What buyers expect from salespeople
I wanted to share a recent post of mine in response to the following question:
What are customers looking for most from a relationship with a salesperson?
The Boyens Group has interviewed over 3,500 companies and during the interview process asked them what salespeople do that they like, what salespeople do that they hate and what salespeople could do better. Their responses can be broken into four specific quadrants. Buyers expect salespeople to demonstrate:
- Business Awareness (understand basic business functions, know the industry and understand their customer’s world including their terminology)
- Product Application Knowledge (use a consultative sales approach, focus on their needs and not someone who pitches products)
- Interpersonal Skills (someone who is credible, sincere, trustworthy and competent)
- Sales Professionalism (someone who is organized, efficient and a salesperson that follows a consistent process)
The bottom line is this…the buyer is in control so the salesperson needs to build a relationship that enables their buyer to buy!
Product Application vs. Product Knowledge
Do you demonstrate product application knowledge when engaging your prospects or just product knowledge? There’s a huge difference. Leading with features and function usually leads to objections. Demonstrating how product application can make someone’s life easier is a winning proposition. I’ll be detailing this subject at the upcoming Accelerent Event in Nashville on May 13th. This invitation-only event will be held at Allen Arena at Lipscomb University. There will be over 400 business leaders from the middle Tennessee area attending so I’m sure that some of your prospects and clients will be there. This is a great opportunity to make invaluable business connections, hear an inspirational message from Dennis Snow regarding customer service excellence and enjoy a free breakfast. Go to this URL to register as a guest of the Boyens Group. http://www.accelerent.com/memberlogin.php?rsvpid=1806&memberid=1213
Quantify Your Impact
Are you able to quantify the impact you have had on your clients? For instance increase of revenue, decrease of costs, improvement of operating efficiency, etc. If not, why not?
Reward All Referrals
Here’s someone who walks the talk! Thank you to Cindy Hazen with Sales Executives, Inc. for rewarding my referral with a cookie bouquet. More referrals to come.
Jumpstart Sales Workshop
To all that attended our “Six Keys to Jumpstarting Sales in 2011” this past week, thank you, once again, for investing in your professional development with the Boyens Group®.
We received completed feedback forms from twenty-eight of the thirty-one attendees and I’m delighted to report that the workshop received a rating of 4.64. As a reminder, a score of “5” indicates that the workshop was valuable and a score of “1” indicates that the workshop was not valuable. What makes this rating even more pleasing is that we had such a diverse audience (i.e., salespeople, sales leaders and corporate executives representing thirteen different companies). While we received a lot of positive comments, the tools/processes/concepts that received the highest scores were: 10 Keys to Generating Referrals, Objection Response Library, Email templates, Unique Value Proposition (UVP) exercise and Stand FIRM© Action Plan/Internal Cost Justification.
The key to success in 2011 will be the successful integration and execution of the tools, processes and concepts that you learned/practiced during the workshop. The next 30-days are critical if you want to reap a positive return on your investment. Make the changes and reap the benefits!
We remain committed to helping everyone achieve their business goals, so please let us know how we can support you going forward.
Jumpstart 2011: Account Penetration Strategy
I wish you all a very happy and prosperous new year. Over the past two weeks I did enjoy some down-time with my family in observance of Christmas. That was great! Now it’s back to work. Time to grab the wheel again and steer the course for a fast start to 2011. Let’s start with assessing the business that we have with our existing customers. In order to increase your share of wallet with existing customers you need to know how much business you have with them today and identify that business by departments. The next step is to determine how much more business is available in other departments with that customer. We’ve created a 12 Point Account Penetration Check List that allows you to determine what share of wallet you have with existing customers and helps you strategize getting more of it. I’ll be covering this in great detail during our January 12th Sales Productivity Workshop in Nashville.
Don’t let complacency of existing clients bite you in the buttocks!
Jumpstart 2011: Target Opportunity “Hit List”
To jumpstart 2011 it’s important to create your own Target Opportunity “Hit List.” This should not be confused with a pipeline report but rather an extract of your pipeline identifying those opportunities that could make or break your month, quarter or year. Your “Hit List” should include competitive takeaway accounts, prospects in vertical markets (i.e. healthcare, transportation, financial services, etc.) where you’ve had success in the past and other large opportunities in your geographic area. Your “Hit List” should include the following information:
- Prospect company
- Titles/functional areas you plan on targeting
- Products/services you’d like to sell
- Initial order size
- Annualized revenue amount
- Current supplier
- Your probability (%) of closing the business
Jumpstart Sales in 2011
Flying to Brisbane, Australia in 2007
On one of my many airplane flights I had the opportunity to sit next to a pilot that gave me some disheartening news. He said, “When a plane takes off its frequently off course but usually ends up landing at the intended destination”. That wasn’t the best news for a frequent flyer to hear, especially traveling overseas to Brisbane, Australia. He said that they had to constantly veer off course due to weather, traffic congestion and other variables. When I’m on a plane I don’t want to hear that the pilot is subject to variables that take them off course but I can completely understand it from a business perspective. Every day, I work with clients that are completely overwhelmed navigating the mine fields that drive them off course. Mine fields that could have been eliminated with a bit of planning and execution. In business we have the opportunity to set a course and pave the road for smooth travel.
At the end of each calendar year I do for my clients what I do for my own business. I take inventory of our people, processes and procedures to ensure a quick start to the New Year. Over the next few weeks I’ll be detailing specific actions to keep your company on course to help you jumpstart sales in 2011. Buckle up!
CMA Awards: Planning and Execution
Miranda Lambert
Sitting in the “nose-bleed” section does have its advantages. My wife Cindy and I went to the Country Music Association Awards in Nashville last night. From our vantage point I was able to view the behind-the-scenes preparation for each artist’s performance. It was interesting to see the results of careful planning and execution…a show-stopping performance! You can see the people assembling Miranda Lambert’s set along with another set in the far section of the stage. Just like in business you have to have a plan and then successfully execute that plan to achieve your professional goals.
Set Up for Miranda Lambert
Miranda Lambert Performing
Pat Williams’ Keys to Leadership
Yep, that’s me at the June 16th Accelerent Kick-Off Event. There were close to 400 business leaders in attendance at the Curb Center, located at Belmont University in Nashville, TN. The event registered high marks from all that attended. After I spoke, I had the privilege of introducing Pat Williams, the Co-Founder and Executive Vice President of the Orlando Magic. Pat did a great job detailing his experiences in leadership and the need to hire top-notch talent.
