Podcast: Sales Trends in 2012

Sales Manager and Business Development Expert Drew Stevens shares his vision for the sales trends for the 2012 year.

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The Difference Between Position and Competition #selling skills

Watching the recent political fall out of republican candidates conducting a debate on character reminds me of the sales methods used by many that cannot sell. Similar to politicians with their backs against the wall, many untrained sales professionals, even entrepreneurs begin to speak ill of their competition. Not only is this a dereliction of professionalism it is the wrong way to sell. If you cannot find the right words that focus on your value and benefits then don’t sell. Two things attract consumers: a) trust and b) respect. These qualities come from great dialogue focused on strengths and value. All else is wasted banter because there is nothing good to say. Good business professionals are successful from building good relationships that control business. Speaking ill of others only means you have lost all control.

What to Watch for in Sales in 2012

It seems like yesterday most sales professionals and sales managers were planning goals and speculating on the year. All might have predicted, perhaps hoped for a vast improved economy. Many are still praying.

Clearly our business landscape has been altered by numerous factors but those most influential while also uncontrollable are political, economic and technical changes. Clients today have curtailed buying in lieu of budgets or making excuses using them. Life for many in sales has altered in a huge way and will continue to do so.

In volatile times it will be necessary for organizations to remain ahead of the curve rather than chasing it. Selling today is more difficult then ever. There are many issues at hand and sales institutions must follow or remain ahead of the curve. Avoiding trends or becoming cocky towards them might mean the difference between surviving and thriving.

Here are some of the top sales trends for 2012 to help keep sales teams ahead of the competition:
Service or Suicide – Clients today are increasing their desire to be treated well by their vendors. Customer service is the ultimate in competitive differentiation. Service clients right or lost the contract. Selling representatives cannot blow off sales calls, forget certain aspects of contracts, try to negotiate to hard and lose contact. Unless customer service is part of the sales culture, do not plan on selling.
It is all about value – Clients have more information at their fingertips then ever since the use of the Internet allows for voluminous information about the firm and its competitors. Selling professionals must then continually formulate value rather than speak of features. Unless the selling professional can articulate value properly, the impatience of customers will have them moving on.
Customization – Prospective clients no longer desire off the shelf solutions but rather products and services that can be customized to immediately aid competitive ground. This will also require different levels of sales support. Organizations must reengineer around customer needs rather than self – profit motivation.
It’s all about results – Sales teams, simply put, show results or get shown the door. Executives are beginning to tire of excuses in sales gaps. Sales teams must illustrate measurable results. This requires sales managers holding individuals accountable or they too will be shown the door. The competition is too fierce as organizations attempt to remain profitable so it is important for everyone on the sales team to produce.
Change the Paradigm. – There are too many organizations that pay high salaries to sales professionals – many in the six-figure range. However the organization carries the risk not the sales representative. As organizations seek to continually cut expenses look to lower base salaries and higher commissions. In fact, look to many firms hiring only on zero salary and commission only.
Cold Calling is for Losers – With the proliferation of caller ID, cold calling continually remains a futile effort. First, decision makers never make choices from a cold call and most important people are too busy. Selling professionals will be required to network more aggressively while doing some new things such as speaking, writing blogs/articles etc. Selling is a relationship business so sellers will be required to build direct relationships that matter and build business.
High T’s – With some many connected today by technology there remains too much noise. Amplification of social media, electronic mail and other platforms only adds more noise not sales. Selling professionals and sales managers will then be required to perform more high touch relationships.
Connectivity is Key – The only way to build solid relationships is with consistent and relentless communication. Direct calls, email, Skype etc are required to ensure clients keep selling professionals top of mind.
Business Intelligence – Selling professionals cannot pick up a phone and believe that buyers will just buy. The Information Age requires selling professionals to use information such as industry, competition and company to position their products/services with the client. Failure to prepare to have articulate conversations will lead to being left out of conversation.
Constant Improvement – Much like athletes, selling professionals must constantly seek methods for improvement. Organizations will stop paying for education so it is up to the individual. Sellers must engage in reading, audios or class instruction for constant improvement. Education will be the difference between surviving and thriving in tomorrow’s economy.

Stay tuned part three where I depict the major changes in, marketing and leadership.

The New World of Selling

George called me the other day totally frustrated with his sales team and not meeting goals. It was not just the team that angered him but actually that the sales industry is changing. After much discussion he agreed with me that the profession of selling was undergoing a transition- one that has not occurred since the development of the facsimile of even the cell phone.

Do you remember when it was easy to simply place a call to visit your client? Do you recall simply making a call and the client actually picks it up? Do you remember when budgets and goals were as easy as finding something on television to watch?

Years ago selling required onsite demonstrations and “live” representatives. Today customer conversations are conducted over the Internet and demonstrations are arranged with apps and cloud computing. In fact, to a large extent consumers have full access to vendor information and products. They self- educate due to lack of time unfortunately allowing them to know more about your business.

Customers do not want or need to be sold. If they want it they will connect with you. Therefore the role of selling representatives has changed. Today you must work smarter to become more engaged with your prospective clients. Here are five quick things to develop to help you sell in the new world.

The Cancellation of Old Practices – There are many like George that will disagree with me but if you want to sell more today and not work so hard then you need to stop cold calling. It does not work. Cold calling is abrasive, inward, and transaction, disruptive and most importantly does not reach decision makers. Rote procedures of yesteryear will not work. It is important to reach decision makers with less abrasive tactics while producing better methods that illustrate a valuable customer centered relationship.
The Value of Customer Relationships – The concept required for every selling professional and sales manager is value. This requires that all selling professionals think about what a client will receive from conducting business with you. Clients already know about features from viewing websites, forums and social media. The intangible is the service differentiation they receive from doing business with your organization. What is different? What is better than they currently have? Finally, what do you provide that others cannot? Think in terms of clients, not units.
Differentiation with Customer Service – Over 60% of every interaction with a client involves customer service. However some selling professionals filter calls with caller ID, some do not return calls when promised because they are too busy. And others might become dismissive in conversation. Jennifer recently attended an event for her daughter. The facilitator spoke for over 65 minutes without interaction. This was a sales promotion. It involved all features, no benefits while patronizing the participants. Surprising nothing was sold. The key differentiator today is customer service.
The Wow Factor – Professional Presence – Rick is the chairman of a financial services firm. Within one week of his new assignment he visited with one of his representatives in Texas. The two were to meet a client for dinner. Rick’s sales representative was dressed in a baseball shirt and jeans. The venue for dinner a sports bar to discuss the acquisition of a $50MM loan. As expected Rick was mortified but surprisingly the representative saw nothing wrong. The new world of selling requires a keener sense of dress. Sales managers today must encourage selling representatives to dress like the proud CEO of their organization. Dress should be business professional with representatives carrying expensive planners, pad folios and pens. Be the representative the client desires to service and see.
5. Customer Influence at Work – The last aspect of client attraction is the knowledge of customer-to-customer influences. Customers speak to each other about your organizations products and services. The world of social media creates a new world of community conversation. This requires that selling professions are actively and visibly creating community. Aggressive networking is necessary in realizing that selling in the new world is a contact sport.

Selling in the new world requires a different mindset to remain visible to clients. Today it is all about value to offer the differentiation necessary. If you want to sell more than stop sitting on your past by being active in our brave competitive new world.

Monday Momentum

Monday Focus – As you begin the day think about benefits and value you provide to consumers. Clients today know more about so there is less need for features than there is for value.

Monday Perspective – Stop the ridiculous game of cold calling. Use referrals and third party endorsements to assist you with better business development opportunities.

Monday Motivational Quote – “In a completely sane world, madness is the only freedom” – James Graham Ballard

The Killer Sales App

In speaking with my clients recently all sales managers seem to have the same issue on their mind how to gain more production and profits from their sales staff. With audacious goals this is a grave issue.

Stunted growth still continues to haunt sales teams as organizations continue to sit on cash. Many continue to seek the magic bullet or in today’s vernacular the “killer app” to aid in sales profits. However, while many question where to discover “the secret”, it might very well be in front of them.

During any economic resurgence innovation begins. Such transitions are needed within many sales organizations. The recent recession created a need for organizations to terminate many non-productive selling personnel. Through attrition those that did not meet goals were asked to leave. However this does not decrease the notion that there exist some remaining underachievers.

While many managers continue to seek new talents and personnel there is a dire need to look from within to discover sales mechanisms that harm sales teams. Many do not know they exist and many do not know how to identify them so here is a brief look at those applications killing your sales performance.

Value – Selling today requires a keener look at the value that organizations provide to clients. While this term tends to get as overused as that of “guerrilla” in the late 1980’s there is a dire need for sales professionals to focus on the value they provide. Organizations must strategize and help selling professionals articulate a message that attracts clients and helps manifest the brand. The use of value propositions and audio logs will be helpful here. Forget the “Elevator Speeches” and assist the team with the articulation of value.
Relationship – Just sitting at my desk writing this post I received two cold calls. These are transactional methods that do not work today. Consumers are simply too busy in this world with too much interference. They lack time and attention and will not reply to a cold call from someone “pitching” products and services. Transition your sales team to become less transactional and motivate them to create customer-centered relationships with true buyers.
True Buyer – We all know the power of negotiating with the decision maker but are your sales professionals really speaking with the proper person? More than 86% of sales representatives spend enormous amounts of time with gatekeepers. Sales Managers must ensure sales agents are spending less time with subordinates. Sales teams must only spend time with economic buyers since they control the budget, understand the objectives and realize how your services integrate with the firm’s strategy.
Knowledge – The single most alarming issue for any sales manager is working with professionals that do not know what to say before hello. Similar to an athlete that must practice prior to the competition selling professionals must conduct research or homework so that they have the right questions, are aware of any objections as well as have a “script” to articulate value. Content is king and a lack thereof will kill sales performance.
Behavior - Some sales managers are unclear of their talent. I have been asked many times over the years about the proper behavior for a successful representative. Too many today seek gregarious highly persuasive individuals. Behavior is dependent on the clients. When we speak of behavior there are really two issues the ability to be assertive as well as persuasive. Good selling professionals are good communicators that perform well under duress. While persuasiveness is useful it sometimes hinges on ethical boundaries since being too persuasive can equate to “pitching” products. Sales Managers must simply seek talent that understands the products, can articulate value as well as be assertive enough to generate prospective clients. Look at your team to discover whether the right individuals are sitting in the dugout.
Need – Sales professionals harm themselves and future business when they cannot establish need. The only method to ensure discovery of need is with terrific questioning skills. These questions are based on client objectives, the measurements to ensure success and the value to the organization. These questions should be scripted. True buyers will provide the answers. However the path to success is based on the selling professional that can lead the buyer in a clear direction.
Priority – With the crazy world in which we operate both buyers and sellers are extremely busy. The issue then becomes what is a priority. If sellers want to close business then the actual sale must be a priority to the buyer. When buyers do not see a priority the seller has failed to establish value and meet prospective client objectives. It is vital for every seller to establish value and illustrate the priority to buyers otherwise the sales cycle becomes very long as everything else takes precedent.

Selling today similar to many technological tools requires more innovative concepts. The notion is working smarter not harder. This requires a relentless focus on customer value so as to shorten the cycle and better performance.

Sales Managers what best practices do you teach your selling personnel so that they create value and better performance. Alternatively what ”killer apps” have you experienced in your sales team and how have you overcome them? Please provide comments in the area below.

Sales Difficulty – Return to Fundamentals

During my high school and collegiate days I ran track. I recall the numerous times I attempted new goals and failed to reach them. Or there were times when competing that required some changes. In both instances I returned to fundamentals,

Similar issues happen to those selling, Sales professionals compete each day with some days going great and others not so much. Sometimes no matter how hard you attempt to meet new prospects or close new deals it is similar to running up a mountain on a hot day with a 30 pound sack.

Rather than continuing on the path with no results it is best to review some fundamentals to center your efforts and reclaim your confidence.

To assist you here are seven of 25 aspects:

Preparation – Never say hello without conducting complete research on your prospective buyer. Review annual reports, proxy statements, current news, and the company website so that you can engage in healthy conversations.
Questions – Many keynote speakers use notes to guide their presentations. Therefore prepare a series of provocative questions based on objectives, measurements and returns clients desire. Do not think on your feet when you can prepare questions that lead clients on a path.
Stop Prescribing – Clients desire value therefore your conversations must be value based. Stop sounding like other sales agents. Base discussions on results and outcomes. Stop telling information and listen to what they need.
Value – Engage clients with a value proposition. End the features and facts discussion. If you desire a template on a value proposition contact me.
Start Listening – A former mentor Norm Strauss had a wonderful ability to ask questions with a question. Sales representatives do not get information when they speak they do so when they ask questions. Be in control of every call by forming the discussion with purposeful questions.
Evaluate – Every athlete always reviews strengths and limitations of competition, why not selling professionals? Conduct a quick SWOT and make your next client call better.
Seek Council – Unfortunately when sales people reach out for aid they believe it is a sign of weakness; not true. Mentorship is a sign of power as individuals seek supremacy of their craft. Never be afraid to ask for help.

What fundamental practices do you use that aid you during difficult times? Place your best practices in the comment area below.

Four Sales Rules That Establish Value

While coaching George and Jeffrey this week I noticed a trend I see frequently in the selling profession that sales managers need to be aware. Too many business development professionals seem to be too prescriptive to potential clients. This means that rather than engage in healthy debate they spew information about product features and company information.

The issue with this is two fold. First consumers know more about your products and services then selling professionals realize. And second, people do not have the time and patients to listen to tiresome “sales pitches”. Clients want to have discussions with those they can trust, build a healthy relationship and invest with now and in the future.

Sales managers must ensure that business development professionals conduct essential research to decide what to say before, and after hello. However according to research 92% of selling professionals lack the process necessary to have purposeful conversation. Therefore sales agents must then shift their conversations from features and facts to that of value.

How might you do this? Here are four rules to help you.

Rule One – Forget the tiresome brochure repetition. Begin to ask questions that engage the potential client about their business. Center them around objectives and measurement for success. Think about the goals they want to receive. Presently much is centered on productivity, profitability and ensuring goals are achieved to meet shareholder return.

Rule Two – Read voraciously about religion, politics, economics and business. Be ready to have good conversation about current events to illustrate your understanding of the world around you. Good places to begin on well-known news agencies on the Internet or simply subscribing to the online or paper version of the Wall Street Journal. Spend more time on established sites rather than on blog speak. These help you not the client.

Rule Three – Develop some research for both your perfect client as well as establish an audio logo and value proposition centered on the benefits consumers receive from working with you. If you are unfamiliar a value proposition is a short 15 to 20-word sentence that states what you do in a benefit oriented manner. An example is “I work with senior officers that desire to dramatically accelerate revenue and outstrip the competition”.

Rule Four – Focus on the output or the benefits that consumers receive. Invest some time here establishing your value. After I met with George I spoke with Dan who was having issues articulating his message. I asked straight away what is your value? He could not answer the question. If you cannot speak it then how will your customers know?

In today’s mission critical and challenged world sales managers and sales representatives must produce stronger methods of differentiation. In a service based economy and one that drives its knowledge from the Internet, the goal is to illustrate value before your competitor does.

What methods do you use to communicate your value? Place your information is in the comment area.

What Do You Do When Your Sales Confidence Is Low?

Many years ago Joanne came into my office and stated she had an issue selling. After a few moments I realized it was not her skills but her confidence. The last weeks of the quarter were unfavorable and rocked her ability to sell anything.

How many sales managers experience this monthly? How many during their career?

Coincidentally there are similar issues with athletes. How many times do you see a home run hitter that struggles to get a walk? A football player that cannot catch a pass or the tennis player that cannot get the ball to the net?

When I was running track back in high school and college there were times when I felt great at practice had prepared all week and then during the event my performance fell into the abyss. Similar happens to selling professionals. And as the recession continues to wear thin on patience and pocket books the economic downturn is diminishing much confidence. So what are sales managers and selling professionals doing?

With 29 years of selling experience I too have succumbed to confidence issues from time to time. I learned long ago that we are not perfect and each day provides a capacity for learning if you allow it. With that in mind when your confidence is low I suggest the following:

1. Without sounding trite there is some ideal to the notion of attraction. Think negative and all around you will be negative but attempt subtle changes to more positive thoughts and you will notice the world change.

2. Think about what you are doing or what has changed around you. When ball players fail to deliver they return to fundamentals. Review your methods to determine if you altered your approaches. Return to those ideals that give you the confidence to succeed.

3. Seek sales coaching and mentoring. Sales managers are busier than ever but using a coach can help you find alternatives.

4. Research and Review. It is found that 92% of selling professionals do not invest in self-mastery. If you want success then you must take command of your profession and invest in yourself.

5. Create activities that make you visible. When you understand that your sales confidence is low that means you have too much time to think about it. Spend less time in the office and more time with clients and with prospective client activities. When sales representatives are busy the confidence builds as you tell your success stories and engage in healthy debate. Get busy being busy.

6. Remove yourself from your comfort zone and develop new relationships with new associates. Sometimes altering networking groups, masterminds and other relationships and gaining a fresh start are just the things that will help confidence.

7. Ignore others that have confidence issues or provide negative feedback. When your confidence is low you need to be involved with others that can lift your spirits and offer alternatives to success. Do not succumb to the laws of negative attraction.

What are your best practices for low confidence in these trying and recessionary times? Please offer your comments in the area below.