Opening the Sale - Because You'll Never "Close" Without Opening Well

Making contact with a new client can be nerve-wracking - no wonder so many struggle with it! Richard Dickerson at The Brooks Group has noticed this as well, saying, "In working with and coaching salespeople, particularly new ones, or untrained ones, I have noticed many stumbling with how to initiate sales calls. Whether "cold" or scheduled appointments, many have difficulty deciding how to open the sales call. Why not simply be honest and express your intentions?" Read on for his advice.

Your prospect/customer knows you're a salesperson. They are not stupid or naive. Being honest about yourself and your reason for meeting will position you much more favorably. Issue a statement of intention. For example: "Hello. My name is Richard Dickerson with The Brooks Group and the purpose of our appointment is to meet you, get to know you better, share information about our (whatever you sell) and discuss anything you wish to discuss with me." Or, another way, "Hello, I am Richard Dickerson with The Brooks Group and what I would like to accomplish is to meet you, get to know you better, share information about our (whatever you sell) and discuss anything you wish to discuss with me."

You have clearly stated a reason for being there, and most importantly, invited dialogue. Remember, they know you are a salesperson. They are more comfortable if they feel no pressure from you. The phrase "and anything you'd like to discuss with me" takes the pressure off them and you. It discloses your wish to have dialogue - a conversation, not a data dump by you, the salesperson. Prospects feel threatened by monologue. It's inconsiderate and self focused. We have to focus on the prospect, and the prospect has to feel that focus to help develop trust in us.

Also, this is not a script; it is a language or methodology for gaining attention and building trust. Use your own words that exemplify the principle. And remember to keep it simple - least amount of words spoken with conviction and confidence that convey clearly and sincerely your interest in your prospect's or customer's biggest, most pressing concern.

The Brooks Group is a Sales and Sales Management Screening, Development, and Retention company that has helped more than 2,000 organizations in 500 industries transform their businesses by focusing on building and sustaining top-performing sales, sales management and business development programs. Click here to sign up for The Brooks Group's Free Sales Training Newsletter.

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Ask Questions Now for Success in 2010

Planning for 2010 doesn't have to be a huge process - you can get major help from your current customers. Ask these questions from The Brooks Group, and you'll know more than ever about what your customers like about you - and what you may need to change.

Here are the essential questions to ask:

1. How long do your customers stay with you on average?
If you sell a product or service with a repeatable purchase history then you will need to know this information. This will allow you to spot trends in your customer loyalty programs. Should you change your programs or are customers leaving you quicker than they were a few years ago? Most businesses will generate 50-70% of their yearly revenue from their existing customers. Increasing customer retention is one of the fastest ways to grow existing revenue. Additionally, it is much more cost effective to retain your customer base then it is to find new customers.

2. Why do customers stop buying from you? Simply ask them!
It's amazing to me how many businesses do not track this information. The answer to this question will provide you insight into the core reasons why your customers leave. A band-aid, fix-it approach is not the solution and maybe you've used this method far too many times which is why you are loosing customers. Even if the reason is not your fault, then at least you gain a better understanding of why you lost a customer. Perhaps their top leadership changed and you need to resell the account.

3. What have you done to gain correct information on the following:

a. Who's buying your products and services?
b. Why they're buying?
c. Who's making the purchase decision?
d. How effective is your packaging?
e. What is your "Wow" factor?

All of these questions go together because they are designed to help you with your external/internal marketing efforts. For example, if 90% of your products and services are being bought by CFO's in mid-size organizations then you have defined your key market. You may want to craft a very targeted and specific message to this group of decision makers. Knowing why they buy provides insight into the trigger events that determine if someone is truly a qualified prospect. Even a minor detail dealing with how you package your product and the very color and contents of the outside packaging can determine a rise or fall in sales.

Take the time to review these key questions to see where adjustments may be needed.

4. What are your customers really saying about you and your organization?

Hopefully, they are saying good things. In today's world of online social-media outlets your customers are going to talk about you. Be aware of what they are really saying. Customers will talk to each other and for your sake that conversation needs to be a positive one. We live in a fast paced world where feedback is instant. Find out where your customers are talking and have a presence there.

Simply taking the time to go through these questions is the first step. The answers will lead you to add some extra meat to your overall strategy moving into 2010. I'm always amazed at how many organizations tell me they have never taken the time to answer these questions.

The Brooks Group is a Sales and Sales Management Screening, Development, and Retention company that has helped more than 2,000 organizations in 500 industries transform their businesses by focusing on building and sustaining top-performing sales, sales management and business development programs. www.TheBrooksGroup.com

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Power Words for Selling

While there may not be any magic words you can use to close a sale, there are certainly words that can help you move in the right direction. Tim Smith recently wrote about some of these words on the Brooks Group blog. Read Smith's list of power words and let us know if you have any of your own!

"I have found that there are three words that "when used properly" carry tremendous influence, no matter what the situation, regardless of the industry and irrespective of the type of person you are meeting with," says Smith. They are:

Because

This is probably the most powerful word you can use. From an early age, we have been programmed to accept this triggering word "because". Remember when you asked your parents why you couldn't do a certain thing and they responded, "Because I said so." Not the best answer, but we learn to accept it. The same is true as adults.

There has been direct research demonstrating this word alone is powerful enough to cause people to allow you an appointment, maintain your price and successfully negotiate. One study showed that people were willing to allow others to cut in line in front of them to make copies with the statement "I need to cut in line because I need to make some copies."

Recommend

This word is great for presenting your solution, but it can be used in many different areas depending on the situation. In my own sales consultations I often say, "Based on what you told me, I recommend..." or "I recommend we set up a time next week to review our solution." Whatever the situation, the word recommend positions you properly and allows you to be viewed as an expert endorsing valuable solutions, as opposed to just a product-pushing salesperson.

Instantly

When applied conservatively and accurately, the word instantly is excellent to use in your sales letters, marketing collateral, during a presentation or any other area that is appropriate. The reason it works is because we live in a society, which, to some extent, has conditioned many people to expect immediate results. We have microwaves, fast food, video-on-demand, drive thru oil change facilities, and up until recently, easy credit. We all expect instant gratification instead of waiting for long-term results or gain. Prospects and customers want to solve their problems instantly.

"I think we must always pay attention to the words we use and seek to understand why certain words work or do not work in the context of our day-to-day selling," says Smith. "I sincerely believe these words will help any salesperson sell more and secure more appointments."

The Brooks Group is a Sales and Sales Management Screening, Development, and Retention company that has helped more than 2,000 organizations in 500 industries transform their businesses by focusing on building and sustaining top-performing sales, sales management and business development programs. www.TheBrooksGroup.com

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