The Role of Email in Your Sales Cycle

 

OK, let’s start with this truth – there is no avoiding email.  In our electronic age, email is as real as gravity and despite the impact of text mail and instant messaging, in the sales cycle, email is still king.

There are about 124 billion emails sent each day and an executive can expect to get 150 – 250 every single day.  So, if you love email as part of your sales process, you might want to re-think about its overall impact. It’s just part of the communication map and it’s up to you where to place it in the journey of your sales activity.

 

 

How to Get the Most Out of Your Emails

 

When we started talking about communications and building relationships with million dollar sales professionals we heard about how they think about every form of communication they use, including email.  Their answers, behaviors, and perspectives about communicating formed Secret # 9 – SELL SMART. Here are some things that could help you, a link to a podcast we did on the subject, and some helpful statistics for you to take a peek at. 

 

 

AT THE BEGINNING 

Pinnacle sales performers know the value of the “beginning” of building a relationship.  They set the table when the sales process/relationship building starts. The key question is; tell me how you like to communicate? Let the client open the door for your sales communication strategy.  If the answer is email, a million dollar producer might ask; you must receive hundreds of emails a day, is there anything I can do to gain your attention?  Can I add something to the subject line?  Let the client help design the communication approach.

 

KNOW THE GOAL

In a well-laid plan, every piece has its place. Email fits that description. Email has its place. Think like a million dollar seller; what is the goal of this communication? What is the desired outcome?  Is it a “please do this” or an “ask” for something communique? Think of it as strong and weak actions.  Strong actions probably are best served in person or on the phone, but a weak push, like sending support material can be best served by an email.  Sales professionals THINK, they PLAN and choose the right communication tool to serve the object of the interaction.

 

THE ENERGY OF THE PLACE

A good sales process is about energy and momentum.  Each part of a sale process generates a form of force.  Force can change momentum. It can affect the magnitude and direction of the action.   Email can play a key role in the level of energy you find the relationship developing. Email is a great tool for touching base, checking on an action item or just following up during the sales cycle.  It’s low on the energy scale and can, at times, carry momentum, but it’s really hard for an email to generate momentum. So place your use of email in-line with the momentum of the sale’s progression. Here is a simple rule –  three unanswered emails, pick up the phone or get in the car.


 

The key is not to allow yourself to simply default to an email and consider it a full next step in procuring a sale. An email is simply a communication tool. Million dollar producers have a lot of tools in their toolbox and you won’t find them looking for the easy way through a sale!

Dealing with Objections and the Parade of “No’s”

 

Every great sales person knows this – there is space between cause and effect, between the starting of a sale and the closing of a sale. In essence, this is why it’s called a “sales process.” This is about getting to YES and that space between cause and effect is often separated by a parade of NO’S.

The idea of facing buyer objections is as integrated into any sale and is as common to the profession as the morning coffee. Great producers are all over the idea of NO.

 

Secret #14: Embrace the Dark Side

 

EMBRACE THE DARK SIDE is all about the attitude and behaviors surrounding this core aspect of the sales profession – objections and how top professionals embrace it.

Here is the interesting part, sales people know the types of objections they will face are well ahead of trying to make the sale. Most receive specific training around them.  It’s not a secret or some type of unexpected detour designed to throw you off your game. These are known elements in the sales process and great sales people focus on known elements.

 

The Big 3

 

  • Price: Every pro is ready for this. It’s the start of the classic haggle process. Great sales pros don’t fight their battles here. It’s a losing game. They shift the conversation to defining the objection around value. Here is what makes them million dollar producers; they are subtle about this shift. They LISTEN, before they move the conversation to value. When positioned with the right knowledge, value will win over price. 
  • Complacency:  This is the shoulder shrug. Great producers in the book could see this coming from a mile away. The potential buyer likes the way things are. This is about their current reality. Million dollar producers love using a buyers’ current reality. It allows them to paint a picture of a different future, a future where their product or service will create an impact. Establishing a current reality provides a shared starting point between buyer and seller. It is an opportunity to tell stories of other successes and gives them something REAL to build a sales story around.
  • Fear of Change:  This is a tightly held rope often connected to complacency. It is what the buyer’s shoulders have to bear, accountability for the purchase. It’s the responsibility for rocking the boat and the potential for blame. It’s fear of making the wrong choice. A pinnacle sales performer loves the fear of change. The buyer thinks of themselves as all alone, as an island of possible fault. A million dollar seller immediately creates the shared burden of the deal. Many sales people in the study called this their – “we are in this together” moment. This shared moment forms the foundation of what will become a relationship. The sales person becomes a partner!

 

 


 

If NO is the worst thing you can hear and it stops you in your sales tracks, remember that NO creates strategies for a million dollar sellers. It’s not a stop sign but an opportunity to prove their worth, create a relationship, and gather critical data that can be applied to future objections.

Secret # 14, EMBRACE THE DARK SIDE, is about the power that million dollar sellers have discovered in the leverage of NO.

 

Are you a true Professional?

It was a San Francisco elevator ride that started me thinking. I was hired to work with eight different sales teams for a client.  They were scattered around the country and the project was going to take a full three months to get done.  I was in the heart of research that would become my book, The 21 Secrets of Million Dollar Sellers.  Each office had three levels of salespeople (my nicknames):

 

  • Up and Comers:  They were young and were just starting to build a book of business.  They were Tier 3 with production numbers in the $250,000 to $400,000.  They were hungry and eager to learn, plus they were under pressure to make the next Tier.  There were also veteran sales folks comfortable in the amount of work and revenue at this level.
  • Solid as a Rock:  These Tier 2 producers were in the $500,000 to $750,000 range.  They were seasoned salespeople and the company hoped they were working hard to make Tier 3.
  • Pinnacle Performers:  These were the elite sales kings and queens.  They were million dollar plus producers and most often industry leaders.

I had the opportunity to work with all three tiers in eight different districts.

OK, back to the elevator.  I was working with a Tier 2 salesperson that so resembled Brad Pitt that I’m sure people asked him for autographs.  We were heading to the offices of an oil and gas executive that the salesman had met at a party. I asked him about his first-time interaction strategy.  He told me; “I work it out on the ride up.” WHAT? “I’ve done this a thousand times.” How many times have you met with this potential client? “First time.” WHAT?

 

What a True Professional Looks Like

 

There are dozens and dozens of definitions of professional and I’m pretty sure a 90 second level of preparation isn’t in any of them.

Idina Menzel and Kristin Chenowith are the original Broadway stars of the epic hit Wicked (my second favorite musical of all time, next to Les Mis).  Between 2003 and 2005 they did almost 1,000 performances and hundreds of rehearsals. Each performance had to be brilliant. Why? Despite the number of times they sang the same songs, recited the same lines, stood in the same correct spot they knew their jobs;

“ All we ever have is just the next performance.  We aren’t promised anything more. To us, EVERYONE in that audience is seeing Wicked for the first time.  We owe them spectacular.”

Professionals see the big picture and understand the potential of their impact.  They hold themselves personally accountable for their performance. They are constantly building themselves into something better.

That elevator ride pointed me in the prime direction of what is and is not professional. It was an interaction that helped me search for the patterns of pinnacle performers and define what separates and differentiates sales professionalism.   Maybe he was overconfident? Maybe he was on cruise control? Here’s what I immediately knew, Tier 3 was a million miles away!

Table Stakes – Stick to the Basics

 

“This is a simple game. You throw the ball. You hit the ball. You catch the ball. Got it!”

Skip – Bull Durham

We were recently in a Dazzling Blue meeting with a client, a meeting where the focus is on the remarkable small space between ordinary and extraordinary when designing and delivering a “Dazzling” client experience.

The conversation centered around a batch of new client experience ideas. One element of the meeting that was quickly glossed over was the standard deliverables, what the meeting leader referred to as “table stakes”. In my sketchnotes, I rapidly drew a stop sign, followed by an exclamation point. “Can we go over the current delivery of your basics, those parts of the product/service expected by the client?” You can’t brush the basics under the rug when talking client experience if you want to be DAZZLING. You have to be a master of the basics. You have to look at the basics as the heartbeat of what you do.

At Disney, they are always looking at the next big thing, the next must-see attraction. In fact, since the 1971 opening of Disney World, new attractions multiply like rabbits. EPCOT, Disney Hollywood Studios, Typhoon Lagoon, Animal Kingdom and the 2017 opening of Pandora- The World of Avatar. Despite the entertainment push, Disney focuses like an electron microscope on their table stakes, their basics. Let’s just look at one, CROWD CONTROL.

I grew up in Southern California and a trip to Disneyland was an annual staple. I can remember my mom telling all us over-excited kids to remember, we parked in BAMBI. The control of the massive number of guests that visit the parks (+/- 150,000,000) is a power basic for the Disney guest experience.

 

 

What does a real focus on “table stakes” look like?

  • An underground command center that monitors all things related to the guests and can give real-time responses. A yellow warning light at the Pirates of the Caribbean ride generates a call to launch more boats. The length of the line at certain food concessions generates a call to open more registers. Fantasyland a little crowded, send a mini parade to will shift the guests to Tomorrowland.
  • Anticipate the impact on your basics. Disney tracks weather on satellites. It looks at hotel reservations, airline bookings, and park history to anticipate needs.
  • Long line at an attraction will generate a character interaction. Hey, there’s Mickey!

Every “basic” impacts the product and when the product is “happiness” you better strategically pay attention. At Disney, table stakes are a science.

So, take a long hard look at those things that make up the primary stuff. At McDonald’s, it’s consistency. Is every Big Mac the same? Better be sure before you introduce a new sandwich.

Your table stakes are the heart and soul of your current reality. Before you add a bow, make sure the package is well wrapped. Remember you are judged on a daily basis on how well you stick the basics!

Give Them What They Want.

On April 4th, the first movie blockbuster of 2014, Captain America: The Winter Soldier, hit the big screen. In fact, it opened in over 3,900 movie theaters and brought in a tidy $95 million, making it the biggest April movie release in history! Most movie-goers had what I would call, “The usual movie experience.”

  • You stood in line for a while.
  • You entered the lobby only to see the traditional concession stand.
  • You bought a Dr. Pepper and some popcorn.
  • You chose a seat and mindlessly viewed the endless series of commercials before the previews.

All in all, the same movie experience that has been around since 1894, UNLESS you went to one of the Alamo Drafthouse theaters. This Texas based movie house chain has taken the client experience and positioned it as their strategic cornerstone.

Untitled

 

 

Can you focus on the client experience to the point of creating enough market separation and differentiation so as to stand out? Can your experience be deemed unique in a vanilla market? You already know the answer, it’s a resounding YES. Let me remind you, the client experience is YOURS to control, YOURS to design, YOURS to deliver and nothing that happens in your market can impact a strategic focus on how you treat your clients. Here is what they are saying about The Alamo Drafthouse and what a laser like focus on the experience can mean to a business:

  • Best Theater in America – Entertainment Weekly
  • Coolest Movie Theater in the World – Wired Magazine
  • Best Theater Ever – Time Magazine

Founder and head honcho Tim League decided the market would support a theater chain designed for movie lovers. Movie-goers would love to combine going out to dinner and then a movie at the SAME PLACE! The Alamo Drafthouse is a movie theater, eatery, and bar all in one. How do you confront a business that has fallen into an expected model? Here is how Tim and his team attacked the stodgy old movie theater market in a very focused and strategic manner.

 

Creativity

Design creativity as a core element of the movie experience. They do everything from sing-along musicals to classic movie nights. They decorate the lobby with big movie themes. During Captain America they had a photographer who would shoot you holding Captain America’s shield. Then there is The Lord of the Rings feast, where all three movies are shown and seven meals of JRR Tolkien themed food is served (Sold out every time by the way) Their Rolling Road Show (using a portable projector and screen) has shown area themed movies worldwide. Their famous Butt-Numb-A-Thon is a 24 hour movie marathon.

Alamo Creativity

 

No Advertising!

You will not sit through a series of car commercials at the Alamo Drafthouse. Instead, keeping with their creative wit, you are treated to everything from Three Stooges shorts to theme related cartoons and old movie clips. One of my favorite things about going to the Alamo Drafthouse is the pre-movie show montage. I am NEVER disappointed.

theater

 

No Talking. No Texting. PERIOD!

Lots of theaters say this but they MEAN IT! One warning and out you go. No refund. They go to great lengthys to introduce these two simple rules with hilarious short films or the manager comes in and addresses the audience. One of their recent kicked out customers called and left a profanity laced complaint that the good folks at the Alamo Drafthouse used as an advertisement on why you should see your movies there. (Check out the censored version here https://www.youtube.com/watch?v=JVz-fO7kxcQ). This went viral and Anderson Cooper called the Alamo Drafthouse ‘heroes in returning civility to the movies.’

dont talk

 

You are always challenged by the market, the competition, and the fight for business and sometimes the importance of the client experience is passed over. Our journey has been to keep a firm and critical focus on your client experience, looking for new ideas and opportunities to create business leverage in the things you control. Our job at Creative Ventures is to continue to open your mindes to the