Are you "Just" a Marketing Consultant?
Now that you are a Offline Marketing Consultant you have come to realize that if you want clients and loads of residual income, you are going to have to sell something. Yes... You have become a salesman. At least if you are if you want to survive, you will now need to learn how to sell. Which really isn't that hard to do and for some it just seems to come naturally. For others, it may take a little conditioning. My friend John talks about it like this.
He likes to play guitar, but the first time he picked up a guitar he couldn't play. It was awkward, his hands hurt, and his fingers didn't exactly move the way they were supposed to. So... He practiced. Then he practiced, and practiced some more. Now, he can play pretty much anything on a sheet of music and I am sure some other things as well. But the very first time, the show didn't come off so well. Sales is a lot like that. It takes conditioning... or practice to become a Rock Star, and the same goes with being a Master Marketing Consultant.
Do you know if being in sales is right for you?
Not all people have what it takes to be in sales. Actually, the information I am about to reveal to you will help you move forward in your sales abilities even for a seasoned pro. If you are on the fence about being able to do sales yourself, you probably shouldn't be reading this page. First, let's look at the Top 3 reasons why most people choose sales as a way to make a living.
The First Group - The Hardcore Sales People. Welcome to the Freak Show! Those of us that just know we are sales pros are here for one reason, this is the only place that will have us. We can't stand the thought of working for an hourly wage. We make REALLY good money and we can get away with more than what hourly people can because we are the lifeblood of the company. As long as we produce, we can pretty much do what we want.
We are usually ego maniacs with inferiority complexes, we work hard but play even harder. Also, we can't really do anything else because we know we can make a LOT of money doing what we do best. Now I am sure there are some exceptions to the rule, I have even know a few, but hardcore sales pros tend to have crazy lives.
The Second Group - The Corporate climbers. In most companies big or small, sales is the fastest way to the top of the ladder. When you have the luxury of starting off in the sales department, you will have be on the fast track to meeting the right people and create relationships that could help you in the future. My experience here is that you need to watch your back with corporate politics, this is part of the reason we have made this company a virtual company. You get the perks of a solid sales career with high commissions and residual incomes, without the politics.
On a side note: My brother started in the sales department of New York Life Insurance and became the VP of Retail Sales. So I know it works.
The Third Group- The entrepreneurial type, also known as the Offline Marketing Consultant. If you are going to make your business work, chances are... you are going to have to do some selling. There are a lot of people out there that have never sold before,(not professionally anyway, remember- everything in life is a sale.) but they started their own business, and realized they had to. Then they find, much to their surprise, they are very good at sales. What really helps this along, is the absolute core belief in the product your selling. The owner KNOWS the product is good, and they have extreme dedication and a vested interest. They have made investments into the product on multiple levels. They have invested the time, money, and energy it takes to get a business started, so they will do anything to keep it going.
Which One of the Above Are You?
When It comes to sales... Every sales professional knows that there are steps to a sale. Not only are there steps to every sale made but each one has its reasoning. Meaning there is a reason for each step. Now I can't tell you the exact words to say to a potential client. But I can tell you a formula that works. (There are scripts to be used as guidelines in the HQ.) It has worked for decades, and I am sure it will continue to work. Let me give you a quick example of why I need to follow the formula or steps... to the sale.
Let's say I meet a girl at the local coffee shop. We hit it off and I then say:
A: You want to go grab some coffee tomorrow after work?
B: You want to go get some Pizza and some sex? (What? You don't like pizza?)
Essentially everything in life is a sale, including dating. So which one of these deals do you think I am going to close more? Of course option A is going to happen way more likely than option B. So the closing ratio is going to be a lot higher. The pizza and sex closing ratio will be higher if I only start out with A right? So you can see if you skip too many steps in the sales process, it hurts your closing ratio. Also... If you close the deal too fast, you just might get slapped. The moral of the story is... it hurts your chances of closing a deal if you skip the steps and try and do it with your own formula.
When we are cold calling and getting to the decision maker, once we have the decision maker we are selling the appointment until the close, which is getting the appointment. When you set appointments are you skipping any of the steps? Make sure you ask yourself this question on your next call.
Before I forget... The ones that say yes to option B are usually the ones you don't want. This is true in both dating and in the sales game. Lay downs as they are called in the sales arena, are really nice. But... when they lay down that fast, it is usually a sign of trouble. I can't really say what kind of trouble of hand because each case is different. But it could be, but not limited to, a problem customer that has too many expectations and didn't let you spell out the terms of the deal. So you are set up for a customer service nightmare before you even walk out with a check.
Before we dive deep into the 5 steps that will increase your sales conversions, let's look at seven ways you not be perceived as a sales person and start building relationships.
Every time Spring has sprung we get the idea that we need to clean up our immediate surroundings right?
We go through this period where it is out with the old, and in with the new. Isn't it weird how the changing of the seasons can have that effect on people? The old ways of thinking about selling to clients, business owners, and or Marketing Directors is exactly what leads us down the wrong path with potential clients.
When first starting this company I would get a LOT of questions constantly about what to do when making a sales call on a potential client. During that period a consultant, who will remain anonymous, had been struggling with a mental block about how to approach the client in the "sales process" once the appointment was set and the prospecting aspect was complete.
He was starting his meetings in "pitch mode" (with a sleep-inducing PowerPoint presentation) and asking prospects the typical leading, manipulative questions like, "Wouldn't you like to make more money?" He was convinced he need a new sales technique, and he was right. Regardless of the product or service you're selling, outdated sales skills focus on "telling." You talk; the prospect listens for a bit, then frequently tunes out (or goes unconscious) and the conversation ends without much happening.
Think of your car's gas tank. You fill it up with your talk, but the car just sits in the driveway since you and your potential client have no directions for a two-way conversation.
These "Old School" sales techniques fail to adhere to the core of what and how we think about selling. So if we don't change our thought process towards sales, then we go on with the same old behaviors getting the same old results. Then come the frustrations of "this doesn't work", or "what am I doing wrong?"
Maybe it's time to really inventory your sales process. Maybe we need to get down to the brass tacks and seriously analyze your thought process so we can find out why you are not making more money Take a look at the list below and think about your current thoughts on selling. How would your closing ratio change if you changed your thoughts on sales?
Try turning your thinking around about what lies at the core of selling. Instead of telling about your product's features and benefits, how about asking about your potential client's needs and concerns?
In this scenario, you and your prospect can have a very pleasant drive, with you asking questions that lead to an interesting and energizing trip (and a plan for your next outing together).
The list below shows old sales techniques and how you can turn them around into new, more effective strategies.
Stop the sales pitch, and start a conversation.
When you call someone, avoid making a mini-presentation about yourself, your company, and what you have to offer. Instead start with an opening conversational phrase that focuses on a specific problem that our service solves. If you don't know what this is, ask your current customers why they purchased your solution. One example of an opening phrase might be,"I'm just calling to see if you'd be open to some different ideas related to bringing new business and reducing any downtime you may be having in your company?"Notice that you are not pitching your solution with this opening phrase.
Your central goal is always to discover whether you and your potential client are a good fit.
Let go of trying to "close the sale" or "get the appointment"-- and you will discover that you don't have to take responsibility for moving the sales process forward.If you simply focus your conversation on problems that you can help potential clients solve, and if you don't jump the gun by trying to move the sales process forward, you will find that potential clients will actually bring you into their buying process.
When you lose a sale, it's usually right at the beginning of the sales process.
If you believe that you lose sales because you make a mistake at the end of the process, take a look back at how you began the relationship. Did you start with a presentation? Did you use traditional sales language like, "We have a solution that I believe you really need" or "Others in your industry have bought our solution, so you should consider it as well"? When you use traditional sales language, potential clients can't help but label you with the negative stereotype of "salesperson." This makes it virtually impossible for them to relate to you from a position of trust. If trust isn't established at the outset, honest communication about the problems they're trying to solve, and how you might be able to help them, becomes impossible to establish.
Sales pressure is the only cause of rejection.
Rejection should never happen. Rejection happens for only one reason: Something you said, as subtle as it might have been, triggered a defensive reaction from your potential client. Yes, something YOU said. To eliminate rejection, simply shift your mindset so that you give up the hidden agenda of hoping to make a sale. Instead, everything you say and do should stem from the basic mindset that you are there to help potential clients. This makes you able to ask, "Would you be open to talking about issues you might be having affecting your business?"
Never chase a potential client--you'll only trigger more sales pressure
"Chasing" potential clients has always been considered normal and necessary, but it's rooted in the machismo selling image that, "If you don't keep chasing, it means you're giving up -- and that means you're a failure." This is dead wrong! Instead of chasing potential clients, tell them that you would like to avoid anything that resembles the old cat-and-mouse chasing game by scheduling a time for your next chat. This in itself will set you apart from the crowd.
When a potential client offers objections, uncover the truth behind them.Most traditional sales programs spend a lot of time focusing on "overcoming objections." These tactics only put more sales pressure on potential clients and also fail to explore or understand the truth behind what the potential client is saying.When you hear, "We don't have the budget," "Send me information," or "Call me in a few months," do you think you're hearing the truth, or do you suspect that these are polite evasions designed to end the conversation? "That's not a problem," you could reply. No matter what the objection, use gentle, dignified language that invites prospects to tell you the reality about their situation without feeling you'll use the information to press for a sale. "Do you mind if I ask why?" Really helps in this situation.
Never defend yourself or what you have to offer -- it only creates more sales pressure.
When a potential client says, "Why should I choose you over your competition?," your first, instinctive reaction is probably to start defending your product or service because you want to convince them to buy. But what do you think goes through your potential client's mind at that point? Something like, "This 'salesperson' is trying to sell me on why what they have to offer is better, but I hate feeling as if I'm being sold." Rather than defending yourself, try suggesting that you aren't going to try to convince them of anything because that would only create sales pressure.Instead, ask them about the key problems that they are trying to solve, and then explore how our service might solve those problems --without ever trying to persuade. Let potential clients feel that they can choose you without feeling "sold."
Alot of the above information is adopted from Ari Galiper, Chet Holmes, John Maxwell, Zig Ziglar, and my father Louie Palos. What it all comes down to... The truth is the truth. There is more than one way to Denny's but the endgame is the same. So if you have heard something similiar from someone else... it's because I haven't had an original thought since I started being honest!
Now... Let's look at the five steps to each and every sale....
1. Prepearation
2.Introduction
3. Probing
4. Features and Benefits of our products
5. Close
Now that you know what the 5 steps are, if you want to know more just ask, we will take a closer look at each one of these as they apply to being the Best Digital Marketing Consultant out there.
He likes to play guitar, but the first time he picked up a guitar he couldn't play. It was awkward, his hands hurt, and his fingers didn't exactly move the way they were supposed to. So... He practiced. Then he practiced, and practiced some more. Now, he can play pretty much anything on a sheet of music and I am sure some other things as well. But the very first time, the show didn't come off so well. Sales is a lot like that. It takes conditioning... or practice to become a Rock Star, and the same goes with being a Master Marketing Consultant.
Do you know if being in sales is right for you?
Not all people have what it takes to be in sales. Actually, the information I am about to reveal to you will help you move forward in your sales abilities even for a seasoned pro. If you are on the fence about being able to do sales yourself, you probably shouldn't be reading this page. First, let's look at the Top 3 reasons why most people choose sales as a way to make a living.
The First Group - The Hardcore Sales People. Welcome to the Freak Show! Those of us that just know we are sales pros are here for one reason, this is the only place that will have us. We can't stand the thought of working for an hourly wage. We make REALLY good money and we can get away with more than what hourly people can because we are the lifeblood of the company. As long as we produce, we can pretty much do what we want.
We are usually ego maniacs with inferiority complexes, we work hard but play even harder. Also, we can't really do anything else because we know we can make a LOT of money doing what we do best. Now I am sure there are some exceptions to the rule, I have even know a few, but hardcore sales pros tend to have crazy lives.
The Second Group - The Corporate climbers. In most companies big or small, sales is the fastest way to the top of the ladder. When you have the luxury of starting off in the sales department, you will have be on the fast track to meeting the right people and create relationships that could help you in the future. My experience here is that you need to watch your back with corporate politics, this is part of the reason we have made this company a virtual company. You get the perks of a solid sales career with high commissions and residual incomes, without the politics.
On a side note: My brother started in the sales department of New York Life Insurance and became the VP of Retail Sales. So I know it works.
The Third Group- The entrepreneurial type, also known as the Offline Marketing Consultant. If you are going to make your business work, chances are... you are going to have to do some selling. There are a lot of people out there that have never sold before,(not professionally anyway, remember- everything in life is a sale.) but they started their own business, and realized they had to. Then they find, much to their surprise, they are very good at sales. What really helps this along, is the absolute core belief in the product your selling. The owner KNOWS the product is good, and they have extreme dedication and a vested interest. They have made investments into the product on multiple levels. They have invested the time, money, and energy it takes to get a business started, so they will do anything to keep it going.
Which One of the Above Are You?
When It comes to sales... Every sales professional knows that there are steps to a sale. Not only are there steps to every sale made but each one has its reasoning. Meaning there is a reason for each step. Now I can't tell you the exact words to say to a potential client. But I can tell you a formula that works. (There are scripts to be used as guidelines in the HQ.) It has worked for decades, and I am sure it will continue to work. Let me give you a quick example of why I need to follow the formula or steps... to the sale.
Let's say I meet a girl at the local coffee shop. We hit it off and I then say:
A: You want to go grab some coffee tomorrow after work?
B: You want to go get some Pizza and some sex? (What? You don't like pizza?)
Essentially everything in life is a sale, including dating. So which one of these deals do you think I am going to close more? Of course option A is going to happen way more likely than option B. So the closing ratio is going to be a lot higher. The pizza and sex closing ratio will be higher if I only start out with A right? So you can see if you skip too many steps in the sales process, it hurts your closing ratio. Also... If you close the deal too fast, you just might get slapped. The moral of the story is... it hurts your chances of closing a deal if you skip the steps and try and do it with your own formula.
When we are cold calling and getting to the decision maker, once we have the decision maker we are selling the appointment until the close, which is getting the appointment. When you set appointments are you skipping any of the steps? Make sure you ask yourself this question on your next call.
Before I forget... The ones that say yes to option B are usually the ones you don't want. This is true in both dating and in the sales game. Lay downs as they are called in the sales arena, are really nice. But... when they lay down that fast, it is usually a sign of trouble. I can't really say what kind of trouble of hand because each case is different. But it could be, but not limited to, a problem customer that has too many expectations and didn't let you spell out the terms of the deal. So you are set up for a customer service nightmare before you even walk out with a check.
Before we dive deep into the 5 steps that will increase your sales conversions, let's look at seven ways you not be perceived as a sales person and start building relationships.
Every time Spring has sprung we get the idea that we need to clean up our immediate surroundings right?
We go through this period where it is out with the old, and in with the new. Isn't it weird how the changing of the seasons can have that effect on people? The old ways of thinking about selling to clients, business owners, and or Marketing Directors is exactly what leads us down the wrong path with potential clients.
When first starting this company I would get a LOT of questions constantly about what to do when making a sales call on a potential client. During that period a consultant, who will remain anonymous, had been struggling with a mental block about how to approach the client in the "sales process" once the appointment was set and the prospecting aspect was complete.
He was starting his meetings in "pitch mode" (with a sleep-inducing PowerPoint presentation) and asking prospects the typical leading, manipulative questions like, "Wouldn't you like to make more money?" He was convinced he need a new sales technique, and he was right. Regardless of the product or service you're selling, outdated sales skills focus on "telling." You talk; the prospect listens for a bit, then frequently tunes out (or goes unconscious) and the conversation ends without much happening.
Think of your car's gas tank. You fill it up with your talk, but the car just sits in the driveway since you and your potential client have no directions for a two-way conversation.
These "Old School" sales techniques fail to adhere to the core of what and how we think about selling. So if we don't change our thought process towards sales, then we go on with the same old behaviors getting the same old results. Then come the frustrations of "this doesn't work", or "what am I doing wrong?"
Maybe it's time to really inventory your sales process. Maybe we need to get down to the brass tacks and seriously analyze your thought process so we can find out why you are not making more money Take a look at the list below and think about your current thoughts on selling. How would your closing ratio change if you changed your thoughts on sales?
New Thinking = New Results
Try turning your thinking around about what lies at the core of selling. Instead of telling about your product's features and benefits, how about asking about your potential client's needs and concerns?
In this scenario, you and your prospect can have a very pleasant drive, with you asking questions that lead to an interesting and energizing trip (and a plan for your next outing together).
The list below shows old sales techniques and how you can turn them around into new, more effective strategies.
Old Sales Mindset
New Sales Mindset
Always start out with a strong sales pitch.
Stop the sales pitch. Start a conversation.
Your primary goal is to close the sale.
Your goal is to discover whether you and your prospect are a good fit. How can you be of service?
When you lose a sale, it's usually at the end of the sales process (the close).
When you lose a sale, it's usually at the beginning of the sales process.
Rejection is a normal part of selling, so get used to it.
Sales pressure causes rejection. Eliminate sales pressure, and you will seldom experience rejection.
Keep chasing prospects until you get a yes or no.
Never chase prospects. Instead, get to the truth of whether there's a fit or not.
When prospects offer objections, challenge and/or counter them.
When prospects offer objections, get curious about their concern and uncover the truth behind them. (Isolate the objection)
If prospects challenge the value of your product or service, defend yourself and explain its value.
Never defend yourself or what you have to offer. This technique only creates more sales pressure.
New Sales Mindset
Always start out with a strong sales pitch.
Stop the sales pitch. Start a conversation.
Your primary goal is to close the sale.
Your goal is to discover whether you and your prospect are a good fit. How can you be of service?
When you lose a sale, it's usually at the end of the sales process (the close).
When you lose a sale, it's usually at the beginning of the sales process.
Rejection is a normal part of selling, so get used to it.
Sales pressure causes rejection. Eliminate sales pressure, and you will seldom experience rejection.
Keep chasing prospects until you get a yes or no.
Never chase prospects. Instead, get to the truth of whether there's a fit or not.
When prospects offer objections, challenge and/or counter them.
When prospects offer objections, get curious about their concern and uncover the truth behind them. (Isolate the objection)
If prospects challenge the value of your product or service, defend yourself and explain its value.
Never defend yourself or what you have to offer. This technique only creates more sales pressure.
Stop the sales pitch, and start a conversation.
When you call someone, avoid making a mini-presentation about yourself, your company, and what you have to offer. Instead start with an opening conversational phrase that focuses on a specific problem that our service solves. If you don't know what this is, ask your current customers why they purchased your solution. One example of an opening phrase might be,"I'm just calling to see if you'd be open to some different ideas related to bringing new business and reducing any downtime you may be having in your company?"Notice that you are not pitching your solution with this opening phrase.
Your central goal is always to discover whether you and your potential client are a good fit.
Let go of trying to "close the sale" or "get the appointment"-- and you will discover that you don't have to take responsibility for moving the sales process forward.If you simply focus your conversation on problems that you can help potential clients solve, and if you don't jump the gun by trying to move the sales process forward, you will find that potential clients will actually bring you into their buying process.
When you lose a sale, it's usually right at the beginning of the sales process.
If you believe that you lose sales because you make a mistake at the end of the process, take a look back at how you began the relationship. Did you start with a presentation? Did you use traditional sales language like, "We have a solution that I believe you really need" or "Others in your industry have bought our solution, so you should consider it as well"? When you use traditional sales language, potential clients can't help but label you with the negative stereotype of "salesperson." This makes it virtually impossible for them to relate to you from a position of trust. If trust isn't established at the outset, honest communication about the problems they're trying to solve, and how you might be able to help them, becomes impossible to establish.
Sales pressure is the only cause of rejection.
Rejection should never happen. Rejection happens for only one reason: Something you said, as subtle as it might have been, triggered a defensive reaction from your potential client. Yes, something YOU said. To eliminate rejection, simply shift your mindset so that you give up the hidden agenda of hoping to make a sale. Instead, everything you say and do should stem from the basic mindset that you are there to help potential clients. This makes you able to ask, "Would you be open to talking about issues you might be having affecting your business?"
Never chase a potential client--you'll only trigger more sales pressure
"Chasing" potential clients has always been considered normal and necessary, but it's rooted in the machismo selling image that, "If you don't keep chasing, it means you're giving up -- and that means you're a failure." This is dead wrong! Instead of chasing potential clients, tell them that you would like to avoid anything that resembles the old cat-and-mouse chasing game by scheduling a time for your next chat. This in itself will set you apart from the crowd.
When a potential client offers objections, uncover the truth behind them.Most traditional sales programs spend a lot of time focusing on "overcoming objections." These tactics only put more sales pressure on potential clients and also fail to explore or understand the truth behind what the potential client is saying.When you hear, "We don't have the budget," "Send me information," or "Call me in a few months," do you think you're hearing the truth, or do you suspect that these are polite evasions designed to end the conversation? "That's not a problem," you could reply. No matter what the objection, use gentle, dignified language that invites prospects to tell you the reality about their situation without feeling you'll use the information to press for a sale. "Do you mind if I ask why?" Really helps in this situation.
Never defend yourself or what you have to offer -- it only creates more sales pressure.
When a potential client says, "Why should I choose you over your competition?," your first, instinctive reaction is probably to start defending your product or service because you want to convince them to buy. But what do you think goes through your potential client's mind at that point? Something like, "This 'salesperson' is trying to sell me on why what they have to offer is better, but I hate feeling as if I'm being sold." Rather than defending yourself, try suggesting that you aren't going to try to convince them of anything because that would only create sales pressure.Instead, ask them about the key problems that they are trying to solve, and then explore how our service might solve those problems --without ever trying to persuade. Let potential clients feel that they can choose you without feeling "sold."
Alot of the above information is adopted from Ari Galiper, Chet Holmes, John Maxwell, Zig Ziglar, and my father Louie Palos. What it all comes down to... The truth is the truth. There is more than one way to Denny's but the endgame is the same. So if you have heard something similiar from someone else... it's because I haven't had an original thought since I started being honest!
Now... Let's look at the five steps to each and every sale....
1. Prepearation
2.Introduction
- ICR, Interest Creating Remark
- Validation Statement
- Credibility Statement and Agreement
- Brief Product Description Statement
3. Probing
- Ask about their Purchasing Process. (Make sure you have the Decision Maker)
- Understand the Prospects Profit Model
- Negotiate the Relationship and Get Agreement
4. Features and Benefits of our products
- Show Industry Knowledge
- Tell Success Story
- Overcome Objections
- Pencil Whipping
- Soft Set
5. Close
- Assumption Close
- Button Up Close
- Alternative Closes
Now that you know what the 5 steps are, if you want to know more just ask, we will take a closer look at each one of these as they apply to being the Best Digital Marketing Consultant out there.
Discover the SHOCKINGLY EASY way to MAKE MONEY on Pinterest. Truly free eBook with no e-mail opt-in!
***********************************************
<< Biggest Lead Generation Mistakes That Are COSTING YOU DEARLY!>>
Agency Management Systems
Forever change the way you do Local SEO with Places Scout Software! Learn how you can easily make a lot more money, save a lot of time, and have happier clients. Click Here to Learn More...