Issue 11 - August 5, 2003

Editor: Lynne Bullen
lynne@associatedsecretarial.com.au

Publisher: Associated Secretarial
Copyright © 2003 Associated Secretarial

In this issue:

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1. Editorial

Hello and welcome. If you're joining us for the first time, we hope you enjoy our monthly newsletter. If you're a regular visitor ... great! It's nice to have you back.

In this issue we'll be looking at Selling.

To make a sale, you first have to have a product or service that somebody needs. Note, I use "needs", not "wants". There are lots of things I'm sure you and I would like to have (or "want") but we don't actually "need" them.

On the other end of the things we need or want, is the art of the sales person. He has the service or product you need, and now he's going to try to convince you that his product/service is superior to that which you are using now.

Now, let's turn that around ... Do you have something to sell? If you're in business, of course you do? So, how are you managing?

If you have a "shop front", people will walk in off the street, you already have potential customers, but what about those of you who don't have a shop front? Your wares are not on display, so how will you attract your customers/clients?

You will have done a little Marketing here and there, so people have heard of you ... but there's more you need to do.

Let's assume that you have a product or service that leaves your competitors' wares for dead! Where are you going to start?

OK ... you have found your niche for your product or service. You've discovered there is a need for your wares. The next thing you must have is a target. You must find businesses or individuals who need your product or service.

Once you have your prospects identified, you need to be able to take that product into the marketplace and convince your target that your product or service is better than similar products or services already in the marketplace. You need to convince them that you are able to provide something that's better than that
which they already use.

Then you'll need to define the way you're going to sell your product or service. The manner in which you sell should be very specific ... tailored to your prospective client/customer.

Depending on whom you're dealing with, whether the product is consumable, a one-off purchase your customer will buy once or twice only, your selling strategy will also be different.

Selling a tangible "product" that your prospective customer can see and feel is very different to the way you would sell a service.

One of the more difficult jobs in selling is to an entity you've never met. We're talking about the Cold Call.

It strikes fear into the hearts of many, but it doesn't have to. You need to be prepared. OK, yes, I still get butterflies as I'm nearing the end necessary steps, but that's normal. Just remember, Prepare ... Prepare ... Prepare.

Let's assume that you currently have a product or service that others will need. You've also found your niche and you've identified your targets. Now you need to make contact.

After you've read the article "Cold Call Strategy that Really Works" below, remember, that the second most important part of the call is the "follow up", mentioned in part in step 14 of the article below.

>>>>>>

In our next issue, we'll continue with the on-going relationship you need to build with your newly landed client. Remember, client/customers are only that if they keep coming back. If they don't, they were only "shopping" and you may never see them again.

So, try the strategy outlined below and watch for our next issue where we'll tell you how to "Keep your customer satisfied".

Until then, take care of yourself and those you love.

See you next month!

Lynne

lynne@associatedsecretarial.com.au

2. Article: Cold Call Strategy that Really Works

If your business offers products or services which need personal contact with your clientele or customers, here's a proven strategy for those who find the "Cold Call" a difficult task.

This has worked well for me over the years, but I still get those little butterflies at Step 12, just prior to being invited to "walk this way" to meet my potential new client. I take a deep breath, stand, offer my hand and introduce myself. The butterflies seem to settle and allow me to get on with business. Remember - butterflies are a normal phenomenon. We all have them sometimes.

The following is a strategy for those who deal "in person" with their clients and customers.

So, down to business:

1. Choose your targets - Sit down and make a list of the products or services you provide, then, in a column next to those services, write down the types of businesses that would benefit by using your products or services.

2. Telephone the Company to determine whom in the business is best to contact. Speak to the receptionist. Tell her you have some correspondence to send to the General Manager, Office Administrator, Marketing Director, or who ever it is you have chosen to contact. Ask her to confirm spelling of that person's name, correct title (Prof, Dr, Miss, Ms, Mrs, Mr, etc.) and position held (as above), and correct mailing address. (Ask for both the PO Box address and the physical address. Confirm telephone and fax numbers, email address, website URL (if they have one). Add all of this information to your database.

3. Research the company. Check the Annual Report, Newsletter, Website. Speak to any of the company's clients who may be known to you. Find out exactly what type of business terminology the business uses in its daily dealings with its clients.

4. Compose the communication. Choose your words carefully. Use terminology that is relevant, confirming to the reader that you know a little about the field. Don't use "jargon" for the sake of it, only where it is appropriate. Be sure that your letter is no more than one page in length. The content should be concise,
informing the reader why you are contacting him/her, describing your offer succinctly. Be specific about the services you offer each potential contact. You won't get far if you outline all of your services, especially if they are not relevant to the reader and his/her business. If you want the reader to know more about you, then refer him/her to your website. If you don't have a web presence, invite the reader to contact you for more information if he/she should require it.

5. Send your communication by Mail in the first instance. Although we have today's technology literally at our fingertips, it is not a good idea to make your first contact via email. You may be seen as, or be accused of "spamming", a term used for email that is unsolicited, mainly nuisance content, which will more than likely be deleted by the receiver before it is read.

6. Await a response - (you may not receive one). Don't be discouraged. Not everyone you contact will need the services you are offering. Do monitor responses by setting up your database.

7. Follow up your correspondence by telephone within five working days (try not to have a weekend within that period). I have found that mailing on Friday means your target will usually receive the communication by Monday. I make the following Thursday between 10.00am and 2.00pm my "follow up by telephone day". Ask to speak to the person targeted. If he/she is unavailable, talk to the Secretary and ask her to take a
message. Be specific about the reason you called ... something like, "Mr XXXXXX will have received the information I mailed earlier in the week and I'd like clarify any points or answer any queries he might have." You may find that your contact uses his/her Personal Assistant or Secretary to take care of communications such as yours. You may also find an ally if you encourage the PA to assist you.

8. Make an appointment - at a mutually convenient date, time and place. If you can, go to your contact's place of business. You'd be amazed at just what an insight into a business and the way it works can be gleaned from sitting in the reception area while you await your client.

9. Confirm your appointment via email. If you don't receive a response, phone your target's Secretary to check if the appointment is in the diary. If it's not, ask the secretary to" check his/her email" to determine if, in fact, your email reached his/her computer. Don't assume that your target has received your emails just because you sent them. If your appointment is not confirmed by your target or his secretary, don't just turn up. The Secretary and/or Receptionist can be a good meter here. If you strike a rapport with her from the
beginning, she will want to assist you in achieving your first goal, the appointment.

10. The day before appointment, phone to check that all is in order and that you are expected. This can be a real time saver in the event of your target having plans changed at the last minute. Re- schedule your appointment if necessary.

11. Prepare for your meeting. Make sure you have all necessary materials. Prepare a list of questions you have for your target. Prepare a list of questions you may be asked by your target and write down your responses. Preparation is the most important step in this exercise.

12. Attend your appointment - Try to get there just a little earlier than the time specified and take a note pad with you. Look around, make notes. If the receptionist and/or secretary with whom you have been liaising is in the waiting area, don't be afraid to ask questions about the company. Ask how long he's/she's been there and glean all the general information you can from her, including names and positions of those who work with your potential client. People love to talk about themselves and their job. Be aware that she is "at work". If she's good at her job, she will not welcome interruptions of a frivolous nature. Stick to business content.

13. The meeting - When you and your potential client are finally together, be specific about your reasons for being there, and thank him/her for putting the time aside to meet with you. Make notes and ask for clarification of anything you're unsure about.

14. Follow up - Write a note of thanks for the time given to you and include all information for which you were asked. Additionally, outline any agreements made during your meeting. Be specific. Ask your potential client to confirm your agreement in writing. You could design your own simple form containing
this information. Have a place for your client's signature and beside it, the name printed, so that you know who has signed.

Now it's up to you to convert your potential client. Remember, a client is only a client if he/she becomes a regular user of your services or products.

Lynne Bullen is a successful businesswoman whose talents include Public Relations; Editorial and Commercial Copywriting; Design and Facilitation of Seminars, Forums and Workshops, and helping small business to grow and prosper.Lynne Bullen Strategies was registered and commenced business in 1991 to offer VA services to the small business owner. She is also the Founder of Associated Secretarial ...the perfect solution. Lynne is happy to share her knowledge to help others achieve their goals. lynne@associatedsecretial.com.au

3. Resources

http://www.smallbizclinic.com This Aussie site has timely and relevant information for the small business operator

http://www.splash.net.au/salesmastery.html An Aussie site - visit this page: http://www.splash.net.au/7Factors.html

http://www.justsell.com This site originates from the USA. Very informative, lots of tips and tricks.

http://www.saleslogix.com/home/default.php3 Also from the US. If you operate a business with a number of sales staff, here's where you'll find Customer Relations Management information. It will help you keep on track. Check out the free demonstrations.

http://www.howtosell.com If you're selling to senior management, then the resources on this site are very good.

4. Article: Being Significant In A Changing Business World

As we enter the new Millennium your challenge and mine will be not just to survive in business or even to succeed in business but to have great significance in our competitive market place we compete in every day. This is our challenge!!!

In the past 5 - 10 years in business we have experienced major ongoing changes that have become more often, more encompassing and more difficult to keep up with of late. Let me share with you the 3 WHAT'S OF CHANGE.

1. What Has Changed In Our Market Place

Apart from flatter structures, fewer people, the introduction of multi-skilling, the process of engineering and decentralising or centralising, depending on what phase your organisation is going through - nothing has changed much really.

But seriously now, have you noticed that there are more astute and demanding customers and clients in your market place. That have far greater choices where to spend their dollar. That consumers are more aware of difference between good service and great service - and they want great service now - I mean right
now!!!

Also speed is a unique leverage point in today's market place. Australia's are a unique breed of customer because we want fast efficient service delivered in a personal, caring way - with a smile and good cheer. The Japanese want a service process with little or no personality attached to it. The America's want service that has personality plus attached to it, in actual fact the more personable and different, the better.

As Australians, it's simple. We want both - right now!!! I think this comes from the unique cultural influence Asia and America has had upon our land.

2. What Still Has To Change In Our Businesses

For us to compete in the ever shrinking globe village we call the world. We need to embrace a philosophy of service so that it will start to impact our culture and the people that make up our culture.

Isn't it funny or sad when you think about it long and hard. That every organsiation wants their people to give great customer service, work together better in a team environment. As well know how to sell and why we sell products and how to have a positive and confident attitude and yet we don't teach any of this at school or university. But that's what every organisation wants from their people.

So what needs to change - the quality of service we give to our customers, the development of highly focused well directed teams and we need to go from product floggers to service partners in our customers eyes and hearts.

One of our greatest changes that we will have to face will be - Gaining Greater Loyalty from Customers. This will need you to be in frequent contact with them, constantly adding value to your business relationship through special offers, customer recognition programs and by always differentiating yourself in your market place.

3. What Do You Need To Change To Be Equipped For The Future

You and I need to make the transition from the Manager to the Leader and start to develop Leaders around us and fast!!! What do I mean by a leader. Well you need to get in there and lead by example firstly. You then need to identify people who would make great leaders in your organisation and then specifically go out
of your way and develop a plan to equip them for tomorrow's market place.

Your people need a Coach, a Cheer Leader and a Mentor in their corner not someone who scores cheap points off of in field of corporate politics. If your not sure where to start. Start with goal setting session - did you know that only 5% of your work force has any clear direction. Then do a skill audit that relates to both personal qualities and technical knowledge. After that map out a 12 month personal and professional development plan for them to see if they will rise to the challenge.

Developing people from within your organisation is cheaper in the long run, you get greater loyalty and you don't buy an unknown person with unknown problems. Before you ask the question - What if they keep on leaving us when we skill these people up to be leaders? If this happens on a fairly regular basis then look at your culture and take a long hard look at yourself - maybe you're the problem not the solution.

We sure are entering some interesting times because we have just come from some interesting times. A time when instant coffee made in a microwave is too slow. If you want to know if you and your organisation is equipped for the future, just call me and I would only be too happy to conduct a LEADERSHIP AUDIT so that you know the pulse of your future business.

Keith Abraham CSP is a Brisbane-based professional conference speaker on Creating Loyal Profitable Customers, Customer Service, Strategic Selling, and Designing Your Life. He is the author of Creating Loyal Profitable Customers! and recipient of the Nevin Award which is the highest award given to any speaker by the National Speakers Association Australia.
mailto:keith@keithabraham.com.au 61-7-3848 5646,
http://www.keithabraham.com.au

5. Article: It's Not the Product, It's You!

"Sacred cows make the best hamburger..." Mark Twain

A few weeks ago I called about a dozen sales leaders and asked," What is the biggest challenge facing your team today". All but two said competition. Too many people in the market and they are all offering low prices. The other two both said it was time management. Which approach is more likely to improve their
business result? Many of the sales people I work with say they wish for lower prices and better products or services. If only the technical people would get going and give them that "new and improved" product with a real advantage. Or maybe it is time to move their production offshore so they can reduce costs and offer their clients a cheaper price.

Do your sales people sometimes wish for these things? Do you?

==> Normal People

We sometimes wish for the simple answers. The magic bullets that will turn our results around overnight. Who among us hasn't wished for the big lotto win that will make our problems go away. But when we are asked, most of us understand that these big wins don't always lead to happiness. Or in the long run, any
change for the better at all.

So is a superior product or lower price the guarantee to success in today's market? I don't think so.

We can all list the superior products that failed to secure their place in the market. Which video system was technically superior, VHS or Beta? Know anyone with a Beta? Which computer was simple to learn, easier to use and more reliable, the IBM PC or the Apple Mac?

Now it takes a very loyal user to buy Apple, knowing that you won't be compatible with most of your clients.

"Build a better mousetrap and the world will beat a path to your door". Remember that one?

Back in the 80's, I even saw that better mousetrap. I was in the packaging business and a bright fellow worked out a way to use a piece of cardboard and a rubber band to make a neat, clean, disposable, and cheap mousetrap. He was going to buy millions of them. But we never saw the second order.

Every year thousands of new products are introduced. All with supposed advantages that will make them sure successes. And most fail. While thousands of companies making me-too products, with no apparent advantages over their competitors, still make a good living.

==> Wishes

So when I hear someone else wishing for these magic bullets again, I remember an old quotation that reminds me what to do.

Drawing on my fine command of language, I said nothing.

I just let them daydream for a while about how wonderful it would be if this, or that. We all enjoy dreaming sometimes. And it is still educational to listen. If you are feeling brave and have the time, it is useful to ask about their problems. Specifically, what is holding you back?

Sometimes I lie awake at night, and I ask, "Where have I gone wrong?" Then a voice says to me, "This is going to take more than one night." Charlie Brown

==>What to Do

But after listening to their tough problems in the marketplace I ask, "What are you going to do?" If there is a shortage of ideas, this question can be rephrased as "What would the best salesperson in the world do in this situation?"

Most of us have some tasks that we do really well. We enjoy doing them. And we will gladly make time to do them. But when there are other important jobs that we don't enjoy, sometimes we complain we don't have the time.

When was the last time you said, "I just don't have the time"?

Was it about time? Or just an excuse to avoid doing something you don't enjoy. If you spend enough time thinking about something you don't like, you can create a real problem for yourself

If you have to eat a frog, you shouldn't look at it too long. If there are several, eat the biggest first.

It is not an accident that many salespeople do their prospecting first thing in the morning. Done regularly it just becomes part of the routine. And when you convert something you don't enjoy into a routine, you avoid the worst part, thinking about it.

So which would produce the better result'? Improving the product or organizing your efforts?

"Winners have simply formed the habit of doing things losers don't like to do." Albert Gray

Mike Schoettler Sales Sense Pty Ltd PO Box 501 Brighton Le Sands NSW 2216 AUSTRALIA tel: (02) 9529 7051 fax: (02) 9529 7525 mailto:mike@salessense.com.au http://www.salessense.com.au

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From the Eagle's Nest: Copyright © 2003 Lynne Bullen and Associated Secretarial (articles by other individuals copyrighted as indicated). Prior to using Lynne's articles please e-mail her at lynne@associatedsecretarial.com.au - she will provide her bio and a URL link. Thank you.

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