 |
|
 |
| |
| A Note from the Editor |
| |
The Fear Factor. With 401K's cut
in half and unemployment rates inching ever upwards, it's
easy to understand why buyers are highly risk adverse.
Whether you're selling to consumers or business buyers
chances are avoiding risk is one of their top concerns.
This week, SalesDog regular Colleen Francis of Engage
Selling Solutions shows you ways to neutralize the fear
factor.
We hate it when this happens. Last week we sent
you a notice about a new e-book, 101 Cold Calling Tips
For Building New Customers In A Down Economy. Subscriber
response overwhelmed the site's servers and many of you
told me you couldn't get through. If you missed out, you
can still get your copy of this timely advice. See
it here. |
| |
| All the best, |
| |
 |
Tina LoSasso
Managing Editor, SalesDog.com |
|
|
 |
|
 |
| |
Turn fear into friendship for more sales...
by Colleen Francis
In the new economy, one of the key shifts we're seeing is in the area
of buyer motivation. Today, from consumers to corporate clients, the
people who make the decision to buy have one big question on their
minds: "How can you help reduce my risk?"
There are all kind of reasons why people share that preoccupation,
but it does not have to prevent you from reaching and exceeding your
sales targets. Let's look at the importance of what you say and how
you say it in mitigating risk.
For any buyer, being preoccupied by risk is all about coping with
uncertainty. They have a range of worries: "What if I buy this
and it wastes my time and money rather than solves my problem...What
if it doesn't perform the way I expect it to...What if I simply make
a bad choice?" As a sales professional, I'm sure you recognize
the corrosive danger of those "what-ifs." They're all rooted
in a fear of the unknown. You have to make it your #1 job to address
those fears head-on, by communicating with your customers clearly
and credibly with messages that meet their needs.
Personalize your message
To better meet the needs of your customers, get to the heart of what
is going on inside their business as well as in their minds. Sell
to that need by being as personalized as possible. Not only does this
help you as the salesperson to always be thinking of your customers
by name, it also generates better results at the buyer's end, particularly
when risk is on their radar.
In one consumer study, a group of buyers were asked to rank the effectiveness
of a range of marketing vehicles designed to reduce risk (e.g., money-back
guarantees, free samples, word-of-mouth testimonials, and brand-based
messages). The research results were summed up nicely by Doug Hall
in his 2003 book, Meaningful Marketing. "The data shows that
real, first-person experience is orders of magnitude more credible
than manufactured marketing methods... Personal experience is the
most real and reliable of any method of reducing fear."
The food service industry is in many ways a microcosm of what goes
on every day in sales. Top performers are well rewarded when they
provide a personalized experience rather than just a product. For
example, the most successful servers know the best way to earn the
most tips is by building a personalized rapport with their customers.
The good ones start by introducing themselves by name to a table of
guests. The really good ones recognize their returning customers and
address them by name. Why? Because they have learned what all top-ranked
sales professionals know: people like it when they hear or see their
name pop up in what you are communicating to them.
To apply this to your line of work, think of all the ways that you
communicate with your customers. From face-to-face meetings, to email,
to direct marketing material, look for opportunities where you can
include the customer's name in your message. Newsletters, estimates
and direct-mail pieces are all good places to start. However, you
must exercise good judgment! First, find out whether they're more
comfortable with being referred to on a first-name basis. Second,
and this is really important, don't overuse their name; otherwise
you'll sound corny and even more impersonal than a form letter.
Anticipate rather than just react
Risk-busting communications means that you need to do more than just
react to buyer hesitation. Don't panic. Stay in control.
This requires you to think ahead about objections that customers might
have and be prepared with good responses. When you're talking about
your product or service, always communicate the benefits of what you're
offering ahead of the features. Just as important, be generously empathetic
in acknowledging customer objections. This will help to put their
mind at ease and demonstrate that you genuinely understand the position
they are in.
The extra effort you put into your communications pays off. The credibility
of your message grows. By demonstrating that your top concern is finding
a solution to what matters to them (rather than being just motivated
by making your commission), you close the gap between a customer having
objections and making the decision to buy.
Choose the right tools and measure relentlessly
As with all investments, the time and effort you put into your risk-busting
communications is best spent when you also make a point of measuring
your results. The audience you want to reach plays a significant part
in determining which tools you should use (e.g., websites, e-newsletters,
direct mail, cold calling). No matter the mix you choose, be sure
to include some kind of metric so you can track your response rate
and fine-tune your message when necessary. The results of your efforts
will pay for themselves several times over because your messages,
particularly those that are fine-tuned to address specific needs your
customers have, will be seen as purposeful, relevant and timely. In
other words, they'll make your customers sit up and take notice.
As a sales trainer, I meet professionals and business owners of all
kinds across North America. I remind all of them that no matter what
title they hold in their organization, they are all salespeople. In
good times and in bad times, everyone in an organization is responsible
for the messages they communicate to their clients. Moreover, it is
up to each of us to decide what kind of salesperson we want to be.
By investing a little bit of time and forethought, you can emulate
the business habits of the top-10 percent of sales performers out
there. Be empathetic, be responsive to the needs and objections of
your customers, and be focused on personalizing your message. With
time and persistence, you'll find you have a winning communications
formula that can top the sales charts in any market.
Colleen Francis, Sales Expert, is Founder and President of Engage
Selling Solutions. Armed with skills developed from years of experience,
Colleen helps clients realize immediate results, achieve lasting success
and permanently raise their bottom line. Start improving your results
today with Engage's online Newsletter Engaging Ideas and a FREE 7
day intensive sales eCourse: www.EngagingIdeasOnline.com.
|
 |
| |
Advertise with SalesDog
Reach 33,000 sales and marketing professionals. For details
and rates, email
us or call 1-800-231-2340 (8:30–5:00 Pacific).
Trivia Question of the Week
What Great Lake state has more shoreline than the entire U.S. Atlantic seaboard?
Click here for the answer.
Sales Managers
Sign up your whole team
by clicking
here.
Not a Subscriber Yet?
If you'd like free sales advice, delivered to your inbox every
Tuesday morning – no strings attached – click
here to start your SalesDog.com subscription now!
Check out our Blog
For sales advice, news, recommendations and updates click
here. |
| |
|
"One of these top dog secrets can
earn you a fortune."
- Jeffrey Gitomer
See
it here. |
| |
 |
|
