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Creating Successful Leaders

Category Archives: Sales

How to get others EXCITED about your business

 

I’ve talked to plenty of small business owners and solopreneurs who are absolutely, positively convinced that their business is the best thing in town. They can solve problems, make improvements, and deliver cutting edge innovations. And they might be right. Their business may offer valuable products and services.

So why isn’t everyone and their neighbor making a beeline for their door, eager to hire the business?

It might have something to do with how the business is presented.

Oftentimes, businesses do the obvious: they tout what they do. They discuss their products, features, and benefits. Sometimes, that’s enough, but more often than not, this kind of pitch will fall flat.

Any company can talk about what they do, but what really sets companies apart is the emotion behind the delivery. Instead of trying to explain what you do and how you do it, talk about why you do it. What drives your business? What is at its core? Why are you personally excited about your company’s offerings?

It is this kind of emotional connection that helps companies like Apple succeed. Apple has created a loyal following because they are passionate about innovation and design. They’ve built a reputation that says “quality product.”

What your prospective clients want to know is what sets you apart from “the other guy.” How do you differentiate yourself and stand out?

Use emotion-laden language to discuss what you do. Don’t just say, “We design top-quality widgets.” Say, “Our team is passionate about the user-widget experience.” Or: “We are excited to bring you unparalleled innovation in widget technology.”

So, how do you create this kind of language around your product? As Simon Sinek says, “Start with why.” What is the motivator behind your work? Why do you care? Why are you better than the competition? Why should your target audience care?

Take the time to mull over the WHY of your business and then start a dialogue. Talk to co-workers and potential clients. Deliver the “rough draft” of your message and see if it resonates with them. Then, tweak it until you’ve got it right.

I want to see your business succeed (and I know you do too!). It’s time to abandon the “We are Company ABC. We do XYZ” language and center your message around your “why.”

 

MARGARET SMITH IS A CAREER COACH, AUTHOR, INSIGHTS®DISCOVERY LICENSED PRACTITIONER, FOUNDER OF UXL, AND CO-FOUNDER OF THE TAG TEAM. SHE HOSTS WORKSHOPS FOR PEOPLE WHO NEED CAREER OR PERSONAL GUIDANCE. YOU CAN VISIT HER WEBSITE AT WWW.YOUEXCELNOW.COM

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2.7 New Era of Selling 2

 

Whether you own your own business, you’re a solopreneur, a social media marketer, or in customer acquisition in a large firm, you’re in sales. You have a product or service. You want others to use it. It’s as simple as that.

Well…I wish it were that simple!

I worked as a sales manager at 3M for over two decades and saw a lot of changes…but those changes have accelerated over the past ten—or even five—years. Now, your potential customers can easily shop around and get to know your offerings and prices (and those of your competitors) before you even have a chance to reach out and engage them.

It’s also a social media-heavy marketing environment, and really hard to predict the next trend. Not to mention, with so many people elbowing for space on social media, it’s tough to get your voice heard.

It’s also a global society. You can hop on Etsy and buy a dress from a Japanese clothing company, or a pair of hiking shoes from Sweden.

In some ways, all these changes are great for consumers—they have a world of knowledge and products at their fingertips—but it’s not so great for small business owners or companies who are struggling to keep up.

HOW on earth do you approach sales in this new era?

I’ll admit, I’m not a marketer. I won’t tell you how to find your potential customers, but I will advise you on your approach once you find them.

Start with these five steps:

1. Believe wholeheartedly in your product

If you aren’t fully behind what you’re offering, it won’t sell. Potential customers are savvy enough to know when you’re not actually enthusiastic about the product you’re selling. Some of the most convincing ads I’ve seen on social media were for product that might seem ordinary (meals in a box, yoga pants, marketing webinars), but they were endorsed by very enthusiastic individuals who seemed to have a genuine stake in their product.

2. Pinpoint your audience with laser focus

Use data (and data analysts) to develop a deep understanding of who your audience is and it will be easier to find them and approach them. I’m talking not just about demographics (which is important, of course), but also your audience’s interests, their frustrations, and what makes them happy. Your product or service solves something. WHO benefits from your solution? When you know who, precisely, that is, you will feel good about selling them something that helps improve their life.

NOTE: You can utilize social media advertising to target people in a VERY narrow way. By having a precise understanding of your audience, you can take advantage of this ultra-targeted marketing.

3. Tell a story

If you’ve ever watched a crowding funding video on Kickstarter or IndieGoGo, you know that some of the most successful campaigns are ones that tell a story. It doesn’t have to be a personal story (although that can sometimes be effective); it could simply be the story of Jane Doe who travels for business all the time and can never sleep on the airplane…until she tried the Ultra Amazing Pillow!

When you tell a story in sales, you’ll want to make sure it feels natural (not over-rehearsed or awkward) and is relevant. Your story could be as simple as: “Mr. Jones had X Problem. Product ABC helped Mr. Jones in this way…”

4. Focus on education

This is the era of giving things away for free. Your customers will likely be used to getting free information (online newspapers, blog posts, eBooks, etc.), so why not take advantage of that mechanism? Offer a valuable (key word!) freebie and learn how to effectively use a sales funnel to turn interested individuals into paying customers.

5. Meet face to face

In our fast-paced, digital era, the most surprising “bold” move you can make is moving offline. Now, face-to-face interactions are more valuable than ever. It’s becoming a lost art to sit down with someone, look them in the eye, and tell them about what you do and what you’re offering. If you’re good at it, you will likely have an edge over nearly everyone else who is just playing the digital game.

 

MARGARET SMITH IS A CAREER COACH, AUTHOR, INSIGHTS®DISCOVERY LICENSED PRACTITIONER, FOUNDER OF UXL, AND CO-FOUNDER OF THE TAG TEAM. SHE HOSTS WORKSHOPS FOR PEOPLE WHO NEED CAREER OR PERSONAL GUIDANCE. YOU CAN VISIT HER WEBSITE AT WWW.YOUEXCELNOW.COM

 

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business-15498_1280

If you’re in sales, you know that it’s difficult to pull in a new client or buyer. Whether you’re in retail or insurance, it isn’t always easy to convince a potential customer to pull the trigger and make the purchase. This fear of rejection is probably the thing that’s holding you back from ONE easy thing that will increase your sales exponentially: upselling.

Upselling might sound like an ugly word (you might think of a car salesperson saying “But for only $40 more each month, we’ll throw in a…”), but there is a way to do it tactfully and honestly. Upselling involves introducing an improvement or an upgrade. You might upgrade to a faster laptop, a more powerful fishing boat motor, or a more durable set of kitchen knives.

I certainly don’t advocate selling a customer something that they genuinely don’t need. When you upsell (or cross-sell, which involves introducing a relevant but different product), do it with the customer’s needs at the center of your mind.

Why upsell? For one, upselling works 20 times better than cross-selling. Once potential buyers are fixated on a product, they don’t really want to be distracted by something else.

Secondly, your customer might not be aware of the benefits of upgrading to a different model. They might not realize, for instance, that a kitchen pan that’s $10 more than the one they are currently considering is known to last three times as long and tends to cook food more evenly.

Third, if your customer is already interested in a product, it doesn’t hurt to introduce them to a better model (again, if you genuinely think they would benefit from it). You’re already making the sale, why not make a better sale?

So, how can you tactfully and honestly incorporate upselling in your sales game? Try these five tips:

1. Arm yourself with knowledge.

If a customer is interested in a certain type of camera, for instance, be prepared to tell them about their full range of options and why the next model up is better. Anticipate questions and be prepared with candid answers.

2. Listen.

Be sure to listen carefully to your customer’s needs before trying to upsell. It could be that a bigger, better product is not necessary for this particular person.

3. Make it easy.

If you’re in a retail setting, make sure the best products are prominently visible on the sales floor and easy to access for a demonstration. Customers should be able to easily tell the difference between a base model and the souped-up version.

4. Honesty is key.

Don’t fudge the facts. Don’t push a sale that won’t benefit the customer. Your potential buyers are usually savvy enough to see through an act and, if they’re not, they will wise up quickly once they realize that the product you sold them doesn’t fit their needs at all. Do you think they’ll send any friends or family members to you after that?

5. Be confident.

Upsell with confidence. You should be proud of the products you sell and stand by their worth. Let that confidence shine! (And if you’re not confident about the products you’re selling, it may be time to start hunting for another sales position!)

 

Try incorporating upselling into your sales strategy and see where it will take you. It’s the easiest way to increase your sales and demonstrate the full range of product opportunities to your customers. What’s holding you back?

For more in-depth sales advice and career counseling, please get in touch with Margaret today.

MARGARET SMITH IS A CAREER COACH, AUTHOR, INSIGHTS®DISCOVERY LICENSED PRACTITIONER, FOUNDER OF UXL, AND CO-FOUNDER OF THE TAG TEAM. SHE HOSTS WORKSHOPS FOR PEOPLE WHO NEED CAREER OR PERSONAL GUIDANCE. YOU CAN VISIT HER WEBSITE AT WWW.YOUEXCELNOW.COM

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SimonSinek_bio

Simon Sinek, photo credit: StartWithWhy.com

How can you get one person to act? How about a bunch of people? How about an entire movement? Great leaders can inspire this kind of action. They lead revolutions and motivate people to buy their products. There is something different and powerful about great leaders. What is it?

Leadership expert Simon Sinek attempts to explain.

“People don’t buy what you do,” Sinek said in a recent TED Talk, “they buy why you do it.” You have to believe in your product or cause so deeply that it inspires others to believe as well. It’s the principle that Martin Luther King Jr. used in his activism. As Sinek says, Dr. King had an “I have a dream” speech, not an “I have a plan” speech.

If you’re not driven by belief and you don’t know why you do what you do, why would anyone else buy into what you do?

The principle makes sense and has been proven over and over again, from Apple to the Wright Brothers. If you have a few minutes, I highly recommend watching Sinek’s TED Talk. It will make you ask yourself, “Why do I do what I do?”

Happy watching:

MARGARET SMITH IS A CAREER COACH, INSIGHTS® DISCOVERY LICENSED PRACTITIONER, FOUNDER OF UXL, AND CO-FOUNDER OF THE TAG TEAM. YOU CAN VISIT HER WEBSITE AT WWW.YOUEXCELNOW.COM

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ditch the elevator pitch

For years, we’ve been taught to hone our elevator pitches—those thirty-second sound bites about ourselves that are theoretically meant to engage a complete stranger. The problem? The typical elevator pitch usually comes across as canned and overly-salesy. The eyes glaze over, the listener makes any excuse they can to get away. You might manage to shove a business card into your listener’s hand before they dash away…

It’s not surprising that this kind of approach doesn’t work. But, what does?

According to international sales speaker Kim Duke, you should ditch the traditional elevator pitch in favor of storytelling. Tell a little something about yourself in story form. Make it interesting and unique.

What should your story involve? According to Kim Duke:

  • PEOPLE. You’re not talking about gadgets and services – you’re talking about people. It is conversational, interesting to listen to.
  • CURIOSITY. You lead with something that captures their attention – something that they are struggling with.
  • DON’T SOUND CANNED. There’s a difference between being passionate or being an actress. If you’re too dramatic, or too flat – people TUNE YOU OUT both ways! Practice your introduction but don’t sound like a robot.
  • GET TO THE POINT. What is your claim to fame? This is where you can include a little Zip (e.g. My clients on average increase their sales by 50% or more.)
  • CALL TO ACTION. People should feel inspired to want more, learn more, go to your website, ask for your card…make them think!

And don’t forget to LISTEN to what others have to say. A good listening ear can go a long way.

Remember to always be your authentic self when telling your story. Don’t stretch the truth or just “tell ’em what they want to hear.” Lay out your story and practice it in the mirror or with a friend. That way, you’ll feel more natural when the time comes to actually talk to a potential client. Above all, be yourself!

 

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the power of storytelling in sales

“A good salesperson knows how to talk; a great salesperson knows how to tell a story.” Rivka Willick, story coach and writer

It is human nature to listen to and trust stories. Ever since we were children, we’ve been surrounded by narratives—on television, in movies, in books, from our grandparents. Sure, stories are fun, but they are also powerful and there are scientific reasons as to why people are attracted to stories. According to neuroeconomics pioneer Paul Zak, “Stories that are highly engaging and contain key elements — including a climax and denouement – can elicit powerful empathic responses by triggering the release Oxytocin. Often referred to as the ‘trust hormone,’ this neurochemical promotes connection and encourages people to feel empathy.”

So, how can you use this powerful technique to gain trust and win sales? Here are a few methods:

  1. Keep it relevant

It’s great if you have an amazing story about fly-fishing in Montana, but is that really what your prospective wants to hear? Instead, focus on the material you’re presenting. How can you bring it to life with a relevant story? Perhaps you have a tidbit about how your product positively affected someone? Or maybe you have an interesting story about the products’ development or value? Brainstorm and jot some ideas down on a notepad. Then, run them by your co-workers or friends to gain their input.

  1. Have a beginning, middle, and end

This point may seem obvious, but it is absolutely crucial. Storyteller Kambri Crews said in an interview with Entrepreneur.com that, “The beginning should hook your audience, while the end, the call to action, must be clear.” If your story is jumbled, your prospective client may have trouble deciphering the main message or become disengaged.

  1. Remember the “elements of a good story”

Sales Benchmark Index has some great advice on using basic storytelling elements to create a compelling tale. They break down a story into the Hero, Stimulus, Conflict, Crossroad, and Moral. Here is an explanation of the elements:

  • Sympathetic main character, AKA the Hero. The audience should be able to see themselves in the hero and the situation.
  • The Hero encounters a Stimulus, which leads them in the direction of resolution or transformation.
  • Tension or a Conflict is exposed. Our Hero now must maneuver challenges and obstacles.
  • Crossroad where the final transformation takes place. In your Use Case this is where the customer purchased your solution.
  • The final chapter in the story is referred to as the Moral of the Story. The Hero has navigated the Conflict and appears transformed in an ideal state.
  1. Practice, practice, practice

Like most things in life, you have to practice your pitch in order to perfect it. First develop it on your own and practice giving your pitch in front of a mirror. Then, practice with others, allowing them to interrupt or make comments (which is likely to happen in a real-life sales situation). Practice sounding natural and unrehearsed and don’t forget to let your body language be relaxed, open, and friendly.

Need help developing your story? Feel free to contact me for guidance.

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