7 STEP SALES PRO
Yes…even YOU can master sales! And these 7 Steps will help you do just that.
It seems like there’s a self-help list for everything these days. “4 Ways to….” or “3 Easy Steps to…” – I know you feel what I’m saying! While every list in the blog-o-sphere may not be 100% complete, many of them offer great value, and at least a place for you to start and to advance from.
In his book 80/20 Sales & Marketing, Perry Marshall shares what he believes to be the 7 Cardinal Rules for Sales. My personal experience corroborates Perry’s thoughts. I hope you’ll find them useful if you are in sales, or are attempting to become an online marketer.
1. NO COLD CALLING EVER
I know there are a lot of sales people that may disagree with this one. Personally, I have known a number of sales women and men who have done quite well cold calling. A Russian doctor in Atlanta I used to know, would start in the A’s in the Atlanta phone book, and just start calling people…100 dials a day. What was he selling? A network marketing nutritional product.
Now while the good doctor was tenacious, and even made sales with some consistency, this model is not duplicatable with the average sales associate. AND there’s the little snafu that it’s ILLEGAL! lol
Cold calling is the worst case scenario of the “numbers game.” It’s not likely to generate a significant passive residual income, repeat buyers for the long term, and can be exhausting and frustrating. So don’t do it if you want to be a Top Level Sales Pro!
2. KNOW HOW MUCH YOU’RE WILLING TO PAY PER CUSTOMER
This is a concept that is foreign to the average sales person or marketer. Largely because the average marketer doesn’t want to pay ANYTHING to acquire a customer! This is especially true with home based business people, network marketers, and kitchen table manufacturers. These sales people are heavily reliant upon family and friends in hopes of building a business.
The real sales and marketing mind understands that to grow a significantly thriving business, customer acquisition must come in to play at some point. Perry Marshall goes so far as to say, “Before you try to sell ANYTHING, you must know how much you are willing to pay for a new customer.”
Ask yourself this question: “How much is a new customer worth to me in real dollars?” A Real Sales Pro knows the answer to this question.
3. HELP CUSTOMERS FIND YOU
Entry level or under educated marketers may spend too much time “prospecting”. That is, out looking for new customers. Shaking hands, kissing babies and passing out business cards.
Those antics may and will merit some sales. But greater sales come from customers who find YOU!
A prospect who is searching for something, discovers you in his or her search, seeks you out as the solution for what is wanted or needed…THIS is the prospect that is most likely to buy from you.
Marshall says, a customer who finds YOU is more likely to buy from you that if you find HIM. Great advice!
4. INCREASE YOUR CREDIBILITY
A few years back a friend of mine said, “Nate, you need to start writing and speaking. If for no other reason, for credibility’s sake. Even a book is considered a business card these days.” Thank you, Rob Alderman. Wise, wise words!
When potential customers see you as a credible voice…as an authority in the marketplace…they are more likely to buy from you. Take every opportunity you can as a public speaker in your area of expertise. Consider writing a book, or series of pamphlets, or an EBook. And at the very least, Blog or Podcast!
My mentor, Ray Higdon, teaches: ILT – Invest, Learn, Teach – As you teach, you establish yourself as an authority figure in the marketplace.
5. STOP SELLING – SOLVE PROBLEMS
We’ve all seen this…the rookie who doesn’t know he or she is a rookie sales person. So focused on how great their product is. So focused on how amazing their service is. So Eager to tell you all the great features, and everything THEY love about what they are selling.
Confession: this used to be me! lol
And if you’ve been in any kind of sales related career or entrepreneurial endeavor, then the truth be told…this has been YOU as well!
I wondered for so long why I wasn’t really succeeding. I thought maybe something was wrong with what I was selling; or the script; or the system. Nope! It wasn’t any of that. It was me. I was the problem. I was the reason I wasn’t selling very much.
But when I learned to solve the problem or to help fill the need that my prospect was having, it was like someone had flipped the magic switch! By focusing on THE PROSPECT and NOT THE PRODUCT, everything changed for me, and I went on to earning Millions of dollars.
The best way to generate leads is not by giving information about your product, but by giving information about the problems that your product or service solves.
6. DEAL FLOW
Deal flow is a term used by finance professionals such as venture capitalists, angel investors, private equity investors and investment bankers to refer to the rate at which they receive business proposals/investment offers.
You, my friend, want DEAL FLOW! You want more potential business coming at you than you can handle!
Admittedly, this used to scare me when I first began to consider scaling my business upward. How was I going to handle it all? Would I be able to facilitate all the flow? What if I was incapable of handling more?
Don’t allow “fear of success” to stop your deal flow. It’s a sure fire way to kill your business! When you’re business wants to surge, if you put the reigns on it to keep it manageable, it is likely that you will drive your business into the ground.
Why? Why do you want deal flow? Because when offers are coming your way, or sales begin flowing in mass, you now gain your best negotiating position. And that is exactly where you want to be with your business! This is where you can begin raising prices for your services; charging more for your time; upselling with greater authority. The marketplace is speaking, and it likes what you are selling!
This is when you are on your way to being a Sales Pro!
7. LIST BUILD
Russell Brunson has taught us, there’s the traffic we don’t control…the traffic we control…and the traffic we own.
List Building is all about the traffic we own! The greatest asset you have in sales and marketing is your customer list or database. Old school sales guys might refer to it as “their book.”
I made the mistake again and again through my early years in direct sales NOT maintaining my own list. I relied on the company to build and maintain my database for me. BIG MISTAKE!! I should’ve been collecting that contact data myself, and building mass communication lists. (I do this now, via MailChimp).
Always remember this: it is easier to sell to people who have already bought from you than it is to sell to new customers. Why? Because their is already a level of trust and confidence in place.
PLEASE: If you only choose to implement ONE THING from this Blog, let it be #7! BUILD YOUR LIST!!
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