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

We’re all very good at creating negative thoughts and patterns. These come in the words that we use these, now are behaviors and he’s come from thoughts. One way to gain yourself doubt is to bombard your subconscious mind with new thoughts and images. You simply must stop the “Pitty Pot” and learn to move forward. Stop letting the negative energy drive you. Rather let positive thoughts and emotions drive you to a new destination.

I know many people with stage four cancer and I know the five year old that is in dire need of a bone marrow transplant. When in the same room with these people one would never know that they suffer from life threatening ailments. Why? They use affirmative statements that stop the pain and suffering and make them live in each day as if it were they last. I am not diminishing your pain and suffering but I am trying to establish a method for you to see things differently.

1. Live in the present. If you have a dream and you want to accomplish something then describe what you desire as though you already have it as if the dream has already been accomplished.

2. The affirmative. State your affirmations and the positive. Your brain does not do well with negative comments. When you talk in the negative it becomes that. When you speak in the negative you’re simply affirm your fears. End your negative thoughts by becoming more positive.

3. Use power words. Words are as important as the affirmations that we use. If we want to change our lives we need to select words that allow was to expand our level and create positive results. Words shape our beliefs, and they create action. Alternatively, they create inaction. I have found over the years that words that are used this and power me and create self doubt.

4. Change your state. Self doubt stems from our state. To illustrate my point imagine for a moment the body language of a homeless person. Picture that homeless person lying on the street, with dirty clothes, situated in a corner of a large building. They are cowering and have a sad sullen look on their dirt speckled face. You can see the sorrow; you can visibly see the pain and the suffering.

Now, imagine yourself when you are depressed and believe your life is in total disarray. Are your shoulders slumped? Is your face sullen and sunken? Does your self doubt create your body language?

Your body language changes with self doubt because your brain runs low on a chemical known as endorphins. These neurotransmitters found in the brain have pain-relieving properties similar to morphine. If you know or are a runner this is typically found to create a “runners high”. If you are depressed or saddened and do something to change your state endorphins are released creating euphoria and alleviating the pain. So for no money, little time and using your own body, your can end your pain in a split second, release the endorphins and quickly release your self doubt.

5. Visualize the Result. Visualize what it would look like if you reached your pleasure without the doubt. See things are you want them to be. Picture yourself in the dress, in the car, with the boyfriend, etc. Create the feeling in your head as if you were all ready living the dream.

6. Belief in the Lord. I have found that this is also one of the best ways to end self doubt. Many years ago I was lost in my journey until a friend of mine gave me a sentiment piece with the inscribed words, “Be Still and Know”. "Be Still and know that I am God" (Psalm 46:10) is one of my favorites. It reminds me to let go and trust God to do God's will.

I have learned in many years that God will not and does not want us to fail. He wants us to believe but he also wants us to learn. While each and every moment is a lesson it is a lesson from God. While I like you have suffered I also understand that God has a purpose and we must fulfill it not on our time- but his. There is a time and purpose for all but this is the greatest mystery that he provides us with.

Self Doubt can manifest and those only way to stop it, is to do something about it. Life is difficult, life has hurdles but one thing about life- we are above the ground and living it. We are able to see love and share, understand your purpose, your passion and your creativity and learn to love yourself right now!

©2008. Drew Stevens PhD. All Rights Reserved.

Labels: Positive Selling, Sales marketing, Sales Training, self development, selling tips

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Posted by Drew Stevens at 6:28 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

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