It’s Better Read Than Said

It’s Better Read than Said

How many of you like pulling VM from friends or colleagues on your smart phones, home phones or work phones these days?

That many.

I thought so.

So cumbersome, this voice thing: So much time wasted listening to the slog of a human voice blathering dozens of extra words around the likely simple intent of the message added to the process of accessing, listening and remembering what was said ( or worse –lunging for a post it note to scribble it on).

It’s getting harder and harder to find the time out there to listen to the human voice share information.

Why? Because it’s getting so much easier, faster and efficient to read it. And type it. And text it. And Like it. And Follow it. And also to Learn and Share and Refer and Recommend.

We are information hogs, all of us now. We can’t get enough. We want information in huge amounts, And we want it in a way we can save it, retrieve it and share it. We want so much so fast, that it becomes easier to accept the inefficiency of the human voice and not want to use it or as we more increasingly feel, hear it.

You need to understand the change here on a couple of levels.

You as a person and an employee should know:

When you do talk or leave a voicemail, it better be good and meaningful and compellingly vital because if it’s not- it should have just been an email or post and eyes will roll.
Human nature yearns for the sharing of “one to many”. Everything you might have wanted to say to some one you can say to hundreds or thousands at the same time but without the fear of Public speaking. That is outrageously attractive to people. And that’s a powerful thing for your self and your career if you embrace it well.

You as a business owner should know:

This is Word of Mouth now. This is where your clients rave or rage about you. You must make it easy for your customers to pass along good things about you and your business. One to one still works but people would much rather “tell 10 friends” except this time they can do it for real in seconds.
You have to be smarter and cooler and more valuable than your website. If talking with you takes 5 times longer than what the prospect could have gotten in 3 clicks on your website then you are not adding value where you should. Think hard about what your voice brings to your business. Think brand. Think feel. Think purpose. Then plan and speak accordingly.

Till next time,

Grow The Business.

Mark

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If You’re Confused, What The Heck Do You Think Your Prospect Is?

If You’re Confused, What The Heck Do You Think Your Prospect Is?

I spend a lot of time looking at, and experiencing training these days. And sometimes it’s clear that the things we train our own employees, like some of the products and services we sell, can be …well …..confusing. Not every service or product as everyone well knows, is tangible or simple. Some, like financial products or online marketing products can feel particularly abstract and complex.

And if it’s confusing to my Trainers when they first start to learn the products and then later for the Sales and Service people who then have to present in front of customers, do ya think it might be that much more confusing for prospects and clients when they are first are approached or exposed to these things?

And if you’ve ever read anything in this blog before, you already know that confusion kills sales.

Here are 3 ways to alleviate that confusion when you represent a complex product or service:

Teach your Sales people to teach. Get past the idea that sales of complex or non tangible products / services begins with the pitch. It doesn’t. It begins with the teach. It’s OK to build teaching into your sales cycle despite the fear of lengthening the sales cycles. You aren’t lengthening the sales cycle – you are starting earlier – you have to. It’s OK to get all your sales people to a level where they become experts with online webinars under their belts, with killer LinkedIn pages and Twitter followers who look to them for as much insight as they do for what’s on sale.

3’s: Everything in 3’s: The mind is not wired to remember more than 5 numbers, let alone 5 points. If you have a service for example that manages your online marketing spend then even if it has 12 steps to get started, it should sound like “…Only 3 key steps to getting you started. In the first step we’ll interview you around 3 important areas like……. Then after that, we get to tackling 3 areas of your current website like…..” You get it. “3” sounds simple. Simple eases tension and sales can keep on moving.

Analogies: Nothing simplifies better. Are you a marketing consultant? Nope, you’re a marketing GPS that gets the business to the destination of 25% more customers. Are you a website developer? Nope; you are building an automated employee that works 24 hours a day taking orders and that never sleeps. Think hard about what you sell or service and find that perfect analogy that makes it click and stick.

This blog is not complex but I kept it to 3 points. More than that and it gets confusing who the heck wants to read that?

Till next time,

Grow The Business.

Mark

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7 Things Your Prospect Won’t Tell You

7 Things Your Prospect Won’t Tell You

Whether I, your prized business prospect, is calling you or picking up your phone call, there are things I just won’t tell you.

1) I used to be in sales too. You’d be surprised how many of us decision makers started out, or are still in, sales. And I can still smell a trial close, a rotating yes and min/max close from 50 feet away. Don’t use tricky closes on me.

2) Don’t make me feel stupid even for a second. I know my world very well – not your world and if you make me feel like I’m an idiot presuming I know or like your acronyms, buzzwords and fast talking pitches- I’m gone; I’ll just go to your competitors website and read and email- – that way no one has to talk to me.

3) Tell me what everyone else is doing. I hate to admit this sometimes even to myself but I do want to know what my competitors or even my industry is doing lately and haven’t had any time to dig in. But I’m not about to go ask you — yet I wouldn’t mind hearing it if you wanted to just shout it out. Am I missing out on something or some trend?

4) I know more way more about you than you think. I’ve been to your website; I’ve Googled your reviews. Heck I’ve Googled you and saw you on LinkedIn and Twitter (or didn’t- and what does that mean?) I may have seen a few opinions about your company on Twitter already. So don’t waste my time with the basics about yourself – I got it. I called you because I want something more than the internet can give me.

5) I don’t expect much from you. I just never know if you really work for this company I am calling or am getting called from. Are you a contractor, an outsourced support, brand new employee, who knows? I don’t have high hopes but if you can assure me quickly you know what the heck you are doing then maybe I’ll listen.

6) I’d rather do nothing. Seriously, I hate change. I wish everything I do today would just work better. Change is costly, risky, takes forever it seems and I am busy enough already. I won’t tell you that of course. I’d rather just flat our say no or compare you to someone else or put you off but honestly; doing what I do today is just easier. If you can’t make me do something “different” and get me to get off the dime and essentially hate what I am doing today- then don’t bother.

7) You’re 7^th on the list. I respect you dear supplier but my family, my boss, my colleagues, my customers, my pastor and my pets all come before you my trusted partner. Nothing personal- you can be very valuable to me but everyone else here is getting something for Christmas next year just so’s ya know.

Till next time,

Grow The Business.

Mark

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No Fear in 2013

This is the year to quit being afraid. Let’s start with these 7.

Don’t fear having to memorize all your product specs and prices. What matters is you remember how the darn thing helps them do what they really want to do.
Don’t fear social media. Embrace it. More people, customers and employees talking to each other is way better than silence.
Don’t fear the so called demise of the offline marketing world. I don’t know any business that is moving totally away from it. Blend is always the key. In fact, that integrated offline/online mix might get a little more attention than it used to these days.
Don’t fear the board game. It’s OK to make eye contact with your kids now and then.
Don’t Fear the Reaper. Classic tune. Have a Listen. I heard they played at my High School way back in the early 70’s. Yup they did.

Don’t fear going back to school. In fact, everybody should be in school. If you are not dedicating to learning something new at least an hour a day at least (and I don’t mean watching or reading “news”, timelines or posts) you are behind your competitors tomorrow.
Don’t fear Neuroscience and Neuromarketing. Get into it. How you think, why you think the way you do. Why your clients and team react to things the way they do is important to know . As someone once said… “Just because it is your brain, doesn’t mean you know what it is doing”.

Till next time,

Grow The Business.

Mark

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Horrid Phrases

Horrid Phrases

Don’t know if any of you fly a lot. I kind of do – at least of late. At the airport, there is one phrase gate agents of a certain airline sometimes say ( actually proclaim over the loudspeaker) that just crushes me. It’s horrid. It makes me instantly hang my head in depression. It ruins my flight, my day and my mood immediately.

“Our flight is completely full today..”

I’m not a small man; (thankfully not ready for the seatbelt extension just yet) but Lordy, when you hear that phrase, thinking about getting into and sitting in those seats and aisles built for middle schoolers, is now horrid on a grand scale.

I think there are some other horrid phrases agents of many industries say these days that can give that same kind of instant feel of dread and depression.

“OK, let’s see what they did here..”. Are you kidding me? As soon as your client with a question hears “they”, the horridness kicks in: Oh my, you are not in charge. Oh my, I’m gonna have to talk to someone else. Oh my, I’m talking to an idiot with no authority. Oh my, this place is so big, I’m never going to get the answer.

“Can I have your phone number in case we are disconnected?” It’s 2011! The only disconnections are when someone does it on purpose. Your client or prospect is in the horrid zone immediately: Oh please, you want my number to pester me at dinner or in a middle of a meeting to sell me something with your silly outbound program. Oh please, now I’m in your database and all I had was a darn question. Oh great, they have crappy phone systems with disconnect issues, can’t wait to do business with them.

“Mark”, “Mark” , “Mark” Yeah that’s right, my first name. You say my first name more than twice in a conversation on the phone or face to face and a horrid sickness overcomes me and your customers too: Oh I get it, someone trained you to use ” the customer’s first name” often in your calls- that feels genuine! Oh I get it, you are as slick a sale rep as I’ve ever seen – you make me wanna take a shower. Oh I get it, you think using my first name a lot makes us like family or brothers and I will buy your stuff- lol!

The thing about horrid phrases is the emotions they elicit have staying power. They linger. They stick. They can even leave a lasting impression about you or your company as a brand that is as uncomfortable as seat 28B.

Till next time,

Grow The Business.

Mark

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Real Small Biz – Good News

Real Small Biz – Good News

Go golfing when you want. Play with the kids more. Coach a team. Be around so I can act in a play. Get a new truck. Sleep late when I want to. Don’t want to be told what to do. I like my life now. I can change it up every couple of years. I could always do it better anyway. Leave an impression. Make my wife proud. I can fire my clients. Work from home. Help my brothers and their kids. Be the boss. Take control. Have some fun. Challenge myself.

“What is the good news about having your own business?” was the question.

These are the real answers by real small business people. I know because I’ve heard them say it first hand. And these answers aren’t so unique or rare. These are, when you really get down to it, what real people who own businesses say.

And now that you know that, what the heck do you have to offer that helps these people keep rolling in this good news?

Yeah, you’ve got some thinking and reworking to do. Have at it.

Till next time,

Grow The Business.

Mark

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Up With Update, Updated, Updating

Up With Update. Updated, Updating

I heard about a company a while back that instructs its employees never to say that their computers are running slow. Instead the representatives say “Our systems are updating….” or “We’re in the midst of updating our systems, it will just taking a moment longer…”

Nice touch. Smart too.

We all have system issues at times. And usually yes, there’s some updating going on be it a new release or upgrades or what have you that slows things down.

The point is the caller on the other end of the line is feels less tension, more confidence and more patience when they hear systems or computers are being “updated” rather than being “slow”.

The use the word “update” even in the On Hold process:

“Let me put you on hold to get the most updated information.”

Way better than “Let me put you on hold to find out” or “to figure it out” or some other underwhelming phrase. “Updated” shows how bleeding edge you are keeping up with things and striving for that up-to-the-minute accuracy.

I suspect “update” has other uses in your world. It sounds fresh, smart and on top of things. Heck we live by the word with our smart phones and tablets as an incredibly necessary thing to be on top of those “updates”.

Have a look around. Update your language a bit. Don’t underestimate the value of your customers feeling a bit more comfortable and confident when working with you.

Till next time,

Grow The Business.

Mark

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Mark’s Twitter

I am Joe’s Lead

I am Joe’s Lead

I am Joe’s Lead.

Here I sit, in Joe’s queue. And It’s way boring man.

All I can see sitting in this CRM is this big banner over my head that says “moc.ecrofselas” That cursor thingy keeps swiping by me now and then, but never quite lands on me.

It’s been 2 darn days.

Waiting. Waiting. Waiting.

And I am dying fast. Way faster than anyone realizes, particularly, Joe. He doesn’t get it. I’m a Small Business Lead you see. We don’t wait for anyone. We are crazy busy. If we ain’t moving – we’re dying.

I raised my my hand two whole days ago! But I am dying so fast I am starting to lose my memory as to why I am here. When Joe finally clicks on me and calls my business owner he’ll probably flat out forget why the heck he made me. He might even deny I exist at all because frankly he can’t remember why he filled out the form, and dammit, he’s busy.

Joe has a bigger problem about me, Lead. He doesn’t get me at all. I’m not “his lead” or his “commission ammunition” or his “meal ticket”. That just ticks me off. I am not something to burn thru, beg for, to be traded around or worse – to be ignored. And don’t think I don’t hear Joe dissin’ me and my peeps when he occasionally says we are “weak” or a “joke” or “trash from corporate”. If I could ( stupid glass!), I’d reach out and slap Joe’s scowl and headset clear off his face when I hear that.

Nope, Joe doesn’t get me. I raised my hand somehow, some way 2 days ago. It doesn’t matter how high I raised it – I raised it! And I am not a Lead, I am a Need of my business owner! I’m a gap, an idea, a dream, a pain that won’t go away, a prayer to save a business, a chance to go big, a plea for some education because I just don’t understand, a fear of my competition, a hope for a few more sales per month or a chance to put a stop to all these customers leaving us.

I am all of those things and more. I am a Need, not a Lead.

Hope this clears things up a bit.

So Joe do me a favor will ya? Click on me man. Do it fast before I forget how you could help me. God knows I needed something.

Till next time,

Grow The Business.

Mark

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Move Along, Nothing To See Here

Move Along, Nothing To See Here

Watching inane television, rubber necking at traffic accidents or viewing any of the top 10 YouTube videos on any given day are just 3 things that are an insipid waste of time and focus. Move along, nothing to see in any of that.

Here are some other things not worth focusing on for you folks who Sell to feed yourself and your kids.

If a prospect’s hand is raised (no matter how high) then you needn’t start from scratch with that selling process. Move along, nothing to see here. No need to create interest already created, rather fuel the interest and move the sales process forward.
If you had that cup of coffee already and got caught up on your colleagues weekend activities (or better yet didn’t waste time getting caught up) – get in your car or get on the phone and start connecting with prospects/clients. Move along, nothing to see here. Keep moving – time is precious and hard to get from your busy clients.
If you have presented the solution, painted a compelling picture of how the client benefits from using it and removed the perceived risk of their investment then you needn’t hang around that part of the selling process any longer. Move along, nothing to see here. Ask for the business or presume you have it and move forward.
If you’ve got a few questions answered from your client then quit asking more. Move along, nothing to see here. Incessant discovery of clients’ wishes, dreams and goals is exhausting for them- teach them something smart instead. That will move the sales process forward.
If you’ve gotten two “Send me some info’s”, one missed planned call and a couple of “I’ll look it over’s..” then you needn’t keep nurturing this lead. Move along, nothing to see here. The prospects willingness to change is not there- they will stay with whatever they are doing today (including nothing) and are just trying to be polite.

I bet there are a dozen other wasted foci out there; feel free to share (and teach us) in comments!

Till next time,

Grow The Business.

Mark

Mark’s Blog

Mark’s Twitter

I Killed You

I Killed You

I was not a big fan of you.

In fact, You is a killer. So strike first and kill that darn you before you kills you.

“You” of course here is the 3 letter word.

When I was selling by knocking on doors and making phone calls back in the day, I just plain killed you every chance I could get. I killed the word “you” in closing sales, objection handling and anywhere else I could.

Helped me sell more.

Let’s take a closer look at killing “You” in the closing of sales.

Use “Let’s” vs. “You”. Here’s what I mean. Psychologically from the beginning of time, things are just easier when we do things together. These things range from hunting down the Wooly Mammoth 50,000 years ago with your buddies, to going in with another couple on the $$ needed for the vacation rental this July. There is “safety” in numbers and if it’s just you things can be tougher.

So though it may seem unbelievable, the influence of this “togetherness” can help close sales.

Instead of saying things like “Would you like to go ahead and get started today?” try “Let’s go ahead and get started today, OK?” Before you guffaw and stop reading, know that there are actually three psychological advantages here with this subtle turn of phrase.

Removing the word the word “you” avoids shining that heightened spotlight (even for that nanosecond) on the prospect forcing them to overtly decide “yes” or “no”. Few like a spotlight and we all are fairly conditioned to say “no”.
Using the word “Let’s” though you are not literally investing with the prospect in the true sense of the word, you are in an instant, suggesting that you are “in this with them” and if you’ve sold well thus far – and you are already a guide and leading this client – why not guide right thru the close?
This approach avoids the “yes” or “no” intersection and instead asserts the question “do you agree with me?”; Agreement with another is often a safer feeling path for a prospect.

There are no tricks or manipulation here. You aren’t going to trick someone into buying something they do not want by changing the way you might close. What you are doing though by avoiding that word “you” is avoiding throwing up language that raises tension, forces spotlight decisions and hampers partnering and collaboration.

Do this and you have just improved your chances of closing sales. Really you have.

Till next time,

Grow The Business.

Mark

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Mark’s Blog

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