TABLE OF CONTENTS. appointment. your prospect talking. stalls in the sales process. with you? and you ll never have to replace them

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Have you ever heard of the term ABC in sales? Always Be Closing. It’s a fairly common term in the world of sales. However, if you employ some simple tactics I will share with you in this eBook, you will find that closing sales will become a more natural part of your process rather than something forced. I will teach you that while closing sales is important to becoming a successful sales professional, developing relationships and putting the customer first are key factors that feed your sales funnel. We’ll explore each component of the sales process, providing you with valuable tips and strategies to help you reach your goal of ultimately closing more sales.

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CHAPTER 1 - THE B.U.D. FACTOR

Before moving into the different components of the sales process which are integral to closing more sales, there is a philosophy that I employ in my sales approach that I’d like to share with you. That philosophy is the B.U.D. Factor.

To sell more your products and services, you need to be BETTER, UNIQUE, and DESIRABLE. Let's take a look at each of these words and see how they apply you and your SALES:

BETTER

What does it mean to be better? How can you stand above and beyond your competition, and in turn, win your prospect over? There is one key factor to being better than the next salesperson and that is: Always being prepared

Preparation does not only make your job easier in the sales process and impress your prospect, but it shows a higher level of respect for their time. Prospects appreciate a guided conversation or meeting from a professional salesperson with an informed agenda. When you are making follow up calls, you must be prepared for what kind of conversation you want to have. Be mindful of the prospect’s time and carefully outline what you expect to gain from the conversation. Set expectations with your prospect and let them know what you plan to cover and the amount of time it will take to do it. Customer meeting: Before going into a customer meeting, make sure you do your research on the company and the person you will be meeting with. It does you no good to go in blind. While you are meeting with your prospect to gain information, it is still your responsibility do a bit of homework beforehand. Like the phone call, have a plan for the type of conversation you want to have. Outline your goals for the meeting as well as questions you want answers to.

Even the smoothest meetings will have objections. This is a natural part of the sales process, so you need to expect it. Anticipate the objections you might receive from your prospect and be prepared to answer them accordingly.

Finally, be prepared to demonstrate to your prospect why your product or service is a good fit for them. This is where some of your homework on the company will come in handy. There was probably a reason why this prospect came to you as a target or a referral. Hone in on specific characteristics about their company that fit perfectly with your product or service. Combine this with questions they may have

already answered about their specific operation to suggest the best solution for them.

UNIQUE

Have you ever heard of the term USP? It stands for unique selling proposition. What is it that you do differently from everyone else? How do you stand out from your competitors? Focus in on these unique characteristics and share them with your prospects. Show them how it is advantageous for them to do business with you. Here are a few unique strategies you can employ to stand above your competition:

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 Thank you note: Sending thank you notes is almost a lost art these days but it still makes an indelible impression on a customer. After your next meeting, send a handwritten thank you note to your prospect. It will make a huge impression.

 Send an article of interest: Sending an article of interest takes the relationship with your prospect to another level. It shows that you have been paying attention and have an active interest in their business. This goes above and beyond the call of duty and they appreciate this. It also breaks up the monotony of the sales process, especially if your sales cycle is relatively long.

 Connecting on LinkedIn: Consider connecting with your prospect on LinkedIn prior to a meeting. This allows you to start developing your relationship with them earlier. Also, you may learn more about your prospect through their LinkedIn connections and posts to more adequately prepare you for your meeting.

 Send a meeting agenda: This goes back to being prepared. Sending a meeting agenda to your prospect before a meeting shows that you are serious and professional. They know that you do not intend to waste their time and they, in turn, can be more prepared for their meeting with you.

DESIRABLE

You must show that you are filling a need for the customer. To be desirable, you must also be likeable, so they also have to want to do business with you. How can you demonstrate to your prospect that you are worth the investment?

 You over promise and under deliver. Always set proper expectations for the customer. When you under promise and over deliver, you are savior in the eyes of your new customer.

 Connect with your prospect on a personal level. People do business with people they like, so you have to make an actual effort to connect with your prospect. Get to know them. If you see golf clubs in their office, mention them and have a brief discussion about golf. This shows interest in them beyond the business and helps build a deeper connection.

 Do what you say you’re going to do. Reliability is extremely important in any relationship. Your prospect wants to know that you are good for your word. Show them that you are.

 Sell the customer what THEY want, not what you want them to buy. Listen to the customer and answer their needs and wants; that’s your job. Yes, you can advise when they ask for it, but the decision is theirs to make.

 You help the customer buy, you don’t sell. Customers do not want to be sold. They want to make decisions on their own. When you build trust, they will look to you as a trusted advisor to help guide their decision but never do they want to be sold.

Employ these simple strategies in your sales process, and B.U.D. will help you move forward in your sales goals this year.

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CHAPTER 2 - STAND ABOVE YOUR COMPETITION BY BEING PREPARED

What exactly does it mean to be prepared? It means actually taking the time to do your homework. All customers have hot button. Do you know what they are? Sales people are a hybrid of sorts, employing different strategies and skill sets to meet the unique needs of their customers. One of the primary roles that a sales person plays during the sales process is that of a detective. A detective’s role is to find out hidden or unknown information, according to Merriam Webster. As a sales detective, it is your job to learn as much as possible about your customer, not just before the first meeting, but before the first phone call.

Preparing to approach your customer on the phone

Few sales people enjoy cold calling over the phone, but it is a necessary evil in the sales world. Proper preparation before making these phone calls lead to less awkward situations and accelerated results. When preparing to make a phone call to your prospect, whether the call is cold or warm:

 Know a little bit about the company you are calling. Knowledge is power and when you call with just basic information about the company, what they do, their philosophy and their goals, your chances of getting past the gatekeeper just increased. Researching information that you know is important to your customer allows you to connect with them in a meaningful way and work toward learning more about their challenges and how you can serve them.

 Know your purpose: Why are you calling this company? If you go in with the simple notion of just selling your goods and services, you’ve lost already. The sales process is always about the customer and not about you. Determine the reason you targeted this customer and outline your goals for the conversation. Is your goal just to set up a meeting initially or is your goal to learn specific information that will prepare you for another stage in the sales process? It’s important that you know these things before you pick up the phone to dial.

 Know who you want to talk to. This often requires a little more hefty detective work but with resources like social media and Google, it’s not as hard as you might think. Based on the scope of your products and services, identify who you should be speaking with. When you know who you need to talk to, the process becomes much smoother to reach that person; just remember to have a game plan on what you want to discuss when you reach that person. Don’t go into this process thinking that you won’t reach your intended target; have great expectations and you’ll achieve great results.

Preparing to approach your customer in the meeting

Many sales people fall down on this step because they think they have already done all of the research and preparation they need to do before approaching their customer on the phone. While the research prior to connecting with your customer on the phone is important, properly preparing for your meeting with the customer is a critical stage in the sales process. Many of the same rules apply to your first meeting as to your phone call.

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 Have an agenda. Never go into a meeting without an agenda. It is not the customer’s job to drive the meeting; it is yours. Share with the customer your goals and intentions for the meeting and set their expectations from the beginning.

 Listen. If you’ve already had a conversation with this customer and they’ve shared some

information with you in the fact finding process, don’t ask these questions again in the meeting. It is a waste of their time and yours and it also tells the customer that you didn’t listen to them the first time. Make a good first impression. Bring your notes from your first conversation and confirm some of the pain points or concerns they may have shared with you in your initial conversation and expand on them.

 Be prepared to answer questions about your company history and solutions. While it is important that you do your homework and know about your customer prior to your meeting, you also need to anticipate questions your customer may ask about your company history, current customers and experience in your industry. They want to know that you are credible and this is your opportunity to instill their confidence in you.

 Connect. Even though you have an agenda to follow for this meeting, don’t be a robot. Take the time to connect with your customer. Look around their office and if you see a bag of golf clubs, ask them about it. This gives you a great opportunity to connect with your customer on a personal level. Your detective work doesn’t stop at just learning about the company itself, you also want to learn about your decision maker in an effort to build a foundation for a great relationship moving forward.

Doing all of this homework prior to your call and your meetings may seem exhausting; after all, sales is a numbers game, right? Yes, sales is a numbers game to an extent, but sales is also built on solid

relationships. The more calls and meetings that you properly prepare for, the better your results, leading to a higher overall closing ratio which is our primary goal in the first place.

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CHAPTER 3 - TWO EARS, ONE MOUTH – LISTEN YOUR WAY TO MORE SALES

One of the biggest flaws you will find in many sales professionals is that they just don’t listen. In an effort to prepare for their interaction with the customer, they prepare a list of questions or points to discuss but the entire meeting becomes more focused on their agenda than the customer and they miss the whole point of the meeting in the first place. While it is great to be prepared, you must also be flexible. Your goal is to learn more about the customer and their needs so that you can partner with them to provide the best solutions. Great sales professionals are experts at active listening. Active listening requires more than just hearing words; it requires proper response stimuli to those words to indicate to the customer that you are, in fact, paying attention. Follow these steps to become a better active listener with your customers and win more accounts.

Follow the 80/20 Rule: If you are doing 80% of the talking and your customer is only filling in 20% of the time, this is not good. Have you ever heard the expression, “God gave you two ears and one mouth for a reason”? Take this expression to heart when you are meeting with your customer. You are there to learn more about them, therefore, they should be doing most of the talking. If you take the time to listen intently to the customer, they will reveal to you exactly what they need.

Ask engaging questions: One way your client really knows that you are listening to what they are saying is when you ask questions. You may have preset questions that you want to ask during this meeting, but when you ask follow up questions that stem directly from your conversation with the customer, they know you are fully engaged.

Repeat statements back to the customer: One of the most recognizable traits of active listening is being able to repeat statements back to the customer to not only affirm that you are listening, but that you understand what they are saying. In some cases, you may need to repeat back to the customer to clarify a statement and ensure that you do fully understand. Either way lets the customer know that you are paying attention to them and not your agenda.

Don’t interrupt the customer: One of your key goals when meeting with or talking to a customer is to get them talking, so don’t mess that up by interrupting them. Relax and listen to what they have to say; this demonstrates respect and courtesy. If you have things you want to ask or clarify, make a note of it and ask them when they are finished talking.

Carefully observe body language and/or nonverbal cues: Engagement with a customer goes beyond just talking. When listening to them, pay attention to their body language as they speak about specific subjects? Do they stiffen up when they talk about certain things? This may be a sign of distress or anxiety about this subject. Respond appropriately. Over the phone, you can pick up on nonverbal cues by tone and pitch. For example, maybe the customer is showing a hurried tone and is giving you short, blunt answers to your questions. Perhaps, it is not the best time for them to have this conversation with you. Ask them if it is a good time to speak. If they tell you that they have a million distractions going on right now, offer to reschedule your conversation for a more convenient time.

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8 Active listening is a crucial skill to closing sales and developing relationships with your customers. After all, how will you know what your customer needs if you are not listening to them? Separate yourself from the pack and learn how to actively listen to what your customer is telling you, so that you appropriately respond in kind. Your customer will thank you for it with their business.

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CHAPTER 4 - HAVE A GREAT FIRST APPOINTMENT

When I was a child, my grandmother told me, “you only get one chance to make a good first impression, so make it memorable.” Every time I prepare for a first appointment with a potential client I play back my grandmother’s words in my head. I’ve spent several hours preparing for sales calls focusing on topics like - Who am I meeting with? What is the mission of the company? What information do I want to gather? All of this information is important when going to a first appointment, and while part of your goal is to gain information, you don’t want to overwhelm or interrogate the prospect. There’s a delicate balance to achieving your goals in the appointment without overwhelming the prospect.

Here are some Tips on how to have an AWESOME First Appointment:

Early in the call establish your role as the seeker of information and the prospect's role as the giver. Simply put, state your purpose. You are on a fact finding mission with the prospect and they should know that up front. Don’t disguise this appointment as anything more than what it is. Yes, you have a product that you believe will improve their business, but first, you have to learn more about their business and their processes to make your recommendations. That is the purpose of this appointment. Once your prospect knows this, they will be a willing vessel.

Get down to business quickly. While small talk is great when you are working to develop a relationship with the prospect and putting them at ease, keep it to a minimum. Respect their time and yours. Set an expectation for not only what you want to cover with the prospect but how long it will take, then get to business. Your prospect will respect your punctuality and professionalism.

Avoid the common trap of spending too long on pleasantries. As I mentioned earlier, there is nothing wrong with small talk at the beginning of your appointment. Oftentimes, you can gain some common ground that will connect you even more in your relationship, but don’t linger here too long. Many sales professionals will take a 15 minute appointment and extend it to an hour with just small talk. This is not the purpose of your meeting and while your prospect may engage you, they have more important, pressing matters to attend to rather than engage in small talk with you. Show respect for their time and stay on your agenda.

Don't talk about your solution too soon. The purpose of this meeting is to learn more about your prospect’s business so that you can determine the best solution to them. With that in mind, you should not be focusing on your solutions very much in this meeting. Instead, your goal should be to learn as much as possible about the prospect instead. Take the time to listen and learn. That is your agenda. Concentrate on questions. The questions you ask will yield the answers you need to meet their needs, so think carefully about the questions you want to ask. Your role in this meeting is to ask the questions; the prospect’s role is to answer them. That’s it. Be careful not to veer away from this objective. You should be directing the meeting, but you should not be the one doing the talking, the prospect should be. Otherwise, how would you get the information you need?

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10 Use questions to challenge the thinking of your prospects. Your questions should be thought provoking. By challenging your prospects to think about their business, you show your prospect that you have knowledge and interest in their business beyond the surface level. Also, the deeper they think about their business, the more you are able to help them because you are able to dig below the surface and learn more about the different layers within their business. This shows the prospect that you are serious about this appointment and that you are interested in providing a more customized solution that will truly meet their business needs.

While your goal and intention for the meeting is quite clear, it is important not to make the prospect feel like you’re interrogating them during this process. The key to a successful meeting is striking a balance between asking questions and putting your prospect at ease. Though you are asking questions and they are answering them, this is not an interview. You should be able to deliver questions and engage with your prospect in a conversational tone. If you are able to do this, you will have a great first appointment.

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CHAPTER 5 - ASK QUESTIONS THAT GET YOUR PROSPECTS TALKING

How many of you have been on a sales call where you all you were doing was answering questions the prospect asked you rather than you asking the questions? I have. Early in my sales career, I had a meeting with the CEO of a large construction company. I was so intimidated by his position that I felt paralyzed and I allowed him to dominate the conversation. Needless to say I did not close the sale. If you want to become a successful sales professional, you have to build up the courage to talk to C-level executives; more importantly, you have to learn the correct posture to take in your meeting so that you gain their respect. Remember, you asked for the meeting. You have the product that is going to enhance their business and make their life easier; therefore, YOU need to drive the conversation. If you’re ever in a situation where you feel the prospect has taken control of your meeting, you need to act quickly because you’re not only losing control of the meeting, you’re also losing the sale.

Over the years, I’ve learned how to overcome my fear in situations like this and would like to share 8 ways to use questions to get your prospect talking. Keep in mind, the goal is for the prospect to share, but you should be guiding the conversation.

1. Know your prospects business - No prospect wants to hear a salesperson ask, "Can you tell me about your business"? Some may even see it as insulting since you took the time to seek them out and ask for the meeting in the first place. Earn your prospect’s respect by showing them that you’ve done your homework. There’s nothing wrong with asking questions about their business, but they should be questions that build on knowledge you’ve already obtained. The way that you win the prospect is to demonstrate that you know who they are, what they do and what problems they are facing.

2. Be an expert in your field – Your prospect does not want to be sold. What they do want is an advisor. It’s better to be known for knowing something, not selling something. Thorough product knowledge and the desire to communicate expertise enables you to influence a prospect's buying decision.

3. Work with prospects so what they buy is in alignment with what they want - Prospects are usually looking for an answer to one question when they meet a salesperson for the first time: Does this person understand what we want? If the prospect isn't comfortable with the answer, there's no SALE.

Therefore, it is your job to find out the answer to this question. Despite your homework prior to the meeting, you may not have the complete answer to this question, but you should have an idea. By meeting with the prospect and digging deeper, you should be able to uncover details and demonstrate to them that you understand exactly what they want and propose the solution to get it.

4. Help prospects clarify their thinking - Prospects don't always know what they want even though they may say they have a clear picture of the solution. It’s your job as their advisor to unveil what needs may be hiding under the surface that they have not shared. You can do this by asking questions like, "What's the biggest problem you're facing now and what are you doing to solve it?” Asking questions like this helps your prospect think and sometimes realize that the solution they thought they needed is not exactly what will solve their problems. You can further clarify this by asking a follow up question like, "How can I help?"

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12 5. Work until you find the irritation, a process that may only be achieved through intense questioning Probing questions are what will drive the process in your meeting. It is how you will get the information you need to solve your prospect’s problem. Some questions to consider are: What changes would you make to your current system? How would you like it to operate? Answers to these questions may get you past the surface issues and isolate the serious problems. They also not only uncover the problems your prospect is faced with but paints a picture for you of what their utopia looks like.

6. Ask questions to measure the competition - Avoid taking the negative road by asking about

competitive prices or where the competition isn’t meeting the prospect's needs. The last thing you ever want to do in meeting is bash your competition. But, you can learn about your competition in a much more professional manner with targeted questioning like, "What would you like to see improved in the product or level of service you're now experiencing?” This in no way paints a negative picture of the competition but allows the prospect to share flaws in their existing system that you may be able to address.

7. Try to determine the urgency of your proposal to the prospect - Will your product or service resolve a major problem that requires immediate attention or is your solution more of a long term decision? What would it cost if things remain as they are? The prospect needs to know the cost of staying with the status quo. Guide this process with your prospect and help them determine the answer to these

questions by digging deeper. Sometimes a prospect may be very lackadaisical about making a decision, not realizing that their current situation is costing them thousands of dollars.

8. Be ready to ask prospects questions throughout the decision making process - Prospects need to know that you care and want their business. Show that you’re interested, supportive, and willing to be patient as they study your proposal. Give them space. Be persistent but patient. Always follow up with questions like, “what do you see as the next step"? or “when can we get together again?” This not only reinforces your interest but shows them that you want to give them as much space as they need to evaluate your proposal and make a decision.

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CHAPTER 6 - HANDLING OBJECTIONS & STALLS IN THE SALES PROCESS

If you have been in sales long enough, you’ve experienced the dreaded stall. Overcoming this challenge in the sales process often determines who makes it and who doesn’t in the sales profession. What exactly is the stall? You’ve gotten past the gatekeeper and secured a meeting with your prospect. You’ve done all of your homework and come to the meeting prepared; you ask all the right questions and get the prospect talking. It is a fact finding mission where you uncover their true needs and how you can help them with your product or service. The time comes when you ask for the sale. Your prospect’s response, “I’d like to think it over.” Sound familiar?

The stall accounts for over 90% of lost sales, because many sales people simply accept this statement from their prospects. Remember, part of being a successful sales professional requires some detective work. “I’d like to think it over” actually is not a negative statement. By telling you this, the prospect is actually admitting to a level of interest, but something is preventing them from fully committing to a decision. It is your role to determine what this roadblock is, and create a sense of urgency to move the process forward.

There are 3 common stalls or objections that your prospects will share with you:

Price: This is the most common objection that sales people face during the sales process. Price is often one of the easiest objections to overcome because you can often win the prospect over by creating value. You do this by showing them more value in your product or service over their existing problem. Most often, their existing problem is costing them more money than your solution.

Happy with current product/service: This can be more challenging to overcome because the last thing you ever want to do is bash your competition. If your prospect tells you that they like their current provider, find out exactly what they like about them. Then, follow that question up with what they might like to improve. They will often give you an answer you can build on.

Timing: Sometimes, the prospect will simply tell you that the timing is not right. There are many factors that could contribute to timing, ranging from budget to existing projects and schedules that could just rank higher on their priority scale at the time. The key factor in this scenario is to map out a time with the prospect to implement your solution and follow up consistently.

While these are not the only stalls that you may encounter with your prospects, it is certainly the most common. Here is a simple statement to employ the next time your prospect tells you, “I’d like to think it over”:

You know, I find that when a customer finds that the product is right, the price is right and the timing is right, they are ready to buy. Which of these things are a concern for you?

If you prospect gives you no response to this statement, they were never going to purchase in the first place. However, if they provide you with feedback, say on price, you have something to work with.

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How to build a sense of urgency

When the customer says they want to think about it, they are stalling the sales process because they have no sense of urgency to buy. In order to close the sale, you must create this sense of urgency. You must remind them that their pain is greater than their investment. The longer they stall and wait to make a decision, the more they suffer the consequences of their existing problem. Paint the picture for them vividly so that they can see how their life can improve through your proposed solution, but also how their life can be more complicated and less productive without it. This is a great opportunity to use numbers if you have them to show losses versus gains with this decision.

Master the art of moving your customer out of the stall and into the buying phase and you will become the next sales superstar on your team.

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CHAPTER 7 - WHY SHOULD I DO BUSINESS WITH YOU?

How you answer this question will determine if you close or lose the sale. The answer is not telling your prospects about all the wonderful features of your product. The answer is not telling them that you are great and wonderful. The answer is effectively conveying to your prospect your unique competitive advantage; that’s what they are really looking for.

So, what exactly is your unique competitive advantage? Your unique competitive advantage is simply something that your company does that your competitors do not or will not do. Pretty simple, right? There are several things to consider when identifying your unique competitive advantage. Let’s review them now:

It's quantifiable, not arbitrary

Review each of these sample marketing claims by a company: We have 50 vehicles on the road.

We have a 99% on-time delivery record.

Which statement seems more compelling? The second one, right? Why? Objective, quantifiable statements make prospects more likely to believe your claims. It builds a level of trust and expectation from your prospect at the onset of your relationship. Knowing that you have 50 vehicles on the road does not really tell them anything than can affect or impact their business but knowing that you have a 99% on-time delivery record does. Just make sure that when you make quantifiable claims that you can live up to them because that is what your customer will expect.

It's not a cliché

Statements like "we exceed customer's expectations" don't offer a competitive advantage. How does the salesperson even know what the customer's expectations are? Customers expect good service; therefore, stating that you provide excellent customer service doesn’t exactly exceed their expectations. It's better to be specific. Yes, this will require some thought and maybe a little research on your part, but it is always worth it. Take some time to learn what your company is really good at. Maybe even take some time to survey a few of your existing customers to learn their perspective of your unique competitive advantage if you’re unsure. For example, if you provide service 24 hours a day, 7 days a week, and your competition doesn't, say so. These are the things your prospects want to hear.

It isn't claimed by your competition

If you go out with a list of attributes that your competitors can match or exceed, you're courting disaster. Know your competitors. The only way you can claim to offer services and benefits that your competitors don’t is if you actually know what your competitors offer. Find out what you provide that your competition doesn't and focus on it. Explore what that competitive advantage means to the prospect. This will require that you take the time to study your prospect and learn their hot buttons. If

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16 you offer a competitive advantage that is not a hot button for your prospect, it will not help you close the sale, even though you competitors don’t offer it. Know what’s important to your prospect and use your competitive advantage as a tool to win them over. For example, even if your products or services are priced higher than the competition, you can still save your prospects money with services like of the on-time deliveries 99% of the time.

Develop a list

As knowledgeable as you may be about your products and services, when was the last time you made a list of all the products and services you offer and their competitive advantage in the marketplace? No matter how long you’ve been selling your products or services, this is a valuable exercise to learn or remind yourself what you’re really good at and what your competitors are really good at and what gaps may need to be filled. As you review your advantages, focus on more than just your products and services; focus on all aspects of your relationship with your customer. For example, I know a company that has a customer service policy where employees are required to pick up before the third ring to service their customers. If this doesn’t happen, they log it as a customer service failure and it is announced to the entire company. I see this as a competitive advantage as not very many companies offer this level of service to their customers. Think about all of the things that you do for your customers that are unique to you. This can even include specific things you do as a salesperson for your customers. After all, customers buy you and the relationship above your company and its products.

So, you want to beat your competition and gain more customers? Know your strengths. Know their weaknesses, then capitalize on them. Identifying competitive advantages is one of the surest ways to gain new customers, retain old customers, and beat your competition.

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CHAPTER 8 - DELIGHT YOUR CUSTOMER AND YOU’LL NEVER HAVE TO REPLACE THEM

Delight is a very pleasurable term. Think about it – can you actually say the word delight, and not smile? The American Heritage Dictionary defines delight as “to give great pleasure or enjoyment.” Shouldn’t your customers enjoy doing business with you? Wouldn’t you like to bring a smile to your customers’ faces by the mere thought of your company? How many companies actually delight their customers today? There is more to the sale than just acquiring the customer. If you plan to keep your customers and drive referrals, you need a lesson in delight. In one of my most recent workshops I asked

participants which companies provided Delightful Service and the top 3 were Zappos, Nordstrom, and Chick -fil-A. What qualities do each of these companies possess that make them delightful?

According to Business Insider, Zappos actually sent one of their customers flowers because they’d ordered 6 different pairs of shoes. A key cornerstone to the way Chick-Fil-A does business, is their token saying, “My Pleasure.” This is just a little extra touch coined only by them to show their appreciation for your business. Nordstrom takes the retail experience to the next level with their customers by doing small things like walking around the counter to hand shopping bags to their customers instead of handing it across the counter and answering the phone in 1-2 rings.

How can you incorporate small things like this into your business to delight your customers? Here are seven Delightful actions that work with your customers.

1. Don’t take the relationship for granted.

You work hard for your customers so don’t take them for granted. Continue to grow and cultivate the relationship you nurtured from the beginning. Show them how much you appreciate them on a regular basis. Otherwise, some other company will. In the end, the separating factor between you and your competitors is not so much the product as it is the experience and the relationship you provide. Treasure that.

2. Contact customers when it’s not necessary.

You don’t have to wait until your customer has a problem or you need something to contact them. In fact, the times that you contact them when neither one of you needs anything are the most valuable in building the relationship. Reaching out to your customers shows them how much you value their business and the relationship.

3. Let them know how much you like working with them.

Every customer likes to feel appreciated. Part of this is just letting them know how much you enjoy working with them. They may have been having a bad day or bad week, and just getting a call from you, letting them know how much you enjoy working with them may, in fact, make their day. You can also express this with something as simple as a handwritten note.

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4. Ask them what you could do to make working with you easier.

You’d be surprised how many sales professionals fail to do this. It’s part of going the extra mile. Like I mentioned before, you don’t stop working once you acquire the customer. Always strive to make the relationship better. Part of this is surveying your customers so that you can improve.

5. Make suggestions for improving their operation.

Go above and beyond what you’ve been hired to do. Be observant and look for ways to make your customer’s life easier. If you see ways to improve their operation whether it involves your company or not, make the suggestion. They will appreciate your partnership all the more for it.

6. When something doesn’t go right, let them know what you will do about it.

Transparency is one of the greatest assets in a relationship. Communicate honestly with your customer on how you will handle challenges as they occur. By letting them know what you plan to do, you can ease their mind because they know they are in good hands with you.

7. Take every customer complaint seriously.

This goes without saying. Don’t neglect your customer. It doesn’t matter how small or minor the complaint may be, treat it preciously and let the customer know you are taking care of it. If you are able to gain their trust in the small things, they will trust you with much larger things.

Take some time to implement these small actions in your business and your company may be the next Zappos or Nordstrom.

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CHAPER 9 - FOLLOW UP, THE SECRET SAUCE TO THE SALES PROCESS

Effective follow up skills have become a lost art in the sales profession these days, but it is really the secret sauce to developing and growing into a truly great sales person. Oftentimes, when I’m conducting a sales workshop, I ask my clients, “how do you follow up with your prospects?” The response is usually a blank stare, or the deer in headlights gaze. When I press them a little more, they admit that they’re afraid of becoming a pest and some just don’t know how. This lack of education often leads to a

transactional sales process for many sales people, meaning they only put time and effort into getting the sale but none into actually keeping the customer. The truth is, great sales people have mastered the art of follow up and utilize it effectively during the sales process and afterward. In sales, follow up is a way of life; you never abandon it, even after the sale is made.

Follow up during the sales process

Why is follow up so imperative during the sales process? Customers are fickle; today they may not be looking for your product or it may not be in the budget but in 3-6 months, their needs could be totally different. If you do not follow up with this customer consistently, you will never know. Never assume that because a customer does not want to buy something right now, they will never buy. You should always have a time set to follow up with a customer whether it’s in 2 days, 2 weeks or a year. When they are ready to buy, you want to be the person that is top of mind for them; they will value your persistence and diligence in communicating regularly with them. What I can promise you without a doubt is that a customer will never chase you; never expect them to be the ones to contact you when they are ready to purchase. You are the sales professional, so you drive the process. The only way you can expect a customer to call you when they are ready to buy, is after you have already been in regular communication with them about their needs. So, how do you institute a good follow up process without annoying your customer? I like to call this process, being pleasantly persistent. There are 7 steps to this process; let’s review them now.

1. Start with an introduction email. Customers often view email as less invasive, but you must be crafty and develop a compelling subject line that will encourage them to read your message. Think of eye catching headlines you’ve seen when you stopped to read a magazine article; you will need to employ this same level of creativity to get the attention of your prospect.

2. Follow up your email with a phone call. Now that you have sent your prospect an email, you have a point of reference when you make the phone call. Place this call 3-5 days after you send the email.

3. Send a second follow up email using your original email. This serves as just a friendly reminder to your prospect. Hit “reply all” with a message that states, “I’m not sure if you received my previous email, so I’m re-sending. Also, you follow this step if you have not actually made contact with the prospect in step 2.(Day 6-9)

4. Follow up with a second phone call. (Day 10-12)

5. Send pertinent articles of interest to your prospect. This shows that you actually have an interest in them and not just your products or services.

6. Follow your prospects posts on LinkedIn and comment or like them. This is simply another way to engage your prospect to let them know you are paying attention to what they are doing.

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20 7. Send the prospect a unique/funny card.

Following this 7-step process will make sure that you stay top of mind for your prospect at all times without asking them about product or services at every touch point. Being pleasantly persistent enables you to consistently engage your prospect and slowly build a relationship that will eventually lead to a sale.

Follow up after the sales process

Your job is not done once the sale is made; that customer is now yours and you should treat them as such. Continue the process of being pleasantly persistent, event after the sale is made. Sales is about building and nurturing relationships and when you fail to do this, you will find yourself constantly building a new pipeline and never stabilizing your customer base. When done right, great sales people regularly keep in touch with their customers and serve as a resource for them, making them confident in their decision to purchase with them and sealing a more permanent partnership.

Investing in the growth of this relationship can not only lead to deep friendships with your customers, but referrals as well. Great sales people that have adapted effective follow up skills in their profession eventually spend less of their time prospecting and cold calling and more of their time cultivating and developing their customer relationships.

Oftentimes, other sales people will see the success of a great sales person who has mastered this process and refer to them as lucky or wonder how they managed to build such a strong portfolio of new sales and customers. What is their secret? The secret sauce is effective follow up, being pleasantly persistent.

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CHAPTER 10 - YOU ARE THE UNBEATABLE ADVANTAGE

In the end, the true key to closing more sales is quite simple – it’s you. Sales professionals can no longer count on their product and service to be the differentiator in closing the sale. Unless you're the only provider that offers a unique product or service, your competitors may all claim to offer the best solutions. Today, there’s a thin line between companies and products. What customers really consider when evaluating a product or service is YOU. What kind of experience did you create for them during the sales process? Were you attentive to their needs? These have become the key factors for

consideration during the buying process.

Sell yourself first

The single most effective way to separate yourself from your competitors is to sell yourself first. Ultimately, prospects do not buy a product, they buy you and a relationship. Prospects also do not care to be sold; they need someone who takes an active interest in their needs and serves as an advisor or guide of sorts through the buying process. Is that person you? Are you showing your prospect that your relationship and loyalty to them is more important than making a sale? If you are, you are doing a great job of selling yourself.

How you chose

Prospects are not looking for a sterile list of features and benefits when meeting with salespeople for the first time. What they really want to know is what can you do for them? Your job as a sales

professional is much more than the dog and pony show. Prospects want to know that you’re in it for the long haul, that they are not just another transaction for you. They are seeking a relationship, a

partnership. How can you help them become more effective in their job and increase their efficiency and productivity? Not your product – you.

Gaining confidence is critical

Before they make a choice, prospects want to have a certain degree of confidence that they're making the right decision. Like any new relationship, you will need to build trust with your prospect or new customer. They will not necessarily know in their first meeting with you what you are willing to do to grow and preserve your relationship with them. It is up to you to show them and gain their confidence in your abilities. Take every opportunity to exceed their expectations so that they know you are someone they can count on.

Sound advice

Prospects are always looking for creative ideas, transparency and thought leadership; the combination of these qualities sum up the ability to give sound advice. The ability to give sound advice changes the perspective the prospect has of you from salesperson to consultant and advisor. The good thing about this is prospects typically trust consultants and advisors because they have their best interest in mind. By taking the time to learn and know your prospect’s business so that you can provide sound advice, you

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22 are going above and beyond expectations, showing them that you have an interest in them beyond your own agenda.

Long term success

When the time for a decision arrives, prospects want to know they're dealing with someone who cares about their long term success. This brings back the point I mentioned earlier that prospects want to work with someone who is looking at their relationship as more than just transactional. They want to develop a relationship that will go beyond just what you can do in the present. As a sales professional, you need to have vision not only for what you can do for your new customer now, but in the future as well. This is yet, another quality that will solidify their confidence in you.

Win the close ones

Whether or not you're able to close has more to do with the prospect's perception of what you bring to the table in terms of your intelligence, capability, professionalism, creativity, honesty, preparedness, and responsiveness to their needs. Note that none of these qualities have anything to do with the product that you are selling. They all have to do with you. You could go up against a competitor with a superior product, but can trump them every time if you are able to master these qualities with your prospect. The sooner you realize that sales are closed based on your relationship and care taken with the customer, the more sales you will close.

The most important reason

You're the one who will invest the time to understand the customer's needs and educate them on how your options make the most sense for their business and their business goals. How you go about doing this is what makes you unique and stands you above your competition. Take the time to learn about your customer and develop a relationship of trust and confidence in one another and you’ll be well on your way to achieving your sales goals.

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Final Thoughts

Now you have several simple strategies that you can implement immediately to close more sales. I realized that this may be a lot to take in all at once. I suggest that you take the time to study each chapter before moving on to the next. I would also highly recommend that you practice the strategies taught in each chapter for at least for two weeks before moving on to the next chapter. If you do these things, you will actually see results that you can start measuring instead of just reading another sales book.

Thank you for reading this eBook. Let me know if there is something I can help you with. Here are several ways to connect with me:

Email:[email protected] Skype: thomasellis10 Twitter: https://twitter.com/MrThomasEllis GooglePlus: https://plus.google.com/+ThomasEllis10 Phone: 301-343-0001 Website: www.ewcconsultants.com Website: www.mrthomasellis.com

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About Thomas Ellis- President/Chief Sales Coach –EWC Consultants

Thomas is a sales management veteran with over 25 years of experience in coaching, consulting and developing sales personnel and sales managers. Thomas began his professional sales career in the copier industry and then moved on to the telecommunications industry where he was employed by Motorola and Nextel which merged with Sprint in 2005. Thomas spent 13 years with Sprint Nextel where he held several Sales Manager and Director of Sales positions. He received Sprint/Nextel’s highest sales award, President’s Council for 10 consecutive years.

He is considered by many to be an SME (Subject Matter Expert) in coaching and developing Business-to-Business sales professionals. During his tenure at Sprint/Nextel, he developed and coached sales representatives and sales managers that had clients from SMB (Small – Medium Business) Market, Enterprise Market, Education market, State and Local Government, and the Federal Government. One of the many highlights in his career at Sprint/Nextel was that he developed the first Enterprise and

Government sales teams in the Baltimore/Washington market, which led the nation in sales productivity.

In 2010 he started EWC Consultants. EWC Consultants focuses on teaching sales teams, business

owners, and sales professionals how to master basic sales activities which leads to closing BIG deals. The process he developed is repeatable, easy to learn, and generates great results.

Thomas 's warm and enthusiastic personality quickly engages participants during training which helps them feel at ease and eager to further enhance their skills so they can have achieve greater results. He was educated at Fordham University, New York City where he received a Bachelor of Science degree in Business Administration. When he is not working, Thomas enjoys playing golf, coaching basketball, and mentoring to young adults.

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