Friday, September 19, 2008

Think Like Dr Phil and Maximize Your Sales

Think Like Dr Phil and Maximize Your Sales

Find the Pain

Becoming a total solution provider means everybody has a role to
play in the process. It’s about finding the customer’s pain. What
are the real rules of engagement with the customer?

Make no mistake... The customer sets those rules and it’s really
not about what you are selling. It’s about what the customer is
buying. Let me put it in perspective using an analogy from Tom
Winninger - Americas Marketing Strategist.

Tom Says - “Think about BMW --- they don’t sell cars --- You buy
a driving experience.”

“Kodak doesn’t sell film ------ You buy magic moments -

“Hertz doesn’t rent you cars - They get you out of the airport

That’s their value proposition ---- what is yours? You have to
figure out what the customer is really buying. Understand the
following simple concept.

“Perceived value drives customer expectations”

“Performance value drives customer satisfaction”

The higher you raise the customer’s perceived value of you as a
company --- the closer you come to creating competitive

Be careful - if you raise expectations too high and can’t perform
---- you can shoot yourself in the foot.

Perceived value varies --- it can mean different things to
different customers. It depends on what that customer is really
buying. It relates to value added and what is in it for the
customer. Value added must become not only a common term but it
must become engrained in your sales culture. Every decision you
make should consider the question WIIFMC? (What’s In It for My
Customer?) This is the baseline for your value propositions. It’s
part of the psychology of selling. It’s part of acting like Dr.

How Do You Sell Your Value Proposition?

The first step is to really understand and define your value
propositions. Remember, your company has value propositions, your
products have value propositions and you personally have value
propositions in your relationship with the customer. In defining
your value propositions you must maintain your customer at the
center of attention and define value in relationship to them.

Next, separate selling from problem solving. Take all of your
industry experience and knowledge to understand the customer’s
needs. Present alternative solutions.

Clarify your value propositions in terms of WIIFTC and let the
customer decide.

------------------------------------Think like Dr. Phil.--------------------------------------

Apply your knowledge and experience to the customer’s pain as if
it his/her company was your company. Ask yourself the following
questions to determine if you are ready for and committed to

* Can you educate the difference between price and cost? What
makes the low price the high cost? * How committed are you to
your industry? * How well do you know your customers objectives *
How adept are you at identifying pain * Are you more concerned
with your employer’s success than their own? Your customer’s
success? * How well do you accept personal responsibility for
failures? * Do you know the five largest customers of your
customers five largest customers? * What are the 3 largest
sources of pain in your customer’s lives? * What are your
customers’ key profit and growth drivers? * What are you doing
with that knowledge? * How would the customer describe your
efforts to improve their business?

Focus Has Changed

Focus must now be on planning for the development of customers
and increased penetration of current high potential customers.
The main responsibility of the sales person is NOT TO INCREASE
SALES, but to systematically and consistently increase the number
of customers that call you Supplier of Choice (SOC). If you truly
practice becoming a total solution provider for your customers,
can validate and sell your value propositions, if you can find
their pain and make it go away, you will become their SOC. That
means you'll always get the first call and the last look. It
starts by acting like Dr. Phil and searching for their pain.

A" Player Results and Habits

Professional sales people are always striving for improvement.
They gain the majority of their targeted customers' business.
They increase market share. Transactions flow through a
well-managed relationship that they have established. Their time
is focused on growth rather than transactional service.

Professional sales people constantly seek to enhance their
selling skills and the knowledge base of the industry they serve.
They no longer focus only on product knowledge. They focus on
their customers' needs and industry knowledge. They have
fine-tuned the basic habits of success:

* The habit of prospecting within the account for growth
potential * The habit of planning * The habit of using a
professionally prepared sales presentation * The habit of
goal-setting * The habit of record-keeping * The habit of
efficient time control * The habit of self-development * The
habit of continuous development of their industry knowledge * The
habit of self discipline

Today, salespeople must be problem solvers able to generate
solutions for customers in their time of need. That’s what being
a professional is all about. Therefore, they must possess a great
deal of knowledge about their customers’ business. Often, they
must actually define what those needs are because the customer
may not know, nor take the time to explain. Customers want the
professional sales person to have the knowledge and intelligence
to comprehend and analyze their problems before showing up at the
door. Customers will listen and buy from the salesperson that
finds the “pain” and takes it away. They want solution providers,
not the “coolest technology” with three adjustable speeds.

Act like Dr. Phil and find the pain and make it go away, even if
it has nothing to do with your product. It’s about being a total
solution provider. Today’s formula works because it creates
competitive advantage. It is the secret to success for the “Sales
Force of the Future.”

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Straight talk about today’s issues. Rick Johnson, expert speaker,
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Strategist, LLC a firm that helps clients create and maintain
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E-mail rick@.... Check out Rick’s new CD
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Greg Cryns
The Beginning of Michael Phelps

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