I just received an email from someone (who we will call Helen) who sells educational products.

Helen wanted to know how to weave her USP’s like “100% moneyback guarantee” and “better account management” into her sales pitch when developing new business.

Let me tell you right off the bat that these are NOT USP’s.

These are “givens”

If you’re stating that 100% moneyback guarantees are unique then you are not doing your homework on your competitors! They are most likely saying the same things to the same prospects who you want to get business from!

The result?

Nothing becomes unique. And if you add to the mixer that your prospects expectation levels are higher than ever before than it’s a wonder that you don’t receive a “So what?” from them when you say that they’ll get their moneyback and replacement if your widgets do not do their job as they should.

Well, boo bloomin hoo!

Here’s what you should do:

Now you should know and appreciate that most USP’s are not unique and you can actually use this to your advantage. You can even elude to most of your competitors USP’s in your sales pitch. For example:

“Now the companies that have met with you to discuss their widgets have most likely promised you “Better service levels” and a “100% moneyback guarantees” as their unique selling propositions but we believe that these are standard and are services that you should expect to receive as a given. That’s why our money back guarantees are truly unique because no-one in the marketplace is offering such a guarantee. You can purchase 20 of our widgets today and if any of them breakdown we will not just give you a full refund and replace them but we’ll give you a full refund, replace them all plus we’ll give you an additional 50 widgets….”

Now that guarantee is a USP! It’s unique! A simple 100% moneyback guarantee is just “a given” in todays marketplace.

Now is a good time at the end of the year to review your current USP’s and ask yourself whether they are really unique or not? What makes you stand out from the rest? And how can you put down other suppliers USP’s in your sales presentations without putting them down (if you know what I mean!)

Happy Selling!

Sean

Sean McPheat
The UK’s #1 Authority On Modern Day Selling
MTD Sales Training
MTD Sales Blog

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If ever there was a key skill that you need to study and improve upon it’s asking the right sales questions.

You need to unearth the pain, the desire and the motivations that will get your prospect to take action.

Now in an ideal world your prospect will answer your questions EXACTLY the way that you want them to so that your product/service benefits match them like fitting a hand into a glove!

But we live in the real world!

Having said that here’s a technique that will enable you to work out what questions to ask so that you get the answers you need!

Here’s how:

Write down the top 5 benefits that your product/service has.

Then, you need to reverse engineer those benefits. Write down what the prospect would be experiencing now because they are not taking advantage of those benefits because they are not using your product/service.

Let me give you an example:

Let’s say that you sell software that enables you to fax documents from your desktop.

One of the benefits is that it saves you time and money. There’s no standing at a fax machine and because it’s internet based there are no costs to fax each document after the initial purchase of the software.

So that’s the benefit. We now need to reverse engineer that benefit.

Now because the prospect does not use the software at the moment a lot of time must be wasted when people are sending faxes because it takes a couple of minutes for them to go through. Plus, it costs 30p to send a fax from the machine.

So now you can construct some questions around this:

How many faxes does your company send in an average month?
How long does it take to send a fax at the machine?
How much is it currently costing you to send the faxes each month?

So if you get something like 1,000 faxes, 5 minutes per fax and 30p per fax and your software costs £250 then you’ve really got something to work on!

Because after you’ve completed the document to fax all you need to do is enter one screen, put in the number and press send so it takes 1 minute as opposed to 5 – SAVING 4000 minutes per month

Currently it costs your company 1,000 faxes x 30p per fax each month – £300 per month

So in month 1 the payback is actually £50 saving (£300 fax fees – cost of software £250) and then £300 per month savings thereafter and it saves 66 hours worth of time which at £10 per hour equates to £660.

I hope you get the picture?

Construct your questions in this way and it will really help you.

Happy Selling!

Sean

Sean McPheat
The UK’s #1 Authority On Modern Day Selling
MTD Sales Training
MTD Sales Blog

Have you downloaded my latest report yet? “The Sales Person’s Crisis” has been downloaded by over 10,000 sales pros and entrepreneurs. Don’t miss this unique report that lifts the lid on modern day selling!

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I’ve been receiving a lot of emails from sales professionals who have been asking me what my predictions are for the future of selling! Mainly, these have come off the back of my special report
“The Sales Person’s Crisis”

So here are my top 10 predictions for the sales industry in 2010:

1. Expert Status & Positioning Is Vital

There is going to be a trend where your suppliers will want to hunt out and deal with experts to help them. So even if you are selling green socks, what are you doing in terms of building up your reputation within the green sock industry? Are you contributing to blogs and forums? Have you written some articles in the green sock trade journal? Have you spoken on tv about issues facing green socks?

You can use all of this to help position yourself as the “go to” person.

Imagine that a company was meeting with two green sock sellers? You turn up with a bio to die for, you are known as THE expert in green socks. And then Billy Average turns up.

Suppliers want to deal with experts and “industry celebrities” in 2010 so position yourself as one.

2. The Death Of Cold Calling

Anyone who had to make cold calls in 2009 knows that it was a very tough year.

Will 2010 really be the death of cold calling? Well, probably not but it will be the death of cold calling as we know it.

Out goes the enthusiastic, smile and dial approach and in comes a more measured, down to earth and above all, straight talking approach.

Out goes the “Oh, he’ll know what I’m calling about” trick and in will come “this is a sales call Jo, can you spare 5 minutes so I can tell you how to reduce your paper bill by using our new software?”

Your prospects know a cold call when they hear one so just act natural and be honest. It will surprise them and will help to build up the rapport with them because you are being different.

Direct and down to earth will work the best in 2010 – with no tricks!

3. There Will Be More Prospecting On The Web

2010 is the year to get into blogging, Facebook, LinkedIn, Digg, Twitter and the use of email to do your prospecting.

The connections and business that you can create on the web is mind blowing if you know what to do.

So improve your knowledge in these areas because over the years there will be a big shift towards more web marketing and sales.

4. You Need To Respect The Fence Sitter

The fence sitters hold the key to open the door and to let us out of this recession.

What’s a fence sitter?

Well, in 2009 there were 3 types of prospects. Those that did nothing and would not spend because of the recession, those that did want to spend to get them out of the recession. And then those in the middle who were waiting for someone in authority to say “Hey, we’re out of recession you can spend again”

These are the ones that put projects on hold and play a waiting game. But there are billions just waiting to be released. They have the keys to the gold.

So how are you marketing to these people? How are you educating them in the meantime? Will they choose you when they finally say “Full steam ahead”

You need to have a specific ongoing sales and marketing plan for the fence sitters.

5. Different Is Going To Be Better Than Best

In order to capture the attention of your marketplace you need to be different.

How can you do this?

Can you remodel your service in a different way?

Can you offer something truly unique?

Going back to being an expert and positioning yourself – this is an example of being different. Just because you’ve been on the radio about green socks does not mean that your products are any better than anyone else but because there are no other green sock gurus it will position them as so.

Just by being different can unlock the pathway to riches.

6. AIDA No Longer Works In 2010

You’ve heard of AIDI right?

ATTENTION
INTEREST
DESIRE
ACTION

Well, your prospects and clients have got so much on their plates that grabbing their attention nowadays is a lot harder than it once was!

You need to do more than just ask a question to grab their attention because there are another 64,000 things that are competing for their attention each and every day.

So in order to do this you actually need to reverse this statement to begin with so it becomes:

ACTION
DESIRE
INTEREST
ATTENTION
INTEREST
DESIRE
ACTION

You need to take ACTION first. Do something different, this could be sending them something, a unique act, a video, sending them a report, saying this is a sales call when making a call, whatever it is. This creates the desire to find out more and then they’re interested. Only then do you have someones ATTENTION.

And then you can start with the AIDA model again.

7. New “Leaner” Sales Models Are Launched

If you haven’t taken a look at how you current sell in terms of your sales process, your interactions, the measurements etc and have modified your approach for the current climate then you are in big trouble for 2010.

2010 will be the year where a lot of companies will be launching a new, leaner and fitter sales process and approach to cope with the demands of the economy.

Are you?

8. Buyers Will Eat Your Lunch For You

Your buyers know that 2009 was a tough year for you.

They most likely know that 2010 will be the same. They are more educated than ever before and they’ll want to murder your margins.

Make sure that you spend a lot of time in honing and perfecting your art to deal with these new and upgraded buying machines.

9. Activity Based Targets Become More Important

Too many sales people are focused on the actual amount that they need to make that they forget or ignore what will help them to achieve it. And that’s all about ACTIVITY.

In 2010, sales commissions will be linked to a combination of both performance AND activity and not just the target alone which has been the bread and butter of sales commissions and bonuses in the past.

10. If It Moves Then You Need To Measure It!

Part of the problem why so many companies are struggling is because they do not understand what’s going on in their sales process.

More than ever before you need to invest in measuring what you do and how you do it.

If it moves, measure it.

Those are my predictions for 2010.

There is business out there, you’ve just got to make sure that it comes your way!

Happy Selling

Sean

Sean McPheat
The UK’s #1 Authority On Modern Day Selling
MTD Sales Training
MTD Sales Blog

Have you downloaded my latest report yet? “The Sales Person’s Crisis” has been downloaded by over 10,000 sales pros and entrepreneurs. Don’t miss this unique report that lifts the lid on modern day selling!

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Yes, I’m partial to the odd Big Mac every now and again but more to the point I’ve watched with interest over the years how McDonalds have re-branded themselves.

We went from Ronald McDonald to “I’m lovin it” in a short space of time.

Now, here’s something to check out…

McDonald’s launched a new interactive sign where passers-by can interact with images displayed on McDonald’s giant LED screen, and visitors can take an interactive role at one of London’s most photographed locations.

Watch this:

You might not have the budget to be able to replicate this. But what can you do in your sales and marketing to be fresh and innovative and to capture peoples attention?

Happy Selling

Sean

Sean McPheat
The UK’s #1 Authority On Modern Day Selling
MTD Sales Training
MTD Sales Blog

Have you downloaded my latest report yet? “The Sales Person’s Crisis” has been downloaded by over 10,000 sales pros and entrepreneurs. Don’t miss this unique report that lifts the lid on modern day selling!

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I bet you’ve heard a million times that you need to build the value first before revealing your price.

And whoever told you is exactly right!

But how can you build this value?

Well, the overall objective is for you to cover the benefits of what you are selling so well that the prospect has built up a figure in their mind of what your product or service is worth and this figure is way above the amount that you tell them.

That’s value.

So you need to work really hard at layering the value. Both tangible and intangible benefits. Both USP’s and ESP’s (unique selling propositions and emotional selling propositions).

If you mention a feature you then need to cover “What’s in it if for them”

“What this means is that…”

If a prospect asks for the price before you have revealed the value and you tell them, then you are sunk. You need to side step that question immediately.

So how are you currently building the value of what you sell?

Make sure you put a lot of time and effort into it and it will pay big dividends for you.

Hepp Selling

Sean

Sean McPheat
The UK’s #1 Authority On Modern Day Selling
MTD Sales Training
MTD Sales Blog

Have you downloaded my latest report yet? “The Sales Person’s Crisis” has been downloaded by over 10,000 sales pros and entrepreneurs. Don’t miss this unique report that lifts the lid on modern day selling!

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Here’s a question I got asked last week about keeping on top of your game:

“I work for ABC and have been the number 1 performer for the last 4 years. Can you maybe give me any advice on managing the stress of constantly performing?

Things like being totally nervous and anxious before nearly every appointment even though I have been doing this job for 6 years. I feel that sales is like being on stage and the lights go on and it’s showtime but the feeling before each meeting seems to be getting worse but I never fail to perform.

Work is totally taking over my personal life so I can remain where I am, this is actually the first year I have been challenged from a performance point of view by another strong individual who I speak with daily. The week on week target which I have never failed to achieve is driving me on and on until I’m totally shattered.

I probably know the answer to most of this but wanted your thoughts”

Ok, here are my thoughts on this:

With that sort of drive you should be working for me and selling our courses!

Being nervous is natural and it means that you care. Sales people who are a little carefree don’t really give a damn or can be seen as arrogant instead of confident from their prospects.

Yes, I agree with the “lights on” mentality. You see, you couldn’t be in “showtime mode” all of the time or you would really be burnt out. Just before I go into important meetings I kinda flip a switch and go into sales overdrive. Weird kind of thing to explain but I’m sure you know what I mean. And yes, I get nervous too but a nice nervous.

I’m so passionate about helping my prospects that as soon as I walk in I completely focus on them and their situation and I’ll do all that I can to help them. Sounds like you do the same.

You need to be careful about it taking over your life though. You need to understand what’s the driver behind what you do. The money? The prestige of being #1? What is it?

For example if you’ve got to work your butt off just to get a decent wage then you could work in a different industry which has a different pressure and sales cycle but could make twice as much with the same effort. If it’s to be #1 then you’re not competing with yourself but you’re competing with something that you cannot control and that can lead you into trouble.

Overall, have a think about WHY you do what you do. You may find that the real reasons might surprise you.

Understand your drivers and can open the door to whatever you need….

Also, try walking before work. You will find that you’ll get more energy and you can ramp yourself up for the day. It will help with your stress levels. Make sure you do aerobic and not anaerobic work. You want to be in the “fat burning, low impact” zone.

There’s loads of other areas I could cover but try these for starters.

Happy selling!

Sean

Sean McPheat
The UK’s #1 Authority On Modern Day Selling
MTD Sales Training
MTD Sales Blog

Have you downloaded my latest report yet? “The Sales Person’s Crisis” has been downloaded by over 10,000 sales pros and entrepreneurs. Don’t miss this unique report that lifts the lid on modern day selling!

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I received a great question from Richard who asked me about moving from a face to face to email selling sales model. Here’s what he asked:

“We are trying to move our prospecting and sales processes to email selling and want to know how best to start the process. We have existing longstanding clients who have become accustomed to in-person contact with us. Any advice would be appreciated”

Ok, here are my general thoughts on this for you to ponder over!

There are two areas you need to look at to kick things off.

1. You need to define your new email sales process for new prospects

2. You need to have a migration plan for your existing clients

In terms of the new process then that’s pretty easy because they will know no-different.

But in terms of your existing client base (and I assume that they are currently making you the majority of your revenue) then you need to “give” them something in return for the new model.

Personally, if I were in your position I would meet with them face to face to explain the reasons why you are doing what you are doing. Is it to keep costs down that you can then pass on to your clients? Is it to give a better service?

Never communicate these reasons in an email. It will be very cold and can be mis-understood.

Instead, face to face it is. Then you need to work out a concession for them.

What’s it going to be?

You see, less work for you (i.e email interactions instead of F2F) might mean more work for them (more searching on your site, anwering emails)

So you need a sweetner of which only you can know what that is.

Example:
“John, I wanted to come and see you in person today to go through some of the changes that we are making at ABC. We’ve restructured ourselves so we can serve you better. It will mean a small change in the way that we do business but the ultimate benefit will be that you can get your hands on our products and services a lot quicker, it will save you time and the fees that you’ve been paying in the past will be reduced too”

Now, who isn’t going to be receptive to that!

Hopefully you get where I am coming from on this. I’ll leave it up to you to fill in the blanks!

Happy selling.

Sean

Sean McPheat
The UK’s #1 Authority On Modern Day Selling
MTD Sales Training
MTD Sales Blog

Have you downloaded my latest report yet? “The Sales Person’s Crisis” has been downloaded by over 10,000 sales pros and entrepreneurs. Don’t miss this unique report that lifts the lid on modern day selling!

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Can you back up the claims that you make?

I’m not just talking about factual data here. But what about actual case studies from happy clients?

“ABC did a great job for us, if I were you I’d use them immediately”

So what? That’s an awful testimonial!

Here’s what you should do…

Approach every happy client and ask them if they wouldn’t mind drafting a testimonial for you. When they say yes, send them these three questions to shape their answers…

1. What was the situation like BEFORE they used your product/service?

2. Why did they choose your company over the rest and what’s it been like to work with you?

3. What actual results did they get in terms of increased profits, cost savings, staff morale, time etc

So you might end up with something like this:

“We had been very inefficient for years and our widgets had to be replaced every 2 months. We choose ABC company in-front of 5 other suppliers because they seemed to give a personal touch which was 100% correct as they have always been there for us. The results we have had have been amazing. Instead of replacing our line every 2 months, this is now up to 5 months and have saved us £20,000 in the first year.”

Now that’s social proof! You can go one further and then ask them whether they would mind acting as a reference to call should anyone wish to do so and in return you’ll give them some discount off their next order for their time.

Just imagine that you had 20 quality testimonials to show your prospects? How powerful would that be?

Get to it! If you are not using them then it’s costing you sales as you read this!

Sean

Sean McPheat
The UK’s #1 Authority On Modern Day Selling
MTD Sales Training

Have you downloaded my latest report yet? “The Sales Person’s Crisis” has been downloaded by over 10,000 sales pros and entrepreneurs. Don’t miss this unique report that lifts the lid on modern day selling!

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Too right you should!

I was asked this question at a business breakfast meeting I attended last week.

Some prospects will drain the life out of you if you continually follow up with them and they keep brushing you off or if you keep hearing “oh, you’ve just missed him, he’s gone into a meeting now”.

When you keep hearing that, it’s time to FIRE the prospect!

You should have a set of up-front qualifying criteria that you should use to engage and manage the prospect in your first couple of interactions – this will reduce the “deadwood” in your pipeline and you should always have an ongoing set of continued qualification criteria that you use too. These will act like warning beacons if your prospect has been in a meeting the last 3578 times that you’ve called!

And when you do FIRE your prospect don’t just let it go completely.

Instead, add them to a list of “Unresponsive” prospects and put them in an automated ongoing marketing system that might include adding them to a monthly or quarterly email list or for direct mailings. That way, if their avoidance was a matter of timing and they just didn’t have the balls to tell you to “bog off” then if the opportunity should come up again, you’ll be in the front of their mind.

Happy selling!

Sean

Sean McPheat
The UK’s #1 Authority On Modern Day Selling
MTD Sales Training

Have you downloaded my latest report yet? “The Sales Person’s Crisis” has been downloaded by over 10,000 sales pros and entrepreneurs. Don’t miss this unique report that lifts the lid on modern day selling!

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This post is for all of us who prospect or make cold calls whether that be over the telephone or if you turn up unannounced at a prospects premises.

How many times do you receive the “I’m not interested” objection before you’ve even told them anything?

If you do then you should read some of my cold calling tips because you can lose it based soley on how and what you say when you open your call. I’m very big on using what I call “the fumble” but you can read about that here after you’ve read this post.

But suppose you open the call in the right way and they still come back with “I’m not interested”, what should you reply back with?

Well, most sales people just go into their normal spiel but there’s a great opportunity for you to build up some rapport here by saying:

“I didn’t think you’d be interested, that’s why I’ve called…”
or a variation like this:
“I wouldn’t have expected you to have any interest at this stage, that’s the reason for my call…”

In a world where the standards of cold calling are APPALLING in my opinion, you can still win a lot of business even in a shrinking marketplace, if you can be different.

Try them out and see how you get on

Happy cold calling

Sean

Sean McPheat
The UK’s #1 Authority On Modern Day Selling
MTD Sales Training

Have you downloaded my latest report yet? “The Sales Person’s Crisis” has been downloaded by over 10,000 sales pros and entrepreneurs. Don’t miss this unique report that lifts the lid on modern day selling!

Click on the image below to find out why you’re very existence as a sales person is in doubt…