care about. And the true amateur never realizes that the prospect knows exactly what they’re doing to them. This is a surefire way to get the prospect to mislead you.

3. When Talking Money, Discount It’s Importance. You’ll be great at making people hide the truth when you brush over their concerns about money. In fact, even better, make them feel a little shame that they don’t understand how valuable your service is. It’s not up to you to explain the value–it’s up to them to take your word for it.

4. Close Hard and Often. This is one of the greatest pieces of training I got in my first sales job. This really makes prospects run away quickly. Or, if they stay in the process, you can blame them for continuing to lie to you. Buy all the books around on closing skills and watch the lies flow!

5. Don’t Make Your Sales Message About Them-Make it About You. This is one of my favorites. A salesperson comes in and explains to me how great he and his company are–and makes no effort to relate his value to my problem. There are a lot of sales training companies who teach this method. It works wonders to create atmospheres of lies and hidden agendas. This is a great time waster for sales people–for some prospects won’t tell you they have no interest, they’ll lead you on for months, living rent-free inside your head.

Sometimes the absurd works better than logic and reason, thus my crazy list. I was in a training this week where a supposedly-well-trained sales person laid the “if-I-could-show-you-a-way” move on me in a role play. Made everyone in the room almost vomit. That’s when I knew I’d made progress. Those old sales moves really should make you sick to your stomach.

THINGS YOU SHOULDN’T SAY ON A SALES CALL

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By Bryan Neale

As a professional sales trainer, I’m exposed to hundreds of “magic” quips, phrases, closing moves and techniques each year. I decided to take the time to share some of the most outdated, overused, ineffective versions of those with the hope that you’ll either stop using them, or completely avoid them if their temptation ever finds you in a weak moment. I thought I’d start this exercise with the caption NEVER SAY THIS:

“If I could show you a way……….would you be interested?” Welcome to 1954 sales training class.

Closing Skills. Necessary? Or Just Annoying to the Prospect?

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I was reading Jill Konrath’s blog on closing skills. Thought I’d add my 5c to it. There’s actually nothing I don’t agree with in it.

Here’s my spin: In professional sales, you are a catalyst for change. Your role is to create an atmosphere with the prospect where truth can occur. If you’re reading this, it’s likely you’re in a relationship sale (vs. a one time sale). The absolute worst thing you can do is ‘get needy’ near the end of the sales process by focusing on closing the deal.

If your prospect–for one nanosecond–feels that neediness (or desperation) then their sixth sense kicks in and they begin to wonder, ‘what is this person’s intent?’

That isn’t a good sign. In most sales training, there is a fair amount of learning around closing skills. We are opposed to that. If you’re doing everything in the sales process well, upfront, then the close should be a natural part of the decision cycle. Not something that requires a move of some kind.

Here are three closing tips:
1. Get better at finding the problem. Sales is focused on problem  solving. When you are poorly trained at finding the problem, then closing skills won’t help you.

2. Have a sales process. The close should be nothing more than the next likely thing to happen as you’re guiding your prospect through the process. No magic moves needed. Most sales people have no process.

3. Ask the prospect when they want to begin solving this problem. You should be asking the prospect what he wants to do next in order to get his problem solved. Your wishes should not enter the picture. (Now, remember, I suggested in #1 and #2 that you should get better at finding the pain the prospect has–then the close is when the prospect asks you, “how quickly can you fix this for me?” Isn’t that better?

In Same Game New Rules, I talk about the process of selling and how vital it is if you’re going to acheive any sustainable sales success. I also say that the prospect needs to be selling you–and therefore, closing you.  That comes along with having a Problem Orientation to your sales philosophy.

Do it the right way and closing skills cease to be an issue. If your sales training program stresses ‘closing skills’ as an important part of the process, then they’re stressing the wrong thing.

Podcast Guest Famous!!

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Congratulations to Kevin Eikenberry (Eikenberry Consulting) who was quoted in the NYTimes. He’s a friend of ours who has been on our podcast, The Advanced Selling Podcast.

Here’s the link:
http://www.nytimes.com/2006/08/20/jobs/20advi.html?_r=1&oref=slogin. 

While not a big fan of Times political stance, I do admit I get Sunday version and Kevin’s input was well done. His comment was about “what do you do when you’ve bungled the presentation?” I can’t resist a quick comment:

1. Oh well. The more pressure you feel to do it perfectly, the more likely you are to screw it up. Be in the moment. Get detached from what people do or don’t do with it.

2. Be focused on them, not on you. I see this all the time–the presenter really wants to make an impression on people. So much so that he’s self conscious to the point of ignoring the audience.

3. Know you’re screwing it up as you’re doing it. You should be aware when something’s not going right. If you’re too self-absorbed you won’t be in the moment — and you’ll be blind to the fact that people are falling asleep (don’t laugh, I’ve seen that. And the presenter went right on talking). And if you become aware of it (here’s the $100,000 move), call it. Say, out loud, “I feel like I’m not connected with you. Can we stop and take stock of where we are?” For God’s sake. If it’s not going right, the worst thing you can do is keep digging a deeper hole.

Oh, and 4. If you’re presenting your solution too early in the sales process, then that’s a mistake in and of itself, even if it’s smashingly good.

“How Do I Start The Sales Process?”

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Question From Blog Reader:

I’m assuming that you mean: “how do I start the process so that I can control it all the way through?” That’s a better question. In this post, I give you several components of how to handle the very first call.

Read more

Get Real….REALLY

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I was watching a sales training infomercial at 5:30 AM yesterday and have to share. First, I must commend the author for recognizing the need for sales training to be part of the ever-growing infomercial programming found on cable TV and local access channels. With all of the get-rich-no-money-down-don’t-have-to-sell-anything-systems floating around your boob tube in the wee hours of the morning, it’s nice to find one that actually has some real application.

HOWEVER

The content in this infomercial was so FAKE I almost threw my TV down my laundry chute. Enough already.  SALESPEOPLE……….LISTEN TO ME…………..

STOP BEING FAKE!

There is an epidemic of manipulative phrases, slick-tongued words and bullet-proof closing moves plaguing today’s sales trainers and amateur salespeople. I don’t get it. Sales training hasn’t evolved for 25 years.  We seem to be stuck in the same old…..”gotta ask for the business” …..”always be closing” ……mode that our grandparents invented. Maybe we should go back to rotary phones and typewriters while we’re at it.

Look: Let’s all agree that if we were all just real – just who we are – and if we all just tried to help our prospects and get out of the way when we realize we can’t help….we’d all sell A LOT more stuff and make a lot more money.

Get Real….REALLY…..be yourself. ….no one wants to buy from a fake.