Sales Attitudes
and Success

The Seven Secrets of Sales Success

Opening the First Face-to Face Meeting with a Prospect:
Average or Exceptional?

The Dreaded R.F.Q.

How to Get High Quality Inbound Links

Sales Letters

Negotiating the Final Trade

Want to Close the Sale? Bring Your Clients to Your Next Sales Presentation!

Want To Trade Cards?

Selling To The Opposite Gender

How To Create A Personal Brand That Works like A Magnet In Getting New Business

Top Five Ways to Maximize Your Chamber of Commerce Membership

Networking/Sales Articles

“Your guide to better marketing and advertising.”

Sales Attitudes and Success
By Tim Connor, CSP
Speaker/Trainer/Best Selling Author

Don’t sabotage your success

Many salespeople could be so much more successful than they are. All that is needed is a willingness to stop behaviors that hurt their success and replace them with actions and attitudes that will ensure success. What are some of the factors that limit salespeople’s success? See if you can see yourself in any of the following:

1. Believing that success in selling will be easy and fast.
2. The inability to keep yourself motivated regardless of the circumstances.
3. Living in the past or the future.
4. A lack of consistent effort.
5. Letting yourself off the hook when you fail to reach your goals.
6. A lack of clear focus, direction and goals.
7. Inadequate planning time.
8. Not investing enough time and cash in yourself and your skills and attitude development.
9. Low aim.
10. A failure to positively manage rejection and failure.
11. Turning the responsibility for your success over to someone else: your company, the economy, your boss, etc.
12. An out-of-control ego.

There’s more, but that should give most of you some food for thought. What can we do to prevent these self-sabotaging attitudes or behaviors?

1. Get up an hour earlier every day and spend the time planning your day, year, career or life.
2. Start investing 10% of your income and time in your self-development.
3. Start a personal goalsetting journal and live it – every day.
4. Develop a greater degree of patience, faith and trust in yourself and the world.
5. Give yourself away a little every day: your time, ideas, energy, etc.
6. Count your blessings and live with gratitude for what you have.
7. Take full responsibility for your life, yourself, your career, your future, your past. Get it? Take full responsibility for everything in your life.
8. Kill your ego.
9. Accept the reality that not everyone you meet, try to sell to, etc. is going to like you. It’s just not that kind of world.
10. Relax and enjoy the ride.
11. Embrace change and let go of attachments to the past.
12. Start a good-stuff jar.
13. Work as if you will live forever, and live as if you will die today.

Traits of 6 Figure Income Salespeople.

1. They manage their attitudes from inside-out vs. outside-in.
2. They are on fire with passion and desire.
3. They are a resource for their clients. They go the extra mile.
4. They are excellent communicators.
5. They are focused and concentrate on the task at hand.
6. They are able to win the support of all inside support staff.
7. They spend more time getting information than giving it.
8. They are masters at asking the right questions, in the right way, at the right time.
9. They sell value, not price. They know that, over time, this is the most important issue to the customer.
10. They manage their resources of time, corporate resources, money and people.
11. They keep in touch with their clients on a regular basis.
12. Their primary goal is service and customer loyalty.
13. They honor their commitments.
14. They give something back to their community, profession.
15. They are everywhere. They network and understand the value of good contacts.
16. They have lofty goals. They don’t always reach them, but they aim for the stars.
17. They promise a lot and deliver more.
18. They understand the importance of knowledge of customers, competitors, the marketplace.
19. Their word is their bond.
20. They work hard and smart.

Long list I know, but if you want to separate yourself from the ‘also-rans’ in this profession, mastering all of them is vital. Even if takes you your entire career to get there, if you integrate these concepts into your selling behavior little by little, you can’t lose. Why not measure yourself against this list, then ask your clients to do the same. You might find out some interesting and valuable information.

Who are your competitors?

Salespeople tend to think of their competition only as organizations that sell the same products or services as they do. In this week’s sales tip, I would like you to see this issue from another perspective. To illustrate my point, let me give you an example. Let’s say that you sell wigits. Your prospect can use more or better wigits. On Monday, you present the features and benefits of your wigits to a new prospect. The prospect tells you they will consider purchasing them from you, but they need some time to consider your proposal.

On Tuesday, another salesperson who sells a totally unrelated product, gives your prospect a presentation on the advantages of a new communication network system for their organization. No competition, right? Wrong! Although both of you are selling a completely different product, you are both trying to get a share of the prospect’s available dollars that they have to spend this year on a variety of products and services. The prospect calls you back on Friday saying he has decided to purchase the communication program and can’t order your wigits until next year. Lost sale. A direct competitor? NO. You both were trying to some of the available financial resources of this prospect. He wanted and needed both your wigits and the communication program, but couldn’t afford both now. An indirect competitor? YES.

Apparently the communication salesperson did a better job of convincing the prospect that the purchase of the communication system was more important than buying your wigits. He might not even have known the prospect was considering buying wigits, and you might not have known he was considering buying the communication system.

Therefore, to sell successfully, you need to be better than every other salesperson who is trying to get some of your prospect’s available cash – even though you don’t know who they are or what they are trying to sell. Tough job? Not really. All you have to do is have better sales skills. So, who are your competitors? Let go of the attitude that they are only companies who sell exactly what you sell.

Be careful what you focus on

Since 1973, I have survived three economic declines (recessions). During that same twenty-seven year period, I watched numerous peers, businesses and salespeople fail, give-up, or struggle through these difficult times. Be careful what you focus on, you might just bring it into realty.

Many years ago, there was a study done at a major university. The researchers wanted to determine if there was a relationship between expectations and outcomes. The result was called the Pygmalion Effect. In essence, it found that: what you believe will come to pass (expectations as a result of your focus) will eventually become a reality.

Let’s use a practical business example to illustrate this phenomena. Take yourself back to 1988.

• Housing starts were declining
• Interest rates were rising
• Lay-offs were beginning
• Unemployment was rising
• Businesses were cutting back
• The media focused on the negatives rather than the positives
• Negative word-of-mouth was increasing

BINGO…we have just talked ourselves into a full blown recession. Why? How? The Pygmalion Effect in full swing. Expecting negative outcomes changes your attitudes, actions and behavior. As a result, your outcomes match your expectations because you tend to:

• focus on what’s wrong
• concentrate on what you can’t do, rather than what you can
• talk about what’s not working rather than what is

Again, BINGO…
• your business begins to decline
• people buy less
• inventories build
• sales decline

Can this all be avoided? Is there anything we can do to stop this downward spiral? The answer is YES. The economy has been ebbing and flowing (up and down) for over 100 years. In these down periods, some people survive, some fail and some prosper. What is the difference in these outcomes when everyone, regardless of the outcome, is operating in the same economic climate? The answer is what people focus on, expect, talk about and do. Regardless of what is going on out there – the economy/market place – you and I can control what is going on in-here – our own mind. Business may slow so I may have to:

• think differently
• act more creatively
• sell more aggressively
• work smarter
• think faster
• work harder
• get up earlier
• go to bed later
• react sooner

But, in the end, because of these actions, I will continue to get my share of whatever business is out there and beat the competition. The opposite of this is a resignation that:

• there is nothing I can do
• it is out of my control
• the situation is inevitable
• I’ll just have to wait it out – hoping I make it through.

I refuse to turn my destiny over to:

• the economy
• government actions or decisions
• the weather
• or any other external circumstance or situation.

The fear of rejection

What is the number one cause of failure in sales? The inability to overcome the fear of rejection. Why do people let this fear negatively influence their behavior? Here are a few thoughts to consider.

1. Not everyone you try to sell to will want to buy from you.
2. Expecting everyone you meet to like or accept you is to live in fantasyland.
3. If you don’t ask for anything, something – it is unlikely you will ever get it.
4. The fear of rejection prevents you from asking probing questions, asking for an appointment, asking for the order. Need I say more?
5. The fear of rejection is one of the major causes of failure in all areas of life, not just sales.
6. The fear of rejection is an attitude issue and can only be overcome by strengthening other attitudes – such as confidence, self-belief, patience, trust, and self-image.
7. The fear of rejection is not a skill issue and can’t be overcome with the latest self-help technique or fad that forces you to behave in ways that are not comfortable for you.
8. The fear of rejection is a symptom of a need for acceptance, approval or validation.
9. The fear of rejection sends a loud non-verbal message to the other person that you lack confidence or belief in yourself, your product/service and/or your ability to help him or solve his problems.

Does the fear of rejection ever prevent you from:

1. Picking up the phone and making that next call?
2. Asking for the business?
3. Asking difficult probing questions?
4. Asking for referrals?
5. Asking for a bigger order?
6. Asking for a letter of testimony?
7. Asking for anything you want?
8. Asking for more responsibility in your position or a raise?
9. Following up on a customer who has had a problem?
10. Asking for an appointment with an important person?
11. Asking for a cash deposit?
12. Asking for a long-term contract?
13. Asking for a date?
14. Asking for_______________ (you fill in the rest)?

Managing adversity.

Sooner or later, every salesperson experiences disappointment, discouragement, anxiety, frustration, fear…and the list goes on. All of these contribute in some way to a heightened stress level that impacts negatively on sales performance and results. Here are a few tips to consider the next time you feel emotionally out of control.

• Evaluate the conditions/circumstances in light of your long-term experience, goals and/or results.
• Keep a journal of these situations and how they turned out. Most of the time there are positive lessons
if you will just look for them.
• Recognize that life and people are not perfect.
• Just suck it in and get over it.
• Look for the positives in the perceived negatives.
• Develop a mentor or coaching relationship to help you through these difficult times.
• Stay focused in the present.
• Expect a positive outcome.
• Do something. Take some positive action.
• Remember, stress is an inside-out reaction to outside-in circumstances, events and people.

If you are under a great deal of stress, you are giving power to these outside-in forces. Everything in life causes stress. There are positive stressors as well as negative stressors, but the physical and emotional outcomes are the same. These events, people and circumstances take their toll on our ability to:

• Think rationally.
• Respond appropriately.
• See clearly.
• Maintain balance.
• Keep self-esteem on a high level.
• Act with confidence.
• Maintain self-belief.
• Live a healthy life.

Why not create a list of those people, events, and circumstances that cause you the most stress? Then ask yourself a few simple questions:

1. Why do you let these events have control over your feelings and emotions?
2. What steps can you take to regain control?
3. What are your personal consequences or reactions to these stressors?
4. Why do you keep these people, circumstances in your life?
5. What would you gain if you could eliminate these from your life?

Tim Connor, CSP has been a professional speaker and trainer since 1973. His best selling books, Soft Sell and Your First Year in Sales have sold over 700,000 copies worldwide and is now in 4 languages. Each year he gives over 75 custom presentations on effective management and customer focused sales. Tim can be reached in Davidson, NC at: 704-895-1230, tim@timconnor.com or visit his website @ www.timconnor.com.

The Seven Secrets of Sales Success
by Brian Tracy

There are seven secrets, or principles, of sales success. They are practiced by all the highest paid salespeople every day. The regular application of these principles is virtually guaranteed to move you to the top of your field.

Secret number one: Get serious! Make a decision to go all the way to the top of your field. Make a today decision to join the top 10%. There is no one and nothing that can hold you back from being the best except yourself. Remember, it takes just as long to be great as to be mediocre. The time is going to pass anyway. Your job is to commit to excellence, to get better and better each day, and to never, never stop until you reach the summit.

Secret number two: Identify your limiting skill to sales success. Identify your weakest single skill and make a plan to become absolutely excellent in that area. Ask yourself, and your boss, "What one skill, if I developed and did it consistently in an excellent fashion, would have the greatest positive impact on my sales?" Whatever your answer to this question, write it down, set a deadline, make a plan, and then work on it every day. This decision alone can change your life.

Success secret number three: Get around the right people. Get around positive, successful people. Associate with men and women who are going somewhere with their lives. And get away from negative, critical, complaining people. They drag you down, tire you out, distract and discourage you, and lead you inevitably to underachievement and failure. Remember, you cannot fly with the eagles if you continue to scratch with the turkeys.
Success secret number four: Take excellent care of your physical health. You need high levels of energy to sell effectively, and to bounce back from continual rejection and discouragement. Be sure to eat the right foods, get the right amount of exercise and get plenty of rest and recreation. Make a decision that you are going to live to be 80 years old, or more, and begin today to do whatever you have to do to achieve that goal.

Success secret number five: Visualize yourself as one of the top people in your field. Imagine yourself performing at your best all day long. Feed your subconscious mind with vivid, exciting, emotionalized pictures of yourself as positive, confident, competent and completely in control of every part of your life. These clear mental pictures preprogram you and motivate you to sell at your best in any situation.

Success secret number six: Practice positive self-talk continually. Control your inner dialogue. Talk to yourself the way you want to be rather than the way you might be today.
For example, repeat to yourself these powerful words, over and over again. "I like myself! I'm the best! I can do it! I love my work!"
Say to yourself, "I feel happy! I feel healthy! I feel terrific!"
Remember, fully 95% of your emotions are determined by the way you talk to yourself, most of the time. The way you feel determines how you behave. And how you behave determines how much you sell.
Your job is to get yourself on an upward spiral where you think and talk to yourself positively, all day long. You think, walk, talk and act like the very best people in your field. When you do, your success becomes inevitable.

Success secret number seven: Take positive action toward your goals, every single day. Be proactive rather than reactive. Grab the bull by the horns. If you are not happy with your income, get out there and get face to face with more customers. If you are not happy with any part of your life, accept responsibility and take charge.

All successful salespeople are intensely action oriented. They have a sense of urgency. They develop a bias for action. They do it now! They have a compulsion to closure. They maintain a fast tempo and move quickly in everything they do.

And the good news is this. The faster you move, the more energy you have. The faster you move, the more ground you cover. The faster you move, the more people you see. The more people you see, the more experience you get. The more experience you get, the more sales you make. The more people you see and the more sales you make, the more your self-esteem and self respect goes up, and the more you will feel like great about yourself. You will have more energy. You will be happier and more positive.

The faster you move, the more you take complete control of your entire life and virtually guarantee that you will be one of the top performers and the highest paid people in your field.

Salespeople are among the most important people in America. Every single company depends for its survival on the success of its salespeople. High sales is the number one reason for company success. Low sales is the number one reason for company failure. And you can be in the driver’s seat.

About The Author
Brian Tracy is legendary in sales addressing more than 250,000 men and women each year on the subjects of management, leadership, and sales effectiveness. He has produced more than 300 audio/video programs and has written 26 books, including his just-released books "Create Your Own Future" and "Victory." He can be reached at (858) 481-2977 or www.briantracy.com.

Opening the First Face-to Face Meeting with a Prospect:
Average or Exceptional?
By Linda Richardson

What do you think of this opening with a prospect?

"I’m ______ from _____. Thank you for taking time out of your busy schedule to meet with me. I appreciate your time since I know this is your busy season. On the phone you mentioned you are looking to modify your X system. What I’d like to do today is talk about what we can do to help you meet your objectives."

How would you rate this opening?

Exceptional, above average, average, below average?

I would say average because it looks like many of the openings we observe.

One of the biggest problems with openings is that most salespeople take the opening for granted. Few salespeople prepare or really think about how they will open. And nothing "average" in a tough market wins if a competitor is exceptional.

What would it take to make this opening excellent?

• Rapport — even though everyone is busy, don’t assume there is no time for brief tailored rapport

• Customized Credentializing — be prepared to concisely credentialize your organization and yourself

• Agenda — lay out your customer-focused agenda

• Check the agenda and time to make sure you and the customer are on the same page

• Move out of the agenda into a Needs Dialogue (questions) vs. talking about what you can do

The salesperson suggested he/she can "improve" something when he/she does not know enough to make the assertion. The focus was on the salesperson and his/her company vs. the client. The last sentence of the opening will most likely lead to a product vs. prospect focus.

First impressions last. How you open that first call with a client matters. We have identified five critical elements that help create exceptional openings — after you congratulate yourself for getting the meeting.

First of all, prepare, prepare, prepare — or it may be the first and last meeting with this prospect.

Once you are at the call:

1) Build rapport. Think about the prospect and identify a hinge to help you connect. Don’t give
short shrift to rapport. Don’t assume there is no time for rapport. Read cues, but look for signs when rapport is appropriate. There are many topics you can use from a snowstorm to a truly tailored topic — the more tailored the better. Rapport is appropriate when it is genuine and fits with the occasion. Fortunately, most people are civil and they will give you a few moments to connect on a more personal basis.

2) Concisely credentialize yourself and your organization. Be fully prepared to do this and make sure to customize the key points you want to cover to this prospect. Prepare, or your credentializing is likely to be disorganized — and less than impressive. Practice, prune, batch, customize, continuously update.

3) State your purpose/agenda. Show you are prepared. Prep time earns you time. Then frame your purpose in a customer-focused way.

4) Also, check for time. Ensure you have the time you planned on.

5) Ask a Permission Benefit Question. Get an okay to explore needs — once you have shown that you are prepared, ask a question to get an okay to explore needs. This ensures you are poised to identify needs vs. begin a product dump.

With a strong opening you can move into a Needs Dialogue.

Being able to execute the elements of an exceptional opening takes preparation. It is worth the effort because 1) it sets the tone for the entire call and more importantly, 2) it sets the direction for a client-focused dialogue vs. a generic product pitch. An effective opening takes thought and preparation and leads to a better call.

The opening is the time to set the tone, set the focus, and connect with the prospect. Take advantage of it!

For more information contact us: 1818 Market Street | Suite 2800 | Philadelphia, PA 19103 | tel 215.940.9255 | fax 215.940.1086 | www.richardson.com
© Copyright 2003, Richardson. All Rights Reserved.

The Dreaded R.F.Q.
Written by: Jim Meisenheimer

You've been there and done that - right?

You get an eMail, voice mail, FedEx envelope, or even a piece of regular snail mail with a request for R.F.Q. - a Request For Quotation. Wow! Doesn't it just make your day?

Sometimes you get them from existing customers and sometimes you'll get them from new prospects. Let's skip your customers and focus on your new prospects.

The R.F.Q. is asking you to bid on specific products and services. At best R.F.Q.'s can be a wonderful opportunity to develop new business and at worst they can become a nightmare.

The person sending the R.F.Q.'s usually doesn't want to talk with you, he just wants your written response - and the pencils better be sharp when you get to the pricing. "Are we having fun yet?"

Here's what I think. If you want to capture business by being the lowest price - go ahead and be my guest. One of my clients (T.L.) told me his father taught him a valuable lesson years ago. The father told his son - "How you sell the business is how you'll lose it." If you get the business solely on price you're likely to lose it on price. That makes sense to me!

It doesn't take brains to subtract dollars from your price and go straight to discounts. It does take intellectual brainpower, and discipline, to add significant value so your potential customer is willing - maybe even eager - to pay more for your products.

If you want to add value you have to understand your potential customer's situation. The only way to do that is to ask questions. Look at it this way.
• Doctor's don't write prescriptions before the diagnosis.
• Lawyers don't take on cases before they interview potential clients.
• Salespeople shouldn't be bidding on anything before they do an assessment.

If your new prospect won't allow you to ask any questions - don't touch it with a ten foot pole. If they don't know you and you don't know them - it's bottom line price.

The next time you get a request for a R.F.Q. - tell the prospect you'd be happy to do the R.F.Q. if you they would agree to an R.F.A. - Request For Assessment. Explain you have several questions to ask several people that would enable you to submit a more meaningful and more personalized response to their R.F.Q.

Unreasonable people will say no. Reasonable and rational people will usually agree. Steer clear of the former and stay focused on the latter.
Doing an R.F.A. will enable you to add significant value to the R.F.Q.

This article was reprinted from Sales Strategist, an online newsletter published by Jim Meisenheimer (800) 266-1268 E-mail: jim@meisenheimer.com Web: www.meisenheimer.com

How to Get High Quality Inbound Links
By Mario Sanchez

The amount of quality inbound links to your site is one of the most important criteria used by search engines to rank your pages. Therefore, a well conducted link exchange campaign is one of the most effective Internet marketing strategies you can follow.
Remember that to search engines not all links are created equal: some links are more important and will have more value than others. The best links are those from high quality, highly ranked pages with a topic related to your site.

These are the steps you must follow for a successful link exchange campaign:

1. Create a Links page on your site, where you can place links to all the sites that link to you. Make sure to provide clear instructions on how to link to you, including the exact HTML code you want your link partners to use.

2. Download the Google toolbar: The Google toolbar is an addition to your Internet Explorer browser that will display the Page Rank of every page you visit. Page Rank is Google's way of telling you if a page is important and ranks well. If a page is related to the topic of your site and has a high Page Rank, you definetely want them to link to you. To download the Google toolbar, go to http://toolbar.google.com and follow the instructions.

3. Go to the major search engines and search for your target keywords (the words you think people will use to find sites like yours). Click on each of the results and see if the site:
a. Is complementary (non-competitive) with your site
b. Has a good Page Rank
c. Has a links page.

If it does, put it on your list of selected sites.
4. Write to the webmasters of the selected sites and ask them for a link exchange, following these guidelines:
a. Place a link to them on your own site before contacting them.
b. Start your letter by explaining the nature of your site, how does it relate to theirs, and how both would benefit from the exchange.
c. Give them the URL of your links page, so they can see their link and make sure that their link information is OK. The fact that they see their link on your site will make them more inclined to reciprocate.
d. Give them the exact HTML code that they should use to link to you. By all means, include your main keywords in the link text since that will give you a boost with the search engines. For example, if you own a pet supplies store called Petmart, and assuming that your main keywords are "pet supply store", it is better to make the link text: Petmart - The Pet Supply Super Store, instead of just Petmart.

5. Keep track of what you're doing: maintain a spreadsheet where you can write down the name of each target site, their webmaster's email address, their URL, the URL of their links page, the date you first contacted them, and the date when they finally placed the link to your site. If you don't see your link after a couple of weeks, send them a reminder. If you don't get a response in another week, remove the link you originally placed on your site and move on.

Another way to find suitable link partners is by finding out who is linking to your competitors. You can use a free tool like the one in http://www.bcentral.com/products/link_finder.asp. Just type the URL of your competitor and you will get a list of sites that link to them. Write to the webmasters of those sites and ask for a link.

Mario Sanchez publishes The Internet Digest (http://www.theinternetdigest.net ), an online collection of web design and Internet marketing articles and resources. You can freely reprint his weekly articles in your website, ezine, newsletter or ebook.

Sales Letters
By Linda Richardson

Although e-mails have taken a front seat in business communications, the business letter remains an important communication medium for salespeople for more formal or complex situations. Also, since the business letter is used less frequently than even a year ago, writing a letter can be a way to differentiate yourself. One client puzzled me when he said he appreciated the handwritten note I sent. When I looked confused, he corrected himself by saying, "It was a real letter."

Sales letters can be powerful. Unfortunately, most fall short. The biggest problems with follow-up letters (follow up to sales calls, phone conversations, meetings...) are:
1) No rapport
2) Generic vs. tailored to the client (The biggest problem)
3) Too long or too short
4) Filled with phrases such as "You said..." which can make the client feel cornered (Remember, a sales letter is not a negotiation or a binding agreement)
5) Not well structured
6) End reactively vs. proactively - i.e., "Call me if you have any questions" have no clear, specific next step - i.e., "I’ll call you next week" or they end with no action step at all

To help ensure your sales letters are as powerful as they can be, use this checklist:

Prepare: Determine the objective of your letter and the message you want to convey. First and foremost, look at your notes from the call. Your notes will help you relive the meeting and capture the client’s needs and language. Good notes give you an advantage in tailoring your letters and incorporating what is important to your client. As you read your notes, circle key needs and words and check them as you integrate them into your letter to show you understand and are addressing the client’s needs.

Structure: Use a flexible model made up of short paragraphs:

Paragraph 1
Limit to two sentences that are client-focused, not self-focused. Establish rapport and convey the purpose of the letter by making specific reference to client’s objective. For example - Sentence one: "Thank you for meeting with John and me to review your strategy and discuss with us your objectives to..." (identify the broadest objective, such as build sales culture ...not "to discuss with you our ..."). Keep the focus on the client in your second sentence. Refer to the value you derived from the meeting, for example, "The insights you shared were very helpful in our understanding your priorities, strategy, and your ... challenges."

Paragraph 2
Write about two to three sentences which include the client’s needs and how you can meet them. Reinforce what you need to reinforce. Also, dispel perceptions you may have to dispel. Begin the second paragraph with an affirmation of the client’s needs and your ability to meet them with phrases such as "Based on our discussion I feel confident we can support you in..." - and list two or three things the client wants to achieve in priority order. In the next sentence tailor your capabilities to address those needs. If you are covering two or three more involved topics, usually treat each in a separate short paragraph or better yet a bulleted format in paragraph two.

Paragraph 3
In this paragraph, tell the client what you are sending and any additional information you want to emphasize. Refer to any enclosures or materials you are including as references or whatever else you said you would include. (Always include a cover letter with any enclosures, a proposal, or any attachments and reference what you are sending and why.)

Paragraph 4
Thank the client. Express desire to work with the client and meet the client’s needs. Close the letter with your follow-up next step and a date you will contact the client. Keep the responsibility for follow up in your court. Tickle the follow-up step in your "to do" list and follow up flawlessly as promised.

Check: Edit. Keep most follow-up letters to a maximum of one page. Be concise but substantive. Use letters as follow-up to presentations and complex or more formal situations. Use short paragraphs. Keep the language positive. Be appropriately aggressive, but don’t be overly aggressive by making assumptions about where you are with the client. Also, you can e-mail the letter to get it there ASAP and mention "hard copy to follow with enclosures."

Check to make sure your letter communicates your message in a clear, concise, and persuasive (client-focused) way. Review your letter for grammar, punctuation, and spelling (install spell check) and proofread your letter. The biggest grammatical errors we see are:Dear Tom, use a colon (:) not a comma (,) - i.e., Dear Tom:Thank you for giving "Jane and I" should be "Jane and me" - cover the first name and it will be clear if you should use I or meSincerely Yours, use a small y followed by a comma (,) - i.e., Sincerely yours,

If you know your client will be sharing the materials with a colleague, send an additional copy and mention you are doing so.Pearl Buck once said, "I would have written you a shorter letter, but I didn’t have the time." Edit!

RICHARDSON
215-940-8128 (p) 215-940-1086(f)
1818 Market Street, Philadelphia, PA 19103
jim.brodo@richardson.com
Please visit our web site at www.richardson.com
© Copyright 2003, Richardson. All Rights Reserved

Negotiating the Final Trade
By Linda Richardson

Almost everyone has done it - and regretted it. At the end of a hard (or not so hard) negotiation when the negotiation is 99% there, many of us have made an unwarranted and costly concession. It is at the conclusion of a negotiation that some clients ask for one more concession. Sometimes it is seemingly small and sometimes it is approached as something assumed to have already been included in the deal. Occasionally it is a major point (sign of a true adversarial). A combination of relief and euphoria that accompanies a deal that is almost done, the eagerness to close the deal, and/or the desire to show you are accommodating, often causes many negotiators to make the costly mistake of GIVING that final concession.

It is possible that the last demand is innocent. It is also possible that it is something you can give without negative impact to your profitability. It can also be a concession you want to make "for the relationship". But more often than not the final demand is a danger zone in which the concession can be a costly mistake that can erode your profitability.

Regardless of the circumstances or client motivation, before you agree to the final concession make sure you fully understand the cost to you for this and future deals. Also even if it is an easy, no- or low-cost concession that you want to make, don't squander it. If it is doable without negative impact to you, at least get relationship credit in how you make the concession to show it has value. But always specifically figure out what the cost will be before you concede.

Before you make the concession:
• Pause and think about it.
• Jot it down - this will slow you down.
• Figure out exactly what it will cost you, i.e. 1/4 % may seem low, but when you figure out what it will cost, it can turn a win-win into a win-lose or a not so attractive deal. To weigh what it will cost, calculate what it means in dollars, cents, time, resources, and impact. You may be surprised.
• Consider the concessions you have made already.
• Have you made more concessions than the other party?
• Avoid easy answers like, "Just split the difference." Maybe 22% not 50% is appropriate.
• Figure out what you can trade. Because the client has reopened, you can exchange the concession for something you'd like to get.
• Whether you trade or decide to give, do so in a way that shows it has value. (Don't say, "Okay, no problem.")
• Ask questions - why, how important is it. If it is important, you can trade for it.
• If it is something significant, offer to re-work the numbers to include it.
• Trade or change the deal (the old motto: change the price; change the deal).
• Stay consultative.

RICHARDSON
215-940-8128 (p) 215-940-1086(f)
1818 Market Street, Philadelphia, PA 19103
jim.brodo@richardson.com
Please visit our web site at www.richardson.com

(c) Copyright 2003, Richardson. All Rights Reserved

Want to Close the Sale?  Bring Your Clients to Your Next Sales Presentation!
By Colin Webb
 
For your next sales call, a short informational video about your product or service can mean the difference between making the sale and losing it. Together with your other marketing tools, a properly planned video will place you above the competition.
 
The most powerful component of an informational video is the client testimonial. Your best clients describe on video all the benefits your company provides. Unlike a testimonial on a brochure, a video testimonial is more genuine.  Your client is telling your prospects how great you are - in person.
 
Of course, the main goal of the video is to provide your prospect with a succinct description of what you do. Depending on your industry, educating the prospect may be the goal.  In addition to explaining why a customer should choose product A over B, the video can help educate the customer to make their own well-informed decision.
 
Another benefit is video's high perceived value has many positive qualities. A video, whether it is a VHS tape, DVD or CD, is less likely to be thrown away than paper mailed pieces. 
 
An informational video has many positive qualities. Guarantee your video will be a great return on your investment by following a few simple tips before you begin:
 
Know your audience - a video with computer basics to a computer firm will only annoy your prospect.  Be aware of whom you want to target and adjust language, benefits and goals accordingly.
 
Keep it client-centered - Explain your benefits to your prospect. 'The food will be delivered fresh and on time' rather than describing the features of your top-of-the-line refrigeration system.
 
Include a call-to-action - What good is a video or any marketing material if your prospect does not act? Whether a free gift or a limited-time discount for mentioning the video, you should include a value-added benefit to make the prospect act now.
 
Bring your clients with you (in the video that is!) to your next sales call and realize the rewards an informational video can bring you.
 
Colin Webb is Executive Producer of Webb Video Productions in Fort Washington, PA. You can reach him at  www.webbvideo.tv or 215.643.0809.

Want To Trade Cards?
By John Libonati

The next time you are at a networking event and need to introduce yourself, break the ice or cure a lull in conversation try the following. Smile and ask, "Want to trade cards?" They almost always respond yes. This simple question is non-threatening and powerful. It also acts as a great screener. If they say no or duck out, then you immediately know where you stand.

I gained this valuable networking tip from a speech I saw given by Matt Abelson, a sales and networking coach at Sales Alliances. mattpa06@aol.com 267-337-0337

John Libonati is a partner at Ascension Design, a full service graphic design firm outside Philadelphia. He can be reached at John@ascensiondesign.net or 215-591-1010.

Selling To The Opposite Gender
By Lynda Clark

Here's a shocker.

That Mars & Venus difference exists beyond personal relationships. It's very much a part of the way men and women sell to the opposite sex.

The temptation to generalize about each gender's characteristics is too great to deny, and so is the reality. Use the following techniques then, as a guide. As you refine them for use in your day-to-day business dealings, expect to see improved results when selling to inhabitants of that other planet.

Strategies For Women Selling To Men

Be direct, specific, and get to the point. Men use language to maintain status, preserve their independence and to persuade others. With that in mind, grab his attention early with brief powerful statements. Let him know up front where you are going with the conversation. Saying something like, "I have 3 points to make" or, "Here are 4 reasons to try our product," will better prepare him to listen to you. Use facts, numbers and examples to strengthen your presentation.

Establish credibility early on. Project confidence by developing a complete and intimate knowledge of your product or service and how it will benefit his company. A strong voice, persuasive words, solid eye contact, professional dress and dynamic body language will add to your aura of credibility.

In conversations use their terminology, include humor and, "lighten up."

Score points by using a sports story to illustrate a part of your presentation or, if you are really into it, spend a few minutes discussing the latest games, scores etc. But don't try to be one of the boys - they won't like it. They will however, like it when you don't take yourself too seriously. Cut back on that emotional intensity.

Strategies For Men Selling To Women

Invest time in building rapport. Attempting to close a sale too quickly will come off as pushy - they won't like that. Women use language to create connection, express feelings, and to assert themselves. Since she is the customer, allow her to set the pace. Resist the urge to interrupt her. Focus more on the relationship and less on the product or service. Ask more, tell less. She'll ask for advice or help when she's ready. Selling to women is a process, not an event.

Avoid words, phrases and actions that can be taken as condescending. Respect her abilities - take her seriously. Remember, her radar will be up and looking for signals from you that indicates active listening. Use eye contact, take notes and project a sincere interest in her value as a customer.

Three points on non-verbal communication:

--Shake a woman's hand as you would a man's, just use lighter pressure.

--A woman nodding during conversation usually means she understands what you are saying, not necessarily that she agrees with it.

--Develop an awareness of a woman's non-verbal cues by watching facial expressions, gestures and body language.

Lynda Clark, December, 2002. Lynda Clark Productions. Philadelphia, PA
www.lyndaclark.com, 215-982-0410, lc@lyndaclark.com

How To Create A Personal Brand That Works like A Magnet In Getting New Business
by Jim Meisenheimer

Do you know what role a brand plays in your business? If you're working for Apple Computer, Dell, GE, Lexus, Mont Blanc, Rolex etc. you'll appreciate the value of a powerful brand.

Sure companies are branded - sometimes as the good, the bad, and even the ugly. A brand is a powerful thing to have. Salespeople can be branded too. You should know that, in order to proactively create your personal billboard.

Let's say your brand is called "YOU." What's your message? What do people think about when they think about you? You can skip the dependable, reliable, and knowledgeable stuff. I've never met a salesperson who didn't honestly believe he/she was all that stuff.

When your prospects/customers think about your personal billboard, your personal brand, your (USP) Unique Selling Proposition - what specifically do they think about? If you want your prospects/customers to think about it - you gotta invest time thinking about it first. If you don't think about it - neither will they. Then you're doomed to mediocrity and end up forcing your prospects/customers to see pricing as the ultimate differentiator. How horrible.

Here's a provoking and I hope haunting question for you to consider. What's the compelling reason for your prospects/customers to do business with you instead of all of your competition?

Chances are, when you can answer that question you're on your way to building a recognizable brand in the niche markets you serve.

Branding isn't done to a side of beef in this case, it's done into the minds of your prospect/customers. There are several crucial elements to creating and building your personal brand.

They include:
1. Who are you?
2. What do you do?
3. What (specifically) makes you different?

Before you can deliver the performance you have to cultivate the perception. Being good or even great isn't good enough, especially if nobody knows what makes you so special.

The reason most salespeople struggle when asked the three questions above is usually a matter of benign neglect. They rely on shimmering personalities, communication skills, their appearance, and a host of other minor-league mindsets. Your key to marginal success versus magnetic success may depend how good your answers are to these questions.

Once you feel confident in your ability to answer these questions, ask your seven best customers to answer the same questions. You'll have a rock-solid personal-brand if their answers match yours.

Your personal brand says a lot about you.

Not having a personal brand may say more about you.

Success in selling is no accident. The most successful salespeople usually have the most cultivated and visible billboards.

This article was reprinted from Sales Strategist, an online newsletter published by Jim Meisenheimer (800) 266-1268 E-mail: jim@meisenheimer.com Web: www.meisenheimer.com

Top Five Ways to Maximize Your Chamber of Commerce Membership
By Colleen Fairman

In the digital age of technology, with perks like e-mail and cell phones, the personal aspect of dealing with people face-to-face is sometimes lost in the mix. If you work solely from your business, prospective clients won't know who you are and what you are about. Putting yourself out there and meeting people will make them think of you the next time they need services or products in your field. Connecting an actual person with a product or service can do wonders for the growth of a company. This relationship building is why networking is key in business success today and becoming an active member of a Chamber of Commerce is a great way to do just that.

A Chamber of Commerce functions to connect business with business. A common goal of most chambers is to create synchronization with business, education and government in a given community. The main purpose of a Chamber of Commerce is to serve its membership by helping them grow as business professionals and by helping in the expansion of their businesses.

A Chamber sets the stage for its members by providing them with advertising, networking, educational and promotional opportunities, but it's up to the members to perform. Simply joining and paying monthly dues alone is not going to help improve the success of your company, just as purchasing an educational book is not going to instantly make you smarter. You have to actively read the book like you have to actively participate in the Chamber to get value.

Here are the top five ways that you can maximize your Chamber experience:

Interview the Chamber. Talk to the Chamber and find out everything that they can offer you. Research their goals and their audience to determine if they can help grow your business.

Join up and jump in. Get Involved! Join a Chamber committee, it is a great way to get involved with the community, to meet people and to have fun. If your schedule doesn't permit this, then attend Chamber events. Make sure to show up at business card exchanges and other Chamber functions to network, network, network!!

Look for clients, suppliers and strategic alliances. This means strategically plan your networking ahead of time. Determine who will best benefit you and vice versa.

Use the tools available. Take advantage of the low advertising rates in Chamber newsletters and buyers guides. Submit articles and press releases about your business, it is a great way to get exposure among your fellow members. Link your web site to the Chamber's and also take advantage of broadcast fax opportunities.

Help the Chamber grow. Bring people into the Chamber. Create double-win situations by shopping the Chamber and by making Chamber referrals. Word of mouth is a great way to obtain business.

With the Chamber's goal of helping its members succeed, remember you have to participate to make it happen.

Colleen Fairman is Communications Director of the Greater Willow Grove Chamber of Commerce. She can be reached at cfairman@willowgrovechamber.com or 215-657-2227.