SALES AND SERVICE

ExcellenceTHE MAGAZINE OF TEAM LEADERSHIP

NOVEMBER 2011

Nanovation Service Significance Bond with Jeanne Bliss Consultant Customers Achieve Beloved Status “Sales and Service Excellence is a phenomenal resource for sales professionals who want to grow and achieve more in their careers.” —TOM HOPKINS, AMERICA’S #1 SALES TRAINER w w w . L e a d e r E x c e l . c o m Sales and Service

ExcellenceVolume 11 Number 11 The Magazine of Team Leadership November 2011 SERVICE/BONDING Bond with Customers Empower growth and prosperity.

Beloved leaders weave their humani- Why? Because Zane’s Cycles decides to by Jeanne Bliss ty into every decision. They make five believe in the integrity of their customers. important decisions to create an indeli- Zane’s has valued every customer who EADERS HAVE AN INCREDI- ble bond with customers and employees: walks in their door with a lifetime L ble opportunity to 1. Decide to believe: We trust our cus- value of $12,500, and they don’t want empower growth and pros- tomers. We trust those who serve them. to risk that long-term relationship by perity within their company and with Beloved companies make the decision questioning a customers’ integrity. their customer base. Beloved companies to believe in their customers and their Zane’s trusts that the customers will do with beloved leaders create an indelible employees. They suspend cynicism in the right thing, and true to their belief, bond with customers. They also create their relationships, and so they are free of the 4,000 bikes they sell each year, it within the company and every part from the extra rules, polices and layers they lose less than five each year from of their management style. We’re all of bureaucracy that create barriers be- a stolen bike during a test drive. heartbroken to see Steve Jobs pass away Equally as important is a company’s because he is beloved as a leader by his belief in its employees—a belief that employees and customers. He’s become lets employees know they are trusted a part of their lives. Apple’s devoted to make the right decisions, without customers grow their business for being scrutinized or strictly monitored. them; telling everyone they know on • Wegmans Food Markets, a grocery Twitter, Facebook, chat rooms and hun- store chain with about $4.5 billion in dreds of websites every day that the annual revenue, decided to ditch the company is worthy of their business. employee rule book and replace it with What is behind achieving beloved one single rule: no customer is allowed to status? These companies earn the right leave unhappy. By getting rid of the rule to grow and prosper because of the tween them and their customers. The book, they enabled each of their 37,000 anguish, thought and purpose that they belief demonstrates a company’s trust. employees to do whatever was needed, put into decision making. The actions • Zane’s Cycles is a Connecticut-based regardless of the situation, to ensure that come from their decisions set them bicycle shop with $13 million in sales each of their customers was satisfied. apart. Beloved companies weave their each year and a relationship rooted in This belief in their employees led to humanity into every decision, connect- customer trust. Zane’s allows current decreased employee turnover (only 7 ing who they are as a people with the deci- and prospective customers to test drive percent, while industry average is 19 sions they make in how they run their their bikes—including any of their percent), an estimated operating margin business. As a result, they earn not just $6,000 bikes—without asking for any of 7.5 percent, double that of its com- loyal buyers, but passionate, vocal fans. form of collateral or identification. petitors, and 50 percent higher sales per CONTENTS CHIP R. BELL AND JOHN R. PATTERSON MARK FAUST GEORGE BROWN Service Significance ...... 3 Lead a Recovery ...... 8 Co-Destiny Actions ...... 12 K. FREIBERG, J. FREIBERG, AND D. DUNSTON MICHAEL J. NICK RON SNYDER Nanovation ...... 4 Complex Sale ...... 8 Sales Planning ...... 13 BRYAN FLANAGAN CRAIG HANDLEY JOHN TASSONE Effective Prospecting ...... 4 Cultivate Happiness ...... 9 Go For It! ...... 14 JOHN GOLDEN CAROL KINSEY GOMAN JOANNE BLACK Sales and Marketing ...... 5 Key Negotiations ...... 10 You Never Know ...... 14 KATHERINE LEMONS RICHARD SHAPIRO BOB BURG AND JOHN DAVID MANN Sales Etiquette ...... 6 Repeat Business ...... 10 Yield and Win ...... 15 JOHN BREDIN HARVEY MACKAY NATHAN JAMAIL Ethical Sales ...... 6 Salesmanship ...... 11 Successful Selling ...... 16 ANDY PAUL SHELLY SUN DOUG AND POLLY WHITE Zero-Time Selling ...... 7 Expand Your Business ...... 12 Let Go to Grow ...... 16 square foot than industry average. Beloved Their turnover is only 15 percent (50 percent companies know that most people strive to is average in retail). Creating a culture where Volume 11 Issue 11 do the right thing, and they decide to believe people find joy in working with each other that this is so for customers and employees. has earned them nine years on Fortune’s 100 Sales & Service Excellence is published 2. Decide with clarity of purpose: We are Best Companies to Work For list. Customers monthly by Executive Excellence Publishing, LLC (dba Leadership Excellence), clear about the purpose we serve in our cus- and employees gravitate to companies who 1806 North 1120 West, Provo, UT 84604. tomers’ lives. Beloved companies take the decide to be real, and nurture the personality Editorial Purpose: time to be clear about their unique promise and spirit of customers and employees. Our mission is to promote personal and for their customer’s lives. Beloved compa- 4. Decide to be there: We are in the scrim- professional development based on constructive nies realize that clarity of purpose guides choic- mage every day to build our operation from our values, sound ethics, and timeless principles. es and unites the organization. It elevates customers’ perspective. Beloved companies Basic Annual Rate: people’s work from merely executing tasks devote more resources and work to be there $59 (12 issues) to delivering experiences that customers will for their customers. They’re in it every day to $119 two years (24 issues). want to repeat and share with others. earn the right to a continued relationship Article Reprints: For reprints of 100 or more, please Beloved leaders know that their choices with their customers, and the first decision contact the editorial department at and clarity of purpose also drive employees they make is to be there when the customer 1-801-375-4060 or email to engender this purpose across the board. needs them, on the customer’s terms. [email protected]. Permission PDF: US $100 • Tony Hsieh, is another beloved leader. • Umpqua Bank decided to be there for cus- Business for Zappos.com, an Internet cloth- tomers by creating the position of Universal Submissions and Correspondence: Please send any correspondence, articles, ing and shoe retailer known for its superior Associate; training every employee in every letters to the editor, and requests to reprint, customer service and quirky company cul- banking task—aware of the frustration cus- republish, or excerpt articles to Editorial Department, Sales & Service Excellence, ture, exploded in 2008, reaching over $1 bil- tomers felt from waiting in long lines only to 1806 North 1120 West, Provo, UT 84604 or lion in gross merchandise sales. find that the banker is unable email [email protected]. In the face of rapid growth and to help them. Further, the bank Customer Service/Circulation: increased demand, Zappos made its mission to provide For customer service, or information on decided that their customer ser- customizable banking, allowing products and services call 1-877-250-1983 vice culture was essential and local managers to customize or email: [email protected]. must be preserved. So, he their offering based on their Internet Address: www.LeaderExcel.com decided that only the most customers’ interests. This has Marketing Offices: passionate employees should allowed Umpqua Bank to be Leadership Excellence 1806 N. 1120 W. stick around, offering $2,000 there for customers and has led Provo, UT 84604 for new-hires to leave the com- to exponential growth. 1-877-250-1983 pany if they didn’t feel like 5. Decide to say sorry: We are 1-801-375-4060 they could uphold and live by humble and accountable. We’ll Sales & Service Excellence: the core values of their busi- make it right. Grace and wis- Ken Shelton, CEO, Editor-in-Chief ness. Fewer than 1 percent of dom guide beloved companies to Sean Beck, Circulation Manager new-hires take Zappos up on their offer, accept accountability when things go awry. Contributing Editors: Debbie Allen, Curtis meaning that those who stay are committed • Toro Company, a lawn mower manufac- Bingham, Tom Hopkins, Dave Kahle, Richard and passionate employees, ready to fully turer, says we’re sorry to customers who are Ilsley. embrace Zappos culture. Businesses prosper injured using their products, regardless of who when they decide with clarity of purpose and is at fault. After ensuring that the customer is Copyright © 2011 Executive Excellence Publishing. No part of this publication may be spread that clarity across the organization. okay and taken care of, Toro shifts the con- reproduced or transmitted in any form without 3. Decide to be real: We are genuine, pas- versation, from wronged customer to what hap- written permission from the publisher. sionate and take the best version of ourselves to pened. In a litigious industry, 95 percent of Quotations must be credited. work. Beloved companies and their leaders Toro’s cases are settled on the day of mediation break down barriers between customer and or soon thereafter, because they are proactive company, creating a relationship between and say we’re sorry. How a company reacts to people and revel in one another’s foibles, mistakes reflects its humanity and true colors. quirks, and spirit. It draws them to one How you steer your decisions, and the another. Their humanity and authenticity sets actions that tumble from them, impacts your beloved companies apart. They allow room for ability to earn the right to grow and prosper. people to blend their personal instincts with These five decisions create a seismic shift from their business decisions. mere business to beloved company. You can earn • The Container Store encourages employ- your customers’ business by deciding how ees to be like Gumby, an animated clay figure you’ll run yours. With every order you ship, made popular by stop motion animation. with every person you hire, every product The connection is that folks at The Container you develop, you tell your customers who Store should not create boundary lines you are and what you value. So decide what between what each person does; that bend- you want your story to be in the market- ing over backwards for customers and each place. What do you want customers and other is a necessity for growth and prosperi- employees to tell others about who you are ty. With this notion, founders Garrett Boone and what you value? The decision is yours. SSE and Kip Tindell wanted to ensure they did- Jeanne Bliss is founder of CustomerBLISS, a consulting/coach- n’t deliver forced customer service or teamwork. ing company, speaker and author of Chief Customer Officer and They simply want everyone to be flexible I Love You More than My Dog. Visit www.customerbliss.com. and find the right solution for each situation. ACTION: Decide what you value. 2 NOVEMBER 2011 WWW.LEADEREXCEL.COM SERVICE/PASSION queasy watching the tech taking them back,” says owner Fred Givhan. “We get our more experienced customers involved in the repair process. They learn a lot about their computer if they Service Significance get to observe the surgery.” It is always filled with passion. 3. Service with significance is filled with joy. Not every form of service can whether you believed in the service be happy. Customers have to select a by Chip R. you were delivering? casket for a loved one or hear the bad Bell and John Service can be perfunctory, delivered news from their accountant that they R. Patterson with routine banter and going-through-the- owe more taxes than they had planned. motions energy. It can be the same service But, all service can be delivered from a we get everywhere, every day. Or, it can place of joyful contribution and gen- OHNNY CASH HAS ALWAYS BEEN A HERO. be something different—something that erosity. Johnny Cash was literally and JThe 20th Century Fox box office movie sums you up! It could have meaning. It emotionally a man in black. Yet, he that depicted highlights of his life, Walk could be delivered from the soul—just made joyful hits like A Boy Named Sue the Line, starring Reece Witherspoon like “Folsom Prison Blues” came from and One Piece at a Time. People who and Joaquin Phoenix, was based on deep inside Johnny Cash in a way that serve with significance communicate a Johnny’s autobiography Man in Black caused Sam Phillips to recognize Cash sense of joyful purpose, even a calling. and the screenplay by Gill Dennis. had talent. That’s service peo- They serve with a deep rev- When Johnny started his career he ple want to receive. That’s ser- erence for and responsibility snagged an audition in Memphis with vice that touches people. to their customer. legendary producer Sam Phillips, who • A Boston family adopted discovered other great singers. Half- Four Main Features an Asian girl. No sooner had way through Johnny’s song—a popular Service with significance she arrived in the U.S. than gospel hymn—Sam stopped him and has four main features. the family learned she need- questioned his belief in what he was singing. 1. Service with signifi- ed surgery. The nine-year-old “You saying I don’t believe in God,” cance is filled with passion child, speaking only Chinese, Johnny retorted in disbelief. and delivered with the extra was anxious. After the sur- “You know exactly what I’m telling energy of someone commit- gery, she was asked through you,” said Phillips. “We’ve already heard ted to making a difference, not an interpreter, “What most that song a hundred times. Just like that. just completing a task. It shouts joy in a surprised you about your stay at Child- Just . . . like . . . how . . . you sing it.” form that’s infectious and attitude-chang- ren’s Memorial Hospital of Boston?” “Well,” said Johnny in his defense. ing. It eradicates the spirit leeches eager The child smiled and responded, “I did “You didn’t let us bring it home.” to suck the energy and zeal out those not know my doctor would be Chinese.” Sam Phillips’ poignant response was around them. Service with significance 4. Service with significance is a sig- a turning point in Johnny’s life. Perhaps elevates service to something special, not nature. Johnny Cash began every con- without it, we would never have gotten just something plain vanilla and quick- cert with the words, “Hi, I’m Johnny the many #1 hit songs that Johnny Cash ly forgettable. Cash.” It signaled that everything to created. Bring it home? said Phillips. All • When we exited the Hertz courtesy follow would reflect who he was, not right, let’s bring it home. If you was hit by van at the Hartford airport, the below- just what he did. It was a signature of a truck and you was lying out there in the freezing winter wind bit hard. But, the significance! Service always has the sig- gutter dying, and you had time to sing one Hertz attendant had a warm smile and nature of someone on it. Even if cus- song that people would remember before helpful attitude. “This is way too cold!” tomers are not certain whose name is you’re dirt—one song that would let God we said, teeth chattering. She almost hard-wired into the service source code, know how you felt about your time here on giggled. “You know, in Hartford we do a person’s name is there somewhere. earth—one song that would sum you up, weather as entertainment!” Ten miles • University of Rhode Island students you tellin’ me that’s the song you’d sing? down the road we were still laughing enjoy going to the CVS nearby to buy a That same Jimmy Davis tune we hear on at her unexpected passion-filled comment. snack and to see The Excellence Lady, the radio all day about your peace within, 2. Service with significance is inclu- head cashier Helen “Nonni” Plummer and how it’s real, and how you’re gonna sive. Go to a party at which someone who bids farewell to every customer with shout it? Or, would you sing somethin’ plays one of Johnny’s great songs—I “Have an excellent!” Her infectious spirit different. Somethin’ you felt. Cause I’m Walk the Line, Ring of Fire, or Jackson— has spread to a Facebook.com group telling you right now, that’s the kind of and it turns into a sing-along. Service titled, “You Have an Excellent.” song people want to hear. That’s the kind with significance is not about sacrificial, We are what we serve to others. Cus- of song that truly saves people. It ain’t got hero-making acts. It’s about an encounter tomers remember how you served long nothin’ to do with believin’ in God, Mr. Cash. that connects. It feels collaborative and re- after they forget what you served! How It has to do with believin’ in yourself.” ciprocal. It reflects a partnership perspective. can you deliver service in a fashion that Think about the call to action issued • Direct Connection Computer Services sums you and says, “This is me—and, by Sam Phillips. Johnny Cash was a in Dallas, TX, specializes in advanced my very best gift to you?” SSE singer, a deliverer of music. What if the computer repair. Take a computer in Chip R. Bell and John R. Patterson are customer loyal- story line had been about a service for repair and you might be invited ty consultants and the authors of Wired and Dangerous. provider—a deliverer of value to cus- back to the technicians’ area. “Some of Visit www.wiredanddangerous.com. tomers? What if it was your story and a our customers are so emotionally Sam Phillips was goading you about attached to their laptops, they feel ACTION: Deliver service with significance. SALES AND SERVICE EXCELLENCE NOVEMBER 2011 3 MARKETING/INNOVATION in the West from sinking back into revered? Is unconventional thinking val- poverty. Can America still be the ued? Do you reward and celebrate intelli- United States of innovation? Are we gent failure? Do your people see limitations ready to rise to the challenge and as invitations to innovation and opportuni- Nanovation nanovate? Nanovation can save us. ties to differentiate or excuses for why it We need innovation to survive. Nanovation isn’t about cars—it’s can’t be done? In a surplus society and a about people thinking big, being sea of sameness, are your products and ser- brave, acting bold, and achieving the vices absolutely unforgettable? If your com- impossible. Start by asking yourself pany were gone tomorrow, would it be missed? these questions: How bold and daring are you with regard Do you consistently deliver products, to what problems you take on? How many services, and results that competitors say projects underway are potential game chang- by Kevin and Jackie Freiberg are impossible? Is your company a game ers? Are you so caught up in your projects and Dain Dunston changer that consistently redefines value that your work has become a calling, the chains, disrupts the industry, and delights cause for which you fight? Is yours the HILE POLITICIANS DITHER ON BILLS customers? Is your company loaded with most respected company in its industry? Wconcerning innovation, such as leaders who set the tone for innovation— Do you make a difference in the world? SSE the America Invents Act now before leaders whom people love to follow? Is your Kevin and Jackie Freiberg and Dain Dunston are Congress, some 58 percent of Americans company a career destination and magnet authors of Nanovation: How a Little Car Can Teach fear that the U.S. will be surpassed on for talent? Do big, bold, audacious ideas the World to Think Big and Act Bold (Thomas Nelson). innovation. What will it take to get Con- motivate everyone to stretch and inno- Visit www.freibergs.com. gress to set aside bipartisan bickering? vate? Are diverse opinions expected and ACTION: Answer these questions. True change requires courage and SALES/PROSPECTING foresight. When innovators are viewed tial buyers: your company database, at the end of gigantic, game-changing existing clients, veteran salespeople in success, they look like geniuses; but Effective Prospecting your office, research via newspapers, going into it, they look like the lunatic local publications, friends, families, for- fringe. In our look of how Tata Motors Practice the three elements. mer co-workers, a lead-finding service, created a product, the Nano car, that a local networking group, or social revolutionized India, we examined by Bryan Flanagan media such as LinkedIn, Plaxo, Twitter, what goes into true, life-changing inno- Facebook. There are numerous busi- vation—what we call nanovation— OU’RE NOT ALWAYS SELLING, ness-contact directories available for including how nanovators: Ybut you’re always prospect- purchase. If you conduct an Internet • Get wired. Connectivity and real-time ing. There are three elements search, you will discover there are over collaboration lead to quicker solutions. to effective prospecting: 1) identifying 771 entries of such directories; from a • Lead a revolution. Powerful ideas potential prospects; 2) determining personalized list to customized lists to require a powerful story. where to find prospects; and 3) initiat- general lists. You can use various means • Build an innovation culture. People ing contact with identified prospects. to identify companies, industries, and need to know how to create a com- 1. Identify prospects. De- people to target for your pelling argument and business case for termine on whom to call. Not prospecting efforts. Determine new ideas and feel safe to present them. everyone is a potential prospect a system that works for you and • Question the unquestionable. Deep- for you. Therefore, you must use it. You may combine sev- ly held assumptions paralyze progress; use some type of system to eral tools. Choose a resource the best perspective is from the outside. identify buyers. Here is an and implement it consistently. • Look beyond. Breakthroughs come easy way to do so: ask your- 3. Initiating contact with by seeing further than the customer or self questions that will nar- identified prospects. Initiate constituency. Anticipating needs beats row your focus and help you contact by email, voice mail, filling requests. create a prospect profile— traits direct mail, snail mail, etc. • Find where trends intersect. The /characteristics of your perfect prospect. Find a way to connect with prospects next big thing lies where trends con- You may want to answer these six that works for you. Most of us must verge; focus only on your own special- questions: 1) Who is an ideal person or pick up the phone and make contact. ty at your own peril. organization who can benefit from my prod- When prospecting by phone, put first •Risk more, fail faster. Failure can be- uct or service? 2) What does this person things first: What is the purpose of the come a strategic weapon when viewed look like? How old is he? Does she run her contact? You must have a clear goal in as an opportunity to learn faster. own business? Is he a homeowner? Self- mind. What are you trying to achieve? India and China are emerging, even employed? 3) Is this person in a position to What information do you want to gain by as America scrambles to maintain its make a decision? Can he afford my solution? the end of the conversation? stance as a world leader. It’s clear that 4) Does this person have a recognized, By thinking through these elements trying to preserve what we have had unmet need? 5) Is there a specific industry of prospecting, you’ll be more aware of up to now by doing business as usual or geographical area I should target? 6) potential people who may benefit from will not save us. We must risk and we How easy will it be to schedule a meeting? your product and service. Now, go sell must risk big—we must nanovate. You need to create a “profile” of your somebody something! SSE Nanovation doesn’t just benefit the ideal prospect so that you will know Bryan Flanagan is the Sales Ambassador and Premiere emerging middle class, rising out of what to look for in potential buyers. Sales Trainer at Ziglar, Inc. and author of So, You’re poverty around the world. It may also 2. Determine where to find prospects. New to Sales. Visit www.Ziglar.com. be the force that saves the middle class There are so many ways to find poten- ACTION: Practice these elements of prospecting. 4 NOVEMBER 2011 WWW.LEADEREXCEL.COM MARKETING/SALES 4. Serve as a Broker of Capabilities, not just a vendor of product and services —revealing to the customer the full capabilities of the seller’s organization. Sales and Marketing In this shared pursuit of discovery, Start bridging the great divide. M&S teams will develop stronger rela- tionships while learning to anticipate and satisfy the needs of each customer. by John Golden What buyers want and need are busi- You can achieve alignment in other ways: ness partners who have a vested inter- • Developing a common language be- USINESSES RELY ON THE COL- est in helping them discover new tween S&M along with recognition of Blective efforts of sales solutions to known and unknown their partnership in the revenue cycle. and marketing to create problems. They want to work with • Engaging in team building exercises demand, generate revenue, and lever- vendors who can help them identify to develop greater confidence and trust. age a competitive advantage. Together, opportunities to create and maintain a • Establishing common leadership via a these teams of individuals comprise competitive advantage. This form of Chief Revenue Officer who is responsi- the revenue engine, essential for ongo- partnership is only achievable when ble for the entire journey of a prospect ing success. However, often seemingly sales and marketing combine their from beginning into the future. impenetrable barriers divide sales and unique strengths and form a team that • Investing in new systems and soft- marketing teams, thus undermining is aligned and solely focused on the ware designed to facilitate alignment the performance of both. Bridging this buyer’s business needs. by allowing for shared data. divide may be your best way to enhance It’s vital for M&S to share information revenue, and the solution is simple: S&M Alignment to identify and target which phase of the customer centricity. This is achieved Aligning sales and mar- buying cycle a prospect is in at when marketing and sales teams are both keting is challenging. These any given point of contact: is it laser-focused on an individual customer’s departments have slipped changes over time, recogni- business needs. This alignment of effort into comfortable routines tion of needs, evaluation of allows both teams to offer real value of developing programs in options, resolution of con- that generates sustainable demand as it isolation with singularity of cerns, or implementation? continually opens new doors, reveals purpose. In worst cases, Without this knowledge, it’s new opportunity and allows for fueled by a lack of under- difficult to communicate in a greater penetration of key customers. standing regarding func- meaningful and helpful way. tion, goals, challenges and For marketing, develop Time to Reevaluate the Roles purpose, sales and marketing collateral crafted to meet the Much has changed regarding the teams have become more buyer wherever they are in the purpose and roles of sales and market- antagonistic than synergistic. Our sur- decision-making process. Today, you need ing staff. Traditionally, salespeople vey of 6,443 sales and marketing pro- a combined M&S approach that dissemi- were hired when a business grew fessionals found that 70 percent see nates appropriate messaging for buyers beyond what the leader could manage room for improvement in how sales at every point in their decision-making alone. As the business expanded fur- and marketing teams work together. process and channels them properly ther, marketing was added as a sales- Whatever the challenges, aligning these through websites, social media, white- support function to cast a larger net for teams can be done—it starts with cus- papers, email, webinars, and other new business. Eventually, marketing tomer centricity. means—thereby shaping the buyers was charged with developing leads and Imagine a triangle with the buyer decision-making criteria and fueling handing those leads to the sales team. at the top vertex. Then, imagine one their interest in your solution. The sales team was responsible for side of the triangle being represented The future success of S&M requires converting leads into customers, result- by sales, the other side by marketing. an integrated approach where both groups ing in the desired revenue stream. As the sides of the triangle move up are equally responsible for customer rela- For many reasons, this rigid delin- from the bottom, moving towards the tionships and the coordination of activities eation of responsibility no longer works. buyer, they naturally grow closer to increase buyer engagement and grow Moreover, these traditional roles fail to together. Thus, by simultaneously revenue. Plus, it’s a win-win model for deliver what today’s buyers want and focusing sales and marketing on the both vendors and buyers. Vendors bene- need: a true partnership. Findings from buyer, both departments are aligned fit from deeper relationships with cus- the CMO Council’s Channel Performance together. S&M personnel are already tomers allowing them to target Outlook audit underscore this fact: 70 focused on buyers in their own resources more effectively and optimize percent of buyers agree that vendor unique ways. But, the idea is to chan- performance. Buyers benefit from appro- marketing campaigns are not effective in nel their focus along a common pathway. priate communication, relevant informa- driving their business. To that end, redirect both marketing tion and timely guidance from trusted Today, buyers no longer require and sales teams to focus on the buyer S&M personnel. Working as a team, salespeople to explain product specifi- through a proven set of value drivers: S&M can combine their expertise and cations or deliver marketing brochures 1. Reveal an Unrecognized Problem perspective for the benefit of every cus- that list product features. These forms that the customer is experiencing tomer. It’s teamwork, not a handoff. SSE of communication fail to shape deci- 2. Create an Unseen Opportunity John Golden, President and CEO, Huthwaite, the sion making criteria because buyers 3. Develop an Unanticipated Solution leading provider of consultative sales training. Call are much further along in the buying to address the customer’s problems or 703-467-3800 or visit www.huthwaite.com. cycle before they reach out to vendors. exploit the customer’s opportunities ACTION: Bridge the gap between sales and marketing. SALES AND SERVICE EXCELLENCE NOVEMBER 2011 5 SALES/ETIQUETTE there for them if they have an issue. can be turned in for cash or goods. If 5. Thank you very much. Thank-you you feel that a gift is in order—perhaps notes are sales etiquette 101. Email for a holiday or after a sale—stick with Sales Etiquette lacks the same impact as a handwrit- a gift basket or branded items from your ten thank-you note. Even if a prospect business (notepads, pens). Never give Eight ways to impress prospects. decides to go in another direction, send an extravagant gift. It will make them feel the thank-you note (they won’t always uncomfortable and make you look like by Katherine Lemons say no). Sales is about persistence and you’re trying to manipulate or bribe. follow-up. However, avoid sending a 8. Hold the compliments. Approach- O SALE HAS EVER BEEN fruit basket every week. Keep note ing a stranger with accolades of their Nendangered by excel- cards professional, simple, and elegant. beauty or appearance and then hand- lent etiquette—the customs, 6. Call first. Setting an official appoint- ing them a business card is a thinly standards, or rules governing behavior ment with a client is as important as veiled tactic. They’ll see through it. regarded as correct or acceptable. arriving on time. People also appreci- Don’t open with a personal remark. Be 1. What’s in a name? You offend ate a heads up. Showing up unannoun- honest about who you are and who you someone when you mispronounce their ced asking to speak with a CEO will work for, and go from there. In all name. Be sure that you pronounce their most likely be a waste of your time. things, be sincere and straightforward. name correctly—and then remember it. 7. Hold the cash. It isn’t always appro- Use etiquette in selling, and we’ll see If you are unsure, just ask them to pro- priate to send gifts to prospects/clients. you not at the top, but over the top! SSE nounce their name for you so you can Many organizations have strict poli- Katherine Lemons is Director of Planning at Ziglar. get it right. Use a method for remem- cies about receiving gifts, especially Email [email protected]. bering names that works for you, such cash or gift cards. Avoid any gift that ACTION: Practice proper sales etiquette. as repeating the name out loud after an SALES/ETHICS introduction or visualizing the name. product you’re hawking is the best fit Reread emails before sending so that for your customer—given their unique you get the name right. Remembering personality, interests, concerns, and and then correctly pronouncing their Ethical Sales goals—at this juncture of their life story. name creates a great first impression. It’s not an oxymoron. Better still, ask your client, since the 2. Timeliness is next to Godliness. best way to understand their needs is Being late speaks loudly about your by John Bredin via simple conversation. Many thought respect for other people (you’re saying leaders—from Plato to Martin Buber to that your time is more important than their OST PEOPLE THINK THAT Meg Wheatley have written about the time). Don’t just be on time, be prepared. MEthical Sales is an oxy- deeply ethical and transformative power of Arrive five minutes early to a sales call moron. This reaction reminds genuine dialogue. Since sales is the one and ensure that your laptop is cued me why it’s necessary to posit Ethical profession most intimately tied to dia- up, PowerPoint is ready, and handouts Sales. My hope is that by setting the bar logue—to the vulnerable, face-to-face are in order. Call ahead and inquire high for a transformative, humane new way human encounter—it is the one place about the WiFi or technology available. of doing business (where people matter within our sterile corporate structures Being surprised by a lack of Internet over profits), it might become a where human freedom and a connection, wide screen, or flip chart is self-fulfilling prophecy. sense of possibility are most no way to start a presentation. I speak as a new convert alive. By being fully present in 3. Enough about me—let’s talk about to sales. I was a teacher for our encounters with clients, me. A sales call or presentation should 17 years (a profession rich going off the script and caring not be one-sided. It’s rude to spend 45 with moral energy), but now about them as people, we’re minutes informing the customer about I’m a NYC real estate agent. likely to make them happier how great you are, without uncovering When I introduced myself as with products best suited to their needs (that’s why you are there— a teacher at parties, a warm their needs, and our own bot- to uncover the needs of the client and glow would suffuse my con- tom lines will be enriched by provide a solution with your product). versational partner, paving the way for their repeat business and referrals. You’ll close more sales with your ears than a nice chat. Now, when I say I’m a real Ethical salespeople ought to extend with your mouth. Keep your overview estate agent, fear and wariness are their kindness to their colleagues. Too of who you are and where you come from aroused in the other person. A kind of often sales departments resemble short, and then focus on the customer. emptiness and shallowness are connect- hyper-competitive war zones rather 4. Moving on. Once you close a sale ed with the profession of sales—a sad than collaborative, collegial, intellectual and obtain a new client, keep building condition that needs to be corrected. spaces where people dialogue, learn the relationship. Abandoning a client We need a radical re-conceptualization and grow together. When your office because you have received your com- of sales to illustrate the honest, ethical, becomes a swamp of “tooth and claw” mission is a sure way to lose them once creatively satisfying, and deeply social social Darwinism, it’s hard to think their contract is up. Even if your com- work of ethical sales people—work that clearly or grow into your best potential. pany has a client relations department, can be exciting, fulfilling, and meaningful. There is a link between the ethical keep nurturing your relationship. The How do you become an ethical sales potentiality of sales and the strengthen- best customer is a repeat customer and agent? First, you set aside the cha-ching ing and repair of our communities. SSE that requires work! Set reminders to desire to close the deal at any cost, and John Bredin taught English at Montclair State Univ., touch base with your client quarterly, care more about the happiness of your Rutgers, and CUNY. He is a real estate agent at Nest or when appropriate for the nature of customer. The essence of ethical sales is Seekers Intl. Visit www.nestseekers.com. your sale. Let them know that you are a feeling of empathy. Ask yourself if the ACTION: Engage in ethical sales. 6 NOVEMBER 2011 WWW.LEADEREXCEL.COM SALES/SPEED tions its deepest product knowledge closest to the customer. They make sure that every representative has the skills and experience to guarantee that every Zero-Time Selling communication and interaction (whether Accelerate the speed of closing sales. by email, meeting, phone call, or prod- uct demo) delivers the value required from someone who can. to meet and exceed the customer’s require- by Andy Paul To achieve zero-time requires com- ments. If other peoples’ expertise is bining the elements of information and needed, they are utilized immediately N TODAY’S FAST-PACED INFOR- speed to show complete, or absolute, using the best technology available. Imation-driven economy, responsiveness to the prospects’ and Sell low. The rep changes her tactics your customers will acquire customers’ needs, creating maximum from only interacting with the top man- 70 percent of the information they need value for them in the process. It’s a bot- agement tier to selling directly to the to make an informed buying decision tom line approach that from the cus- functional and mid-level managers, about your product or service from the tomer’s viewpoint simply says: “Just technical professionals, and support Internet before they ever talk to a sales- give me the information I need now.” staff who are the actual decision makers person. When they finally contact you, My methods don’t require more for her product. The rep can demon- their need for information is time-sensi- salespeople, greater expenditure of strate exceptional value and build a tive and urgent. The sales team that is resources, or investment in capital relationship with the client that can be the first to respond with the complete facilities, infrastructure or technology. nurtured over time, by selling to the real answers to their questions dramatically They do require a conscious decision to decision makers. Getting a smaller order improves their chances to win the order. use your people more effectively and har- secured faster is often a better option, Zero-Time Selling explains how to be first. ness and channel their focus on elimi- and selling lower enables you to do that. Zero-Time Selling presents 10 simple nating obstacles in the way of deliver- Here are five zero-time selling tactics solutions to break through inertia and ing the information and attention every designed to help you achieve MILT: internal roadblocks that impede sales customer wants and needs, right now. 1. How you sell is as important as efforts. Free of the usual conceptual Here’s an example that demonstrates what you sell. You must build trust and sales jargon, Zero-Time Selling presents differentiate your company while creat- an accessible, straightforward path to ing value for your customer by how consistent sales success. It is easy to you sell your product or service. learn and compatible with any selling 2. If you’re talking to a customer, it is system or sales methods. urgent. The Internet enables customers In today’s competitive sales environ- to get 70–80 percent of the information ment, how you sell your products and they need to make an informed pur- services is as important as what you sell chase decision about your product or in creating value for customers and differ- service before they contact you for the first entiating your company and offerings. time. If you are talking to a customer, they want answers now and you had Improve the Speed of Sales three key core concepts of Zero-Time Sell- better deliver what they need to know The time it takes to get a sale can be ing in practice: A business services rep now because there is no second chance. improved greatly—to zero-time. I intro- usually has to meet with the three manag- 3. Everything happens now (unless it duce 10 steps to accelerating sales, intro- ing partners at a mid-sized legal practice has already happened). The timeframe ducing a new mantra: Maximum Impact, to get the attorneys to understand enough for every sales action is now. Get a lead, Least Time (MILT). Make sure that you about the programs to feel comfortable follow up now. Get a question from a and all salespeople abide by this rule enough to deploy it. The managing part- customer, answer it now. Of course, not when interacting with clients. Analyze ners are now so busy they only meet once everything can happen immediately, but every second and every communication a week, and it’s difficult to get on the the most important things can and must. by asking: Is it delivering enough impact? agenda. Once you get time with them, the 4. Measure. Fine-tune. Measure. I define zero-time responsiveness as a lawyers often compete to see who can Develop a system of responsiveness, function of content plus speed. You aren’t stump the rep and force a delay in the delivering content in zero-time. Every absolutely responsive unless you are com- process until the sales rep gets back with step of your sales process must continu- pletely responsive. For example, in many answers to their showstopper questions. ally be measured and improved with situations and client interactions, people Sell with MILT. The sales rep evalu- the goal of reducing to zero the amount follow up quickly but without content ates every step of the customer’s buy- of time required to deliver that content. that is helpful to the client. A quick but ing process. To insure she is responsive 5. Every customer is the center of your incomplete response to a customer’s ques- she prepares to immediately answer all universe. The least expensive, least time- tion is the same as no response at all. A questions posed, with no need for time- consuming and least competitive sales are complete but slow response to a customer wasting follow up. She has everything those you make to existing customers. is marginally better than no response. needed to take an order and close the To ensure a steady show of orders you Either way they may lose the client or deal right away. He or she may even must practice unconditional support. SSE prospect by taking too long to deliver ask for questions or topics to focus on Andy Paul is a business strategist, sales consultant, and exactly what the client needs. Clients at a meeting so that she can be ready to author of Zero-Time Selling (Morgan James Publishing). are better informed; so sales profession- address those concerns completely. Call 619-980-4002. Email: [email protected]. als need to immediately answer the unan- Always sell with the sharp end of Visit www.ZeroTimeSelling.com. swered questions or get immediate help the stick. The selling company posi- ACTION: Reduce the time it takes to close sales. SALES AND SERVICE EXCELLENCE NOVEMBER 2011 7 SALES/RECOVERY impression. Determine—and commu- those who impact customer retention. nicate—the value of increased customer 4. Steal from your competition— retention through improved sales and ser- legally. Ask customers and prospects: Lead a Recovery vice impressions. Uncover what it will Who is your favorite salesman and service take to get and keep customers. Learn tech? What do you like most about the Stop relying on government. what they need to hear to be sold and service from the competition? If we could what service levels are expected. deliver on the promise of topping their by Mark Faust 2. Know the potentials—industry service levels would you switch to our bests and averages. Benchmark your solutions? Hire the best service techs ’M TIRED OF HEARING SALES industry. Find out how highly rated and sales reps from the competition, by Iand service managers com- your best competitors are in their paying them what they are worth. This, plain about the economy. impressions. You want your team to along with genuine improvements in The onus is on you to adopt a turn- think of nothing less than a full sales the service levels, makes the necessary around mindset to put your business and service-level impression turnaround. impression to win back old customers into an accelerated growth mode. Also, find the people on your team who and win over new customers. Business leaders have a great respon- top the competition’s exemplars. No matter how bad your sales or sibility. The fate of the jobless, families, 3. Set your objectives. Involve your service situation, you can make improve- and children are in your hands. To not team in setting specific objectives and ments and win back lost customers. SSE accelerate growth and innovation is to aban- aggressive timelines. Since customer Mark Faust is founder of Echelon Management and author don those in dire need. Economic recession retention is directly impacted by these of Growth or Bust! Email [email protected], call is a burden on the people, but a bless- impressions, set goals and tie incen- 513-621-8000 or visit www.EchelonManagement.com. ing to business, because it eradicates tives to this area and give bonuses to ACTION: Lead a sales/service recovery. complacency—the opposite of innovation SALES/COMPLEX and growth. It also destroys hubris and goals and capture their current cost of pride—enemies of growth and innovation. status quo. Without this information, you Leaders should be held to a high Complex Sale can’t know your prospect’s threshold for standard regarding the rate of innova- pain—the point when people decide to tion in the company. Cost-cutting as Learn to meet the challenge. change their norm. If you understand the only means of growing profits is the problem and cost of that problem, the tool of inept and uncreative leaders. by Michael J. Nick you can project or predict the point at which you will do something about it. Sales & Service Turnarounds ELLING COMPLEX SOLUTIONS As a vendor, you need to understand: Turnaround CEO’s are masters at Sis not like selling a com- • Issue, pain or goal of your prospect taking the worst sales and service cul- modity. You must be more • Current and on-going cost of status quo tures and within minutes turning around detailed in your research and presenta- • Threshold for pain—tipping point the attitudes and hopes with customers tion. Prospects are often organized in Armed with this information, you can (external and internal) by repositioning silos, so your sales strategy must include predict when a prospect will buy. This the organization past, present, future. the ability to create a business case that is a key difference between complex sales In a challenging situation with poor spans the organization. Many and commodity sales. They sales revenues and poor customer organizations have changed know they have problems; retention, internal service and sales their buying patterns by: what they don’t know is how breakdowns negatively influence cus- • Involving a finance person much it is costing them now and tomers’ perceptions of service quality. early in the buying process. in the next three to five years, Transforming the customers’ experience, • Performing extended and at what point they need and the attitude that employees have about research and expecting the to make a decision to fix the service and sales priorities, values, and same from you—your pro- problem (buy something— processes, leads to improved customer spects are also checking you hopefully from you). retention and profits. Putting in place a out, gathering intelligence. As a consultative sales pro, process that ensures an excellent ser- • Putting out an RFQ (often written or you need to help them identify the vice impression with customers can influenced by your competition). issues, calculate the cost, project the turn around service and sales quality. • Requiring you to present a prelimi- cost over time, and discuss their thresh- An excellent service impression nary pricing and value hypothesis. old for pain. You can then propose a with customers is something that can • Involving C-Suite personnel early solution and implementation plan and cal- be created or destroyed merely by the and throughout the process. culate potential return. Compare and quality and frequency of your team’s Long sales cycles from delayed deci- contrast the three-to-five-year cost as it rises communication with customers. sions are forcing vendors to discount. to the value you’re capable of delivering Despite how bad your current service Lack of sales tools like Value Estimation, over the same time (displayed in a graph). impressions may be, there is hope for TCO, a quality business case, solution con- To sell complex goods and services, repositioning your service as excellent figuration tools, and detailed implementa- you need to learn the language of the in the minds of your customers. tion plans are a major cause for decision C-Suite, research your prospects, per- You’ll need to take these four steps: delays. Your prospects simply don’t form discovery, estimate value, and cre- 1. Assess your customers’ impres- have the information they need to make ate a quality business case. SSE sions. Identify where you are now, informed decisions. Why? Because Michael J. Nick is founder of ROI4Sales and author of what the key influencers are with your you’re unable, unwilling, or don’t take ROI Selling, Why Johnny Can’t Sell and The Key to the C- customers, and what innovations, if the time to collect the proper informa- Suite. Email [email protected] or call 262-338-1824. implemented, will have the greatest tion to identify their issues, pains and ACTION: Learn to close the complex sale. 8 NOVEMBER 2011 WWW.LEADEREXCEL.COM MANAGEMENT/MORALE ders the ability for us to speak with the call center employees directly. However, all Mexico employees have access to a submission page called Ask the Owners Cultivate Happiness where they can anonymously submit Boost morale to boost business. questions or concerns for the owners that are answered in a timely fashion. It is unrealistic for larger company own- by Craig Handley Developing a positive working rela- ers to speak with each employee, but tionship begins with developing connec- utilizing the Internet for suggestions HE DWINDLING ECONOMY tions between you and your staff. can greatly improve workplace cohe- THAS caused the desperate Birthdays are the perfect starting plat- sion and confidence. working class to accept jobs form. Throwing a small celebration for A SHRM study revealed that 57 per- simply because they will reap a big each person’s special day will build cent of U.S. employees make regular weekly paycheck. People are working respect. Also, reward accomplishments suggestions at their companies. Not lis- tirelessly to maintain jobs, and it is through celebrations that show how tening to this invaluable information is deplorable to think about how some you appreciate work well-done. If a comparable to ignoring over half of may be treated at work. Some compa- certain employee reaches a landmark your company. Diverse ideas allow nies take advantage of their despera- in their career, or makes a big sale, employers to see things from a different tion and devalue their hard work. acknowledge it and let it be known angle and can be extremely beneficial When employees are unsatisfied that diligent work is rewarded. to any company. Not only will employ- with the treatment they receive from Our company, Listen Up Español, a ees feel like their voice matters, but the superiors, their work suffers. They Spanish language call center that spe- business can improve from gaining don’t feel motivated; they don’t want cializes in providing inbound and out- fresh ideas about company policies. to come into work; and they simply do bound call services to the Observe break times. It is not perform to the best of their abilities. Hispanic market, grasps unrealistic to assume that When respect is missing, low effort fol- positivity. We honor birth- employees can work dili- lows. Nonetheless, many managers fail days with a small bonus gently for eight hours to connect with employees and keep and celebrate holidays and straight. So, employers them content. Companies often believe special events to increase should encourage breaks that keeping employees satisfied is too team cohesion. We have a that allow employees to expensive, but improving the morale of Delivering Awesomeness take a walk, grab a snack, employees can be both inexpensive approach to business and or simply clear their head. and financially beneficial long-term. believe that when the work Short breaks improve produc- environment is positive, tivity because they allot A Paramount Priority then the output is awesome time for employees to have Boosting morale can be a top priority and exceeds expectation. Through our a few moments of personal time, boost- item on the agenda for upper manage- Code of Awesomeness, a modern ing morale and productivity. ment to employ because it saves employee handbook, we highlight the money on recruitment and training. expectations of each employee. While A Collectivistic Approach You can boost morale in many sim- most companies expect productivity Listen Up Español works with the ple and inexpensive ways. It begins and punctuality, Listen Up Español Hispanic market, a collectivistic com- with making employees comfortable. emphasizes living life as an extreme munity according to culture analyst From the moment employees step sport and growing brain cells as goals Geert Hofstede. Collectivists value fam- through the door, until they leave, for each employee. We believe that the ily and relationships over the needs of every employee should feel like they are in a best productivity is achieved through the individual, and Listen Up Español safe environment. People are unpre- a positive state of mind and we aim to mirrors this. Our self-proclaimed family, dictable, and moods change more than bring that energy to each day of work. not business, lets each employee know volatile stock market swings, so main- Listen Up: and reap the benefits. that their ideas are welcome and that taining a consistent positive work envi- After creating a positive work environ- communication develops our family. ronment will help to balance the ment, you need to maintain it by mak- There are countless ways to boost capricious moods people get into. ing employees feel important, listening morale and keep employees satisfied. Positivity is achieved through the to them, and encouraging suggestions. When happy, your employees produce mood that management engenders in At Listen Up Español, we allot an hour work that grows your business. They the rest of the company. Employees time slot every Monday morning for perform to a higher standard! Boosting often fear management because of the our Portland, Maine branch employees morale does not have to drain your intimidation factor that accompanies to bring information to management. budget either; it is derived from mak- authority. While authority is important Any employee can express their con- ing the individual feel important and in running a business, it is vital to real- cerns, ideas, or accomplishments. confident. Taking these steps will great- ize that authority can be maintained with- Having an open-door policy enables ly improve the state of your company as out inflicting fear into employees. The key your employees to feel more comfort- well as the output of each employee. SSE is to develop a positive business relation- able around the office and at ease with Craig Handley is CEO/founder of Listen UpEspañol, ship with employees to build trust and approaching superiors. specializes in Direct Response, Customer service, and loyalty. This will foster hard work At our Mexico call center, there are Non-Profit fundraising. Email [email protected]. because they simply care more about far more employees. Population, in the business and want it to prosper. addition to geographical distance, hin- ACTION: Boost the morale of your employees. SALES AND SERVICE EXCELLENCE NOVEMBER 2011 9 SALES/NEGOTIATION negotiations, rapport is the foundation widen your stance, relax your knees and for a win-win outcome. To continue center your weight in your lower body, building rapport, remember to main- you look more solid and sure of yourself. Key Negotiations tain eye contact, lean forward, use nods When you need to be seen as of encouragement, and smile when assertive, remember that power is dis- Watch your body language. appropriate. The most powerful sign played by height and space. If you of rapport is to mirror the other person’s stand you will look more powerful. If by Carol Kinsey Goman body postures, gestures, expressions, and you move around, the space you take breathing pattern. If you use mirroring, up adds to that impression. If you are N ANY BUSINESS ENCOUNTER be subtle. Allow two or three seconds to sitting, you can stretch your legs and I(from high stakes negotiation pass before changing your body lan- arms and spread out your belongings. to everyday bargaining) you guage to reflect that of the other person. 5. Make a positive final impression. are communicating over two channels 4. Display confidence. Showing Be sure you make a strong exit. Stand —verbal and nonverbal—resulting in your torso is one way of demonstrat- tall, shake hands warmly, and leave two distinct conversations at the same ing high confidence, security or trust. your counterpart with the impression time. While a well-designed bargaining The more you cover your torso with that you are someone he or she should strategy is obviously important, it’s not folded arms or crossed legs, the more be dealing with in the future. SSE the most important message you send. it appears that you need to protect or Carol Kinsey Goman, Ph.D., is a coach, consultant, In a 30-minute negotiation, two peo- defend yourself. Feet also say a lot speaker, and author of The Silent Language of Leaders. ple can send over 800 different nonver- about your self-confidence. When you Call 510-526-172 or email [email protected]. Visit bal signals. If you focus on the verbal stand with your feet close together, you www.SilentLanguageOfLeaders.com. exchange alone and ignore the nonver- can seem timid or hesitant. But when you ACTION: Practice your body language skills. bal element, you will likely come away from that negotiation wondering why SERVICE/RETENTION Customers notice and appreciate when your brilliantly constructed bargaining plan a company appreciates their associates. didn’t work the way it was supposed to. 5. Answer questions from customers Here are five body language guide- Repeat Business by responding to their direct inquiry, lines to help you: Boost customer loyalty. and by providing them with additional 1. Start off with the right stuff. It all useful information. Customers enjoy begins with the right attitude. Regardless by Richard Shapiro learning more about a potential purchase. of how tiring or frustrating your day may 6. Know that the essential element of have been, before you enter the meeting OUR FRONTLINE PEOPLE CAN customer service is helping people. En- room, pull your shoulders back, hold Ybe your best competitive sure that every frontline associate has a your head high, take a deep breath, advantage and the secret to history of helping people. and walk in as your best self—exuding securing repeat business. While deliv- 7. Say hello and smile. Getting a big, ease and energy. After entering the ering excellent customer service is one key warm hello can give a customer the meeting room, look around at the per- element for repeat business, it’s that spe- feeling of “Hey, this company is really son or group assembled. Smile—and cial personal relationship with happy to see me.” make eye contact (long enough to one customer and one associ- 8. Leverage the return count- know what color they are). ate that provides the link be- er to make customers feel 2. Shake hands. You can develop an tween customer satisfaction and comfortable about returning immediate positive connection with customer retention. The service an item and helping them someone by simply shaking their hand—if delivered by frontline associ- find what they need. Make the you do it right! When possible, initiate ates must be viewed as the return process an enjoyable and the handshake. Lean forward and extend first step in the loyalty journey. non-defensive process. Your your hand with your palm facing side- customers will appreciate it! ways. Keep your body squared off to Tips for Repeat Business 9. Listen to customer com- the other person—facing him or her Here are my top 10 tips for ments such as “This is the first fully. Maintain eye contact and contin- generating repeat business: time I used your site”, “I just moved in”, ue to smile. Make sure you have palm- 1. Ensure that all frontline associates “I just stopped by.” Take time to engage to-palm contact. Press firmly—people make a good first impression. Opinions the customer to build a relationship and will judge you as indecisive or weak if are formed within 10 seconds. You never lifetime loyalty. you offer a limp grip—but don’t be have a second opportunity to make a 10. Generate positive social media overly aggressive and squeeze too warm and welcoming first impression. posts, and make customers feel the com- hard. Hold the other person’s hand a 2. Show appreciation to customers. pany cares. This starts with the first hello, second longer than you are naturally Thanking customers in a meaningful or the first click of the mouse. Frontline inclined to do. This conveys additional and thoughtful manner on every cus- associates are the voice of the company. sincerity and holds the other person’s tomer/frontline encounter shows cus- Thank and reward them when they make attention while you exchange greetings. tomers you care and appreciate them. customers feel welcomed and important. Start talking before you let go: “It’s great 3. Review your letters and email Ensure your customers know that to see you” or “I’m so glad to be here.” communications to ensure that they your company cares about them as person If you’re meeting for the first time, intro- sound welcoming, personalized and make first, customer second, 365 days a year! SSE duce yourself. When you break eye con- customers feel appreciated. Richard Shapiro is president of The Center For tact, don’t look down. Keep your head 4. Create a culture where associates Client Retention and author of The Welcomer Edge. up and move your eyes to the side. are treated as family and neighbors. They Visit www.tcfcr.com. 3. Continue building rapport. In will treat your customers the same way. ACTION: Boost customer retention and loyalty. 10NOVEMBER 2011 WWW.LEADEREXCEL.COM SALES/SALESMANSHIP call back by saying, “Angela, even if can’t talk about business all the time. she won’t see me, perhaps she will One fellow was working for a com- call me. I’ll be in my office at the fol- pany in South Dakota calling on a large lowing times . . .” Then inform your account. As he entered the office, he Salesmanship staff that if Ms. Prospect calls to say, noticed that the decision maker had Starts when the customer says no. “Mr. Mackay has been expecting your several pictures of black labs. He told call. I’ll put you right through.” A foot him that he had a black lab puppy, and in the door is worth two on the desk. he could use some training tips. The by Harvey Mackay customer asked if he could meet the dog. Bright Ideas Light Up Customers The next week, the sales rep brought FRIEND WHO HAS BEEN IN When Albert Einstein was in resi- the puppy, and the customer took her Asales for 25 years dence at the Institute for Advanced though some drills and said she has tal- emailed me regarding cold Studies at Princeton during his later ent. For the next hour, they did some calls. He said it’s tougher to establish years, a guest asked to see his lab. The more drills. Finally, the sales rep asked an initial meaningful connection with a famous scientist smiled, held up his for the order, and he got it. potential customer—largely due to the fountain pen, and pointed to his head. Good sales reps build relationships lack of personal communication since We all have a brain. It’s what we with all their customers. They human- voicemail and email. do with it that matters. We must train ize their approaches. Some play softball I could see his point. However, I’ve our brain to be creative. For example: with their customers. One guy formed never made a cold call in my life. I’ve tried • There are only three pure colors— a bowling league for his clients. Others to build a network of customers and friends red, yellow and blue—but look at take their kids and their customer and who will give me a line of communica- what Michelangelo did with them. their kids to parks. Others have break- tion into every potential customer. There • There are only seven musical notes, fast, lunch or dinner meetings to dis- is no substitute for a recommendation but listen to what Chopin, Beethoven cuss business. And if you can ever get from one of your customers, hopefully, and Mozart did with them. your customer on a golf someone known to the Prospect. • Lincoln’s Gettysburg course, that’s a hole-in-one. When I don’t have a personal entry, Address contains only 262 Treats usually get a good I use the Internet to gain access to pub- words, and 202 of them reception. It might be candy, lic information. Still stymied? Pick up have one syllable. Think of donuts, coffee, or fruit. Bring your phone and call your banker, the impact those simple, enough to share with others. lawyer, accountant, or other contacts. direct words have had. One account executive makes Or check out prospects through your I love to study creative holiday treat bags for her suppliers. You’re always six or less companies and people. customers for occasions— phone calls away from any contact. When I’m asked to address on Valentine’s Day, there’s a Armed with your new information, a company, I like to talk card attached that says “I you are now in a position to write the ahead of time with people LOVE doing business with prospect, tell her how good her company and ask them to tell me a story of how you!” A St. Patrick’s Day message says is (to show you’ve done your home- they have used creativity to land an “I’m lucky to be your supplier!” work) and ask for an appointment. account. I heard many great stories. Today, many of your customers may Your letter may end up in the trash, Persistence is one trait that is fre- be struggling. Give them a pat on the but you’re not done yet. You phone quently mentioned. But one president back. An account executive gave her and ask for Ms. Prospect, but before handled it differently. His sales rep customers pep talks. She happens to be the receptionist can connect you, you called on an IT officer for one year a master networker, and her clients ask for the name of her assistant. and couldn’t get an appointment. So know they can call her for references, “Hello. Angela? I’m Harvey Mackay, the president showed up at the poten- leads or introductions. And they will chairman of MackayMitchell Envelope tial client’s office carrying a cake with keep doing business with her because Company.” (She wonders, Who is this lit candles, and asked the assistant to she can help their business too. guy? How does he know my name? Have I let her boss know that he was there to Training is another big advantage met him?) I wrote a letter to Ms. Prospect celebrate an anniversary. The IT offi- for sales staffs to offer clients. One rep a week ago, and now I’m calling her to cer came out. The president told him does quizzes and trivia questions once see if she could see me for 300 seconds. it was his one-year anniversary of trying a month. Winners receive gift cards or I will go anywhere to meet her; and if I to get in to see him. He jokingly told the movie passes. He also gives prizes as take longer, I’ll donate $100 to her favor- client he could either see him today or thank-you gifts. He uses humor, sharing ite charity, the Red Cross.” there would be a fire in his office. He embarrassing stories about himself. When you’ve done your homework, got the meeting—and the business. One account executive started a looked up your prospect in Who’s Who, Another sales rep, after trying to football fantasy league. Weekly winners and done some reconnaissance with get in to see someone for months, sent are entered in a year-end drawing for a her suppliers, you know you’re right. a shoe in a shoebox with a note, “How big-screen TV, which she got her com- And what an impression it makes! I never can I get my other foot in the door?” pany to pay for. This promotion got her take the full five minutes, and I still Super-smart sales reps check out the foot in the door of mortgage brokers. make a $100 contribution to her favorite people they are calling on in advance. You’re not just selling your prod- charity and make sure she gets an ack- They never make a cold call. When they uct—you’re selling yourself. SSE nowledgement. The proposition often call on a customer, they check out their Harvey Mackay, author of The Mackay MBA of Selling works. But what if it doesn’t? office, look for plaques or photos of in the Real Word (Portfolio), is chairman of the Mackay If Angela won’t make the appoint- family or signs of hobbies or interests. Mitchell Envelope Company. Visit www.harveymackay.com. ment for you, try to get Ms. Prospect to Then they use it in conversation. You ACTION: Upgrade your salesmanship. SALES AND SERVICE EXCELLENCE NOVEMBER 2011 11 MANAGEMENT/FRANCHISE 4. Succeed and grow together. As a and with stronger resources, and that franchisor, you’re licensing your right has great value. To be a franchisee Expand Your Business knowledge to franchisees. You lever- is to be in business for but not by your- age the investments you’ve already self. Done right, franchising benefits the Five reasons now is the right time. made in your brand and systems. In company who wants to expand and the return, you earn a stable revenue franchisee who gets to learn the business by Shelly Sun stream, based upon the revenue results and execute the model at the local level. of your franchisees. Franchising is also Launching a franchise system requires AVE YOU CREATED A SUC- a powerful way to accelerate growth. evolving your leadership. You will need Hcessful business and Franchisees provide new sources of to learn new things to grow your busi- are wondering what your passion, ideas, and capital. Franchisees ness through franchising, but you can options are to grow? Without access to work hard to build their local busi- do it. You will be the ambassador who capital, it’s challenging to contemplate nesses and spread the word for the sets the tone, passion and commitment. major growth. You’ve most likely brand and bring great ideas back to Franchising provides a means for you invested hundreds of thousands of dol- make the business model stronger. to grow and expand, reach more cus- lars to build your business. You have a Franchising is about shared success— tomers, empower others to own a busi- solid foundation. But when’s the best growing smart—with less risk. Good ness, and create countless jobs. SSE time to expand and what’s the smartest, alone, better together. Shelly Sun is a Certified Franchise Executive and risk-controlled way? Here are five rea- 5. Franchising: Be in business for CEO of BrightStar Care and author of Grow Smart, sons why now might be the best time yourself, not by yourself. The fran- Risk Less. Visit www.growsmartrisklessbook.com. ever to expand your business: chisee is acquiring the right to use the 1. Expand your thinking on expan- brand and systems to get started faster ACTION: Consider the pros of franchising. sion: If you have a great local business and know you have a product or ser- SERVICE/CULTURE 2. Focus on the future. An agenda vice that your customers want, you may that includes future looking topics wonder how to reach more customers. Co-Destiny Actions creates excitement and interest, and If you try to raise capital to open more encourages creative new ideas. All too locations, expanding your business is all Create a customer-facing culture. often, discussion defaults to either up to you. You will be securing and current operations or a past problem. signing for the debt or outside equity by George Brown Success stories won’t come out of every and signing on the dotted line and tak- interaction, but occur often enough ing on the increased risk of expansion. VEN AMONG FIRMS WITH when the right people are talking about Another avenue for achieving growth, Estrong engineering, sci- the right topics, and the opportunity to with limited capital and less risk, is entific and R&D legacies, do something is in front of them. through franchising. It’s a great vehicle executives often want their companies 3. Bring clarity, energy, and cadence to help you reach more customers, pro- to become more customer-facing. That to interactions. It takes a real commit- mote your brand, and increase your aspiration is admirable—these compa- ment—and usually a very proactive visibility and credibility as a brand. nies thoroughly understand their cus- champion—to jumpstart an effective 2. Know the leverage effect. Fran- tomers and fully incorporate relationship with a customer chising can be a great way to scale customer insights into their organization. Best practice your brand to more markets. It links own plans and priorities. organizations have a plan for your expertise and investments as the I help clients create a cus- their interactions with cus- franchisor with the capital and person- tomer-facing culture by devel- tomers, and ensure that al oversight of a franchisee to replicate oping and implementing someone is responsible for your model in a new market. You can strategies to achieve global making that plan happen. leverage the passion, commitment, and market presence and reach 4. Track goals with mean- capital of franchisees to deliver your decisions related to segmenta- ingful measurements. If you goods and services to more customers tion strategies, pricing, chan- are committed to customer across a larger region. The beauty of nel management, and major customer relationships, you need to have mean- franchising is that expansion into new relationship management. Here are four ingful measurements in place, reflecting markets also uses the capital of the actions that can help you ease the tran- the goals of the program. We have all franchisees, allowing the brand to sition to a customer-facing culture: heard some version of the statement “if expand using other people’s money. 1. Create the right connections. With it’s not measured, it doesn’t matter.” 3. A national strategy, creating jobs the right connections between your That truth applies here as well. locally. Beyond taking less risk in people and those in the customer orga- The payoff from success in building terms of capital investment, franchising nization—your product development a customer-facing culture is enormous. mitigates the challenge of trying to man- experts and the customer’s product To be part of such shared successes age your business in the new market. It development experts, your logistics along with your customers, the entire spreads the risk between the fran- managers and the customer’s logistics organization must believe in and con- chisor and the franchisee. By experi- managers—discussions become fruitful tribute to creating and nourishing encing mistakes and fixing them to and open an ongoing exchange. Too CoDestiny relationships. SSE develop a solid business model that often, the implementation of “getting George F. Brown, Jr. is CEO of Blue Canyon Partners, franchisees can replicate, the franchisor other departments involved” is taking coauthor of CoDestiny: Overcome Your Growth Challenges has developed and protected the brand them on sales calls. This may be useful by Helping Your Customers Overcome Theirs (Greenleaf). and the systems that the franchisee and necessary, but rarely is the way to Visit www.bluecanyonpartners.com. can license and use in its business. build sustained interaction. ACTION: Create a customer-facing culture. 12NOVEMBER 2011 WWW.LEADEREXCEL.COM SALES/PLANS ty to management. Ultimately, it enables a proactive, strategic approach and swift response to threatening changes, thus improving results.

Sales Planning Sales-Marketing Coordination What you are missing in CRP? To do a good job of Customer Acquisition Management, better plan- approval. Thus the sales cycle is taking ning is needed to improve the coordi- by Ron Snyder longer and competition is tougher. nation between sales and marketing. Instituting good sales planning is At a minimum, sales and marketing S A SALES VETERAN, FROM one of the best ways to maximize the must agree on: Aroad warrior to helping return on your investment to improve • The target market to pursue manage sales functions, I sales. It helps you focus your energy • The message know that sales planning happens in three and resources. Further, good planning • The definition of a sales-ready lead modes: 1) not at all; 2) in reactive mode supports the sales rep start-up process • How to hand-off leads to respond urgently to an action by the and accelerates everyone on the team • Who does what in the sales process account or competition; and 3) in res- up the learning curve. Though we have been talking about ponse to management mandate—such Creating and implementing a plan improving sales and marketing align- as for a Quarterly Business Review (QBR). that focuses on high-potential accounts, ment for the last 30 years, the need has When a sales plan is generated, the opportunities, and partners improves never been greater. This will be the salesperson typically puts together the sales productivity. According to Sirius- topic of another article. PowerPoint slides the night before over Decisions’ Research Brief, Productivity: a few beers. The next time the plan is More Than Just the Topline, improved Proactive vs. Reactive reviewed is the next quarter and the sales productivity provides: more Your sales plan provides the vision process is repeated. This does very little opportunities, shorter sales cycles, larg- that generates the strategy, recruits sup- to improve sales performance. It is done er sale amounts, and higher win rates. port and guides the effort. The sales to placate management. The sales plan must include an plan enables you to act proactively and, analysis of: trends in the industry, thus have the right tools and responses Customer Relationship Planning in place to optimize your use of time If you ask sales managers and sales and resources. people whether planning is important, Being in reactive mode is a result of most would agree, yet few give it much ineffective preparation. However, having attention. Why? One reason is that few a good plan in place makes it possible realize the importance of making it an to react effectively as things change in a ongoing process; rather, they see it as a dynamic environment. This includes quarterly exercise. Another reason is responding on the fly to new informa- that, especially in good times, sales peo- tion, players, needs, competitors and ple can succeed in reactive mode. This technology/products/services. If you is simply not possible in more challeng- are working a sales plan on a regular ing times or in more competitive situa- geography and vertical market; your basis, you will be able to integrate the tions, as we face today. strengths, weaknesseskwae,es sWopportunitiesenkae and lessons learned from your reactions into Customer Relationship Planning threats (SWOT); high-payoff strategies; future strategies—a real win-win! (CRP) helps sales executives create a accounts and opportunities to pursue; strategic plan to acquire, maintain, and and relationships to leverage (with cus- It Must Help Salespeople Sell grow customers—and then apply the tomers, employees, and partners). Buying the latest tool that enables strategies and resources to produce This produces a list of high-leverage the sales team to do the wrong thing their intended results. CRP provides the activities to pursue and helps you iden- faster does not produce better results! backbone of the processes and tools that tify the key resources necessary to win. The use of new processes and tools is support creating and keeping a customer, This planning process is not a new con- generally driven by management for including: Sales Force Automation, cept—the world’s most successful their benefit—helping them do a better Customer Relationship Management salespeople have internalized this job of reporting—and, hopefully (CRM), and Marketing Automation. It thought process. But for most of us, it’s responding effectively. To get the sup- also includes acquiring new customers not instinctive. That’s where a sales port of the sales team, the tool or (Customer Acquisition Management). planning tool can help the sales execu- process must make it easier for the tive marshal all the relevant informa- team to do their job faster and better. Sales Planning Today tion and strategies necessary for sales That is the point of Customer Need for Planning. Between the success, and then track progress. Relationship Planning. The planning internet and social media, the buyer has At the end of the day, it is what you process makes sales and marketing taken control of the buying process. do with the plan that produces results. more effective and produces dramati- This is dramatically different than years The plan must be ever-present and cally better results. SSE ago when the salesperson controlled used as a living document that is Ron Snyder is President of Plan2Win Software, access to important product and tech- updated as things change. Having the providing territory, account and pre-call planning nology information. The number of plan available in your Sales Force applications. Visit www.TerritoryPlan.com or people involved in decision-making has Automation tool makes this much easi- www.Breakthrough-inc.com. gone up and so has the level of er to do and provides on-going visibili- ACTION: Improve your sales plan. SALES AND SERVICE EXCELLENCE NOVEMBER 2011 13 SALES/ATTITUDE along the way. Christopher Columbus ranked 19th in the world behind Poland. set out to find a faster route to the rich The Life magazine photo from 1938 trade goods of the Indies by sailing showed an aerial view of “half of the westward with the intent of making it nation’s mechanized military.” You can Go For It! around the world. But he discovered count 146 trucks, tanks, jeeps and about It’s as easy as 1–2–3. America instead. Alexander Graham a dozen motorcycles. Yet we won Bell was trying to invent a hearing aid World War II, because we decided to win. by John Tassone to help his deaf mother when he invent- I believe that we can still do that. All ed the telephone. About 12 years ago, we need to do to lick the problems be- ’VE BEEN IN SALES EVER SINCE a friend lost a job and joined the ranks fore us is to believe in ourselves, have Iseventh grade. I sold news- of the unemployed. I suggested that he goals, decide what we are going to do, papers, magazines, encyclo- create a list all the things he could do and then we must do it. pedias, land investments, insurance. as a handy man and plaster the neigh- I encourage you to Go For It! Hone I’ve had almost every kind of sales borhood with copies. The response was your people skills, think positively, set experience imaginable. As a child, I so great he created his own business. long-range goals, and believe in your shined shoes and made deliveries for a 3. Decide what you are going to do ability to achieve them. Develop the meat market. In high school I worked and do it, do it, do it. You can’t sit back attitude you need to succeed in sales in my father’s hardware store. While and say, I’d really like to do that or I hope and service or whatever you do. SSE working as a school teacher and later I can do it, or That’s my goal. You have to John Tassone is author of Go For it! (Cypress House). as a draftsman for U.S. Steel, I started say “I’m going to do it,” and no other Visit www.JohnTassone.com call 708-361-5105 or selling life insurance part-time. After a option, outcomes, or excuses are acceptable. email [email protected]. year, I went to full-time insurance sales. In 1937, America’s military was ACTION: Cultivate a go-for-it attitude. I moved quickly through the insurance- company ranks, and became regional SALES/TIMING uing the conversation. VP of the Chicago area. In 1976 I You’ll get a response (quickly): Either opened my own agency, Associated You Never Know case closed, or an apology for not res- General Insurance Agency of Illinois. ponding sooner and wanting to continue. I’ve been in insurance for 40 years, When customers are ready to talk. (I’d rather get a yes or no than a maybe.) traveling Illinois, mostly in the Chicago Definitive information lets me decide area. Besides selling, I’ve trained hun- by Joanne Black how and where to spend my time. dreds of sales agents through classroom One of my prospects never showed teaching and motivational seminars. ELLING IS TOUGH. WERE- up for a phone call and never respond- I’m not some distant millionaire, but a Sceive a referral introduc- ed to my email that I was sorry I had regular guy who’s been in the trenches tion, respond to a request missed him. This is unusual, as referred fighting the sales battles. from our website, meet a sales prospect prospects are typically overly respectful Today’s world is characterized by at a trade show, or answer a phone call and courteous. I used the Indifference negativity. Too many people have lost from an interested and qualified prospect. approach, and the prospect wrote back sight of the positive. I teach people how We qualify, ensure our solution is a immediately. He was apologetic, said he to refocus, stay positive, and reach out match, perhaps conduct a was hiring people, and was for a better life. I help people feel better demo, get the right people still interested in pursuing a about themselves and their world. involved, and then they go referral-selling initiative. I I achieved success by doing certain dark. If you’re like me, you invited him to reach out to me things that I learned on the streets of wonder, what happened? You when he was ready. I was Chicago. I talked straight, worked run a bunch of ridiculous (in relieved: he wasn’t ignoring me. hard, took risks, and built an insurance hindsight) scenarios in your business from nothing into a huge suc- head and try every sales tool Act on Your Opportunities cess. It didn’t happen overnight, and I to get a response. Silence. The opposite is also true. You came close to failure many times. I was in this twisted state suddenly hear from people after I’ve captured years of hard-earned, recently when I read Rainmaking months or years. You receive an email or experience-based wisdom from the Conversations by Mike Schultz and John a phone call from people interested in trenches of sales life. I hope that these E. Doerr. One segment, Employ Indiffer- working with you. They’re now ready. three ideas help you to solve problems: ence by Reversing Directions interested me. Some new opportunities may turn 1. Believe in yourself: if you don’t be- into business, and some may not. But lieve in yourself, no one else will either. The Indifference Strategy you hear from your past connections Your life is an epic story in itself, believe We’ve all encountered the client or when you stay in touch. You never know. it or not. Know your path; know where prospect who’s gone off the radar, leav- So, stay in touch, reach out, share your you are going. Don’t stop and look ing your voicemails and emails unan- ideas, and expand your connections around because you think the grass is swered. So how to re-engage your target? through referrals. Work hard, have a greener somewhere else. It probably The Rainmaking authors suggest you good time, and know and believe that isn’t. Instead of worrying whether the write an email, summarize your discus- you will be ready long before your cus- grass is greener somewhere else, sions, and say something to the effect tomers decide to give you those big devote all your efforts to improving that their project may not be on your bucks. Connection begins with you. SSE your life and making it the best it can radar screen anymore and that you’ve Joanne Black is CEO of No More Cold Calling. Call be for yourself and your family. moved on. You say that if you don’t 415-461-8763, visit www.nomorecoldcalling.com. 2. You must have goals, but take the hear back, you’ll assume that’s the case. accidental goals that fall in your lap If this is not the case, you’d enjoy contin- ACTION: Keep in touch with prospects. 14NOVEMBER 2011 WWW.LEADEREXCEL.COM SALES/INFLUENCE those actions the organization most needs to move ahead, they personally do those actions themselves and exhort by example. They don’t push the troops Yield and Win toward a goal—they magnetically, grav- itationally draw us toward that goal. Influence is pull, not push. That’s what influence is made of. That’s what gravity does. That’s what by Bob Burg conquered, overcome by argument— stars do—they pull. That’s why we and John than against your will? don’t talk about how much push we David Mann might have with someone, but rather, The Substance of Influence how much pull. The word influence means an unseen Pull is the substance of influence. flow of power. It was first used in the Not push. HE LESS YOU SAY, THE MORE INFLUENCE Middle Ages as an astrological term, Tyou’ll have. Do you know why that is? from an old French word meaning “a When Yielding Means Winning asks Aunt Elle, the mildly eccentric octo- streaming ethereal power from the This brings us back to the idea of genarian in our book It’s Not About You. stars acting upon our character or des- yielding. No, admits Ben, a struggling young tiny.” By the 15th century, the word was To yield does mean to give, but not to executive, he does not. being used to mean an exercise of per- give in, and certainly not to give up. It “Because,” she says, “the more you sonal power by human beings. simply means, give the other guy room yield, the more power you have.” You could say, it describes how we to go first. Like the traffic sign. Ben hasn’t a clue what she’s talking exert gravitational force on each other. In negotiating prices, yielding does- about. It’s easy to sympathize with him, Like stars and planets. n’t mean going with their price—it sim- too. After all, on the face of it, this Influence is a flow, like air flow or ply means letting them make the first makes no sense at all. Doesn’t yielding the flow of a river. (Flow, flue, influ- offer. In a marital spat, yielding means mean giving up, giving in, saying “You ence—they all come from the same giving the other person room to have win” without even a fight? root word.) So what creates that flow? their point heard—and giving some Not quite. In fact, yielding is one of time and space for overwrought feel- the greatest secrets to great accomplish- ings to calm themselves. ment in any sphere where other human Conscious yielding is the secret of beings are involved. judo, jiu-jitsu and aikido: instead of try- It has to do with the substance of ing to overpower the opponent with influence. frontal force, step back and let their move have full expression. Yield. When Conquering Means Losing Abraham Lincoln was once told by a You’ve probably heard those talks, reporter that another government offi- the ones where the speaker gets every- cial had sharply criticized him. What one all worked up to a fever pitch with did the president have to say about an emotional story, and then rallies that? “I have great respect for the man,” them like drunken sports fans around When water pours downstream, is replied Lincoln, “and if he has concerns the corporate mission. It’s a bit like a there some force pushing it from about me, there must be some truth to it.” political stump speech—the idea being above? No, it flows downstream The criticism was intended to draw that the people in the audience will be because of the pull of gravity. Lincoln into a skirmish that would have inspired to greater and more productive Imagine you have an ordinary win- distracted him from other business. action. dow fan blowing air into your room. Instead, his comment not only deflected You’ve been in that audience. You’ve How far can it blow? Not very far. But the critique but also won the hearts of heard that speech. Heck, maybe you’ve reverse the fan’s position so it’s now both friends and foes—and allowed the given that speech. (We know we have.) blowing outward—and you can pull a president to keep his focus on the more How well did it work? And how long column of air from a single open win- important issues at hand. did its effects last? dow on the other side of the house, Lincoln’s maneuver was what a There is a better way: harnessing the even from hundreds of yards away. boxer would call a parry. In a boxing substance of influence. Or think of it this way: How far can match, when one fighter throws a jab— If you want to influence people, you push a rope? a straight punch, usually with the left what is it you’re actually trying to cre- That rah-rah speech given to rally hand—the target will wait until the ate? In other words, what is influence? the troops around the flag? That’s like punch almost hits him and then deflect What is it made of? Or let’s ask it this blowing a column of air into a room. it away with the slightest flick of the way: what is the difference between Yes, you’ll stir the air and create some right wrist. And the harder the punch, convincing others to do something, and movement. But how far does it go? the less effort it takes to parry it. influencing them to do so? And how long does its influence last? This is what Lincoln did. Instead of Convince means to overcome by argu- Instead, turn the window fan around— pushing back, he pulled. He yielded. ment. It comes from the Latin word for that’s what people of genuine influence And in yielding, he won. SSE conquer. Dale Carnegie famously said, do. They don’t seek to convince; Bob Burg and John David Mann are coauthors of The “A man convinced against his will is of instead, they utilize the substance of Go-Giver and the new release It’s Not About You. For the same opinion still.” And is there influence. They listen more than talk. sample chapters visit www.INAYbook.com. really any other way to be convinced— Rather than exhorting others to do ACTION: Instead of pushing, pull. SALES AND SERVICE EXCELLENCE NOVEMBER 2011 15 SALES/PRIORITY your product or service will help bene- vice and what they like and dislike. fit the customer as their top priority. This Unless their top priority is to purchase is more than asking open-ended or lead- that product or service, you’ll wait until Successful Selling ing questions. Ask questions to under- your customer has time to make a deci- The key is to become a priority. stand the prospect’s responsibilities and sion. By asking the right questions, you the pains of their job until you can show can learn how your product or service by Nathan Jamail how your product or service can help can become a top priority—or learn that them with their immediate goals or pri- it can’t now benefit the customer. F YOU CONSTANTLY HEAR orities. Your prospective customers then There is no magic wand for closing Iyourself or your sales pro- know they need to buy now. For exam- more sales. The real magic is in the prepa- fessionals say: “Customers ple, you might ask: What are your top ration and skill of selling. You’ll close love our product and service, and they three priorities this quarter and year? Ask more sales when you focus on the bene- want to buy from us, but right now this to understand the why and how of fit the prospective customer is looking they are handling some higher priority those priorities. The better you under- to obtain. When you understand the situations; however, I’m sure that they stand their perspective, the better you prospective customer’s priorities, you are definitely then going to buy from can help them make a beneficial decision. become a customer’s priority. SSE us!” Then find that the customer still If you only ask questions based on Nathan Jamail is best-selling author of The Playbook has not purchased after several months, your product or service and then make Series and a speaker, entrepreneur and corporate coach. you need to understand that you are an offer, you ask questions about how Visit www.NathanJamail.com or call 972-377-0030. not a priority to the customer and you customers are using the product or ser- ACTION: Become your customer’s priority. need to become one. Why is it that a sales professional’s top priority is to MANAGEMENT/GROWTH the business. The principal must master close the sale, and yet buying the product progressively more complex skills. is the prospective client’s last priority? As a micro business, the key to suc- If the product or service helps the cus- Let Go to Grow cess is the principal’s ability to execute tomer, they like it, they want it, then Why some businesses thrive. the primary work. As a small business, why would it not be a top priority? the principal is no longer focused on The answer is simple: Your product by Doug and executing the primary work. Rather, or service can’t become a client’s top Polly White she or he will oversee those who do the priority until you understand the cus- primary work. The principal’s skills as tomer’s priorities. Here are two things a manager become critical. He or she you can do to move buying your prod- must transition from doer to manager. If uct or service up on the customer’s pri- NTREPRENEURS FACE CHALLENGES AS he or she can’t, his or her capacity will ority list without having to offer a Etheir businesses grow from one-per- be exhausted and growth will cease. financial incentive or limited time offer. son startups to robust midsize enter- The principal becomes the bottleneck. 1. Avoid the limited time offer. prises. To understand the transition When the business grows to midsize, Many organizations create a sense of points where the principal’s role must the principal is managing managers. urgency or move up the priority list of change, we define businesses in a revo- The obvious change is that a layer of man- their customers by offering a financial lutionary way—not in terms agement is inserted between incentive or a limited time offer. This of revenue or number of em- the principal and those doing works in many retail environments ployees, but rather in terms of the primary work. The more (weekly specials and ads). But what management structure: subtle, but significant, change about in business-to-business sales or • A micro business is one in is that to succeed as a mid- those retail sales not based on specials. which the principal is doing the size business, the principal You must create a sense of urgency or primary work of the enterprise. will have to let go of respon- become the customer’s priority, without • In a small business the sibility for much of the day- trying to be the cheapest. Selling on principal is managing those to-day decision making. price alone devalues the product. So, who do the primary work. Sadly, many principals are try selling the value, the benefit—not the • In a midsize business, the principal is unwilling to delegate this responsibility, price alone. Focus on becoming a priority managing managers. fearing a loss of control. But, if they to the customer. If you try to create a Our research of more than 100 com- don’t, growth of the business will stall sense of urgency as a solution or as a panies ranging from micro businesses to as the principal’s capacity is exhausted. strong close, all you have is limited substantial midsize organizations, com- However, worse than not delegating, quantity or limited time offer; but when bined with our experience, led to some is letting go of daily decision making you focus on the priority by asking the new insights: as a business grows, the responsibility before developing the right questions, you can influence the principal inevitably faces a set of pre- proper infrastructure, meaning: the customer to buy now without resorting to dictable challenges. To overcome them, right people are in management roles; desperate tactics. You can get customers he or she will have to let go of doing processes are documented to ensure to view your product/service as a priority. the very things that made the company that work is done consistently; and 2. Become a priority. When devel- successful when it was smaller. If the metrics are added so that the principal oping your purposeful questions (qualify- principal can’t let go, he or she will can know what is happening without ing questions), develop questions that unwittingly become the constraint to personally being involved in every detail. SSE enable you to understand the current growth. Further, as the organization Doug and Polly White are consultants who guide prof- goals and priorities of the prospective expands, the principal’s skill set will itable growth. Visit www.WhitestonePartnersInc.com. customer. The better you understand have to change dramatically to keep them, the more likely you’ll show how pace with the increasing demands of ACTION: Let go to grow your business. 16NOVEMBER 2011 WWW.LEADEREXCEL.COM Leadership Excellence Introducing the Excellence 2011 Campaign Make Leadership Excellence part of your people development. Ken Shelton, editor

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