Are Your Salespeople Playing “Feature and Benefit BINGO?”

Are your salespeople costing you revenue you should be winning by playing “feature and benefit BINGO?” The only way you truly know is if you or your VP of sales is traveling and working in the market with your sales team.

Feature and benefit BINGO is a game untrained salespeople play far too often. They “show up and then they throw up” and they spew all the features and benefits they can think of waiting for your buyer to jump up and yell”…BINGO….I get it….I figured out what problems you can solve for me…”

 

Market leading salespeople ask questions and take the time to listen and understand the problems, the pain their buyers are experiencing and they position their product and or services as solutions to those problems.

As a quick litmus test, ask yourself who talked more in the meeting? Your buyer… or your salesperson? If it was your salesperson I promise you they are showing up and throwing up and it’s costing you sales revenues you could have won.

Are you playing feature and benefit BINGO in other areas?

Your website?

Brochures?

Your sales training?

Don’t Kick Your Salesperson’s ASS, …Help Them Find Their Number….

 

One of the easiest things a sales manager, (business leader) can do is resort to a; “boot on the throat”…” a throat to choke” ….and “Ass Kicking “mode. After all it takes very little effort, knowledge or skill to be a critic and a bully.

True leaders help train and motivate their teams.

 If your desire is to hit and surpass your sales objectives….Help your salespeople “find their number”.

I see it all the time, a new product launches or a new sales goal is distributed to a sales team and the key performance measurement: Sales to plan is not met. The easy route is to start “Ass Kicking”. You know …the weekly and by weekly conference call thrashings in front of their  peers. The sales update calls at 5pm on Fridays that last until 7pm. The “contemplation of your navel” market reports on why they can’t hit their sales numbers and their future action plan to change the results.

Yes this may drive some momentary, fear driven results, but this is not how you create sales velocity. In 99% of the cases I have been asked to help figure out why sales objectives were being missed it was not lazy salespeople who needed their butt’s kicked. A frequent cause was poor (or a total lack of) sales training. In these cases struggling salespeople are told to “stop making excuses and just make it happen, figure it out”. However the reality is the reason your team is missing numbers can be traced back to your understanding (yes you) of your market and buyers problems, buying criteria, and buying process.

Sales velocity is sales increases with direction and momentum and it is never driven by fear.

If your salespeople are struggling with sales, particularly new product sales and or new business sales my advice is to stop… the beatings as the morale is not improving and “help your salespeople find their number”. Their number is how many rejections they have to experience to have a win.

For example at one time in my career I ran business development for an ad firm. After tracking my calls I found my number was 18. If I made 18 calls I would get 2 appointments and from those two appoints I would close 1 new account. Instead of dreading the call process it became a game. Each rejection meant I was one step closer to a yes. Over time I also tried to improve that number.

A couple of funny things happen when you track how many rejections your team receives;

First, they make more calls. More calls mean more opportunities to win, more opportunities to start conversations.

Secondly, if your sales team has been properly trained on how to listen to buyers, determine their unresolved problems, and they understand the problems your product solves….you will have a number of net new potential clients dropping into your marketing funnel. Some of these accounts may not buy for 12-14 months, but if you compliment your calls with a lead nurturing campaign you have a high probability of closing them when their problems, (their pains) become unbearable.

As the leader you must listen to your team and look for diamonds as far as what is working and share it with your entire team. In addition you must look for common reasons sales do not occur and work with marketing to create sales tools for these common roadblocks in the flow of the sales process.

So do me (and your sales numbers) a favor …

Track number of rejections for each team member for 60 days. Gain an intimate knowledge of common reasons buyers are rejecting your salespeople.

 

Have your salespeople report on their number of rejections each week and you will see more net new sales and your marketing funnel will increase exponentially to help your future sales numbers.

Or go ahead and Kick Some Ass….it sure worked when you were a salesperson right? …Oh it didn’t? It actually made you feel like a number, and you lacked a loyalty to that manager and or company? Or you left that team, that idiot boss and now you lead the competitor’s sales team?  Interesting…did the ass kicking make you seem desperate to your accounts at the time and the deals you did close were below your targeted profit margin? Hmmm…so what makes you think “Ass kicking” makes your team feel any different?

Does your team track number of rejections?

 

Does each of your salespeople know their number?

 

Does your organization use those individual rejection numbers to identify team member who need training?

 

If you are in sales, do you know your number?

 

Do you find when the pressure is on salespeople chase new business differently? Are they making things up on their own? Making promises your product or service can never achieve?

You always have a choice.

You can “let the beatings continue until the sales and morale improves”….’let the Sh@t flow down hill…”or you can chose to lead your team. You can help them, motivate them to make more calls, and clearly understand your market, buyers, and have a record setting year.

Is Sales an Art or a Science….it Depends on Your Marketing

 

 

Is Sales an “Art” or a “Science”?

 

There is no general answer that applies to all organizations as it depends…..it depends on your team’s demonstrated competency in marketing. (Believe it or not)

An “Art “implies creativity as well as varietability and” science“is about process, method and constantly assessing and experimenting with process, and managing  the process.

A number of clients over the years have stated their needs as; “I need you to create a repeatable sales process for our team”. However, in most cases they lacked a clear understanding of their market, buyers, buyer needs, probelms, and the buying process. They wanted me to study their “sales super star” and replicate them throughout their team. However sales processes built from the inside out produce marginal sales increases and often increase the gap between your team’s “sales speak” and “the buying process”. What you need to do  is create Sales Velocity.

So what sould  teams desiring  to be market leaders to do?

I was asked to speak at a conference recently for business owners and their senior teams. Prior to my presentation, I reached out to the organization’s members and asked;

“In the areas of marketing and sales what topic would you like me to discuss?”

I could have discussed a number of topics, but I wanted to provide their members the maximum return based on their needs.  I was interested to see if the recent and current economic environment in any way changed what I typically here when I ask this question.

The responses varied from;

How do we get our salespeople to sell new products?

 

How do we motivate our salespeople to focus on opening new accounts?

 

What is the best way to measure the ROI of marketing?

 

How do we align sales and marketing to reduce waste and increase productivity?

 

What is the best marketing vehicle to drive sales now? Quickly?

What is my take on “social media” and it’s ROI?

 

How can I be assured my next investment in a new product launch meets goal ?

 

I felt I could speak for a week and not do justice to all the  questions independently,  so I grouped the responses into two buckets;

What is marketing and how can it impact sales in a way that produces the greatest overall return?

 

How do we create a repeatable sales process that works, has an immediate and long term impact?

 

I shared my findings with the event coordinator to insure the direction I was taking would serve his association and his goals. He shared that the two topics I chose were like thorns in the side of his membership as they keep bubbling to the top of discussions. So I asked questions to better understand past discussions and he shared two comments his owners and senior leaders shared in private;

“Our salespeople are just not working hard enough, I know times are tough, but for what I pay them they need to sell through those objections”

 

“I think a large % of our overall marketing spend is a waste, fluff, and does not provide the return any other expenditure would be required to produce.”

 

Interesting…..

So I decided to open this presentation with a question for the room;

Is Sales an Art or a science?

 

Before I share where this discussion went….

What do you think?

Is sales in your organization an Art or Science? Why?

 

If you could pick Art or Science, what would you prefer sales to be in your organization? Why?

 

I will share in my next post the results I observed and any feedback and comments on this post. I will also share the desired state and my answer to this question.

Rip Off the Band Aide(s) and Position Your Business For Growth in 2010

What are you aware of that is broken in your business? You know that area, person, process, perhaps website that is not producing? It’s that area that you know you need to address, but you have tabled for now as you focus on bigger fish to fry. If you can’t admit perhaps it’s” broke”,(like a number of those who ask for my help)  let me ask you another way: What is that area that you know is just not right, but you slapped a band aide on to “get through until the business comes back to normal again”?

The reality is you will never see your business like it was unless you identify the areas that are roadblocks or worst yet broken ,and fix them.

I remember when my children were very young and when the would fall down playing and scrape a knee or elbow they did not want me to clean the minor scratch or put some medicine on it….they wanted a band aide. Band aides are magical in that once the problem is out of site they were miraculously healed. Tear filled faces became filled with smiles and the desire to get back to the play that resulted in the injury in the first place.

The difficulty came at night, before their bath when we had to remove that band aide. Back in the day, in an effort insure they did not fall off,…band aides were once glued   your skin and the removal of them caused some pain and or irritation. So what do you do? Do you slowly pull the band aide off? No, what you learned to do was to rip the band aide off quickly. Yes there is a momentary pain, but not nearly as long as trying to slowly remove it. Once the band aide is removed you can assess the true nature of the injury, clean it, and apply medicine to insure it heals and does not become infected.

As I work with a variety of companies in a number of industries I uncover band aides in a variety of areas; broken processes, people who are not adding value and should have been dealt with long ago, people in the wrong roles, websites that scare customers away instead of begin a discussion, antiquated costing systems, poor marketing, the use of old selling practices, …and the list goes on.

What I find is most leaders are aware of the problems, but quickly mentally ranked them, they performed a triage and determined what needed to be addressed immediately, soon, or something we can slap a band aide on and deal with it when the business gets back to normal. There is also some who seem to hope and pray they just go away.

The reality is you may never see the days you consider normal again.
If today is the new normal , what would you do differently moving forward?

The recommendation I give to my clients is to; reset their understanding of the market and their business. In that process we will identify band aides that were slapped on areas that needed repaired and now have become infected. The only way to determine if those broken areas miraculously healed themselves, or if they became infected and may be costing you business, is to rip them off quickly, and rip them off now.

Over the next series of posts I plan to share the process I have used to help businesses; launch new products, launch into new markets, grow in existing marketing, and rebound when they were faced with rapidly decreasing sales, profits, and market share. My commit to you is they are practical and you may even scratch your head and say “well it can’t be that easy”…the reality is; yes, it is.

I am not sure what caused it, or when it occurred , but leaders at some point decided problems were complex and therefore required complex solutions that none of us could execute if we had to … if the truth be told. The reality is when you boil problems down to their true essence there are no new problems. The problem may on the surface look or feel new, but in reality it has existed before. Identifying problems and the road blocks standing in the way of your team’s success and solving them is what we are paid to do.

How about your business…when I ask the question; what is broke and you know you need to fix it but it will be painful? …do you think about?
Are you sure the band aide you slapped on it long ago is working? How can you be sure?
Are you sure underneath that band aide you don’t have a festering infection that may spread throughout the body of your business? ( and worst spread to your customers)
Did you just address an area by “Ripping off the Band Aide”? If so please share what your learned.

Entrepreneur Best Practice: # 8 When Sales Get Rough…Look for Diamonds

 

Entrepreneurs often spend so much time in their businesses they fail to look closely at their business. Market leaders understand the value of analyzing their customer and sales pipeline to find diamonds in the rough.

 

diamod

I heard a story about a farmer in Africa who farmed land that was in his family for generations. One day he decided he wanted to sell his farm and move to city and make his fortune. The new land owner was out exploring his new property and his son found a beautiful shinny rock in the riverbed. His son brought the rock home and displayed it with pride on the fireplace mantle. As the story goes a friend came to visit and saw the “rock” on the mantel and asked the new owner if he was aware of what they had? If the story is true it was one of the largest uncut diamonds ever found.

All those years, for generations the family members walked by that same stream and did not see nor appreciate the shiny rocks in the stream. Eventually they sold their farm and went in a new direction unfamiliar to them to “make their fortune.

I see the same story with Entrepreneurs, and leaders in both large and small companies. They are so busy chopping the trees; they fail to see trends in the forest of sales data. When you look at your sales data;

Segment sales into groups and rank them

Compare and contrast sales and profits to prior

Review new sales over the past six months, do they have any common elements…

Map trends that emerge objectively

Far too often entrepreneurs have diamonds in the rough they can only identify once they take the time to analyze and trend map their data.

boston market

A quick example; It is a difficult time for most restaurants. I have heard sales decreases as high as 70%. However, I frequently buy lunch at Boston Market. I often see the same people each day and they are all, like me eating the same thing; a meat protein and two servings of vegetables. One guy has lost over 100lbs on their tortilla soup.

I was joking with the employees today as they know me by name. They asked how much weight I have lost, and what was my secret. I shared that I joined the Medifast program, a light workout each day, and I eat one healthy meal per day. Boston Market offers food choices for consumers like me.

mainSide

If the leaders at Boston Market would survey customers, group the data, they would find a revenue diamond in the rough.( and they may have) Once they identify that diamond, they need to share that they have it with others who are trying to loose weight by eating healthy. Their lunches are slightly more expensive than other lunch choices; however their meals are perfect solutions for dieters who need to eat 6-7 ounces of protein and two cups of green vegetables carbs.

Once they verify this trend, Boston Market may even choose to partner with weight loss programs like Medifast, local fitness centers and so on.They may provide other food choices to serve this customer segment and help them share the benefits of eating at Boston Market with other’s in their community dieting. If the segment is verified  be large enough they may even adjust their media buys to include shows like the Biggest Loser.

How about your company…

 

  

Do you have any diamonds waiting to be found in your data?

 

…You sure?

 

  

Has one of your competitors ever discovered a trend and launched positioning for an existing product that made you scratch your head thinking…why didn’t we come up with that?

 

  

Are you taking the time to see the big picture? Or are you too busy chopping down trees?

 

  

What other trend can you track to find your diamonds when sales get rough?

 

Market leaders understand the value in looking at the big picture and identifying trends.

Entrepreneur Best Practices: #7 You are Not Your Market

look inmirror

Entrepreneurs often make a common mistake …they assume, and then they extrapolate.

They assume because they are a member of a market and they have a problem others too want to pay to have this problem solved. Secondly they fail to do research (after all it’s expensive right?) so they extrapolate.

When Entrepreneurs assume and extrapolate they lose.

When leaders rely on their personal experience, their gut and intuition they become one of the 90% of small businesses launched each year that fail within 18 months. When leaders with an entrepreneurial spirit in large organizations launch without current market data, their products are discontinued and removed from the shelf within 12 months…(and sometimes the leader joins their products in the recycle bin.)

Keep in mind: YOU ARE NOT YOUR MARKET!

 

How about your organization…

 

 

 

Do you have entrepreneurial leaders who shoot from the hip based on their past experience, their gut and intuition?

 

 

 

Have you ever launched something you, your wife, and all your golf buddies thought was brilliant only to sell 1/10 of what you forecasted in the ROI to justify production?

 

 

 

How do entrepreneurial leaders build their discernment muscles to rely more on market data and less on their gut?

 

 

 

Every once in a while someone will get lucky and hit the market with a product that solves a pain they had, and luckily many others have. However I would prefer to mitigate my risk by doing more homework upfront…

 

 

 

How about you?

 

Entrepreneur Best Practices: #6 Learn To Cut Bait …early

fishing 1 

Not all customers are good customers, and not all new business is good new business. Entrepreneurs are often faced with a dilemma; do I compromise my price, and or my service to make the cash register sing?…in these economic times I probably should right?

 

The answer is a definitive: NO.

Market leaders provide value and realize a fair value exchange from their customers.

 

Market losers chase every sale, and often learn to regret those they should have passed by.

 

 

 

When you land an account, a customer you should have “thrown back” they often bring a new set of problems;

 

They are often “time vampires”…sucking the life out of you

 

They do not value your work and will always be working you to discount what your do

 

They become service nightmares

 

They often short pay you

 

They often become a collections problem

 

Sometimes you do the work and they never pay you (I particularly hate this one)

 

 

 

…that is why we must learn how to “cut bait” and get back to fishing.

 

 

 

 

 

 

I enjoy fishing. I can spend hours out fishing enjoying nature and the quiet. It’s one of the few things I do that helps quiet my busy mind like church. Often times when I fish in a new fishing hole I am not familiar with… I get snags. You know …you have your bait in the water, and something takes the bait. It could be a fish, (and you hope based on how your fishing rod is bending a BIG fish) but more often than not you have a snag.

 cat fish

 

On rare occasions it actually is a large fish. One time I was convinced I must have snagged my bait on an underwater log and much to my surprise found a large cat fish on the other end of my line.

 

More often than not though whatever has my bait is a distraction, a snag and it is something that is taking me away from doing what I love to do…fishing and catching fish.

 

 

What we must build as entrepreneurs is the discipline to “cut bait” early and get back to fishing.

 

 

cut bait

We often waste too much time “hoping” we have a large fish on the other end of the line when there is a high probability you have a YAFO snag.

 

For example, ever since my eBook about the 50 ugly truths of being an entrepreneur came out and the pod cast with the struggling entrepreneur, I have been receiving email and phone calls.

 

I received a call from a local financial planner whose business revenue from fees has dropped over 40% in the last year and wanted to know if my 10 step process would work for a financial planner. The answer was quickly yes as I used this process in the financial industry serving a 401k third party administrator and we quickly grew his business. Keeping with my fishing analogy, I had a nibble.

 

After answering his questions he asked if he could take me to lunch to learn more…I have one on the line…(I think) As we enjoyed some great Chinese food, he wanted to know my 10 steps and how it works. I explained that that is what people pay me for, however I will be happy to share some success stories I have had using this process. As we closed lunch he asked I send him a proposal and he said …”but remember I am a financial advisor and not one of those big companies you help.”

 

To a fault I love helping people, so I wrestled with a price model that would drive the growth he needed and compensate me fairly for the time I would be giving his project. I developed a program that had a modest upfront cost, a monthly retainer and an aggressive compensation for me on every new account my work landed for him.

 

I compromised my standard price model to help him. We went back and forth for days with emails and eventually he asked for only the small upfront fee and no compensation on the business my work would bring him or monthly retainer….and I almost took it, bur instead…

 

I quickly cut bait.

 

I should have cut bait even sooner as in the flurry of emails I quickly learned he was more attached to the “cost” and not the “outcome “of my work. He has been paying a coach a modest amount per month for years and thought I should match or beat this price. I asked him to read all the nice comments people I have helped in the past put on my web site, linked in, and so on. I even gave him some past customers to call….but his attachment was on cost not benefits, and he definitely did not have a strong enough desire (yet) to have his problem ( pain) solved.

 

Where I blew it was not cutting bait sooner. As I have shared, I just love helping people, particularly leaders with an “entrepreneurial spirit”. However after I shared my compensation model and I modified it to meet his needs that we discussed, and he “snagged” I should have cut bait earlier.

 

 

While you wrestle with snags other fish are swimming by…often big hungry ones.

 

Market leaders know the value of cutting bait early and getting back to fishing.

 

Market losers chase every deal and compromise their business models, products and or services and are always disappointed in the end.

 

Having reeled in my share of tree limbs in my days on the lake, you spend time that could be out casting into better waters only to reel in something that at the end of the day does not put food on your table.

 

 

The opportunity cost of chasing bad business is too great.

 

 

How about your company….

 

 

 

Do you chase every deal …compromise your model to accommodate every snag?

 

 

 

How’s that working for you?

 

 

 

Have you trained your salespeople in the value of qualifying new business early, and the power in cutting bait?

 

 

 

Are you currently struggling with what you hope is a big fish….but you know has a probability of not putting food on your table?

 

 

 

 

 

CUT BAIT NOW…you will thank me…