FRANCHISEE'S TRAINING - DAY 3
Without marketing, you would not have prospects or leads to follow up with, but yet without a good sales technique and strategy, your closing rate may depress you. Marketing and sales should work simultaneously.
If we broke it down to the basics, marketing is everything that you do to reach and persuade prospects and the sales process is everything that you do to close the sale and get a signed agreement or contract. Both are necessities to the success of a business. You cannot do without either process. If you work to strategically combine both efforts you will experience a successful amount of business growth. However, by the same token if the efforts are unbalanced or key people don't communicate it can detour business growth.
Your marketing should consist of strategies that you can measure your reach and work to persuade your prospects that you are the company for them. It's the message that prepares the prospect for the sale. It could consist of advertising, public relations, social media, relationship marketing, brand marketing, viral marketing, and direct mail.
The sales process consists of interpersonal interaction. It is often done by a one-on-one meeting, cold calls, and networking. It's anything that engages you with the prospect or customer on a personal level rather than at a distance. Most the time the prospect or potential customer has been driven to you via marketing efforts.
1. Knowledge-Based vs Hard Selling
Knowledge-based selling is also known as consultative selling. It is an approach that focuses on creating value and trust with the prospect and exploring their needs before offering a solution. The salesperson’s first objective is building a relationship; their second is providing the right service. The more you know about the service you offer, the more you are able to help the customer.
Product and service knowledge is an essential sales skill. Understanding your services' features allows you to present their benefits accurately and persuasively. Customers respond to enthusiastic sales staff who are passionate about their products and eager to share the benefits with them.
A soft sell is a promotion or person-to-person sales technique that is indirect. It may focus on building a reputation and relationship with customers. A hard sell is a direct approach to promotion and sales.
We hard sell in the sense that we make an effort to get a prospect to purchase our service in the short-term, rather than evaluate his or her options and potentially decide to wait on the purchase. In short, we follow up with a customer but we are never pushy to the point of being persistent if the prospect says “no” or “maybe next time”.
2. Mission Motivated
Mission-driven marketing or mission-based marketing refers to a strategic marketing approach which uses an organization’s core mission as the foundation and focus of its marketing communications. Philosophically, it is based on the organization’s desire to promote the purpose, aim, and goals of the organization, as outlined in its mission statement, and to communicate the benefits of achieving those goals to its stakeholders.
Happy Window Cleaning is a Christian company and we pride ourselves in that. We want our customers to see the mission behind what we do. It’s more than just a job. Our customers are more than a number we are waiting on to give us a check.
Nick Nanton and J.W. Dicks explain the benefits of mission-driven marketing and offer six tips to help you do it right, especially when it comes to connecting with the affluent.
a. Increased profits. When properly done, mission-driven marketing drives well-to-do customers to your door. The affluent have a very strong preference for choosing companies that are about more than “business as usual.” It makes them feel good to contribute to the success of a company that also demonstrates a commitment to the common good.
b. Increased loyalty. “If marketers don’t have a real handle on the emotional side of the purchase and engagement process, they end up with a ‘placeholder,’ one whose name people know but don’t know for anything in particular, and have absolutely no [brand] advantage. You might as well spend your entire marketing budget on coupons, deals, and promotions,” says Robert Passikoff, president of Brand Keys. Research shows that mission-driven marketing supplies this elevated and emotional level of engagement. It gives affluent customers a reason to come back to the same business again and again.
c. More new clients. In addition to being very good at keeping old customers, mission-driven marketing also excels at bringing in new ones. Mission-driven marketing is magnetic to affluent consumers who want to do good things with their purchases.
d. Stronger awareness/positive image. When you align your business interests with a higher mission, you're seen to be operating for a greater good, rather than your own good. In an era where businesses are routinely seen as selfish and uncaring, mission-driven marketing differentiates you in an incredibly significant way. According to a recent survey, 93 percent of consumers have a more positive image of a company that supports a cause.
e. Attraction and retention of quality employees. When you engage in mission-driven marketing, you have a much better shot at building a great team to help you run your business at a higher level.
f. Heightened investor interest. If you’re interested in attracting affluent investors, mission-driven marketing gives you a big advantage.
To be socially responsible means that you and your company has an obligation to society at large, and not just to the company itself.
Here are a few tips on how to do it right:
a. Happy Window Cleaning’s mission and vision is to "improve views". This statement is short but is full of meaning. First, it obviously references window cleaning, reflecting the service business we have chosen, but it goes much deeper than that.
We want to help employees, customers, and those in the community, to see God in our deeds, to model principles that carry the seeds of change for them. Regardless of where they are in life (financially, professionally, emotionally, spiritually, etc.), we want our lights to shine on their journey so that they might experience a deeper relationship with God. Regardless of how they interact with us, we want them to be better off having done so.
b. Share your story. Whenever you do something for your cause, don’t be shy about talking about it or posting about it on social media. This isn’t just about publicizing your business; it’s also about publicizing your cause and getting more and more people involved in it. Sharing your story is the first step toward connecting with others who may want to get involved in what you're doing and make your mission part of their own.
c. Team up with a major player, the Christian Leadership Institute. Happy Window Cleaning's cause is to model the Gospel of Christ. When you team up with a nonprofit organization to tackle your cause like we are doing, that organization naturally will want to promote your business to its members and supporters. If the cause you’re helping to champion is a local one, you’ll find yourself quickly being seen as a positive force in the community. As the affluent have the time and money to involve themselves in these kinds of efforts, you'll form strong connections to that group and also be seen in an extremely favorable light by them. You also build the all-important element of trust—a critically important element when it comes to marketing to the affluent.
Finally, you can also team up with noncompeting businesses who are also interested in your cause. You gain access to their client base, and they get access to yours: win-win.
Note that the non-profit organization we partner with is not a mere marketing tool, they are a major player in the business and the intention to promote the cause is a sincere one, not a cheap gimmick or marketing strategy.
d. Have a plan. Imagine if you started your business with no endgame in mind. You’d end up flailing around and finally going under, which is why business goals are important. That goes for the cause you’re championing as well. If you don’t set up specific projects, fundraising efforts, or events that have realistic objectives, you won’t advance your mission or your own interests. And your mission-driven marketing won’t be as impressive to your prospects.
e. Don’t be divisive. When your business decides to back a political rally for one group or another, you may be insulting a good portion of your audience, especially in these polarizing times. That’s why it’s best to pick a cause almost everybody can get behind. There are certainly exceptions to every rule—at times you may find it advantageous to be divisive, but in general, this isn't a wise practice. The affluent are as opinionated than the average consumer, so why drive them away when you’re actually trying to get them in the door?
We represent our faith and look after our model, Jesus Christ, when we deal with the public. We treat them in a kind and gentle manner and respect everyone, regardless of their faith. Even Apostle Paul became all things to all men to win some into the fold.
f. Do your homework. If you're pursuing the affluent marketplace, the best endgame possible is to find a cause you’re excited about—and they are as well. When you tap into a cause that the upscale side of your community supports enthusiastically, they'll also end up supporting you enthusiastically. Again, you establish an invaluable trust—as well as a deeper kind of relationship that can’t be built within a business framework, where money always ends up raising a suspicious eyebrow.
When you make mission-driven marketing your mission, you open the door to reaching your affluent prospects on a whole different level than a strictly business approach can manage. Do good and do good for your business. It’s an undeniably awesome combination that has great upside to it.
3. Daily Procedures –
Every day is an opportunity to look for prospects and convert them into customers. In the Administrative Manual which is part of your Franchise Kit, you will find a number of steps and templates on how we market and sell, how we convert prospects into customers.
4. The 50/50 Mix
The 50/50 mix is the foundation of driving your marketing efforts initially between residential and commercial customers. It is based on the principle that we focus on what expands. The benefit of commercial work is increased frequency and lower idle time for employees. The trade-off for commercial work is that it tends to be less profitable (for low rise anyway, 1 to 3 stories) than residential work. Having a solid base of commercial work helps to level the peaks and valleys of what would otherwise be only a seasonal business.
5. Commercial bidding Process
Corporate accounts might have multiple locations and they require submitting quotes to a control overseeing authority - and require more time to prepare and submit proposals. With multiple locations spread across the region, a time study is necessary to gauge the costs. Keep in mind that the 50/50 mix model is at a competitive disadvantage to companies who have a 80/20 model and multiple units in various areas who can share service delivery of multi-unit accounts.
In the simplest of terms, networking might be referred to as the lowest-cost marketing method many businesses can employ. Business networking can be defined as a process in which you might leverage your existing business connections to develop sales and business opportunities. That’s not it. You can also use networking events for affiliate marketing, collaboration and joint ventures.
So, in effect, it’s a process of building and fostering new relationships through introductions and referrals. It’s not about what you know about the business. It’s about who you know in the business.
When it comes to networking, the medium you utilize is almost as important as, if not more so than, the nature of the process. Business networking can be conducted through networking events involving face-to-face meetings, formal or informal gatherings and communication mediums like phone and email.
However, the single most influential medium of networking these days is social media. And that should be our focus of attention. Let’s consider a prominent business networking website, LinkedIn, as an example.
As a business person, if there’s one thing you should absolutely excel at, it is knowing how to use LinkedIn to build powerful influence. When you think of LinkedIn, you imagine establishing a strong network by creating new connections. But there’s a lot more to it. LinkedIn also offers you the ability to create networking events through which you can invite your connections. You can also find and attend the right events which, you think, will bring you closer to business success.
Social media networking strategy - A strategy, by definition, is a series of steps designed to achieve a singular purpose. In this particular situation, your purpose is to use your social media presence to attract more participants to your networking events.
To create a strategy, you would need to conduct a lot of research on who your potential audience is. Then, you need to find the best ways to reach that audience, grab their attention, and convince them that attending your event would be worth it.
There’s one crucial thing that needs to be said here. Living in a post digital revolution age does not, in any way, diminish the importance of face-to-face business networking events. In spite of the digital age (or, perhaps, because of it), more people than ever prefer the face-to-face interactions that networking events offer.
The research data on the importance of the face-to-face network is staggering. Forbes Insight conducted a survey on this very subject. And, an overwhelming 84 percent of the respondents stated that they prefer face-to-face meetings when it comes to establishing business relationships. When asked why they preferred in-person business meetings, here were some of the responses:
85 percent said it builds stronger and more meaningful relationships
77 percent liked the ability to read facial expressions and body language during in-person meetings
75 percent preferred it due to the prospect of more social interactions and bonding
The data is overwhelmingly in favor of face-to-face business networking events. This suggests that when we think of using social media for business networking, we’re not just thinking about conducting networking through social media. We also need to come up with ways to use social media to boost attendance at a networking event.
Tips for Building a Successful Network:
a. Be Helpful.
When people in your network get stronger, you get stronger. By helping people in your network get stronger, they may be in a better position to be able to help you in the future. In addition, per the law of reciprocity, people may be more motivated to return the favor.
Share your expertise and ideas. Share information. Promote your network’s work and accomplishments. Be a connector. Business transactions are always mutually beneficial. One person is buying a product or service because it will benefit them in some way, and one person is selling a product or service because they can profit. If you can connect two people you know who would benefit from knowing each other, you can help two people as well as improve the strength of your network
b. Build a Reputation. In a professional setting, people prefer to build business relationships with people they see as being valuable. By building a reputation as someone who is talented, helpful, and valuable, people will be more motivated to meet you and stay in touch with you. Let people know what you’re accomplishing and learning through blogging, emails, and conversations.
c. Be Visible.
If no one knows what you’re doing, it’s like it never happened. Maintain regular and consistent with people you want to stay in touch with. Communicate via email, blogging, social networking, and of course, in-person.
d. Meet Lots of People!
The best way to make lucky things happen is to make a lot of things happen. Go outside. Manufacture serendipity. Ways to meet new people include conferences, events, meetup.com, Quora, asking people you know for introductions, reaching out to people directly, personal interest groups, intramural sports leagues, classes and workshops, parties, happy hours, alumni associations, Twitter, and LinkedIn groups.
e. Be Intentional.
Go where the people you want to meet hang out both online and offline. Interact with people and build rapport. Share valuable content and spark interesting conversations. Also, think about who else spends time with the people you want to meet and connect with them.
f. Think Long-Term.
Connections open doors, but relationships close deals. Networking is not just about exchanging business cards and connecting on LinkedIn. Networking is most valuable when long-lasting, mutually beneficial relationships are formed. Relationships take time to build. Be patient. Stay in touch with people you like.
g. Get Rejected!
“If you aren’t getting rejected on a daily basis, your goals aren’t ambitious enough” – Chris Dixon. When you push yourself, in any area of life, you will inevitably face setbacks. In networking, you will face a lot of rejection. People will ignore your calls and email. They will decline meeting invites, and requests for introductions. Trying and failing is much better then not trying at all. At least when you try you have a chance to succeed. Learn from your rejections and grow stronger for when it happens again.
Listening is one of the most valuable, yet commonly overlooked, skills to have in networking and in business. People love to talk about themselves and appreciate when you take a genuine interest in what they have to stay. Listening will help you to get to learn about peoples’ challenges and get to know them better, which can ultimately lead to more productive professional relationships. Ask open-ended questions, be genuinely interested, and express interest and curiosity.
i. Ask - You never know until you ask, and more often than you think, you will get the answer you want. Ask for introductions. Ask people you want to meet to meet with you. Ask for advice.
j. Follow Up - Build a reputation as someone who delivers on their promises and is persistent. Follow up with on people who promised to do something for you. Follow up on emails you send that get ignored. Do what you promised to do for others.
7. Follow Ups
How should a small business train their staff in the art of customer follow up?
a. Set Expectations First - If you don’t set expectations, your customers will set their own. By being proactive, you can influence how they perceive their satisfaction with the eventual outcome. Be specific about what needs to be followed up on and when you will get back to them. Then, get back to the customer in the promised time frame even if there is not a resolution.
b. Focus On After the Sale - Businesses are usually great following up to get the sale, but then don’t contact the customer until they need to make the next one. This only shows that the business is interested in the sale – not the success of their customer.
c. Pre-Emptive Strike - If there is a time of year where many customers experience problems, don’t wait for them to call you. Get on the phone or email them. Example: Winter starts early. Call them if you have to re-schedule.
d. Remember - Special anniversaries of customers doing business with your company or other milestones is an excellent excuse to reach out to customers proactively.
e. Be Special - Reach out with a special offer and with no strings attached. Too many times, companies only make special offers to attract new customers.
f. Get Personal - People do business with those they know, like and trust. If it fits your brand, be more conversational in customer communication. Use real employee names when sending emails or leaving messages.
g. Empower Your Staff to Make Their Own Decisions - After sufficient training, give your employees the power to do what is best for customers in specific cases that fall outside normal guidelines.
How Often Should You Follow Up with a Customer?
Jason Brick suggests asking new clients to fill out a “bug me meter.” This tells the small business how often the customer wants to hear from them on a scale of 1 to 10. For example, a “10” may suggest weekly contact and a “1” may mean only contact with very specific and urgent communications.
8. Introductory Letters – Templates are provided in the Administrative Manual. When customizing our templates, please observe that our introductory letters have the following features:
a. It starts with a bang but keeps the language of the letter formal. We open with a sentence that grabs interest and establishes a reason to keep reading.
b. Self-introductions are made in terms that matter to the person to whom you’re writing. If you can, refer to a previous meeting or mutual acquaintance.
c. It describes every single detail about the company, focusing on portraying the positive aspects of the company.
d. It tells the prospect what you can do for him or her, explaining your offer by conveying benefits that the prospect can count on, rather than simply reciting a list of the features involved.
e. Keep your letter short, don’t add more content to expand its contents. The purpose is to limit the length to a single page and make a clear point.
f. Avoid making any spelling and grammar mistakes. Edit and proofread. Delete as many I’s as you can. Then read the letter for accuracy, double checking that you’ve spelled the recipient’s name and address perfectly.
g. Do not forget to sign your letter. Amidst all the junk mail, a personally worded letter with an original signature on good stationery can make a great impression.
9. General Weekly Sales Schedule
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10. Sales Person Weekly Planner
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11. Jumpstart Salesperson Training
Tips for a Winning Sales Culture
a. Make it start with you - As the sales manager or leader, your strategy for getting better can’t be having your reps smile and dial. You set the standard for what good looks like. So, show your team that it’s good to take time to develop a strategy for outreach and write down assumptions. Remember, in sales, we’re graded on outcomes as well as activity. Reward your most efficient and effective reps in addition to your volume players.
b. Focus on your offering - One of the most important parts of sales training is understanding the product. Every single team will focus on the product category (e.g., “This is why having a CRM is important.”) or the competition (e.g., “Why we’re better than Competitor Y.”).
What most sales teams forget to tell you is what exactly you’re selling. This makes a massive difference. To a person in pain, a painkiller is the only solution. There will be implicit urgency, and your product has a built-in answer to “Why us?” -- one of the toughest messaging questions in sales. The more exposure you can give new reps to your customers to answer questions one might ask, the more effective they’ll be in talking with prospects.
c. Create an environment of iteration - By creating an environment of iteration, you make it possible for your reps to work smarter, not harder. Having regular ideation meetings and reviews instead of simply weekly updates can drive massive results for your team.
d. Foster autonomy - Larger sales teams live off consistency, sometimes at the expense of rep autonomy. If you want a team that learns and improves over time, you must get comfortable handing the steering wheel over to your reps.
Let your team know what’s set in stone and what isn’t. Encourage them to test the waters and author some of the plays in your sales playbook. If you don’t make this abundantly clear from the beginning, your team will get stuck in what’s worked in the past and forget about ways to innovate and improve.
If your business is like a war, your sales team is on the front lines. A single BDR has more interaction with customers and prospects in a month than a product manager has in a year.
They’ll know when the tide of battle is turning in your favor or against you. They’ll also be the most willing to adapt, if you let them. By creating a feedback loop and letting your sales team iterate, you’ll learn about the customer and how to win business every single day you walk into the office.
Sales Training Tips from Expert Trainers
a. ValueSelling Associates (Notable clients: Rosetta Stone, Google, NCR, Motorola) -
"Most sales professionals want to push their products. They focus on their pitch and presentation. At the end of the day, it isn’t about us -- it is about our clients. We need to know their industry, their business, and how they want us to add value. We have to listen and engage more and pitch and present less."
b. PI Worldwide (Notable clients: AutoNation, American Red Cross, SONY) -
"To study and master your craft, be an expert in product knowledge, sales skills, sales process, and execution. Harness your stamina, resilience, and natural drives for success. Know yourself well and work from your strengths."
c. The Brooks Group (Notable clients: Chase, Caterpillar, John Deere)
"Stick to the fundamentals and always focus on what your buyer wants to have happened. By overcomplicating the sales process or getting too focused on what you want to have happened instead of what the prospect wants to have happen, your chances of success drop to virtually zero."
d. Janek Performance Group (Notable clients: Daimler, JP Morgan Chase, Chick-fil-A) -
"Stay true to the process. Your customers will take you to different places during your sales interactions, and as sales professionals, we must always know where we are and maintain a clear path to where we want to end up. Focus on the steps that are necessary and maintain control of the conversation. If you don’t stay true to the process you'll find yourself advancing the sales process too quickly or not fast enough, or working with the wrong people. This will hurt your chances to close and build lasting relationships."
e. Revenue Storm (Notable clients: HP, IBM, Waste Management) -
"To be successful, you can't rely on your old way of doing things. Buyers don’t need salespeople to educate them on products and services anymore. They want ideas on what they can do to improve their businesses -- not just a solution for today’s issues. They want sellers to be thought leaders who can give them advice and, more importantly, provide valuable insight that pushes their own thinking further. Therefore, sales professionals must transform their dependence on buyer-initiated buying processes to seller-initiated sales campaigns. That means selling is no longer just a function of uncovering or responding to preexisting demand. It is about creating demand where none existed before."
f. Richardson -
"As a sales rep, you have two objectives with your customer: create value and build trust. Every interaction with a customer should accomplish these objectives in some manner. You can create value for a customer by sharing a big, bold idea. But if they don’t trust you they will simply take your idea and bring it to someone whom they do trust to implement it. If you just build trust but don’t add any value, then your customer will think of you as a good guy but won’t have a compelling reason to buy anything from you. This is why creating value and building trust is important."
g. Sales Readiness Group (SRG) (Notable clients: Sysco, Maritz, Convergys) -
"Make sure that you are providing value to existing and prospective customers throughout the sales process. Ultimately, your ability to add value forges a relationship that goes beyond likability and positions you against competitive threats, especially competitors who sell solely on price."
h. HubSpot Academy -
"The internet changed the buyer/seller relationship. Now, the needed information that the buyers use to make a purchase decision is just a click away. The power in the buying and selling process has shifted from the seller to the buyer. So if the buying process has transformed, should your sales process transform to match today’s empowered buyer? Of course it should."
i. FranklinCovey -
"Find a learning partner -- another person who you can coach and can coach you -- and commit to learning something new every month. If you stop learning, then something else will stop, too: revenue growth."
j. Sales Performance International -
"You are busy, there is no doubt, but be busy doing the right things, with the right people, at the right time, on the right issues. Rigorously use your process, methodology, and tools to win more business and make more money than those who don’t put these enablement tools to work.
k. Profit Builders (Notable clients: Johnson & Johnson, Salesforce.com, New York Yankees) -
"Expand your peripheral view of whom you can coach and positively impact. You can coach your peers, partners, customers, and stakeholders -- and you can also effectively coach your boss. You can deliver your message in an effective way regarding how you like to be coached, managed, held accountable, communicated to, and supported. You can also discuss certain tasks, projects, problems, people, or commitments in a way that won’t put your boss on the defensive and instead, create a healthy platform for collaboration and discussion."
l. ASLAN Training and Development (Notable clients: FedEx, Apple, AAA) -
"Be other-centered. I promise you your competition is centered on self. If you truly make the decision to serve your clients and build awareness of what is important to them -- becoming an expert at solving their problem in the process -- receptivity grows, and your recommendations will be embraced."
m. Wilson Learning -
"The purpose of a business is to solve a specific problem in the market. But often times, salespeople believe the purpose is to make money. While businesses need to make money, that, in fact, is not the objective. Your job as a salesperson is to help businesses achieve their purpose. Your discovery needs to focus on what the business is trying to do and the issue they are trying to solve -- not how the business is trying to use your product or service. When they win, you win!"
i. Follow your own guidelines.
If you do not follow the guidelines, your employees will take them lightly, and you will be playing a contributory role in causing chaos in the business.
Retail conversion measures the proportion of visitors to a retail outlet who make a purchase. If 300 people visit your store in a day, but only 75 buy something, the conversion rate is 25 percent. To measure retail conversion, you must measure the numbers of visitors and understand how to interpret the data.