We’ve had a very active discussion over at Sales Gravy about the effective use of Twitter for business and twitter for sales people.  This just came in from my colleague  Lawrence Berezin over at New York Parking Ticket I think you’ll like his perspective.

Here are 5 mistakes I’ve made with Twitter for business:

1. Casting too wide a net. It’s great to follow people with a wide variety of interests, if you are interested in making friends with people in a distant place. If your interest is business, use the available tools to identify your target audience, and tweet them valuable links and info.

2. Tweeting on too many subjects. I suggest picking 2-3 subjects to tweet about, one being your business interest. Twitter isn’t the place to unleash a stream of business only info. People will not respond

3. Not using analytic tools to monitor feedback. I agree completely with Howard. Hootsuite is a terrific tool

4. Not engaging my followers and friends in conversation. It’s like being at a cocktail party and only talking about yourself. You’ll be drinking alone. Make liberal use of re-tweets. Ask questions. Continue a conversation started by someone else without immediately telling your story

5. Not having a focused strategy and the tactics to implement it. You can get lost in a sea of information about a gazillion topics. Identify 5 business targets, learn about what makes the company tick, who are the twitting executives…follow them and engage them in a conversation about THEIR business. RT some of the content they produce, with a brief comment inserted

I’ve learned from my mistakes and experienced some nice success on Twitter; but took my bumps and bruises before I figured out what worked and what didn’t work.

Great tips from Lawrence …. I hope you find them as useful as I did.

I just came across this question in the Sales Gravy Group on Linked-In:

“I don’t get twitter and sales! Is there a simple explanation of how sales people can best use it?”

And here were some of the comments posted by representatives of large well known name brand companies:
“The best how is to add Twitter to your “Stop Doing List”  Waste of time.”

“Thanks for the advice, I am rapidly comming to the same conclusion. I see little value. Perhaps I too old to be a twit?”

“I agree”

I don’t know but maybe I’m coming of age.  I’ve long argued that for many sales professionals, social media has been killing their businesses.  My point continues to be that building a long list of friends can be advantageous but at some eventuality you have to have a live conversation, know how to build trust and relevance and convert genuine interest into a successfully closed sale.  It has been my observation that far too many put all their effort into building friends and followers hoping it will replace the sales process and it doesn’t; it can’t.   But none of that means social media is a waste of time, it just means that it should be used for what it is: a communication tool that can help you build dialogue and trust.

Here’s my take: I use twitter as business communication tool; only posting relevant content that can add value to someone’s business and personal life. I occasionally intersperse my tweets with something lighthearted and personal like a you tube video or a joke so that people get a sense of who I am but I predominantly put out information that is related to helping or informing others with something useful. My Twitter account feeds into Linked-In so status updates can be found there.

So the question is: How do sales people use it effectively? Well I say use twitter to post useful information about what’s happening in your industry, with your product, what ever you deem to be a “Value Add” to your customers and potential customers. Then monitor the communication flow back to you with a tool like Hootsuite so you can reply to people who have tried to communicate with you.   It’s an awesome tool to manage the bi-directional communication flow.

The biggest mistake I discovered I was making was not checking what happened after making a post or a tweet. I had people reaching out to me with DMs and RTs and I was clueless. I was pushing information out but I wasn’t receiving any information back and there were people trying to connect back!  Social media only works if it is in fact social: An engaged dialogue. In sales, perception is is a powerful thing and I was creating a perception that I didn’t actually care because I wasn’t monitoring and engaging. The truth was I was completely unaware. Now I dedicate 15 minutes a day to put something good out there and to respond to inbound comments if any.

Now some might argue that C- Level Executives are too busy, time crunched and in survival mode to be on the Social Media Platform, but I can tell you I know many who are.  Having said that, I agree that many C-Level Executives aren’t sitting in their offices tweeting their hearts out but more and more companies are harnessing these tools and the Execs that run them are being briefed on what’s going on!

If you use social media to push information on others hoping it will drive people to your website and generate “Free Sales” then it’s a waste of everyone’s time. It doesn’t work this way and for sure don’t tweet about what you’re having for breakfast. There’s enough garbage on the net.  We don’t need to know about your Fruit Loops and Egg McMuffins.  But if you want to send useful information, hey that’s great

Nothing replaces face to face interaction and the building of trust and relevance but twitter and other social media platforms can assist in the process if used from the perspective of adding value and engaging with your audience.  There’s my 2 cents worth.  Now I’m going to tweet a link to this post and trust that someone will find value in it!

Facebook, Linked-In, Twitter among others are incredible tools for building connections and disseminating information, but there is no substitute for live human engagement.   In the most connected age the world has ever seen it could be argued that the technologies that were designed draw us together have in many ways actually driven us apart.

More and more people are hiding behind technology and building a network of virtual friends at the expense of real live relationships and their people skills are deteriorating.  John Jantsch over at Duct Tape Marketing had this to say:

” Some small business folks equate busy with business. The problem with social media usage is it can keep you really, really busy, without producing a dime of business.”

Harnessing Social Media can be a great thing (I’m using it right now) but it can’t be a substitute for live human relationships.  Listen in to this lively spot on News Talk 980 and News Talk 650 as I go on air with John Gormley Live to talk about just that!

Howard Olsen is President of High Output, a sales training company in Vancouver.  As a sales leadership keynote speaker  his positive profit producing messages help thousands of sales people and business professionals close more sales and influence without pressure or friction every year.

Every week I get a number of people asking me how to get past gatekeepers and in front of decision makers so let’s explore effective use of the telephone for that purpose.

The first tip I ‘d like to share with you is to stop referring to prospecting calls as cold calls. Every relationship begins with the first introduction: it could be the first handshake, the first meeting, the first “hello” and yes, often the first phone call. Prospecting calls are nothing more than attention getting introductions that can lead to healthy business relationships;  nothing at all needs to be cold about them. In fact I think you’ll find that when you approach them with a degree of warmth, you’ll be more effective at them.  Don’t underestimate the power of your words.  If you refer to  prospecting as cold calling, you’ll be more inclined to treat them as a cold activity, and will likely  avoiding making them. From here on in they’re introduction calls, first calls, appointment calls or warm calls!

I have two rules when it comes to using the telephone:

1. If you’re not smiling, you shouldn’t be dialing.
   38% of what what we communicate is related solely to the tone of our voice.  On the phone, where prospects can’t see our facial expressions or body language, our tone of voice conveys more about our meaning than anything else.  When you smile (even when you fake it) you flood your body with a stream of endorphins which relaxes you and warms the inflection of your voice.   This is important because  prospects are making judgments as to whether or not they will consider or meet with you so it is absolutely essential to have positivity and happiness exude itself through your telephone line.

   Consider trying this: before making a call, simply close your eyes force yourself to smile, or even better, put a mirror on your desk and smile at yourself until you feel trickle of joy come over you. This little technique is powerful and it works wonders in influencing our general dispositions and the attitudes we convey. Turn this little technique into a habit and watch your results skyrocket!

2. You only have one goal on an appointment call: to get an appointment.
   You’ve got less than 2 minutes to capture a busy prospect’s attention, demonstrate that you might be relevant to them and secure an appointment.  The only thing you’re selling is an appointment – that’s it full stop.

Now that we’ve got the ground rules down, let’s see it in action.  Years ago, I developed a script (yes, even I use a script and so should you) that has worked wonders for over 20 years.  You need to be flexible with your customers but on the telephone all you want is an appointment and this script works.  So here’s my script as if I were a first introduction”

Hello, Mr. Smith.  This is Howard Olsen from High Output Training Systems here in Vancouver.  You and I haven’t met yet but the reason for my call is that we’ve been able a number of companies just like yours refocus their sales efforts to increase both sales and profits.  Let me ask you a question would you  be interested in a more productive and profitable sales force?

When I ask that question, the prospect only has one of two choices; yes or no.  When the majority of them answer yes I simply ask for a 15 minute appointment to see if there might be a fit between what we do and their goals and objectives.  I ask for an appointment  and 50% of the time I get one.  If the prospect answers no to that question I simply thank them for their time and politely hang up.

Now let’s take the exmaple I gave you above and put it into a template you can use.  Just fill in the blanks with your name and two compelling reasons someone would want to meet you:

Hello this is _____(your Name)_______ with ___(your company)____ here in _____(your city).  The reason for my call is that we have helped a number of companies (or people as the case may be) just like yours ___(Benefit 1)___ and __(Benefit 2) ___. Let me ask you just one question: How would you like to __(Benefit 1 & 2)_____? Wait for response which should be in the affirmative.

When your prospect answers yes, go to part 2:

“Great, then here’s what I’d like to do.  I’d like to set up a time where we could spend 15 minutes together to see if there is fit between what we do and what you might be looking for?  When can you you find 15 minutes?”

Now get out your calendar and schedule it. If, however,  the prospect responds with something like: Well tell me what this is all about, how do you do it, etc…. Simply respond:

“There absolutely no way that I could articulate it all over the phone, what I really need is just 15 to 20 minutes to se if there is a fit between what you’re looking for and what we can do. We’re both busy people and my goal is not to waste any of your time because if I’ve done that, I have wasted my own as well. Here’s what I propose, we spend 15 minutes together to see if there’s a fit and if there is, we can then figure out how to exploit it. If there is no fit, we’ll shake hands and that’s it. I promise to make it a worthwhile investment of your time.”

When the prospect agrees, set the time and simply confirm the meeting as follows:

“Great I look forward to seeing you ___(Date) at __(the agreed time)___.”

Often you will hear the prospect ask if you can send them some literature first.   Please do not fall into the send literature trap.  Simply state:

“We’ve got all kinds of material but again, it has no meaning or context unless I’ve got an idea about how we could potentially help you. All I’m asking for is 15 minutes, and I promise I’ll leave you with whatever is relevant based on our conversation” Ask when a good time to get together will be and confirm.

Remember: your only goal on the phone is to get the appointment. Maintaining a positive attitude is essential in everything you do and is crucial on the first call. When you make more of them using the method above, you’ll find yourself having more fun, having less stress over it and enjoying greater success. Happy Prospecting!

Howard Olsen is President of High Output, a sales training company in Vancouver.  As a sales leadership keynote speaker  his positive profit producing messages help thousands of sales people and business professionals close more sales and influence without pressure or friction every year.

Ask yourself a question: “When I  make my purchasing decisions am I buying price or am I buying value?”  I think if you’re like most people, you’d agree that you buy value.

In all my years of selling, I have found that you cannot sell price. Maybe you can for a while, but if undercutting is all you do, eventually you will cut yourself right out of business emotionally and financially. What people actually buy is value, but it’s up to you to create the value equation.

Recently a HiGH OUTPUT client emailed this question to me :  “I have new technology in my office …. I have become very frustrated as a result of the excellent outcomes  we achieve but with  few people seeing past the $4,500 price tag.”

So, if it’s all about value, how do we create it to move past absolute price? In my opinion, there are 3 ways to create value:

1. Create value in self.
   By showing yourself as a professional, distinctly different, unique and truly interested in understanding the other party.
2. Create value in your company or business.
   By demonstrating how your company is best suited to your customer’s situation.
3. Create value in the product or service.
   By listening to your customer and showing them how what you offer addresses the needs wants and desires expressed as a result of your questions.

The only way to move past price is to connect at a deep level with your customer; to build trust with them.  Ask them intelligent questions about their current situation.  Ask them intelligent questions about what it would mean to them to fix the shortcomings of their current situation.  Spend some time exploringwhat’s important to them.  When you foucus on the customer by genuinely listening to them instead of trying to convince them, they begin to feel understood.  Once that happens they begin to trust.  They’ll tell you everything you need to know to make a relevant presentation if you’ll simply avoid the temptation to begin “selling”.

If you’ll do that, you will create value in your self and you’ll be able to create value in your product and price.  The power in selling isn’t in telling, it’s in asking listening and confirming that you understand!

Howard Olsen is President of High Output, a sales training company in Vancouver.  As a sales leadership keynote speaker  his positive profit producing messages help thousands of sales people and business professionals close more sales and influence without pressure or friction every year.

Professional selling is one of the most gratifying, secure and rewarding careers available. We have the opportunity to forge great relationships, set our own schedules, and to earn uncapped incomes. As incredible as these benefits are, to enjoy them we need to stay disciplined with our schedules and we’ve got to have the presence of mind to stay strong in the face of inevitable adversity and rejection.

We live in a mixed up crazy mixed up world  with a media that constantly bombards us with negative news of  fear inducing  events past and present.  We also have to face rejections from our customers and have the pressures of modern daily life to contend with.  Whether you concede it or not, these influences permeate our conscious and subconscious mind and the only way to combat them is to fortify ourselves with heavy injection of positive influences.

I’m often asked how I’m able to always be so “positive”.  Some of the practices that have worked for me I’m happy to suggest here for you:

• Begin each day by reading just 10 minutes of something positive before you get going with the rest of your day.  Make a coffee appointment with yourself and if time is an issue, substitute 5 pages of a motivational book for your favorite paper.
• End each day by reading 10 minutes of something positive just before you turn out the lights.  Our minds are like sponges and they take in what ever we feed them. If you watch the 11:00 news before going to bed that’s what you’ll reflect on in your sleep.  So feed your mind something positive to reflect on before you get your shut eye.
• Listen to positive CDs or MP3s during your commute to work instead of your favorite DJs on the radio; they may be funny but aren’t doing much to enrich your state of mind.
• Write down a good powerful affirmation that paints a picture of your ideal circumstance and review it daily.
• Tell anyone who asks how you are that you’re GREAT.  Honestly if your having a bad day, the world around you doesn’t care so you may as well put on a good game face.  If you’ll repeatedly tell yourself that you’re great eventually your subconscious mind will accept it as reality and you will be.

People are drawn to to those that uplift them and uplifting others is a key success factor.  So,  the Key to Success in my opinion is making sure that everyday is the greatest day you’ve ever been alive and taking the steps to make it so.  Your attitude after all is a choice.

In most situations, mailing faxing or emailing proposals is mistake for several reasons:

1. Follow up communication needs to be personal; 75% of your success or failure is directly related the trust and rapport that you establish, and therefore, you want as many opportunities as possible to solidify a relationship with your potential clients.
2. Things change at the speed of sound and in the time lag between your previous appointment and proposal receipt, circumstances could have changed for your prospect.  The first thing I always do before delivering a proposal is ask:
   “Here’s where we left off last time we got together, has anything changed for you in the meantime?”   If it has, I can adjust on the fly.  I suggest you do the same.

Every sales call or presentation needs to have an objective and sometimes closing the sale isn’t closing the sale; sometimes the close you seek is just an agreement for the next meeting date!   The approach I suggest you take is to ask for the next meeting at the conclusion of the current one.

“You know Mr. Jones, it seems there could be a good fit between what you and XYZ Corp are looking for and what we specialize in. Here’s what I’d like to do, I’d like to prepare a proposal which reflects our conversation today, and demonstrates where we see ourselves being able to add value to you. I can have that document ready next Tuesday.  If we can prepare it and I can present it to you next week, can you think of any reason, why we shouldn’t get together?”

All you want to do is get a committment to the next appointment. When you come back, re-qualify the prospect to ensure that everything is the same as it was when last you met, then review the proposal.  Since it contains your action plan for moving forward, you will then be ready to close the sale or move to move forward to the next logical step in your sales cycle.

Do you want a Life of Sales Success and Abundance?

Here is what The Dalai Lama has had to say about the keys to a happy life.  These keys are applicable to all spheres of your business and your personal life and if you apply them, you will find success.   I encourage you to reflect upon them and not to keep this message just for yourself.  It’s the Law of the Universe, whatever you put out is what will resonate back you.  I believe this is true for all of us – regardless of your religious belief or Faith….

Instructions For Life

1. Take into account that great love and great achievements involve great risk.
2. When you lose, don’t lose the lesson.
3. Follow the three R’s:
* Respect for self
* Respect for others
* Responsibility for all your actions
4. Remember that not getting what you want is sometimes a wonderful stroke of luck. (A blessing in disguise)
5. Learn the rules so you know how to break them properly.
6. Don’t let a little dispute injure a great relationship.
7. When you realize you’ve made a mistake, take immediate steps to correct it.
8. Spend some time alone everyday.
9. Open your arms to change, but don’t let go of your values.
10. Remember that silence is sometimes the best answer.
11. Live a good, honorable life. Then when you get older and think back, you’ll be able to enjoy it a second time.
12. A loving atmosphere in your home is the foundation for your life.
13. In disagreements with loved ones, deal only with the current situation. Don’t bring up the past.
14. Share your knowledge. It is a way to achieve immortality.
15. Be gentle with the earth.
16. Once a year, go someplace you’ve never been before.
17. Remember that the best relationship is one in which your love for each other exceeds your need for each other.
18. Judge your success by what you had to give up in order to get it.
19. Approach love and cooking with reckless abandon.

Do not keep this message all to yourself. Tell a friend, pass on this link and let this mantra leave your hands; begin to experience the Law of the Universe for yourself.

A picture can paint a thousand words but the right words can sell a thousand pictures.  So, what is the secret to effective word choice?

Sales people and advertisers have a lot in common; they both desire to inspire their audience to make a positive buying decision, and they are both in the business of influential customer  communication.   So just what is it that causes some communication to achieve it’s goal while some fails dismally?  First and foremost, our communications must be customer focused, but there’s more.

Legendary advertising giant, Leo Burnet, set out to define what made some ads successful and what caused others to fail.  According to Burnet “Dull and exaggerated ad copy is due to the excess use of adjectives.” To prove it, he asked his staff to compare the number of adjectives in 62 ads that failed to the number of adjectives in Lincoln’s persuasive Gettysburg Address, and other age-old classics.

Here’s what Leo Burnet discovered:

Of the 12,758 words in the 62 failed ads, 24.1% were adjectives. By direct comparison, Lincoln’s Gettysburg Address contains only 35 adjectives out of 268 immortal words – only 13.1% adjective-to-total-word ratio. Winston Churchill’s famous “Blood, Sweat and Tears” speech rates even lower and has a 12.1% adjective ratio (81 adjectives from 667 words).

Mr. Burnett found that similar ratios applied to great works such as The Lord’s Prayer, the Ten Commandments and the Preamble to the U.S. Constitution. Conclusion: Use more verbs, not adjectives. Verbs increase the pulling-power and believability of ad copy, sales letters and sales conversations.

Keep this 108- POWER VERB CHEAT-SHEET close-by.

Abolish Accelerate Achieve Act Adopt Align Anticipate Apply Assess Avoid

Boost Break Bridge Build Burn

Capture Change Choose Clarify Comprehend Confront Connect Conquer Convert Create Cross

Decide Define Defuse Deliver Deploy Design Develop Diagnose Discover Drive

Eliminate Ensure Establish Evaluate Exploit Explore

Filter Finalize Find Focus Foresee

Gain Gather Generate Grasp

Identify Ignite Illuminate Implement Improve Increase Innovate Inspire Intensify

Lead Learn Leverage

Manage Master Maximize Measure Mobilize Motivate

Overcome Penetrate Persuade Plan Position Prepare Prevent Profit

Raise Realize Reconsider Reduce Refresh Replace Resist Respond Retain

Save Scan Segment Shatter Shave-off Sidestep Simplify Solve Stimulate Stop Stretch Succeed Supplement

Take Train Transfer Transform Understand Unleash Use Whittle-down Win

Sales people can learn a lot from effective advertising.  Whenever you begin to draft your next ad, sales letter, website, email campaign or discuss your features and benefits, use verbs from the list above.  Remember, your customer wants to know “What Will It Do For Me” and these power verbs are proven to put the pulling action into it.

So, what does it mean to really listen?  Real listening is an active process that has three basic steps.

1. Hearing
   Hearing just means listening enough to catch what the speaker is saying. For example, say you were listening to a report on zebras, and the speaker mentioned that no two are alike. If you can repeat the fact, then you have heard what has been said.
2. Understanding
   The next part of listening happens when you take what you have heard and understand it in your own way. Using the zebra example above which claimed that no two are alike you’ll think about what that might mean. You might think, “Maybe this means that the pattern of stripes is different for each zebra.”
3. Clarifying and Confirming
   After you are sure you understand what the speaker has said, simply give your level of understanding a reality check.   Just ask the speaker a simple question.  Sticking with the zebra example, you might ask: “So, if I understand you correctly, the stripes are different for every zebra?”  At the this point the speaker will either confirm that you got the correct meaning or will clarify and explain what was actually meant.  When this happens you have truly listened and you have had good communication.

Tips for being a good listener

• Give your full attention on the person who is speaking. Don’t look out the window or allow yourself to be distracted by your own thoughts or whatever else is going on in the room.
• Keep your mind focused. It can be easy to let your mind wander if you think you know what the person is going to say next, but you might be wrong!  If you feel your mind wandering, change the position of your body and try to concentrate on the speaker’s words.
• Let the speaker finish before you begin to talk. Speakers appreciate having the chance to say everything they would like to say without being interrupted. When you interrupt, it looks like you aren’t listening, even if you really are.
• Finish listening before you speak! You can’t really listen if you are busy thinking about what you want say next.
• Listen for main ideas. The main ideas are the most important points the speaker wants to get across. They may be mentioned at the start or end of a talk, and repeated a number of times. Pay special attention to statements that begin with phrases such as “My point is…” or “The thing to remember is…”
• Ask questions. If you are not sure you understand what the speaker has said, just ask. It is a good idea to paraphrase your understanding of what the speaker said so that you can be sure your understanding is correct. For example, you might say, “When you said that no two zebras are alike, did you mean that the stripes are different on each one?”
• Give feedback. Sit up straight and look directly at the speaker. Be fully attentive. Now and then, nod to show that you understand. At appropriate points you may also smile, frown, laugh, or be silent. These are all ways to let the speaker know that you are really focused on them. Remember, you listen with your whole body; your face as well as your ears!
• Think fast.  Remember: time is on your side! Thoughts move about four times as fast as speech. With practice, while you are listening you will also be able to think about what you are hearing, really understand it, and give feedback to the speaker.

People hunger to feel significant,  appreciated and understood.  More importantly, they need to understand that they have been understood. If you can form the habbit of really listening to understand, and then confirming that you understand, you are well on your way to creating and maintaining exceptional sales, business and life success. Listening and true understanding is where deep levels of trust are born.