NZ Sales Manager Issue 67

DECEMBER 2012 Issue 67

NZSALES

Selecting a Sales Trainer Telemarketing for B2B Selling Alligator or Gladiator?

Under the Christmas Tree NZ’s e-mag for sales leaders

CONTENTS 6

THIS WEEK'S MUST READ Selecting a Sales Trainer Seven questions they must answer

10

Telemarketing for B2B Selling 10 top tips

14

BOOK REVIEW How to close a deal like Warren Buffet

14

Quick Fix It’s not what you sell, it’s how you sell.

16

TWO MINUTE TOP-UP ALLIGATOR OR GLADIATOR What makes successful salespeople

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UNDER THE CHRISTMAS TREE

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THE CLOSE

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ABOUT / Short and sharp, New Zealand Sales Manager is a free e-magazine delivering thought provoking and enlightening articles, and industry news and information to forward-

FROM THE EDITOR

T

thinking sales managers, business owners and sales professionals.

EDITOR / Paul Newsom ART DIRECTOR / Jodi Olsson GROUP EDITOR / Trudi Caffell

CongraTUlaTionS

CONTENT ENQUIRIES /

his is our last issue for the year. We are off to refresh and recharge, reflect on 2012 and plan for 2013.

us know what you want to

year. Please continue to let

Paul

Phone Paul on 04 586 4733 or email pauln@nzsalesmanager.co.nz

see in the magazine.

Congratulations to paul Steer of Unilever We’ll be back in February, so

ADVERTISING ENQUIRIES /

winner of the exclusive 12 month SalesStarPhone Richard on 09 551 0607 or email from us all at NZSM, we wish richardl@espiremedia.com management programme, valued at $12,000! you a safe and Merry Christmas Thanks for all your and a Happy Year.

Developing today’s SalesNew managers into ADDRESS / NZ Sales Manager, C/- Espire comments, encouragement Media, PO Box 99758, Newmarket, tomorrow’s leaders. and feedback during the sales Auckland 1151, NZ Happy Selling WEBSITE / nzsalesmanager.co.nz

ISSN 2230-4762

NZ Sales Manager would like to acknowledge the support of our major partners

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MUST READ

Selecting a Sales Trainer Seven questions they must answer

By Conrad Elnes

I

f sales training is such a good idea, why isn’t everyone training their salespeople

regularly? Twenty years of working closely with corporate CEOs, Vice

>>7 FREQUENT CONCERNS>>

Presidents and Directors of Sales, Sales Managers and Corporate Training Directors

1. “How can we be assured of a guaranteed return on investment from our sales training?”

have illuminated some strongly

2. “How much are your training fees?

felt concerns that can discourage companies from investing money

3. “Upon what basis was the programme developed?”

to obtain outsourced training.

4. “How will you customise the programme for my staff?”

The following is a list of the

5. “How will the programme be delivered?”

most frequent concerns. To help

6. “What kinds of training should I provide?”

ensure that you make a safe and rewarding training investment when you outsource, I’ll provide a synopsis of each concern listed and a recommendation. www.nzsalesmanager.co.nz / 6

7. “How do I bring my new hires up to speed with the initial group you train?”

MUST READ

A successful programme will provide a big pay off for your sales people, for your career and for your company. Due diligence is your assurance of making a great trainer selection. Since success is so essential, you will be well rewarded when you invest time to ask these questions of a potential provider and insist on a satisfactory answer to each.

1

. “How can we be assured of a guaranteed ROI from our sales training?”

With nearly all companies making strong efforts to reduce costs, funding requests are increasingly being subjected to hard-nosed value justification. Chief Financial Officers require more than verbal assurances, anecdotal success stories and testimonials submitted by trainers. How can you best value justify your training request? >>Recommendation: Many factors, outside their control, make it difficult for most trainers to offer a guaranteed ROI in advance of their programmes. The risk is all yours. Among the basic requirements to receive a guarantee are these: a minimum of 12 or more salespeople (no maximum), a significant growth opportunity to increase sales, a willingness to provide an extended programme rather than a “dose” of training and a proactive rather than reactive sales process. If your company meets these requirements, we will make an analysis of your situation and inform you whether or not you can qualify for a guaranteed ROI of up to 100% on your training investment within 12 months.

2

. “How much are your training fees?

It is risky to rely on the slogan “You get what you pay for.”

Fees for intangible services such as training are extremely hard to evaluate. Considering the variety of fees, experience levels and delivery methods, how can you determine what represents appropriate value? >>Recommendation: Experienced trainers’ fees may vary from a low of $2,000 per day to as high as you can imagine for “celebrity” presenters.

How many hours are required to reach your goals? Additional factors that may affect costs are delivery method, workbooks, training reinforcement, follow-on instructions for managers and travel expenses. It’s important to learn if the fee is contingent on the purchase of the trainer’s “back-of-theroom” products such as books and videos.

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MUST READ

3

“Upon what basis was the programme developed?”

Many programmes are product knowledge driven, or developed to leverage the trainer’s or sales manager’s past experience. The results often disappoint because sales practices must change rapidly in response to the economy and customer demands. Another factor that causes disappointment is transferability of successful skills from one person to another. What is a strong basis for effective training? >>Recommendation: The amount of valid research that has been performed to identify the personal attributes used by world class salespeople to achieve such remarkable success is staggering. It’s highly likely that a successful programme will be based on study results more than the trainer’s personal selling style and theories. The following success attributes have been validated, and training can help your salespeople begin to acquire them right now.

•

A partnering approach with customers. (Stress trust, knowledge of the customer and long term relationships based on mutual benefit.)

•

Driven by a compelling personal mission. (Motivation through achieving passionately felt goals.)

•

A listening/probing selling style. (Assures a deep understanding of buyer needs.)

•

Versatility of selling behaviours. (Adapting sales behaviour to buyer comfort zones.)

•

A higher level of thought applied in their sales process. (More focus on strategies and solutions than on features and benefits.)

4

“How will you customise the programme for my staff?”

Nothing kills the spirit of participants faster than being subjected to generic training. Even before the presenter is introduced, participants will have developed strong opinions about the programme. Also, a comprehensive training programme establishes a uniform selling process to which everyone can be held accountable. What customisation options should you expect? >>Recommendation: Since a value justified programme will help you establish a comprehensive selling model, several steps may be involved in customising training for your staff. For example: •

Pre-training interviews with managers will help establish objectives and the degree of customisation desired.

•

Joint calls and interviews with key members of your sales team and a written report of diagnosed needs should be delivered to management.

•

Post-training management support must be provided to help assure success.

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5

“How will the programme be delivered?”

Receiving a results payoff from attending seminars that include dozens or hundreds of attendees is a rare occurrence. Unless a few hours of entertainment for the “troops” is your desire, consider this: How can you provide an effective programme? >>Recommendation: Those who demand measurable behaviour improvements and revenue increases from their training, deliver it to groups ranging in size from 6 – 18 participants. This size allows for maximum learning through interactivity such as discussions and role plays.

Lecturing should be minimised, and class preparation via workbooks or e-learning is often required. Classes limited to 2 – 4 hours in duration are very effective when logistically and economically feasible. Several forms of video can be utilised to help deliver and reinforce the training.

MUST READ

6

“What kinds of training should I provide?”

Many people think of tactical (face-to-face) skills and product knowledge when they consider sales training. Although both are foundational, they are far from a complete answer. So, what else do your salespeople need to satisfy customer demands? >>Recommendation: Tactical skills and product knowledge alone rarely achieve desired goals for those who sell complex, high-value products and services to large customers. Prospecting skills must be considered, but even more essential are advanced listening skills, major account selling strategies and a strong competence in Social Intelligence - the most sophisticated psychological aspect of sales interactions. Trainers who offer both width and depth in their curriculum give you a definite advantage.

7

“How do I bring my new hires up to speed with the initial group you train?”

It is unwise to hold new hires accountable for implementing the sales process you invested money to develop unless they are able to participate in a similar programme.

One payoff from training is a uniform and successful process that you and your team support to increase sales. How do you assure that will happen? >>Recommendation: Since your new, unified selling process will be an essential benefit, new hires will dilute your results unless they are brought up to speed quickly. A trainer must offer his/her clients periodic programmes at convenient locations and dates to provide an economical way to train new hires and avoid dilution of your process.

Conrad Elnes is the author of Web-Based sales training entitled, “Sales Competencies For The 21st Century.” To find our more visit www.salesinstitute.biz

  Generating consistent and qualified appointments can be a mundane and time consuming process...

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9 / www.nzsalesmanager.co.nz

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Telemarketing for B2B Selling 10 top tips

By Ambrose Blowfield

T

elemarketing is a form

this negative feeling and the fear

of direct marketing.

of rejection which leads many

Unfortunately, it is true to

business owners and sales reps

say that the word ‘telemarketing’ does seem to conjure up heartfelt resentment among many people,

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to avoid telemarketing entirely.

However, given how measurable

because of the seemingly pestering

and affordable it is as a marketing

calls they may have experienced

strategy, it is ideal for businesses of

at home. It is a combination of

all sizes: small, medium and large.

Telemarketing simply means

telecommunications, etc) still

direct mail (e.g. an offer, a flyer

‘promoting your business by

use it in this way, although this

or brochure) can increase up to

phone’. There are four forms of

is seldom appreciated by the

tenfold simply by making a follow-

telemarketing: outbound calls,

recipient of the calls!

up call to the prospective client? In

lead generation, direct sales, and

Negative connotations aside,

most cases, telemarketing should

inbound calls. Telemarketing used

however, telemarketing works well

focus on the relationship you wish

to be predominantly focused

for most businesses. Did you know

to establish and upon the person

on direct sales (telesales) and

that the success rate of sending

to whom you are speaking, rather

some businesses (satellite TV,

to a prospective client an item of

than the product/service on offer.

HERE ARE TEN TIPS TO IMPROVE YOUR B2B TELEMARKETING. 1. Be clear about your objectives: if all you are aiming to do is to set up a meeting, you don’t have to sell everything on the call - you simply have to ‘sell’ the idea of having a meeting.

2. Always clearly state where you’re calling from and the purpose of the call.

3. Always work from a prompt/script. This needn’t be read word for word (except perhaps for the first line, in order to help you start confidently), but used as a guide to ensure that all the key points are covered.

4. Concentrate on the benefits: always focus on ‘what’s in it for them’ (e.g. it may ‘save them time’ to meet face-to-face).

5. Don’t forget that telemarketing is also a great tool for helping to retain existing clients. It’s much cheaper to retain clients than to bring on new ones. Four calls per year is a cheap and effective way to retain clients.

6. Be persistent. The secret for a lot of marketing strategies is to keep going. It’s often better to

contact a hundred people five times each than to contact five hundred just once.

7. Set yourself goals/targets. Review your success afterwards and identify areas of improvement.

8. Don’t forget the competition: if you don’t call a prospective client or existing client, your competition may do so and will, therefore, win the business.

9. When booking appointments by phone, always leave your contact details in case they cannot make the meeting. There’s nothing more frustrating than arriving at a meeting only to find the client absent.

10. If you ask the client to get back to you, always give yourself permission to call back yourself.

For example, at the end of the call, sum up your conversation and keep the right to call back: “Great. You’ll call me back next week to book a time to start work and if I don’t hear from you, I’ll give you a call at the end of next week.”

Ambrose Blowfield is passionate about helping businesses of all shapes and sizes increase their sales and business success. To find out more visit www.themarketingcompany.co.nz

11 / www.nzsalesmanager.co.nz

BOOK REVIEW

How to close a deal like Warren Buffet

Authors: Publisher: Price:

H

Tom Searcy & Henry DeVries McGraw Hill Professional $27.32 from fishpond.co.nz

ow to Close A Deal

Highly successful dealmakers

Like Warren Buffett

themselves, Tom Searcy and Henry

– Lessons from the

World’s Greatest Dealmaker” -- is a must read for anyone in selling,

his own time.

DeVries, have been studying

They round it all out with

Buffett’s unique approach for

an abundance of their own

many years. Now they reveal the deal-making secrets of the Oracle

experience – approaches that,

business development or who

of Omaha including 101 top deal-

added up, have generated billions

leads a business.

making maxims from a legend in

of dollars in new sales.■

www.nzsalesmanager.co.nz / 12

13 / www.nzsalesmanager.co.nz

QUICK FIX

QUICK FIX

It’s not what you sell, it’s how you sell.

Getting back into it

H

eading into the holiday season it is easy to slowly wind down, tidy up a few loose ends and leave your desk and diary clear ready to ‘get back into it’ in the New Year.

How long does it take you to ‘get back into it?’ A week or two of unproductive time?

One sure way you can ensure a fast start to the year is to book appointments for January before you break for Christmas. Many of your clients will be back at work early in January and when making the appointment call, you may just discover a last minute opportunity to close out the year. If nothing, you will be sure to have a head start on your competition, while they are ‘getting back into it’. ■

     

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2 Minute top-up

ALLIGATOR OR GLADIATOR? What makes successful salespeople

By Charles Donoghue

W

hat is it that differentiates the top Sales Professionals from all the others?

A disproportionate amount of salespeople function like alligators with small ears, small eyes and large mouths. They rely only on their animal instinct and fail to utilise the power of the mind, or what we refer to as ‘right thinking.’ This involves the most powerful internal leverage resource available to you – the programmed mind. In addition to excelling in your sales role, doing your research and building a strong business foundation, the most important function is to programme your brain to win. www.nzsalesmanager.co.nz / 16

Here are the six major factors that highly successful sales professionals programme into their mind and what they live by:

are positive and so give you hope, something to live for and something that will carry you through the times to come.

1. Strong Expectations

2. Trust

Professional salespeople never carry doubt baggage with them for they are certain in their belief that their destiny lies in their own hands and mind. You need to believe that your goals and aspirations are yours alone and not someone else’s. So why seek other people’s opinions.

Having faith means a belief that what you aspire to will happen, that the expectations you hold about yourself for the future

Never allow self-doubts or the negative opinions of others dissuade you from the goals you have set or to think that you will not make it. Have confidence that is trust in yourself and your ability to complete the journey. That you are the right person and that you can do whatever it is you are faced with. It is the realisation that you can do anything by bringing out your hidden and yet untried abilities and developing them to

2 Minute top-up

the fullest and that what you are doing will be accomplished.

3. Courage Tell yourself that you are able for the journey and that you will make it and that it will happen. Face challenges with the conviction that you will meet them head on and not waiver.

Courage is a deep-seated ability you have and it awaits your call.

4. Commitment When you are well down the road and feeling perhaps a little weary

or ever so slightly disillusioned just remember why you started out on the journey in the first place.

What was your purpose and stay focused on that. Has that purpose changed? …. No? Then carry on.

Have for your motto – “I will not quit” – to hell with fear!

5. Discipline Discipline means taking control.

Simply decide who is in control when you waiver and have excuses to ease up or even quit. Discipline requires you to take control of your mind i.e. being careful what you tell yourself and what

outside information you permit to enter. Control of the body means keeping your emotions under control and using the power of your mind.

6. Passion Is the vital ingredient in the equation. Passion is what gives meaning to what you are undertaking and gives you that purpose. You need to be excited about what it is that you are undertaking.

Professional salespeople never carry doubt baggage with them for they are certain in their belief that their destiny lies in their own hands and mind.

I had been brought up to believe

working hard. Hard work is not

‘Right Thinking’ is the answer.

that the secret of success is hard

the real secret even though in

There are many other ingredients

work. Yet over the years I have

most cases it is an ingredient.

that form best practices for Sales

seen so many salespeople work

The secret is not in what

Professionals but focus on these

hard without succeeding and so

successful salespeople do so

six principles and you will see the

many others succeed without

much as what makes them do it.

results follow. ■

Charles Donoghue is a performance psychology coach and author of several books and the weekly “Inspiration Road” newsletter. To find out more visit www.charlesdonoghue.com

17 / www.nzsalesmanager.co.nz

UNDER THE CHRISTMAS TREE

Focus on the buyer Whether you are selling to B2B or B2C buyers, you need to watch this video. A cross-section of industry experts, academics, authors and researchers have uncovered the radical changes in buyer behaviour.

In the few minutes you spend watching this video, you will gain knowledge to make a difference in the future success of your sales and marketing efforts.

There is no login required to view and no sales pitch, this is simply an informative video created and shared by Huthwaite.

The Pocket Book of Men’s Wisdom (Vol 2) ebook Complied by the delightful Hannah Samuel, the Pocket Book of Men’s Wisdom, Volume 2, is now in print. Compiled in support of New Zealand mentoring programme Big Buddy, it features original sayings from everyday men wishing to inspire and encourage other men, and especially young men.

Each saying is complemented by stunning, original photography provided by Barney Brewster.

Click the links to download from Dropbox (12 MB) or view it online at Issuu.com. And feel free to send it on to others you feel may enjoy it. Enjoy! ■

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THE CLOSE

“My idea of Christmas, whether

old-fashioned or modern, is very simple: loving others. Come to think of it, why do we have to wait for Christmas to do that?”

- Bob Hope

Have you subscribed to NZ Sales Manager? It’s free!

Simply visit www.nzsalesmanager.co.nz to get a copy of NZ Sales Manager delivered straight to your inbox monthly!

19 / www.nzsalesmanager.co.nz