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Archive for December, 2009

This will definitely make you laugh!  Last week I trained a class on how to create Cold Emails That Get Results.  It reminded me of the email below which is the perfect example of what NOT to do. This is an actual email that was received by one of my clients. The italicized smart alec comments were created by my good friend and marketing genius, Pete Monfre, and have been added for your reading pleasure!  The names have been changed to protect the sales-challenged.

Remember “Marketing Brochure Speak” doesn’t sell! Neither does “me” centered selling.  Be sure to count how many times the author uses I, Me or Our. Use this at your own risk!  Enjoy!

“Thank you very much for the opportunity to speak with you regarding Common Sense Research Services.”

  • I haven’t given him the opportunity – I’ve never spoke to him or heard of him. Nice trick though.

“I’m happy to introduce myself as the Regional Director of Business Development for your area.”

  • Good for you. I’m glad you are happy. Do you want a cookie?

“I have been serving the market research industry for over a decade and am well acquainted with our services and how they might align with your particular service needs.”

  • I’m glad he’s well acquainted with his own services. How could he know what my “particular service needs” are?

“Please review the attached marketing information and be sure to contact me if you have any questions. I will follow up this email with a phone call within the coming weeks to explore in detail how Common Sense Research Services can be positioned as a research partner.”

  • Oh, boy! I can’t wait to read about why you think you are great.

“I look forward to serving you with enthusiasm and passion, making our commitment of gold standard service a top priority.”

  • Is he hitting on me?

“Thank you very much.”

  • Don’t mention it.

Warmest regards,

Dave (Aren’t you Glad this Isn’t You?) NoSale
Director, Business Development
Common Sense Research Services

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The ART of business relationships is Authenticity, Relevance and Trust.™
Although most sales programs focus on building trust effectively (and they should), seldom is Relevance discussed or recognized. Here’s the question: If your prospect/customer trusts you, but you don’t regularly demonstrate your relevance, are you truly a Partner-Advisor to your client?

Relevance is critical. Today, buyers are too busy to take a meeting or have another conversation that doesn’t add value to their day. Value is delivered by addressing an issue that is at the top of their priority list or by asking questions that help your prospects/customers evaluate their business in a new strategic or tactical manner. Irrelevant sales people rely on the “buddy” approach, but are not truly engaging with their prospects/customers as a Partner-Advisor. Often, I encounter sales people who believe it is their company’s responsibility to create programs or pay to make them relevant. I couldn’t disagree more! Although it is ideal when a company does invest in its people, in the end it is the sales professional’s responsibility to make himself relevant. This self-responsibility is what separates the sales person from the sales professional (and often the unemployed from the employed)!

RATE YOUR RELEVANCE:
• Do I know my prospect’s industry?
• Am I an expert in my field?
• Am I better than my competition at anticipating and solving problems my prospect/customer encounters?
• Do I attend workshops/seminars that make me more valuable to my prospect/customer?
• Do I commit time quarterly to reading relevant business books/materials?
• Do I master a new business skill quarterly?
• Do I have a mentor or mentor others?
• Do I write articles, blogs or white papers that address priority topics for my prospect/customer?
• Do I actively bring new relationships/best practices/tools to help my customer/prospect?
• Is my good work recognized?

If you scored well on the first 9 questions, the last question may be the most important. If you feel a twinge of self-promotional conscience telling you that recognition isn’t important, you have business opportunities running through your fingers! If you believe word-of-mouth is enough, you will lose business to less-capable competitors. Resolve today to put a plan in place to let prospects know you exist!
Are YOU relevant?

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