GET A MOVE ON IT

It is natural to feel under the weather when you do not win over a prospect. Give yourself some downtime and brood over it if necessary, but do not dwell on it and get sucked into a pool of self-pity. The quicker you snap out of it and focus on fixing things, the better.

ANALYZE YOUR LOSS

Look at your loss from all angles. Move beyond the reasons of why you lost out; ask yourself why the competition won. What did they do differently? How did they approach the prospect?

Get out a piece of paper and scribble down details of your performance versus that of the competition. Rate yourself in key areas, from the product to the sales team to the sales proposal and presentation. Also look at the prospects’ point of view. Did you fail to read their signals or understand what they really wanted?

KEEP YOURSELF UPDATED

Being up-to-date on every aspect of the sales process is essential. The only way you can make informed, intelligent decisions is if you have the latest information about your team, company, industry and prospect. Invest in a database that your team can access so everyone is on the same page regarding lead activity. You can monitor sales, see how much of your target needs to be met and where you are falling short.

MAKE USE OF TECHNOLOGY

Another great tool to keep track of your sales process is customer relationship management or CRM software. You can manage and close sales, as well as generate new leads. These tools help you keep track of each of your leads at every stage of the process. When you engage with your prospect every step of the way, it will be easy for you to understand where they dropped out as well.

Sales can be a rollercoaster experience, and a sales loss can be a real blow. But, there is always a method to madness. Looking at things from a logical perspective and having a process in place for such situations will help you understand your workflow better. And when you understand what you are doing right and wrong, you automatically become a better salesperson.

1. CREATE GREAT CONTENT

The rules of advertising and marketing have changed; what customers want now is content they can use and learn from. Putting together short, snappy and well-made product videos is a sure-fire way to generate buzz and sales. Your videos will educate potential customers about your product, and leave them wanting to know more. Include a link to your website or sales enquiry page at the end of the reel.

2. DIRECT MAILERS

Email is not going to go away, even in the age of QR codes and mobile marketing. A boring email signature is the easiest way to end the conversation! Offer something new with every email- a link to the company blog, a new product page, a new white paper you may have published or a link to a press article. Anything to drive traffic towards your business!

3. DEFINE YOUR CUSTOMER

Before you look for new buyers, you need to know who your present customers are. Take a close look at existing customers and understand the demographics: who they are, where they come from, the age group, their spending patterns. Until you define who your customers are, you will not be able to identify ‘hot’ leads.

4. PLAY THE STALKER

Now that you have zoned in on who your customers are, stalk them. We do not mean you wear a trenchcoat and dark glasses and follow your customers around. Engage with them outside of your business. Who are they interacting with? What interests them? Where do they hang out? Review their activity on social media pages. You are likely to find tons of other like-minded individuals who may want your products.

5. BEFRIEND SOCIAL MEDIA

It is the most talked about internet phenomenon of our time, and the truth is, social media is still very hot. And it is the fastest, cheapest and simplest way to engage with your target audience. Create pages, share content and product information, start conversations. Thousands of people discover brands through social media recommendations and referrals. The more you interact, the more buzz you create, and the greater your chances of snagging new customers.

Once you have generated quality leads through these methods, a great way to seal the deal is with an impressive sales proposal.

FIRST THINGS FIRST

When you deliver a sales pitch or presentation, you must make sure that your pitch is absorbed correctly. If you are not able to articulate clearly, or if your pitch confuses more than it informs, then you run the risk of getting lost in translation. When this happens, you may end up alienating the prospect and losing their business.

LOOK AT THINGS FROM THE PROSPECT’S PERSPECTIVE

You need to do your prep work. Before heading out for a sales meeting, consider the people you are meeting. Look into their level of expertise, where they stand within the organization, as well as their level of proficiency with the language. Some of your prospects may not be familiar with technical terms, or may use different terms in their part of the world. Avoid using jargon, slang and acronyms. You should adapt your pitch to suit the prospect’s needs. If you have access to the prospect’s style sheet, then follow their spellings and terminologies. For example, if the prospect uses the word ‘firm’ instead of ‘company,’ then put that in your pitch. They will appreciate the effort.

MAKE IT GLOBAL

When business cuts across borders, your writing and presentation skills should too. Your communication should come across clearly to people who may not speak English as a first language. One thing you can do is to eliminate word clusters and phrases such as ‘up for it,’ ‘top it up,’ and so on, and replace those phrases with a single word of the same meaning. Abbreviations and text-message language should also be avoided- ASAP, BRB, BTW not only appear unprofessional, but may also be confusing for a reader who does not understand.

THE BOTTOM LINE

Just like everything else related to sales, presentations are also all about the prospect. Ensure your sales presentation does not get lost in translation.

1.  SALES IS MORE THAN ‘JUST A JOB’

However pumped up employees may be when they begin their career, things may slow down in the daily grind. Everyone wants to feel that his or her work is not just about making a profit, but has a higher purpose and benefits people. Approach sales from more than just a numbers point of view. Ask people to share stories about the value they find in, and impart through, their service.

2. TRAIN YOUR TEAM TO POSSESS A POSITIVE ATTITUDE

Thinking positive is the best trait a salesperson can have. An angry salesperson is highly unlikely to close a deal! When your team is in a positive frame of mind, it automatically translates into their work. Even when things are at a low and targets are not being met, inspire them with training sessions and ask them to come up with new and innovative strategies to change the game.

3. CELEBRATE STRENGTHS

Talk to your sales executives one-on-one and understand and highlight their strengths. Then, look at how you can work together to showcase those strengths and use them for the larger benefit of the team and company. Studies show that employees who are given a chance to play to their strengths are more productive.

4. EXPRESS GRATITUDE

Never stop thanking your team. Send out notes of appreciation for little things; acknowledge when a team member has put in extra time or is working under constraints or personal pressures. These small touches go a long way in showing that you care. Also, extend the culture of gratitude to the whole team- encourage them to thank each other as they work together.

5. MIX THINGS UP AND HAVE FUN!

All work and no play makes a Jack a dull salesboy. Instead of sending out insipid ‘thank you’ emails, make it an enjoyable activity. Have a monthly get-together with contests, activities, and a potluck luncheon. Offer fun rewards to employees who meet their targets- maybe a day at the spa, or tickets to a movie or ball game. When the rewards come in fun and interesting packages, your team will work harder to receive them.

1. KEEP YOUR COOL. We know it is hard when a prospect makes a dozen demands, badgers you for time and asks for lengthy presentations, only to give you thumbs down. You probably feel like punching them, but whatever happens, keep your cool and be polite. Thank them for their time and the meeting. You never know when your paths may cross again.

2. DON’T BEAT YOURSELF UP OVER IT. Think of a rejection like a bad breakup- the sooner you get over it and focus on what lies ahead, the better! In order to do so, do not blame yourself incessantly. Rejections happen. Take stock of what went wrong and see how you can improve. Did you give away too much information and not ask the prospect what they wanted? Tone it down. Did you misread the prospects requirements? Be more careful in future. Also, don’t dwell on invalid or baseless rejections: for example, a no from an angry or frustrated prospect. Shrug it off, move on. Do not take it personally.

3. CHECK YOUR EMOTIONAL INVOLVEMENT. When you build a relationship with a prospect, you may become emotionally attached- and this is where obligations creep in. You may feel that the prospect is buying out of remorse or compulsion, or conversely, you may close at a much lower rate for fear that the prospect will stop liking you. Keep the personal and professional aspects separate, and focus on selling the benefits of your product- this way, you can sell even to your best friend.

4. DO NOT BE AFRAID TO APPROACH THE BIG GUYS. A lot of times, sales executives are afraid to approach the real decision makers and top management, because rejection coming from a higher level may seem to carry more weight. You should not consciously avoid speaking to them. Remember, they all started in the same position as you and worked their way up. Plus- you also get a chance to make an impression and establish contact.

What you need to remember is that rejection can happen to the best and most experienced of sales people- sometimes the prospect is just not the right fit; or maybe they are just not ready for your product. Sometimes, it could have been a lack of information or a wrong approach. Whatever the reasons, walk away learning something more from the experience, and the next call is sure to be a success!

1.    It’s still about them. Remember how we told you the sales process is about customers and what they want? The same principal works here too. It is about the members of the social media community. No one joins a social network to learn about brands; they join because they want to connect, and stay connected, to what interests them. You cannot create an account or a fan page on a social media site and expect the prospects to come flowing in. You need to make connections and nurture them into leads before making a pitch.

2.    Listen to and identify conversations: The first step to generating leads is to identify what is ‘trending’ on social media sites and join conversations which are relevant to you and your audience. You need to be heard. Zone in on conversations that your business can be a part of and contribute useful content. This way, you build trust and make your presence felt.

3.    Document leads: Once you begin engaging in conversations, keep a track of who is engaging with you, for example, people who have ‘liked’ you, re-tweeted your tweets, or are following you. You may not have any other information on them, so micro-engage them by asking them for feedback. Follow them from this point and you will be able to gauge how many convert. Document the communications they receive and what they respond to. You can easily find out when they leak out of the pipeline, because they may ‘unlike’ or ‘unfollow’ you. This way, you can identify a pattern, and learn what works for you and what doesn’t.

Generating leads through social media is in many ways similar to traditional lead generation. The difference is that you have access to thousands of potential leads in one place, and searching for them will cost you next to nothing. All you need to do is invest in quality time and meaningful conversations!

TAKE THE FIRST STEP: ASK

You are sure to have a few loyal customers who like and appreciate your products and services. They like you enough to give you repeat business, so why not request them to recommend your business to a friend? But you need to ask. Do not be shy or assume that just because a customer is happy and satisfied they will automatically refer you to other potential customers. Even the most satisfied customer may forget to recommend you, purely because they are busy with other things. Get into the habit of asking your top customers if they know a third party who would appreciate your products.

BUILDING THE CIRCLE OF TRUST

Remember Robert DeNiro and his ‘circle of trust’ in the movie Meet The Parents?  In order to generate and build a network of client referrals, you need to build your own circle of trust. Referrals work because they are based on trust. For the prospect, it is coming from a trusted source: your customer. And for your customer, it comes from a trusted source: your business, which they have tried and tested. The key is to deliver quality and be patient. Wait until your clients are truly satisfied. Asking them for a referral after a single transaction will not get you much. Wait for positive feedback or until a real relationship has been established. And do not hesitate to go the extra mile- perhaps an in-person meeting or a business lunch requesting a referral. It will pay off in the end.

INCENTIVIZE

If your existing customers are bringing in thousands of dollars worth of business each month via referrals, then give them something in return. Start a client referral system and reward your customers. Offer something of value to customers who recommend your business- this will give them more incentive to sing your praises. Discounts, free gifts, extra points on their loyalty cards- anything that they can use.

Never underestimate the value of client referrals. Word of mouth is still the most effective marketing methodology, because most people are willing to take a chance on something new when it comes from a valued source. Try it out for yourself, and it will be sure to enrich your business and your customers!

Chris Baggott is someone who has refused to settle for average. His ability to focus on personalizing the problem being solved has allowed him to succeed in building both ExactTarget and Compendium.

Join Chris and I on Tuesday, May 8th at 2PM EST and be inspired to sell with confidence.

LAY DOWN EXPECTATIONS, NOT RULES

Every sales team needs a basic framework of rules within which to work, but do not get caught up in creating myriad rules and regulations. When things get too process oriented, it becomes difficult for the team to function. Instead, clearly spell out what you expect from your sales team. Employees work better when they know what is expected of them. And everyone needs some standard operating instructions: performance standards and measures, ethics or a code of conduct. Clearly define what these expectations and goals are, and involve your team in the process so that they develop a better understanding.

BE A MENTOR

As a sales leader, you must give guidance and advise your team on best practices and where and how to improve. You are not in the leader’s shoes for nothing! And, you must give encouragement, because that is what mentoring is about: giving advice as well as support. Identify what your executives are struggling with and coach them. And when they perform well, give them that much needed pat on the back. Timely praise is just as important as constructive criticism.

BRING OUT THE BEST

Motivation is an important part of the sales management process. To do this effectively, you need to zone in on your executives’ hot buttons, discover their strengths and understand what drives them. If you have a quieter sales executive who is detail-oriented and great at paperwork; give them those responsibilities. If there are others on your team who struggle with the same but are great at in-person selling, send them out more.

Managing a sales team requires skill, technique and adaptability. When you adapt your style of working to the strengths of your team, you bring out the best in them, and the whole team thrives!

STRIKE WHILE THE IRON IS HOT

If you want prompt responses, you need to be prompt in putting a feedback mechanism in place. Ask for feedback at the point of purchase- whether it is your brick-and-mortar store, online, via a direct mail catalog or simply at a deal-closing meeting (you can always ask if your team handled things well.) Ask for customer information online, add a link to a page where people can fill out their personal details. Provide a feedback card, an online poll or a toll-free number. When you make it easier for customers to share experiences, they are more likely to do so.

BE PROMPT, BE ACCESSIBLE

Answer every complaint. If a customer is taking the time to tell you that something is wrong, start the ‘fixing’ process by responding. Acknowledge the comment and say what you are going to do about it, and how soon you will be back with a detailed response or solution. You should also be accessible- hiding behind an iron curtain can put people off. If you are a small business owner, create a personal e-mail link, so that complaints come directly to you. You will be the first to see what is amiss.

NO NEWS MAY NOT BE GOOD NEWS- SO ASK

When you do not hear anything from your customers, do not assume that all is hunky-dory. If things appear too good to be true, chances are, they probably are. Having a customer relations mechanism in place is useless if you do not actively seek out and solicit feedback from customers. Take the effort to gently prod customers…maybe they do not want to fill a form, and would rather speak to you directly. If you do not hear from regular customers except when they want to buy, ask. Some customers may be keeping things to themselves because they are passive or do not want to disturb the relationship. Ask them if all is well and if there is anything they want done differently.

Customer feedback is invaluable, and you are getting information and reviews directly from the source. Use it to your advantage. When you have more happy, loyal customers, you automatically sell more!