Achieving Business Excellence with John Spence

Irrationally Passionate

I was driving into the office this morning (Saturday – and you notice I didn’t call it work) listening to a podcast about how to increase sales. The person being interviewed said that the best way to grow your business was to focus on “irrationally passionate” customers. People, who are fanatical about the type of products or services you sell. Good examples would be Star Wars fans who will buy just about anything that has to do with Star Wars, or a sports fan who is crazy about their team, someone into golf, knitting, gardening, dogs, cats… a target customer who is so irrationally passionate that they become a raving fan for your business because you offer something that they “have to have.”

I love this idea. It makes perfect sense for how to identify your key target market. If you start your focus on this potential group of customers, you will also appeal greatly to the folks that are not quite as passionate but still very interested. It also makes it so much easier to sell when you are offering your products and services to people that are enthusiastic about buying them. I see a lot of businesses waste time and money trying to sell to people that either don’t want or can’t afford their product. Here is a quote I use a lot when I’m delivering sales training, “Don’t try to sell to broke people.”

However, I also saw another application for the idea of “irrationally passionate.” This is the exact same thing that YOU need to be about your business/career if you want to achieve a high level of success. It’s very hard to become superb at something you are not deeply excited about. If you want to be one of the best of the best you must be fully committed… irrationally passionate… and willingly do what unsuccessful people are unwilling to do. So here are a few questions for you.

Are YOU irrationally passionate about…
  • Being better prepared than any of your competition?
  • Being insanely customer focused?
  • Delivering the highest quality products and services?
  • Delivering world-class customer service?
  • Operating with 100% honesty and integrity?
Is your company irrationally passionate about…
  • Hiring only top talent?
  • Building a winning culture of highly engaged employees?
  • Being fair and generous with your customers and employees?
  • Creating high levels of accountability across your entire organization?
  • Fostering lots of open, honest and transparent communication within your company?
  • Focusing intently on disciplined execution?
  • Demanding excellence and refusing to tolerate mediocrity?

These are just a few questions; I could easily add another twenty. The point is, you will never become truly great at something if you are not irrationally passionate about achieving greatness in that area. I know that sounds simplistic, but it is the truth. Unfortunately, I see a lot of people today that think that they can attain great success without great effort. That has never happened and it never will. All success comes from work, usually very hard work, and excellence comes from being irrationally passionate about the pursuit of excellence.

What are you irrationally passionate about?

How To Be More Successful

I recently had the honor of being asked to do a segment for ITPRO.TV, a video channel aimed specifically at delivering world-class training and certification courses to IT professionals. The topic they asked me to speak on was professional development, especially focused on how to take your career to the next level in 2017. I think there are several good ideas here that apply to anyone who wants to have more success in their career and life.

If you found this video helpful, I hope you will share it with your network. Thanks – John

How To “Win” In Sales

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This is one of the biggest “aha moments” I ever had when learning to be salesperson, which I got from a fantastic book called: Let’s Get Real or Let’s Not Play by Mahan Khalsa.

“In sales, you and the customer want the very same thing: the Exact Right Solution.”

 

Let me unpack this for you…

If you are talking to a potential customer, than they have already given you a buying signal; they are giving you some of their time, which means there is at least some level of interest in your product or service. So you both know what you are there for, a potential sale. The goal then is to make sure that you both get what you want out of the transaction, they get a reasonable price on a product or service that they need and you make a reasonable profit. This is the only possible outcome for successful transaction, the Exact Right Solution.

  • Sell them something too expensive and they find out that your price was high, you lose the customer.
  • Sell them something too cheap and you lose money on the deal, your company goes out of business.
  • Sell them the wrong product that will not actually meet their needs, but makes you a nice commission, you lose the customer.
  • Sell them the right product and deliver it late, you lose the customer.
  • Sell them the right product and it does not work, and you fail to follow-up and get it fixed quickly, you lose the customer.
  • Sell them the right product but promise them too many additional services, you lose money on the deal, your company goes out of business.

I could go on and on, but I’m sure you get the idea, unless both you and the customer get exactly what is right for both of you, you have not made a successful sale.

That means that it is not you against the customer, it is the two of you working together as a team to develop the Exact Right Solution. To me, this takes away the sometimes adversarial relationship between buyer and seller. I remember early in my career that every time I went on a sales call I felt like I was trying to “win the sale.” The truth of the matter is I should have been trying to win the trust of my customer by giving them exactly what they wanted, that also aligned perfectly with what I wanted, so that we could build a strong positive relationship and I could be seen as a partner and trusted advisor who would always do what was in their best interest, as long as it was also in my best interest. The classic Win-Win agreement.

Now that I understand this, sales is so much more fun. I’m not there to “win” anything, I’m there to help us much as I can and work jointly with my customer to develop solutions that makes everybody happy so that we look forward to doing more business together in the future.

To me, that is the way a professional salesperson approaches the sales process.

Your thoughts?

Selling Value Where None Exists

John Spence on Selling Value

In my last blog, The Big Trends From 2016, I got lots of great comments and questions. I especially liked this question and wanted to share my answer with all of you.

 

Q: How often do you find executives who expect their salespeople to sell value that does not exist? In my last two sales jobs, the real value of the product or service was not a differentiator in the marketplace. Even for the most incredible sales person, companies are not naive and they can quickly assess whether there is value in an offering or just double talk. What are the executives’ responsibilities in this situation? How often are you seeing this situation at companies?

 

A: Good question, tough answer. You have to find some way to add value above the product or service even if it is truly a commodity. I have worked with a lot of companies that had very little differentiation, and the executives wanted their folks to sell on value, but few people understood how to create real value beyond what they were selling. If you cannot figure this out, then the only thing you have left to sell on is price.

In my strategic thinking workshops, I tell the attendees that all effective strategy boils down to: Valued Differentiation X Disciplined Execution. In other words, you have to bring something to the marketplace that is unique, exciting and compelling – that your customers VERY highly value – that is difficult, if not impossible, for your competition to copy – and that you can deliver on flawlessly. Until you can discover how you, your products and/or services can meet these criteria – the only thing you have to sell is lower price, which is the fast lane to bankruptcy.

You ask above, “What are the executives’ responsibilities in this situation?” It is my feeling that they must understand their product and market well enough to clearly show their salespeople where the real value exists. If they cannot clearly differentiate their own product from the competition’s product, then a salesperson needs to ask how they can sell on value if the executive can’t even describe it. One of the big issues I see are companies that demand that their salespeople sell on value and capture a premium price in a market that truly will not support it. This is a recipe for failure and is exceedingly frustrating to the sales force. As the old saying goes, “You can’t get blood from a stone,” and you can’t sell value where none exists.

However, it has been my experience that where there is little product differentiation the only way to command a premium price is for the salesperson to add massive additional value. What unique expertise can you bring to the situation? How can you give your customer insights and ideas they could not have developed without you? What recommendations can you make to improve the customer’s business? What additional services can your company deliver that significantly increases the value of your total solution?

In other words, if the product is not a differentiator, the salesperson must be. This is easy to say, but extremely hard to do. It takes a lot of work, time, effort and energy to educate yourself at a level where you can be positioned as a trusted advisor – not a salesperson. Luckily, very few salespeople are willing to make the personal investment necessary to become a high level consultative salesperson, so if you can achieve this you will have created a good deal of job security because every company wants a salesperson who can create unique value for the customer that drives high margins.

I hope you found this of value.

The Six Fundamentals of Business Success

blog-money-1This evening I’m giving a speech to 350 CEOs of small to medium-size businesses and I’ve been asked to talk about some of the fundamental elements necessary to build and sustain a highly successful organization. After running several companies and spending the last 22 years of my life helping businesses around the world be more successful, here are a few things I think every business owner needs to focus on:

1. Start with a clear vision and purpose for why you are building the company. By the way, if the only reason you’re starting the company is to make money, there’s a good chance it will fail. Success comes from a genuine passion to help your customers, if you are focused intently on that and charge a price that allows you solid profit margin, everything should work out fine in the end.

2. Solve a real problem. You also have to make sure that your vision and purpose are focused on delivering products and services that the market eagerly wants to buy. It does not matter if you think what you sell is really cool, the only critic whose opinion counts is the customer.

3. Build a world-class team. Competitors can copy your products, beat you on price, outspend you on marketing, but one thing they cannot do easily is beat a company that truly values top talent and gets them engaged and passionate about serving their customers.

4. Extreme Customer Focus. I have said this a million times and I am more than happy to say it a million more: whoever can attract, grow and retain the best talent, and also “owns the voice of the customer,” has a huge market advantage. Fantastic employees who build great customer relationships are a key to success in every business.

5. Quality and control. This one is very fundamental, but without it the other things above can’t work. You have to have very high quality products and services, deliver consistently superior customer service and manage the financials of your business with extreme discipline. There is a reason that one of the most often used clichés in business is: Cash is King.

6. Disciplined Execution. Once you’ve got all of the above factors in place, then you must be incredibly vigilant in always focusing on the most important things in your business and making sure they get done. If you do not take the time to make these things your top priorities, then you will likely have to make time for bankruptcy court.

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 to Become a Highly-Paid Professional Speaker

If you want to make a really great living as a professional speaker, I can absolutely help you!

I have been an extremely successful professional speaker for more than 20 years, doing upwards of 70 speeches a year at a rate of $20,000 or more per speech.

As I look back of the last two decades in this profession I cannot possibly count the number of times that people have told me, “I’d really love to do what you do for a living, I’ve always wanted to be a speaker.” Rather than try to explain it over and over again, I created a very brief, focused and honest e-book about exactly what it truly takes to build a six or seven-figure professional speaking or corporate training business. The e-book only costs $8.50 because I’m not trying to make a ton of money on it, I’m trying to help a bunch of people get on the right track to building a successful speaking business.

Take a quick look at the 45-second video below to see if this e-book might be of value to you in your effort to become a professional speaker.

 

Click HERE to order the book on Amazon

 

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!!

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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!