Meridith Elliott Powell: Welcome to another edition of Sales Logic, where we dive into the strategies, discuss the tactics, give you everything that you need to know to be effective in today’s marketplace and well, make the sales, your sales strategy logical. I’m Meridith Elliott Powell. And I’m here with my cohost
Mark Hunter: Mark Hunter, the Sales Hunter.
How are we doing Meridith?
Meridith Elliott Powell: We are good. We got a big show today, Mark. I mean, for those who listened to the show know we cover three very distinct areas. And we’ve got a bonus section for you today, but we discuss the topic, we have the question of the day and the lightning round. So Mark, you want to talk about the question or the topic of the day?
Mark Hunter: Well, I’ll just go ahead and say, what I’ll do is I’ll mention the topic. Wet your appetite, then I’ll share the question. Let’s bat that thing around. So the topic is how do you get noticed in today’s overly COVID dominated marketplace? Cause man, it’s noisy out there, but Hey, before we get into that, let’s get into the question.
And then after the question, we got that little surprise bonus piece that we’re going to add in, but shh. We won’t mention what that is yet. Now the question, Hey, if you’ve got a question, send it to us at saleslogicpodcast.com or put it out on social media #saleslogic. Every week, we answer a question.
The question today is how do I make the shift from selling in person to selling online? My entire sales strategy has been in person selling.I meet with the Staff. I meet with the doctors and offices, and that is how I sell. I can’t do any of that now. Jane Shidnau now from Austin, Texas. Jane, thank you for that question.
Meridith, you want to run with it first? Go for it.
Meridith Elliott Powell: Yeah, it’s a great question. And it’s a big question today. I bet Mark, you’re getting a lot of this too, is how do we really make the shift? I mean, as salespeople we’ve had the luxury of getting in our cars, going to place of business and really getting that first emotional connection with people.
I find it certainly easier to sell that way. So how do you, again, make the shift? Number one is that you’ve got to get comfortable in front of the camera. I really suggest to people who have never sold virtually before, back up and start setting up meetings with your existing customers, people that you already have that emotional connection with because getting used to being comfortable on camera is going to be a lot easier with people who are going to sort of forgive you for being uncomfortable. But you need to get a lot of calls under your belt before you start going after new prospects or new relationships. So just set up some calls and get comfortable on camera.
Mark Hunter: You know, along with that, we all use Zoom. Zoom seems to be the COVID video connection tool, but there’s also other great tools out there.
Vidyard, I love Vidyard because it’s a really quick, easy way to embed a video, little short video, into an email. And let me tell you something, it’s getting very good open rates and so forth, but you’ve mentioned something very key start off with your existing customers. Okay. Now we’re several months into COVID, so hopefully you’re past that.
But see, this is where I’m finding salespeople are having problems because now they really have to be truly prospecting. So yeah, up to now, they could kind of fake it with stuff they had in their pipeline, existing customers. Now they’re like, “ah, Hmm, it’s empty.” And so, yeah, this is where hopefully you’ve done enough practicing, but I really suggest get a tool like Vidyard, something like that, and start popping little short, 15 second videos out there.
The other piece that you have to keep in mind, because we’re prospecting really all virtually now, your reputation goes ahead of you, your reputation proceeds you more than ever, which means you better make sure that your LinkedIn profile, everything that Google can say about you is good and is right and is accurate because believe me, people are checking you out more than ever, because why not? You’re trying to reach them on a device. So guess what? They’re going to use that same device to check you out. So you better have your act together.
Meridith Elliott Powell: Yeah, I would say also you need to let it go.
I mean, let go of the fact that you’re not going to be able to sell in person for a while and that’s, that’s gone. So really take a deep breath and let go of the good old days and understand that your customers understand that too. So they’re going to be ready to buy online, but you’ve gotta begin by selling urgently.
People are really busy today. They’ve got a lot going on. They’re just trying to keep their own businesses afloat. So the first thing that you need to be approaching them with, as you get to know them and you get to connect them with them, is something that’s going to be relevant. That’s going to be solving the pain point.
I mean, when you go back to your avatar, your customer ideal, you better be really clear on their top three pain points. What are they most worried about? What’s their biggest opportunity? What do they really fear? And then how are you positioning your product or service to solve that? Because while nobody has any time, we all certainly open emails and answer things that speak to our exact pain point.
Now I’ll tell you something right now. So I was looking for just a backup virtual assistant. I just been having this on my mind for the last couple of weeks. And I got an email this morning where the headline said a virtual assistant services made easy and effective. Now this was at 5am while I’m brainstorming with Mark.
I’ve got a whole morning routine I’ve got to get into, but that headline caught my eye. Because it spoke to the pain point that I had at the moment. You have to be doing the same thing, you know, they will talk to you virtually if you’re solving a problem.
Mark Hunter: It’s interesting. There were a couple of words in there that grabbed me- made easy, made easy.
Cause again for anybody who’s trying to find an online assistant, you know, a virtual assistant, it could be hard. So when they use the word made easy. Yeah. kind of invited you to say, yeah, that’s what I’m trying to do. Invited you to open it up. Hey, you know, there’s a piece there back early on e were talking about WFH, work from home. We began using that expression a few months ago and then it kind of shifted to, well, it’s B FH- buying from home because that’s what our customers are doing. And that’s what we have to be able to have a communication process that connects to them. Let your personality come through, regardless of what medium you’re using. Because otherwise you’re really no better than Amazon or any other really shopping cart site out there.
But anyway, Hey, with that, we should probably jump into the topic, but we have a tease. We have a tease, we have a new segment we’re starting, and that is Meridith and I both read a lot of books. We’re always exchanging ideas on books and Meridith’s got a new book coming out this fall. I had one coming out.
But anyway, so today we are starting this off by talking about a book and every week we’re just going to talk about it very briefly. Jeff Shore is a good friend of ours out of Sacramento, Jeff Shore Consulting, check it out, but he wrote the book Follow Up and Close the Sale. I talked to Jeff last week about this book.
And let me tell you something. It hits some real sore spots. And the reason I like about it he has what I call taillight followup. In other words, as soon as that prospect leaves your line of vision, however it is, you know, as if they were driving away from taillight, you need to follow up with them.
But this book is chock full of different ideas. I don’t know if you’ve had a chance to read it or what your thoughts are on the book. She’s reaching for the book now. There it is.
Meridith Elliott Powell: [00:09:24] I got the book right here. Do you have, Jeff and I share this passion, this is my favorite part of the sales process, is the followup system.
And I love that he devoted an entire book to just followup, because what I love to say is that the sale happens in the followup. It always happens in the followup yet. It’s the part of the sales process. That’s never trained. It’s never- there’s always just sort of left to chance, and I really believe the better you get it the more deals you’re going to close in. The more easy and effective your sales process is going to be. And I think that Jeff has written an easy to read book. What I love about it is that that it’s very tactical. He gives you a lot of steps, a lot of strategies. If you’ve ever wondered what a good followup system should look like, Jeff’s really laid it out here in this book. Now, where do we send people besides Amazon who want to find out more about Jeff’s book?
Mark Hunter:Well, we can jump out to JeffShoreConsulting.com, that’s his website, great place. Or just go to Amazon, Barnes and Noble, Books-A-Million, wherever it is. But you said something, it is easy to follow.
It’s easy to read because it is there’s stuff in there that you’d say, wow, I can start doing this right now. So the book is by Jeff Shore and it’s Follow Up and Close the Sale. So anyway. Let’s jump into the topic. The topic is how do you get noticed in today’s noisy, overly COVID dominated marketplace.
Meridith Elliott Powell: Yeah. Number one is you’ve got to realize that you’ve got to get noticed. I was just on a sales call yesterday, getting ready to do a program for a sales team on how to sell effectively in a virtual market, and the first piece that we were talking about was the fact that I said, we need to bring marketing into the program.
And they said “marketing into the program?” And I said, yeah. I said, “you’re going to need marketing now if you get above the white noise and stand out from the competition.” They said, “we don’t need marketing.” I said, “yes, you do.” I said, the marketplace is so crowded right now that people do business, who they’ve heard of and about.
So building that reputation in the marketplace is really important. Now, not all of us have the luxury of having a marketing team. Build your reputation first, what do you want to be known for? And then what are you doing to get yourself known for that in the marketplace?
Mark Hunter: Back when we were talking about the question, you know, I mentioned your reputation proceeds you and wow. You have to be there online ahead of any conversation you’re going to have with them.
And I still am amazed at the number of salespeople, they wonder why. I had a sales call, a guy called me Friday, I couldn’t tell if he was looking to buy or if he was looking to sell. But he called me Friday afternoon and it was a conversation that was going nowhere. I go out, I look at this guy online and believe me, it’s a train wreck.
Well, guess what? I shut that puppy down real quick because it was a train wreck. He had no chance. Now, if I had, while he was talking to me, gone out and seen some really positive stuff about him, I may have kept the conversation going, but no, it ended. You can’t break through the noise, unless you’re at least at equal footing with everyone in your community, wherever your people tend to be. If that’s an association website, if that’s whatever it is, you’ve got to get known out there.