The rules haven't changed in sales basics

People buy from people. That hasn't changed over many generations. Yet, how we interact with customers and prospects certainly have.

Professionally, I just had to take the "Introduction to SEO/SME" online course by Google that I was fortunate to gain access because it was a qualifying step to exceed 75% to move on for an interview with one of their partners.  Ironically, the talent scout told me after I'd passed that in less that a week, he'd had to tell 4 other people ACTIVELY in the field that they wouldn't move forward because they didn't pass the test.

I am sharing this because I actively started a BLOG even before that, signed up to TWITTER around the same time. Next up will be FACEBOOK. I, like so many others, considered these avenues for keeping in touch with family/friends.   I look at it humorously at times to see what is really going on in my teenagers lives.  Ask them in person and everything is cool.  You don't have to wait to ask on Facebook, they're prepared to tell  a world of aquaintances, even strangers, what is on their mind.

What startled me recently was a study released just over a week ago that by 2014, Social Media will replace e-mail. What startled me more was the parents dinner a couple of weeks ago while we were out of town for a soccer tournament with our 16/17 y/o daughters -- we were told then that "e-mail is old fashioned". We all were shocked, with our Blackberries and iPhones, close at hand.  How could that be?  Yet if truth be told, if did want to reach them, they won't pick up the phone but they'll respond to a text.   Pretty soon, I will have to read their blogs to find out what really is going on in their heads, where our parents could just simply ask us, even if we still edited what we told them. 

Yet it hasn't changed in sales or business.  People still  buy from people and face to face is ALWAYS best!! However, as sales professionals keep trying to get in front of key decision makers, it is becoming more challenging when there are more shields for us to penetrate or for them to hide behind.  It's no longer just the Gatekeepr.

Time to roll up your sleeves and get back to the basics of sales. You have to create a compelling business reason or establish value in order to earn the right to see a decision maker personally.  That hasn't changed.  Unfortunately, with all the new media, ongoing changes, if we think we're confused, imagine how much more e-mail/social media/tweets our prospects are weeding through, eating up their time, allowing them even less time to meet with sales professionals.   The circle is more crowded.  Decision makers need us to help them weed through the good, the bad and the ugly, now more than ever before.

A good ole fashion approach letter, on letter head, with handwritten addressee, a real postage stamp (not from a metre) would be such a relief, I'm sure they'd welcome something other than a flyer or e-mail to read!!  You still have to go further and be able to say how you are going to make their life easier, save them time, improve the bottom line, increase revenue ... before they even consider the less precious moments they have to spare.

I just put forth my opinion on sustainability (previous BLOG Hogwash, Brainwash, Greenwash or Lipgloss) that's another issue that is clouding key decision making criteria that is causing debate on how valid it is.

SUSTAINABILITY: Hogwash, Greenwash, Brainwash or Lipgloss?

Do you consider sustainability Hogwash, Greenwash, Brainwash or Lipgloss? 

Depending on where you stand, you might sit under one banner.  A Hogwasher may be someone who may be more of a traditionalist who views it just another thing that people are hyped up about that will soon settle down or be replaced by something like 'social media'. 

A Greenwashers may consider those on the GREEN bandwagon, tree huggers, or creating hype or scaring people with "global warming" warning. 

A Brainwasher could be someone who thinks that they've always considered themselves kind to their environment so they don't need someone preaching to them how they are suppose to do something differently.

What about a Lipglosser?  I would say they are in a position that dictates that they cannot ignore that sustainability is an important issue to many, so they better promote themselves or their organization as a caring one.  Don't take my word for it.  Look for yourself, to see how many free images with palms open holding dirt or a seedling to be sure you don't forget to include on your messaging.

Don’t get me started on acronyms as that is being saved for another blog. The idea of sustaintability is something that I hold dear to my heart and yet I wonder if it has been glossed over, compartmentalized like I just did, like so many things, because it’s so timely or “sexy” in referencing.

Let’s get it out in the open and then take each step. What does sustainability mean as it relates to business and marketing.

If you want to understand how the environmental issues are impacting businesses, it is far easier if you have a scientific brain to process "how to reduce carbon footprint"  or ask an organization if it has to pay "carbon taxes" that starts to create dialogue on things that impact their bottom line.    Those that say environmentalists are "tree huggers" was probably have said  the Beatles were a long haired bunch of hippies that wouldn't last in the 1960s -- yet look at how much influence their music and lyrics hit us everyday - on the radio or in advertisements.

To ignore that environmental-influenced buying decisions better not watch CNN or updates on what is happening in Iraq or how BP's Gulf tragedy.  Of course, they impact global financial markets.  We just don't do much about it until it's time to gripe at how much we have to pay at the pump.

Interestingly, as I have conversations with some key decision makers they strike social media and sustainability as something that is appealing today, that will have its time, but go on to other issues. Their previous generation probably said that about the internet.  Then they want to go back to strategies on increase revenue, reduce costs or streamline process.

To ignore environmentally influenced buying decisions is like ignoring how social media will impact how we communicate. So far, many of us, me included, attributed social media as a means to communicate our going ons with friends and family.

You see, there are ways in which to communicate, that relies on anything than paper. Online information has been around as long as Google and inquisitiveness.   There are many solutions available.

Social media really is a means to help the environment. It CAN reduce our footprint. By communicating online, via e-mail or social media, you are not printing on paper. Ironically, the most vocal on sustainability are paper companies. There is the FSC, another acronym, that says that you are printing on environmentally friendly paper or with environmentally friendly printers. It is certainly a start. Yet to think that the main pushers of FSC certification are paper manufacturers is quite crazy! They promote paper products that have less impact on the environment.

So now qualified printers have to prove that they use less environmentally impacted inks and papers to cooincide with your organizations’ sustainable program, but certifying that they are FSC certified?  I've seen it live where someone thinks FSC is ineffective or how I would categorize as "Lipgloss".

As a seasoned business owner or sales professional, take the time to ask your clients or prospects what their personal views are on sustainability.  Ask deeper questions on what corporate initiatives they have in place for sustainability -- don't be surprised if many say they "recycle their paper more" as their contribution.  If you want to find interesting data to introduce sustainability dialogue, just Google "toxic toners"  and you will find a hornets nest after a study in 2007 after Queensland University of Technology Professor Lydia Morawsky released a  study saying that office laser printer could be damaging to your health.  Professor Lydia Morawska found that melted printer toner turns into tiny liquid particles that can be breathed in ...  the debate continues still.

Creating compelling business discussions can create value to those you are finally getting a chance to meet face to face and do something other than a feature/product dump.  Sustainability is not Hogwash, as organizations examine their own corporate culture or what they deem necessary.   I just ask that we refrain from Lipgloss --  for the sake of a marketing campaign --do it for the sake of what it means – reducing your footprint.  Ask your customers what you, your product, service or organization can do to help.

This customer is so rude!

A question was posted on LINKED IN by Desmond: "What's the most professional way of overcoming a client's professional discourtesy? i.e. Not returning phone calls, emails, or failing to follow through on committments, etc."

My response is that it is YOUR perception and not the clients that they are being discourteous. Are they really a client or are they a prospect? It sounds more to me that they are a prospect with a proposal you've provided and now they’re stalling. Why I say that is because if you have a true client/sales rep relationship, you will have gained permission to be on their active response radar.  You may not have earned the right to say they're being discourteous if you haven't established TRUST  (see earlier BLOG Who can you TRUST?).

I would turn the lack of response back on myself, asking myself why they may not be returning my calls or e-mails or whether I've established myself as an equal business partner.  That is someone with whom they are more inclined to take my calls because they associate me with "value".   It would tell me that am not yet considered someone who is there to help solve their problems or bring them information/services/products that they are looking for.

If they are a prospect, and they aren’t responding in the way you think they should, then I’d be certain that you have not given them a compelling reason for them to talk to you.  If buyers sense the only reason you are calling them is to "sell" them something, most people are programmed to avoid emails/phone calls from sales reps if they are not in the market for what you are selling or regardless if they've asked you to give them the proposal.  Face it -- circumstances can change from the time you were asked to prove the proposal.

Personally/professionally I always try to return calls and communicate that my needs are being taken care of at present, however, welcome updates to product offerings for such a time as I am researching/looking. Many buyers don't think the same way.  Consider the fact that some decision makers are simply busy, having less time to respond to every e-mail or telephone call.  Have you tried a real letter by snail mail, that shows that you've taken extra time on your end just after the meeting but before the proposal reminding them of the reasons why they considered you in the first place,  based on real results/improvements they'll have ($ or %)?

Desmond went on to highlight what perceived delays that gave cause to the perception they were being rude:

1. Agreed to pay on a certain date, and still hasn't;

2. A deposit is involved, but now they're asking for a free sample or preview

3. They agreed to call back with critical information to meet the deadline, and doesn't, but expects you to maintain your stated deadline

4. They fail to meet commitments for appointments, phone calls, follow ups, information repeatedly.

Desmond is right that they maybe stalling, however, I emphasize finding out the real reason. My first reaction, would always be direct and don’t skate around asking direct questions. There is always a logical explanation to what you perceive as a delay. An example could be to ask them if there is someone else in the organization that you should be talking to review the information with? Or come right out and ask "what is preventing them from making the deposit", or "how their schedule has changed from what was agreed on".

There are many disreputable organizations out there.  They cause viable business reasons as to why you may be asked to provide them with a sample or preview -- which can cause a stalemate or chicken/egg syndrome. Ask how the sample or preview is going to help go to the next step?  It may show that they don't have as much decision making authority as they've led you to believe and that there is someone else behind the scenes.  I would do what I could to  provide a "trial" or "sample" because hesitation on my end may communicate lack of confidence in what I'm trying to get them to buy.  If samples/previews are out of the question, then provide testimonials and references at the minimum.

If they're stalling on a deposit - that is telling you they may not have the money, have the ability to send the check or you are not dealing with the decision maker, but a gatekeeper.  You may have to face that you are wasting your time. Give yourself permission to let go.  Recognize that not every prospect is a good one and move on.  Spend  time with those you share a give/take healthy exchange.   Effective qualifying is why top performers get results (see BLOG What is Qualification in Sales?).  Be thankful to free up your time to spend with those that value what you are offering or can meet your criteria such as a deposit.

One of my first jobs in sales, I was asking questions of a veteran operations person ... and every answer came back to me that "clients lie".  (This may be a little over the top yet your support team can sometimes think this more often then they are telling you).  Relax, it is very common that people don't get back at agreed time but expect you to maintain the original deadline.

You may be forcing the issue because it is you or your organization’s target that is the deadline, not the customers. Sales gimics such as “first 100 customers” or “buy now and save” are to try to get a high conversion. I’d like to find a situation where if you have money in hand, all matters qued up, your sale will be turned away (of course, there are real circumstances, but far fewer, that actually are REAL deadlines). Give credit to buyers, consumers or decision makers that they are smart.

If you want to really establish long term relationships, I suggest you portray yourself as patient, empathetic and try understanding the real reason for the the perceived “rudeness”.  If nothing else, the customer REALLY does have a legitimate reason for 1-4.  It is your perception that they are not meeting what you need.  

Bottom line -- the CUSTOMER establishes the criteria/timelines/delays .... never the sales rep or their organization.

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