I believe every sale comes down to two people meeting and liking each other.

That’s why I spend the better part of each day thinking about how I can expose myself, and my personality, to more people. Not everyone will like me or my style, but that’s where my second major belief about sales comes in–large numbers win!

This is the basic philosophy that drives me to believe strongly that every sales person should be blogging as part of their sales strategy.

Writing a Blog Makes You Think About Your Business

When you’re paid to sell it’s easy to get too focused on the short-term–each call, this week’s goals, a monthly quota. All important metrics, but if you ever want to get off the treadmill and stop the steady drip of Maalox to soothe the ulcers, you need a bigger vision.

For me, that’s meant refocusing my thinking from sales to business.

I now start my planning with the question: “How I can build my business?” It’s been so much more profitable than: “How can I get the next sale?”

I’ve found my blog is the perfect place to think out loud about my business. I think this is especially valuable when you are thinking about what makes your product or service valuable. Who needs, or more interestingly, who wants your product. This kind of blogging can generate a steady sales pipeline. The simple act of having this conversation online will:

• Cause you to naturally rank for important keywords
• Clearly outline to visitors the benefits you can offer
• Even draw in other sales people who can help you

Basically blogging helps me to attract more people. Remember more people means more sales.

Blogging Helps You Refine Your Sales Pitch

Imagine if you could continually test multiple sales pitches. Well with a blog you can do exactly that.

Sit down and literally write out multiple sales scripts for your product or service. Try different opening hooks, various benefit statements, and a couple of different closings or calls to action. Launch them as sales pages on your blog. Then distribute the clicks on your blog posts’ calls to action  to your different sales pages–testing the response and revenue. Now you’ll know for sure what sales pitch has the higher probably of bringing a sale.

In addition, you will eventually have a large enough audience to your blog that you can do a lot of other market testing.

• Survey you readership about new products and services
• Launch trial balloons on new ideas and approaches
• Run various contests to test incentives and outcomes
• Start actively collaborating with other sales people

Blogs are great for creating a microcosm of the larger market for you to test. You might also develop a very loyal and trusting fan base that can help evangelize new products and services. This is great for getting the traction you need early in a new sales campaign.

Blogging Can Give You Unlimited Sales Collateral

Blogging has also helped me to turn thinking into valuable content. Specifically, I like to create checklists, templates, and presentations. These tools help me to execute my own services more efficiently while giving prospective clients an immediate understanding of how I think.

No more scrambling to create something to send new prospects. No need to hassle the marketing department to create another flyer to sales brochure. Again, use the flexibility of your blog to create multiple sales pages and pitches. It’s so much easier to push people to links (and track the success) versus attaching PDFs and PPT and hoping that it made it through firewalls and spam filters.

I haven’t tried this yet, but I also think there’s often bonus opportunities in creating information products. (This is actually kind of exciting because it will allow me to expand my market and service smaller businesses.) There’s always a portion of the market that is not quite ready to buy or doesn’t currently have the budget. Your information products, getting paid for your most valuable content, could bring in a few extra bucks and help these folks until they are ready to buy the main product or service.

A Good Blog Helps You Expose Your Personal Brand

One of my favorite benefits of a sales person having their own blog is that they have a built-in lead generation platform. Back in the day companies would hire certain sales people, and pay them a premium, because they were “whale hunters,” “hired guns” that could bring in the biggest and best accounts. This was because they had a killer Rolodex. I think a blog is the new killer Rolodex. If you have your own blog you come with leads ready to close. That, in-and-of-itself, is valuable to a new company and will get you paid more.

In addition, having your own blog gives you a unique opportunity to share a little of the real you. And remember people buy from you because they like you. Sales is still personal. You put a face and personality on the company and their product or service.

Do you integrate blogging into your sales strategy? If you don’t do you think it would work for you?

One of my newest newsletter subscribers hit the reply button on my welcome email and asked me a question.

(I love it when this happens because everyone tends to subscribe to a newsletter with a question in mind…why wait to get it answered?)

His question was very open and general about calling on his database. Unfortunately, I didn’t have any direct experience in his industry, but I gave him my tried and true sales plan that ALWAYS works. Guaranteed!

Would you like to try it? Here you go…

1. Create a script that starts with an ear catching opening. It sounds like from the copy on your website that you are appealing to those that are increasingly frustrated or suspicious of their traditional investments. Use a little of that fear and alarm in your opening.
2. Commit to call at least 20-30 of these folks everyday.
3. Carefully document each call after completion. What worked and what didn’t.
4. Schedule the next call for each prospect that you didn’t make contact with or was promising.
5. Revise your script at the end of the day to optimize it based on your post-call notes.
6. Do it again tomorrow!

Commit and execute this plan for the next 30 days and you will have more sales. Tell me how it goes.

Getting your prospect to listen to your first sales call can be a matter of 1-3 seconds.

Success in this first 1-3 seconds is often the result of making some sort of personal connection–you voice, location, common interest–something that makes you seem human and interested in the person you called.

Unfortunately, you are typically calling a complete stranger and that makes it hard to personally connect that fast. Unless you use the power of social media to warm up that relationship.

Here are a few of my suggestions…

What do you think? Do you have proven ways to warm up your sales calls? Leave a comment, we’ll talk about it.

I hope everyone had a fun and safe New Year’s Eve.

Are you ready to take it up a notch in 2012? I sure am.

January is always an exciting time–fresh beginnings and new challenges. On the flip side it can be a little scary. It’s kind of like an artist staring down a blank canvas hoping to create a masterpiece.

Starting from scratch is always hard. That’s why I like to start a New Year by reviewing the fundamentals. In my business (and probably yours), that means taking a look at how I am doing SEO for each of my websites.

Join me tomorrow (1/4/2012) at 1 pm ET for a FREE webinar to review SEO Fundamentals.

Here’s what we will be reviewing…

1. Keyword research
2. Content architecture
3. Editorial calendars
4. Link building strategies

Bring your notepad and your questions and we’ll get a little search traffic headed your way!

You can’t make this one? Join Bill Rice for one of his other Internet Marketing Courses.

As sales folks we’re always looking for leads, right? Over the years the most productive trick for me is to have a lot of sources of prospects always churning around in my daily prospecting routine.

Here are some of my regular money-makers…

Keep Up on the News

Whether it’s Google News online or the good old-fashioned newspaper, keep in the know.

At least once a week I will spot a person, an organization, or a trend that has an interesting business angle for me. These opportunities are going to look a little different for every sales person, but here are some real examples readers have shared with me:

• A local region was targeted by the Department of Energy for funding smart grid technology. One of our readers sold a technology solution that was a key component to the kind of project.
• A mortgage broker spotted a new builder purchasing existing lots in a incomplete neighborhood development. She got an exclusive referral relationship.
• Numerous stories of how recent legislative changes have opened and closed short-term opportunities for mortgage and insurance brokers.

In addition to direct leads, being knowledgeable of what’s going on the world, and even in sports, can give you the edge in a new sales conversation.

Do you have any stories of sales leads you got from tracking the news? I’d love to hear it in a comment below.

Follow Your Competitors

It sounds like follow-the-leader, which is rarely a good strategy. However, I use this strategy more like a quarterback reading the defense. I want to know where the gaps are so I can throw to the open field. And if everything is covered I like to know where the weakest coverage or my strongest advantage is so I can drive it to my strongest option.

You’re going to have competition. It’s really silly to ignore them. I’ve found over the years, whether they are better or worse than you, they’re still going to feed you leads. Be ready to gather them up.

Networking

Online or offline, you need to be meeting and connecting with people constantly.

My online networking strategy is to go broad, test, and then narrow to the most productive. On a monthly basis I’m usually testing one or more social networking channels. I love observing and measuring the sociology of it all and seeing how I can move human behavior. It’s fascinating and highly profitable. In a highly attention saturated market it’s tough to move people in the right direction. I want my market to see the real stuff that can help them or their business–that’s my goal.

[Secret tip: Once I have determined the most effective strategy in these online networks I teach it and have others manage most of the day-to-day engagement. This allows me to scale these less efficient networking venues.]

My offline strategy is similar. The challenge is that it takes your physical presence and that can be highly inefficient. Therefore, my testing is far more critical. I want to find the best events, meetings, and organizations that are target-rich. Then I concentrate on those venues.

[Secret tip: I also leverage others in my offline strategy. Again, as I figure out the venue or it becomes less productive, I will have others manage and maintain our organization’s presence. That way we are still participating, adding value, and gaining value; but it doesn’t always require my personal presence.]

Don’t Forget Local

In the age of the Internet and everyone being connected, local is rich with business opportunity. I’m not talking about Google Local or some other hot topic in online local. I’m talking walking through the door and shaking a hand in your local community.

Sure everyone goes straight to Google when they need a product or service, but what if you had walked through the door a couple of months ago. Right! They would instead say, “Who was that guy or gal that was in here a few weeks ago–I’m gonna find that card and call them.” Or even better, when that person is asked for “Their guy (or gal) for such and such.” They’ll proudly dig out your card and get you a referral because everyone wants to show they’re connected.

Speaking & Writing

This is my bread and butter if you’re willing to put in the effort. It is a long-term strategy, but it is also a long-term money-maker. I get calls and emails daily for folks that have read my stuff or heard me speak. Ironically, most of it is older stuff (I think this might be the Google effect of older stuff ranking higher). However, that’s the magic. Stuff I wrote years ago or a talk I gave months ago is still bringing me a steady flow of conversations and leads.

In addition, it is a rich repository of sales collateral and references for my current sales. Invariably a new prospect will want me to send them something. My archive of blog posts and presentations makes that about a 5 minute exercise.

Talk to me people! What are your favorite sources of new business? Leave a comment and share.

I’m not going to try to convince you that I have the silver bullet. But, I am going to give you the basic philosophy that consistently makes me money. Good money. Some might even say outrageous money.

Be Nice…To Everyone

It just makes sense. You’re in the business of referrals.

You don’t have to do deals with the devil, but good old fashion manners and politeness will ingratiate you to lots of potential clients. Even those who aren’t will think of you when others ask for a “good guy (or gal)” to call.

Let Others Do the Talking

Listening is one of the secret arts of salesmanship. Customers will literally tell you what will motivate them to buy. They will give you the words. Tell you their expectations. And give you clues to the stumbling blocks that are stopping them from saying, “Yes!”

Stop pitching and listen for it.

Ask Questions and Care About the Answers

This is very closely associated with listening.

Open-ended questions are the best way to get good conversation going. In my experience, the number of good conversations you have in a month is directly correlated to the number of sales you land in the month.

However, the second and most important

Learn to Tell Stories

People are tried of old worn out business clichés. Swap out the performance driven, ROI measuring, excellence loving language for stories.

Tell them how Bob is a little too crazy about Aaron Rodgers and the Green Bay Packers, but took ABC Corp. to the Super Bowl of online revenue with his recent project.

Explain how Susan turned her love of all things Facebook into an incredible campaign for XYZ.com last month.

Collect and share more real stories, featuring real people. And don’t worry about showing people your human side. My family always has more fun talking about Crazy Uncle Larry than Buttoned-down Bob.

Learn and Write Daily

This is one of my favorites.

In most vendor client relationships, I have found that your client needs a resource. Their day is full of operational fires. They need a go-to person when they need a solution or a break-through before the end of the month. Make yourself that fountain of creative ideas and sage solutions.

Spend a significant portion of your week keeping tuned into the latest and greatest in your industry. Also, spend a little time curiously venturing beyond your expertise and learning new things. This will spark creativity and broaden your perspective on projects.

Most importantly, as you learn document what you learn. I suggest writing up short how-to PDFs or blog posts that can be easily shared with clients.

Even cooler, if you use a blog to share these new thoughts and ideas you might even attract new clients.

How do you get outrageous sales numbers? Share your winning moves in the comments.

Email is still the most effective marketing technique. It’s easy to automate and highly efficient at bringing in qualified new leads. Whether you are managing a large marketing list or trying to open the door on a new major accounts, these are a few tips proven to increase your email sales results.

1. Subject Line That Look Human

It all starts here. Even the best of emails will go unopened 60-80% of the time. That’s why repetition and frequency is important, but that’s another topic. However, to get that 20-40% open rate you have to make it look like something worth opening.

Here’s my mental checklist:

• Does it look like a subject line a friend or family member might write
• Make it short and avoid Title Case (marketer red flag)
• Make it interesting, maybe even a little mysterious

2. Short and Casual Copy

Make your email short. No one reads email, they glance at it. If they open yours and it looks like a college term paper, even in the best of scenarios, they will file it for later. Most likely they will delete it.

Keep everything casual. Again complex and formal gets filed for later. Simple and breezy copy gets them to glance at your offer.

3. Add a Little Value

The body of your email should flow naturally from your subject line. In other words it should fulfill the promise of the subject line. If you promised secrets, a list, or 5 tips–make sure they are there. This gives the customer the feel of real value–something to try now.

You noticed I mentioned secrets, lists, and tips. This is what people open emails for. Even if you are selling something make sure you are giving them a secret, a list, or some tips to validate the value and credibility of your offer.

4. Create a Sense of Urgency

Open up Google or Yahoo! News. Grab something from the headlines. Something that is already probably top of mind. Weave it into your offer. Make it be the reason they need to drop everything to act on your email.

My experience has shown me that buzz topics get the best response, but you can also try special offers and discounts. However, I think most customers are numb to those techniques.

5. Make Action Clear and Easy

MOST IMPORTANT ALERT! Sorry for all the caps, but I see this mistake all the time and it kills email performance.

Give your email reader only one thing to do. Request only one action in your email. And make it crazy obvious and easy.

If you want them to come to your website make a big button and say. “Get X at My Website.”

Don’t say, “Buy my book, or click on that ad in the corner, or follow me on Twitter, or call me, or email me a good time to talk, or, or, or, or.” Your email reader will do nothing. Guaranteed!

What are your secrets to selling with email? Do you have any tricks that work like magic? Tell us in the comments.

George Washington was a famous listener.

In fact, even though he was unanimously elected president of the Constitutional Convention he rarely engaged in the debates. However, his influence is largely attributed for convincing all thirteen states to ratify the new Constitution.

Let the Client Sell You

My experience confirms this as a killer sales strategy. People love to talk. If you can restrain your urge to do the same your prospects and clients will invariably tell you exactly they need to hear to be convinced to make a decision.

Remember to listen closely so you don’t miss the gift.

Then when you do speak…simply give them the pitch they asked for it.

Stop Trolling for Hints

Those who don’t follow this advice often use a tactic I like to call baiting or trolling. This technique typically plays as badly to the client as it sounds. You’ve heard this sales people that are continually throwing out ideas and alternatives hoping the client twitches just right.

They think this is giving them a clue into their buying mindset. Typically, they are looking for a graceful way to get you off the phone or our of their office.

If You Talk Too Much

If you can’t hold your tongue you might end up being an example of Abraham Lincoln’s sage words.

“Better to remain silent and be thought a fool than to speak and remove all doubt.”

What are your thoughts on listening for more for sales? Do you have a specific story or example where listening more got the sale?

Becoming a sales manager is a transition from a producer to a teacher. Have you made this transition recently? What are your tips for success?

Jim is the best. He can close 10-15 mortgages a month without even breaking a sweat. He knows every Realtor, CPA, and financial advisor in town. His phone is always ringing.

Sue is the top producer. She pulls in advertisers who don’t even need to advertise. Her charm and social grace seems to literally print money.

Both are new sales managers. And both are in trouble.

For some reason their success is not transferring to their teams. These stories are typical to sales organizations. Good sales managers and top producers are often very different people.

So if you just got promoted to sale manager from top producer let me share some personal advice.

Stop Trying to Be the Top Dog

It all starts here. Negotiate with your supervisor, boss, or CEO to understand that the sales manager role has to be your primary mission. Your sales numbers will slip. Shift your goals and metrics to that of the team.

If you’re still trying to be the top producer the team and the sales organization will suffer. And chances are your numbers will slip anyway from the additional responsibility.

Here’s the idea: If you shift your attention from your single sales pipeline to optimizing the sales management skills of a team, you get a huge sales multiplier. But, it can’t happen if you don’t invest in each of those team members.

Start Handing Out Gifts

Investing in your sales team starts with handing out gifts. We’ve all got special talents and gifts. In the sales business that might be prospecting tricks, networking techniques, scripts that just work, or secret tactic that seems to be a bottomless well of opportunity in tough times.

To be a great sales manager you have to start handing out those gifts. Bring folks along on sales appointments. Let them set and listen to you sell. Ask them what they learned. Highlight points in the meeting or conversation that made you take a certain sales tact.

Help Your Folks Set Goals

I think this is the cornerstone of building a great sales team. Sit down with each member and have them tell you what their goals are. Chances are they haven’t thought about it all too much. In which case, you simply get the shoulder shrug. Opportunity!

Without goals your team, with or without you, will wander aimlessly and everyone will settle into their warm, comfortable, no-growth job and become employees. We don’t want employees on our sales teams–we want team members.

Immediately, sit down with each team member and help them identify their goals. Get commitment for their role and their contribution to the team.

I recommend keeping this simple and tied to dollars. Something like this:

1. What is your commission or earnings goal?
2. How many sales would that take per month?
3. Based on your current conversion, how many appointments or calls per day does that require?
4. Start tracking it!

You would be shocked how many sales folks have never been through this simple exercise.

Hold Them Accountable to Their Goals

Now that you have goals for each of your sales team members. Record them and regularly check on them. Have your team members report back how they’re doing on their own goals.

I know this is silly to mention, but I see it neglected routinely. Even though your team is reporting on their personally set goals make sure you’re tracking too and looking for teaching moments too.

Track daily or weekly calls, appointments, presentations for each team member. This gives you the opportunity to coach with numbers and goals, not simply rah-rah emotional pleas.

Let Them Make Mistakes

Have the confidence in your leadership to let them make mistakes. You made them and learned from them. Give them the same opportunity.

Becoming a sales manager is a transition from a producer to a teacher. Have you made this transition recently? What are your tips for success?

I received one of the strangest unsubscribe messages last night. I won’t go into all the details, but the jest of it was that I was “too positive.”

I truly appreciate ALL feedback, even when it’s negative or it’s connected to unsubscribing from our newsletter. Most importantly, it reminds me to reach out from time-to-time and ask what this wonderful community of readers need and want from BetterCloser.com.

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