THE “MAKE IT HAPPEN” BLOG
A Question That Caused a Riot
A Controversial Question
I asked this question during a sales training session: "How do your products help your customers achieve their dreams?"
One-third of the class looked at me as if I had lost my mind. Ed, their self-appointed spokesperson said, "Mike, that's a stupid question. Dreams are for little kids. We sell products for grown-ups. Is this a real sales training class, or what?"
The room was silent for five seconds. Sally, another classmate, stood up. She said, "When I walk into my favorite dress shop, I have dreams. Ed, when you walk into your favorite donut shop, a big smile comes across your face. You obviously have dreams. Your waistline shows it."
The Riot
Ed called Sally a name. Sally's best friend, Judy, called Ed a worse name. Suddenly, everyone was standing up, loudly voicing their opinions. Some opinions were in response to my question. Other opinions were about the parentage of some of the classmates. All this over a simple question: "How do your products help your customers achieve their dreams?"
In the midst of the chaos, I began singing our National Anthem. Everyone stopped shouting. They sang along with me. Some sang the melody, while others sang harmony. We discovered that we made a pretty good chorus. At the end of the anthem, we all clapped and cheered. Apologies were exchanged. Everyone had released some tension. We were all together again as a class of eager lifetime learners.
The Answer
Every classmate had to admit that we all have dreams. We buy products we think will help us achieve those dreams.
My next question was, "What if we ask about the buyer's dreams? What if we position our products as tools to help the buyers achieve their dreams?"
Although no one had done it before, everyone in the class agreed that it was OK to ask the buyer about their dreams. It was equally OK to offer our products as tools for achievement.
Employing that principle became the homework assignment: try asking buyers about their dreams, and then offer our products as ways to achieve those dreams.
The Results
A week later, I met with the class again. I asked how their new sales strategy was working. Here's what we learned:
- After establishing rapport, the buyer was receptive to questions about their dreams and aspirations.
- The sales conversations were richer, because the conversations were about topics the buyer cared about.
- When our products were offered as tools to achieve the buyer's dreams, we closed more sales in a shorter time.
Try It Yourself
Make a list of the different ways your products can help buyers achieve their dreams. Use your list to make questions you'll use in your next meeting with a prospect.
Please leave your comments below. If this post helps, spread the word.
How to Use Your Story to Increase Profits
Do We Buy Products, or Stories?
Once upon a time, Mary had to purchase wedding invitations. She was faced with three options:
- Acme Printing sells strictly on price. Their quote is the lowest.
- XYZ Printers uses better paper. Their price is slightly higher than Acme.
- Wedding Memories started by telling Mary the story of how the owners met and fell in love while working at a commercial print shop. The owners married. They founded Wedding Memories to offer so much more than paper and ink. They founded their company to share love and memories through the feel and excitement of printed invitations, guest books and table accessories. Their price was the highest.
Who did Mary choose? You already know the answer. Mary bought the story of Wedding Memories and what it stands for.
The Power of Stories to Increase Sales and Profits
The right story helps you increase sales and profits in three ways:
- Your story gives meaning to your product. Buyers choose meaning over price, if you'll give them the opportunity.
- Your story invites more buyers to choose you, sooner. Your sales increase, and it takes less time to close each sale.
- Your story gives value to your product. Value earns a higher price. That causes your profits to increase.
Examples
- Computer Products: Apple Computer tells stories about rebelling against the status quo, by offering different and better products. Apple's products cost more than than their PC counterparts. Have you ever visited an Apple retail store? It's usually the busiest store in the neighborhood. Customers gladly pay a premium price to be the heroes of Apple's stories.
- Coffee Shops: Starbucks tells stories of sustainable, fair-traded coffee beans. Pick up a bag of beans and read the unique story of each roast. You'll buy that bag because you believe the story, and you want to be part of it. In-store signage and web pages extend Starbucks' stories.
- Tires: Les Schwab Tire Centers has been called "the most respected independent tire store chain in the United States" by Modern Tire Dealer Magazine. The story of Les Schwab's life is the story of the tire chain. Customer service is legendary. His customers all believe his slogan: "If we can't guarantee it, we won't sell it."
None of these businesses are known for offering the absolute lowest price. All of them generate substantial profits. Their customers "just know" they'll get the right product at the right price.
What's Your Story?
How much could you increase your sales and profits, if only the world knew your story? You can start building your story by answering these questions:
- What was the status quo before you developed your product?
- What pain were customers experiencing before your product existed?
- What was the tipping point, the time and place that you realized you had the solution?
- What walls did you hit while you were developing your product? How did you overcome them?
- What was it like when the first customer used your product?
- How have you made the world a better place by introducing your product?
- What does the future hold for your company and your product?
When you have scribbled the answers to these questions on a note pad, you'll be well on your way to increasing your sales and profits. I wish you well on your journey. Tell me how I can help.
Mike
Toastmasters and the Project Management Institute: A Powerful Combination
To execute a project successfully, each member of the project team must be skilled at communications and project management.
Better Communication Skills
There is an international organization devoted to helping its members become better communicators and leaders: Toastmasters International. With almost 300,000 members 35,000 chapters across 122 countries, Toastmasters helps people all over the world. I hold the Distinguished Toastmaster (DTM) credential, the highest one offered by Toastmasters.
Better Project Management Skills
The international Project Management Institute offers training and peer activities to help its members manage their projects better. I hold the Project Management Professional (PMP) credential, certifying my project management knowledge and practices.
When They Come Together, Magic Happens
I am privileged to assist members of the Portland chapter of Project Management International as they form a Toastmasters club for PMI-Portland members. It's probably no surprise that we're making a project out of launching the club.
Click Here for details of the new club, as well as a video I shot on Casual Wednesday.
We will make magic together here in the Silicon Forest.
The 3 Keys to Success Are Yours for the Taking
Here are the three keys to success in any environment:
- Speaking skills
- Leadership skills
- Service to others
The best way to become better with each of these keys is to participate in a Toastmasters club. Here's why:
Speaking Skills
New Toastmasters receive the Competent Communicator manual. It contains ten speaking projects. You'll develop your speaking skills one step at a time.
After you complete your Competent Communicator manual, you will receive the Competent Communicator award. To further develop your speaking skills in an area that interests you, you can choose from a wide assortment of Advanced Speaking manuals. As you complete them, you will receive advanced speaking awards.
Leadership Skills
As a new member, you'll also receive the Competent Leadership manual. It describes and records your leadership activities as you assume various roles during Toastmaster meetings.
After your complete the projects in your Competent Leadership manual, you'll receive the Competent Leader award. You can choose from a wide variety of leadership projects that will earn advanced leadership awards.
Service to Others
A Toastmasters club works because its members participate. They help each other and the community. You will grow professionally because of the help you receive, and the help you offer.
Free Sample
Visit a Toastmasters club near your home or workplace. Feel the warm welcome you'll receive. Watch the speakers, the evaluators and leadership roles filled by willing members.
It's not about being perfect. It's about helping each other grow.
Do your part to make the world a better place, while improving your skill set. Check out Toastmasters today.
Related Links
The Portland chapter of the Project Management Institute is forming its own Toastmasters club. Click Here to email Past President Alan John for more details.
How to Use the 5 "Yes" Answers to Increase Profits
It's the Buyer's Choice
Regardless of your selling process, customers have their own buying process. It's the buyer's money, and it's their decision. To increase your sales and profits, show the buyer reasons to give you these five "Yes" answers:
- "Yes, I have a need."
- "Yes, your product satisfies my need."
- "Yes, you are the right seller of the product that meets my need."
- "Yes, your price is right." (Translation: "The value you bring is greater than the price you charge.")
- "Yes, now is the time to buy."
How to Earn the 5 "Yes" Answers
The 5 "Yes" answers are responses to your carefully-timed questions.
- Ask questions to learn the buyer's need, their pain. Then, ask a question to confirm that need. The buyer's response will be "Yes, I have a need."
- Present your product as the solution to the buyer's needs. It's not about the virtues of your product. It's about positioning your product as the tool that makes the buyer the hero. Then ask a question to confirm your product as the solution. That's when you'll hear "Yes, your product meets my need."
- Because of the way you asked questions and focused on the buyer's needs, you are demonstrating value that your competitors lack. Ask a question to confirm that the buyer accepts not only your product, but you. That's when you'll hear, "Yes, you are the right seller of the product that meets my needs."
- Buyers instinctively place a value on each seller and their products. The value is emotional. It's subjective. If the perceived value is low, then the buyer uses bases their decision on price. If the buyer values you more than your competitors, then you will win the sale. Your perceived value is greater than your price. The buyer says to themselves, "Yes, your price is right. (Translation: "The value you bring is greater than the price you charge.")
- If the buyer is qualified to buy, then this step is just a formality. When you ask a closing question, the buyer's response will be, "Yes, now is the time to buy."
Start Increasing Your Sales and Profits Today
Grab a piece of paper (or a napkin) and a pen. Make a list of the actions you'll take to win each of the 5 "Yes" answers. You'll enrich more customers, close more sales and grow your profits, all at the same time.
How to Avoid Becoming the World's Most Boring Human
Think of the most boring human you've ever heard. The more they talked, the more you disengaged. You may have even caught yourself falling asleep. If they notice, eventually they might ask, "Isn't that right?" You cautiously nod in agreement. That's their encouragement to continue.
We've all met people like this. I've caught myself doing it. Maybe you've done it once or twice, yourself.
Here's the good news: this condition is curable.
Make It About Them, Not You
It's the listener's choice to pay attention to your message. Give them a reason to pay attention, by making the conversation about them. Here are three examples:
- When you tell a story, make the audience the hero of your story. Let them see themselves riding off into the sunset on the white horse.
- When you present a product, make the buyer the hero as they use your product.
- When you're telling the judge why you were speeding, give her a chance to be the hero by granting you mercy.
Your Profitable Homework Assignment
Get out a piece of paper and a pencil. Use the three examples above, to sharpen your skills:
- Write a story about an adventure you had. Write it so that the audience says, "I could be the hero in that story. They succeeded, and so can I."
- Write the outline of a product presentation. Include examples of how the product enriches the lives of the buyers. Present your product in a compelling manner that makes the buyer say, "That product was made with me in mind. I can see myself getting the benefits of using that product. Where is my checkbook?"
- Write the script of your presentation to the judge. Show dignity and respect as you explain why you were speeding. Do it in a way that makes you human. Admit your mistake, and ask the court for mercy. Give the judge the opportunity to be human, also, by granting you mercy. (Afterwards, thank the judge and get out of there as quickly as you can.)
When it's about the audience, they pay attention and make the right decision.
Success Leaves Tracks
Think of a success story you've heard or read or viewed recently. The story has a moral. We can learn from that moral. Success leaves tracks, clues that we can apply to our own lives.
Follow the Tracks
You can follow the tracks of a success story. The tracks reveal the structure of success:
- Introduce the protagonist, the hero of the story.
- The hero is leading a good life.
- The villain shows up and wrecks everything.
- The hero must figure out how to make things right.
- The hero receives help from a mentor. The mentor might be a person, or a product.
- The hero succeeds against the odds.
- There is a party, a celebration.
- Lessons learned: the moral of the story.
Eli's Story of Success, and the Tracks He Left
- Introduce the hero: The year is 1853. Eli is a handyman at a bedstead factory in Yonkers, New York.
- The hero is leading a good life: Eli is an expert at keeping the factory's machines running smoothly. He is well-liked. He enjoys his work.
- The villain shows up: The factory's platform lift is pulled up by a rope. When the rope breaks, the lift falls to the basement, damaging materials and injuring employees. Eli's boss is furious. He tells Eli to fix the problem by Friday, or he'll be fired.
- The hero must figure out how to make things right: Eli tries every invention he can dream up, to keep the lift from falling when the rope breaks. Nothing worked on Monday, Tuesday, Wednesday and Thursday.
- The hero receives help from a mentor: On his way home Thursday evening, Eli watched a horse-drawn carriage go by. He noticed the operation of the leaf springs that helped support the platform of the carriage. As the center of the leaf spring flexed up and out, the ends of the spring were pulled inward. As the center of the leaf spring relaxed back down, the ends of the spring were pushed outward. Eli had the solution!
- The hero succeeds against the odds: On Friday, Eli attached a leaf spring to the top of the lift frame. He welded grippers to the ends of the spring. He attached the rope to the center of the spring. In normal operation, the center of the leaf spring was pulled up, retracting the grippers. If the rope broke, the leaf spring would relax, pushing the grippers outward to the guide rails...stopping the lift.
Eli's Leaf Spring
- There is a party, a celebration: Eli saved his job. The factory owner saved the cost of damaged material and injured employees. He formed the Otis Elevator Company, the world's largest elevator manufacturer. But wait! There's more! The first world's fair, the Crystal Palace Exhibition, was held in 1853 in New York. Promoters were looking for an exciting demonstration that would help drive up ticket sales. The best showman in the world, P.T. Barnum, whipped crowds into a frenzy as Eli Otis rode up in an elevator and cut the rope with a sword. The crowd screamed as the elevator dropped...less than one foot. Eli's invention changed the face of civilization. Until then, five floors was the maximum height of buildings. People were afraid to ride the elevator, so they took the stairs. They would not walk up higher than the fifth floor. Eli's invention allowed builders to construct skyscrapers. People knew they were safe in the new high-rise elevators.
- Lessons learned: the moral of the story: When Eli was faced with a challenge that could wreck his career, he courageously moved forward. He left a legacy that changed the world forever.
Make Your Own Tracks
To succeed, study someone you admire. Look for the tracks they left for you. Then, make your own tracks for us to follow.
Win More Sales by Following the Buyer's Process
Why Aren't They Buying?
Your product meets the buyer's needs. They already know this, because you told them. Yet they haven't placed their order. What's wrong with them?
You have your sales process. Did you know that the buyer has their own purchasing process? What if your selling process doesn't sync up with their buying process? It's the buyer's money, and it's the buyer's decision. Get in sync with their buying process or go home.
The Buyer's 5-Step Process
Buyers talk to themselves before they make a purchase. They make these statements at each stage of their buying process:
- Yes, I have a need.
- Yes, your product meets my need.
- Yes, you are the right seller of the product that meets my needs.
- Yes, your price is right. The value I perceive is greater than your price.
- Yes, now is the time to buy.
A Recipe for Success
To be in sync with the buyer, your sales process much include these major points:
- You have a need. Let's estimate the dollar value of that need, of that pain.
- My product meets your need and takes away your pain.
- I am qualified to offer and support the product that meets your need and relieves your pain.
- My price is fair, and the value you will receive is much higher than my price.
- Delaying your decision will only cause more pain. Buy now, to solve your problem.
Make the Adjustments Today
Review your sales process, to make sure it follows the five steps listed above. The more you respect the buyer's process, the more sales you will close.
Using Video to Tell Your Story, Part 1
Video makes an impression that plain text can't make. I'm experimenting with formats that will make the best impression.
This morning, I recorded a Google Hangouts interview with Brad Harmon. After we resolved a couple of connection problems, we created a video. Please comment. How can I make a bigger impact?
Use Your Stories to Increase Value, Sales and Margins
What Is Value?
Value is the personal, emotional worth of a product. It is subjective. Value is a perception.
Who Determines Value?
The buyer determines value, using their personal criteria. Just as beauty is in the eyes of the beholder, value is in the mind of the buyer.
As long as the buyer's value is greater than the seller's price, a sale is probable.
The Role of Stories
Stories can enchant your buyer and encourage them to act. If you are selling houses, you might tell a story of someone you helped earlier. You might show how a family was having trouble finding just the right house. You listened. You recommended the house that met their needs. Their search was over. They fell in love with the house, and they signed the preliminary paperwork on the spot.
Properly told, this story can position you as a Trusted Advisor. Trusted advisors don't compete on price. They compete on the value they bring to the buyer.
How to Structure Your Own Value-Building Story
The recipe is easy:
- State the goal of the buyer. What problem are they trying to solve?
- List up to three ways your product helps the buyer achieve their goal.
- Describe "what is" for the buyer.
- Describe the journey to "what could be," by using your product.
- Ask the buyer if that's the outcome they want.
- Ask the buyer to commit.
Your Turn
You can create several value-building stories this way, one for your company and one for each of your products.
Click Here for our newsletter, "3 Keys to Sustained Sales Growth."
How to Solve a $20 Billion Problem
The Problem
According to the American Society of Training and Development, $20 billion is spent on sales training each year.
Unfortunately, much of that money is wasted. The content is bland. The audience falls asleep or spends the time texting. They aren't engaged, because the content is more about the speaker than the audience.
The Solution
Remember when you were in the classroom? If your teacher presented material that you found boring, you disengaged. If your teacher focused on you, you paid attention. If your teacher offered you knowledge about an interesting topic, you paid attention.
The key to learning is engagement.
It's the same way in a sales training event. When the presenter offers ways for the audience to reach more prospects and close more sales, the audience pays attention. After all, the content offers ways for the audience to succeed.
The Moral
If you are the teacher, seek to learn the needs of your audience. Present the content they need, but make it about them, about solving their problems.
If you are the student, help the teacher realize your needs. Help the teacher prepare content that will enrich you and keep you engaged.
Click Here for 3 Keys to Sales Success
Do You Sell Intentionally, or Accidentally?
A Tale of Two Sales Reps
Mary fills her day with marketing and sales activities. She makes phone calls. She writes letters. She prepares proposals. You'd think she is successful right? You'd be wrong. Mary is struggling.
Her friend, Judy, closes more sales in less time. Mary asked Judy about it. They compared their work. Both Mary and Judy perform the same activities. Mary asked, "What's the difference? You just seem to be luckier than me. Maybe you have a better territory. I don't get it."
The Difference: Selling Intentionally
Judy showed her prospecting plan to Mary. It was very basic, but it works for Judy:
- Target customer profile
- Target industries
- Target companies within the selected industries
- Target individuals within the selected companies
- Contact plan for each individual
- Referral from other customers
- Connect on social media
- Email
- Letter
- Phone
- Referral from other customers
Judy asked, "What does your prospecting plan look like, Mary?" Mary replied, "I have no plan. I just attack the day with gusto."
Judy and Mary stared at each other for a moment. Mary said, "Oh, crud. My sales have no focus. It's as if I'm selling accidentally. How can I fix it?"
That day, Mary stopped selling accidentally. She began selling intentionally, starting with a prospecting plan patterned after Judy's. Mary's sales skyrocketed. Her stress was much lower. It seemed so easy.
How Do You Sell?
The first step is to make your own basic prospecting plan. You can pattern it after Judy's plan, or you can use a different style. The format isn't the solution. The real solution is to define the structure of your prospecting plan, and to follow it.
Why not begin right now?
The Best Sales Story Is a True Story
Truth or Consequences
When you use stories to sell, you have two choices:
- Make up a tall tale, a work of fiction.
- Tell a true story.
The fictional story will make your product look spectacular. There's a problem: no one will believe that story.
A true story will show real people using your product. Your story will be authentic. Your audience will trust it. By extension, they will begin to trust you.
Structure of a True Story that Sells
Here are six steps for writing your true product experience story:
- Introduce the main character. Describe their surroundings and their history, if necessary to complete the introduction.
- Describe the problem they faced.
- Tell how they found your product.
- Describe what happened when they used your product. Did it work perfectly? Were there any problems? Any surprises? Show the outcome.
- State the moral of the story: your product helps real people solve real problems, better than other products.
- Conclude with a call to action: "If those are the results you want, here's how to order."
It's Your Turn
Use the structure shown above to write your first true product-based story. Sell more by letting the world know how real people achieved more with your product.
Are You Relevant to Your Customers?
The Importance of Being Relevant
Do you have to be relevant to your customers?
Let's re-word that question: do you have to sell your products? No relevance = no sale.
Your customers buy from you because you help them meet their needs:
- Help them relieve their pain.
- Help them achieve a goal.
- Help them reduce their fear, their risk.
Your relevance to them is based on how much you can help them. If you aren't relevant, there's no reason for them to buy from you.
How You Can Always Be Relevant
First, define who you serve.
Are your customers defined by their industry? By their geography? By their age or education? Scribble out a brief but specific profile of your target customers.
Next, document their needs.
Observe them. Interview them. What bothers them? What goals are they striving to achieve? What is blocking their way? What are their unmet needs? Which of those needs can you meet?
Third, list the ways you will meet their needs.
How does your product or service give them exactly what they want? Type your answer in bold letters. Print it out. Make a sign out of it. Hang it on the wall so you'll see it throughout the day.
Read your sign before you communicate with your prospects. Confirm their needs, then offer your help. Ask for their acceptance. Then, ask them to commit.
The more relevant you are, the more sales you will close. Let's roll.
How to Make Sales Training Profitable
Sales Training is Broken
Traditional sales training is an annual event. Its content is canned, just like last year. Its primary presentation mode is lectures and "death by Powerpoint bullets," just like last year. The audience tunes out sooner each year.
Shortly after the event, sales rise a little. Within a few months, the surge is gone. It's as if the sales training event never happened.
Why It Matters
Billions of dollars are spent each year on sales training, with an extremely low return on investment.
How to Fix It
You can have a high return on investment in sales training, but change is required.
Change #1: Sales training cannot be an isolated event. You can leverage its content when you make it part of your ongoing sales program. Make it a production, but make it part of your year-round program. Produce mini-events that lead up to the main training event. Then produce mini-events afterwards, to keep up the momentum.
Change #2: Sales training content must be relevant. Otherwise, your audience will quickly tune out. Crowdsource some of your content. Visit with sales leaders to learn the sales goals and the reasoning behind them. Visit with sales reps to learn their challenges.
The Outcomes You Want
When you make it about them, your sales reps will be engaged before, during and after your sales training event. Their performance will improve. They will close more sales.
Start Today
Isn't it time to re-evaluate your sales training plans? You might want to try my white paper as a starting point.
Sell More by Serving a Cause
A Cause Earns More Attention Than Your Products
Think of charitable causes. Which ones come to mind?
- Cure cancer
- Prevent childhood obesity
- Stop smoking
- Eliminate poverty
- Others...
We will donate time and money to support these and many other causes, because they matter.
Your Products Serve a Cause
Don't your products matter, also? Don't they serve a cause?
- The furnace you sell, that saves energy. It helps reduce your customers' utility bills.
- The car you sell, with the highest highway crash rating. It protects your customers and their families.
- The elevator maintenance contract you sell, that helps ensure greater reliability, happier tenants and greater revenues for the building manager.
In each of the examples, a cause is being served. To sell more, first present the cause you are serving:
- Saving money.
- Saving lives.
- Increasing revenues.
Then, present your product as the tool that serves the cause.
How to Begin
Get out a piece of paper. Write down three ways your products make the world a better place, for your customers and for society at large. Then, craft truthful marketing and sales messages about the causes you serve.
Watch your sales increase because of the causes you serve.
Doing Things Differently - A Story You Can Use
To sell more, be different in ways that matter to buyers.
To sell more, you must capture the attention of more buyers. To capture attention, be a disrupter. Not a troublemaker, but someone who does things differently in a way that enriches the buyers.
Here's a real-life example:
Once upon a time, I took a job as the Portland branch manager for U.S. Elevator Corp. My job was to sell elevators, elevator repairs and maintenance contracts. The Portland branch served Oregon, southwest Washington and Idaho. I had just moved back from Phoenix. Portland was home to me, and I was happy to get back. I knew my new employer's products and reputation. I was anxious to get to work.
Danger Lies Just Beneath the Surface
I overlooked one tiny detail: I neglected to examine U.S. Elevator's reputation in the Portland market. It seems that the previous branch manager burned every architect, developer and contractor in the region. Then, he left town without leaving a forwarding address. I was his replacement. Lucky me.
As soon as I began making introductory phone calls, I learned that I was the new face of the most hated elevator company in the Pacific Northwest. Architects hung up on me. Contractors invited me to come to their offices, so they could scream at me.
At that point, I had two goals:
- Diffuse the anger of my customers, which would then allow me to...
- Meet my sales quota.
Swimming with the Sharks
I met with every architect, developer and contractor who didn't hang up on me. The routine was always the same. They yelled at me for five minutes, usually with their employees watching. They cursed. They threatened. They gave me vivid examples of the misdeeds of the person I replaced. I sat through it, because I wanted to let all the steam out of the kettle.
Once they calmed down, I asked them if it felt good to get it all out. They smiled and proudly said, "Yes." I pointed out that I didn't do those things to them personally, but I recognized that my company had wronged them and I was its representative. They agreed. Then, they started to feel bad about verbally attacking me personally.
A Chance
At that point, I asked them to give me a chance. I pointed out a small construction project where they hadn't yet signed a contract with an elevator company. I asked them to skip the bidding process and give my company the job. I gave them a price we both knew was competitive. I promised to complete it on time, without any surprises. In most cases, they agreed. What began as shouting and verbal abuse, ended with a signed contract. They threatened personal harm if I didn't deliver. My company's regional construction manager became my new best friend. I always had materials and construction crews on site when I needed them.
I kept my promises to my customers. I redeemed my company's reputation. In my second year on the job, I increased my sales by 480 percent! Over half of that sales volume was privately negotiated with customers who trusted me.
The Moral of the Story
I got my customers' attention by doing something unusual: I listened to them blow their tops. Then, I asked for a small way to demonstrate my integrity. When I proved it on a small scale, I asked to privately negotiate major deals. Sales and profits went up by almost five times in my second year.
When you are looking for ways to attract the attention of more buyers, think of something you can do that your competitors aren't doing. Stand out in ways that matter to your customers. Watch your sales grow.
Be a Disrupter
I've been battling an extremely difficult sales challenge. I found the answer while I was watching a movie last night. If you face the same problem, my story will inspire you. Here goes...
The Challenge
I'm the mad scientist of sales training. I designed a game-changing sales training system to fix the problems with conventional sales training. I succeeded. Sales training will never be the same. My product will help sales professionals sell better and sell more. Those sales pros will enrich the lives of so many more customers. (NOTE: if you don't feel this way about your own product, either change your attitude or change your product NOW. Life is too short for you to just get by.)
How to Put Prospects to Sleep
Without knowing it, I created the problem that held me back. I was explaining the science behind my product. I went to great lengths to describe how storytelling touches hearts, and how we all buy for emotional reasons first. If my prospects weren't already getting drowsy, I went on to describe how storytelling could be used for prospecting, qualifying, need-finding and every other step of the selling process.
But wait! There's more! If anyone was still awake at that point, I gave them even more information they didn't care about. I described the fundamentals of project management. I went into great detail about the project management profession. I praised the fact that the project management profession had finally met the sales profession.
I succeeded in putting 100 percent of my prospects to sleep. That must be some kind of record. Please do not try this at home. Or at work.
That's Not Me - Or You
I know better than to discuss features instead of outcomes. I got so excited about how it works, I forgot to discuss why it matters.
I have taken two personality assessments in the last year. Both reached the same conclusion: I am a Disrupter, a Change Agent. I dislike the status quo. I rebel against it by finding a better alternative. Looking back, I suppose I've been that way all my life.
As I was looking for answers last night, I prayed about it. After dinner, Kathy and I sat down to watch a movie. We randomly chose "Guilt Trip," starring Seth Rogen and Barbara Streisand. Seth's character, Adam, was a mad scientist. He had invented an amazing cleaning agent, the best in the world. As he presented it to KMart, Costco and other large retailers, he spent all his time on the science behind his product. His technical presentations turned every buyer off. His final pitch was to HSN, on video, with an interviewer. Everything depended on this pitch.
Adam blew it again. Halfway through his scientific presentation, he realized the HSN producers had lost interest. Adam stopped. He did a complete turn-around. He began having a real conversation with his interviewer. He asked about her family. He asked several needs-based questions.
He performed an outrageous demonstration by drinking a glass of his cleaning product. Everyone was wide awake. They were amazed. As Adam and his mom left the meeting, an HSN executive indicated they will probably put Adam's product on the air.
Adam's mom (Barbara Streisand) was right, but she didn't rub it in.
The Moral of the Story: Be a Disrupter
Adam succeeded by being a Disrupter. He completely destroyed the status quo by designing a vastly superior cleaning solution that you can even drink! Millions of units of his product will be sold. It will enrich the lives of every customer.
That's not a bad legacy. It's one you can have, too. All you have to do is be a Disrupter with a better solution to your customers' problems.
It was "divine coincidence" that I picked "Guilt Trip" to watch, and that it had the answer I desperately needed. I'm rewriting my web pages and my white pages. Their new content will be disruptive. That content will offer real solutions to real problems. I'm replacing "what it is" with "why it matters."
What will you do today to be a Disrupter, a change agent for good?
Grow Your Business with Events
The Power of an Event
People thirst for information that can help them increase revenue. They read books and articles. They read online newsletters and blogs. They are waiting to hear from you.
What if you delivered your useful information in the form of an event? Whether it's in person or online, your event can quench their thirst for information. Your event can offer hope, motivation and ideas for enrichment.
If your audience tries one new idea from your event, and they succeed with it, they win and you win. They grow their business, and you get the credit for supplying the idea. You are well on your way to becoming their Trusted Advisor.
Proof
For nearly four years, I produced "Business Building After Hours" seminars for a financial institution in the Portland metro area. Different branches sponsored each event at a venue near their branch. The branch team invited local business owners. The content consisted of marketing, sales and leadership topics. We delivered the content with multi-media presentations, group discussions, case studies and business problem-solving.
We always increased deposits and loan applications within a few days after the seminar. It was so successful that some branches produced multiple business-building events.
Event Structure
Successful events don't just happen. They have a structure.
- Set goals for the outcomes of the event, for you and for the audience.
- Determine the audience needs that will be met by your event.
- Plan the content.
- Plan the pre-event promotion and the post-event follow-up activities.
If this looks a lot like a project, take a bow. That's exactly what it is. With event project management, you won't merely let the results happen; you'll make them happen.
Event Production
Who should produce your event?
You already have the content ideas. If you have the capacity in-house, then you can produce your own event. Warning: don't assume that if a topic is interesting to you, it must be appealing to your audience. Make sure your perspective and content is driven by the needs of your target customers.
An outside consultant or speaker can help you two ways:
- The credibility and expertise of a third party appeals to your audience.
- An outside party will bring new insights and ideas to your event.
Start Today
Use the steps I listed above. Enchant more prospects, and win more sales.
Goss Consulting produces seminars and webinars that can enrich your team and "wow" your prospects. Topics include:
- "Business-Building After Hours," to help you grow your business.
- "Storyselling," a sales training program based on a universal law: The Best Storyteller Wins.
- "Sales Project Mangement," applying project management techniques to achieving your sales goal.
For more details, call Mike Goss at 503-459-6778.
Sales Growth Requires More Than Selling Harder
How Much Is Really Needed to Grow Your Sales?
I was recently asked this question by Bob, a sales rep: "To grow my sales, all I have to do is sell harder. More phone calls. More emails. The three parts you offer won't help me. I don't need storytelling, I've had all the sales training I'll ever need, and project management just makes things more complicated. I'll do more of what I already do, and I'll be fine."
Bob voiced some valid concerns. He has seen countless get-rich-quick sales training courses. He's had enough. He just wants to sell his products, pick up his paycheck and go home.
Bob's Answers Tell the Story
I responded by asking Bob a few direct questions.
Storyselling
Question 1: Bob, do you have annual sales goals?
Bob stated that he had annual sales goals.
Question 2: Do you believe that buyers can be affected by an emotional story?
Bob thought about it for a moment. He said, "Well, I guess they can be affected."
Question 3: Do you believe that the best storyteller wins, even in sales?
Bob shrugged and said, "I guess they do. Perhaps I should learn how to be the best storyteller."
Sales Training
Question 1: Bob, do you believe you could close more deals if we fine-tuned your excellent selling skills, to make you even more successful?
Bob thought about it again, and said, "Yes."
Question 2: If we made the sales training event more like a rock concert, would you pay more attention?
Bob replied, "Yes, the excitement and the anticipation would keep me awake."
Question 3: If we surveyed your skills, and asked you for topics, would that help the content of the event?
Bob's answer was, "Of course. If I helped create it, I'll certainly pay attention."
Sales Project Management
This was the component that Bob felt was useless.
Question 1: Bob, would your sales be greater if there were multiple sales campaigns and multiple selling skills refreshers, each starting at a different time throughout the year?
Bob's answer was, "Of course, but that's not how we do it today."
Question 2: Is anyone managing your progress throughout the year?
Bob relied, "We track results, but that's it."
Question 3: If you planned your major activities in advance, and then managed them throughout the year, wouldn't your sales be greater?
Bob thought about it for a moment. He said, "OK, I see how project management can help me close more sales."
Conclusion
Selling harder is a brute-force way to increase sales. It isn't sustainable.
Selling smarter, with the three tools described above, yields much greater sales. And, it's sustainable year after year.
To learn more about Storyselling Projects by Goss Consulting, Click Here.