The Machine, The Magic Questions, And The Orbit
It's February - perhaps the greatest month to find excuses not to sell. They sound like reasons, but in reality, they are excuses. I've heard them all - probably even coined a few myself. Here is a list of current excuses for February 2001:• Haven't you heard? We're in a recession!
• It's the middle of the winter.
• We just had the coldest November and December on record.
• Heating oil and natural gas prices are up.
• Consumer confidence is down.
• Utility bills are up.
• Disposable income is down.
• The past holiday season was the weakest in years.
• Auto sales are down.
• Large corporations are laying off workers.
• A bear has been trying to eat Wall Street (and has eaten the NASDAQ).
• And that darned groundhog saw his shadow.
You've probably heard all of these, too (Plus I'm sure you also have a powerful list of local excuses). And, alas, some of these excuses might even be sticking to your organization. But let me ask you a couple of "reality check" questions:
1. Does the post office still deliver bills?
2. Do you plan on being in business this time next year?
If the answer to both of these questions is yes, then you have a choice to make: You can allow all of the stuff on the list to become excuses for poor performance. Or you can recognize that every year has challenges, and these are just some of the challenges on this year's list.
A Machine Named Norm
In another life as a commissioned salesman, I worked with a guy who was more of a machine than a salesman. Each year that I worked with Norm came with a long list of excuses not to sell. But no matter what was going on in the marketplace, regardless of how much new and exciting stuff the competition had, and even when our prices were higher than everybody else's, Norm delivered.
At the risk of sounding immodest, I was no slouch. I was a successful salesman for many years - with more than one company, and in more than one industry. But I have to admit, I was no Norm.
During a particularly challenging year, I asked Norm how he did it - how he just kept cranking out those sales as if he had no competition and his customers were dripping cash. Here was his answer:
"Every morning when I wake up, I imagine my customers have just awakened as well. I'm thinking about them, and I imagine that they are thinking about me. I think about all of the great things they have done for me, and it makes me happy. But, when I think about what they are thinking about me, I believe they are asking themselves, 'What has Norm done for me lately?' And I just do everything I can to make sure that the answer to that question makes them happy."
Norm always found out what his customers needed, and within his ability, helped them get it. In the process, he not only accomplished his sales goals, but his customers considered him part of the solution. A partner. Pretty simple, and pretty effective. Norm The Machine was successful year after year.
This Year May Be A Little Different
There is a good chance that meeting your sales goals hasn't been all that difficult for the past few years. It's true, the economy in America has been good for several years. This year may be a little different.
In 2001, perhaps more so than in recent years, your prospects are looking for vendors who have more than just competitive products and services. They need partners who, instead of telling them what they have to sell, are instead asking: What do you need? How do you want it? When do you need it? What can we do to help you?
Here are three very important questions to ask yourself and your sales staff:
• Do you know what your customers' goals are for 2001?
• Do you know what challenges they face in accomplishing these goals?
• When your customers wake up in the morning, do they think of you as part of the team that will help them face these challenges and accomplish their 2001 goals?
The Plan and The Magic Questions
I believe the companies that will have success in 2001 can answer yes to all of these questions. If you're not yet one of those companies, there is still plenty of time. Develop a plan that includes asking what I call the "Magic Questions". The Magic Questions produce answers you can work with. What does a Magic Question sound like? Here are a couple to get you started. The first one is a Business To Business Magic Question, followed by a Business To Consumer Magic Question.
B2B Question: Mr. Jones, last week you told me that, in order to meet your profit goals this year, you had to lay off some people. I know that wasn't easy. But I also know that, while fewer people reduces payroll expense, you still have plenty of work to do. How much would it help if, instead of just dropping off our products on your dock, my people brought them into your warehouse and put them on your shelf?
B2C Question: Mrs. Williams, I know you put a lot of miles on your car every year with your job and all of the family obligations. And like many people, you probably don't have a lot of extra time these days. If you'll tell me when you can do without your car for a couple of hours during the week, every three months we'll call you and schedule to pick it up, check the fluids, brakes, rotate the tires, and generally make sure your car is well maintained and safe. How does that sound?
In both examples you identified a customer goal, uncovered a challenge, and became part of the solution by adding value to the relationship. Acceptance of your offer makes two very important people happy: You and your customer. Happy customers are loyal customers.
A New Orbit
Obviously, you can't be all things to your customers. But I propose that there is at least one "part-of-the-solution" thing that you can do for each of your customers. And like anything else, the more you do it, the better you will get at it.
It is very likely that even a small partnering and problem-solving gesture on your part will boost you into a new orbit with your customer. If you've never thought of your relationship with your customers that way, let me point out to you what is in the partnering and problem-solving orbit.
• Customers waking up thinking of you with smiles on their faces.
• More sales.
• Higher profit margins.
• Less competition.
• Success in 2001.
A problem-solving, partnership orbit with your customers is more fun, less stressful, and more consistent, year after year. This year, with the Magic Questions, you have an opportunity to prove that you are more than just another vendor. But first you have to develop a plan to identify and deliver those Magic Questions, so you can then deliver on the answers.
Write this on a rock... Make sure when your customers wake up in the morning and think of you, it makes them happy. If you can do that, your competition will look up at you in your orbit and start calling you "The Machine" - successful year after year.
