Posts Tagged ‘ideal customer’

The Spray and Pray Tsunami of Social Selling

Social selling appears to have taken the spray and pray sales approach to tsunami proportions. Clueless or lazy salespeople now drown people with emails to postings with sales pitches.

These salespeople and probably some are marketing people spray these sales pitches all over the place through social selling and then pray something will eventually stick. The idea of actually knowing your ideal customer, your target market to the sales leads never enters the minds of these individuals.

For example, this morning I received an email from a complete stranger wanting me to sign up for a one day seminar on time management for the unbelievable price of $700.  My early bird price was $445.

Training and Development Coaching Tip:  A one day workshop delivers less than 10% cognitive retention after 14 days.

This person did not know the following:

  • I deliver time management training and development
  • I live in NW AZ no where near Nebraska, Indiana or Texas (these were the locations for the workshops)

The Power of Social Selling

Social selling is a tremendous and powerful platform especially for SMBs.  The investment is nominal and the reach can be exponential. However if done in error, the results can be harmful to the organization’s credibility as well as the person engaged in social selling.

Spraying and praying when it comes to sales is not new.  Salespeople have been doing this for years.  Buy a list, send out direct mail pieces and reap the rewards.  Of course the research suggests if the business receives a 2-3% response that is good.

Then there are those salespeople who at B2B networking events tell everyone their ideal customer is anyone with a pulse.  Messages like this are smaller examples of spray and pray marketing.

If you want to increase sales, gain clarity as to who your ideal customer is.  Knowing about the industry trends as well as the marketplace would also be beneficial.  Taking these small and predetermined steps will move you far close to your goal of increase sales than the continued spray and pray behaviors of others.

P.S. Time management is an oxymoron.  Schedule a time to speak with me by clicking here to learn why.

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In Sales, the Problem with the Word “Help”

How many times in the course of a sales day, do you read or hear “I help…?” In reviewing visitors to my LinkedIn profile, I can say over 50% of the headlines use this common verb of help.

The problem with this word is it does not differentiate you or your business from all the other people and businesses helping other people and businesses. With the very crowded marketplace and where 97.7% of all businesses have under 20 employees, differentiation is key to growing any SMB.

Sales Coaching Tip: Differentiation is essential to attracting sales leads

When any word is used too frequently, people become immune to the word.  It does not take hold in their minds and in some instances creates a negative, emotional reaction. Your sales goal should Be the Red Jacket in the Sea of Gray Suits.

There are a plethora of verbs that can be substituted for this word of help such as:

  • Facilitate
  • Build
  • Expand
  • Connect
  • Strengthen
  • Work
  • Align

Additionally a goal statement could be equally effective as in “Our Goal” is to:

  • Connect you with the right decision makers to increase sales
  • Strengthen your internal customers to reduce high, costly turnover
  • Align your people and processes to ensure efficiency, effectiveness while increasing profits

The goal statement demonstrates not only what you do, but the desired end results of your solutions. How many salespeople fail to include the results in their messaging be it their 30 second infomercial, their positioning statement or their value proposition statement?

Sales Coaching Tip: Potential customers want the end results of your solutions.

Sometimes we must rethink what we say and how what we say is received by our intended audience (think ideal customer). Words do matter and even more importantly the impact of those words really matter.

So if you are determined to use the word help, then connect it to the results of your solution.

Reach out and schedule a call with Leanne by CLICKING HERE.

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Click to Download This List, Cheap, Bad Marketing

If good marketing is to attract attention and to begin to build positive relationships, then bad marketing is just the opposite.  One very common bad marketing strategy is to build a list such as Top Salespeople and then have others click on the list to download.

bad-marketing

Credit www.gratisography.com

Several of my colleagues were recently recognized as being in the top 100 sales people (I did not make that list). Those who downloaded the list were immediately called or received a generic email.

Jeb Blount, founder of Sales Gravy, identified this as a lead generation campaign to get these top salespeople to share this so called recognition and status award with others so this lead generation tactic would capture more sales leads.

“Pure click bait!” Jeb Blount

Many SMB owners, sales professionals and entrepreneurs invest tremendous time in content marketing and building their own lists.  These lists should be guarded and not randomly shared with lazy SMBs that fail to understand the essence of marketing and look instead to the quick fix solution.

And for heavens if you are going to email someone who downloaded your click bait list then at least use that person’s first name.  To send out generic emails only reaffirms you are 100% into bad marketing.

These individuals who did click to download and left their email addresses will be continually bombarded with additional sales pitches even though they may not be the ideal customer. Each day I receive easily an hundred emails to which I never subscribed.

The use of permission based marketing through double opt in feature is rare these days. Those who are marketing appear to believe as long as I have your email address I can email you my sales pitches.

If you want to increase sales, then engage in good marketing.  This may mean you may actually have to pick up the phone and talk to someone directly.

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Where to Begin to Increase Sales, Your Next Step

Most sales managers to salespeople want to increase sales.  More sales equals more money and far less stress.

Yet to consistently achieve this ongoing sales goal requires a commitment to a process. After taking that initial first step to assess, then this provides a foundation for the next step – Clarify.

If you missed the first step, read this posting Where to Begin to Increase Sales.

Unfortunately again many in sales jump into the third step of execution.  These folks are observed in almost a Captain Wing It mode, spraying their actions all over the place and then praying something will stick.

Clarify is a verb and from this verb, the end result is clarity.

  • How long is my sales cycle?
  • When can I expect to earn a sales?
  • Who should are my best potential customers (think ideal customers)?
  • What is happening in my marketplace, industry and local to world economies?
  • How can I leverage my talents (from the internal assessment) to increase sales?
  • Why are potential customers interested in even considering my solution (products or services)?
  • Where do I find additional resources such as knowledge, sales training, mentors or even sales coaches?

Each of these questions are a result of the previously taken internal and external assessments. Yes there are many, many more.

When salespeople clarify, they also subsequently begin to prioritize what needs to be done first, second, third and so on.  Setting and working through a proven goal setting process also happens in this second step.

Some people will ask what does clarifying have to do with goal setting?  My response is everything.  Even though most people are hot wired toward goal setting, they fail to emotionally clarify why achieving the goal is so important to them.  This emotionalization process looks to both the positive and negative emotions regarding success or failure to achieve the desired goal.

Tomorrow the third step to increase sales, though not the final step will be discussed – Execution.

 

 

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Sales Numbers Matter, But Never More than People

Today there is incredible emphasis on sales numbers.  CRMs churn millions of bits of data each day for sales managers to pour over with the hope to discover what is missing in their goal to increase sales.

A past article published by Harvard Business Review entitled “Know Your Customers Jobs to be Done,” examined the gap between data gathering and improved business results.  What created this gap was this two-fold simple question:

  • Why did the customer buy from you or your organization?
  • Did the customer gain progress in working toward his or her goal?

People buy from people they know and trust because they are seeking forward progress, seeking to achieve a goal or goals. This seeking is determined by a variety of factors both external (driven by others) and internal (driven by the buying individual).

What is interesting to note in this article is the indirect reference to purpose.  When people put purpose behind data collection and data analysis (number crunching), they lose sight of the “why” people buy. Believe it or not there is a direct correlation between one’s purpose and why people buy from that person or organization.

For example, my purpose is to be a trailblazer.  This purpose attracts forward thinking people who are experiencing repetitive problems as they blaze their own trails.  My ideal customer profile is geared toward these individuals yet many of my clients do not meet this ideal profile.  And that is Okay.

Personally I believe in sales numbers.  If you can’t measure it, you can’t manage it.

However sales numbers should never take a front seat to why you do what you do.  You do what you do because purpose as it relates to people is one of our three primary motivational drivers (Theory of Self Determination)  as noted by Deci and Ryan in their research.

Remember people buy from people they know and trust.  When you remember that sales axiom, you will be ahead of the business and sales flow.

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Great Salespeople Make Selling Look Easy

Ever wonder why so many people are venturing into being solo entrepreneurs or SMB owners?  Beyond the obvious advantage of being your own boss, my sense is these folks have witnessed great salespeople who make selling look easy.

great-salespeopleJust hop over to LinkedIn and scan a few profile summaries.  Immediately you will see a difference between those who understand sales and those who think they understand sales.

Sales is simple.  Someone called a buyer has a want or need and someone else called a seller has a product or service to fit that want or need. Pretty easy, well not so much so.

Social selling has only reinforced this notion that selling is easy.  Sure you can buy Twitter followers or make a zillion posts on Facebook and when you measure the results, what do you discover?

People buy from people they know and trust. To create that knowing and trusting persona takes time, energy, money and emotions. Great salespeople are willing to make those investments.

Just as in leadership, great sales people are made not born. They develop over time.  These forward thinking sales leaders are self directed toward continuous improvement themselves by honing their knowledge, talents and sales skills.

Through the years I have had the opportunity to meet truly great salespeople who understood “sales is the transference of feelings.” (Zig Ziglar). From them I learned what to do and what not to do.

My sense of selling is authentic, laid back and I have crystal clarity as to who my ideal target market is.  Yes some of my clients do not fit my ideal customer profile, however over time more often than not they do grow into that role.

If you want to have sales success, then look to follow, listen and learn from those who have sales success. Be willing to accept their is no quick fix for sales success and you will be nearly half way to your own success.

 

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Begin Today to Expand Your Sales Opportunities

Every day is a new day and a day filled with incredible sales opportunities.  The only limitation is your beliefs that restrict your actions.

sales-opportunities

Credit www.pixabay.com

Of course to take advantage of all those sales opportunities may require some pre-advanced or predetermined thinking.  These reflective thoughts support your ongoing efforts for clarity.

Much is written about what makes for a successful salesperson.  After some 40 years in sales, collaborating with other successful sales people and just observing sales behaviors in general, I truly believe all top sales performers have this one trait among all others:

CLARITY

They gain this clarity by the following supporting actions:

  • They have a plan for sales growth
  • They know their ideal customer
  • Their marketing message is extremely directed and focused
  • They continually work to hone their sales skills through ongoing self-improvement
  • They leverage their reach by establishing communities
  • They invest time to know their numbers
  • They do not seek the quick fix

All of these actions reinforce and work with gaining new sales opportunities.

Have you consider to change your results, your must change your beliefs and therefore your actions?

Questions To Ask Yourself Each Morning

What would happen if you asked yourself just these three questions each morning?

  1. What is the one action I have postponed taking?
  2. What is the one action I must take today?
  3. What one person can I make smile today?

Questions to Ask Yourself Each Evening

Then before you close your office door for the day, ask yourself these questions:

  1. Did I take that one postponed action?
  2. How did I feel by taking action?
  3. Did I take that one must do action today?
  4. What where the results from that action?
  5. Who did I make smile today?
  6. Why was that important for that person?

Years ago a colleague said “We drive by more sales than we will ever have.” Today, I believe “We drive by more sales opportunities than we will ever have because we fail to stop the car.”

CLICK HERE to schedule a brief call with Leanne to discover how you can generate more sales opportunities.

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Being Comfortable Is Not for Top Sales Performers

Top sales performers who I know are the least comfortable people.  They are always going beyond their comfort zones, stretching themselves especially when it comes to sales prospecting.

top-sales-performers

Credit www.gratisography.com

I was reminded of this consistent characteristic when I read Mike Weinberg’s posting, Stop Over Analyzing Your List and Get in Front of Your Strategic Target Prospects Now!.  Mike explained how many salespeople waste time over analyzing their sales leads instead of getting our and having sales conversations with strategic target prospects.

This over analysis is really a disguised comfort behavior.  These salespeople wrap themselves in a comfort blanket of data and are lulled into non sales activity.

The other key point in Mike’s posting is in the title “strategic target prospects.”  Numerous salespeople do not have a crystal clear definition of their ideal customer.  Nor is this definition aligned to any strategic organizational goals.

Strategic comes from the word strategy.  The origins of the word strategy are Greek and mean for a general to deceive his enemies.  Staying in the office analyzing a list is not strategic.

Sometimes there is confusion between an ideal customer and a qualified sales lead.  With most sales leads not being ready to buy, going into analysis paralysis only helps to explain why many salespeople do not meet their sales goals.  Being behind a desk is far more comfortable that potentially facing a ‘No” or a “Not now.”

There is an old African proverb about how every morning a gazelle wakes up and knows it must outrun the fastest lion.  The lion wakes up knowing it must outrun the slowest gazelle.  So come morning it does not matter whether you are a gazelle or a lion. What matter is you must start running.

When you are comfortable, you aren’t running. You are snuggled in the blanket of the status quo.  If you want to increase sales, then get up, get out and start meeting your strategic target prospects as Mike calls them. Who knows you actually may enjoy this spurt of energy and eventually join the ranks of those top sales performers as well.

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Sustainable Sales Success – Tip #17 Humility

Sales success today definitely requires leaving your ego at the door.  Being humble, demonstrating humility is essential. This does not mean you as the salesperson is a doormat. No what it means is you are authentic because you are more focus on the potential ideal customer or sales lead than yourself.

sales-successThe word humility comes from the Latin word humilitas, This word can be translated as humble. Another translation is “grounded” or “coming from the earth.”

Many of the top sales performers I personally know are grounded. This sense of being grounded is consistently displayed in how they collaborate with other colleagues. They are always focused on the wants and needs of their ideal customers or current customers. This focus generates sustainable sales success.

Being grounded requires strong internal positive core values or business ethics.  Grounded individuals are not the “snake oil” salespeople.

Grounded also extends to having a sense of intentional balance between one’s personal and one’s professional worlds. Individuals who are unintentionally off balance appear not to be as grounded as those who have more balance.

Also I believe top sales performers do come from the earth. For me what this means they are people first and understand people buy from people.

Yes humility is not something that can be easily faked.  Eventually, a strong ego will surface and crack the facade of humility.

Believe it or not, one’s internal temperamental bias can reveal one’s ego and therefore suggest one’s humility.  A negative bias toward one’s self esteem reflects a good ego and suggests this person is open to criticism, another sign of being humble.  Conversely, a positive internal bias suggests the individual is self-centered and dislikes any criticism.

Sales success has many factors and varies between individuals.  The goal is to apply some or all of these tips to your own sales behavior and then monitor the results.

If you want to learn more about how to determine your own ego, CLICK HERE to schedule a time to speak with Leanne Hoagland-Smith.

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Are You Sales Prospecting in All the Wrong Places?

Do you remember the song “Looking for Love in All the Wrong Places?” Many SMB owners and sales professionals may have this as their theme song because they are sales prospecting in all the wrong places. These three gaps appear quite frequently.

sales-prospecting#1 – No Ideal Customer Profile Gap

Part of the reason for this misdirected activity is the lack of an ideal customer.  This profile is the result of some intensive research that developed from the strategic plan.  I have found “plan” as a verb is a four letter dirty word within the SMB marketplace.

The inability to have an ideal customer creates a Captain Wing It behavior.  Actions are sprayed all over the place with a prayer that something sticks. This is reminiscent of the line “looking for love in too many places.”

#2 – Bad or Outdated Business Model Gap

Another reason is a bad or outdated business model.  With the marketplace continually changing, so must business models adapt to these changes.

#3 – Dismal Marketing Messages Gap

Then there is the dismal marketing messages within their sales prospecting. These crazy busy people focus on the how of the solutions (products or services) being delivered and not the what (the results of those solutions).

Additionally, these messages are not emotionally compelling and usually lack a call to action.

This past week I delivered a 90 minute seminar to executive coaches and consultants on some key aspects within the book To Sell Is Human by Dan Pink.  One of the activities was the one word sales equity. All participants were asked to share what they do in one word. This is not an easy activity.

  • When you think of yourself in your current business role what one word comes to mind?
  • When you want sales leads to think of you in just word word?

I encouraged those in attendance to return to their purpose and values statements to see if there was any one word.

Sales prospecting is a process that begins within the strategic plan.  This process or the steps within the process may change as the market evolves. Technology has prompted many of those changes such as email, texting to content marketing.  If you want to increase sales, then revisit your sales prospecting and see where you may have any of these gaps.

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