Your Supplement for Sales Vitality by Kelly Slater

Posts tagged ‘kelly’

For MEDIA SALES

I met with a client yesterday who told me that one of my competitors was in last week, and spent the entire meeting talking about the shortcomings of all of his competitors.

I work in media sales in a small market, and compete against approximately fifty other media sales people throughout television, radio, print, yellow pages and cable. Fifty! In such a highly competitive arena, if you are lucky enough to get an appointment to meet with a client, you better be smart enough to know how to conduct that meeting. Spending that time telling the client what they are doing or thinking is wrong will not get you very far.

I know that we all report back to sales managers who are under the gun to meet numbers. They report to general managers who report up the line as well. But if we as sellers start getting aggressive and negative in our sales calls the clients will be turned off. After all, they have many choices (49 others here).

Instead of using the old school tactics, try this: Ask your client what he or she is trying to accomplish. Remember, some of these folks have worked with the “old dogs” for a long time so they will use catch phrases of days gone by. In media, such phrases might include “reach” and “ total household penetration”, “Where are you in the ratings?” Blah blah blah.

BE DIFFERENT. Drill down and ask what YOU can do to help? Get a specific assignment and create a plan that will reach that goal. BE DIFFERENT. Check in often and get updates on the status of the campaign, ask how it is working. BE DIFFERENT. Offer measurable results. BE DIFFERENT.

Would love to hear how YOU are DIFFERENT, please share.

Now, go sell something!

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The Recap

EEEEEEEEEEEK!  You mean I have to ask them how I did!
YES!  Every sale you make you have made a promise to your client to deliver something (at least you better have!)

Did you save them money in service calls, because your copier has a record for fewer service calls?  Maybe you saved them money because the printer you sold them uses less ink?  Perhaps the cell phone plan you sold them gives them more features for a better price?  Maybe the ad campaign you ran was supposed to bring in 10% more business this week.

Whatever it may be you first should have identified what that goal was.  Identify with your client what they want to get out of this agreement with you.  Make it specific, give a timeframe and make an appointment to check your work.  You HAVE to know when to “throw the party!”

A successful seller in today’s new economy will only continue to enjoy success if they sell solutions.  No matter what it is that you are selling, it must solve a problem, alleviate an expense or increase revenue.  In order to do this you have to ask your client tough questions, and get good answers.  Clients will not like this.  You are invading their privacy.  But be patient and persistent.  Explain that in order to help, you need certain information.

Make them be specific, how much would you like to save or increase?  When would you like to do this?  And be sure to qualify this, is this a realistic goal?  Write all of this information down and prepare your proposal accordingly.
Check in with your client often, if your plan is not on track to realize the predetermined results, better to revisit 2 weeks in than 2 weeks after the contract ends.

And finally, use your proposal to fashion your recap.  We agreed to save your company X amount of dollars in toner in 6 months time, after careful analysis, your company saved XX amount of dollars in toner in 6 months time.

It’s easier to sell a second contract to a client if you delivered on the first one.

Now, go sell something!

Thank you

Two very powerful words.  Think about how YOU feel when someone thanks you.

Let’s say you land a big account.  You have been working on it for months, and finally the president of the company signs off on your proposal and thanks you for all of your hard work and patience in bringing this deal together. The client thanks YOU.

You get in your car and call your manager right away to share the great news!   Your manager thanks you for sticking with this account and tells you how much they appreciate your daily efforts in helping the company grow.

Then you get back to the office to submit the contract and the gal who handles the contracts thanks you for making the agreement so clear and easy to understand.

THEN, you are heading out the door to go home and the receptionist thanks you for a great day.

OK, now the alarm goes off and you wake up with a start!  OH, it was just a dream.  How could it be that so many people showed appreciation for the work you do?

It doesn’t have to be a dream.  SET THE PRECEDENT.  Thank your client for their business, either verbally or in a thank you note.

Thank your manager for helping you with the research you used in a presentation, or the call in they gave you or the few minutes they allowed you to vent on the phone.

Thank the support people who process your contracts, the folks who do the service work, who answer the phones and direct calls from your clients.

Remember your dream?  How good it made you feel to be thanked?  SET THE PRECEDENT, IT’S CONTAGIOUS and it costs nothing!

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Now, go sell something!

The New Meaning of Value in the New Economy

Good day!

Hope that you are well and have a great plan for hitting the streets today!

In my previous post I made a big deal about VALUE.   What does it mean?  The word VALUE can mean any number of things to the person that you are selling to.

You need to establish what the customer considers value to be.  Once you know this you can proceed to sell your product or service successfully to them.

I work in the media industry.  In my world many sellers will stick their noses in the air and profess that their station is the number one rated station in the market and therefore has more value than the others ( i.e. more expensive).  But if the client can’t afford the proper frequency of commercials for a campaign to be a success on that station, the value is not there.  There is more value to this customer in using a lower rated station (i.e. less expensive) and use the proper frequency to get results.

Let’s talk cellular phone plans.  A plan that includes 1500 minutes and unlimited text messaging for $99 may be a great value – if you require 1500 minutes and are an avid texter.  However, Nana Joan, who is on a fixed income with a bit of arthritis, probably will not find the value in the unlimited texting.

As you talk with your clients and prospects today, no matter what you sell, ask them questions that will help you to determine what they find valuable. There is no magic list of questions that you should use.  Have a real conversation with your client.  Make it engaging and the questions will come to you naturally.
Then ask yourself how your products or services can meet their expectations.  And sell that to the client.

Ask not what value means to you (or your manager), ask what value means to your customer.

Please post your comments, criticisms, sarcastic remarks.

Now go sell something!