Trying to shorten the sales cycle, I asked naively, “Why does the customer want to buy? What are they trying to accomplish?” Rick couldn’t tell me. I asked if he thought the salespeople knew. He said no. I gave him an assignment: he had to find out “Why,” “Why now,” and “What’s it worth.” Otherwise no demo.

In other words, no compelling reason to buy…No demo.

So Rick took a risk, and is rapidly moving to a fully-paid trial implementation.

Sure, long-term objectives and plans still matter, but I’ve been getting more and more inquiries focused on “what to do now.” Entrepreneurs and executives alike are demanding help on how to improve revenues and profits right away.

How do you make the quickest difference? Focus the bulk of your energy on revenue generation. In other words, sales! And don’t do it the same old way either, because — as you may have noticed — it isn’t working that well.

Here are five ways for your sales force to bring in more business in short order. There are no magic bullets, but just last week I taught one of these techniques to a client (#2) and he used it to close a deal the following day! Use one or use them all. Each technique will have its own effect, and each will multiply the power of the others.

1. Sell return on investment, and sell it to the CFO.

Sales people are complaining that while the pipeline may be full, the deals are taking too long to close. Perhaps that’s why the pipe is so full! What are the reasons for this? Companies have money, and in many cases they have needs. But many people are so scared THEIR customers aren’t going to buy THEIR wares, they are loath to spend any money themselves. The result? They are only willing to spend money when they absolutely see near-term financial payback, and the CFO is killing many deals.

The solution? Sell the return on investment. Sell the payback. And sell it to the CFO. Arm your salespeople with two things: A series of case studies that document the returns from using your product, and a well-defined ROI process worksheet. Work with the CFO to build the ROI case so that he or she owns it. This is the only way they come to believe it. Make it their idea and instead of killing your deal, they will help you close it.

2. Forget USP. Determine your Usage Cases

Instead of focusing on why your product is the latest and greatest, clarify the ways in which potential customers will use your product to solve specific problems and produce tangible results. Then, instead of touting the “benefits” of your product–which often fall on deaf ears, anyway–engage your prospects in conversations about what costly and quantifiable problems they now have, and how they might use your product or service to alleviate those.

And, as sales guru Mike Bosworth says, don’t tell them your offering IS the solution. You’re a sales “guy” and they won’t believe you. Instead, ask them if your possible solution might help them. If they believe it does, they have accepted your solution as truth. Then get them to tell you, in real dollar terms, what fixing that problem is worth.

3. Increase Sales Training. Use the 10% solution.

But don’t expect any one salesperson–even your superstars–to be 100% at every part of your sales process. They almost never are. But there is a way you can raise the level of every person in your sales organization—immediately.

Use this process adopted from W. Edwards Demming’s principle of optimization. Break your sales process into as many discrete–but meaningful–steps as you can.. Cold calling. Letter writing. Setting appointments. Identifying pain. Writing proposals. Presenting. And so on. Find out who in your organization excels at each step, and have those reps explain their methods and mindset to the rest of your sales force. Do all the steps at once in a marathon session, or one step at a time. Either way, the results will be amazing.

4. Use the 80/20 Rule. And get rid of the bottom 20.

There’s no room in today’s world for mediocre producers. Hold each member of your team accountable for reaching two kinds of performance benchmarks: results measurements, which include not only revenue, but perhaps new accounts and repeat business, and action measurements, which might include prospecting calls, appointments, and new contacts.

Not every sales person will be a superstar, but every one should pay their own way–and then some. Salespeople who aren’t producing not only cost you money, they drag down the performance of your whole organization. You may not pay them very much, but why pay them anything? I suggest you do both yourself and them a favor, and let them go. Don’t worry about having an empty desk: that warm chair was an expense your company doesn’t need.

If you feel it isn’t fair to “dump” them, or if your sales cycle is too long to measure short-term revenue results, give the problem reps a 30-day plan to increase their level of activity in specific ways. That’s long enough to see an improvement if there’s going to be one.

5. Track your results and work harder

Most entrepreneurial sales organizations fail to analyze their efforts. They have no idea how much effort–or money–it takes to create a new customer. The only indication they have of whether salespeople are “doing enough” is based on the revenue numbers. The answer? Track both activity and results, and use the statistics your garner to quickly raise performance. Break your sales process into a series of meaningful steps, counting each time a rep completes one. Calculate averages and set a benchmark. And while you’re at it, analyze the percentage of deals that close whenever you complete that step. That knowledge can dramatically improve your sales forecasts.

Once you establish benchmarks–this one’s a no-brainer–RAISE THE BAR. Yes, that’s right, because the fact is, revenue isn’t coming in fast enough. Do everything discussed above to improve your sales effectiveness–then do more of it. Just working smarter isn’t going to cut it. You’re going to have to work harder as well. And anyone who doesn’t want to? See number 4 above.

I’ve developed a unique Sales Audit Process based on the work of W. Edwards Demming. This program is guaranteed to produce an immediate 10-25% improvement in your company’s sales, or more. If you’d like to find out more about how you can increase sales right away, call me at 858-951-3055, or visit http://www.paullemberg.com/contact.html and send an email with details about your company’s sales situation.

5 Ways To Beef Up Sales…Immediately is a post from: Business Directory for Business Information | Joevsken.com

List 10 actions, routines or tasks that are part of your sales day and considered essential components of your sales process.

Now, ask yourself. How many of these are essential components to my sales mission are just ingredients in the recipe?

Think about a professional golfer’s essential competencies from tee-off to last putt. Is the ball and club a core competency, or is it the golf swing and putting stroke? What about a basketball player with the essential competency of passing, dribbling, and shooting?

2) Can it be measured routinely and accurately?

A Core Competency is a definable entity that is related to performance and results.

Ask yourself. Can I measure this with a napkin, pencil, and calculator? Can I put it on one piece of paper and be able to evaluate the status of my business? Do this first. You can always transfer it later to the million-dollar sales automation system.

Can you apply a universal performance benchmark that is realistic and assures revenue goals individually and collectively?

3) You know you have achieved this when you can tell a sales recruit during the interview process the (3) simple numbers that will assure them success.

Have you identified the ‘Key Performance Indicators’ in your sales process?

A good KPI example in the sales process might be how many times you advance the first sales appointment to the next phase, whether that’s a demonstration, a site visit, a survey or a proposal. Another KPI is how many times you gain a new customer once the first gateway is passed. And when you do gain a new customer, what’s the average revenue you achieve? That’s certainly an important KPI. Because if your average revenue per sale is 40% less than the average peer KPI, you might want to find out why and take focused action to improve it, as you’re leaving money on the table.

And what about the length of a sales cycle in days? Is that conditional or do you have a degree of control over it? If you have a team member that has an average sales cycle 30% shorter than the peer group, uncover and assimilate those best practices out to the rest of the sales team. Less time, more results. That makes ‘Sales Cycle’ a valuable KPI.

Once you have your KPI averages you will be able to communicate to a sales recruit exactly how much sales activity (new appointments per week) is required on their part to successfully ramp to Quota is a pre-determined amount of time. That’s right, a ‘Pre-determined amount of time in days’. And that will shorten the time to Quota and reduce the Hard-dollar cost of Turnover from low appointment activity.

But don’t assume they can do it on their own. Provide them with a training ‘System’ to help them achieve the activity routinely and effectively.

4) Can it be determined operationally that you’re performing similar business activities better than your competitors?

Strategy is the ‘what’ and tactics are the ‘how.’ If you are superior in operational effectiveness, you will tactically perform better than your peers and competitors. This works a lot like the outcome of a football game. The winning team almost always outperforms their opponent in fundamentals like “Blocking and Tackling.”

5) Can you apply “Timely Training” and “Powerful Routines” around each core competency?

We know what training is, but do we understand why training fails? Timely Training is having appropriate structures for learning and application, defining useful short-term objectives, measuring results, and working closely with qualified trainers for follow-up and support. Most importantly, there must be organizational commitment. Focus on one core competency at a time until a pre-determined benchmark result is realized. Don’t move on or over until you do. Powerful Routines are linked to selling scenarios and allow you to dust off all the bases and then cover all of them to have the highest ratio of success aligned with each situation.

5 Tips for Finding Your Core Competencies is a post from: Business Directory for Business Information | Joevsken.com

Every consultant feels that if there is anything that they do well, its talking the talk. Effective speaking is more of an art than a science. If you cant effectively convey how your services are going to help the client, you wont get the contract.

Reflect Before You React
Its human nature to say the first thing that comes to our mind when we’re asked a question. Take a moment to think of what answer is best for the client. It will show that you put thought into your work and dont just plow ahead. Your clients will appreciate that. Your best reaction is not always your first reaction.

Keep It Simple Superstar
Just because you know the ins and outs of your business doesnt mean that your client will. Speak to them on their level, not yours. Keep the conversation simple and get straight to the point. If your client understands what you can do for them, they are more likely to hire you. If you try and dazzle them with industry speak, you’ll lose them, and lose the contract.

You may find that if you are speaking to a perspective client on the phone, stand up. For many people, standing makes them get straight to the point.

Let the Client Talk
If you want to learn how to best position yourself, find out exactly what the client wants and ask questions to home in on what their needs are. By asking questions, you gain a better understanding of how you can help the client, and the client feels that they are part of the solution. This gives you a chance to reflect on what you can offer your prospective client.

A Little Enthusiasm Goes A Long Way
Your client feels passionate about what they do, and if you show that you are passionate and enthusiastic about providing them the solution they want, you’ll get the client onboard. Enthusiasm will open many doors for you.

Lets Get Personal
It takes experience and a watchful eye, however, if you show your client that they are more than just another big deal for their portfolio you will learn how to best work with them. Treat all clients the same way, and you will find your schedule empty of projects. Remember that clients say things for a reason. If they volunteer that they cant talk right now because they are getting ready for Bobby’s birthday party on Saturday, on your follow up call, ask them casually how the party went. Don’t pry, and don’t send balloons. By casually asking about the party, you show that you pay attention to details. Knowing how successful the party was will prepare you on how to approach the conversation.

Remember that you need to sell to the customer’s needs, not your skills. Master this and you will have a long career as a consultant.

5 Tips For Closing That Consulting Deal is a post from: Business Directory for Business Information | Joevsken.com

The core of every business is sales. Many of the strategies to increase sales offline are applicable online, but not all of them. On the Internet, everybody can effort to fail fast and learn from it. Better still, after years of testing and tracking what works online, people can just learn from other people’s experience and cut the learning curve tremendously.

Here are 5 of the surefire ways to increase sales:

1. Establish a sound affiliate program

If it is just another affiliate program, then don’t expect to have different results. Focus on building a sound affiliate program, with the tools and materials to support affiliates to promote a program easily. After all, affiliates work like clockwork and should be seen as a team. Provide them with the right promotion tools and they will more likely promote the program.

Give the customers an option to join the affiliate program after purchase. Satisfied customers are one of the best marketing for any business. Spread the good words through word of mouth. Best of all, they are paid just for doing that.

2. Follow-up after first purchase

The hardest task in any business is acquiring the first sale. Make sure that capturing customers’ name and email addresses are the least information gathered from a sale. With that information in hand, follow-up with existing customers, probably through an automated mechanism like timely autoresponder.

This effort has been proven to decrease refund on products and increase customers’ satisfaction. Every once in a while, mention a related product that might be of interest to the customers. Write a review and provide real results. Such promotion is extremely inexpensive, but very effective in practice. The product can be anything, including an affiliate program.

3. Use up-sell technique

Just before a customer check out to the payment gateway, prompt for optional upgrade to the better, bigger, or nicer product for a fairly steep discount, preferably not available elsewhere.

A certain number of customers will choose the option, which translates into additional sales, almost without additional effort.

4. Provide discount coupons

Coupons urge customers to come back and shop. Promotional coupons work for both advertising and some forms of joint venture. Customers love to know that they get lower price for what they buy. Coupons make it so real and tangible.

5. Cross-promote with other related products

There is no limit as to how this could be accomplished. Joint venture with other business or even competitors is feasible as long as it brings a win-win situation.

One example would be to give away sample of other product or service as part of the whole package. As long as the sample is relevant to the customer, this promotion could only be seen as an added value instead of pure advertising.

There are many other tactics to increase sales but above tips have been proven to work again and again. Choose one at a time and take action. Good luck.

5 Surefire Ways to Increase Sales is a post from: Business Directory for Business Information | Joevsken.com

If I asked you to list all the essential competencies that YOU are in control of – the ones that are absolutely critical for you to be successful in your sales position…could you do it?

For example…

Essential Competency or not?

” Converting conversations to appointments? (yes it is)
” What about filling out paperwork? No! (That’s a related task)
” What about closing ratio? (Sure it is.)
” Degree of success in turning a first appointment into an opportunity? (absolutely)

Get the picture?

Now, if you truly want to adopt a self-management system that will work FOR you – not against you, you first have to “access” what is an essential competency and what’s merely a related competency.

To do this, sit down and list any sales metrics and performance numbers inter-related to your competency numbers and your desired revenue results. (Hint: “Sales Cycle” and “Average Revenue” per sale are two.)

2) Diagnose Your Business on a Single Sheet of Paper

If I ran into you on a train or in an elevator, would you be prepared to tell me what you do (and how it benefits me or those I know) – in under 1 minute…

That’s called your 30-second commercial. Most people don’t have one, yet everybody needs one.

One way to understand more of the obvious benefits your products and services bring to the table is to start to view and diagnose your business more scientifically. You will also see how the numbers work and which areas are most important to your short and long-term success.

Ask yourself…What happens if your closing ratio reduces by 30% and your average revenue per sale increases by $2500? How does that affect your desired results?

Write your competency measurements and sales metrics on a sheet of paper. Calculate ratios in line with competencies and average numbers in line with your sales metrics. Assign your revenue object or quota. Play with the numbers and ratios to see how they are inter-related and how they affect each other.

3) Calculate your ‘Magic Number’

“Not setting enough new appointments on a routine basis” is like a malignant cancerous growth slowly eating away at the heart of most sales organizations – - Jeff Hardesty.

The reason for this is because most of us do not identify how many new appointments are needed on a weekly basis based on individual competency numbers and performance metrics.

That’s like diagnosing with blindfolds on.

Every one is different; we all have a ‘Magic Number’. And it’s personal to only you. If you routinely achieve it, you will routinely meet your desired results. Since it is a dynamic number that changes from week to week, it’s important to understand how it is inter-related with other competency ratios, performance metrics and desired revenue results.

It’s important to include your ‘Magic Number’ in your self-management system.

4) Train to the ‘Napkin Rule’

The ‘Napkin Rule’ simple means, putting aside all those sales automation systems for 30 days and keep track of your essential competency and performance metrics on a single napkin.

Compute updates daily. Store the napkin in your pocket. When the napkin fills up, transfer it to a legal pad to show month to date. Have nothing else on the legal pad except your essential competency ratios and sales performance metrics. After 30 business days, transpose the legal pad metrics to your favorite computer software spreadsheet, and track it for 90 days.

This simple but powerful “Napkin Rule” will help you become the CEO of your business.

5) Run Your Numbers, Don’t Run after Quota

Concentrate on your numbers NOT your quota so you can diagnose performance trends before a revenue crisis. Then you have the power to institute strategies and tactics for immediate recovery.

Here’s why.

Reaching and exceeding sales quotas consistently has very little to do with product, pricing and competition. But it has everything to do with ‘Process’.

Identify the core competencies that are necessary to be successful in your sales routine. Then train to Powerful Routines to increase your ratios of effectiveness. Document these meaningful business metrics and review them weekly. Build a simple but dynamic self-management system and outperform your peers and competition while assuring your revenue success.

5 Keys to Building a Dynamic Self-Management Sales System is a post from: Business Directory for Business Information | Joevsken.com

1. Communicate with Customers: Enter company data and product information into a series of auto-responders. Messages should be informative for your customers and should include an offer of value which the recipient can respond to. The auto-responder cycle can add value by making your company information more accessible to your clients.

2. Increase New Business Sales: Put a lead management system in place with auto-responder functionality. This will solve a common problem. Sales people will work a lead list, and burn a lead if it does not respond. The multi-step auto-responder system keep your company in your prospects’s mind. The AR system spark a low fire into the mind of your prospect and build mind-share touch by touch.

3. Distribute Training: Training is critical to customer adoption and customer retention. Training is expensive and can eat up valuable sales and operation time. Distribute training to customers, new and existing, with an AR. The messages can range from the “Welcome on-board” basics and can evolve to advanced learning. Why not create advanced usage streaming videos and content and load up a 7 or a 10 message AR and put this Advanced Training offer to your customers for a fee?

4. Distribute Support: Set-up an auto-responder with Frequently Asked Questions. Determine what customer queries are asked and put a series of answers into your auto-responder. Put your AR to work for you by distributing your FAQ to your customers and your trial users.

The auto-responder sequences are fluid: work always to improve your messages and your offers. Your auto-responders can differentiate your business by optimizing customer communication and getting the most from your lead generation and marketing systems.

4 Ways to Use Auto-Responders to Build Sales is a post from: Business Directory for Business Information | Joevsken.com

1. Attention
What captures a reader’s attention more than an exciting list of things that will benefit THEM? Think about the affects of starting right off with 6 of the most appealing benefits of your product or service.

A Multi Level Marketer might start a sales letter like this:

* Experience the freedom of …
* Being your own boss
* Financial independence
* Benefit 3 and so on …..

That gets their attention, and compels them to read on.

2. Interest
Here’s where we sneak in the basic facts that might otherwise be uninteresting. The nitty gritty details of the product features won’t hold the customer’s attention for long, so keep it short and sweet. Hey, it’s great that your swimming pools have filters, etc., but let’s face it… there’s not a lot of excitement going on here!

3. Desire
Whet their appetite, but give them some cold, hard logic to back up their purchase. Most consumers buy on impulse, then ask themselve whether it was the right choice. Don’t make them second guess! Preparing them to face the doubts with a solid logical reason they got the best deal for their buck might include:

* The advantages of purchasing from YOU.

* Testimonials from other satisfied customers.

* An unconditional money-back guarantee.

* A good deal!

4. Action
Order now! Hey it says move it, but it doesn’t pack the wallop of a stronger action statement like this one:

Hurry! Don’t miss out on this LIMITED TIME special offer. Call now to place an order, or visit us at www…..

Be sure to give details of how to order. Make it a part of the command… make it easy to do… provide several options.

4 Step Dynamic Sales Letters is a post from: Business Directory for Business Information | Joevsken.com

Wouldn’t it be great if you could foolproof your selling techniques? Yeah, no more customers walking out with empty hands… no more profits disappearing into thin air! Here are 4 secrets that will help you put money in your pocket, and lengthen your current customer list.

1. Make It Easy
There’s an old adage that says variety is the spice of life, but hey, too many choices can lead to indecision and procrastination. We all know what happens when customers procrastinate… yeah, you lose a sale.

When a customer walks into your business ready to purchase, and suddenly sees several options he didn’t know were there, he’ll stop then decide… which one? If he’s uncertain… well, you lose a sale that was already in your pocket.

Make it easy for your customers to decide… yes, I’ll buy it… no I won’t buy it. Yes and no decisions are a lot easier to make, and are more likely to put cash in the drawer.

2. Offer Several Ways To Buy
Too many choices can overwhelm customers and cost you sales, but options of how to buy open up avenues for customers to purchase the product they’ve decided they need. They say there are different strokes for different folks… your customers don’t all use the same methods to buy. It just makes sense that if the method they prefer is available, they’ll be more likely to take advantage of it.

Convenience it the key to attracting buyers in today’s fast paced society. What will be the fastest and easiest for them… credit card, phone, fax, Internet, or cold hard cash?

3. Keep it Simple
You remember the frustration of spending 10 minutes pushing buttons on the phone just to get through a pain-in-the-neck automated ordering service. Heck, you just wanted to buy one item! Maybe it was the time you had to click your finger raw, just to jump through the hoops of an online shopping cart. Yeah, the temptation to just forget it is right there!

Don’t frustrate your customers with intricate ordering processes. Most likely, they just want to place the order in a few minutes and be done. Let them get frustrated, and they’ll go elsewhere, or just abandon the idea altogether.

4. Follow Up
One of my favorite catalog companies always closes out the sale with a special buy that is available only at the time of purchase. I’m not an impulsive shopper by any stretch of the imagination, but it stops me in my tracks every time. I know it’s a one-time shot, and I really consider whether I want or need it before I hang up the phone.

How many items would your customers buy if you were to follow up every sale with a special offer? Internet marketers have a world of options at their fingertips. The products you offer don’t even have to be yours… and you can still make a profit!

Affiliate marketing is sweeping the Web. Think about it… would your customers benefit from an ebook that deals with the product they are purchasing? You can offer it to them, and let the owner handle ordering process while you collect the commission. It’s as easy as 1, 2, and 3 and profitable too!

Boosting your sales numbers and profit dollars isn’t as tough as it sounds. Implement these 4 simple selling techniques, and watch your sales steadily climb… and just think… they didn’t cost you a penny!

4 Secret Selling Techniques You Must Implement is a post from: Business Directory for Business Information | Joevsken.com

1. Keep An Eye On Your Best Customers
Yeah, wouldn’t be great if all of your customers were just like them? …easy to please, loyal, and ready to tell a friend about your wonderful service. Just maybe you can develop more customer just like them!

Think about it… what makes them so great? What are the traits they have in common? Direct your marketing campaign to people who are just like them. Focus on their niche! You’ll net new consumers and higher profits for your efforts.

2. Hurry It Up!
What’s the hurry? Todays customers are busily running helter skelter from work to day care to home to an event back home… They’re rushing through life, but trying to save a buck as they go. How much do you think they would appreciate the ability to do both in your shop?

Revise your advertising campaign to stress the time they’ll save and the money they’ll keep in their pockets while enjoying all of the wonderful benefits your products have to offer. Chip in a few specials where they can save even more moeny (with a deadline, of course). Deliver! Immediately! Let them save money and time… and hey, watch your sales explode!

3. Make it Easy to Buy
Convenience it the key to attracting buyers in today’s fast paced society. What will be the fastest and easiest for them… credit card, phone, fax, Internet, or cold hard cash? They say there are different strokes for different folks… your customers don’t all use the same methods to buy. It just makes sense that if the method they prefer is available, they’ll be more likely to take advantage of it.

Simplicy… ah, it makes life so much easier. Yeah, your harried customers are busy and tired. They don’t want to mess around. Most of the time, they just want to make the purchase and head home. Convenience stores testify to the fact that quick and easy often overrides a better price!

4. Follow Up
Following up with a customer who didn’t buy can be the determining factor between and “almost sale” and a satisfied, loyal customer. Simply contact them afterwards and let them know the product is still available or offer them further information they may find valuable.

One of my favorite catalog companies always closes out the sale with a special buy that is available only at the time of purchase. I’m not an impulsive shopper by any stretch of the imagination, but it stops me in my tracks every time. I know it’s a one-time shot, and I really consider whether I want or need it before I hang up the phone.

Expoding your current sales volume and profit margin may not be as difficult as you’ve been making it! Give these 4 tips a shot, and see what happens!

4 Explosive Tips To Dynamite Your Sales Volume is a post from: Business Directory for Business Information | Joevsken.com

” Make a dramatic statement: “Even my dog knows ….”
” Surprise them with the unexpected: “Use for 30 days totally free…”
” Ask a thought provoking question: “Is your current insurance costing you hundreds of extra dollars every year?”
” Use high impact headlines – it’s important to snag their attention right away.

2. Get Personal
How many times have you been caught in the cycle of automated phone services? Yeh, you push 15 numbers and end up back at the main menu and never did talk to a sales rep. People are hungry for personal interaction in the marketplace. Look for ways to make your business a personal experience that your customers will appreciate. Get to know something about the people who walk through your doors. Let the people who visit your website know something about you. Yeh, it’s easier to trust an individual than a huge impersonal company…and trust is crucial to building a pool of loyal customers.

3. Paint a Picture
Ah, the end of a hectic week has finally arrived! As I lock the doors on a still cluttered office, my mind wanders to the many things that will demand my attention this weekend. I long to just escape the demanding voices…escape to the waters of the lake across town. It would be like heaven to plop myself across the back seat of a boat, and watch the sea gulls dip and dive as the waves rock me peacefull to sleep. Yep, I can almost hear the sound of their splashing when the clang of metal alerts me to the fact that I’ve dropped my keys.

Put your customers on the boat. Yeah, painting word pictures that capture their emotions will be more effective that the raw facts of the benefit your product offers. Describe what the benefits will do for them, vividly and in great detail…get them panting for the end result. Paint your way to a sale!

Think about it…the 3 tactics we’ve talked about deal with human emotions or behaviors, rather than your product itself. Yeah, when we affect the inner part of the customer, our sales are likely to see great results… and hey, they’ll feel good while they’re writing out the check! What more could you ask for?

3 Winning Sales Strategies You Can't Market Without is a post from: Business Directory for Business Information | Joevsken.com