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Huh? What?
| I just got off
the phone with a friend and our conversation got around to the
topic of what skill many salespeople lack. For that
matter many non-salespeople lack this skill as well. I'm
talking about the simple ability to listen. My friend
related a story from several years ago. He had recently
bought a small business and had met with two business advisors
from a local university. There was specific information he was
seeking (he wanted to get the inside perspective on a
particular industry from the advisors). Right away it
became evident that the advisors didn't really listen to his
questions. They immediately launched into a spiel about
developing a business plan and how to go about applying for a
small business loan. Good information, but not what he
was looking for. Too many
salespeople make this same mistake. They meet with a
prospect, act like they are listening, and then launch into a
pitch for whatever they want to sell. So
many people in business just don't get it. Listen to
your customer and they will tell you what they need and want.
Listen closely enough and they will give you everything you
need to provide the solution.
As sales people we all
instinctively want to talk and tell everyone about what we do,
and what we have to offer. That's the problem, we are
too concerned about ourselves rather than our customers.
Listen instead of talking. It's the right way to help
your customer. |
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Nothing Worse Than
Dated Information
| What's wrong with
this picture? Earlier today I was looking at a website
for a local business. I had just learned about this
company so I was checking them out before I made a cold call.
On their site was a page listing their scheduled exhibit dates
at various trade shows. I clicked through to the page,
and what appears at the top? "Trade shows we will attend
in 2003". This doesn't send out a good vibe. Then
again, this business is not alone. Too many business
people setup websites and never update them.
I have always thought of a website
as a "storefront" for any business. In many cases it's
the first contact that prospective customers may have with a
business. If you forget to update the "storefront" you
could be sending prospective customers away.
Keep your website updated.
It can be a great marketing tool for your business, and unlike
your brick and mortar location, you never know when someone
may stop in. |
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How I Navigated Thorough Telephone
Hell
I don't
specifically speak on customer service, (although it is part
of any company's sales effort), but maybe I should. As
we all know all too well, many businesses have substituted
automated telephone answering systems for living and breathing
people. I recently called a local television station to
speak with a sales representative, and of course the call was
answered by an automated system. I could dial the
extension of the person I was calling, or I could search the
directory by spelling their name (didn't say if I had to
spell their first name, last name, middle name, maiden name or
stage name) or I could wait on the line and an "operator"
would answer my call. I waited, and I waited and I
waited. Finally a message came on telling me that the
"operator was unavailable" and I should leave a message.
I couldn't take it anymore, so I hung up. Later in the
day I tried again, and after another trip through telephone hell
I did get through to a receptionist. I asked
for the person that I wanted to talk with, and her immediate
response was, "Oh, they don't work in this office. I
can't transfer you but here's the number where you can reach
them."
I didn't say anything, but just
quietly wrote down the number and placed my call. I
finally got through to that person, but it took the better
part of a day to do it. What a great way to build your
business and welcome customers! |
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Happy
Thanksgiving |
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Don Speaks |
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Don is available to
speak on matters of marketing, advertising and sales at seminars, workshops and keynotes. Call for more
information toll free
877-366-9445 |
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How to
Reach Us
(and all that other stuff) |
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web
www.streetsmartselling.com
e-mail
don@streetsmartselling.com
telephone
877-Don-Zihlman
(877-366-9445)
DRZ Marketing Inc
42 Tall Pines Road
Scarborough, Maine 04074 |
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Member of the
Maine Association of
Professional Consultants |
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Make Your
Business Grow
Get StreetSmart! |
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