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by
Ed Iannarella January 2012 1.
SKIPPING RAPPORT: Would we BBQ chicken without 1st greasing the
grill? No way! Too sticky a situation. Same applies to all other
aspects of selling without 1st establishing rapport. For most selling
situations, whether we like it or not, whether it's fair or unfair, a
good rapport is the single most important part of the sales process. We
naively think of closing as wearing that label, but study after study
shows that human connection reigns supreme in selling. Did you know
that of all customers who left for a competitor, 80% of those said they
were satisfied with their previous purchase (source: Harvard Business
Review)? So, satisfaction does not translate into loyalty. But bonding
emotionally is at the heart of rapport and loyalty. That same Harvard
source reports that 97% of loyal customers are loyal for life! Although
there certainly are other reasons people buy from us especially in a
difficult economy (e.g., discounts we offer, their addiction to our
brand or location, they literally must have our product/service due to
a command from above or a demand from their client base, etc.), people
typically "buy" us
before they buy what we're selling. Buyers like to buy from people they
like, feel comfortable with, and/or trust. This is the essence of
rapport.
Let's
recognize that although rapport building is generally taught as the 1st
step in a sales call, it must be an ongoing process throughout the
entirety of any sales interaction. Yes it's often difficult to do with
some prospects who are just different from us or who won't allow us to
bond for any number of reasons. Sometimes, lack of time inhibits our
ability as well. Researching your prospects (via Linked In, social
media, organizations' websites, addictomatic.com, and even listening to
vocal clues about prospects from their voice mail messages) can often
offer opportunities that may give you an edge to connecting with them.
As other studies tell us, words (i.e. verbal communication) are the
weakest way to connect with others. This tells us we have to master the
other 2 "V's" of communication: Visual (body language) and vocal (voice
related) clues that comprise 93% of our effectiveness as salespeople
(check out FAQ's on nlp.com).
2.
SUBSTANDARD "ASKING" SKILLS: As doctors (and great salespeople)
all know, "prescription" (solutions) without proper diagnosis
(qualifying) is malpractice (poor selling).
To
get what we want from someone (like a prospect with roomnights), keep
these principles in mind: We have to ask specifically by stating
exactly what we want, do it quickly, and ask at the right time (in the
selling cycle and when the prospect is ready, willing, and able). We
must also learn to ask for the same thing in different ways on
occasion, and always ask someone who can actually help us
(decision makers/influencers)! Quick tip: Never ask, "Are you the
decision maker?" If they are, they may think you're challenging their
authority, and if they're not, they may feel humiliated. Much better is
to ask, "Who else, besides you, is involved in the decision-making
process?"
3.
SALES PRESENTATION "ERRORS OF OMISSION": We're all sometimes
guilty of "errors of commission," things we did wrong such as
mentioning too many features, addressing the wrong needs, and taking
too long to address the correct needs. However, far more frequent are
"errors of omission," things we neglected to say or do. Here are some
of the most common (and dangerous) errors of omission: not addressing
the prospect's most important needs first (or worse yet, ever!), not
directly comparing ourselves to other prospect options during our
presentation, missing prospect "signals," passing on the chance to
validate our worth, and not asking for confirmation from our prospect
before closing.
Diffuse
stress associated with a prospect's most important needs by tackling
them before other, less critical needs. Don't shy away from direct
comparisons. Instead, "Dare to compare!" We owe it to our employers and
fellow workers who depend on our revenue-generating skills. Remember to
point out your product (amenities/services) and your personal points of
differentiation (what makes you different/better as handlers of their
account). Be sure to include your "USA's": Unique Selling
Advantages© especially if the competition offers similar things.
Notice prospect signals by closely observing them through active
listening to their tone as well as watching their body language.
Validate during your presentation by offering 3rd party testimonials
(what others said about you/your hotel: provide visual proof later via
e-mailing attached testimonials) as well as by mentioning any awards
you/your property/brand has recently won. Verify prospect receptiveness
on occasion during the presentation (How's that sound so far?) and do
so at the end of this "meeting needs" step before quoting rates and
attempting to close.
4.
SELF-DESTRUCTIVE LAST IMPRESSION: We've all heard about the
critical 7 seconds of an initial prospect interaction, but equally
important is the way we exit (a phone call, an outside appointment, a
site tour, a group presentation, etc.), as it's pretty easy to undo an
otherwise good call with a weak parting handshake, a lack of eye
contact, or a far-too-casual "See you 'guys' later."
Practice
a sincere "Thank you for your time" and a reasonably firm handshake, or
if you dare to emulate me, "mirror" their handshake to establish
"physical commonality." Sound too "New Age" for you? Call me for a 1
minute explanation or purchase/download "Reading People" by Jo-Ellan
Dimitrius and delve into the area salespeople MUST master to be at the
top of their profession: Neuro-Linguistics (NLP).
5.
SLIGHTING (OR TOTALLY) IGNORING MENTORS: There are 2 basic ways
to learn anything (including how to be the best salesperson we can be):
1) experiential which is learning from our mistakes or 2) through being
mentored. The 1st (AKA trial and error) can teach us things we'll never
forget, but all too often that's due to the high price we pay in
excessive time, money, and hardship required. We are taking the test
1st, and learning the lesson second. Being mentored saves us time and
usually reduces the pain of making unnecessary mistakes. Here, we learn
the lesson 1st (from others who have excelled at the task and are
willing to help us succeed), and then take the test second. Sadly, so
many of us still choose to do things the hard way, only to find that
there are plenty of painful experiences for us compliments of
prospects, clients, co-workers, and bosses. Ouch! Why be a grouch? Be a
"mentee!"
If
you're lucky enough to have access to live mentors, don't think twice.
Just say yes! These can be supervisors at your hotel, elsewhere in your
management company, or at the brand level (if applicable) who can make
themselves accessible to you on a consistent basis. Ask 100 questions,
take lots of notes, try their suggestions on for size ASAP, and report
back for a critique to discuss what worked and what didn't. Ask your
mentor if you can do anything for them in return. But what if no actual
(or willing) mentors are available? All is not lost especially with
recent enhancements in technology and communication. Simply look for
virtual or surrogate mentors to fill the niche. Available surrogate
mentoring sources include CD's from subject matter experts (surf the
American Hotel and Lodging's Educational Institute), live seminars or
classes, webinars, and downloads (audible.com is great!). If you're
part of a chain, tap into your brand's many e-resources. Remember that
many programs are archived in case you were unable to "attend." And
speaking for other live mentors, we can't compete with the 24/7
availability factor offered you by CD's, archived sessions, and
downloads. Find your mentors and start your learning engines right now.
Learning isn't a spectator sport!
6.
SHOWING LITTLE OR NO RESPECT: Even if we have a great product or
service to sell, or if we have excellent sales skills, we may finish
last in getting a prospect's commitment if we're initially perceived as
selfish or uncaring before or during a sales call. We may not even get
to do a call if we
seem disrespectful.
Begin
with the end in mind. When calling someone to qualify, to present, or
to simply introduce yourself, try this question (or a close variant)
immediately after you identify yourself: "Is this a good time or a bad
time to speak with you about your …(upcoming conference/business
travel, hotel needs, etc.)?" Some prospects will say it's OK, but due
to suspicions about salespeople (compliments of our selling ancestors
back in the last century), most will tell you it's not a great time and even
give you a reason or 2. This is potentially a good thing for you as you
reply with, "No problem. I respect your time and that's why I asked.
When would be a better time for us to speak?" Though not always,
prospects frequently will then offer an alternate time frame (and
despite not verbalizing it, they will be pleasantly surprised at the
respect level you demonstrated and that's about as good a 1st
impression as you can expect!). And, by the way, you went from a cold
call to an appointment call (ending with your "OK great. I'll try you
Thursday after 1:00 and thanks for your time, sir."), and your prospect
set the appointment! Remember that you "never get a second chance to
make a first impression."
About the author: Ed is President of Stonehenge Consulting Group, a hotel sales performance and top line revenue consulting firm. He is a frequent speaker/trainer at national brand and management company conferences, HSMAI chapters, and U.S. Navy-operated hotels. People from over 30 countries have attended his U.S.-based selling workshops, and he has delivered hotel sales training in 8 countries. |
Contact: Ed Iannarella President, Stonehenge Consulting Group 17149 Wrigley Circle Ft. Myers, FL 33908 (w) 239.481.5586 (m) 717.475.4255 (f) 239.482.0420 [email protected] http://www.linkedin.com/pub/ed-iannarella/0/767/19a
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