Week 3: RECRUIT YOUR SALESFORCE Orientation This week, we focus on the key differentiators between wildly successful and unsuccessful professional services sellers. These are the game changers that can elevate your business results. These are not one-time actions, but actions you can begin now and continue throughout your career. They continue to work if you continue to work them. Who Does the Selling? In most companies, the selling is done by • Account managers • Sales executives • Sales representatives In small businesses, you might say your selling is done by • Your website • Twitter • YouTube • Facebook No! These are initiatives, NOT initiatives. These don’t sell in and of themselves. The Truthful Answer: For most small businesses, are the only one who is selling. We know people believe what say about you more readily than they believe what you say about yourself. Word-of-Mouth Marketing Word-of-mouth marketing creates credibility for you. You get to borrow other people’s credibility for a short time – until you actually start talking with the prospective client – then that credibility loan is immediately repaid and you have to establish your own credibility, but it begins the conversation; the sales process. The bottom line: to achieve extraordinary success, you must not be limited by yourself. You must recruit a salesforce. Recruit Your Salesforce “Recruit our salesforce” means: netWORK. It’s work. Your Challenge: Get into a networking group. Specifically: Business Network International (BNI) and your local Chamber of Commerce. 1
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Week 3: RECRUIT YOUR SALESFORCE€¦ · for Profitability (VCP). 10. I recognize the difference between my marketing activities and my selling activities and I am not relying on the
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Week 3: RECRUIT YOUR SALESFORCE Orientation This week, we focus on the key differentiators between wildly successful and unsuccessful professional services sellers.
These are the game changers that can elevate your business results. These are not one-time actions, but actions you can
begin now and continue throughout your career. They continue to work if you continue to work them.
Who Does the Selling? In most companies, the selling is done by
• Account managers
• Sales executives
• Sales representatives
In small businesses, you might say your selling is done by
• Your website
• Twitter
• YouTube
• Facebook
No! These are initiatives, NOT initiatives. These don’t sell in and of
themselves.
The Truthful Answer: For most small businesses, are the only one who is selling.
We know people believe what say about you more readily than they believe what you say about
yourself.
Word-of-Mouth Marketing Word-of-mouth marketing creates credibility for you. You get to borrow other people’s credibility for a short time –
until you actually start talking with the prospective client – then that credibility loan is immediately repaid and you have
to establish your own credibility, but it begins the conversation; the sales process.
The bottom line: to achieve extraordinary success, you must not be limited by yourself. You must recruit a salesforce.
Recruit Your Salesforce “Recruit our salesforce” means: netWORK. It’s work.
Your Challenge: Get into a networking group.
Specifically: Business Network International (BNI) and your local Chamber of Commerce.
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Business Network International (BNI) Website: www.bni.com; click “Find a Chapter”. If there is not a chapter available to you locally, start one. (Note: if there
is already someone in a chapter with your profession, some chapters will not allow you to join but instead will refer to
you another chapter without someone in your field, if one is available. If not, you may need to start one.)
Take BNI to the Next Level After you join, get educated on how to be an effective member. A strong chapter will tell you the normative behaviors
expected from members and help you grow into being an effective BNI’er. That’s good, but here’s how to get the most
from it and go next level.
1. Power Teams
a. Are a subset of a BNI chapter that meet in addition to the regular club meeting
b. Are a group of people who the same clientele but are not
with one another
c. Educate each other about your clients
d. Essentially recruiting “eyes and ears” or “feet on the street” for each other: a sales force that leverages
you capabilities and your footprint in the marketplace. (Note: you must also serve this role for others.)
e. If there isn’t a Power Team you can get in, one.
2. Educational Coordinator
a. As soon as possible, become the Educational Coordinator for your chapter.
b. Everyone gets a 1-minute or so “commercial”. The Educational Coordinator also gets about 3 minutes to
the chapter about a subject relevant to word-of-mouth marketing.
i. This is not a commercial for your business. Keep it educational.
ii. You have enormous resources available with relevant information as a JMT member.
iii. People get to know your knowledge base, your credibility, who you are, your personality, your
sense of humor, your skillset — all the elements of your uniqueness you previously identified.
iv. This helps you establish the “know, like, and trust” factor (rapport) that makes you the person to
whom others are far more likely to refer business.
3. President
a. This may take 1-2 years (unless you are starting a chapter).
b. The President runs the meeting. This allows you to: