To Increase Sales You Must Separate The What from the How
To Increase Sales You Must Separate The What from the How
Just yesterday at a formal business networking group, Indiana Business Network, I listened to 13 of the 15 people present share the how of what they do instead of the what of what they do. Understanding the what alludes many sales professionals, small business owners and even C-Level executives.
Think of your most recent business networking event. When you asked someone, "What do you do?", was his or her response something like:
All of the above statements are far closer to the hows of what these businesses do and not the what. To get to the what means you must understand these words of Stephen Covey, Begin with the end in mind.
The end are the results that you deliver. When you render down the how of what you do, what are the direct results from the how of you interaction with your product or service.
One of my clients who is a mortgage broker states he is the most treasured steward of your greatest asset. His goal is to become your trusted advisor because the what of what he does is being a steward.
When you can clearly articulate the results of your products and services, then you will be able to consolidate that statement into 10 words or less. The human brain can only process at one speed. It takes in 7 to 14 bits of information (syllables) and then starts to process. When the brain is processing the conversation you are having with a potential customers (a.k.a. prospect), it is also receiving multiple streams of data from all the other senses. Hence your message must be short and succinct to maintain that person’s attention.
Invest the time to construct a what message and discard your how message if you want to increase sales. By taking this action, you will become the Red Jacket in the Sea of Gray Suits because people will truly know what you do.
To Increase Sales You Must Separate The What from the How - To learn more about this author, visit Leanne Hoagland-Smith's Website.
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Sales professionals are asked at least once if not 10 times a day, What do you do? Unfortunately, far too many share the how and not the what. Are you one of them?
Just yesterday at a formal business networking group, Indiana Business Network, I listened to 13 of the 15 people present share the how of what they do instead of the what of what they do. Understanding the what alludes many sales professionals, small business owners and even C-Level executives.
Think of your most recent business networking event. When you asked someone, "What do you do?", was his or her response something like:
- I sell real estate (Realtor)?
- I make companies more visible (Marketing)?
- I create health and wealth (Financial advisor or an executive coach)?
- I deliver training? (Sales coach, business consultant or trainer)?
- I am a banker?
All of the above statements are far closer to the hows of what these businesses do and not the what. To get to the what means you must understand these words of Stephen Covey, Begin with the end in mind.
The end are the results that you deliver. When you render down the how of what you do, what are the direct results from the how of you interaction with your product or service.
One of my clients who is a mortgage broker states he is the most treasured steward of your greatest asset. His goal is to become your trusted advisor because the what of what he does is being a steward.
When you can clearly articulate the results of your products and services, then you will be able to consolidate that statement into 10 words or less. The human brain can only process at one speed. It takes in 7 to 14 bits of information (syllables) and then starts to process. When the brain is processing the conversation you are having with a potential customers (a.k.a. prospect), it is also receiving multiple streams of data from all the other senses. Hence your message must be short and succinct to maintain that person’s attention.
Invest the time to construct a what message and discard your how message if you want to increase sales. By taking this action, you will become the Red Jacket in the Sea of Gray Suits because people will truly know what you do.
To Increase Sales You Must Separate The What from the How - To learn more about this author, visit Leanne Hoagland-Smith's Website.
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George LudwigGeorge Ludwig is a recognized authority on sales strategy and peak performance psychology. An international speaker, trainer, and corporate consultant, he helps clients like Johnson & Johnson, Abbott Laboratories, Northwestern Mutual, CIGNA, and numerous others improve sales force effectiveness and performance. Though it's George's strategies and processes that help corporations increase productivity and performance, it's his tremendous energy and dynamism that spark the transformation. Again and again, clients remark on his amazing ability to unleash human capacity and inspire men and women to break out of their comfort zones. The result is a whole new type of salesperson. His customized presentations teach achievers to make stunning advances in their lives. From helping salespeople realize cherished dreams to helping corporations exponentially accelerate revenue streams, George Ludwig leaves audiences and individuals empowered, emboldened, and clamoring for more. George is the best-selling author of Power Selling: Seven Strategies for Cracking the Sales Code and Wise Moves: 60 Quick Tips to Improve Your Position in Life & Business. - Visit George Ludwig's Website |
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David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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Leanne Hoagland-SmithAre your sales where you want them to be? Will you be one of the few who achieves sales or business success or one of the many who have failed to change? Are you tired of being told you are like everyone else? Then you may find my first book on sales of interest. Be the Red Jacket in the Sea of Gray Suits, The Keys to Unlocking Sales available at Amazon or at http://www.processspecialist.com/red-jacket.htm. This book is a reflection of my no-nonsense approach to improving sales to overall business results. If you are truly committed to making sustainable changes, then I can help you secure a positive return on your investment because I focus on executable solutions not telling you the problems you already know you have. From training to corporate (group) coaching to executive one on one coaching, my approach is to assess, create awareness, build a goal driven action plan and then execute. The bottom line question is "Not do you or your employees know it, but do you or they want to do it?" Please call for a free strategy session at 219.759.5601. - Visit Leanne Hoagland-Smith's Website |
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Linda RichardsonLinda Richardson is the Founder and Executive Chairwoman of Richardson, a global sales training and performance improvement company. As a recognized leader in the industry, she has won the coveted Stevie Award for Lifetime Achievement in Sales Excellence and she was identified by Training Industry, Inc. as one of the “Top 20 Most Influential Training Professionals.” Ms. Richardson is credited with the movement to Consultative Selling and is the author of ten books on selling and sales management, including Sales Coaching — Making the Great Leap from Sales Manager to Sales Coach, and Stop Telling, Start Selling. She teaches sales and management at the Wharton Graduate School of the University of Pennsylvania and the Wharton Executive Development Center. Linda is a frequent speaker at industry and client conferences, has been published extensively in industry and training journals, and has been featured in numerous publications, including The Wall Street Journal, Forbes, Nation’s Business, Selling Power, Success, and The Conference Board Magazine. Learn more about Richardson's sales training and performance improvement solutions at http://www.richardson.com web - Visit Linda Richardson's Website |
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John BrennanJohn Brennan Ed.D. Dr. Brennan is President of Interpersonal Development, LLC, a training and development firm. Interpersonal Development has provided sales training and coaching to more than 3,000 sales reps from over 100 companies. A native of Australia, Dr. Brennan received his doctorate from the University of Rochester. His dissertation researched the effectiveness of Behavioral Modeling Technology in training people in interpersonal skills. While he has spent most of his career designing or delivering training, he was also a Vice-President of Sales of a training and development franchise with operations in 25 markets. Dr. Brennan has designed and delivered sales training in North America, Asia, Europe, Australia and the Middle East. He has been a guest speaker at numerous national and regional professional conferences. When Microsoft wanted Best Practices articles on sales for their web site, they called Dr. Brennan. The results are at http://office.microsoft.com/en-us/FX011387391033.aspx His firm’s clients have included Volvo, The Prudential, Merrill Lynch, Eastman Kodak, Gannett, Equifax Europe, the Economist Group and countless small businesses. - Visit John Brennan's Website |
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Anne BarrAnne Barr has over 26 years experience in sales and marketing, six years as a franchisee. She has assisted over 367 business owners and purchasers to achieve their goals in career change, transition and exit strategy. She holds the designation of Certified Franchise Executive from the International Franchise Association, Certified Business Intermediary from the International Business Brokers Association and Board Certified Broker from the Texas Association of Business Brokers. Anne is active in professional organizations, networking groups and volunteers for non-profit entities. As owner/operator of four successful businesses, Anne has proven people skills and enjoys helping clients find the right "fit" in business ownership. Visit www.FranchiseOpportunitySpecialist.com for more information about me and my company. - Visit Anne Barr's Website |
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