 Track Selling Times - May, 2001
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Track Selling Times
The Voice of the Sales Profession
Issue No.138
May 1, 2001
Published by Max Sacks International,
Home of 100% Guaranteed World Class Sales Training
Developers of the Track Selling System™.
Author/Editor: Roy Chitwood, President, MSI
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"Use the Track Selling System to improve your sales writing
by Roy E. Chitwood, CSP, CSE |
As any graduate of the Track Selling System workshop knows, "WWIDFM?" stands for "What Will It Do For Me?" and we're supposed to envision it in blazing red capital letters on the forehead of each potential customer. In other words, always tie features of our products, services and information about ourselves and companies to the benefits of the customer.
But, when that same Track Selling System graduate is face-to-face with a blank computer screen instead of a prospect, the image of "WWIDFM?" tends to dissolve. Whether you're struggling to write a sales letter, brochure or online marketing copy, picturing the reader emblazoned with "WWIDFM?" is just as important as when you're face-to-face.
If anything, our written words must convey benefits even more than our spoken words; in person or on the phone, a customer can ask us "WWIDFM?" or the equivalent. But, when our written messages don't answer this question, relatively few customers will bother to seek out the answer, particularly if they find it written in a competitor's material.
Fortunately, if you put forth the effort to write from a "WWIDFM?" perspective, the likelihood exists that you're writing will provide you with a competitive edge. However, "WWIDFM?" is only the beginning of what the Track Selling System can do for your sales writing (and so you know, everything you write in business, even an internal memo, is sales writing because it's written to motivate people to act in a specific manner).
You can use the seven steps of the Track Selling System as a checklist for everything your write for your clients:
1. Approach: At a first glance of the biggest words and overall look of the piece, the reader should like you and your company, and be prepared to react favorably to the details. Even something as simple as a typographically distinctive and highly specific "Re:" line on a letter, make it easier for the reader to immediately grasp its significance.
2. Qualification: The reader qualifies himself. Make it easy by being clear from the start what you're offering, and the reader either thinks: "Yes, this is something that could help me," or "No, I don't need to read this." Unfortunately, many sales pieces are written such that the offer isn't clear from the beginning. Consequently, most readers do not dig any deeper. Never disqualify buyers by failing to get to the point.
3. Agreement on Need: Include questions or implied questions that cause the reader to nod, "Yes, that's my situation." For example, in some of our direct mail pieces to CEO's and VP's of Sales, we will include a checklist detailing scenarios where the Track Selling Systems' help could mean the difference between failure and success.
4. Sell the company: In this same direct mail piece, we often include several brief stories of how the Track Selling System has helped clients and includes testimonials from those who've benefited.
5. Fill the Need: The piece then details the specific features of our service and the resulting benefits like: increased sales, reduced sales cycles, increased customer retention, etc.
6. Act of Commitment: The key to writing about this step is to know what you seek, and not lose track of it during the writing process. Are you offering an inexpensive product or service where you're seeking an immediate sale? If so, provide detailed information along with the specific steps and contact information for placing an order. Or, are you seeking an appointment for a presentation of a big-ticket product or service with a relatively long sales cycle? Then the "less is more" philosophy usually works best. That is, convey just enough information to create an interest in learning more about the product because too much information can easily turn the prospect.
7. Cement the Sale: Whatever Act of Commitment you seek, include words that assure your reader that by making that commitment, good things will follow. We (Rick Rhoads & Associates) recently submitted a successful proposal to a prominent national foodservice company, which prides itself on the highest quality standards. The assignment was to improve their proposals. Our proposal ended, "I know you will end up with a proposal that is as good as your foodservice management - in other words, the best."
Just as they are during conversation, your clients and perspective clients are always wondering "WWIDFM?" every time they read your written communication. Formulating your writing around the Track Selling System's principles can help you to answer this question and increase the likelihood of a favorable response.
Rick Rhoads, co-author of this feature, founded Rick Rhoads & Associates, a Los Angeles-based business writing firm, in 1985. He can be reached at (310) 599-9921 or rick@profitwriter.com.
Integrity Pays:
"Professionally serve your clients by honoring your integrity"
by Jerry Bradley
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Jerry Bradley, based in Kent, Wash., is a National Account Representative (corporate accounts) for Ace Relocation Systems, the fourth largest Atlas Van Lines agent in the United States. Agent-owned Atlas Van Lines is the third largest domestic van line with 468 agents. For more information, contact Jerry at (800) 227-0221, jbradley@acerelocation.com or visit www.acerelocation.com.
One of the biggest hurdles we face in the transportation industry is overcoming the stereotypes many people have of movers. If a prospective client hasn't used a professional moving service within the past few years, the erroneous images that often come to mind are of slow-moving individuals who toss packages around without regard, are late for deliveries and charge absorbent amounts for packing materials. Similarly is the case with selling in general. Poor representatives have helped to stigmatize an entire profession.
That said, the concerns these clients have are valid and the defenses they raise are real - regardless of how inaccurate - and need to be addressed appropriately. One of the most important steps we take is being extremely careful of what we say and how we say it to avoid eliciting negatives images.
In terms of protecting and honoring your own integrity, I've found the only way to do so while professionally serving your client is to never allow it to be compromised. This sounds like common sense, however, think of the many occasions where you could have completed a deal had you made an exception to the company policy of no price breaks, or promised delivery of your product or service on a certain date you knew was questionable, but was being demanded by the client if she was going to sign.
Selling, more than most professions, elicits many temptations that can quickly seal a deal and put money in your pocket. How many salespeople knowingly over promise to win new business, yet always under deliver? It's my belief that you should always under promise and over deliver as doing so honors your integrity. Or, as my grandmother always used to say to me as a kid (even though I didn't understand the moral at the time), "Be sure ... your sins will always find you out."
World Class Sales Management:
Training your salespeople by example
by Jean (John) Veillux
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Jean (John) Veillux is Sales Manager for Select Express in Montreal, Quebec, Canada, a freight forwarding company operating in the provinces of Quebec and Ontario. Jean has more than 16 years of sales and sales management experience.
Many small to mid-size companies don't allocate the necessary resources to develop an internal sales skills training program - and understandably so. The investment can be substantial and the return on investment long to realize if the sales staff isn't growing regularly.
An excellent option these companies can consider is to use the services of a professional training firm such as Max Sacks International. However, many companies with small sales forces don't want their people out of the field for any period of time. If this is similar to your situation, yet you recognize the value of training, you may want to consider individualized mini training sessions in the field.
Although I'm a disciple of the Track Selling System, and have completed the workshop and personal study courses several times, my salespeople have yet to complete the program. The primary reason being that a majority of our business is in the Montreal area, which is predominately French speaking. Consequently, most of my salespeople are native French speakers, making a literal translation in a classroom setting difficult.
However, during every sales call I make with my people, I use the Track Selling System approach. Often times, on a particularly challenging call, simply using the steps as outlined in the workshop gets a stalled sales cycle moving. For instance, I recently made a call on Sony in Montreal where I completed each of the seven steps with a prospective client. After the call, the salesperson who accompanied me said, "Even though that was a difficult call, you sure remained on 'track'."
It's interesting that he mentioned this and specifically cited the word 'track', as I hadn't shared any information about the Track Selling System with him. I wanted to demonstrate the process in person in the hope that he would want to seek out the knowledge and the tools that helped me make a successful call. That's how intuitive and natural the Track Selling System is - it's so linear and effective that even someone on the outside can identify with the 'track'.
If you're successful and use an effective process in front of your salespeople, they will seek you out and ask for your advice and suggestions. It's when they have this open mind that they're ripe for training.
Book Review -
Don't Sweat the Small Stuff at Work : Simple Ways to Minimize Stress and Conflict While Bringing Out the Best in Yourself and Others
by Dr. Richard Carlson
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As noted on the cover, Don't Sweat the Small Stuff at Work reveals that's it's all small stuff and shows you how to keep from letting the little things on the job drive you nuts. Written in a light and upbeat style, author Richard Carlson reveals ways to calm down in the midst of your hurried, stress-filled life, and shows readers how to interact more peacefully and enjoyably with co-workers and clients.
Despite the lighthearted manner, the simplicity of the lessons pack a powerful punch in terms of their effectiveness. Each lesson (chapter) is short - only a couple of pages - to the point, and will have you easily identifying with the moral. Better still is that most of the information you already know, yet often don't think about. And the heightened awareness in thinking that this book inspires is one of its biggest strengths. It's a break from the normal business writings and well worth your time.
Carlson has also written Don't Sweat the Small Stuff ... and it's all small stuff, Don't Sweat the Small Stuff About Money, Don't Sweat the Small Stuff in Love, and Don't Sweat the Small Stuff for Teens.
| Ask Roy
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Will Holmes of Denver asks:
"How much more effective can a salesperson become if he/she learns as many different closes as possible, such as the assumptive close, alternate choice close, Ben Franklin close, etc.?"
Roy's Answer:
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While many of these closes have been successful in the past, I believe most are outdated. This is because buyers are much more knowledgeable than in the past - even the recent past. But more importantly, the relationship between salesperson and buyer is much different than it was 15-20 years ago when these closes were at their height. As a whole, buyers today are more skeptical of salespeople than they were in the past - and these outdated closes have contributed significantly to this discord. This is because they're often based on trickery and place unnecessary pressure on the prospect.
Proponents of these closes urge salespeople to spend all of their time learning the possible variations, yet turn a blind eye to thoroughly qualifying a prospect. Remember the easiest way to close a sale is to first ensure it's opened. You accomplish this with a thorough understanding of the sales process and the importance of qualification. Once you have this, I strongly recommend that you learn the Guaranteed Close that I've outlined in past newsletters. It's based solely on what the prospect has revealed as his needs and allows you to close the sale up to five times without high pressure, gimmicks or manipulation. (For more information on the Guaranteed Close, which include articles detailing its use and workshops where you can receive one-on-one coaching in its application, please contact our office.)
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The Editor, Track Selling Times
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WA 98107
Tel: (206) 706-4119 Fax: (206) 706-5359
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