Thank Goodness It's Monday #433

THE DREADED HOLIDAY SEASON

IS OFFICIALLY UPON US

Halloween’s behind us. So now begins the time of the year so many folks dread. 

Yup. We’re talking about the rapidly-building-speed Holiday Season ahead.

Now don’t get me wrong. There is and will be lots to like about the 60+ days remaining of 2013. And the warm, and generous, and celebratory friends and family parts are as high up on my “like” list as most anything.

But there’s one part that looms ominous for anyone who sells for a living (and that’s virtually everyone reading this when you pause to consider the scope of the concept of “selling”).

And it isn’t the holiday traffic or crowds or repetitive elevator-music renditions of tunes you thought you once loved.

TGIM HOLIDAY CHALLENGE: ‘Tis the season for decision makers to put buying decisions on hold.

By far the scariest thing after Halloween frights are the words –

“Call me after the holidays.”

Sorry to be so shockingly blunt. But you know you’re going to be hearing this phrase and others like it often in the days ahead. As a friend, I just wanted to prepare you.

And maybe share a little --

TGIM SALES INSIGHT: “Call me after the holidays” is NOT simply a sales objection you have to overcome. It’s worse.

It’s a stall.

 

And what makes “stalls” worse than objections is that –

When you bump up against a stall you have to bob and weave and slip around it in some way to at least get to the real objection so you then can deliver the sales-winning KO blow to it.

How do you do that effectively in the days ahead and still keep the happy holiday spirit? 

TGIM ACTION IDEAS: Consider the following proven-under-fire tactics and responses an early holiday gift from us to you:

► Laugh it off. Ho, ho, ho. Just making the other person a bit more at ease can go a long way toward slipping past the after-the-holidays stall. So, perhaps, be funny in your response. 

Call them on the stall. “When did you turn into Scrooge, Mr. Prospect? You think that old dodge can come between us?” Or say in words that come easily for you, “So many people have already asked me to call after the first of the year that I’m booked until April. However I do have a just few opportunities available in 2013 and I’ll make one available for you. How about it?”

► Agree. Then disagree. Say: “I know what you mean … lots of people feel that way … the days are zipping by. But what most folks don’t realize is that …” 

Then unload your compelling buy-now facts, perhaps something like, “… with materials costs rising between now and year end, plus the shipping increases that are inevitable in the new year, there’s probably a 20 percent saving for those who buy now. Are you sure you want to lose that savings?”

►Question the prospect into a corner. Then close when they get there. Just play out the classic overcoming-the-stall sales script: 

“What will be different after the holidays? Will anything change over the holidays that will cause you not to buy?” (And, of course, the prospect can’t provide a specific objection because he’s just stalling and so sputters, “Oh, no.”) “Great!” you exclaim. “Let’s get your order underway NOW and, if you’d prefer, we’ll deliver after the holidays but at today’s locked-in low rate.”

►Close on the stall line. Hey, it’s the archetypal opportunity for unleashing the Assumptive Close. You know how it plays out:

 

As if assuming that the deal’s been agreed to you begin completing the order process while asking: “What day after the first of the year did you want to take delivery?”

►Spell out precisely when “after the holidays” is. Get the commitment to do set out doing business “after the holidays” and “close” at least that. Ask: “After Thanksgiving? Or Christmas? Or the first of the year?”

 

Pick a specific date and time. Then make the prospect put that appointment -- even if it’s just for a callback -- on their calendar (ideally 2013, if not in the 2014 imprinted-with-your-info datebook you give them). That makes your follow-up more definite and the steps to break the commitment more substantial from the prospect side.

►Create reasons to NOT delay. If they’re not already in place, there’s still ample time to make them so on your side of the equation and then sell – and close – on them in 2013. Offer Act-Now incentives and alternatives such as: 

Discounted year-end pricing.  Special 2013-only added-value inducements. Advance peeks at scheduled 2014 price increases. Cash-flow-abetting after-year-end billing. 2013 inventory-reducing delivery postponed until after the new year begins. No-cost technical assistance through December. Explore the idea of favorable tax consequences for them in a year-end 2013 purchase.

► Get past the stall with holiday cheer. You know you’re going to be spreading some no matter what.

Hand deliver that pocket appointment book we mentioned above, then execute your date-making move. Drop in with the small holiday plant (or better) for the prospect’s office. Throw a holiday party and offer invited prospects and customers a tonight-only deal. Enter fourth-quarter buyers in the last 2013 free-shipping Sweepstakes Giveaway.

Caution: In the spirit of the season, be a “Wise Man” bearing such gifts: Use your finest judgment; you know best what the limitations here would be. Don’t compromise yourself or your customer/prospect. Adhere to legal limitations and industry-approved practices. 

TGIM REALITY CHECK: Success in overcoming the “Call me after the holidays” stall is directly related to the quality of the relationship between seller and prospect/customer. 

A solid existing relationship allows you more liberty to press for immediate action.

A developing relationship may require that you have to let year-end closing success slide by as you wait for the new calendar year to seal a deal.

So, since we all know the “Call me after …” line of defense is out there, you’re forewarned with 60+ days to go. Hone the ideas reviewed here plus whatever else has worked for you in the past.

And finally, speaking of what’s worked in the past …

►Arm yourself with a testimonial to suit the season. Similar situations resolved in your favor recounted by third parties are more powerful than any pitch you can make to get the reluctant “call me in the new year” prospect buy today.

Ask someone who overcame the seasonal stall mentality and bought from you (and was glad they did) for a quick testimonial. 

If you don’t already have it, get it now. Use it now as needed.  

TGIM Bottom Line: As sure as you’ll be wondering once again why The Barking Dogs rendition of Jingle Bells became a seasonal staple (you can hear it HERE, I dare you), someone will ask you to call “after the holidays” or “in the New Year”. When that happens, don’t get mad – get creative.
 

Woof, woof, woof.

Woof woof, woof.

Bow, wow, bow wow, wow.

Geoff Steck
Chief Catalyst
Alexander Publishing & Marketing

8 Depot Square

Englewood, NJ 07631
201-569-5373

tgimguy@gmail.com 

P.S.  “After all, the best part of a holiday is perhaps not so much to be resting yourself, as to see all the other fellows busy working.” Kenneth Grahame (1859-1932) said that. Although he’s most famous as the author of the childhood classic The Wind in the Willows, the success of that book came only after his retirement from a nearly 30-years spent rising through the ranks at the Bank of England.

Thank Goodness It's Monday #418

12 STEPS TO IRRESISTIBLE SALES POWER

 

Wow! Last week’s TGIM (#417) really clicked with you guys. The feedback has been rewarding. 

 

And I thank you for it. It’s made me think that perhaps further review of some “classic” sales strategies might be mutually beneficial.

So I’m going to try again -- inspired by you all and especially the recent outreach from an old publishing acquaintance who recalled a memo we both received in – gulp! -- 1971.

Richard Prentice Ettinger
 

The memo writer’s name may be familiar to you. Or at least part of it.

Richard Prentice Ettinger.

From time to time I have alluded to RPE (as he was known) and his protégé and my early boss Richard Neill (and, yup, he was tagged RN and I was GS) here.

RPE built Prentice-Hall, Inc. from a struggling two-person outfit in 1913 into a publishing giant with annual sales in excess of $120 million when he died in ‘71. (By some calculations that’s equivalent to roughly $2 Billion today).

 

Clearly --

 

He knew something useful about selling. And those of us who were fortunate enough to have worked for him/with him would regularly receive some resurrected and re-released memos he had penned across the decades to guide our thinking and behavior.

 

 I’d like to share one with you. As I said, my version is from 1971. Its origins could go back as far as, perhaps, 1913.

 

It’s classic RPE. But by 21^st Century standards the language – bosses assumed to be “him” … receptionists assumed to be “her” … sales “man” -- may be distracting. 

 

Don’t be diverted or misled. I think RPE was simply profit-focused and didn’t think that he was being sexist, just generic. In 1971 a good, well-respected part of the Prentice-Hall sales force and upper level staff were women.

This is powerful stuff. In its day this memo was distributed by managers throughout the organization to employees at all levels – editors, design and production personnel, the operational folks, maintenance crews, printers, financial types, cafeteria staff -- not just to “salesmen.”

The instruction to the management level was:

“See that your people keep the basic rules always in sight.”

 

I guess it was effective. When I was reminded of it, I was able to dig back and find my 40⁺ -year-old copy which I will share with you – word for word – now:

 

***

12 Steps To Irresistible Sales Power

No matter how long a man’s been selling, or what sales tricks he can call on during his presentation, his success boils down to the use of basics.

 

1. Don’t let the receptionist turn you away. You’ve got to get past her if you expect to make the sale. Convince her that what you have to offer could mean a big cost-saving for her company.
2. Know how to sell an appointment. You must sell that before you can sell a product. The harder a man is to see, the better a customer he is likely to become.
3. Get the facts. Before you attempt to sell a prospect anything, find out what he wants or what he needs. Then find a way to fill that need.
4. Sell time and/or money and/or avoidance of trouble. Show the prospect how he can save time. Show him how he can increase his profits by using your products.
5. Be brief, confident, positive. Don’t stoop to knocking the competition. Sell your product on what it CAN do, not what the other product allegedly can’t.
6. Present information honestly. Avoid tricks, exaggeration. Or false claims. Be ready to back up your claims. There is nothing more convincing than the truth.
7. Answer questions. Get the prospect involved. By answering your questions, the customer helps to sell himself.
8. Field any objections cheerfully. Chart the answers in advance. The prospect who voices objections is “ventilating” in preparation to buying.
9. Be a name dropper. If big and successful companies have enough confidence in your product to use it, their confidence can inspire others to buy.
10. Know how to spot a buying signal. Be alert when the customer asks to take another look at the product or when he asks about delivery. He’s really saying, “I’ll take it – ask me.”
11. Don’t wait for the order. Ask for it. Then when you get it, escalate it. Many a salesman walks away without an order simply because he didn’t ask for it.
12. Don’t be discouraged by a call that ends up without a sale. Failure’s not a signal to give up; it’s a signal to work harder. Use the events of the meeting to cement your relationship so you can prepare for the next call.

IMPORTANT: Don’t blame the prospect when you lose a sale. Consider what you did wrong – or what you failed to do.

And profit by your experience.

***

Wow! (again). That’s a real blast from the past for me. A true golden oldie, full of significance and emotion -- if a little light on precisely how-to-do-it.

 

But, of course, Prentice-Hall and its subsidiaries published many now legendary books and seminal authors with sales and self-improvement substance. Norman Vincent Peale … Frank Bettger … Elmer Wheeler … Charles Roth … Maxwell Maltz … W. Clement Stone.

Woe betide any sales-minded, would-be career employee who didn’t become familiar with the substantial content set down by these luminaries in their classic guides.

 

TGIM ACTION IDEA: Always be learning. Always be building your skills and your library. Get wisdom. And get understanding.  Put what you acquire into practice.

Finally: Share your successes as we try to do via this TGIM. 

 

Hope you “profited by this experience.”  I’m looking forward to sharing more next Monday – if not sooner.

Geoff Steck
Chief Catalyst
Alexander Publishing & Marketing

8 Depot Square

Englewood, NJ 07631
201-569-5373
tgimguy@gmail.com

P.S. “I still work hard to know my business. I'm continuously looking for ways to improve all my companies, and I'm always selling. Always.” Celebrity “shark” and businessman, investor, and philanthropist Mark Cuban said that.