October '13

For the Business of Apparel Decorating

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Selling Smart |||| The power of creativity. Creativity is a science, and you can learn it. It's based on the perspective from which you see things. And once you begin to see things a little bit differently than others, you'll become more creative. Your customer wants to know why and how you're different from your competition. Creativity makes it evident. The power of being memorable. For years I have said, "Find something personal. Do something memorable." It's all about a random act of kindness that has a direct emotional trigger to the heart of the customer. Whatever it is, it must relate to the customer and their passion. Whatever it is, it has to have a wow impact. The power of value. My mantra is, "Give value first." That way the customer forms an impression of you that's both positive and powerful. The more value you provide, the more powerful you will become, and the more sales you will make. And, just so we understand the word "value," it's preceded by the word "perceived." If the customer perceives value, then it is. The power of relatable example. Please don't tell me how the product works. Rather, tell me how someone else is using it and winning right now as a result of it. The power of truth. It's sad I have to write about this. The elusiveness of truth has caused more business deals and more relationships to be lost to lack of truth than to lowest bid. Truth starts with you. The power of trust. Trust is built slowly over time by taking consistent, value-based actions. Trust is lost in a minute by taking inappropriate actions, telling untruths, or failing to deliver as promised. The power of service. The power of service is realized through actions, not advertisements. There is no power in telling me how great your service is, there is power in delivering it, and there is huge power in having your customers talk about it, brag about it, or share it on social media. The power of a relationship. Real relationships mean there is no bidding involved and no proposals involved in earning a sale. Relationships are based on mutual value provided, mutual loyalty exchanged, truth, and trust. Take a moment right now and list the 10 customers that fall into this category. If there are less than 10, your power isn't close to what it could be. The power of loyalty. I define loyal customers with two questions: will a customer do business with me again and will they refer someone to me. Many customers may never be satisfied, but they continue to do business with you. That's loyalty. Repeat business and unsolicited referrals are the report card that everything else in the relationship is excellent. Keep in mind that loyal customers are also your most profitable customers. The power of reputation and social brand. Social media presence is no longer an option. And the most powerful part of it is the fact that your customers can interact with you one-on-one. They have access to your Facebook page. They can tweet about you with a hashtag. They can post a video about how great you are on YouTube. Social media can make or cost you a fortune. It all depends on the way you respond and the speed of your response. The power of proof. When you make statements or claims about yourself, it's bragging. When your customers say the same thing about you, it's proof. Proof is a reputation builder, proof is a sales tool, and proof reinforces the belief of everyone in your company that you are who you say you are, and you do what you say you'll do. 14 | Printwear PW_OCT13.indd 14 The power and joy of rejection. It's amazing what you can learn when someone says no to you. Much more than when someone says yes. In both cases you need to understand why the yes or the no occurred. Celebrate the no. It will help you understand why and ultimately get to more yesses. The power of rejection, and learning from it, is the foundation for your resilience and your success. The power, joy, and celebration of victory. A YES! attitude. When you're in sales, nothing feels better than making one. The power comes one minute after the celebration. That's when you start making the next one. Most salespeople stop after one. Big mistake. Your assertiveness is in high gear, your belief system is in higher gear, and your attitude is in highest gear. Once you learn that the best time to make a sale is right after you have just made a sale, you're on the path to doubling your sales. The power of opportunity. The most important realization in sales and selling is the one you give to yourself. You do not have a job. You have an opportunity. An opportunity to earn while you're learning. An opportunity to earn based on your results. And an opportunity to grow without limits. If you look at your present position as an opportunity, then all barriers and all negatives will fall by the wayside as you challenge yourself to be your best regardless of your circumstance, your boss, the marketplace, and regardless of any obstacle that is in your way. I challenge you to take full advantage of your opportunity. These powers do not act alone. Rather, they act in harmony with one another. One power will not put you over the top. It's important to know them all and it is equally important to execute them all at their highest level. Study these points to get a better understanding of your sales power sources. Implement them into your sales process and start to feel the boost. pw October 2013 9/17/13 9:10 AM

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