| Time is a precious commodity especially to those | | | | what that being the results. I suggested |
| in sales. There never is enough time to return | | | | purchasing the book by Jill Konrath of Selling to |
| phone calls, answer emails and complete all those | | | | Big Companies because of her detailed chapter on |
| proposals. Yet, this week I realized how many | | | | value propositions. |
| sales opportunities are lost when sales | | | | Then I mentioned to him that I was surprised no |
| professionals fail to invest just a little more time. | | | | one in his target audience of coaches, trainers and |
| Recently, I received a call from someone who | | | | facilitators had made these observations. His |
| was selling an Internet platform software system. | | | | response to my statement hit me like a brick on |
| He had called me three months earlier. At that | | | | my flat Swedish forehead - Well, no one has time. |
| time, I requested that he reconnect with me | | | | In looking at my watch, I realized that our |
| which he did. | | | | conversation after scheduling the demonstration |
| During this second sales contact, he was engaged | | | | consisted of less than 10 minutes. For someone |
| in Sale Based Marketing approach that almost | | | | who partners with people to move them out of |
| cost him the sale instead of an Education Based | | | | their comfort zones to help them achieve their |
| Marketing one. Sales Coaching Tip: Sales based | | | | competitive advantage, I was being true to my |
| marketing is all about making the sale. Education | | | | vision, values and current mission. My thoughts |
| based marketing is about sharing through | | | | turned to how many people has he talked to who |
| demonstration the value of your expertise. | | | | have missed this opportunity to help him. This |
| Since I was engaged in very focused sales skill of | | | | was a salesman who talked to a lot of other |
| active listening because I am technology | | | | executive coaches, sales coaches and business |
| challenged, I realized that what he was selling was | | | | coaches many of whom believe in helping others. |
| something that I could potentially use for myself. | | | | When sales people are engaged in relationship |
| Once I found agreement and clarified what he | | | | selling using an education based marketing |
| was selling, I was able to validate his service by | | | | approach, they must think of time as being an |
| scheduling a demonstration of his product. If his | | | | investment first. Then they must be willing to give |
| product meets my need, I will save at least $20 | | | | away value rich information as they move |
| to $70 per month. Sales Coaching Tip: Your | | | | forward to increase sales. Sales Coaching Tip: This |
| customers should not have to clarify what you | | | | give-a-way actually may cost some real dollars. |
| are selling. | | | | Yes, we are all very busy. However, if you |
| During our conversation, I mentioned that he | | | | believe you waste 12 minutes a day, then you |
| might have more success by leaving the | | | | can begin to reinvest your time. Take a few |
| traditional sales based marketing approach. He | | | | minutes and talk with that vendor. See if you can |
| then shared with me he was having some | | | | help him or her. That well invested time, just may |
| troubles with phone calls and securing | | | | increase sales because you have made a friend |
| commitments. I told him that his verbiage was far | | | | and not a foe. |
| more about the how of his product and not the | | | | |