|
|
| Sales Management Information |
|
||
|
|
Raise Concern About Sales Competition, Not About Yourself
As you are reading this sales article, read very carefully. Because I wouldn't want you to think of a pig right now. No, do not think of a fat, brown, smelly pig right this moment. What are you doing? Do you have a picture of a smelly, fat, brown pig in your head right now? I thought I just told you not to do that. What are you doing then? The mind can only process positive statements directly. In order to process a negative statement, one must first create a positive representation of the negative statement in the mind. To *not* think of a pig, you first had to see a fat, brown, smelly pig. Only then could you attempt to tell yourself not to think about it. Gee, by now though you've already thought of the pig, so what good is it to tell you not to? So how does this relate to sales and persuasion? Let's think for a moment. Have you ever said something to a prospect like this: "Don't worry about the strength of our widgets. I assure you we have the strongest widgets in the industry"? You just told the prospect that there is reason to be concerned about the strength of your widgets! This statement either planted the suggestion that there is reason to be concerned about the strength of your widgets, or it reinforced the belief that your widgets are weak. The prospect may have never even heard of the possibility that Zebox widgets are weak. Sometimes we get so wrapped up in our own perceptions, that we forget what its like to be an outsider new to our company, products and services. Language patterns like the above severely weaken you by needlessly drawing attention to your weaknesses. Words to remember: "Say it the way you want it". Are there times when negatives are useful? Sure. Let's say you want to draw your prospect's attention to the lengthy implementation effort of your competitor's product. You could say "Zebox Technologies Widgets take forever to get installed. Ours install much faster." This might work if you have a lot of rapport with the prospect. But if you are presenting to a group, or talking with someone you don't know well yet, you could annoy the prospect and lose credibility through this direct attack. Here's a more effective indirect language pattern: "So you're also considering S Widgets? We'll don't worry about whether you can complete your project on time in 3 months. All of our widgets install in 30 days or less. Just ask our customers." Through the use of a negative, I have just raised concern about my competitor's installation time, whilst highlighting how my company meets their rapid installation time criterion. And I have avoided using a direct assault, helping to maintain rapport and respect with my prospect. Say it the way you want it, unless a negative is just what you need. © 1999-2004 Shamus Brown, All Rights Reserved. Shamus Brown is a Professional Sales Coach and former high-tech sales pro who began his career selling for IBM. Shamus has written more than 50 articles on selling and is the creator of the popular Persuasive Selling Skills CD Audio Program. You can read more of Shamus Brown's sales tips at http://Sales-Tips.industrialEGO.com/ and you can learn more about his persuasive sales skills training at http://www.Persuasive-Sales-Skills.com/
|
|
|
|
RELATED ARTICLES
Discounting Your Way Into Sales Oblivion I don't even like saying the word d---------g. I have literally obliterated it from my dictionary with a black marking pen. I'll bite my tongue until it bleeds, before I say the word. Your Extended Shadow And Successful Sales Management In a small midwestern town, the local high school of 878 students recently produced its first state championship basketball team in over 90 years. The community has had an organized city basketball league for its younger boys for many years. But, this league, designed to spot talent early and then feed the high school basketball program, did nothing to produce the state title. There is also an open gym at the high school every Tuesday and Thursday night to encourage the young men in the community to play basketball. But like the city league, this open gym contributed nothing to the team in its championship bid. Drop Discounts and Earn Top Dollar Every dollar you discount is a dollar of pure profit you're giving away. Therefore, your efforts to remove discounts will be richly rewarded. Accepting Responsibility for Your Sales Success That we live in a time of relentless and pervasive change is no longer news to anyone. There is one important implication of this situation that continues to be a challenge. That is that our employees need to continually change their behavior to adapt to the world around them. Project/Program Management Best Practices for Success in ANY Industry! Where is our success? Although there have been improvements, over 60% of projects/programs failed and many were canceled in 2003 (ref:The Standish Report CHAOS)! Our goal for 2004 and beyond is to contribute to a 60% and better, project/program success rate! STOP THE MADNESS-MANAGE AND CONTROL PROJECTS Sales Competence Isn?t About Quota Performance! Compounding the problem are two myths regarding measures of competency in sales. Snuff Out the Competition Without Leaving a Mark! Does the competition drive you crazy? Are they relentless about taking your clients away? Are customer loyalties becoming a thing of the past? The Hidden Competition: Avoiding the 2 Most Common Competitors There are really only two types of competitor: Raise Concern About Sales Competition, Not About Yourself As you are reading this sales article, read very carefully. Because I wouldn't want you to think of a pig right now. No, do not think of a fat, brown, smelly pig right this moment. What are you doing? Do you have a picture of a smelly, fat, brown pig in your head right now? I thought I just told you not to do that. What are you doing then? Energize Your Organization No matter what you do, it seems, your employees do only what's absolutely necessary to get along. You've handed out raises across the board year after year. You've been as generous as you can be with various incentives. Now you're at wits end. You ask in frustration, "What will it take to motivate my employees?" The Hardest Job Of A Trade Show You've heard this before: There were four people named Everybody, Somebody, Anybody and Nobody. What Is A Proposal? And Why Do You Need One? Do you know anyone who regularly wins bids? Or can boast a balanced relationship between doing the hard work of producing proposals and regularly winning the business? How to Keep Projects From Spinning Out Of Control Are you involved in projects that seem to go nowhere in a hurry? 3 Steps To Getting A Sales Meeting The best way to get a new customer is to clearly identify who you want to do business with and then get in front of them. They can then see what you look like, possibly see what your product looks like and also examine any data or statistics you might have. It gives you the ideal opportunity to start building a positive working relationship with your potential customer. A Real CRM Strategy or Just Tracking Customers? Exactly what is CRM Want to Increase the Amount of Business that Your Firm is Getting? Business development is important for every business and refers to the action of bringing in customers or clients that are likely to make positive contributions to a company's bottom line. Business Development is all about establishing relevant and subsisting relationships in the market place. Sales Plan? Whats a Sales Plan? In the past, if you said the word "plan" to me, I would bolt and run. I'm the "creative type," a former ballet dancer and choreographer-I'm terrible with details. When I was dancing professionally, all the details were taken care of; all I had to do was show up and dance. Even when I was choreographing, as long as I met my deadline for when the dance needed to be complete, I could go with the moment, go with the impulse and see where the dance led. Why Performance-Based Recruiting Produces Top Sales Performers Many recruiting ads and job descriptions include "knockout factors" that can actually screen out qualified sales candidates. One example is a requirement that candidates have an undergraduate degree, a graduate degree, or a degree in a specialized field of study such as Engineering. Another example is a requirement that candidates have a minimum number of years of sales experience. How To Build A Worldwide Distributor Network When your product is market ready and has a good bargain, it will be no value to you if you don't know who's going to buy it, or how you are going to tell the world about it. Your product will only sell if it has a good wide distribution network. Sacking Clients: Brand Power Wheel Remember in the last message we talked about your directional pipeline and how sometimes you'll be approached by prospects who just don't fit with what you want to achieve? We looked at the different types of prospect - Desperate, Curious, and Inspired.
|
