Feb 23

Don’t sell the Sausage, sell the Sizzle!

By Janet | entrepreneurs, marketing, sales tips, sales training, Training | 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

Feb 17

0

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

By Janet | 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

Feb 05

0

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

By Janet | 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

Feb 04

1

When is a Sale not a Sale?

By Janet | 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.

5 tips for starting new sales role

By Janet | 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.

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

Feb 04

0

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

By Janet | 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?

Maybe you are stuck in a discounting trap and you are not charging what you are worth
Perhaps you are in a cycle of ‘feast and famine’ because your sales fluctuate
Potentially you are always worried about money
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?

Imagine an endless stream of clients who pay a fair price for what you do
Here you can be working normal hours and spending time with your loved ones and the people who matter
What if you are making a difference to people’s lives instead of treating everyone like a cash machine
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…

Every business needs sales to survive – if you’re not earning money, it’s not a business, it’s a hobby
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
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
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….

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.
The main reason businesses fail is cash flow – and that means sales
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
Lots of small business owners pay their staff and their suppliers before themselves
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

Jan 30

1

5 Things that could be scaring your customers away

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

5 Things that could be scaring your customers away (and what you can do about it)

Let’s face it, customers can be tough to win, so the last thing you want to do is scare any of them away. However, if you are involved in selling in any way at all, make sure you are not doing anything on this list:

Projecting desperation

It doesn’t matter whether it is business or life in general, we can always sense if someone is desperate and we don’t like it. In fact, we are likely to react by withdrawing, because that’s the human response. Remember your focus should always be on your customers and their needs (not your salary, bonus cheque, meeting your target or anything else financial). So even if you are struggling, push it as far to the back of your mind as you can and concentrate on helping your customer.

You don’t look professional

OK, we are not all supermodels, but can you honestly say you project the right image for whatever it is that you are selling? By the way, you don’t necessarily have to turn up in a suit and tie – if you are in an office environment, then that is fine, but you should dress appropriately for the thing you do. I go to a lot of networking meetings, full of serious businesspeople and all of them dressed differently. But the constant? Even the people who work in the more manual type of organisations can always manage to look professional. Clean, neat, tidy. See – it’s not so hard is it?

You promise everything

Seriously, the chances of you being able to give every customer every thing they need is small, so don’t feel pressured to say ‘yes’ to each request – if you do that and then the customer wants it, you are going to be in big trouble further down the line. It is better to be honest (or perhaps sell them an upgraded package with the ‘thing’ they want for more money!). It might not be easy, but a lot of sales is about compromise anyway – just give them all the facts and keep mentioning the benefits of your solution. If you do your job well, there is a good chance you will get the sale anyway. Better than a false sale followed by a refund!

You don’t take notes

This is about two things:

Listening carefully and paying attention to the person who has been kind enough to grant you some of their time. This is respectful. There is a phrase ‘people buy from people’ and one of the building blocks of a good relationship with customers is the ability to listen and understand.
Ensuring that you don’t forget important details and, because you have written down key points, you can summarise and check your understanding. This is professional and it reassures the customer because it shows that you are less likely to make mistakes with their precious money if they use you.

You are irritating

What does your voice sound like and what is your body language saying? Do you repeat things, tell boring anecdotes, take ages to get to the point, or make negative comments about other people? Now of course, we all think we are wonderfully interesting, but what if (shock horror) we are not as engaging as we think we are? Look out for signs that you are boring or irritating your customers. Yawning, loss of attention, or early conclusions to meetings are tell-tale signs that you are being less than captivating. Consider taking someone you trust out with you on a sales call to give you some constructive feedback and help you improve.

So with any luck you are not a desperate, unprofessional, “say yes to anything”, irritating salesperson with no notebook. However, if you are, perhaps you have a few things to work on!

Happy selling!

Jan 29

0

Is your sales focus wrong?

By Janet | entrepreneurs, sales training, Training | No Comments

Is your sales focus wrong?

Most people, when they find out I am a sales trainer, ask, perfectly reasonably, about getting help with skills like closing, overcoming objections or improving conversion rates.

But actually, although these are important, so many people forget (or perhaps don’t realise the importance of) the basics. What do I mean by basics? Well, the stuff that you need to sort out before you even come close to speaking with a customer. The thing is, if you get these basics right, then it makes the whole sales process so much simpler, because you are doing the right things in the right order. You can keep closing ’till the cows come home, but if the customer isn’t interested because you haven’t done the right things at the beginning, you are very unlikely to get the sale.

Let’s have a look at what I mean. Here are some examples:

Belief in your product or service – Without a genuine belief that what you are selling is good, how can you possibly expect others to believe in it enough to part with their cold hard cash? We all have a built in ability to spot when we are being deceived and customers will sense even the slightest lack of confidence on your part – even if they cannot tangibly identify what it is. So make sure you love what you are selling.

Know who your ideal customers are – the chances are that there is a particular group or niche who are the ideal customers for your product or service. If you don’t know who they are, then you will probably waste a lot of time trying to sell to the wrong people.

Know the benefits inside out – if you just list a whole load of features about what you are selling, then you are going to speak a lot, bore your customers senseless and not be very effective at selling. Instead, take time to work out the tangible benefits of every single feature. An old trick to do this is to think of a feature and then say “so what?”. Your answer is the benefit or benefits.

Provide Proof – customers won’t buy from you if they don’t trust you, so make sure you have stories (ideally written down) of how you have delighted previous customers. Whilst simple testimonials are better than nothing, the ideal type of proof is where you can show how you made a tangible change and helped customers either overcome a problem or achieve an objective.

Keep good customer records – there are loads of amazing CRM systems out there, but none are any good if you don’t actually use them. Even a simple filing card system is OK if it works for you, but you have to use something. Otherwise how will you store customer contact details, notes about conversations, diarise meetings, or manage your sales funnel?

Of course it is good to have an overall knowledge of the skills and techniques which will help you to sell, but if you spend a bit of time making sure these basic things are in place, then selling will be both more pleasurable and more effective.

Happy selling!

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

Jan 27

1

I love Small Business Saturday (and you should too)

By Janet | sales training | No Comments

Well, what is Small Business Saturday?

The website www.smallbusinesssaturdayuk.com explains:

Small Business Saturday UK is a grassroots, non-commercial campaign, which highlights small business success and encourages consumers to ‘shop local’ and support small businesses in their communities.

The day itself takes place on the first Saturday in December each year, but the campaign aims to have a lasting impact on small businesses. In 2017 Small Business Saturday is on Saturday, December 2nd.

On Small Business Saturday, customers across the U.K go out and support all types of small businesses, online, in offices and in stores. Many small businesses take part in the day by hosting events and offering discounts.

And it works….look at some of the stats from 2016:

How the UK supported Small Business Saturday 2016:

Customers spent £717m with small businesses on Small Business Saturday, an increase of 15% on 2015 spending
Over 140,000 tweets were sent on the day reaching 130 million people, trending on Twitter in the UK and globally
Over 80% of local authorities across the UK actively supported the campaign in a variety of ways, from networking events to free parking, meaning wherever you were in the UK, Small Business Saturday was happening nearby

So what are you waiting for? Check out some of the events happening locally. I’m taking part – I’m delivering a free seminar at Enterprise Enfield. If you want to come along, here’s the link How to Sell Without Selling.

But there is loads of other good stuff too

I hope to see you there!

Jan 25

0

Why I love Sales Objections and you should too!

By Janet | entrepreneurs, sales tips, sales training, Training | No Comments

Why I love Sales Objections and you should too.

As a sales trainer, one of the things that I get asked about probably more than any other (with the possible exception of how to close better) is overcoming objections.

There is something about an objection that can strike genuine fear into the hearts of salespeople – particularly if they are less experienced – but it really shouldn’t be like that.

Now, I do accept that part of the mindset of being in sales is that thrill you get from moving a prospect on towards becoming an actual paying customer (yes, you’ve guessed it, when I was in direct sales, I was a ‘hunter’!), but what if sales isn’t your natural world and you find elements of it a real struggle? If that is you, then here are some practical things you should consider, which will hopefully change your perspective a little bit – or maybe even a lot.

You can prepare for objections in advance. It is likely that most customers will broadly be worried about similar things, so do your homework, make a list of possible objections and work out what you can say to overcome them.
Make sure you have lots of reviews, testimonials and case studies from happy customers. If a potential customer objects to something specific, it can be very powerful to say “Well my customer AAA had a similar concern, so we did BBB and the results were CCC.”
Don’t rush to answer objections with tons of facts. It can be a lot more powerful to ask probing questions instead, such as “why is that important to you?” or “tell me a bit more about your concerns”. By encouraging potential customers to explain in more depth, you may find that the objection they stated was actually secondary to something else, which is fantastic, because now you can address the genuine objection.
It might sound strange, but when a customer gives an objection, it can often mean that they are very close to buying. An objection means that they are considering using your product or service and are just checking that everything fits properly. If they have a genuine concern, then it makes sense to air it and make sure that it is not a deal-breaker.
Some customers can just throw in an objection to put you off – so getting an objection can sometimes have absolutely no bearing on whether or not they are going to buy from you. Just as in life, customers come in a whole range of personalities!
Once you have dealt with an objection, it is useful to ask a follow up question (known as a confirmation question), such as “has that answered your concerns?” or “is there anything else you would like to know?” By doing this, you find out whether you have dealt with their objection to their satisfaction and it allows you to move onto the next stage of the sale. After all, if you don’t deal with their objection properly, then there probably won’t be a next stage of the sale!

I hope these simple strategies will help you worry less about getting objections. Instead, acknowledge that objections are simply part of the sales process and can be a great way of cementing that sale.

Happy selling!

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

basic sales training Archives - Tadpole Training

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

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.

So you have a new sales job!

How to get your sales from A to B

You should. Let’s chat:

5 Things that could be scaring your customers away (and what you can do about it)

Well, what is Small Business Saturday?

The website www.smallbusinesssaturdayuk.com explains:

Small Business Saturday UK is a grassroots, non-commercial campaign, which highlights small business success and encourages consumers to ‘shop local’ and support small businesses in their communities.

The day itself takes place on the first Saturday in December each year, but the campaign aims to have a lasting impact on small businesses. In 2017 Small Business Saturday is on Saturday, December 2nd.

On Small Business Saturday, customers across the U.K go out and support all types of small businesses, online, in offices and in stores. Many small businesses take part in the day by hosting events and offering discounts.

And it works….look at some of the stats from 2016:

How the UK supported Small Business Saturday 2016:

Customers spent £717m with small businesses on Small Business Saturday, an increase of 15% on 2015 spending

Over 140,000 tweets were sent on the day reaching 130 million people, trending on Twitter in the UK and globally

Over 80% of local authorities across the UK actively supported the campaign in a variety of ways, from networking events to free parking, meaning wherever you were in the UK, Small Business Saturday was happening nearby

So what are you waiting for? Check out some of the events happening locally. I’m taking part – I’m delivering a free seminar at Enterprise Enfield. If you want to come along, here’s the link How to Sell Without Selling.

But there is loads of other good stuff too

I hope to see you there!

Why I love Sales Objections and you should too.

As a sales trainer, one of the things that I get asked about probably more than any other (with the possible exception of how to close better) is overcoming objections.

There is something about an objection that can strike genuine fear into the hearts of salespeople – particularly if they are less experienced – but it really shouldn’t be like that.

You can prepare for objections in advance. It is likely that most customers will broadly be worried about similar things, so do your homework, make a list of possible objections and work out what you can say to overcome them.

Make sure you have lots of reviews, testimonials and case studies from happy customers. If a potential customer objects to something specific, it can be very powerful to say “Well my customer AAA had a similar concern, so we did BBB and the results were CCC.”

Some customers can just throw in an objection to put you off – so getting an objection can sometimes have absolutely no bearing on whether or not they are going to buy from you. Just as in life, customers come in a whole range of personalities!

I hope these simple strategies will help you worry less about getting objections. Instead, acknowledge that objections are simply part of the sales process and can be a great way of cementing that sale.

Happy selling!

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.

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