Stevens Consulting Group

Many people ask me about trends in sales and marketing. While watching and reviewing recent research I have determined the following trends for the next several years.

1. Lead Generation – Recent research illustrates that sales representatives generate 50 percent of their selling leads. As work progressively gets busier, representatives will turn to other avenues to generate leads. The true survivors will be those to rise above and create their own business advocates.

2. Training – Currently their exist a proliferation of sales training firms. The large issue, nearly 45% of corporate training dollars are spent on sales versus updating skills in management, technical applications, or finance. The preponderance of evidence suggests that many firms train in fundamental skills in one-day increments. And, those that do- train once per annum. Training is a process not an event.

Training in sales is a necessity and a proper return on your investment. Do not train for training sake. Ensure success with metrics and continual functions to aid effectiveness.

4. CRM denotes crude relationship mechanism. Contrary to many pundits nothing replaces selling then a relationship. The proliferation of the Internet and its tools enables personnel to research and develop consultative sales ideas not augment the relationship. Refrain from hiding behind computers and get selling professionals where they need to be- in front of the consumer.

5. Globalization – There is a vital need to understand culture, dialects and linguistics. Selling professionals must comprehend how to bridge the gap between the western world and those of our new neighbors.

6. Multigenerational Selling – Veterans, Baby Boomers and Generation X’ers are giving way to the millenials. This strong group of over 78 million people is entering the sales force. Generation Y as they are often known as are high in technology, quick to impress and move quickly. It is essential for sales professionals to understand how to communicate effectively to cross-generational groups.

7. Research is essential – Recent research from the 2008 CSO Insights discovered that 47 percent of sales leaders found that their professionals lacked good research skills. Sales leaders understand the value of information and know where to get it. Pundit believe research is a waste of time, nothing is more imperative than truly understanding customer needs.

8. Value versus Features and Benefits – Refrain from the selling stereotype. Sales professionals must sell value. Research shows that over 70 percent of selling professionals value selling. CRM, the internet and other software devices will not help. Professionals must ask the difficult questions to seek improving the client’s issue.

9. Professional Selling. There are too many organizations and associations that seek certification and sales development. The fact is that every facet of the organization is a selling process. That said, sales must be taught to everyone. More importantly, selling is the very nature of entrepreneurial success. World Class leaders will send all employees to a sales program. More importantly, just as marketing is taught in universities so too is the need for selling.


©2008. Drew Stevens Ph.D. All Rights Reserved.

Labels: Drew Stevens PhD, sales selling, sales strategist, sales trends, selling strategy, selling techniques, selling tips, Strategic Selling

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Posted by Drew Stevens at 5:39 PM | Permalink | Comments

Everything in life is a compromise; everything in life is a negotiation. We all seem stifled by the word and implications that surround negotiating. Yet what most of us do not realize is that we have been negotiating since we were born. From the time we wanted a bottle or refused napping our education in negotiation began. In fact, research for this article illustrates that 43% of the American workforce changed jobs since 2006. And, the divorce rate in the United States hovers at over 53%.

However, we become increasingly befuddled by negotiation. We hold strong beliefs that negotiation is meant to be a battle. We begin negotiations on the defensive and seek to end them in a similar manner. The most vital idea to comprehend about negotiation is its definition. Negotiation is nothing more than an exchange of ideas and values between two or more parties with different interests. Conceptually negotiation is a communication and critical thinking exercise inducing creative problem solving. This article seeks to address ways in which you can negotiate and still move away with your credibility and friendships in tact.

The best concept for understanding negotiation is to indicate what it isn’t. We first need to debunk the myths.

Myth: Negotiation is about winning and losing.
The myth of win-lose is ancient. Validation of winning is not bequeathing more concessions than the other party. One simply needs to be concerned with the amount of take. This denotes loss.

Myth: Negotiation is about power
All people in a negotiation have power. If two sides are negotiating each as an equal amount of power, one desires something from the other. Yet negotiation is not so much about power, it is about honesty or lack thereof. Power stems from the side that enables it. Donald Trump by nature believes he has power due to wealth and notoriety, yet if he desires something from someone else the power shifts. The larger concern is not relinquishing power to the opposing side.

Myth: Negotiation is about chicanery
In reality, negotiation is about resolving an issue where both sides obtain equal value by amicably and honestly agreeing to terms. However, negotiation is similar to chess, strategies are used and sometimes held so that each party gains more than they requested. Rather than lie, most negotiators are honest, they simply do not fully disclose information.

Myth: All negotiations are about prices and are sales related
Nothing is further from the truth. Negotiations stem from all walks of life: from dating, to deciding upon a movie to noise decibels. Negotiating establishes boundaries and how far each side allows another within them.

Perhaps the most understood principle of negotiation is a requirement to plan. Most often, negotiations fail due to improper procedures, paperwork or misread issues. Planning is the first and vital step in every negotiation. Each party should strategize to define the motives of each side, goals that might be addressed, time frames and players. Research affirms that in 73% of most negotiators are unprepared. This step is vital to assist in moving forward. Good planning and comprehension help to avoid miscues and maintain proper and efficient conversation. Exemplars of good negotiation techniques are barely surprised by new information.

Negotiations are mixed motive situations. Each side arrives with a variety of goals and objectives- even timeframes. What appears urgent to one; is apathetic to another. It is imperative that issues be immediately addressed. Most importantly, the issues must be documented so all parties agree without a misunderstanding. A foppish issue should not resurface at a latter time. The more detailed the documentation the easier it becomes to facilitate conversation. Once agreed to, timetables should be established so as not to languish on any one issue.

Negotiation is information and relationship dependent. Information is crucial to negotiation. The data need be specific; it is easier to comprehend and complete issues. Typically a tactical ploy to assist concessions, most data is not displayed. Negotiators should then decifer the most imperative issues first do that all needed data is disclosed making for effective conversations. Coincidentally, conversations are more placid when parties are familiar with each other. Particular interest is implicitly displayed since familiarity with both parties shares a common interest- “saving face”. Dignity is a traditional process. Whether in business or amongst friends, all desire to maintain honor, especially with familiarity of the parties. As the cliché states familiarity breeds content; the more familiarity with someone the easier the negotiation!

Egos and Communication. Another crucial component for negotiation success is to check you baggage and your ego at the door. Good negotiators know they are purposeful and do not advertise their success. A negotiation is concerned with mutual agreement not wins and losses. Keeping egos in check helps alliances and other desired relationships.

Additionally, all negotiators need reminders for ears and eyes and not mouth. Too often negotiators tend to spoil alliances by speaking too much. Peter Drucker once stated, “Communication is often about what is not stated”. Listening enables all to understand issues, allow for issues that might go unstated and strategically enable the “opponent” to move first. The alliance builders understand the vitality of listening, it is a practiced art form.

Compromise, Commitment and Conclusion. Negotiation would not exist if not for the power and the reciprocity of compromise. Concessions enable negotiators to agree on small things to assist in declaring small victories. Accommodations negate foolish issues and streamline discussion. Once decided, agree to commitment and document so as not to rehash. Trivial details take time away from other important issues. It is more important to move forward then review unnecessary data. Once the issue is complete, move forward or conclude, it allows less time for pondering decisions.

To allay any fears of negotiating, it is best to align this business tactic with athletics, it is a learned format not born. Admittedly, there exist individuals that love to converse and banter yet negotiation is not an easy skill. It takes patience, persistence and proper listening to understand the issues. Negotiation is a part of everything we do in life, almost every day. It is a skill that combines crucial critical thinking, reciprocity, and professional communication. It is not easy to win friends and influence decisions in negotiation, yet if we understand motives, create a thorough plan and expect the unexpected, each negotiation we have becomes easier and more effective. Negotiation increases our perception, our patience and our resolve to maintain business relationships.

©2008 Drew Stevens PhD. All Rights Reserved.

Labels: negotiation, sales help, Sales Management Training, Sales marketing, sales selling, sales success, sales techniques, Sales Training, self development, self help, selling techniques

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Posted by Drew Stevens at 7:15 PM | Permalink | Comments

Recently a myriad of announcements made the news that Starbucks is making changes due to increased competition from of all competitors- McDonalds. This brings to mind the importance of brand and brand equity. Branding is value, the value of your product or service and more importantly the perception clients have of your business. A brand is often worth more than the business. Think of the brands you consume; Coke Cola, FedEx, Kleenex to name a few of many. Branding positions your business and makes consumers desire your offering.

The value of a brand creates an allure to the business. Consumers simply want to conduct business because of its power. Exemplars are Kleenex for its quality, Rolls Royce for its luxury and Harvard for its education. Building a useful, titillating and valuable brand produces a cachet. Prospective customers will find you, hear about your brand and value your offerings based on perception. The value of a brand enables the business to differentiate itself from competition.

So the real question- what happened to Starbucks? Simply put, they diluted their brand. This was not a single-handed choice nor intentional but brands do get diluted. Dilution has happened to a myriad of companies such as Coke Cola, Federal Express and others, even McDonalds suffered from product dilution. In the case of Starbucks there have been several factors but two of the most prevalent concern growth and the customer. Ironically there is a certain reciprocity affecting both. Starbucks desired to increase profits with continual and incredible growth, however in doing so they forgot about their most important asset- the customer. Yet in order to appeal to clients that crave Starbucks, there is a need to grow in markets.

However, in growing Starbucks forgot about core. Similar to fitness, core is the foundation of all business. Core is necessary to remain true to strategic direction and mission. In the case of Starbucks their core is coffee and the pleasant experience of capturing the aroma, excitement and attitude of relaxing in an Italian cafe. Starbucks got lost in commercialization, competition and lust for revenue. This is not to say that greed is bad, but when an organization fails to retain core and operates with only revenue in mind, failing to maintain client allure, then business, revenues and clients will be lost.

Is it possible to regain competitiveness and allure? Certainly, for Starbucks it is a return to basics and a return to customer attention. It will take time and for now time is on their side.

Labels: brand recognition, branding, customer service, Customer Service Training, internet marketing, Sales marketing, selling techniques, selling tips, Strategic Selling, value

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Posted by Drew Stevens at 2:32 PM | Permalink | Comments

A recent report from CSO Insights denotes that sales quotas are off by a bewildering 60%. Further, sales closing accuracy is down and more importantly closing times are increasing. I was recently asked if a return to cold calling and perhaps direct mail might reverse these trends, emphatically I stated no. The rationale is simple, clients and even potential clients desire to conduct business with those that they know and those they trust.

Cold calling, direct mail and other traditional selling methods do little to build relationships- they simply anger and frustrate. When was the last time you took a call in the evening after a lengthy day from a cold calling maven? And when was the last time you spoke with a million dollar insurance agent that cold calls?

Today’s selling professional requires techniques that help to accentuate and differentiate from others. In a business culture where social networks proliferate the only true network is that built between a client and business professional. Clients enjoy the candor and the knowledge that is shared from a vendor. To this end, there are several methods that assist selling professionals.

Networking
Truly the best selling professionals constantly network. Selling professionals by nature require constant engagement with others to comprehend business trends and meet new opportunities. For over 27 years I attend at least one to two networking events per month and I can measure these to business. Admittedly, there exist a plethora of networking associations and organizations, choose those close to your location and aligned with your business. Review your local paper for functions that interest you and attend as a guest, but go. If do not attend your competitors are. Others cannot know your business with just a shingle hanging in the breeze.

Referrals
Proper networking and selling etiquette involves referral acquisition. Similar to gaining closure agreement many professionals abhor asking for the order! Business is driven by the ability to ask for new business. If clients are happy with your work they will willingly provide others that can need to receive your value. The best way to seek referrals is when you are first engaged with the client and they are at that emotional high. More importantly you want to ask when you are in the account, since this is the best time to be top of mind. Post sale is not an alternative simply put, out of sight out of mind.

Another imperative item to remember is that there is strength in numbers, the more you obtain the fuller the pipeline. There is a story of an insurance professional that would visit clients and not leave without three new referrals. Even if the client provided one or two, the agent would not leave until he received three or more. Needless to say, the agent retired an extremely wealthy individual.


Follows up on referrals
It might seem pragmatic, yet there is much evidence to illustrate that a myriad of professionals that obtain do not follow up. Friends, family and clients typically provide these golden nuggets, so it is vital that one follows up. A rule of thumb is twenty-four hours from receipt to contact. Ensure you mention the person that referred you and mention their enthusiasm for working with you.

Positive attitude
Good networking professionals have a positive attitude. They do not carry baggage with them nor do they illustrate negative feelings should things go awry. There is the story of a business professional that greeted all with “I am awesome!” Coincidentally he did this even through attempting to fight a debilitating disease. Alliances and relationships are built with people that are positive and are outgoing.

Enthusiastic/Energy
Remember the donkey from Winnie the Pooh- Eye Or? This poor donkey is about as unhappy as anything I know. Sometimes listening to him is depressing enough. This is true with human relationships. Individuals desire to be around warm, energized people. Many can feel the excitement of those around them. If you want to be a memorable networker, review your image, ensure you are excited about the event, the people and your business. People feed off positive energy, enthusiasm is fuel for networking, alliances and differentiation.

Trustworthy
Candor is the most imperative issue in today’s business environment. Ironically, an important business trait constantly discussed is ethics. Appalling as it seems, there are numerous daily instances of those attempting to buck trends and gain momentum while not following rules. People will only do business with those they trust and those they respect.

Good listening skills
Remember a time when you were with someone either at a cocktail party or other event, and the person spoke and never came up for air? Bothered you didn’t it? Clients are engaged with professionals that can provide value by understanding needs and listening. Clients clamor for solutions not prescriptions and the best people understand the art of listening. Use techniques such as open and closed questions and pausing to truly understand how to assist.

Enjoys helping
It is better to give then to receive. Those that want to gain will give first. Similar to tithing, professionals must provide content to gain something. Think of tips, techniques and referrals that you too can provide. This technique is a great opener for building relationships since others will identify with your willingness to provide helpful information.


Sincere
Avid athletes concentrate on CORE. Fundamentally this is the system upon which all musculature and symmetrical principles assist to build a nutritional body. Selling and networking exercises CORE too. One of the muscles of CORE is sincerity. Differentiation is built upon a sincere desire to build relations, become personable and assist coexisting needs. Admiration is built based on trust and willingness to assist. Dale Carnegie described this in his now famous work, “How to Win Friends and Influence People”. Key exemplars: 1) Talk in terms of the other person's interests and 2) Make the other person feel important - and do it sincerely.


The key to business building and success is producing things others don’t. One needs to discover methods to rise above the din and become visible. With global competition increasing and a shift in industries requiring selling professionals there exists the need to become outstanding. There is also the issue of working smarter not harder to produce required results. Refrain from tired non-functioning sales methods and begin new strategies that can escalate your rewards and make you an outstanding performer!



©2007 Drew Stevens Ph.D. All Rights Reserved.

About Drew Stevens PhD
Drew Stevens PhD is known as the Sales Strategist. Dr. Drew creates more revenues in less time. He is the author of seven books including Split Second Selling and Split Second Customer Service and Little Book of Hope and is frequently called on the media for his expertise. Sign up for Dr. Drew's newsletter The Sales Strategist at (drew3-143901@autocontactor.com) and review his new book Split Second Selling at www.gettingtothefinishline.com/products.asp Also visit Dr. Drew’s Blog located at http://drewjstevens.blogspot.com

Labels: alliances, business building, business selling, cold calling, internet marketing, marketing help, networking, sales help, Sales Management Training, sales techniques, selling techniques

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Posted by Drew Stevens at 2:25 PM | Permalink | Comments

If you seek new ways to capture the attention of any audience and glean more marketing then this the article for you! Owners of small business beware the techniques found will get you new business!

Drew Stevens Ph.D.


Many mentees and clients call me each day seeking methods to increase their marketing success. Eventually, fundamentals contribute to success, yet there are motives that one can take to address concerns in the vast enterprise of the Internet.

Search Engine Optimization – Search engines such as Google and Alta Vista contain numerous methods that discover websites. While there is much banter on the subject and typically much ado about technology, SEO as it is technically named is an organic method based on algorithms created in searches for people to find you on the Internet. Think of this as a technological Hide and Go Seek. The value of SEO is that clients find you easily and hastily. The needed tactics include using typical words and phrases congruent with your industry. If you sell lawn mowers, the technique would be to use the words lawn, green, fertilizer, etc. on your website so that clients can find you. The more often the word the more often it is indexed by a search engine.

Free – Prospects, clients, you and me all love free stuff. Review your web site and decide how you might offer something of value in exchange for an email address that can be used for a future marketing campaign. If you sell paint, yoga, Pilates, stamps, suggest for an email address that you provide “10 Tips for Proper Relaxation”. The more you offer the more traffic you will derive.

Differentiation – Seth Godin in his book “Purple Cow” suggests the use of being remarkable, nothing in marketing is further from the truth. Your website requires difference from competition and difference from the industry. Provide audio, video, downloads, product sheets, “free smells” whatever is necessary to create a buzz. Exemplars of differentiation and buzz are Facebook and YouTube. Believe it or not the more variety the more they speak about you.

Expertise – Prospects and clients are coming to you for your expertise. Provide articles; tip sheets and industry reports when possible. A recent client provided industry reports on the up coming golf season for his industry and gain an additional million dollars in business! Clients will find you for the value that you provide.

Internet marketing is not different from traditional marketing. Internet marketing is simply quicker and more malleable. Nascent ideas today might be next week’s buzz. Yet, Internet marketing requires daily nimbleness and flexibility. Marketing that is hurried, rote or without meaning is useless. Prospects need to find you and you must maintain current on the ideas that bring your business to the next level.

©Drew Stevens Ph.D. All Rights Reserved.

About Drew Stevens PhD
Drew Stevens PhD is known as the Sales Strategist. Dr. Drew creates more revenues in less time. He is the author of seven books including Split Second Selling and Split Second Customer Service and Little Book of Hope and is frequently called on the media for his expertise. Sign up for Dr. Drew's newsletter The Sales Strategist at (drew3-143901@autocontactor.com) and review his new book Split Second Selling at www.gettingtothefinishline.com/products.asp Also visit Dr. Drew’s Blog located at http://drewjstevens.blogspot.com

Labels: business selling, internet marketing, Sales marketing, selling techniques, selling tips, small business

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Posted by Drew Stevens at 3:01 PM | Permalink | Comments