Streetfighter Selling

Q: “My customers are busy and can’t take time to meet face-to-face. They want prices e-mailed. But then….NOTHING HAPPENS! Help! What can I do?”

I get asked that a lot. And it’s a chronic problem. Busy buyers just want quotes, and then make their decisions on their own criteria (which, for the most part, include who they feel the most comfortable buying from).

I don’t like e-mailed quotes. Unless it’s going to a current customer with whom you have an on-going relationship, e-mailed quotes take the selling out of sales.

But, in those cases where you absolutely have no choice, add these two steps and you’ll see those all-important ‘connections’ grow (and get a better closing ratio):

Call Ahead
“I’m about to send that quote and just wanted to confirm one thing.”
Ask a question about one of the specifications, about their timetable, etc. Thank them again for the opportunity, tell them you’ll “follow up shortly,” and let ‘er rip.

Follow Up
Did they say it’ll take a week or two to get an answer? Did they say they’d let you know? Did I say stop there? Especially if this is a new customer, FOLLOW-UP. The key is to have a specific reason for following up…. as you don’t want to sound like a lap dog who says “didja getit…didja getit…didja getit?” (Of course they got it.) Make a strategic call that includes these elements:

“I know it’ll be a week before you make a decision” (set aside THAT debate)
“but I just wanted to make sure we’ve got everything covered.”

This could elicit responses from “I haven’t looked yet” to “looks good.”

Now, reconfirm their next step, thank them for the opportunity. Be sure to fire out a brief thank you letter, too.

Ps…. Personal visits should be proportionate to dollar amounts. Larger, more detailed quotations have “I need face time” written all over them!

It’s been 90+ this week across most of the U. S. Summer’s finally here! (Here in Wisconsin, summer starts when the local weather reporters stop telling us we’re miserable from the wind chill and start telling us we’re miserable from the heat index!)

Summertime.…and there are a lot of things a Streetfighter can do to take advantage of it. One example, if you’ve got local customers, drop off a case of ice cold soft drinks for their staff. No meeting. No pitch. No sell, Just ice cold refreshment. Why? Because it shows you that
a) you care, and
b) you’re thinking of them.
It’s a small thing…. but huge in your customer’s mind.

So stay cool…but keep your sales activity HOT.

One of the hot topics in selling is Social Networking & Marketing. Social networking platforms are numerous and, no doubt, you’re familiar with or even active in one or more…including LinkedIn, Facebook, Twitter, or blogging. While it should not take you away from face-to-face calls and follow-up, it CAN be a HUGE asset to building YOUR business, and helping customers build THEIRS so, if you haven’t already, now’s the time to kick start your own social networking system. (And remember the most important part….they’re FREE.)

One example is LinkedIn. Think of LinkedIn as networking on steroids. (Here’s mine, as an example.)

At www.linkedin.com, you pass through a simple sign-up process and you’re ready to start. A simple, step-by-step process walks you through adding your company, website, expertise, experience, specialties, even your picture or avatar. Now, you can link this online resume to co-workers, associates, friends, and business groups. You can stay top-of-mind with current customers who are also linkedin, plus you can be seen by prospective customers who are linked to you through mutual acquaintances. Skilled users can use extra features…like conducting brief online surveys (which can help you take the pulse of your customers while positioning you as an expert).

But don’t go looking for quick results. Social Networking has to be one component in your living, breathing, online networking strategy. The key, of course, is to get started, and it’s OK to start small. Get started, then give it some daily attention. Expand your personal profile or ‘resume’ before you start inviting associates to connect with you. Just using and exploring Linkedin will give you a better understanding of it’s features. Before you know it you’ll be a savvy networker.

Want to get more, quality appointments with those hard-to-reach decision-makers? There’s no silver bullet method, but there are specific steps you can take to greatly improve your success.

At any given time, our customers are dealing with up to three major issues. (There are more, of course, but three that dominate their daily thoughts.) Issues like cutting costs, boosting productivity, keeping the boss happy, personal problems, and so forth. Whatever the issue, if you can’t help, they’re not interested.

But, if you’ve identified them as high-value prospects, here are some steps that can help get you in the door:

Uncover current issues
Do some digging. Scour the business news, their web site, local events. What’s happening at their business, their area or their industry? Talk to their associates or employees. These can point to hot topics that can be included in your reason for calling. Now, rather than making what we call a ‘blank call,’ with no specific content, you can address a more specific need (eg: “….we’ve helped with new product roll-outs and I know you’re introducing three new lines this fall.”)

Get introduced
No ‘strategy’ can beat getting introduced by a mutual contact. Who do they know that you know, too? In business or service groups? Chances are your connection is right there. Get to know people, and (stealing from Covey here) expand your ‘circle of influence.” Social networking tools, like LinkedIn, are making this more effective than ever.

I’ll cover more on LinkedIn, and other step-by-step strategies, in the coming weeks.

*in telephone sales, the goal is the conversation, but the steps are very much the same.

O.K., when did first-class airfare become class warfare?
We know the airline biz has gone through some (cliche warning) serious turbulence, but they definitely need a think tank when it comes to the basics of customer service.
Case in point: first class. The wider seats are a nice perk, but do they have to turn the concept into outright class-warfare?

Here’s how it works…. If you fly, no doubt you’ve seen the velvet rope and 4 x 8 foot carpet set up at each gate. The accompanying a sign advises that “First Class” passengers can enter the jetway on the left side of the rope, where they can walk over the bright red rug (or, with some airlines, blue). The rest of the riff raff (coach fliers) are denied the right to the feel of that vinyl-backed polypropylene comfort and, instead, have to trudge to the jetway on the right, no-soft-carpet side of the rope. The perceived benefit? First Class fliers might be seen as they board, a totally-useless and no more than self-gratifying perk. The benefit to the airline? The message to coach fliers that “hey, you, too, could do this…for a price.”

Moral #1: Never let your customers feel that they’re paying extra for a useless perk.

Moral 2: Providing perks at a premium price is a great idea. Doing it at the expense of those who don’t, not a good idea.

Sometimes we miss the obvious. While leaving a recent meeting, I walked with the company VP-Sales to the lobby where a well-dressed gentleman was talking on his cell phone. Nothing wrong so far, though The Streetfighter strongly discourages usage in a client’s lobby. The bigger problem: he was speaking loudly (and about another of his company’s customers) while pacing the lobby. “Can you believe it,” the Veep said under his breath. After finally noticing us, Mr. Cell ended it with “gotta go,” snapped the phone shut and stuck is hand out, introducing himself to the VP. Turns out, the two of them had an appointment. A first-time appointment. Ooops.

Coincidentally, Wired Magazine has a very similar article on cell phone etiquette. That’s as hilarious as it is serious. From public usage to loud ring tones, it’s something that every busy salesperson should read, just as a cautious reminder.

Salespeople come in all shapes, sizes and personalities. Every one of us has an equal opportunity for a long, successful career. But we also come in three different modes of operation. Let’s call them Zoners, Zonkersand Zoomers.

Here’s a look at their profiles. See if you agree:

The first one is the Zoner, because he or she is working with a well-defined Comfort Zone. The Zoner is comfortable with their sales, customer base and income. Even with their neighborhood and brand of coffee. Comfortable to the point where a lot of the spark and drive that originally made them successful is now gone. “I’ve paid my dues” is a part of their rationale. The Zoner is the sales rep who may enjoy a decent income, often handle one or more of the company’s major accounts, and have developed a strict routine that includes only a limited number of customers.

Zoners often have their own set of rules. Company policies and pricing often don’t seem to apply to them. Fill out an itinerary? No time. Build relationships beyond the buyer? No time for that, either. The Zoner’s account list usually erodes like ocean side property. Major accounts periodically fall to the wayside (and often to a competitor). But they still believe that their employer’s fortunes rise and fall with them.

If you’ve been waking up lately with Zoner tendencies, here are some tips:
Make at least one cold call a day for the next two weeks. You might be required to make more but, if you haven’t been lately, get going. You’ll actually enjoy the challenge, and the old fire that comes with it. Make a personal change. Don’t do anything stupid, but step out of your personal comfort zone.

Our second mode is the Zonker. Zonkers spend too much time in the office. They’re always putting out fires, shuffling paperwork, checking deliveries or sitting in on someone else’s meetings. Lots of busy work….high level of stress….moderate success. The main reason? Too much fuss, not enough face-to-face.

Often, the problems they’re solving were self-created. Zonkers slip on a lot of details, like asking their customers enough of the right questions, or not doing paperwork right the first time (I should know, I spent quite a few years as a Zonker).

The Zonker solution is to get organized. Organize your time, making face-to-face customer time the top priority, then use stronger time management to get those other, internal tasks done.

The third mode of operation is the Zoomer. This one makes things happen. You don’t have to be the perfect salesrep to be a Zoomer, either. You just need to do the right things at the right time. Like knowing that “prime selling hours” mean getting out of the office and in front of customers. Like going into every appointment with a specific goal….whether it’s to close the sale, or uncover new information…or opportunities.

Zoomers think ‘big picture.’ They pursue their own goals, and those of their company. They solve problems without screaming, whining or finger-pointing. And when they’re successful, they recognize the efforts of those who helped.

Opportunities for making money in the profession of sales are only going to get bigger… but only for those who have the desire, and discipline, to Zoom.

Some books in the 90’s proclaimed what I call ‘feel-good advice’ on the subject of closing sales. They’d say “good salespeople don’t close the sale, they let it happen!” or “make your presentation and shut up…and the first person who talks, loses.” That last one implied that, if you didn’t say another word, the prospect would somehow feel compelled to say yes. Unfortunately, that advice is like telling a pilot not to worry about landing because the plane will get to the ground one way or another, if you let it. Even the best businessperson can be indecisive. If I make a terrific presentation, then just wait for them to say “yes,” I’ll probably seldom hear it. Comfort zones are powerful things and making a change (unless out of absolute necessity) doesn’t happen often.

I know this is ‘Sales 101″ stuff, but sometimes it’s good to look back at the basics. Salespeople who sell more do so because they ask for the business. (Remember the line from Glengarry Glen Ross: “always be closing.”)

Read my column: “When Did Closing Become a Bad Word.”

Years ago, I made a sales call on a fast food franchisor…decked out in full uniform, from the shirts their counter people wore to their little hat and name tag. There were more than a few moments where I thought I’d get ridiculed for looking stupid. Instead, the client was impressed! The buyer said I was the only one who looked ready to go to work for them…and the sale was made on the spot. (Thanks, Glenda, for making me do it.)

“Don’t Be Afraid to Innovate; Be Different.” That’s one of the Ten Secrets to Success, a feature of Investors Business Daily, touting their best strategies for succeeding in business and life. “Following the herd,” they say, “is a sure way to mediocrity.” Very true. If you want to blend in with the pack, just do what they do. A lot of times, buyers have a hard time telling one ‘vendor’ from another because they all say the same things (“we can save you money” or “we’re the best at…..”). In today’s high-stress business arena, sales superstars stand out and get noticed. Years ago, I made a sales call on a fast food franchisor…decked out in full uniform, from the shirts their counter people wore to their little hat and name tag. There were more than a few moments where I thought I’d get ridiculed for looking stupid. Instead, the client was impressed! The buyer said I was the only one who looked ready to go to work for them…and the sale was made on the spot.

You don’t have to act the fool to get noticed, but you should look for ways to break away from the pack. It might be with content-driven voice mail messages or creative mailings that stand out and say “this is unique!” I know of salespeople who deliberately use props in their presentations.

Be professional always, but standing out and getting noticed is a sure-fire way to boost sales, and make it a lot more interesting.