---------- Forwarded message ----------
From: Zig Ziglar <editor@ziglar.com>
Date: 28/05/2009 17:39
Subject: Ziglar Sales & Motivation Newsletter
To: "Paulo Silva (OV)" <ordem.v@gmail.com>
Print Version May 28, 2009 Edition 10
| | Selling Deep By Bryan Flanagan | | Earlier this year, one of my clients conducted a customer satisfaction survey. The number one response was, "I want a knowledgeable salesperson helping me." I asked my client how she was interpreting that response. She said that she thought it meant that more training was needed in the area of product knowledge. I suggested that she study the surveys a bit more. The reason for this suggestion is that most salespeople can learn product knowledge on their own by studying and/or using the products. They can read a user's manual. They can observe other salespeople selling the product or service. In other words, salespeople can learn product knowledge by themselves. Most salespeople don't need more product knowledge. What most salespeople need is more knowledge about the prospect and his or her needs, issues, and challenges. If the salesperson took the time to uncover the true concerns of the prospect, he or she would know what features of the product to demonstrate. He or she could then communicate the value, advantages, and benefits that would most serve the prospect's needs and solve his or her problems. Salespeople who live off the "low hanging fruit" never seem to develop the skills necessary to uncover the true concerns of the prospect. These individuals aren't skilled in identifying the specific needs of the prospect. These types of sales individuals just take the easy sales (hence, the low hanging fruit) and move on to the next tree. You can make a sale that way but you can't build a profession that way. You must learn to probe for needs so that you can truly serve your prospects. You must learn to climb the tree so that you can satisfy more of the prospect's needs. Once you have acquired those skills, you can better sell more of your products and services to meet more of the prospect's needs. This is referred to as "cross-selling" and/or "up-selling." It is also referred to as "selling deep." That is, selling deeply into the prospect's true needs and wants. Yes, you have to meet their recognized needs, but you should also attempt to determine the deeper needs that the prospect may have. Oftentimes, the prospect has a need but has not yet realized it is a true need. | |
| What is your Headline? | | By Susan Enns When people read the newspaper, it is very rare they read every line of every article. There are just too many articles and too little time! In reality, people only have enough time to scan the paper, reading only the articles where the headline has caught their interest.
Similarly, it is rare for prospects to meet with every sales representative who calls. There are just far too many sales representatives and too little time! In reality, prospects will only invest their valuable time to meet those sales representatives whose headline of their prospecting approach has caught their interest.
When a prospect tells you, "I am not interested," what they really are telling you is that you were not interesting enough! Simply put, your headline must answer the question "What's in it for me?" If you only state what product or service you sell, you will not answer this question. However, if you also say why your product should be purchased or the benefits of it, you will.
For example, "My name is Sam Sales Rep, and I sell advertising for the Daily Press," is not a headline that would generate much interest. In fact, you lost this opportunity by the time you said, "I sell..."! A better headline that generates interest would be, "My name is Sam Sales Rep with the Daily Press. We have been able to help many businesses like yours acquire new customers and increase sales through the effective use of print advertising." What business owner is not interested in finding new customers and increasing sales? Now you have my attention!
Businesses exist to make a profit. Once they make a profit, they want to make more. The only way to do that is to either increase revenues or decrease expenses. Any headline that references this is sure to answer the question "What's in it for me?" and will generate interest.
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| The Lighter Side of Selling | | At the pearly gates, the questions can be all too obvious. Three friends arrive at the Pearly Gates and St. Peter asks, "When you are in your coffin and your friends and family are in mourning, what would you like to hear them say?"
The Human Resource Director says, "I'd like to hear them say that I was a great advocate for the people I worked with."
The Sales Manager says, "I'd like to hear that I was a great leader and cared for my team."
The saleslady says, "I'd like to hear them say, 'Look! She's moving!!!'"
| | | | Learning Events | | Featuring Bryan Flanagan and Krish Dhanam Don't miss out on the fun and learning that is happening at our monthly webcasts! And the first one you attend is FREE! | | Talk Back | | Talk back to us! Let's network! What do you sell? Tell us by clicking here. | |
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