|
What's Cary Got to Do With It? OK, so at the risk of revealing my age, I have to tell you that just last night I was watching the classic Hitchcock movie, "North by Northwest". If you recall, it's the movie where Cary Grant is being framed for all sorts of insidious crimes, and he's supposedly an innocent "Madison Ad Man".
Now, I don't know about you, but to me, Cary was the epitome of classy-cool. Regardless of how far he had to run, or how much alcohol he had consumed, the reality is that he was always totally unflappable in his roles. In the movie, he was attempting to disguise his real identity in a train station, wearing a cheesy pair of dime store sunglasses, while being grilled by a ticket salesman. Asked where he was going, why, and a host of other questions, the salesman finally asked, "And why are you wearing those sunglasses?" Knowing that Cary wasn't going to take them off, and expecting the obvious answer of "None of your &%$#@ business", instead he answered: "Because they are highly sensitive to...QUESTIONS." Ah, ha! A true moment in movies that relates to how our customers sometimes feel. And that is--GRILLED. No one likes to answer too many questions so that it feels like an interrogation, and in addition, customers despise "why" questions which make them feel as though they've been put on the spot. The challenge we all have as sales professionals, however, is that customers have become so distracted and jaded, that they don't WANT to answer questions; unless asked in just the right way. In addition, they, like Cary, often expect certain questions, and don't feel compelled to respond to them. That's why it's critical that we figure out more effective and mainly, time efficient ways of asking questions to gain additional information in our calls--whether they are in person, or over the phone. In fact, you can even ask some decent questions via email, although it's my third choice for a qualifying vehicle. Here are five tips for you to use when qualifying, including the last one on using email to get your questions answered: 1. Prepare your questions in advance, without scripting them. Know what information is absolutely essential for you to know before ending the call, and what you can get from others or through other resources. For example, when I'm qualifying, I have to know what challenges and goals are for the client. That typically has to come from the decision maker. However, if I need to find out about the history of their company, email addresses, or where their offices are located, I can learn that elsewhere. 2. Take copious notes during your conversation. Write down exactly what the customer says and make sure you use quotation marks to plan for your next steps, the verbiage in your subsequent calls, and the sentence structure in your proposals. Customers love to hear themselves, so the better you are at parroting them, without it being too obvious, the more the customer will embrace your solutions. 3. You've heard this before, so hear it again. Don't ask "why" questions. Those are the types of questions that put customers on the spot and challenge their intelligence. Remember your most annoying teacher when you were in school? "Why were you late to class?" "Why was your homework not completed on time?" and, "Why would you possibility write on your desk?" The list is endless. And if you were one of those people who never got in trouble in school (you goody-goody!), you heard these "why" questions posed to your classmates regularly, and either snickered under your breath, or lowered your eyes to your desk, thankful that it wasn't YOU that the teacher was picking on! 4. Use more "Tell me about" questions to get the information that you need. Just be sure and shut up, to hear the answers. A pause after the questions work best. Remember the "cat got your tongue" trick? Good idea. 5. Email qualifying is a bit different, but not to be overlooked. Simply include your questions, limited to a maximum of 3, into a billeted format, and end your email with another question. You'll find that this format helps to organize your reader/customer and you are more likely to receive a response. Even if the reply is, "Renee, call me at..." I'm ok with that. I'll just call! The key is to ask, and not get too wordy. So, there you go, now you know how you can be as cool, or maybe even cooler, than Cary, AND get the information you need in the process! | | Written by Renee Walkup, Sales Growth Consultant, Keynote Speaker, and Author of "Selling to Anyone Over the Phone" The Dog Ate Your Homework?
If you have found yourself providing excuses to your boss on why your sales are suffering this summer, maybe you need some better ones in your repertoire. Here are a few ideas (credit goes to Conde Nast Portfolio): 1. "Competition in the Anti-fungal market is killing us." 2. "There's an excess of golf-oriented product." 3. "Obviously with the holidays, not everybody was where they needed to be." and my personal favorite... 4. "The inclusion of management bonus accruals caused profits to suffer." So, what's YOUR excuse? Recently, one of our client VP's called in distress. His sales rep, a great guy who is highly skilled and motivated, wasn't making his numbers. "Bob" told me that his rep wouldn't "listen" to his coaching. Every time Bob went to work with Jim, he left the sales territory frustrated and discouraged because Jim wouldn't listen to his advice.
Don't get me wrong, Bob was providing excellent advice. But Jim wasn't listening for the same reason our daughter has difficulty learning anything from her parents: he had heard it from the same voice over and over again. Not only that, but Jim thought that Bob was too hard on him. Bob complained that Jim wouldn't take his advice seriously. I felt like a counselor conducting an intervention session!
Bob committed to one more shot at bumping up Jim's success level by asking me to work in the field with Jim. Admittedly, the first time I worked with Jim I felt the same frustration that Bob had been feeling. Jim talked too much, he didn't ask his customers any questions during his calls, he became obviously nervous after hearing objections, and failed to close time and time again. Sometimes when coaching him, I felt like I was speaking to into a vacant lot!
However, Jim was listening because soon, his sales habits began to change for the better. After working with him, he started qualifying and asking for the sale. I returned six weeks later to work with Jim again. This time, we focused on his organizational skills. I showed him a method of networking with his association contacts that would leverage his relationships and close more sales.
He listened again. Just two weeks ago, Bob called to inform me that Jim went from almost last in his company to a contender for the President's Club at their company. Out of 100 reps, Jim is in the top 5. It's been a wonderful transformation for Jim, and Bob is pleased as punch because he's making more money, too.
Now, what transpired? Did I: #1 wave a magic wand to get Jim to change his habits? Did I: #2 Bribe him with an all expense-paid trip to Hawaii just to try some new techniques? Or, #3, did we just communicate differently so that Jim could learn the ropes from someone who has been there with others, dozens of times?
I'm sure you picked #3. First, I patiently walked Jim through a series of step-by-step instructions. We wrote them down together on colored paper; to increase his retention. We role-played phone conversations and then I coached him as he called clients. We worked in the field together and immediately after the call, and not while he was driving, I coached him on his sales call. He had to analyze what went well and what didn't work and why.
Lastly, I encouraged Jim and recognized his efforts every time he tried something new; even if he failed. Because trying something new, when you are an experienced sales professional, is the hardest thing to do. Sound familiar?
I challenge you to try something new this week. (No, not fabricate a new excuse...) When you do, email me and let me know what you did and what changed in your customer interactions.
If you need some inspiration, try one of these for starters:
1. Set aside 45 minutes, twice daily, to make NEW outbound calls
2. Make 5 phone appointments with prospects for this week
3. Time yourself in your calls. See how long you can remain quiet and listen to your customer without interrupting
4. Avoid multitasking while on the phone for one whole day
5. Turn the audible sound off of your email so it doesn't interrupt your flow
6. Listen to your customer's real objection and after you do, resist the urge to tell, tell and tell a response. Ask questions, to clarify, instead.
7. Call an existing customer just to thank him/her for their business. 8. Stop making excuses.
Then email me at:
This e-mail address is being protected from spam bots, you need JavaScript enabled to view it
and let me know how it went for you. (c)Renee Walkup, All Rights Reserved, www.salespeak.com 678 587-9911 
|
|
