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BizSuccess Breakthroughs for
July 5, 2000
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++++++++++++++++++++++++++
TABLE OF CONTENTS
++++++++++++++++++++++++++
..WELCOME to BizSuccess Breakthroughs
..THIS ISSUE'S MESSAGE - "Rethink Your Sales
Approach"
..SPOTLIGHTS - Products and Services for you and your
enterprise
..QUOTES - To Get You Thinking
..THE FUNNIES - On the Lighter Side of Business
..MORE RESOURCES AT BizSuccess.com
..PUBLISHER CONTACT INFO
..YOUR COMMENTS PLEASE?
..SUBSCRIPTION INSTRUCTIONS
++++++++++++++++++
WELCOME
++++++++++++++++++
Hello again. Gary Lockwood here with more breakthrough ideas
and information on how to:
Grow your business - Make more money - Have more fun .
Thanks again to those of you who referred this newsletter to
friends and colleagues. I really appreciate you for helping to
pass the word about this newsletter.
And thanks to all of you who expressed interest in the new
affiliate partner program for the BizSuccess Strategy Book.
We are setting up a special website for this (I'll announce the
address soon) and we're deciding all the details of how you can
make money by partnering with me in selling the BizSuccess
Strategy Book. Meanwhile, I'm almost finished updating the book
itself with new content, color, graphics and extra bonus materials.
More on this exciting new development in the next few weeks.
By the way, while working on my book, I went back to my copy of
Ken Envoy's terrific book, "Make Your Site SELL!". I realized just
how powerful and informative this book really is. And once again,
I was blown away at getting 500 pages of rich content for only
$17 US. Wow! Check it out at
http://www.sitesell.com/BizSuccess.html
Now, on to today's main message...
The traditional, fast-talking slick sales person is no longer
effective
in today’s global marketplace. In today’s dynamic and highly com-
petitive marketplace, well educated, savvy consumers look to the
modern salesperson for guidance in making well-informed buying
decisions.
Today's article explores three strategies for how you fit your sales
approach to the needs and concerns of today’s customers.
My hope is that you use the ideas and information in these
BizSuccess Breakthroughs broadcasts to get the results you really
want. If you want some help in putting them into practice, or if you
have questions, email or call me.
SUCCESS to You....
Gary Lockwood, Your Business Coach
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++++++++++++++++++++++++++++++
THIS ISSUE'S MESSAGE
++++++++++++++++++++++++++++++
Rethink Your Sales Approach
by Gary Lockwood
“Worry about being better; bigger will take care of itself.
Think one customer at a time and take care of each one
the best way you can.”
Gary Comer, founder of Land's End
Demanding customers - fierce competition - breathtaking
technological innovation
These are the realities of today’s global marketplace... realities
that
have changed forever the way we do business, especially the way
we sell. Gone are the days when salespeople could rely solely on
charming small-talk and aggressive closing techniques to make sales.
Many people think selling is something the seller does TO the
buyer. They sell them something. The result of this attitude to
sales is that many salespeople adapt a manipulative, coercive
style of selling. Some salespeople think of selling as competition
where they convince a customer to buy, and success as a victory.
It’s not surprising that many people fear salespeople and distrust
them. They think of salespeople as fast-talking and slick. They are
wary of being sold something they really don’t need or want.
The modern view of selling is that the purpose of the sales person
is to HELP the customer make good buying decisions. Someone
seen as an ally and trusted advisor. A business partner you can
rely on to provide valuable help and advice as well as supply
NEEDED goods and services.
Since World War II, with accelerated growth of enabling technology,
and the explosion of competition, availability has outstripped
demand. Sellers started pushing their goods and services more
aggressively at consumers. We began to experience the
manipulative salesperson. The perception many people have
today of salespeople is the smooth-talking con man so well
depicted in movies such as “Used Cars”, “Tin Man”, and “Glen
Garry Glen Ross”.
How do you fit your sales approach to the needs and concerns
of today’s customers? Three strategies:
1. Clearly identify each customer’s unique needs and requirements.
2. Tailor your goods and services to meet those needs at a fair
price.
3. Ensure a long-term relationship by pursuing customer
satisfaction.
* Clearly identify each customer’s unique needs and requirements.
Manipulative salespeople try to manufacture a need where none
exists. Better if you can bring existing customer needs to the
surface by clarifying your customers' understanding of the symptoms
they are experiencing. Many people make a very good living out of
helping people identify which particular need may be causing a
symptom, then advising them on how to fix it. This includes
medical doctors and good salespeople.
* Tailor your goods and services to meet those needs at a fair
price.
For most businesses, offering generic products and services is
a recipe for disaster.
With the vast array of choices available, customers want a solution
that is right for them in their own special situation. Listen
carefully
to the needs and wants of your customers, then package a comb-
ination of your products and services that specifically address your
customers' needs.
To do this requires the ability to:
- understand what the customer wants, and
recognize what is
important to him or her;
- identify the relevant features of your products
and services
that are appropriate for this customer;
- communicate the specific benefits gained by
using your
products and services;
- deliver the package of products and services
with emphasis
on the desired results expected by this customer.
* Develop a long-term relationship through customer satisfaction.
Truly effective salespeople succeed because they are genuinely
interested and concerned about their customers. Their desire to
understand the customer takes priority over their desire to pocket
commissions from selling products and services.
The surest way to cement a long-term business relationship with
your customer is to remember that no sale is complete until your
customer’s expectations are met or, preferably, exceeded.
The traditional, fast-talking slick sales person is no longer
effective
in today’s global marketplace. In today’s dynamic and highly com-
petitive marketplace, well educated, savvy consumers look to the
modern salesperson for guidance in making well-informed buying
decisions. If you are unwilling or unable to adapt, you face the
possibility of declining sales and risk severing long-term customer
relationships. The challenge is enormous and the stakes are high.
Remember, customers buy for their reasons, not ours. When you
work to form a partnership with your customers, providing them with
valuable help and advice as well as supplying vital products and
services, you virtually ensure sales success.
Good selling!
© Copyright 2000 BizSuccess All rights reserved. No duplication
+++++++++++++++++++
SPOTLIGHTS
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************************
Hypnotize Someone with Words Alone?
Is it really possible to hypnotize someone
with the power of words alone and get them
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************************
DISCLAIMER
Although we make an effort to check out the advertisements in the
Spotlight section, we cannot assume responsibility for the actions
of our advertisers.
+++++++++++++++++++++++++++++++++
QUOTES To Get You Thinking
+++++++++++++++++++++++++++++++++
A computer is almost human - except that it does not blame
its mistakes on another computer
It is the mark of an educated mind to be able to entertain
a thought without accepting it.
Aristotle
A synonym is a word you use when you can't spell the word
you first thought of.
Burt Bacharach
Worry does not empty tomorrow of its sorrow;
it empties today of its strength.
Corrie Ten Boom
Your actions speak so loud that I can't hear what you're saying
+++++++++++++++++++++++
THE FUNNIES
+++++++++++++++++++++++
Stop by our website every day to see the Business Cartoon
of the Day by Ted Goff. http://www.bizsuccess.com/cartoon.htm
------------
Sunday School
In Sunday School, they were teaching how God created everything,
including human beings. Little Johnny seemed especially intent
when they told him how Eve was created out of one of Adam's ribs.
Later in the week, his mother noticed him lying down as though he
were ill, and said,
"Johnny what is the matter?"
Little Johnny responded,
"I have a pain in my side. I think I'm going to have a
wife."
------------
Getting Ready for the Students
As a new school Principal, Mr. Mitchell was checking over his
school on the first day. Passing the stockroom, he was
startled to see the door wide open and teachers bustling in
and out, carrying off books and supplies in preparation for the
arrival of students the next day.
The school where he had been a Principal the previous year
had used a check-out system only slightly less elaborate than
that at Fort Knox.
Cautiously, he asked the school's long time Custodian, "Do
you think it's wise to keep the stock room unlocked and to let
the teachers take things without requisitions?"
The Custodian looked at him gravely. "We trust them with the
children, don't we?"
***excerpts from: http://www.joker.org/
***
++++++++++++++++++++++++++++++++
RESOURCES AT BizSuccess.com
++++++++++++++++++++++++++++++++
Get ALL you want from your business AND
have fun along the way!
Starting in July, I have several available slots open for coaching
clients. If you are a CEO, business owner or professional, and
are interested in the possibility of working with me as your
Business Coach, contact me right away.
We can discuss your situation and how The BizSuccess
Coaching Program could help you get the results you want.
Check out the details at
http://www.BizSuccess.com/coach.htm
If you believe this can help you get breakthroughs in your business,
call me to discuss this further. If we have good chemistry, and if you
like the process and choose to enroll, you'll also get a free gift.
+++++++++++++++++++++++
PUBLISHER INFO
+++++++++++++++++++++++
Gary Lockwood is Your Business Coach.
Helping business owners, entrepreneurs, and professionals
to get all they really want from their enterprise.
(800) 272-1575 (USA) - 909/984-3344 Fax: (815) 361-3041
Email: mailto:Gary@bizsuccess.com
Visit our website at http://www.bizsuccess.com
Grow your business, make more money,
have more fun!
++++++++++++++++++++++++++++++
YOUR COMMENTS PLEASE?
++++++++++++++++++++++++++++++
I appreciate feedback, corrections, and comments about anything
mentioned in BizSuccess Breakthroughs. Please send your thoughts to:
mailto:Gary@bizsuccess.com
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