Sales Manager Minute

Sales manager minute

Sales Manager Minute – or is it something more?

If you’ve ever tried to sell something during a networking event, you probably know the struggle: everybody’s there to sell, but no one is looking to buy!

As a result, there are lots of sales pitches, few or no transactions, and a lot of people wasting their time and getting frustrated.

And yet, some people make a lot of income by presenting their offer to networking groups like BNI and the Chamber of Commerce. How do they accomplish this feat in places where everyone’s there to make money and no one plans on spending any?

In this month’s blog series, I’ll tell you how to get past people’s sell-only mentality, present your offer in a way that makes them eager to buy it, and turn your networking groups into a lucrative source of clients and referral partners.  How do your turn your sales manager minute from talking to buyers to talking to your potential sales staff.

This week, let’s kick off the series by exploring the most essential, yet often neglected or mishandled, basics of your sales presentation.

I’ll start with the 4 ‘P’s that can make or break a sale.

Four P’s of Business and the sales manager minute

You may have heard of the four ‘P’s of business: Price, Product, Promotion, and Place.

In this section, I’ll give a quick explanation of what they mean and why mishandling them can cost you sales.

Place:

In this context, “place” refers to the online or offline locations where you meet, engage with, and close the deal with clients.

As noted above, networking events can be a challenging place to sell products, though they are an ideal place to get referral partners.

Sometimes, you’ll be able to close sales during the events themselves by using the methods we provide below, but other times, you may need to move the conversation to a more conducive place, which is where the next ‘P’ comes in.

Promotion:

Promotions are your marketing communications and techniques, including advertising, sales promotions, special offers, and public relations.

Your presentations and conversations during business events are some of your promotions, but they shouldn’t be the only ones.

Some people need five or more interactions before they’ll make a purchase, so don’t give up on them just because they didn’t buy something the first time you talked.

Instead, if it seems like they need your product or service, stay in touch with them via your other promotion methods. This can include phone or Skype calls, coffee meetings, emails with information you believe they’ll find interesting or helpful, and interactions on social media.

Some promotion methods can be used in conjunction with your sales presentation, such as flyers that provide a visual of the things you’re talking about, or QR codes on the flyers that they can use to go to your appointment calendar or visit pages that give them more information.

This enables them to take action at the height of their interest, before the excitement wears off.

Price:

Unless your price is dependent on factors that vary from one client to another, don’t waste your prospects’ time by making them hunt for it. This can make you look sleazy, and can make buying your product seem like too much effort.

Instead, state your price clearly and with confidence, and help people to see why it’s worth the investment.

How much money are they wasting on ineffective solutions, or losing to damage their problem causes?

How much income potential are they missing out on, either directly or due to side effects such as stress, medical issues, or emotional problems that hold them back from their full potential?

How much money will they make or save as a result of buying from you?

What factors go into your Sales Manager Minute

These factors can help people to justify the price and feel better about spending money on your offer.

Product:

As you probably guessed, the product is the tangible goods or intangible services you provide.

It’s also one of the biggest sources of sales-killing mistakes in conversations and presentations, because many people erroneously believe that it’s a good idea to talk about their product.

Wait, what? Talking about your product is a mistake?

If you do it incorrectly, it absolutely is.

The truth is, your clients don’t want your product. Yes, they want to know what it is and how much time or effort it will require from them, but it isn’t the big selling point that makes them want to purchase it.

What they REALLY want is the result that that product creates!

Let’s use pest control as an example. Do your clients lie awake at night, thinking, “If only I had a great pesticide”, or “I would love to hire the perfect exterminator”?

Probably not.

If a black widow’s egg sac has hatched in their home and turned their former safe haven into a series of venomous booby traps, they don’t care about your traps, pesticides or other products – they care about getting the spiders out of their house and making their home safe again.

People who need a relationship coach don’t want a weekend intensive with hours of coaching and downloadable PDFs – they want to have a happy, loving marriage with their soulmate.

And people who need business advice don’t want a sales funnel, a thirty-hour coaching package, or a bunch of software – those are just the means to an end. They may NEED those things, but what they WANT is to get more clients, earn more money, and make a difference in the world by doing what they love.

People often don’t know what they need in order to get what they want, or how badly they need it. They know they want the result, but unless they’re familiar with your field, they might not know that your product is the path to getting that result.

So instead of talking about the product they don’t know they need, talk about the problems they know they have, and the outcome they know they want.

But knowing what to talk about isn’t the only vital ingredient in a presentation that gets sales.

How do you talk in your sales manager minute?

Now that you know what to talk about, you need to know how to talk about it.

Here’s the outline for a sixty-second presentation that gets sales:

  1. Start by telling them who you are.

By telling them your name, what company you work with, and your position in the company, you establish who you are and increase your credibility.

“Bob Smith, CEO of ExampleCorp” sounds more like a knowledgeable businessperson than simply “Bob Smith”.

  1. Tell them who you help and how.

This is where you draw on the information you learned earlier in this blog post, and tell them what your product does in terms that they care about.

For example, you could say, “I help parents who are struggling with insect infestations to have a safe and pest-free home, without the use of poisons or toxic chemicals that could harm their children, pets or health.”

In this example, your ideal client is specific enough that the audience knows exactly who you help, and if they know anyone like that, that person’s name and face will probably spring immediately to their mind.

You also named a specific problem your clients KNOW they have and are very motivated to solve, and described the benefit in terms of the outcome people want.

Additionally, you addressed one of the objections that parents might have against child-unfriendly pest control methods, and set yourself apart from any competitors who use toxic products as part of their service.

By the time you’re done your “I help” statement, people should know exactly who you serve, what problem you solve, what benefit you create, and why you’re different from the solutions they’ve either rejected outright or tried without success.

This is a good time to use one of the additional promotion methods I mentioned above. Have a visual handy, such as a sample or example of your product, or a flyer that people can use to get a visual or follow along more easily.

  1. Tell a story about how your offer helps people.

Humans are hard-wired to respond strongly to stories, so now’s a good time to make that tendency work in your favor.

Describe a current or recent client – anonymously, if necessary – and explain what kind of problem or pain they were experiencing before you helped them. Paint a vivid picture that your audience can identify with.

Then, talk about how your product or service solved their problem.

How fast did they start to see results? What specific changes did they enjoy?

When you’re talking about the problems and benefits, focus on the day-to-day experiences and symptoms they had, not the underlying causes and effects.

For example, if you help people who have mindset problems that are holding them back from wealth, don’t say “his lack-based mindset was keeping him from making sales, but now he has an abundant success mindset”.

Instead, say, “Every time he was about to make a sale, he got uncomfortable because he felt like he was hurting his client by taking their money. His clients picked up on that, and he consistently lost the sale just as he was about to close the deal. He was lucky to sell one item each month.

“After a month of working together, he started making four sales every week. He felt comfortable and confident while naming his prices, because he knew how valuable his product was and was sure that his ideal clients could afford it, and this made his clients comfortable and confident about their buying decision.

“His income has grown from five hundred dollars a month to eight thousand dollars a month, and he’s on track to double that number by the end of the year.”

By giving them specifics like time frames, percentages and dollar amounts, and by describing scenarios they can identify with, you help the ideal clients in your audience to see that they have the problem you solve and that your offer is backed by real, measurable results.

  1. Tell them what kind of prospects you’re looking for.

Remember, when you present to the members of a business networking group, you aren’t just speaking to potential clients – you’re talking to potential referral partners who could connect you with dozens of clients.

But for them to be able to refer people to you, they need to know exactly who to refer, and what first step those people should take.

If you don’t know exactly who you want to serve or who’s the most likely to make a purchase, take a few minutes to determine who your ideal client is before your next sales conversation or presentation.

After you’ve told your audience who you serve, tell them what they should ask their referrals to do.

Should they visit your website? Call you at a certain number? Send you an email? Whatever it is, be specific and thorough. They shouldn’t have to do any guessing about what their first step should be.

It helps if you provide sample scripts, emails or social media posts that people can use to make the introduction, so they don’t have to figure out how to market your business for you.

  1. End with your tagline.

Your tagline should be both memorable and self-explanatory. People who hear it should understand exactly what you do, and be able to easily remember it when they talk to potential clients or find themselves in need of your services.

Want to meet more potential clients and referral partners?

Now you know how to make a great sales presentation that attracts clients. Your next step is to put yourself in front of those potential buyers and referral partners!

In BNI, we give everyone a chance to make a quick presentation about what they do and who they serve, so every potential client in the room knows that you have what they want.

We also help our members to form lucrative and mutually beneficial referral partnerships, so a few contacts in BNI can turn into dozens or even hundreds of transactions.

 

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Trackbacks & Pingbacks

  1. […] the last few weeks, we’ve explored three types of one-minute sales pitches: the basic presentation formula, the “did you know?” speech that’s designed to showcase your expertise, and the “who do you […]

  2. […] the last couple weeks, I taught you how to give a compelling one-minute sales presentation, and I gave you a “did you know…” that will impress potential clients and referral partners […]

  3. […] I noted in last week’s blog post, most of the people in networking events are NOT there to buy. They’re there to make money, not […]

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