Achieving Business Excellence with John Spence

AWESOME Sales Book

IMG_4929During a cross-country flight today I read a REALLY good book. I got an advance copy of Anthony Iannarino’s “The Only Sales Guide You’ll Ever Need” and I loved it. If you want to be a good salesperson, no need to read this book… however, if you want to be an awesome salesperson this should be your new sales Bible.

It doesn’t focus on a bunch of tricks or techniques, instead what Anthony does is lay out very specifically exactly what it takes to be a high-level consultative salesperson who is seen as a trusted adviser and has the ability to generate lots of prospects and close big deals. Anthony is one of the top sales trainers in the world and I would consider this among the best sales books I’ve ever read, and I have read hundreds.

Here are a few chapter titles to give you a flavor for what he covers in the book:

  • Mindset: the beliefs and behaviors of sales success
  • Self-discipline: the art of “me management”
  • Persistence: breaking through resistance
  • Communication: listening and connecting
  • Accountability: owning the outcomes you sell
  • Closing: asking for and obtaining commitments
  • Business acumen: understanding business and creating value

These are only a few of the many key sales topics that Anthony explains in a simple, straightforward and brutally honest way. Believe me, he does not pull any punches. If you really want to be the very best you can be as a salesperson, I highly recommend this book.

The book does not come out until October, but if you pre-order it Anthony is offering several deals.

*** By the way, I do NOT get any money for promoting the book or if you buy a copy – I am simply writing this review because I think it is a super valuable book.

Click HERE to learn more

 

 

To Win in Sales: Be Greedy

032415_SalesBlog-300x300This is an excerpt from a new book I am working on about how to generate more high quality referrals.

Several years ago I was brought in to help a computer training company increase their sales. The sales team were missing their numbers badly and the business was in serious trouble. When I got there I found out that many of the salespeople were uncomfortable because the price for their training program was nearly $40,000, which was a very high price point for the potential customers they were talking to. Each of the salespeople had a quota and there was a large white board in the sales office tracking exactly how much money each person had brought in. The sales were basically being managed as a numbers game.

To understand the situation better I asked a few questions.

What was the graduation rate for people who entered the course? Which I found out was above 90%. What was the placement rate for students who had graduated from their computer training? I found out was above 90%. What was the average salary of someone who graduated and got one of these jobs? About $80,000 a year. For the people they were talking to, what was their current average salary? Which I found out was about $30-$40,000, hence the reason a $40,000 training program was extremely expensive for them.

I brought the sales team together to talk with them. I explained to them that when someone bought one of these programs and invested $40,000, there was a 90% chance they would graduate and be a certified computer technician and a 90% chance that they would get an awesome job at a very high salary that would completely change their lives and the lives of their families. They would finally have a good paying job in a growing industry where they could build a solid career and continue to improve their income. I told the sales team to stop worrying about the quota and start worrying about how many people they could help, how many lives they could change. I told them not to be greedy about money, but to be incredibly greedy about how many people they could help. Once they were able to make the mental shift from making sales – to changing people’s lives – the sales numbers went through the roof.

It is the exact same thing for asking for referrals. It is not about new clients, new revenue, more profits for you and your business – it’s about how many more people can you help. There’s an old saying from Zig Ziglar that I love: “If you just help enough other people get what they need you’ll get everything you need.” This is the heart of generating lots and lots of quality referrals – be fanatic about getting as many referrals as you possibly can, so that you can help as many people as you possibly can. Look at it that way and you will do very well.

 

How do you make the most of a conference?

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I was just asked by the folks at the Eventbrite, a tool for events I use often, if I would offer some suggestions for how to be more successful when networking at a conference. You’ll see the great infographic they created below, but I’d like to emphasize a few of my main ideas on this topic.

  1. It is NOT about what the people at the conference can do for you, it’s about what you can do for them in order to earn the right to have a real business relationship.
  2. Be a connector, imagine the conference as a giant party where you are the host and it is your job to make sure that all of the guests have a great time and meet lots of interesting people. So focus being a superb connector of cool people, they will appreciate your efforts a great deal and in turn will introduce you to their cool colleagues.
  3. When you meet someone, ask about their business, then ask them what are two or three of the big challenges they are facing that they would love to have help with, then do everything you can to connect them with someone that can assist them. There might be a chance that they will mention something that you can help them with, but the goal here is just offer assistance, not try to get a new client right away.
  4. Follow up soon after the conference, not to ask for business, but to say how wonderful it was to meet them and then try to offer more value. Connect with them on social media, connect them with someone you know that you think they’d like to meet, recommend a great book on a topic they are interested in, send them a fantastic article or a link to a great blog – and then send them something else of value every month or so. And then, every now and then, send them something about your company, products or services – not something super  salesy — it has to be something interesting and of real value to them. If they are a great potential customer they will eventually reach back out to you and ask more about your business and how you can help them.

Here are a few more suggestions from the folks at Eventbrite and me…

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Great Leadership Book + Two Business Ideas


Click HERE to learn more about my new Consultative Sales training course and use promo code 45OFF to get a 45% discount!!

Consultative Sales Excellence  45

 

How To Increase Your Sales Success

shutterstock_46908313I have been teaching consultative sales for the past 20 years and in my opinion three of the most critical skills necessary to be superb as a salesperson are: asking highly focused and thoughtful questions, being an intense listener and then taking excellent notes. Great questions allow you to gather the essential information needed to understand the customer’s problems, create the exact right solution and close the deal. However, if you ask great questions and don’t listen carefully and write superb notes, you might as well not ask any questions at all.

Let me help you understand how important listening is. Think about the average value of one of your larger sales, then determine how much time (in minutes) you actually spend in front of the key decision-maker during the sales process. Then divide the total value of the sale by the number of minutes and it will give you how much money is on the line for every 60 seconds you’re talking to the key decision-maker. For some of my clients that number has been in the thousands, tens of thousands and even hundreds of thousands of dollars per minute. The number might be much smaller for you, or it might be quite large, but either way it is essential that you be incredibly focused on your customer during the brief amount of time you get to spend with them. One of the best ways to demonstrate that you are paying attention and truly care about what they are saying is to be absolutely fantastic at taking notes. Again, if you ask a great question and they give you an in-depth and detailed answer – and you don’t write any notes – you are telling the customer not to answer any more of your questions because it will be a waste of their time. (**As someone who has owned several businesses I cannot tell you the number of times that I’ve had a salesperson sit in front of me while I explained my problem or need in detail – and they didn’t write a single note – nothing. Which is exactly what they got from me, nothing. No sale, no deal, and no invitation for a follow-up appointment).

Here are some of the things I recommend to increase your listening and note-taking effectiveness and clearly demonstrate that you are focused solely on your customer.

  1. Turn off all electronic equipment that you do not plan to actually use in the meeting. No phone, no iPad, no computer – nothing that can distract you.
  2. Bring a professional notebook such as a Moleskine to write your notes in. Unless you are a phenomenal typist and can keep great eye contact while typing notes, it is better to use a pen and paper and transfer the notes over later.
  3. Bring an extra pen.
  4. As you are listening and taking notes use good body language and eye contact to show your customer you are fully engaged in the conversation. If you are selling over the phone use of verbal cues to let the customer know your listening and encourage them to continue talking.
  5. As the customer is talking repeat what they are saying over and over again in your head as you are taking notes. This will shut out any mind chatter you have and help you remember what your prospect is telling you because even though they have said it only once, you have heard it several times in your own mind which makes your memory and recall dramatically better.
  6. I have created a number of special icons that I use to help me focus in on the most important information in my notes. For example, I put a # next to where the customer gives me numbers, and a $ next to where those numbers represent money. I draw small set of clock hands next to anything that deals with time. When a client emphasizes a specific point I put a big star next to it, if they mention it again I put another star – and another if they talk about it even more. I write a ? when there is something I need to come back and ask for more detail on. Then, at the end of the meeting (or phone call) after the client has shared a significant amount of information with me, I can quickly go back over my notes and say something like:

“I’ve listened to you very carefully and from what you have shared with me it looks like you have three major concerns: 1, 2 and 3 (the three items that I put several big stars next to) that are costing you about XX dollars (based on everyplace I have written a $) and are causing you to waste about XX hours a week (based on where I drew little clocks) and you’d like to try to get this fixed by XX day (based on where I put the #’s). Does that sound about right to you?

Typically the client is overwhelmed by the quality of the notes I’ve taken and the information I can summarize and give back to them. I have demonstrated beyond a shadow of doubt that I am listening, paying attention, interested in what they are telling me and because I’ve written it down in such great detail I will be able to remember it and develop the exact right solution based on my understanding and analysis.

  1. Then as soon as I get out of the meeting or end the phone call I immediately take out my notes and dictate (I use the voice recognition software called Dragon NaturallySpeaking) a clean and thoughtful summary of everything that was discussed and agreed to during the meeting.
  2. I then send a copy of that summary/call recap to my client to confirm that I’m on target, that I have not missed anything important and that we are in full agreement on next steps.
  3. Lastly, I post my call recap/summary into my client’s file so that I will have it to review days, weeks, months or years in the future. I still have notes from phone calls I had with clients more than 10 years ago and they are amazed that I can go back and share with them key things we discussed a decade ago.

I will tell you from experience that if you use the tools and recommendations I have listed above it will have a significant positive impact on your sales success. Everything I’ve mentioned is common knowledge, every salesperson knows that they should do this, but very, very few actually do. When you conduct a professional sales meeting, asking superb questions, being a highly focused listener and taking incredibly thorough and detailed notes – you clearly differentiate yourself from all of the other salespeople your customer is meeting and create a level of trust and professional respect that is difficult, if not impossible, for your competition to copy.

I hope you find these ideas of value and that they help you close more big deals!

 

Sales Advice in 60 Seconds

Special 20% discount promo code: JSPENCE

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Three Great Books and a Fantastic (Free) Sales Webinar

The Sales Webinar has already passed — it was earlier in the year.

 

My Best Sales Advice for 2016

My best sales advice for 2016 (or any year for that matter) is to make this the year of extreme curiosity. If you are selling a product that requires some level of understanding your customer, then you need to stop thinking of yourself as a salesperson and truly get into the mindset of a consultant. So, here is a simple four-step process for you to be much more successful in 2016.

ONE:  Practice the art of asking superb questions. Think deeply about the specific information you need to obtain in order to offer the perfect solution to your customer. Reflect on the information you want to receive from your customer when they answer your question, what do you want them to say, what specifically do you want them to tell you? Remember, that you don’t have an unlimited number of questions, so make sure that every question counts and helps you collect the critical information that will allow you understand the customer’s real needs and move the sale forward. To help you with this, I suggest you create a list of the key information you need to gather from almost every client. For example, in a business-to-business sale you might need to know:

  • What is the timeframe to make this decision?
  • Who will be involved in the decision-making process?
  • What is your budget for this project?
  • What are your selection criteria?
  • What other companies are you looking at to help you with this project?
  • What are the top issues that you hope that we can help you with?
  • What are the financial implications if you can’t find the exact right solution?
  • What would the financial upside be if we can deliver the exact right solution?
  • What would the exact right solution look like to you?

These are just a few examples, but take some time to sit down and write out the 10 most important pieces of information you have to get from every client and then write an elegant and focused question to get the client to give you the specific information you need.

TWO: Once you ask an excellent question, you must then be an intense listener. Make the person you’re talking to the most important person on the face of the earth while you are sitting there talking to them. Forget about your cell phone, forget about your next appointment, forget about your quota,  forget about your golf game this weekend – give them your total and undivided attention.

THREE: As you are listening intently, take highly detailed notes. Put a star next all important ideas, list out their buying criteria, and underline key budget numbers. Take notes that allow you to perfectly summarize and paraphrase what the client has shared with you to demonstrate that you have listened very carefully to them and understand their needs, wants, wishes, desires and concerns.

FOUR: Now, and only now, have you earned the right to start talking about your product or service!!!

I have met so many salespeople that do the opposite of what I am recommending here. They come in and immediately pitch their product, ask very few if any questions, and don’t write any notes. This is why 88% of senior executives say that the number one reason they won’t see a salesperson is: They waste my time!

If you follow the four steps I have listed above, you will be seen as a consultant and peer that is there to learn as much as they possibly can about their client so that they can deliver a true value-added solution at a reasonable (not lowest) price.

I hope you found these suggestions helpful, I very much look forward to your comments. – John

The Top 4 Business Trends of 2015

Last day of 2015I have literally just walked off the stage from my last presentation/workshop for 2015. It’s been an extremely busy year with more than 200 days on the road, zigzagging across the United States and Canada and delivering programs in Australia, New Zealand and most recently Poland. As I look back over the year here are a few big takeaways that I think you might find of interest.

 

  1. Culture and talent are critical. In most of the businesses I worked in this year the single biggest place where they could reduce waste, reduce costs and increase revenues and profits was in the quality of the people on their team and the culture in the organization. I believe that companies need to put more focus on hiring, growing and retaining top talent – and building a winning culture of engaged, satisfied and loyal employees who are highly results driven, customer focused and accountable. To me, these should be major strategic objectives in almost every business.

 

  1. Lack of accountability and disciplined execution are the biggest problems I see in almost every organization worldwide. There is no shortage of bright, sharp, talented people who can develop highly innovative strategies and ideas – but there is a huge shortage of people that can take those ideas and effectively turn them into results in the marketplace. Again, another place to see major revenue growth and profitability in many companies is focusing more on execution.

 

  1. As I look at the programs I was asked to deliver, there is a clear pattern of a handful of workshops and keynote speeches that the majority of my clients asked me to focus on:
Advanced leadership, especially leading organizations through change

I delivered this program for a number of companies whose industries were undergoing massive change and were challenged to get their employees not just to embrace change, but to drive change.

Winning culture

Many of my clients requested that I help their organizations learn more about how to create higher levels of engagement, commitment, teamwork and collaboration – what I have come to call creating and “ownership mentality” throughout the organization.

Business excellence/strategic thinking

I spent a good bit of time this year helping companies take a hard look at their current operations, benchmark against best practices and fine-tune their strategies to be successful in the future.

Consultative sales

Although I started my career doing high-level sales training, I stepped away from it for a few years, but now many of my clients are asking me to help their entire organization become a sales organization focused on being trusted advisers to their customers.

My recommendation would be to look closely at your organization and make sure that none of these are areas that you are neglecting.

 

  1. Lastly, I am becoming more and more aware that building a strong network of people that want to help and support you (because you are helping and supporting them) and then using that network to generate strong positive word-of-mouth… should also be one of your major strategic objectives. It has become obvious to me that social media, combined with social proof, are the future of referrals and word-of-mouth marketing. But all effective networking and word-of-mouth marketing is based on, delivering massive value and being so incredibly remarkable at what you do…that people want to remark about you, that is, tell other people about how great you are. Just trying to build up your email list or the number of contacts you have on LinkedIn is not an effective strategy, it only works when the connections are created through trust and strongly demonstrated competence.

So those are some of the major things I noticed about 2015, which means they will probably continue to be big issues in 2016. Are you seeing anything different?

I very much look forward to your thoughts – John

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