RECiRCULATING THE MEDIOCRITY

by Hank Trisler

Whenever you advertise for an "experienced salesperson," you run the risk of recirculating the mediocrity. The only people who read those ads are those who are looking for a job and those are the LAST people you want in your sales force. If they aren't happy and productive where they are, what makes you think they'll be happy and productive in your store?

Oh, I see. You're a better manager, offer better sales tools and a far more positive sales atmosphere. Of course they'll succeed where heretofore they have failed.

BULL!

If they haven't been making it before, you're not going to materially change them. You're just not that good. None of us are. Good sales critters will produce in any environment and bad sales critters will fail in any environment. Your efforts will affect the ultimate outcome only marginally, in that you can often help a good salesperson become truly excellent, while being unable to make a bad salesperson good.

When I was an automobile sales manager in San Francisco, back when the earth was still cooling, the union salesgrunts would come by and say something like, "I just thought I'd see what you guys have going on." A variation on the theme was the "Three Ds:" "Can I get a Draw? Where's my Demo? When's my Day off?" If you were silly enough to take one of these slugs, they would give you nothing but grief.

Many years ago I determined that I was far better off taking people with good people skills and teaching them how to sell, rather than take retreads from my competition.

The best time to recruit is when you don't need any salespeople. When you have all your desks full, you tend to be fussy and that's terrific. If half your cylinders have no pistons, your discrimination weakens as you're just tired of being alone. Halitosis is better than no breath at all.

Constantly look for good sales candidates among the people you do business with. People with big smiles, bright eyes and hustle will usually excel wherever they go.

What about your past customers? They're already sold on you and your company and your product. Why not convert them to paid ambassadors? A mother who has just hit the "empty nest" phase of life may be just the ticket for you.

Take a good look at the kids of your friends and the friends of your kids. Yeah, they're just snot-nose punks today, but they'll be blossoming into honest to goodness, full fledged adults before you know it. You needed good people five years ago, you need them today and you'll need them in five more years. Start sowing the seeds of your future sales team today.

How about sharing some of your recruiting secrets and thoughts with our group? Let's focus on new talent, rather than recirculate the mediocrity.

SOCIAL PROOF - THE MOST POWERFUL PERSUASION TACTIC

by Zeke Camusio

Social proof is showing your potential clients that other people think that what you want them to do is smart. When you say something, what you say is obviously biased. But, if someone else is saying it, it's much more credible.

Although this is extremely powerful, very few business owners actually use social proof. My goal here is to show you the different kinds of social proof and how you can use them to skyrocket your sales.

Testimonials

This one is a classic. However, most testimonials out there are really bad. This is my formula for getting killer testimonials every time:

1. Find the most common objections your potential clients have. If you have salespeople, have them write down all the reasons why people don't buy ("too expensive", "what if it doesn't work?", "a friend of mine tried that and his ear came off", whatever)

2. Send your happiest clients guiding questions (not "what do you think about us?" but "how did our customer service handled your complaint? Were they fast? Did they solve your problem? How?")

3. The idea is to tie testimonials to the main objections. If one of the main objections of your prospects is your high price, include a few testimonials from clients that address the issue of why you're more expensive than your competition. Remember the "loaded" questions: "what did you think of our price before making the purchase? How do you feel about hiring us? Were we worth the extra $50?"

A few extra tips on getting killer testimonials:

* Don't ever make them up. Your customers are smarter than you think, you can get in trouble and you won't feel very proud about yourself.

* Consider "third-party testimonials". This is when someone other than the product user gives the testimonial. This works very well in B2C markets. An example: "Since my husband started using StopSnoring Pro I sleep a lot better and he wakes up full of energy."

* Try to get VIDEO testimonials if you can. They're extremely powerful! The second best kind of testimonials is the audio/photo testimonial. Regular "text" testimonials are OK, just make sure they're not signed by "C.M., New York"; include real names and cities/company names/websites.

Celebrity Endorsements

If you're a small business owner, chances are you can't afford to pay a celebrity to endorse your product. So, here's a way you can do it for free: just mention what celebrities do and say. Some examples:

* "Oprah and Larry King talk about the law of attraction and believe in it" (your reader thinks: "I admire Larry and Oprah; if they believe in this, this might be a good thing".

* "This tuxedo is the same style Pierce Brosnan wore to the Oscar Awards last year"

You get the idea, right? The good news is that the celebrities don't need to be talking about YOUR specific product. If Oprah says she eats 4 eggs each morning and you sell eggs, profit from that, even if Oprah doesn't buy the eggs from you.

Expert Reviews

Again, you don't need an expert to review YOUR product. If you sell a weight loss supplement that contains Vitamin X and the Mayo Clinic and WebMD.com said that Vitamin X has been successfully used for years to lose weight, use that in your copy!

Find the authorities in your industry and borrow their credibility by quoting them.

As Seen On...

Once again, if CBS features a news on a special kind of massage technique that you happen to offer, add an "As Seen On" badge to your site. (Note: talk to your lawyer before doing this; make sure you're not breaking any law. Most of the time, if you give credit when credit is due, it'll be fine.)

Case Studies

Case studies are very powerful because you're not just showing what other people are saying; you're showing actual results. Show before and after photos, charts, screenshots or present your evidence in the best way possible.

If you say something, it might be true. If someone else says it, it's likely to be true. If you SHOW EVIDENCE, it IS true.

Read more about Zeke Camusio at:

http://www.TheOutsourcingCompany.com/blog