When I was in the seventh grade I was on the boxing team and later I boxed while in the Navy. I don’t want to sound boastful, but it’s a matter of record that the worst I ever finished was second. I finally quit boxing because of my hands - the referee kept stepping on them! As a boxer, the coach would always instruct us in the early part of the fight to feel our opponent out, probe and discover his weakness, and then exploit that weakness. The same basic procedure is followed in all athletic endeavors.
In the world of selling and business, a similar approach is taken but for a very different reason. In sales, we explore by asking questions to find out where our prospect "opponent" is weak, that is, needs help of some kind. Only then are we in position to offer our goods and services designed to "strengthen their weakness." To be successful, any business must provide goods or services that meet the weakness - that is, need - of the potential customers.
The oldest success advice going is, "Find a need and fill it." It is more true today than ever. Not only must we find the need and fill it, but we must find more needs and fill them better. That’s one of the prime reasons more and more businesses are maximizing their people. Each one is crucial, from the lowest-paid member of the staff to the Chief Executive Officer. Businesses must encourage all their employees to find the needs of their customers, whether internal or external, and fill them. Each employee must have an attitude of responsibility for the company, its goods and services. This enhances the company’s competitive edge, increases sales, and ensures employment for employees.
The rule today is keep your eyes open and think about solutions to problems. Your value to your company will grow immeasurably. Keep your eyes open and keep offering those suggestions. Who knows? Maybe the next one will be the magic one! Buy that idea and I’ll SEE YOU AT THE TOP!
Zig Ziglar is a motivator and teacher. He is the author of 26 books and loved by millions of people world wide for his practical wisdom and his gift of hope.
Before you hit send on that next email, perhaps you should run down this list, just to be sure:
Is it going to just one person? (If yes, jump to #10)
Since it’s going to a group, have I thought about who is on my list?
Are they blind copied?
Did every person on the list really and truly opt in? Not like sort of, but really ask for it?
So that means that if I didn’t send it to them, they’d complain about not getting it?
See #5. If they wouldn’t complain, take them off!
That means, for example, that sending bulk email to a list of bloggers just cause they have blogs is not okay.
Aside: the definition of permission marketing: Anticipated, personal and relevant messages delivered to people who actually want to get them. Nowhere does it say anything about you and your needs as a sender. Probably none of my business, but I’m just letting you know how I feel. (And how your prospects feel).
Is the email from a real person? If it is, will hitting reply get a note back to that person? (if not, change it please).
Have I corresponded with this person before?
Really? They’ve written back? (if no, reconsider email).
If it is a cold-call email, and I’m sure it’s welcome, and I’m sure it’s not spam, then don’t apologize. If I need to apologize, then yes, it’s spam, and I’ll get the brand-hurt I deserve.
Am I angry? (If so, save as draft and come back to the note in one hour).
Could I do this note better with a phone call?
Am I blind-ccing my boss? If so, what will happen if the recipient finds out?
Is there anything in this email I don’t want the attorney general, the media or my boss seeing? (If so, hit delete).
Is any portion of the email in all caps? (If so, consider changing it.)
Is it in black type at a normal size?
Do I have my contact info at the bottom? (If not, consider adding it).
Have I included the line, “Please save the planet. Don’t print this email”? (If so, please delete the line and consider a job as a forest ranger or flight attendant).
Could this email be shorter?
Is there anyone copied on this email who could be left off the list?
Have I attached any files that are very big? (If so, google something like ’send big files’ and consider your options.)
Have I attached any files that would work better in PDF format?
Are there any or other emoticons involved? (If so, reconsider).
Am I forwarding someone else’s mail? (If so, will they be happy when they find out?)
Am I forwarding something about religion (mine or someone else’s)? (If so, delete).
Am I forwarding something about a virus or worldwide charity effort or other potential hoax? (If so, visit snopes and check to see if it’s ‘actually true).
Did I hit ‘reply all’? If so, am I glad I did? Does every person on the list need to see it?
Am I quoting back the original text in a helpful way? (Sending an email that says, in its entirety, “yes,” is not helpful).
If this email is to someone like Seth, did I check to make sure I know the difference between its and it’s? Just wondering.
If this is a press release, am I really sure that the recipient is going to be delighted to get it? Or am I taking advantage of the asymmetrical nature of email–free to send, expensive investment of time to read or delete?
Are there any little animated creatures in the footer of this email? Adorable kittens? Endangered species of any kind?
Bonus: Is there a long legal disclaimer at the bottom of my email? Why?
Bonus: Does the subject line make it easy to understand what’s to come and likely it will get filed properly?
If I had to pay 42 cents to send this email, would I?
That’s what I’m thinking about these days. If you’re an expert (e.g. consultant, speaker, coach) or small business
owner, perhaps you should be thinking about sponsorships too.
Personally, I’m looking for companies to sponsor my Sales
SheBang in Minneapolis on Sept. 23-24. These firms want to reach salespeople. They’d
get high value from exposure to conference attendees as well as my
newsletter and blog readers.
If this concept of sponsorship is new to you, take a look at what Nancy Michaels of Grow Your Business is doing in this area. On June 12th, she’s doing a FREE telesession on Generating Corporate Sponsorships. I listened to an earlier one and picked up some really good ideas.
Nancy is also putting on a June 27-28 sponsorship workshop in Boston where she’ll talk about how to:
Employ creative marketing techniques to stand out from crowd.
Attract and retain corporate sponsors for life.
Create a system and plan you can implement immediately.
Again, if you’d just like to learn more about sponsorships, make sure you listen in to her upcoming teleseminar on Generating Corporate Sponsorships. Remember, it’s FREE!
My friend, Greta Roberts who is CEO of Target Teams, has invited my blog readers to take a $400 Corporate Personality Assessment for free.
Why would she do that? Right now, her company is doing the final validation of a highly advanced assessment to help employers predict, assess and develop the performance of job candidates such as salespeople.
I took it and was impressed with its accuracy. It highlighted my strengths and the work environment in which I flourish, as well as areas in which I’d struggle.
If you’re interested, you must complete the questionnaire by Thursday, June 12th.They’ll send you a detailed, customized & 100% confidential report via email in about 3 weeks.
Click on the link below when you have 25 minutes of uninterrupted timeand are ready to begin. Make sure to:
P.S. if you plan to hire salespeople some time soon, this instrument gives you unbiased feedback on your job candidates. That’s a good reason to check it out now.
You know what I hate? I hate telling people to get my book. They give me this look like, "You’re just trying to get rich off me."
Ha ha! I make $1/book. That’s it. I didn’t write Selling to Big Companies to become a millionaire. I wrote it because it needed to be written. And, if you haven’t read it yet, you’re really missing the boat. Here’s why:
Amazon Ranking: It’s been a Top 25 Sales Book for over 2 years. Today it’s #10! That’s because people keep buying it!
This book is easily the best sales book I’ve ever read. Implementing Jill’s methodology has literally transformed my career and made me more money than I ever dreamed possible. I no longer view myself as a "sales person", I now view myself as a "business improvement specialist". According to Jill, this mindset is the #1 key to success. And I have to say I’ve seen this truth play out in arguably the most competitive business environment in the world, New York City.
The section on leveraging email as an account entry strategy has been especially helpful to me. I can’t tell you how many meetings I’ve generated from well-crafted, customized emails and subject lines. In the age that we live so driven by technology, get this book for no other reason than just that.
Barbara Killen sent me this email:
It works! It works! Recently I left two short messages for a person I thought was the decision maker. A few days later, a more senior member of the company called and left ME a voicemail!
She said she was very interested in … get this … the short, clear value proposition I’d stated both times in my messages! It was almost word for word! I was so excited, I couldn’t believe it. When I hung up, I let out a huge yell and my boss came running.
Startup sales experts Karl Goldfield recently wrote a detailed review on his blog - giving it his first perfect score EVER. He says:
This was a light read at 230 pages, but so packed with content I would find myself rethinking my own strategies as I finished each chapter. That is the sign of a brilliant educator is to effortlessly force the student to apply what they learned by changing their perception.
The clarity of her simple message is fantastic. What is even more compelling is that she admits her flaws, thus making you appreciate her as a fellow salesperson. It humanizes her experience and validates the insight. She feels like a colleague not a writer preaching the “way”. You can read more here.
And this is just a small sampling of the emails and messages that come my way on a regular basis.
So, if you’re struggling to crack into corporate accounts it’s time to get Selling to Big Companies. Don’t take my word on it. The book makes a difference.
I was in the midst of writing Selling to Big Companies when Jigsaw first contacted me. They’d just launched a sales portal where salespeople could buy or trade business contacts.
Since my book focused on the challenges of cracking into corporate accounts, I was immediately interested in learning more. I liked what I saw - and even recommended Jigsaw in my chapter on how to find decision makers’ names.
Now Jigsaw is on the move again. They’ve just launched the Open Data Initiative—a fast & free way to download thousands of company records in just seconds. What does that mean to you? In short, no more:
Searching the web for one off company data.
Renting costly company directory lists.
Subscribing to expensive data services.
With the Open Data Initiative you can quickly ID companies in your target market and build your list in seconds. Free company data starts on June 4th. Check it out.
As last season’s finale was approaching, I wrote an article on Sales Lessons from Dancing with the Stars. With another season finished and Olympian Kristi Yamaguchi as the new champion, it’s time for some more learning from this fun TV series.
That’s why I was delighted when, from out of the blue, I received the article below from sales expert Deidre Newman of Easier Sales. Hopefully you’ll enjoy it as much as I did!
10 Sales Lessons from Dancing with the Stars
1. It’s not just about the judges; the viewers’ votes count too.
All good salespeople want to build relationships with decision makers (the judges), but great salespeople understand the importance of getting to know the viewers too—the assistants, secretaries, end users and employees who are part of the judge’s network.
These people know the inside scoop on the prospect, such as why Len is in a bad mood today. They know the real “pains” within their organization and how those pains affect productivity. Take an interest in the viewers’ experience and they’ll become your best fans. 2. Listen and understand the decision-making criteria of the judges. If judge Len keeps saying how important precision is and that he wants to see the dances as they are classically performed (without all of that "mumbo jumbo”) then give him classic and give him precision.
You may love the “mumbo jumbo”, but it is not about you, it’s about the prospect. Listen carefully to what your prospects ask for and understand why it’s important to them.
3. Dancing is a team effort.
When Christian injured his arm and decided to stay in the competition, he knew he could only succeed if his partner, Cheryl, could choreograph great looking dances that downplayed his injury.
She did. They went on to the finals and Christian thanked her publicly for her excellent work. Recognize those that contribute to your success and be sure to thank them.
4. The costumes and the muscles matter. Whether you like
it or not, your appearance counts. Perception is reality, so pay
attention to how you present yourself, your company and your product/
service offering. Spell check email before sending, organize your
thoughts before placing a call and record a clear and professional
outgoing voice message.
Stand tall, smile, shake hands firmly and make eye contact. Choosing
professional, properly tailored and current attire adds points to your
score.
5. Befriend your fellow dancers. Get to know the
competition. The dancers always talk about what great friendships
they’ve made with the other dancers. You’ll see your competition at
trade shows, industry events and sometimes in the lobby of your
prospective clients’ offices.
Say hello. Introduce yourself. Why not? Check out their websites and
blogs; you never know what you might learn. And guess what? People like
to do business with people who get along well with others. 6. Keep your eye on the mirrorball trophy, but enjoy the dancing. Of
course you want to win all of your sales deals, but remember to enjoy
and learn from the process too. Marissa danced with joy; it was
infectious and kept her in the competition. When her scores weren’t
good, she listened to the judges’ feedback and made improvements
accordingly.
If you lose a deal, don’t just walk away, talk to the prospect to
understand what happened and make adjustments for your next
opportunity. “Shake what your Mama gave you.”
7. Be mindful of what you say on camera.
When Shannon
Elizabeth started bawling her eyes out on camera and complaining
because the judges criticized her, it was all over. Nobody likes a
crybaby. If you have an issue with something a client, employee or
employer has said or done, bring yourself to a place of calm and then
directly address the person.
Before speaking, know your intention: what do you hope to achieve by
saying what you are about to say. If it isn’t nice, necessary and true,
then maybe you don’t need to say it all.
8. Be professional and have fun. People like doing
business with people they respect and trust. They also want to do
business with people they like—people with whom they can connect. Early
in the season when Kristi Yamaguchi danced, she executed clear, precise
movements—certainly professional, but it was no fun watching her
because her smile did not come from within. She was stiff and didn’t
connect with her partner or the audience.
Once she was able to let go, feel the music and enjoy the experience, her performance improved dramatically - and she won!
9. Practice pays. Be prepared.
Dancers Jason and Edyta
practiced for 10 hours a day Wednesday through Sunday to make it to the
finals. Salespeople need to practice too: script calls, rehearse
presentations, confirm meeting agendas, follow-up as promised, and
research prospective companies before calling on them.
Decision makers appreciate salespeople who demonstrate
professionalism and take pride in their work. Don’t lose points for
sloppy performances, be prepared and score high.
10. Your success or failure can be a self-fulfilling prophecy. After
a winning performance one week, Jason Taylor announced that he’d be
giving the winning spot back to Kristi the next week and that is
exactly what happened.
Be positive and confident. If you do an excellent job and people
congratulate you, say “thank you” and know that you deserve it. Use the
opportunity to ask for referrals, recommendations or a testimonial. The
dancers ask for what they want (“call and vote!”) and so should you.
Sales expert Deidre Newman coaches & trains sellers on what it takes to win big contracts in the highly competitive B2B marketplace. For more info, contact her by email: mailto:dnewman@easiersales.com
But as luck would have it, I was the victim of two very disorganized non-enticing online sales presentations in the days following the invite. And to make matters worse, the hapless sellers had no idea how badly they’d bungled their opportunity.
Suddenly I had a lot to say! And if you’d like to listen in on the webinar, you can hear me talk about how to:
Avoid costly presentation mistakes that can delay or derail your sales efforts.
Craft a compelling value proposition that catches and holds the decision maker’s interest.
Demonstrate your expertise without sounding like a product-pushing peddler.
Doyle Slayton from Sales Blogcast recently interviewed me on my thoughts re: selling to big companies. As you might imagine, I had a few ideas on what it takes to be successful.
In Part I, he asks me:
What are some of the key concepts for selling to big companies?
How do you go about targeting the right amounts?
What advice would you give a salesperson who is frustrated because nobody is calling them back?
Sphere: Related Content
or other emoticons involved? (If so, reconsider).
I was in the midst of writing 
