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Archives for August 2015

Getting Clobbered At The Close

Posted on 08.28.15 | Doug Robinson | Leave a Comment

Sales Training Closing SkillsI have heard a lot from salespeople over the last few years, telling me that with the proliferation of the Internet and all the information available for buyers and homeowners to sift through, that they are struggling to differentiate themselves from the competition. It seems that most reps are giving “lip service” about how they are better, but without any real proof of their claims. Results don’t lie. If you are sore and stiff after sales appointments, you’re probably getting clobbered at the close by your competitors. Here are three possible reasons this may be happening, and some insight into how you might see this coming and adjust your game plan in order to improve your results and close more business.

1.  You’re Counterfeiting Your Opponents Game Plan

Buyers call multiple vendors primarily to get clarity about their impending purchase. After seeing several reps and hearing their “dog and pony shows”, prospects are typically left confused because everyone sounds and looks similar to everyone else. I understand that uniforms and vehicles are somewhat different, but most companies tend to follow the same processes, so don’t settle for common when you can be unique and win more customers. Here are a few examples:

Common – “As we begin I’d like to sit down at the kitchen table and ask you a few questions.”
Unique – “Mr. Bill, where would you like to start and what would you like to accomplish today?”

Common – “We can definitely replace your equipment and complete your installation tomorrow.”
Unique – “Who in the family will be impacted if you don’t replace it and how will they be affected?”

Common – “After you and your wife discuss what we covered, give me a call when you’re ready.”
Unique – “Since this decision involves your most expensive investment, we really need to schedule the meeting when all the stakeholders can attend and discuss it together.”

Common – “We are the (YOUR BRAND) provider/dealer for this area, and sell more than anyone else.”
Unique – “Our focus isn’t on selling units, but rather customizing services to ensure your needs are met.”

The big takeaway here is to stop acting like and doing what your competitors’ do. Say, and more importantly, do things differently, customizing every appointment with the focus on each prospect and their specific circumstances, in order to get more traction and close more business.

2. You’re Cloning Your Competitor’s Solutions

It is very confusing for homeowners when you tell them how good your company is, but then show them the same products that your competitors sell. You should concentrate your offering on “what you do and how you do it”, instead of it sounding like a “#3 meal” at a quick service restaurant. Make sure your conversation is loaded with emotional benefits that will help the buyer imagine how they will feel when they own it. Verbally show them how your product or service will improve their personal lives; for example:

Common – “My Trane XV20i variable speed 21 seer is incredibly efficient and will save you money each month for years to come.”

Unique – “This is the customized signature system I have built for you.  It will provide you a 35% higher return on investment than your old system that is being replaced. That will amount to $8,000 saved during the next ten years. This savings could be channeled toward your son Eric’s, college tuition, as I remember you telling me how important his education is to both of you.”

When presenting your solutions to prospects, ensure they are relevant. Product-based information won’t beat the competition because the other company is offering roughly the same thing you are. Your prospects must be able to visualize how your service will impact their daily lives. Nothing will create more differentiation than when you focus on your customer rather than your equipment and service specs.

Sales Training Be Unique3. You’re Choosing Common Over Unique

Prospects for what you sell undoubtedly have something in mind when they contact your company for a quote.  To ensure you are distinct, the lion’s share of your solutions should highlight new ideas that your client hasn’t considered. The old “think outside the box” mantra is exactly what you should do. While competitors focus on products and equipment, you should begin to convey how your strategy will reduce sources of risk and provide emotional benefits. Here are a couple of illustrations:

When you include discussing items such as, how your service plan will reduce her time commitment, freeing up more hours to spend with her daughter at the soccer field; or mentioning that upgrading and right-sizing the duct system before installing the new air conditioner will ensure a quieter, more efficient system with a longer lifespan, you will viewed as the unique provider.

If you want to differentiate your service from competitors you have to stand for something. Be the company that refuses to move forward if it means doing it halfway, and you will have arrived at creating clarity in their minds. When prospects and buyers hear this they will begin to think and say, “That’s the kind of person I want to do business with! Their ideas are unique.”

———————————At the U.N. without a Headset—————————————————————–

“It’s great to see results from the coaching you provide. While buying fuel I went inside a small town gas station where I had not posted my business card on their bulletin board. BUT, to my surprise, there was a card already there from one of my teammates. He listened to your coaching some weeks ago and put the training into practice. Although I’ve heard you say that sometimes you feel you’re speaking to the United Nations, but nobody has their headsets on; in this case you are wrong. We have ours on and the volume turned up. Thanks Doug for being a great mentor.” Jeff Duncan, Imperial Mo. See why Jeff feels that way.

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©2015 Robinson Training Solutions, LLC

Well Done Is Better Than Well Said-Part 2

Posted on 08.21.15 | Doug Robinson | Leave a Comment

Sales Training Exceptional Customer ServicePicking up where I left off after Part 1 in last week’s post, I was met by Allen Miller, who smiled and asked, “How are you doing today.” I calmly told him I wasn’t really sure how I felt,” and then went on to tell him what happened and recited my follow-up trip there nearly a week ago. He said that he was the manager of the store and was off on Wednesdays, and was sorry he wasn’t there to help me before. He then shared that it was unacceptable to have unhappy customers, which to me sounded like the correct response.

He continued by saying that he wanted to personally re-check my vehicle, as he immediately disappeared down the steps. I heard him tell the service tech to step aside as he went to work. He asked one of his guys to crank the car, and then to pump the accelerator. Less than 30 seconds later he hollered for the employee to turn off the motor. I neither saw nor heard anything for a couple of minutes. Allen then re-appeared from the “dungeon” below and headed straight for me. In his hand was my drain plug wrapped in a towel, like a surgeon would carry a specimen of something from the operating room to the waiting room to show a family member. He showed me the plug and stated the following:

  • He began by falling on his sword and admitting it was ALF’s fault, and that apparently the technician somehow damaged the tamper proof lining on the plug, triggering the leak.
  • He informed me that he drained the balance of the oil from my vehicle and replaced the drain plug with a new one. He said he would be refilling my oil at no charge, of course.
  • Allen said the next time I needed an oil change to please come back to him on any day except Wednesday and he would give me a substantial discount on my service.
  • He then said something that really wowed me. He let me know that he heard my comment about the oil stains in the photo, and understood this was a newly built home we had moved into only four months earlier. He went on to say that he closed up the lube store at 6pm, but as soon as he could get away he wanted to come straight to my home and personally clean those oil stains from my garage floor. He then asked for directions to our house. It didn’t even cross his mind to assign and send a subordinate to do that dirty work. (That was the knock-my-socks- off service every wronged customer longs to hear!)
  • He went back to work completing the oil change, updated my windshield sticker, and then printed an updated receipt; which included his written promise to come to my home and clean the garage floor after closing the store that day. Yes, this was typed into the permanent ALF database.
  • As promised, a few minutes after 6pm, Allen rolled up to my garage door with a smile on his face and a jug of oil degreaser and a squeegee in hand. This guy had already worked a 10 hour day but didn’t whine or complain at all. He worked on the stain for 20 minutes, and although it didn’t 100% disappear, it was 90% better than when he arrived.
  • When he completed his best effort, He asked if I was satisfied, and didn’t even make a move toward his vehicle until I said that I was. Although it wasn’t invisible, the improvement was certainly acceptable to me. I felt Allen went above and beyond what any other lube manager would have done under similar circumstances. Don’t forget, no matter what amount of training and procedures are in place…stuff happens.
  • Sales Training Great Customer ServiceThinking back to my initial follow-up visit, when I got the run around from the fellow in charge on Allen’s off-day, I remember telling that I wouldn’t be coming back in the future. But after Allen’s “above and beyond” customer service, I’ve changed my mind and will return to American Lube Fast; just not on a Wednesday. Allen, I won’t forget you and your commitment to customer satisfaction.

—————————-If You Build It They Will Come———————————————-

Recently the National Sales Director of a 115 year old environmental services company sat in on one of Doug’s 30-minute sales coaching video chats on a Monday morning with a group of 8 franchises in 7 states. His comments included: “I really enjoyed the format. I can see all the participants and I love the look and interaction. Nice work by the way; I really like the way you kept all of them engaged and it appeared they all had done their homework.” Does that at least make you want to look at our website?

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©2015 Robinson Training Solutions, LLC

Well Done Is Better Than Well Said-Part I

Posted on 08.17.15 | Doug Robinson | Leave a Comment

If you are unfamiliar with the quote used as the title for today’s post, it came from Ben Franklin, and if you haven’t connected the dots yet, today we’re addressing customer service. Please don’t mistake this as buzzwords for telling people how awesome you are, it means creating stories that do the talking for you. It’s important to remember that I am a consumer (and you are too) as well as a sales coach, and am always on the lookout for interaction between me and companies I do business with that provide teachable moments I can share with others. The story I’m about to share does that perfectly and happened to me just a few weeks ago.

The calendar suspended by magnet on the side of the refrigerator told me it was about time for the annual family reunion held by my wife’s tribe every summer on the same weekend. The location is a remote part of south Mississippi, 350 miles and two states away. That small town is not exactly the end of the world, but you can see it from there. That same calendar also reminded me it was time for an oil and filter change in the Kia Sorento. Since I maintain dual citizenship in two different parts of Georgia, I rarely use the same vendor every time for this automotive necessity.

Sales Training Bad Customer ServiceThis time I chose American Lube Fast, the 10-minute establishment I have frequented intermittently for about a dozen years. That sounds cozy, but considering the turnover in that industry, it’s not like “I have a guy there.” After concluding a sales coaching session with a senior B2B sales representative at a local client’s office, I whipped into the lube place at a great time when there was no wait time. Like most, this visit was an uneventful and routine, and as promised I was back on the street in about 10 minutes.

Four mornings later, the day before we were to leave for the reunion, the wife asked me why there was oil on the garage floor where I park the Kia. This is the same garage floor that is attached to the brand new house we just had built four months earlier that was clean and spotless. It’s a good thing she noticed it, since I jump in the car and back out and then upon returning, cover up that oil spill by pulling back into the same spot. I don’t know how long it would have taken me to see this mess without her “assistance.”

Sales Training Good Customer ServiceI snapped a photo of the garage floor with my phone and immediately went back to the lube store, receipt in hand, and told my story and showed the evidence of their error. The guy in charge, who immediately said he wasn’t there on the day I came in, had another fellow check the tightness of the filter and the drain plug. He assured me both were properly snug and that everything was OK. He went on to relate that “sometimes oil from the old filter might spill a bit when it is removed, and that excess oil could get trapped in the channel and crevices of the housing that shields the motor from stuff that could ricochet up from the roadway and damage the motor.” I shared my concern due to our leaving on a 750 mile round trip the next day. He went on to say that the excess oil would “blow out” and the bottom of the vehicle would dry as we traveled at highway speed. He rechecked the engine oil dipstick and showed me that it was still at the “full” mark. With all the oil on the garage floor, he said I would be a quart low if it had leaked from the engine. “Not to worry” were his final words. After returning from the reunion, where we had driven nearly a thousand miles and saw the end of the world, I inserted a piece of cardboard under the front of the vehicle on the garage floor, and the next morning saw proof that the leak was still active. I pulled the dipstick and saw the Kia was fully a quart low, following our road trip.

I could have passed for Mr. Grumpy Pants’ body double as I drove back to the lube joint, but on the way decided to “chill” as much as possible, and not verbally castrate the first guy I encountered wearing a blue lube store uniform shirt.

In next week’s Part II post I’ll share the “he said he said” and what happened next. Don’t miss it!

————————Thanks, Juliana—————————————————————–

“Doug is a passionate and motivated sales leader. He understands the day to day grind that sales people constantly endure. Doug creatively presents the sales process in a simple, engaging manner in his book “Sell is NOT a Four Letter Word.” He takes you back to the focus on selling through his stories, ideas, and “Dougisms.” This book is great for everyone; those just getting started in sales, sales veterans, sales managers, and business owners that are serious about their sales teams growing and progressing. After reading this book you will be saying “Aha” and making lots of sales! Investigate here.
Juliana Pfeifer-Charleston, S.C.

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©2015 Robinson Training Solutions, LLC

You Have Not Because You Ask Not

Posted on 08.11.15 | Doug Robinson | Leave a Comment

Sales Training Needs Analysis
Sales Training Impact Questions

Albert Einstein once said, “If I had an hour to solve a problem and my life depended on the solution, I would spend the first 55 minutes determining and asking the proper questions. For once I have the proper questions, I can solve the problem in less than five minutes.”

Many of you have heard me repeatedly say that surgery without a diagnosis is malpractice. As long as I’m on that medical theme, I’ll share that recently I made my semi-annual pilgrimage to my general MD. Just for grins and giggles (and fodder for this post), I specifically made mental notes of the following. I was face to face with the doctor for 17 minutes. During the first 13 minutes he asked and I answered 11 questions. The last 4 minutes were comprised of his instructions to me pertaining to exercise, diet, prescription changes, etc. Huh; wonder if this guy went to the same school as Einstein?

Questions will do more to bolster your persuasiveness than any other selling techniques or behaviors you can possibly employ. Salespeople continually hear this and in the back of their minds I think they are aware of this, but very few follow through and do enough probing.

In the 40+ years I’ve been involved in the selling universe, I’ve observed that regardless of industry, and whether they are rookies or seasoned reps, more times than not sellers lead with their product, service or solution, rather than with solid, need-exposing questions. In spite of all of the sophisticated training, performance improvement, and coaching that is available today, for some reason most default to the “show up and throw up” style of selling, hoping that if they talk about their product enough, they will eventually get some traction with their buyer.

This approach continues to annoy prospects and frankly doesn’t work well with any regularity. By not uncovering the real needs of prospects this style only produces more, “I used to be in sales” type folks.

Sales Training Circumstance QuestionsWhen confronted, many reps are adamant that they do ask questions. But while they may start off probing, as soon as they hear what sounds like a “need” to them, they immediately jump to their solution, like a hunting dog who hears the rustle of a pheasant’s wings in the brush.

That said, slow down with the foreplay and gather some additional information before pouncing. Consider determining who is being impacted by the pain, any additional buyer circumstances that would have some bearing on your relationship with the prospect, and the fact that there might be multiple needs. It won’t take but an additional minute or two to ask, “What else,” or “In addition to that what keeps you awake at night.” A few tidbits of additional information might make the difference between “deal and no deal,” so “go for the heart before you go for the throat.”

Neil Rackham, author of Spin Selling, found through extensive research that high-performing sales people typically do three things very differently than their counterparts who are not big hitters. These selling heavy weights normally:

  • Ask a lot more questions
  • Allow the prospect/client to do most of the talking
  • Wait much longer before jumping in with a solution

Why not internalize and digest this information and become a high-performer at your company! Oh, by the way the title of this post comes from James 4:2; the Bible.

——————————-Walking the Talk————————————————————————————-

A few months ago, I met with the broker at a real estate agency that sells primarily resort properties and land.  After breaking the ice, creating rapport and determining the context for the meeting, I spent the first 20 minutes asking a variety of questions and taking lots of notes on my faded yellow pad.

When I asked about her desired outcome, she said “I want my agents to do what you are doing with me right now; asking questions to determine their prospects’ needs and desires. Currently they transition to their listings far too early in the conversation.” Would you like for me to coach your salespeople for improved performance in this area? If so, start the journey here.

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©2015 Robinson Training Solutions, LLC

It’s Not What You Say

Posted on 08.05.15 | Doug Robinson | Leave a Comment

Success is a choiceWhen one grows up in Kentucky it seems there is a lot of college basketball genetic material in their DNA. As one of those natives I vividly remember listening to UK basketball games every winter during the late ‘50’s and early 60’s on my transistor radio. Although I ended up attending the University of Louisville, my oldest daughter was a UK student in Lexington in the spring of 1996 when the Wildcats won their 6th national championship under firebrand coach Rick Pitino. Although he left in 2001 to take over the basketball program at Louisville, he coached at UK for eight years. Pitino is notorious in the fact that he is one of only three coaches to ever take a school to an NCAA Final Four in four separate decades.

I have always liked Pitino, specifically because of his aggressive style and his focus on high pressure defense and three-point shooting. In 1997, the year he left Kentucky, he released a book titled Success is a Choice. I want to relate one story from the book that really stuck with me, one where Pitino revealed stories about his home recruiting visits to attempt to sign high school players to attend UK.

Initially his plan was to follow up behind his assistant coaches, who visited the prospects first, like a salesman closing a big deal with a well-crafted presentation delivered like a performance. He gave all the features and benefits of the university and told how awesome it was to play in front of 23,500 of basketball’s most loyal and rabid fans in Rupp Arena.

Unfortunately, his recruiting results from these visits were less than stellar, and many super high school prospects ended up at other universities. After agonizing over what he had been saying, he finally decided the problem was in his approach, so he changed from presenting to saying much less. He began asking more questions of the recruits and invited the families to talk more about what they expected and wanted from UK.

His results improved and recruiting commitments increased. He attributed the turnaround to his improved listening and the way he convinced the kids and their families that their perspective had value. He began to build relationships rather than conduct performances, realizing it’s not what he said, but what he allowed them to say that made the difference.

Sales TrainingWith Pitino’s recruiting style as a backdrop, I’d like to introduce an interesting fellow I learned about during the early 70’s, while on my first sales job. He is Professor Albert Mehrabian who, 50 years ago, began studying how people communicate. Here are the conclusions from the research he completed on face-to-face interaction:

  • The spoken word comprises only 7% of the message people transmit.
  • Tone of voice makes up 38% of what is communicated.
  • Facial expressions encompass 55% of the message projected.

His findings also confirm another adage that is very true; it’s not what you say but how you say it. This certainly doesn’t mean that what you say is unimportant, because obviously the facts count. It’s important to remember that style, expression, tone, facial expression and body language do indeed account for 93% of the meaning inferred by people in spoken, face-to-face communication. Put another way, your facial expressions and tone of voice are thirteen times more important than the actual words you speak!

Pitino also realized that by becoming a better listener you gain trust and make others feel more comfortable, so he suggested a rule of thumb ratio of listening to speaking of 4 to 1. You already know that most salespeople don’t live by that maxim, but it seems to me if they followed Pitino‘s example, they would be able to win new customers more often and have a lot more job security!

It’s always important to remember to build bridges, not dig moats; as well as create allies, not enemies, as every word you speak and every action you take continually sends messages to those around you. Salespeople who don’t understand and apply these principles will have trouble succeeding long term in this profession.

———————————Alan Likes Doug’s Book—————————————————————————

“I selected this book hoping to gain some real sales inspiration. I found that, and without feeling like I was reading a text book. This book is practical, amusing, and relevant; an outright great read! I have already begun applying some of the ideas and techniques which were uniquely laid out by the author.” 
Alan-Chattanooga, TN.

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©2015 Robinson Training Solutions, LLC  


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Look Who’s Talking …

Doug is a passionate and motivated sales leader. He understands the day to day grind that sales people constantly endure. Doug creatively presents the sales process in a simple, engaging manner in his book “Sell is NOT a Four Letter Word.” He takes you back to the focus on selling through his stories, ideas, and “Dougisms.” This book is great for everyone; those just getting started in sales, sales veterans, sales managers, and business owners that are serious about their sales teams growing and progressing. After reading this book you will be saying “Aha” and making lots of sales!
Juliana Pfeifer-Charleston, S.C.

I am a PC route technician and want you to know I just started reading your book and am finding it to be very motivating and useful. I have only read 15 pages so far but it’s like a hand pulling me out of the sales rut I have been stuck in. It truly helped me this evening, and I ended up selling over $1,000 of pest control for the day. I want to thank you for your words of wisdom and I’m excited to find the other secrets within the book!
Zach Shaw – Sikeston, Mo.

Filled with what the author calls “Doug-isms,” “$ell Is NOT a Four Letter Word” takes a unique approach in providing the “golden nuggets” of sales training with today’s salesperson in mind. Separated into eight separate chapters (titled “Enthusing,” “Essentializing,” “Engaging,” “Exploring,” “Elaborating,” “Encountering,” “Executing” and “Expanding”), “$ell” includes 116 two-or three-page standalone segments that each offers a tidbit that exposes an element of the sales game.
Carlton Fletcher-Albany, Ga.

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