Archive for March, 2017
Sales referrals are like gold, actually more valuable. When trusted colleagues or friends either make a sales recommendation or provide a name when asked, this action usually means increase sales for the beneficiary of the sales referral.
Having just relocated 1825 miles away from where we lived for 30 plus years, finding new service personnel who deliver high quality work truly hasn’t been much of a challenge. First, the Internet through reviews which are indirect sales referrals helped locate the Internet provider. Then I also learned the previous owner had also subscribed to this provider.
We required an inspection and potential repair to an old built in Tappan built inn oven. Again, doing Internet research I discovered a local appliance shop that repaired Tappan ranges and sold appliances.
Their service personnel were both efficient and effective. I truly love it when service personnel show up on time. The end result of this experience was $2,000 in sales for this local appliance firm.
Also, we had an unexpected plumbing issue on a Sunday afternoon. I called our realtor who provided the name of the only local plumbing firm she has used. We called and the plumber solved our plumbing issue. Also because of his efficient and effective service, we took his recommendation about another serious and potential plumbing. He came back the next day and fixed that issue. Again, between the two service calls and the parts we purchased from a local hardware store, another $1,500 was added to the local economy.
Finally with two fenced acres of land, we decided it was time again for a dog. Another text to our realtor and she recommended a local human society. Within 72 hours, we adopted a rescued three month old puppy. This was our less expensive cash outlay, less than $2o0 for adoption fee and food.
Sales referrals are indeed priceless. Money cannot buy authentically given sales recommendations. Note the key word is given. Even with the rampant use of the Net Promoter Score (how likely are you?), unless people actually take action and make a sales referral such scores are really useless.
Of course, one must also be willing to give sales referrals and that includes writing online reviews or even better yet, sending written letters of testimony. I know I have several I must write in the next few days.
If you want to increase sales, make sure every contact with potential customers and existing customers is exceptional so you too can benefit from those priceless sales referrals.Share on Facebook
In relocating from NW Indiana to NW Arizona, we have had to outreach to several businesses. Once again I realized how truly priceless the first customer service experience really is.
Must Have Internet
My business depends on the Internet. Having a reputable Internet firm is essential. I did my research and discovered Data-Max Wireless. The frontline person who opened the account and scheduled the service call was incredibly friendly and competent. Then the service technicians also demonstrated outstanding professionalism from being on time and making recommendations for a better wireless router.
Must Have Working Oven
When we purchased our new home, we knew the built in oven was not working. Again, doing Internet research product and reviews, I called Attwoods Appliance and scheduled a service call. The serviceman was on time and again very professional. He only reaffirmed my first customer service experience with the Repair Department at Attwoods.
Unfortunately, the part needed for the 35 year old Tappan built in oven was no longer made. So based upon our first customer service experience, my husband and I visited the store and ordered not only a replacement oven but a freezer as well. So a $75 service call turned into an over $2,000 sale. This is why the experience is priceless.
Must Have Working Plumbing
One of the challenges in buying a 35 year old home is there will be unforeseen problems. We had an outside sillcock that would not shut off on a Sunday afternoon. My husband did a temporary fix and I called our realtor, Elise Harron of Dirt Road Real Estate for a recommendation. She recommended Truelove Plumbing.
Again, the first customer experience of scheduling the appointment and the subsequent actual service was exceptional. Having 22 plus years in the plumbing industry, I recognized someone who understood plumbing. The plumber also reviewed our pump and pressure tank (water storage system) and made some significant recommendations. We took those to heart and he is coming back to install a new pump and pressure tank along with the necessary cut off value and pressure gauge.
Each of these local small businesses made that first customer service experience delightful and then backed up that experience with competent service personnel. Unless these firms demonstrate some significant negative behavior, they have earned my customer loyalty and hence my business as long as we live here.
So far we have infused thousands of dollars into the local small business economy. And these expenditures have all been fostered by that priceless first customer service experience.Share on Facebook
What sales maxim do you hold to be most true? This past week I had the opportunity to personally witness how the violation of this code of sales behavior turned me away from one vendor to another. Let me explain.
Believing in adopting a rescued dog from the local animal shelter, I stopped by and looked at the available dogs. The executive director told me there were a couple of 3 month old puppies at a national pet chain store. This national pet chain store works with local human societies and allows them space to showcase dogs and cats for adoption.
So I decided to stop by and saw a puppy that appeared to met our breed and size criteria. I went to the car to call my husband to see if he approved and was met by another human society just outside of the store. Their puppies were an acceptable breed and I was almost ready to pick one up when one volunteer said “We are the better human society.” I smiled and continued to my car where I called my husband. He said “It’s up to you” and I went back in and adopted the 3 month old puppy.
Years ago my father shared this sales maxim with me “Never, never knock the competition, no matter what you know.” Dad went on to explain his reasoning with “By engaging in this sales behavior, you as a salesperson will begin to establish distrust and turn potential customers or clients away.”
Then I had the opportunity to visit a local veterinarian as one of the technicians had a dog kennel for sale. I asked her what made this clinic different? She responded very positively with “All our vets are men and we spend more time with each patient.” We then talked a little more about a vaccine against rattlesnake bite and she presented me with a card for a free visit. What this wise lady did was to be positive and not knock the competition. She earned my first visit.
Knocking the competition is a dangerous behavior and one that should be avoided at all costs. Let others fail to heed this sales maxim as plenty do. Be above the fray. Remember the Socrates Three Filters if you are ever in a discussion about your competitors:
- Is what you say kind?
- Is what you say truthful?
- Is what you say necessary?
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Years ago I read the following definition for sales by Zig Ziglar: “Sales is the transference of feelings.” As someone who consistently writes about the impact of emotions in sales, I was so glad to read one sales expert who took the time to write a book about how to transfer those feelings through emotional intelligence.
Jeb Blount’s new book, Sales EQ, should be immediately ordered, read and committed to memory. Blount has provided those in sales with a road map to understanding how to use what Ziglar recognized so many years ago.
Emotional intelligence is the missing key within most sales training programs. The inability to apply EQ might help to explain why 50% of salespeople miss quota.
Just this past week I wrote about how certain words such as “need” should be eliminated from the vocabulary of salespeople. The use of need in a sales conversation reflects emotional intelligence or the lack there of.
As a noted sales expert, Blount provides many more tips and strategies in a well written and well crafted book. Even though the book is to help with complex sales, this book will help the SMB salespeople to earn more sales because people buy first on emotion justified by logic. (Sales Buying Rule #1)
The application of emotional intelligence works with any sales process and must begin within the first phase of attracting attention otherwise known as marketing. For those in sales who resist the word marketing, then call it prospecting.
Still, an elite group of top 1 percent of sales professionals are crushing it. These Ultra-High Performers are acutely aware that the emotional experience of buying from them is far more important than products, prices, features, and solutions. As Jeb Blount wrote in another book, People Buy You.
As someone who is considered by some to be a sales expert, I look forward to your thoughts about Sales EQ. Please share your thoughts here or post them on your social media site.
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Just this morning in my news feed, I read a content marketing and sales headline “These are the skills you need to have.” The following thoughts quickly surfaced in my mind:
- Really, I need to have these skills of (leadership, sales, management, etc.)?
- What if I don’t have these skills?
- Will I be less successful without these skills?
The word “need” is filled with judgment and is probably one of the least emotionally intelligent words people in sales and marketing use on a daily basis. One can’t blame salespeople after all they are trained to “uncover wants and needs” in most sales training programs.
Return to a moment n your childhood and think about your parents or an adult telling you any of the following:
- You need to go to bed
- You need to make straight As
- You need to go to college
- You need to find a good job
- You need to visit your relatives
- You need… (the you need list is endless)
Every time I read about “you need” to do this or have this when it comes to SMB, sales, marketing to leadership, I inwardly cringe. For the last 10 years, I have attempted to remove this word, “need,” from my own executive coaching engagements, content marketing and sales conversations. I also encourage my clients to replace this highly emotional word with other phrases such as “Have you considered?”
Emotional intelligence is critical to successful marketing and sales. Jeb Blount founder of Sales Gravy is releasing on March 20, 2017 a book, Sales EQ: How Ultra High Performers Leverage Sales Specific Emotional Intelligence to Close the Complex Deal, dedicated to emotional intelligence specific to sales and one I recommend purchasing.
Of course changing an existing behavior is not easy. And for time strapped marketing and sales people having to speak a few extra words may prove frustrating. My advice is just remember how you emotionally felt years ago when you were told “you need” to do whatever. That memory should be enough to prompt you to change your behavior.Share on Facebook
When will customer service people from wait staff to store clerks to everyone else in between realize lies do not inspire customer service loyalty. No lies do exactly the opposite. Lies build distrust and turn existing loyal customers into finding other solution providers.
Recently we had breakfast at a national chain that features home cooking. When the waitress took my order, I asked for extra syrup. The waitress replied “Absolutely.” Another waitress brought our breakfast and again I had to ask for extra syrups. This waitress replied “No problem.”
Our waitress stopped by when I was halfway through my meal and I mentioned the extra syrup. She replied “Of course.” Finally when I was finished with my breakfast, she brought the extra syrup.
Then told my husband and myself the reason for the delay was she was attending a mandatory staff meeting. She apologized when I told her to forget the syrup as I was finished with my meal. Again, she apologized and mentioned the mandatory meeting a second time. As a sales and management consultant, my first thought was “Talk about stupid management having a meeting during a prime time” and my second thought was “Hmm I wonder if the waitress lied to cover her own bad customer service?”
At checkout I was asked “How was the food?” I replied the food was great, but the customer service not so much so. The clerk asked me what happened and I responded.
She then asked me to tell the manager directly which I did. The manager was nice enough not to charge us for the pancakes and said the meeting was not a mandatory staff meeting. In other words, the waitress lied. Requesting an item 3 times is not the fault of management, but the fault of the wait staff. And yes there was plenty of wait staff as this was the usual busy Saturday morning
Customer loyalty especially for service industries such as restaurants, grocery stores, etc. where there is low profit margin is essential in today’s highly competitive B2C marketplace. Losing one customer can equate to hundreds if not thousands of dollars over the lifetime of the customer.
Very few people will fess up and acknowledge when they are at fault. This is human nature. Yet to lie to customer is not the answer for ongoing customer loyalty that is built upon expectations based upon past customer experiences.Share on Facebook
Have you ever considered how your social marketing may be a reflection of your leadership? For example, do you add people to your email list without asking permission? By taking this action what does it truly say about your leadership as well as your business ethics?
Each day I must unsubscribe or mark as spam dozens of emails. Many of these come from so called “experts” on sales, marketing, leadership and even business ethics. I guess they believe it is okay to add my name to their email lists.
Permission based marketing still exists and should be the best practice for professionals engaged in social selling or social marketing. However given the increase in social selling, it appears permission based marketing has taken a bad seat to sales pitches.
When professionals regardless of their role ignore common courtesy and respect, this is a reflection of their leadership skills. Their actions only reaffirm my belief not to purchase from them or make any recommendations.
Additionally when SMB owners and sales professionals fail to identify identify their target audience, they may unintentionally send emails to recipients who would never, ever buy from them. I belong to several communities where we share similar solutions. Members on one community never ever add me to their email lists without permission and yet members in another community do so all the time.
When I email those members who add me without permission, I usually receive a contrite reply of “sorry for the inconvenience.” No, they really aren’t all that sorry.
Leadership is the ability to secure the desired results using clearly articulated positive core values. This means no social marketing or social selling spamming and no sales pitches.
Yes any SMB owner or sales professional wants to increase sales and therefore hopefully profits. However, it is imperative that all behaviors reflect consistent and outstanding leadership otherwise the goal to increase sales will be much harder to achieve.Share on Facebook