While I was wandering around the show floor and in the mixers and meetups at CES, I noticed an interesting trend. When I would ask people, “So, what do you do?” most would regurgitate their company name and tag line, followed immediately by the phrase “And what that means is…”
I began to wonder: if your tag line requires a follow up explanation, is it the right tag line? Wouldn’t it be better to work a little harder and devise a tag line that clearly communicates what you do, no explanation required?
I know we all like to think up these clever, cute phrases that force people to ask “Oh? What does that mean?”. Here’s the problem, though: most people don’t ask. Instead, they smile, nod politely, and go find someone else to talk to, all the while at a loss for what it is that you actually do.
If you find yourself saying “And what that means is…” after your company tag line, try simplifying. Just say what you do, no bells, no whistles, no mysteries wrapped in enigmas. You’ll probably be surprised at how refreshing the people you talk to find your transparency.
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This article will appear in my “Selling Points” column in the February 2011 issue of TLT Magazine. You get a preview; after all, membership has it’s privileges!
With the 2011 Consumer Electronics Show (CES) a little over a week away, I’m being bombarded with email requests from companies and publicity firms asking me to “stop by our booth” to see the latest blah, blah, blah…
I’ve got all the emails flagged for follow-up; I know I need to get back to all of them and make the appointments and yet I can’t quite bring myself to do it, mostly because I just don’t care. Don’t get me wrong: I’m really looking forward to the show and getting the chance to see, touch and play with all the new toys that will soon hit the shelves of your local Best Buy. And I’m really looking forward to four days in Las Vegas. What I don’t care about is the hype.
I have some bad news for you: nobody, and I do mean NOBODY, cares about your new products nearly as much as you do. I know that probably comes as a bit of a shock; after all, your company may have dumped hundreds of thousands, maybe even millions of dollars into researching, developing and testing that new product. You may be prepared to spend millions more on marketing it to the public. It’s sad, I know, but it doesn’t change the fact that I don’t care.
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I hope you’re enjoying this series about the five marketing mistakes everyone makes (and how to avoid them). By way of a recap, so far we’ve talked about how to determine who, specifically, you’re talking to, how to determine what action you want them to take next, and how to go about asking them to do it. If you’ve come this far, then you definitely don’t want to fall victim to…
Mistake #4 – You Don’t Give Them a Compelling Reason To DO IT NOW!
Sometimes, just asking your prospect to take some specific action isn’t enough; you have to give them a reason to take the next step, and to take it immediately. Why the hurry?
If your prospect doesn’t take the desired action right away, what do you think are the odds he or she will remember to do it later, especially when no longer under the spell of your alluring marketing piece? I’ll tell you: the odds are non-existent. If your prospect doesn’t take the action you want her to NOW, you’ve likely lost your only shot. That said, how do you get them to do something immediately?
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So here we are at the middle of this series on deadly marketing mistakes and how to avoid them. So far, we’ve covered the need to know who you’re talking to and knowing – specifically – what you them to do. That means it’s time for…
Mistake #3 – You Don’t Ask Them To Do It
OK, I know. This one is, or at least it should be, a no-brainer. After all, if you’ve taken the time to identify the ideal prospect you want to address and you’ve decided the action you want them to take to engage with you, doesn’t it only make sense that you’d ask them to do it? Of course it does! Then again, just because something makes sense doesn’t mean it gets done (like American Idol not getting Elton John to replace Simon…talk about a no-brainer!).
In fact, I’d venture to guess that this is one of the items that’s most often forgotten in a marketing campaign. In the rush to create the perfectly crafted message, we sometimes forget that the message will be forgotten within minutes if the prospect doesn’t also take some kind of immediate action. It doesn’t have to be anything huge; just a small action that demonstrates to you, the marketer, that they might have an interest in spending some more time talking with you.
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Wow! Has it been a week already? It seems like only yesterday when I wrote that I was going to post the second part of this series. A week? Are you sure? Well…sorry about that. What with the new blog and things totally exploding (in a good way) at GLB HQ, I’m not surprised I missed seven days. So again, sorry. Let’s get down to it…
Mistake #2: You Don’t Know What You Want Them To Do
In the last post, we talked about the importance of knowing who you’re talking to, in other words, knowing who your ideal clients are. Once you’ve identified who those folks are, though, you have to immediately get down to the business of deciding what you want them to do.
Easy, right? You want them to buy! Well, as strange as it might sound, I don’t think that’s really the case. The odds of someone actually buying off your marketing piece (or on a prospecting call) are pretty small; on the other hand, the likelihood of them taking some other low-risk action can be pretty significant if the request is framed properly. More on that later.
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As some of you know, in addition to writing this blog I’m also the co-host of a podcast about sales and sales leadership. One of the perks of that job is the fact that people send me free books to read and talk about. I love my job!
This week, I’ve been reading Sharon Drew Morgen‘s book “Dirty Little Secrets: Why Buyers Can’t Buy and Sellers Can’t Sell and What You Can Do About It” in preparation for an episode of the Sales Management 2.0 Podcast that we’ll be recording this weekend. I’ve gotta say, I’m blown away by the concept of the book.
Sharon Drew (yes, that IS her first name) is out to change the face of sales, and I’m signing on to help her in any way I can (and I’m only on chapter one of the book). She’s created a system she calls Buying Facilitation, and it’s based on a simple premise, one that readers of this blog have heard before: while salespeople may control the sales process, your prospects control the buying process. Which of those two processes do you suppose it’s more important to understand? Well, if you really want to succeed, Sharon Drew says you should be far more concerned about what’s going on in the buyers head.
I’m not going to ramble on too much, mostly because Sharon Drew does such an excellent job of explaining the concept on her own blog. I’ll defer to her wisdom on the subject and encourage you to a) go read her blog posts and form your own opinions of whether she’s a madwoman or a maven, and b) pick up a copy of “Dirty Little Secrets” to enjoy.
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Apparently May was ‘launch a new coaching program online’ month. Launch guru Dave Navarro wrote about some negative reactions to the flurry of program launches which left some folks feeling assaulted. Dave shares some thoughts from his side of the table; he’s the expert and I’ll stay out of that.
Instead, I’ll get into this: would everybody please stop looking for a magic process, and understand that it’s all about outcomes?
We all want a machine where we drop in $20 bills and crank a handle that turns them into $100 bills. It doesn’t exist. There is no machine to make money in sales. Selling is not about processes.
Yes folks, you read that right: selling ain’t about process.
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One of the worst questions a sales manager can ask a salesperson is, “So when is Prospect X going to sign with us?” I’ve got news for you Mr./Ms. Sales Manager: not only is that question impossible for your salesperson to answer, it clearly demonstrates that your management efforts are misguided. Instead of managing the sales process, which is squarely under the control of you and your salespeople, you are trying to manage the outcome, something that neither you nor your salesperson is capable of doing.
Understand this: while you and your salespeople are in control of the sales process, your prospects and customers are in control of the buying process. And the buyer is ultimately the one who controls the outcome of any sales situation. We’ve all had the experience of executing the sales process flawlessly only to have the prospect we were courting say “No thanks” in the end; it happens, and it’s out of our control. Getting frustrated or angry about it is silly; it’s like being mad that it rained today. Recognize that it’s out of your control, let it go, and move on.
Does that mean that sales managers should just forget about the performance of their sales people? Not at all! They just need to shift their focus from the things they can’t control (outcomes) to the things they can control (processes). Are the salespeople in their charge following a good sales process, or are they “making it up as they go”? Has the process been clearly defined? Are their rules of engagement and scripted responses for different contingencies? Those are the things you have control over; manage them.
And if you’re reading this thinking that it doesn’t apply to you because you don’t manage salespeople, think again. If you’re an entrepreneur or small business owner who is an army of one, you have to apply these same principles to your own sales efforts. Too many solo business owners are not taking their sales efforts seriously. Sales is something they do when they feel like it or something they will try to get to “when things aren’t so crazy.” As a result, they’re in a constant feast/famine cycle that they just can’t break.
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Each day that passes, we’re getting closer to “Yes”. Are you excited? Great! Let’s move on to Step 2 in the Getting to “Yes” series: understanding how your prospects make decisions.
Yesterday we discussed the first three questions of the NEADS analysis: what does the prospect do Now, what do they Enjoy about what they do now, and What would they like to Alter or change about what they do now? That brings us to the D in NEADS, and the spot where I modify this Tom Hopkins piece a bit.
Tom suggests that the D stands for Decision maker, as in make sure at this point that you’re talking to a person who can actually sign on the dotted line when the time for conversion comes. I disagree for two reasons: first, this is a little late in the process to be finding out if you’re talking to the right person; you really should be trying to take care of that while you’re in Getting to “No” mode.
The second, more important reason is simply my belief that the only way you’re ever going to know whether the person you’re talking to is the decision maker is to ask them to make a decision. It’s true: we’ve all had the experience of asking the right question (“So if we’re fortunate enough today to find a solution that fits your needs, who else will be involved in making the final decision?”), getting the right answer (“Oh, no one else will be involved…this is my decision to make!”) and still hearing at the conclusion of the meeting, “Everything looks great! I just need to get my supervisor’s approval so we can move forward.”
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Question: What have you done this week to move yourself closer to your goals? Do you have a clearly defined, written plan to get you where you want to be? If not, what are you waiting for?!
We’ve all heard that what gets written down gets done, yet the majority of us don’t do it. It really amazes me how many salespeople I talk to who have no idea what they need to accomplish on a daily, weekly, monthly and annual basis to help them achieve their goals; in fact, I still encounter many people who have no idea what their goals are! I only have one question: if you don’t know where you’re going, how will you know when you’ve arrived? More importantly, how will you even know if you’re on the right course to get there?
Specific written goals are vital to your success. You know that. If you haven’t written out your goals for this year, stop reading and go do it now. Don’t come back until you’re done, because what I’m going to suggest next will require you to have your written goals in front of you. This is a powerful tool that will help you achieve any goal you set, and it is actually very easy to do. Unfortunately, anything that’s easy to do is also easy not to to do, so I want you to make a commitment, here and now, to try this method out for the next seven days. If it doesn’t work for you, you can stop; but you have to try it for at least seven consecutive days before passing judgment. Ready?
Looking at your list of goals, I want you to think of the six most important things you could do tomorrow to move you closer to their accomplishment. Limit your list to only six things, the six most critical. Now, prioritize the list in order of highest impact; in other words, the most impactful thing you could do becomes number one and so on. Now comes the hard part.
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