Your Words - Are They Made To Stick? by Jim Meisenheimer

Do your words have sticking power?

I've always believed that the principle tool salespeople rely on to sell their products and services is words.



Chip and Dan Heath wrote an incredible book in 2007 titled, "Made To Stick."

I really enjoyed reading this book. So much so, that I have eight typed pages of notes.

Yesterday, I was reviewing these notes and they gave me some ideas for this week's newsletter.

But first a few examples of words that stick.

Last week Bernadette, my wife, and I stopped at Staples for a few supplies. We were greeted at the door by one of their salespeople who was handing out FREE PC tune-up coupons.

As he handed us a coupon he said, "It's an energy drink for your computer."

His words had sticking power. He used seven words to describe Staples free tune-up.

Here's another example I remember. I remember it, because I can't forget it - the words have sticking power.

About six years ago I was doing a one-day sales training program in Phoenix. I completed the room service order form for a continental breakfast and asked that it be delivered at 6:30 AM.

At 6:25 AM my phone rings. I answer and say, "Hello."

The caller then says, "Room service - I'm ready if you are!" It must be something magical about using seven words if you want something to stick.

As a professional speaker and sales trainer I've stayed at more than 1400 hotels during the last 21.5 years. I always order a room service breakfast.

During these 21.5 years no one else has ever announced my room service with such distinction and clarity, "Room service - I'm ready if you are!"

Back to the book – “Made To Stick."

Here's a list of some of the ideas I took away from the Heath Brother’s book – “Made To Stick.”

Think about this. Are your ideas born interesting or made interesting?

Why do some ideas succeed while others fail?

Simplicity - to strip an idea down to its core, we must be masters of exclusion. Why use 15 words when seven words will work and stick.

The more we reduce the amount of information in an idea, the stickier it will be.

Our messages have to be compact, because we can learn and remember only so much information at once.

An old advertising maxim says you got to spell out the benefit of the benefit. In other words, people don't buy quarter inch drill bits. They buy quarter inch holes so they can hang their children's pictures.

And one more for the road. One of the worst things about knowing a lot, or having access to a lot of information, is that we’re attempted to share it all.

When you're calling someone for an appointment, what are you saying that creates intentional stickiness?

Before a sales call, have you ever thought about what you want your sales prospect or customer to remember? What will you say, during your sales call, that's made to stick?

You've heard that less is more. Which is more likely to stick, less or more?

If you want to be remembered by your sales prospects and customers do something that's memorable and say something that sticks.

Wrap your sales presentations in Velcro if you want your ideas and benefits to stick.

Why be ordinary, when with a little extra effort, you can be extraordinary?

Skip the sales babble, say something that’s made to stick.

You can go here to learn more about this incredible book.

About
The Author:

Make sure you check out Jim's Sales Trailblazer program: http://salestrailblazer.com

Jim is a
Sales Strategist and is the creator of No-Brainer Selling Skills.
He shows salespeople and entrepreneurs how to increase sales,
earn more money, have more fun, and how to do it all in less
time. His focus is on practical ideas that get immediate results.
He offers Advanced Sales Management Workshops, Sales Coaching,
Consulting, In-house Sales Training Programs, and a wide variety
of Learning Tools i.e. books, special reports, sales manuals,
and CDs.Jim Meisenheimer
is a member of The National Speakers Association, where he earned
the C.S.P. designation, Certified Speaking Professional. He
has authored five books including, "The 12 Best Questions
To Ask Customers," and the recently published “57
Ways To Take Control Of Your Time And Your Life”.

Websites: http://www.startsellingmore.com/

http://www.meisenheimer.com/

 

How to Leave a Killer Voice Mail Message (and get your calls returned) by Jim Domanski

Are you getting a decent response when you leave a voice mail with a prospect or are you like the vast majority of tele-prospectors whose messages go unanswered?

Well over 70% of B-to-B calls encounter voice mail so it is imperative that you have a voice mail message that works for you and increases your odds of getting a call back.

Developing a 'killer' voice mail message that gets the attention of the prospect and gets your call returned doesn't have to be a major challenge provided you use this simple template.

The "Only You" Killer Voice Mail Template

First things first, a voice mail message should only be used after you have made several attempts at a live contact with the prospect. Your best bet for success is always a live opportunity. The key point is this: don't get lulled into believing that all you have to do is leave voice mail messages all day and your phone will start ringing off the hook. Even though this is a killer voice mail message, it comes as a last resort.

Example #1 (to a high tech director):

"Hi Brian, sorry I missed you.  This is Katrina LaCorte calling from ABC Company.

Brian, I have a question that I understand only you can answer regarding your server capacities.

Could you please give me a call at _________'

Example #2 (to an engineer or an architect):

"Kim, sorry I missed you. This is Dave Potts calling from Red Laser.

Kim, I have a question that I understand only you can answer regarding the status of  your continuing education credits.

Could you please give me a call at_________"

Example #3 (to a chiropractor or other healthcare professional)

"Dr. Roy, sorry I missed. This is Sheri Roland calling from ABC Healthcare.

Dr. Roy, I have a question that only you can answer about lower back pain relief.

Could you please give me a call at _________"

Analysis of a Killer Voice Mail Message

Here is precisely why this is a killer voice mail. First, notice that the prospect's name is used twice. This is a deliberate ploy. Using a prospect's name not only personalizes the message but it gets the prospect to focus on the next 10-15 words.  In other words, they actually listen to the message rather than dismiss it out of hand.

Next, is the use of the phrase "sorry I missed you."  This seemingly insignificant mix of words almost inevitably draws further attention to your message. An apology about missing them implies a sense of disappointment and creates a "gee-I-wonder-what-this-is-about" sense of wonder.

Third, notice there is absolutely no sales pitch or lengthy explanation about you, your product or your company. Leaving a pitch is typically a waste of time. Not because your pitch was poor but because it lumps you in with every other person who has left a message that day. Think like your prospect! He or she will hear they have seven messages and will quickly want to separate the important from the irrelevant. The moment they start hearing a pitch is the moment they delete or skip your message to move on to items that matter to them. Your message must be distinctive so it doesn't suffer the fate of deletion.

Here's the thing: the objective of the voice mail is NOT to sell or market your company, product or service. The objective is to create curiosity and get the prospect to RETURN you call.

Fourth, the heart and soul of this killer voice mail message is the phrase "I have a question that I understand only you can answer." Think about it: this phrase subtly (or not so subtly) appeals directly to the ego of the listener. It implies that your prospect is the 'resident expert' or has unique knowledge that is required by you. There is an air of importance and/or exclusivity to the message and hence, it is flattering and hard to resist. Ego is an extremely powerful motivator in getting prospects to take action and this message deliberately seeks to tweak that inner sense of pride.

(Of course, you need to do your homework and make certain the question is applicable. Naturally, when prospects returns your call (and a fair number will), you need to have 'the' question ready to go.)

The last portion of the message is a simple call to action. Ask the prospect to call you back and leave your number.  No fuss, no muss.

How to Make it Work for You

Okay, now it's your turn. Think: what is a vital question that only my prospect can answer. It has to be important and proprietary. Once you have that established you've got it made.

Next, follow the template.  Don't change much. Learn to master the template before editing, changing, and revamping your message.

Finally, practice. Practice. And practice again. So much of this message depends on the tone of your voice. You must be comfortable delivering it so it doesn't sound 'read.' It must flow to be convincing.

Summary

This voice mail message is highly persuasive because it leverages the psychological factor.  It appeals to the ego without pandering.  It creates natural curiosity. It is short, to the point, easy to listen to and easy to understand. It's a killer voice mail message. Use it and see for yourself.

About The Author:

Teleconcepts Consulting works with companies and individuals who struggle to use the telephone more effectively to sell and market their products and services. For more information on consulting services and training programs, articles, and other resources visit  www.teleconceptsconsulting.com   or call 613 591 1998.

Walk Away Power by Tim Connor, CSP

               Words of wisdom for this week.   

“It is said that a man who can hold his tongue can hold anything.”  Emmett Fox

Sooner or later, you will have to walk away from a prospect or a client relationship that is no longer worth your time, energy, corporate resources or willingness to continue investing in the potential of doing business together. What are the characteristics that could contribute to this decision?  Here are a few to think about:

1. The potential for additional business just isn’t there.

2. The time, energy or corporate resources to keep this sale or relationship active are no longer a good investment of your sales time, or your organization’s resources.

3. The prospect/customer continues to try to squeeze more out of you.

4. The relationship is no longer win/win.

5. The competition will do ‘anything’ (things that are not reasonable or ethical) to get the business away from you because they are desperate or unethical. Your client, as a result expects you to match the competition’s offers.  Beware!

6. You have lost control of the sales process.

7. Everything you try just doesn’t get the prospect/customer to respond to you.

8. Your intuition or gut tells you to ‘walk away’ from this one.

9. The prospect’s/client’s only interest is the price and they are not concerned about service, quality, or your ability to help them solve problems or grow their business.

10. They lie to you or misrepresent facts.

11. They delegate the buying process to the bottom of the food chain where no one has the authority to make the buying decision.

12. They take more of your time and energy than the sale/relationship/margins warrant.



There are other reasons, but most will fall into the previous 12.

Here are a few questions to consider:

1. Are you failing to walk away from any business now you feel you should? Why?

2. Are you not walking away from some business for inconsistent reasons? What are they?

3. Do you have a walk-away philosophy or strategy?

4. Do you have a successful sales strategy that you use consistently to keep the sales process alive and well when the prospect or client forces you into a walk away position? 

Keep in mind that selling is about making sales, not walking away from opportunities because you have too quickly made an emotional decision or judgment call based on the wrong reasons. I am not advising giving up too soon, not using creative sales appeals, or terminating the sales process because you may be over your head.  I am, however, suggesting that you have a walk-away philosophy and strategy that you can use as a template when the value of current business or potential business is in question. If you want more information on this critical topic, attend my Sales Boot Camp in Charlotte in September. You’ll learn more in one day about how to sell more than in any other seminar available today.  I guarantee it!

About The Author:

Copyright: 9/2009 Tim Connor, CSP - Connor Resource Group

Tim Connor, CSP World renowned Speaker, Trainer and best selling author of 75 titles, Box 397,  Davidson, N.C. 28036 USA,  704-895-1230 (voice) - 704-895-1231 (fax) - tim@timconnor.com (email) - www.timconnor.com (Website)

Are You Going Too Far on Sales Calls? By Jill Konrath

Call me a prude if you will, but I've had it with sellers who are totally clueless that they're going too far, too fast in their initial meeting with me. The worst thing is, they have no idea how their actions are perceived.



Could you possibly be guilty of this promiscuous behavior? If so, do you have any idea what it's doing to your reputation?



The Fantasy



Let's say I'm your ideal prospect. You call me up, catch me on the phone, deliver a message that piques my curiosity and I agree to meet.



Sounds like the perfect scenario, right? If you're like most sellers, you're probably pretty excited about our upcoming meeting. After all, I'm one hot prospect who's interested in what you've got.



So what happens when we finally get together? Initially you focus on building a relationship with me. You thank me for agreeing to meet. We chitchat for a few minutes about little things. Then you ask me about my company to get me talking about business.



After you've warmed me up, it's time to get serious. Since I agreed to meet, clearly I want to learn about your company and offering, so an overview comes next. You want to make sure I understand all the salient details about your organization, its history and more.



Then it's time for a few questions. Perhaps you start by assessing if I'm a qualified buyer with money in my budget. Or, you might focus on my very specific needs so you can determine the appropriate solution.



Following that, you present information on the products or services you think I'd be most interested in. When I start asking questions, you get more excited. We're connecting, bonding, getting closer to consummating the business relationship.



The Reality



But the truth is, you are dead wrong! You've totally misjudged my interest level and thus, lost the opportunity to do business with me.



Why? You don't understand how I (your prospect) think. You assumed that my interest meant one thing, when it fact it signifies something entirely different.



In SNAP Selling (coming in May), I've structured the whole book around the three primary decisions your prospects make:

• First Decision: Allow Access
  
  When you approach a prospect with an enticing message, they'll agree to meet-perhaps by phone, web conference or in person. They're willing to invest a small bit of time with you. You've moved them from being oblivious about your existence to curious.

• Second Decision: Initiate Change
  
  In the second decision, your prospect evaluates if it's worth it to change from the status quo. They'd prefer not to because it takes a lot of extra time and effort. But, if they can see that all the hassle and pain leads to a better outcome, they'll do it.

• Third Decision: Select Resources
  
  Once your prospect decides that change is worthwhile, then they want to learn about your product or service. Understanding your differentiators becomes important to them. Even the risk of doing business with you is considered. At the end of this decision, they pick the option they determine is best for them.

Understanding the difference between these three decisions is imperative to your sales success. At each stage of the process, your sales behaviors must change if you want to keep advancing your relationship. Failure to get it right means you get dumped.



So Here's the Deal



Over 90% of the people you meet with are in the Second Decision phase. They're trying to determine if they want to change.



But there you are, trying to seduce them with all the cool things about your product, service or solution. That's Third Decision behavior. It's way too much information about your offering much too quickly. And, it's coming at a time when the focus should be on helping your prospect assess the ROI for moving off the status quo



When you prematurely elaborate, you set up a lose/lose situation. Prospects don't want to have anything more to do with you, even if you could have made a difference to their business. From their perspective, you're only concern is making a quick sale. While that wasn't your intent, that is how you're perceived.



Anytime you meet with new prospects, first find out if they've already decided to change. If not, don't talk for more than a few minutes about your offering or company.



Instead say, "While many of our customers have realized significant value from changing, what we really need to do is determine if it makes sense for you." Then, be prepared to ask questions that lead to that outcome.



Don't sabotage your chances of sales success by trying to move too quickly. Slow down. Way down. Ensure your prospect has made the Second Decision, before you jump into Third Decision behaviors - or suffer the consequences. You can't rush a relationship!

About Jill Konrath:

Jill Konrath, author of Selling to Big Companies and SNAP Selling, helps sellers crack into corporate accounts, shorten sales cycles and win big contracts. She is a frequent speaker at annual sales meetings and association events.



For more articles like this, visit http://www.SellingtoBigCompanies.com . Get a free Sales Call Planning Guide ($19.95 value) when you sign up for the Selling to Big Companies e-newsletter.