Tag Archives: Sales

How To Sell What They Want To Buy

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“I heard you say that serendipity is not why sales close,” said Kate as she took her seat.

Expectations“That’s right, I replied. “Jim, one of my clients, was speaking at an event with a top mergers and acquisitions guy. Each made the same point. In their view the organizations and individuals buying companies were buying what they believed the purchased outfit could do in the future. Past achievements were just that…past. The M&A guy focused on the shifts in valuation away from basic accounting data to critical evaluations of people and processes. Jim pointed out that in privately held businesses, the founder/owner is so much a part of the business that purchasers are particularly interested in who is going to be running things when he or she leaves. Buyers are basing the purchase price on projected performance. ”

”That is exactly what some research on resumes uncovered,” Gail chimed in. “If you have two candidates that are equal in every other way the candidate perceived as the one that will deliver on higher expectations is the one that gets hired. Been there, done that and got the T-shirt is not enough. Getting the interview starts with the cover letter not the resume. If the letter is more than a transmittal and shows a little flair while voicing career expectations the candidate has a better chance of getting through the door.”

“Welcome to my world,” said Rob. “What you two are blithering about is Brand, plain and simple. One of the best definitions I’ve ever heard for it is that Brand is a promise. It is the sum of people’s expectations fulfilled. It is the mouthwatering first taste of the chocolate chip cookie you smelled baking in the mall. It is the relief you know those over the counter pills will give you for your arthritis. It’s what makes that two hour ride to Granny Elders for one of her Sunday dinners worth it…both directions.”

“Anticipation is what gets them,” said Chris, our digital specialist. “I keep going back to print to understand the direct marketing side of digital campaigns. The deeper I get into the swipe file the more I find that the successful campaigns get people to respond for reasons other than features and benefits. Sure, you have to have that information but the real hook is what the prospect thinks they will get for making the purchase. Sure you have to solve their problem but the solution needs to be as they see the solution, not as you do.”

Rick said, “Your mention of a swipe file reminded me of a letter I keep on the bulletin board by my desk. For years the Wall Street Journal used the same letter to generate subscriptions. It is on monarch sized paper which makes it look like it is from an executive on his personal stationery. It carries the Journal logo at the top and is about a four page letter. It begins with a paragraph that sets the scene on a beautiful spring day 25 years ago when two young men graduated from the same college. It fast forwards to today when the same two men are attending their college reunion. One is a manager in a company. The other is the company president. The rest of the letter deals with what made the difference.

The key thing however is that the recipient of the letter was constantly in front of the writer. He was focused on the desire of the reader to succeed. (If you’d like a copy ask in a comment.)

Kate nodded. “Now you know why I ask some of the questions I do,” she said. “A lot of sales people try to rush it. I find that the less I try to close the better off I am, particularly if the price is substantial. The questions I find most helpful are ones like:

What do you expect to happen if you go ahead with this?

What will happen next when we put this in place?

Afterwards, how do you think things will change?”

“If you’re going to sell what they want to buy you need to understand the emotional impact of the purchase on the prospect,” I said. “That is true whether you selling in print, on line, or face to face.”

 

Jerry and the crew will return next week.

Jerry Fletcher crafts Trust-based marketing guidance for the “Little Guy” adapting enterprise level approaches that work for little or no money and time. Learn more at: www.JerryFletcher.com

Jerry speaks professionally on three continents. Learn more at: www.NetworkingNInja.com

Marketing is Using Single Sale Secrets to Convince Multitudes to Buy

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Markerting is multitudes, Sales is Singles“Most of the presentation was like looking for a light switch in the woods.” I answered Gail. “What every entrepreneur needs to understand is that to be successful their product or service needs to appeal to the multitudes but the only way to be sure that will happen is to understand why the single sale closes.“

Rob drawled, “let me get this heah straight…a light switch in the woods you say. Either they or you are confused.”

“Yes and yes,” I said. “I was speaking about Contact Relationship Management to a group of young entrepreneurs. Their expectation was that a CRM system should go from initial contact to final sale…seamlessly.”

Chris asked, “So what did you do?”

“I remembered what Kate said last week: Marketing is multitudes. Sales is Singles.

That seemed to get through to them. I used these examples:

  1. You’re sitting in an audience at a conference and the speaker tells a story about a signature act –an action taken by Johnny, a young grocery bagger that kept people in the line he was working even when the store manager opened several other registers. Afterward you ask the speaker for advice on how to apply this marketing principle in your shop. She tells you the Signature Act is not marketing, it is sales. It can have a marketing impact but it is meant to make a difference one on one.” More? See the article in Resources on my consulting web site and search Signature Acts on this Blog

Marketing is multitudes, Sales is Singles.

  1. Then I went interactive. I said: Those of you that would like to have more money to build your business, please stand up. The whole audience was on their feet. Then: If you’re willing to accept a loan from family and friends, please stay on your feet. About 10% sat down. Followed by: If you’re willing to give up stock in the company to family and friends for funding, remain standing. About 80% stayed on their feet. How many of you are willing to work with venture capitalists? Fewer than half remained standing. And last, how many of you are willing to give up control of your company for funding? Only a scattered few were still on their feet.

“All of you,” I said, “want money.” “Only a few will sell out. Each group responded to the key element for them. Each group can be approached with the promise that works for them. But every sale is singular. it is reached between you and your benefactor. There are no enmasse sales.

Marketing is multitudes. Sales is Singles

Part of the difficulty is that there are so few people that understand both traditional and digital marketing plus the age–old myopia and fear regarding sales. Well it leads to this kind of confusion.”

Kate piped up. “Fear of sales?” she asked.

“Yes,” I said. Entrepreneurs find themselves having to sell every step of the way. They have to sell their ideas to get others to join them and then they have to find the money to keep the vision alive and they find themselves having to convince alpha and beta testers. They would prefer to turn the business development, the marketing and sales of the company, over to someone else. But the customer, whether it is the banker or the buyer, wants to speak to them.”

What every entrepreneur needs to understand is that to be successful their product needs to appeal to the multitudes but the only way to be sure that will happen is to understand why the single sale closes.”

 

www.JerryFletcher.com is where you’ll find way too much information about Jerry’s consulting services and experience. Sign up for The Whole Enchilada there.

www.NetworkingNinja is Jerry’s Professional Speaking web site. Keynotes, Workshops Rates, Dates as well as audio and video samples.

Branding and Your Name

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“Fletch,” Gail asked, “Why did you change the name of your blog?

“Well,” I said, “somebody did notice!”

Name is brandChris said, “I know without him telling me…at least part of it is SEO.”

“You’re right.” I said. “It was called Jerry Fletcher’s Dialogue Blog  before because it captured the essence of these Friday lunch conversations. But the name didn’t cover what the blog is about, the information being conveyed and the reason I do it in the first place.”

“I notice you kept your name in it” said Rob.

“That I did my friend,” I replied. I remember a discussion we had a while back where you pointed out that in any professional service business the ones that are remembered are a person’s name along with the service they offer. Some of the examples you used were Ogilvy and Mather Advertising and Frank Gehry, the architect who designed the Guggenhaim and the new Disney Theatre and Regis Mckenna the PR Genius in the early days of Apple. You pointed out that even the most creative name for a company didn’t make much difference because if it became successful they would start asking for the founder or key guy or gal by name. ”

Rob looked thoughtful and then said, “Thas still true today. Human nature doesn’t change all that much in a few short years. It I’s a good thing for any entrepreneur or small business owner to know that customers and prospects remember your name combined with what you do. Y’all are your brand whether you like it or not.”

Kate said, “And right there is why he changed the rest of the name. Jerry Fletcher’s Secrets of Small Business Marketing gets at what he does. He is all about working with small businesses, what he calls the little guys to take on the enterprises and win or simply operate profitably below their radar.”

“Give the lady a perceptivity prize,” I said. “I’ve dedicated the last 20 odd years to figuring out what I can steal from the big guys, the enterprise level companies, and put to use for the little guys. I’ve worked in both arenas so I know how to morph a strategy or tactic from both directions.”

“For instance?” Rick asked.

“The hook in 30-Second Marketing TM.” I said. It always starts with your name, then the phrase that makes you memorable. Like a CPA that identifies himself by his name and the phrase ‘they call me Captain Crunch’ as his hook. A little word play sets him apart from a lot of other number crunchers and bean counters.

Or how about on-line marketing for small retailers. A couple ladies started a cupcake shop nearby. When I spoke about on-line marketing for the local chamber they asked how much advice they could get for a few cupcakes. I introduced them to Fish Bowl Marketing. I told them to put a fishbowl next to the cash register and start collecting business cards. Then they started e-mailing a weekly flavors calendar and offering a coupon for a second cupcake free when you brought a friend in on your birthday.

Then they taught me a lesson. Because so many of their customers were women who did not work they put out a register for them to sign up. They collected e-mail, birthday and text address because that is what that segment of their customers wanted them to know. That is a simple but effective secret for small retailers I can pass along.

So yes, the newly named blog will provide practical advice for little guys, Secrets of Small Business Marketing, but still do it in the form of a dialogue”

Let us know if this blog helps you.

Jerry Fletcher is a master of business development. Learn how he can help your business grow at www.JerryFletcher.com

Jerry speaks professionally. Recommend him to an association or organization that small business members. Learn more at www.NetworkingNinja.com

Is The Marketing And Sales Funnel Dead?

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marketing is multitudes, sales is singlesKate looked up as Fletch came in late and said “who rained on your parade?” You look like you could chew nails.”

“You guys know that I can’t stand stupidity especially in print or blogs supposedly by experts. I suffered through a column in a trade publication today that said Marketing and Sales Funnels are dead.”

Kate’s eyes narrowed. Our sales expert  asked, “How and where did the sales funnel die?”

“This guy says that the notion that people go through an orderly process to purchase anything, a marketing/sales funnel, is no longer valid as new technologies have enabled people to behave differently than they did just a few years ago. He claims that people used to make buys based on the information doled out to them by the company.”

Rob drawled, “Sounds to me like he’s not too connected to the reality of the past. Just because developing a brand was easier in the days of Mad Men as there was less media available doesn’t mean that consumers accepted only what they were told ‘bout any product. Shucks, companies with huge budgets got their hats handed to them regularly. Two of the best examples both happened to the same company. It took GM years to stop trying to get people to say Chevrolet instead of Chevy. Same thing happened with their top notch truck engine. Back then they wanted folks to call it a Gee Emm. People called it a Jimmy and that’s what it is today.”

“I agree, Bubba,” I said. “He casually threw away research that has been confirmed regularly since the 50’s. He consigned basic cognitive research to the scrap heap without a scrap of evidence. He referenced the model that cites Awareness, Preference, Trial, Repeat and Satisfaction and said it no longer applies because of the internet and easy availability of information.

I agree that things have changed. But that doesn’t mean the model is wrong and more importantly it doesn’t mean that sales people are no longer important.”

Chris waded in, “But you have to admit that it is a different world when you can check a competitor’s price when you’re in a store. You have to go along with providing more information to anyone that wants it. I’ve watched you build inbound marketing campaigns and you’re like one of Bubba’s bassets on a scent to get at all the objections and concerns so you can answer them. You work in the real world, so what is your problem?”

“The fact is the writer was dead wrong,” I answered. People still go through the same phases. They start with awareness. They can’t want anything if they don’t know about it. And if there are options they are going to prefer one over another. That is human nature. If the price is low for them they will try the product and repurchase it if it proves satisfying. If it is expensive to them or a business purchase they may spend a little more time gathering information. And that’s where the new technology can really be handy.”

“Hold it,” Kate said. “Go back to that sales people are no longer important nonsense.”

“Yeah, that got me, too,” I said. “He implied that with big data and some minimal skills that marketing could easily close the sale and turn the customer into a raving fan. I will bet your lunch tab that this guy has never been a sales person and never worked with high value products. Marketing can find crowds of ideal customers and can deliver messages to them that get them into a process, a marketing and sales funnel, but marketing cannot respond to the individual and marketing can’t close every sale.”

Kate said, “Marketing is Multitudes. Sales is Singles.”

What do you think? Are the classic models dead or are they morphing as technology changes? Let us know your thoughts.

 

Jerry Fletcher is an old timer who has matched his skills to the changing world of marketing. Learn about his performance-based pragmatic approach at www.JerryFletcher.com

If you’d like to hear him speak, you can learn more at www.NetworkingNinja.com

 

Marketing Is Not A Matter Of Opinion

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Not my first rodeo“So did you fire that client,” Rob asked?

“You know this isn’t my first rodeo,” I said. “I have fired clients before and I’m sure I’ll do it again. It always bothers me when someone believes they have more expertise than the person or organization they are hiring for that reason. I’ve been in the middle of that nasty space since I was an ad agency ‘fire fighter’ long ago and far away”.

Rob drawled, “but the question here is whethah you’re the bronc or the rider. Now, I could have said Bull or rider but theahs just too much bull being slung in this discussion.

I’ve been bucked off and I know that it hurts everywhere but most of all deep down in your pride. The thing you got to pay attention to is you got on that ride thinkin’ you might could bring it to rein. When that doesn’t happen you discover it about 6 seconds in and the next thing you know theahs a clown keepin’ you alive.

Reckon I’m your clown. My advice is get out. You’ll burn yourself out arguin’ and any work you do will be damaged by the lack of belief both parties have. Pull your tail out from under granny’s rocker and hie yourself down under the stoop and wait for a friendly face. Believe me, you don’t need the aggravation.”

Kate looked over her glasses at Rob and said, “Bubba, It scares me. I’m beginning to understand you. In this case I think you’re right. There are times when things just don’t work out. I know Fletch was the go to guy in a big ad agency when clients were getting out of hand and I’ve met some of the folks he got back on track. So if he says this time it is different than perhaps he’s right. Maybe it is time to fade into the sunset. But, I’m like him I don’t like to admit defeat.”

“But is it?” Asked Rick. “I don’t think it is admitting defeat. You saddle up in the chute and at that point there’s no doubt who is in charge. Then the gate opens and all hell breaks loose. That’s what happened here. That Bronc or Bull has no respect for you. What did you expect?”

I responded, “In all truth I think of the client as a friend, someone I’ve known for an easy 20 plus years. We have never agreed on politics or how to change government but have always listened to each other. That’s where he earned his spurs about 20 years ago. I would defer to him in that arena without question. But that is not fundraising from the general public for a charity in small amounts. And that is the problem.

He believes this requirement is in his bailiwick and I believe it is in mine. That is not going to change. I grant his expertise in political stuff but not this. And he is just as adamant.

“Two choices,” said Gail. “Walk away or do it his way.”

Chris chuckled and said, “Don’t look now but I think he’s headed back to the chute.”

What would you do? Tell us down below.

Fletch and his marketing buckaroos will return next week. See you then.

Learn more:

Networking, Marketing and Contact Relationship Magic for the “Little Guy”
www.JerryFletcher.com

Speaking on Trust based Marketing, Networking and Inbound Marketing
www.NetworkingNinja.com

Marketing Is Not Education

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People espond to solutions not problems“I need a little help with a client that thinks education is marketing,” I said. “He keeps wanting to do videos of ridiculous length to talk at people instead of working from their opinions and interest to sell his non-profit.

There is a cardinal rule of Marketing: People buy solutions, not problems. I learned the lesson that you can’t sell by educating long ago doing split testing. I know that if you offer a solution to a problem people have versus a description of the problem that the solution will win every time. Even if both A and B offer the solution, the one that leads with the solution will win.

Rick disagreed saying, “But there are certain cases where pumping enough fear into the equation can get people to go one direction or another. Politics is rife with that sort of thing. And there, sometimes, it works. True, it can lead to polarization and that ain’t pretty. But fear is a primal motivator.”

“Minds me of a story ‘bout a kid cryin’ wolf when there was no wolf,” drawled Bob. “The problem is that when you try to scare people enough times they get so accustomed to your suasion that it is like water wickin’ off a duck’s back. That’s like the whole Global Warming/Climate Change thing. Now there is a branding problem if ever there was one.”

“Branding problem?” Gail asked.

“Sho nuff,” Rob replied. There was this VP from Tennessee that told us all about it in a TED presentation and then in a movie. He talked about it as Global Warming and showed us how just looking at the gain in carbon in the air was enough to cause global catastrophes. Then a bunch of folks that didn’t agree and had vested interests to protect made him out to be the kid cryin’ wolf. As a result we don’t hear about global warming any more. Now its Climate Change.”

“And believers are still trying to back the hearse up to the door.” I said. “Every time you turn around they find some new piece of scientific evidence that supports the argument that Climate Change is happening. The problem with all those arguments is that they are arguments. What they consider proofs are so far from Joe Public’s experience that it is like trying to explain a computer to a man of the renaissance when you don’t even speak the language.”

“Worse still, Kate said, the believers don’t understand the failed communications. They are so convinced that they are right that they cannot understand any other viewpoint.

When you’re selling you have to listen. You have to establish rapport with the buyer. You have to offer a solution to their problem. If they don’t perceive a problem or are not prepared to discuss it you are wasting your time.”

Chris asked, “So are you saying you should just walk away?”

“Yes. If they aren’t buying you have no choice” said Kate.

“But that is completely the opposite of building whitepapers and videos and all sorts of things to move people down a funnel to make a purchase. Why not try that?” asked Chris.

“First you have to get their interest” said Rick. And right there is the crux of the problem. The problem has become polarized. I believe it is now seen as political. And because of that people walk away from it. They tune out.

Regardless of how novel the educational approach is they perceive it as preaching. People do not trust politicians. They don’t like people with holier than thou attitudes. So they direct their attention elsewhere.”

“There’s one more piece to this which we shouldn’t overlook,” said Gail. Nobody, so far as I know has approached the consumer audience by accepting and emulating their attitude. Nobody has recognized how they have heard this big problem exists. Nobody has acceded to the consumer viewpoint that it takes a government or a treaty organization to take care of this. Nobody has admitted that Joe and Jane Public feel stymied and don’t see a way out.”

“So what I hear you saying is to present a solution couched in the terms of the audience. Let them know we understand. Offer a solution. Keep it simple. Make it easy for them to contribute. How do we do that with no budget? What do you suggest,” I asked.

What do you suggest? Let me know down there at the bottom of the page.

 

Jerry And his Marketing Wranglers will be back next week with something about how a rodeo relates to Marketing.

Learn More:
Marketing Consulting, Coaching and Contact Relationship Magic www.JerryFletcher.com
Speaking on Trust based Marketing, Networking & Business Development www.NetworkingNinja.com

 

Testimonials You Can Believe In

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“What’s the best way to get believable testimonials for a web site?” Chris askBelievable Testimonialed.

“Just ask,” said Rick.

There was a pregnant pause and then Kate said, “So you’re just gonna stop there and leave us all hanging…”

Rick took a sip of beer and went on, “Most people are afraid to ask customers or clients for a testimonial but I find that when I do they are usually flattered. They know you think highly of them if you do that and usually they give you glowing reviews.”

Rob jumped in saying, “I think you’re right but often they ask me what I want them to say or to write something for them.”

Gail said, “Yes, I know what you mean. That makes me feel really uncomfortable.”

“Like I said,” Rick continued, “They are flattered and are usually willing to go along with just about anything that is not overblown. In fact sometimes I think it’s better if I write it and ask them to put it in their words. Usually it comes back with just a few minor changes.”

“Hold it,” I said. The question was how to get a believable testimonial. When it comes to believability there are at least two techniques that will change one of those puffy kinds of wonderfulness statements into a quote that is authentic and light years more convincing:

1. Have the testifier say something about a concern they had before or during working with you and how it was resolved…in terms of a concrete thing that happened because of the work. Make sure it is short, to the point but follows the formula: Concern/Resolution/Benefit/Referral.

2. Do it on video. Make it easy for the testifier. Interview them and then edit the answers together. Seat them comfortably and then conduct the interview seated beside and slightly in back of the video camera. When they look at you it will give the impression that they are looking directly in the camera. They will quickly relax and the viewer will feel they are in a conversation.

Video also needs to incorporate the formula Concern/Resolution/Benefit/Referral although it can use multiple examples and transpose Resolution/Benefit if that is a more comfortable speech pattern for the testifier.

Many times the testifier will be hesitant to talk about the concern but once it is stated and the resolution is discovered you have a credible story to tell.”

What would you do to make a testimonial more believable?
Jerry and the crew will return next week. Stop in for lunch.

Jerry Fletcher builds trust-based marketing strategies for startups, professionals and small businesses. Learn more at www.JerryFletcher.com
Jerry speaks professionally in Europe and the Americas. He is willing to deal for an engagement in Australia or New Zealand. Learn more at www.NetworkingNinja.com

 

 

Customer Service is not a department.

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Margie Video

A special video treat

“It’s the way I do business,’ I said. “It is just one of the rules that I’ve always lived by. Clients come first. So this week my blog is a little late. And so it goes.”

“I don’t think any of us see it differently,” said Kate. “I’ve been a sales consultant longer than I care to admit but I have to agree. One of the greatest problems with some of the younger sales people I’ve been training lately is that they have a different idea of timeliness and maintaining a schedule. I know I’m not alone in this observation. It is a key ingredient in some of the blogs I read regularly but more importantly it is feedback from the HR people I trust. Customer service is everybody’s job”

“What’s the problem?” Chris asked. “You know I’m a part of that cohort.”

Kate replied, “In simplest terms some have a self-centered attitude that gets in the way of being effective with customers. Not everybody in the recent college graduates has it but the numbers are sufficient for it to be cited as a common problem. The conjecture is that in college the individual was on their own schedule but showing up at a specific time doing the work and leaving at the close of the business day is a foreign idea. If something that basic is difficult for them to grasp you can imagine how difficult it is for them to put customers ahead of themselves.”

“You don’t have to be a college grad to have that kind of disregard for customers,” said Gail. “Have you tried to get a clerks attention in a department store lately? I timed a conversation between two young ladies who were supposedly clerks at the customer service department at a local store yesterday. It took them eleven and half minutes to even acknowledge me. And then the one that handled my return didn’t even apologize for keeping me waiting. She acted like I was interrupting her!”

“And theah goes the brand down a rat hole,” said Rob. ‘Every time a clerk keeps you waiting the brand takes a hit. Every time that person in the government office says you should take a number when there is no one else in the office you get a lower opinion. When the delivery truck for the local florist cuts you off in traffic their brand wilts a little. When anyone in the company that goes face to face with customers is not fully committed to making the customer experience positive your brand suffers.

Customer service is not a department, it’s a mindset.

Y’all can run a one man band or a big enterprise. The problem is the same. Relationships are built with customers one interaction at a time. One, plus another and another until you have a string of them. Y’all have to work at making that string one of pearls.”

“But how do you do it?” I asked. Woody Allen said that showing up is half the job. I can see explaining that aspect of working to youngsters with good attitudes. Whoops! I guess I got ahead of myself there because I assumed people would hire for good attitudes and then train for other skills.”

Kate injected, “That is what my contacts are resorting to. More and more they are having potential new hires do assessments– a kind of psychological test that gives you an idea of whether they will fit into your corporate culture and in some cases how well they match up to profiles of successful people in the areas you’re hiring them for. It’s working.”

Chris volunteered, “We’ve been working on hiring some new telephone sales people in the last few weeks. We reviewed the records for all of the current ones and found that one gal stands out in terms of number of closes and speed to close.”

“Let me guess,” said Kate, “She knows how to get to know somebody before she tries to sell them anything. She asks questions up front so the person she’s talking to knows their need is being put first. She presents the product or service in the caller’s terms and will tell you she lets them buy when they are ready rather than trying to force a sale.”

“Are you psychic?” Chris asked.

“No,” I said, “She’s just an expert, particularly at training sales people. The reason she is so well respected is that she knows how to hire good ones. She’s the one that taught me about hiring for attitude. Like Bubba said, It’s a mindset. Everybody has to have the same one. So you have to keep it simple. That’s what a mission statement is all about. But it only works if you hire people with the right attitude and train them in how to apply it. Customer service is why a company exists.

 

Jerry Fletcher and his friends will return next week. Jerry apologizes for being a little late this week.

Jerry is a Networking Ninja, Marketing Rainmaker and Contact Relationship Magician and if you find that intriguing, learn more at www.JerryFletcher.com

Jerry speaks professionally (so far on 3 continents) on Trust Based marketing Strategies that work on and off line. See videos of some of his signature stories at www.NetworkingNinja.com