Uk Talent Agencies

Interesting title to this article don’t you think? Well, the reason behind it is powerful and life changing.

If you do any kind of selling this post could be the most important thing you read and act upon in 2006.

So, why are your customers lab rats?

I’ll tell you why you need to think of them in this way and how by doing so you can make your selling job easier and your profits go through the roof.

I was listening to an old interview with Speed Selling Expert John Paul Mendocha this morning and from that interview I was reminded of this utterly simple and clear headed concept.

Think of all the people in your universe (the entire pool of people you could possibly sell to) as lab rats. Some of them are black rats, white rats, beige rats, grey rats, spotted rats and so on.

To be truly successful in selling and marketing and to make your success faster and easier you need to know exactly which type of rats you are going to do research on. So let’s say the white rats have some propensity to buy from you more than any other color (maybe even just a little).

Once you know this you need to stop all your selling and marketing efforts to any rat that isn’t white. This makes your job not selling your services but finding the white rats. Which do you think is easier to do…sell or pick out white rats out of a group?

In real terms these concepts are targeting, picking a niche, qualifying and disqualifying in your business, marketing and sales efforts.

In 2006 I want you to limit the number of customers you can talk to. I want you to reduce the size of the pool you play in. I want you to not focus on a mass audience but on a very narrow one.

That’s right…I’m telling you to reduce the number of potential targets you can sell you goods and services to.

Sounds counter intuitive doesn’t it? It’s not!

With your focus on only the best prospects and a smaller number of them your marketing and selling can be much more effective. You will have more money and time to concentrate, penetrate and infiltrate that group and your results will be significantly greater then if you were to “spray and pray” your dollars, time and effort on a large pool of random people.

Let’s go back to our “lab rat” analogy.

Think of your business as a big lab study. First you have to decide what animal you are going to perform the study on. We were talking about rats before but let’s take a step back for a minute.

The choice of what animal out of all the animals available for study is called niche targeting and there are several options to choose from. They are:

Occupations: Lawyers, Doctors, Trash Collectors, Realtors

Geographic: People in a five mile radius, people in a certain subdivision, people in certain towns, zip codes, voting precincts, school districts, metropolitan areas or states.

Demographic: People that have certain characteristics in common. For example income, drive the same kind of car, gender, have kids, height, weight, ethnicity.

Psychographics: These are the things that people are passionate about – their likes and dislikes, their passions, their love hate relationships with things. These are tougher to reach but they are generally really motivated buyers.

Here are some examples:

Love rap music

Hate country music

Loved the eighties

Hate the Miami Dolphins

Love George Bush

Hate Hillary Clinton

Hate Mercedes Benz

Love chocolate

Hate John Mayer

You get the picture here.

Now, let’s say we choose Occupations and Realtors in Florida. That’s who we’re going to target. We just picked rats as the animal to do the study on. But we have all these rats to choose from – black, grey, beige, spotted and white.

Through experimenting we find that the white rats are the ones with the best temperament for the experiment (the easiest to sell to) so now it is our job to find all the white rats.

How do you do that?

You qualify and disqualify. Here are five questions you can ask to pick out the “white rats” and make your selling process easier.

1. Does this rat have the money to buy my product or service?

2. Does this rat believe and buy into my big benefit or Gravitational Proposition?

3. Does this rat have a sense of urgency to purchase?

4. Is this rat capable of making a buying decision?

5. Does my product or service fit into their overall plan?

If your rat meets these five criteria or a good number of them they are “WHITE”. So now that you know you are only talking to rats (realtors in Florida) we don’t try to sell we try to find the “White” ones – the ones that fit these five criteria.

Go find your white rats and make 2006 your best year ever!

Jimmy Vee and Travis Miller are the authors of “The Ten Tall Tales Of Traditional Advertising That Cost You Tons” and their newest release, “The Small Business Owner’s Guide To The Galaxy: Jim & Travis’s Super-Stellar, Out Of This World, Step-By-Step Guide To Generating Leads, Attracting Customers and Making Sales.” Get FREE small business marketing tips, shortcuts and secrets – RIGHT NOW – at The Small Business Marketing Resource Site!

Did you know sales success and icebergs have something in common? And no …this article is not about cold calling!

Many of us know an iceberg has about 7/8th of its mass below water. But did you know the largest Northern Hemisphere iceberg on record was encountered near Baffin Island in 1882? It was 8 miles (13 km) long, 3.7 miles (6 km) wide and rose 65 feet (20 m) above the water. The mass of that iceberg was in excess of 9 billion tonnes – enough water for everyone, in the world to drink a quart (litre) a day for over 4 years.

Well thanks for the lesson on icebergs you’re probably thinking but what has that got to do with sales?

Go back to the first fact; the majority of an iceberg is below the surface. In sales, much of what controls our success is below the surface. Let me explain.

Think of the iceberg, the tip which we see, could be compared to the action and results of sales professionals. We see sales results. Companies track share of market, percentage of plan, year-over-year performance to name just a few metrics. We also see what a sales person does. We can observe and track the number of calls made, appointments kept, sales made, and referrals obtained.

What we can’t see, the part under the surface is what the sales professional is thinking. This I submit is the most critical component for a sales person to be successful. We talked about icebergs, now for a short psychology lesson.

Cognitive behavioural science suggests that what we are thinking about today determines our reality tomorrow. That is, a person’s outer world is a reflection of their inner world. If a sales professional is interested in creating a new reality for themselves, whether that new reality is bringing in a new client or whether it is moving up to the next level in sales effectiveness, this new frame of reference is first created in the person’s mind. It all starts with an idea, a concept and a desire for enhanced results.

I’ve heard it said that a person sees more with their state of mind than with their eyes. For example, take an optimist and a pessimist to the same restaurant and afterwards they are likely to report quite different experiences even though the service, the meal, the company, and the location were exactly the same. The optimist’s positive frame of mind focused on what was enjoyable while the pessimist’s negative state of mind zeroed in on everything that was wrong.

This fascinating area of psychology reinforces the concept that our thinking is our greatest ally in demonstrating effective sales competencies. In other words, top sales performers think in a way that helps them to perform at an optimal level. The good news is you can change your thinking style to improve performance.

The best sales professionals are effective thinkers. They focus on what they want to achieve, they regularly review their sales objectives and they think in a constructive, supportive fashion, using their creative imagination in harmony with their intelligence, reason and free will. Think of this as their “mindset” which influences their focus, motivation and confidence.

So the next time you see an iceberg (or maybe ice in a drink), think of what’s below the surface of your mind. Think of the impact your mindset can have on your sales success.

Clayton Shold hangs his hat at SalesDialogue Systems Inc. a company committed to assisting sales professionals better understand how their internal conversations impact sales success. Learn more at http://www.salesdialogue.com

Winter Fishing Tips – Keep Your Rod Guides From Getting Clogged Up With Ice

I was fly fishing the San Juan River a couple of weeks ago and I was having a lot of trouble with my rod guides getting ice in them. I talked to some folks on the river and got some advice from them as to what one should do in this instance. I am eager to hear about how effective some of these techniques actually are.

Some of the things that I heard included that when you are out on water in freezing weather and your rod guides start freezing up there are a couple things that you can do to keep this from happening:

1. Get one of the commercial sprays that keep ice from forming on your windshield and apply that thoroughly over the rod guides.

2. Rub candlewax all over your rod guides.

3. Spray down your rod guides with Pam cooking spray.

Best of luck to you in your winter fishing. If you try any of these techniques make sure you share whether it worked for you or not on the fishing forums. I am eager to hear about which technique is most effective for the next time that I am out fishing a cold winter river.

How often do you use stories to color your sales presentations?

Answer: Not enough!

I guarantee you would use them more if you knew how powerful they are in determining the outcome of the sale!

Telling stories is an effective and exciting way to deliver valuable information about your product or service. It also makes your prospect feel at ease with you, which means that they will not only enjoy speaking with you, but also enjoy buying from you.

The Makings of a Great Story

Your customer should be the focus of your story. Obviously the specific customer you’re speaking with won’t be a part of the story, but you should never forget they are the purpose for your story.

Your customers want to hear stories that speak to them. Tell them stories that they will be able to relate to personally; stories that address their concerns about buying from you. This means your story must favorably answer the essential questions customers ask themselves before making the purchase:

Do I like this salesperson?

The impression you leave on your prospect plays a key role in how that person views your product and company. When a customer feels connected with you, they will also feel connected with your product. Effective storytelling is personal, real, and makes the customer feel as relaxed as they would be speaking with an old friend. There is NO other way to match the type of connection a great story can create.

Do I trust this salesperson?

Customers don’t want to hear how great you think your product is. Of course you would say it’s great; you’re trying to sell it! As salespeople, we often have a credibility gap to overcome. A success story about a prospect who loves your product will ALWAYS be more credible than your boasting of dry facts.

How risky is this purchase?

Customers won’t buy if they think the purchase is too risky. If they are uncertain about the benefits of your product or are afraid it won’t work as well as you say it will, they won’t chance it! Use stories to calm these fears. Hearing how previous customers have felt the same anxiety, but were happy after they decided to buy from you will help them feel more secure. Knowing that your product has helped others will show them that it could also work for them. Once those fears are gone, they will feel confident doing business with you.

Can I see myself using this product?

As soon as your prospects can visualize themselves using and enjoying your product, the sale has been made. Telling great stories will help your customers visualize this. Hearing how others have benefited will spark their imagination. They will relate to the customers in your story and envision their own lives after the purchase of your product. Understanding the true value and benefit of your product will inspire them to buy it!

Am I excited about this purchase?

Customers want to enjoy their buying experiences! If they aren’t excited, they won’t feel driven to buy from you. Let them relax and enjoy themselves! Listening to success stories about previous customers will make new customers feel happy as well. They’ll be more likely to buy if they enjoy speaking with you and feel the excitement you and others have for your product. Soon, your new customers will want to experience it for themselves!

The Best Place to Find a Great Story

So you’ve been selling your product for quite some timethink you have a whole bag of stories waiting to be told? I promise there are more. There are many more great stories hiding in the minds and memories of all the people in your company and industry. Unlock these stories and share them!

One of the easiest ways to collect these stories is to share them at every sales meeting. Go around the table and let everyone share a story about how a customer has successfully used your product.

Take the time to document these important stories to give them lasting value. When a new employee can read through a collection of success stories, they will instantly believe in your company and your product. When an employee believes in your product, they will be able to confidently and effectively sell it to others. Your collection of stories will be one of the few things that will be transferable from one salesperson to another; giving new employees instant access to countless stories for each new customer they come in contact with.

Telling stories is a simple, yet powerful way to connect with your customers. It makes others feel at ease speaking with you and feel confident in their decision to buy from you. Understanding the power of stories will also give you a clear edge over your competition.

Picture this: Your competitors will talk to the same customers you will. While your competitors ramble on about the features and superiority of their products, you will be telling engaging, entertaining and effective stories about how your product has helped REAL customers. Which person would YOU rather listen to? Which one would YOU rather buy from? Give customers what they want to hear, and they’ll give you the sales you want!

Tom Richard conducts seminars on sales and customer service topics nationwide. Tom is also the author of Smart Salespeople Don’t Advertise: 10 Ways to Outsmart Your Competition With Guerilla Marketing, and publishes a free weekly ezine on selling skills titled Sales Muscle. To subscribe to this free weekly ezine go to http://www.tomrichard.com/subscribe

How many times have you encountered a salesperson that wanted to know about YOU before presenting the benefits and features of their product or service? How many times?

As an upper level manager in the senior housing industry I was constantly challenged by helping the sales and marketing staff understand the difference between asking and telling. Just this one challenge was costing the company millions of dollars in lost business on an annual basis. Here’s an example:

Let’s assume you’re responsible for helping your parents move from their existing residence to a senior housing environment, know as a CCRC (Continuing Care Retirement Community)-or ALF (Assisted Living Facility). Depending on the health and finances of your parents, coupled with the emotion and lack of experience or knowledge in the area of senior housing, this could be a daunting and confusing task. Because your parents would want to remain in the immediate area you find a local CCRC and place the call. Below are 2 scenarios, one with an unskilled salesperson the other a skilled salesperson.

Unskilled Salesperson

(This scenario is based on the assumption you have limited knowledge in the senior housing industry and you are not prepared to ask the appropriate questions.) You phone a local CCRC to get information. Upon calling you’re transferred to a sales or marketing counselor. You ask to receive information about senior housing. The sales or marketing person may ask a few questions about your situation but most likely will not; instead, you will be barraged with all of the benefits and features this community has to offer. The call would go something like this:

CCRC: “Hello, Mary speaking how may I help you?”

PROSPECT: “I’m calling to get some information on your residence.”

CCRC: “Ok, can I get your name?”

PROSPECT: “Teri.”

CCRC: “Hi Teri, is this for you or someone else?”

PROSPECT: “My parents.”

CCRC: “Ok, what are their names?”

PROSPECT: “Their names are Bertha and Ben.”

CCRC: “How old are Bertha and Ben?”

PROSPECT: “78 and 81.”

CCRC: “Ok Teri, let me tell you about our residence. We have a beautiful community located on a lot of land overlooking a beautiful lake with swans and fish. We also have a lot of people just like your parents so there are a lot of things to do. We serve 3 meals per day and snacks and we have an activity director that will get your parents involved in all kinds of fun stuff. We also have a nurse on staff and laundry facilities as well.”

PROSPECT: “That’s great Mary. Can you tell me how much it costs?”

It’s no wonder the primary question moved so quickly to cost. There wasn’t much warmth, empathy, compassion, or understanding of my parents or their needs. What would it matter how many things you have, such as lakes, swans, etc., if those things aren’t important to me or my parent/s. Why would I need to visit if you haven’t given me a reason? The purpose of the initial phone contact is to get information, not give it, and schedule an appointment.

If you and/or your sales staff are telling vs. asking, you’re losing revenue! Please take the time to acquire the skills necessary to obtain information by asking great questions.

Skilled Salesperson

You place the call and ask for information about senior housing. This time you’re connected to a skilled version of Mary:

CCRC: “Senior housing, Mary speaking how may I help you?”

PROSPECT: “I’m looking for information on your community.”

CCRC: “I can help you with that. “Your name please.”

PROSPECT: “Teri.”

CCRC: “Hi Teri, thanks for calling senior housing. Have you ever visited our residence before?”

PROSPECT: “No.”

CCRC: “Can you tell me what type of information you’re looking for?”

PROSPECT: “Yes, just general.”

CCRC: “Ok, so that I’m better prepared to understand your specific needs I have a few questions I’d like to ask.”

PROSPECT: “Ok.”

CCRC: “Are you gathering information for yourself or someone else?”

PROSPECT: “My parents.”

CCRC: Ok, do your parents live close by?”

PROSPECT: “Yes.”

CCRC: “That’s great, have they been in the community a long time?”

PROSPECT: “Yes, 32 years.”

CCRC: “Ok, can I get their names Teri?”

PROSPECT: “Yes, Bertha and Ben.”

CCRC: “How old are Bertha and Ben?”

PROSPECT: “Bertha is 78 and Ben is 81.”

CCRC: “Could you tell me a little about their current housing arrangements?”

PROSPECT: “They live in their own home.”

CCRC: “How about their health?”

PROSPECT: “Bertha is doing fine but Ben is having some issues.”

CCRC: “What type of issues?”

PROSPECT: “He’s in the beginning stage of Alzheimer’s.”

CCRC: “Has that been diagnosed by a physician?”

PROSPECT: “Yes, it has.”

CCRC: “Ok, has the doctor made any recommendations?”

PROSPECT: “Yes, he indicated that it would be best if we started looking at senior housing options.”

CCRC: “Have you discussed this with your parents?”

PROSPECT: “My mom only.”

CCRC: “How receptive is she.”

PROSPECT: “Very.”

CCRC: “Is there a reason why you have not included your dad in this conversation?”

PROSPECT: “Yes, he would be upset.”

CCRC: “When you say upset what do you mean by that?”

PROSPECT: “Well, he’s determined to stay in their house until he dies.”

CCRC: “I understand – that’s not uncommon. This must be difficult for both you and your mom.”

PROSPECT: “Yes it is.”

CCRC: “Let’s talk about time frames. There are a number of decisions involved in this process, have you or your mom thought about when a move would occur?”

PROSPECT: “No, not really.”

CCRC: “Just a few more questions Teri, then I’ll make some suggestions. Aside from your parents and yourself will anyone else be assisting in the decision making process?”

PROSPECT: “No.”

CCRC: “Ok, do you live close by?”

PROSPECT: “Yes, within 10 miles.”

CCRC: “Ok, my suggestion would be to schedule a time for you and possibly mom to visit with us as the first step in the process to help both of you determine if this might be the right choice. Do you work during the week?”

PROSPECT: “Yes.”

CCRC: “Are you off on weekends?”

PROSPECT: “Yes.”

CCRC: “Would this Saturday work for you?”

PROSPECT: “Yes.”

CCRC: “Morning or afternoons?”

PROSPECT: “Afternoons.”

CCRC: “Would 3:00 work?”

PROSPECT: “Yes.”

CCRC: “Ok, would your mother be coming with?”

PROSPECT: “No.”

CCRC: “What is the best number to reach you at?”

PROSPECT: “555-555-5555.”

CCRC: “Ok, Teri I look forward to meeting with you on Saturday at 3:00.”

This one skill

Asking – not – Telling

will change your bottom line results significantly!

What do you have to lose? MORE SALES?