Testimonial from a SEA Client - 2010 Conference

"I have to be honest. I was not looking forward to the conference yesterday. I have attended several conferences in the past that were uninspiring, drawn out and unorganized. I left them feeling like my time had been wasted and that the money spent on the event would have been better spent on increasing salaries. I was expecting the same kind of experience yesterday.

I couldn't have been more wrong. The speakers were exceptional and I got a lot of valuable ideas from them. The day just seemed to fly by and every minute was inspiring and helpful. I was especially impressed by the organization and how smoothly the day seemed to go. I started my day grumbling over the conference and by the end I was energized and so grateful for having the opportunity to attend.

I now feel foolish for underestimating the BERN team...I should have expected the kind of excellence that I have become accustomed to from the team. I would like to send kudos to all for making the conference such a wonderful event! Thank you for all your hard work and thoughtfulness!"
Rebecca McKerracher
Math Medic
Wasaga Beach, ON

SEA 7th Annual Central Ontario Small Business Conference

On May 5th, 2010, over 150 SEA clients, alumni and special guests attended our annual conference at YMCA Geneva Park in Orillia. 'EXCELerating Your Success' was our theme. The day began with a free breakfast networking cafe. Attendees participated in a warm-up exercise by putting similar industries together to create a slogan based on a hand sign.

Two workshops were then held from Peter Jennings on Seven Ways to Build Sales: Featuring the 6Rs of Branding and Sue Kenney on Intention Plus Action Equals Success. Our lunch was sponsored, therefore, free to attendees and was a successful buffet. The afternoon consisted of a mini mastermind exercise to share a success, best practice or challenge. Our keynote speaker was Paul Larche who is the President of Larche Communications which owns KICX FM in Orillia and Sudbury and 104.1 based in Midland.

BERN announced the inaugural presentation of the Business Excellence Award. The aim of the new award is to acknowledge and promote 'Excellence' and 'Best Practice' in business. The nominations were judged by a panel, which included external business professional who looked at excellence in the following areas: effective marketing and sales activities, a pay-it-forward attitude to helping fellow business owners and demonstrated determination.

The day ended with 4 business card draws of prizes from QuickBooks CD to golf passes to accommodations at local resorts.

Thank you to our organizers, sponsors and contributors.

Closing the Sales Starts at the Beginning

A large percentage of salespeople mention 'closing' the sale as their biggest challenge. They often feel that everything seemed encouraging until the last moment. Then they couldn't 'close' the deal. Unfortunately, much of this has to do with the old fashioned idea that the 'close' is somehow a separate part of the sales process, something to be done after presenting all the reasons why the person should do business with the rep. There is too much emphasis on 'closing' in the traditional sense. Closing the sale starts at the beginning of the call, not at the end! What? How will they buy from me unless I can close the deal? Here's a much better way:

Build trust and display empathy right from the beginning. Trust is built from a combination of sincerity and competence. If you build trust carefully and slowly, you will be able to take your prospect on to the next stage of the sales process without annoying closing techniques. However, if you rush this, the buyer may 'go through the motions' but your chance of securing a sale will be significantly diminshed. Empathy is an intimate understanding of the feelings, thoughts and motives of another. One dictionary says that empathy is the 'identification with and understanding of another's situation, feelings and motives.' It has also been described as the ability to put oneself in the other fellow's place. So empathy requires first of all that we comprehend the circumstances of someone else and second that we share the feelings that those circumstances incite in him. Empathy will help you to know how to proceed depending on the information the prospect has given you.

The customer should sense that you understand and care about helping them solve their problems, not that you are just looking for a sale. Until they know that you care, they won't care what you know. You must truly believe that you can satisfy the prospect's needs. You must see the benefits, features and limitations of your product or service from your prospect's view; you must weight things on the prospect's scale of values, not your own; you must realize what is important to the prospect. Your prospect must always be the centre of attention.

When you have developed trust, displayed empathy, and spent time figuring out how you can solve the prospect's challenges, they will be far more likely to listen to your explanation of how you can relieve their pain. Then the 'close' is a natural progression in the conversation, rather than a process where you use the bulldog approach (bite their ankle, and don't let go until you somehow get 'yes' for an answer!).

Don't get me wrong, you still have to have the courage to ask for the business, you still have to help people make the final decision. However, it's a lot easer, it's more professional and you'll 'close' more sales when you 'start at the beginning'. When your approach is built on trust and empathy, it's a lot easier to simply invite prospects to do business with you.

What Is Your Offer?

How do you feel when you are a customer, and the salesperson's primary approach is all about their company or product, but very little about solving your problem or helping you in some way? Wouldn't you rather that they take the time to find out what you really need, and offer a solution for you? Most of us would prefer a personalized approach. So...in your selling efforts, what's your offer?

Here's what you need to concentrate on in planning what you present: What 'pain' can you alleviate? Or, how can you save the person time, money or hassle? Or, maybe you can help with two out of the three. Or, maybe all three!

Before, and during each client meeting, keep asking those three questions over and over again. How can you save the person or company time, money or hassle? If you are accustomed to 'pitching' your product in the conventional 'data dump' method, be willing to change your approach. Your offer should be tailored to the client's specific needs, based on your research, and carefully listening during conversation. Seek to gain the person's confidence in your ability to identify their current situation, and what the desired situation is that they would like to attain. Then your offer will be something that will really help them, instead of just what you wanted to sell them.

Take the time to think about what your offer actually is. What is it that you actually do or provide that 'relieves pain'? (Usually this is figuratively speaking, unless you are in health care!). Make clear exactly what you are going to do to help them. Give the person solid reasons why your solution is best for them. Pay close attention to how prospects respond to what you offer, and how you present it. Be willing to make the effort to adjust your approach. A 'customer-centered' process will always win you more business, and more loyal customers who are likely to do business with you in the future.

So, can you explain in 25 words or less what your offer is? Give it some thought...