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Natural At Selling

Wednesday, April 9, 2008

I was chatting with a friend who had noticed the worn-out tires on my car, and he was giving me a few pointers on getting new ones.

He really knew a lot about the safety and performance advantages of different tires and where I could get them at the lowest possible prices.

He was genuinely enthusiastic and passionate about tires.

So as he was speaking I leaned back and offered him a compliment. I said to him, “You really are a natural at selling.”

Immediately he went all self-depreciating and said that although he had sold tires in the past it wasn’t his job now, and that he wasn’t really good at sales, and he was always afraid of coming across like a bad Amway rep.

So I said no more at that point.

Because he was right and I was wrong.

He was not a natural salesperson. Knowledge and passion are keys for selling, but he was missing a vital skill that was keeping him from success.

He hadn’t noticed in all the time talking to me about tires the single fact that… I wasn’t really interested!

His passion wasn’t my passion. My fascination was about how much he was fascinated with the topic rather than because I was worried about my car sliding on an snow covered road (we don’t get snow), or getting a 3% improvement in fuel economy with highway driving (when I drive mostly in the city.)

To really be able to sell he needed to be interested in finding out what interested me, what was important for me about car tires.

He needed to tune into the radio station, WII-FM… What’s In It For Me.

When he did try to sell, he came across as pushy, because he was telling, teaching and educating, but he wasn’t finding out what would draw someone to buy from their own motivation.

He was creating interest, without creating positive action.

Worst of all, by rejecting the idea of being a salesperson, he was not opening himself to learning this one remaining skill of understanding the other person.

His knowledge and passion were going to waste.

The next time he and I met I told him this.

I hope the valuable products / services / knowledge / skills you have to offer others aren’t being wasted by a lack of selling ability either.

Fortunately you don’t have to be a natural. Selling, like empathy, is a learnable skill.

If you’ve learned the phrase, “The customer is always right”, and perhaps even learned some of the variations on that, you can learn enough to sell well.

-Martin Russell

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The Relationship Versus The Money

Thursday, April 3, 2008

Word of mouth is meant to be the purest form of marketing.

When you trust someone and they recommend something, whether it is a movie, a restaurant, or any other product or service, then you are much more likely to take that recommendation to heart.

So the question arises, if you use word of mouth as a deliberate tool for your marketing, what is the balance between the “relationship” you have with someone, and any money you get for having made a recommendation to them.

It’s a seemingly endless debate, but fortunately it doesn’t have to be based on opinion.

Some facts are known, as high-quality psychology writer Jeremy Dean explains on his latest post…

http://www.spring.org.uk/2008/04/social-versus-financial-thinking-when.php

-Martin Russell

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Warning Heeded?

Wednesday, April 2, 2008

In my last post I gave an email about how NOT to begin networking with me.

I did get a reply from the person, and I think it is a valuable lesson…

Martin

I am the guy who sent you the jaw dropping email regarding XXXXXX Travel. Truth be told I did not have a chance to review your prior blog before I sent that so I do apologize.

I must admit I am now humbled as I obviously made many mistakes in my approach to you. I have been in [a sales-type] Industry for the last 15 years and the world of Network and Social Marketing is new to me so I am learning.

Regardless, I will take your advice and go back to the learning drawing board as I build my businesses. When the time is right if you want to network I am open to it as well.

Thank you

PS– I never did get your reply as I only saw it on your most recent posting

There are 2 points from this email…

1. ALWAYS do your homework on someone before you contact them.

Google will give you good information on most people online, and if they have a blog or an email list then tap into these too. If you really want their business you can hunt much further with phone calls, online networking and finding contacts. If you have bought their product so much the better, but read it / use it!

The information you gather will not always be accurate, but it is a start.

2. NEVER assume that an email you send will actually arrive. Mine didn’t.

If the email is important, set up a reminder to yourself to resend it in 3-10 days. Oh and don’t accuse the other party of ignoring you or think they didn’t like your email. Simply assume your email was lost or misplaced, and send a courtesy follow-up email mentioning that you hadn’t heard back and you are resending in case it got lost the last time.

If the email had gone missing then you did them a favor by following up, and if the email had arrived they are very likely to reply to let you know what happened.

Direct Mail Marketing 101 Tip (ie Relationship Marketing tip): If it is worth sending the communication in the first place, it is worth following up.

-Dr Martin Russell

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Warning: If You Want To Contact Me…

Saturday, March 29, 2008

… then do NOT do this.

First up in my Inbox today was a reply to my post about networking vs advertising that made my jaw drop open.

    Good Morning Martin

I think you represent Send out Cards correct?

Have you ever heard of XXXX Travel?

XXXX Travel is a publicly traded company and is blah, blah, blah for 5 lines…
….
….
….
….

The distribution system is word of mouth advertising blah, blah, blah for 2 lines…
….

My wife and I are with XXXX Travel so I thought I would share the business
model with you and see if this is something that might fit you.

Check out www.XXXXXXXXXXXXXXXXX.com for some more information. If you would
like to find out more and discuss further feel free to email me back or call
me at XXX-XXX-XXXX.

Thanks Martin

So once I closed my jaw, I emailed back…

Hi Firstname,

You are kidding aren’t you?

You can’t have read or listened to the post I just put up. Please go back and do so if you actually have any interest in dealing with me.

Regards,
Martin Russsll

I have lots of interest in building networks with people. Don’t make it easy for me to sort you into the “don’t bother with” category.

Nuf said. I hope.

-Martin Russell

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Networking Vs Advertising

Friday, March 28, 2008

Trust is a really powerful thing.

This video/audio I am about to recommend was actually recommended in a blog post by a guy I’ve been building trust about, Marcus Hochstadt. Marcus has good ideas, and just as importantly he knows how to spot the good ideas of others too.

Word of mouth is about realizing that most people don’t have time to evaluate everything for themselves. We often rely on others we trust to help us decide. That’s a vital time-saver we all use.

So take my recommendation. Listen/watch Larry Brauner and the good lessons he has for you here so you finally get the difference between networking and advertising…

http://online-social-networking.com/social-networking-vs-advertising

Side Note: Midnight Thursday just gone Jeff Walker called a halt to up one of THE biggest events on the internet this year. One of the reasons it was so big was that the recommendations were coming thick and fast and his word of mouth was HUGE.

He is very likely to open it back up for a second chance, and once again it gives time for the word of mouth buzz to filter around.

I hope my readers who have followed his stuff, whether you purchased his PLF 2.0 or not, have put this thinking immediately into your own business plans. I certainly am for my offline counseling business.

-Martin Russell

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38% Optin

Sunday, March 23, 2008

So who was the guy who had 38% of my subscribers who went to his page opting in?

The guy who is responsible for some of THE biggest buzz word of mouth on the internet, that’s who.

This guy’s marketing lessons are universal, big business and small, online but also offline too.

I’ve had him for personal coaching, and with the one caveat that you have to be ready to REALLY get serious about your business and its future, I rate his marketing information (and him as a person) very highly indeed.

My subscribers got the heads up last month and this is the very last days to discover more…

http://www.wordofmouthmagic.com/resources/plf/

-Martin Russell

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THE Skill That Will Transform Your Networking

Wednesday, March 19, 2008

One of the skills not included in the “Word of Mouth Magic” e-book is personal networking.

The reason it is missing is that neither Michael nor I used it in growing our businesses. We didn’t use it, so we didn’t teach it.

However, in the years since I have had reason to learn proper networking.

I was reminded of how “unnatural” the process of successful networking is when I received an email from someone who is a big-earner in network marketing, but also a prolific networker, a guy by the name of Jordan Adler.

Now let’s all be clear. Network marketing is NOT networking.

Networking is about building personal contacts and connections.

The reality of network marketing is that most people who get involved are, by definition, woefully inexperienced.

That’s fine. They are meant to be educating and developing their skills, but they are just as bad as most other business people when it comes to networking, as Jordan’s email laments…

I was at a 3 day training seminar this weekend in Chicago with a few of our distributors. There were over 1000 people there. Roughly 50% were already involved in Network Marketing with other companies. Of course all of them attended with hopes of recruiting each other.

What I’m going to describe to you applies in all networking situations and it’s EXTREMELY simple. Yet only about 1% of all networkers ever get this, because it’s not logical.

It’s a night and day distinction that will set you apart from ALL of the others in a positive way. In fact it will make the difference as to whether someone wants to talk to you again or not. You may have learned this before, but most likely, you don’t do it. The reason I know this, is because I probably met over 200 networkers personally this weekend and virtually ALL of them, in my opinion blew it.

[Note: the seminar included a "speed networking event" that helped Jordan rack up such incredible numbers.]

I know this sounds harsh, and I don’t discount that some of them may be successful at what they do. Many of them are good people and have some great skills, but as far as networking goes I was blown away at how ineffective they were.

We’ve all heard the phrase that “People don’t care how much you know until they know how much you care!” Yet few actually really know what it means. Here’s my suggestion (again, be prepared, because its not really logical!)

–> Don’t talk about what you do. <–

If you are asked, give a very brief short answer and then go back to expressing interest in them and what they do. Ask them questions. Be inquisitive. Be curious. Get to know their background. Be interested in them and their business. As soon as you start talking about what you do the energy shifts. Even if they say they want to know more, stay focused on them! Get their details and tell them that you will be in touch with them!

You must earn the right to tell them about what you do by showing sincere interest in them!

All weekend long I experienced one person after another trying to shove their product, comp plan or opportunity down my throat. If they don’t know anything about me, how can they possibly know that what they have would be good for me!

It was really obnoxious.

Jordan Adler’s new book “Beach Money” goes into more of what he has learned over his years of becoming successful…

http://www.BeachMoney.com

Online or offline, formal or informal, learn it or don’t… Jordan has nailed down THE skill for all successful networking.

Where are you going to apply this skill first?

Just make sure the next time you hear the phrase “People don’t care how much you know until they know how much you care!”, that you have already experienced the power of this “illogical” networking for yourself.

-Martin Russell

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Standing Out From The Masses

Monday, March 17, 2008

Three weeks ago I sent out a subscribers-only notice for a really awesome Word of Mouth method for online marketing.

I think it’s only fair. Those readers who enter their name and email, and actually read my emails when they arrive to their inbox deserve to get special consideration.

Anyway many readers followed my recommendation and visited the website, and about 40% of them thought it was important enough to sign up to check it out further. I was right. They wanted it.

Unfortunately I also got replies sent to my inbox that make me think I’m failing here.

I like teaching people about Word of Mouth Marketing.

Mostly I teach gently. But sometimes I get really worked up!

THE first lesson in word of mouth, in fact in all long-term marketing, is to create a “relationship”.

Some people get this.

Unfortunately too many don’t… even when they’ve been reading my emails for years!

Let me give an example from just one of the replies I received after I sent out that subscribers-only email.

The replier told me he had bought the Word of Mouth Magic e-book back in 2004, and he had been a fan ever since.

Then he told me about his own word-of-mouth website saying…

“I am looking for someone like yourself to do a JV with.

If you are interested please call to discuss. I imagine you must have a decent sized list by now?”

So I checked out his site, but I couldn’t see how it would assist my readers. I emailed him back. He still didn’t clarify any value for me or my readers.

He also denied he was looking to do a JV with me!

Don’t get me wrong, I like my customers. They pay me, and I like that. However I think it’s a fair swap. I get their money, they get a great e-book that will earn them many times what they paid if they implement even a few parts of it.

If they don’t agree, then that’s what the money-back guarantee is for. Heck I’ve had a refund request this month. It sometimes happens, and in fact the guy explained his situation and it was a very suitable refund.

Just buying a product from me doesn’t mean your work in building a relationship is done.

HOW you build from there is important.

The number of times I get emails REQUESTING something of me is massively greater than the number of times I get emails GIVING something of value to me.

Most of the spontaneous compliments I have received via email have been the top sentence on a email requesting something from me. It’s tacky.

Believe me the truly giving emails stand out a mile.

Want to get me to notice you, and eagerly want to help you?

Give value to me, or my readers. I’m always looking for better ways to do this and tip-offs have often been a great start. Self promotion is fine, just work out what’s the value for others besides yourself.

Even if you don’t care about me, this is still a great strategy for life; customers, prospects, vendors, referrals sources, friends, etc, etc.

Start all your relationships with giving.

If nothing else, it will make you stand out from the crowded masses.

-Martin Russell

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Customer Frustrations For Profit

Saturday, March 15, 2008

What are your customers deepest fears and frustrations about doing business with you?

What makes them break out in a cold sweat just thinking about it, and keeps them up at night in worry?

Take this example from Lee Clark, the director of CustomerLove.com.au…

“During the formal school season late last year, I was browsing through the store “Designer Label Warehouse”. While I wasn’t looking for a  formal school dress, there was a teenager with her mom who was. Really pretty gowns at great affordable prices. I was in the store long enough to watch the young sales girl assist the teenager. As she went through the rack of dresses, and oo’d and aah’d over the designs, the young sales assistant asked her what school she went to.

She took out her log book of sales, and said excitedly “You’re in luck, no one from your school has purchased that design. So you’ll be the only one wearing it.”

The ladies reading this story in particular will appreciate just how amazing this service experience is. The last thing you ever want is to turn up to your school formal in the same dress as someone else. Even as you get older, it’s still embarrassing. “

How well do businesses you deal with understand your needs?

In return, how well are you ‘mind reading’ your customers biggest fears and frustrations?

Answer this, then provide a solution, and you are well on you way to creating an awesome Word of Mouth WOW!

It doesn’t have to be anything too complicated. It just needs to prove you care.

Added Note: If you have your own great customer story then Customer Love is building a collection for publication. simply email your story to them at Info … AT … customerlove.com.au (and hey, it can be about your own business!) All contributors will receive a free copy of the final e-book.

Or you can sign-up for Customer Loves’ weekly “eNotes” on customer service.

Keep WOW!ing them.

-Martin Russell

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Skillful Selling

Tuesday, March 11, 2008

I am not a natural sales person.

Not only that but I have also been too sheltered by running my practice mostly by referrals. If there is one bad thing about word of mouth and referrals it’s that it can make you soft as a salesperson.

It doesn’t have to be that way. I’m learning. You can too.

Selling is a learnable skill.

If you get good at selling AND you understand word of mouth and referrals, well…

The book “Creating a Million Dollar a Year Sales Income: Sales Success through Client Referrals” is all about such success.

Yes, there really are sales people doing a million dollars a year, and referral marketing is almost always a key part of that success.

This book was written by Paul McCord and became an Amazon and Barnes and Noble best-seller as well as being included in the prestigious Forbes Book Club.

Following that book I checked out one of Paul’s teleseminars. I’ve heard quite a few speakers in my time, but he immediately impressed me as someone with real-world expertise, and a no-nonsense approach. We emailed and spoke. Paul knows his stuff.

A few months ago he asked me to give him feedback on his latest book, “SuperStar Selling: 12 Keys to Becoming a Sales SuperStar”.

I wrote back to Paul warning him that people may not like to hear such straight-talking…

“I’ve put down my thoughts, and you and/or your publisher can edit for your purposes.

Realism is a scary thing to put in a book Paul.”

The rest of my comments are in Editorial Review section on the Amazon order page.

If you lack serious sales skills, then buy this book…

http://www.wordofmouthmagic.com/resources/superstar/

As is becoming traditional with book launches these days there are a whole heap of bonuses available as well. Sometimes there are one or two bonuses in the bunch that are actually worthwhile.

I’ve included a complementary copy of one of the products I will be creating later this year, so you can be sure there is at least one good one this time…

http://www.thetwelvekeys.com/html/bonus.html

You can enter your Amazon Number here to get access to them all…

http://www.thetwelvekeys.com/html/register.html

-Martin Russell

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