You might be able to load up incentives and bake in the fat like a country grandmother sending her grandkids back to the city, but if your prospect isn’t in the buying phase of their cycle, it just won’t (colorful metaphor) matter. Read More
What the heck is a mobile sales tool any way? The reality is most people including Google seem to have very different opinions. So we set out to fix that.
We asked our design team to spend some time creating an engaging and humorous presentation that demonstrates exactly what a mobile sales tool is?
The presentation is fully available on SlideShare and has been downloaded close to 60 times since we published it.
Hope you find these sales tips and tricks useful!
Here’s my notes from a recent talk I gave using this slide deck. Maybe they’ll give you further guidance.
What is mobile sales tool?
1. WHAT IS A MOBILE SALES TOOL? Heck, maybe you have been tasked with building one. You own a smart phone You’ve heard about mobile sales tools
2. ONE BIG PROBLEM
3. GOOGLE CAN’T FIGURE OUT WHAT A MOBILE SALES TOOL IS!
4. a variety of apps that can be useful to sales people on their smart devices.
5. Google thinks it’s a mobile tool salesman.
6. If Google can’t ﬁgure out what a mobile sales tool is, how can a Marketer be expected to do any better?
7. LET’S FIX THAT!
9. CAN WE ALL AGREE THAT SALES PEOPLE COULD USE MOBILE APPS TO: LOCATE THEMSELVES SAVE KEY INFORMATION LOOK UP CUSTOMER INFORMATION PRESENT INFORMATION TO PROSPECTS
10. DEFINITION OF A MOBILE SALES TOOL An application that is used to enable or accelerate the sales process conveniently from a tablet or smartphone wherever or whenever the timing is right.
11. AS A MARKETER OR SALES MANAGER, YOU ARE MOST LIKELY CONCERNED WITH GENERATING REVENUE.
12. REVENUE-GENERATING MOBILE SALES TOOLS FALL INTO THE “PRESENT INFORMATION TO PROSPECTS” CATEGORY.
13. SO, WHAT TYPES OF MOBILE APPS DO THAT?
14. IT DEPENDS ON HOW YOUR TEAM SELLS.
15. THEY MAY SELL WITH: PRESENTATIONS GIANT CATALOGS (DESCRIPTIONS, PRICES, SKUS) VISUAL SELLING AIDS (VIDEOS, IMAGES, CHARTS, ANIMATIONS) FORMS FOR CUSTOM PROJECTS AND SERVICES
16. Or they may use ALL THE ABOVE to sell to prospects.
17. SO, TO DEFINE THE BEST MOBILE SALES TOOL FOR YOUR TEAM, YOU NEED TO START WITH HOW YOUR TEAM SELLS FIRST.
18. HOWEVER, TO GENERATE REVENUE, YOU NEED TO PICK A TARGET. A REVENUE-GENERATING TARGET.
19. HERE ARE 10 WAYS Marketers and Sales Managers can hit revenue-generating targets with mobile sales tools. 1 Focus on the middle 60%. 2 Proﬁtable products ﬁrst. 3 Train new reps faster. 4 Reduce your print spend.5 New product training is key. 6 Build for your top dealers and distributors. 7Make pricing easy to ﬁnd. 8Focus on HOT new products. 9 Get the jump on competitors by cross-referencing data. 10 Stop emailing sales collateral.
21. So, now you know how your team sells and you have a target. Let’s dive into the tools to get your app built.
22. Mobile sales tool platforms on the market may be composed of 3 layers.
FILE MANAGEMENT LAYER – Where marketers organize, upload, and manage product assets.
PRESENTATION LAYER – Where sales reps interact and present product data to prospects.
AUTOMATION LAYER – Where prospect information is seamlessly integrated into your CRM.
23. These 3 layers make it easy to: Manage and easily ﬁnd information Deliver information (ﬁles, product specs, branding) Capture information (customer data and usage data) Integrate into other systems (CRM, Marketing Automation, ERP)
24. A great File Management Layer makes it easy on the Marketer and engages them to use it!
25. The Presentation Layer is an App on a Smart Device or “System of Engagement.” Presents information to reps and prospects Captures information via rep input Sends sales collateral
26. THE SINGLE BIGGEST MISTAKE IS TO ASSUME THAT THE APP IS THERE TO ENGAGE YOUR CUSTOMER!
27. The app is the system of engagement for your sales people, not your customers. Sales people use the tool to engage prospects and accelerate their sales cycle.
28. Thus, a mobile sales tool enables your reps to sell more of your products & services via the Presentation Layer.
29. The Automation Layer logs the activity or triggers the appropriate actions within a third-party platform such as a CRM or Marketing Automation system.
My friend Mike is a senior sales rep at a Silicon Valley ‘unicorn’. He’s always trying to impress me with how great the perks are (free scooters, milkshakes, Wednesday’s blue grass jams, unlimited vacation, etc). But his biggest brag is full autonomy to work wherever and however he chooses, because the company believes in mobility for it’s sales team and that means selling with videos.
As a marketer focused on mobility, I’m interested in how to boost sales; this translates to supporting the sales teams with videos that captivate prospects. So, last week when I met Mike for a couple of beers, I decided to test him on the quality of his mobile sales videos and also drill him a bit, just for fun.
After the first beer, I ask Mike to give me his sales pitch on his company’s product and to show me his best video. He agrees and complies by taking out his iPhone and queues up a video and I grab it and press play.
Four minutes later Mike looked at me in shock when I told him that his product video “sucked”! So I bet him four nights of drinks I could improve the video 100x in just 10 minutes, which would help him close more deals.
Understanding the key characteristics of great mobile sales videos and then applying them to your own is key to making videos that boost sales. Editing and fixing bad videos takes just 10 minutes with two simple tools, Camtasia and Handbrake. After a little practice you will become a mobile sales video marketing superstar.
The techniques are easy to understand and apply to virtually any existing sales videos. It does not matter what your products or services are; they will work for any company that uses videos for mobile marketing and selling.
To be effective for in-person meetings, mobile sales videos need these four key characteristics addressed
1. Keep it short – Eight (8) to twenty (20) seconds long, at the most. Remove any intros that take up time.
2. Make sure the video is available online – Videos should be available on any device (tablet, phone, laptop). Apple devices require videos to be .mp4 or .m4v.
3. Keep it contextual – Cut small videos from longer ones, and make sure to title them contextually.
4. Easy to share – Provide either links on YouTube or create pre-formatted emails with video links.
Now that you know what characteristics make up great sales videos, let’s focus on how to apply the knowledge, editing a video.
The tools you need to edit and format videos are Camtasia and Handbrake.
Step 1 – Download and install Camtasia here.
Step 2 – Download and install Handbrake here.
Cutting the video in Camtasia (7 minutes)
I use Camtasia because it’s a great full-featured editing tool. I’ve used it to cut videos into small usable snippets, with the ability to save as .mp4 for Apple devices. It doesn’t require you to take a class or read a book. I can make a cut exactly where I need to edit and then review, save and play.
Step 3 – (1 minute) Open Camtasia and import the video you want to cut by double clicking on the video icon and drag the video to the timeline (that’s the area at the bottom) and press the play arrow.
Step 4 – (4 minutes) Locate the starting part of the video that you would like to cut in the timeline, then right click and select split on the beginning part you want to cut. Next, locate the end part of this video section that you want to cut and do the same, right click and select split.
Step 5 – (2 minutes) Delete the split piece of video and press play to see the new video with the cut. If it looks good then save the video.
Formatting the video into an mp4 with Handbrake (3 minutes)
I tried all kinds of video converters and I found that Handbrake has the most formats, the user interface is great and it does the job fast. You can convert any video so it will play on Apple devices (iPhones, iPads,etc.).
Step 6 – (1 minute) Open Handbrake and locate the video file by clicking the source button. Once you have selected the source file, click open.
Step 7 – (less than a minute) Press the toggle presets button on the top menu and select iPhone/iPod Touch.
Step 8 (1 minute) – Press start, when the conversion is complete, you’ll here a tone and a pop up will tell you the conversion is done.
I sent the video back to Mike and asked him to take it for a test drive. A week later he shot me an email reminding me that he is buying drinks for the next four meet ups!
I’ve gone to a lot of conferences in my day. Most of the time I’m appalled by the booth management and the flurry to scan my badge without ever having any real intention of engaging with me. I’ve become surly in my old age telling the bright-eyed marketer that comes gleefully to scan my badge that, “I’m a terrible lead” or worse, “I’m going to blacklist you if you send me an email.”
Nothing dissuades them, nothing.
Then I saw the entire process turned on its head and ran ruthlessly effectively. This lead capture system was the most organized, successful, and effective conference campaign, which despite the cost, they more than covered expenses even before the packed up and left.
I was in awe. Such awe that I’m pitching my boss to do this lead capture system next year and ordering a chartered jet home to haul all the cash we will make.
It was that woefully efficient.
Here’s the story, as best I can remember it.
I’m wandering the conference floor, and I get accosted by a rep, “Hey have you sat in on our demo?”
That is so wrong on so many levels, yet it was perfect.
The rep didn’t care who I was, what I wanted out the conference, nothing about me (and I’m narcissistic, I’m all about me). All he cared for was if I sat through his demo.
“No”, I responded and made note of the company, Curata, and went on my way.
A while later I bumped into the rep, possibly on a coffee break, and again he asked, “Hey have you sat in on our demo?”.
Ok, I’ve seen this play before, this is the Green Eggs and Ham play. You know, you wear the person down until they comply, then the prospect might, just might have a change of heart and see things your way. Ug, am I going to have to deal with this guy all week?
After a few more interactions, I got dribs and drabs of more information about the product, always followed with the monotonic request to sit in their demo. No, I could not have a private demo, no I could not get a trial, I had to sit in on their demo. If I wanted more than the 60,000 ft view of the product, I’d need to sit in the demo.
To sweeten the deal, for attending the demo I’d get a Bluetooth speaker. Not the best conference swag, however, I could do far worse.
Like the character in Green Eggs and Ham, I finally relented.
The Conference Czar of Curata had a small room on the conference floor. Inside the meeting room, there were 20 chairs packed close together with just enough room for a monitor and presenter. Ward Perry stuffed 20 of us in that room then, in walked Randy Bernard, Director of Sales. He quickly introduced himself, asked a couple of questions and pitched for 15mins straight.
That was amazing.
At the end, each of us got our Bluetooth speaker and sent on our way.
Not all of us, there were a few that had other questions and showed genuine interest.
What the Curata team did was cast a ridiculously wide net that guaranteed themselves at least a few qualified leads every time that net went out.
I’m pretty good at making connections at conferences. When I have a booth, I pull in a bunch of qualified leads. Nothing compared to the Curata method.
By my estimations, they ran two demos per hour, 20 people per demo, at least 5 hours a day, for three days. They managed to ram their message down the throats of at least 600 people. One person. Granted it took a team to stuff the room for every session, but they had their best pitchman pitch to 600 people over a three day period.
What’s more at the end of the conference I spoke with Ward, and he already had in his hand four inked contracts from leads that were nowhere in his funnel. He wouldn’t tell me how many pre-qualified leads closed, but they pulled four brand new leads out of thin air.
Ok, those numbers aren’t great, 4 out of 600, by any rubric, those are TERRIBLE NUMBERS. However put them in context, put them in the funnel. 4 of 600 entered the top of the funnel and closed with three days.
Three days to close.
How many deals have you had that closed within three days? Now imagine what the rest of the funnel looks like? I’d guess it is bursting at the seams.
Sure some folks will fall out of the funnel.
Sure some folks will get educated and move to a competitor.
Now just think about how much you spend for a conference and how many leads, qualified leads you leave with, that know your message.
Dollars to donuts when a Curata sales rep follows up with those leads, they will remember the Curata experience, and if they engage with the sales rep, the rep should get ready to bang that gong.
Guest Post by Mark Shalinsky – Business Development Manager at The New Office. Mark is a veteran sales guy that loves the hunt and metrics. He taught me some great techniques over the years including “whale hunting” at conferences, one of my go to strategies. In this article, Mark shares how to to become a communication catalyst, pulling in a collaborator to make everyone a winner.
I ran into a rough situation the other day.
My boss and I are in the boardroom. Across from us are sitting the client champion (I’ll call her “Darcy”), one of her colleagues, and two outside consultants. We had several short conversations with Darcy prior to finagling a sit. Usually, I go on these alone, or with a pre-sales engineer, not typically with my boss, the CEO of the company. I like to hold him in reserve so we can play good cop / bad cop during negotiations. For whatever reason, my boss decided he wanted to be in the thick of the action.
I’ve worked for a bunch of tech companies and up until now all the founders were tech people. Mostly extroverted, so they’d stare at my shoes not their own. My current boss is the consummate, old school sales guy. He loves filleting the pain, negotiating, and closing. He’s the encyclopedia of sales plays and effective meeting strategies, so I know I’ll always learn something when he comes along.
So we get started. I boot up our demo and immediately our champion, Darcy pulls out her Gatling gun and starts peppering me with questions. Right out of the gate she’s on fire. We’d barely finished the pleasantries, and she started to unload. And unload hard she did. You know those deep cutting questions that go to the core of your product and your value proposition.
While I was able to easily and deftly field these questions, it put me on the defensive track. Defensive is terrible. Defense deflects the ball. Defense does not control the conversation. The worst part, I could not get on the offense. Remember what I said about my boss being the quintessential sales guy? Well, he was able to grab the ball and called a timeout.
Wait. Can you call a timeout on a sit? Why did nobody ever tell me? How come I never knew? Regardless, my boss slammed his hand on the big red button and said, “Darcy, we’ve had a couple of conversations, why are you the only one talking?” Then he laid on the big William Shatner pregnant pause. Darcy mentioned something squirrely tried to go on offense again, but my boss wouldn’t let her. “Darcy, we’ve got two of your colleagues, I have an idea what they do from our intro, and are you are paying a handsome sum to these two implementation consultants to sit here and listen to Mark’s answers?”
Then he dropped the mic, put the ball right back in the middle of the table and went back to the edge. It was at that moment that something amazing happened. With little prompting, those two statements got five people starting to talk. Those two groups had not outlined the problems that they wanted to solve individually, as a group, nor had they had the opportunity to hash out their issues.
It became abundantly clear that the entire reason we were called in was to act as a conversation catalyst. Darcy needed to have the conversation with her colleagues and the consultants that my boss had created, however she did not know how to get that conversation started. Then when she found herself in a room with three different groups that, in her mind, all had set objectives, she believed she needed to dominate the conversation to get her way. Wrong.
Had the sit gone the way Darcy initiated the result would have been an impasse at best, a failed implementation that would have made my product look bad, the consultants overcharging their client, and Darcy pulling defeat from the jaws of victory that may cost her her job.
The better way, start from zero. If we are all not on the same page from the outset, start again. Yes, we did go around the table make introductions with roles and responsibilities. However, I failed because I let Darcy grab the ball and run with it. She ran to her end-zone. The problem, her end-zone was not my end-zone, her colleague’s end-zone or the consultants end-zone.
Step 1 is to identify the players.
Step 2 have each player define what success looks like.
Step 3 paint the complete picture where everyone comes out a winner.
If you can’t provide the complete solution, be honest and offer what you can. Gain credibility with effective meeting strategies like offering to pull in a collaborator that can help you make everyone at the table a winner.
About the author
Following an academic career, Mark moved into business development and has been the critical early sales hire at start-ups that have grown to become global brands in scientific publishing and IT security. Currently, Mark leverages academic skills and sales experiences in the tech sector identifying market sweet spots and cultivating sales reps into power-players, closing bigger deals faster.
Simple plan to solve Yosemite’s $1M print issue and yours too
I recently saw this article which describes how changing the name of the concession stand and a hotel in Yosemite National Park will cost the tax payers “$1 million” for reprinting the signs, garbage cans, and brochures.
With annual operating budget of $30M, $1M represents a significant share (1/30th) of the much-needed budget Yosemite requires to not only operate a park, but to attract more visitors in the future.
If you went to your boss or CFO tomorrow and told them you were going to spend 1/30th of the entire operating budget of your company to fix the words in your brochures or printed catalogs, what do you think the reaction would be?
Nes too good pas!
Yet, thousands of Marketers dedicate huge budget to print brochures, catalogs, and one-pagers every year.
Prices and spec changes? Reprint.
Rebranding after a merger or strategic change? Reprint. The costs can be astronomical, and the process takes years.
In this article, I’ll show you how your company and Yosemite can:
- Maintain a reasonable level of printed materials (50% of current spend)
- Replace print with digital versions on devices that people use already (30% of current spend)
- Deliver critical content digitally so that it can be accessed offline in the backwoods
- Re-allocate savings from your print budget to your lead generation marketing budget (20% of current spend)
As we enter the mobile age and Moore’s law continues its predicted rapid climb, Marketers (and National Parks) will have to deal with more and more rapid shifts in the way people consume and use information.
And the shifts are seismic. Like California-falls-into-the-sea seismic.
Yosemite’s print budget is just like yours.
Like most people, I get really upset when I see public dollars being wasted on printed materials in the digital age.
And the idea that our beloved National Park could possibly be spending 1/30th of it’s operating budget to fix some marketing brochures is especially maddening, given the need to improve roads and staff such a massive enterprise.
Many companies operate with the benchmark of 10% of revenue is spent on marketing to attract more buyers. Let’s assume the National Parks operate on the same idea.
And like most companies selling products and services, I get that Yosemite has to “sell” its offerings (hotels, concessions, nature walks, new trails).
But why does Yosemite need to print that many brochures to accomplish this?
What happens to printed materials?
My hypothesis is 90% of Yosemite’s brochures are tossed into the newly stenciled garbage cans soon after people pick them up at the gate or, they get used to start camp fires.
Do you have a brochure drawer at home? Unlikely.
Will you look at the brochure again in a few months? Nope.
This perfectly parallels what I see attending major industry trade shows with our clients. Shows where companies spend thousands to have a booth and rely on that rented space to generate a huge portion of their qualified leads.
I bet you’ve had a similar experience where every time you go into a booth the staff keep trying to hand you printed materials.
It’s like a conditioned response. Look, a prospect, here’s a brochure on our coolest product. Let me scan your badge. Sweet, I got another lead.
However, it’s shockingly wasteful and represents wasted opportunity in the digital age.
The Marketing team spent money to design and print that product literature. They also shipped it to the show and likely paid to deliver the box to the booth.
To take it one more step, many times the undistributed brochures get boxed up and shipped back home or worse simply dumped in the trash.
One marketing consultant I spoke with described another potential black hole for these printed brochures,
“Believe it or not, when these get shipped, they don’t always get received or found and then they have to be given out. Remote offices don’t usually get the same love as headquarters. Tons of boxes go untouched under a table or desk.” – Josh Krasnegor, Consultant.
Josh said it well, tons of boxes of untouched marketing budget.
Simple plan to solve Yosemite’s $1M print issue
The biggest mistake for companies with out-of-control print budgets is that they don’t know how to best compare and contrast the cost of mobile content delivery systems to their status quo (e.g., printing catalogs, brochures, etc.).
And neither does Yosemite.
Let’s imagine the good folks at Yosemite took a look around the Park at what people are doing. What do you think they would see?
People using smart phones to take pictures, navigate roads, chat with friends, look up information on animals, or just ignore nature and stare into them.
Noticing this, Yosemite might create a mobile app that:
- Delivers key information offline (cellular is not always available in the park)
- Updates automatically when visitors phones hit WiFi hotspots in the park (entirely possible with background sync)
- Reaches visitors on the tool that 99.9% are carrying their pockets (yep, their phone)
What would Yosemite put in the app?
Everything! Maps, brochures, videos, history, daily schedules, alerts to road closures. You name it.
Would they still need to print stuff?
Sure, I get that some people are just going to demand printed maps, etc.
So why not print, 20% of last year’s volume to start and direct people to their app for the other 80%? This might cut their print cost in half or more for the year.
One might imagine that an app like that would cost millions to produce however I suspect that the true cost deploy and maintain that type of app is in the $300k range in year one with roughly 20-40% annual maintenance in subsequent years.
$300,000/4 million visitors = $0.33 per visitor.
I’ll pay the 33 cents with my insanely under-priced entrance fee thank you very much.
Keep in mind that the park is spending $1m to simply FIX their outdated print materials.
The number one mistake made by marketers with out-of-control print budgets
The biggest mistake for Marketers with out of control print budgets is they, like Yosemite, are not comparing and contrasting the cost of mobile content delivery systems to status quo (e.g., spend on printing catalogs, brochures, etc.).
So using our Yosemite example, here’s a possible end result:
$1m annual print budget for Yosemite
x 50% CY = $500,000 print spend to fix their brochures
and $500,000 left over to spend:
$300,000 to deploy a mobile content app that everyone can use on their smart phones
$200,000 to spend on other items for growth.
Keep in mind that Yosemite’s $300,000 hypothetical app is based on 4 million people potentially using it.
Most mobile sales apps on the market cost between $100-300 per sales person per year. So your cost and savings might be massive compared to Yosemite’s $200,000 depending on your print spend currently.
So what do marketers share with Yosemite?
Although, I think the parallel is obvious let’s break it down.
- Overspending on outdated technology with no measurable ROI = print
- Refusing to see that people want to access information in a new way = mobile phones
- Equals throwing away much needed budget
In a world where marketers and National Parks are continually asked to do more with less budget, delivering critical information to the devices people already own and want to interact with is the new norm, not the exception.
The reality is reliance on antiquated methods (print) will only widen the gap between the successful and those left behind.
Note from Rusty – Introducing Mark Shalinsky – Rant from a proven closer. I asked Mark one question about how he consistently crushed quota and got this super useful answer. It was kinda like drinking from the fire hose. Sometimes you just gotta shut up and listen, dawg. Edited for clarity.
Enter Mark Shalinsky…
Last week at Marketo Summit in Vegas, I bumped into an old colleague who runs his own sales team now. Nice!
Over drinks I got to talking to one of my buddy’s more junior sales reps, and she asked me point blank,” What is the single most important lesson you can teach me about sales.”
I said, “Listen.”
Then an awkward silence rained down. Reps hate that, but they know it’s true.
She comes back, “Look, I know listening is great and, I do that, but what is next? Whenever I ask veterans like you what the second most important lesson in sales I get all sorts of answers”.
In my scientific mind there are two starting characteristics of people who make a career in sales; the qualitative salesperson and the quantitative salesperson.
The qualitative salesperson is the one who walks into the room and instantly begin connecting with clients. They commands the room, break the ice, are affable beyond belief, and people just love them.
People LOVE them, really really LOVE them.
By stark contrast, there is the quantitative salesperson.
By the books, by the numbers, by sales quotas, an unsympathetic process is driven. All the boxes are checked at one stage before they move to the next.
All sales are based on relationships, so the quantitative salesperson builds relationships on credibility and accountability. It takes time, but once that train is moving, nobody is getting off.
One of my Judo Sensei’s told me I have no natural affinity with people. Between that and being a trained scientist (PhD in neurophysiology), you can guess what persona I started out in sales with.
We all start with the persona in our nature and, if you make it early in sales, it helps you succeed.
Later, you learn how to become the other persona. So my hypothesis is, the truly successful sales person is an even balance between quantitative and qualitative.
Mark’s Sales System
So here’s my “closing a sale process” that’s been refined over the past 11 or so years.
Listen > Question > Listen > Repeat > Price > Paint > Confirm > Close
The listening is the easy part, and you’ve heard it a million times. Listen to the pain, the problems, and the goals.
Only through attentive listening can you understand how you will define a solution.
Questioning is the only way you get you can get the prospect to tell you all the pains and problems they have. Even when the prospect seems adamant in their desires, you need to ask them a question.
When a prospect asks, “Does this shirt come in pink?” You need to understand why they are asking the question.
Never assume they question something out of motive, sometimes they don’t even know why they asked the question. Your role as a salesperson is to determine WHY they are asking specific questions.
The proper answer to the question, “Does this shirt come in pink?”, is, “would you like this shirt in pink?”
When they answer your question to their question, then you can go back to listening.
Listen > Question > Listen > Repeat > Price > Paint > Confirm > Close
When working on closing a sale, repeating is critical. Prospects inherently don’t trust sales people because sales people are incentivized by sales quotas and commission. Commission only comes from converting prospects to customers. So, they have biases and preconceived ideas about what sales is trying “pull over” on them.
A prospect will never trust you if the prospect doesn’t believe you understand their problem.
The only way you can start building that trust is by connecting with clients and repeating the pain. It isn’t that hard. My go-to line is, “Ok, so you said that the problem is A, B, C and you were thinking about solving it X,Y, Z ways. Is that a correct statement?”
If the answer does not come back as an emphatic YES, go back to listening and questioning.
Again, process driven sales means never moving forward unless 100% of the boxes have been checked in the previous step.
So when the answer finally comes back as a resounding, “Hallelujah, he gets it!” we move to the next step.
Thoughts on Pricing
Pricing is usually the sticky point for sales reps.
Everyone believes that the main reason people don’t buy is due to price. That is not true. Price is only one reason you will lose a deal. The other two? Time and information. More on that topic at another time.
I bring up the price here for several reasons. First and foremost, if they are price conscious and have limited means and budget, I want them (colorful metaphor) off my pipeline. I don’t have time to deal with miserly buyers that will never see the value of my offering.
The second very important reason is that I plant the pricing seed at the point where I’ve started to build the most trust. I have gone through the exercise of fully understanding their pains and problems and got them to agree that I understand what they are going through. They are starting to see me as being part of the solution team, their team.
I don’t give them a hard figure, it is squishy, and I let them know as much, granted I’ll likely bake in some fat if I think they want to haggle.
I leave the price with the caveat, another go to statement, “I’ve demonstrated that I understand your issues, correct?” Pause for a positive response, continue, “my promise to you is that if you agree that my solution will help you, I will work with my team to ensure that we can get this deal to work so from here on out, this is not a waste of time for either of us.”
I’ve anchored my price.
I’ve solidified my stance that I’m on their side yet again.
I’ve rounded second and the ball still high in the air and moving fast towards the wall.
Now I’m ready to go into sales mode.
What the heck is painting?
Paint the picture. You know don’t paint seagulls in their picture.
You need to be able to define how your solutions will work, why it will work, and what it will take to work. Break it down into easy to understand pieces. Once you’ve had a chance to paint the picture, the prospect needs to acknowledge that your solution will indeed help them.
Confirming that your solution will work for them is the only way you can get the prospect’s acknowledgment.
Again this is another point where once I’ve completed painting the picture I have my go-to line,” Providing that I can do everything that I say I can do would you be happy with this solution?”
And again, if the answer does not come back as an emphatic YES, inquire where there are gaps in the image, repaint, and go for confirmation again.
Remember, there is no point in moving on until he answer comes back as a resounding, “that is exactly what I’m looking for.”
At this point, there is one thing left to do.
Closing is complicated, closing is hard. Closing requires paperwork.
The power of selling by a process is that by the time you get to closing the deal, you have built credibility, trust, and importantly, assuaged liability concerns.
Taken together, the presumptive close is very much a reality.
I have always been a hacker and maybe that’s what I really love about the ‘mobile revolution’ and its apps in all flavors and colors.
Lately, I’ve been extremely curious about what apps sales people use on the road to make their jobs and lives easier.
I’m not talking about custom, corporate apps or email here. But the ones they use to get from A to B or get themselves out of a jam.
Sales on the road is tough, so I figured those gals and guys might teach us a thing or two about apps and how to hack them.
So my team and I just started asking sales people questions like, “What’s apps are on the first screen on your phone?” and…
…”What apps have saved your butt in a pinch?”
And we followed it up with, “How do you use it?”
Of course it’s a subjective question. But that’s the fun of it.
Because the best app for sales reps depends on the job a sales person needs to do at that exact moment.
Some reps travel constantly. Others stay close to home.
This is by no means a comprehensive list or a “best of” list regarding sales call tips.
Just some great home screen apps that we uncovered to make your life on the road a little easier. Where possible, I’ve done my best to capture the use case with images and short videos, so you can visualize the hack.
We present these home screen apps and sales call tips in no certain order and fully expect you to come back to us and say “but, you forgot…”
1. iAnnotate let’s you sign and send PDF documents in 5 minutes or less (Price: $3.99)
As a founder, I am constantly signing NDAs, CDAs, reseller agreements, and other documents.
I own a scanner, but I hate using it. I hate how big the files are once scan them and, figuring out how to get the signed image from the scanner to my computer to send it.
Thankfully, I found the iAnnotate App.
I no longer have to scan wonky looking documents or email gigantic files with my signature on them.
iAnnotate does all the work for me via my iPad or iPhone (just bought my first droid, too!).
Here’s my exact work flow (that will save you endless frustration with signing docs).
Step 1 – On your smart device 0pen the document you need in Mail, Dropbox, or Google Docs or whatever you’re comfortable with opening files.
Step 2 – Open the file and send it to iAnnotate using the action button. When it opens in iAnnotate, it’ll look like this
Step 3 – Use the Pen tool located in the right side bar to sign. You just need to tap on the feather, then tap the line you ned to sign to do this. It’ll look like this…
Step 4 – Sometimes you have to fill in a bunch of other annoying blanks like “Printed Name” or “Credit Card Number” when you sign documents. No problem. Just tap on the T (stands for typewriter) on the right side bar and then tap in the document where you need to type in information.
Step 5 – Next you want to flatten the file, which will save your signature and any thing you typed in to single PDF. Then you send the flattened signed document back to yourself (I use Mail on my iPad and iPhone synced to Gmail). I don’t recommend sending it directly from iAnnotate, because they put some self-promotion stuff in the emails. I get it, but don’t want to send that to a business contact with a contract. Looks like this…
Step 6 – Finally, just forward the email you sent yourself to the person that needs your signature. I typically remove all the iAnnotate self-promotion at the bottom in my email interface and personalize the email. You can do this from your phone, tablet, or laptop.
That’s it, done. 5 minutes and no more scanning, faxing non-sense.
Note – I can’t speak to other uses of iAnnotate. I only use it to sign documents and, it is totally worth the time it saves me. Looking in iTunes there seems to be a good deal of negative reviews from power user types. If you are one of those, I’m sure Acrobat or other apps may be better for the job.
2. Waze helps reps beat traffic in unknown cities
Waze continually amazes me. Built on top of Google Maps this app has an uncanny knack for getting reps (and me) to their destination in the fastest way possible.
Imagine you fly into Milwaukee, rent a car, and take off to your first sales call that starts in an hour. With Google Maps or Apple Maps, you can easily route to your destination. But what do you do when you hit a huge traffic snarl on Interstate 94?
Answer: You scramble around start trying to find an alternate route, but it’s too late. Your stuck and you have to call your prospect to tell them you’ll be late. Yes, that happened to me.
So I started using Waze to get where I’m going in strange cities on the road.
Waze uses the traffic data coming into Google Maps from the all of the cell phones on the road, it can accurately route you to the fastest route. Massive data = you get there faster.
Plus, there’s a really nice tranquil female voice that my wife likes to call “Wanda the Waze Lady.”
Here’s an example from a recent trip to New Jersey:
I was driving from Newark to Philadelphia to meet with clients for the day. I’m listening to Wanda’s instructions and driving down the turnpike… (I am from California, what the heck is a turnpike?)
All of a sudden she tells me to exit into a service island! I was like, “What?!” But, I did it anyway.
I arrived at the gas pumps off the exit and immediately noticed a massive wreck that must of just happened on the turnpike. Because the app re-routed me, I was then able to drive around the wreck through the island’s on-ramp.
From that day forward, I just do what the Waze lady tells me. Set Waze as one of your go-to home screen apps if you are in field sales, or just want to get places faster. It is invaluable for navigating unknown areas.
We are featuring these two together because they are both Evernote “owned” apps that reps use for two distinct purposes:
- Taking notes
- Annotating images
Why it matters? Valuable sales call tips are all about efficient communication. If you are the kind of person that loves to improve things or share ideas you see in images, websites, or sales collateral, this is combination will “make your day” saving you hours of fiddling with images on the fly and transferring them to be sent in emails.
Plus it saves a copy to all your devices for future reference with tagging capability. This alone is worth it. Trust me.
For non-sales users, this combination is great for remembering the cool things you want to buy, read, watch, or share.
Let me walk you through how I used Skitch and Evernote while sitting in Starbucks this week.
My marketing team produced a new sales flier and sent it to the team.
Being the type A business owner I am, I noticed that the image of our Annual Pricing was too small for prospects to see when I showed my prospect the file on my iPhone.
As soon as the prospect left, I took a screen shot, pointed out the error, and emailed to Marketing in less than a minute.
Here’s a short video I made to walk you through it.
Super simple right?
Here’s the steps written out for you.
Step 1- Open the PDF on your phone.
Step 2 – Take a screen shot
Step 3 – Open Skitch
Step 4 – Open the image in Skitch
Step 5 – Mark it up
Step 6 – Save and Send
Now here’s the best part…
Because Skitch and Evernote are synced, your altered image or file is automatically synced to Evernote forever. Boom!
Watch this short video to see this in action.
Here, Im opening the image in Evernote, giving it a name, and them tagging it for future use.
Even though I did this on my iPhone it automatically syncs to ALL MY DEVICES.
Here’s a screenshot of the file I altered in video above on my MacBook Air in Evernote.
The sky is the limit and, you don’t have to do anything to make your image sync to your devices. It just happens.
That is the kind of user experience (UX) I love.
5. LinkedIn App
Having the LinkedIn app as one of your home screen apps seems like a no-brainer, right?
But let me tell you how reps are using it for pre-call planning to set themselves up for success.
Imagine this scenario.
You’re own your way to an in-person meeting and get an email that 3 other people will be joining the meeting.
You are now at a disadvantage because you only did your homework on the prospect that agreed to the meeting.
No problem. Here’s my cheat using the LinkedIn App and Photos on your phone or tablet.
Open the LinkedIn App on your phone and quickly find the new people in the meeting by searching (***requires Internet access, so stop at Starbucks or do this in advance).
Take a screenshot each person’s profile page.
Why take a screenshot?
Because you are going to be sitting in your car or the lobby of a building with crappy cellular signal when you need to scan/flip through profiles quickly to remind yourself of the relevant details for each person.
You can’t do this with the LinkedIn App, because it is a web-app and web-apps suck when your cellular or wi-fi signal is poor. Why take that chance?
Once you take a screen shot you a can quickly flip through each person’s profile anywhere, no matter your how weak your signal.
I made a short video that shows you just how fast this can be once you take the screenshots.
I know great tunes. But you get the idea.
By taking screenshots of the people’s LinkedIn profiles, I was able to flip through them like flash cards. Easy to remember details like title and where they went to college.
Hope you find these useful.
Want to know about another great app? Download the document below to get a bonus app, Hotels2Nite.
Guest Post by Mark Shalinsky – Business Development Manager at The New Office. Mark is a veteran sales guy that loves the hunt and metrics. He taught me some great techniques over the years including “whale hunting” at conferences, one of my go to strategies. In this article, Mark shares 3 growth hacks for sales involving long sales cycles and in person sales demos.
I had a call today with a sales leader of a small regional company looking to expand his sales footprint. While they have done a lot of great things in the past, have recurring revenue, an active inbound lead funnel, there is a lot that they can be doing to accelerate their growth using a few growth hacking techniques for sales.
About the company
The company, including the sales leader, has a three person sales team. The sales reps do everything; prospect, demo, close, and book renewals. Currently they are using an entry level CRM marginally better than spreadsheets, but they are committed to growth and have bought a license to the big boy CRM, Salesforce.com. The commitment is firm as they are using a consulting service to set it up for them.
The are not looking at a stepping up digital marketing right, the need to tune their sales reps first. For this reason, I will not discuss anything on marketing at this time.
About the solution being provided
This company has a powerful disruptive technology with a 95% win rate when they get to the demo. The problem is getting to the demo. The decision maker for their product is either the CEO or CFO and the demo requires a 30 – 60minute in person hands on demo.
Pretty time and labour intensive for a C-level executive. This seems like a lot, but with a 95% win rate, the demo is pretty much cash in the bag.
As well, the sales leader says he has a >90% renewal rate, so they can count on a very stable recurring revenue. Also this data was built on several years of successful sales so there is a nice annual recurring revenue (ARR) buffer that will help fuel this growth phase.
The Question: How can they accelerate growth?
Sales is hard.
Anyone who is in sales understands this. The reason there is the 80/20 rule is because while sales is hard, it is a catch all career, and many people don’t have what it takes and linger.
The first question I asked this sales leader, is the first thing I ask any sales hunter, “What is your funnel equation?”
The funnel equation
V # Calls gives
W # Conversations which leads to
X # Demos that convert to
Y# Commitments resulting in
Z $ earned.
Once you understand your funnel equation you can start working the dials and increase conversion rates.
Over a longer period (thing week or month) your funnel number should be relatively stable. My funnel is a bit more involved than most people’s but I like to know how many raw dials I do because some days I strike out completely. However, like a slot machine, I know that the more dials I put in greater chance of a conversation, and it cascades from there.
Full disclosure, I have no idea how slot machines work.
I know logging calls is tedious, however there are a lot of softwares out there that can link and log your calls in your CRM, once in your CRM you can easily measure and report and on them. At that point you can have your funnel numbers. Put it on a dashboard, have it motivate you to crush those numbers.
As well, I’ve previously written another article about my call logging methodology. In short, to save you from reading another one of my articles, every call can be noted in 140 characters or less and prefixed with one of a handful of annotations such that;
GVM: got voice mail
LVM: left voice mail
Call: spoke to intended person
Demo: ran demo
Close: closed business
Email: sent email and email logged (Yesware, Cirrus Insights,& Sidekick do this automatically and nicely)
Solutions to accelerating growth
Now that I’ve learned about the company, the solution, the process, I am ready to recommend some ideas to help them accelerate growth.
Sales Growth Hack 1: Hack the reps
As mentioned above being a sales rep is hard. The caveat is most of us got into sales to make some money and most sales reps are coin operated. The brutal part of this company’s equation is being able to reach the decision, so we need motivate the reps to reach the decision makers, and reach them more often.
The first of the growth hacking techniques is to make sure that the reps are making their dials, emails, and initial contacts in sufficient numbers. How do you do that? Incentivize the different stages of the funnel equation.
What better way than to make it a cash based competition?
For this to be effective and ensure that nobody is gaming system (within reason), two competitions should occur simultaneously; most dials in the week and most booked sales demos in the week. This way there is an incentive to making a lot of dials, more dials equals more chances of sales demos.
As well, the prize for most demos should be larger than the prize for most dials. In this way if a rep decides to game the system for most dials and wins, their win will pale in comparison to someone who did the work, did the dials and consequently booked the most sales demos.
The second rep hack is giving the rep the tools they need to book the demo. This is done by being different, being affable, and being spectacular.
How can you be spectacular?
Everyone loves an unanticipated gift.
First determine the customer acquisition cost (CAC), from that how much can you spend on an introduction gift for 60 leads (20 leads per rep) per month. The rest is easy. The target demographic are mostly homogenous, CEOs and CFOs of companies that span many industries. Each rep is given a budget to spend on 20 leads and select some special gifts to send out to them. I’d guess the top reps would research their leads and find something very personal to buy their way to the demo.
Sales Growth Hack 2: Hack the client
One key advantage this company has is several years of sales and a very low churn rate. The best and easiest way to find new customers, is to request referrals. A better way to get referrals, and considering that the signatory on the renewal check is both the champion and someone with a keen eye on the budget, is to incentivize that referral.
I’d run my referral program in two different ways. The first way would be straight up incentivize the renewal. You are up for renewal, any email where you e-troduce me to a qualified lead gives you a free month of service. E-troduce me to twelve of your friends, get a year’s worth of service. The caveat here is to set a maximum. However if someone can offer forty leads with a 75% conversion rate, I’d let him ride and ask for more. Something to think about.
The second way would be to incentivize them on referrals and testimonials. This could come in the form of 6 months of free service for a few referrals and a testimonial. Have the testimonials come from leaders in the area, either in target geographically or target verticals, something that even without referrals the sales reps can use to gain an entrance to a company and book the demo.
Sales Growth Hack 3: Hack the company
The final acceleration growth hacking technique I would apply would be separate the sales reps responsibilities. If not completely then temporally. Based on the tenants of “Predictable Revenue” and the latest book from The Bridge Group, each part of the sales unit needs to function and be incentivized differently. Obviously for a small company with limited sales staff, doing so may be hard as initially gains will be slow with one rep is booking demos, one focused on closing, while the third is working existing clients for referrals.
The hack here is to take all the reps and have them all work on the same aspect of the sales cycle for a period, then they all move to the next stage.
For example, it is the start of the new fiscal quarter, everyone’s in on a call scrum working only on attempting to book sales demos. During this week the sales leader would run the most dials and most sales demos booked competition.
The next week everyone works the referral program, the next two weeks the whole team should all be out on the road running sales demos. When the new month starts, like groundhog day, everyone is back in the office for a week of booking demos call scrums.
This company is in a good place. They have a great product, they have existing clientele, they have cash to experiment with and they have trained sales reps. What the company needs do is start looking at their funnel metrics, understand their numbers and start testing processes that will adjust those numbers.
About the author
Following an academic career, Mark moved into business development and has been the critical early sales hire at start-ups that have grown to become global brands in scientific publishing and IT security. Currently, Mark leverages academic skills and sales experiences in the tech sector identifying market sweet spots and cultivating sales reps into power-players, closing bigger deals faster.
People love bright, shiny tips. This isn’t one.
But it is a great sales story about using business videos during in person sales calls to win deals.
I was pretty inspired by Linda’s story and believe you will be as well.
Linda at the Gate
Linda Hardwick sells some pretty high-dollar security doors, and often needs an approved vendor partner to get her into government facilities to meet with prospects.
After working for weeks to secure a sales appointment at the Port Authority in Houston, Linda’s distributor partner was unable to join her for the sales appointment due to a last-minute conflict.
The prospect was naturally distrustful, since he’d only interacted with Linda’s partner up to that point.
To have a fighting chance of winning over this prospect without her partner, Linda had two options:
Option #1: Leave the prospect with a brochure and HOPE she got another chance to return with her partner (can you say ‘extended sales cycle’?).
Option #2: Share something unique to grab the prospect’s attention fast, and use it to trigger a deeper conversation.
Hope is not a strategy and, we all know it.
Yet how many of us have been in similar situations and taken the easy path?
I know I’m guilty of caving in and tucking my head to fear.
Making excuses like:
- It wasn’t meant to be today.
- He wasn’t going to buy anyway.
- Why does this always happen to me?
Look at those excuses carefully. Which of them do you feel?
Which of them do your reps feel?
Linda on the other hand did not fall to those fears and excuses.
What happened next?
Linda sells security doors. Remember?
During the walk from the front gate to her prospect’s office, she paid attention to her surroundings to mentally gather examples of where her products could benefit the prospect.
Knowing she only had a few minutes, she actually took out her iPad during the walk and cued up a product video.
The short hi-res demonstration video showed a security system currently in place in a similar government facility.
Importantly, the video showed the conclusion she wanted him to reach—e.g., “These doors could fit right into our facility today and solve a major problem.”
The prospect had no problem visualizing this because Linda set it up perfectly with her observations of her surroundings.
The video fit what the prospect knew of his industry and peers, so he could easily picture the result past the sale.
As a matter of fact, here’s the video ~1 min long…
How did the rest of the meeting go?
As Linda tells us, the prospect ended up watching 10 minutes of videos of different doors and features on Linda’s iPad.
Ten minutes is an eternity if you ever tried to engage a prospect that doesn’t want you there in first place.
45 minutes later…
…Linda and her prospect were discussing how to solve one of his pain points: “tail-gating” (when people sneak into a building at the last moment after someone swipes their security card).
Not bad for a sales rep that should, for all purposes, have been shut out of the call in the first place.
We can’t guarantee you Linda’s results, given variables like your reps’ training, skill level, and so on.
But, at a minimum, Linda’s story should spark ideas for employing visual cues and assets in a mobile sales tool, or app on devices your team already owns.
The other half of the story
What’s not discussed in the glory of the moment is how Linda’s company set her up for success.
So let’s take a look at the work that went into the story above.
- She had an iPad
- She had a mobile sales app on the iPad
- She was well-trained on when and how to use it
- She had access to RELEVANT short product videos on her device without Internet access
This did not happen by chance. Rather by design.
Linda’s management provided her with the tools and training to act decisively in a situation that should truly have extended her sales cycle.
That’s how you get your sales team past their excuses and fears.