Customer Driven Up-Selling

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Nothing was working! The first month as their sales manager I found myself watching our sales numbers take a dive right before my eyes. My initial knee-jerk reaction was to give bigger discounts. That didn’t work. I changed direction with focusing on the “perfect solution” sale followed by strong closing tactics. It was important to capitalize on the few opportunities we were getting. That didn’t work either. If anything these changes were making things worse.

An Epiphany
Ironically these potential customers “wanted” all the features we presented. They liked the idea of the perfect solution and yet we were being kicked out of their buying process early on. Why?

After doing a Quincy Analysis… we found that our competition was not proposing to the customers needs but were playing off their desire to practice conservative spending. We gave them the perfect solution… they gave them the basic needs to get by until economic times change. Even with a great discount we were too high and not addressing the real issue. Designing the “perfect solution” was not winning deals. A change in strategy was needed. Up-Selling became the answer.

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The Power of Perception

Early in my sales career I was asked to go to a seminar that was to “empower me” with a new sales method. I was skeptical. You know the drill… fold your arms in a group and before you know it everyone has their arms folded. In other words you were in control by manipulation. The seminar went further. If you swiped your hand to the left you were putting a negative influence out where to the right would be the opposite. I could mess with their brain, cool.

Armed with this new closing power I went to work. Lean forward, pressure was on. Palms up forward facing, body sitting back relaxed, pressure was off. Lean forward and stare at the potential client and not say a word. Serious pressure. People would actually start to sweat.

“Body language is a form of non-verbal communication, which consists of body posture, gestures, facial expressions, and eye movements. Humans send and interpret such signals almost entirely subconsciously.” -Wikipedia

I still see a lot of this type of manipulation today with some motivators and coaches. They run into the room full of non-motivated people with aggressive body and hand movements. In an effort to control they ask to repeat after them with a hand raised and so on… And you know what… it works! For awhile.

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While I never profess to offer a “silver bullet” for winning more deals… developing a remarkable message actually comes close. Let’s face it products and service offerings all start to look alike and my guess is yours is no exception. Why would a customer pick you and your offering over another? Price? While most customers will tell you price is their driving reason my experience has been it’s always more than just that.

Have you ever paid more for something or simply didn’t shop around before you made your purchase? I have because my perception was that this item would fit my needs and my salesmen understood what that was. But even more important than that I had built an instant relationship with him or her. How did that happen?

All Sales professionals tell their potential customers that they and their products are the best. They have references. They are the experts. And so on… While believing in yourself and your product or service is a must does it really differentiate you from others saying the same thing about themselves? Then what is your deferentiator or “remarkable message”?

“As soon as you can say what you think, and not what some other person has thought for you, you are on your way to being a remarkable man.” – James Matthew Barrie

What could you tell someone that would have you stand out from the others? Think about it. What have you accomplished that was extraordinary? Maybe not in the position you currently hold but somewhere in either your career or personal life where you’ve stepped up? Amazingly this can be pretty tough. Most likely you can easily expound about your clubs and organizations you belong to. Who you know and who they know. And so on… Unfortunately, that’s still not a remarkable message. Let me give you an example of a great remarkable message.

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Pain or Pleasure and Objection Success

I have offered products that would literally save customers 1000′s of dollars monthly to have them still say no. Why? It is important to understand that there is an inherit desire to avoid pain and gain pleasure by everyone. Somewhere in the past they had some tremendous “pain” and therefor no amount of savings makes sense to them. Our fundamental decision processes are really based on pain-pleasure. When our prospects say no to our offer what they are really saying is it’s just too painful. The heart always rules the mind and people typically make their decisions based on emotions. Here are some pains to watch out for.

Typical Pain and Fears

Cost of Change

Learning Curve

Looking Stupid

Trust

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Do Your Networking Partners Buy From You?

You paid the price. You did your due diligence which included; attending meetings, passing out business cards, swapping leads, and building referral relationships over massive amounts of coffee. Then, while talking with one of these important lead swapping partners, you find out they bought from a competitor. What’s up with that! Why wouldn’t they have come to you first?

Unfortunately they probably didn’t really understand you or your offering. “But I’ve talked to them about what I do multiple times? How can that be?” Don’t assume an acquaintance or even “friend” will feel any kind of loyalty to you when buying time comes around. You can change this however… Here’s how.

“Where there are friends, there is wealth. -Titus Maccius Plautus“

5 items that can turn network partners to customers!

1.) Are you always selling to them? Are they always selling to you? Sales networking of all forms typically is very 100 foot level. What I mean by that is its more “whats in it form me” than truly getting to know someone. Swapping leads, stories, and educating each other is great but hardly makes for a loyal customer. You need less selling and more listening. Expound on your remarkable message. Keep your personal branding – image and offering laser focused.