Mark Jewell's Blog: Selling Energy, page 210

Capturing Your Prospects’ Attention in Three Sentences

You have about 15 seconds to capture your prospect’s attention, whether they are listening to your “elevator pitch” or reading your short letter or email. The following three-sentence formula is both time-efficient and effective in making the most of that first, precious quarter-minute.

First, you need what I call the “Big Dog” sentence.

“In the last three years or so, we’ve helped 8 hospitals within a dozen miles of yours reduce their utility bills, with an average savings of more than 15%.”

Note that the sentence is numerically specific on several levels:  the time period, the number of successful reference cases, their proximity to your prospect’s facility, and the average savings percentage you’ve actually witnessed.   Note also that the numbers are softened by the addition of “or so” and “a dozen miles,” which makes them sound more credible.  The savings percentage is also low enough to be believable.

“It occurred to me as I was driving by your facility last night that your patient room lighting is the same technology we removed from five of those hospitals, at an average lighting energy savings of more than 20%.”

This second sentence conveys an honest sense of “forehead slapping” surprise that your prospect’s facility is nothing less than the “Before” photo of your other projects, and that if they’d let you work your magic for them, they could quickly become the “After” photo you’ve delivered for others!

“If you’d be interested in exploring how we might extend the success we’ve had with those other hospitals to your facility, I’d be open to a discussion.”

Note the soft sell. It starts by reiterating the impact of the first sentence – you need only extend your previous successes to deliver genuine value to your current prospect. And using terms like “exploring” and “open to a discussion” emphasizes the fact that you’re not looking to give a sales pitch. Rather, it will be a peer-to-peer sharing of ideas. All insight and discovery, no pressure.

This three-sentence opener is extraordinarily effective. However, to use it effectively, you need three things.

First, you need to take the time to gather the data points that make the first sentence pop.

Second, you need to focus on finding prospects that could easily become clones of those prior successes.

Finally, you need to focus on creating value, rather than selling.  One of the best ways to drive demand for your energy solutions is to hold out examples of prior successes that your prospects will be anxious to replicate in their own facilities.

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Networking Tips

Networking is an essential part of the sales cycle; however, it can fall to the wayside because of fatigue or shyness.  Other times it is pushed aside because of laziness and neglect.

Case in point: a few years ago, I was in an elevator with two men on the way to a networking event.  They were talking loudly about how they hated going to these things and how they were planning to go in, get their two free drinks then go out to dinner on their boss’s dime.  And they did.

My advice is not to be these guys.  There’s no excuse for this kind of behavior.  It’s not only unprofessional, but also detrimental to your success.

In my case I do the complete opposite.  I get there early.  I offer to help the organizers set up.  I stay there the whole time.  The middle gets crowded because that’s when most people show up, but they’re missing the point.  You could assume the ones who come earlier and stay longer don’t have lives, but they’re the ones doing the hard work.  The best of them simply love to converse and forget the passage of time, which 9 times out of 10 pays off.  They know that the real deals are made in the after-hours.

So where exactly do you stand in the networking spectrum?  Ask yourself the following questions:

How many of these events are you attending and how often? One of my top ninjas told me that he makes a goal of attending four a month, which is roughly one a week.  How many do you think you should take on?  What would best ensure your success?
What kind of events are you attending? Some people prefer the most populated ones, because it’s more likely that they’ll see a friendly face and it’ll be less threatening.  With that in mind, what types of events suit you best?  Are you opting not to challenge yourself?
What is your goal at these events? Even having a small goal in mind can get you far, like telling yourself, “I’m going to get 12 business cards from meaningful people.”  It gives you a purpose and takes the guesswork out of what you’re doing.  You could even make it into a game.

Here is another set of tips if you find yourself on the fence about networking or want to break out of your shell:

It’s really important to have an elevator pitch that you’re excited to share and that has been road tested on your peers and previous customers. Also, the more pitches you have for different people and segments, the better off you are.
When you attend don’t drink at the event and don’t be pushy. If others are drinking let them dispel their anxiety and open up to you.  Who knows, they might be even more nervous than you are and listening to them will put them at ease.
Don’t be afraid to ask people you’ve helped to refer you to others who might need the same services. It’s an easy way to transition while making the rounds.
Remember your job isn’t to collect business cards; it’s to provide as much value as possible. If you go into it completely selfless, people are going to know you’re different than everybody else at the table.
Lastly, for those who are nervous about these events: my advice is to treat them as having fun.  If that isn’t enough, you can always practice deep breathing before or during the event.  You can even keep some lavender oil handy and take a whiff or two.  Whatever keeps you calm and confident is worth using while you’re putting your best foot forward.

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Keeping Grandma Warm

Regardless of what we’re selling, we have to make a case for using it.  With energy efficiency it’s even trickier, since oftentimes we’re in situations where we have to guess our way to a solution.  How do we do that?   The usual.  We do our research before our pitch.  We talk to our prospects at length.  We ask questions, probing for the emotional “why” that will make them say yes.

Some of these questions are fairly simple, like “Why am I here today?” or “What are you hoping to get accomplished today?”  Sometimes I ask prospects, “Why are you contacting me now?” The timing can be just as important as the why.  Chances are something is pressing and needs a solution.

I’ll give you a perfect example.  Let’s say you’re selling HVAC solutions to a residential customer.  They say, “The reason we’re talking to you now is because we’ve been empty nesters for a while, but now my mother is moving back in.  My father passed away and now she needs our help.  She leaves the gas stove on and we don’t trust to leave her on her own.  But here’s the thing- the house was good enough for our kids, but it’s drafty and Mom has rheumatoid arthritis.  We want to make sure she’s comfortable and warm, so we have to figure this out.”

Now you know there’s an emotional driver for this.  So what would be the best closing technique for this case?  When you get to the right point you say, “Let me ask you this: are you ready to keep grandma warm?”  You’re basically coming full circle to what they told you, making it the main motivation.  You’ve given them the information, and now you’re reminding them about the most important thing.  The guesswork is out of the equation and both you and your prospect will have the same goals in mind.

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Vetting Trade Associations

Trade associations can be an excellent resource for educating yourself about a segment and generating leads.  Finding them is pretty straightforward; however, most salespeople aren’t sure how to utilize them.  Here are some tricks of the trade (pun intended) that will ensure both you and the association will benefit from your relationship.

1)      This might sound silly, but make sure you’re pursuing the right organization.  If you’re going to make an investment in joining an association, make sure it’s the right one for your segment.

2)      Once you’ve found a good fit, do your homework.  Who are the members?  How many members are there?  What is their mission statement?  How sophisticated are their written materials?

3)      Pay attention to who the association’s advertisers are.  Likewise, interview the people who are editors or advertising directors for the association’s publications.  It’s through these conversations that you’ll discover your segment’s most pressing issues.

4)      Attend the association’s events and figure out who is planning them.  If they have an education committee, find out who’s on it.  Note the topics they’ve presented in the past and what they charge their members to attend.  How many people typically show up?  What are their positions and professions?  How could you participate in these events and help?

Of course, you shouldn’t assume that by plunking down some money you’ll immediately penetrate the market.  Associations can sense someone attempting to take advantage of their membership or “wiggling their way in.”  Treat the association the same way you’d treat a prospect—offer something of value and take on the role of a collaborator. Anything short of a two-way street will be selling both of you short.

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Weekly Recap, April 29, 2018

Monday: Read  Presence , by Amy Cuddy, to access your personal power and align your behavior to your authentic self.


Tuesday: Make it a habit to circle back with your customers and query what unexpected benefits they might have enjoyed in the wake of upgrades you installed.


Wednesday: Check out how to make cold calls and build the right rapport.


Thursday: Ask deal-breaking questions upfront. Don’t waste your prospect’s time and your own.


Friday: You don’t have to wine and dine your clients to be successful.


Saturday: Check out how to prevent employee burnout.

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Working from The Outside In

When you think about how your business is run, what are the determining factors of your success?  Is it your financial reports?  Employee evaluations?  What about your marketing hits and internal data?  What do they tell you?  Most importantly, what do you do with this information?

Jorn Lyseggen of Meltwater decided to evaluate this issue and wrote Outside Insight, which is a reversal of our usual tendencies.  If we’re only concentrating on our own progress, how can we see the bigger picture?  There is much more at stake than internal metrics and operational data.  Lyseggen regards outside data (mostly online and free for the taking) as one of the largest blind spots in the business.  Without it, success is merely guesswork.

For nearly twenty years Lyseggen has been utilizing external data for businesses ranging from manufacturers and universities to Coca-Cola and the Vatican. The right outside information can prove invaluable to insiders if you know what to look for.  With a book like Outside Insight, you can find out how to end up on the same path.  You’ll make information work for you, not the other way around.

Here is the summary on Amazon:

“The world today is drowning in data. There is a treasure trove of valuable and underutilized insights that can be gleaned from information companies and people leave behind on the internet – our ‘digital breadcrumbs’ – from job postings, to online news, social media, online ad spend, patent applications and more.

“As a result, we’re at the cusp of a major shift in the way businesses are managed and governed – moving from a focus solely on lagging, internal data, toward analyses that also encompass industry-wide, external data to paint a more complete picture of a brand’s opportunities and threats and uncover forward-looking insights, in real time. Tomorrow’s most successful brands are already embracing Outside Insight, benefitting from an information advantage while their competition is left behind.

“Drawing on practical examples of transformative, data-led decisions made by brands like Apple, Facebook, Barack Obama and many more, in Outside Insight, Meltwater CEO Jorn Lyseggen illustrates the future of corporate decision-making and offers a detailed plan for business leaders to implement Outside Insight thinking into their company mindset and processes.”

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How to Prevent Employee Burnout

Sales managers deal with employee burnout on a regular basis. Sometimes the burnout comes from too much workload or too much networking. Whatever the source of burnout may be, it’s important for managers to have some coping mechanisms to help employees stay positive and productive.

A recent article published on the Fast Company Blog suggests learning how to recognize signs of burnout or setting the tone with a team culture code can prevent it from happening. If you’re a manager and you struggle with employee burnout, I highly recommend checking out this article.

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You Don’t Have to Wine and Dine

You may think this is crazy, but I would be hard pressed to think of a time when I’ve taken a prospect to a restaurant as part of my sales process.  When this was discussed during one of our monthly Mastermind Group Coaching Calls, I said, “I know!  I must sound like a cheapskate!”  But the truth is you don’t have to wine and dine your clients to be successful.  I’ve never had to use this tactic throughout my more than thirty years of sales experience.

There are many firms and manufacturers that give out free sports tickets, take their customers on hunting and fishing tips or arrange luxurious dinners and cocktail parties.  It’s considered a prize for top salespeople to accompany them.

Personally, the idea of rewarding people who have already done business with each other has never made sense to me.  Providing value should be your bottom line, not distracting customers with flashy rewards or developing psychic debt because you took them on a cruise or sent them a flat screen TV.

There needs to be a balance and some sort of exchange that sustains both parties.  I don’t believe in customer giveaways.  That said, I’ve participated in several road shows when people are invited to a nice location and we offer education to attendees.  I suppose that might seem like a vacation for some because the sponsor covers 60-90% of their tuition, their meals and maybe even provides something extracurricular like an off-campus event for social networking.  Years ago I remember being invited to networking events in a private suites during baseball games.  Even though there was a baseball game going on, the main focus was making introductions and building rapport.

Even then, networking at a baseball game wouldn’t be my first choice concerning how I spent my money and time.  I think the first choice is to give people value and guidance that can help them make better decisions.  If money is no object, you can choose to spread the wealth a little bit; however, I wouldn’t make it your entire sales strategy.  There is so much more you could learn or offer them within that time!

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Ask Upfront

Many salespeople are afraid to ask potentially deal-breaking questions upfront. They think that these questions should be avoided until they know the prospect is ready to buy (and that it won’t matter because they have already made up their mind). What happens when you ask an important question at the end of the proposal process? If the answer to the question is in fact a deal-breaker, you’ve absolutely wasted both your prospect’s time and your own.

So what do I mean when I refer to a “deal-breaking” question? I’m talking about questions like, “How are the utilities metered and billed? Do the tenants pay directly for their energy usage?” or “Would you be able to be shut down this facility for an entire day during the installation process?” Perhaps your prospect would be fine shutting down the building during the installation process; however, if their building MUST remain operational 24/7, it’s best to know that immediately. If you ask these tough questions upfront, believe me, they’re not rapport-busters. They are time-savers, and your prospect will appreciate the fact that you asked them before getting too far into the sales process.

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Cold Calling Tips

One of my first sales jobs was cold calling from lead lists.  I would dial 200 numbers a day, make about 40 connections, and send out literature to about 10 of those folks I was able to reach.  That was my quota.  I don’t think I personally met one of my more than 100 clients during my two-year tenure in that position.  All of our transactions were over the phone.

Given that experience, I can give you a lot of advice on how to make cold calls work and build the right rapport:

You have to keep your energy level high. It’s best if you’re standing up and pacing, which requires a wireless headset or a 20-foot phone cord (if you insist on having a corded headset – just don’t trip).
You have to smile and dial. People can actually hear your smile while you’re talking.  It even helps to have a mirror at your workstation with “Smile and Dial” or some other cheeky phrase written on it so you can stay aware of how your facial expressions might be impacting your effectiveness on the phone.
You need to ask a question as quickly as possible that will get the person thinking of the answer rather than asking himself, “Who is this caller and what does he want?”
It helps to have a 3-sentence solicitation approach. “Over the past ______ we have had the pleasure of working with _______companies within _______ miles of your facility.  It occurred to me the other day as I was driving by your facility that you have the same ________ we removed from those buildings.  I’m calling today to see if you’d like to have a conversation about us extending that same success to you.”
Use a referral if you have one. If you open the call with, “Hi _______, I was referred to you by ________,” you have a more solid reason for calling.  Mentioning an article your prospect wrote, a PowerPoint presentation they created or other press or events that they would identify with also qualify as a referral.

Aside from this you need to be prepared.  Who are you calling?  Where are you getting your leads?   Focus on prospects who are similar to those you have already helped.  If you don’t have that luxury, discover what is in these prospects’ best interest.  Do they even care about energy?  Do they care about their reputation?  Would they benefit from a green press release?  Have they had health and safety issues in the past?

Once you have enough information it’s easy to make a call that’s conversational, engages the customer and provides useful information.  All of a sudden, you’re less of an interloper stealing this person’s time and more of someone offering an unexpected benefit—something that’s going to get them excited.

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