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NZSALES
NZ’S E-MAG FOR SALES LEADERS | WWW.NZSALESMANAGER.CO.NZ
DECEMBER | ISSUE 101
Page 8
The Scary Sixth Sense of Selling
How to Ensure Your Questions Get You Answers That Matter
Page 12
02 | www.nzsalesmanager.co.nz
From the EditorA s we close out the year,
I hope you take time to refresh and recharge, reflect
on 2015 and plan for 2016. The economic outlook for next year is not too shabby, particularly for the latter part of the year.
We have an excellent selection of articles in this issue to help you prepare and take the opportunities this will present.
Thanks for all your comments, encouragement and feedback during
ABOUTShort and sharp, New Zealand Sales Manager is a free e-magazine delivering thought provoking and enlightening articles, and industry news and information to forward-thinking sales managers, business owners and sales professionals.
the year. Please continue to let us know what you want to see in the magazine.
We’ll be back in January, so from us all at NZSM, we wish you a safe and Merry Christmas and a Happy New Year.
PNCONTACT/SUBSCRIBE&SHARE
W www.nzsalesmanager.co.nz
EDITOR Paul Newsom
ART DIRECTOR Jodi Olsson
GROUP EDITOR Richard Liew
ADDRESS NZ Sales Manager, C/- Espire Media, PO Box 99758, Newmarket, Auckland 1151, NZ
RICHARD LIEWManaging Director
021 123 [email protected]
ISSN 2230-4762
CONTENT ENQUIRIES Phone Paul on 021 784 070 or email [email protected]
ADVERTISING ENQUIRIES Phone Jennifer on 09 522 7257 or email [email protected]
SUBSCRIBE AT www.nzsalesmanager.co.nz. It’s free!
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04 | www.nzsalesmanager.co.nz
DECEMBERcontents
PASSIONATE ABOUT SALES CRAIG DIXON FROM THE INSTITUTE OF GOLF...............................................................................6
THIS MONTH'S MUST READ...............................................................................................................8THE SCARY SIXTH SENSE OF SELLING
HOW TO ENSURE YOUR QUESTIONS GET YOU ANSWERS THAT MATTER............................12
HOW TO CREATE AND CRAFT A COLD CALL INTRODUCTION.........................................16
QUICK FIX..........................................................................................................................................19It’s not what you sell, it’s how you sell
TWO MINUTE TOP-UP.......................................................................................................................205 YEAR-END SALES LEADERSHIP TIPS
BOOK REVIEW...................................................................................................................................22Sell Local Think Global by Carmine Gallo
THE CLOSE........................................................................................................................................23
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06 | www.nzsalesmanager.co.nz
PASSIONATEABOUTSALES
Craig Dixon is the Co-founder and CEO of The Institute of Golf. Since the
age of 12, he always wanted to be a golf coach. He joined the NZPGA at the age of 18 and has been coaching since then. Together with a team of nine, they are also are a very effective sales organisation, totally focussed on helping their clients succeed.
What do you love most about your work? Golf for many people is a hobby and activity that enables them to get away from the stresses of work and provides them with time to spend on themselves. At the Institute of Golf we are lucky to work with players of all ages, levels and ability and we enable them to improve their game and enjoy their chosen sport/hobby at a higher level.
Where did you learn to sell? When we created the Institute of Golf it was never about selling. We are about solving peoples problems and providing them with a pathway of improvement. Our company embodies this ethos and this enables us to grow and expand whilst ensuring we keep our clients goals as our highest priority.
Tell us about the time you learned that helping your clients to succeed was the right sales approach for the business?Continual development/learning is something that as a team we strive to do. 10 years ago I attended an NLP course to become certified as a practitioner. Upon completion of this course I had a sickening feeling in my stomach… I really had not listened to my clients. I had a preconceived idea of what I thought they needed to do. I do not think I helped these players to the best of my ability. From that moment on I decided that we would be focused around the client and what they wanted. This has become an instrumental factor in the success of the Institute of Golf.
Craig Dixonof The Institute of Golf
www.nzsalesmanager.co.nz | 07
www.instituteofgolf.co.nz
Who is responsible for sales at the Institute of Golf?Every team member at the Institute of Golf is responsible and plays a part in our ability to solve our client’s problems. Each team member is empowered and responsible to help our clients. When this is done players improve and client numbers grow. The increase in profitability of the company is a byproduct of this philosophy.
You are selling a service by helping people to improve their game. How do you sell your service? Although we are a service based company we improve people’s games by achieving results. The improvements experienced are by-products of our revolutionary processes and systems that have been built around fast and long lasting game improvement. These results can be seen in players such as Lydia Ko (world female #1) and New Zealand touring professional Michael Hendry to name a few who have come through our programmes.
What sets the top sales people apart from the rest? Results with our clients sets our top team members apart. We source our Instructors from all over the world and we are lucky to have the most highly skilled, training and dedicated Instructors implementing our programmes.
What’s your best tip to get new clients? It’s about the client, not you. By helping them and enabling them to achieve their desired outcomes it will directly benefit you.
How do you motivate the team to sell? Our team is driven from helping our clients. We are lucky to also be in a profession that is also our passion. Although our team is financially rewarded for doing a good job it is the ambition of seeing our clients improve that keeps us motivated.
Best sales training you have ever done, and why?The NLP practitioners course is right up there. I would recommend this to anyone. •
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08 | www.nzsalesmanager.co.nz
The Scary Sixth Sense of Selling
Words by Elliot Epstein
MUSTREAD
It’s been over 15 years since Bruce Willis walked around in The Sixth Sense not
realising he was already dead. (Apologies to anyone under 25 who may not have seen one of the most famous twists in movie history). In that time, an eerie sixth sense has developed.
‘I see dead deals…’
Deals that have all the persuasion of a local government councillor discussing bin night, deals that involve an audience as big as Carols by Candlelight but not the real decision maker and deals that are exciting for the seller but are on par with cleaning the oven for the client.
But, one of the key reasons for new business dropping off like the Dollar is related to another sense. It’s not taste, sight, hearing, smell or touch.
It’s the sense of entitlement.
Despite 400 Petabytes of data being written about how the client should be the centre of the call, there are still a lot of people who feel entitled to drive, pitch and talk a lot in client meetings.
It’s not about you. Get over it. Sell your ego on eBay while it’s still got currency.
Here’s a true story that crossed my desk (everyone says that – nothing actually crosses my desk except coffee stains). It happened a few weeks ago on Remembrance Day – November 11.
A client in the middle of a 10.30am meeting with a potential supplier mentioned that he had family ties back to World War One and would like to observe a minute’s silence at 11am to remember the fallen who had fought for our country.
At precisely 11am they stopped talking, bowed their heads slightly and remained silent. As the client’s head came up a minute later, our intrepid sales guy said, "So, given you’ve had time to reflect for a bit just now, did you think about the proposal we were discussing?"
I believe that guy is now working for NASA circumnavigating Pluto without a space suit…or shuttle.
www.nzsalesmanager.co.nz | 09
010 | www.nzsalesmanager.co.nz
We are not entitled to NOT listen. Deeply,
conversationally, with empathy,
with pauses, with care and without
an agenda. I see people on
240% of budget because they
genuinely listen to everything
the client says, every single time.
I see dead deals because the client doesn't feel heard.
www.salientcommunication.com.auElliot Epstein is a leading Pitch Consultant, Keynote Speaker, Sales Expert and Corporate Trainer who gets sales results rapidly.
The initial reaction to such insensitive crappery is to laugh it off with incredulity and a side order of ‘what a moron’.
But hang on a second; how did it even occur to him that his proposal was the central theme of the meeting? Perhaps, because he felt he was entitled. After all the client agreed to meet him. Granted, this idiot is off the scale but how many of us are keen to steer the conversation back to our company, our proposal, our story, regardless of what the client says.
We are all taught and told to listen to the point where the word itself sounds trite, and there are eye-rolling sighs of, ‘Yeah, yeah, listen to the client’s needs and then find something of value back. Wow, you’re a guru, Elliot, what an original concept.'
But time after time we don’t, because:
• We’re keen to get our three messages across
• We think we’ve only got one meeting to tell them everything
• We don’t like what the client is saying
• We were taught to look for buying signals and jump in at the first opportunity to present our ideas
• We want to qualify them and ask them our prescriptive questions.
• We’ve got budget to get, and I need to talk to tell the client what I want him/her to buy
We are not entitled to NOT listen. Deeply, conversationally, with empathy, with pauses, with care and without an agenda. I see people on 240% of budget because they genuinely listen to everything the client says, every single time. I see dead deals because the client doesn't feel heard. •
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012 | www.nzsalesmanager.co.nz
How to Ensure Your Questions Get You Answers That MatterWords by Jermaine Edwards
www.nzsalesmanager.co.nz | 013
As simple as that phrase is, it has changed my whole perspective on the value
and benefit of great questions
in sales. As a key account
manager, and one who coaches
sales professionals, asking
questions is a critical skill.
It helps clients discover new
solutions and challenges sales
professionals to change those
behaviours that aren’t effective.
One of the practices I want to
challenge are the questions we
ask in sales. The archetypal
questions of who, where,
what, how or closed and open
are peppered throughout our
trainings and education. These
trainings are great for telling
you what types of questions you
could ask. However, they give no
guidance in knowing how you
develop questions that get you
answers that matter.
As sales professionals, we
can be so caught up in asking
questions that we never ask
ourselves, “Do we know the
reason? What’s the purpose?”
It’s this answer that should shape
the direction of our questions.
What is that one thing that you want to know? Why? And does it help you and the other person achieve a goal?
Of course, there are a whole host of reasons you might need to ask questions to your clients and colleagues.
• To understand what specific pressures your colleagues or contacts are under in a new role
• To understand the impact changes in your clients industry might have on their business
• To understand the effects of a key person leaving the business
• To understand the shift in priority of their business
All of these are helpful reasons to ask questions
I’d like to propose that the number one reason for questions is to CLARIFY. I’ve become fascinated with questions. Indulge me for a moment.
Questions are like a bridge that connects knowns and unknowns, decisions and non-decisions and actions and non-actions.
The questions we ask are our opportunity to ensure we’re moving in the right direction with our client. It leads us to answers that help us know if we need to act now, pivot, get rid of something, solve something. You get the picture.
Once you understand the purpose of your questions, you can then be more intentional with what you ask. You can walk away from the conversation with every piece of information needed, knowing what to do and what not to do.
“Questions are the answer” - Allan Pease
014 | www.nzsalesmanager.co.nz
Jermaine Edwards is a learning and behavioral change enthusiast, sales and customer nurture explorer and all round inquisitive guy. You can contact him on Twitter @jsaedwards
Here is the one question you need to consider before asking your next questions to clients or colleagues.
• Does this question help me solve, support, shape or sell something to my client?
• Solve a client’s recognised need?
• Support a particular initiative already ongoing with your client?
• Shape or clarify a new project, offer additional insight or challenge?
• Sell position other services that may benefit my client that they haven’t already purchased?
www.linkedin.com/jermaineedwards
All of these questions are fine in their own right. But they should
always be asked with the intent to deliver value and benefit to
the client.
Some examples:
• Solve – What were your thoughts on the development needs that
came out of the last training session?
• Support – How best can I support you in the change your
department is facing?
• Shape – How would you see us using our expertise to help you
achieve that important goal for 2016?
• Sell – Had you considered what you’d do to ensure your data
was sufficiently secure?
As simple as these questions are, when you apply this framework
of thinking to the planned conversations you have, you will become
a master at asking questions. And you will be known as an insight
bringer and a person of value in your client’s world. Let me know
how you get on.•
As simple as these questions are, when you apply this framework of thinking to the planned conversations you have, you will become a master at asking questions. And you will be known as an insight bringer and a person of value in your client’s world.
GOT A PRODUCT, SERVICE OR BUSINESS WORTH TALKING ABOUT?
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Get in touch with Jennifer now to discuss our options.+64 9 522 7257 (NZT) | [email protected] | www.espiremedia.com
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016 | www.nzsalesmanager.co.nz
How to Create and Craft a Cold Call Introduction
Words by Matthew Mewse
www.nzsalesmanager.co.nz | 017
If you were to line up the ten most successful cold calling salespeople in the world and
ask them one simple question:
“What’s the secret to your
selling success?”
After a lot of persuasion, several
coffees (and maybe just a little
torture!), they’d probably tell you
they have developed a formula.
Most will have arrived at this
formula over many years of
testing and refining and getting
the presentation just right out in
the sales field or when they’re
working on the phone.
They now know what works
most of the time and, the better
their odds, the more times they’ll
be successful. You can’t rig the
odds.What you’re looking to do,
is create and craft an opening
statement that gets the attention
of all the GOOD prospects in our
long list of cold leads.
The first thing to consider is
that nothing, no technique,
no formula, works on every
prospect, every time you pick
up the phone. Remember that
not every prospect you call is
a good one.
Also, not every prospect deserves your time and energy. You’re
only looking for the right kind of candidate when cold calling. These
are the prospects that show interest early on in the call and when
you find those, well, then they deserve your time and all the skills it
takes to deliver the rest of your presentation.
What I’d like to share with you is a formula that works well for opening
a cold call. You can use this as an introduction on so many different
types of calls – appointment setting, on-call sales, products or
services. This winning cold call formula works for most industries.
I’ve developed this particular introduction by learning from such
masters as Allan Pease and building on my experience as a
successful cold caller. I pass this formula on to many other callers
and teams I work with today.These callers are blitzing previous cold
call targets and still surprise themselves how much new business is
waiting for them out there. They just had to pick up the phone!
It takes a little practice to get the flow right and the timing working
but remember to keep to the formula. The whole idea of this call is
to find the real prospect quickly, right?
And here it is:
1. Who you are
2. Where you’re from
3. The reason for the call
4. Then, hit a 'HOT BUTTON' question
Let’s deal with item one. On a cold B2B, call don’t ask people how they
are or have they got a few minutes. They’ve heard it all before, just get to
the point! Number two, let’s tell them the name of our company.
Number three, well, the reason for the call can be varied, there
are loads of reasons to call but in the example below I’ve just
said we know they, as a customer, have a service option from
our competitors.
018 | www.nzsalesmanager.co.nz
Number four is critical. Allan Pease once described a 'HOT BUTTON'
as something that when pushed should warm your prospect’s interest.
It should get their attention and create a positive or at the very least a
neutral response from the better cold prospects in our list.
By the way, research shows that you have 15 to 30 seconds to create
either interest or disinterest on a cold call presentation. No grey areas here!
The 'HOT BUTTON' question can also act as a sieve. It can help you
'weed-out' indifferent prospects from the good ones early in the call
and save you hours of time presenting to the wrong kind of prospect.
Save energy, I say, save energy for the right prospects.
Here’s an example of an opening statement for a cold calling team
that I created for a large Telco campaigning to increase market share
in mobile phones.
Caller: Hello John, it’s Matthew calling…and I’m part of the customer care
team at Phones-R-Us. The reason I rang you today John is, we appreciate
you have a choice with mobile phone services but…we wondered…when
you open your mobile phone account every month…do you ever feel like
you’re paying too much? Do you ever feel that way, John?
Many, many cold call prospects respond with:
• What can you do for me then?
• Yes…way too much!
• Ummm…what do you mean?
• I suppose you can do better, can you?
And many more variations on the above. The point is these types of
responses allow the caller to 'get in the door'. The prospect has shown
a level of interest, and you now have a chance to present.
Some of the callers using the
above opening statement even
get the best response of all.
'No, I’m not happy about my
mobile charges, and I was thinking
of changing before you rang!'
BOOM! Got that one! When you
ask the “Hot button” question
you also weed out the time
wasters and the not interested.
They respond with: 'Yes, I’m
happy with what I’m paying.'
It’s hard work to turn this type
around on a cold call. Move on
to the next.
'I’m not interested.' Fine, found
out early, moving on.
So, what are your and your
company’s 'Hot Buttons'? We
all have them. We just have to
find them and incorporate them
into our formula and practise,
practise, practise. •
Matthew Mewse is an international expert in business by phone and is right here in New Zealand. For more telephone sales help, visit www.supersizeyoursales.com
www.supersizeyoursales.com
www.nzsalesmanager.co.nz | 019
QUICKFIX
Closing Year End Deals You might be feeling generous at Christmas,
but you don’t want to be giving business away. Closing business may need you to be
flexible and to offer the client alternatives that will make it easier for them to manage the calendar year end chaos.
For example, it might be attractive to spilt an order in two, so that the client pays for the equipment and delivery in December, and the installation and training in January. Get creative, and find ways to get client commitment before year end.•
020 | www.nzsalesmanager.co.nz
Words by Mark Hunter
TWOMINUTETOPUP
Only a couple of days left in the year, this means everyone is spending at least a few minutes reflecting back on the year and, at the same time, looking forward. Here is my list of five
quick sales leadership tips that make a difference:
First, personally thank each person you lead for their
contributions. It’s easy to thank those who have done an
excellent job, but that’s not enough. Thank everyone. You want
everyone coming out of the year feeling good and looking
forward to an even better upcoming year.
5 Year-end Sales Leadership Tips
There are only a couple of days
left in the year so this means
everyone is spending at least
a few minutes reflecting back
on the year and, at the same time, looking forward.
www.nzsalesmanager.co.nz | 021
Second, take the time to acknowledge not only those you lead but also their families and closest loved ones.
Am I asking you to get personal? Yes and no. What I’m saying is take the time to realise the performance of any person you lead is impacted by the support they receive from their family and social circle.
It doesn’t take much to acknowledge this. It can be as simple as stating to an employee how you hope they can spend some quality time with their family, etc.
Third, call out and recognise those who did an outstanding job.
Don’t forget to recognise those who may have had some incredible success in the 1st quarter of the year. Too many times, year-end recognition winds up going to those who achieved success the last couple of months.
Fourth, communicate to everyone how much you’re looking forward to next year.
Do this one-on-one to allow you to personally share how much you see them as being a key part of the upcoming year. People will always do far more when they feel a personal connection to what their leader is expecting of them.
Take the time to reflect back on your accomplishments and use them as a guide to helping you to set your leadership goals for next year.
Mark Hunter is a keynote speaker and sales trainer. There is nothing he like’s better than helping companies and salespeople succeed.
www.thesaleshunter.com
Fifth, take the time to reflect back on your accomplishments and use them as a guide to helping you to set your leadership goals for next year.
When I say 'leadership goals', I’m referring to how you see yourself communicating and dealing with those you lead.
There you have it: five leadership tips every leader should do right now at the end of the year.
The really question is: 'Will you use these tips?'•
022 | www.nzsalesmanager.co.nz
RESOURCECORNER
Sell Local Think Global50 innovative ways to make a chunk of change and grow your business
After years of sharing her small-business tips and marketing tricks with readers of her popular blog, ChunkOfChange.com, and
column in the Long Beach Post, Olga Mizrahi has taken her message to the streets, urging business owners to focus in while reaching out.
You'll be excited and motivated to clearly state your difference to the world and your neighbourhood - while confidently selling yourself and your business. Through 50 low-cost, do-it-yourself tips, Sell local, think global will help you:
• Work out what makes you and your business truly different.
• Discover the secrets of 'SoLoMo' marketing, both online and off.
• Spruce up your Web and mobile presence by learning to love analytics.
• Walk boldly into the future by embracing social media and customer reviews. •
Available from Mighty Ape By Olga Mizrahi
www.nzsalesmanager.co.nz | 023
THECLOSE
“Christmas gift suggestions:To your enemy, forgiveness.
To an opponent, tolerance.To a friend, your heart.To a customer, service.
To all, charity.To every child, a good example.
To yourself, respect.”- Oren Arnold
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