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NZSALES
NZ’s e-mag for sales leaders
Selecting a Sales Trainer Telemarketing for B2B SellingAlligator or Gladiator?Under the Christmas Tree
deCemBer 2012 Issue 67
www.nzsalesmanager.co.nz / 2
CoNTeNTsTHIs WeeK's musT read
seleCTINg a sales TraINer
Seven questions they must answer
TelemarKeTINg for B2B sellINg
10 top tips
BooK reVIeW
How to close a deal like Warren Buffet
QuICK fIx
It’s not what you sell, it’s how you sell.
TWo mINuTe ToP-uP
allIgaTor or gladIaTor
What makes successful salespeople
uNder THe CHrIsTmas Tree
THe Close
6
10
14
14
16
18
19
3 / www.nzsalesmanager.co.nz
THIs WeeK's musT read
seleCTINg a sales TraINer
Seven questions they must answer
TelemarKeTINg for B2B sellINg
10 top tips
BooK reVIeW
How to close a deal like Warren Buffet
QuICK fIx
It’s not what you sell, it’s how you sell.
TWo mINuTe ToP-uP
allIgaTor or gladIaTor
What makes successful salespeople
uNder THe CHrIsTmas Tree
THe Close
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www.nzsalesmanager.co.nz / 4
from THeedITor
This is our last issue
for the year. We
are off to refresh
and recharge, reflect on
2012 and plan for 2013.
Thanks for all your
comments, encouragement
and feedback during the
year. Please continue to let
us know what you want to
see in the magazine.
We’ll be back in February, so
from us all at NZSM, we wish
you a safe and Merry Christmas
and a Happy New Year.
Happy selling
Paul
ABOUT /
Short 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.
EDITOR / Paul Newsom
ART DIRECTOR / Jodi Olsson
GROUP EDITOR / Trudi Caffell
CONTENT ENQUIRIES /
Phone Paul on 04 586 4733 or email
ADVERTISING ENQUIRIES /
Phone Richard on 09 551 0607 or email
ADDRESS / NZ Sales Manager, C/- Espire
Media, PO Box 99758, Newmarket,
Auckland 1151, NZ
WEBSITE / nzsalesmanager.co.nz
IssN 2230-4762
MicrosoftDynamics CRM
Gold Customer Relationship ManagementSilver Independent Software Vendor (ISV)Silver Learning
NZ sales maNager Would lIKe To aCKNoWledge THe suPPorT
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EmpowEring SalES managErS. growing SalES.CongraTUlaTionS
Congratulations to paul Steer of Unilever winner of the exclusive 12 month SalesStar management programme, valued at $12,000! Developing today’s Sales managers into tomorrow’s sales leaders.
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EmpowEring SalES managErS. growing SalES.CongraTUlaTionS
Congratulations to paul Steer of Unilever winner of the exclusive 12 month SalesStar management programme, valued at $12,000! Developing today’s Sales managers into tomorrow’s sales leaders.
The SalesStar Management Programme provides a perfect platform for new and existing Sales Managers to enhance their current knowledge and learn sales management best practice to accelerate sales revenues. This is a comprehensive programme that provides a blended learning approach with practical workshops, online learning and on-going support. Click here to learn more!
level 5, 3 City road, auckland
T: + 64 9 524 0999 E: [email protected]
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www.nzsalesmanager.co.nz / 6
By Conrad Elnes
SeleCTinG A SAleS TrAinerSeven questions they must answer
musT read
if sales training is such a good
idea, why isn’t everyone
training their salespeople
regularly? Twenty years of working
closely with corporate CEOs, Vice
Presidents and Directors of
Sales, Sales Managers and
Corporate Training Directors
have illuminated some strongly
felt concerns that can discourage
companies from investing money
to obtain outsourced training.
The following is a list of the
most frequent concerns. To help
ensure that you make a safe and
rewarding training investment
when you outsource, I’ll provide
a synopsis of each concern listed
and a recommendation.
>>7 freQueNT CoNCerNs>>
“How can we be assured of a guaranteed return on 1.
investment from our sales training?”
“How much are your training fees?2.
“Upon what basis was the programme developed?”3.
“How will you customise the programme for my staff?”4.
“How will the programme be delivered?”5.
“What kinds of training should I provide?”6.
“How do I bring my new hires up to speed with the 7.
initial group you train?”
7 / www.nzsalesmanager.co.nz
musT read
2. “How much are your training fees?
It is risky to rely on the slogan “You get what you pay for.”
Fees for intangible services such as training are extremely
hard to evaluate. Considering the variety of fees, experience
levels and delivery methods, how can you determine what
represents appropriate value?
>>recommendation:
Experienced trainers’ fees may vary from a low of $2,000 per
day to as high as you can imagine for “celebrity” presenters.
How many hours are required to reach your goals? Additional
factors that may affect costs are delivery method, workbooks,
training reinforcement, follow-on instructions for managers
and travel expenses. It’s important to learn if the fee is
contingent on the purchase of the trainer’s “back-of-the-
room” products such as books and videos.
A successful programme will provide a big pay off for your sales people,
for your career and for your company. Due diligence is your assurance of
making a great trainer selection. Since success is so essential, you will be
well rewarded when you invest time to ask these questions of a potential
provider and insist on a satisfactory answer to each.
1. “How can we be assured of a guaranteed roI
from our sales training?”
With nearly all companies making strong efforts to reduce costs,
funding requests are increasingly being subjected to hard-nosed
value justification. Chief Financial Officers require more than verbal
assurances, anecdotal success stories and testimonials submitted by
trainers. How can you best value justify your training request?
>>recommendation:
Many factors, outside their control, make it difficult for most trainers to
offer a guaranteed ROI in advance of their programmes. The risk is all
yours. Among the basic requirements to receive a guarantee are these: a
minimum of 12 or more salespeople (no maximum), a significant growth
opportunity to increase sales, a willingness to provide an extended
programme rather than a “dose” of training and a proactive rather than
reactive sales process. If your company meets these requirements, we
will make an analysis of your situation and inform you whether or not
you can qualify for a guaranteed ROI of up to 100% on your training
investment within 12 months.
www.nzsalesmanager.co.nz / 8
3 “upon what basis was the programme developed?”
Many programmes are product knowledge driven, or developed
to leverage the trainer’s or sales manager’s past experience. The
results often disappoint because sales practices must change rapidly in
response to the economy and customer demands. Another factor that
causes disappointment is transferability of successful skills from one
person to another. What is a strong basis for effective training?
>>recommendation:
The amount of valid research that has been performed to identify the
personal attributes used by world class salespeople to achieve such
remarkable success is staggering. It’s highly likely that a successful
programme will be based on study results more than the trainer’s
personal selling style and theories. The following success attributes
have been validated, and training can help your salespeople begin to
acquire them right now.
A partnering approach with customers. (Stress trust, knowledge of •
the customer and long term relationships based on mutual benefit.)
Driven by a compelling personal mission. (Motivation through •
achieving passionately felt goals.)
A listening/probing selling style. (Assures a deep understanding of •
buyer needs.)
Versatility of selling behaviours. (Adapting sales behaviour to buyer •
comfort zones.)
A higher level of thought applied in their sales process. (More focus •
on strategies and solutions than on features and benefits.)
musT read
5 “How will the programme
be delivered?”
Receiving a results payoff from
attending seminars that include
dozens or hundreds of attendees
is a rare occurrence. Unless a few
hours of entertainment for the
“troops” is your desire, consider
this: How can you provide an
effective programme?
>>recommendation:
Those who demand measurable
behaviour improvements and
revenue increases from their
training, deliver it to groups
ranging in size from 6 – 18
participants. This size allows
for maximum learning through
interactivity such as discussions
and role plays.
Lecturing should be minimised,
and class preparation via
workbooks or e-learning is often
required. Classes limited to 2 – 4
hours in duration are very effective
when logistically and economically
feasible. Several forms of video
can be utilised to help deliver and
reinforce the training.
4 “How will you customise the programme for my staff?”
Nothing kills the spirit of participants faster than being
subjected to generic training. Even before the presenter is
introduced, participants will have developed strong opinions
about the programme. Also, a comprehensive training
programme establishes a uniform selling process to which
everyone can be held accountable. What customisation options
should you expect?
>>recommendation:
Since a value justified programme will help you establish a
comprehensive selling model, several steps may be involved in
customising training for your staff. For example:
Pre-training interviews with managers will help establish •
objectives and the degree of customisation desired.
Joint calls and interviews with key members of your sales •
team and a written report of diagnosed needs should be
delivered to management.
Post-training management support must be provided to •
help assure success.
9 / www.nzsalesmanager.co.nz
“We make the call…
you make the sale”
www.ibexmarketing.co.nz
Call Murray Beer on 021 279 2783 or email [email protected] today!
Generating consistent and qualified appointments can be a mundane and time consuming process...
Let the experienced professionals at Ibex Marketing set them for you so you can spend more time meeting with
prospects and helping them solve their problems!
Conrad elnes is the author of Web-Based sales training entitled, “sales Competencies for The 21st Century.” To find our more visit www.salesinstitute.biz
6 “What kinds of training should I
provide?”
Many people think of tactical (face-to-face)
skills and product knowledge when they
consider sales training. Although both are
foundational, they are far from a complete
answer. So, what else do your salespeople
need to satisfy customer demands?
>>recommendation:
Tactical skills and product knowledge alone
rarely achieve desired goals for those who
sell complex, high-value products and
services to large customers. Prospecting
skills must be considered, but even more
essential are advanced listening skills, major
account selling strategies and a strong
competence in Social Intelligence - the most
sophisticated psychological aspect of sales
interactions. Trainers who offer both width
and depth in their curriculum give you a
definite advantage.
7“How do I bring my new
hires up to speed with the
initial group you train?”
It is unwise to hold new hires
accountable for implementing the
sales process you invested money
to develop unless they are able to
participate in a similar programme.
One payoff from training is a
uniform and successful process
that you and your team support to
increase sales. How do you assure
that will happen?
>>recommendation:
Since your new, unified selling
process will be an essential
benefit, new hires will dilute your
results unless they are brought
up to speed quickly. A trainer
must offer his/her clients periodic
programmes at convenient
locations and dates to provide an
economical way to train new hires
and avoid dilution of your process.
musT read
Telemarketing is a form
of direct marketing.
Unfortunately, it is true to
say that the word ‘telemarketing’
does seem to conjure up heartfelt
resentment among many people,
because of the seemingly pestering
calls they may have experienced
at home. It is a combination of
this negative feeling and the fear
of rejection which leads many
business owners and sales reps
to avoid telemarketing entirely.
However, given how measurable
and affordable it is as a marketing
strategy, it is ideal for businesses of
all sizes: small, medium and large.
www.nzsalesmanager.co.nz / 10
TelemArkeTinG for B2B SellinG10 top tipsBy Ambrose Blowfield
11 / www.nzsalesmanager.co.nz
TelemArkeTinG for B2B SellinG
Telemarketing simply means
‘promoting your business by
phone’. There are four forms of
telemarketing: outbound calls,
lead generation, direct sales, and
inbound calls. Telemarketing used
to be predominantly focused
on direct sales (telesales) and
some businesses (satellite TV,
telecommunications, etc) still
use it in this way, although this
is seldom appreciated by the
recipient of the calls!
Negative connotations aside,
however, telemarketing works well
for most businesses. Did you know
that the success rate of sending
to a prospective client an item of
direct mail (e.g. an offer, a flyer
or brochure) can increase up to
tenfold simply by making a follow-
up call to the prospective client? In
most cases, telemarketing should
focus on the relationship you wish
to establish and upon the person
to whom you are speaking, rather
than the product/service on offer.
HERE ARE TEN TIPS TO IMPROVE YOUR B2B TELEMARKETING.
Be clear about your objectives:1. if all you are
aiming to do is to set up a meeting, you don’t
have to sell everything on the call - you simply
have to ‘sell’ the idea of having a meeting.
always clearly state where you’re calling 2.
from and the purpose of the call.
always work from a prompt/script. 3. This
needn’t be read word for word (except
perhaps for the first line, in order to help
you start confidently), but used as a guide to
ensure that all the key points are covered.
Concentrate on the benefits:4. always focus on
‘what’s in it for them’ (e.g. it may ‘save them
time’ to meet face-to-face).
Don’t forget that telemarketing is also a great 5.
tool for helping to retain existing clients. It’s
much cheaper to retain clients than to bring
on new ones. Four calls per year is a cheap
and effective way to retain clients.
Be persistent.6. The secret for a lot of marketing
strategies is to keep going. It’s often better to
contact a hundred people five times each than
to contact five hundred just once.
set yourself goals/targets.7. Review your
success afterwards and identify areas of
improvement.
don’t forget the competition8. : if you don’t
call a prospective client or existing client, your
competition may do so and will, therefore, win
the business.
When booking appointments by phone, 9.
always leave your contact details in case
they cannot make the meeting. There’s
nothing more frustrating than arriving at a
meeting only to find the client absent.
If you ask the client to get back to you, always 10.
give yourself permission to call back yourself.
For example, at the end of the call, sum up your
conversation and keep the right to call back:
“Great. You’ll call me back next week to book a
time to start work and if I don’t hear from you,
I’ll give you a call at the end of next week.”
ambrose Blowfield is passionate about helping businesses of all shapes and sizes increase their sales and business success. To find out more visit www.themarketingcompany.co.nz
www.nzsalesmanager.co.nz / 12
HoW To Close a deal lIKe WarreN BuffeT
How to Close A Deal
Like Warren Buffett
– Lessons from the
World’s Greatest Dealmaker” -- is
a must read for anyone in selling,
business development or who
leads a business.
authors: Tom Searcy & Henry DeVriesPublisher: McGraw Hill ProfessionalPrice: $27.32 from fishpond.co.nz
BooK reVIeW
Highly successful dealmakers
themselves, Tom Searcy and Henry
DeVries, have been studying
Buffett’s unique approach for
many years. Now they reveal the
deal-making secrets of the Oracle
of Omaha including 101 top deal-
making maxims from a legend in
his own time.
They round it all out with
an abundance of their own
experience – approaches that,
added up, have generated billions
of dollars in new sales.■
www.nzsalesmanager.co.nz / 14
IT’s NoT WHaT you sell, IT’s HoW you sell.
QuICK fIx
GeTTinG BACk inTo iT
Heading into the holiday season it is
easy to slowly wind down, tidy up a
few loose ends and leave your desk
and diary clear ready to ‘get back into it’ in the
New Year.
How long does it take you to ‘get back into
it?’ A week or two of unproductive time?
One sure way you can ensure a fast start to
the year is to book appointments for January
before you break for Christmas. Many of your
clients will be back at work early in January
and when making the appointment call, you
may just discover a last minute opportunity
to close out the year. If nothing, you will be
sure to have a head start on your competition,
while they are ‘getting back into it’. ■
QuICK fIx
15 / www.nzsalesmanager.co.nz
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Call 0800 944 400 or visitwww.questapartments.co.nz
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www.nzsalesmanager.co.nz / 16
What is it that
differentiates the top
Sales Professionals
from all the others?
A disproportionate amount
of salespeople function like
alligators with small ears, small
eyes and large mouths. They
rely only on their animal instinct
and fail to utilise the power of
the mind, or what we refer to as
‘right thinking.’ This involves the
most powerful internal leverage
resource available to you – the
programmed mind. In addition
to excelling in your sales role,
doing your research and building
a strong business foundation,
the most important function is to
programme your brain to win.
Here are the six major factors
that highly successful sales
professionals programme into
their mind and what they live by:
1. sTroNg exPeCTaTIoNs
Professional salespeople never
carry doubt baggage with them
for they are certain in their
belief that their destiny lies in
their own hands and mind. You
need to believe that your goals
and aspirations are yours alone
and not someone else’s. So why
seek other people’s opinions.
Having faith means a belief that
what you aspire to will happen,
that the expectations you hold
about yourself for the future
are positive and so give you
hope, something to live for and
something that will carry you
through the times to come.
2. TrusT
Never allow self-doubts or the
negative opinions of others
dissuade you from the goals you
have set or to think that you will
not make it. Have confidence that
is trust in yourself and your ability
to complete the journey. That
you are the right person and that
you can do whatever it is you are
faced with. It is the realisation that
you can do anything by bringing
out your hidden and yet untried
abilities and developing them to
By Charles Donoghue
What makes successful salespeople
AlliGATor or GlADiATor?
2 mINuTe ToP-uP
17 / www.nzsalesmanager.co.nz
2 mINuTe ToP-uP
Charles donoghue is a performance psychology coach and author of several books and the weekly “Inspiration road” newsletter. To find out more visit www.charlesdonoghue.com
the fullest and that what you are
doing will be accomplished.
3. Courage
Tell yourself that you are able
for the journey and that you
will make it and that it will
happen. Face challenges with
the conviction that you will meet
them head on and not waiver.
Courage is a deep-seated ability
you have and it awaits your call.
4. CommITmeNT
When you are well down the road
and feeling perhaps a little weary
or ever so slightly disillusioned just
remember why you started out on
the journey in the first place.
What was your purpose and stay
focused on that. Has that purpose
changed? …. No? Then carry on.
Have for your motto – “I will not
quit” – to hell with fear!
5. dIsCIPlINe
Discipline means taking control.
Simply decide who is in control
when you waiver and have excuses
to ease up or even quit. Discipline
requires you to take control
of your mind i.e. being careful
what you tell yourself and what
outside information you permit to
enter. Control of the body means
keeping your emotions under
control and using the power of
your mind.
6. PassIoN
Is the vital ingredient in the
equation. Passion is what
gives meaning to what you are
undertaking and gives you that
purpose. You need to be excited
about what it is that you are
undertaking.
I had been brought up to believe
that the secret of success is hard
work. Yet over the years I have
seen so many salespeople work
hard without succeeding and so
many others succeed without
working hard. Hard work is not
the real secret even though in
most cases it is an ingredient.
The secret is not in what
successful salespeople do so
much as what makes them do it.
‘Right Thinking’ is the answer.
There are many other ingredients
that form best practices for Sales
Professionals but focus on these
six principles and you will see the
results follow. ■
Professional salespeople never carry doubt baggage with them for they are certain in their belief that their destiny lies in their own hands and mind.
www.nzsalesmanager.co.nz / 18
uNder THe CHrIsTmas Tree
foCus oN THe Buyer
Whether you are selling to B2B
or B2C buyers, you need to
watch this video. A cross-section
of industry experts, academics,
authors and researchers have
uncovered the radical changes in
buyer behaviour.
In the few minutes you spend
watching this video, you will gain
knowledge to make a difference
in the future success of your sales
and marketing efforts.
There is no login required to view
and no sales pitch, this is simply
an informative video created and
shared by Huthwaite.
THe PoCKeT BooK of meN’s
WIsdom (Vol 2) eBooK
Complied by the delightful
Hannah Samuel, the Pocket
Book of Men’s Wisdom, Volume
2, is now in print. Compiled
in support of New Zealand
mentoring programme Big
Buddy, it features original sayings
from everyday men wishing to
inspire and encourage other
men, and especially young men.
Each saying is complemented by
stunning, original photography
provided by Barney Brewster.
Click the links to download from
Dropbox (12 MB) or view it
online at Issuu.com. And feel free
to send it on to others you feel
may enjoy it. Enjoy! ■
19 / www.nzsalesmanager.co.nz
“my idea of Christmas, whether old-fashioned or modern, is very
simple: loving others. Come to think of it, why do we have to
wait for Christmas to do that?”- Bob Hope
Have you subscribed to NZ Sales Manager? It’s free!Simply visit www.nzsalesmanager.co.nz to get a copy of NZ Sales Manager
delivered straight to your inbox monthly!
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