While two or more things may be truly the same, people may attempt to characterize them as being different; drawing attention to characteristics or features that are either exactly or materially the same. These individuals seek to draw a distinction between the subject items where no difference exists.
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Nathan Ives is a StrategyDriven Principal and Host of the StrategyDriven Podcast. For over twenty years, he has served as trusted advisor to executives and managers at dozens of Fortune 500 and smaller companies in the areas of management effectiveness, organizational development, and process improvement. To read Nathan’s complete biography, click here.
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When you’re giving your sales presentation, do you really know what the customer is thinking or what they’re asking themselves as you’re presenting?
I doubt it. You’re too busy trying to sell.
Shake the hand. Smile the smile. Show the slides. Talk the talk. Do the demo. Ask the superficial questions. Try the close. Try to overcome, “the price is too high.” Propose the proposal. Do the sales dance.
Meanwhile the customer is thinking. He or she is asking themself questions about the validity of your product and your offer. They’re thinking about how your stuff might fit into their company. And while you’re talking they may be Googling.
While you are trying to prove a point, they are trying to verify your information. And in these times, they can do it in a nanosecond. And you can’t stop them.
While you’re talking, they may be wondering if you have a Twitter account. So they do a quick search and find out that you do not. What’s that about? How validating is that? If they ask you about it, you’ll just brush it off. Suppose the customer is exceptionally Twitter active? How does that make you look?
That’s a small ‘tip of the iceberg’ example of the thoughts that differentiate your sales presentation from the customer’s decision to buy. But let me take it deeper.
All customers, not just the decision maker, have a buying process. It’s a strategy and a process by which they make a purchase. And that purchase is based around the trust, safety, and comfort your customer feels when buying something from you.
In order to gain that trust, and that feeling of safety, they asked themselves a bunch of questions without ever saying a word. You answer those questions by the words you speak. Your job as a master salesperson is to answer those silent questions in a manner that drives the customer to say, “I’ll take it!”
The following list of questions is exactly what goes through the mind of a prospective customer during your presentation. The list is long, and every customer may not ask themselves every one of these questions, but since you don’t know specifically which ones they are going to ask themselves, you better be prepared with answers to all of them.
Here are the questions the prospective customer is asking:
What do you offer?
What do you offer that no one else has?
What do you offer of value?
How does your product compare to others I have seen?
Does it really fill my need?
Can you deliver?
Is it real-world?
Will it work?
Will it work in our environment?
How will it impact our people?
How could it impact our success?
Will senior or executive management buy in?
Will my people use it?
How will we produce as a result of the purchase?
How will we profit as a result of the purchase?
How will it come together?
How do we buy it?
What’s the risk factor in buying?
Will you and your company keep its promises?
Do I trust you and the people I’m buying from, both as humans and their ability to deliver service after purchase?
Will you be my main contact after purchase or are you going to relegate me to ‘the service department?’
Do I believe you?
Do I have confidence in you?
Are you telling me the truth?
Do I have the trust and comfort to buy now?
HOLY COW! All that?
YES! All that and more!
This list of questions is by far the most comprehensive I have put together. They address both confidence in product and confidence in the salesperson.
The customer is seeking validation and wants to believe you. They need what you have and they’re going to buy what you offer. The only question is: From who? Depending on the answers to the above questions, they may not buy from you. OUCH!
Here are a few more thought-provoking challenges to help you understand the buying process:
1. The first sale that’s made is the salesperson. If the prospect doesn’t buy you, he’s not going to buy your product or service.
2. How’s your online reputation? What’s your Google ranking and reputation? NOT YOUR COMPANY. YOU!
3. What’s your social media reputation? Not Tweeting is a choice, but a poor one. How about LinkedIn? Do you have a business Facebook page?
4. Did you offer proof? Did you use ‘voice-of-customer’ as testimonial proof to your claims?
4.5 Does the buyer have enough peace of mind to purchase?
I have just given you a mind full of sales information, from the mind of the only person that matters in your sales conversations: the customer.
Reprinted with permission from Jeffrey H. Gitomer and Buy Gitomer.
About the Author
Jeffrey Gitomer is the author of The Sales Bible, Customer Satisfaction is Worthless Customer Loyalty is Priceless, The Little Red Book of Selling, The Little Red Book of Sales Answers, The Little Black Book of Connections, The Little Gold Book of YES! Attitude, The Little Green Book of Getting Your Way, The Little Platinum Book of Cha-Ching, The Little Teal Book of Trust, The Little Book of Leadership, and Social BOOM! His website, www.gitomer.com, will lead you to more information about training and seminars, or email him personally at [email protected].
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James M. Kerr, Partner, BlumShapiro Consulting, is the author of The Executive Checklist (Palgrave Macmillan, 2014). As a management consultant and organizational behaviorist, Jim specializes in strategic planning, corporate transformation and project & program development. He can be reached at [email protected]
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If there is one thing we have learned through the economic twists and turns of the past decade, it is that people make our companies run. Even at the depths of the economic downturn with the high unemployment rate of 9.9 percent, there were 3.8 million jobs in the US that went unfilled for more than six months and that problem only gets worse as unemployment drops. Consequently, attracting and retaining high quality employees is ‘job one’ in 2014. Is it any wonder that CEO’s and their HR departments, are scanning the horizon for any new idea to help fill those positions? Enter stage left, the open office concept.
The open office concept has its detractors and there is actually much to be said for the traditional office with its spaces for privacy, learning, and focused work, but an open office strategy, when thoughtfully deployed can create environments that support employee attraction and retention.
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Kristine Woolsey is a business strategist, speaker, and author. She is a transition specialist, helping organizations reshape themselves during times of change including mergers, extreme growth, and adaption to today’s changing workplace. She works at the intersection of organizational behavior, brand alignment, and facilities. She guides leaders to understand the power of leveraging natural behavior patterns using research based strategies with measurable results.
Kristine was trained as an architect and then moved into the business arena. Now, she teaches and speaks about the future of work and behavioral strategy to groups and conferences nationally. Kristine consults for medium to large companies, helping business leaders use behavioral strategies to adjust their value proposition, identity/brand, organization structure, and facilities to create the most direct path through any organizational transformation. For more information visit: www.kristinewoolsey.com.
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Business bases much of what it does on statistics. Most often, they’re financial numbers or sales goals. More importantly are the Big Picture statistics that affect every aspect of business growth and success. The way in which the bigger issues are interpreted has direct bearing on strategy and implementation.
Here are some of the most significant statistics that relate to your ability to do business:
Only 2% of the businesses have a plan of any kind. What many of them think is a plan include some accounting figures or sales goals. That is not a full-scope plan. Of the companies who continue to operate without a plan, 40% of them will be out of business in the next 10 years.
Only 2% of those who call themselves Consultants really are just that. That 2% includes all the doctors, lawyers, accountants and engineers… those of us who actually advise. Most so-called consultants are vendors who peddle what they have to sell, rather than what the client companies really need. The answer is for companies to utilize seasoned advisers, rather than coaches and other vendors.
Research shows that change is 90% positive and beneficial. Why, then, do many organizations fight what is in their best interest? The average person and organization changes 71% per year. The mastery of change is to benefit from it, rather than become a victim of it.
92% of all business mistakes may be attributed to poor management decisions. 85% of the time, a formal program of crisis preparedness will help the organization to avert the crisis. The average person spends 150 hours each year in looking for misplaced information and files. One learns three times more from failure than from success. Failures are the surest tracks toward future successes.
One-third of the Gross National Product is sent each year toward cleaning up mistakes, rework, make-goods, corrective action and correcting defects. Yet, only 5.1% is spent on education, which is the key to avoiding mistakes on the front end.
50% of the population reads books. 50% do not. Of all high school graduates, 37% will never read another book after formal schooling. Of all college graduates, 16% will never read another book. Thus, a declining overall level of education in our society and serious challenges faced by organizations in training the workforce. Yet, the holdings of the world’s libraries are doubling every 14 years.
Today’s work force requires three times the amount of training they now get in order to remain competitive in the future. 29% of the work force wants their boss’ job. 70% of corporate CEOs think that business is too much focused on the short-term.
The human brain has more than 300 million component parts. The human brain connects to 13 billion nerves in the body. The human body has 600 muscles. The human body has 206 bones. The average person speaks 30,000 words per day. The average person is bombarded with more than 600 messages per day. More enlightened, actively communicating people are bombarded with more than 900 messages per day.
98% of all new business starts are small businesses. 45% of small business owners are children of small business owners. 83% of all domestic companies have fewer than 20 employees. Only 7% of all companies have 100 or more employees.
The current success rate for organizational hires is 14%. If further research is put into looking at the total person and truly fitting the person to the job, then the success rate soars to 75%. That involves testing and more sophisticated hiring practices.
Retaining good employees, involving training, motivation and incentives, is yet another matter. According to research conducted by the Ethics Resource Center:
Employees of organizations steal 10 times more than do shoplifters.
Employee theft and shoplifting accounting for 15% of the retail cost of merchandise.
35% of employees steal from the company.
28% of those who steal think that they deserve what they take.
21% of those who steal think that the boss can afford the losses.
56% of employees lie to supervisors.
41% of employees falsify records and reports.
31% of the workforce abuses substances.
On any given day, Americans spend over $33 million buying lottery tickets. On that same day, 99 American families fall below the poverty line. 68% of Americans do not like to take chances. 5% of all Americans go to McDonald’s every day.
99% of American women think that contributing to or bettering society is important. 35% of Americans are involved in community service and charity activities. During the last 3,500 years, the world has been at peace only 8 percent of the time.
Data from the Census Bureau shows that 69% of new companies with employees survive at least two years, and that 51% survive at least five years. An independent analysis by the Bureau of Labor Statistics shows that 49% of new businesses survive for five years or more. 34% of new businesses survive ten years or more, and 26% are still in business at least 15 years after being started.
Small businesses really do drive the economy. Many people believe that businesses frequently fail because there are a large number closing every year. In 2009, for example, more than 550,000 businesses were opened, and more than 660,000 closed. This occurred during a recession. However, during an economic expansion, the number of new businesses would outnumber the closures.
Many people may not realize how many small businesses there are in the country. In 2011, the Department of Commerce estimated that there were 27.5 million businesses in the United States. Only 18,000 of those businesses had more than 500 employees, and the rest were considered small businesses.
29% are still in business at the end of year 10. And the biggest drop comes in the first 5 years, when half of startups go belly up. This shows that the odds are against startups staying in business. The internet home business success rate is only 5%.
7 Primary Factors of Business Failure:
Failure to value and optimize true company resources.
Poor premises, policies, processes, procedures, precedents and planning.
Opportunities not heeded or capitalized.
The wrong people, in the wrong jobs. Under-trained employees.
The wrong consultants (miscast, untrained, improperly used).
Lack of articulated focus and vision. With no plan, no journey will be completed.
Lack of movement means falling behind the pack and eventually losing ground.
What Could Have Reduced These High Costs:
Effective policies and procedures.
Setting and respecting boundaries.
Realistic expectations and measurements.
Training and development of people.
Commitments to quality at all links in the chain.
Planning.
Organizational vision.
Success is just in front of our faces. Yet, we often fail to see it coming. Too many companies live with their heads in the sand. Many go down into defeat because it was never on their radar to change.
About the Author
Power Stars to Light the Business Flame, by Hank Moore, encompasses a full-scope business perspective, invaluable for the corporate and small business markets. It is a compendium book, containing quotes and extrapolations into business culture, arranged in 76 business categories.
Hank’s latest book functions as a ‘PDR of business,’ a view of Big Picture strategies, methodologies and recommendations. This is a creative way of re-treading old knowledge to enable executives to master change rather than feel as they’re victims of it.
Power Stars to Light the Business Flameis now out in all three e-book formats: iTunes, Kindle, and Nook.
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