Tel-E Sales Tip of the Week
June 25, 2008

Published By Art Sobczak, Business By Phone Inc.
See articles, books, audios, and other resources
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Sales Managers: How Effective of a Coach Are You?
If you are not, it is costing you. Maybe big time. Learn precisely what
you need to do to help your reps sell at their potential.
Go to http://www.businessbyphone.com/Domanski.htm

Sales Reps: What Do You LOOK Like Over the Phone?
You probably wouldn't dream of showing up at a prospect's office with
your cleaning-the-garage clothes on, unshaven (or no makeup). Is that
what you sound like over the phone?  
Go to http://www.businessbyphone.com/Berkley.htm

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This Week's Tip: 
We Lost a Legend, and Good Friend

Greetings,

Like many others, I lost a good friend almost two
weeks ago.

I never met Tim Russert, but having spent many
hours watching him on Meet the Press and other
news and interview shows, I certainly felt like I
knew him well.

It's amazing how Tom Brokaw maintained his
composure when he announced Tim's death,
and delivered subsequent tributes. I certainly
didn't.

Part of Tim's popularity was how lots of "regular"
people identified with him. Growing up in a a blue-
collar, Catholic, hard-working family and neighborhood,
holding down several jobs throughout high school and
college...and then competing for real-world jobs with
the more "privileged" people. I experienced the exact
same things.

He was the regular guy many of us would like to sit at
the bar with and talk football, baseball, hockey,
and politics. Those ARE the guys I hang with.

From a professional perspective, I always marveled
at how he could take something seemingly complex
at times and bring it to an understandable level.

That's what we need to do as well as salespeople.

For months in my "idea file" I have had an outline
of a Tip about Tim I had planned to write about...
something he was a master at. I have mentioned it
many times at seminars. I'll share it with you now.

The Principle of Consistency
He'd get a guest to answer a tough question, then
pause, and spring a video on them, where they were
shown maybe a few years prior, contradicting the
answer they just had given. The senator or candidate
would then squirm and have to defend why the things
they said were not consistent.

But of course, he didn't do it in an adversarial way.
You always just wondered why the person said what
they did.

In the science of persuasion this is known as the "Principle
of Consistency." Dr. Robert Cialdini, author of "Influence:
Science and Practice," says that most people desire to
remain consistent to beliefs and commitments they have
previously stated.

You can use this as well on your sales and prospecting calls.

The first step is in crafting and asking questions to prompt
prospects and customers to tell you what they value, want,
and need. The things you provide, of course.

For example, in my own case, I might ask,

"What is the main factor preventing your salespeople from
selling at full price?"

If they answer, "A lack of confidence in asking for full price in
a competitive environment because they do not know the
right questions to ask to build value," I would then ask how
much money they felt they were leaving on the table.

After establishing a figure to "dollarize" the problem or pain,
I would employ the Principle of  Consistency in the following ways.


In The Sales Recommendation
I preface my explanation of the benefits with what they
had said, therefore framing my comments with their
own words, and putting them in a more receptive frame
of mind to hear, and agree with my recommendation.

"...and as you had mentioned earlier, you feel your reps
need to be asking better questions to establish value, which
in turn will give them more confidence to ask for and get
full price. Here's exactly how we would do that..."


As a Trial Close
After the recommendation, we want to move toward the
ultimate commitment, the sale, appointment, or next
step. By again using their words, they are less likely to
disagree.

"Do you feel that would help your reps ask the right questions
to build value? Would that help you to keep more of the profits
you're leaving on the table?"


If an Objection Arises
If they state an objection, perhaps price, we need to understand
why they say what they do, and in this case, reframe the value.

"That's interesting. Let's go back and address what you said
was really preventing your salespeople from selling at full price.
It was asking the right questions, right?"


Think of ways you can use the Principle of Consistency in your
own calls.

And thanks Tim, for providing us with many years of enjoyment
and education. You will be missed.


QUOTE OF THE WEEK
"It's not just where your dreams will take you, it's where you
will take you dreams."
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Go and have your best week ever!

Art

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Reprint These Tips In Your Own Publication
We encourage you to reprint these Tips in your own email, online, or conventionally-
printed publications. It's free, as long as credit is given. Reply with your
request. Contact: Art Sobczak, President, Business By Phone Inc. 13254 Stevens St.,
Omaha, NE 68137, (402) 895-9399.  Or, email:arts@businessbyphone.com

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