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Sales Strategy
Sales Reinvented Podcast Transcript: Best of Do's & Don'ts - Mark Hunter, Barb Giamanco, Craig Wortmann
Sep 8, 2017 | Sales Reinvented Podcast lock
Listen to the podcast here.

Paul Watts:
Hi. This is Paul Watts from the Sales Reinvented Podcast. Welcome to the Best of Series brought to you by the Canadian Professional Sales Association. In today's episode we have Mark Hunter, Barb Giamanco, and Craig Wortmann. We will be sharing some of our favorite do's and don'ts. First up, Mark Hunter.

Mark Hunter: Wow! Top three sales do's. Here you go. Here is one: Be prospecting every day. I don't care how busy your calendar is, you must be prospecting every day.

Two: Never end the day without knowing tomorrow what you're going to be doing. In other words, don't sit there and [inaudible 00:00:43] tomorrow and then, "Well, I'll figure out what I'm gonna do." Wrong answer.

And the third one: Always be challenging yourself to uncover the incremental opportunity by looking to develop relationships with people outside of the normal stream of your customer. For example, you may be an account manager. You deal with the purchasing department. No, that's not where your relationships are. Your relationships are with other people in that company.

Now what are the big don'ts? Wow! Never allow yourself to believe that this is your last opportunity-this is your last sale. No. As soon as you do that, you get into a defeated mode.

Second don't: Never believe that you're selling on price. My first book I wrote, "High-Profit Selling" was not how to maximize price. And as soon as you believe you're selling on price, you've lost. That's the second don't.

And the third don't is: Never allow your business to be so focused that you rely on one or two customers. Some time, one of those customers is gonna get a cold and you're gonna get pneumonia. I see too many sales people winding up with, oh they create this book of business. But it really comes down to two or three customers and they think life is good. And then what happens is, one of those customers goes, "Poof," and suddenly, they have no business.

Paul Watts: Next, we have Barb Giamanco.

Barb Giomanco: Alright. So, let's start with the don'ts.

Paul Watts: Okay.

Barb Giamanco: So don't be so focused on your agenda. That's number one. Don't mass spam people with the same message over and over again. What would be a third good don't? Don't overlook the importance of insuring that you are doing something every single do to improve your sales skills.

On the do side, let's just build on that. Do learn something every day. It's not hard to do. There is YouTube. There're podcasts like what we're on today. And there's books and there's all kinds of ways that you can improve skills. Reach out to other people in the industry who are doing it well, that you respect, and start to engage in conversation with them. So that's a do; it's a big one; always be learning.

Do spend the time thinking about what buyers really want, which means if your organization hasn't created a buyer persona for you, you want to think about that for yourself. The buyers that you're gonna reach out to, what do they care about? What kind of challenges do they face? What's happening in their industry that's a problem that you can be a resource and be helpful?

And then, the final big one for me is do give without expecting an immediate outcome. And then, sometimes there's just too much focus on what I have to sell or the quota I have to meet. No, flip that around and this is where social media plays a big role. Be a giver. Find ways to ... If it's a prospective customer you want to work with, find ways to do for them. Maybe connect them to new business opportunities. Connect them to somebody else who's a peer that they should know. But find ways to give.

So those are my three do's and don'ts.

Paul Watts: And finally, we have Craig Wortmann.

Craig Wortmann: Okay, so top three sales do's are: Be really, really clear about your cadence. And what I mean by your cadence is ... I do a lot of sales interviews on behalf of clients, Paul, and one of the questions I never fail to ask is ... I'll say something like, "Paul, walk me through your week. How do you set yourself up for success?" And what I'm looking for is crispness, hardness, not softness where you say, "Oh, you know I prioritize everything I need to get done. And then I sort of execute and I follow up?"  That's a okay answer.

What I'm looking for is crispness and hardness where you say, "You know what, Craig? Typically, in the mornings from 7:00 to 8:30, here's what I do. And then from, roughly, 8:00 to noon, I follow up on loose ends from last week." Then I really want it to be sort of process-oriented. So, that's one.

Second do is one of my favorites, write thank-you notes. I know a lot of people say this. It's incredible. Very few people do it. One of my parlor-game questions that I do with audiences is, "Raise your hand and tell me how many thank-you notes you've received over the last 30 days?" And in any given audience, Paul, of any size, the answer is typically one to two. And then I make it harder. I say, "Okay, you know the next question that's coming. How many have you written?" And it's usually zero. The average is about zero. And that's just not acceptable. In a digital world, if you're talking about changing the perceptions of sales people, in a digital world, a handwritten thank-you note after a high-stakes meeting, not every day, not every time, of course not, is a real winner. It is a touch that is based in gratitude. It's gotta be authentic. It is incredibly powerful. I'm strongly opinionated about this. I hope your community takes that and runs with it.

The third sales do is ask what I call impact questions. This doesn't come for free. Writing a thank-you note is an easy thing to do as long as you're disciplined. An impact question, the ability to ask an impact question is a skill. It really comes from your knowledge, your intellect. It's the ability to craft a question that goes beyond, goes broader and deeper than other average questions. Most sales people ask average questions. High performers ask better, more insightful questions, and they get better information as a result. So, those are my three do's.

My three don'ts ... Well, there's some obvious ones. Don't talk over the close. It's one I learned a long time ago. You can see already in this podcast that I like to talk, so I have to be very disciplined about not talking over the close.

The second don't in sales is don't stay too long in a sales process where you don't belong. If you've done a good job qualifying and it's not looking like it's a good fit for this customer, don't stay too long. And then don't walk away and leave them empty-handed. Try to help that person. Try to give to that person.

And then, my third don't is don't ever go long in a meeting, in a sales meeting. Tell 'em what you're going to do, stick by your commitment, and stick within the time frame. You say you have an hour. You end in 50 minutes. You say "Paul, I think we're done. Let me summarize. Let's do action items. And I'm gonna give you ten minutes of your day back."

Paul Watts: Today's podcast was produced by Rebel-Soul Media, a division of Red TV and with the help of our sponsors, the Canadian Professional Sales Association. Visit cpsa.com to learn about Canada's largest sales organization dedicated to advancing sales and accelerating performance. Thank you for listening and please join us on our next podcast. If you have any comments or suggestions for the show, please go to our website www.salesreinvented.com. Until next time, remember the ABCs of selling, Always Be Consultative. I'm Paul Watts and you've been listening to the Sales Reinvented podcast.

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