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Welcome to the Trust Triangle Selling Newsletter!
Congratulations for taking the time to improve your perspective on selling. If you are reading this, it is sign that you're going to make it. After all, a career in sales can be tough, but you are taking the initiative to seek and absorb materials which will refine your skills. I remember all too clearly what it was like at the beginning of my sales career--there were times I didn't know if I'd make it. Fortunately, I reached out as you are doing, and others helped me during the course of my professional journey. Now it gives me great personal and professional satisfaction to help others. In other words, it's my turn to "pay it forward".
Through speaking engagements, my book, conducting workshops, providing marketing advice, and now by writing this newsletter, I want to continue to share the secrets necessary to become a true sales superstar. Please let me know what helps you the most! Good luck with your career, and remember, "Close 'Em"!
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Ask Dan
It's good to have questions--now ask them! The only poor question is the one never asked. I may address your question in the next newsletter. Just email me at dadams@trusttriangleselling.com. The following is a question someone asked in one of my recent workshops.
Q: Dan, I just started a new sales job and my customer has no clue who I am and what I'm about. I am not sure how I compare to the other vendors at these initial stages. How can I get a jump start on establishing credibility?
T. Doherty
A: It is difficult starting out fresh, but there are some simple things you can do to stand out immediately. First and foremost, don't sell! That's right; no one wants to be sold. Superstars understand that selling is not about selling; it's about consulting, or helping clients make the correct investment decision. Gain trust by helping clients just like a consultant would. A good consultant will start with a proper introduction. For instance, you may wish to start any new relationship with a letter of introduction. You should write it, then have your manager sign and send it. (See SW #1 below).
Second, you should immediately act to help your client. One of the first things you can do is to help sort through the chaos of vendor evaluations. Offer to help your customer set up a process for reference checks (See SW #2 below). You'll be surprised how far your openness will take you!
Close 'em!
Secret Weapon 1 - New Account Introduction Letter
Secret Weapon 2 - Vendor Reference Report Card
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THIS MONTH'S SECRET WEAPONS
Add a few 'weapons' to your sales arsenal. These two suggestions are perfect when introducing yourself to a new account.
Secret Weapon #1
The introduction letter should be simple, yet personalized. Take the initiative to draft the letter yourself, making mention of your qualifications--education and experience are important. Add a hobby or point of interest to humanize yourself and to spark a conversation when meeting your customer. Be sure to have your manager sign it out of respect for the occasion. It's a simple way for you to establish your credibility. Here is an example or template for the letter:
Mr. Stuart Durkee
President
RJA Manufacturing Corp.
Rice Lake, WI 54868
Dear Stuart:
I am pleased to announce that Benjamin Edwards will be your new Adams & Associates account manager. Ben comes to Adams & Associates with an outstanding background that is a good match for the challenges facing your facility. After graduating with honors from Tulane with a BA in Business Administration, Ben went on to complete his MBA at Duke.
Ben's work experience includes outstanding performance at D&D (two years) and Alpha Corp (three years), where his customers appreciated both his in-depth product knowledge and consultative approach. Ben has completed all phases of our rigorous training program and is up to date on all of our products and solutions. Beyond simply providing equipment, Ben offers particularized knowledge of the broad array of our offerings, including ____ services, financial services and _____ services.
Ben and his wife, Amy, live in Rice Lake, where they are both avid golfers.
You should expect to receive a formal introduction from Ben within the next week. In the meantime, if you have any questions, you can reach him at 630-555-1212.
Sincerely,
Joe Feider
Sales Manager |
Secret Weapon #2
Remember, at the end of the day, it's not about which product or service is better, it's all about gaining trust. One powerful way to gain trust is to help your customer eliminate the headaches and chaos associated with a major investment. Why not help them evaluate the vendors by driving a process to obtain reference feedback? First, offer to help your customer with a simple letter which will be sent to all vendors. It simply asks for reference contact information. It looks like this:
Dear [Vendor]:
We'll be conducting a reference check to evaluate your equipment and service. Please provide contact information for five of your customers. These customers must meet the following criteria:*
- Must be the 5 which are closest to our business;
- Must have purchased the exact same system as the one we are evaluating;
- Must have taken delivery of the system within the past __ months.
Thank you.
Sincerely,
Rudy Benjamin, MD
(*Note: You and your customer jointly set the criteria)
Then prepare a simple 'report card' for the vendor reference evaluation calls. Work with your customer to determine what the best questions should be. Use the following information as a starting point template.
Vendor Reference Report Card
Vendor:______________________________________
Survey Respondent: ___________________________
Grade: ____
Comments:
Overall, describe the quality of the service you have received.
How well does the equipment run?
How quickly does the vendor respond?
Would you recommend this vendor to your colleagues?
How much "down time" have you experienced?
Other comments about this vendor and this equipment:
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Daniel Adams
Adams and Associates
532 Walker Road
Hinsdale, IL 60521
630-215-5090
Email: dadams@trusttriangleselling.com
Web: www.trusttriangleselling.com
Copyright © 2007, Adams & Associates. All rights reserved. Reproduction in whole or in part in any form or medium without express written permission of Adams & Associates is prohibited and strictly enforced. |
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DON'T FORGET!
Trust Is Achieved When You Believe That The Other Person Has Your Best Interests In Mind
Superstars Differentiate Themselves Not By What They Sell But HOW They Sell.
Customers Do Not Want Your Product, Never Have, Never Will.
Selling Is NOT About Selling!
It's About Helping People Make The Correct Investment To Solve Their Problem.
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