You're Going To Be Great At This!

In the previous post, I discussed how companies, and their management teams, react when sales drop. The numbers affect the bottom line, which affects the profitability of the company, which in turn can lower bonuses and other perks, like profit sharing. The company, not sure what to do, begins to institute a program of micromanagement, making everyone more accountable for their time, while at the same time, making all the sales people miserable. That's the macro perspective. On the other hand, what happens to the sales person is a bit different. Especially if they are dependent on commissions, which are a reflection of their sales numbers, to pay their bills. Yes, they are miserable because they are under a microscope from management. Suddenly the sales person has to copy their bosses on items like details of appointments, how many phone calls were made, why the customer didn't buy and so on. Along with getting pestered by management, the sales person is also having to figure o...

A couple of years ago, before Covid arrived, I was asked to speak at a breakfast meeting of a local civic organization. I brought a few copies of my book along just in case someone wanted to purchase one. The person who had invited me to speak apparently had a last minute appointment or something and couldn't be there, but he let the rest of the group know who I was and why I would be there. As I walked in a young professional looking man approached me and introduced himself. "Hi, I'm Bob. We're looking forward to your talk," he said. "Please feel free to eat something. It's on us." He pointed to a table filled with store bought muffins and Krispy Kreme doughnuts, my favorite. Since I had not eaten breakfast at home (I was told there would be food) I thanked him and treated myself to an assortment of the delicious round treats. In retrospect, I probably had too many, but hey, you only live once, right? The young man was the president of the group and...

In the previous post I discussed a few aspects of transactional selling as opposed to relationship selling. The "get in and get out" aspect of a quick transaction means that one doesn't necessarily have to build a rapport with a client at all. But is that a good thing? When I worked for a large insurance company a years ago it was instilled into our brains that we had to build a relationship with our clients. That does not mean we had to be their friend or their confidant, but instead we were to learn about some of the client's interests, family issues and other information that we could draw sales from in the future, as relationship selling has shown to garner more repeat business from the client. Not only will people buy from you if they like and trust you, but they will continue to buy from you if you keep the rapport going. But meaningful relationships are a two-way street, which means that you have to pull back the curtain and allow the client to see your world ...

From the very first day I worked in sales I was taught that there were two subjects one should not discuss with prospects or clients - religion and politics. The reason is very easy to understand, in that almost already has "dug in" when it comes to these two topics and they aren't going to be changing their minds. People are committed to their churches or other places of worship. I can honestly say that I only know of one prospect who changed their religious affiliation, and that was because they were previously "uncommitted".  And when it comes to politics, it is more important now than ever to avoid the topic altogether. A quick glance at social media reveals that there are not many "undecideds" either. In the months leading up to the last election I saw people of varying political stripes making claims, true and false, about politicians and candidates. If they didn't like the information others posted they went after the messenger instead of fa...

Getting your message out to the public can be the toughest job when selling your products or services. It can be especially hard when you have a lot of competitors. If everyone is trying to get the same group of customers you will need to find a way to stand out in the crowd.  When I watch television commercials I like to critique the ads. "Just another screaming car salesman!" I'll say, or "Is that supposed to make me want to buy that?" if the spot is boring. Coming from a sales and marketing background, I want to know what is effective and can motivate a potential client into taking action, like picking up the phone for more information.  People won't always remember what you say, but they will remember how you made them feel when you said it. That is why many companies have spokespeople or mascots and infuse humor in their marketing.  Old school life insurance agents will tell you that you have to sell on the emotions of the client. They love to paint the...

In the previous post I discussed why I decided to make a social media push, along with a few landmines I've found along the way. I also included a bit of information on Twitter, which for me is an exercise in futility. So let's jump to another platform. LinkedIn is a networking site that is used by professionals around the world for business purposes. You can find others in your industry, others in your area and people you just want to do business with. There are groups you can join based on location, for those who want to network with those in their town, groups for alumni organizations and many based on professions. Want to meet some sales executives? There's a group for that! Additionally, you can find or post a job opening if you want. A few years ago a friend of mine was looking for a new job and had been using sites like Monster.com and CraigsList, but couldn't find anything he really liked. I suggested he give LinkedIn a try and sure enough he found a job in his ...

As you already know, I am a small business owner and salesperson. Actually, I have a marketing agency. Or is it an insurance agency?  My insurance agency, Surf Financial Brokers , is pretty much a one person business. I have a few agents who I work with from time to time, but for the most part I spend the majority of my time prospecting, marketing and selling life insurance, along with disability, long term care, accident and cancer insurance.  I also have a speaking business , which for now, is on hold until the Covid pandemic is over and we can get back to doing things like gathering together and seeing people without concern of infection. And I use both my insurance business and my speaking business to promote my book on sales, " You're Going To Be Great At This !". You'd think I'm a pretty busy guy. Of course, I don't see many of my insurance clients in person either at this point. Everything is done over the phone, which is fine. I'll take what I can ...

No matter what field you are in, networking is still an essential part of your success, even during this pandemic. Business owners, sales people and otherwise self-employed people already know how valuable networking is. I have always done well at networking events, finding contacts and fishing for referrals. And I've even been known to talk to strangers in stores and restaurants.  These conversations have led to great sales opportunities and even friendships.  A great example is meeting people when my trivia team competes at a local eatery. Getting to know the other teams through friendly competition has resulted in a few clients that I wouldn't have otherwise. But with the Covid pandemic, almost all of my old networking opportunities have slowed down tremendously. So what are your options?  You could try calling all of your current clients and ask for referrals, but that will get old real quick. Or you can try an advertising campaign, but that can be an expensive way to...

With the pandemic upon us businesses have had to find new ways to market themselves. My insurance agency, Surf Financial Brokers, is no different. Social media and a web presence are one of the many ways we are trying to get the word out about the products we sell and the services we provide. And regardless of what you sell, looking for new, more efficient ways to market is something we should all look for. Actually, we were already changing the way we were marketing pre-Covid. I had been discussing with several of my co-workers new ways of selling insurance. The traditional route of asking for referrals and mingling at networking events, was still working for us, but only in a limited capacity. And to be honest, agents can get burnt out quickly that way. My agents and I had some conversations as to what changes we could make to expand our messaging. We also asked for feedback from our clients.   Social media can be a rabbit hole for a growing insurance agency like ours. It ca...

Several years ago I went to work for a very large insurance company. Accompanying me was another agent, whom I'll call Jeff. Jeff and I had met while working at another company and became friends. As usual we were required to attend a multi-week training class with a dozen or so other people new to the company. Our new employers tried their best to convince up they were a top-notch organization by plying us with plenty of coffee and snacks intermittently, as if the way to our sales success was through our stomachs.   One of the exercises we had to undertake in the second week was to stand up in front of the group and talk about who we thought our "market" would be when we would eventually get out in the field. Some of the participants were former athletes who said that they were going to call on the "coaching community". I was unaware that this was a thing, as were some of the others in the room.  Generally, the markets that my classmates were aiming for consist...

In the previous post, I discussed the strange phenomenon of "call reluctance". This problem of not wanting to prospect for clients or, in some cases, call referrals, can lead to the ultimate death of a career in sales.  There are ways to get over the fear of rejection, which leads to call reluctance. One is to change your attitude about rejection. In my book I tell the story about when I was single and would try to approach girls. My opening line was "I thrive on rejection. Can I buy you a beer?" Making it a win/win situation took the sting out of it when I was told "no". And on the rare occasion a young lady would laugh it off I could strike up a conversation.  That approach works in sales as well. (Dating is like sales in many ways) Using a sense of humor helps build a thicker skin. I'm used to people telling me that they aren't interested in what I'm selling, but each one of those people who say "no" get me closer to a "yes...

Too often I hear from people who are self-employed or business owners who say things like, "I could never go into sales because I'm an introvert," or "I suffer from shyness." I get it. There are days when I would rather stay in bed than go out and meet people, especially if I don't already know them. Even though I don't consider myself an introvert, there are those days when I am adverse to people in general. But when I hear these people say these things I want to shake them. If you own a business or are a self-employed contract worker, odds are pretty good that you are in sales, whether you like it or not. Highly specialized people, like neurosurgeons, are fortunate that they don't need to market themselves, but for the rest of us, we have to find out how to get our message to the masses.  It's not difficult, but it does take time and discipline. For example, carving out an hour each day to make phone calls, doing a few social media posts or att...

Over the weekend I ran into a gentleman I had not spoken to in a year or so. I run into him at a local coffeeshop every once in a while and we chat. But here we were in the parking lot of a big box retailer, both with our Covid-19 masks on in the 90 degree heat. The conversation eventually got around to our work and he was unaware that I had written a book on the subject of sales.  When I described the book as "sarcastic and snarky" he laughed and said something to the effect of, "Well, if you wrote it, I would hope so." He told me that he was still active but semi-retired and was considering a job offer with a local non-profit. If anyone would be great at the job he was describing it would be him, as he is great in a public relations kind of role.  With this in mind, I handed him a business card that I had with the name of my book and ordering information. I also mentioned that before the pandemic I was starting to do speaking engagements and sales training for som...

I've known Mike Macri for a few years now. We met at a local networking group, where he shared information on his business, My Mike Cooks (#mymikecooks, LLC). He told me that he left the long, cold winters of Connecticut to make the warmer temps of Murrells Inlet, SC his new home in 2016. He started his personal chef business, #mymikecooks, LLC as soon as he unpacked boxes and enjoys cooking for happy vacationers, as well as celebrating all types of occasions with his clients: from beach weddings; rehearsal dinners; anniversaries and even a marriage proposal dinner. Some of Mike’s specialties are Italian & Mediterranean cuisines, Mexican, BBQ and Low Country and vegetarian/vegan fare. His passion for food and serving people shows in his interaction with clients and guests. For Mike, it is an honor and privilege to be invited into ones home and prepare great meals for all to enjoy! With a great story like that I asked Mike to indulge me on his business tips and networking succes...

When I wrote my book, "You're Going To Be Great At This!" in 2017, I had a strategy in mind for marketing it. I had been attending my local Toastmasters group for a couple of years and was working on my speaking skills. There I had met some people who were aspiring authors and were also working on presentation skills to support their books.  My plan was to use my book, my speaking engagements and my insurance agency to all promote each other. If I spoke, I could mention the book and my agency. When meeting insurance clients, I could mention my book, etc. I could also speak locally to civic and other organizations on insurance topics, hoping to attain to clients, as well as talk up my book.  Things were starting to happen. I was asked to speak to some new real estate agents about sales, and in my talks I mentioned the book and insurance. One of the interesting things that happened was that I was enjoying it all. The change was fun and interesting.  As I mention in the boo...

An advertising rep once told me that I needed to add my photo to my business cards because it would give me extra credibility. "When someone sees your picture they know you're a real person," she said in that voice that sounded like a grade school teacher. "People want to deal with other real people." In fact, I did have some professional headshots taken and used them for brochures and internet marketing. But I never added my picture to my business cards. Why not? In my book I mention that business cards are not efficient and are good for two things: Drawings for free lunches and leaving with a good tip in a restaurant. Other than that, business cards are an expensive piece of the marketing puzzle that just don't work for most people. A good headshot can help you though. I've been fortunate to have had the photos taken twice at no cost to me. Once was at an industry conference and again, years later from a photographer friend. The latter was needed as I...

Although there are many ways to prospect, I think there are two main concepts to consider. First, you're going to have to get out there and look for prospects. That means networking events, asking for referrals and even trying to figure out how to make LinkedIn work for you. That can all be effective if done correctly. And if you're new to an industry this is the arena you'll be spending most of your time working in. The other part is more passive and takes a long view of marketing yourself. It involves getting your message out to as many people as you can, and as cheaply if possible. The goal here, as mentioned in the previous post, is to get people to call you , instead of you having to find them. How do you get them to find you first? A strategy is needed. You'll need to find as many outlets as possible, and as my friends as Chastain Media  say, "have a big funnel" that leads back to your website or landing page. There's a parable in the Bible w...

Have you worked your "warm" market? Do you even know who they are or why to reach out to them? Your "warm" market is people you already know, like your friends, family and business acquaintances. Many times when we're just starting out in sales we're told to make a list of names of people to start off with to contact. These people, who already know you, should be more accessible and easier to meet. They should, in theory, also give you referrals and help you get the ball rolling for your career in sales. I've always had mixed feelings on this. One reason is that once you've worked the list of people you know you're back to square one when it comes to finding prospects. This is because since you already know who they know your friends and family can't offer any good referrals. You may was well start with people you don't know. Another issue is that family and business don't always mix well. I tried for years to talk my parents in...

Have you ever had someone tell you that they can't buy something because they "can't afford it". Politicians do this all the time. "We can afford to spend money on the thing the other party wants" but they'll spend money on they things they want. All the while, our debt and deficits rise.  But I digress. One of the rules of sales is that people can afford what they want to buy. If they really wanted your product, they'll find a way to squeeze into their budget, assuming there even is a budget.  I run into this all in the time when I'm selling life insurance at Surf Financial Brokers . Trying to explain to a young couple with a mortgage and a couple of kids that they need life insurance is hard, and when they say they can't afford it, what that tells me is that they really just don't want it. Especially when they're drinking $7 lattes and looking at their Iphones.  Here's a simple test to find out if what you're se...

We've coning to the end of the "networking trilogy", but just like Star Wars, there will be more of this in the future. Let's touch on social media and how to use it to network successfully. In general, the rule here is that if you're going to try to use these platforms remember that you get what you pay for. And since you probably aren't paying much (unless you upgrade to LinkedIn's premium service), you should expect a low ROI.  On all platforms I suggest you take a slow approach to build a rapport. With all of the internet scams out there nobody wants to be "sold" on social media. Make your approaches as low-key as possible. That being said, you are investing your time, and if you can find an efficient use of your time the better off you will be. Don't spend hours on end trying to find out how to use the next Pinterest only to learn that it's not getting you anywhere. I spend approximately 20 minutes a day posting on social media, ...