Ideal Customer Archives - The Sales Evangelist

Category Archives for Ideal Customer

Lindsay Pedersen, Forging an Ironclad Brand

TSE 1101: Forging An Ironclad Brand

 

lindsay-pedersen-author-photoYour brand tells your story when you’re not in the room, and today Lindsay Pedersen shares tips for forging an ironclad brand with sales reps, entrepreneurs, and other business professionals. 

Lindsay is a brand strategist who helps professionals identify the single idea that their business stands for. She’s passionate about working with leaders to harness the power of brand every day. 

Branding

Brand is what you stand for in the mind of your audience. If your audience is a group of customers, it’s the thing you mean to your customers. If it’s future employers, it’s what you mean to them. It’s a crystallized meaning of what you uniquely bring to your audience. 

When you spray a bunch of ideas out, it’s harder for your audience to understand. It’s in our interest for our audience to be able to understand because they’ll be more like to remember us, like us, and talk about us. 

It’s up to us to make it easy by distilling it for them.

Empathy

We want to empathize and understand what it’s like to be our customer. You and your company are not the center of the universe for that customer. They have many other things going on besides your value proposition. 

When you crystallize it into something specific, it uses their worldview rather than their worldview. It makes it easier for them to buy what you’re selling.

Sometimes as businesses, we forget that we’re not selling to a machine or an inanimate object. We’re selling to humans with joys, sorrows, scarcities, worries, and pride. When they feel seen they are more likely to bond with you and want to do business with you. 

Deconstructing brand

One of Lindsay’s motives for writing her book was people’s widely varying definitions of brand. For some people, it’s the name of the business. For others, it’s the logo. Others assume it’s related to marketing budget or television advertising.

 She concluded that the concept was becoming problematic, and she wanted to demystify it. 

There’s some merit to all of those ideas, but she needed to bust the myths about what brand isn’t. Otherwise, we’ll keep having puzzling conversations where people aren’t speaking the same language. 

9 Criteria of ironclad brand

Not all brand is created equally. You have a brand whether you deliberately created it or allowed it to be passively created. 

If you aren’t actively choosing the meaning, you won’t have the brand position you want to have.

  1. A brand needs to be big enough to matter to your customer.
  2. A brand must be narrow enough that you own it. 
  3. Your brand must be asymmetrical so it uses your lopsided advantage to position you with your customer. 
  4.  Your brand must be empathetic enough to address a deeply relevant human need. 
  5. It must be optimally distinct so it strikes a balance between being a familiar promise while also being novel. 
  6. It’s a balance between functional and emotional so that it’s rationally meaningful to your customer but also emotionally resonant. 
  7. Your brand must be a sharp-edged promise that is simple and singular. 
  8. It must have teeth and be demonstrably true. 
  9. Your brand must deliver on time, consistently, every time. 

Vision

When you think of sharp objects as they relate to your vision, those things are easier to see. Your eyes have to do less work. 

Ease is good because when you ask less of your audience they are more likely to learn and remember. An example of this is the fact that people around the world associate the Volvo brand with safety. Same thing with Prius, because people think of fuel-efficient cars. 

Buick doesn’t have this sharp edge in its branding. If you’re the CEO of Buick, how do you feel when your audience doesn’t know what your brand means? Who even is the audience?

The Buick salespeople have to do much more work than the Volvo or Prius salespeople. 

Wide net

We assume that if we can keep the door open without narrowing our message to a target customer that we’ll appeal to everyone. The reality is that it’s an illusion of an opportunity. 

The more an entity puts a stake in the ground, the more authentic they are perceived to be. Customers won’t trust companies who won’t take a stand on anything. 

People respect you more when you demonstrate what you’re optimizing for. 

The other thing is that developing a specific message might turn away the people you shouldn’t be serving anyway, but that’s ok because it’s time and money you could devote to the people who are your target customers. 

Mystique

Remove the mystique of branding. You don’t have to have a good handle on branding in order to intentionally craft your own brand. 

Choose with crystal clarity who your target customer is, but don’t just rely on demographic observations. What are they like? What keeps them up at night? What do they value in life? 

This doesn’t mean you don’t sell to other people. It just means that you optimize with humility on your way to forging an ironclad brand. 

“Forging An Ironclad Brand” episode resources

Grab a copy of Lindsay’s book Forging An Ironclad Brand. She also has a free giveaway on www.ironcladbrandstrategy.com. You can grab the workbook that Lindsay adapted from her book. It’s a supplement that provides a step-by-step workbook-style guide to building your own brand strategy. 

If you haven’t connected with me on LinkedIn already, do that at Donald C. Kelly and watch the things I’m sharing there.

You’ve heard us talk about the TSE Certified Sales Training Program, and we’re offering the first module free as a gift to you. Preview it. Check it out. If it makes sense for you to join, you can be part of our upcoming semester.

You can take it on your own or as part of the semester group. The program includes 65 videos altogether, and we just completed a beta group that helped us improve the program and maximize the information in it.

If you and your team are interested in learning more, we’d love to have you join us. Call (561)578-1729 to speak directly to me or one of our team members about the program.

This episode is also brought to you in part by mailtag.io, a Chrome browser extension for Gmail that allows you to track and schedule your emails. You’ll receive real-time alerts anyone opens an email or clicks a link.

I hope you enjoyed the show today as much as I did. If so, please consider leaving us a rating on Apple Podcast, Google Podcast, Stitcher, or wherever you consume this content and share it with someone else who might benefit from our message. It helps others find our message and improves our visibility.

Audio provided by Free SFX and Bensound.

Ideal Customer, Dr. Frances Richards, Black Podcast

TSE 1099: Sales From The Street – “My Ideal Customer”

Ideal Customer, Dr. Frances Richards, Black Podcast

 

Business owners and sales reps who try to sell to everyone will struggle to succeed until they decide to focus their efforts on the ideal customer.

Today, Dr. Frances Richards, whose company helps people reclaim their wealth by transforming their health, talks about the journey of finding her ideal customer.

Sales From The Street allows us to connect with a sales professional and hear about the biggest professional struggles that person faced. Dr. Frances is the host of a podcast called Black Entrepreneur Experience, where she interviews CEOs, innovative thinkers, thought leaders, and black entrepreneurs across the globe.

Finding a tribe

Her biggest struggle was finding her ideal customer, and connecting with the people that her message would resonate with. When you’re building an internet business, there are so many different ways to connect with people that it can sometimes be overwhelming for businesses that are trying to find their tribe.

She points to the fact that there are plenty of people telling you what you should do to connect with your ideal client, so it’s tough to know what to do. She said that people told her, “It’s all in the email list,” or “It’s all in social media,” or “It’s all in Facebook advertising,” or “It’s all in the messaging.”

Changing landscape

The hardest part, she said, is trying to determine what’s really relevant. And with the internet constantly changing things, the way you build a company in 2019 is different than the steps you might have taken in 2014.

The steps to find your ideal customer have changed. And when you talk about sales, certain steps are appropriate whether you’re online or offline. Building rapport, and building quality relationships, matters in every situation.

Authenticity

Dr. Frances said that in order to find her ideal customer, she had to block out all the noise and focus on authenticity. She started by deprogramming herself from the idea of working for someone else.

She said she had to adjust to the idea of working for herself and to lose all of the things she was accustomed to, like listening to the bosses tell her what she needed to do. Because she had done many different kinds of sales, she was able to change her mindset from employee mode to employer mode. Then she had to be true to who she really wanted to serve.

When she was an employee, she had to serve anyone. Once she started to define who to serve, then she started to attract her ideal customer as opposed to just doing cold calling.

To-do lists

She had an extensive to-do list of doing 10 posts a day, doing a Facebook live, doing a Periscope, posting on LinkedIn, and all of those other things. She was busy working on the business instead of in the business, which actually brings in income.

Once she prioritized how she would get sales and how she would bring value, she got out of the mode of being desperate. She was listening to her clients’ pain points and she set out to serve them. She went into the mode of serving and helping her clients, her fan base, her tribe.

Dr. Frances has turned down consulting contracts because she wanted to make it a win-win for all parties involved. She operates from a position of making sure both parties are a good fit.

Qualified clients

The shift to serving her clients resulted in more qualified clients. Previously she connected with clients who really couldn’t afford her service so it would have been a disservice to try to work together.

She started asking her prospects what they hoped to accomplish and if someone said, “I want to lose 50 pounds in 5 days,” she wouldn’t even try to convince the person to work with her since the goals were unrealistic.

She has found that when she gets qualified, bonafide clients, the two enjoy working together. The clients are getting results and she is building testimonies.

Ideal client

Just serve the people who really need what you have to offer. Be who you authentically are. There will be plenty of voices telling you what you should do.

Instead of following them, dig deep into yourself and discover what you’re really passionate about. What makes you sing? What makes you get out of bed every morning? That’s half the battle because your attitude dictates your altitude.

If you love what you do, you’ll do what you love. Dr. Frances uses the acronym DANCE to remind her to be authentic: Determine Action Now Creates Energy.

Dancers dance because they want to, not because someone forces them to. Instead of doing things you don’t like, do the things you authentically enjoy. Find your passion.

“Ideal Customer” episode resources

You can connect with Frances at drfrancesrichards.com and you can find her on Facebook and Instagram as Dr. Frances Richards. You can also find her podcast at Black Entrepreneur Experience.

If you haven’t connected with me on LinkedIn already, do that at Donald C. Kelly and watch the things I’m sharing there.

You’ve heard us talk about the TSE Certified Sales Training Program, and we’re offering the first module free as a gift to you. Preview it. Check it out. If it makes sense for you to join, you can be part of our upcoming semester.

You can take it on your own or as part of the semester group. The program includes 65 videos altogether, and we just completed a beta group that helped us improve the program and maximize the information in it.

If you and your team are interested in learning more, we’d love to have you join us. Call (561)578-1729 to speak directly to me or one of our team members about the program.

This episode is also brought to you in part by mailtag.io, a Chrome browser extension for Gmail that allows you to track and schedule your emails. You’ll receive real-time alerts anyone opens an email or clicks a link.

I hope you enjoyed the show today as much as I did. If so, please consider leaving us a rating on Apple Podcast, Google Podcast, Stitcher, or wherever you consume this content and share it with someone else who might benefit from our message. It helps others find our message and improves our visibility.

Audio provided by Free SFX and Bensound.

Donald Kelly, Sales Podcast

TSE 1045: TSE Certified Sales Training Program – “David and Goliath”

Donald Kelly, Sales PodcastSometimes the logical approach doesn’t make sense, just as in the story of David and Goliath it seemed impossible to believe that the shepherd boy could beat the giant.

In sales, we sometimes have to be a bit irrational. We must think outside the box.

Today we’ll discuss how unorthodox thinking can help us take down some pretty significant giants. It can also help us win some pretty decent accounts.

Logical approach

When the giant Goliath demanded that the Israelites send out their best warrior, it didn’t make sense for them to send David. He wasn’t the fastest or the biggest.

He was a little farm guy tending sheep, and he wasn’t the typical warrior type.

Too often in sales we default to the same logical approach that sales reps have been using for years. Instead of thinking outside the box, we choose the most rational solution to the problem.

Imagine you’re selling TVs and you’re meeting with a client that has a good idea of what they need and what they want. It’s possible, though, that the client’s perception of the problem may not even be the real issue. Worse yet, their solution to the problem may not be the best one.

In the case of David and Goliath, if the Israelites had sent the best warrior into battle to try to outperform the giant, the best warrior would likely have been killed.

Unorthodox approach

David used an approach that had never been used before. He used a sling and a stone to take down the giant, and the approach was unexpected.

In the situation with the client and the TV, he may assume that he needs a TV because it has always been the best solution in the past. Perhaps, though, the best solution is a projector, but the client doesn’t realize it’s even a possibility.

What if you forget about the TV for a minute and consider other possibilities: smartphones or tablets, or even podcasts. If the goal is for the client to find a form of entertainment, TV isn’t the only option.

Sales reps who ask the right questions can differentiate themselves. They can challenge the status quo and help the buyer to see us in a different light.

Risky decisions

I was reading a book called Selling to the C-Suite and the author mentioned that executives will often make risky decisions if there’s a clear plan for that decision. Most executives routinely get what they want.

In many cases, their team members fail to offer unique proposals because they are afraid of getting fired.

In this case, an educated seller may propose an option that’s a little riskier than just selling the executive a television. The executive may be so busy running his business that he hasn’t researched TVs or other options.

Your goal should be to inform yourself about the industry, the client, the type of business, and the problem. Come to the table as an expert and offer unique ways to solve the client’s problem.

Memorable actions

David explained to Saul that because he had killed lions and bears in the past, he was equipped to take down a giant. If Saul was seeking a victory that would make the opponents his servants, wouldn’t it be worthwhile to consider David’s proposal?

David accomplished exactly what he said he would, and the result is a story that has survived for thousands of years.

Will your clients remember you and your heroic efforts or will you be just another sale rep? Will you be the one who offered them a cheaper price? Or will you be the one who offered a unique approach that turned the organization around?

Studying industries

Know your client’s industry well. Study it. Understand the business left and right.

Instead of trying to sell to 10 million different industries, focus on the top three or five and master those industries. Become an expert in those niches. Then focus on those people.

That doesn’t mean you won’t sell to those other industries. It simply means that you won’t focus on those industries. Invest your efforts into the industries that will give you the best bang for your buck.

Read industry magazines, and watch YouTube videos. Spend time on activities that will help you become more effective.

When you do, you’ll stand out from the competitors. Because you’ll bring different ideas, different strategies, and different tactics, you’ll earn the respect of your prospects.

Bring resources, examples, and share your past experiences with your prospects. Explain to your clients why they must choose the option you’re offering.

“David and Goliath” episode resources

This episode is brought to you in part by our TSE Certified Sales Training Program, which teaches you to improve your sales skills, find more customers, build stronger value, and close more deals.

The next semester begins in April.

If you’re not familiar with the TSE Certified Sales Training Program, it’s a program designed to help brand new sales reps, as well as those who have been selling forever. The 12-week module offers videos you can watch at your own pace, as well as the option to join a group discussion. It’s broken into three sections: finding, building value, and closing. It’s amazing and it’s fun!

This episode is also brought to you in part by mailtag.io, a Chrome browser extension for Gmail that allows you to track and schedule your emails. It’s super easy, it’s helpful, and I recommend that you try it out.

You’ll receive real-time alerts anyone opens an email or clicks a link.

The episode is also brought to you by prospect.io, a sales automation platform that allows you to send cold emails in a personalized manner. To find out more about how it can help you automate your sales process, go to prospect.io/tse. Your prospecting will never be the same.

I hope you enjoyed the show today as much as I did. If so, please consider leaving us a rating on Apple Podcast, Google Podcast, Stitcher, or wherever you consume this content and share it with someone else who might benefit from our message. It helps others find our message and improves our visibility.

If you haven’t already done so, subscribe to the podcast so you won’t miss a single episode, and share with your friends!

Audio provided by Free SFX and Bensound.

Donald Kelly, Sales Leaders, Small Business

TSE 1042: 3 Mistakes Small Company Sales Leaders Make

Donald Kelly, Sales Leaders, Small BusinessVery often, sales reps find themselves frustrated and hemmed in by the mistakes small company sales leaders make.

I had a conversation last week with a sales rep who was frustrated because his company had no real plan or guidance for how it would achieve the owner’s vision. The owner expected Herculean efforts by the rep, but eventually the rep stopped performing and left the company to escape the pressure.

In many cases, unless the owner corrects the mistakes, the cycle starts all over again when a new rep joins the team.

Honeymoon

Many of us in small organizations understand the excitement of entering a new role only to discover that the reality was different than the idea you bought into. The sales rep I mentioned was never good enough to accomplish what the boss was hoping for, because there was no plan in place to help him succeed.

Because the rep wasn’t as successful as the boss expected, he was moved into a different role. The rep continued in a sales support role, but his demeanor changed. His excitement disappeared. He wasn’t giving as much of himself to the company because he was discouraged by all that had happened.

Eventually he left the role and moved into a much better position.

Missing plan

Entrepreneurs certainly have the freedom to set their own vision for their companies. It’s their responsibility to establish where the organization will go, but they must also determine how it will get there.

Imagine an owner who sets a goal to make $1 million. He wants the best sales reps to come into his organization and help him carry out that plan.

He hires a successful sales rep from another company where there is already a proven sales process and proven guidance to help him succeed. The owner expects the sales rep to execute at the new company the same way he did at the previous one, except there’s no structure in place.

If the rep didn’t take the sales job expecting to have to reinvent the wheel, he’ll likely be frustrated by the lack of any kind of process. If he’s a new seller, he may not have the resources or the experience to help build a sales process from nothing.

As a result, he’ll be frustrated and burned out quickly because he doesn’t have the necessary tools to be successful.

Without a change in the owner’s approach, every sales rep who walks into this same situation will likely end up leaving.

Mistake 1: Failing to find the best customer

If you don’t identify the best potential customer for your business, the sales rep will constantly have to switch gears in an effort to pursue different prospects. He’ll struggle to gain traction because he’ll be chasing too many possibilities.

He likely won’t have any idea what works and what doesn’t, because he’ll be spread too thin.

Have a clear definition of the customers you’ll pursue, and how you’ll connect with them. If you haven’t already determined who your ideal customers are, give your sales reps additional time to figure out which customers are worth pursuing.

Mistake 2: Failing to understand basic metrics

If you aren’t tracking certain metrics within your company, you’ll have no way to determine which efforts are working and which ones are not.

Begin by determining which KPIs you’ll use to evaluate the effectiveness of your sales reps.

  • How many deals they close?
  • The number of appointments they set?
  • How many demonstrations they schedule?
  • How many contacts they locate?

I recommend you focus on outcome-based KPIs. It’s ok to track the day-to-day activities that produce important outcomes like demonstrations scheduled or deals closed, but I wouldn’t judge your employees on those metrics.

Avoid measuring vanity numbers like the number of calls made and instead evaluate meaningful numbers like the number of appointments that resulted from those calls.

Determine what kind of realistic result your rep should be accomplishing. Should he be closing $6,000 worth of deals each month? Once you know that, you can help your reps ramp up.

Mistake 3: Failing to guide your team

Once your team has an understanding of the ideal customers and how to find them, you must give your team a clear expectation of what to say.

Prepare your team for the questions they must be prepared to answer and the objections they’ll likely hear. Develop resources like downloads or podcasts or articles that will help your sales reps educate themselves. Accumulate resources that your reps can share with your prospects.

If you don’t help your sales reps succeed, they will move on to another company. Then, you’ll find yourself in the same mess again.

Don’t make these same mistakes. Develop a plan to help your team succeed.

Check out the TSE Certified Sales Training Program for help building a successful team and an effective process.

“Mistakes Small Company Sales Leaders Make” episode resources

This episode is brought to you in part by mailtag.io, a Chrome browser extension for Gmail that allows you to track and schedule your emails. It’s super easy, it’s helpful, and I recommend that you try it out. You’ll receive real-time alerts anyone opens an email or clicks a link.

Mailtag.io allows you to see around the corners. You can see when people open your email, or when they click on the link you sent. Mailtag.io will give you half-off your subscription for life when you use the Promo Code: Donald at check out.

This episode is also brought to you by the TSE Certified Sales Training Program. If 2018 wasn’t the best year for you, check out TSE Certified Sales Training Program. We can help you out of your slump.

If you gave a lot of great presentations and did a lot of hard work, only to watch your prospects choose to work with your competitors, we can help you fix that. The new semester of TSE Certified Sales Training Program begins in April and it would be an absolute honor to have you join us.

I hope you enjoyed the show today as much as I did. If so, please consider leaving us a rating on Apple Podcast, Google Podcast, Stitcher, or wherever you consume this content and share it with someone else who might benefit from our message. It helps others find our message and improves our visibility.

If you haven’t already done so, subscribe to the podcast so you won’t miss a single episode. Share it with your friends who would benefit from learning more.

Audio provided by Free SFX and Bensound.

Phil Sweeney, Selling to Everyone, New Customer

TSE 1024: Sales From The Street: “Selling To Everyone”

Phillip Sweeney,Selling a product or service that expands across multiple industries is possible when we realize that selling to everyone takes a team effort.

Phil Sweeney worked in sales while in college because he enjoyed talking with people and problem-solving. Now, just two years after graduating, Phil is still working for Negotiatus, a fast-growing tech start-up business he first joined while in school.

There were only a handful of employees when Phil first signed on. Now they are at 60 employees and Phil is loving every minute of it.

Selling to everyone

It was exciting, as a salesperson, to have totally green fields ahead in terms of being able to work with, and sell to, any company. Phil had to quickly learn how not overextend himself.

He had to learn how to hone in on the ideal customer profile. He had to understand who had the biggest need for the platforms he offers.

When Phil first joined the sales team in its infancy, the company really could sell to everyone. It was a huge undertaking. They were also faced with the challenge of being a new company with little success to promote.

They were shooting from all cylinders to determine where the biggest impact was in terms of the types of companies that they were attracting. From there, they were able to focus more and more on those types of clients.

Phil dedicated blocks of time to the task. For 2-3 hours each day, he would not take any calls, schedule meetings, or go anywhere.

Ideally, using blocks of time outside of selling hours, Phil would focus solely on who he was going to call the next day. He used many of the brilliant resources now available such as Sales Navigator, to find the people he needed to find and to learn more about them prior to the call.

Sharing the ideal customer profile

Now that he is part of a larger sales team, he is having conversations not only within sales but also with success teams and operating teams to understand, in their opinion, which clients have been the most successful and easiest to work with.

When selling to everyone is possible, it is easy to find yourself going nowhere fast. It is hard to know the correct verbiage for each industry. Selling in the medical industry, for example, is much different than selling in the automotive industry.

It can be hard to land a good appointment until you narrow your focus to the industries that work best for your company.

Divide and conquer

Success begins when the teams can focus and then specialize across multiple industries. Phil believes it is important to identify as an expert in whichever field or department you are selling to.

Only then can you hone in on the pain points in order to solve those problems.

Phil is closing sales now within 1-2 weeks of his first meetings because he has established himself as the expert in the field with the ideal solution/product. The need for his product is real and he is positioned to offer the main solution to satisfy that need.

First and foremost, Phil recommends setting goals and dedicating time to the task. Most salespeople work in teams, so use that to your advantage. In Phil’s team, they announce the number of new contacts, for example, that they hope to reach in the next two hours; it is written on a whiteboard for all to see – and then they get to it.

At the end of the time period, they check in on each other. Did they get it done? Or do they need to work longer? They hold each other accountable.

Get familiar with the industry. Share tips and resources. Google Alerts, for example, is an excellent tool to stay on top of specific topics in a particular industry which can help you at every stage of your pipeline.

Put in the time at the top of the funnel and it will pay off when it comes time to close the deal.

In this manner, Phil’s sales team is leading the pack with a 115-150% quota attainment on a month-to-month basis. As a company, they have seen month-to-month revenue growth between 15-30%.

Stay hungry, stay humble

Everything is measured by the week or the month; even the hourly way of team progress is measured. It all resets to zero at the end of each period, so don’t hang your hat on a certain closed deal or a really good day of selling; stay humble.

You’ve got to start each day mentally fresh and hungry again.

“Selling to Everyone” episode resources

Reach out to Phil via email at PSweeney37@gmail.com, or give him a call at 631-901-2685.  He is also active on Facebook, Instagram, and LinkedIn as PhillipSweeney.

Additionally, Phil is part of The Sales Evangelist Facebook group and would love to connect with you there.

If you haven’t already done so, subscribe to the podcast so you won’t miss a single episode. Share it with your friends who would benefit from learning more.

This episode is brought to you in part by our TSE Certified Sales Training Program which teaches you to improve your sales skills, find more customers, build stronger value, and close more deals.

The next semester begins in March.

This episode is brought to you in part by mailtag.io, a Chrome browser extension for Gmail that allows you to track and schedule your emails. It’s super easy, it’s helpful, and I recommend that you try it out. You’ll receive real-time alerts anyone opens an email or clicks a link.

Mailtag.io will give you half-off your subscription for life when you use the Promo Code: Donald at check out.

I hope you enjoyed the show today as much as I did. If so, please consider leaving us a rating on Apple Podcast, Google Podcast, Stitcher, or wherever you consume this content and share it with someone else who might benefit from our message. It helps others find our message and improves our visibility.

Audio provided by Free SFX and Bensound.

 

 

 

Phil Newton, Donald Kelly, The Sales Evangelist, unHustle

TSE 963: How To Help Business Owners And High Performers Hone In On Their Zone Of Genius, Work Smart And Make More Money

Phil Newton, The Sales Evangelist,In this episode of The Sales Evangelist, I talk to Phil Newton about how we can work smart and accomplish more by doing less.

It all began with a “sob story of events” when Phil was diagnosed with Crohn’s Disease, an intestinal disorder with an array of symptoms that prevent him from doing business the usual way.

He had to figure out how to get the most out of his time before fatigue set in; how to get maximum results from the least amount of work.

Phil calls it the ‘opposite of hustle.’

The Opposite of Hustle

Phil had to drop the tasks that weren’t moving his business forward so he could focus on the more productive areas: his areas of expertise that would bring in the results.

He outsourced the day-to-day minutia of the business. He streamlined.

Phil learned that trying to do everything, carrying the weight of every department and trying to know everything are the very things that keep top-performing sellers or top performing business owners from having the time to develop and use their own “sense of genius.”

The Sales Exclusion Department: Who do I NOT want to work with?

Phil used to help “anyone with a pulse” but in the end, no one benefitted.

The problem was that they weren’t the right people for the business and he ended up creating more problems in all areas of the business: refund rates increased, customer service issues increased, etc.

He had to decide: Who do I not want to work with? How do I not get them through the front door?

Instead of trying to generate new leads or new business with the shotgun approach of searching aimlessly among 1000’s of profiles, he focused on the 3-5 people with the most potential and nurtured those relationships.

Begin by deciding who your Ideal Clients are. Then drill down even further in the group to find who among them would be the Best Clients. Continue sorting until you have a handful of the Dream-Come-True Clients rather than just ideal ones.

Filter prospects

Establish your own personal brand and filter your network of prospects through it instead of sending them to the company website or the official sales page.

“If you are a sale professional, read on…..”

“If you are a business owner, read on….”

Short punchy messages like these will prequalify the person before you are on the phone with them or before they send you a message. It’s just a way to exclude the people who are not ready today.

Then, when they are ready tomorrow, or even if you go to another company or another department, they will know how to find you. You become the point of contact for whatever it is you sell, regardless of where you work.

Growing your Network

Achieving your personal best should be your focus rather than looking at the top of the sales leaderboard or worrying about who has the best sales.  The top performers are not any better than you, they just have a bigger network.

So work smarter.

Grow your network by targeting the right people instead of just more people.

Focus on the people who are ready to listen instead of trying to talk to everyone.

Put systems and processes into place to keep in contact with your network.

Then, when the people are ready, you are the first person they think of — the first person they contact.

There is a self-imposed pressure to hit the sales targets but if you don’t hit it, don’t worry about it. Instead, think about what system you can put into place so that you get it next time, and then maintain it.

Tap into your Existing Network

It is easier to build a relationship with someone you already know.

Have a conversation with the goal of building a foundation for doing business together and to establish a network of referrals rather than with the expectation of making a sale; as if you bumped into them in a coffee shop.

Then replicate that conversation.

The Golden Tickets

Customers who have said ‘Yes’ before are the ones to stay in contact with.

Phil likes to give them “Golden Tickets” or “freebies” — a 30-minute consultation, for example — that they can give to a friend.

Once Phil realized that his clients were referring business to him because it made them feel good to pass a deal on to their friends, rather than doing so just as a favor to him, it became easier to ask for referrals.

They feel fabulous for sharing, their friends benefit from the Golden Ticket, and Phil benefits from the referral. The network grows.

“Work Smart” episode resources

Phil believes knowledge should be free and he is happy to share! You can connect with him at his website, Unhustled.com, or check out his goodie bag for listeners of TheSalesEvangelist.com.

This episode is brought to you in part by prospect.io, a powerful sales automation platform that allows you to build highly personalized, cold email campaigns. To learn more, go to prospect.io/tse. It will help you with your outbound to expand your outreach and it allows you to set it and forget it. Your prospecting will never ever be the same.

We’ll use prospect.io in the upcoming semester of TSE Hustler’s League to focus on prospecting. We’ll give you insights and tools that will help you gain new customers. In addition, we’ll provide training and strategies that you can implement today to ensure constant flow in your pipeline.

Check out our new semester of The Sales Evangelist Hustler’s League. We’re taking applications for the semester beginning in January, and we can only take a limited number of people.

This episode is also brought to you in part by Maximizer CRM, personalized CRM that gives you the confidence to improve your business and increase profits. To get a demonstration of maximizer, go to the sales evangelists.com/maximizer.

Click on the link to get a free demo of what Maximizer CRM can do for you. It integrates your marketing campaign as well as your CRM, and it works whether you’re a small organization or a large one.

Leave us a review on Apple Podcast, Google Podcast, Stitcher, or wherever you consume this content, and share it with someone else who might benefit from our message. It helps others find our message and improves our visibility.

If you haven’t already done so, subscribe to the podcast so you won’t miss a single episode.

Audio provided by Free SFX and Bensound.

 

Donald Kelly, The Sales Evangelist, Target Market, Ideal Customer

TSE 962: What Salespeople Can Learn From The “Political and Dating” Industries

Donald Kelly, The Sales Evangelist, Target Market, Ideal CustomerThe political and dating industries share a common goal: to narrow your choices down to the one candidate that makes the most sense for what you want. Particularly in the political arena, the ads target those people who would be most likely to support a particular cause or candidate.

On today’s episode of The Sales Evangelist, we’ll discuss why sellers should operate like the political and dating industries and stop trying to serve everyone. It isn’t a winning strategy.

Swipe left

You may be thinking that you already understand sales segmentation and pursuing the ideal customer.

Just as we do in dating and politics, we have to understand with selling that we can’t please everyone. Selling is a game of elimination just as the other two industries are.

Frequently, politicians who try to stand for everything and who cast their nets too widely fail to appeal to anyone. It’s difficult to trust those politicians who try to capture everyone because you know it’s impossible for them to accomplish everything they’re promising.

False promises do not promote trust.

Just as we swipe left or swipe right in dating apps to approve or eliminate a candidate, we must narrow down our focus as sellers.

Intensity

Politics sometimes take a nasty tone, and I’m definitely not suggesting we adopt that approach. We do, however, have to develop some intensity in identifying our ideal customer.

Human nature often deters us from excluding anyone. In sales especially, we don’t want to turn away a possible customer. Our commission depends on those customers.

We sometimes become people pleasers.

We want everyone to be happy and tell other people about our business.

Find believers

Patagonia isn’t trying to appeal to every single person who enjoys outdoor hiking. Neither is Eddie Bauer.

They focus on those people in high-end markets who can spend whatever they want on hiking gear and people who share their values.

They focus on people who support an eco-friendly recycling mentality.

Our sales cold outreach should have the same mentality rather than trying to blast every single possible candidate.

Find the people who truly believe in you.

Even here at The Sales Evangelist, we’re adapting our website to meet the needs we have realized that our audience is looking for.

The moment we focused on new and struggling salespeople, we saw positive results.

Changing pool

It’s possible, too, that your prospect pool may widen.

You might focus your software on a single industry like finance. Once you’ve adapted that well, you shift to another industry like the medical industry.

Very often, small companies want to grow quickly so they cast a wide net. Aside from the fact that it doesn’t work well, it’s expensive because you’re focusing resources on people who will never do business with you.

Explain what you can do and who you can help.

“Political and Dating Industries” episode resources

This episode is brought to you in part by prospect.io, a powerful sales automation platform that allows you to build highly personalized, cold email campaigns. To learn more, go to prospect.io/tse. It will help you with your outbound to expand your outreach and it allows you to set it and forget it. Your prospecting will never ever be the same.

We’ll use prospect.io in the upcoming semester of TSE Hustler’s League to focus on prospecting. We’ll give you insights and tools that will help you gain new customers. In addition, we’ll provide training and strategies that you can implement today to ensure constant flow in your pipeline.

Check out our new semester of The Sales Evangelist Hustler’s League. We’re taking applications for the semester beginning in January, and we can only take a limited number of people.

This episode is also brought to you in part by Maximizer CRM, personalized CRM that gives you the confidence to improve your business and increase profits. To get a demonstration of maximizer, go to the sales evangelists.com/maximizer.

Click on the link to get a free demo of what Maximizer CRM can do for you. It integrates your marketing campaign as well as your CRM, and it works whether you’re a small organization or a large one.

Leave us a review on Apple Podcast, Google Podcast, Stitcher, or wherever you consume this content, and share it with someone else who might benefit from our message. It helps others find our message and improves our visibility.

If you haven’t already done so, subscribe to the podcast so you won’t miss a single episode.

Audio provided by Free SFX and Bensound.

Donald Kelly, New Product Sales, Prospect.io, Brand New Product

TSE 947: How Do You Help Sell or Bring a Brand New Product to Market?

Donald Kelly, New Product Sales, Prospect.io, Brand New ProductBringing a revolutionary new product to market can be difficult, especially if you don’t yet have a community of supporters. Apple did it in 2007 with the iPhone, solving a problem that people weren’t even aware that they had. How can you capture people’s attention if you don’t already have that community?

Today on The Sales Evangelist, we’ll talk about how you bring a brand new product to market and get it to the masses.

Ideal customer

Steve Jobs was revolutionary. Even if you aren’t an Apple fan, the company changed the cell phone industry. It changed the music industry and other industries as well. But Apple had advantages that we don’t have.

For an average Joe that doesn’t have a huge community, how do you get your product to as many people as possible?

As a sales professional, or a marketer, or an entrepreneur, how do you accomplish that?

First, you must understand your ideal customer. We talk about this all the time because it’s vitally important, but people miss it.

We create products and services that we think people would like when in actuality they don’t.

Steve Jobs talks in his video launch about the years of research that Apple did, and the years of gathering information on user preferences, and the research to understand how people use their current phones.

Apple identified how people were using their phones, where the gaps were, and then addressed how iPhone filled in the gaps that users had. Apple found solutions to problems that people hadn’t even identified.

Problems

If you aren’t able to identify the problems that people want to get solved, that’s the next big focus.

Your audience may not realize that they have a problem yet. Henry Ford once said that if he had asked people how to improve transportation, they might have said they needed better whips or faster buggies. They didn’t understand the possibilities that were available.

The key is to educate the masses.

Influencers

Find influencers or people who already have the ear of your buyer.

In the example of a phone, find tech websites or folks who do online reviews of tech products. Many of them have Youtube channels and Instagram channels and you can grab their attention, or even consider paying them to review your product and help bring it to the people they help.

People who are launching products try to appear as many places as possible. How can you make sure as many people as possible see you?

The Squatty Potty took a product that wasn’t necessarily revolutionary, but they educated people about the need for the product.

Take advantage of local events or other opportunities to introduce people to your product.

Airbnb

Airbnb emerged during the Democratic National Convention in 2008 when people couldn’t find enough hotels.

The company shed light on a huge problem and offered an easy solution by having people use their homes as hotels.

Is there a problem in society that you can shed light on and launch a solution to, even if it isn’t a nationwide or worldwide problem? Is there a local problem you can latch onto and utilize the news angle to help you educate people?

When we launched The Sales Evangelist podcast, we were mentioned in Entrepreneur magazine. We took that information and went to the local news folks and they wrote stories about us in local journals. Then a local news channel picked up the story.

We didn’t pay for any of it. We used our mention to grow our brand and our podcast.

Look to other products and brands to see how they have navigated their launch.

One-to-many

Find ways to go one-to-many as opposed to one-to-one. Sometimes when we get a new product, we try to grow it by having the people we know share it with the people they know, and that approach does work sometimes.

Instead, find pockets of ideal customers. Go on podcasts. Create a Youtube channel.

When Russell Brunson launched the book Click Secrets, he appeared everywhere. He went to conferences and other places where his potential clients were. He had a funnel on the back end, but he also had affiliates who helped him spread the word.

Find people who have one-to-many voices to help you.

These aren’t the only ways, and we could talk for hours. Look and see where success leaves clues.

“Bring a Brand New Product to Market” episode resources

Check out the video launch of the iPhone in 2007. Although it’s a long video, there’s a lot of interesting information.

This episode is brought to you in part by prospect.io, a powerful sales automation platform that allows you to build highly personalized, cold email campaigns. To learn more, go to prospect.io/tse. It will help you with your outbound to expand your outreach and it allows you to set it and forget it. Your prospecting will never ever be the same.

We’ll use prospect.io in the upcoming semester of TSE Hustler’s League to focus on prospecting. We’ll give you insights and tools that will help you gain new customers and provide training and strategies that you can implement today to ensure constant flow in your pipeline.

Check out TSE Hustler’s League and apply to see if it’s a good fit.

This episode is also brought to you in part by Maximizer CRM, personalized CRM that gives you the confidence to improve your business and increase profits. To get a demonstration of maximizer, go to the sales evangelists.com/maximizer.

Click on the link to get a free demo of what Maximizer CRM can do for you. It integrates your marketing campaign as well as your CRM, and it works whether you’re a small organization or a large one.

Leave us a review on Apple Podcast, Google Podcast, Stitcher, or wherever you consume this content, and share it with someone else who might benefit from our message. It helps others find our message and improves our visibility.

If you haven’t already done so, subscribe to the podcast so you won’t miss a single episode.

Audio provided by Free SFX and Bensound.

Jeet Banerjee, Lead Generation, Digital Marketing

TSE 926: Lead Generation Through Digital Marketing

Traditional marketing options will always exist for business owners and people in sales. Digital marketing, however, can be a more cost-effective way to grab people’s attention and guide them down a path to purchasing.

On today’s episode of The Sales Evangelist, Jeet Banerjee discusses how lead generation through digital marketing can help you bring customers into your funnel.

Jeet is a serial entrepreneur who wrote the book Limitless Thinking: How One Young Entrepreneur Found Success With No Degree, Experience or Money, and he’s a digital marketing expert and a TEDx speaker. Share the tips you hear today with your team to make your process easier.

Digital marketing mistakes

Digital marketing is the concept of using technology as a medium to promote a business, concept, idea, or service; basically, anything that needs promotion.

A lot of people make the mistake of assuming that everyone is their ideal customer. That really means you don’t know who your customer really is.

Jeet launched a company years ago to help students get into college, and he knew so much about his ideal customer that he could tell you what he’d be doing on a Friday night.

Jeet believes you have to get that specific. He also believes that the more specific you are, the more successful you’ll be.

You aren’t leaving other customers on the table when you do that. You’re simply making your process easier by focusing on the people who are more likely to buy from you.

Once you’ve done that, you slowly scale out. Then you can try to convince the random guy on the street to become a customer.

Know where to start

Once you know your customer, you know where to start. You go where your customer is.

If your ideal customer is a private practice doctor, what digital marketing medium is this doctor who owns his own practice using? Is he on Facebook? On doctor forums? Reddit? What is he doing with his time?

Figure that out, and go there first.

There are a few different ways to figure out where they are spending their time.

  1. Offer your product free to a select group of ideal customers in exchange for a conversation about them. Ask where they spend time, what they do, and what their hobbies are.
  2. Go to forums like Reddit, discussion boards, or other forums and post a question. Use the same questions above.
  3. Use Google to search for surveys and articles that address your customer group.

Collect the data to get insight into where you should dig deeper.

Launch your digital marketing strategy

Once you have data, use the feedback your customers gave you.

Keep in mind what they said about marketing and colors and approaches, and then create a campaign. It might be a video, photo, blog post, or whatever you think will work.

Don’t rely on one thing. Try several variations to see what gets the best reception and what’s profitable.

There’s no silver bullet to digital marketing.

It’s true that content is still king, but it has become tougher to really succeed because you have to compete with sponsored ads. Consumers will see those before they see your content.

Also now everyone knows that content is king, so it’s more competitive. You have to elevate your game even further.

Create great content that people will organically share themselves. Once you do that, you’ll have your own audience and your own consumers sharing it for you.

Focus on content that’s shareable, not necessarily content that’s buyable.

Find the right people

You have to put the right product in the hands of the right people.

You can’t put a football in a tennis player’s hand, but if you put a football in Tom Brady’s hands, you know what he’s going to do with it.

You don’t have to create multi-million dollar content. You’ll get massive results if you create content that hits home and put it in the hands of the right people.

Make sure you’re authentic as well. Don’t copy your competitors simply because they are having success with their own campaigns. Establish your own voice.

Your voice will get lost, and you’ll inadvertently point to the other company because your voice sounds so much like theirs.

There will always be people who hate your “voice” and others who love it. Be authentic and be you. Don’t try to be someone you’re not.

“Digital Marketing” episode resources

You can connect with Jeet at his website, jeetbanerjee.com. Grab a copy of his book Limitless Thinking: How One Young Entrepreneur Found Success With No Degree, Experience or Money

Click here to see his TEDx talk If Not Now, When? and connect with Jeet on LinkedIn.

This episode is also brought to you in part by prospect.io, a powerful sales automation platform that allows you to build highly personalized, cold email campaigns. To learn more, go to prospect.io/tse. It will help you with your outbound to expand your outreach. Your prospecting will never ever be the same.

If you aren’t sure you have the right CRM, Maximizer CRM is a personalized CRM that gives you the confidence to improve your business and increase profits. Get rid of the boring CRMs and customize to your team’s selling abilities.

Click on the link to get a free demo of what Maximizer CRM can do for you. It integrates your marketing campaign as well as your CRM.

Leave us a review on Apple Podcast, Google Podcast, Stitcher, or wherever you consume this content, and share it with someone else who might benefit from our message. It helps others find our message and improves our visibility.

If you haven’t already done so, subscribe to the podcast so you won’t miss a single episode.

Audio provided by Free SFX and Bensound.

TSE Hustler's League, Donald Kelly, Sales, Ideal Customers

TSE 780: TSE Hustler’s League – “Where to Find Your Ideal Customers”

TSE Hustler's League, Donald Kelly, Sales, Ideal Customers

As you know, TSE Hustler’s League is where we can learn from each other, get accountability among ourselves and see the performance and improvement of each member.  

In today’s episode, I discuss the importance of knowing your ideal customer and how you can find them.

DEFINING CHARACTERISTICS

List 3 industries you can focus on the most. This way you can point out issues. You want people to remember you so they can refer friends to you. This makes marketing so much easier.

Focus on the ideal customer and how you can guide them down the path. Have that focus because it helps everything else with your marketing.

HOW TO FIND YOUR IDEAL CUSTOMER

Look at the best customers now. Look at the ones who give you testimonials on your website. Find others like them.

  • CASE STUDY

If you don’t have one, go to your competitor’s website. Look at their case studies. Look at their ideal customer profile. Take note of their issues and problems and outline everything for you.

  • CUSTOMER INTERVIEWS

Do an interview with one customer. Find out the challenges that they have. How did you help them make money? What’s their demographic? How much money do they make? What conferences do they attend? These are some questions you can ask them.

  • SOCIAL MEDIA

Use this avenue to find customers. Check your competitors’ social media profiles, their customers and people that they’re following.

Episode Resources:

Building a Story Brand by Donald Miller

Check out the TSE Hustler’s League.

Get a free audiobook download and a 30-day free trial at audibletrial.com/tse with over 180,000 titles to choose from for your iPhone, Android, Kindle or mp3 player.

Facebook group The Sales Evangelizers

 

 

TSE 710: TSE Hustler’s League – “Who Are Your Ideal Customers?”

Donald Kelly, TSE Hustler's League, Ideal Customers, SalesToday’s episode on the TSE Hustler’s League is all about finding your ideal customers and how you can actually find them by asking yourself these series of questions.

And in so doing, you will have sufficient information that will help you get to those customers who will give you the most success and who will, in turn, get the most value from you.

The “What” Questions in Knowing Your Ideal Customers:

What are your ideal customers?

What do they look like?

How many employees do they have?

What do they do?

How do they make money?

How much money do they make?

  • You can always estimate, ask them, or base it on how much their competitors make.

Where do they hang out? Where do they spend their time?

What do they sell?

  • List down all of their services and which products they sell the most.
  • Why is this important? Because this will help you understand how to target your marketing approach.
  • This will help you understand which ones they’re having trouble with and maybe you can give insights.

Who do they sell?

What issues do they face?

  • This way, you can provide insights or resources that may help them.

What conferences do they attend?

What are the specific benefits your customer is seeking in buying your product?

When does your ideal customer buy your product or service?

Episode Resources:

Tired of the same old, boring PowerPoint decks? Use Prezi Business and your presentations will never be the same. Tell your story the way you want to tell it.

Join the TSE Hustler’s League.

 

TSE 695: TSE Hustler’s League-“Defining The Ideal Customer”

Today’s episode is another snippet taken from one of our sessions over at the TSE Hustler’s League.

Quick Hacks to Find Ideal Customers:

Customer Support

Best customers are the ones paying for products or services. This is an often overlooked area.

If you’re new to an organization, go to customer support and ask which customers give the most headaches.

Ask which customers they get the most calls from. Then ask those they don’t get a lot of calls from because these are the ones you need to go after.

Case Studies

Whether it’s your own case study or a competitors, case studies reveal things you don’t necessarily look at all the time. Inside, you’ll find some talking points you can use to reach out your ideal customers.

Customer Interviews

Meet with your customers for coffee or something and interview them. Or go to their organization or just set up a time to have a conversation with them.

Ask why they went with your organization. Ask about the basic demographics that can help you with your prospecting – teams, number of employees, etc. Ask the more meaty questions. Find out how they make money.

Episode Resources:

Tired of the same, old PowerPoint decks? Use Prezi Business and your presentations will never be the same. Tell your story the way you want to tell it.

Join the TSE Hustler’s League.

The Sales Evangelizers Facebook Page

Jeff Koser, Donald Kelly, Selling To Zebra, CRM

TSE 646: Sell To Zebras, Close More Deals!

Jeff Koser, Donald Kelly, Selling To Zebra, CRM

Do you find yourself all over the place? You could be putting your efforts into selling to so many customers right now when all you should be focusing on are zebras.

In this episode, find out who are the zebras, why the zebras, and how you can be effective in sales through this approach.

Jeff Koser is the co-founder of Selling to Zebras, a sales software program that also has a methodology behind it. If you love processes and you want to be effective with your prospecting, check out what Jeff has been doing. They also have a book of the same name, Selling to Zebras: How to Close 90% of the Business You Pursue Faster, More Easily, and More Profitably.

Here are the highlights of my conversation with Jeff:

What is Selling to Zebras:

  • A zebra is easy to spot. The first time they learn what it is, they know exactly what they’re looking at.
  • Perfect prospects are zebras. When you define it well enough, it should be just easier to spot them compared to all the other animals.
  • People aren’t going to buy from you if you can’t establish unique, compelling value.

The 7 Things that Make Up Every Deal in a B2B Environment:

  1. Company
  2. Operations
  3. Power (ultimate decision maker, economic buyer)
  4. Funding
  5. Value
  6. Technology
  7. Service

They score one of these in a red, yellow, green format from zero to four (0-1 are red, 2 is yellow, 3-4 are green). Each one of the attributes has a score and a color. That tells you where the holes are in your deal. The total has a score which totals down to either a red, yellow, or green for the whole deal.

Benefits of the Zebra Scoring System:

  • It’s very visual. It’s easy to communicate. It’s common language.
  • You can use this throughout the entire company (sales, delivery, product, R&D, finance, HR, etc)
  • It allows your people to understand who you pursue and why your pursue them.

What Business Problem Are You Solving?

Here’s an exercise for your management team: Take a 3×3 piece of paper and let them write the business problem you solve for your customers.

What they’ll start doing is describing their product or what it is they do. That’s not the business problem you solve. At least not in the eyes of your customer.

This is one of the key things the zebra does in the operation section because you get to define what business problem do you solve that creates value for your customers such that power would buy it. This shifts the focus away from your product and it makes solving the problem and the buyer the hero as opposed to your product being the hero.

How Selling to Zebras as a Software Company Came to Be:

They pursued funding but didn’t get any. The problem is until they’re able to prove they’re a software company, potential investors would value 1x times their sales. This means they literally would have given the whole company to get any kind of funding at all. Jeff worked full time in his business, took a VP of Sales position for a company, and paid himself little or nothing, selling to zebras, took all the money, and invested in building the software.

Selling to Zebras Software versus CRM:

  • They integrate with Salesforce, Microsoft Dynamics, and others. But the difference is you sell and present from the platform.
  • The software will create an executive level presentation for you that has preliminary business case after feeding just a couple pieces of information.
  • You have a powerful penetration tool that earns you the right to have a conversation with a well-placed executive.
  • The goal is to have the first meeting with Power (the person that can buy even without a budget or can move budgeted dollars around so they can buy from you if you can establish prudent business value)

How the Process Works:

  1. Selling to Zebras has partners that will verify what you believe a zebra to be. They will then tell Selling to Zebras what business problem you solve and then when you solve it, what value was created.
  2. The Zebra shows you where you’ve been successful. The software helps you find more of those customers that look just like that.
  3. Then they have messaging that allows you to build that business case with simple inputs since they know you’ve done it before.
  4. Those information lives inside the software so when you’re done, you know where you are.
  5. You’re ready for a review with your manager if you’re a seller or with the management team if you’re a manager or the board if you’re the CEO.

Does this free the seller of doing the heavy-lifting?

No, because you have to understand the business problem you solve for the customer. And Power can feel that. People still sell. People buy emotionally and back it up with facts. You still have to be a person. You still have to care about their business. But before they want to have a relationship with you, you have to prove you understand their problem and you really care enough. The only way you can do that is by becoming an expert.

Can anyone use this solution?

Selling to Zebras caters to B2B companies. This will work if a business case would help you sell more.

Jeff’s Major Takeaway:

If you’re a B2B seller and you can’t articulate the business case, you haven’t earned the right to ask for the business.

Episode Resources:

Check out Selling to Zebras or connect with Jeff on Linkedin.

Read the book Selling to Zebras by Jeff Koser and Chad Koser

The Science of Selling by David Hoffeld

Join the  TSE Hustler’s League. We have two groups for this upcoming semester – One focused on win rates and the other group focused on business building and development.

Get a free audiobook download and a 30-day free trial at audibletrial.com/tse with over 180,000 titles to choose from for your iPhone, Android, Kindle or mp3 player.

What do you like about our podcast? Kindly leave us some rating and/or review on iTunes. This would mean so much to me.

 

John Dwyer; Donald Kelly, The Best Sales Podcast

TSE 488: How To Get Better Clients By Identifying Most Profitable Customer And Find More People Who Look Just Like Him or Her

 John Dwyer; Donald Kelly, The Best Sales PodcastWe all need profitable customers, but you have to speak to their needs. Much less, how do you even find them?  Today’s guest is John Dwyer, an Australian marketing genius, sales professional and entrepreneur. He will teach us some simple concepts on how  to get those profitable customers that no one would want to get rid of so you can increase your sales game.

John is the Founder of the Institute of Wow, where he helps show businesses and people how they can market themselves on creating wealth based outside of price.

Here are the highlights of my conversation with John:

Why many companies neglect identifying an ideal customer:

  • Ignorance and laziness
  • Failure to collect any data – 95% of business (online and offline) collect no data
  • Making a motherhood statement (that everybody needs what you have)

Case Study: Marketing strategies John did for an Australian bank:

  1. Part of the bank’s marketing strategy was to give a free holiday to customers who get their home loans. They tripled their home loans in the first three months.
  2. They got Jerry Seinfeld to do an ad for it. (Find out why they exactly chose Jerry Seinfeld for their campaign.)

Strategies for hyper focusing on your ideal customers:

  1. Identify your most profitable customers by collecting data.

Figure out who is spending more. Categorize your customers into ABCD segments based on their spending trends. The statistics will tell it all.

  1. Make sure you get that data in the appropriate places.

Focus your complimentary offers on your most profitable customers. If you’re new in the company, do a research on your company’s sales trends. Get it from your office or your boss. Otherwise, wing it for 2-3 months and once you have data, that’s going to set you on the right path.

  1. Make sure the right message is going to the right market.

John’s Major Takeaway:

Dig into your data since the statistics will tell it all. Message the market match.

Episode Resources:

Get in touch with John on www.theinstituteofwow.com and download a whole bunch of their free reports.

Purple Cow by Seth Godin

Get a free audio book download and a 30-day free trial at audibletrial.com/tse with over 180,000 titles to choose from for your iPhone, Android, Kindle or mp3 player.

What do you like about our podcast? Kindly leave us some rating and/or review on iTunes. This would mean so much to me.

 

Donald Kelly, The Sales Evangelist Podcast, Chet Holmes, Prospecting

TSE 282: Your 100 Most Ideal Customers

Donald Kelly, The Sales Evangelist Podcast, Chet Holmes, Prospecting As a sales representative one of your key roles is to sell. I know that sounds very obvious, but I promise there is a point to all of this. I just want to make sure you all understand the premise and outcome of this episode, which simply put is to improve your selling. The problems that we find is that sometimes we feel trapped by legacy methods that may not be the most effective means of “selling”. In this episode, I will share a concept I learned in the book ,”The Ultimate Selling Machine” by the late Chet Holmes.

The concept is to focus on less. As sellers, we tend to have a BIG LIST of potential buyers we want to purchase our products or services. Or we may see the vast ocean of possible prospects available on the internet through social selling means. Sure this sounds great, but I feel that to have this wide range or this BIG LIST, makes us sloppy. It becomes a numbers game as opposed to an art of finding ideal customers and establishing value.

Instead, we are focused on getting a warm blooded contact and then as soon as one person says “We’re not interested” the potential opportunity is gone. Many times those who say they are not interested, don’t know anything about you. The key is to hyper focus and seek to offer value. Chet calls this the dream 100. Get a list of 100 of your ideal customers. Yes, this requires research and that’s work. It’s better to have 100 ideal customers than a list of 500 random companies that don’t exactly fit. With the dream 100 you can execute specific campaigns to grab their attention, establish value and turn over every stone of possibility.

When you have fewer to focus on, the quality of the conversation and the focus of your prospecting changes drastically. You can then build more relationships inside the prospects company and learn new unique ways to meet the key decision makers. Yes, I know this is not rocket science, but you’ll be amazed how many sellers are just getting a list and blowing through them and blazing over potential opportunities. If you implement this concept, I guarantee you will see a significant shift in the opportunities and the business you start closing.

Here is what you need to do:

  1. Develop a buyer persona of your ideal customer
  2. Utilize social media (especially LinkedIn) and get a list of your ideal customers
  3. Focus on targeted campaigns (maybe send an email, connect on social media, phone, snail mail, etc)
  4. Be diligent and turn over every potential opportunity in that company before you move on.

I learned more about this concept from Chet, check out his book here or listen to it via Audible. As you hear in the episode, this concept has helped me a ton and I know it will help you fulfill your responsibility to sell. As always, remember to go out and do BIG THINGS!

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The Sales Evangelist, Donald Kelly, Donald C. Kelly

The Sales Evangelist, Donald Kelly, Giulia Guerrero

TSE 195: Sales From The Street- “Get To Know Your Audience”

Our guest today is Giulia Guerrero. She is an experienced marketer and sales professional. She has worked with large organizations and small businesses alike. Her mission is to help small and mid-sized businesses learn the one thing which is going to maximize their sales growth. Her biggest sales challenge was trying to get into the minds of her audience. When you are able to get in their minds, you will be better able to sell to them.

  • The best way to understand your customer is to become your customer
  • Take notice of people’s body language when you meet with them in person to better learn their habits.
  • Send personal emails to get to know your ideal customer. The more you can communicate with them, the more you will learn how to assist them. This concept applies to both online and offline business.
  • Learn where your customer is coming from and it will help you better tailor to their needs.
    • Example of selling to military service professionals and offering them smoothies based on their nutritious needs. 

Connect with Giulia and her community 

Entrepreneur, Sales Professional, Business Marketing

BizThrive

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Giulia G+

 

 

 

 

 

The Sales Evangelizers, Donald Kelly, Sales Facebook Group

Curtis McHale, E-commerce, The Sales Evangelist

TSE 092: Service and Focus, Keys To Your Unbelievable Sales Success!

Curtis McHale, E-commerce, The Sales Evangelist  Curtis McHale is a successful entrepreneur, coach, writer, and speaker. He is living his passion for designing and building WordPress sites and plugins through his company SFNdesign, which specializes in eCommerce and Membership sites, as they seek to help their customers solve their online business problems.

In this episode, Curtis shares with us the concept of service and how service equals sales. Additionally, he talks about the power of choosing your ideal clients and refining who your ideal clients are through asking them powerful, yet impactful questions to cut through the process of finding customers that best fit your business. He also touches on the importance of turning down customers in exchange of getting higher overall returns.

Here are the highlights of my conversation with Curtis:

Curtis’ coolest sales experience when he was the customer.

The only way you can run a good business is if you’re serving your clients.

Many people don’t like being sold to.

The importance of having an idea who your ideal customer is for your business.

Reading Michael Port’s Book Yourself Solid four times and eventually doing the work.

Refining who your ideal client is.

  • Sending the first email to qualify them to move into a phone call.
  • Asking the same questions during the call.
  • Asking them if they enjoyed the call.

Getting lower financial value for his business but getting higher value overall in life.

On turning down people,

  • He doesn’t say “no” a lot. Personally; he makes them say “no”
  • Requires them to answer seven questions; if they don’t answer – bad fit!
  • Evaluating those you’re looking at as your ideal customers
  • Having the ability to say no to customers who are not an ideal fit for your business

Expense vs. investment

[Tweet “Get people to shift their mindset from think of your product or service from “being an expense” to “being an investment @curtismchale””]

Curtis’ questions on his initial email in finding his ideal customers:

  • Why is this current thing you want to do more important than you could be doing?
  • Have your clients been asking for this or internal staff?
  • What would happen if we didn’t do it?
  • What opportunities would you lose?
  • What happens in your business when we finish?
  • How will you move your business to the next level?
  • How are you going to measure success?
  • Timeframe – How long?
  • What’s your budget?

Current projects Curtis is working on:

  • Focusing on how to 10x his business for 2015
  • Putting his focus more on coaching, products (ex. his book: Don’t Be an Idiot:  Learn to Run a Viable Business)
  • His plan to release 4-5 books by 2015

Connect with Curtis over at curtismchale.ca (for coaching). He keeps one call per week for free.

For more information on eCommerce development or membership sites specifically on WordPress, you can find him at sfndesign.ca.

Curtis’ yearly course: Hope is not a strategy: Get a plan for your next business year

Curtis eCommerce and membership development site: http://sfndesign.ca

Curtis Sample Email:

Hey (client name) thanks for getting in touch about (project). It sounds interesting but I need some more information to help me decide:
1. If I’m a good fit or
2. If someone I know is a better fit
What I need to know is:
1. Why do you need (feature or project) now and why is it more important than something else you could be building?
2. Have clients or internal staff been asking for (feature or project)?
3. What would happen if we didn’t do (feature or project)? What opportunities would be lost?
4. What will happen to your business when we finish (feature or project)? How will it move your business to the ‘next level’
5. How are we going to measure success of (feature or project)? (time saved, more conversions to email, more sales…)
6. What is your timeframe for completion?
7. What is the budget you have allotted for the project?
Budget is usually the hardest question here but it’s something that I need to at least have an idea on. Do you have $1000 and I need to find existing solutions that can be ‘glued’ together to meet your goals (and you’ll probably have to give up on some specifics of how it works) or do you have $30k (or more) to spend and we can build you whatever you specifically need?
So even a range of where things start to feel ‘expensive’ helps me know what to think about as I sort out what works for your project.
The questions above are going to help me know a few things:
– if I’m the best fit for your project
– if someone else is a better fit
– if I’ve got the time for the project
– if my costs fit with your budget
– if I know of someone else that fits your budget better
Thanks for the answers, and have an awesome day
(your email signature)

Curtis’ Major Takeaway:

Book Curtis Recommended: