Sales Training: The Keeper of the Spring By Mark Bowser

I came across a story one time which I think illustrates beautifully how we need to take care of our prospects when selling.

The story goes something like this. It is about a man who lived in a forest in the eastern Alps overlooking an Austrian village. This old man had been hired years ago by a wise town council to make sure the mountain waters flowed freely into the wonderful spring which flowed into the quaint village.

The old man faithfully year after year removed leaves, twigs, and everything that could contaminate or clog the flowing water. As a result, the village spring was an attraction for vacationers and swans alike. The village was peaceful, happy, and blessed.

One night, years later, another town council began talking about the almost mythical keeper of the spring. They wondered, “Why are we paying this man? Does anyone ever see him? This money could be used for better purposes.” As a result, they decided to terminate the services of the old man.

For a while, everything stayed the same. The spring was beautiful and the village blossomed. But then came autumn. The trees began to loose their grip on their leaves. Twigs and branches broke off the trees and fell into the stream.

One day, someone noticed something different about their wonderful spring. It was changing to a different color. Soon a haze came over parts of the spring and a sickening smell began to hover around it. The vacationers left the lovely village. The swans decided to look for a new home. The town council called an emergency meeting. They realized what a terrible mistake they had made by firing the old man of the forest. They immediately hired him back. The old man got to work and performed the miracle again. Within a few weeks, the life-giving water was flowing freely and surely to the village spring. Soon all was normal, healthy, and blessed.

Many times we treat our prospects and customers much like the town council treated “the keeper of the spring.” We appear to have no use for them and we take them for granted. Remember this, without them, we have no sales. My dad used to tell me all the time growing up in our family business. “Our customer (and prospect) is our life blood.” I leave us today with a sales thought to ponder? Are we taking care of the “keeper of the springs” in our lives?

I would now like to invite you to receive my seminar "The Keys to Empowered Leadership" on MP3 download free when you sign up for our Free Take Action Sales Newsletter. You can register at TakeActionSales.com.
_____________
Mark Bowser is one of the top Sales Trainers and Speakers in the world today. He is the author of three books Power Nuggets, Unlocking the Champion Within, and Three Pillars of Success. You can visit him at www.MarkBowser.com.

-What are your thoughts? What are some ways you go about letting your clients and customers know they're appreciated?

*brought to you by SalesTrainingAdvice.com

Selling a Price Increase in a Soft Market by Mark Hunter

Selling a price increase can be difficult in nearly any type of situation, but trying to sell one in a soft market can be downright brutal. Yet, as unpleasant as it can be, it is often essential. The problem of selling a price increase in a soft market usually stems from the fact that the salesperson and the customer are coming at the situation from different perspectives.

Especially in times like this, it is imperative for the salesperson to understand that regardless of what the market or economy is doing, if a price increase needs to be sold, it needs to be sold. This means that the salesperson can't go into the sales process believing that the customer is going to reject the price increase unless the deal can be saved by offering some type of discount. If they approach the meeting with this attitude, they almost guarantee failure because a customer will never pay more than a salesperson tells them to.

In these types of situations, the first thing that often happens is a comment from the customer about how soft the economy is, how prices are really going down, and therefore, how a price increase at this time doesn't make any sense. When the salesperson hears this, they usually agree because they hear and see the same thing. However, as soon as they do this, the battle is lost and 9 times out of 10, the only thing that can save it is some type of discount.

To counteract this problem, when the salesperson hears the customer make this type of statement, they should ignore it. Yes, ignore it. The reason? Many times the customer merely wants to get it off their chest and by telling it to you, they feel better. The first response the salesperson should make is to ask the customer questions about how they intend to use what they're buying and whether or not they've been able to achieve the results they're looking for.

If the customer continues with their line of discussion about the economy and they can't accept the price increase, then the salesperson should ask about the steps involved in their buying process. The objective is really to get the customer talking. Initially, this can be a little scary because the customer may begin ranting about how they always go for the low price. After they get done explaining their process, the salesperson should question them about how their own customers decide to buy from them. It's in this part of the discussion that the customer begins to see how and why quality and confidence are such big items in any purchase decision.

A good salesperson will then pick up on these two items and reinforce them with follow-up questions that get the customer to further explain the importance of quality and confidence. When the customer sees what they're buying in this light, the price increase becomes a much smaller issue.

Sometimes even after this conversation, there will be customers or purchasing departments who will still not accept the price increase. They usually comment that they will find another vendor to buy from. This is often a veiled threat to get the weak-kneed salesperson to cave in with a discount. For the salesperson, this type of discussion is best thwarted by ensuring the end-user fully understands the value and benefits they will receive from their product, as well as by clearly communicating the amount of pain the customer will go through should they decide to switch.

First, the cost of converting to a new vendor is always much higher than initially thought, so the discount the new vendor has to offer needs to be significant. In addition, it might be easy for a customer to find a new vendor at a lower price, but on many occasions, the lower price vanishes after the initial order and, suddenly, the new vendor is at the same price as the original one. Furthermore, the new vendor will not have nearly the knowledge or expertise as the original company about how to service the customer, so the switch often winds up costing more money in the long-run.

As a final line of protection, I strongly believe the salesperson communicating the price increase should not have the authority to make any price concessions. When this power is taken away from the salesperson, it's amazing how much tougher they are in executing a price increase. By requiring the salesperson to get approval from someone else, it also takes the salesperson off of the hot seat and, many times, as soon as the customer is aware of this, they will stop badgering for a discount.

Selling a price increase in a soft economy is certainly harder than selling one in a booming market. However, as professionals, salespeople need to take the time to know and understand how to sell a price increase in all types of markets. It doesn't require herculean skills. It requires the diligence and patience to keep the discussion focused on the benefits the customer is looking for from both the product and from you, the salesperson.
______________
Mark Hunter, "The Sales Hunter", is a sales expert who speaks to thousands each year on how to increase their sales profitability. For more information, to receive a free weekly email sales tip, or to read his Sales Motivation Blog, visit TheSalesHunter.com.

LOOK: Are you ready to watch your sales results soar? Visit our Sales Store where you will find everything you need to become a sales champion!

*brought to you by SalesTrainingAdvice.com

Sales Training: How to Create an Ocean of Referrals! By Mark Bowser

How do you increase sales? Your loyal, happy customers are your best source of new customers.

Best Selling Author Robert G. Allen said, “If you’ll treat your customer like a star, you’ll never have to spend another dime in advertising.” He could not be more right. So, how do you treat your customers as stars?

Mark Victor Hansen, who is the co-creator of the Chicken Soup for the Soul series of books which has sold more than 100 million books and is the most successful book series in the history of the world, tells the story of a dentist who discovered how to treat his patients as stars.

Australian dentist Dr. Patti Lund is the highest paid dentist in the world. But, not so long ago, it wasn’t that way. Patti was very, very depressed. He was working like a dog, he had 4,000 patients and life wasn’t much fun. In fact, he didn’t even like a good deal of his patients. They got on his nerves.

Patti took some time off and began reflecting on his life and his practice. He decided that life was too short to be living it this way. He decided that he wasn’t going to except any patient that came in the door. He knew he needed to like and respect his patients and they needed to like and respect him.

When Patti got back to work, he changed how business was done. First of all, he was going to treat his patients as friends. He began calling them by their first names and they began calling him Patti. No more this Dr. Lund stuff. He hired a Director of Wonderful whose entire job was to greet patients as they entered the practice and to make sure they had a wonderful experience.

Four times a day, fresh, hot cinnamon roles would be rolled out for the patients who were waiting. If they liked them, they could even take them home. A $7,000 Cappuccino machine sat ready and willing to refresh the patients with a warm, relaxing drink.

Once a month, Patti hosted a party where all his patients (friends) could get together and network with each other. Business as usual? Oh no, business changed dramatically. Patti loves his patients and they love him too. He asks each of his patients to bring him three new patients a year who would love the same experience that they have at the dentist.

Do you think his patients have a problem doing this for Patti? No, they want to help. In fact, they love him so much, you couldn’t tape their mouths shut. Patti now has a waiting list to get into his practice. Oh, and by the way, Patti only works 22 hours a week. You see, he owns the practice. The practice doesn’t own him.

You can have the same type of business as Patti Lund. How can you treat your customers as stars? It doesn’t have to be cinnamon roles, a cappuccino machine, or a Director of Wonderful. That works for Patti. That may not work for you. What do you want? And more importantly, what does your customer want? Your best source of new customer comes from your happy, loyal customers.

In his Success Mastery Academy audio tapes, Brian Tracy teaches a four step model for creating a “Golden Chain” of referrals. A Golden Chain is one where one referral leads to another referral, and another, and another, and another, etc…

1. Ask your customer if they know two or three people who they think would benefit and be interested in your products and services.

When you ask them for two or three they undoubtedly will choose two. That is why you ask for two or three. If you ask for one or two, they most likely will give you only one. Well, you might be saying, “Then why don’t I ask for just three, or how about four?” The reason why is that it is very intimidating. Two or three puts them at ease.

2. Ask your customer if they would happen to have their telephone number. Most people will refer you to someone they like, and most likely they will have their telephone number handy.

3. Ask your customer which of these referrals they would suggest you contact first. (They will pick one)

4. Ask your customer, if they would call him/her and let them know that you will be in touch with them.

That is a four step process and it might make you a little uncomfortable for a while, but it can double your sales and business in a very short time. After you have contacted the person you were referred to, call back the person who gave you the referral. Thank them for the referral. Send them flowers, give them a gift, do something nice for them. Show them how much you appreciate them and for giving you the referral. Also, say to them, “If you know anyone else who would be interested, then I would love to talk with them too.” A “Golden Chain” of referrals. It takes a little discipline and a lot of courage but it will change business as usual. Give it a try. What do you have to lose?

I would now like to invite you to receive my seminar "The Keys to Empowered Leadership" on MP3 download FREE when you sign up for our Free Take Action Sales Newsletter. You can register at TakeActionSales.com.
_____________
Mark Bowser is one of the top Sales Trainers and Speakers in the world today. He is the author of three books Power Nuggets, Unlocking the Champion Within, and Three Pillars of Success. You can visit him at www.MarkBowser.com.

-What are some ways you've found particularly effective for generating referrals?

*brought to you by SalesTrainingAdvice.com

Show and Tell By John Boe

One of the most critical, yet overlooked principles in the selling process, is the power of self-discovery through customer involvement. Regrettably, many salespeople use a show and tell presentation style and babble on hoping they might say something that will generate a sale.

When you show or tell your prospect about your product or service they have a tendency to doubt the information and mentally disengage from your presentation. On the other hand, when they participate in the selling process and are guided to discover a feature or benefit on their own, they will be inclined to believe it!

Car salesmen truly understand the value of self-discovery and prospect participation. They'll be the first to tell you that it's the actual smell of the leather and the hands-on-the-wheel experience of the test-drive that sells the car, not the colorful brochure full of options and features.

Obviously, not every product or service lends itself to a hands-on demonstration; however, there are always ways to increase prospect involvement. Any time there is a choice between whether you or your prospect should so something - let them do it.

For example, if you've got numbers to crunch, hand them the calculator and let them work the numbers. When it's time to demonstrate the benefits and features of your product, don't just show them, find creative ways to keep them actively engaged during the entire selling process.

Recently, I heard an interesting story about a successful glass salesman named Bill Johnson. Bill was the top producer in his company and consistently outsold the other salespeople by a significant margin. After Bill set a new quarterly sales record, the company president called to congratulate him on his achievement. When asked what he felt was the secret of his success, Bill replied that he had recently added a minor change to his sales presentation that was making a major difference in his results!

Bill stated that during his presentation he was now using a hammer to strike the safety glass several times to demonstrate its strength and durability. Excitedly, the president asked Bill if he would be willing to teach his hammer technique to the entire sales force at the next company-training meeting.

Several months after Bill's presentation, the company shattered its previous records for safety glass sales! The president was extremely pleased with the company-wide results, but was surprised that Bill's production was still significantly higher than the rest of the sales force.

When he asked Bill if he had discovered any new techniques, Bill replied that he had recently made a subtle change in his presentation. "I still use the hammer technique," Bill said, "except now when I get to the part in my presentation where I demonstrate the strength of the safety glass, I hand the hammer to my customer and let them beat on the glass!"

By handing the hammer to his customer, Bill discovered the secret of successful selling. He took his sales career to the next level by finding a way to keep his customer actively engaged during his presentation. Are you keeping your prospects actively involved? If not, I encourage you to take a lesson from Bill and find a way to put the hammer in your prospect's hand!
___________
John Boe presents a wide variety of motivational and sales-oriented keynotes and seminar programs for sales meetings and conventions. John is a nationally recognized sales trainer and business motivational speaker with an impeccable track record in the meeting industry. To have John speak at your next event, visit www.JohnBoe.com or call (877)725-3750. John's newsletter is available on his website.

-What are some creative ways you go about keeping your prospects actively engaged during the sales process? Share in the comments section below.

Sponsor Message: Secrets of Closing The Sale By Zig Ziglar ... You'll learn step by step over 100 specific closes and over 700 questions that lead the prospect to the decision table... Learn more about Zig Ziglar's Secrets of Closing The Sale.

*brought to you by SalesTrainingAdvice.com