A to Z Guide to Selling More: U is for Useful

One way to stay top of mind is by providing useful information to customers and prospects. Magazine articles, books, web links, White papers and case studies provide information to make buyers look good to their boss and reach their goals.

Providing useful information positions you as:

• A smart professional who stays up-to-date in the market.
• A sales resource the customer can call upon.
• Someone who genuinely cares about the customer's success.

A to Z Guide to Selling More: T is for Time

Time is the ultimate level playing field. We all get the same number of hours in the day. To manage time well, you must:

• Set priorities.
• Determine tasks.
• Know how long tasks will take.

To help manage my time, I use a “To Do” list. At the top it says, "THINK. PRIORITIZE. ACT.

I rewrite the list every morning. Doris Barnett, a San Francisco wholesale insurance broker, shared that tip with me. She said re-writing the list helped her think through everything she needed to get done in a day. Doris is super- smart and organized, and her tip has helped me be more efficient.

I often color-code my top three priorities with a highlighter so they stand out. And, I jot down the amount of time it will take to accomplish the task.

My list includes two other sections. In one, a list calls to return. In the other, I keep track of notes related to ongoing action items.

As the day goes along, I add and cross off items. If I have more than one sheet, I periodically scan all lists to make sure I’m prioritizing correctly to find the right mix of servicing and selling.

If you would like to download a copy of my “To Do” list go to www.LindaBishopOnline.com.

KeFactors Friday: Qualities of a Good Project Manager (PM)

For many salespeople, the selling cycle doesn't stop once the purchase order is issued.
Salespeople must then shepherd the project forward to completion. Projects that go well strengthen relationships with customers and lead to future sales. Projects that bump along from start to finish cause the customer to question your expertise and their decision to buy. To please the client, what does it take?

• Know how to set expectations, understand quality standards and know how quality is quality is achieved. (This also means you understand “quality does not equal perfection”).

• You must be knowledgeable about the skills and capabilities of others in the production process so that work is appropriately delegated (square pegs to square holes).You understand that he’s working with professionals (not children or criminals) and that production process parts are interdependent.

• Be fearless about asking questions, and persist in hammering out process and alternative process details, especially when tensions are running high, and people are impatient to leave the discussion, or to gloss over details, in their effort to escape unpleasantness.

• Be prepared to handle contingencies — “if this happens, then we’ll do that” — always holding Plan B (C, D, or E) in readiness.

• Clients love organized and efficient salespeople who pride themselves on maintaining those skills and habits. By nature of the job, a salesperson/project manager has to be more organized than anyone else because he/she maintains overview on all jobs, and thus all details—especially those emphasized by the client.

• Strong project management depends upon excellent analytical skills—skilled at deconstructing project concepts to block out production needs, good with details, vigilant with evolving expenses, and understands that every detail has an attached cost within your company.

A to Z Guide to Selling More: S is for Specific

Specific information helps you sell. That's because details add to credibility and enhance the buyer's understanding of your product or service.

Generic statements come across as sales fluff. Avoid statements like:

• Our prices are competitive.
• Our quality is the best.
• Our service is extraordinary.

Define competitive. Describe why you are the best. Tell me a story to illustrate what extraordinary service means to your customers. Be specific and you will sell more.

SINFS (Rewind): Three Terrible Selling Habits to Break in the Second Half of 2010

Even though we are in 2011, these bad habits to break still apply today.

Bad Habit 1: Do you let days pass, or even weeks go by without calling prospects? Break that bad habit and you’ll sell lots more.

Bad Habit 2: Are you complaining to fellow salespeople about low cost, price buyers, but never make any move to replace them? Stop wasting energy on something you can’t change. Instead, find new customers who love you, appreciate the value you bring, and will pay for it. Then, fire the cheapskates.

Bad Habit 3: Do you write long emails to customers and prospects? You’re wasting time because no one is reading these “War and Peace” communications. Aim for 50 to 75 words. Go for brevity and brilliance. Read messages out loud to catch unnecessary words and eliminate them.

KeFactors Friday (Rewind): Guest Blogger: Lucy Ke - The Technology of Listening

In the comedy “Last Holiday,” Queen Latifah’s character becomes so frustrated by her boss’s preoccupation with his cell phone, she winds up smashing it as a prelude to quitting.

Why is that funny? Why are handhelds used as symbols of arrogance? Obviously, it struck a chord because audiences cheered and laughed when Queen Latifah finally demolished her boss’ phone.

Ever worked with a bad listener? Ever worked for a bad listener who also derived a sense of personal importance from being “always on,” constantly texting and responding to cell phone calls when others are trying to speak? In her book Seven: The Number for Happiness, Love, and Success, former Reader’s Digest editor Jacqueline Leo remarks, “Our own conceit becomes one of the reasons people can’t put their machines down. They make us feel too important.”

Not being heard is frustrating and draining, and can usually mean business gets done ineffectively, with needless errors, or not at all. Relationships also suffer from the lack of courtesy.

Regardless of technological advances, being heard is a basic human need.

We’re so preoccupied by “digital traffic” we forget how important it is to listen, and to develop those skills. What’s more, we’ve forgotten the value of the listener in routine human contact. Being listened to has a transformative effect on human beings—they feel valued and revitalized—better information is exchanged, and relationships deepen and strengthen.

So bear this in mind the next time you put someone off because you’ve just got to get that text across: these devices are intended to help communication, not hinder them.

Lucy Ke is president of KeFactors, which provides leadership and customer service training, course development, and coaching for organizations eager to tap into their associates' talents and potential. With 30 years in design and marketing, Lucy believes in cultivating more strategic individuals for a more productive workplace. She can be reached at 404.444.0747 or LucyKe@Kefactors.com.

A to Z Guide to Selling More: R is for Risk

Before a buyer makes their first purchase from you, you must alleviate or eliminate worries about risks. The unknown is always scary. Buyers may want to improve their current situation, but they won't change if they are afraid they could end up worse off.

Grab a pencil and a piece of paper. List all the things that could go wrong when a buyer chooses a new vendor and put together a plan to address them.