Salespeople have questions, Jeffrey has answers.

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I get a ton of emails from people seeking insight or asking me to solve sales dilemmas. Here are a few that may relate to your job, your life and, most important, your sales thought process right now.

Jeffrey, I am a marketing and sales rep for a company that sells emergency cleanup services. I visit prospective customers almost daily, mostly insurance agents and property managers, and provide value. Given the nature of what we do, my biggest challenge is coming up with objectives for each visit. Do you have any advice for me? Roxanne

Roxanne, Bring a current customers that has just had a major cleanup. Talk to them about what happened before, what caused it, what happened during, and then what happened after. What was the outcome? If you’re really looking for an objective, if you’re really looking for subject matter to talk your customers about, what could be better than something you’ve already done and what could be better than the proof you could provide through the voice of your existing customer? Do that and all of your watermelon will come right from the heart. Best regards, Jeffrey

Jeffrey, It’s a known fact you are a great believer in the teachings of Napoleon Hill, like many other sales guys out there such as myself. Expanding the sales team with the most suitable people can be a challenge, and if the person who selects the new sales guys is a fan of Napoleon Hill’s philosophy, then it seems natural that the new guys also should share it. How do you personally go about finding new employees, assuming you’re looking for people that share the same philosophy? Do you have a certain approach of recognizing if a person will qualify, in order to spare a potentially unnecessary meeting? David

David, No. There is no way. However, there are questions you can ask during the interview such as, “What are the most impactful books you’ve read?” instead of “Have you read Napoleon Hill’s Think and Grow Rich?” This will give you a long list of books, or it will tell you the person doesn’t read books. I want to know the most impactful books the person has read. That will tell me a little bit about their philosophy. For example, if he or she is reading a John Grisham novel versus an Ayn Rand novel, I have a clue as to what kind of thinker the person is. If a person has read Woody Allen he or she will likely be kind of a humorist. Or maybe the person has read Dorothy Parker. But the bottom line is whatever that person has read is an insight into his or her thought process. Find that out and you will find out if you have a good person or not. Best Regards, Jeffrey

Jeffrey, My company helps small B2B businesses plan a video strategy and develop web series and webinars to tighten their bond with their customers. I’m feeling a great deal of resistance from people about creating videos to grow their business. The objections seem to fall into two major categories: 1) fear of visually being on the web (in fact, their social media is probably non existent as well) and 2) I can do this myself. I can hire the kid next door. Besides leaving them a copy of Social BOOM!, which I do, what approach would you suggest? Pat

Pat, My recommendation is that you have examples of video testimonials from other customers, not just about a video testimonial of a third party, rather a video testimonial about you. It should be about how they were reluctant, about how they thought the kid next door could do it, about how they thought the price was too high, about how they thought they were ugly on film. All of the elements that you have as objections can be overcome by an existing customer who loves you. That’s the easiest way to do it so when you get the objection you can say, “Oh, you know what? You may be right, but let me show you how a couple of my customers feel about the entire process.” That’s the first half of your presentation. The second half should be examples of videos you’ve done that rock – examples of videos you’ve done that are up on somebody else’s Facebook business page or up on their YouTube channel that has 2,000 or 3,000 views. Your job is not to give a sales presentation. Your job is to show examples of how other people can use and profit from what it is that you do. Do that, you win. Best regards, Jeffrey

Jeffrey, There’s something that has never made sense to me. I’m required to make cold calls as part of my daily routine. At the same time, my boss man could not be more put out by people that cold call him throughout the day and I agree with him. Yet every morning starts out with the same old “Let’s get smilin’ and dialin’!” Smile for what? You don’t even believe in what I’m doing! Scott

Scott, Have your boss sit down next to you and make cold calls himself. Let him piss off the same people you’re pissing off. Let him see what a total waste of time cold calling is – how it affects your mood, how it affects your belief system, how it affects your personal pride, and how it affects your attitude. Then start to call customers you’re already doing business with, customers who love you. Ask them if you can come over and help them out for an hour. Ask them if you can come over and talk about how your product is used. Ask them if you can come over and help build the relationship. Tell them you need to make a ‘good will’ visit. Those are the people who will invite you right in and talk to you for a half an hour and maybe help you earn a referral. That’s where the money is in sales, not in cold calling. Cold calling pisses off your boss. Imagine what it does to your customers. Referrals – that’s where the money is. Best regards, Jeffrey

Reprinted with permission from Jeffrey H. Gitomer and Buy Gitomer.

About the Author

Jeffrey Gitomer is the author of The Sales Bible, Customer Satisfaction is Worthless Customer Loyalty is Priceless, The Little Red Book of Selling, The Little Red Book of Sales Answers, The Little Black Book of Connections, The Little Gold Book of YES! Attitude, The Little Green Book of Getting Your Way, The Little Platinum Book of Cha-Ching, The Little Teal Book of Trust, The Little Book of Leadership, and Social BOOM! His website, www.gitomer.com, will lead you to more information about training and seminars, or email him personally at [email protected].

Recommended Resource – The Pocket Small Business Owner’s Guide to Negotiating

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The Pocket Small Business Owner’s Guide to Negotiating

by Richard Weisgrau

About the Reference

The Pocket Small Business Owner’s Guide to Negotiating by Richard Weisgrau provides readers with a complete set of practices and strategies for successfully negotiating through numerous situations. Richard explores both the psychology and activities occurring before, during, and after a negotiation. Through his book, readers learn to:

  • Differentiate between principle and positional bargaining
  • Negotiate contracts, purchases, and service deals
  • Resolve conflicts
  • Barter
  • Assess risk
  • Take advantage of the psychological aspects of negotiating
  • Employ rhetorical tactics and body language successfully

Benefits of Using This Reference

StrategyDriven Contributors like The Pocket Small Business Owner’s Guide to Negotiating for its thoroughness in covering a multitude of negotiating situations. We found Richard’s book a good ready reference for small business owners and large company division and department managers.

The Pocket Small Business Owner’s Guide to Negotiating covers the psychological and behavioral aspects of negotiation, both being critically important to a successful outcome. Additionally, Richard provides an easy-to-follow method for negotiation preparation, execution, and follow-up. By using the prescribed methods, readers should find their negotiations more successfully resolved.

If we had one criticism of The Pocket Small Business Owner’s Guide to Negotiating it would be that the negotiating approach seeks an equitable outcome; precluding the opportunity for overwhelmingly positive terms.

The Pocket Small Business Owner’s Guide to Negotiating provides readers with actionable steps to negotiate the situations most commonly encountered by small business and business group leaders. While not intended to inform the actions of those negotiating ‘super-deals,’ the thoroughness of the methods and real world examples conveyed makes The Pocket Small Business Owner’s Guide to Negotiating a StrategyDriven recommended read.

What’s your proactive marketing approach to loyalty?

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Dear Jeffrey, I am a huge fan. I recently had a WOW experience that completely coincides with your philosophy on customer loyalty versus satisfaction. Today, I received the following email from Amazon:

Hello, We noticed that you experienced poor video playback while watching the following rental on Amazon Video On Demand: The Hunger Games. We’re sorry for the inconvenience and have issued you a refund for the following amount: $3.99. While Amazon Video On Demand transactions are typically not refundable, we are happy to make an exception in this case. This refund should be processed within the next 2 to 3 business days and will appear on your next billing statement for the same credit card used to purchase this item.

This is amazing to me for a few reasons. Yes, I did notice that my movie was buffering more than usual and, yes, it was annoying. However, it was nothing more than a minor frustration. I didn’t complain. I didn’t complete a survey or give any feedback about this experience. Truthfully, until I received this email, I hadn’t given it a second thought.

When I got this email, it stopped me in my tracks. THEY NOTICED. They noticed that this particular experience was below their normal standards. But what’s more important, THEY NOTICED WITHOUT ME TELLING THEM.

Good companies would refund my money if I complained. Of course they would, that is expected. I never have had a company refund my money without being prompted. Never. And this, this was a surprise.

Would I have used them again even if they did not refund my money? Yes, often. So what’s the difference? I wouldn’t have REFERRED them. I received this email today at 2:18pm. Since then, I have told all my coworkers I came in contact with, posted this on my Facebook wall, and now am writing you.

Amazon lost four dollars today, but they gained a customer for life! It was so impressive, I had to share. Make it a great day, Candace

Brilliant, eh? Proactive, memorable service.

Amazon is monitoring the quality of their streaming bandwidth and can identify quality issues. Then, they DO SOMETHING ABOUT IT. No waste of time and money “survey,” no phony empty apology, just a good, old fashioned admission of guilt, and a proactive refund for poor performance.

My bet is Amazon has given thousands of these, and the same customer response has happened with every one of them. What a strategy! Let’s make sure the customer experience was great, or let’s give them a refund.

Simple. Powerful. Profitable. Give up $4.00 to earn thousands. I wonder who thought that one up? Certainly not their advertising agency.

Look at the elements of business and sales as a result of Amazon’s action, and customer reaction: a huge wow, several social postings, more social proof, an amazing testimonial, customer loyalty, and pass along value that cannot be measured on any ROI scale. Amazon’s actions breed return on proactive, memorable service – the WOW factor, social response, and customer word of mouth. It’s WAY beyond ‘priceless’ – in the long term, it’s worth a fortune.

HERE’S YOUR LESSON: You can invest in some marketing program to reach new people – or you can invest in giving your existing customers the best service possible, and let THEM find new people for you.

PREDICTION: I’ll bet the investment in existing customer experience is one-tenth the cost of any marketing program. In fact, I doubt this type of outreach is even on a marketing team’s mindset. They’re still in the Stone Age measuring ‘ROI.’

Amazon has lead the Internet all the way with vision and tenacity. Quality and value. Ease of doing business, buy with one click. Suggestive buying and published reviews. Not just price, delivery.

And now add to that list: proactive WOW interaction. They dominate because they differentiate. They dominate because they innovate. They don’t study the market – they create it (like Apple). Most marketing studies are a CYA act of companies afraid to make mistakes, let alone be bold.

Take this lesson to heart – and take it to your customers. If you come up with something creatively compelling, you can also take it to the bank!

Reprinted with permission from Jeffrey H. Gitomer and Buy Gitomer.

About the Author

Jeffrey Gitomer is the author of The Sales Bible, Customer Satisfaction is Worthless Customer Loyalty is Priceless, The Little Red Book of Selling, The Little Red Book of Sales Answers, The Little Black Book of Connections, The Little Gold Book of YES! Attitude, The Little Green Book of Getting Your Way, The Little Platinum Book of Cha-Ching, The Little Teal Book of Trust, The Little Book of Leadership, and Social BOOM! His website, www.gitomer.com, will lead you to more information about training and seminars, or email him personally at [email protected].

Your sales voice. What is it saying to you? What is it saying to others?

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I was recently at Washburn University in Topeka, Kansas, giving a seminar sponsored by Sales & Marketing Executives International. I had an informal logistics meeting with some of the association members before the event when Jamie, the young woman who directed me to my preparation room, talked to me about her career. I asked her what she was seeking to become.

Her response startled me. She said, “I’m still trying to find my voice.”

I was taken aback because I expected some alternate career choice, or something along the lines of ‘make a lot of money,’ or ‘get a job in event planning.’ But no, she was seeking something much higher.

Jamie was seeking to gain control of her self and her power first, and find her career path second. We talked about ‘voice’ for a while, and I began to type to capture the thoughts. What came out of the brief conversation will benefit you and your career, and help you understand who you are and who you seek to become.

Jamie was looking for her voice to come from something she believed in that would make her voice stronger, more resonant, more powerful, and more believable.

How do you speak?

Not the just words, the voice that you project. Your voice is a statement and picture of your character, your poise, and your persona. It’s a statement of belief, confidence, and personal power.

Where does your voice come from?
How do you ‘find’ it?
And once you do, how do you master it?

BE AWARE: Your voice has nothing to do with your selling skills or your product knowledge. Your voice is way beyond that.

GOOD NEWS: You don’t have to look far. Most of your voice is right at the tip of your tongue. The rest of it is mental and emotional.

ANSWER: It STARTS with your inner voice. It’s the language you speak to yourself BEFORE you say a word.

Your voice becomes yours, and authentically yours, when you…

  • do what you believe in.
  • do what you’re passionate about.
  • work in your chosen field.
  • find your calling.
  • discover something you feel you were made or born to do.
  • do something you love.

EASY WAY TO START THE DISCOVERY: Write down the hobby or sport you love best, or the sporting event you go to because you love to see your team play and cheer them on.

My friend, Hall of Fame baseball player Dave Winfield, said it as simply and as completely as I have ever heard it, “I loved baseball and baseball loved me back.”

Here are the elements of voice:

  • You have decided to pursue your chosen path.
  • You have belief in who you are.
  • You have belief in what you do.
  • You have a desire to succeed.
  • You’re personally prepared – attitude, enthusiasm, friendliness, and ideas.
  • You maintain self-confidence that comes from your heart, not from your head.
  • Your enthusiasm is real.
  • Your sincerity is evident.
  • You’re eager to master every aspect of what you do.
  • Your passion is contagious.
  • Your moxie engages others.
  • Your desire to improve is never ending.
  • You love what you do.

NOTE WELL: Your voice is not about how to make sales faster – your voice is how to make sales forever. For your voice to appear, you must possess ALL of these elements. Most people have a ‘weak’ voice because they don’t love what they do, or lack sincerity, or they don’t fully believe in themselves, their company, or their product.

SUCCESS ACTION: Go back to this list and rate yourself on a 1-10 basis. Ten being the best, your highest possible score is 130. My bet is you’re 90 or below.

SUCCESS ACTION: Record your spoken voice ONCE A WEEK, and listen to it actively – which means take notes. By listening to yourself – arguably one of the toughest things on the planet to do – you will gain a true picture of where you are right now. Your jumping off point.

And for those of you living in the dark ages still trying to ‘find the pain’ in your sales presentation, just record and listen to yourself – THAT’S the pain. The real pain of selling is listening to your voice trying to make a sale – it’s also funny as hell.

You’ll know your voice when you hear it.
It will speak to you before you ever say a word.

Reprinted with permission from Jeffrey H. Gitomer and Buy Gitomer.

About the Author

Jeffrey Gitomer is the author of The Sales Bible, Customer Satisfaction is Worthless Customer Loyalty is Priceless, The Little Red Book of Selling, The Little Red Book of Sales Answers, The Little Black Book of Connections, The Little Gold Book of YES! Attitude, The Little Green Book of Getting Your Way, The Little Platinum Book of Cha-Ching, The Little Teal Book of Trust, The Little Book of Leadership, and Social BOOM! His website, www.gitomer.com, will lead you to more information about training and seminars, or email him personally at [email protected].

Recommended Resource – Act Like a Sales Pro

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Act Like a Sales Pro: How to Command the Business Stage and Dramatically Increase Your Sales with Proven Acting Techniques

written by Julie Hansen
and published by Career Press

About the Reference

Act Like a Sales Pro by Julie Hansen reveals the behaviors exhibited by effective salespersons that create a memorable buying experience. Julie teaches readers the art of selling through easy-to-follow exercises then enable them to more effectively prepare and execute on all types of sales engagements. By reading her book, one learns how to:

  • Gain an appointment using audition techniques
  • Draw interest from reluctant prospects using secrets of the performer
  • Deliver memorable presentations
  • React to the unexpected and control the sale using the rules of improvisation

Benefits of Using This Reference

StrategyDriven Contributors like Act Like a Sales Pro for its fresh approach to effective selling. Julie’s book engages the reader and translates for them the insights she’s gained from the acting world into that of the sales call. And her step-by-step exercises make these ‘acting behaviors’ immediately implementable by even those who don’t consider themselves to be good salespersons.

What makes Act Like a Sales Pro truly different from other books on selling is its focus on personal behaviors. Other quality books focus on the process of selling whereas Julie’s book teaches readers the physical and verbal behaviors they should exhibit while executing the selling process. We put some of Julie’s recommendations to the test and found they did help secure a positive outcome.

Act Like a Sales Pro effectively fills what is often a void in other sales books and training programs. Filled with immediately implementable recommendations and real world examples, Act Like a Sales Pro is a StrategyDriven recommended read.

Additional Resources

Complimenting Act Like a Sales Pro, StrategyDriven provides an abundance of information on the consultative selling process within the StrategyDriven Consultative Selling Knowledge Center.