Veronicle Blog

I have been getting my dog groomed once a month since he was a puppy. Now that he is getting a little older I have been looking for other dogs. The groomer mentioned to me at our last visit that one of her clients has teacup poodles for sale and I think that I will look into getting another dog. Not only will my dog have companionship during the day but then they will be each other’s buddies when they get groomed once a month. It will be my happy little puppy family and they get a day at the spa.

I do not know what I fell in love with first, my new tea cup poodle or the clothes that I could buy for her. I had no idea the market that was available to me and my dog. We can even buy some matching outfits for the beach. Recently I bought us both a big lampshade hat to protect our faces from the sun. At first she was really opposed to the hat but after awhile she no longer resisted. Now that I have been putting these clothes on her since she was a few weeks old, she is very used to wearing them.

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Every call center or contact center manager wonders how to make his or her unit more productive.

Here is my list of 20 points of leverage, things you can do and have your CSR’s and telemarketers do, that should boost your results.

(1) If you want to decrease turnover in service or telemarketing, double the pay! This sounds radical, but it isn’t, if you factor in the true costs of recruiting, hiring, training, and then promptly losing good people.

(2) If you want to create turnover in your service unit, implement outbound telemarketing! Say, you need to downsize, but you don’t have the heart to let anyone go. Enlarge the job to include selling duties, and you’ll thin the ranks, pronto!

(3) Casual dress in your contact center may be getting you casual results, or worse. A major car manufacturer actually measured differential performance based on casual versus formal dress and found tatters less productive than ties.

(4) Stave off boredom & send the right message by playing “The Please & Thank You Game.” Count the number of times you say please and thank-you to customers, just for fun.

(5) Scripts are inevitable in customer service & telemarketing. Even when we think we’re winging-it, we’re not.

(6) Don’t be needlessly authoritarian: Let a thousand scripts bloom! There are more ways than one to make a sale or to delight a customer!

(7) CSR’s: “Call me MISTER Tibbs!” Don’t lets reps sound too chummy with customers who like to be called, Mr. or Miss, or Ms.

(8) “Dear Customer: I’m Here To Listen.” Supervisors should says this when they take a call that is escalating.

(9) Reduce stress & tone up with “desktop” isometrics & free weights. Push aside those corn chips and replace them with little dumbbells. It will be a smart change that can tone you up while reducing your stress.

(10) Don’t mistake customer fear for anger. Fear is the disease that needs to be treated, and anger or customer aggressiveness is only the symptom. Reassure fearful folks; that’s what they need.

(11) When recruiting, avoid using the dumb statement: “No phone calls, please!” This is a VOICE job, so you need to hear their voices. Resumes don’t sell or service; people do!

(12) Manage the Three T’s: Text, Tone & Timing. These are the key variables in telephone communication. Most otherwise capable managers don’t know how to manage tone, but it’s crucial.

(13) Reps should self-score their calls and be scored by supervisors. Participative evaluations are the best kind because they get reps to freely commit to improvement. Assigned scores don’t work as well.

(14) Gee, why not write a script that doesn’t sound like one? Use words in your scripts that sound uncontrived, like the word, “Gee!”

(15) Do Tibetan Telephoning: Take a cleansing breath between each call. Don’t rush to take that next call! You could contaminate it with the mood of the last one if you don’t take a cleansing breath, first.

(16) Defining customer satisfaction is half the battle, but it’s necessary. Most of us talk about “service” but that’s something we do. Satisfaction is what the customer GETS and WANTS, and that’s what we should be focusing on and measuring, constantly.

(17) Introduce merit pay into service work. Salespeople make commissions when they get results, so why shouldn’t service folks prosper when they get results?

(18) Customer retention secret: Make an offer they CAN refuse! The gesture counts when we go out of our way to lend a helping hand even if a customer has two good ones of her own.

(19) It’s great to be a telemarketer! There are ten reasons. See my article on this one!

(20) Remember: Customers “R” Us! If you want to know how to thrill your customers, start by remembering when someone thrilled you!

Every tip is also the subject of an original article. To see approximately 500 of Dr. Gary S. Goodman’s articles, please go to ==>http://ezinearticles.com/?expert=Dr._Gary_S._Goodman

Dr. Gary S. Goodman, President of Customersatisfaction.com, is a popular keynote speaker, management consultant, and seminar leader and the best-selling author of 12 books, including Reach Out & Sell Someone® and Monitoring, Measuring & Managing Customer Service, and the audio program, “The Law of Large Numbers: How To Make Success Inevitable,” published by Nightingale-Conant. He is a frequent guest on radio and television, worldwide. A Ph.D. from USC’s Annenberg School, a Loyola lawyer, and an MBA from the Peter F. Drucker School at Claremont Graduate University, Gary offers programs through UCLA Extension and numerous universities, trade associations, and other organizations from Santa Monica to South Africa. He holds the rank of Shodan, 1st Degree Black Belt in Kenpo Karate. He is headquartered in Glendale, California, and he can be reached at (818) 243-7338 or at: gary@customersatisfaction.com.

For information about coaching, consulting, training, books, videos and audios, please go to: http://www.customersatisfaction.com

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When it comes to effective selling, one simple fact never changes: Selling is a relationship business. You already know all about your company’s products and services - and you’ve learned the fundamental aspects of the sales cycle.

But have you ever asked yourself … What helps one salesperson develop immediate rapport with prospects, and not others? What is he or she doing that is leading to long-term client relationships? How can I learn to do the same thing?

Research shows that prospects are more likely to buy when they unconsciously trust, and feel at ease with, the salesperson. They are more willing to open up and provide information critical to closing the sale. It appears that they are almost “helping” you make the sale, as opposed to fighting you in the process.

So how do you build this rapport?

AND YOU ARE…

The first key is to recognize that different behavioral styles do exist among prospects. You’ve probably seen from your own experience how one sales approach worked great with one person, yet you got a very different reaction from someone else.

Behavioral styles impact:

1. How a prospect wants you to sell to them.

2. How a prospect wants you to present information.

3. How much information you present.

4. How a prospect makes buying decisions.

The same approach won’t work with everyone. As you learn to adapt your approach to make the customer feel more at ease, the relationship will improve and more sales will eventually result.

You can identify an individual’s behavioral style preference by using the Personal Profile System® developed by Carlson Learning Company. It classifies behavior into four styles: “D”, “I”, “S”, and “C”.

HOW DO YOU LIKE MY STYLE?

“D” STYLE

Your ID, please? You can recognize these individuals as being fast-paced and direct when speaking - they’re more interested in telling you information than in asking your opinion. They tend to think in terms of the bottom line. These individuals may have more formal, “can’t read” facial expressions than other styles.

Sign here, please. When selling to the “D” style, don’t bog them down with excessive socializing or details - get to the point quickly. Directly focus on how your product or service can help them achieve their goals. Emphasize the results you can help them obtain, while always letting them feel they’re in charge. In other words, don’t waste their time. Make your sales presentation direct and meaningful toward helping them achieve their objectives.

“I” STYLE

Your ID, please? “Influence,” or “I” behavioral-style individuals are frequently thought of as “people persons.” They’re enthusiastic and upbeat - enjoying the interaction with others in a humorous, lighthearted way. These individuals can appear to be the eternal optimists, usually seeing the glass as half-full rather than half-empty, and can be quite persuasive about things they’re passionate about.

You can identify them as being outgoing and direct, very talkative and interactive. These people tend to speak quickly, use animated expressions, and express their feelings freely. They can appear to be casual and friendly in their interactions with others and love to express themselves in a jovial, humorous way. Sometimes you’ll notice trinkets or fun gadgets in their office - it’s their way of adding levity to the work environment.

Sign here, please. When selling to the “I” style, match your pace and presentation to their energetic approach. Be friendly and sociable - let them know you like them personally. Where appropriate, take them to lunch. You need to provide testimonials and personal stories on how other people have responded to your company’s product or service. Show enthusiasm for the benefits your product or service can provide. Also, make sure you support the individuals by providing whatever detailed follow-up work is necessary; don’t ask them to do it. Make it easy for them to buy from you.

“S” STYLE

Your ID, please? The “Steadiness,” or “S” behavioral style, is also people-oriented - but at a much slower pace than the “I” style. The “S” person doesn’t like to be forced into making changes or quick decisions. They’re patient, loyal, and calm, making them excellent listeners and “peacekeepers” when conflict breaks out. Their focus is on cooperating with people.

You can identify these individuals by their reserved, indirect, but people-oriented approach to others. Their speech may appear softer, with an open posture. They will have relaxed, warm facial expressions and prefer a casual approach.

Sign here, please. When selling to the “S” style, it’s important that you listen to them. They need to feel you understand their needs. Assure the individuals that you and your organization are customer- and service-oriented. Just don’t push them into quick buying decisions. Show how you’re interested in a long-term relationship with their company, and that they can depend on you whenever necessary. The “S” style customers are more loyal to you when other vendors come knocking on their door.

“C” STYLE

Your ID, please? The “Conscientiousness,” or “C” behavioral style, is quality-focused, slow-paced, methodical, and task-oriented. They focus on the details and are primarily concerned about doing things the “right” or “correct way.” These individuals are analytical and frequently set higher standards for themselves than others.

You can recognize them as being reserved and more indirect than other styles. These people are formal, with a closed posture and “can’t read” facial expressions. They don’t like to express their feelings readily.

Sign here, please. When selling to the “C” style, make sure you have your facts straight. You’ll need to answer analytical questions, showing references where possible. These individuals don’t need you to socialize with them - they really don’t want you to. These people want you to provide detailed information in order to make a correct buying decision. Then they will thoroughly assess your information before coming to a conclusion. Be slow-paced and formal in your approach with them - don’t become overly enthusiastic or animated. Focus instead on facts, logic, and detailed analysis.

SCHIZOS

Although individuals have the ability to behave within all four styles, they tend to use one or two most often. There is no right or wrong style. Each has its own strengths and limitations. However, there are three key steps when applying the knowledge of behavioral styles to a sales situation:

1. Understand your own behavioral style in the sales environment.

2. Identify the prospect’s behavioral style.

3. Adapt your approach to best fit the prospect’s behavioral style needs.

DO’s & DON’TS

Most salespeople tend to sell to others the way they would like someone to sell to them. That’s not going to work!

“D” for Dominant

Do

* Focus on “what”

* Provide options

* Be efficient

* Focus on results

Don’t

* Assume without getting an opinion

* Over socialize

* Emphasize unnecessary details

* Waste time

“I” for Influence

Do

* Focus on “who”

* Provide testimonials

* Be upbeat and friendly

* Handle details when possible

Don’t

* Emphasize technicalities of product

* Be overly formal or reserved

* Add to client’s workload

* Leave decisions unclear

In sales it’s important to remember this rule: “Do unto others as they would have you do unto them.”

“S” for Steadiness

Do

* Focus on “how”

* Assure client’s buying decision

* Provide excellent attention and service

* Patiently listen to needs

Don’t

* Rush client into quick buying decisions

* Forget to regularly follow up

* Have an “I don’t care” attitude

* Be abrupt or fast

“C” for Conscientiousness

Do

* Focus on “why”

* Use a logical approach

* Answer questions accurately

* Provide evidence of quality

Don’t

* Be overly enthusiastic or social

* Be unprepared or lack product knowledge

* Appear disorganized

* Rush decision-making

Susan Cullen is President of Quantum Learning Solutions, Inc., based in New Jersey (609) 683-9218. She speaks on the topic of “People Literacy” and is a distributor for Inscape Publishing, publishers of the Personal Profile System®. She has over 15 years experience in Organizational Development and is considered an expert in the use of blended learning methodologies for lasting organizational change. For more information go to http://www.quantumlearn.com or you can reach us at (800) 683-0681.

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Sales letters, sent via e-mail or snail mail, are an effective and inexpensive way to get your message out. Even if your letter goes out to thousands of people, it can give the feel of a personal communication IF you write it in a direct and conversational tone.

To get your creative juices flowing, here are five tried and true formulas that can work for either e-mail or printed letters.

1. Tell a story from either your point of view or a customer’s.

Example: ‘”When I started my own business, I was very nervous about keeping my books. I’m not a numbers person and wanted nothing to do with it! Then I purchased ‘EZ-CASH-BOOKS’ software. Instantly, all my accounting “dirty work” disappeared. I gained instant peace of mind, and now I can focus on my real job finding and keeping customers!”

Copy written in a story format has great appeal. By telling a short story that relates to the reader’s situation, you create empathy with her. People are also familiar with stories and enjoy hearing them (they appear daily in newspapers, magazines, TV, etc.). If your letter happens to be a long one, you can draw out your story for added suspense, saving the outcome for the end. (However, as we’ll mention later, it’s safest to send a short letter.)

2. Ask questions.

Example: “Have you ever stared at yourself in the mirror and wanted to cry? If we told you we have a product guaranteed to help you lose weight while you sleep, would you be interested? And what if we told you this product sells for less than $30?”

Basic psychology dictates that when you ask a question, the reader feels compelled to answer it. You’re involving them immediately in the issue at hand. Many effective sales letters ask a series of questions that are all likely answered with a “yes” from the reader.

3. Offer something for free.

“Visit our Web site, http://www.ezinequeen.com, today, and sign up for our FREE biweekly tips for e-zine publishers.”

Think of three free things you could offer right now. A free e-mail or printed newsletter. A helpful article, report, brochure, or booklet. A complimentary consultation or a discount on a first visit.

4. Point out a fear or problem the reader may have.

“You may feel safe in your own home, but did you know that burglaries are on the rise in your neighborhood? This may be the ideal time to install that home security system you’ve been thinking about.”

This method may seem sly, but the advertising industry has been doing this to us for years. Remember how Listerine convinced all of us we have “halitosis”? (It’s the clinical term for bad breath, but it sounds like the plague!) Direct marketers call this “pushing the “touch” button. This method isn’t appropriate for all topics, but you’d be surprised at how many situations you can use it in.

5. Mention someone the reader knows.

“Your friend *Jenny Smith* told us you could use a little ‘R&R.’ That’s why we’re inviting you to the grand opening of our new ‘Bath and Beauty’ Web store, featuring home spa products to help you relax.”

If you operate a referral program, this is an extremely effective way to reach out and touch your prospects. I wrote a letter using this format for a prominent day spa in New York City, and it generated quite a bit of attention. Why? The reader immediately sees the name of someone she knows the letter makes an instant, personal connection.

(TIP: Ask your clients for the names of a few people who may be interested in your products/services, offering them an incentive if those people respond. These types of referral programs take some time to generate, but they’re worth it!)

One Final Note:

Remember that your number-one goal is to “hook” your reader right away! We’re all bombarded with tons of e-mail and snail mail every day, so you have a limited amount of time to grab our attention.

Your best bet is to keep your e-mail sales letters within one or two computer screens, and your snail-mail letters to one or two pages.

(c) 2002 Alexandria K. Brown

ABOUT THE AUTHOR

Alexandria K. Brown, “The E-zine Queen,” is author of the award-winning manual, “Boost Business With Your Own E-zine.” To learn more about her book and sign up for more FREE tips like these, visit her site at http://EzineQueenTutorial.com/

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There are countless numbers of sales that have been made even when it may not have seemed like a good match at the outset. Why? Let’s go back to closing psychology again. We talked about how every buying action is an effort to make some improvement or enhancement to an existing situation. The core issue is an emotional need. The actual product itself is just a means to an end; it is not in and of itself the solution. The emotional satisfaction that the product provides, however, is. It is foolish to ever make a judgment call about a prospect’s intentions before you’ve had a chance to ask her/him all the open-ended questions and to uncover her/his hot buttons (i.e., what’s really driving the prospect). The potential buyer wants such-and-such product, but why does s/he want it? That information is really what you need to know. The truth is, you can often offer your prospect a product or service that provides the exact same thingor betters/he is seeking, even if it’s not exactly what s/he happened to mention to you on the phone.

The next common obstacle that persuaders run into when trying to close a sale is: insincerity. We spoke earlier of the infamous hard close approach. Even if you don’t resort to such drastic tactics, nothing irritates a prospect more than when you’re obviously looking out for a hefty commission. This tendency once again underscores the importance of asking your prospects lots of questions. It is very important that your prospects feel like you are sincerely interested in helping them. How can you best make this clear?

Another obstacle we sometimes run into is when your and your prospect’s personalities conflict. If you’re on different wavelengths, it’s more difficult to build and maintain rapport. There are two key remedies for this type of conflicting situation. The first is to keep in mind the importance of balancing an emotion-dominated approach versus a logic-dominated approach. There will be the occasional person who doesn’t want to answer all your questions”just cut to the chase and give her/him the facts.” It is best not to resist these personalities because they already tend to be a bit on edge in the first place. When you encounter this type of prospect, just go with the flow, even if it means making an exception to the “stay in control of the conversation by being the one asking all the questions” rule.

Clearly, such prospects want to be in control more than they want to be guided by you, and if you rub them the wrong way, the sale is gone anyway. Instead, adapt to the situation to keep the odds in your favor. Remember, people buy from those they like; they do not buy from people they don’t like. A second remedy you can use if you just can’t seem to “click” with your prospect is to use a tag-team sales approach. Essentially, this tactic is when you pass off the baton. Don’t let your ego get in the way of securing the sale if someone else will have an easier time closing your prospect up for you. You’ll be glad you swallowed your pride and passed the baton when your paycheck comes. Besides, what goes around comes around, and that very same colleague will need your help sometime down the road for the exact same reason.

Another major obstacle to closing the deal is making promises you can’t keep. You’ve probably experienced the tremendous frustration that comes when something has been dramatically built up and then turns out to be a bunch of garbage. Imperfections are annoying, but it’s much worse when your salesperson has trumped up a product and gotten you all excited about it being something it’s not. Building up false hopes and expectations is never worth getting a sale. You’re rewarded in the moment, but that sales strategy will crash later on when you have an angry client banging on your door with buyer’s remorse.

Or, even if you never hear from them again, not only do you lose that person’s trust and future business, but then s/he will talk to others and you’ll have a damaged reputation that’s impossible to fix. For these reasons, never claim that a product can do something that it can’t. Also be very careful that you don’t over-promise or oversell. There is an adage in sales that states, “Under-promise, over-deliver.” If you think about what that maxim is saying, you can see how it is going to create very, very happy customers. That’s because they’re not only getting exactly what they were hoping for, but they’re getting even above and beyond their expectations. Inherent in that saying is also a statement that warns of its opposite: “Over-promise, under-deliver.” This type of selling strategy is why salespeople often get a bad reputation. All too often, over-promising is the normal course of things. As I’ve already stated, such a selling strategy may reap sales in the short term, but it will burn you in the end.

This next obstacle to a successful close is fairly obvious, and yet, in spite of this, it is still common enough that it’s worth discussing. Sometimes persuaders are so bent on making their point that they actually argue with their prospects. Instead of hearing their prospects out, they are too consumed with their own need to be “right.” Obviously, this tactic is a bad idea and will likely defeat the whole point of working with your prospects in the first place. You will not persuade them by demonstrating that they are wrong, misinformed or uneducated. Doing so will just make them angry, embarrassed and defensive. It doesn’t matter how “right” you areif you upset your prospect, you’re wrong! It has been said, “A man convinced against his will is of the same opinion still.”

People buy from people they like; they don’t buy from people they don’t like. It doesn’t have to be arguing, either, that turns your prospects away; it could be anything that arouses negativity. Another common example of negativity arousal includes knocking the competition. Few things cause you to lose credibility as much as this tactic does. The thing that speaks more loudly than what you’re actually saying is the strong biases you have. When you exhibit bias toward your competition, your prospects then have to weigh everything coming out of your mouth with even greater caution. A safer bet, if you have to discuss the competition at all, is to present a balanced view of both sides. Mentioning some of the competition’s strong points along with the areas in which you feel your company is stronger will not lose your sale but will more likely increase your mileage in terms of believability. It’s just easier for your prospect not to feel suspicious of you if you can answer her/him fairly and directly.

Another obstacle to closing sales is not building up the dream. Remember earlier how we discussed that the product itself is not the ultimate reward as much as what it does for the prospect? The product is just a means to an end. That is, there is something the prospect is “dreaming of” that s/he believes this product will help her/him achieve. This dream is their hot button; this is really what you must uncover. A big mistake salespeople make is not building up the dream enough. Uncovering it is the first step, but the process doesn’t stop there. You really have to walk your prospect through the steps of how your product will move them from point A to point B (i.e., from present situation to “dream fulfilled”). The more vividly you can help your prospects visualize their success, the more they will want to invest in the solution you are offering them. Be sure you are speaking to their emotional needs. Highlight how the product answers the fundamental “Why?” and “WIIFM?” (What’s in it for me?) motivators. If you can achieve this aim, you’re going to have yourself a sale!

The final major obstacle in closing sales is simply giving up too soon. You’d be amazed at how many sales are lost just because the rep was afraid to ask one more time. As a general rule of thumb, I advise utilizing several “trial closes” throughout the sales presentationat least five attempts are recommended. By trial closes, I’m referring to starting your closing strategy earlier in your presentation. In this way, throughout the process, you are “collecting yeses” so that by the end of your exchange, it is the prospect who is itching to close the sale. Trial closes are less overt, yet with them you are in essence asking for the sale. Trial closes are effective because people do not feel put on the defensive by them. They can let their guard down and really be open to acknowledging all the ways in which your product is going to help them. Collecting yeses is when you ask questions of your prospects that simultaneously answer their own questions and yield “yes” answers. Consider the following example…

“Now you mentioned earlier that it’s really important to you that you have more time with your family. Do you see how this product is going to save you a lot of time?” (Oh, yes, I do.) “Do you think this added spare time will contribute to your goal of having more time together as a family?” (Yes, it certainly will.) By putting their questions and concerns first, and walking them through the answers to those questions, you will help your prospects come to the obvious conclusion that your product is exactly what they’re looking for. You won’t have to talk them into it because they’ll already have convinced themselves. If in the unusual circumstance that your prospect still isn’t convinced, then don’t be afraid to present yet another closing question, perhaps this time one that is not a “trial close,” but one that is more direct: “Mrs. Smith, both of us can see clearly how this is going to help you leave your present situation and get to where you want to go. Are you ready to get started?” In an upcoming section of this chapter, I will outline several sample closes so you can see the many different options you have for all the different prospects you will likely encounter in your persuasive efforts. No matter what technique you use, though, don’t be afraid to ask for the sale and to be persistent!

Kurt Mortensen teaches over a hundred techniques to give you the ability to effectively work with every customer that walks in your door. Professional success, personal happiness, leadership potential, and income depend on the ability to persuade, influence, and motivate others. Kurt Mortensen’s trademark is Magnetic Persuasion; rather than convincing others, he teaches that you should attract them, just like a magnet attracts metal filings. He teaches that sales have changed and the consumer has become exponentially more skeptical and cynical within the last five years. Most persuaders are using only 2 or 3 persuasion techniques when there are actually 120 available! Where do you rank nationally against other persuaders? Take your persuasion iq test at http://www.prewealth.com/iq to find out today!

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Your web business probably gets product inquiries from potential
customers around the globe. Inquiries come via e-mail and your
web site, and you try to send information to each hot prospect
as quickly as you can. You know that you can drastically
increase the likelihood of making a sale by satisfying each
person’s need for information quickly!

But, after you’ve delivered that first bit of information to
your prospect, do you send him any further information?

If you are like most Internet marketers, you don’t.

When you don’t follow that initial message with additional
information later on, you let a valuable prospect slip from your
grasp! This is a potential customer who may have been very
interested in your products, but who lost your contact
information, or was too busy to make a purchase when your first
message reached him. Often, a prospect will purposely put off
making a purchase, to see if you find him important enough to
follow up with later. When he doesn’t receive a follow up
message from you, he will take his business elsewhere.

———————————- ARE YOU LOSING PROFITS DUE TO
INCONSISTENT AND INEFFECTIVE FOLLOW UP?
———————————-

Following up with leads is more than just a process - it’s an
art. In order to be effective, you need to design a follow up
system, and stick to it, EVERY DAY! If you don’t follow up with
your prospects consistently, INDIVIDUALLY, and in a timely
fashion, then you might as well forget the whole follow up
process.

———————————- CONSISTENT FOLLOW UP GETS
RESULTS! ———————————-

When I first started marketing and following up with prospects,
I used a follow up method that I now call the “List Technique.”
I had a large database containing the names and e-mail addresses
of people who had specifically requested information about my
products and services. These prospects had already received my
first letter by the time they requested more information, so I
used the company’s latest news as a follow up piece. I would
write follow up newsletters every now and then, and send them,
in one mass mailing, to everyone who had previously requested
information from me. While this probably did help me win a few
additional orders, it wasn’t a very good follow up method. Why
isn’t the “List Technique” very effective?

* The List Technique isn’t consistent. Proponents of the List
Technique tend to only send out follow up messages when their
companies have “big news”.

* List Technique messages don’t give the potential customer any
additional information about the product or service in question.
He can’t make a more informed buying decision after receiving a
newsletter! If someone is wondering whether your company sells
the best knick-knacks, what does he care that you’ve just moved
your headquarters?

* List Technique messages convey a “big list” mentality to your
potential customers. When I used to write follow up messages
using the List Technique, I was writing news bulletins to
everyone I knew! I should have been sending a personal message
to each individual who wanted to know more about my products.

———————————- WHAT FOLLOW UP METHOD REALLY
WORKS? ———————————-

Following up with each lead individually, multiple times, but at
set intervals, and with pre-written messages, will dramatically
increase sales! Others who use this same technique confirm that
they have all at least doubled the sales of various products! In
order to set this system up, though, you need to do some
planning.

First, you’ll need to develop your follow up messages. If you’ve
been marketing on the Internet for any length of time, then you
should already have a first informative letter. Your second
letter marks the beginning of the follow up process, and should
go into more detail than the first letter. Fill this letter with
details that you didn’t have the space to add to the first
letter. Stress the BENEFITS of your products or services! Your
next 2-3 follow up messages should be rather short. Include
lists of the benefits and potential uses of your products and
services. Write each letter so that your prospects can skim the
contents, and still see the full force of your message.

The next couple of follow up messages should create a sense of
urgency in your prospect’s mind. Make a special offer, giving
him a reason to order NOW instead of waiting any longer. After
reading these follow up messages, your prospect should want to
order immediately!

Phrase each of your final 1 or 2 follow up messages in the form
of a question. Ask your prospect why he hasn’t yet placed an
order? Try to get him to actually respond. Ask if the price is
to high, the product isn’t the right color or doesn’t have the
right features, or if he is looking for something else entirely.
(By this time, it’s unlikely that this person will order from
you. However, his feedback can help you modify your follow up
letters or products, so that other prospects will order from
you.)

The timing of your follow up letters is just as important as
their content. You don’t want one prospect to receive a follow
up the day after he gets your initial informative letter, while
another prospect waits weeks for a follow up!

Always send an initial, informative letter as soon as it is
requested, and send the first follow up 24 hours afterwards. You
want your hot prospects to have information quickly, so that
they can make informed buying decisions!

Send the next 2-3 follow up messages between 1 and 3 days apart.
Your prospect is still hot, and is probably still shopping
around! Tell him about the benefits of your products and
services, as opposed to your competitors’. You will make the
sale!

Send the final follow up messages later on. You certainly don’t
want to annoy your prospect! Make sure that these last letters
are at least 4 days apart.

Following up effectively seems complicated, but it doesn’t have
to be! So many potential customers are lost because of poor
follow up - don’t you want to be one of the few to get it right?

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I’m writing with over 35 years selling experience. I’ve been in advertising all my life
and began with my own advertising agency. Later, I joined the Bell System Yellow
Pages and did private consulting. Today, I’m retired and run a home-based business
along with my wife called, ‘The Nurse’s Choice,’ a health information and doctor
referral website. I’m still technically a salesman, but I didn’t set out to be one. I
began as a designer and eventually, art director for a small East coast agency. When
I was hired by the Yellow Pages, I had almost no sales experience. But I had always
taken care of my clients and discovered it was virtually no different. Now I took care
of the customer.

That’s not to say that the customer is always right: far from it. But it was my job,
albeit, my responsibility, to tell them when they were mistaken and put them back
on the proper path. I was the advertising expert and they expected me to help them
make the right decisions that would benefit them or their business, Along the way, I
learned how to be the best salesman possible and made many friends in the
process. These ideas will work for any salesman whether you’re selling cars, homes,
or anything of value. Now I’ll pass on these tips in no particular order.

(1) Be honest. It sounds easy, but sales people sometimes have to sell products
that they don’t believe in or aren’t needed by certain clients. In those cases, I would
present the item and let the customer decide. Which leads me to number two.

(2) Don’t be high pressure. A good salesman doesn’t need to be. Just do the job
and allow the product to sell itself while expounding on the features and benefits.

(3) Smile and be friendly. You’re there to do them a favor and help them or their
business. Let them feel that through your words, actions, and attitude.

(4) Recommend what they need. There is no use bypassing what they asked for
simply to meet some quota. They’ll pick up on you ulterior motives soon enough.

(5) Along with the previous, ask what they need. Allow them to explain what they
are seeking and why. Learn about their situation.

(6) Answer all their questions. It’s your primary job. Pass on your knowledge so
they may feel secure with you and your understanding of the product or service.

(7) Give them options. There are probably several decisions and choices to make.
Explain the pros and cons of each and sit back, allowing them time to digest the
presentations.

(8) Shut up. Let them do the talking. Many new sales people will eventually talk
themselves right out of a sale. Know the value of silence.

(9) Ask for the sale. When the time is right, pull out the contract. Sense when it’s
time to have them make a commitment. Don’t be afraid to do so.

(10) Overcome their objections. That’s when the sale actually takes place.

(11) Thank them for their business or time, even if they don’t buy right away.
They may still come back and be your customer. Don’t burn any bridges.

(12) Follow up. Call them and reminder them you are available to answer any
addition questions. Thank them again.

It’s an easy road to follow but many sales people forget these basic rules. Be
smart and you’ll make plenty of money, good clients, and good friends along the
way.

Jeffrey Hauser was a sales consultant for the Bell System Yellow Pages for
nearly 25 years. He graduated from Pratt Institute with a BFA in Advertising
and has a Master’s Degree from Monmouth University. He had his own
advertising agency in Scottsdale, Arizona and ran a consulting and design
firm, ABC Advertising. He has authored 6 books and a novel, “Pursuit of the
Phoenix,” available at amazon.com. His latest book is, “Inside the Yellow
Pages.” Currently, he is the Marketing Director for thenurseschoice.com,
a Health Information and Doctor Referral site.

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