With an estimated 70% of the sales cycle taking place before sales people can even get in the door. How is that you ask?

Information is global. It is available. It is searchable. It is out there. They will find it.
Interestingly, of 65%+ of people self- research information about a product or service before they even reach out to you!

What is even more interesting, they will often go to every place but your website. Very high percentage of business-to-business customers will go to on-line forums or related sites to get their information and their knowledge.
Why? There is an innate fear from these customers that you will try to sell them something! Therefore, in an attempt to outsmart you, they will spend a lot of energy solving their problem!

Research has shown that a very high percentage of your prospects can find the answer that they are seeking because of the various search engines that are out there. The danger for you is that you are not there when they starts looking! Therefore, is in your interest to have a strong presence all over the Internet so that your prospect can find you and can see that you are relevant and authentic.

The other unspoken danger is that they are vulnerable to get things wrong and incorrect Information. You cannot control that, unfortunately!

When they do reach out to you, you need to react and respond armed with the above information. They have already made decisions – generally, the main decision is going to be will they actually buy from you as opposed to your competition.

Therefore, they do need you. But I need you to listen; respect what they know (and find out what it is) and then take them to the next level.

Photo Credit: pixabay.com

Internet marketing pundits, like popular podcaster Paul Colligan, have said that Web 2.0 is all about delivering the information your customers want, when and how they want it.

This applies to all of your marketing… Not just the Internet! Your demographic has a very big role to play in how the customer will find you and what they want to know.

Their own buying cycle will dictate the level of information that they want as well. This is where I often talk about the influencer, who has a strong role to play in the early process and even the decision sometimes.

It’s easy to spread yourself too thin, of course, and if you are close to the subject it can get complicated! I find this a case when business owners try to write copy… Your industry and your market’s need for information should dictate the format and content. Additionally, evaluate your choices and the information by asking your customers for input. What would they like to see from you? Where are they surfing for information? What questions and needs do they have? Do most of your prospects have the same questions, or is each one entirely different? Do they prefer text, audio, video, or some combination thereof? Invest your time accordingly. And look for solutions that allow you to get up and running quickly without investing extensive time or money.

“People can participate from home, their work desk, or someone else’s desk, so it’s very flexible for the participant. It’s really interactive to share an Excel file or PowerPoint or an application. We can show where we need more information, make decisions immediately, and get agreement faster, and it’s done.”
– Citrix Online customer, pharmaceutical manufacturer

The FAQ page is one of the most frequently used pages and often one that is not updated very often! This is where your customers can help you, as can your staff. They will tell you what the customers are asking! The customers are asking I promise you your prospect is asking also.

Image Credit: http://mike44nh.deviantart.com

Baby Loggerhead turtle | Image Credit: public-domain-image.com

On one nice crisp Florida day during the holidays, we drove over to Weedon Island Preserve to have a good walk and get some air….. And get away from the pie and leftovers! http://www.weedonislandpreserve.org/

As you walk along the road to the pier and the fishing area, there are cement ramps every 15 feet. These ramps go up the curb…. Kind of what you see when you are setting down a ramp for a wheelchair access.

I asked a worker what they were. He told me that they were so that the turtles could get off the road and up into the brush! I never seen this before in all my travels and I was totally amazed. He begged the question to me, how do the turtles know to do this? Let’s think about that:

They learn by watching?
So I am visualizing a mama turtle demonstrating to her offspring how this works! Can you? This also reminds me of my own training and coaching and how businesses hire people and they are taught both good and bad habits by watching their colleague, or the person leaving trains person coming! How do you know that the person doing the training knows it correctly? I will sit with someone and ask questions and answers generally ….so and so told me/taught me! While this will perpetuate the good, this will also ensure bad habits do not die!

They have an innate instinct?
So, I cannot imagine a baby turtle is born knowing the purpose of the ramp, and the benefit to him/her of getting off the road! Likewise, when you are talking with customers and prospects not everyone has the same skill and ability … nor should they. From my experience, a person who is first class at handling incoming calls and solving problems answering questions, because of their ability …. Is generally not the right person to make outgoing calls to sell! Likewise, someone that is outgoing and provides a very good face for the business at exhibitions and trade shows, is possibly not the right person to call and be sustained and effective. We know, some people are natural communicators and some have a hard time – are they born with it, taught it, who knows but that ability is to be admired.

They were told how it works?
So I do not speak turtle-eese! I cannot imagine that a baby turtle is told by his mother about the ramp and the value it offers them. Deep down I would like to fantasize that this conversation is taking place all the time! Which brings me to the value of insuring that all of your team are informed about the business objectives and goals, what works and doesn’t work I know your customer expectations. They are the folks who talk to your customers all the time they need to be kept informed.

Would like to invite you to think again about your training budget during 2013 with the customer in mind! http://spectrumstrategyresources.com/who-determines-your-training-needs

I just listened/watched a fascinating webinar about scripts-or so I thought! The presenter was Plantronics – notable headset provider – it was based on research they had done in Europe.

Over the years I have always maintained that anyone who “touches” a prospect or customer should be trained. It seems that that has never been truer!

Why?

Today’s customer is coming to you more educated than ever before. They are also coming to you with expectations based on interactions with other vendors. The customer has the power!

This power now demands that everyone in your organization; from a contact center perspective through to reception; warehouse; accounts; product manages; marketing – might well be engaged with the customer. If you’re a small business, you do not have a contact center – but you will have staff who speak with your customers.

If the customer has a problem, they are more likely than not to research this before they call you, or attempt to connector with you. They have access to an international network of your customers and they very often will reach out to you as a last resort. Therefore, the level of help that they will expect is high and very often surpasses the basic knowledge that you would find at an initial point in an organization.

Customers expressed dissatisfaction loudly thanks to social media; this is generally a gap in either your company knowledge or in your process for handling an escalating these inquiries.

A second reason that customers will reach out to you is the degree of complexity in your products and services. Customers do have a lot of patience and very often can work their way through a maze of information but, at the end of the day, want to reach out to you. The person taking the call needs to have a great deal of information and knowledge to satisfactorily engage the customer.

What does this have to do with scripts? Very simple. You need a process for handling customer calls; we need to understand the customer is changing on a daily basis and expectations also. You cannot script every situation and nuance about your product or service. Therefore, there is a higher demand than ever before for solid communication training (the soft skills) and also the ability to provide ‘ad hoc’ training as the occasion demands.

Believe me, the customer will shout to the world to they feel you do not listen! The customer is empowered to make or break your brand and you should empower your staff with the right skills and processes to represent your company in the best possible light.

Image credit: © Vladvolk | Stock Free Images & Dreamstime Stock Photos

When you’re in front of a prospect – or even the customer- nothing, I repeat NOTHING – is more important than the person sitting across from you and what they have to say!

This could mean during a telephone conversation as well as the face-to-face visit! I might even go so far as to include preparing an e-mail communication! Someone is receiving it and will react Your entire focus needs to be on the message; the person and what they need-not YOU!

Let’s dissect – and keep it simple:

Sending an e-mail: this is a type of communication, not a conversation but you are giving information that the recipient has to ‘hear’ …. Likewise, when you are receiving an e-mail you also need to be in listening mode. You are not only looking at the words; but understanding what emotion might be attached to that communication! This is not the time to ‘skim’ and jump in with a reply. You might miss and innuendo; and intention or mis-read a piece of information! So, shut everything else off-turn away from everything else- read the e-mail with PURPOSE and then reply. Meeting with purpose means read everything… More than once!

A phone conversation: this is where your listening skills are so important. You should not be distracted by anything; you should be focusing and listening with PURPOSE! It Is not just what they say but how they say it; need to be aware that cell phones can distort the quality of the call and can even impact communication negatively. Some tips: if you ask a question take a drink of water to stop you from interrupting! If you know that listening is a challenge for you; sit in a dark room for a while and practice being silent!

Face to Face conversation: When you speak first, you are giving away information and potentially committing yourself to a position. Please, practice asking questions. The questions are about them, their business goals and challenges and the direction they are going. It is NOT about YOU! Practice using the phrase …AND…. When the person answers and you’ll be amazed how much more information you get.

Doing business today is all about relationships we build those relationships using a diverse form of communication. Your customers are people. They are not numbers; they are not lists on the database; they are not part of a complicated metric for the business-they are people that deserve your attention, your interest and your ears!

Henry Ford reminded us, “If a man thinks he can do a thing or he thinks he cannot do a thing, he is usually right.”

What do you do when you attempt something and don’t initially achieve the results you are after? Do you think you can do it…and try again? Or do you think that you can’t do it and give up? If your beliefs are of the “can do” sort, you try again and again until you succeed. If they are of the “can’t do” sort…you know the answer.

What about the actions—or inactions—resulting from “can’t do” beliefs? Are there things you have attempted (perhaps only once or twice); didn’t obtain the results you sought; and for some reason, convinced yourself that you would never attain those results.

In business today these include:
• Proactively prospecting – picking up the phone or doing your research
• Asking prospects for commitments and decisions – even if you won’t like the answer!
• Asking clients for referrals
• Contacting clients who have drifted away – you can get them back by asking!
• Walking away from “promising” opportunities that have become interminably stalled. Some will and some won’t!

I’m sure there are a few more items you can add to the list. I have focused on business here, but what in your life personally! Do you give up too soon?

To break out of your “can’t do” attitude, first, identify those activities you’ve programmed yourself to avoid. Start to tackle them…baby steps!

From each outcome, there’s likely to be something you can learn…give yourself permission to be adequate; don’t expect amazing results first time. Sometimes your expectation of yourself can get in the way!

One of the greatest discoveries a person makes, one of their great surprises, is to find they can do what they were afraid they couldn’t do.― Henry Ford

I did the gym attending a workshop put on by hello chamber member Joe Yazbeck of Prestige Leadership. The subject was Intergenerational Communication Solutions!  Joe admitted the title was created to be sexy and attract a good audience, no harm no foul!

Seriously, he spoke about communication particularly when you’re talking in a public setting.  He asked the question?  We have seen the Industrial Age, the Iron Age, what age are we in now he asked.  I immediately thought The Technology Age! WRONG.

We are in the Age of Communication! I talk frequently about how the world a smaller place, how you can find anything you want and public talk to anyone you want right now-if not by telephone, then in some manner of connection.  I regularly talk about the fact that the challenge businesses have today is their customer has all of this access and all of these experiences that they can absorb and create an expectation – which they will put on your doorstep!

Joe went on to talk about another favorite word of mine CONNECTION:  his definition which totally thrilled to me was a valid connection ensures we are embracing others but their needs and their wants!  This is my line!  Find out what your customer is looking for – what problem is he trying to solve personally and/or for the business – and talk about that not you and not your product.

The fact that someone gets millions of messages ‘in their face’ daily….. You need to remember that 7 touches – way you connect! – Are actually necessary to build trust and start developing a long-term relationship with the person.  If you don’t reach out to them someone else will. If they call you first, shame on you for not keeping in touch!

The percentage is high of the number of lost business because a salesperson does not keep in touch.  The dollar cost is high to generate their prospect…. So connecting correctly, maintaining that connection as often as necessary and being relevant is vital.

This CBS News article is totally accurate it is scary. I would like to really comment on two points here especially as they relate to the Telephone!

1. Being misleading about the genesis of the contact: “Someone mentioned your name to me” — really, who? “I believe you expressed some interest in our product a while back” — no, I didn’t. “I studied your website and noticed you’re not being found in web search results” — if you actually studied our site you’d notice otherwise. And my favorite, “I’m not calling to sell anything” — um, yes, you definitely are.

I get calls like this all the time. I usually let the salesperson go on and on and embarrass themselves because I simply do not answer them when they try to make that connection. They are at a loss what to say next. This is a great big LIE!!!!

That first 20 seconds for you have got to make that link and connection with the contact is so crucial and if you are not generating an authentic, trustworthy message you deserve the “dial tone” ….. Be honest with them.
I am working with The Central Pinellas Chamber NEW membership Director we are contacting members who have not renewed. We are simply stating: We have not met! That takes the mystery out of the phone call…. But we quickly introduce ourselves and make the connection.

2. Being presumptuous with follow-up expectations: This seems to be an increasingly popular tactic — sending an email or leaving a phone message with a specific appointment time: “Please confirm that you’re available for a brief introductory call on Wednesday at 3:00 p.m.” You don’t know me, we’ve yet to even speak, I haven’t expressed interest in what you’re selling, and you’re penciling something in my calendar?

I get e-mails like this all the time… Someone went to a training class and was told to try this technique! Someone do not know what they were talking about gave them this technique! In all seriousness, I do tell my clients that they should ensure that they provide a call to action at the end of the communication whether it be e-mail or a phone message. However, if it is a cold communication-then this will not work. You are wasting someone’s time.

If you can give them a valid reason for answering you, if there is a valid reason for pointing a time frame around that offer or suggestion, and if that will work for the person receiving the message-then use it. That is a phony deadline for a price increase, etc. then don’t.

Let me tell you a true story, while I was living in England I had planned to visit New Zealand -when you go for a month not a week! I was going in January (their summer) and decided in November and December to reach out to my prospects. I did this as I encourage everyone to do-thanked them for their interest during the year, wished them good things for the upcoming year and hoped that our relationship would be fruitful together! I used a “PS” …. Good old direct marketing term …. And told them that I would be leaving the country for month and if they want to meet before January we should do so!

Well, I’ve never had such a busy November and December and been so booked up into the next quarter of the New Year in my life!

In this case, time was a factor-but it was relevant and the call to action was not unreasonable. Sure, it was not a cold contact-but the lesson is to use time so it works for you and not against you.

1. Do you mind if I ask you a few question ?
2. You are probably too busy to answer this but…
3. Tell me, Don, what effect is…
4. None of the above
5. All of the above

Answer the challenge below in the comments and see discuss your answer with your peers.

The power of words. Because of my role in life as a communicator; and helping others to communicate – whether it be the written word or the spoken word, I do value ‘words’ and find myself spending a good deal of time- sometimes too much time-pinpointing the right word or phrase.

Because I am a skillful listener; which further makes me a great communicator- words do impact me!
For example, I recently implemented a hosted phone system from Centratel (also a member of the Central Pinellas Chamber of Commerce). This was a great move to allow me to have a better communication flow for the business.

I tell you that because it meant I had to create new business cards. New business cards meant that it was time for a new tagline…. You know, that buzz phrase that everybody needs to hear! This goes hand-in-hand with my rebranding my website which meant I had to think of even more words. This is the challenge…. Sharing what you do, and who you are as succinctly as possible!

Working with a good friend and colleague, Fritz ,we dissected quite a bit of information! My focus for all of my clients is on Lead Management! That is not an everyday phrase in the business world today…. So I was told! Therefore what is that really- it means helping clients to get prospects that become customers, nurture those prospects until they do become customers and then engage customers so that they become advocates!
Boy that is a mouthful! ( smiley face)

At lunch we talked about this further and explored what this really means to business and we threw away the buzzy business words like growth, business success, bottom line – all great words but they don’t really say anything!

We decided on a REAL tagline that would have an impact: Increasing Sales for the Long Term!

Why that? Every business today needs to be about more than just one purchase or one contact. It is about the LTV – lifetime value – of the client! It is about Life Cycle Marketing – which means keeping that client in your sites, on your radar in knowing what their own goals and needs are – now and LONG TERM.

What you say when you keep in touch with these clients is as important as the act! That is another subject! Another subject is, of course, how you say it!

Before I close a very funny aside about words ….. Working with a client’s contact center we have to deal with giving directions and helping people find the office! The market is the baby boomer – and attractions include several ‘LEFT TURNS’ …. From the main road! One associate as giving directions to a patient and kept finishing her sentences, to do with the left turns – with the phrase RIGHT! The person on the other end of the phone is going crazy … So I prompted her to say ‘correct’ or ‘yes’ ….. I have been the person receiving the kind of directions in my lifetime, what about you??? You have to laugh!