Avoiding the Plague, by Liz Donehue

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Talk is Cheap – Rachel Pedersen

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Think You’re Not Working in Sales? Think Again! By Rachel Pedersen

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For many, the idea of beginning a career as a salesman sounds less than appealing. We often get ideas of phony friendliness accompanied with a hook, line, and gimmick. I have even said on occasion that I’d rather work as a (insert unpleasant job ideas here) than work in sales. However, fast forward several career moves, and I’ve learned one important lesson—we all work in sales.

In order to explain this conclusion, we will need to briefly explore different career paths and their undenial connection with sales. You begin your day at your local coffee shop, and the barista asks if you’d “like to add a shot of espresso” to your morning drink. Sales. You meet up with an old colleague before work who proceeds to tell you about his new job in investment management, and how “you’re more than welcome to contact” him if you have any questions. Sales. Several hours later you have a meeting with a client, where you explain the “forecast of social media trends” and how your firm would “love to add that to their advertising and marketing package.” SALES.  Even dating and interviewing require you to sell yourself to potential employers or significant others.

So now that we are surely in agreement that all careers lead back to sales, it’s time to start learning how to sell effectively. There are 3 secrets that lead to effective sales, and I am going to share them with you. 

  1. Knowledge and belief- Whatever the product, service, or business, it’s time to research all of the pros and cons. Read reviews, know the stats, and consumer complaints (to be aware of misconceptions or potential rebuttals). Research the competition, and ways you can highlight your point of difference. If you don’t believe in the product, you will need to find reasons why others do. Otherwise, you can come off as insincere (hence the stereotype).
  2. Relatability- Who is the target client? Or perhaps 3 key demographics you’re likely to pitch to? Let’s say it is a 60-70 year old woman to whom you are expected to pitch a wealth distribution package. The best ways to relate to the potential client is by relating to their mindset, and what information they factor into their decisions. Ask some 50-60 year old women in your community if they’d be able to listen to your elevator pitch and provide feedback. This is invaluable, as differences (e.g. cultural or generational) can make or break a sale. Who knew a 67 year old grandma may have never heard of Twitter before?!
  3. Follow through- So the potential client said no, and you thought it was over, didn’t you? Wrong! Once you’ve finished up the meeting or appointment is when the sale ACTUALLY begins. In 2011, the National Sales Executive Association reported that 80 percent of sales are made between the fifth and twelfth contact with a prospect. Several ways to follow through include:
  • Email- A great way to connect quickly with the potential customer (if it feels appropriate). This option is especially useful in industries where decisions are made fairly rapidly.
  • Thank you notes- A handwritten thank-you note is a fast way to make a big impression. Stick to a professional tone, and keep it to a few lines. No one has time to read a novel these days!
  • Follow up call- A quick call with a voicemail some time in the month after the meeting reminds the potential purchaser of your voice and your intent.
  • Schedule another meeting- This would be the time to relay forgotten information, different points, or simply to restate how the product, business, or service can benefit. Don’t give up after one no, but instead respectfully continue to reach out!

Implementing these tactics into your job is a great way to increase success. Without even having to change into a scratchy or outdated salesman suit!

Is your email signature YOUR email signature? By Liz Donehue

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Your email signature is a key facet in identifying yourself to your friends, colleagues, and prospects in the digital arena. Email signatures are often referred to because they include the best contact information for you – or do they?

My email signature is simple without being an entire directory of information on how to reach out to me: I have my name, my job title, phone number, and email.

I once got an email with only two words: “Sounds great.” It sounds simple enough, but for whatever reason, the scroll bar in my browser appeared. What else am I having to scroll for?

Oh. The CVS receipt version of an email signature. Of course. The email signature that appeared in front of me displayed multiple fonts, colors, quotations, testimonials, outdated graphics, and a multitude of phone numbers with differing area codes. It seemed completely unnecessary. If I wanted to contact John Smith, I should have the most pertinent information in front of me, and only the pertinent information in front of me. Let me elaborate:

Your Name: Your name should be listed as your preferred name. Your first name is Charles, but maybe you prefer to go by Chuck or Charlie. Your prospect wants to communicate in the best way possible, and they shouldn’t be hung up on what to call you.

Your Job Title and Email Address: It may seem redundant to put your email in an email signature, but it’s important because you may not know the final destination of said email. Your email and its signature could be forwarded along to decision-makers or other heads of a business, and they’ll want to know how to get in touch with you or others if you aren’t the person they’re intending to speak with.

Phone Number: This is a big one. Only list the best phone number to reach you at. You don’t want to list an entire register of phone numbers as if you’re leaving little Jimmy at home with a babysitter for the first time. Don’t include numbers that get routed to call centers, or numbers operated by an automated system. You also don’t want to list a fax number because you’re already on email, and if we’ve learned anything from bad Morgan Freeman crime movies from the 1990s, there’s nothing scarier than receiving an surprise fax from an unknown sender.

Additional Text and Graphics: A testimonial or a quote from the founder of your business is appropriate, but only if it doesn’t read like a book of testimonials or quotes. Make sure your additional text and graphics are the best you have to showcase. A low-resolution graphic of your company’s logo looks sloppy, and multiple testimonials can make you seem desperate.

Advertising: Email signatures can morph over time due to the holiday season or because you have an offer that wasn’t previously available. A simple “Happy Holidays from XYZ Company” message in your signature for the month of December is polite and cheerful, but if your message is along the lines of ‘HEY GUYS RIGHT NOW WE HAVE THIS EXCLUSIVE OFFER FOR THE HOLIDAYS AND WE KNOW THIS MESSAGE IS IN ALL CAPS BUT WE DECIDED TO MAKE ALL OF OUR LETTERS UPPERCASE SO THAT YOU KNOW THERE’S SOMETHING ELSE TO READ IN THIS EMAIL SIGNATURE” you may want to forgo email all together. A simple “check out our holiday offers” link will do just fine.

Social Media: If you have links to social media, feel free to use them in your signature to help build your web presence. However, stick to using the “Big Four” in regards to the links you share: Facebook, Twitter, LinkedIn, and YouTube. Unless your business directly handles digital photography or video services, don’t link Instagram, Vine, or any other service specializing in tiny dogs or comedians.

Signatures are just that: a signature. When you sign a check, you don’t include the best thing anyone has ever said about you and a little drawing of your logo on the memo line. A simple John Hancock can go a lot further than you may think.

Liz Donehue
Prospectr Marketing
www.prospectrmarketing.com/blog