Selling for Today

Stay in Touch

2006-08-22T03:13:00Z

How often have you heard or said those words when parting company with a friend or a customer?

A topic I often write and speak about is how to develop and nurture your customers' loyalty to you and your business. There are many methods and tools you can use, of course, starting with taking your customer's point of view in your sales and customer service efforts; and continuing with ongoing communications with your customers.

This communication can take many different forms: print, audio, video and via the Internet. Whatever form you choose, it should deliver relevant and meaningful information to your customers on a regular basis.

But how often do you really follow this advice. After all, you're already too busy and your resources are stretched thin. So how do you find the time and money to stay in touch with your clients and customers on a regular basis?

Although it's a little out of the ordinary for this blog, I'd like to share an awesome resource that I found for this purpose and that I'm using with great results.

It's called SendOutCards, an easy-to-use and affordable system for marketing, prospecting and staying in touch with your customers. (Of course, it's equally adept at helping you send holiday, birthday, anniversary and seasonal cards – there are thousands of them – to family and friends.)

With SendOutCards you can send highly customized and personalized greeting and post cards as easily as choosing a card from an online catalog, typing in your personal message (even using your own handwriting font and signature, if you choose) and clicking "Send Card". SendOutCards does the rest – they print it, stuff it, stamp it (with a real first class postage stamp) and mail it.

See for yourself just how easy this system is to use. Contact me and I'll set you up with a FREE gift account. I'll even walk you through the steps to send a card – all on the house and without obligation.

I look forward to hearing from you.

Happy selling!

Pat Hassett

P.S. Tell your friends.

15 Tips to Help Increase Your Sales, Profits and Customer Loyalty

2006-06-05T21:02:00Z

I'm teaching a course entitled 15 Tips to Increase Your Sales, Profits and Customer Loyalty on June 21 at Holyoke Community College, Holyoke, MA. Registration has been extended until June 14. Here's the course description, taken from the HCC Summer Course Catalog.

15 TIPS TO INCREASE YOUR SALES, PROFITS AND CUSTOMER LOYALTY

Course # 240 1 session

CRN # 25120 SEC # 64 June 21 9:00 AM – 4:00 PM

Competition is tougher than ever. Today's businesses demand maximum value when making decisions to invest their hard earned dollars in new products or services. It's up to you to understand their needs as well as they do and to provide solutions that meet those needs and exceed their expectations. Doing so will allow your customers to realize the biggest bang for their buck . . . and distinguish you from your competition. Doing so is selling smarter!

HOW YOU WILL BENEFIT

Selling smarter means added value for your customers . . . and more profitable deals for you.

This workshop will help you build your career as a high-powered sales person. It puts you in control of interactions with prospects and customers, and ultimately, in control of your future.

Selling smarter will increase your top line, your bottom line and your customer loyalty.

Learn how to:

· Maximize value for your customer.

· Close more deals.

· Increase your profitability.

· Solidify and advance customer relationships.

· Increase customer loyalty.

WHO SHOULD ATTEND

Professional and Non-traditional Sales people

Customer Service Representatives,

Small Business Owners, Coaches, Consultants &

Solopreneurs

ABOUT THE TRAINER

Pat Hassett, President and Founder of SalesNow!, draws on more than 30 years experience in sales, sales management and sales support roles across several industries. He stands ready to help you increase your sales, your profitability and your customer loyalty through the use of customer-centric sales methods, high level customer service and customer relationship management tools.

To register call 413-552-2000 and reference CRN 25120.

Happy selling!

Pat Hassett

P.S. Tell your friends.

USP: The Concept

2006-06-04T20:40:00Z

If you hope to stand out in the marketplace, you need to be clear about what makes your product or service, your business and yourself different and better than your competitors. This advantage must be substantial and it must be benefits based. You need to be clear about that in your own mind, in your marketing materials and in your sales process and presentations. This is your Unique Selling Proposition (USP).

To identify your USP you need to examine what you offer, what you bring to the table, in the context of how it will benefit your customers.

To communicate your USP effectively you need to be very clear and concise about the benefits that will accrue from choosing your solution.

Emphasize your USP in your marketing materials and in your proposals. Make it easy for your customers to see why it is to their advantage to accept your proposal and to work with you as their trusted advisor.

Happy selling!

Pat Hassett

P.S. Tell your friends.

Clueless in Customerville

2006-06-02T20:46:00Z

Do you know what your customers want? Is that the same as what they need?

Sometimes customers confuse want and need. But you have to distinguish between the two in order to provide the biggest benefit to your customer. How do you do that?

Ask lots of open-ended questions. Actively listen to the answers and ask clarifying questions. Read between the lines. Listen for clues (and verify your impressions) to know what your customers really want and need.

It's your job to provide what your customers need to solve their problems. And you should always try to concurrently fulfill their wants.

Happy selling!

Pat Hassett

P.S. Tell your friends.

Romancing the Relationship

2006-05-31T13:40:00Z

You probably realize that nurturing your relationships with your customers is among the most desirable and productive ways to foster customer loyalty and retention. But did you know that the best way to do that is to continue acting in your capacity as their trusted advisor?

If you have approached the sales process in a customer centric manner your customers will appreciate you as an advisor and not just someone with something to sell. By learning about your customer, their business and their industry and by providing real solutions to their problems you have established yourself as someone who will help them reach their goals.

Once the sale is complete continue in that capacity. You can maintain and grow your relationship with your customers by staying in contact with relevant, meaningful information. This could be information about their industry, trends in the market that may affect them, items of interest to them personally and professionally, and, most importantly, things that will help them reach their goals and grow their business.

You'll certainly earn your customers' respect and their future business if you take the time to provide the kind of information they can really use to benefit themselves and their businesses on an ongoing basis.

Happy selling!

Pat Hassett

P.S. Tell your friends.

Who Are Your Best Prospects?

2006-05-29T18:17:00Z

There are lots of "instructions" on how best to qualify your prospects. They all probably have some merit. But a really basic definition of a well-qualified prospect is this:

"Those who can benefit most by doing business with you and are prepared to move forward in a timely manner."

Your best prospects:

1. Find value in your proposal -- they understand that you can provide benefits and produce results that your competitors cannot.

2. Have budgeted for the type of service they need and expect.

3. Make an organized effort to arrive at a buying decision within a specific time frame.

Defining your best prospects is okay as far as it goes, but identifying them is quite another matter. A good place to start looking is among your current customers. They meet each of the criteria listed above and, if you've done a good job of maintaining your relationship with them, should be among your biggest fans. More on that in my next post.

Happy selling!

Pat Hassett

P.S. Tell your friends.

Get Out There and Sell Something

2006-05-16T00:27:00Z

Congratulations! You're in business for yourself. Now what?

For starters it means you have to sell something – yourself, your products or services, your ideas.

Many people start a business doing what they love or, at the very least, what they’re good at. They have their own field of expertise but it's not sales. They haven't really thought about having to convince others to share their enthusiasm for their products or services. And they generally don’t know how to go about doing so.

In fact, many people, just like you, strongly dislike the idea of selling or the stereotype of a salesperson. They don't want to be counted among that loathsome breed.

Reality check: you can't stay in business, provide for yourself, your family, your employees or your pets if you don't sell something.

Embrace the selling process. Release your mind from your fears and resistance to success. Check back here often for tips and advice on how to increase your sales, your profits and your customer loyalty. (More . . .)

Happy selling!

Pat Hassett

P.S. Tell your friends.

Keeping Your Pipeline Full

2006-05-13T16:59:00Z

Have you ever been so busy that you thought you didn't have time to prospect – so you didn't? I hope so. That is, I hope you've experienced doing so much business that you thought you didn't have time to prospect. With any luck, your busy streak lasted for a good, long time.

But the operative word in the last sentence is luck. Because without prospecting to keep your pipeline full, no matter how busy you are, your luck will soon run out.

You see, that busy streak you've experienced was the result of all the prospecting you had done previously. Sometimes you see the results of your prospecting almost immediately but it's not unusual to see your prospecting efforts yield results over a longer period of time. So, if you're seeing results now for your past efforts, what results will you see in the future (after your busy streak ends) if you don't continue to prospect even when you think you're too busy to do so?

Whatever method(s) you choose to prospect, schedule the time to do so faithfully. Have a plan to follow and make your prospecting a regular part of your routine. Make the effort now to keep your pipeline full well into the future.

Be jealous of your prospecting time. It's at least as important as anything else you do.

Happy selling!

Pat Hassett

P.S. Tell your friends.

Your Dialing Plan

2006-05-11T13:18:00Z

Plan what you'll say before dialing the phone.

Sounds too simple, right? Well it can be simple. Even so, don't omit this crucial step before making your phone calls.

Start by determining the results you'd like to achieve in making your calls. Defining your desired outcomes establishes your mindset going into the call. It also allows you to plan for the various scenarios you may encounter once the connection is made.

For example, the conversation you may have with a "gatekeeper" will be very different than the conversation you want to have with the decision maker. Likewise, in the event that you reach voice mail, you'll want to deliver a message that compels the decision maker to return your call; and that could be much different than what you'd say to the same person when you talk directly with her.

To get yourself ready to accomplish these objectives, write a script for each of those scenarios. Your script is not something to memorize and recite or read. Use your script as talking points to keep your conversation on track. Rehearse your script and know it so well that it flows naturally. Become the script.

Most importantly, remember that regardless of the objectives you want to achieve, your conversation should address and revolve around your customer's needs. You will accomplish your goals if you help your customers accomplish theirs.

Happy selling!

Pat Hassett

P.S. Tell your friends.

The Right Stuff -- Part 4

2006-05-03T05:08:00Z

(Get up to speed by reading the last four posts first.)

Learn everything you can about your competitors. You can learn about them in a number of ways (see the April 29, 2006 post) including buying from them. If you're a service provider, learn your competitors' methodology; who their clients are (even if it's just descriptions of who they serve); their reputation for reliability; their ability to produce results on time and on budget; and how they stack up in your market and in your industry.

And find out who specifically you'll be competing with in the deal you're working on now. Ask your prospect to share information that will help you to help them achieve their goals.

You should learn all of the information described in this series with an eye on how it will help you solve your customers' problems. Don't keep what you learn to yourself. Share it with your prospects and customers and they'll see you in a new light. You won't be just another salesperson. You'll be a consultant who is helping them solve their problems. You'll be their trusted advisor.

Happy selling!

Pat Hassett

P.S. Tell your friends.

P.P.S. Take the short survey below to let me know what you think. Or leave a comment.

The Right Stuff -- Part 3

2006-05-01T13:07:00Z

(See the previous posts in this series dated April 25, 27 & 29, 2006.)

Now that you know a fair amount about your prospect it's time to turn your attention to industry knowledge -- yours and theirs.

Learning about their industry will inform you about the challenges they face; the economic realities they contend with; trends that indicate growth or recession within their industry and their customer base; and any other areas of concern or optimism that your prospect may encounter. Knowing this information allows you to see your prospect's problems from their point of view and to propose a solution that will also make sense from their point of view.

Becoming an expert in your industry is at least as important as knowing your prospect's industry. It's also crucial to having complete product knowledge. If you are a reseller, knowing about the manufacturers of your products as well as their competitors is very powerful. Learn about how they position themselves in the market and how their products compare on quality and price within their market segments.

Read industry publications to find trends and to get perspective about where you fit in the industry. You'll gain valuable tips and advice on how to best sell your product or service. You'll find success stories that will give you a view into why customers buy particular products and services and point the way for you to identify opportunities to solve your customers' problems.

Next post -- knowing your competitors.

Happy selling!

Pat Hassett

P.S. Tell your friends.

The Right Stuff -- Part 2

2006-04-29T19:15:00Z

In my last post (April 27, 2006) I talked about base line knowledge. Today I’d like to talk about another kind of knowledge that will make you a valued resource to your customers.

Learn as much as possible about your prospects before you ever meet with them. Information is readily available on their Websites; on the Internet; in their annual reports; in their brochures and other literature; from other vendors who are doing business with them; in the business section of your local newspaper; and myriad other places. Learn about their background; their products or services; their customers; competing companies; and their core mission.

Think about what it will mean to your prospects to know you're not just on a "fishing expedition" when you first meet. It will impress them that you have taken the time to learn something about them and their needs instead of just assuming that your "one size fits all" solution is right for them.

Having information about your prospects in advance of meeting them will allow you to ask more pointed and thoughtful questions to help you flesh out the details of the “picture” that is your prospect. You’ll also be demonstrating that you care about and understand their needs. And when it comes time to deliver a proposed solution, you’ll be able to tell them what your product or service will do for them in specific terms. Your proposed solution will be grounded in your knowledge of their most important wants and needs – and you can present it that way.

Even with all this you still don’t know everything you should to optimize your value to your customers.

To be continued in my next post.

Happy selling!

Pat Hassett

P.S. Tell your friends.

The Right Stuff -- Part 1

2006-04-27T22:14:00Z

In my last posting to this blog (April 25, 2006) I talked about "really knowing your stuff" in order to prove your worth to your customers. Today I want to emphasize that even more important than that is knowing the "right stuff."

The most elementary set of knowledge you need is product knowledge. You need to know your product or service inside out. And not just the features and functions. You need to know how it will benefit your customers; why it's a good fit for your customers; and what specifically it will do for your customers (run faster, jump higher, look better, feel better, increase sales, cut costs, increase productivity, etc.)

But with that knowledge you're just scratching the surface. By broadening your scope of knowledge you'll be an even greater asset to your customers. To be continued . . .

Happy selling!

Pat Hassett

P.S. Tell your friends.

Who Do You Know?

2006-04-25T21:22:00Z

I'm sure you've heard the saying "It's who you know, not what you know."

The obvious inference is that networking and knowing the "right people" will get you further than being well educated and knowledgeable.

Well that's okay as far as it goes. "Who you know" will help you get your foot in the door. But to get the sales, create customer loyalty and earn referrals from your customers, you'll need to really know your stuff and deliver results.

Customers appreciate referrals based on competence and trust rather than solely on name recognition, social acquaintance or academic association.

So leverage your network to gain introductions to your prospective buyers and then follow through by proving your worth as a knowledgeable and trusted advisor.

Happy selling!

Pat Hassett

Learning From Our Mistakes

2006-04-24T14:17:00Z

We all make mistakes. If we really want to provide the best customer experience we apologize and correct our mistakes as soon as we become aware of them.

But sometimes, despite our best efforts, one mistake leads to another, and another, and another, until fixing them is an exercise in futility. Or maybe the initial mistake is so big it's unmanageable.

You can walk away from those situations, head hanging, angry with yourself, your employees, your customer or a third party to the transaction (like delivery people, service people, and so forth). Or you can learn from your mistake(s) and take action(s) to avoid making the same mistake(s) in the future.

How do you make sure you're learning what you need to learn to create a more successful customer experience in the future? Listen! To your customers.

Bill Gates is quoted as having said, "Your most unhappy customers are your greatest source of learning." If I had to guess, I'd say that he probably knows this from experience.

So take a tip from Bill (and me). Listen to your customers to learn what went right and, especially, what went wrong. Listen as they tell you what to do to correct mistakes, to improve quality and to improve your service. Put aside your hurt feelings and ego and use the experience to help you excel and stand out in your market.

Happy selling!

Pat Hassett

Transcend Mediocrity

2006-04-18T04:32:00Z

Quality should permeate your business. It should be evident in the appearance of your building or office. It should show up in your marketing materials and advertisements; in your goods and services.

Quality should be the cornerstone of your business. Customers take comfort from and have confidence in businesses with quality foundations.

Most importantly quality should show up in you. Never stop learning. Always keep trying. Bring your best game to everything you do.

Quality will distinguish you from the pretenders.

Happy selling!

Pat Hassett

Choosing Quality over Quantity

2006-04-15T21:43:00Z

I'm reminded over and over again about the value and importance of quality prospecting versus quantity prospecting. What does that mean?

Very simply it means that indiscriminate prospecting to the "masses" is an arduous, painful, not-so-productive process. Compare that to prospecting to a focused target audience of "ideal" prospects.

Think about your current customers and ask yourself some questions, like:

· What makes them good customers for you?

· Where are they located?

· What kind(s) of problems do they have that you have solved for them?

· What characteristics are common among your best customers?

· What motivates them?

· Who are they (demographically speaking)?

Once you have the answers to these questions, and any others that would help you describe your ideal customers, you can narrow your search for customers to those prospects who share those same characteristics.

Follow these tips and your prospecting time will be spent contacting quality prospects. Your time will be better spent when you're selling to prospects who need, want and are motivated to buy your products and services.

Happy selling!

Pat Hassett

Closing the Communications Gap

2006-04-13T19:47:00Z

Are you guilty of failing to stay in touch with your customers after the sale?

It's natural and relatively easy to stay in touch during the "honeymoon" period immediately after the sale. But many salespeople, and indeed many organizations do a poor job of staying in touch long term.

Many think it's enough just to send a holiday card. While that may not be a bad idea, it's woefully short of being impressive.

To really add value to your customer relationships, stay in touch all year long with relevant, meaningful information -- things you know would be of particular interest to your customers. Depending on your business or industry those things might include information about their industry, trade group, civic organization, hobbies; special pricing on products or services they regularly buy, special offers for current customers; or specialized knowledge you can share in the form of articles, white papers and newsletters.

Communicate with your customers on a regular basis. It will make it easier for them to remember you when it's time to buy your product or service again. And if you communicate with relevant, meaningful information, you'll also position yourself as a great resource and a trusted advisor.

Happy selling!

Pat Hassett

P.S. Tell your friends.

Exceeding Your Customers' Expectations

2006-04-12T01:48:00Z

We often hear that we should exceed our customers' expectations if we want to positively influence customer retention. I've said it often, myself, to clients and in seminars. But what makes a customer experience "expectation exceeding?"

Only the customer can tell you that. We need to listen carefully to what our customers say because great customer service is what they want it to be -- however they define it.

You can, however, give your customer service a kick-start by first offering only the highest quality products and services and then creating a one-on-one experience for your customers after the sale. Use every opportunity to learn from your customers and then treat them how they want to be treated.

Happy selling!

Pat Hassett

Take the Leap - Get Out of Your Comfort Zone

2006-04-09T01:41:00Z

Do you feel overwhelmed and inadequate when faced with a large crowd at a business-networking event? Well, believe me, you're not alone. You'll find many people in that room who feel the same way – even some of the seemingly natural networkers.

So how do you overcome this anxiety? Just wade right in. The water's fine. Think about it: Everyone is in that room for the same reason – to meet other people.

Sure, some already know each other and take the opportunity to strengthen their relationships. But even they will be open to beginning new, mutually beneficial relationships. Introduce yourself and break the ice with some observations on a neutral subject, for example the weather, the beautiful venue you're in or the great food you're enjoying.

If you're able to do so, take the opportunity to introduce others in your party who don't know each other.

And then just enjoy the conversation. Learn about your new acquaintance by asking questions and really listening to the answers. Take ten or fifteen minutes to build a good foundation with your new relationship but don't monopolize their time. Find a suitable spot in the conversation, excuse yourself and move on.

Remember that you don't have to meet everyone at the meeting. Seek out a few who you think might be a good fit for you and make them your priority for the event.

After the event it's a good idea to follow up with a phone call or a note, preferably hand-written, thanking your new friend for your enjoyable time together and maybe even referring someone to them.

Don't let fear of the unknown stop you from being an active networker. Get out of your comfort zone. Meet some new people. You'll be glad you did.

Happy selling!

Pat Hassett