The 1 Factor Critical To An Effective Sales Call

Writen by David Newman

The #1 factor critical to an effective sales call is intelligent prospecting and preparation.

The Internet is an incredibly rich resource for sales call planning purposes. There are several strategies that sales professionals can use to maximize the power of the information available from various sources on the web.

Here are some tips for using the Internet to research clients and prospective clients:

1. Google can be used several ways to hunt down information on both companies and individual executives. At the risk of being obvious, start by typing in the company name and/or executive's name. Alternately, to find out WHO you need to target in the first place, type in the company name and a position or title, for example, 'XYZ Corp Vice President' to find all references to people at that level. More specifically, you could also type'XYZ Corp Vice President HR' to find the top HR exec.

2. Use research tools like www.looksmart.com and www.findarticles.com to locate media mentions of the company or a specific individual.

3. If your organization does not subscribe to expensive business databases such as hoovers.com, Dun & Bradstreet, or Lexis/Nexis, you can often access these tools - for FREE - at your local public library. This ittle-known selling tip is worth THOUSANDS of dollars in expensive subscription fees, and even more to your bottom line if you use these tools to land a big sale!

4. Visit the websites of leading professional trade journals or conferences in your industry and search for the company name to see which execs have written articles or been guest speakers, what they spoke on, and perhaps any upcoming events where they're slated to speak. (An original approach to your first contact might be to help the exec by providing an article idea or to help her prepare for the speech by providing specific industry data/research on the topic -- or to connect them with a credible expert who happens to be in your "platinum Rolodex.")

5. Join and use social networking sites such as www.linkedin.com. These sites work on the principle of "six degrees of separation" and facilitate direct contact through your own trusted network of clients, friends, partners, and associates. Tip: Rather than contacting current employees at your target company, look for people who have your target company in their job history (former employees). These folks are often quite willing to help by connecting you to their former colleagues and giving you the REAL inside scoop on how the company buys your particular product or service, since there's no direct pressure on them!

David Newman is an internet marketer, copywriter, and professional speaker helping business owners leverage the power of the web to grow their sales, revenues, and profits - both offline and on! He is the author of the upcoming book, "Web Profit Blueprint: Everything Business Owners Need to Know to Explode Sales, Profits, and Growth" (Pub. Spring 2007) Tons of resources are available from David's free membership website, http://www.small-business-marketing-center.com

Freelancers Subcontactors And Creative Folks A Testimonial Is Worth 100 Cold Calls

Writen by Kirstin Carey

If you hate cold calling, and even if you don't, you should start capitalizing on the work you've already done.

So often we don't utilize one of the most persuasive selling components in our marketing materials – the words of our own clients. Many creative people have wonderful testimonials from clients, but never use them for fear that they are "bragging" or that it is "too self promotional."

Well of course it's self promotional! That's what good marketing is!

When you are finished a project for a client, why not capture that moment in the client's own words to use for showing potential clients the value of your services? Testimonials are even more crucial for creative businesses because it is more difficult for the average person to set a value on most arts related items and services. Seeing others talk about the value of working with you will help them more readily understand the value of your work.

If your client doesn't come running to you with a testimonial, then ask her for one. There is nothing wrong with that and most clients are honored you asked them. The best testimonials are ones that show a measurable goal has been reached and uses language that your potential clients can identify with.

For example, here is a testimonial I received from a client who is an artist:

"I just recently got back from a job I did up in Cape Cod worth over $11,000 and it is because I used the techniques I learned from you to turn a consultation into my biggest job ever." -Amy Ketteran, Ketteran Studios

Here's another example of a testimonial I received from a corporate client:

"My improved confidence/speaking skills has helped my career as well as Verizon Connected Solutions since we are now working on developing partnerships/joint ventures with some large manufacturers and I am involved with seminars to promote these potential partnerships. Since I began working with Kirstin I've had several speaking opportunities and I can tell you her methods work. In fact, because of my work with Kirstin, I gave testimony in court that caused VCS to win a nearly $1 million lawsuit with customer who refused to pay. I can't thank Kirstin enough!" -Ed Ruby, Director of Business Operations Verizon Connected Solutions

If you have testimonials, but they are not measurable, then they aren't as persuasive as they need to be in order to sell a future client. To get measurable testimonials, all you have to do is ask for them. If you receive a testimonial from a client that isn't measurable and doesn't show a specific example of how that client has improved since working with you, then thank the client for the kind comments and ask him to narrow down the success to one or two specific items that are improved due to your work together.

You can respond with something like:

"Thanks for your feedback. It's wonderful to hear about your success. What specifically has improved during our work together? Were you able to measure the difference?"

The more measurable the testimonial, and the more the client speaks in his own words, the more persuasive it is to the potential client, and the easier it is to generate new business.

Review your client list and look back over recent projects.

Ask your best clients for measurable testimonials. It's a whole lot easier than making a cold call!

Kirstin Carey is the author of "Starving Artist No More: Hearty Business Strategies for Creative Folks." Kirstin knows how much most creative people hate sales, contracts, and discussing money and she consults creative people on the business side of creativity so they make more money, get better clients, and still love what they do. She put together a resource full of proven strategies and insider secrets guaranteed to help creative types get the business help they need so they don't have to starve anymore! Go to http://www.MyCreativeBiz.com.

Sliding Sales

Writen by Kurt Mortensen

Your prospect has seen your product/service and needs it, wants it and can afford it. He is wearing a badge that says convince me. He is right on the edge and his rubber band is tight, but he always blames someone else for his inability to make a decision. Dissonance will seal the deal!

When we feel cognitive dissonance, we have to find a way to deal with the psychological tension. We have an arsenal of tools at our disposal to help us return to cognitive consistency.

* Denial--To shut out the dissonance, you deny there is a problem. You do this either by ignoring or demeaning the source of the information. You might also deliberately misperceive the confronting position.

* Reframe--You change your understanding or interpretation of the meaning. This leads you to either modify your own thinking or devalue the importance of the whole matter, considering it unimportant altogether.

* Search--You are determined to find a flaw in the other side's position, to discredit the source, and to seek social or evidentiary support for your own viewpoint. You might attempt to convince the source (if available) of his error.

* Separation--You separate the attitudes that are in conflict. This compartmentalizes your cognitions, making it easier for you to ignore or even forget the discrepancy. In your mind, what happens in one area of your life (or someone else's) should not affect the other areas of your life. (Blame)

* Rationalization--You find excuses for why the inconsistency is acceptable. You change your expectations or try to alter what really happened. You also find reasons to justify your behavior or your opinions.

* Modify--You change your existing cognitions to achieve consistency. Most of the time this involves admitting you were wrong and making changes to remedy your errors.

Let's use a waterslide for an example of how your prospect is using dissonance to not purchase your product/service. Remember the closer you get to seal the deal the tighter the rubber band or dissonance becomes. The fear of making a mistake, buying the wrong product, or getting misled, all tighten the rubber band. Just like the slide. The higher they go up, the fear increases with the distance from the ground. Let's say you want to persuade someone to go down the largest waterslide in the world. It is the highest, the fastest and even does a 360. You know people will love this thrill ride, once you can get them to take it. Just looking at this slide scares people - like buying the wrong product.

This first thing to do is to get them into the doors of your water park. How can you get them just to drive down and enter the water park? The 2 biggest factors are Social Validation and Involvement. (Review if needed)

Your prospect is now in the park and walking towards the slide and sees the height and 360. There is a little fear, just like the normal buying process. That fear is now triggering some dissonance and he is looking for things that might give him a reason to back out. This could be the 3 R's of Resistance or the 5 C's of Trust. (Review below if needed)

Character - Integrity, Honesty, Sincerity
Competence - Knowledge, Intelligence, Ability
Confidence - Assurance, Belief, Conviction
Credibility - Truthful, History, Experience
Congruence. - Consistency, Harmony, Words Match Your Actions

For additional information on Sliding Sales, go to Magnetic Persuasion and kick start your success!

Do you want to know why your prospects aren't buying from you? There are three R's or three things you need to understand if people walk out that door and don't purchase from you. Most people are wearing a badge that says convince me, help me make a good decision. They need and want help. They want to be confident in making the right choice. That is what a great persuader does.

Reason
Interest
Need
Want
WIIFM

Resources
Time
Money
Support
Ability

Rep
Trust
Rapport
Style
Pitfall

If you violate any of the C's of Trust of the R's of Resistance, you have lost the sale and they will no longer follow you to the top of the waterslide. You have told them this would be the greatest, most incredible ride they will ever experience. Those emotions are starting to subside and all they see is the height of the waterslide and the screams of the patrons going down the waterslide. Let's take each form of dissonance resolution, using the waterslide example.

As they approach the stairs and the impending task ahead starts to become reality. Just like the impending event of having to make a decision about your product/service. The prospect starts to go up the stairs, but has not made a decision to buy or go down the slide. This first phase they could go through denial. Usually with denial, the prospect does not give you the real reason for leaving. Your prospect decides to go back down the stairs. He could say, I forgot something, I have a meeting, or you could hear this is a scam or I don't trust/like you.

Let's say your prospect is continuing up the stairs to the worlds tallest water slide. They still have not mentally made the decision to go down the slide. They are checking it out. There could a reframe. Most times with a reframe the prospect will spout of issues that you already covered, but they choose to reinterpret. He could say, this is not safe, there is no guarantee, I need more facts, or this does not fit my needs. Your prospects got nervous and tense as he approached the final decision or the water slide. He chooses to take the elevator down.

Let's say you prospect is still climbing the stairs with you. Again he still has not made the decision to go down the slide. He is getting closer and the rubber band is tightening. You could find the Search function of dissonance. He could say, I need to think about it, I need to talk to my friends, I need to read consumer reports. He stops off half way to the top, says good bye and stays at the mid way restaurant. He starts talking to the patrons of the restaurant. The first nine say it is the greatest thing he could ever do and they highly recommended it. Then the 10th person said, that slide is not safe, I did not like it and I will never do it again. That's all it took, your prospect is gone. Even though it was a 10-1 ratio, your prospect will rely on the one bad review.

OK, your prospect is still climbing the stairs with you and saying, I am going to do this. I am nervous, but I think it will be fun. Even though you have the commitment, the tension is still there. Your prospect could run into the Separate function of dissonance. They know they made the commitment to go down the slide so they start the blame game. My spouse would never let me do this, I have a bad back, or I need to talk this over with my doctor. There is a lower slide at this point. It is nothing like the world famous slide, but your prospect decides to take this inferior slide back down to the ground.

Let's say your prospect passed the first slide and is still climbing with you to the top slide. As you approach his dissonance and rubber band are tightening. He could experience the rationalize. He made the commitment to go down, but you are so high off the ground, he is getting nervous. He starts to reach for anything that could get him out of his commitment. He says, this slide is too expensive, I could break my neck, The water park down on the other side of town has better water slides. There happens to be another smaller water slide and your prospect takes that one to the ground.

Wait, let's say your prospect has by passed all forms of dissonance and it heading for the world best, tallest slide. Could it be true? Is he going to take the plunge? Congratulations, you passed as a persuader. Your prospect says, Let's looks great, I trust you, Let's do it. He takes the slide and when he meets up with you he says, I was a little nervous, the slide was great. Thanks for convincing me to do it.

Case Study – What laws should you use to Counter each form of Dissonance reduction?

Denial
Connectivity
Trust
Legitimate Power

Reframe
Involvement
Inoculation
Authority Power

Search
Social Validation
Scarcity
Obligation

Separation
Verbal Packaging
Association
Inspiration/Desperation

Rationalize
Contrast
Passion
Vision

Modify (help keep the deal)
Expectations
Esteem
Empathy

Everyone persuades for a living. There's no way around it. Whether you're a sales professional, an entrepreneur, or even a stay at home parent, if you are unable to convince others to your way of thinking, you will be constantly left behind. Get your free reports at Magnetic Persuasion to make sure that you are not left watching others pass you on the road to success. Donald Trump said it best, "Study the art of persuasion. Practice it. Develop an understanding of its profound value across all aspects of life."

Conclusion

Persuasion is the missing puzzle piece that will crack the code to dramatically increase your income, improve your relationships, and help you get what you want, when you want, and win friends for life. Ask yourself how much money and income you have lost because of your inability to persuade and influence. Think about it. Sure you've seen some success, but think of the times you couldn't get it done. Has there ever been a time when you did not get your point across? Were you unable to convince someone to do something? Have you reached your full potential? Are you able to motivate yourself and others to achieve more and accomplish their goals? What about your relationships? Imagine being able to overcome objections before they happen, know what your prospect is thinking and feeling, feel more confident in your ability to persuade.

Kurt Mortensen teaches over a hundred techniques to give you the ability to effectively work with every customer that walks in your door. Professional success, personal happiness, leadership potential, and income depend on the ability to persuade, influence, and motivate others. Learning how to persuade and influence will make the difference between hoping for a better income and having a better income.

If you are ready to claim your success and learn what only the ultra-prosperous know, begin by going to http://www.PreWealth.com and getting my free report "10 Mistakes That Continue Costing You Thousands." After reading my free report, go to http://www.PreWealth.com/IQ and take the free Persuasion IQ analysis to determine where you rank and what area of the sales cycle you need to improve in order to close every sale!