I was recently asked to provide some assistance to someone who was just starting a sales career.  They asked for the “secrets” to be a huge, smashing success.    Without knowing in depth everything about her past accomplishments or her individual strengths, I thought a few sales “basics” would be just the thing to get her started.  

  Easy enough right?   That’s what I thought too, but once I started I ended up with lots more than our time together would permit.  Here’s the edited version, and I’m finishing the long version .pdf.  If you’d like a copy, you can sign up here, and I’ll make sure you get it.

  1.  Identify Your Target Market – I write and talk about this often, but it’s still the number one issue for people who aren’t seeing the results they’d like.  Before you say something like “anyone who likes cake”  stop and think about it this way.  Who is the perfect customer/client?  The one that will pull out their credit card over and over? To simplify:  If you sell children’s books, your target isn’t children, it’s their parents, or grandparents right?  Spend some time on this – I promise it will pay off and make everything better.

2.  What Problem Do You Solve?   Deep down, you already know that people buy solutions.  No one really wants to pay hard earned cash for mulch.  But lots of people want a nice looking yard.   What need do you fill?  Do you save people time? Make a difficult task easier?  Save families money?  Once you understand the way others view what you offer,  marketing to them will be much simpler.

3.  Where Does Your Perfect Client Hang Out?  Are they online?  What kind of organizations or clubs do they belong to?  Do they affiliate with a particular movement? What are their interests?   This will help you reach those who will buy from you.  If you offer family budgeting tools, advertising or offering a discount to the PTO members at school is a great idea.  So many times marketing doesn’t work because it isn’t getting in front of the right people.  See rule number one if this is fuzzy. 

4.  K.I.S.S.  Keep It Short Stupid  This is often called the “elevator pitch”.  I don’t like that term since it makes me think of all those people who rush to give their “pitch” without even finding out if I’m in their target market.  Like the telemarketer who wants to sell  me lawn service when I live in a high rise condo.  (Number 1, 2, and 3 come to mind here) It is important to be able to easily and concisely tell people HOW you solve problems.  Notice, I didn’t say tell them your job title, or what you “do” – but the how part.  This is the benefit.  Here’s a sample – I make my clients yards look amazing and give them back time and energy to spend with their families.  Isn’t that better than I sell mulch and lawn services? 

5.  Your Unique Selling Proposition  How is your product/service different and better than others?  What makes doing business with you an advantage?  This is closely related to the K.I.S.S. principle.  If you have a compelling answer to the “What do you do?” question you are likely to get a follow up (or need to move directly to it on  your website or marketing materials) with more benefits.  Please note it is critical that these be from the clients view point.  The fact that you have a super fast mulching delivery system is of no interest to me, but the fact that you can have my yard looking amazing in 4 hours does.  See the difference?  No one really cares that you have the best tools, or certifications or how long you’ve been doing this.  What they will care about is what it can do for them.  Using the best chocolate money can buy in your cakes doesn’t matter.  Making sure my guests will be raving about dessert for days after my event does. 

 If you aren’t having the results you’d like – pick one or two of these and polish your approach.  They aren’t complicated and I’m guessing you’ve heard them before.  Taking time to understand them and apply them is well worth it.  Sales is so much more fun when people respond to your message, love what you offer and become raving fans. 

  Figure out who, how to reach them and help make their problems go away and you’ll never be in short supply!

 I’d love your feedback  – and any other tips you think I should add to the list!  Need help?  Ask away!

Today’s list is below – give these folks a follow and let me know who you think I should get to know as well.

Dan Harris @8101- Harris  Dan is a natural connector.  He’s the man behind TasteCasting.The service combines socially networked people and social media platforms to bring exposure and publicity to restaurants.  He’s also pitched in to plan and organize local tweetups in central Ohio.  And then there’s his full time gig at Neustar.   Dan is a great resource – he’s likely to be promoting the efforts of others and always has something interesting to say.

Sandy Jenny @OrganizerSandy- Sandy is a true social media expert.  She’s has several blogs of her own, guest posts for many others has been interviewed on Oprah radio to just name a few things she’s got going on.   She is an organizer (naturally) and is the mom/step mom to 8 children!  She’s just an amazing woman to know and follow and you’ll be glad you did. 

Yvette Alexander Slate @YvetteAlexSlate -  Yvette is a business coach, mom, advocate, speaker and a genuinely nice person.  She’s so authentic online you can’t help but feel she’s a friend from the start.  She inspires me with her energy and thoughtful info she shares on twitter. 

Enjoy yhour weekend, stay cool and let me know who you think I should follow!

 www.helpareporter.com The brainchild of Peter Shankman, HARO has become the go to resource for journalists.  Started as a Facebook group – the service connects reporters with sources, in a credible way.    How can this help you, the small business owner?  Take advantage of the daily opportunities to pitch your story and get media coverage for your business. 

  Sign up to receive the 3 time daily emails.  There’s no charge for reporters or sources.  You can receive the entire list of media requests or just subscribe to the topics that interest you like Biotech and Healthcare or Business and Finance and others.  Each request has a brief description and details for contact. 

  Not sure how to pitch or respond?  Most requests are specific, so comply with what they ask – but do add your special touch and style.  Keep your initial pitch short but interesting.  Most reporters will ask for contact info so they can follow up and get more details if they decide to use you as a source. 

  This is a great way to get publicity – and promote yourself as an expert in your field.   Be sure to let me know when your company or information is used in a story!

I mentioned in another post that I’m in an exercise class that’s “boot-camp” style.  The goal is to really push yourself physically, and see results quickly.  It’s also meant to be diverse and mix things up so you are always working different muscles, balance, flexibility and core strength all at once.  

  It’s hard.  But I love it. 

  The best part is that I just show up.  Yes, once I’m there I do the work – but I don’t have to plan it, or figure it out or keep track of upper body/lower body/strength training/cardio… you get the idea.  Someone else does.  They provide the plan of action and I execute – as best I can. 

   I’ve decided to put my sales training modules into a concentrated “Back to Business Boot Camp” that will start in a few weeks.  Let me know if you’d like info.  I’m excited to put everything together and I know you’ll love the step by step instructions that you can implement for your own quick results.

  Like any industry or profession – there are certain stereotypes and assumptions.  Jocks aren’t too bright, accountants are dull, programmers are nerds,actresses are bimbos and doctors are benevolent.  There can be a kernel of truth; let’s face it these misconceptions start somewhere.

  Salespeople and the sales and marketing industry are no different.   I’ve identified 9 “myths” or misconceptions about sales/selling and salespeople that you should ignore. 

1. Selling is about tricking someone to buy something they don’t want or need.   No.  Call that behavior what it is.  Deception and it’s unethical.  Selling is ALL about meeting the needs or wants of a customer with a solution or product.  I know it sounds too simple; but that’s really it. 

2.  Sales people have to be outgoing and chatty.  Well, no.  There’s no such thing as a “sales” personality.  That’s like saying someone is a natural born janitor. 

3.  Sales/Selling is hard.  Well, it can be if you don’t understand how to attract clients who want what you offer, but the actual tactical steps are easier than lots of things – like programming or geometry or giving someone an injection.  We assume that other professionals train to be good at what they do – but that selling should come naturally.  Why?

4. Sales people only care about making money.  We all want to be compensated for our work – and sales people are no different.  A good sales person (or business owners who sells) cares about the client first because they know sales will naturally follow.

5.  Everyone is a potential customer.  This leads many who attempt sales to frustration.  Targeting your market is critical to sales success.   Lot’s of small business owners are so eager for business they attempt to scatter their sales message to anyone who will listen.  Get your message in front of people who are in your target market and your chance for success will increase dramatically.

6.  Sales in a numbers game.  If you knock on enough doors (who really wants to do that anymore?) you’ll make it big.  Unfortunately no.  Unless you’re a girl-scout selling cookies, you’re likely to be ignored and if you just waltz into someones place of business – it’s doubtful you’ll get past the front desk.  Spend some time developing a strategy to get in front of those who need you – and respectfully connect with them. 

7.  You have to be a people person.  Whatever that means.  These days many people market online from their kitchen table.  It’s not that they don’t like people, but you don’t have to do the face to face thing. 

8.  Online marketers are spammy and can’t be trusted.  Like anything – there are some who are less than ethical or just downright rip-offs.  But many work very hard to build rapport, trust and over deliver to gain the confidence of loyal clients.

9.  Selling is only about price.  It’s about value.  If price were the only consideration, no one would pay $200 for jeans or $1600 for a purse or $18,000 for a motorcycle.   Make your product or services more valuable to me and I’ll pay extra.  We all do it.  There’s no reason it won’t work in your business. 

Don’t let these myths or misconceptions prevent you from having sales success.   Take the time to understand your market, and get your message in front of the right people.  For more tips and specific steps, sign up for my e-newsletter – it’s full of easy-to-do actions that you can implement right now.

I’m starting a challenge today with lots of others.  I’m taking the 31 Days to Build a Better Blog  challenge.  This is based on the e-book written by Darren Rowse of ProBlogger.   I enjoy writing for my blog, but I know enough to know I need to learn more.  Being a student and continuous learning is part of every entrepreneur’s life. 

My blog is meant to be helpful to you.  It’s here to provide tips and information regarding sales and selling in general and skills and tactics that are specific.  It’s also a part of my sales process.  It’s a way for potential clients to learn about me and “kick the tires” to see if I might be of some value and a good match for the sales help needed.

Having a better blog is important to me. 

Doing this as a “group” project (alone in my hotel room at the moment) provides some additional benefits. 

Accountability – Despite the best of intentions, some things we mean to get to just never happen.  Doing this with 400+ others is a way for me to stay on track. 

Feedback – There is also a forum set up so that we can share ideas and ask for feedback.  This is probably as valuable as Darren’s lessons.  (They are great Darren, but the e-book is a one way conversation as you know!)  I know for certain that others input helps – often times someone else will suggest something that helps me see things in a new perspective that I might not have been able to see on my own.

Encouragement – Who couldn’t use that?  Often, hard-charging type A, get it done by myself folks could use a little – even though few will ever admit it.

Promotion – This is last for a reason.  Being part of the group and learning to be a better blogger is my primary goal, but if along the way I connect with someone who is interested in my services – that’s great.  Putting yourself in a position to help others and offer some feedback for them is a great way to establish business relationships that benefit everyone.

Where can you use a little help?  Do you have a group of people who can brainstorm and/or provide feedback?  Would a “mastermind” of like-minded business owners be helpful to you?   

I’m putting a group together.  If you’re interested – just email me and put Mastermind in the subject and I’ll get you the details!    pnichols at soundadvicesales dot com.

SoundAdvice Sales Rx:

I often use time on Sunday’s to look forward to the week ahead. You know, plan ahead and make sure I have things like paying bills and sending invoices all done. One thing that I also schedule is sales time.

Income Producing Activity. It’s easy to get busy doing lots of other things. Important things too. It’s not like you’re spending all day sitting on the sofa eating bon bons. But you know how things happen. You really mean to make the phone calls or follow up on your proposals and then you get busy, and then it’s time for lunch and the next thing you know, Monday is pretty much over so you decide to do it the next day. Lather. Rinse. Repeat.

So – take the time. Now. Put some sales time on your calendar for whatever your income producing activity is. When you get a new client, or make a sale/sales, you’ll be glad you made time for it.

I’d love to know how you plan your week. It’s nice to share.

 I just started a workout program this past week.  It’s a high intensity bootcamp style class with an instructor who really makes me push myself.  For those of you who don’t know me well, I am in serious need of this type of fitness instruction.  On a fitness scale of 1 to 10 I’d rate myself a 3.  I can jog slowly for a mile or so and I’m coordinated enough to not fall over or trip on the stairs, but that’s about it. 

  It wasn’t always this way, but that really doesn’t matter now.  What matters is what I decide to do today. 

  In the class - they are at 5 AM, did I mention that part?  Just getting up and being there on time is a big win for me – there are others who are in much better shape, older, younger, men and women. 

  After class on Friday a nice guy I that I met the day before came up and said he was glad to see I came back (I think I looked really pathetic at the end of class on Thursday)  He began to relay his story.  He started working out 9 months ago and has lost over 100 pounds.  Looking at this super fit guy you’d never guess he’d been heavy. 

  The best part was that he wanted to encourage me.  He gave me some advice about what worked for him.  He told me not to worry about what I couldn’t do in the class (and there’s alot) and not to compare myself to others.  He also said I can do more than I think I can.  Like so many things in life, results come with persistence and a willingness to put in the time to master new skills. 

  So what do you want to master?  Where can you push yourself?  What have you mastered lately?  It’s nice to share!

I’ve not done this for over a month so it’s time to acknowledge some of my favorite twitter friends.  All these guys are smart, funny and genuinely nice.  I hope you enjoy following them as much as I do!

Alvin Borromeo – @WylieMac   Alvin is an attorney by day, and instigator all the time.  And I mean that in the very best sense of the word.  He’s organized IgniteColumbus 1 thru ?4 now right?  He’s involved/helped organize  StartUp Weekend, WordCamp, and posts about all types of events in the Columbus area on his blog, www.the270.com  Expect the unexpected and a dose of humor on his take on life in general.

Jason Yun – @YunTraining  I attended Jason’s bootcamp trial a while back – he’s the real deal when it comes to fitness.  He also has the best tagline ever - Look Better Naked.  Jason has all kinds of helpful info about fitness, exercise, nutrition and throws in his personal take on everything.  If you aren’t in Columbus, check out his website – and videos with exercises you can do at home.  www.yunbootcamps.com

Tim Brownson – @TimBrownson I only know Tim from Twitter and reading his blog www.adaringadventure.com He’s a Life Coach who isn’t afraid to tell you the real deal.  I love that he doesn’t sugar coat things, and speaks his mind.  He’s also written a great book called How to Be Rich and Happy.  

Elijah Young – @Elijahat360   Where to start?  Elijah is a force.  He’s a entrepreneur and social media consultant.  He totally gets the whole branding, image thing and even better – he knows how to help you.  He’s great with strategy but also knows the tactical, get-it-done behind the scenes stuff too.  Check him out at www.elijahryoung.com too!

Kelvin Nichols - @KelvinNichols I saved the best for last.  My hubby Kelvin – well actually the best husband ever!

I look forward to your follow Friday suggestions as well!

 I love sales.  And moving.  And beets.  I know that makes me a little strange.  I have been involved in sales of some type since 1989 (i started very young) and for the first few years I seriously couldn’t understand why everyone didn’t want my job.  I was a B2B rep for a computer supplies company, commission only, calling on businesses in the Columbus OH area and I loved it.  I thought then (and kind of still do) that everyone should be in sales.

For the past 18 months, I’ve been doing sales training and one on one consulting.  I love that too.  It’s really cool to help someone develop their sales skills and see results.  Then they go from hating (or fearing) sales to loving it too.  Nothing is better than making the sale (and collecting fees/payment) for your work.  

If you are lucky, you love your work and the paycheck is second to or equal with your passion for the services your offer, or the products you create.   Think of the people who are helped by you and your company.  Whose life is better for having worked with you or purchased your product?  How did it impact your customer?

Those are the stories that make a sales person.  Tell that story, help me understand that part of your business.  Learn to share that side of your marketing. 

What stands in your way?