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, and 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

Sales is NOT a Contest

Many people seem to think that the whole sales process is some kind of 'contest', where you need to 'win' the business through clever manipulative techniques. There are still far too many so-called sales reps, sales managers, and sales trainers who advocate this kind of thinking. However, nothing could be further from the truth.

A proper business relationship is just that - a positive relationship, a 'win-win' situation, not a circumstance where one party triumphs over the other. Every business deal should be good for both parties. Although when you put together an important business arrangement you might rightly feel like celebrating, as if you just won the Stanley Cup or some other sports trophy, selling is very different; it's not where only one team wins. When you are the 'seller', you get paid for what you do; whereas the client receives good value for their money, the benefits of your product or service. In virtually every case, at the conclusion of the transaction you should be able to confidently seek the opportunity to do more business with that client, and ask for referrals.

In a conversational way, simply follow the four step process that you have learned on the SEA program. By far the most important step is step two - the 'Questioning' stage, the needs analysis phase. Seek to find ways to assist the prospect to save or improve their situation in some unique way. The demonstrate how you can save them time, money or hassle - make their lives easier somehow. Then you will be able to confidently ask for their business, or rather, form a relationship that benefits both parties.

In summary, don't try to 'win' anything, other than their confidence and trust. As a result, you will build a more solid, long-lasting profitable business.

Be Yourself

Don’t try to be a ‘salesperson’. Be sincere, BE YOURSELF! Although true professional sales representatives are generally highly valued by their appreciative clients, the common perception of the greedy, self-absorbed salesperson is often justified. So, by simply ‘being yourself’, you will come across as refreshingly different.

We’ve helped you learn the four step process of how your sales visits should be ‘structured’. However, it is important to do this in a conversational way. Even in a formal business-to-business setting, it is usually best to cultivate an atmosphere of informal professionalism. One of the definitions of the word “extemporaneous’ is “Prepared in advance but delivered without notes.” If you do public speaking, it means doing so in a manner that is characterized by spontaneous word choice as well as careful preparation of ideas; the same is true with a sales ‘presentation’.

A significant advantage of a conversational style is that you will be using the down-to-earth manner to which people most readily respond. This allows you to have maximum visual contact with your prospects, which improves your communication with them. Since you do not rely on notes for the wording of every sentence, your prospects will be more inclined to feel that you have their interests at heart. It also allows for flexibility.

In preparation for your meeting, mentally review each main point separately. During the conversation, however, instead of being overly concerned about exact wording, emphasize ideas and principles, especially as to how they relate to solving the potential client’s unique situation. Use your prepared points as a guide to conversation, rather than as a pushy sales pitch. You are very familiar with your product or service; you know how it can benefit your potential customers, so concentrate on how you can help companies or individuals save time, money, or hassle; how you can ‘delight’ them with whatever you do!

When you are conversational during a sales call, you can be more effective. When you do so, then impromptu opportunities to talk about your business will also be easier.

In summary, when you are ‘yourself’, you will be more likely to hold the attention of prospects and touch their ‘hot buttons’, which will produce more profitable revenue.

Characteristics of Great Sales Negotiators by Kelly Robertson

Virtually everyone in sales is required to negotiate. Over the years, I have come across some great sales negotiators and have noticed that they share some common characteristics:

Understanding of the negotiating process
Highly effective negotiators recognize that negotiating is a process, not just something that is done when discussing the terms and conditions of a solution. Negotiating is much more than haggling about price. It requires an understanding of the dynamics that affect the process and influence the behavior of people. Great negotiators invest time learning different tactics and strategies and how each technique contributes to the overall outcome.

Focus on win-win
Win-win means that both parties feel good about the outcome of the negotiating process. Some experts believe win-win solutions are not possible in business negotiating; someone usually gives away more than they should and the outcome becomes a win-lose situation. Great negotiators don't believe that. They help their customer try and solve problems and look for opportunities to give as much value as possible. They also know how and when to limit their concessions, give-aways, and discounts so they can work out an agreement that is equitable for both parties.

Patience
Too many salespeople search for the quick fix trying to close the sale as fast as possible so they can move on the next prospect. Great sales negotiators recognize that patience is a virtue and that rushing the process often leads to an undesirable outcome. They don't hurry to reach an agreement. Instead, they take time to gather the necessary information. They think carefully about possible solutions. They take their time during the entire process. Major mistakes can be made when you try to reach an agreement too quickly. By rushing through the process, not giving the other person's offer ample attention, you can end up with a win-lose outcome, just because you were in a hurry.

Creativity
Most great negotiators are also very creative. They use their problem-solving skills to determine the best solution and look for unique ways to achieve their goal. A friend of mine was once embroiled in a bitter lawsuit with a company and after months of negotiation, he came up with a solution that ended the suit. He stretched out beyond the normal answers and developed an alternative that was accepted by the other party. In other words, he got creative.

Willingness to experiment
Negotiating is a very dynamic process because no two people are alike. What works extremely well in one situation can backfire in another. That's why great negotiators practice using a variety of concepts and techniques. They experiment with different strategies, solutions, and tactics. A small failure does not prevent them from experimenting with new ideas in the future.

Confidence
Great negotiators are confident when they enter a negotiation. They aren't arrogant or rude or cocky. They are simly confident. They've developed a high belief in their ability to reach a win-win agreement. They're confident that they can handle anything that comes their way in a negotiation. This confidence comes from experience. Great negotiators evaluate themselves regularly, learning from their mistakes and victories. They focus on improving their skills. They develop an internal confidence that is unshakable.

Keen listening skills
People will tell you virtually everything you need to know IF you ask the right questions AND listen carefully to their answers. I personally believe that this one attribute is the most important skill in selling and negotiating. I remember my wife talking to a prospect on the telephone. At one point the conversation she sensed that he had more to say. She waited patiently and listened carefully and the other person eventually gave her valuable information that helped her close the sale. Unfortunately, too many salespeople simply wait for their turn to talk, or even worse, interrupt their prospect. This lack of listening means they often miss hearing key information that will assist them in the negotiations.

Negotiating is not a skill that is easily acquired. It takes time, effort and energy. If you want to improve your negotiating ability you must be willing to work at it. You must invest the time necessary to learn the dynamics and science of negotiating. You must be prepared to push yourself out of your comfort zone.

- Kelly Robertson