Brandon L. Clay's Blog, page 13

The Hardest Working Man In Show Business!

The year was 1984 and I was a sophomore at Georgia Tech.  I was lead singer in a group called Up N Coming (yes...I know!). As you can see, we were a mix of Parliament, Earth Wind & Fire, and I had the Michael/Prince hybrid thing going (that's me...far right with trench coat in August)...we were eclectic indeed. Some of the most fun I have ever had...but also hard work. We took practice seriously as we were looking for a record deal (don't laugh - several years later the founding members actually got a contract as a gospel group!).  We also needed money so we used to do gigs (that is a musicians term for job) and then we did our side hustle for our own parties. We made up some low cost flyers and we pasted them everywhere on campus - on doors, on cars and on telephone poles.  We would charge a cover and the venue would sell food and drinks and we got a portion of that, too.   We were totally unknown and the campus music scene was very competitive.  Our band leader, Alfred, was a taskmaster saying,  "We have to hustle to get people to show up the first time, but we have to practice and be tight so they come back the next time...with a friend". I am sure he is wealthy today...because he was right! We would practice 3 days a week and would post our flyers 3 days leading up the event.  I remember saying, "I am a lead singer and shouldn't be seen doing such drudgery" (a star in the making for sure!), but Alfred fired back,  "If you want to get paid, you will put in the work!" Nuff said. What about you?  If you want to get paid, you have to put in the work!  Remember the hierarchy of marketing pyramid?  It is not designed to be all-inclusive of every marketing approach but should give you ideas about how to build your business.  Since most of my readers are in the insurance field (how did that happen?), these methods are given with you in mind.  Next up on the list...door hanging.   It does not have to be door hanging, specifically, but a print based medium that you distribute using good ole "foot postage".  Like canvassing, it is not a sophisticated or fancy approach, but it works.  It is a kinder, gentler form of canvassing since a conversation or appointment is not the goal...getting the word out about your business is the focus. We will take a day or two to review ideas on how to build a grass-roots following using simple, professional tools that you can print from your home computer or send to an online printer like Vistaprint.  The experience in the college band taught me something... any form of marketing, however simple, done consistently, will generate results.  Gig #1 - About 40 people showed up and we lost money.Gig #2 - Just under 100 people showed up and I got gas money!Gig #3 - We had to turn people away and I paid my car note!Gig #4 - We were in a bigger club and people came to see the guy who sang like Prince and danced like Michael Jackson...a star was born. We generated $1,000's of dollars that summer and for the next year... all from flyers delivered with foot postage.  We eventually got a booking company that helped us get bigger events...for a hefty percentage, but our name was out there. Of course, we still did our own thing since we got to keep more of the money.  At the end of the summer, we were paying local kids to put our flyers out.  When he made the announcement of the new approach, Alfred turned to me and said, "You are too big of a star to be seen doing such drudgery". His sarcasm notwithstanding, that's the good part about paying your dues...once you have done it, you graduate to higher levels of opportunity and effectiveness.    How will people hear about your business and services?  Marketing.  Marketing is the foundation of every great business.  Every interaction with a prospect brings you closer to securing a client.   Do the work!  You can only become a rock star after you have spent time as...   The Hardest Working Man In Show Business! Until tomorrow, I wish you Money, Power, Success!

Time for a Gut Check!

Happy Monday!   I hope you had a great Independence Day weekend.  One filled with food, fun and family. Mine? It started with the annual Peachtree Road Race...the biggest 10K race in the world with 60k particpants.  I have always believed that running is a metaphor for life... this day was no different. Because of my time last year and my two half-marathon times, I moved from the "newbie" category of the "W" flight...all the way to the elite runners in flight "E".   Don't hate - I earned that status by paying my dues. That means I wouldn't have to dodge the casual walkers, the kids, the older runners and those who are just there for the festivities along with 250,000 cheering onlookers.  It meant I would run a substantially faster time since everyone in my group would be equally matched...actually running. Learning a logistics lesson from last year, we left the house at an early time and boarded rapid transit at the lowest point to avoid the massive crowds and delays.  Despite our efforts, I missed the "E" train (you had to see that coming!) and had to take the walk of shame back to "L"...Natalie was set for "P" so she was fine.   I now had to run with all the folks I thought I wouldn't have to see again.  Natalie told me to "just have fun" and gave me a kiss for good luck. They sent us off and I began running the gauntlet.  I must has looked like Emitt Smith in his prime for the Dallas Cowboys...cutting in...cutting out...two-stepping my way...waiting for things to clear... They never did. At about mile 4, I had wearied of the "hopscotch" and pulled into the slow running lane.  Just then, we passed by Shepard Spinal Clinic and they had several of the paralyzed patients on the street giving high fives to runners passing by.  I was too far away to connect, but the visual had done it's job... Ok, Brandon...Time for a Gut Check! It was a beautiful day, the weather was perfect, the crowd was enthusiastic, the runners polite saying "excuse me" as I passed them, Natalie had gone with me (she ran her personal best!) and most of all...my Patellar ligament didn't hurt! Upon "real" inspection and introspection, the conditions were perfect for me to run a good race in spite of my "disadvantaged" start...but I had to dig deep and give it all I had to give.  Since running is a metaphor for life, I have a few questions... Did you get a slower start than you expected? Are you allowing the less than perfect conditions to be your excuse to run in the "slow lane"? Are you digging deep to reach your goals? Sales is a proportionate business. That means that what you put in...you get out.   Sure, there are people who get lucky every now and again but the really successful people are "making their luck" with extraordinary effort and dedication.   I know that last weeks canvassing discussion showed some of you that there is another level of "heart" necessary to make it in this business...especially when you don't have all the advantages of money and plentiful lead sources. As I passed those people who may never run again, I renewed my resolve to leave it all on the streets of Atlanta.  I dodged a few hundred more people, giving them encouragement as I passed them.  The last 1/2 mile, the lanes opened up and I was almost in a full sprint (that's what I saw in my head anyway!).  My heart felt like it could burst but the stride was strong and committed. Hands raised as I passed the finish line, I got a glimpse of my time.  Though I started about the same place as last year, I was almost 2 minutes faster! Yea, running is a metaphor for life...  Don't give up...find the inspiration that is all around you...dig deep and give it your all.   If you cant find it, then it is... Time for a Gut Check! Until tomorrow, I wish you Money, Power, Success!

A Few Of My Favorite Things!

A Few Of My Favorite Things! Happy Friday and Independence Day!       I will make this quick but it fit in so nicely to the last few days and the theme of canvassing I had to share...you didn't really think you would get a break did you?  I was coming out of a store today and a young man came up to me with a flyer in his hand.  I had seen him approach two other people and they had waved him off. I got ready to do the same when he said, "You look like a golfer...what's your handicap?"   I said, "I don't disclose such information".  "Would you be willing to play a round of golf for a for a good cause?"  What I didn't tell him is that I would play a round of golf for any cause! He gave me a flyer, shook my hand and said, "I hope to see you there!" He was courteous, short, sweet and to the point.  I am also a golf junkie so the sale was easy.  When supply meets demand...a sales is made...but only if you ask!    Try canvassing... IT WORKS! Twenty minutes later, as I am getting gas, another young man walks up to me and asks me, " What do you think of when you think of the 4th of July?"  I said, "Freedom and Independence" in a short tone. Unfazed, he then asked, "What else do you think of?"  I was about to end the conversation, abruptly, when he said, "Hotdogs...right?"  Before I could say anything else, "We are giving hotdogs away all day on the 4th...bring this flyer and the dogs are on us!"  As he walked to the next person, I looked at the flyer and remembered it is a place my kids have gone before and they said the hotdogs were tasty.  Sure the "free promotion" is likely going to be followed by an "upsale" but who doesn't love a good dog?   So count me in!  After the Peachtree Road Race with 60k of my closest friends, I will deserve a fully dressed dog...or two! Ok, more real life examples to show that canvassing works .   Two spontaneous meetings that compelled me to do something I was not thinking of doing in the moment.  That is the point of canvassing...finding people who don't know they need what you have.  The live interaction is the "spark" the prompts them to act on the newly realized desire. In both of these cases, the last thing on my mind was golf and hot dogs.  I initially rejected the opening but with a good attitude and a little skill, I was converted into a customer.  It didn't hurt that golf and hotdogs are... A Few of My Favorite Things! Until Monday...I wish you Money, Power, Success! Have a great weekend!

A Blank Canvas!

"Life is a great big canvas; throw all the paint you can at it."Danny Kaye  Case Study #3 - When I was a young child, we had a man that was always in our neighborhood that we called "Mr. Charlie".  He was a white man in a yellow VW bug walking around every week in an all black neighborhood (It was 1973...that matters).  I didn't know what he did, but like clockwork, he was there every week.  Some of the folks he saw would give him food and they would talk and laugh for a few minutes.  Most times, he was in a polo type shirt, especially in the hot summer months. There was a distinct occasion, I remember he wore a white short-sleeved shirt with a black tie.   He was going to the house of someone who has just died.  I saw him hug our next door neighbor as she cried over losing her son.  Funny what you remember as a child.  15 years later when I first got my insurance license I realized that Mr. Charlie was a debit insurance agent.  He would collect small premiums and when necessary...deliver the policy checks to those that were grieving.  I know that most of the people he sold did not hear about him from television (they didn't have them!)...or direct mail (some of them couldn't read - I know, I used to read their mail to them!)...  No...they heard about and "took out" insurance because Mr. Charlie was the "feet on the street"...canvassing.  Those folks who received a $2,500 or $5,000 check would tell you that Mr. Charlie prospecting, canvassing, selling and servicing made a difference in their life.  They would tell you that...  IT WORKS!
   A Few More Pointers For Effective Canvassing  Make an introduction not an interrogation.  In the first moments, you should spend your time letting them know about you and your services.  A rapid fire series of questions trying to qualify them will likely be met with objections.Have literature.  While the goal is to set an appointment or do a demonstration, if they ask for a card or literature, provide it.  It will make you look more professional and who knows...they may call you!Get a phone number.  If they say "give me your card and let me get back to you", ask if they mind you calling them at a specific time.  The more you can do to solidify next step, the stronger the connection.Use focused time blocks.  Pick a dedicated time to canvas, such as 3 hour blocks twice a week.  Once you create a plan...stick with it!Set an appointment.  Resist the urge to sell in an environment that is not conducive.  If the grandkids are there or if customers are present, they are likely distracted. Set a firm date and time to present your product. Have a script but don't be married to it.  A live conversation is more dynamic than telemarketing.  You need a script to stay on track but you must be ready for real time adjustments.  Be quick on your feet and ready to react!Measure, Monitor and Manage results.  How many doors or businesses did you visit? How many people did you talk to...how many set up appointments or were sold?  Knowing how effective you are will build confidence or allow for refinement.Make a goal. Set a target and objective for what you want to get out of the exercise.  Formulate how many contacts you need to make weekly to generate a certain number of sales.  The tactics must align with the target!    I hope the last few days have given you a fresh perspective on an activity that might be the difference maker in jumpstarting your business.   Canvassing is the cornerstone of how modern day marketing began...it might work for you.  Suspend judgment and look at this exercise as... A Blank Canvas! Until tomorrow, I wish you Money, Power, Success!

Keep A Knocking! part 2

  Case Study #2 - A few weeks after our first child, Chaz, was born we got door-knock from a children's encyclopedia representative.  "Congratulations on your new baby!" (Yikes, even before the days of the internet there is a lot of information floating around about you!) "I know you want to raise a brilliant child.  Studies show between the age of 2-5, children learn at a greatly accelerated pace.  The program I offer today gives your child a learning advantage that will help them succeed in life." Yes, you know the rest.  We did buy.   We used these books for all three of our kids and we have raised smart, artistic, entrepreneurs with one working on her 4th language with a 4.0 at a major university. All from those books?  Heck no...but they did make a difference!   The point here, is that we bought them from someone who was canvassing...with a good message/product...professionally delivered.   IT WORKS! More Pointers For Effective Canvassing!  Respect personal space.  If you in a residential neighborhood, make sure you step back from the front door to be less threatening. A business owner will be less receptive if customers are being serviced so don't interrupt!Be relaxed.  People can sense if you are nervous or anxious.  A relaxed posture, steady speech and a smile can actually put them at ease long enough for your opening.  Remember that you are relying on the odds and not the reaction of one prospect...relax!Be Friendly!  A smile goes a long way in opening the door to an evolving conversation. You want to be authentic and sincere as you conduct this activity.   Knock Already!  Once you have stepped on the porch go ahead and knock.  Any lingering or pondering will make you look suspicious!  Get yourself together before you approach the home or business.Move on quickly.  If no one answers in the first few attempts, move on the next location.  Yes, they may be home and you can hear the dog barking.  They are not opening for a reason and are not likely to be a good prospect.Thank them for their time.  Anytime you are fortunate enough to have a conversation, regardless of outcome, thank them for their time and attention. Keep A Knocking! Until tomorrow, I wish you Money, Power, Success!

Keep A Knocking! part 1

Did you find your canvassing happy place yet?  Need more proof that canvassing done right works?  Over the next three days, I am going to share a few of my personal experiences with canvassing and then give a few pointers on how to be more effective with it.  Why so much emphasis on canvassing?   If you don't have much marketing money, or need to get things moving quickly, canvassing is a direct to consumer/business activity that can yield immediate sales opportunities.  The exercise of canvassing builds the closing muscle! Most of my audience are insurance professionals and this is the perfect medium to build a client base from scratch. It is not glamorous or high brow, but it is effective.  Churches are built, politicians get elected, business owners get copiers, healthcare and insurance gets sold, not to mention Girl Scouts selling cookies (Thin Mints for me please!)...all from canvassing.  Why? IT WORKS! Case Study #1 - Natalie and I had been married about a year and had just bought our first home (good ole FHA!).  One evening, I had just gotten in from work and was tired, ready to eat dinner and channel surf.     "A man is coming over to show us vacuums.  He has been canvassing the neighborhood and I told him to come back at 6:30 when you are home".   She had wanted to integrated system for the home we built, but at $2,000, I vetoed it. Before I could veto the appointment, the doorbell rang... Darn!  "My name is Steve and I represent the worlds greatest product for new homeowners like yourselves...the Kirby vacuum." I had an in inside sales job at the time and remember thinking,  "The nerve of this guy...knocking on doors when people want to be left alone.  There is no way he will make a living this way!" While we didn't (more accurately, couldn't!) buy, 3 people on our street did...that day .  He canvassed the entire neighborhood and probably sold a dozen units that week.  Sure, that was over 25 years ago and things have changed...Kirby now sells online and other retail outlets.   While you don't have to agree with or like their methods, they still have a field force that canvases...Why? IT WORKS! A Few Pointers For Effective Canvassing! Believe in yourself.  Sure, this may be out of your comfort zone but you can feel good about canvassing because you are paying your dues.  You are building a solid foundation of success and you have the gifts and talents to win people over...right?  Thought so!Believe in your product.  Have you ever said, "I could sell more if more people knew about my product?"  Here is your chance to prove it with direct interactions with potential clients.  Many products are bought and sold every day using this approach.  What about yours?Safety first.  If a neighborhood, house, or person answering the door give you any kind of pause...move on quickly.  This is not an "all costs" exercise. Trust your intuition!Pick your spots.  While door to door for consumers is "random", use your lists to give you a higher likelihood of qualified prospects.  Same for business communities...go where your product is needed.Dress the part.  Temperature and style should primary considerations but maintain a professional image and demeanor at all times.  Shirt & tie optional and high heels are not recommended unless you are calling on businesses.Use the buddy system. Team up with like-minded associates and work an area together.  You can have daily contests, share war stories, but most of all support each other in the activity.  You are more likely to stay committed if you team up.  Keep A Knocking! Until tomorrow, I wish you Money, Power, Success!

The Joy of Canvassing! part 1

Happy Monday!   You remember the man in the picture...right?  His name is Bob Ross and he was a former military man turned artist.   As a young child, a rainy Saturday afternoon would have me sitting in front of the television (before cable!) with four programming choices...CBS, NBC, ABC...and PBS. Sesame Street would just be signing off and Bob Ross had a show called "The Joy of Painting".  He would stand in front of a blank canvas and say..."What do I see today?"  "A happy little tree could go right here"..."A singing bird would go perfect there."  His soft spoken, "don't worry, be happy" demeanor belied his military background and was part of the charm of the show.  At the end of 30 minutes, there would be an amazing scene that evolved and transformed right before your eyes...from a blank canvas.  He believed you could do the same... if you could find your happy place.   Prospecting is also an art... and it starts with a blank canvas.   Canvassing is basic.  Primal.  To be good at canvassing you have to find your happy place. Depending on your age and industry, it could be called door-knocking, soliciting (be careful!), clover-leafing, hot-knocking, cold-calling and gold-calling.  The more contemporary names (to make it feel more dignified) are grass-roots, community-based outreach and B2B. Make no mistake, no matter what you call it - canvassing boils down to you meeting a stranger, engaging them in a conversation about your business/product and hoping that interaction evolves into a sale...and doing that dozens of times a day!   When you hear it said like that, no wonder most sales people "turn up their nose" at it.  But there is one thing you need to know before you get a nose bleed... IT WORKS! While I was in college I needed money.  I needed a flexible schedule and a chance to make $10-$15 an hour.  By chance, I saw an ad on the corner of Georgia Tech and North Avenue: College StudentsEarn $10-$15 an hourFlexible ScheduleCall Today!  My prayers were answered! I went for the interview and they told me I fit the profile...young, good looking (duh!) and energetic (duh again!).  They partnered me with an extremely attractive (before Natalie!) "manager" who was going to take me out in the field and show me the ropes. I had no idea of the product or where we were going but when this manager smiled and said, "It is going to be a great day" something on the inside of me said, "Yes, I agree!" I left my car at the office and drove with the manager to "the hood"...and I do mean..."da hood".  She had nerves of steel as she went door to door with an attaché case that I had no idea what was inside. "Is the lady of the house in today?"  she would say if a man answered the door.  If he answered "no" then she hit another speed... "As I am sure you treat your woman like a queen, what I have today would be perfect for the person in your life." She took a velvet bag out of the attaché and pulled out an exotic bottle of perfume.  She sprayed a light mist in her direction.  She then stepped closer to the man as the door opened wider and she tilted her head to the side and back to give him a whiff of her neck. "Smells amazing, doesn't it?"  Ok, it really doesn't matter what was said next (this is not a romance blog!).  All I know is at the end of 6 hours, 200 knocks (she put tic marks on a page), 40 people answering (she tic marked that too!)...she sold 9 bottles at $25.  Her cost was $6 a bottle for her daily profit of $171 (cash!) for an hourly rate of $28.50. Lesson? You could say that sex sells...and it does, but this was not that simple.. You could say men buy from beautiful women...and they do, but many men said "no" and she sold to women too..  She was not overt nor distasteful...she just exuded a confidence that I had never seen before...or since.  The real lesson is that canvassing works when you work it with boldness, have an approach built to your product/personality and measure your results.   To be effective you must find your happy place and embrace... The Joys of Canvassing!   "I believe every day is a good day when you paint."   Bob Ross   Until tomorrow, I wish you Money, Power, Success!

The Old Prospector! part 2

Happy Friday!   "Sales are contingent upon the attitude of the salesman - not the attitude of the prospect." W. Clement Stone Prospecting is hard work...  Yes, I said that yesterday, but it is still true!  If you do not have a steady flow of client opportunities, then you have to prospect.  If you are an independent sales person then the full responsibility of finding clients falls to you.  Even if you work for a company, they are relying on you to augment their marketing efforts with opportunity cultivation of your own. Before we begin to look at the specifics of each method, here are my "Top 10 Things to Consider When Prospecting"; 1. Prospecting is not selling.  Yes, I know insurance people who canvas and go right from the front porch to the kitchen table...and sell policies.  Great work if you can get it!  There is a place for that strategy based on several factors, but generally, the goal of prospecting is to build a pipeline of qualified people that you can then make a full presentation to.  In most cases, it is a two-step process. 2. Price is no an object.  Don't objectify your product by offering price while prospecting.  When someone asks, "How much does it cost", we get excited thinking they are showing genuine interest.  The moment you give price without value creation, you allow commoditization of your product - the cheapest product usually wins...is your product the cheapest? 3. Who is your ideal client?  If you could create a "perfect" profile of your ideal client, what would they look like?  Make sure to include key demographic factors such as age and income ranges.  For effective and efficient prospecting you have to narrow your focus to the group that needs and is willing/able to buy your product and services. 4. Where can they be found?  If you are selling used Bentleys, then your clients are in a particular zip code.  Selling insurance, then you can cast a wider net.  Either way, you may need to seek professional help.  Reputable list companies can help you locate conentrations of people who are likely purchasers of your products and services. 5. Name recognition.  Is your company well known in the market you are prospecting?  Is the reputation positive?  Do you represent a group of companies and some are household names and others obscure?  As you look at effective prospecting you have to be mindful of your companies place in the mind of the prospect.  Lead with the strongest message possible.    6. What prospecting methods work for top producers?  As you go to seminars or weekly meetings, observe what the successful people are doing.  Likely, it is heavy on repeat business and referrals (skill phase) but successful sales people are always engaging other prospecting methods.  They still call on businesses or do direct mail...they are always prospecting. Their results mean it is possible for you too! 7. How much time can you commit?  All forms of prospecting require effort...which means time.  We all have to eat while we hunt, which means you have to find clients while you are closing clients.  If you have a limited pipeline, you should block out specific days to devote to prospecting and the other days to full sales presentations.  If you have a steady stream of opportunity you have to devote time as it is available so your well doesn't run dry! 8. How much money can you commit?  If you have no money, then you have to engage prospecting methods on the left side of the "y" axis (upper left quadrant!).  As you begin to have money to invest in your marketing efforts, you have to decide how much.  If you knew you could spend $500 on a direct mail campaign and close $2,500 in commissions...would you do it?  Are you doing it?  Invest in your business! 9. How effective have you been with prospecting?  Gut check.  Are you prospecting at all or with half-hearted effort?  Are you pushing with tenacity and grit?  Either way, if you are not measuring, monitoring and managing you could be spending precious time, effort and money on the wrong approach.   Review where your last 90 days of sales came from and use that as a jumping off point for broader prospecting effort. 10. You need a plan.  The real challenge I see with sales people is a lack of strategy and the corresponding tactics.  Each prospecting method requires a different approach so you would need to be agile in your execution.  More than likely, 2-3 prospecting methods fit your business model and once perfected, you simply repeat, repeat...repeat! Next week, we take a step-by-step look at the strategies of each major prospecting method.  Begin to review your current efforts and begin to devise an approach that can take your business to the next level... stay positive and motivated about your possibilities.  You could be one simple change away from a higher level of success!  Until tomorrow, I wish you Money, Power, Success!

The Old Prospector! part 1

"There's a saying among prospectors: 'Go out looking for one thing, and that's all you'll ever find.'"
Robert J. Flaherty  Prospecting is hard work...  But is also job one.  Prospecting is a major area of challenge for most sales people.  Of course, it will be hard to be successful in sales if you don't have clients to see or talk to.   That explains why many sales people are drawn to programs that provide leads because prospecting is challenging.  Or they invest in a "fail proof" lead system that ends up being Pyrite...fools gold. I do a lot of consulting/coaching with agents that market products to seniors. They hear that 10,000 people a day are turning 65 but with the various rules, regulations and challenges find it difficult to locate the people that are supposed to be right in front of them.  They are not alone.  Most sales people in other industries have a similar view of the challenge of finding an audience. Make no mistake, marketing is tough and requires persistence and adherence to the "science of selling". As we review the possibilities for your marketing efforts, you will have to suspend judgment on what you think will work and what won't work. These methods are working successfully for those people that work them.  As a sales trainer and philosopher, I do believe that people have to work "authentically". Some of the methods described over the next few days will not be true to your personality or will have to be catered to fit who you are and your talents.  That is not an excuse not to do the hard work.   Being able to do something but not being willing to do it are two different things.   This is not a matter of whether you prospect but how you prospect. This is not a matter of if you have to do telemarketing, but instead, the script you use has to be an extension of you...authentic to your personality so it is natural and not robotic. Ok, we know we have to prospect...how do we do it? Let's begin by reviewing the types of prospecting methods broadly available to most sales people.  If you are new to sales, you will have to begin at the top of this pyramid and work your way down.  Not every prospecting method is appropriate for every industry or sales position.  These are broad categories that meet the needs of most independent sales "warriors" who can't afford a television campaign!  As we will see tomorrow, there are lead generation methods that cost effort, some that cost money and others that require skill such as repeat business and referrals. There is no excuse for a professional sales person not to avail themselves of any and all of these options until their business becomes stable, scalable and sustainable.  Don't look at this list and dismiss any of these options. "I don't have any marketing money" is the #1 answer I hear from sales people who say they do not have enough opportunity.  Lack of marketing dollars is a poor excuse and must be offset by tenacity and grit. If six-figure incomes were easy, there would be more than 8% of the population in America that earns it.  Each one of these methods engages the "science of selling" and if you engage The Law Of Large Numbers and do enough of each activity it should generate a predictable return on investment. If you could pick which method you would predominantly spend yourtime pursuing which one(s) would it be? I hope you answered repeat business and referrals.  They have the lowest cost (essentially free!) and have the highest close ratio. That puts a higher importance on each sale that you close because these two sources can only come from a current client. Make sure you put a premium on client relationships!    As I mentioned the science of selling, all forms of lead generation require you stick to it and refine it as you go, to improve your metrics. Doing it one day and giving up because "this doesn't work" is not true prospecting.  We're going to take a look at the full spectrum of prospecting, lead generation and marketing and as the saying goes "Nothing begins until a sale is made". That means that nothing really begins until you are sitting down with the prospect who becomes a sale, who becomes a client, and eventually becomes a raving fan. That can only happen when you are... The Old Prospector! Until tomorrow, I wish you Money, Power, Success!

The Sales Process!

Taking yesterday's car analogy further, every car has the same basic platform.  Wheels, brakes, steering wheel, and some sort of fuel. Doesn't matter if it is an exotic sports car or your teenagers first car, they will all have the essentials. Sales is also made up of some basic parts.   Some people work for companies that have two week orientations and ongoing training and development opportunities...some of us have the "school of hard knocks".  For some, the basics of sales has not been a formal education, but one of trial and error.   Knowledge is funny. Until you use it, it is just knowledge.  Once you use it (knowledge applied), see that it works (experience)...then it becomes wisdom. "Knowledge comes, but wisdom lingers."Alfred Lord Tennyson The more wisdom through experience you have, the better you will be in sales.   I want to take this session to give you a first exposure or re-fresher on the mechanics of The Sales Process.  There are variations on this process, but the wheels, brakes, steering wheel and fuel are all here; Prospecting and lead generation. You have probably heard that "Nothing begins until a sale is made"...that is true.  But the sale never has a chance until someone is interested in your product.  The process of getting them interested is the marketing component of the sales process - turning "suspects" (no slight intended) into bona-fide prospects who are at least interested enough in your product to want to hear more. The Sales Call.  The marketing machine has done its job and you are now face to face with a potential client.  What happens next will determine if you are top 5 on the leaderboard, struggling to make quota, or somewhere in-between.  The sales call has 5 phases.  No one puts up a cue card to signify the end of one phase to another.  It is the instincts of the sales person taking the cues from the potential buyer that drive the process. 1. Opening.  First impressions, chemistry, building rapport and establishing an environment conducive to buying.  Some believe that the opening determines if we will close.  That's a lot of pressure on the first 5 minutes of two strangers meeting...but it is a pretty accurate assessment.  We all usually execute the classic Lionel Riche opening..."Hello"...then things proceed quickly from there.   2. Identifying needs.  Don't they have needs already...I am there aren't I?  If they "buy before you sell" then you don't really have a sale...you have an order.  Make no mistake...take the order (those are far and few in-between!) and give thanks for your good fortune.  For most people, your presence at the kitchen table is due to their interest and it is your job to expand interest into desire/needs.  Neil Rackham, the author of SPIN Selling says that without Explicit Needs being uncovered and developed...you wont likely close the sale.  3. Presenting your solutions.  Showtime!  The preliminaries out of the way, it is now time to show your wares.  If you did an effective job in Identifying Needs, your presentation should be heavily focused on the features of your product that satisfy the uncovered explicit needs of your clients...benefits.  Whether the presentation be a notepad, flipchart, or state of the art visual program, your professionalism and command of your product should shine through.  4. Overcoming objections.  How you handle objections is usually the difference between the 20% top sales people and the 80%.  Paradoxically, there is something about human nature that makes us want to avoid conflict.  Handling Objections feels like we are trying to win an argument. If you are prepared for objections you will actually begin to welcome them...we will get into it more later, but remember two things... #1 -You need objections to solidify the sale - experts say 2-3 objections are required to close the average sale. #2 - Better to deal with all objections now...not later...after the sale (can you say chargeback?). 5. Closing.  Most sales people see this as the moment of truth.  Actually, there have been several already if you have made it this far.  Certainly, this is the phase of the process that determines if the CFO knows your name...or if you take the walk of shame!  Asking for the check is the culimination of the Sales Call.  There are hundreds of closing techniques and tricks of the trade.  Ultimately, if you have done everything else effectively, closing can be a "simple" logical conclusion to the process. Servicing.  The deal is done...you won...ok, everybody wins but take your moment to celebrate your part in that synergistic victory!  Now, the real work begins...keeping the client, getting more business from them and getting referrals.  Sure, there is an administrative arm of your company that handles most of the service, but do you want to leave your financial future to that process without your involvement?  Didn't think so... The foundation has been laid...this is what it takes to be very successful in sales.  The stronger the foundation, the higher the building can go.  Do you want 6-figures...7-figures?  Do you want to build a sustainable career in this business...then you must understand and master... The Sales Process! Until tomorrow, I wish you Money, Power, Success!