Sales Blog with Sales Tips

Have you ever thought about the following concept – disqualifying prospects? I believe we spend too much time trying to qualify prospects.

The Problem With Qualifying Prospects
We hate prospecting. As a result, we try to “force fit” leads into qualified prospects. But reality tells us that most of the leads we contact are not even close to qualified prospects.

We find ourselves in prospecting situations where:

• We aren’t connected to a decision maker.
• We don’t have a good product fit.
• The timeframe is all wrong.
• The budget isn’t there.
• The competitor is almost at the finish line, and we’re just starting.
• Contract and legal issues will be formidable, if not impossible, to contend with.

It makes prospecting so much easier – but not in the long term – if we pretend the pieces always fit.

The Beauty Of Disqualifying Prospects
Quit wasting your time trying to sell to prospects that aren’t the least bit serious about becoming your customer. Give them the boot.

I’ve always felt that: 1) customers are best, 2) qualified prospects are good, and 3) totally disqualified prospects are definitely not a bad thing. Why are disqualified prospects not a bad thing? Getting rid of tire kickers frees you to focus on genuine prospects.

Sales Tips On How To Disqualify
I have only two sales tips regarding how to mercilessly disqualify prospects. It’s time to identify them and throw them in the rubbish bin.

1. After getting a big cup of coffee (caffeinated, of course), create a list of questions that will let you quickly identify whether a prospect hits your sweet spot. In about five questions, you can tell whether you have a live one on your hands. You can make this list by yourself, but doing it with your sales peers will sharpen your efforts.

2. Throw away those lead lists. Is there anything more worthless than a purchased lead list?  Seriously. They should be called “make me look busy” lists. You’re a big boy or girl; it’s time to start using 21st century tools (that I’ve written about in this sales blog) to find prospects.

Sales Blog Epilogue
There are additional benefits in creating a list of pinpoint qualifying questions. You can use them to improve your elevator speech and to more accurately define your perfect customer when asking for a referral.

©2010 Scott R. Sheaffer

There is an avalanche of misunderstanding and disagreement when it comes to value propositions.

Since there is no absolute definition of value propositions, let me give you a brief history. I’ll let you come to your own conclusions as to what they really are and how you might use them in your selling efforts.

In The Beginning…Phase 1
It all started with salespeople doing nothing more than selling the features of their products. This kind of selling started before the industrial revolution and sounded something like, “Ivory soap is 99.44% pure.” Nothing more than a simple feature.

Things Evolve…Phase 2
Around the 1930’s, the advertising and selling world realized that prospects needed more than a feature. They needed a reason to buy. The benefit was born. Tell the prospect about a feature and then tell them why it helps them.

Significantly driven by automotive advertising, we saw feature-benefit statements like, “General Motors’ new Hydra-Matic transmission completely removes the work of shifting and operating a clutch.”

Circa 1970’s…Phase 3
The first hint of sophistication in features and benefits enters here. The marketing types realized (as we know today) that prospects couldn’t care less about the feature; they were interested in the advantage to them (i.e. the benefit).

The marketers fixed this by simply reversing the feature-benefit statement to a benefit-feature statement. Tell them the benefit first and then tell them how it is achieved.

“Give your children more of your time by using Duncan Hines’ 1-2-3 easy cake mix.”

The Birth Of Value Propositions…Phase 4
Transport yourself to the 1980’s.

It is arguable who actually “invented” value propositions. There is also little agreement as to what ingredients should be in a value proposition and in what order they should appear.

However, most value propositions include the following four basic components and normally in this order (but not always): need, feature, benefit, uniqueness/differentiation.

“Busy executives need to be able to work in comfort when traveling. American Airlines’ business class provides you the ability to conduct business in a luxurious environment. No other airline offers as many business class seats as American.”

One More…Phase 5
Sales and marketing is currently operating, for the most part, under phase 4. But there is a new wind blowing. Primarily driven by the Gen Y’ers.

This wind is called the New Authenticity. It throws out all of the above and simply asks the sales professional to be revealing, honest and direct with the prospect. No formulas. No games. No marketing (at least not overt).

Kind of refreshing sounding isn’t it?

Sales Tips Wrap Up
You’ve been through all of your company’s sales training and you’ve heard the marketers at your company tell you their story. Your sales manager uses “value proposition” or “value added selling” in every third sentence.

However, the most successful sales professionals have used the new authenticity approach for their entire sales career. They just didn’t know what to call it.

This new authenticity thing has legs.

©2010 Scott R. Sheaffer

When I was a freshman sales representative, the VP of Sales told me if I kept 95% of my customers happy, I’d be doing a great job.

That might have been good advice even a few years ago.

It represents 100% bad coaching today. Here’s why.

You’re On Stage And Everyone Is Watching
Things have changed dramatically in the last five years. I’m not sure we fully appreciate how exposed all of our actions have become and the resultant level of customer service that is expected of us.

Because of social media (e.g. Twitter, Facebook, LinkedIn, etc.), if the company we work for makes a false step, or we do, the whole world knows about it. Instantly.

Decision makers use social media when purchasing, especially when it comes to capital expenditures. Blunders can have more than a trivial impact on our sales. Have you ever considered that potential customers are googling your name before buying from you? They are.

The old formula that said, “If you provide poor service to one customer they’ll tell 10 people,” is from the Paleolithic era. That number is now unlimited.

When You’re On Stage, There Is No Room For Mistakes
Why do you think film producers and directors are so obsessive about their work? They know that millions of viewers will be watching. With so many eyes focused on their work, shortcomings are quickly reported and exaggerated.

Because of social media, things are no different for us.

Sales Tips Wrap Up
In 2010, customers expect perfection from our employers and us. When I say perfection, I mean just that. No errors. There are too many eyes watching and reporting.

Ensure that you follow what is being said about you and your employer on social media. You can lessen any negative mentions by quickly responding before an ember becomes an inferno.

But don’t despair. All of your competitors are working under the same set of rules. The game can also work in reverse. If you do something great, the whole world can know about that too.

©2010 Scott R. Sheaffer