Start Your Own Business (92 page)

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Speak clearly.
If the prospect doesn’t understand you, you won’t get the sale.

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Lean forward.
Leaning into the presentation gives the prospect a sense of urgency.

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Don’t fidget.
Knuckle-cracking, hair-twirling and similar nervous habits detract from your presentation.

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Don’t “um,” “ah” or “er.”
These vocal tics are so irritating, they make the prospect focus on the flaws rather than the message. Best cure? Practice, practice, practice.

PASS IT ON

 

R
eferrals are among a salesperson’s best weapons. Yet many salespeople fail to take advantage of this powerful marketing tool. Here are secrets to getting and making the most of referrals:

• Ask for specific referrals. Many salespeople ask for referrals by saying “Do you know anyone else who might be interested in my product?” The prospect replies “Not off the top of my head, but I’ll let you know if I think of anyone.” And that’s where it ends. More effective is to ask for a specific referral that deals with a need your business addresses. For instance, ask “Steve, at your last Rotary Club meeting, did you talk to anyone who was thinking about moving or selling a home?”

• Gather as much information about the referral as possible. Use this to prepare for the cold call.

• Ask your customer for permission to use his or her name when contacting the referral.

• Ask your customer to help you get an appointment with the referral.

• Contact the referral as soon as possible.

• Inform your customer about the outcome of the referral. People like to know when they have been of help.

• Prospect for referrals just as you would for sales leads.

 

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Be animated.
Act as if the best thing in the world just happened to you.

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Vary your voice.
Don’t drone on in a monotone. Punch the critical words. Go from high to low tones. Whisper some of the key information as if it’s a secret. Get the prospect to lean into your words. Make him or her feel fortunate to be receiving this message.

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Look prospects in the eye.
Eye contact signals credibility and trustworthiness.

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Follow the prospect’s lead.
Keep your tone similar to his or her tone. If the prospect is stuffy and conservative, do not get too wild.

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Relax.
High anxiety makes prospects nervous. Why do salespeople get nervous? Either they are unprepared or they need the money from the sale. Calm down. Never let them see you sweat.

 

TIP

 

Sell benefits, not features. The biggest mistake entrepreneurs make is focusing on what their product or service is (its features). Rather, it’s what it does (its benefits) that’s important. A health-food product contains nutrients that are good for the body. That’s what it is. What the product does is make the customer thinner, more energetic, and able to do more with less sleep.

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Let customers know what you are doing for them.
This can be in the form of a newsletter mailed to existing customers (see Chapter 30), or it can be more informal, such as a phone call.

Whichever method you use, the key is to dramatically point out to customers what excellent service you are giving them. If you never mention all the things you’re doing for them, customers may not notice. You are not being cocky when you talk to customers about all the work you have done to please them. Just make a phone call and let them know they don’t have to worry because you handled the paperwork, called the attorney or double-checked on the shipment—one less thing they have to do.

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Write old customers personal, handwritten notes frequently.
“I was just sitting at my desk, and your name popped into my head. Are you still having a great time flying all over the country? Let me know if you need another set of luggage. I can stop by with our latest models anytime.” Or, if you run into an old customer at an event, follow up with a note: “It was great seeing you at the CDC Christmas party. I will call you early in the new year to schedule a lunch.”

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Keep it personal.
Voice mail and e-mail make it easy to communicate, but the personal touch is lost. Don’t count these as a legitimate follow-up. If you’re having trouble getting through, leave a voice-mail message that you want to talk to the person directly or will stop by his or her office at a designated time.

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Remember special occasions.
Send regular customers birthday cards, anniversary cards, holiday cards ... you name it. Gifts are excellent follow-up tools, too. You don’t have to spend a fortune to show you care; use your creativity to come up with interesting gift ideas that tie into your business, the customer’s business or his or her recent purchase.

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Pass on information.
If you read an article, see a new book, or hear about an organization that a customer might be interested in, drop a note or make a quick call to let them know.

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Consider follow-up calls business development calls.
When you talk to or visit old clients or customers, you’ll often find they have referrals to give you, which can lead to new business.

 

e-FYI

 

Feeling alone? Wish you had someplace to advise you on better customer service? Try the International Customer Service Association’s website (icsa.com). You’re required to join the organization to reap the benefits, but there are plenty of them—from networking opportunities to customer service training programs.