At the end of a television advertisement for Allstate Insurance Company, the announcer says, “That’s Allstate’s Stand. Are you in good hands?” Let me ask you – what’s your stand? How do you position yourself and your services? If I asked your customers what you really do for them, what would they tell me?

In what appears to be a worsening economy, how you position yourself drives prospects’ first impression about whether or not they will listen to your story. The elevator speech is dead; prospects don’t give you thirty to sixty seconds. We live in a bullet point world, so positioning statements must be short – ten to twenty words.

In addition, exceptional positioning statements answer the question “what are you going to do for me.” Lead with benefits, and you may have the opportunity to tell them more. Positioning statements require punch, fire, and a wow factor.

If someone approaches you and asks, “What do you do?” will your answer move them – will the want to know more. Sales always start with the introduction. Give yourself the best opportunity for success by leading with your best foot forward. Take a stand, and make more sales.

Good selling!

Technorati Tags: sales

It is New Year’s week, and I am in Biwabik, Minnesota with five of my best friends. We are staying at Giant’s Ridge, a beautiful golf and ski resort in the northern part of the state. The drive up was spectacular – “Winter Wonderland” truly describes Minnesota. The camaraderie was fantastic. A great dinner, laughter, and companionship capped the first day of our three day trip. Today skiing is on the agenda. An amazing result of this wonderful start to the New Year is that our businesses will grow as a result of this trip!

You see, this isn’t just a circle of friends – it is a mastermind group. (Read Think and Grow Rich, by Norman Vincent Peale, for the definitive description of a mastermind group.) All of us are professional speakers and trainers. We meet on a regular basis to share ideas, discuss marketing, and offer honest, candid opinions on different facets of our businesses. We cooperate instead of competing to help each other grow. Make no mistake; we are six very competitive people, but we see each other as standards of excellence as opposed to threats or competitors. As a sales and marketing strategist this group is invaluable to me.

After our arrival at the resort, we took a quick walk around the property. Then we set up flipcharts in one of our suites and each of us built a list of what we would like to work on this week to help build our business in 2008. We prioritized the lists, and shared them with the group, with each of us taking notes of our thoughts on how we can help on another. Today the real work begins, as we tackle how we can achieve these lofty goals and ambitions. After lunch – we ski!

Steel sharpens steel, and professionals know they can learn from the colleagues and associates. Survey your professional relationships to see who may fit into a mastermind group that will benefit each of you in building your businesses. The more you give, the more you will get. You really can “think and grow rich.”

Good selling!

Technorati Tags: professional speakers, sales and marketing strategist

Business strategist and professional speaker Michael Roby addressed a group of leading financial institution sales managers at a management conference in St. Helena, CA on December 3, 2007. Bank Insurance Securities Association (BISA) hosted their “Sales Management Fall Workshop,” which was open to institutions in the United States and Canada. Roby conducted his “Managing Excellence” seminar, which teaches sales management strategies and skills.

BISA, based in Wayne, PA, fosters the full integration of securities and insurance businesses with depository institutions’ traditional banking businesses. BISA reaches out to and offers services to executives throughout its member firms. BISA participants include executives from the securities, insurance, investment advisory, trust, private banking, retail, capital markets, and commercial divisions of depository institutions. The BISA provides a single forum for these executives and their product and service partners to work together to find solutions to help grow their businesses.

Michael Roby is a nationally known speaker that helps his audiences get improved sales results that are quantifiable and lasting. While corporations and audiences know Michael as an authority on sales, marketing, and the distribution of financial services, he is also known as one of America’s best motivational speakers. Roby delivers thought-provoking keynotes that leave a lasting, positive impression on his audience. His website, www.michaelroby.com is also home to a leading sales and marketing blog.

Technorati Tags: Business strategist, professional speaker, Bank Insurance Securities Association, sales management

Investment Centers of America (ICA) is a broker/dealer based in Bismarck, ND. This weekend they hosted their annual Sales Assistant Conference in Minneapolis. Assistants from their branches across the country participated in workshops, heard professional speakers[/tag/, and networked with their peers to improve their skill sets. Allianz Life sponsored me as a [tag]facilitator and keynote speaker for two days of the three day conference.

This type of sales training pays off for ICA. These assistants come away with new skills and procedures to improve the marketing, client service, and administration in their branches. In addition, they have VERY low turnover. What type of training do YOU provide for those who help you sell and service your customers? I suggest a two tier system that supplements your standard training program. The second tier is a “Continuing Education Account” where you help sales assistants by paying 50% of the expenses of outside training (subject to approval; the training must help them within your business.) This system gives the sales assistant a say in selecting training, but it also require that they have some skin in the game. If an assistant does not take advantage of this opportunity to broaden their knowledge and skills…well, you need to know that as well.

Attracting and retaining talent is a perpetual challenge. By providing additional training and treating your staff as the professionals they are is a great investment in your business.

Technorati Tags: professional speakers[/tag/, and networked with their peers to improve their skill sets. Allianz Life sponsored me as a [tag]facilitator, keynote speaker, sales training, marketing, client service

I’m sure this won’t come as a big shock to any of you, but kids LOVE to go to McDonalds! They don’t have the best food, but McDonalds is a master of marketing and packaging. In an MSNBC Online article the headline was “McDonald’s Marketing Tricks Tots’ Taste Buds”. They reported that “In test of identical foods, kids said even carrots labeled by chain were best.” In this study, which was published in the Archives of Pediatrics & Adolescent Medicine, study author Dr. Tom Robinson of Stanford University said the kids’ perception of taste was “physically altered by the branding.”

Let me ask you two questions:

1. When your clients think of you, do they think of a valued partner that provides great service?
2. When they think of your product or service, do they think of YOU?

It is very important that you know the answers to these questions. If you don’t LIKE the answers, you have the ability to change them! Don’t leave it up to your clients and prospects to develop your message! Make certain YOU build your message, or your competitors will be happy to help your prospects do it for you. In addition, if your clients know your story COLD, it makes it much easier to refer others to you. Work on your packaging, your message, and your brand. Your sales will go up!

If you have a unique idea on personal branding, I would love to hear it! In working with businesses and executive sales professionals we come up with so creative ideas of our own. Don’t hesitate to call or write to learn more about my services.

Good selling!

Technorati Tags: McDonalds, marketing and packaging, MSNBC, McDonald’s Marketing Tricks Tots’ Taste Buds, personal branding

Businesses invest tremendous amounts of financial and human capital on building brand. How well do you maximize the value of your company’s brand to grow your sales? People are sequential learners, so messages must be repeatable AND repeated in order to make a lasting impression on customers and prospects. In Be Your Own Brand by David McNally and Karl Speake, brand is defined as a relationship. Here are six tips for building your sales relationships by leveraging your company’s brand:

1. Know your companies story (mission, values, tag lines, slogans, etc.)
2. Use the story in your client and prospect communications
3. Weave the story into your sales presentations
4. Make certain your PERSONAL brand is meets and exceeds your company’s brand
5. Create lasting brand awareness with branded sales materials and promotional items
6. Reinforce the brand with exceptional service

Successful salespeople utilize all of the resources at their disposal. Your company spent tons of money with smart people to build a brand. Use these six tips to help YOU get the most out of THEIR investment!

Technorati Tags: building brand, grow your sales, sales relationships

CLICK HERE TO LISTEN - “Own What You Sell” Podcast
“What you do speaks so loud that I cannot hear what you say.”

- Ralph Waldo Emerson
Do you own what you sell? Click above to listen to this message on sales commitment and conviction. If you are is sales or sales management, feel free to forward the ling to your sales associates.

Recently I was in south Florida seeing a one of my mentors. Jack Walsh, founder of Money Concepts International, is a pioneer in the financial planning business. Jack gve me some of my first opportunities as a speaker and he and his colleague Keith Dayley were masters of sales training. He did a lot in the 80’s and 90’s to help me (and many others) grow my business, and I flew down and spent the better part of a wonderful day with him. But a trip to south Florida demands you also head to the beach!

As I enjoyed the late afternoon sea breezes, I watched a seeming endless parade of airplanes towing advertising banners. Most involved local bars and restaurants. All of a sudden, a little girl who could not have been more than SIX YEARS OLD looked up and yelled, “Look Mom…It’s GEICO!” Sure enough, there was the GEICO gecko! What does a little girl know about insurance? Nothing… but she knows GEICO. There may be a slight possibility that she calls GEICO some day. The bigger possibility is that her mom, who has seen the same commercials all over the media, might just remember GEICO the next time she gets a premium increase. This is a company that has mastered marketing.

What do YOU do to make sure your customers never forget you; that they think about you often, especially when making a buying decision? I suggest a system that helps you manage the activity of staying in touch and building relationships. For example, my best customers and prospects usually get one phone call, one email, and one envelope from me every month. The call is usually business AND personal. The email might have a helpful tip or website link, and the envelope will contain articles or resources selected just for them. In addition, many of them bookmark or get an RSS feed for my blog on their web browser dashboard (if you haven’t, please do so!). I reach out with appropriate gifts and expressions of appreciation, usually when least expected.

What do YOU do make certain you have top-of-mind presence with YOUR best customers? Are your competitors one step below or one step above you in the hierarchy of customer buying decisions? Let me know if I can help.

Good selling!

Technorati Tags: financial planning, speaker, sales training

A friend of mine, who is a master salesperson, recently went shopping for a new car. He owns a sales training company serving the hospitality industry, as well as being a gifted professional speaker. Last night he faxed me a sales letter he received from a auto dealership he visited that might be the WORST sales letter I have ever read. The names have been changed to protect the innocent victim; I’m not sure why I shouldn’t mention the dealership, but I won’t.

“Dear (Customer):

As the General Manager of (Dealership) of (City), I wanted to thank you for recently visiting our dealership. However, I was concerned that we have still not been able to get you into your next vehicle. I need to know if I can personally be of assistance in this matter.

I would also like to reiterate some key points about this dealership that hopefully were explained to you by the sales and/or management staff:

• All new or used cars will be sold at a fair and and honest price.
• All service work will be done quickly, efficiently, economically and intelligently. We will do everything possible to fix it right the first time.
• Free shuttle service will always be available to you while your car is being serviced.
• I will personally be available and accessible to you for any questions or problems you may have with your car.

Again, the goal of this dealership is to earn your business by satisfying all of your automotive needs. If I can be of any help personally, please give me a call.

Sincerely,

General Manager”

What apparent problems do you see with this letter? Let me suggest a few, some of which are obvious, but some are not:

• The mail merge was entered wrong. The greeting only contains the customer’s last name (i.e.: Dear Smith)
• The “I Factor.” The GM uses the word “I” seven times.
• I cringe at the phraseology of “I was concerned that we have still not been able to get you into your next vehicle,” as opposed to wondering WHY he hadn’t bought.
• His bullet points talk down to the customer, as if he is saying, “In case you didn’t get this the first time…”
• The letter is totally focused on the needs of the dealership, not the customer.
• The letter contains several typos.

Let me make three simple points.

1. Your primary focus should always be about the customer. This dealership appears to be totally focused on just selling cars, not taking care of their customers.
2. What you distribute in the form of sales literature and customer correspondence speaks volumes about your commitment to sales and service excellence. If you can’t proof a letter, how can you possibly know the features of something as big and complicated as a car, much less know how to fix one!
3. If this guy is the GM, were I the owner I would be more than a little concerned about how he trains his people, since he is willing to sign a letter like this.

Everything is important. Keep your customer’s needs in mind at all times, and let everything you say, do, or send out reflect your commitment to excellence in serving your clientele.

Good selling!

Technorati Tags: sales training, professional speaker, sales letter, auto dealership, sales, customer correspondence, sales and service

This week I presented the keynote speech to a gathering of top financial advisors with Smith Barney, a division of Citigroup, which was held at the American Club in Kohler, Wisconsin. This educational conference was attended by advisors from five states, as well as representatives from 14 financial services distributors who “wholesale” investment products through these advisors. My presentation was on client referrals and client relationship development, but I picked up a great idea from one of the wholesalers.

He mentioned that most of the financial advisors in attendance were in his territory. Knowing these FA’s would be at this conference for three days, and that their assistants would be back at their offices, he decided to do something nice for these assistants. The wholesaler had his assistant send each of the FA’s sales assistants a note recognizing their hard work while their boss was at the conference, along with a $10 Starbucks gift card. A little caffeine helps when you are putting in long hours!

Let’s examine this example of sales excellence.

• The investment wholesaler either started or maintained a relationship with the “Gatekeeper” for some of his best clients and prospects
• He also helped his internal wholesaler do the same
• The sales assistants will likely mention this to the FA in a favorable light
• The wholesaler made himself stand out from his competition.

When the cat’s away, often their assistants shoulder the load for keeping clients happy and the business running. Too many salespeople ignore, and in some cases are rude to their clients’ assistants. This simple expression of recognition and appreciation goes a long way to making certain you get past these gatekeepers when you call for an appointment. When competitors call, assistants often have a say in what products salespeople choose to sell. At the end of the day, it never hurts to be nice to people.

What ideas do YOU have for reaching out to assistants of your clients and prospects? Write a reply to this post if you have an idea you would like to share.

Good selling!

Technorati Tags: keynote, financial services distributors, client referrals, client relationship development, financial advisors, Starbucks, sales excellence, investment wholesaler