Respond Now!

by Mark Larson, July 23, 2008

I am a web designer/developer by trade and, like many people, subscribe to various e-newsletters regarding my main line of business. Recently, I saw the following article at SitePoint, a very well managed web design information company:

http://www.sitepoint.com/newsletter/viewissue.php?id=2&issue=404&format=html#9

This article talks about SitePoint’s own issues with subcontractors who fail to respond to job offers. How often do we run into these problems in our own sales efforts? It does surprise me how many times sales people simply don’t return phone calls or emails. Of course, this isn’t all sales people, but for someone who makes their money speaking to others, it’s hard to fathom not following through on the most basic task in their job.

Read the article and post comments here if you like. Why would sales people ignore calls for potential sales?

iPhone App Store and Lessons in Sales and Marketing

by Mark Larson, July 21, 2008

I came across another great article from the guys at SitePoint. Their recent newsletter covers companies who are trying to sell applications at the new iPhone App Store (on iTunes) and how their marketing presence and support materials can either hurt or help their perceived product value.

Read the article here: http://www.sitepoint.com/newsletter/viewissue.php?id=2&issue=405#5

In the article, the writer compares the web experience of three voice recorder products and how their web presence portrays what kind of people are behind the applications.

I don’t bring this up because I think any of you are hot on the trail of a good voice recorder app for your iPhone. I do so to illustrate a key point in sales and marketing. We sometimes get so caught up in the intricate details of what our products and services offer, we forget what sort of image our entire outward-facing package portrays.

When it comes to sales, we may have our basic scripts ready for emails, voice mails, and face-to-face conversations, but there is more to it than that. We have to consider everything a prospects sees and hears and evaluate how it affects their desire to buy from us.

If you haven’t done so recently, try running your materials, presentations, and products past a reliable, objective third party who will give you honest feedback on the impressions you make. Don’t make this a one-time endeavor. The world is constantly changing and evolving. Therefore, so should your approach.

If you are running a Win Loss Analysis program, take constant care in evaluating the influx of information to get a feel for what perceptions you are putting across to those on the other side of the table.

By doing constant, objective analysis of your sales techniques on a regular basis, you can keep your material fine tuned to create the best sales experience for your buyers. In return, you can bet your close rate will do nothing but improve.

Fair-Weather Sales

by Roxanne Loosle, July 18, 2008

I have a few acquaintances who I hear from faithfully whenever they have a new MLM they must tell me about. Sometimes I go years without hearing from them and then, suddenly, I find their voice appearing frequently in my voice mail. I found it interesting how I appear on the list of these fair weather friends only when there is the potential for a sell in the offing. Building relationships with potential clients is critical. Sometimes this investment is months and even years in the making.

I frequently read about decisions being based on the comfort and confidence the customer has in the people they have worked with. This was driven home recently when I read a win/loss study of a multi-million dollar deal. The customer was impressed with the vendors product and remarked positively about the vendor; however, a lack of relationship with the vendor had a negative impact on the opportunity. The respondent stated, We didnt have a relationship with them at that time. I think when there isnt a relationship, it raises the risk. Theres no familiarity with that company, and youre not as confident in them as opposed to if you had some kind of a relationship.

Showing up on the doorstep only when there is a deal in the making is not a formula for success. Make initial contacts with potential new customers and continue to reach out to these people. There are many reasons to maintain contact even if there isnt a current opportunity with the customer. Notify them of new product releases, get to know them so you can know what their needs are and what you truly can do to help them. As you come to know them personally and professionally you can develop a relationship of trust and your company is no longer an unknown quantity.

Also, dont forget about your existing customers. Dont disappear after the sale. Maintain the relationship you worked to forge during the sales process. Reappearing only at renewal time is irritating and marks you as a fair-weather sales person.

Developing and maintaining relationships with potential customers, even when there isnt an apparent opportunity, will improve your sales over time and build a customer base that will be profitable.

Taking Prospects to “Meet Mom”

by Mark Larson, July 10, 2008

I have found myself back in the dating game recently and have noticed how some elements of the sales process so easily coincide with dating. Take references as an example. As a dating relationship evolves, there comes a point where you want to impress your partner with the company you keep. This usually means one of two things: family or friends. You either take your date to a family function or go out with some of your friends.

Of course, in doing so, you want to set the right scene. Do you want to take your partner to a family dinner where drunk Uncle Chuck is going to hit on her, or put her in the middle of the long running feud between your mom and sister? How about going out with a business colleague with whom you’ve had several conflicts? Do you think any of these situations are going to put you in a good light?

Many times when trying to improve a sales relationship with a new prospect, there comes a point when the prospect asks for references. You know what’s going on in the prospect’s mind: they like what they see in your company, but they want to get that objective opinion from a third-party just to confirm what they already think.

The question is, are you sending the prospect into a “family feud”? Are you referring them to someone who will only back-stab you?

You may think this is a no-brainer, but you’d be surprised how often we find in our research that references give lukewarm or even poor reviews. Why would you refer a prospect to these people? Too often, a sales person or company will generate a list of references and then let it go stale. Little thought goes into making this list a living document that continually evolves. You may even consider generating your own personal list of your very best clients. Consider picking the ones you talk to the most and have the best overall relationship. That way, when you need to put yourself in the best light possible, you know the experience the prospect is going to have.

References can be a great tool in solidifying a deal, but if you are not managing your relationships properly, you could be sending your prospect into a family fight that all but ruins your chances.

Why I Hate the Telephone

by Bill Van Fleet, July 2, 2008

I have a credit card through my bank. Its convenient because I can essentially use it as a part of my account, switching money from my checking, or making payments almost instantly online. Its particularly helpful because the direct connection among the accounts eliminates processing time, giving me the flexibility to pay my credit card bill the very day it is due, if necessary.

My account comes due between the 4th and 8th of every month, depending on weekends, holidays, and other factors only the people at the bank understand. I had marked on my calendar that the card would be due on the 4th, so on the 3rd, I logged onto my account page to schedule my payment. I checked the due date and broke into a cold sweat. It showed the account due on the 2nd. I was already late.

I summoned the will to live long enough to make my payment, then slouched in my cat-scratched office chair, the fine print of my cardholders agreement rising from the murky pool of my memory with startling clarity. Late fee. 29.97 percent APR. How could I have been so careless? I imagined employees of Experian, Equifax, and TransUnion loosening their business-casual attire, joining hands, and dancing with glee upon my credit report.

Ive made late payments before. Generally speaking, credit card companies are reasonable about this sort of thing. Ive only ever paid a late fee once. So why the near stroke? Why the gut wrenching, Celine Dion screaming terror? Because I would have to call customer service.

I had to make a choice. Pay $39, risk losing my low APR, and potentially have a glitch on the credit report I would rely on to qualify me for a mortgage, or endure the horror of dialing the 1-800-number, navigating an option menu that has recently changed, and arguing with a person who barely makes minimum wage but is for some reason incredibly loyal to his employer.

The real problem here lies with expectations. What should be a simple process is transformed into something so unpleasant that Id rather just pay unreasonable consequences for my honest mistake than make a phone call to correct the situation.

Setting expectations is incredibly important, and deals are lost based entirely on the reputation for poor or difficult service, or even just the perception of that possibility. Service level agreements are a great way to reassure a client, but the first step for any company is making it onto the short list. A service or product is really only valuable when it functions the way the purchaser expects, and with the amount of market intelligence available, no serious contender can afford to be viewed as a risk in this area. Setting positive and realistic expectations in marketing and during the sales process is important, but fulfilling those expectations is a necessity.