Publication: Tayo Solagbade’s Weekly Public Speaking IDEAS Page (PSIP) Newsletter
Date: Monday 11th February 2013
No: 76
Title: Salespeople Succeed More Using THIS!
Author & Publisher: Tayo K. Solagbade [234-803-302-1263]
Blog URL: http://www.spontaneousdevelopment.com/blog
Archive (For E-mail only version started 14th May 2012): Click here to view
Archive (For Blog version started 24th September 2011): Click here

Hi,

Please find below the latest issue of my weekly Public Speaking Ideas page for 2013. 

No. 76: Salespeople Succeed More Using THIS!

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NB: If you ever find yourself wondering what else I’ve written, some days after you’ve read THIS Speaking Ideas newsletter I send out on a Monday, here’s what you can do to find out: Point your browser to www.sdacademy.org to read at least ONE new post added to my SD Nuggets blog on a different category from Tuesday till Saturday (sometimes even Sundays) in line with this publishing schedule
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Does your company have salespeople? If YES, you’ll want to pass the ideas offered in this issue of my Public Speaking IDEAS newsletter to them. It doesn’t matter if you’re CEO or employee. This information can dramatically boost the sales performance of your company – no matter how small or big. As a member of the team, you have a duty to bring useful ideas to the attention of decision makers and others who can benefit.

Any Sales/Marketing System, No Matter How Powerful, Will Still Require You To Do Some Work!

Many business owners I developed Web Marketing Systems (WMS) for over the past five years had sales/marketing "units" or teams. Some were medium sized hotel owners, other ran restaurant and bar operations – sometimes with small lodgings. Some were into real estate.

Then there were those who dealt in physical products, which they either made themselves or resold as major distributors e.g. in building, security and information technology industries.

Whenever I was with them, I tried to point out that having the WMS in place was just the first step. Working it or making it work for you is an even more important step. Even if you purchase a "system" from the world’s best expert, without putting it to use in the recommended manner, you’re highly unlikely to get any useful returns for the long term.

I reminded them that the WMS could enhance their ability to generate a regular inflow of sales leads, through both online and offline channels. However, it had to be used in conjunction with other sales and marketing strategies, if it was to work well.

For instance, the sales and marketing personnel ALL had to understand how it worked, and actively use it in the sales process when interacting with prospects and clients. This was where I often found a major problem lurked.

Poor Understanding of the Sales Process Can Be Fatal

I discovered that some of these CEOs had major difficulty managing their sales personnel. This was due more to a lack of understanding of HOW to do it, and not that they did not try or were not willing. Problems like absenteeism, or poor daily work rate in finding and following up quality leads came up.

Interestingly, some even tried to get me involved in managing that headache for them – while I was working on their projects. Of course, since that was way out of the scope of work agreed with me (and my subtle probing indicated they were not prepared to pay for it), I always tactfully avoided falling into the trap

They and their employees lacked basic understanding of the sales process. Pre-qualifying prospects so as to screen out potential time wasters was alien to them. They also had no standard procedures for following up with potential clients or customers.

This often led to frustrating weekly sales meeting sessions. Blame trading and outright accusations of laziness, incompetence – even sabotage! – by the CEOs against some under performing sales personnel periodically occurred.

I had the opportunity to observe a lot of the above happen back then, because I used to work on site at the time. A very useful experience, through which I gained deep insight into why some clients struggled to make their WMS work optimally for them.

(You Or) Your Sales Team Can Succeed MORE By…

Getting your offer PHYSICALLY in front of as many potential buyers as possible – at the same time.

You need a cheaper way to get the attention of MORE people. This will help you cut down the cost of selling.

It could be said that the Internet does this by putting you in front of a global audience. However, for best results, one cannot depend exclusively on the web. Then there’s also the need to make the most of your local environment by using more targeted offline efforts.

In other words, a more direct strategy – complemented where possible using the web – CAN yield more profitable, and sustainable rewards.

One proven way is to get your sales people in front of groups of people who are potential customers and/or who have access to large numbers of people fitting that description.

Rather than contacting individuals likely to need your products/services, identify groups of influential/trusted individuals and organisations through whom you can reach your target customers.

Then get them to agree to have you/your sales personnel deliver an educational talk to them about how recommending your products/services can actually help them deliver better value to their contacts and clients (many of whom you’ve identified to be potential buyers).

Yes – it’s the use of Public Speaking in a very deliberate manner, to generate direct sales leads and referrals through a group of influencers. If you’ve been reading my write ups on public speaking for a while, you’ll know that I strongly recommend this approach.

It’s beauty lies in the near unlimited variety of ways in which it can be put to use. Each business owner only needs to be prepared to do the thinking and planning to make it happen. And if you’re not sure HOW, getting the help of a mentor can prove beneficial to you.

The CEOs I referred to above did not have any formal sales system in place that their sales people were trained to follow.

Like I said earlier, they did not even understand the sales process, and what to do at each stage of that process. This led to an often haphazard approach to selling. And it was difficult to identify where each person was with respect to a particular prospect.

How To Say What You NEED To Say When You Get in Front of Groups of Potential Buyers

Putting the public speaking strategy to use as explained above will require settling on a formal system for doing things. You’ll have to decide what happens first, and then the next step and so on.

For instance, your sales personnel could initiate contact with decision makers and agree a date for the talk (which would have been prepared before hand in form of a generic content white paper).

But how will you – or your sales person – say what needs to be said, in a way that ensures your audience does what YOU want them to do?

You’re not looking for applause. You and your team want those who hear you speak to ask for more details about how your products and services can help them. But even more importantly, because they have access to MORE people who fit your target audience profile, you want them to go telling those others about what you offer.

This is where the (possible) need for you to get Public Speaking Mentoring comes in.

Your sales people (and you) must develop effective public speaking skills. Note here that we’re not necessarily talking "Motivational" style speaking here – even though a speech can have elements of that.

Instead, I refer to an expert speech designed to convince your audience that what you offer can help them get what they want, better than what any other person may offer them.

You can learn public speaking through self-study, by joining toastmasters or with the help of a mentor who understands how to use public speaking for business marketing.

You need to develop the confidence and competence to communicate your message effectively to groups of potential buyers and influencers like those mentioned above.

There’s a lot involved in making the above work for you. And the process employed will vary from business to business. Learning public speaking is just an aspect. You’ll also need to develop a strategy for creating the opportunities your salespeople need to speak.

Burt Dubin, Brian Tracy, Robert Kiyosaki, the late gurus: Zig Ziglar and Jim Rohn, and many other expert speakers who succeeded in business, mostly started out as Champion Salesmen.

They knew how to use their public speaking skills to create selling opportunities. Not just in one-on-one situations. But even more often through addressing large groups of people at once via seminars, workshops and other such events.

Today, a review of their businesses reveals that they (or those who carry on for them) continue to use public speaking in conjunction with web marketing, to cost-effectively promote their businesses to their preferred audiences.

If you can develop a workable system for your sales people to use, based on the above ideas, your company’s ability to generate regular sales leads and earn more revenue will be greatly enhanced.

Need More Details of How to Make The Above Ideas Work for YOUR Company?

If you need more specific details of how to make use of the ideas I’ve shared in this newsletter, call me on 234-803-302-1263 or email tayo at tksola dot com.

Alternatively, send me a message using this request form (with "Re: PSBM enquiry" in the subject line).

Have a lovely week!

Tayo K. Solagbade*

Self-Development/Performance Improvement Specialist

*Sole Agent For Burt Dubin’s Speaker Mentoring Service In Africa

Mobile: 234-803-302-1263

http://www.spontaneousdevelopment.com

Tayo Solagbade is a Performance Improvement Specialist & multipreneur. He works with individuals/businesses who want to achieve highly profitable outcomes, and also with parents who want to raise real-world competent children.

Tayo earns multiple streams of income providing clients with performance improvement training/coaching, custom MS Excel-VB solutions, web marketing systems, freelance writing services, and best practice extension support services (for farm business owners).

When he’s not amazing clients with his superhuman skills (wink), Tayo works as the creative force behind his Self-Development Nuggets™ blog, and Public Speaking IDEAS newsletter (which he publishes to promote Burt Dubin’s Public Speaking Mentoring service to experts working across the African continent).
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Comments?

What do you think of the above message? Do you have any personal experience to share on this subject? Are there some other points you feel can be added, to help persons looking for answers? Please share your thoughts!

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