The Words that Lead to Sales – Part Three By Debbie Ouellet Chief Idea Officer – EchelonOne Consulting

Putting It All Together—By Turning Tradition on Its Head
 Anyone who knows me knows, I’m a traditional kind of person. But when it comes to getting your message noticed, the old school approach just doesn’t work anymore. If you look at traditional messages, you’ll find a common format. They usually go something like this:

• tell them who you are and what you do
• tell them your idea
• tell them how they’ll benefit from your idea 

Wrong. In today's world, if you want to get someone's attention, I recommend you turn that approach on its head. That is:

• tell them how they'll benefit from your idea (so what)
• tell them your idea (more about “so what”
• tell them who you are and what you do for them (why you) 

The traditional approach is all about you. My recommended “So What/Why Me” approach is all about your prospect. Think about it. If you were your prospect, which one would you want to read?
Use the traditional approach and chances are good that your prospect will lose interest long before they get to the part that they really care about. That is…what's in it for me?
However, if you start by telling your client what’s in it for them, the chances are greatly improved that they’re going to take the time to read your idea. And, by the time they get to the part about “why you”, if you’ve done a good job of identifying the “so what” factor, they're actually going to care.
Follow these three tips whenever you’re putting together an important message…

1. Answer the “So What” question
2. Tell them, “Why You?”
3. Turn tradition on its head and write in the order your prospect cares about.

 You'll communicate better, build trust faster, and increase the number of times that you hear that magic word…”yes”.

As always, when you need personalized help implementing any of these suggestions, contact me.

- Al

Sales is a “Win-Win”

“I have found no greater satisfaction than achieving success through honest dealing and strict adherence to the view that, for you to gain, those you deal with should gain as well." - Alan Greenspan, Former Chairman of the U.S. Federal Reserve

If you’ve been reading these weekly tips, no doubt you’ve noticed that professional sales is not about “jamming” the prospect with so much information about you and your company that they will eventually be persuaded to buy.  It’s about discovering how what you do matches with what the client desires, or, how you can “delight” the person.  In other words, it should be a “win-win”.  Your client “wins” in that they receive solutions, real benefit, excellent value.  You “win” in that you generate revenue for your business and for your family. 

This should be a relief to those not experienced in sales; a reminder to those who already understand the consultative sales process; and perhaps a refreshing new perspective to those who have used the old aggressive methods, but are willing to consider a more progressive view.  I’ve found that the more I treat clients with dignity, the better my success rate.  What works best is exploring together with clients ways that your product or service might solve their problems.

For example, the common format for sales presentations often goes something like this:

1. Warm up - about 10% of the call time
2. Presentation - about 40%
3. Closing - about 50%

Let’s make clear that this is the undesirable old pushy format.  A better approach would be to spend much more time doing a “needs analysis”.  I often compare this to what a medical doctor does in diagnosing your condition before prescribing a suitable remedy.

Your sales presentation should be structured more like this:

1. Warm up (Build rapport, establish your credibility, etc.) – about 10%

2. Diagnosis through open-ended questions – about 50%

3. Presentation of your solution based on uncovered needs (The “treatment plan”)  – about 25%

4. Closing – about 15%

When you actually care about your clients your emphasis shifts from “trying to sell something” to “how can I help you?”  Your sales efforts will then be more productive.  Spend time learning as much as you can about the person’s unique situation, so that you will be able to offer an appealing, customized solution.  During the discussion, your showing genuine personal interest is likely to create a strong desire for your product or service.  Then the “close” will more often be something like “It sounds like our solution is what you are looking for, so when would you like to get started?” or “So, where do we go from here?” or “Would you like the red one or the blue one?”  (Note: these are strictly hypothetical – please use the ideas to ask questions in your own words)

Look for the “win-win”’ in every business situation and you will be far more successful in the long run.

As always, when you need personalized help implementing any of these suggestions, contact me.

- Al

Allen Rigby CSP
Business Consultant, SEA Program
(705) 792-0989 or 1-866-963-7327 al@selfemploymentassistance.ca

  www.selfemploymentassistance.ca

The “So What” Factor, by Debbie Ouellet, Echelon One Consulting

I'm often asked by business owners, "How do I find the right words so that prospects ‘get’ what I do and want to do business with me?

The So-What Factor: If you want a prospect to listen to what you have to offer, you have to give them a reason to. I call it the "so what" factor. People are busy. You need to simply and quickly tell them why they should care about your service, your product or your idea. There's only one way to do that…speak to the things that your clients:

• lose sleep over
• value highly
• require for success, or
• hate to do themselves (and need) 

Do that first. That’s right; resist the urge to spout the virtues about how great your company is, how cheap your widget is or the credentials you spent the last decade earning. They simply won’t care until you’ve given them a reason to.
Think Like Your Client: It doesn’t have to be a complicated process, if you put your client first when considering your message. The trick is: don’t tell them what you do…tell them what you do for them.
Make it real. Say it simply.  And, you’ve got their attention.
For Example: I know a yoga instructor who specializes in therapeutic yoga for women. She might say, "Yoga can help your mother stay mobile, remain physically active and sleep better at night well into her senior years. Yoga isn’t just for the young and athletic. If your mother can sit in a chair and wiggle her fingers, she can do yoga." Because we care about our mothers and want them to maintain their independence, chances are good, she’s got our attention.
Once you’ve passed the "So What" hurdle, you’re ready to move to the next question.
Why you? In other words, why should they switch what they’re doing now and work with you?

For more help, you can contact me at al@selfemploymentassistance.ca or by phone through the Barrie BERN office.

- Al

RE-INVENT YOURSELF

“If you’re green you grow, if you’re ripe you rot” ~ Unknown

The point, of course, is about being willing to learn, to accept new ideas.  If we think we know all we need to know about any subject, then we are likely going to “rot”.  However, as a plant grows gradually, so does our learning.  We can “water” and “cultivate” our growth.  Sometimes we recognize the need to prune out long-held ideas that perhaps are stunting our further growth.  This takes humility, recognition that we are “green” in the sense of being inexperienced.  Think of a tree in a forest; it stretches high, competing for sunlight with much older and bigger trees, successfully reaching maturity, even then continually growing. 

Many new business owners resist the idea of becoming a ‘sales person’.  However, for your new enterprise to be successful, it is essential to communicate the benefits of your product or service to potential clients.  This is a crucial ‘new idea’ that you will have to ‘reach out for’. 

Some others with previous experience in sales realize that the methods used have become redundant or ineffective.  This, too, requires a willingness to learn new, more professional methods.

In any case, it requires that we recognize the need for personal growth, and that we make a concerted effort to do so.

What have YOU done lately to re-invent yourself?

 

For more help, you can contact me at al@selfemploymentassistance.ca or by phone through the Barrie BERN office.

- Al

MAKE TIME FOR YOUR SALES ACTIVITIES!

In order for your business to be viable, to earn money to live, you need to generate revenue.  The only way to do this is to “sell” your idea to prospective users of your product or service.  “Sales” is therefore a NECESSARY PART OF BEING SELF-EMPLOYED.  You need to budget time for it in your weekly schedule.  If not, it will most likely be neglected, and you will be frustrated with the lack of results.   As planning is needed for all other aspects, including product development, bookkeeping, deliveries, etc., you need to set aside time for this essential activity.  “Failure to plan is planning to fail.”  Most people spend more time writing out a grocery list or planning a vacation than they do planning the direction or outcome of their business.  Serendipity will not produce favorable results.

If you are struggling with sales, I recommend that you do an urgent self-examination.   Ask yourself, “How much time and effort do I devote to this necessary part of my business?”  If you detect a lack, here’s the decisive action you need to take:

1. Work at being willing to adjust your mind to accept that it is necessary

2. Learn that you can be trained to do it

3. Plan specific days and times when you WILL give it your attention

4. Ask for help!  (My schedule is such that I am available to assist you one-on-one with your sales challenges – just ask!)

5. Apply any suggestions given

If you were to write down, hour-by-hour, what you do in a typical day, you would probably be surprised at the amount of time wasted. Many exclaim: “I simply don’t know where the time goes.” What can help people to solve the problem of wasted time? R. Alec Mackenzie, a leading management consultant, answers:

“Self-discipline. Before you can master time, you must first master yourself. And the rewards make it eminently worthwhile.

You can most likely “buy” some time from some other non-essential, non revenue-generating activities that would be better used for driving sales.

If you were drowning and someone threw you a lifeline, would you not eagerly reach out for it?  Help is available for your sales endeavors – reach out for it!  We want to be of assistance!

In summary, identify the activities most likely to achieve results, formulate a simple plan, set aside the time, then stick to your plan!

“USE REPETITION TO EMPHASIZE YOUR MAIN POINTS”

Effective selling includes the use of repetition. When an important point is stated more than once, people are more likely to remember it.  When meeting with potential clients, your objective is not merely to present information. You want them to understand the benefits of what you do.  To achieve that, make good use of repetition.  If the idea is restated in a slightly different way, they will be able to understand it more clearly.  If your prospects do not remember what you say, your words will not influence their thinking or their decision.  They are more likely to think about points to which you give special emphasis.

Frequently, repetition at the time a matter is being discussed will help impress it on a person’s mind. For example, after making a point, you could emphasize it by focusing on a key portion of it and asking something like, “How do you see that benefiting your business (family, etc.)?”

The final sentences in a conversation can also be used effectively. For example, you might say: “The main point that I hope you will remember from our conversation is . . .” Then restate it simply. It might be something like this: “My widget service consistently saves people in similar situations over 15% in time and money” (or whatever your main point is).” Or possibly: “As we’ve discussed, by using our unique system you’ll get increased traffic to your website.”   Or it could be: “As we have seen, when we are done building your new patio, it will be maintenance-free, allowing you to have many years of relaxation and enjoyment”.   In some cases you may simply repeat a quotation from your literature or brochure as the point to be remembered. Of course, doing this effectively requires forethought.

On subsequent visits, your use of repetition may involve reviewing points previously discussed, especially benefits that they have agreed to.

If you repeat the main points too often, however, you may lose the attention of your prospects. Carefully select points that deserve special emphasis. These usually are the main points around which your discussion is developed, and they should especially include thoughts that will be of special value to the individual prospect.

To make use of repetition, you might first outline your main points in the introduction. Do that with short statements that provide a broad overview of what you will cover, with questions, or with brief examples that show solutions to problems to be resolved. Then develop each of those points in the main part of your discussion. Emphasis can be reinforced in this part by restating each main point before going on to the next one. Or it can be accomplished by using an example that involves application of the main point. Further emphasis can be given to your main points by using a conclusion that restates them, highlights them by using contrasts, and answers the questions that were raised, or briefly sets out solutions to the problems that were posed.

In summary, remember “Repetition is the mother of retention”.

Want some help with any of this?   Contact me at: al@selfemploymentassistance.ca or by phone through the BERN office at (705) 792-0989 or 1-866-963-7327.

- Al

Allen Rigby CSP
Business Consultant, SEA Program