S&MM SoundOff

Tips for Salespeople on Saving Gas

Looking to make a major impact on your selling efforts without ever leaving your desk? Instead of wasting windshield time, cruise the information superhighway.

Rick Davis, president of Building Leaders, Inc. and author of Strategic Sales in the Building Industry offers these tips for strategically researching potential customers without ever putting a gallon of gasoline in your car:

Tip No. 1 – Brainstorm. Abe Lincoln said, “Given eight hours to cut a cord of wood, spend two of them sharpening your axe.” Take time out to think freely. Focus on only positive opportunities and methods to learn. Even in these challenging times, perhaps because of this challenging business environment, it is an opportune time to strategize for the future.

Tip No. 2: Seek Long-Term Opportunities. During these times it is easy to panic and accept any sale that comes your way…which you should! But your proactive focus should target the specific audience that creates long term opportunities. Commercial sales, condo associations and one-time sales are valuable short term opportunities. Concentrating on builders, subcontractors and re-sellers of your product will provide ongoing revenue streams for the future.

Tip No. 3: Use the Internet. This tool brings information to your fingertips. Search web sites of associations such as the NAHB (www.nahb.org), the U.S. Census Bureau (www.census.gov) or www.thebluebook.com to stay updated on industry information. Then, visit company web sites, competitive manufacturer web sites and anything you can Google to gain more information on your target audience, their goals and how you can sell to them.

Tip No. 4: Speak Your Client’s Language. Many prospects are difficult to reach on the phone. Rather than persistently leave messages, try dropping a casual prospecting e-mail to prospects and clients. This affords you the opportunity to be precise with your message and your clients the chance to receive your message and answer at their convenience. In the modern world, you must adapt to a variety of conversation mediums. Strive to figure out which is best for each individual client.

Tip No. 5: Manage Your Field Time Effectively. Don’t drive aimlessly around your territory without appointments. If you don’t have a scheduled meeting in the field, then don’t leave your office. Cold calls and casual visits should be fill-in activity that surrounds productive scheduled appointments.

Based in Chicago since 1998, Building Leaders, Inc. has distinguished itself as the premier sales and sales management education specialists in the building materials industry. For more information, visit www.buildingleaders.com or call 773-769-4409.

The 5% Rule

THE NATURAL TENDENCY for many people, when pitching a product or service, is to tell prospects almost everything they know about their offering. Maybe the hope is that if they throw enough stuff out there, something will stick. And it's really easy to do, because you can just keep adding slides or paragraphs, or continue talking. Besides, if prospects don't hear everything about the product, they might not think it’s good enough and they’ll choose something else.
        The reality, however, is that people on the receiving end are rarely so enraptured with the product. They may have a need, so they'll hang in there while the feature dump goes on (and on) (and on).
        But, at best, they may only remember 20% of what was said. And if they pass on what they recall to their boss or other decision maker, that person may only get 5% of the original pitch. Meanwhile, that 5% could have very little resemblance to the original dump of information. Result: a watered-down (or wasted?) opportunity.

So what should you do?

If only 5% of your message will filter through your prospect’s company after you're gone, make sure that 5% — your core message — is so crisp, concise, and compelling that it will be easy for your prospect to not only remember your message, but to pass it along pretty much as you gave it. In fact, if your message really hits home, your prospect is likely to amplify your message and make a stronger case on your behalf.
        Give them a clear view of how they can benefit from your offering and include only those items that are necessary at that moment to help explain the value you provide. Be ruthless in stripping out details. Either delete them entirely or put them at the end of your presentation, ready to show if and when required. That way, you won’t bury your prospects with information unless they specifically ask for it.

Keep your message short and compelling, and you'll stand a better chance of success.

[You can find more on this and related subjects at The YouBlog — practical ideas on presentations, persuasion, selling, and communications.]

Forget About Butterflies

   

OH, THOSE BUTTERFLIES . . . Rising up inside as we face all manner of situations: presentations; asking for a raise; cold calling; presenting a new idea to the team — every individual has their collection of situations in which their insides start churning.
        You’ve probably heard the advice about getting those butterflies to “fly in formation”. Or maybe you follow the advice to “imagine your audience naked”. There are almost as many approaches as there are butterflies.
        But here’s the deal: Much (or most?)(or all?) of what you’re feeling before a particular event is natural. Granted, it feels weird — body revving, muscles on alert, as you wait patiently for your moment to be “on” — but it really is how we’re all wired.
        I struggled with this myself, during my days as a Broadway actor, expecting that I should be caaaalm before my auditions. Then I realized that if my body and mind weren’t at their peak when my name was called, I was not going to make the best impression. So I learned to embrace this animated state, rather than fret and try to fight it, and it made a world of difference.
        The same rule applies in business, as well. It’s natural to feel revved up before an event, even if it’s just asking your boss for that raise you clearly deserve. If you’re prepared, if you know your stuff, then it really is “performance energy” you’re feeling, not nerves.
        So the next time you feel that swell of energy rising up inside, don’t think “Augh! Stop! Go away!” Instead, smile and say to yourself, “Good. Right on time.”

[You can find more on this and related subjects at The YouBlog — practical ideas on presentations, persuasion, selling, and communications.]

Making Good Impressions

Many factors come into play when determining a salesperson's level of success: There's strategy, networking ability, and experience to name a few.  But this weekend, I discovered the key to a successful sale has nothing to do with skill.

I visited a local mattress retailer this weekend in hopes of buying a new bed. Upon walking into the store, I was appalled at the appearance of the salesman who came up to assist me with my selection.  He was disheveled--wearing an old, faded suit that looked as if it were bought 30 years ago and never dry cleaned and scuffed worn-out shoes.  The hair on his head was muttled and greasy--I couldn't tell if he had too much gel or needed a good shower--and he smelled of stale cigar smoke that made my stomach queasy.

The entire time he spoke I was so busy focusing on how bad he looked I couldn’t even listen to what he had to say about the products.  I just wanted to get out of there, and  I left before he finished his spiel.  If the salesman had put more effort into his appearance, I could have been a sold customer--the bad first impression was enough to ruin any chance he had in making a sale.

Wi-Fi: The Right to Route

I read with great interest the Road Warrior column in this month's Sales & Marketing Management entitled, "The Promise of Widespread Wi-Fi," by Tali Arbel.  First, because the easy availability of a high-speed Internet connection while I’m traveling is absolutely essential and not usually available. And second, because I am quoted in the column.

Have you noticed that less expensive hotels that may not be centrally located provide Wi-Fi for free as an added value?  My most pleasant experience with this was in San Francisco. There were mega conventions in town and I just could not get a reservation near my client’s office.  I had to stay in an older hotel next to Golden Gate Park. My room was set up for comfort, not business – it was all antiques and low lighting, with no desk. But the Wi-Fi was free and fast.  I really enjoyed myself, propped up in my poster bed doing my work, looking out through a bay window at the park.

Have you also noticed that expensive hotels in city centers provide Internet access via an ethernet connection so they can make sure they charge you? The going rate seems to be $9.95 until check-in time the next day.  Frankly, I resent it. My worst experience was in a New York City hotel last April.  The only available connection was from the business center, which charged by the minute for dial-up.

Sure, there is Wi-Fi access in some parks and in some coffee houses.  But most of the time when I’m traveling I have precious little downtime to seek out access to this communication and commerce lifeline.  I now ask about Internet access before I book a room.

A New Reason to Take the Express

Those of us who make the long commute into New York City everyday have some morning perks to look forward to—no driving, no traffic, comfy seats, "cheaper than gas" ticket prices, and an extra hour to get some shut eye.  As fortunate as I am not to fight the masses on the roadways, I can’t help but see a change in my attitude after taking the train.  I seem more exhausted and “spaced out” then I used to.

Apparently it isn’t all in my head.  A recent study by researchers, as reported by InsideBayArea.com, concluded that riding the train is stressful, and the longer you are en route, the more stress your body endures.

Researchers measured levels of the stress hormone cortizol in 208 passengers before and after their train commute from New Jersey to Manhattan (coincidentally the same line I take).  At the conclusion of the ride, passengers were asked to perform a simple proofreading test.  Turns out those who were on the train the longest—the full 81 minutes— had the worst scores on the tests.  End result The stress levels of train commuters increases each minute and have adverse effects, both physically and psychologically.

While the factors for this stress increase are still unknown, I find the evidence, and my own personal experience, to be overwhelmingly accurate.  When I read the headline, it was as if someone had told me what I already knew.

So I guess I can now blame my typos and morning misreads to the train rather than that bad cup of coffee?

Speaking of business travel, check out this S&MM article: Road Warrior: Avoiding the Belches and the Bulges at ManageSmarter.com.

Way Too Much Information

Let me paraphrase a line from my favorite comic, Chris Rock -– I love people, but I hate them on the cell phone.  I am astounded by how insular and rude people can be.  Here are three scenarios from my recent business trip:

“The name is STRAUS. S-T-R-A-U-S,” bellowed the fellow sitting near me (and many others).  He waved his arms, grimaced, looked at the ceiling, rolled his eyes, and, I suppose, assumed we all empathized with the exasperation of dealing with someone he deemed subhuman at the other end of his Bluetooth earpiece.  I think he misread the situation.

While waiting in this crowded area for the flight to board, a lady moved closer to me, either in search of a clearer signal or so I could be privy to a private conversation about her sleeping habits.

“Oh, it’s not your fault, I forgot to set my alarm.  I’m not mad at you.”  Can't she find reception anywhere else?

On a delayed flight, while waiting to get ATC clearance, a teenager across the aisle was trying to explain to her mother why she was going to be late.  She kept saying she couldn’t understand what her mom was saying--so, unbelievably, she put her mom on speakerphone.  Did she think that we would all pitch in and help her to decode her mother’s garbled words?

When I teach, I discuss the imminence of cell phone marketing.  Many feel that it won’t work because it’s too intrusive, but I’m not so sure.  Intrusive seems to be the name of the game.  What was it I heard long ago, something about the medium being the message?

--Scott Hornstein

EZ Pass for Business Travel

Frequent business travelers rejoice! Gone are the days of long lines at airport security checkpoints. A national rollout of the Transportation Security Administration's Registered Traveler program this month is the answer to our prayers. Or is it?

Airline passengers seeking to whiz past security will need to sign up for the registered traveler program, provide biometric information, and then pay an annual fee of $80 to $100. So far, a private company called Verified Identity Pass is the only provider in the expedited travel game.

I don't know about you, but I'm still on the fence about this service. Who wouldn't love to be able to skip the long lines at the airport? Not to mention the humbling public shoe removal we all go through to fly.

However, I'm more concerned that giving out my personal information could expose me to fraudulent activity, and that this new program may divert attention from key security issues. I'm not the only one who feels this way, The New York Times reported an airline trade association is seeking a boycott of the registered traveler program on the grounds that it would drain government resources.

For many executives, the long wait times that accompany business travel is just the nature of the beast. In S&MM's Business Travel survey (subscription required), we discovered airport security delays are a major concern for sales and marketing professionals who hit the road. So, tell us what you think. Is the registered traveler program a good idea?

Politically Correct or Good Business?

An article in last week's New York Times points out a trend in business travel: More hotels are catering to the preferences of minority business travelers. The new amenities—like emergency make-up packages at W hotels—aren’t about appearing more politically correct, it is
just good business sense.

Female business travelers tend to stay longer than their male counterparts to visit a museum or see a play, making them a more profitable demographic. Gay travelers often extend their stay as well, and many Latino travelers visit family when traveling abroad to their home country for business. To capture the loyalty of these lucrative groups, the Kimpton Hotel chain prominently displays its
support of AIDS and HIV charities, and Continental Airlines sponsors events like Cinco de Mayo festivals.

Much like offering Spanish-speaking operators, appealing to the needs of minorities is often a smart business move because it opens up your business to more customers. For more on hotel offerings

designed to lure business travelers, check out this article from our S&MM archives.

Cabin Fever: When it comes to flying, how close is too close?

    Between flying back and forth from New Jersey’s Newark International airport to Chicago’s O’Hare International airport several times a year (I’m a Jersey Girl who attends Northwestern University), and making the seven-hour flight to and from Madrid to visit my boyfriend at least three times a year, I consider myself an expert flier. 
    True—I’ve only tasted the luxury of first-class seating once in my life, but I fly with the masses, and my experience with five different airlines in the past seven months has well-acquainted me with many types of people—perhaps too many—as we squeeze into our economy seats.
    So imagine my shock and alarm when I came across this New York Times article (may require sign-in) that brings to light Airbus’ hush-hush pitches to Asian carriers that they include the option of standing-room-only airplane seating!  As if we weren’t already cramped enough—what’s next, laptop body-harnesses for standing business travelers?
    The Times article also unearthed another dismaying fact: Carriers have already been cheating us of a couple of inches of extra leg-room.  They are using lighter-material seating with slimmer seatbacks to fit six additional coach seats on typical Boeing 737’s and as many as 12 extra seats on Boeing 757’s rather than passing the saved space onto passengers.
    And to think on my last flight back from Spain I just thought I had grown another inch.  Ha!
    While soaring fuel costs and pressure on carriers to avoid going into the red are bringing economy passengers closer together than ever before, I wonder how long frequent fliers, like myself, will put up with this annoying inch-trimming trend.  (Keep in mind, carriers continue to invest a great deal of money in developing larger, heavier first- and business-class seats since they’re such large revenue-generators.) 
    Do you think standing-room-only seating would ever fly in the United States?  Or are we better off shipping ourselves in sardine cans?