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Do you want $$$$$ in your business? You MUST READ this by Dr. Jeffrey Magee
August 3rd, 2010By Dr. Jeffrey Magee, PDM, CSP, CMC
Great sales professionals are not just born as such. It is work and daily effort that lead to the consistent sales which allow them to be perceived by others as great. Your job as a sales trainer/sales manager is to assist sales professionals in recognizing the daily efforts that can assist in generating inquiries from targeted demographics, resulting in increased closing ratios. Sales professionals must realize that during the windows of down time in their sales day, there are productive, constructive activities which should dominate their schedule.
One way to turn cold calls into warm calls (most sales professionals would rather have their teeth pulled without anesthetic than make cold calls on a daily basis) is by deploying Rule 1/12/50. A way to stimulate inbound inquiries regarding your services/products is via Rule 1/12/50. A way to reach out to never-before-contacted suspects or prospects, and make their acquaintance in a non-threatening manner, is via Rule 1/12/50. A powerful way to ensure that your sales funnel (review Mini-Seminar 14) always remains full of leads is via Rule 1/12/50.
So what is Rule 1/12/50? It is a systematic approach to selling which compliments your efforts with manageable marketing efforts. Coach your sales professionals to realize precisely what they should do, regardless of any other efforts being initiated by their organization.
Rule 1 / 12 / 50
1 = represents the actions which should take place the first part of every month, whether that is day one or the first days of the first week of each month - make it work for your sales professional’s schedule.
12 = represents a consistent approach for all 12 months of the year, before any analysis is undertaken as to whether to continue the approach, stop the approach, or adjust the approach.
50 = represents the targeted number of outbound contacts to be initiated every month. Identify the best 50 suspects to which you want to attempt to introduce yourself, or the best 50 prospects to whom you want to make a specific offer, or the best 50 customers (active or inactive) in front of whom you want to place a specific offer.
The specific contact action is a personalized, direct marketing approach. That monthly action can be:
1. A hand-written note card with hand-written envelope (studies reveal that hand-written envelopes are opened first in a stack of mail and hand-written notes are read from beginning to end and not scanned!). Always include several of your business cards!
2. A personal letter with a suggested approach via one of your products/services of which they may not be aware. Always include several of your business cards!
3. An email announcement, offer, request, etc.
4. A faxable note and a fax-back response request form for more information or requested follow-up (How might you achieve the same effect with social media?).
5. A direct mail card announcing who you are, something great that is now available, and ways for them to find out more or contact you.
6. A copy of any press releases or press clippings that may be of intrigue to the contact and stimulate them to contact you for more information.
Brainstorm with your sales professionals about different ways to contact suspects, prospects, and customers. Also brainstorm powerful messages you could include. Now cold calls become warm calls. A sales professional can now make an outbound call to a suspect, prospect, or customer and the call can sound as follows:
“Hello, this is ________ with _________, I sent you a recent note on __________, have you had the opportunity to read it?”
1. If the answer is yes, then proceed with your conversational sales process.
2. If the answer is no, then “That’s all right, the reason I sent it to you is….”
Coach the sales professionals to realize that Rule 1/12/50 helps to fill one’s Sales Funnel to contact at all three levels, it may stimulate some contacts to call you, and it may even add to one’s bottom line, merely from a simple letter and postage stamp. WOW, low-cost marketing, high-yield sales.
Activity 31-A
Using Rule 1/12/50 To Continually Connect
Compliment your selling efforts by designing a direct marketing contact campaign to continually feed your selling efforts and your sales funnel via Rule 1/12/50.
Identify below specific industries, markets, geographies, groups, associations, types of individuals, etc. which would serve as lucrative target audiences to which to direct your letters/faxes/emails, etc. on a monthly basis:
SUSPECT POOL PROSPECT POOL CUSTOMER POOL
Month One: ______________ _______________ ________________
Month Two: ______________ _______________ ________________
Month Three: ______________ _______________ ________________
Month Four: ______________ _______________ ________________
Month Five: ______________ _______________ ________________
Month Six: ______________ _______________ ________________
Month Seven: ______________ _______________ ________________
Month Eight: ______________ _______________ ________________
Month Nine: ______________ _______________ ________________
Month Ten: ______________ _______________ ________________
Month Eleven: ______________ _______________ ________________
Month Twelve: ______________ _______________ ________________
* Transfer each of the monthly action plans above to your personal calendar system on the first portion of each corresponding month. This will assist in motivating you to action!
Month One Offer: ___________________________________________________
Month Two Offer: ___________________________________________________
Month Three Offer: __________________________________________________
Month Four Offer: ___________________________________________________
Month Five Offer: ___________________________________________________
Month Six Offer: ____________________________________________________
Month Seven Offer: __________________________________________________
Month Eight Offer: ___________________________________________________
Month Nine Offer: ___________________________________________________
Month Ten Offer: ____________________________________________________
Month Eleven Offer: __________________________________________________
Month Twelve Offer: __________________________________________________
Month One Specific Offer In Text Form: _____________________________________
___________________________________________________________________
I want to hear from you!
Be careful that you are not always simply bombarding your clients / prospects with sales pitches. Rather, try to find good information that they might want to learn, or that will help them solve a problem in their life or their business. What information, report(s) or studies can you provide? Or even better, how can you take raw information and make it meaningful to your customers? Use this time as an opportunity to make connections, share ideas, and be a resource.
–
Dr. Jeff Magee
Dr. Jeff Magee
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