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Don’t sell the Sausage, sell the Sizzle!

By | entrepreneurs, marketing, sales tips, Training, Uncategorized | No Comments

Have you heard that phrase before – “Don’t sell the sausage, sell the sizzle”?

If you think about it, a sausage is just sliced up dead pig. Not very appealing is it? But when you start to think about the smell, the taste and the look of a wonderful succulent sausage, then suddenly it becomes much more desirable.

The phrase originated from a well known salesman called Elmer Wheeler in the 1920s, (although he referred to steak not sausages). See a clip of him here: https://www.youtube.com/watch?v=UW6HmQ1QVMw[/embed]

His point is simple – don’t sell the features of your product (sliced up dead pig) but sell the benefits (smells wonderful, tastes wonderful, satisfies your hunger). Think about it, what are these major brands really selling (hint; it is not the product!)

Wonderbra (it’s not bras)
Lamborghini (it’s not a car)
Nike (it’s not trainers)

If you answered something along the lines of:

Wonderbra – sex appeal
Lamborghini – wealth and status
Nike – a way of keeping fit

Then you are on the right lines.

That is because customers don’t really care about the features of the things they buy – customers want to know the benefits (or what they will get). So next time you are trying to persuade someone to buy from you, don’t talk to them about slices of dead pig, tell them all about the sizzle!

Janet is based in Enfield, north London and trains small businesses and entrepreneurs how to sell more. She has recently reached the final of the Institute of Sales and Marketing Management’s national awards (BESMA 2016) in the category of Sales Trainer of the Year and, in November 2015 won ‘Start up Business of the Year’ at the Enterprise Enfield Business Awards.

If you enjoyed this article and you would like to receive a free download: Janet’s 8 Proven Sales Tips, please click on this link now.
Click Here for 8 Proven Sales Tips

Small Business Sales Dilemmas

Why I am much more important than I was a month ago

By | entrepreneurs, Food for thought, marketing, Training | No Comments

Why am I more important than I was a month ago? Because clearly I am! And, before you start to mutter under your breath about me having over-inflated ideas of my own value, a lot of it is to do with perception.

OK, so let’s have a look at this curious statement; in many ways, I am no different from the Janet who existed one month ago. Of course I have roughly a month’s more life experience (I’m a month older though, so maybe that’s not so good). I have achieved some good things in the last 4 weeks and I hope I’ve spread a little happiness among my friends and some prosperity among my clients, but so far, so normal. Read More

Nigerian training

Why my worst training was really one of my best

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Why my worst training was really one of my best

As a sales trainer, I am used to delivering training in a variety of different venues and I am also used to dealing with the unexpected. However, a few years before I set up Tadpole Training, I was working as Head of Business Development in a private college. I was part of a team sent to Nigeria to deliver training to the procurement division of a state government (a bit like a local authority in the UK). Without doubt, this became one of the most challenging training sessions I ever delivered. I’m sure a good screen writer could turn this into a great episode of a sit-com, but I promise you everything here is true.

 

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sales training USP

Why you will get gobbled up by the big fishes if you don’t nail your USP

By | entrepreneurs, marketing, sales tips, Training | No Comments

Why you will get gobbled up by the big fishes if you don’t nail your USP

USP stands for Unique Selling Point. USPs are the benefits or features that set your product or service apart from similar things which are offered by your competitors. Of course, if you are lucky enough to have something which is completely new or unique then knowing your USPs becomes less critical (although that opens up a whole different range of problems, which I am not going to tackle here!), but most of us are not that fortunate. Examples of USPs could be:

  • Ethically sourced
  • Quality of ingredients/components
  • Easy payments
  • Smaller versions available
  • Extra functions
  • Better after sales service
  • Good location
  • Free delivery
  • You (especially if you are a sole trader, as you are the ‘face’ of your business)
  • Extensive experience in the sector
  • Highly trained staff
  • No quibble money back guarantee

You will also notice that your USPs might change from time to time. It is really important to keep up to date with what your competitors are doing, because the chances are they will be watching you and might adopt some of your best USPs, (in which case they are no longer unique!) or it may be that you come up with something else new and better that you should tell customers about.

If your product or service is something that has wide appeal to many people, this might, on the face of it seem ideal. However, in reality, this can actually make it more difficult to sell it because it can be very expensive to try and market to lots of people. You will also be competing against huge brands with enormous marketing budgets in what is known as The Mass Market. These are the big fishes I was talking about and, yes, they absolutely will gobble you up if you cannot differentiate your product or service from them.

Instead, a lot of smaller businesses have more success with identifying a particular niche into which they can focus their efforts. A niche is a small segment of customers, for example a clothes store selling to petite women or a food store focussing on vegan food. By identifying this niche and then focussing your marketing money and effort into it, you will be become a specialist and people who need that particular thing will seek you out. But even within your niche, there will be competitors, so you still need to know your USPs. This is something I cover in detail on my course “I’m not a Salesperson”

For example, I know that some of the USPs of Tadpole Training include:

  • Award-winning trainer (me)
  • Teaches sales in a non-pushy and non-salesy way
  • Has extensive practical experience of running a growing a business
  • Can create bespoke training courses to fit your requirements request more information

If you have never sat down and thought about your USPs before, take 5 minutes to work them out now. Make sure you include them in your marketing materials and remember them when you are talking to customers, because you never know when that particular USP will make the difference that leads to a new sale. Best of luck!

If you want more training on USPs or any general sales skills, get more information here

If you just want some simple sales tips right now, download Janet’s 8 Proven Sales Tips

 

The surprisingly effective sales question you are probably not asking

By | customers, entrepreneurs, sales tips, Training, Uncategorized | No Comments

Some things you learn through training. Some things you learn through actual real life experience. The question I am about to share with you is an example of the latter.

As a sales rookie, I went on loads of training courses which undoubtedly helped me go on to have a successful sales career. However, it is true that you don’t really start to learn the best lessons until you are interacting with real life customers in all their glorious variety! Although I have since come across training which suggests using this question, it is one I stumbled upon by accident and, realising how powerful it was, I still try to incorporate it into as many discussions with customers as possible.

So what is this question? Well it might seem a bit counter-intuitive, but the question is simply this. When you get an enquiry from someone about working with your company, ask them:

“Why are you interested in working with us?”

or, a slight variation of this is when they ask about using a particular service (or indeed buying a product):

“Why are you interested in [insert name of product or service]?”

See – very simple isn’t it?

So why is this such a good question? Well I started using it because I wanted to make sure that prospective delegates were signing up for the right course. There is lots of competition in the training world, as well as a whole raft of different courses offered at different levels with varying objectives and for a wide variety of people. So, I began asking this question to make sure that organisations and individuals signed up to the correct programme that best met their needs.

This is important for several reasons:

  1. Clients often think they know what they want but, after gentle probing sometimes reveal that actually something else is driving them. If I can find out what, I can offer the best possible solution
  2. Business is really not just about taking the money. It can be hard sometimes to question someone who is on the verge of buying, but you have to think long term. Good advice now may yield better results in the future than just the cost of one lost sale. You should be thinking in terms of a lifetime of customer loyalty and you won’t achieve that if you don’t give the best advice you can.
  3. If I get an enrolment and a client comes on the wrong course, they won’t get the maximum results from it, may end up being bored or detached because the content is not relevant and of course, will leave not having achieved their objectives.
  4. This has a knock-on effect within the rest of the class because it changes the group dynamic negatively.
  5. An unhappy delegate will go away without that all-important ‘Wow’ factor, which is so vital. Their feedback won’t be as good and they won’t give referrals as willingly, because the course didn’t meet their needs
  6. Because the overall group wasn’t as engaged, then again, overall feedback is less good with similar results to point 3.
  7. Over time, my brand gets eroded and that is bad for business
  8. The dissatisfied client goes away and has to spend even more money going somewhere else for an alternative solution.

I will admit it’s not always plain sailing. I have had customers visibly surprised when I ask them about why they want to go ahead; after all, in their minds, it felt a bit like I was hesitating to work with them. However, when I explain that I just want to find out what their objectives are, to make sure the course is right for them, then without fail, they understand what I am up to.

Which brings me onto another reason why this line of questioning can be so powerful. By asking why a customer wants to use you (or your service), what will you get? Oh you get something wonderful! You get a list of reasons why they want to buy from you. Pause for a moment and think about that. They actually tell you WHY they want to use you! How fantastic is that? As a salesperson, that has got to be the Holy Grail of selling surely!

It is a super-effective way of making sure you align completely with what customers want. Or indeed, if you can’t help them, you can now save everybody’s time and tell them so – ideally with a recommendation of an alternative supplier.

I not only love the simplicity of this line of questioning, I love the powerful and immediate way it engages with the customer and you get to understand what really motivates them. So much in selling is understanding customers’ needs and to do this effectively, you need to ask powerful and probing questions. So in my book, this is one of the best.

I would urge you to try this question and please let me know how you get on and what results you experience.

Janet is based in Enfield, north London and trains small businesses and entrepreneurs how to sell more. She has recently reached the final of the Institute of Sales and Marketing Management’s national awards (BESMA 2016) in the category of Sales Trainer of the Year and, in November 2015 won ‘Start up Business of the Year’ at the Enterprise Enfield Business Awards.

If you enjoyed this article and you would like to receive a free download: Janet’s 8 Proven Sales Tips, please click on this link now.

Click Here for 8 Proven Sales Tips

sales is like a marriage. Sales trainer

Don’t ask me to marry you on our first date

By | sales tips, Training | No Comments

Don’t ask me to marry you on our first date!

The trouble is, many people in sales do exactly that. They charge in, take everything too quickly and then try to close the deal before the other person is ready.

So what should they do instead? Well really, it’s common sense. As a sales trainer, I encourage my clients to think of selling like building a relationship and that means there are certain stages to go through. I call it GENTLE selling and the stages are:

Greet – you know – say ‘hello’, shake hands, kiss on the cheek or whatever works for you. You make small talk about the weather or the traffic and perhaps compliment each other on how jolly fine you both look.

Expectations – what are you both hoping to achieve, both short term and long term – is it a quick fix, a short-term dalliance or something where you are going to be close for a long time? Perhaps you don’t want to give too much away – after all a little mystery can be advantageous – but if one party wants something substantially different from the other, then you will probably not be a good match.

Needs – Find out what is important to the other person – the things they need and want are what motivates them to make a decision, take action or invest their time and money.

Together – It’s not just about you! If one of you does all the talking and the other one is wishing they were somewhere else, then this is a mismatch. Together you need to work out what happens next – that way the customer (date) feels in control of things. 

Lead – as in lead them to a solution. It’s very hard to force anyone into a long term relationship (business or romantic) so lead, suggest, encourage and state the benefits of the solution. Make sure they are happy at every stage, because then you can pop the question (close)

Evaluate – What can you learn from the experience and do differently next time? Of course if it doesn’t work out, then you will know what you are doing next time round! And there are, as they say, plenty more fish in the sea!

Happy selling!

If you would like more information about how we can help you transform your sales team, please contact Janet on 07748 994 334 or email jefere@tadpoletraining.com

5 star tadpole training

frustration from no sale

When is a Sale not a Sale?

By | customers, entrepreneurs, sales tips, Training | No Comments

When is a Sale Not a Sale?

Many people who are new to sales experience the frustration of thinking they have made a sale, but then, when it comes to the delivery of the product or service, confirmation in writing, or payment of a deposit, the customer does not seem to be able to finalise things and get going.

 

It can be difficult to work out what has happened and it can feel awkward re-approaching the customer to say the equivalent of “what is happening then?”.

 

Tips

  • Have a formal process in place, which might include a contract

  • When a sale has been agreed and the delivery of the product or service is not immediate, it is normal to put everything in writing and then both parties know exactly what to expect

  • Has the customer said ‘yes’? Make sure that when you close, you have not misinterpreted what they said. For example, they might mean ‘yes, but not for 6 months’ which makes a considerable difference.

  • If a deposit is needed and they haven’t paid the deposit, then do not start work until they have!

  • If they said ‘yes’ and then you can’t get hold of them, they may have reconsidered going ahead.

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your new sales team

5 tips for starting new sales role

By | customers, sales tips, Training | No Comments

So you have a new sales job!

The excitement, the enthusiasm, the nerves! Read on to learn our 5 tips for starting new sales role!

Anyone who has been in sales remembers this – I know I do. You want to make a big impression quickly – show them that they made the right decision in choosing you and that you are going to not only do well, but crush it.

The trouble is, there might be a lot of blanks – blank diary, blank deals on the table, huge big blank space in your head where there should be lots of knowledge about your customers. Sound familiar? So here are 5 sure-fire tips to get you up and running and performing quickly.

1 Be really clear on what is expected of you

By this I mean have a proper talk with your manager and discuss your territory, your customer base and how things have been performing up until now. Do they expect you to do your target straight away, within 3 months or within a year? Your manager will be able to give you loads of really valuable information – who to focus on first, who is in urgent need of a phone call, who in the team has extra information that will be useful.

2. Work out your metrics

Someone in the team will have loads of statistics on things like:

  • How many calls lead to sales conversations
  • How many conversations lead to a sale

So work it out. If it takes 50 calls to have a sales conversation and the closing ratio on these conversations is one in 5, then you know you need to make 250 calls to get a sale. If your target is 2 sales per month, that means you need to make at least 500 calls to be safe. You get the idea.

3. Make friends with the high fliers

Who in the team is constantly on top of the leader board? If you haven’t been allocated a mentor, proactively seek out the high perfomers and seek permission to spend some time with them – anything from observing their calls to seeing how they handle their admin. You’ll pick up some great tips (and learn what not to do as well!)

4. Be free with praise

Has someone helped you? Did a more experienced member of the team help you close a deal? Well shout it out nice and loud. Give loads of praise (and keep quiet about the times people didn’t help you – no one likes a moaner) The point here is that everyone likes to be appreciated – especially in sales where a lot of people are really motivated by recognition.wine

Oh, and if you haven’t worked it out already, get some wine. Not to drink, but to hand out as a ‘thank you’!

4. Don’t Panic!

Remember sales is a long term game. There is a reason why you have an annual target. Your job is to make a difference over the longer term. Now if you are putting in the effort, you know your metrics, you are doing the work and you are keeping your manager in the loop, then if you don’t achieve top spot in the first month, no one is going to mind.

Make sure you keep focused and the results will come.

5. Invest in yourself

Does your company provide training? Ask to go on every course you can. You will need to understand your product or service of course, but anything that can help you with sales skills should be grabbed with both hands.

What if there is not much training available? Well, any decent company will have something in place, but there is no reason why you can’t sort something out yourself – there is a plethora of brilliant sales training available on line or via platforms such as LinkedIn. Here is a link to my website – I do training at all sorts of price points. Also, did you know you can ask for a mentor on LinkedIn and get advice from an expert?

Learning is truly a life-long experience – you genuinely never stop learning, so get in the habit as soon as you can.

I hope these tips will help you – now go earn yourself some commission and show your boss you were worth employing!

Happy selling!

If our 5 tips for starting new sales role, consider check out our other blogs here! Or our Facebook page here!

Come and have a chat about how we can grow your sales. Here’s a link to my calendar

5 star tadpole training

success A to in sales

What is the best way to get YOUR sales from ‘A to B’

By | customers, sales tips, Training | No Comments

How to get your sales from A to B

Would you like to earn more money?

If the answer is ‘yes’, I have another question – would you like to do it easily and authentically?

Assuming you probably said ‘yes’ to that as well, why isn’t everyone sloshing around in too much money? After all, we all seem to want it.

It is probably something to do with the gap between where you are now (A), where you want to be (B) and, most importantly, what to do to BRIDGE that gap.

So where are you now?

  1. Maybe you are stuck in a discounting trap and you are not charging what you are worth
  2. Perhaps you are in a cycle of ‘feast and famine’ because your sales fluctuate
  3. Potentially you are always worried about money
  4. Possibly you see competitors doing better than you, even though your product or service is better than theirs

So where do you want to be instead?

  1. Imagine an endless stream of clients who pay a fair price for what you do
  2. Here you can be working normal hours and spending time with your loved ones and the people who matter
  3. What if you are making a difference to people’s lives instead of treating everyone like a cash machine
  4. Picture being able to have enough money to outsource all the jobs you hate while you so all the things you love

And what is the magic ingredient that can achieve all this? Well, it is sales and selling.

It’s important to focus on this because…

  1. Every business needs sales to survive – if you’re not earning money, it’s not a business, it’s a hobby
  2. Instead of throwing extra money at marketing, you can easily make a ton of sales just by getting better at converting your existing leads or selling more to existing customers
  3. The chances are that you’ve never been taught how to sell, yet there are simple tools and techniques that any business owner can use
  4. You may be able to raise your prices and people will still buy from you, so you will earn more from the same effort

Now is the time to focus on this because….

  1. 4 out of 10 small businesses fail in the first 5 years. That means that nearly half of you reading this might not be here in 5 years time and I don’t want that to happen to you.
  2. The main reason businesses fail is cash flow – and that means sales
  3. It’s noisy out there – social media is bombarding us with messages and adverts from your competitors. You need to make sure you stand out
  4. Lots of small business owners pay their staff and their suppliers before themselves
  5. Once you have lost a day of selling, you will never get that day back – so you will never make up the money you didn’t earn.

So do you want to learn more about how to sell?

You should. Let’s chat:

Janet Efere is an award-winning sales trainer and coach based in North London

5 star tadpole training