Want to test the strength of a sales relationship?
Answer this question:
Would your client sit next to you during a baseball game?
Just you and the client. For nine innings. Eating hot dogs. Drinking a beer or two. Having a conversation. For three hours.
Does that seem like a long time?
Would it be painful – for you – for the client?
Typically we go to events like baseball games with people we like and with whom we enjoy spending time.
That’s why this is a great test of your sales ability.
People buy you before they buy your product or service.
If your clients cannot stand to be with you for the duration of a game, they won’t want to invest more money in a relationship with you. They also won’t want to refer you.
On the other hand:
If you really want to get to know someone, take them to an event like a baseball game and do everything listed above.
The client will be flattered. You’ll learn more about them and their goals.
And you may even discover you like spending time together.
Sales has changed.
It is no longer about completing a transaction and moving on.
It’s now about relationships.
Those who focus on developing and deepening relationships win.
You don’t sell a product or service. You sell a relationship. You sell your thinking. Before someone will entertain the idea of being in a relationship with you they need to appreciate the way you approach your work.
That’s why content is so important.
Information you organize and share demonstrates your thinking.
Here are the three most important ways you can organize your thoughts and share them with prospective clients:
Your Primary Web Presence
Everyone needs to have a website. Even if you work for a large company, you need to have a place on the internet where you share your thinking with the world. This website is your primary web presence. You should write at least one article each week and post it there. When people evaluate you, in advance of doing business with you, they have tangible evidence of your thinking.
In addition to the articles posted on your website, you should submit articles to trade journals and publications read by your clients. These articles not only allow you to share your thoughts, they allow you to shape the thinking of others. When it comes to thinking, you shouldn’t follow the crow, you should lead the crowd.
Anytime you have the opportunity to get in front of a group of people and share your thoughts, you are selling your thinking. Public speaking is an outstanding way to give people a window into your mindset. Speak to a group and you can shape the thinking of people who have the potential to buy from you.
Ig you want to sell more (of anything) you need to develop relationships. Relationships start with people being interested in you. This requires demonstrating coherent, rational thought on the issues facing your clients, their business and their industry. You must sell your thinking before you sell anything else.
You are missing out on one of the most valuable tools at your disposal. That tool: Testimonials. Every sales professional, entrepreneur, and business leader should have a system to collect testimonials and use them in their sales process. Testimonials boost sales. That’s a fact most people don’t realize.
If you aren’t currently collecting at least one testimonial each week, you’re missing out on a huge opportunity.
Here are five reasons testimonials boost sales:
Reason One: Social Proof
When people see others interacting positively with you, they feel compelled to act in a similar way. This is a subtle little push in your direction. It gives you a head start toward winning them over. You still must deliver a great experience but it gets things started on the right foot.
Reason Two: Best Sales Copy About You, Your Product, and Your Service
Most of us “pull our punches” when it comes to sales copy. We don’t want to seem too over-the-top. This often leads to watered down sales writing. It shouldn’t. That’s why testimonials matter.
The people who interact with us will often say outstanding promotional things ON OUR BEHALF. This is great and it is the best sales copy ever produced.
Reason Three: Productive Interaction that Deepens the Relationship
When you ask for a testimonial you have a conversation with your client. During that conversation you will receive feedback. This feedback will help you improve the experience your client has while interacting with you. As long as you take this feedback seriously and act upon it, your relationship with the client will improve. Even if the relationship is strong, it goes to another level when the client participates in this process.
Reason Four: Affirm The Commitment of the Client
When a clients says (or writes) positive things about you and your service, they become an evangelist for you. This process cements their commitment to you. They now will be likely to defend you in times of trouble and advocate for you when it comes to making you a preferred choice within their community.
Step one in asking someone for a referral is to first ask them for a testimonial. If people don’t say great things about you, they won’t refer you.
Reason Five: Helps Your Confidence
Whenever you feel your confidence slipping, just read your written testimonials and watch your testimonial videos. They will give you a boost. All of us are under-recognized. Use your testimonials to help you remember how good you really are.
If you’re looking for a system to gather testimonials and leverage them in your sales process, you need to order my new book titled: The 60 Second Sale. This great sales book, released in July 2018, contains a step-by-step guide to collecting testimonials and using them in your sales process.
You cannot build a real business on networking alone. Why? Because networking alone is not a sales strategy.
During the past ten years I’ve worked with over 400 lawyers. Most know nothing about business development. The members of this population believe “marketing” or “sales” or “business development” refers to networking.
Don’t believe me?
Try this: Walk into any law firm and find the person in charge. Ask them what their sales strategy is. At first you may get some double talk about doing a good job and being a good lawyer and that’s all you need. After you push through the ignorance of that statement, you’ll hear something about networking.
To keep my inbox from being flooded with long-winded complaints, let me state for the record: Yes, being a good lawyer is required in order to attract and retain clients but it is NOT a strategy.
Similarly, networking is a good idea but networking alone is not a sales strategy.
Professionals (especially lawyers) see networking as a sales strategy because they don’t know how to sell and/or they fear selling. If you are a business owner or a sales professional, you don’t have the luxury of this ignorance.
You need to do more than just network in order to have an effective sales strategy. Here’s why:
Networking employs no leverage. You are only one person. You can only meet so many people in a day, a week, and a month. Even if everyone you meet sends you business, you cannot grow at a sufficient pace in order to make payroll and cover the costs of a real business.
Networking is time intensive. There is no way to generate passive leads from networking. I call the income that comes from these leads RELATIONSHIP REVENUE. Networking produces revenue only when you are actively involved in it. If you get tied up in operations (or in handling the day-to-day activity of your business) there is no new revenue generated because you simply don’t have time.
Most people suck at Networking. Let’s face it, sometimes you get in a bad mood. You don’t feel like talking to people. But if you’re reliant upon networking, you’ve got to go out and shake some hands and pretend to be charming. You’re not that good an actor.
So what do you do?
Here is a viable sales strategy for any business, professional and sales leader:
First: Begin communicating on a weekly basis with everyone you know. You can use direct mail. You can hire 1000 telephone sales reps. You can use an email system. I don’t care how you do it, but this is a way to make sure people who currently know you, like you, and trust you, do not forget about you.
Second: Add everyone you know into this follow-up system.
Third: Pick an additional method for client attraction and begin using it immediately. There are five viable methods that employ leverage. They are:
- Social Media
- Your Personal Website
Fourth: Keep networking when you have time and add anyone you meet to the system you develop in the first step.
This is a viable sales strategy.
I know. There are a lot of moving parts. You are confused because you don’t know how to get started. You want to ignore this because it seems like a lot of work.
Most people who read this will do just that – ignore me.
Some will get frustrated and angry and project that anger on to me. That’s fine.
If you are still with me, I’m going to help you out.
I’ve written a new book that outlines the step-by-step process to developing this sales strategy and implementing it – all of it – in your business.
You can use this if you are a lawyer or a sales representative selling country club memberships or anything in between.
The book is titled The 60 Second Sale and it is outstanding – but don’t believe me – here’s what the experts have to say about it:
What People Are Saying About The 60 Second Sale
“This is a powerful, practical book based on years of experience that will enable you to make more sales, earn more money, and enjoy greater success than ever before!”
Sales Teacher, Trainer, Expert and Author of The Psychology of Selling, more than 1,000,000 copies sold in 39 languages
“All things being equal relationships win. All things being unequal, relationships still win. Read The 60 Second Sale and learn how to make all things unequal and build a competitive advantage.”
Author of The Lost Art of Closing: Winning the 10 Commitments That Drive Sales
“The 60 Second Sale shows you how to get inside the mind of the buyer, keep their needs front and center, and help them become more successful. This makes you their natural choice. It’s brilliant!”
Senior Lecturer, Harvard Business School
Author, The Sales Acceleration Formula
“Mastering the Complex Sale requires making an emotional connection, understanding your client, and deepening client relationships based on trust and mutual respect. Dave Lorenzo’s book is a step-by-step guide to those critical conversations enabling you to connect with clients for life!”
Author of Mastering the Complex Sale
CEO, Prime Resource Group
“The 60 Second Sale is a field manual for anyone who wants to connect with prospects and develop deep profitable relationships with clients – FAST!”
Author of Sales EQ
CEO of Sales Gravy
Here’s the problem: You cannot read the book until July 2018. That’s when the publisher – John Wiley and Sons – will begin shipping it to retailers.
But I want to help you so I’ve come up with a solution to get this information to you right now.
I’m going to do webinars and a live event, in advance of the book’s publication date. You can attend one of the webinars, come to the live event and get a session with me – one-on-one over the phone or in your office or both. All you have to do is preorder the book.
Here are some of the great opportunities for me to help you develop and implement a sales strategy based upon The 60 second Sale:
The 60 Second Sale Preorder Offers – Expiration May 1, 2018
Offer 1: Preorder 5 books on Amazon and send me the receipt and I will invite you to participate in a webinar on developing effective sales strategy.
Offer 2: Preorder 10 books on Amazon and I will invite you to participate in a webinar on developing effective sales strategy and you all get a one-on-one call with me to help with implementation – Value $750
Offer 3: Preorder 20 books on 800CEOread.com and I will invite you to participate in a webinar on developing effective sales strategy and you all get a one-on-one call with me to help with implementation and you will be able to participate in ½ day event I’m hosting to help you write a sales plan and implement it (June 26).
Offer 4: Preorder 30 books on 800CEORead.com
Participate in full day even in June and come to Marlin’s game June 26, 2018
Offer 5: Preorder 50 Books on 800CEORead.com and you receive all the benefits listed above plus I will do a learn at lunch in your office with up to 10 people on a mutually convenient date (this includes travel!!!).
Offer 6: Preorder 100 Books on 800CeoRead.com and I will do everything list above plus I will do a full day of training on site at your office with up to 40 people on a mutually convenient date (this also includes travel!!!).
These are some outstanding offers. All you need to do is order the book and then reach out to me to schedule the bonuses. You can call me (786) 436-1986 or email me DLorenzo at DLorenzo dot com. Replace the words with the appropriate symbols.
Networking alone is not a sales strategy. You can do better.
People want to work with experts. People pay to work with experts. People pay a premium to work with experts. You’re so busy trying to get your product into the hands of everyone you meet you forget what people are actually buying.
People aren’t buying a widget. They are buying a solution to their problem.
You have to show them you have that solution.
You’ve got to make a case.
You’ve got to demonstrate the effectiveness of the solution – through stories – through case studies – by giving the prospective client examples and making an emotional connection.
Here’s how you do that:
Step One: Write Articles
This the main reason you have a website. Share your knowledge with people so they can see how you think and how effective you are. Your website is a repository of your knowledge. People who are thinking of working with you will read everything you’ve written. They want to immerse themselves in your knowledge.
Step Two: Create Video
Video helps develop a relationship with you faster than almost anything else. You show up on someone’s phone and on their computer and you speak directly to them. The more frequently you do that, the deeper the relationship.
Step Three: Articulate Solutions
Each piece of content must offer a solution to the audience member. That’s what people are buying. Nobody wants to exercise but they want the beach body. Spell out the solution and make it easy to swallow.
So what’s in this for you?
You’re a pharmaceutical representative trying to get doctors to write more prescriptions. You’re a real estate lawyer trying to get realtors to send you their closings. You’re an accountant trying to get people to bring their taxes to you instead of going to the tax prep shop in the strip mall.
Well, solve the problem your client is facing (or a portion of it) in every article and video.
The pharma rep must make it easy for the doc to prescribe their product. Have samples on hand as well as information about the effectiveness of the drug vs. the generic alternative. Arm the doc with the talking points in an email and on your personal website (yes, everyone should have a personal website).
The real estate attorney must produce information on closing disasters and how to avoid them. Publish these stories and case studies as often as possible.
The accountant should do the same thing – talk about why you need a licenses professional to handle your taxes. He should also share the disaster stories of people who went to the unqualified strip mall shop.
Content drives sales. Produce as much content as possible and you’ll attract more people. Attracting more people means more sales.
Stop talking and sell more. This phrase needs to be in the back of your mind at all times.
You learn nothing about your prospective client when you are talking. If you were just starting out in sales today and you wanted to learn the skills necessary to be a top producer, I could teach you in less than five minutes. I might be able to teach you in less than three minutes. Here’s what you need to do.
Ask the person how they are doing.
Ask what’s happening in her business.
Ask about her goals for the next three months.
Then stop talking.
Selling is about getting paid to help people solve problems or achieve a goal. If you spend 30 percent of each conversation asking questions and 70 percent of each conversation listening, you will discover how to do that for each client.
Stop talking and sell more. It is that easy.
Dave Lorenzo is the author of the new sales book titled: The 60 Second Sale: The Ultimate System for Building Lifelong Relationships in the Blink of an Eye
If you want to sell more just be yourself.
There are too many people trying to be Grant Cardone or Gary Vee. Let them be them and you be you.
People do business with you because they know you, like you and trust you. If you are pretending to be someone else, they do not get a chance to do that.
Here is a video that describes what I’m talking about.
Be yourself and you will sell more.
The guidance you receive about selling usually focuses on sales transactions. All the training you receive is on sales tactics designed to close deals. There is a time and place for learning all of those things. But the key to a long and profitable career in sales is focusing on relationships and not sales transactions.
This video is a great example of a focus on relationships and not sales transactions. I flew to meet with a client, on a Sunday night, in a snow storm. Why? Because my relationship with him is important to me and he needed help with something.
Sales and selling is all about initiating and deepening relationships.
You are working hard.
You are good at what you do.
You know you can help people and they should be beating a path to your door.
But it’s not happening and you’re not sure why.
You go to networking meetings and join groups of professionals in your industry.
You have lunch with people, exchange business cards, and connect on social media.
But nothing happens.
You go to bed each night wondering where your next client is going to come from.
Throughout your career business has just “shown up” when you need it, but that’s not good enough anymore.
You need more clients, better clients, and predictable revenue.
You are frustrated, confused, and even angry.
And you should be…with yourself.
The answers you are looking for are right under your nose but you don’t do what is necessary to tap into this knowledge base.
What do you need to do?
Ask for help with sales.
I am here and I want to help you. I get paid to help people sell. I can work with people with just about any budget. You will receive a significant return on investment.
But you won’t pick up the phone and call me.
Maybe it’s pride.
Maybe it’s fear.
Maybe you just don’t want to spend the money.
I can’t read your mind but I want to help you. All you have to do is ask.
I will customize a program for you and your budget.
But you’ve got to be willing to give me a call and have a candid discussion about your goals and your budget.
Isn’t it time you took control of your revenue generation?
Your finances are too important to leave in the hands of fate.
Call right now: (786) 436-1986
In case you’re shy and you want to explore on your own, here are some options:
My Sales Mentor Program: This option is for people who spend most of their work time selling. Maybe you are an entrepreneur or a sales executive. Each day offer help to people in return for financial compensation. The investment for this program is $4,500 for three months and you can expect a return on that investment of at least $50,000 during our time together. If you can’t handle the full investment up front, call me and we will see if we can work something out.
Solo Attorney Consulting: This program is for attorneys who own and manage a law firm. This is not a scripted program. This is something you and I customize. We cover business management issues, client attraction strategy and any issue you need help tackling. Typically this program is a three month term for an investment of $4,500 but I offered a special that extends the program to six months for that investment. This is the last day to take advantage of that offer.
Business Acceleration Multiplier: This is an option for people who need intense focused time with me to accomplish specific projects. I will spend a day with you helping you accomplish a specific goal. Visit this page for details and discover how quickly you can transform your business or law firm.
Here are some of the issues we can:
- Attract new clients
- Attract better clients
- Enter a new business market
- Define a compensation program for key employees
- Develop a marketing plan
- Shift business strategy due to an economic event
- Reenergize the business owner and spark motivation
If none of these programs are a good fit for you, we can come up with something else.
The bottom line is: Nothing happens unless you take the first step and call. (786) 436-1986
This blog has been verified by Rise: R46d1717a0eec17eccc224fa04ac4209f
You must sell to people who are like you best clients.
Right now, you are selling to the wrong people.
I know what you’re thinking.
You’re the best sales executive in your office. You’ve gone on some company trips and received recognition. Your closing ratio is above 50%. Everyone tells you how good you are.
But you’re working too hard.
You subscribe to the hype about sales. Hustle and activity is all you need to be successful.
Before you hustle, before you jack up your activity, you need to use your head.
Apply your effort to the right target, and in the right way, and you’ll improve your already-high closing ratio and you’ll connect with better clients.
Today, you’ll take a sales meeting with anyone. If they have any interest, you’ll sit with them.
You prospect from a list of people created by someone else or you prospect from a list of people who are currently using your competitor’s product or service.
Invest your hustle time in really getting to know your IDEAL client and you’ll find out you’ve been going about the prospecting process all wrong.
Schedule a meeting with your best client and ask them:
1). What groups (industry, social, philanthropic) do you belong to?
2). What industry (community) publications do you read?
3). Who in your industry (social circle) do you admire?
After you get the answers to these questions, act.
Go to the conventions your best clients attend. Read the publications they read. Learn everything you can about the people they admire.
After you do those things, put together your target list and match your solutions to their biggest issues or most important goals.
That’s where you invest your “hustle time.” That’s where you put all your effort.
You’re closing rate will go up and your average client value will double almost overnight.
Instead of chasing ANY client go after clients who are identical to your BEST client.
Adjust your target and you’ll close more deals and make more money.
In my new book The 60 Second Sale, I have an entire list of questions you can ask to get inside the mind of your best client. Use these questions and you’re closing ratio will explode. You will have a better understanding of your client’s needs and you’ll increase the lifetime value of those client relationships.