30Jan/120

Anticipation as a Market Advantage

So much has been written about Apple's rapid ascent than any of us could read in a lifetime.

For example, more iPhones are sold everyday than babies are born.

In the spirit of an over saturated topic, I'd like to add my own tale to the mix. I'd also like to hear what you can apply to your own business from the lesson.

Here's my story:

Over the weekend, my MacBook suddenly stopped working. I went to the Apple website (on an iPhone) and scheduled an appointment at the local Genius Bar. I arrived and clambered through the crowds (eagerly spending hundreds, even thousands, of dollars in a "down" economy). I was quickly helped. The Genius -- there's a job title for you -- broke the bad news to me: My computer was dead and they'd have to order some parts. He told me it might be a week.

Fast forward two days to Monday...here's where the magic happened.

I received a call from Lisa at the Apple Store with an update. Nothing had changed. Lisa just wanted me to know that they expected the parts anytime and would keep me posted on their progress. She promised, no matter what, that I would get a call on (or before) Thursday with another update.

Why is that so great?

Because Apple anticipated my expectation. By anticipating the question, "What's happening with my computer?" They avoided an angry call and an upset customer. They reduced my frustration with one, simple, 90-second phone call.

That's a true marketplace advantage. If you find yourself anticipating your customers', prospects', or boss's expectations and are able to deliver on them before you're asked, you have an advantage.

  • How can you anticipate your prospects' expectations?
  • What common frustrations do your customers express that you could somehow help them avoid?

Let me know.

-@JebBrooks

Filed under: Professional Selling No Comments
9Jan/123

Arrive Before You Get There

According to a Harris Interactive Poll, 23% of people routinely search the names of business associates before meeting them. That means a prospect "Googles" you before one out of every four meetings.

It also means your online reputation is critical to building trust and breaking through the invisible wall of apathy and resistance that exists between you and them. And, I'll say confidently, that the 23% searching today will only grow with time.

Two hundred years ago, your reputation carried across town. If someone in a neighboring village heard something about you, it probably didn't matter. Technology couldn't carry your story very far and, in most cases, it didn't matter because you likely didn't do business outside your own neighborhood. That's no longer the case.

What can you do to manage your online reputation?

Online reputation matters. Period.

The first step is understanding that your online reputation matters. A lot of salespeople incorrectly believe that it doesn't. They mistakenly think that they can "talk their way out of anything." Including a poor - or weak - online showing. That's no longer the case. The truth is that whatever shows up during a prospect's web sleuthing, will either: (1) Propel or (2) Repel your sales efforts. Here are a handful of things to consider in today's Google-centric society:

  1. Check yourself: Googling yourself is called "Ego Surfing." But, it's so much more than that. It's also a way to find out what people are saying about you. While you're at it, check on your company, its products, and even your prospects and customers. In sales, "knowledge is power." The one with the most knowledge wins. So go out and get it.
  2. LinkedIn: If you're not on LinkedIn, join. If you are, check out this video from Bill Rice about using LinkedIn for Sales. I don't know Bill, but he's one of the most knowledgable people I've come across in this area.
  3. Play an active role online: Show your expertise by commenting on blogs and in LinkedIn groups. I'm not going to say that you'll get business by doing this, but you will become better positioned. Regardless of what you sell, your prospects want to do business with someone they perceive as having something valuable to say. Use the web to get that done.
  4. Be intelligent, consistent, and professional: Now, more than ever, it's impossible to be inconsistent. What do I mean? I'm talking about authenticity. If you contribute to one blog by talking about how "annoying and demanding your customers are" only to jump to another to say that they "are the most impressive people you've encountered," you're setting yourself up for failure.

In short, online reputation matters a lot now. And it's only becoming more important. Manage it well.

What steps are you taking to manage your reputation? Have you arrived before getting there with a prospect? Did that make it easier or harder to sell?

- @JebBrooks

 

Filed under: Positioning 3 Comments
7Jan/120

Prospecting by Email

Are you prospecting by email? First of all, the phone is - almost - always better. But, you don't have every prospects' phone number.

So, if you find yourself sending prospecting emails, here are four rules:

  1. Keep it short: It can't be longer than a blackberry screen.
  2. It better be tailored: If you're sending generic emails, don't expect to hear back.
  3. It often takes more than one: Count on sending three, four, or more before hearing back.
  4. Get permission: If you're just sending emails without gaining permission, you're probably spamming.

Let me share two examples of recent emails I've received. One good. One bad.

After requesting some information from a professional services firm we're considering engaging, I received this message:

Hi Jeb,

Since you requested information about our work last night, I thought I'd first send you the attached case study. It highlights a project we recently completed with an HR Training firm. I've personally worked with a handful of training firms (candidly, no sales training firms) and have found a number of ways we can help. Let me know a good time to call. If I don't hear back, I'll try to reach you by phone tomorrow.

[Name]
[Phone Number]
[Company]

Why is that so great? First, it's short - I could read it on my iPhone. Second, it's obviously tailored to me - he knows I'm in the training business. Third, he's pre-prepared me for his multiple contact approach. Fourth, I'd already requested his contact. Also, I like this one because he's provided something for me to review. Chances are, I won't. But it's still nice to get it.

Here's a bad one that I received . . . on the SAME day from one of his competitors.

Your request has been received. One of our experts will cnotact you shortly.

Sincerely,
[Company]

P.S. This email address is not monitored. Please do not respond.

Why is that so bad? I don't think I have to tell you.

Do you have any effective email prospecting tips? If you've got some emails that generate results, please share them in the Comments Section below. How do you use email to get someone to call YOU back?

-@JebBrooks

Tagged as: , No Comments
28Dec/111

Comfort with Ambiguity

Becoming comfortable with ambiguity is essential to professional selling. That’s because there’s an invisible wall between salespeople and their prospects. It’s built of apathy or resistance. Prospects are often apathetic or resistant to a salesperson’s efforts. Salespeople might even be feeling that way about some of their prospects.

What's on the other side?

And, anytime there’s a wall between two people, ambiguity exists. Salespeople have to work to understand what’s behind that wall. We have to work to understand why a prospect would buy from us.

The wall gets broken down by whoever (prospect or salesperson) most want what’s on the other side. For prospects, that’s whatever is being sold. For salespeople, it’s the sale.

Regardless, until it’s broken down, the wall of apathy or resistance creates ambiguity.

We’ve all been in sales situations where we’re disinterested in working with a particular prospect. Maybe our focus is elsewhere (a vacation) or perhaps we’re thinking this prospect will be a pain in our side. Regardless, we’ve certainly been resistant.

We’ve also all been in situations where prospects are apathetic or resistant to our sales efforts.

Our jobs as salespeople, however, rest on our abilities to overcome those feelings and break down that wall. 

How do you break it down? What's the best way to understand what's on the other side of the "wall"? Let me know.

- @JebBrooks

Tagged as: , , , 1 Comment
26Dec/110

11 Best Sales Evolution Posts of 2011

Well, we're getting close to that time of year when cable television networks broadcast their retrospectives. Since we can't provide a reality television marathon, we've decided to offer links to our eleven most popular posts of 2011. So, here they are...as chosen by YOU, our readers:

  1. Is it Better to Ask Permission or Beg Forgiveness?
  2. The Ten Worst Practices in Selling Today
  3. Outline for a Sales Training Manual
  4. A Sales Skills Audit
  5. Avoiding the Activity Trap
  6. What if you Really Do Offer Great Customer Service?
  7. No, Professional Sales is Neither Dead Nor Dying
  8. In Sales, as in High School, You Are the Company You Keep
  9. It's Not in the Budget
  10. How Big is the Sales Profession?
  11. Stop Collaborizing and Synergating

As always, thank you for reading. Your comments, criticisms, ideas, suggestions, and questions are encouraged and appreciated.

- @JebBrooks

Filed under: News From The Brooks Group No Comments
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