You're Going To Be Great At This!

Are you leveraging social media to help your business? Are you posting daily and creating content like the "experts" say to do? Most importantly, are you getting results? I've tried using most of the more popular platforms for my insurance business, as well as my writing and speaking business. To say the results are "mixed" would be generous. This may be because I really haven't invested much into advertising on these platforms.  The way I see it, when Facebook, for example, allows me to set up a free page for my business, that is like a "free trial" to see if I can get any interest in my product or service. After nearly 15 years of this trial period, I have garnered little to no business.  One can come up with two arguments here. The first is why would you throw money at advertising when you haven't seen any returns. The other side is that "you could have done better if you had quit being a tight ass penny pincher." Fair enough. But ...

For a brief few months I worked as a telemarketer for a small firm owned by a young married couple. The husband was a bit of a hot head and kind of a jerk on occasion, but his wife was nice and had to put up with the guy.  One of their clients was a mobile home company that wanted people to come to the lot and see how awesome their singlewides and doublewides were. As telemarketers we offered incentives like a cooler and camera (back when they weren’t part of your phone) and other assorted giveaways. We got a small commission if we could book the client. My coworkers and I would call from a list of leads that our employers had purchased from someone. These leads were supposedly “qualified” ahead of time, meaning that they had been vetted to meet the needs of the client, the mobile home company. Unfortunately, most of the leads were useless. The people we spoke to didn’t live in the right geographical areas or their incomes were too low.  “Why aren’t you guys closing anyone?” t...

As an author of a book on sales I am asked to speak to groups of sales people. There are times, however, when I give a presentation to a civic group or some other kind of organization that isn't necessarily a sales group. For those I adapt my talk to let everyone in the audience know that they are, indeed, in sales. I will usually ask the audience who is in sales. A few hands go up. Then I ask who is not in sales and more hands are raised. That's when I break the bad news to them. They are in sales whether they think so or not. As the old adage goes, the first step is admitting you have a problem. It makes me want to put the audience's chairs in a circle and have a "sales intervention".  As discussed previously, we are all in sales in some form or fashion. Luckily,  basic sales techniques are easily transferable to other parts of our lives. Anyone who has tried to convince a coworker to try a different approach to a problem is in sales. Singles bars (are they stil...

Analogies are everywhere in business these days, but the sales profession has some of the best ones. One I have used for years is that when prospecting and marketing for clients, you should be leaving landmines everywhere, because sooner or later, someone will "step on it" and your sales will blow up. Recently, Davan Johnson, a coworker and friend of mine, appeared on my YouTube channel and we discussed prospecting for clients. He used the analogy of "planting seeds" while "preparing for a harvest". I chuckled as I explained that I preferred my more violent analogy. "I'm attaching life insurance applications to the landmine," I said. Feel free to use either analogy when you consider your prospecting plans. Both have the same principle, which is to always look for opportunities to meet people and tell your story.  You never know when one will blossom or explode. Ch ris Castane s is a professional speaker who helps sales people succeed through...

For the most part, selling insurance is a Monday through Friday job, with a few exceptions. There are those people who are only available on the weekends, and for those clients I make appointments. However, there was a time at the beginning of my sales career when a sales manager required us to cold call on a Saturday and it didn't always end up as planned.  Our sales crew had fallen behind in our production goals and apparently the sales manager was getting grief from his boss (or bosses). Either way, he announced to us during a Friday morning meeting that we would be working the following morning, which was a cool Saturday in the fall. No one was pleased to hear this since most of us had plans to sleep in or do something more enjoyable.  After we complained a bit the manager said we could ride in pairs, so I looked over at a guy I knew and got along with, Frank. We nodded at each other and after the meeting we came up with a game plan for our Saturday morning. Frank said he ...

When I talk to sales organizations I give my definition of sales, which is a bit different than the one you would find in a dictionary.  A sale is the actual transaction, where "sales" and "selling" are the steps that lead up to that transaction. You see, sales is trying to convince, cajole or urge someone to take action now , not later. Also, there does not need to be a monetary goal at the end of the process.  Think of a college basketball team. The freshmen, who have come from different high schools with different coaches, are now playing for their new coach, who has a specific game plan in mind. He has to convince his new players (we're assuming that the upperclassmen have been convinced) to "buy in" to this plan so they are all on the same page.  Anyone who has tried to talk a co-worker into trying a new way of doing things or tried to convince a toddler to eat their vegetables is "selling". In other words, we all sell.  But the part of ...

Sales people know that one of the hardest parts of the job is prospecting. As a former colleague of mine used to say, "I spent most of my day just trying to find someone to talk to." Prospecting is what keeps the sales pipeline full. An empty pipeline can mean trouble.  Of course, there are different ways to solve the issue of the pipeline. One is to cold call, which can work for some people. I spent the early years of my sales career calling on people at their homes, which was a horrible way to work. Putting yourself in the prospect's shoes, you probably wouldn't want someone to come to your home unexpectedly while you were relaxing after a hard day at work, much less someone trying to sell you something. Personally speaking, I have no problem whatsoever with cold calling businesses. As a matter of fact, after calling on people at their homes for a year of so (and having guns pulled on me), any fear of cold calling an office building was non-existent. The battle was ...

A few weeks ago I joined an online meeting sponsored from a LinkedIn group. This group usually has a presenter or speaker who gives advice to the group, which is mostly made up of small business owners and other entrepreneurs.  As the presenter talked about sales and ways to improve the bottom line, someone in the group asked a question about how to manage others when sales drop. The speaker made a comment that hit me in the gut. "As sales decrease, there is an increase of micromanaging." Words had never been truer.  I immediately thought back on all of the times when my own production had taken a dive. On those occasions when I was working in an agency with managers, the micromanaging would begin. There was much hand-wringing. "What are we going to do to get you out of this slump?" I would hear.  My first thought was to ask, "Where were you when I was doing well?" I thought better of asking, because I knew the answer already. And the answer to getting out...

In the previous two posts I discussed a couple of company sponsored sales courses that I was required to take as part of my onboarding. One was focused on memorizing a sales pitch word for word with some extra emphasis on keeping a positive mental attitude. The other was nothing more than product training. Both of these companies had a lot of turnover, which meant that they needed to constantly hire new agents as the previous agents would quit just as quickly.  With this in mind, I would be remiss if I did not discuss one of the better sales courses. This sales class was with a very large life insurance company (I'll call them ABC) and was more comprehensive than the others. In my mind, the larger the class, the more turnover the company had. And as we have seen, more turnover means less successful sales people. Our class at ABC only had about a dozen of us, so that seemed promising.  One of the first things they mentioned was that only about 15% of the applicants had made it ...

When one is hired as a new sales rep for a company, they may be required to attend a sales training course as part of the onboarding process. Recently some coworkers and I were discussing the various companies we have worked for over the years and how these training sessions differed from one employer to the next.  My first job in sales had a required two week sales class. As I have mentioned in previous posts, this company was so shady that we were in the third day of the training when one of our classmates finally realized that we were hired for door-to-door sales. "When were you going to tell us?" the angry young man screamed at the instructor.  It had been previously suggested to us that we would have clients ready to see and that referrals and leads would be served up on a silver platter. None of these things were true, as were most of the other things they told us while hiring us. This was my first experience dealing with a company being less than truthful with me, but ...

There are those of us in the sales profession who get paid only by commission. If we don't sell, we don't get paid, so there is a bit more pressure to produce. I've worked in various kinds of pay situations, which include commissions and a draw, a salary plus commission, salaries that increase as production numbers go up, and of course, the 100% straight commission scenario. People who work on "full commission" are a bit different than most others. When you speak to these people you notice that there is a totally alternative attitude. It's almost like a financial version of one of the danger acts you see at the circus or carnival. To say they are "all in" in an understatement.  At the same time, they may have a support system in place. Perhaps a spouse who works and can assist with paying the bills when sales are slow. Or they may have some sort of passive income, like rental properties. Those kinds of safety nets provide some stability, as well as t...

As I have mentioned in my book, we all are selling something. Whether you are selling cars, books, workshops, financial services, real estate, or even yourself (see: applying for a job), we are at some point trying to sell something. My definition of sales is trying to get someone to do something, right now, that they could do later or don't want to do at all.  That all sounds pretty opaque, so let me give an example. Let's say that Mary needs a new car, but she's been putting off the purchase for various reasons. She shows up at your lot "just to see what prices are like these days". Mary honestly has no intention of purchasing a vehicle, but thinks she is doing research.  First off, Mary could be doing this on the internet, but Mary is old school. By showing up on the lot, we can assume that she is interested in a car, even though she says that "now isn't a good time." Sorry Mary, but you should know that you have walked into a den full of closers....

One of the things I appreciate about LinkedIn is the opportunity to meet and network with people who are in the same industry as myself. I recently was afforded one of these opportunities when I had a chance to talk with Pat Ardern.  Pat Ardern is the Branch Office Supervisor of the Transamerica Financial Advisors branch in Stillwater, Oklahoma and she supervises securities licensed reps throughout the state. She enjoys travelling and spending time with her two children and grandson, and she is active in the community and her church.   Below is my conversation with Pat. First off, I'm curious as to how you got into the financial services industry.   I was laid off in 2007 after the company I had worked with for 9 years was purchased by another company.  As I watched the furniture being carried out of our office, I felt like someone had died.   The next morning I woke up with the question, “What do I do now?” This was a transformative event for me which brou...

There is a family in a nearby town that is pretty affluent and owns multiple businesses. These folks have been involved in an array of organizations, from the chamber of commerce to local government and anywhere in between. The third generation of this family is now in the process of running their operations, with the adult children taking over some of the responsibilities.  Over the years I met a few of these people at various functions and I felt I had built some sort of rapport, as I had worked alongside them at cookouts and fundraisers. My relationship with them was friendly but not personal. However, I had become a bit closer with the one young lady, who I will call Ann. Ann was married to one of the adult children (we'll call him Frank) who was starting to take over the business.  Ann was also involved, in an ancillary way, with some networking groups I attended. She and I, along with a few others, would sometimes grab a bite to eat or discuss businesses that were refera...