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This article was originally published on Catersource.
Everybody loves a good story, including your prospective clients.
In the world of sales, nobody wants to sit through a robotic pitch that feels never-ending. Instead, stories engage and build connections between consumers and the brands that they love. When there is a story behind a pitch, our brains feel closer to the one selling it—and it helps your brain’s mode of recall, allowing it to remember details better.
This article was originally published on WeddingIQ.
A lot of companies look to cold calling to find new leads and boost their sales funnel. However, it’s not quite the most efficient way to prospect — for every sale you make, you likely had to spend hours reaching out to unresponsive people. So, is cold calling really the way?
No, it’s not. I’m going to start this by answering the question right away. It doesn’t work, and it leaves people feeling irritated instead of interested in what you have to offer.
This article was originally published on Sage Wedding Pros.
First impressions are everything and, in the events industry, that’s typically done through your initial proposal. When pitching to a prospective client, your proposal is your best sales tool and can either make it or break it.
Consider that couples in the throes of planning are often reviewing proposals from several vendors at once. That is to say that when you lose a sale, you are essentially giving up a client to a competitor.
This article was originally published on AllSeated.
When you run a business, your brand is arguably your most valuable asset. It encompasses your values, personality, passions, products, services, and core competencies. Most importantly, it’s what sets your company apart from its competitors.
The average person can’t always differentiate between products or services at first glance, so you must rely on branding to appeal to your target clients and garner interest before revealing the true value of your work. A great brand appeals to a person’s mind and heart — it’s what allows people to know, like, and trust your brand.
This article was originally published on Catersource.
There's no question that every buyer is unique. Every person that walks through your door brings their own set of personal values, motivations, fears, and insecurities. However, despite the various personalities you encounter in the sales process, you'll come to find some everyday habits that start to show in negotiations. By picking up on these tendencies, you can learn better ways to guide prospects through your funnel — past their hesitancies and towards closing the sale.
This article was originally written for NACE.
As prospective clients navigate the research stage of the vendor selection process, they are actively comparing your company to those of your competitors. They are looking at several factors, but most importantly, they want to know who will best suit their needs.
In order to overcome your competition, you need to focus on selling painkillers. What does that mean, exactly?
Vitamins are those features that meet a client’s expectations and keep them feeling content with your services. They create the baseline for what should be presented. A customer will expect you to have vitamins, whether that’s timely communication or high-quality service.
A painkiller, on the other hand, is where you can take the client experience above and beyond expectations. It improves and enhances how a client feels by providing them with additional value for their dollar. This could be an extra service that saves them time or an add-on product that increases value without affecting their budget.
IT’S FREE!
I know that you want to attract more of your ideal clients and book more weddings so you can be more profitable and grow your wedding business. If you’re like many wedding professionals I know, you might feel stuck and so it feels like you can’t reach that goal of booking more weddings with couples who are a dream to work with.
That’s why I’m so excited to tell you about the Book More Weddings Summit! The goal for this summit is different than most. You’ll learn how to book more weddings without it feeling like you’re pulling teeth and you’ll learn it from 20+ experts! This event is specifically crafted for the wedding industry because we have different needs than other industries. We don’t get a ton of repeat customers and we’re selling luxury products and services to people who are brand new to buying these kinds of things.
For 4 days, April 20th-23rd, Heidi Thompson of Evolve Your Wedding Business is bringing you presentations from 20+ industry experts who have found ways to attract more ideal clients and book more weddings. You’ll learn about everything from the steps to book high-paying clients, using Instagram to attract your ideal clients to you, turning your website into a lead generating machine, and so much more.
For example, I’m going to be talking all about PRICING!
We’re featuring some pretty big names, including:
● Megan Ely
● Kevin Dennis
● Kylie Carlson
● And a whole lot more!
The best part? It’s totally free!
There’s more I’d love to tell you about this summit, but I’ll let you check out all the details for yourself.
Get your FREE ticket for the Book More Weddings Summit today!
As the world is stuck inside, your brain is working on overdrive. You’re dealing with sudden changes in your business, and you have a lot on your mind.
What’s the right move for my business? How do I decide? What do my employees need?
What do my customers need?
You have made some hard decisions in the last 2 weeks- no doubt
You’ve had difficult conversations with your employees, your vendors, your bank, some conversations that you thought you would never have.
You have either furloughed, laid off or even terminated. You may have guided your team through the unemployment process and you may be running your business at 20% capacity or none at all.
The only comfort that you may be feeling is that you are not alone. Everyone is dealing with this whether you are a business owner, manager or a team member.
The reality is that the coronavirus has sent people to work from home, which means many of us in leadership positions are having to do so from a distance.
Leading a company remotely is certainly doable and can be highly effective when done in a strategic way.
So today Let’s explore 4 Tips for Leading a Company during Covid that will help you to be a stronger leader, no matter how far you are from your team.
Learn to delegate
Delegation can be a scary thing for business owners, especially if they’re used to shouldering all of the responsibilities in the company. Take some time to learn the strengths and areas of improvement of your team members and allocate work to them accordingly. Once you start to let go, you’ll realize that most people are more than capable of picking up the reins and achieving success.
NEXT, Elect a second-in-command
It shouldn’t become an “every person for themselves” type of situation in your office. Choose an employee that you’re confident will step up and make sure the wheels don’t come off. Pick carefully; you want an employee that has shown you that they can and will step up to the plate when called upon. Not only will this person assist, but they will also be your main point of contact while you are busy dealing with insurance companies, vendors, banks, and the SBA.
Create open channels of communication
Just because you’re not physically present doesn’t mean you can put your head in the sand and disappear. Your team still needs you, don’t forget their world has turned upside down as well. Many are with children, homeschooling, taking care of relatives and just the uncertainty of what’s happening all around them. So make a point to connect with them as much as possible. This could mean setting aside an hour or two for status meetings every day or it might mean using an app like Slack and Zoom to keep communication lines open in funneling the most important messages to them.
Be transparent
Assure them that you’re still overseeing the business, explain what actions you’re taking. They are watching the news- they see what’s happening, so hear out their questions and ease their worries as needed.
Leadership is not an inherent talent; it’s a skill, which means it can be honed and developed with practice. When leading a company remotely, communication is the name of the game — stay connected, remain transparent, and always be prepared to step up when needed most.
We all know right now that we are living through something historic. Something that literally came out of thin air- I realize that this has affected everyone in every industry around the world but I am only addressing the small to medium size businesses in the events industry.
We are trying to take care of our families, hold on to our businesses, console our employees and just trying to make sense of what is happening. Let’s look back in history and remember those early days of the 1980s where everything was in abundance the big & showy events and then we remember 1993’s recession where events were tightening budgets, lowering guest counts or not even having the events.. yet we came back. Then September 11 with the country under attack- The nation was paralyzed. American business stood still for almost a week, yet we came back. Then 2008 market crash Events- came to a halt- how could anybody celebrate when they were forced to lay off employees, slash spending The financial crisis in 2008 hit small businesses hard – in fact, harder than large firms. Many small businesses tried to find new ways to survive yet we came back Most of us never experienced a time when the doors of our businesses just closed - when there was absolutely no business. you walk the halls of your office ,your commissary , your studio, your warehouse where just weeks ago it was a hustling thriving business and now there is silence.
BUT.. We’ve been here before. History offers some important lessons on how we can deal with the coronavirus pandemic, about a decade ago the H 1 N 1 swine flu killed more than 12,000 Americans and hospitalized more than 274,000 in the US, The 1968 flu pandemic estimated number of deaths was 1 million worldwide and about 100,000 in the United States and the most severe pandemic in modern history happened in 1918 when the flu infected about 1/3 of the worlds population and killed an estimated 675,000 people in the US alone. If we look back in history and we remember those of us who lived in days of the 1993 recession, September 11th, 2008 market crash, we did not know how it was going to end and there was enormous anxiety and yet history tells us that each one of those situations we came through and we really did emerge stronger than ever before, history provides solace in perspective.
Small business owners have to make tough choices The coronavirus outbreak has global health consequences, and it puts many small businesses at economic risk. If your business is struggling financially due to the coronavirus, I found some resources that can help. The U.S. Chamber of Commerce put together this toolkit to help businesses and citizens alike understand how to navigate the coronavirus. There are guidelines on how small business owners can ensure they are keeping their customers and employees safe. The toolkit also includes a business checklist. This checklist can help you figure out what to prioritize and to create a plan of communication for your employees. Everyone is facing this crisis together, so be transparent about what your business is going through. Customers can empathize with brands facing a crisis, as long as you communicate with them properly.
The SBA announced it would offer disaster assistance loans for up to $2 million for small businesses affected by the coronavirus. These low-interest loans are available to businesses that have sustained “substantial economic injury” due to the spread of the coronavirus. These loans can be used to pay off outstanding debts, payroll and any other bills they are unable to pay. However, small businesses that have access to credit are not eligible. Small businesses with no available credit qualify for an interest rate of 3.75%, and nonprofits will have an interest rate of 2.75%. The SBA’s Office of Disaster Assistance will coordinate with state governors that submit relief requests. Once a state or territory is approved, these affected businesses will receive more information. You can find a regularly updated list of states where disaster assistance is being offered here. Even if your state is not yet offering disaster assistance you can begin to prepare to apply by looking over the information required.
Facebook said it would launch a $100 million program consisting of grants in an effort to help small businesses amid the coronavirus pandemic sweeping the globe.
For small business owners, running our companies can be all-encompassing. entrepreneurial ventures target high returns with an equally high level of uncertainty and this is one of those times.
I don’t have the answers- I’m living this right along with you. If you need to talk or just vent- I’m here for you- meryl@merylsnow.com
My life has been dedicated to the catering industry. From operating my own catering company to consulting with hundreds of catering operations around the country. One group that has been underserved in the technology area is the caterer that offers full-service catering and corporate drop-off.
Until now, caterers had to choose. Do I use catering software that handles all of my full-service events perfectly and sacrifice what I need for my drop-off division? Maybe I use software built for drop-off catering and live with the shortcomings for my full-service catering?
Today you need not choose. My friend and colleague, Michael Attias, founder of CaterZen Catering Software, has been working quietly behind the scenes to create catering software designed to serve both “masters” - the two different types of catering companies.
Just look at the highlights of his system:
• Online Ordering Interface For Clients To Place Orders
• Drag & Drop BEO Template Tool with Pic Sections
• Electronic Signature Catering Contracts
• Delivery Management System with Real-Time Uber-like Tracking
• Tablet-Based Kitchen Production Reports Updated In Real Time
• A Complete Venue and Pharmaceutical Rep Delivery Database
• Web-Based Lead Capture Forms that Feed Into The CRM
• A Ton of Sales & Marketing Tools
• And much, much more!
This web-based catering software is very intuitive and easy to use. If you fall into the category of a caterer who offers full-service catering and corporate drop-off, I urge you to take a look at it.
Just click this link: https://www.caterzen.com/join
Even if you just handle one type of catering, you should check out CaterZen’s robust tools! If you’re not in the market for catering software, you should still check out CaterZen’s website. Michael has written a book entitled: Catering Multipliers: The 17 No-Cost Laws of Catering Sales Growth.
Wait- what?
I am truly honored and surprised- yes- I know, it sounds like a typical acceptance speech. But, this award means a great deal to me. I remember so clearly in the early days of our business the sleepless nights wondering how we were to pay the mortgage. I knew, in staying with our vision and strong tenacity, we would succeed. However, I had the opportunity to collaborate with many fine and smart people that guided me with the many trials and tribulations of running a business. I always knew when it was my turn that I would pay-it-forward to an industry that I absolutely adore, an industry that has taught me to live my passion.
To be named as one of BIZBASH 1000 Most Influential Event Professionals in the United States in the category of Strategy & Leadership a thrill! Thank you, David Adler, & the BIZBASH team.
I found a community that thinks like me works like me and dreams like me.
These are my people, my tribe.
written for Catersource
In a competitive market like the special events industry, your first impression needs to be spot on each and every time to win new clients. With that in mind, it’s important to recognize that your first impression will show through different channels for each client, so you need to be prepared to wow a prospect on every front.
You first must understand the thought process of your leads, then you need to adjust your sales approach to ensure that you are making a great first impression — no matter where a prospect is coming from.
Understanding the client psychology
written for Catersource Magazine
People often consider mentorships to be something built outside of a company, whether you hit it off with someone at a networking event or run into a social media friend in a coffee shop. I’m here to explain how (and why) mentorship within a company can be an extremely valuable relationship that carries on well beyond company walls.
As a leader in your business, you hold the unique role of being an influencer within your organization. When your employees have questions, they look to you for answers. When they make mistakes, they look to you for feedback. However, these discussions are often done strictly regarding company matters, like a deadline concern or a question about an assignment. You have the power to transform these relationships into mentorships by positioning yourself as someone who provides guidance in all situations.
Here are some ways you can carve out your role as a mentor within your business.
Be open
The key to becoming a mentor in your company is the openness in which you handle situations that arise with your employees. Rather than discipline a team member for a mistake, turn it into a learning lesson and discuss how the issue can be prevented in the future. Communicate often and ensure that your employees trust that you have their back. Don’t be afraid to be transparent about your own mistakes; you’re human too, and your humility will build trust with your staff.
Take ownership
At the end of the day, the buck stops with you. When things go wrong, avoid placing blame on your employees—that’s how you lose their trust and respect. Instead, ask them how you can be more of a resource in that situation. Look to yourself to see if you could have made a difference, whether it’s something you did or didn’t do.
Celebrate your team
High morale goes a long way in a work setting. It can increase productivity, while decreasing turnover rate. Happy employees aren’t looking for new jobs; they want to be their very best in your company. Don’t take this for granted. Find time to celebrate your employees’ wins and recognize their successes. Invest in your team by taking them out to lunch regularly or planning a retreat—the goal is to build a personal relationship that isn’t restricted to your office.
Act as a resource
As a mentor, you need to recognize that your team members are not just employees. They are career-seeking individuals who are likely several stages back from where you are. Whether they plan to stay with your company indefinitely or they have lofty dreams that will take them elsewhere, you need to be steadfast in your support for them. Listen to their questions and give them advice, even if it feels like you’re coaching them for their eventual next gig. It can certainly be uncomfortable to talk future goals with an employee, but rest assured that the relationship that you build will be stronger than if you simply maintained your role as a boss. Plus, there’s a chance they will leave sooner if they feel that they aren’t getting much beyond a paycheck.
There is a big difference between being a boss and being a mentor—whether you pursue mentorship is up to you. Know that, if you want to make a difference in your employees’ life, it’s the most meaningful way to do so.
written for Sage Wedding Pros
The Flinch
Usually, the phrase that accompanies this reaction is something along the lines of “your price is what!?” I can see you rolling your eyes now; we’ve all heard it before. Yes, there are cases where the buyer is genuinely shocked by the price, but a lot of the time it is all a dramatic act.
They want you to trip over yourself, to doubt your pricing and consider lowering it for them.
Instead of responding to their flinch, remain composed throughout the act and then calmly speak to them once they are done. Ask the client why they feel the price is high, and you will usually find that their answers are quite flawed, opening a new conversation based on this discovery. A good salesperson can often navigate their way out of this tight corner. Persistence is key here.
“I can get it for less.” Words that irritate even the most hardened sales veteran. It’s quite a common technique because it works typically for those who use it. It’s a pushback tactic that prepares you to lower your price, naturally because the customer expects it. People are often taken aback by this, and it can be easy to panic over losing them and drop the price. Don’t do it.
Instead, approach them gently and ask them why, as well as who they are comparing you to. Never ask where you need to be because this is a trap that will ultimately lead to a lower price. Hold your ground, defending the pricing and the product, and show them where there is value and how it can benefit them. If you probe to create solutions with the buyer, they will typically back down.
These will often start with “all I can afford is this…” and “all I have in my budget is…” – don’t fall for them. These are the beginnings of a sob story that has been designed to get you to lower your price. We are empathetic creatures by nature, and it is easy to feel sympathy for someone who is struggling and lower the price based on that alone. More and more buyers are starting to use this technique to reduce costs, and it damages the genuine cases.
Don’t back down on the pricing; you must remain firm because you have no idea if it is a good case or not. Ask them if there are any other budgets that they can draw from, and see if there are different packages or services that might be better suited to their funds. It can be hard to tell who is playing you, but it’s a very clever technique.
After it is all said and done, the satisfaction of your clients is the most important. That doesn’t mean budging on your price; stay firm on that, but it does mean being calm and reasonable during their attempts to negotiate. You need to listen to what they have to say, provide them with justification, and just be yourself when you are selling. Fear of reaction can be difficult to overcome in these situations, but as a salesperson, you need to get used to it; it’s going to happen a lot.
written for Special Events Magazine
A great event sale depends on a great pitch--here are tips to help you tell the story.
Our life is all about telling stories; it always has been. Since prehistoric times, we have passed knowledge on through stories, and it’s something that continues today.
The problem is that when we are selling events, we leave stories out of our pitches and presentations. We are so stuck to the same set of rules that we forget deviation can often be a good thing.
So, why aren’t you telling stories in your pitch? Why do stories matter anyway?
Why It Matters: Stories Create Connections
We are all connected by the stories we share and by those we tell. We can relate to people who have a story, and we feel closer to them when we understand more about what makes them who they are. The most significant part of our brain, the neocortex, is responsible for how we store memory, for remembering patterns and sequences (like in songs) and for conscious thought.
This part of the brain is why you can recognize a song after three beats, and it plays a significant role in making connections with others through stories.
The Different Types of Story
There are three different types of story that can be told, and each of them is important when building a connection with customers:
Connect
Differentiate
Close
The stories that act to connect contain your personal stories, how you got to where you are and why. They also have important stories that relate to your staff (because they are crucial to your company, too), and those that revolve around the creation of the company.
The ones that differentiate give insight into the company and the way it works, why it is the way it is, and what makes you different from the rest. They also contain success stories, because people like to feel good and celebrate these things with you. Customers should be rooting for you, and success stories achieve this.
The stories to close are those that contain morals, company values and the things you appreciate about your customers. They are stories that teach customers through your experiences, as well as showing them just how important they are to your business.
A Storytelling Case Study
One of my favorite examples for a company that does storytelling right is BrewDog.
Let me tell you, I don’t even drink beer, but I would buy theirs, and I would spend more than retail price on it. That’s an honest comment because they just ticked so many boxes. Let me show you why:
It’s the story of two friends in Scotland who created their own beer, and it took them a lot of time, a lot of pain and a lot of love, but they made an exceptional brand that is loved across the world. They’ve grown so much that they even opened the first beer hotel--pretty fantastic stuff.
It all started in 2007 in an industrial estate, two men and their dog (that little addition just makes the story), and the desire to create a new and spectacular beer. The story on their website follows a detailed timeline that goes from then to now, and you can follow every step of their journey to success. They include their failures, the victories and that faithful dog who has been there since the start.
The story resonates with us, and they continue that feeling in their marketing. Slogans such as “We Bleed Beer” on their landing page just further demonstrate their passion for what they do. These two men bring the love they have for their beer to their customers, and that’s what you have to do as salespeople. If you don’t have your A-game on, then you aren’t going to convince customers that they need to buy from you.
These two guys, James and Martin, focus their story around four key moments, and these are the ones you should remember:
They encounter a problem: Industrially brewed lagers and ales are boring.
They have a spark of insight: What if we can fix this problem?
They start their own brewery, brewing in tiny batches.
They are now on a mission: to make more people passionate about their craft beer.
What Can You Do?
The things to remember are that you should always include personality and passion in each of the conversations you have. Being a salesperson is about sharing stories, connecting with the customer, and building that bond. However, there are rules to the storytelling process that need to be followed:
You should always keep it real. Some companies enjoy and even benefit from the odd embellishment, but they are a trap. Later on, you will trip over yourself and be revealed as a liar. That’s not good for business, and people prefer someone authentic and genuine. It doesn’t need to be the tale of the century; it just needs to be real.
Following that, you should also remember the three C’s of excellent writing:
Clear
Confident
Concise
These make up the recipe for success and, combined with the process for writing your story below, you will be able to create something meaningful and spectacular:
What is the story I want to tell?
How will I deliver the story?
What kind of client participation do I want or need?
How will client participation affect the story over time?
Now you’re ready to get out there and tell the world your story. Just remember to keep it real, and you’ll have no issues drawing your customers in and leaving them feeling better connected.
Written for Catersource
Yes, I have come up with a way for you to prospect in 15 minutes, but the first time you try it, it’s going to be more like an hour while you figure things out. I did a little survey to find out how many salespeople are prospecting regularly, and I was pretty surprised to discover that the majority rarely do so. This means they aren’t finding new clients, and I get it. There aren’t enough hours in the day and there is so much to do, but this is also our job. You should always be searching for your next customer. If they are coming to your business effortless, that’s great but then you’re an order taker.
The six steps that follow are designed to bring in new business in a proactive and strategic way.
Step 1: CRM
What does this stand for? Customer Relationship Management. This is the tool you use to keep track of everything, from the list of clients to who is dealing with them at the moment. It’s an excellent way to determine which customers are being taken care of, which need some attention, and those that don’t have a designated salesperson. This way, you can snap them up quickly and get straight into the game.
Step 2: Company website
For corporate clients, take a look at their website. It will show you what they do, the way they interact with others, and will give you (generally) good insight. You can look for the company story and core values, as well as the content of their blogs, to understand their background, as well as their beginning. Usually, websites will give you reasonable access to the company social media accounts as well, which can be handy for information gathering.
Step 3: LinkedIn
This is such an underrated social media platform. You can learn so much about a person and the company they work for through it. Take a look at their recent posts and updates to their profile, but also spend time browsing their awards, publications, and achievements. You can see if there is anything on their LinkedIn that you have in common, as this will help to build a stronger connection and speed up the process. It shows you know who they are, and it’s just a fantastic professional platform overall.
Step 4: Social media
We’re in the digital age, and that means social media reigns. Instagram is a significant platform to follow people, whether it’s clients or competitors. You can save hashtags related to your business and keep an eye on them for ideas and help you get the word out about your company. Other than that, it would be best if you learned what your clients are posting. What is important to them, and is it something you can relate to? Social media is a fast and easy way to learn about your customers, and it only takes a couple of minutes to get through.
Step 5: Competitors
Competitor pages are essential as well because they allow you to get further insight into your client and what makes them tick. Take a look around and see what makes each of them different from the other. On the plus side, you may even end up gaining another customer through this, widening your client base even more.
Step 6: Gatekeeper
This is an obstacle you need to overcome, and you can do so using kindness. The gatekeeper is the person who answers the phone, blocking your access to those in charge and those who can say yes to your ideas. You should work to befriend the gatekeeper, maybe even sending a little gift, as this will soften their approach. That way, you will often find that they are the ones telling their boss to give you a go. The good news is that most people listen to what the gatekeeper has to say.
Once you have the practice down, you will find that this whole process doesn’t take more than 15 minutes to complete. They are quite simple steps, and this is why they are so often overlooked during sales methods. As a salesperson, it is down to you to make a connection with the customer and show them that you care. Similarly, you should be searching for new ones every day and interacting with them; you can’t afford your client pool to go stagnant.
OWNER, FEASTIVITIES EVENTS, PHILADELPHIA, PA AND SENIOR CONSULTANT, CERTIFIED CATERING CONSULTANTS
With nearly 30 years in the special event and catering industry, Meryl Snow is the co-founder of Feastivities Events and the creator of The Triangle Method. As a Senior Consultant for Certified Catering Consultants, Meryl travels throughout North America training clients in the areas of sales, marketing, design and branding to help businesses get on their own path to success.She is the author of Booked It! and Cha-CHING!
Written for Catersource
Is the Decision Maker Really the Most Important Figure?
You'll hear people encourage you to get to the decision maker because they have the ultimate power and final say. This is the wrong approach; it really is, because the decision maker isn't the one you need to impress; it's the influencer. They have a lot more control over the situation than you think, and if you fail to impress them, your chances of success are lowered.
There is much importance in knowing who the decision maker will be with each buyer; it's not necessarily made clear from the moment you make contact with the company or social client. However, the reality is to figure out who the influencer is.
What is an Influencer?
Traditionally speaking, you will find the influencer tends to be a person that has the client's ear, often working with the buyer and their advice is highly valued. They may have a list of responsibilities, including researching options before briefing the client on their opinion. They pay close attention to detail, and they don't miss a thing.
While they seem all-powerful, they have no control over the budget, or authority when it comes to making the final decision. However, the influencer remains very essential, as you will discover shortly.
The influencer could be the best friend, mother, or mother-in-law of the decision maker as well as potentially being a co-worker. They aren't paying the bill, but they have a lot of influence over the buyer; which is why you should never assume you know who the influencer is.
Next, you've got to find out who the influencer is, and it doesn't take much to do this in a casual manner. After making your appointment with the client, just follow this little conversation:
Salesperson: "great then we'll meet on Tuesday, is there anyone assisting you in making your decision?"
Client: "Yes, my best friend, Jenna."
Salesperson: "Can Jenna meet on Tuesday as well?"
Client: No, she's out of town."
Salesperson: "Let's meet when she returns."
You'll want to make sure that the influencer is at your meeting. You don't want to risk the influencer potentially showing up at your competitor's meeting and not yours. So, next time you are faced with a meeting with the influencer, remember to impress them and not just shrug them off.
To Conclude
Really, there is a lesson to be learned here. It's not always about who you are; it's the kind of influence you have. The influencer may be a secondary position, but it carries high-ranking responsibilities and some serious power that often goes unnoticed and underestimated. A lot of the time, the little guy holds the keys to the next room, and this is a solid example of just that.
Meryl Snow / guest contributor NACE
When you’re an entrepreneur, you only have to answer to yourself. However, when you’re building a sales team, it’s important to develop accountability among your employees. After all, your salespeople are brand ambassadors — when you send them to a sales meeting, they represent your company and have the potential to make or break a sale.
Here are a few strategies for creating a team dynamic where every member feels entitled and empowered to represent your brand.
Build the best team
Even prior to training, it all starts with hiring the right people. When you’re looking to build your sales team, it’s not just about filling a position — it’s about finding an employee who is committed to your brand and ready to make a difference. Consider building in a personality test portion into the recruitment process. Although it can’t guarantee a person’s work ethic, it can show strengths, weaknesses, and possible red flags for a candidate that will help to determine whether they’d be a good fit for your company.
Create a training manual
If you don’t have a training manual already, it’s time to dedicate some time to create one. A manual not only helps with the onboarding process, but it’s also a great resource for employees any time they need a refresher. The ease of a manual that has all of the procedures in one place helps to empower your team members and it also saves you the time of answering everybody’s questions.
Work on role play situations
Practice makes perfect, and that also goes with sales. Role-playing certain situations with your team can better prepare them to address it in the real world, but it also gives you an inside look at where your employees are strong and where they need improvement. Give them guidance as needed, but take a step back to let them work through their own process. The more independent and empowered they feel, the more composed they will be in a sticky situation.
Evaluate body language
Be attentive to your team’s body language when they are in sales meetings and notice if they are giving off any bad cues. Look out for nail biting, crossed arms, tapping, or fidgeting — all of these can subconsciously send the wrong message to a prospect. Instead, encourage them to smile, nod their heads, and maintain eye contact. While these are all things you may automatically do, recognize that your salespeople may not have built those habits yet and guide them accordingly.
Employ healthy competition
A little bit of competition never hurt anyone — if anything, it can be a prime motivator in a sales position. Take the time to recognize the highest performer each week or award the best salesperson of the month with a small gift card. Keep it small to avoid unhealthy competition, but honoring your team members for their achievements will ensure that they remain motivated towards success.
Taking the time to focus on team-building is an investment in the future. It’s important to have employees that you trust to carry your business, as it allows you to take a step back and dedicate more time into your business core. With the right sales team, you’re sure to see your company grow to its full potential.
Meryl Snow / Guest Contributor WeddingIQ
Upselling is an art that marries psychology with sales strategies in order to elevate your client experience and boost your bottom line. By communicating the competitive uniqueness and value that you bring to the table, you can guide clients in the direction of adding on services and products that will take their celebration to the next level.
In fact, upselling boosts sales by 20 to 42 percent on average and all it takes is some simple coaching and careful positioning.
Sound like it’s worth a try? Try out some of these techniques to improve sales of add-on services and products.
Get to the point
One of the easiest and most effective upselling strategies is to simply plug in upgraded options on your proposal. Prospects are already interested in what you have to offer, so all it takes is a few sentences at the end about how you can go above and beyond their expectations. It doesn’t have to be anything complicated; in fact, it can even be as simple as showing signature drink options or an upgraded hors d’oeuvres menu. On average, one out of every four clients will jump on the offer, so it’s well worth the minimal effort of adding to your proposal.
Let your environment do the work
If your client meetings usually take place in your office, take some time to strategically place some samples of upgraded products throughout the space. Give them a tour of your place and let them discover the pieces that speak to them the most — something will likely catch their eye and pique their interest.
Likewise, displaying good quality photos that show off your upgraded services and products in action is another useful strategy. Put an iPad on loop, leave out a photo album, or hang up some framed photos behind your desk to add a discreet plug to every meeting.
Share similar client stories
Take a page out of Amazon’s book and share your own version of “customers who bought this also bought this.” Previous event experiences speak volumes and can present new ideas for clients. Start by having a few anonymous proposals on hand that shows off a full event’s order. Include some photos for an extra punch and you’ll surely see a significant rise in sales.
Show off the latest styles
As you’re browsing the latest trends and shopping for new products, don’t be afraid to shoot some ideas over to your clients and let them you know thought of them first. Not only will it show that their event is always on your mind, but they will likely be open to the suggestion of something unique and different from what’s been done in the past.
Upselling can be mutually beneficial for both you and the client, but it’s important to tread carefully and avoid coming across as insincere. Keep your offers simple to prevent overwhelming decisions, and always know when a client really means no. The goal is to meet the client’s needs and highlight choices that will escalate their event, not to sell more stuff and make more money. Your sales efforts have to be in the genuine interest of your clients or else you risk losing your client’s respect and damaging the experience.
Written for Catersource
It’s not easy becoming a stellar salesperson and it certainly doesn’t happen overnight; it takes hard work and perseverance to learn the tools of the trade. One of the critical skills you need to hone is the ability to identify when your client is ready to buy and close the sale. There are both large and little signals that you can pick up on that will let you know when the time is right to make a move.
This article is here to illuminate what makes a good salesperson, as well as some of the key signals you should be looking for when working with prospects. It’s time for you to let go of your inhibitions and close that sale.
What makes a good salesperson?
Before going into the signals you should be watching for, there’s a more important question: What makes a good salesperson? The whole point of sales is to help a customer (whether an individual or a business) to fulfill a need of theirs that your company provides.
However, to do that effectively and with a high success rate, you need to bring energy and passion to the table. I already know you have the passion for being in the special events industry; however, we need to bring that same passion to the sale.
A prospect needs to feel that you love what you do, feel good about what you sell, and that you know the answer to every question they have or, at the very least, know how to get it. It’s more than just making a sale; it’s about forming a relationship with the client and reassuring them that they are in good hands. The client will be able to feel the energy being transferred between you, whether good or bad.
You also need to be able to read people. A good salesperson learns how to identify and translate both verbal and non-verbal cues — this is essential for identifying buying signals. Connecting non-verbally provides a new level of communication with the customer, and they will see you as more professional and experienced when you can read them.
Quick tip: Eye contact can be hard for some of us, but the client doesn’t need to know that. Instead of looking in the eyes, focus on the end of their nose. You can still pick up sales cues and the client will think you are looking at them in the eyes.
Identifying buying signals & closing the sale
Now for the main event: Detecting the signals when your customer is ready to buy. Below, you will find some of the most common buying signals that indicate the customer is prepared to move forward with the transaction. In fact, you are likely to see at least two of these during your next interaction.
#1 Nodding their head
This is a classic non-verbal cue that signifies the customer is interested, agreeable, and ready to make the purchase. Keep watching their face while you talk and you will be able to pick up on even the faintest nods during your chat. When you see the nod, start making your way towards the closing of the deal.
#2 The client starts repeating a benefit statement
Repetition is essentially a request for validation — your prospect wants you to confirm the information you have given them. It shows that the benefit is significant to them, so circle back and provide them with the confirmation they are looking for. If you see this signal, take two steps: validate and move towards the close.
#3 The client asks for the price
Asking for the price does not mean that the client is rejecting it, although many salespeople take it this way. In fact, it is a sign of interest and you can confirm this by asking if you are on the right track and whether the product meets their needs before you head towards the close. Don’t apologize for the price or defend it.
#4 Are there any other styles or colors to choose from?
By asking you for other styles or colors, they aren’t telling you that they dislike what is being offered – they just want to know if there is more variety available. Take this question with enthusiasm and show them everything you’ve got. If you have nothing, remain excited by what you do have and start steering the pitch towards that sweet close.
#5 How much money do you need to start?
This is a sign of interest in your company and making an investment in what you are offering. It’s a genuine question and one that means you can start heading towards finalizing the deal once you have answered it. Keep your energy up, as well as your interest in the client. Remember: the customer is the center of attention here.
#6 Do I have to pay it all right now or can I do it in installments?
With this question, they are already thinking about buying your product and this is likely one of the last questions they intend to ask. Determining payment methods and potential plans is essential, so this is one of the best signs that you can jump straight to the close.
#7 Do you offer any other discounts?
Your customer isn't cheap—it’s important not to think of them this way so they don’t pick up on your energy. They are being smart and asking for discounts is another sure sign that they are heading for a close with you. Be open with anything that is available, and always be as accommodating as possible.
Obvious cues to look for
To continue helping you learn to identify cues and signals, here are a few obvious ones across various industries that you can remember and learn from:
• If a customer in a restaurant has their wallet out, they are likely ready for the bill.
• If a customer in a restaurant has their menu closed, they are probably ready to order.
• If a customer in a store has spent more than a few minutes looking at the same product, they likely need assistance or want more information.
• If a customer has crossed arms and sighs frequently, they are likely frustrated and in need of assistance, or for a situation to be diffused.
• If a customer is interested in something, expect a lot of face touching, movement around the product, and head tilting.
Some of the signals might seem a little obvious when you read about them, but identifying them when you are closing a sale can be tough—primarily when you are focusing on selling the product or service to the client. You won’t be an expert instantly, but if you print this article and place it by your desk, it will act as a solid reminder of what to look for—including some of the obvious cues that are easily missed. Learning to focus on pitching and signal identification will take time, but by the end of it, you are sure to be a smooth, slick, and unstoppable sales force. Just remember—bring your energy and passion and act on the buying signals; if you don’t, chances are your competition will.