Roy's Blog: January 2013

January 28, 2013

How never to be a great salesperson

The role of Sales has been grossly distorted.

The Used Car Salesman. The person that pounces on you when you enter a store. The flogger who pushes a product at you regardless of whether it is a good fit for you or not. The pressure man who beats you into submission and you are “forced” to buy just to avoid further torment.

Is this what sales should be doing?

Not from where I’m sitting.

The redemption of sales can only be achieved by obliterating sales as we now know it and replacing it by sometime that customers value.

We should redefine the function as Un-Sales and describe it as the folks that DON’T sell.

Hard sell

Here are 6 rules of Un-Sales.

1 Have a conversation with the customer to learn something about them that might be useful in satisfying what they want.

2. By asking questions and listening, try and discover a SECRET about them, the stuff no one else knows.

3. Take notes of what you learn. No act shows that you care about what they say than note-taking.

4. Adopt an active SERVING role. Let them control you. Find ways to make them feel good about your relationship. If they look forward to seeing you, you’re on the right track.

5. Follow up regularly with them to make sure all is good. This is probably the biggest failure of the flogger. No follow up communicates that you don’t care. Stay away from this trap.

6. Be a passionate advocate for them inside your company. There is nothing worse for a customer than having to battle your bureaucracy when they need something. Be there for them. Wage battle for them. Take the hits for them.
And learn what it’s like doing business with your company. Maybe you can help improve it.

Cheers,
Roy

Check out my BE DiFFERENT or be dead Book Series

  • Posted 1.28.13 at 10:22 am by Roy Osing
  • Permalink

January 14, 2013

What happens when you know a person’s hidden secrets?

Customer “secrets” are the power of the standout organization.

A secret is a strand of your customer’s DNA that defines their uniqueness; a characteristic that makes them special. It could be about family.
About their names. About where they go to school. About vacations. About where they live. About what they like. About what they dislike. About how they spend their spare time. About where they vacation.
About their wants and desires.

The point is, a secret is a hidden piece of information on a person that is critical in engaging them in a business relationship.

Secrets are critical for two reasons:

1. They fuel the marketing process. If you know an individual’s secrets, you are in a great position to create value for them — value that others will be unable to provide without the information.

2. Secrets power the service recovery process — what you have to do to turn a service blunder into a loyalty building event.
This is the recovery formula: Fix the problem + do something the customer would not expect..
And to do the unexpected — to surprise someone — you have to know a secret about them. Something they would be surprised to learn that you have taken the time to discover about them.

It is extremely important to build a repository of the secrets you discover about a person, otherwise you could easily forget them.

Secrets

As a way of getting started, create a secrets manual on your high value customers.

Make notes about what you learn about them. And, make sure that others in your organization are aware of what you have learned.

Have fun with the idea. How about a secret agent award to honor the person who discovers the coolest secrets every month?

Or an annual recognition award of someone who excels at continually maintaining and sharing their secrets manual?

Do whatever it takes to instill secret gathering as a core competency in your organization.

It will definitely separate you from your competition.

Cheers,
Roy

Check out my BE DiFFERENT or be dead Book Series

  • Posted 1.14.13 at 10:26 am by Roy Osing
  • Permalink

January 12, 2013

This is what happens when you’re not relevant

“We are the ONLY ones that .... “ is the claim that will distinguish your organization from everyone else.

It’s not about being better, best, number 1, leading or the top at anything.

It’s about being the ONLY one that does what you do>.

But your ONLY must be relevant (it must address something people CARE about) AND it must be true (you must deliver it consistently, all day, every day)

A local radio station in Vancouver proudly states the following as their ONLY statement.

“CKWX is the ONLY radio station offering traffic and weather every 10 minutes on the 1’s.”

Interpretation: every 10 minutes they update their listeners on local traffic and weather conditions, and they claim that they are the only station that does it.

Relevant only

Lets test it. Is it true? Yes it is. They deliver updates every 10 minutes as they claim.

Is it relevant? This is where I have an issue. Another radio station in the area provides continuous traffic and weather information. AM730 only provides traffic and weather. They do nothing else.

Why claim uniqueness on something that is clearly inferior to what someone else does?

People who care about getting traffic updates, for example, WHEN they need it wouldn’t value waiting every 10 minutes to get it on CKWX when they can tune in to AM730 and get it instantly.

Make sure your ONLY talks to a capability that you have, a product or service you deliver that really matters to people. Getting a traffic update every 10 minutes when I can get updates all the time clearly is inferior and lacks the relevance criteria of being a good ONLY.

Cheers,
Roy

Check out my BE DiFFERENT or be dead Book Series

  • Posted 1.12.13 at 10:32 am by Roy Osing
  • Permalink

January 7, 2013

5 simple ways to make your organization special

Organizations are challenged to define what makes them special in the marketplace; to provide a compelling reason why people should buy from them and only them.

Here are 5 ways you can find your way to uniqueness that your customers will honour.

1. Declare and live the screaming imperative to stand-out NOT fit-in. Common, copycat, follower organizations are invisible to consumers and are ignored. They are dying or dead.

2. Success starts and ends with your fans. The people who CARE about what you do, talk to others about you and are forever loyal to you. Never forsake them.
Always give THEM the best deals. Don’t insult them by offering only non-customers special incentives to switch to you from their current supplier.
Trust that if you invest your resources in them, THEY will spend more with you and enable your organization to grow.

image

3. Create VALUE, don’t flog products. Seek to inspire your fans. Do whatever you can to leave ‘em feeling breathless, happy, honored, amazed, surprised and delighted.
It’s NOT about your product and the gee-wiz things it can do. It’s about the FEELINGS it arouses when it is consumed in your organizational context. PS. if you think you can survive in the long run by offering low prices, you’re so wrong!

4. Be RELEVANT to your customers. Know what their burning issues are. Play to them. If the value you offer doesn’t address their top wants and desires, who will care about you? Right. No one.

5. Be UNIQUE. BE the ONLY one that does what you do. Create the ONLY Statement for your organization.

“We are The ONLY ones that….” is the only meaningful ultimate expression of distinctiveness.


Cheers,
Roy
Check out my BE DiFFERENT or be dead Book Series

  • Posted 1.7.13 at 09:06 am by Roy Osing
  • Permalink