Tag archive for ‘Selling’
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Are You Selling Like Publishers Clearing House?
The first time a “You won a $1,000,000” showed up in my mailbox, my sales and marketing mind was piqued. Opening this treasure revealed I had not won anything yet and might only win a car or digital clock with a shortwave radio that doesn’t work. The pitch unfolded to a litany of stuff I did not want, yet subliminally suggested a purchase would help me win.
Sales people spend tremendous effort and expense to pay for the first meeting. Niceties are exchanged, the timing seems right, and the coveted secret value proposition is launched with something like this: (more…)
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Please Sell Me!!!
This Easter brought back memories of walking behind our 3 year old daughter, pulling eggs out her Easter basket, and placing them out in front of her to be picked up again. That only worked once. Everyone is tired of sales calls, sales presentations, and marketing using this failing strategy and are screaming, “Please sell me.”
How many times can the wolf cry promises of better features, greater performance, more revenue, bigger cost reductions, higher ROIs, and infinite results? Dropping redecorated pitches, presentations, and marketing collateral with fancy graphics or a new acronym is reconstitution that doesn’t fool anyone. Prospects hit delete. (more…)
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The Craft of Rainmaking: Conversations that Win Business – Book Review
“Rainmaking Conversations” is a colorful, personal, intelligent revival of great business conversations. The tone is set at the beginning with a quote from etiquette expert nonpareil Emily Post who agreeably they call in a later reference, someone who “could have been a sales consultant.”
“Ideal conversation must be an exchange of thought, and not, as many of those who worry most about their shortcomings believe, an eloquent exhibition of wit or oratory.” – Emily Post (more…)
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Cave Paintings & Content Marketing
My friend David Brock nearly busted his gut laughing when I said, “Heck, we were doing content marketing thirty years ago. It was called print and direct mail.” He wasn’t laughing at me, he was laughing with me, because things have not changed as much as some people would have us believe. Then David said, “You need to write this post.”
In 1982, we had a sales and marketing automation system running on a Digital minicomputer. It sat in an air conditioned clean room. The hard drives were platters the size of big vinyl records that held a whopping 50MBs. This was not archaic; it was cutting edge, state of the art technology. (more…)
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Are We Cannibalizing Our Customers?
John drove to the country to visit his friend Bill who fled the city to live the farming life. While taking the tour, John noticed Bill’s pet pig has only three legs and asks, “Bill, why does your pig have only three legs?”
Flustered, Bill whispered, “Don’t talk about his leg, you’ll hurt his feelings. He’s an amazing pig. When my wife was trapped in root cellar and suffocating, he dug under the door and saved her life. Please don’t talk about his leg.” (more…)
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It’s Not About the Lollipop, It’s About the Customer Experience
Years ago, after a visit with the doctor and a painful shot or some other forgettable experience, we got a lollipop or some other sweet treat and a smile. Banks picked up on the idea and in recent times added doggie treats.
I just had a conversation with a friend about this tactic and he told me about his ritual of taking his dog for a ride to the bank drive through, which he describes as a fun time that he looks forward to. Imagine your customers describing their visits with you as a fun experience that they actually look forward to!
You might not invite your customer’s dog along or give it dog biscuits, because it really isn’t about the treats, it’s about the experience. This is a simple strategy that associates something enjoyable with you and your meetings. What can you close your meetings with that will associate you with something enjoyable?
Bill Malloy, an older business friend and mentor that joint ventured numerous deals with me, gave away gourmet jellybeans. He kept cases on hand and mailed them to anyone and everyone that made an inquiry. He gave Olympus OM 35mm cameras to customers that made referrals and was always running a unique promotion. He didn’t just give you a bag of candy or a camera, he made you feel good too.
Our entire industry associated Bill with a good experience. As a market leader and officer in our association, I introduced my wife to countless competitors, partners and customers. When I read this post to her, she said, “Of everyone I met in your industry, Bill Malloy stands out the most.”
My father-in-law kept his desk and closet well stocked with candy and all twenty-odd grandchildren knew it. The kids lined up for sweet treats and his laugh. “Have you been good?” he’d tease. I’m about to become a grandfather and my kids have reminded me of my obligation to have a big stock of candy. They associate candy with loving reward.
Remember my doctor that smiled? When I was 3 or 4 years old, he gave me a shot and I cried. He pulled out a lollipop, smiled, and apologized, “I made a mistake. That shot was for the girl downstairs!” There was no girl downstairs or upstairs. That was over 50 years ago and I still remember the lollipop, apology, and his smile, but the shot is foggy.
Buyers associate salespeople with pain, so change that association to something positive. The last thing you say and do is remembered most. Even if the meeting goes awry, you can patch things up with your close, and when it goes well, you can make it better. Say something personal and sincere, and apologize when necessary. Then throw in a bag of jellybeans, or something sweet, and most importantly, don’t forget your warm, sincere smile.
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“Bust Your Slump” by Paul McCord – Book Review
Paul McCord
Whether you’re a seasoned veteran or new to the sales game, and regardless of the economic climate or your industry’s status, slumps happen. Paul McCord’s “Bust Your Slump” is a concise, easy to read twelve chapters, each with a proven funnel filling solution. (more…)
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Creating Inspiring Sales Presentations
When they were 17 and 18 years old, our daughters moved to South Carolina to perform with the Charleston Ballet Theatre, and our son moved to San Diego after graduating college. (more…)
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My First Lesson in Humility
Nearly forty years ago a seventeen year old, super salesman wannabe, emerged onto 5th Ave and 42nd Street from the NYC subway. (more…)
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