soft skills

Sales Skill: The Telephone

01/21/2021 By Don Crawford Leave a Comment

Great salespeople know the telephone is a time-tested tool for virtual selling. Even before the COVID pandemic changed the way “road warriors” had to sell, the telephone was the primary tool for salespeople. So now rather than the black phone with pushbutton dialing of years gone by you now have a mobile device. As powerful as these small digital devices are the telephone feature is still a practical sales tool.

Great Salespeople Master The Telephone Skill

The Telephone Is The Oldest Virtual Meeting Tool

Sure there are many ways to virtually contact prospects: direct mail, email, video chats to name a few. But for the great salesperson, the telephone is still the most powerful. And simple to use. Telephone conversations are real time dialogs. You can hear the nuances in the voice. And react to your prospects comments immediately. The phone is a salesperson’s most valuable tool because phone conversations move the qualification and sales process along quickly. You can create interest and desire real time using a phone. Often a successful phone conversation is the beginning of a mutually beneficial, long-term relationship….

Sales Skills: Using Compelling Stories

01/14/2021 By Don Crawford Leave a Comment

Every great salesperson has a collection of compelling stories. Some stories illustrate positive outcomes from using their product or service. Other stories challenge the status quo by describing consequences of not benefitting from a product or service. Compelling Stories give comfort to the prospect showing how others have benefitted from your product or service.

Great salespeople use compelling stories to highlight benefits

Compelling Stories Create Interest
Image by Tumisu from Pixabay

How To Tell Compelling Stories

Think about all the selling success you have. Each one of them resulted in a prospect changing their behavior in favor of your product or service. And they benefitted from the change. When they purchased your product or service they saved money, improved performance, or avoided a negative consequence.

So tell the story from the point of view of a successful customer outcome. Describe the problem you solved, how your product or service was applied and the benefit the customer experienced. Use words to paint the picture in your prospect’s mind. The story has a beginning which sets the stage by illustrating the current situation. In the middle is how the “hero” (you or your team) took on the “dragon” (the current situation). A strong ending leaves your prospect desperate to hear how you will save them from the “dragon.” Every great salesperson has a personal style of telling compelling stories. So tell stories in your own words, cadence and tone….

Time To Celebrate And Share Your Gifts

12/17/2020 By Don Crawford Leave a Comment

Today, December 17, is the day each year I celebrate and share the happiness of another birthday with family and friends. This and every other day I remember the gifts of knowledge and experience from my long career in sales. Each week I look back on the triumphs and challenges of that career. I choose one bit of knowledge or experience to share with you.

The Best Gifts Are The Ones You Give Because They Are Golden

The Best Gifts Are The Ones You Give
Image by Clker-Free-Vector-Images from Pixabay

Why I Blog

I had a very rewarding 45-year career in sales. While I don’t own an island or even a beach house, I earned more than enough to raise a family and now have a comfortable retirement. The most valuable asset from 45 years of professional selling is the wisdom I gained.

During my career in sales I always sold technically complex products business to business. I know each sales opportunity is unique and each great salesperson has a particular style. But the fundamentals of good professional selling are applied every time we win an order. So in my blog I focus on the fundamental activities, behaviors and knowledge of great salesmanship….

A Time To Be Grateful

11/20/2020 By Don Crawford Leave a Comment

This blog was first posted at Thanksgiving 2019. A lot has changed since then with the COVID-19 pandemic. Business disruption has occurred in all markets throughout the world. Many businesses have failed because of the restrictions necessary to control the spread of the virus. Others have thrived by providing new and innovative services during the pandemic. And entrepreneurs are taking risks starting new businesses to fulfill their dreams. Even in the midst of all the angst we can be grateful.

Great Salespeople Celebrate Their Success

Great Salespeople Are Thankful
Image by GraphicMama-team from Pixabay

Thanksgiving is a holiday celebrated in the United States on the fourth Thursday in November. Thanksgiving is also celebrated at different times in many other countries. The early Thanksgiving celebrations were to pause and show gratitude for the harvest of the previous year and the sacrifices making it possible. In our family we usually gather with friends and relatives to mark the day with pleasant conversation, sumptuous food and of course a glass (or two) of wine. This year the two of us will spend the day together apart from those we love. Even so as we enjoy the meal together we will take turns saying what we are particularly grateful for….

Sales Skill: Word Choice

11/13/2020 By Don Crawford Leave a Comment

Great salespeople carefully choose their words when we speak with prospects and customers. They know word choice affects the outcome of their sales presentation. The language we use and the jargon of our industries changes over time. Think carefully about relevant word choice. And how you relate to your prospects and customers.

Words Choice is Important
Image from Pixabay

Proposal vs. Quote

Great salespeople use word choice to develop long-term, mutually beneficial relationships. Sounds like a marriage, doesn’t it? Do we “quote” to the one we love or “propose?” A “proposal” is rich in detail about the value of the purchase to the customer. A “quote” is all about the price for the item….

Sales Skill: Finding The Budget

10/22/2020 By Don Crawford Leave a Comment

Great salespeople know finding the budget is a key piece to winning the order. Price is the monetary value we place on the product or service we sell. It is important to know what our customer is willing to pay for the solution to the problem they are trying to solve. Once you, great salesperson, understand the problem the customer has then get on about finding the budget.

Finding the budget is a key to sales success

Great Salespeople Have The Courage To Find The Budget
Image From Pixabay

Talking About Money

How do you feel about money? Great salespeople are well within their comfort zone discussing the budget with the customer. They understand the value of their solution to the customer’s problem. And they have the skill to lead the discussion. My mentor, Jim Wilson, would say to a prospect: “At some point we are going to need to talk about money. Why not do it now?” A more sophisticated approach is the one Neil Rackham describes as SPIN Selling. We all know it is better to understand the customer’s budget early in the sales process….

Sales Skill: Dream Big Then Plan To Be Successful

10/15/2020 By Don Crawford Leave a Comment

Great salespeople have a vision of their future. Call it a dream if you want. And they know how to make dreams come true. It’s not enough to dream. You must plan to realize your dreams. Muhammad Ali one of the greatest boxers of all time and a pretty good philosopher too put it this way: “The fight is won or lost far away from witnesses – behind the lines, in the gym, and out there on the road, long before I dance under those lights.”

Great salespeople not only dream big but they diligently plan to achieve those dreams.

Dream Big – Plan To Succeed
Image by Tumisu from Pixabay

The Best Salespeople Plan

What Muhammad Ali meant is you must plan and do all the preparatory work before the first contact with a prospect to be successful. Preparing is the key to winning. Great salespeople plan the month, the week, the day and each sales call. In each salesperson’s sales funnel there are prospects at various stages of the buying process. Near the top are those who have just begun thinking about a purchase and at the bottom are the few who are now ready to buy. Great salespeople plan to be successful all along the sales funnel….

Selling Skills: Your Personal Brand

10/01/2020 By Don Crawford Leave a Comment

Great salespeople know they have a personal brand separate from the products and services they sell. They understand their brand is the basis for developing and growing relationships with their clients. Whether or not you intentionally create your brand you are one in the eyes of your customers. So as long as you will be branded, create one yourself.

Great Salespeople Have A Recognized Personal Brand
Image by John Hain from Pixabay

What Is A Personal Brand?

When you see a red soda can with white lettering most likely you will identify it as a product of a particular company. And you will assign certain attributes to the product. Seeing a three-point star in a circle on the front of an automobile you form an opinion about the vehicle and maybe the driver. Similarly others you meet see certain characteristics in you. Physical appearance, cadence and resonance of your voice, attitude, emotional strength, knowledge and other recognizable traits taken together create your personal brand….

Sales Skills: Keep Customer Relationships Fresh

09/25/2020 By Don Crawford Leave a Comment

Great salespeople know that “out of sight is out of mind.” They keep customer relationships fresh by regularly meeting with their best customers. One way to keep in touch now that COVID 19 has limited face-to-face meetings is to simply make a phone call. But don’t call to make a sale. Call just to learn how your customer is doing and how COVID pandemic has changed their business.

Handshake showing affirmative customer relationship

Great Salespeople Keep Customer Relationships Fresh
Image from Pixabay

Ask For Feedback

Keeping your customers happy requires good communication and feedback. Don’t be afraid to ask your customers how you are doing. You may find out some very valuable information—like why they keep using your services or products, or that they are unhappy with something that you need to fix ASAP. By speaking with your customers you can find out a lot about customer relationships. How do you think you are doing? Do your customers like you? Why do they keep using your service or business? Or why do they leave? Are you afraid to ask? Do you think that if you ask, you’ll get an ear-full?

What Should You Ask?

Are you wondering how to start the conversation? Here are a few questions to ask your good customers:

How did your company originally select us as a supplier? (This reinforces their decision.)
What do you like best about dealing with us? (Points to remember when prospecting.)
If you could change anything to improve our relationship, what would it be? (Fix the problems immediately!)
How can our company increase market share? (Good customers are eager to help and like to be asked for advice.)
How does our company stack up against the competition? (You need to know this.)
If you were the CEO of our company, how would you go about holding on to good customers like yourself? (They’ll tell you.)

Keep ’em Talking

Did you notice? These are all open-ended questions designed to get and keep the customer talking. Remember, your role as a salesperson is to ask good questions and listen to the answers. Make sure the customer is talking more than you are. When you allow your customer to speak they feel cared about. That’s the feeling you want engender to keep customer relationships fresh.

What Can You Do Right Now To Keep Customer Relationships Fresh?

Make a plan to regularly call your best customers
Call to thank them for their business
Ask questions which lead you to understand how to keep the customer relationship fresh

To learn more, see Chapter 22, Customer Management, in Secrets of the Softer Side of Selling. For even more sales help, join our FREE Sales Club! “See” you next week.

Good selling!
Don Crawford

Focus On The Buyer’s Problem Or Need

08/20/2020 By Don Crawford Leave a Comment

So there you are great salesperson. You have a collection of products and services to sell. All presented in living color on a well-designed website and in a beautiful printed catalog. Off you go to meet with the buyer proud of what you have to offer. But more importantly armed with the tools to understand the buyer’s problem or need.

When seller's ask about buyer's needs or problems and listen well, they are prepared to win the order

Great Salespeople Focus On The Buyer’s Problem Or Need
Image from Pixabay

Buyers Don’t Care What You Are Selling

Don’t believe this statement? Think about your own experience. Here’s one from my past. I needed a new lawn mower. I went to the local dealer and was met with the most enthusiastic salesperson. He wanted me to try the new 48” mower with power drive. I had a small yard I could cut in 20 minutes with a small electric mower. So since the salesperson didn’t take the time to understand my problem or need, I moved on to the next dealer….