Jill Konrath | Selling to Big Companies

The pros weigh in on how to help your salespeople in tough economic times

Thanks again to sales management guru Lee Salz for compiling these excellent suggestions from top experts for his article on "The Unprecedented Sales Management Challenge for 2009."

“In tough times, sellers must be at the top of their game. As a sales manager, your job is to infuse your team with fresh thinking - to make sure they have the knowledge and skills to deal with today’s challenges. Start a “book of the month” club. Register for webinars or teleseminars put on by sales experts. Encourage sign up for sales e-newsletters. Lead weekly “how we won” sessions. For maximum impact, start now!” -Jill Konrath, Sales Strategist & author, "Selling to Big Companies"

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“There has never been a more critical time for sales leaders to work overtime to ensure that their teams remain focused and fully motivated: Attitude is, after all, that small thing that makes such a big difference. Strong leadership from the front, and by example, is the only way to reverse the downward spiral that comes with self-limiting beliefs and fears.” -Jonathan Farrington, Chairman of The Sales Corporation

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“To get the malaise out of your sales team give them permission to press the “off button” and shut out the negative media. Protect seller’s natural optimism – have contests for the best joke of the day – buy coffee for the winner. Equip them with the winning words – role-play the very words decision-makers long/need/want to hear: which are how your product increases revenues; decreases expenses; mitigates risk.” -Leslie Buterin, founder ColdCallingNetNews.com

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"Sales managers must remember the behavior of sales people is driven by the desire to avoid pain or gain pleasure. The more powerful of these two drivers is the desire to gain pleasure. Smart sales managers recognize that achievement and recognition of that achievement are the two most powerful motivators in sales. So instead of cracking the whip, they are whipping up contests, games, spiffs, and awards that keep their sales professionals focused, happy, and engaged.” - Jeb Blount, CEO of SalesGravy.com and author of “Power Principles”

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"Salespeople will be excited to come to work when they adopt a referral-selling strategy. They’ll meet with decision makers, shorten their sales process, and convert prospects to clients more than 50% of the time—while acing out the competition and landing new, profitable clients. They’ll meet only with the people they want to meet and who want to meet them. What an irresistible proposition! Money in their pockets. What a great motivator!” -Joanne Black,author of “No More Cold Calling™”

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“Although the current economic situation presents problems for you and your sales team, it also presents unprecedented opportunities. There are still prospects buying and customers purchasing additional products and services, and your competitors are facing the same daunting and depressing news. Salespeople who overcome their lethargy and seek new business can turn this economic downturn into a record-breaking year.  Empathize with their issues, but emphasize the tremendous opportunities your team has while their competition is sitting on the sidelines.” -Paul McCord, management consultant and author of the Sales and Sales Management Blog

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“Managers need to shift away from fear based management and develop more of a collaborative coaching culture. You cannot inspire others when you are afraid and you can’t be inspired when you’re full of fear and worry. Conduct more frequent one-to-one meetings, build greater accountability by relinquishing your role as Chief Problem Solver and have less tolerance for mediocrity. Ultimately, management needs to adapt, innovate and evolve or suffer from corporate inefficiency, rigidity and declining profits.” -Keith Rosen, Executive Sales Coach and author of "Coaching Salespeople into Sales Champions"

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Customer Success Stories are Killer App for Salespeople

In my opinion, the most impactful sales tools are customer stories that demonstrate tangible business outcomes.

That's why I'm so excited about Casey Hibbard's new book, Stories that Sell, in which she details exactly what you need to do to turn satisfied customers into your most powerful sales and marketing asset.

Over the past decade, she's helped dozens of customers write over 450 case studies, so she knows exactly what it takes to create compelling stories.

I recently interviewed Casey about what it takes to create these powerful sales tools. I think you'll learn a lot from her answers!

The Sales 2.0 Movement: Do You Know What it Is?

If you haven't been paying attention to all the dialogue on Sales 2.0, I'd like to direct you to this excellent article on SalesTeamTools.com. At the end of the article you'll find a ton of great resources can fundamentally change how you sell today.

The Wrong Definition of Sales 2.0
By Brandon Hull

There’s been a new term making the rounds the last couple years: “Sales 2.0.” But as with anything “2.0,” a few are leading the charge to innovate, while others are jumping on the bandwagon simply to use the term.

The sad thing is, while some of the latter group carry solid sales training credentials, they would have you believe that teaching 2.0 means regurgitating the same advice given over the last 45 years.

Here’s a call out to sales authors to use Sales 2.0 and mean it. If 2.0 refers to the “new version” or “next generation” or “next evolution” or “new approach” for doing something, then it can never be about reissuing a message that’s been taught for years.

Sales 2.0 is not “ask more questions.”
Sales 2.0 is not “sell yourself.”
Sales 2.0 is not “sell benefits, not features.”
Sales 2.0 is not “be unique.”
Sales 2.0 is not “don’t sell on price.”
Sales 2.0 is not “be sharp on the phone.”

Sales has always been about those things. The fact that it’s more important today than 5, 10, or 20 years ago, doesn’t suddenly make it innovative or insightful advice. Those are sales principles, they’re certainly not innovative techniques or approaches.

Continue reading to learn more.

Insights on B2B Sales Training

In 6th grade, Mrs. Granger told me I was loquacious*. At that time, that was probably the biggest word I'd ever heard. I had no idea what it meant, but it was an impressive word worth remembering. But the truth is, she was right.

Several months ago HR Tools asked me to write a bi-monthly column on B2B Sales Training.  Even though I train salespeople all the time, I seldom write about on the topic.

And I never write for sales managers or business owners. Everything I do is for "sellers."

In fact, I didn't even realize I had much to say on this topic, until they asked. Go figure.

So if you're the boss, here are my thoughts on how you can help your salespeople get quickly up to speed or take their business to the next level:

• Why You Need to Think About Professional Sales Training
• Sales Development Training is Key to Consistent & Predictable Results
• How to Find the Right Professional Sales Training for Your Company

• Top 3 Mistakes to Avoid in Selecting Professional Sales Training
• Finding the Missing Link Will Make Your Sales Development Training More Effective
• During Sales Training, Teach Your Prospect's Decision-Making Process

• Sales Development Training Needs to Be Ongoing
• Professional Sales Training Can Build Trust
• Increase Sales Prospecting Success By Narrowing Your Options

*Loquacious is an adjective that means, "talking or tending to talk much or freely; talkative; chattering; babbling; garrulous: a loquacious dinner guest."

And yes, I am a wonderful dinner guest too. I promise a great conversation!

Why I Do What I Do: How Selling to Big Companies Got Started & My Advice to Entrepreneurs

Maybe a better subtitle would be, "Is She Nuts or What?"  I wish I could say that all this was part of my master plan for life, based on goals that I set in my 20s and worked diligently since then to achieve.

That is so not true! Instead, I arrived here a bit more serendipitously. If you'd like to find out more, you can read my story on HR Tools, where I'm this month's featured expert as well as a regular columnist.

Cara Whedbee from HRTools asks me:

• How I came up with the idea for Selling to Big Companies.
• What I did initially to get it off the ground.
• The most important thing I've learned as a business owner.
• My advice for small and growing businesses related to "selling to big companies."
• What I think entrepreneurs need to know about hiring salespeople.
• My final piece of advice for fellow entrepreneurs. 

Here's the link to learn the answers: HR Tools Featured Expert.

So what are you doing to entice prospects to open your emails?

My colleague, sales strategist Kendra Lee is celebrating. Her book, Selling Against the Goal, just won a silver medal at the 2008 Sales Book Awards.

So she's offering a FREE Email PowerProspecting teleseminar on January 29th at 12 pm ET to the first 100 readers who sign up.

In this 1-hour audio conference, you'll discover fresh email techniques that work without gimmicks and tricks. Topics covered include:

• What never to say
• How to create enticing subject lines
• Lead-generating salutations and signatures
• Add your personal style and build instant rapport
• Sample emails
• Follow-up strategies that grab attention without hounding
• Ask your toughest questions on email prospecting

Quick, register now! to get a free spot at this session that's normally $79.  Just enter the coupon code “WIN."

As an added bonus you’ll receive a session recording, handout, and copy of the Email Prospecting chapter from Selling Against the Goal.

Jill Konrath Selected as 1 of "9 Business Speakers You Need to Know"

The Speakers Group speakers bureau counts Jill Konrath among “9 Business Speakers You Need to Know in 2009” based on her expertise in helping companies sell in tough economic times.

"Jill specializes in delivering highly interactive, content-packed workshops and keynotes focused on helping salespeople crack into corporate accounts, speed up their sales cycle, generate increased demand for their offering, and win big contracts."

I'm delighted to be included in this prestigious group of speakers! which includes my personal sales hero, Neil Rackham, author of SPIN Selling & Rethinking the Sales Force

How to Permanently Improve Salespeople's Ability to Access Big New Accounts in 90 Days or Less With a Sales Kaizen Event

Now that's a mouthful, but it's what I'll be talking about in an upcoming teleseminar with sales process improvement expert Michael Webb on Thursday,  January 8th at 3 pm ET.  Register now.

Kaizen, a Japanese word, means "change for the better." It's also about:

• Getting to the root cause of your undesirable results.
• Creating a powerful change initiative.
• Measuring its effectiveness.

Several years ago, my own prospecting efforts were failing miserably. Voicemail stopped me cold and it was virtually impossible to reach a live human being.

That's when I performed my own Sales Kaizen event. The result? The entire Selling to Big Companies approach. I'm a true believer in using this type of methodology.

At the teleseminar, you'll learn:

• How to use sales kaizen to address your own sales challenges.
• Strategies & techniques you can use to permanently improve your ability to access new accounts. 

What's the cost? Michael is offering this program as a kick off for his SPIF (Sales Process Improvement Forum) program which costs $47/month.

You need to sign up for it, but you get the first session FREE. If you don't want to stay in it, you can cancel at any time. Register now.

Love these "Logos After a Financial Crisis"

Just because times are tough, doesn't mean we have to be grim. Check out the fun logos showcased on the Teaching Social Media Marketing at UCLA blog.

Okay, I have to show you a few. These companies are in my backyard, so they're near-and-dear to my heart.

 
Check out the others now!

New organization for people who sell to big companies

Recently I was elected to serve on the Board of Trustees for the Society for Business Development Professionals, an association focused exclusively on people who sell to larger accounts.

The purpose of the organization is to provide business development professionals (BDPs) access to the best training, a formal certification process to differentiate themselves in the marketplace, and strong community of like-minded people.

When I initially spoke to Executive Director Jonathan Gilliam about why he started the group, he said,

"BDPs are typically maverick personalities who often believe we can go it alone. We also think that if we're not with clients, we're wasting time.

Because of that, we don't always nurture our careers or develop strong peer relationships. Then, when we hit a slump or a bump, we don't have anyone to turn to for help.

"Our aim is to enhance the profession, raise the bar, and focus on the BDPs - not just their vertical, not their product or employer. Just them. And we're finding, not surprisingly, there's a real appetite for this kind of group."

If you're selling exclusively to large corporations, I encourage you to check it out at www.sbdp.org.  I am pleased to be a part of this organization.