Should Sales Hurt?

By Brooke Green

I was having coffee with a friend of mine today.  He’s a bright, strategically-minded guy, however, he made the oddest comment.  He is an owner of his company and is in front of prospects and clients on a regular basis.  He also happens to know a lot of high level people in the business world. 

We were talking about his sales process, and he said, “I don’t do a great job of getting in front of people, but once I’m with them, they want to buy.”  I asked him how he targets his accounts and he said “cold calls.”  WHAT!!!?  Here’s a guy with a rolodex full of people that respect him and would love to help him – so why is he making cold calls?

Should it Hurt to Grow Your Revenue?
I talk to business development people everyday that feel that it should “hurt” to grow your revenue. Why is that? Is the money worth more if you have to cold call, get lied to, chase someone forever and finally land a piece of business? 

Wouldn’t we rather use our rolodex, ask for referrals, and work with people that want our help? Ahhh–quick and painless and just as (or even more) valuable. When I asked my friend this, he kind of chuckled and said, “I guess so.” 

Is Revenue Growth Right Under Your Nose?
Think about the people that you know and the clients that you are already working with. Instead of working on a cold call script, work on a referral process. My experience is that people will gladly refer you, they just need to know how to do it.  Lay it out for them.

Don’t reinvent the wheel – roll with what you have.

Building Your Sales Funnel

Perhaps it’s an overused sales term–sales funnel–but since everyone knows what it means, it makes some sense to work on it today.

As a trainer for B2B  sales teams, I must tell you that “lead generation” is a hot topic right now. When I speak to large groups, I always ask the question: “What’s the biggest issue you have right now in your sales process?”

Without fail, it’s “I don’t have enough business in my sales funnel.”

It’s All In The Attitude
As you know, I’m an unashamed believer that most of our sales problems have their root in “how we think,” Lead generation is no exception. I could spend hundreds of words telling you to get more referrals (see Advanced Selling Podcast, Getting Referrals) or I could give you a cold call script that works like a charm…but it won’t work until you get the right attitude.

So today, let’s get to work on the attitude of building the sales funnel today. There are two.

1. Attitude of Abundance. Seldom do we run across an industry where there is NOT an abundance of prospects in the Universe. What usually exists is simply a scarcity in the actual sales funnel. So let’s assume that you have an abundance of prospects. The attitude for building it is “my sales funnel is a scarce place–a resource–and no one gets in my funnel without passing the test.” What is that test? Simple. The prospect passes the test by having three things: a) pain for what I do–a real problem that he wants to fix; b) an understanding of the money it costs him NOT to fix the problem; and c) the money to actually spend to fix it. Get that sales attitude and watch your demeanor change in the prospecting process.

2.  I am Always Monitoring My Funnel.  Just as I’m discerning about who gets in, I’m also discernng about who stays in. Think about it. Every prospect you are pursuing takes a certain amount of my time and attention. There is not an unlimited amount of either–they are scarce resources. And your sales funnel is like an inventory system that needs control.

So when a prospect fails to continue to act/look like a prospect, I will gently, nicely, elegantly, move on. But I will ALWAYS tell them that. I don’t just stop calling them. I call and say, “Mr. Jones, I’m calling today because I’m getting the feeling that you have decided not to fix the problem we talked about. That’s OK. I just need to tell you I’m moving on if that is your conclusion.”

See how nice that is. Don’t get mean now!

Get these attitudes embedded in that big brain of yours, and watch prospecting become a piece of cake. Comments welcome.

Insurance Sales People–Uggh.

Let me preface this by saying that I realize the importance of life insurance in our lives.

But, have you been called on lately by a life insurance agent? What do you notice? And can we B2B sales people learn a lesson from them (how not to do things)? The answer is YES!

Last month, a young man called me from a reputable, brand name life insurance company. He was a great guy, trying to make it in a very tough business. I asked him how he got his new clients and, of course, his answer was: Referrals.

Being in the sales training business, I was interested in how he accomplished this since I know that referrals can be difficult to get in that business. Everyone has been ‘hit up’ repeatedly for ‘names of friends.’

What he told me was remarkable.
Remarkable in the sense that it’s the same routine agents have been using for eons. You know the drill: after the discussion (whether a person buys or not) he asks for names of 5 of my friends that he could talk to. No wonder there is such a high turnover among young agents in that business.

Ever wanting to help my friends, here are some suggestions for him and any of us that depend upon referrals for new business.

1. Make it easy. He made it tough. I am sensitive to my brand (and you should be too). If I give one of my clients’ names to him and he treats them shoddily, then I pay the price. We know how valuable good relationships are — don’t make me risk those relationships. He didn’t make it easy for me.

He should have had a product (a CD or a White Paper) stressing the pains that the average insurance consumer has in their life–and what to do about it. He should have given me a few to send my friends so they could become educated prior to ‘the call.’ Had he done that, I might have sent it out to a few people and who knows what would have happened.

2. Invite me to an event. I know everyone says ‘its hard to get people to seminars these days.’ Well, it is if it isn’t compelling. He should have a series of events lined up so that he could invite me to them–then I could get to know him and his team better. This seminar could have been a ‘pain-finding’ exercise where he could have educated me to the problems I have (that I may not know I have.) Don’t make this event a one hour sales pitch.

3.  Focus on solving my problems first. He didn’t ask me any questions about my issues, my future, my concerns. I feel like I have things under control, but maybe I don’t. But he didn’t do that. I felt like he was interested in one thing only and that was ‘getting to my database.’ How can I make an engaged referral to a friend if I didn’t see value in his offer?

My friend, John Jantsch, (Duct Tape Marketing) has written extensively on referrals. One of his great suggestions is to make getting referrals a part of doing business with someone. In other words, when someone buys, tell them upfront that you will be asking them for referrals (how many when and how). But that’s onlyY AFTER YOU DO BUSINESS WITH THEM.

What about you? Are you making it easy for people to refer you to their associates? Or, are you depending upon your charm and good looks to do that? People refer their associates when they think it’s in their best interest to do so–and that probably means that you bring enormous value and solve big problems.

But if your whole sales approach is “me centered” or “product centered” then don’t expect me to open my database. It’s too risky.

(I’m sure I’ll get numerous comments (some ugly) from the insurance market. But this is in the spirit of helping, not shaming.)

“She Left The Store–He Got Nothing!”

I’m a bit crazy these days. I think this business is doing it to me. Why, you ask?

I have this philosophy–call it spiritual or call it practical–but the foundation of the philosophy is that the Universe guarantees the potential for our profound successjust for showing up.

Here’s the story.
I was at my pool retailer this weekend (having problems getting chemicals right–in the 100 degree weather). This retailer also built my pool so I know he has a high ticket sale on the front end ($50-100,000) with low ticket sales on the back end (chemicals).

I’m standing there waiting for my results to be analyzed and a lady walks in asking about pools. The owner (actually the owner’s son) is talking with her. Do you know what buying signals are? Those casual references to problems the prospect wants solved–the deep desire the prospect has to solve her problem? Well, this lady was pitching buying signals right and left at the owner.

He walked her through some of the features (seldom asking any questions about why she was interested or what she was hoping to accomplish with a pool). And the lady says, “This is VERY interesting. We’re going to do something this year. Let me think about it and come back in. OK?”

Being a sales trainer, I’m interested in the interaction–listening to this conversation. I can’t keep quiet. I say, “You know if you want a great pool contractor, this is the guy. He just put our pool in and it’s wonderful.”

She says, “Oh, great. That’s good to know.” And walked out.

I was aghast! A $70,000 sale that walked in the door and walked out and HE HAS NOTHING! Not a name. Not an address. Not a hint at where she is in the cycle. HE HAS NOTHING!

I came to my senses and kept my mouth shut…
As I walked out I thought how often that happens to each of us. Maybe not where a person wants to buy and we won’t let them. But think how often you come across someone–maybe you meet at a friend’s house–or at a civic lunch–and we get nothing from them. No business card. No phone number. Nothing.

And that person is quickly forgotten. Yet that person could be a suspect for what we do–or at the very least, they know others who are. Yet, we let opportunity slip away.

The Lesson
Be “list conscious.” Think like a direct mail company thinks. The list is the thing. That’s all the direct mailer has–a list. If it’s a good list, they get wealthy. If it’s not, they work on building the best list.

You have a list–and your list has the potential to grow everyday–with everyone you meet. So get a “list process” to make sure that everyone you meet gets on your email list, or your Friends & Associates list.

Capture data. It’s the thing that will make you an elite acheiver. While everyone else is sending blind direct mail and making cold calls, you’re harvesting those relationships that began with a brief introduction and ended with a happy client.

“Desperation” is Not a (Good) Strategy

I  had a call yesterday from a client who was struggling to get first appointments. I asked him to role play what the phone conversation sounded like…and it was obvious what was happening.

Even though he was saying the right words (“Not sure I can help”, “I’d like to inqure to see if we can be of any value”) there was an *undertone* of desperation. The prospect has a sixth sense that picks up on that. So my coaching advice was simple: rather than work on the words you say–work on the thoughts you think.

He was relieved when we finished the call. His new attitude was one of “discernment and skepticism.” He said he was going to enter each phone call with a discerning attitude–being a little stodgy with his time, not chasing people to see him, and acting from a place of curiosity–rather than certainty.

Attitude changes your words and the tone with which you say the words. And that’s what leads to more appointments.

If You Must Make A Cold Call…

As a trainer I get these questions all the time: How do I make a cold call? Should I be making cold calls in the first place? Do cold calls work?

I must be honest–I hate ’em. But if you must make cold calls here are some tips I gave to a client last week as he posed the questions above.

[Head Right]. My fave author, Stuart Wilde, says, “expect nothing. Then you’ll never be disappointed.” Cold calls are no exception. Occasionally, I’ll be driving by a new business and I’ll pick up the phone to talk to the CEO, just to keep my skills sharp. My odds grow with my detachment. I have absolutely no expectation of him picking up the phone or inviting me in. When I’m detached I come across differently–and more inviting. Strange paradox isn’t it? Like a friend says, “the best time to get new business is when you don’t need it.”

[Techinque Right].  Be vulnerable. Don’t be so buttoned up. Tell the truth. It’ll set you free. Say, “John, this is a long shot (it is). I saw your name on a list (if you did) and wondered if I should even call you (you probably had this thought). I have no idea if what I do would have any value to you (you don’t at this point so why assume?). Rather than assume it did or didn’t, I thought I’d call you, tell you the kinds of problems we solve and then you tell me if we should talk (pretty vulnerable, isn’t it?).”

[Intent Right]. Your intent on these is to do one thing and one thing only–determine if it makes any sense to talk further. That’s it. It is not to impress him or get him to ask you over. Keep your itent true and you’ll be more attractive if you must make these calls.

If you’re a sales manager overseeing a team making cold calls–and their performance is awful–then check out their intent. If it’s about “getting appointments” or “pleasing the manager” it won’t work.

Better than cold calls…

Even better for your new business development is a good ‘referral program.’ Begin thinking leverage–how do I use my current clients and associates as a sales force? How can I help them refer me to other prospects or other referral partners? Asking those questions–and coming up with answers–will make cold calling irrelevant. But if you must…there you have it….

Thinking About Referrals

Why do we make business so damn hard? It doesn’t have to be. Take the idea of referrals. Every company I know is struggling with “new business development.” People whine: “there’s never enough in the funnel; there’s never enough of the right business in the funnel…” On and on it droans.

If you have just one customer, then you have a referral base. But don’t do it the way Willy Loman would have done it–pleading for referrals. Do it the 21st Century Way–create a referral system.

John Jantsch (author of Referral Flood), has great stories. Check out his work. His course is about $100–well worth it.

I especially like his idea of creating strategic alliances so that you can get access to others’ database. But you have to give something of great value for their contacts! And it must be well thought out.

Comment on some ideas to help small businesses grow their customer base via referral. I’d love to hear how you generate referrals–the right way.