tools Archives - The Caveman's Guide to Selling

Business Cards

February 22, 2016 by Bruce Leave a Comment

I was knocking on a few doors one day introducing myself to various people at an office center, when I came across a portion of the building that had not yet been built out. The door handles were buried under cobwebs and dirt, and showed signs of a bout with the outside elements. It was clear the site hadn’t seen attention in months.

It wasn’t the unfinished space that caught my attention though. In passing, I noticed something stuck in the door jam. As I moved closer, I realized it was a business card; one that was weathered, tattered and looked as if it had been through three wars.

What struck me was the mindset of the salesperson who had come before me and had left it.

The thought might have been that somehow merely the card’s presence would create business. Maybe it would jump up and down and fly into the front pocket of a viable prospect?

This situation reminded me that business cards, like other forms of advertising and media, are often relied on too heavily to do our job for us. Instead, they should be regarded merely as extraneous tools, tokens of remembrance left behind after a connection has been made. We are the ones that need to do the work, not our business cards.

Learn from lost business

February 15, 2016 by Bruce Leave a Comment

When you find out that you didn’t win business you had planned to win, or your client suddenly goes silent and all you hear are crickets, what do you do?

Do you disappear or, even worse, blame the client for being indecisive, disloyal, or less than intelligent?

What if, instead, you could learn from lost business? Maybe even sidestep the frustration by way of curiosity?

I believe you can and absolutely should.

The best approach when faced with losing business is to engage your curiosity by exploring why you lost it. No matter how uncomfortable it may be, you’ve got to get to the crux of the matter with your former client. This is the only way you will be able to spot and prepare for similar situations in the future.

Keep in mind exploring a loss is not the same thing as dwelling on it. The former presents an opportunity for growth and development, while the latter acts as a breeding ground for stagnation.

Of course you’ll never know if the information you’re given is in fact the real reason you’ve lost, but I can assure you, it’s a heck of a lot more productive (and helpful) than not asking at all! It also sends the message that you are a professional and that you care about continuing to improve and being the best you can be. Not a bad thing.

The Cold-Calling Argument

February 8, 2016 by Bruce Leave a Comment

I’ve noticed a polarization of views in regards to cold-calling (speaking with people you don’t know yet, whether in person or over the phone) recently through various books and articles written on the subject.

Some claim it’s going the way of the dinosaur (or should); that only “old-timers” are using it because they can’t let go of the past.

Others say this way of prospecting is essential; a necessary part of the life of a salesperson. Proponents on this side of the argument insist on taking a proactive approach to prospecting, as opposed to a reactionary one (waiting for clients to come to you).

I hate to be politically correct, but the truth lies somewhere in the middle.

There are all kinds of ways to reach out and connect with people (as there should be). Rather than arguing over the minutiae of the topic, what’s more effective is choosing to engage in whatever it is that you’re comfortable with and that you’ll actually do!

I won’t deny there are efficiencies with marketing and selling via the web, emails, and social media, but this is not the only way to go. While there are other effective ways to reach people and develop relationships, being face-to-face and belly-to-belly with someone and the opportunity for them to become your client is definitely tried and true and serves a purpose: feedback.

The best way to get feedback on your prospect’s position is to interact with them personally. This enables you to not only hear their words, but also to pick up on the subtleties of their message through inflection, tone, or body language. These can all help you better understand their feelings and position. Cold-calling allows this dynamic to take place.

As I mentioned in a previous post, it’s important not to become a victim of analysis paralysis. While there are many ways to reach out and contact people, the means by which you do it doesn’t much matter. just as long as you actually do it! What matters is that you listen and find ways to help them. Only then can you move them in some way.

Follow Up! Otherwise, why even start the process?

February 1, 2016 by Bruce Leave a Comment

One of the most critical parts of the sales process is the follow up. This isn’t just about leaving a voicemail message and updating your call sheet, noting that you’ve “followed up” on such and such date. Following up means actually touching base and re-connecting with the client to find out the next course of action.

It’s truly amazing how many times this doesn’t happen or is handled poorly.

Assuming you have met the client’s need and solved a problem for them, you should always ask for the sale. At the very least, you should establish whether or not the prospect has further interest in your product or service. Many times, they are still uncertain and require further steps, time, or information before determining whether or not to move forward.

Follow up not only propels the sales process forward by keeping the lines of communication open, but it shows your ability (or a lack thereof) to do what you say you’re going to do. It shows you’re going to be around to help and that you’re reliable. This speaks to the area of trust and credibility. Without these two components paired with your ability of being present, the odds of continuing and deepening the relationship are low. In other words, your continued engagement via follow up greatly improves the likelihood of maintaining a relationship, which is really what it’s all about!

Are you a natural?

January 25, 2016 by Bruce Leave a Comment

“Show me a natural .300 hitter in baseball and I’ll show you someone who’s showing up early for batting practice each and every day hitting ground balls until their hands bleed.” – Harvey Mackay

In business, like in sports there is no shortage of people with “natural” gifts and strengths. While these characteristics may allow them to be better at certain things, a true professional knows that natural abilities will only take them so far. This understanding is typically what motivates them to put in the extra time and energy necessary to continue to master their craft.

Professionals are committed to honing their craft and hammering down on the fundamentals. They believe that being good isn’t good enough!

Professionals may be mistaken for naturals but please, don’t be fooled. Instead, do the work.

Get out there and meet people

January 18, 2016 by Bruce Leave a Comment

Thinking about what networking group to join? Torturing yourself over the best meeting or mixer to attend? I hate to tell you, but you’re wasting your time!

As psychologist Barry Schwartz argues is his book, The Paradox of Choice, when we are presented with too many choices, we end up not choosing at all. In other words, we end up experiencing analysis paralysis.

Don’t let this happen to you.

The truth is, there isn’t a scientific formula as to the best one to join and it’s almost always the opposite of what you think. For all intents and purposes, it doesn’t really matter which one you join. Go where there are a bunch of people and genuinely get to know as many of them as possible. You’ll be amazed by how many are connected to someone you already know or may want to know. The people you meet may even be your future clients themselves!

Stop analyzing – just get out there and meet people!

The Only Thing Constant Is Change

November 7, 2015 by Bruce Leave a Comment

I had heard a story about the great Albert Einstein from one of his teaching assistants that paralleled a similar concept in selling. After distributing an exam to his class, Einstein’s assistant noticed that the exam was the same one that was given out the previous year. Upon asking if such was true, Einstein acknowledged that it was in fact the same exam. The assistant asked, “Why would you want to give the exact same exam to this class for two years in a row?” “Because”, he replied, “the answers have changed!”

Too often in selling we get comfortable with one size fits all solutions for our clients.

By doing this we assume the challenges they face are the same and subsequently cease to ask the fundamental questions that can help us further understand their business and what they’re trying to accomplish. As Einstein was implying, and as the Greek Philosopher, Heraclitus has taught us, the only thing constant is change and all things are in a state of flux. This is especially true for our clients as the pace of technology and innovation continue to redefine social and economic landscapes. What worked last year, or even yesterday for that matter, may not be what works today.

In accordance with Einstein’s response to his teaching assistant, we too must remember to continue to ask our clients fundamental questions, because the truth is, the solutions have and will continue to change.

It’s not a zero sum game

October 26, 2015 by Bruce Leave a Comment

One of the biggest ah-ha moments of my selling career (and life for that matter), is when I realized that I can only compete with myself, and not other people.

Before I figured this out, I felt that if I applied my skills, worked hard, and continued to develop relationships, I had a good chance to finish at or near the top of the heap in my company’s rankings. Number one, was where I wanted to be.

Here in lies the problem.

Let’s say you absolutely kill it one year and someone else does even better. Does their success diminish your own? Did you not still have an amazing year?

Here’s the reality:

Your success isn’t relative to other people’s. It is not a zero sum game. The only thing you can control is your own production, not anyone else’s.

When you focus on what everyone else (or even just one person) is or isn’t accomplishing, it’s easy to lose sight of your own goals. What’s worse, your jealousy towards those you are comparing yourself to breeds a toxic work environment that infects not only your company, team, and industry, but also yourself. This kind of energy can be felt a million miles away, and is like a neon sign that reads “run for the hills! I’m super toxic”. No one wants to connect with that.

And let me just say, for the record, I am no saint. As embarrassing as it is to admit, there was a time when I took part in this ridiculous and toxic behavior.

I have since learned however, that wins are wins and they should be celebrated, regardless of who has them. By approaching wins in this way, I am better able to keep my goals in sight, because I am not caught up in a vicious cycle of negativity and jealousy. Instead I can focus on doing my best, bringing it everyday, and using my skills to affect what I can control.

Create a Buffer

October 23, 2015 by Bruce Leave a Comment

What if you never had to apologize again for being late? (Especially to a client).

Imagine what it would be like if you didn’t spend the first few minutes of a meeting recovering from the stress induced drive/walk/sprint over to your next appointment. What if you could be really present for the meeting?

In his book Essentialism, Greg McKeown suggests a really simple approach for making such a thing happen: Create a Buffer. More specifically, a 50% buffer.

For example, if you think it will take you 20 minutes to transport yourself, add an additional 10 minutes (20 x 50% = 10) to the trip. Assume it will take you 30 minutes to get to your destination.

When I first came across McKeown’s approach I thought, but what about all the time I’m going to be wasting when I’m now the one waiting! But then logic kicked in: I have a smartphone. So in all reality, if I were waiting a couple of minutes, (assuming nothing unexpected popped up along the way) the likelihood of being able to bang out a couple of emails or catch up on some other work is very high. More importantly, with the extra time, I could take a minute or two to orient myself which would essentially minimize the chaos that is created by tardiness. Without the chaos, I could focus on creating a more comfortable space to engage in. A space where learning, sharing, and understanding could flourish.

Creating a buffer is such a simple thing, one that is easy to overlook, but the potential benefit it brings to the overall interaction is what makes it so important not to.

Marketing Material

October 21, 2015 by Bruce Leave a Comment

After months of deliberation, I am proud to say, I am now an unencumbered inhabitant of a paperless office.

Although I was pretty efficient in my pre-paperless office, I’m finding that I am even more so now, after reducing the excess noise and clutter. The switch was pretty easy, considering almost every document we use is shared via email or lives in the cloud somewhere (although I’m still not sure where that is exactly). In a future post, I will go into greater detail about what kind of system I use to keep everything organized, but for today, I want to address the stubborn pieces of paper that continue to pester not just me, but my scanner too!

Marketing material.

I can’t tell you how many pieces of marketing material I receive from fellow sales people everyday. From high-gloss brochures to business cards and everything in between; it’s everywhere.

Now, it’s not that marketing material is inherently bad. In fact, when used appropriately, it can serve as an effective storytelling tool, one that conveys a universal message and has the ability to move us visually. Marketing material is not however an effective sales strategy. It can not and should not be used as a salesperson’s main course of action.

People don’t develop relationships with brochures, they develop them with people.