The Noodle Log - How do you handle Indifference?

Who has a customer that behaves indifferently? For example, the potential client says: "Just send some information in the mail." OR "I don't really need a new vendor right now, I am pretty happy with everyone I am working with, but thanks anyway."

We all know that the above examples are blowoffs. So, how do you handle them? What do you do to separate yourself from your competition, when your customer is already working with them?

We will discuss some opportunities in future posts.

With that, we throw another log onto the fire.

Phenomenal Gatekeeper Story - EFFECTIVE

Sometimes, humor and creativity are great ways to build business relationships with offices.

The following story is one for the books.

A pharmaceutical sales rep's attempt to get into an office...here is what he did: He drove a remote control car with a walkie-talkie attached past the receptionist and into the doctor's office. With his own walkie-talkie in hand, he announced his visit to the doctor. The doctor was laughing so hard at the sales representative's ingenuity that he had no choice but to invite him in. The receptionist was even laughing and stated that there had been thousands of representatives who had visited their office, but none tried anything close.

After his visit, the sales representative sealed the deal by sending a Starbucks gift card in the mail to the receptionist thanking her for being a good sport.

With that, we throw another log onto the fire.

The Noodle Log - Top 5 Places to Network

Success in business is not derived through companies, but other people. Obtaining appropriate introductions plays a key role into its success. Reflected below are leading networking venues in your city:

1. I Take the Lead Group or Business Network International (BNI) Group. Their website is http://www.bni.com/. These are groups that help each other's customers. For example, perhaps there is an attorney whose client is looking to purchase a home, or needing a bank to deposit their money. This is a free way to add value to your customer base by getting them introduced to people in your network that can help provide a variety of necessary service.

2. Set up your own seminar in your area of expertise. Not only are you able to position yourself as a subject matter expert, but you will meet an additional 20-25 people in one setting. Remember, they might not be your next client, but they could introduce you. You will have automatic credibility to your audience. Just remember to spend more time educating and less time selling. They will return the favor when they are ready to buy.

3. Toastmasters. See my January 14 post for good reasons to join.

4. LinkedIn.com. This is one of the better networking sites I have worked with for quick online connections. You can put your profile and Unique Selling Proposition (USP) on your linkedin profile. Then, get introduced to potential clients online through your connections. I will be making a special post reflecting how to use LinkedIn to help build your business in the near future. In the meantime, feel free to click the LinkedIn button on my profile for an example. LinkedIn is the MySpace.com for professionals.

5. Volunteer. Giving back to the community is highly rewarding personally. Meet quality people and have fun. Habitat for Humanity, Crisis Counseling, Meals on Wheels, Big Brother/Big Sister are some of many ways to help in your area. You never know who you will meet or get introduced to.

In another post, I will share with you some unorthodox, but effective ways to network.

With that, we throw another log onto the fire.

The Noodle Log - How are you different from your competition

What are some ways that you differentiate yourself from your competitors?

http://www.thewritemarket.com/marketing/index.php?marketing=competition&title=20%20Ways%20to%20Beat%20Your%20Competition

The attached link reflects 20 ways that some known companies have differentiated themselves from their competition. What is your unique sales proposal (USP)? How are you different? Please comment below.

With that, we throw another log onto the fire.

THE NOODLE LOG - More Gatekeeper Stories

What are some creative ways that you have been SUCCESSFUL at transferring from a receptionist who would not let you in the front door to a trusting BUSINESS PARTNERSHIP? Please post your ideas below in the comments section.

THE NOODLE LOG - Asking for Referrals is Easy

Top producing business-to-consumer sales professionals always ask for referrals. Eveyrone knows this, but it rarely occurs. This is simple because the customer is already happy (in most cases).

Sales Professional: "John, could you please help me with a favor?"

Customer: "Sure."

Sales Professional: "I have enjoyed our relationship. You have played a nice role in the success of my business and I am trying to grow it to the next level. Would you please introduce me to three people who you know and trust and who have common sense, that I can service exactly how I have serviced you?"

This process has three elements:
1. You asked for a favor. Everyone wants to help. Especially if you have truly helped the customer.

2. You told them that your business is already successful and thanked them for playing a role in that.

3. You asked for a specific number of people. Psychologically, it is easier for people to complete a task if the end result is specific.

With that, we throw another log onto the fire.

THE NOODLE LOG - Interviewing for the Inexperienced

I was asked the following question in a previous post: "What techniques would you recommend for college students without considerable experience to reference"?

If a college student is interviewing for a job in the Corporate World right out of college, they are often competing for a spot in an Introductory Trainee Program. The target company is investing money up front in training for a later payout.

In this situation, specific knowledge and skills are lower priority than attitude, work-ethic, intelligence, and in many cases competitive spirit. Why? Because the company will teach the candidate the desired behaviors during the new employee's time in the program.

Reflected below are two things the candidate can do to prove work-ethic, intelligence, and competitive spirit:

1. While in college, be highly involved. Have a job, join a fraternity or sorority, participate in business fraternities such as Alpha Kappa Psi, play a sport, join Toastmasters, the list goes on. Companies love seeing a candidate who has more than just a 4.0. Social skills are usually more important than Grade Point Average.

2. Assuming the candidate had a job while in college, they can put together testimonials reflecting the work-ethic, competitive spirit, and attitude talents. Two years ago, I participated in an interview for a company's Management Trainee Program in which the candidate, Raymond Tussing brought a leather bound book with plastic sleeves. In the plastic sleeves, Ray put several testimonial letters from employers at his college jobs, stating the SPECIFIC IMPACT he had when working there. I have been through thousands of trainee interviews and that is the only time I have ever seen anyone do that. Guess what, by Ray making himself very different, he was hired. This might be a surprise, but after graduating from the training program, Ray became the company's #1 producer. If you show ingenuity and that you are proactive, the reactions will be positive by the employers.

Also, Sean Harry helps inexperienced college graduates get placed in the right opportunities by teaching them how to effectively prepare for an interview. Sean will tell you that the preparation is 90% of the success. Sean's website is http://www.orcms.com/blog.

With that, we throw another log onto the fire.

The Noodle Log - Working With Gatekeeepers

This week I received a very important question about gatekeepers. How does one get past them when they keep us from getting to decision makers? How do I get the appointment? How do I work my way in?

A highly successful regional manager, Greggory Wood, has an outstanding strategy which I have seen account executives incorporate in my career called Pre-Market Planning. Greggory is absolutely a subject matter expert in this area and I invite him to post on this blog to give more examples.

Here is the net-net of the famous Greggory Wood strategy.

1. First of all, the receptionist is not someone to get past, they are a person to build an alliance with. More on that later. The first step of his model involves researching the company you are visiting externally. How? Research their website. Valuable information reflecting their most critical needs are here such as a mission statement. Also, the website will oftentimes tell you who the decision makers are. Having reviewed this shows that their company was important enough for you to do some homework. You wouldn't go into a job interview without knowing about the company would you?

2. Research the company internally. This step will save tremendous time. Ask your regional manager or look up in your database whether your company has done business with the target. Maybe they did not pay on time or at all and they went on the disapproved list. This way, you will find out if they are even a valid prospect. I have seen countless sales professionals waste time on a prospect only to discover that they were disapproved. Perhaps they have had a previously bad experience with your company? Wouldn't it be nice to have a game plan for that one before you walk through the door and get blind sided.

3. The key to your success is the relationship with the Receptionist. This person is often the lowest paid professional in the office. They often feel like they are ignored (remember, we are talking about how they feel). Greggory calls this an opportunity and you will see why. At this point, call the receptionist. Here is how the conversation will probably go:

Receptionist: ABC Loan Company, this is Dottie, how can I help?

Sales Professional: Dottie, my name is Greggory Wood, your account executive with FireBrick. I'd like to send some information (sending information is much more non-threatening than asking to speak with someone) to the agents in the office, and I am looking for the list of agents. Could you please e-mail that to me?

Receptionist: I am not sure that I am allowed to do that.

Sales Professional: No problem. What is the name of the sales manager (She will answer this question because it is not proprietary)?

Receptionist: That's Leonard Johnson.

Sales Professional: Thank you very much. You have been so helpful. I am looking forward to seeing you soon at your office.

THEN HANG UP! Do not ask to speak with Leonard at this time...there is plenty of time for that. Plus, if you ask to speak with Leonard, then to her, you are merely another salesperson.

4. The Magic Step...Send Dottie three things. A Thank You Card, A self-addressed stamped envelope, and a $5 Starbucks card.

The Thank you card says: Dottie, it was great speaking with you today. Thank you for taking the time to meet with me. Thank you in advance for sending me the business cards of the sales agents in the office. Please enjoy a cup of coffee on me. Sincerely, Greggory Wood.

Why the Thank You Card: Because no one does this and it shows that you recognize the fact that the Receptionist was helpful to you. (Remember, the receptionist can have considerable influence). I have experienced situations where I walk into an office and the acting Receptionist is actually the owner or the owner's spouse.

Why the Starbucks Card? There is something magical here. It is rare that anyone, let alone a business partner or account executive does anything nice for the receptionist. Most people will not take the time. You just made yourself different. This is very powerful.

Why the self-addressed stamped envelope? - Because the receptionist WILL send you the business cards you requested. She will feel obligated because you just did something nice for her.

5. Send a bubble wrapped package envelope to your Top Level Contact decision maker containing a list of your references, testimonial letters, and a little (but not a lot of) information about your company. Too much information now makes the meeting date not as interesting or exciting. Testimonials are your proof that you can deliver (I will be talking further about testimonials in a later post).

Why bubble wrap? - When a package is sent in a bubble wrapped package, the recipient feels it is something important and they just have to open it. Your material precedes your physical visit.

Now, when you walk in the door, here is how the call will go. Greggory Wood and I have seen it work close to this way hundreds of times:

Receptionist: "May I help you?"

Sales Professional: "My name is Greggory Wood with ABC Company, and..."

Receptionist: (Interrupting Greggory) "Oh my goodness, you're Greggory. Thank you so much for that Starbucks card. That made a bad day great."

Why did this go much better than before? Because you turned a cold-call into a warm lead. Isn't it funny, that happened on your first visit to the office.

I have seen this actual scenario turn into considerable business being closed.

Greggory Wood can be reached at gwood@bigshiningstar.com. His website is www.platinumstrategies.com. With that, we throw another log onto the fire.

THE NOODLE LOG - Top 5 Reasons to join Toastmasters.

The Noodle's Top 5 Reasons to Join Toastmasters:

For those of you who are not familiar, Toastmasters is an international organization designed to help people in all professions become better public speakers. So, WIIFM (My favorite radio station, What's In It for Me/You)?

1. You will become a better public speaker through Toastmasters. I public speak for a living and have improved dramatically since I joined three months ago.

2. A considerable amount of productive development is accomplished in a short period of time (about 1 hour). Plus, several people get the opportunity to speak. There is a Toastmaster, three prepared speakers, three people who evaluate the prepared speakers, a table topics (impromptu/off the cuff speaking) master who devises challenging topics to speak about, up to 10 impromptu speeches, a table topics evaluator (who evaluates all the impromptu speeches), and a general evaluator (someone who evaluates the evaluator). Practice, preparation, delivery, and surprise, all in 1 hr.

3. Learn about different topics of interest. I have learned methods for planting spring bulbs, goal setting, how to jump out of an airplane, critical thinking skills...the list goes on. How many hour long meetings at the office have accomplished that?

4. Toastmasters is a great place to meet new friends and network. Professionals in many industries and with varied backgrounds are in Toastmasters. You never know who your fellow Toastmasters might introduce you to...it might be your next client.

5. The locations are typically very convenient. From most metropolitan locations, you could probably find one no more than ten minutes from your house or place of business. Go to www.toastmasters.org to find a location closest to you.

With that, the Noodle throws another log onto the fire.

THE NOODLE LOG - PEOPLE WANT TO WORK WITH SUCCESSFUL SALES PROFESSIONALS

Too often, I see sales professionals approach a client in away which reflects a lack of success. In most cases, they do not even realize they are creating this perception. Common examples are reflected below:

1. Sales Professionals making themselves too available. Example: "I can meet you anytime." This is telling your potential client that you are desperate and "Desperation is the world's worst cologne." Instead say, "I tend to have regular days that I visit most of my clients. That way, I can demonstrate my consistency. I have some space on Wednesday's in the afternoon, does that work?" If the answer is no, What would work better? I will have to see if I can move some things around. This statement reflects professionalism because it shows your client that you are organized. It also shows them that other clients are already on board working with you.

2. This is pretty obvious and everyone knows this...but I don't understand why more account executives don't execute it. "They talk way too much." Most people, particularly those in business, are not auditory learners and have little patience for a long sales pitch. Make your focus to learn about your customer. At least 80% of your conversation should be listening. Who knows, your customer might give you a clue as to their most important need and what it will take to move forward.

3. They don't keep good records about what was talked about. Therefore, because they visit so many customers, they tend to be starting over on every conversation. Doing this keeps account executives further away from the sale. Instead, keep a file folder for each client which reflects valuable information that you have talked about. It is a great idea to take notes. It shows your potential client that what they say is important. Then, refer back to it in their next conversation.

With that, we throw another log onto the fire.

Remember to please e-mail me with suggestions of topics that you would like address on the Noodle Log. Thank you for reading.

THE NOODLE LOG. The Third $$$$ Question - WIIFM.

The third money question involves my favorite radio station, WIIFM, which stands for What's In It for Me? This reflects the net impact for the potential client. In a moment, I will demonstrate how a WIIFM question takes form. Ask yourself, at the end of the day, after I partner with my client to do what I do best, what is different for them? That is the answer that you should expect. An example is reflected below.

Sales Professional: "John, if we form a partnership and I work in your office two days per week creating an internet marketing plan, how will that help you to grow your business?"

Potential Customer: "Well, I can certainly see where you've helped Joseph Cowens at ABC. I think that customers would be more aware because my company would get more attention on the search engines. If more web traffic goes to my site, than I certainly would have more opportunities to close additional customers. This has tremendous potential."

The difference is that most salespeople will try to persuade their customer with words, telling them how they're supposed to feel. This seldom works because the potential customer has NOT worked out that outcome for themselves. After the Predicament and Consequence question, the WIIFM question is powerful because the potential customer is now taking OWNERSHIP of the BENEFIT without you telling them. However, remember that you are asking the WIIFM question only because you already know the customer's answer before it flies out of their mouth.

With that, the Noodle throws another LOG onto the FIRE.

Please let me know what else you would like to learn about. If I am not the expert, someone in my network should be able to help. Please keep your ideas flowing on the Noodle Log. Thank you for visiting.

THE NOODLE LOG: Three Relationship Building Money Question Types

Many sales professionals miss two key ingredients when building relationships. Asking APPROPRIATE questions that identify challenges and affects and listening to the response. The success is all about the customer and creating a business partnership instead of the client buying from you because you discounted for the lowest price. The reason that many of these conversations never turn into a regular account is because the sales professional spends too much valuable time talking about their product or service. This turns the interaction into a persuasive speech instead of focusing on what is most important to the client. The client in turn becomes impatient, retaining little information resulting in ZERO IMPACT.

To fix this, the sales professional must be 100% SINCERELY COMMITTED to helping the potential client grow his/her business. The relationship must be perceived as a business partnership. Establishing the true need and demonstrating empathy for the client can be originated from the Noodle's three Consultative Questioning types.


1. Identify the Predicament

2. Uncover the Consequence of the Predicament.


Why are only two questions reflected? Because the third question will surface in next week's edition of THE NOODLE'S LOG.


Most sales professionals are taught to ask questions which uncover facts. While these are important, they don't ignite any decisions that excite the client about a partnership. Example: How long have you been in business? This is nice to know and shows that you care, but doesn't directly impact your client's success.


An example of how this works comes from the technology industry.


Sales Professional: What is the most important thing to you in a relationship with a computer chip partner? (Attempts to uncover what the client truly cares about, but doesn't always get us in the right direction as reflected below).


Potential Client: I am really looking the lowest price. (I'll bet PRICE isn't really the issue. What do you think?)


Sales Professional: Well, I can certainly understand that. Having been in business myself, I spent considerable time shopping for the lowest price (showing empathy, that you understand...this disarms the client). Has there ever been a time when you received the lowest price, but had a faulty product or missed a deadline? (This is Step 1...getting the customer to identify their predicament)


Potential Client: Of course there has.


Sales Professional: Can you give me a specific example? (This assists the client in speaking specifically. It actually enables them to tell a story. Now, it's time to listen).


Potential Client: It happened just last week. One of our vendors from Fir Knuckles sold us 200 microchips for our network. It actually caused a minor virus which got us to lose critical data in several of our databases. (Now, the customer has been specific about their true need. This will make it easier when it's your turn to present a solution. Now, you understand their biggest challenge).


Sales Professional: How did that impact your relationship with your other customers (You already know the answer to this question)?


Potential Client: All heck broke lose. When customers called in to find out information about their accounts, our service representatives had to tell them that our systems were down. This caused us to lose credibility. As a manager, I received several customer complaints. I had five customers telling me that they had made the decision to take their business elsewhere. (Step 2...the consequence of the predicament has been uncovered).


Now, you have accomplished several objectives:

1. You listened 80% of the conversation. Listening allows your customer to feel like what they say is important. People who listen more than they talk are automatically perceived to be smarter.


2. You found out the truth about what is keeping your client awake at night. Now, doesn't this make it easier to draft a presentation?


There are next steps to this conversation. Next week, we will uncover, how to make your presentation brief (because most decision makers do not have long attention spans). However, we will discuss how to make what you say apply directly to the consequence that we have uncovered. Our second objective involves the WIIFM question which will allow the customer to take ownership of the benefit.


This is the Noodle, signing off. We throw another LOG onto the fire.