24 Shortcuts Only Top
Salespeople Know
Everything you need to know about
selling in 24 easy-to-remember lists.
You could study the art of selling
for several lifetimes and there would still be more to learn. Even so, the
basics of selling are mostly common sense. The following shortcuts can help you
get started and hone your basic skills.
1.
How to Motivate Yourself to Sell
1.
REALIZE that you are in control of
your emotions.
2.
START each day by reviewing your
goals.
3.
FOCUS on how great you'll feel when
you achieve your goals.
4.
IMAGINE yourself shrugging off
setbacks.
5.
LISTEN to motivational and
inspirational audio.
6.
KEEP your perspective; don't sweat
the small things.
7.
AVOID negative media and people.
8.
NOTICE what's working and what's
not.
9.
DO more of what's working and less
of what's not.
10.
REMEMBER that you're helping people.
11.
END each day with thoughts of
gratitude.
2.
How to Create a Sales Message
1.
DON'T focus on yourself, your firm,
or its products.
2.
MAKE the message about the
customer's business.
3.
IMAGINE how customers see what you
do for them.
4.
STATE a benefit from the customer's
viewpoint (sentence No. 1).
5.
PROVIDE proof you do it better than
anyone else (sentence No. 2).
6.
EDIT OUT abstractions like
"usability" and "methodology."
7.
ELIMINATE the buzzwords and biz-blab
cliches.
8.
USE the two sentences in all your
sales materials.
3.
How to Write a Sales Email
1.
AVOID mentioning your own feelings.
2.
MAKE the subject lines short and
meaningful.
3.
START with the prospect's name.
4.
DON'T inquire about the prospect's
health.
5.
STATE why you're writing.
6.
DESCRIBE a benefit of working with
you.
7.
ASK the prospect for a YES or NO
reply.
8.
EDIT out all the "salesy"
words.
4.
How to Give an Elevator Pitch
1.
ELEVATOR pitches have 3 parts: 1)
benefit, 2) reason, and 3) ask.
2.
THE BENEFIT is what your offering
means to a customer.
3.
THE REASON is why you're the right
person to buy from.
4.
THE ASK is the request for an
appointment to discuss further.
5.
DON'T blurt the elevator pitch like
a motor mouth.
6.
WORK it into a normal "what do
you do?" conversation.
7.
PROCEED from 2 to 3 to 4 only if the
person seems interested.
5.
How to Write a Cold-Calling Script
1.
KEEP it short and simple (about 30
seconds long).
2.
STATE your name and company.
("Hi, this is Joe Jones from ABC.")
3.
ASK for permission to speak.
("Is this a good time to talk?")
4.
RESPECT the prospect's time.
("I understand, so I'll be brief.)
5.
PROVIDE a compelling reason to
continue the conversation.
6.
DISCOVER if there's a match between
need and offerings.
7.
SET a future appointment to discuss
further.
6.
How to Make Cold Calls
1.
SET aside a time to make the calls.
2.
WEAR a headset to prevent cramps and
sound natural.
3.
SIT straight and breathe deeply.
4.
REVIEW your goals to motivate you.
5.
DECIDE to be unstoppable.
6.
MAKE the calls.
7.
NOTICE what works and doesn't work.
8.
CELEBRATE, because you're one call
closer to success.
9.
DON'T give up until you've reached
your goals.
7.
How to Leave a Voice Mail
1.
IDENTIFY your name and your company.
2.
STATE your phone number clearly.
3.
EXPLAIN why you're calling.
4.
PROVIDE proof you can deliver.
5.
IDENTIFY yourself again.
6.
REPEAT your phone number clearly.
8.
How to Get a Customer Referral
1.
REFERRALS are a sign the customer
trusts you.
2.
DON'T bother asking before or when
you close.
3.
ASK after your product delighted the
customer.
4.
HAVE the customer make a personal
introduction.
5.
THANK your customer for the referral
immediately.
6.
KEEP your customer informed as you
progress.
7.
THANK the customer again when you
make the sale.
9.
How to Write an Executive Summary
1.
LIMIT yourself to a single printed
page.
2.
DESCRIBE the problem you intend to
solve.
3.
DEFINE the solution you're
proposing.
4.
ESTIMATE how much money will be
saved or made.
5.
PROVIDE evidence (like existing
customers) that the solution will work.
6.
ASK for the decision.
10.
How to Give a Sales Pitch
1.
DON'T give sales pitches because...
2.
CUSTOMERS hate sales pitches.
11.
How to Give a Product Demonstration
1.
DON'T try to show all the features
and functions.
2.
STRUCTURE the demo around a customer
scenario.
3.
DECIDE how you'll adjust if the customer
probes deeper.
4.
REHEARSE the demonstration until
it's flawless.
5.
TEST the equipment three times
before the demo.
6.
AFTER the demo, ask for a
commitment.
12.
How to Help a Customer Decide to Buy
1.
HELP the customer recognize the
scope of the problem.
2.
ESTIMATE the economic consequences
of not buying.
3.
ENCOURAGE the customer to commit
budget or funding.
4.
HELP DEFINE decision criteria.
5.
LET the customer evaluate
alternatives.
6.
CELEBRATE when the customer selects
you.
13.
How to Research a Competitor
1.
IF the company is public:
o
FIND the most recent 10K or 10Q
report at www.sec.gov.
o
REVIEW the competitor's recent
financial performance.
o
MAKE a note of all corporate
officers.
o
READ about its business model.
o
EXAMINE any "issues and
uncertainties" (weaknesses)
2.
READ the "About" section
of the corporate website.
3.
SKIM the "News" section of
the corporate website.
4.
READ between the lines of the
"Jobs Available" section.
5.
CHECK the LinkedIn profiles of key
decision makers.
14.
How to Give a Sales Presentation
1.
CUSTOMIZE the presentation to match
the audience.
2.
START with a surprising fact or
observation.
3.
TELL a story of what's happening in
the firm today.
4.
RE-TELL the story: how things can be
different.
5.
SHOW that buying is less risky than
not buying.
6.
ASK for the business.
15.
How to Make a Presentation Memorable
1.
DON'T introduce yourself; let
someone else do it.
2.
USE examples relevant to the
audience.
3.
DON'T just tell--show and tell.
4.
HAVE a variety of types of slides.
5.
DIRECT attention to what's
important.
6.
KEEP things simple and not overwhelming.
7.
USE anecdotes, images, and simple
graphics.
8.
PREPARE for questions by having one
or two ready.
9.
REHEARSE, rehearse, rehearse.
10.
KEEP your slides in sync.
11.
TALK TO the audience, not AT them.
12.
NEVER, ever read your slides.
16.
How to Build C-Level Consensus
1.
CEOs want to know how it will affect
the stock price.
2.
COOs want to know how it will help
them become CEO.
3.
CFOs want to know if there's a big
ROI.
4.
CIOs want to whether it supports
legacy systems.
5.
CTOs want to know if it's
patentable.
6.
CMOs want to how it will affect the
brand image.
7.
CSOs want to know if it will win new
business.
8.
MANAGERS just want the damn problem
solved.
17.
How to Sell to a C-Level Executive
1.
SELL something that requires top
management attention.
2.
RESEARCH the executive's firm, role,
and job history.
3.
DON'T be impressed by the fancy
office.
4.
EXPECT the exec to be late to your
meeting.
5.
REMIND the exec who you are and why
you're there.
6.
TREAT the exec as an equal, not a
boss. (No groveling!)
7.
ASK intelligent questions that only
the exec can answer.
8.
LISTEN way more than you talk.
9.
ADD value to the conversation.
10.
CLOSE on a next step.
18.
How to Close a Sale
1.
TREAT every stage of the process as
a "mini close."
2.
HELP the customer make the decision
to move forward.
3.
FOCUS on the next step in the customer's
buying process.
4.
ASK questions that confirm the
customer's interest.
5.
CONFIRM it's time to move to the
next step.
19.
How to Write a Letter of Agreement
1.
STATE your gratitude (one sentence).
2.
DESCRIBE the mutually defined
problem (one sentence).
3.
DEFINE the desired outcome (one
sentence).
4.
PROPOSE the agree-upon solution (two
sentences).
5.
PROVIDE the proposed price (one
sentence).
6.
DEFINE the next step (a sentence).
20.
How to Negotiate Final Terms
1.
DEFINE exactly what you're
negotiating.
2.
HAVE realistic expectations of the
results.
3.
DETERMINE your own pricing
parameters.
4.
KNOW where you have room to
maneuver.
5.
TRY to get the other person to go
first.
6.
REMAIN calm as you negotiate.
7.
WORK to solve problems, not take
positions.
8.
STOP when you've reached 90 percent
agreement.
9.
IGNORE last-minute demands, or
they'll never end.
21.
How to Deal With Contract Lawyers
1.
LEAVE them out of the loop when the
risk is minimal.
2.
GET their advice but make your own
decision.
3.
INSIST that legal gibberish be
simplified into plain language.
4.
BE PATIENT, because lawyers slow
down when goaded.
5.
FIND somebody to befriend in your
corporate legal group.
6.
ENLIST your friend's help in working
out issues that emerge.
22.
How to Handle an Irate Customer
1.
DON'T take it personally unless you
dropped the ball.
2.
APOLOGIZE sincerely for the problem.
3.
PROBE for details so you know what
happened.
4.
DIAGNOSE the entire problem.
5.
DEVISE an action plan to make the
situation better.
6.
OBTAIN agreement that this will fix
the problem.
7.
EXECUTE the action plan immediately.
23.
How to Create Customer Loyalty
1.
MAKE long-term relationships your
priority.
2.
GET curious about people.
3.
BE consistent and reliable.
4.
LET yourself be vulnerable.
5.
KEEP an open mind.
6.
DON'T be afraid to recommend
competitors.
7.
HAVE real conversations.
8.
NEVER give a sales pitch.
9.
ALWAYS be professional.
10.
DECIDE to truly enjoy your job; it's
contagious.
24.
How to Keep a Customer Happy
1.
BRING fresh perspectives and new
ideas.
2.
BE willing to collaborate to solve
problems.
3.
HAVE confidence in your ability to
achieve results.
4.
LISTEN, really listen, to your
customers.
5.
DISCOVER all your customers' wants
and needs.
6.
HELP your customers avoid pitfalls.
7.
CRAFT compelling and workable
solutions.
8.
MAKE the purchasing process simple.
9.
CONNECT personally with your
customers.
10.
PROVIDE value that's superior to
other options.
By Geoffrey James
http://www.inc.com/geoffrey-james/24-shortcuts-only-top-salespeople-know.html?cid=em01016week23d
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