Tài liệu Unbreakable laws book law 1

Unbreakable Law 1 ATTRACT WILLING BUYERS CHALLENGE do you still cold call? Just asking. What is the perception of your value in your marketplace? That’s where I want you to dominate. Enough value, put out consistently over time, means your phone will ring – with customers who want to buy. This is the killer law. 21.5 Unbreakable Laws of Selling Jeffrey Gitomer 9 The 95/95 Proposition. Which 95 Are You? When a prospective customer calls you on the phone, and for some reason or another wants to buy – either they heard something good about you, or they read something about you, or they read something you wrote, or someone referred them to you – the odds are close to Not bad odds. REASON: The prospective customer called you, seeking information in the hope of making a purchase. BACK TO REALITY: interest, one may eventually end up buying. The problem is you will have to go through every sales gyration and your entire sales cycle to make that happen. Product offering, appointment, RECAP: unsolicited call from a prospective customer. You will lose the sale customer. YESTERDAY: yesterday 10 Jeffrey Gitomer 21.5 Unbreakable Laws of Selling TODAY: All of a sudden you get to today, and you’re looking around for fruit. It’s nowhere to be found. And now you’re in scramble mode for several reasons: 1. You’ve built no social media platform. 2. You have no video testimonials to prove your value or the value of purchasing your product. 3. You have built little or no reputation in your marketplace. 4. Your product or your service is highly competitive, and it’s difficult for you to differentiate yourself from the people you hate. Your competition. 4.5 You have no value message that you send to your existing customers week after week. TOMORROW: after, making president’s club again. you then NOW is the time to dig in. Stronger, faster, harder, and with more determination than ever. When sales are tough, your competitors will be coming at your existing customers with offers that appeal to their pocketbook. You have to provide valuable service, you have to be a value partner, and you have to be a value provider. If not, you’ll either lose the account, or 21.5 Unbreakable Laws of Selling Jeffrey Gitomer 11 Now is the time to invest in yourself. And now is the time to invest in direction. Now is the time for value. There are very few alternatives to what I’m recommending – and of those alternatives none are as valid as what I’m suggesting. panicky. They’re worried about their jobs when they should be worried of the world when they should be concentrating on the state of their customer loyalty. The 95% success strategy is very simple, but it requires WORK if you want to be on the receiving end of an unsolicited call: t
Become a consistent value provider, especially to existing customers. t
Use your social media platform to broadcast value messages that existing and potential customers can benefit from. t
Build your reputation impeccably. t
Get your existing customers to endorse you, support you, and stay loyal to you. t
Utilize the strategy employed by every great athlete: self-talk equals self-performance. Tell yourself you’re going to get the ball over the plate. Tell yourself you’re going to hit a home run. Tell yourself you’re going to return the punt for a touchdown. And picture yourself doing it. perception of it and their willingness to receive it. ass off. Today. ) Bit…If you want a few strategies to get your phone to ring with prospective customers, go to www.gitomer.com and enter the word Free Git 12 Jeffrey Gitomer G 21.5 Unbreakable Laws of Selling In my years of achievement, hard work has always been my secret weapon. Make it yours. JEFFREY GITOMER 21.5 Unbreakable Laws of Selling Jeffrey Gitomer 13 Replacing the Cold Call with: ANYTHING! I am sick of the argument that cold calling still has a valuable place in Let’s look at the stats and the facts... t
95% or more rejection rate t
100% interruption of the prospect t
100% they already know what you’re selling t
100% they already have what you’re selling t
100% manipulation to get through to the decision maker t
100% lack of personal preparation about the customer t
Most sales managers could NOT do what they ask their salespeople to do t
Rejection is the biggest cause of sales personnel turnover t
Ask any salesperson if they’d rather have 100 cold calls or ONE referral QUESTION: With these horrid stats, why do sales managers still insist on, even measure, cold call activity and numbers? ANSWER: I have no earthly idea. Cold calls suck. Here are 12.5 real-world connection strategies to eliminate cold calling: 1. Build relationships and earn referrals. and help. 2. Use LinkedIn to make new connections. uncover prospects you never knew existed. Then connect without using 14 Jeffrey Gitomer 21.5 Unbreakable Laws of Selling 3. Ask your informal network of connections to recommend customers. Building building your success. Pinpoint people who respect and admire your ability the same way you respect and admire theirs. 4. Network face-to-face at the highest level possible. 5. Join a business association – not a leads club. Get involved with an organization where owners gather. 6. Speak in public. All civic groups are eager to get a speaker for their weekly meeting. Be the speaker. If you give a value talk, a memorable 7. Speak at trade shows. Why not get praise for the great speech you gave at the conference every time someone walks by your booth, instead of trying to get them to putt a ball into a plastic cup? 8. Write an article. Nothing breeds attraction like the written word. I am a living example of what writing can do to change a career. Become known as an expert and put yourself in front of people who can say yes to you. 9. Write an industry white paper. CEOs want to create great reputations, keep customers loyal, keep employees loyal, have no problems, maintain brochure? You tell me… Which one gets you invited in the door? Which one earns you respect? Which one builds your reputation? And the ouch question: Which one are you using? 10. Give referrals. WARNING: This requires hard work! 11. Send a once-a-week, value-based message to existing and prospective customers. Sales Caffeine have been a major source of value to my customers and revenue to me. What’s yours? 21.5 Unbreakable Laws of Selling Jeffrey Gitomer 12. Contact current customers who aren’t using 100% of your product line. You have gold in your own backyard. No cold call needed. Call existing customers and get more of their business. 12.5 Reconnect with lost customers. This little used strategy will net you more results than any cold call campaign on the planet. It takes the time. COLD CALL TIME CHALLENGE: cold calls? That’s a number you do not want to see. And how much of your use of time is a waste of time? You don’t wanna see this number either. REALITY: You can double your sales numbers using the strategies above IF YOU BREAK THE LAW: You’re breaking the law if you’re still cold cold calls? Oh, there are some companies who have been very successful making contracts. The penalty they pay is high turnover of customers, high turnover of sales team, and almost zero customer loyalty. 15 16 Jeffrey Gitomer 21.5 Unbreakable Laws of Selling If you’re breaking this law, you’re struggling with numbers, bidding, percentage of your ability to make a sale, let alone earn a sale. IF YOU FOLLOW THE LAW: When you attract willing buyers, your phone will ring with people ready to make a purchase. Your job is to take yes for an answer – and be friendly, helpful, and easy to do business with. t
It reinforces your philosophy of doing business. t
Your self-belief, self-confidence, and self-pride are through the roof. t
You don’t have to “qualify buyers” – they’re qualified by virtue of the fact they called you. t
All you have to do is HELP them. t
Price fights are no longer an issue. t
Morale is up. t
And so are sales! CAUTION: This law makes too much sense. That’s the easy part. This law takes work. That’s the hard part. Don’t be like most salespeople who are unwilling to do the hard work it takes to make selling easy. 21.5 Unbreakable Laws of Selling Jeffrey Gitomer AHA! Cold calling is dead. The only people who don’t know it are the people still doing it. Would you rather have one referral or 100 cold calls? AHA! Invest your time in what will give you the greatest return. KEY TO IMPLEMENTATION: This concept will take time to implement. That’s the good news. It will platform, type of messaging, immediate sales needs, and a leader with term sales success, and it’s ripe for the taking. If you start today, it will take you six months to get it going, and one year to make it happen. After that, the phone will ring. past twenty years. MEASUREMENT: 17