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The EMBA
Marketeer Issue 32 — January 2002 Five Sales Killers You Must Avoid
Most salespeople concentrate on learning how to make sales. But they also need to learn how to avoid some common ways of killing sales. Are you the victim of any of these sales killers? "I know more than my customers." Because you're an expert on what you sell, you may think you're more knowledgeable than customers. Danger: Although you'd never intentionally demean or talk down to them, you may sound condescending. Without realizing it, you may make customers feel uncomfortable - even ignorant - and drive them away. "My customers know more than I do." Do you assume customers know a lot more than you do? In fact, they may feel uneasy, or even inadequate. But they may cover the situation with a bravado that fools you. Danger: You may hold back the full benefit of your knowledge and experience, which leads to limited sales. "This account is solid." Do you believe customers automatically turn to you? If you've served them well, it's easy to expect repeat business. Danger: No account is ever safe. Don't let competitors in the door because you take customers for granted. "That customer is small change." Do you categorize customers by sales volume? Danger: They sense how important they are to you. Don't treat them as second-class citizens. "I know my customers have confidence in me." Just because they order from you doesn't necessarily mean they have full confidence in you. Danger: If you assume they do, you stop trying to earn their confidence. You'll do the same level of business with them forever, because you're not working to develop the account. These killers stem from how you perceive customers and how they interpret your actions. Being aware of how customers see you can help maximize your sales. John R. Graham -The New Magnet Marketing-
It's not easy to be an optimist these
days
The media is filled with stories of terrorism and radical blockages to peaceful processes. While overall violent crime is down, juvenile crime is up and young people are the ones who will determine our future. Random violence seems capable of touching us all. Politicians blame each other and everyone else follows suit. Cooperation and compromise seem like antiquated attributes. Dysfunctional families now appear to be the norm. Children have less economic opportunities than those of their parents. Over-population, global warming and AIDS will engulf us. Here are some typical reasons why optimism doesn't make sense, along with some overriding reasons why it always does. Optimism is unrealistic. It doesn't fit with reality. The human race has made a mess of itself and of the planet. While there are plenty of global problems, there is no reason for the sweeping generalization that such difficulties extend to individuals, or even individual organizations. No matter what the trends are, opportunities abound, especially in American business, for people, alone or in groups, to succeed. Optimism raises false hopes. Why suffer because things don't turn out the way optimistic expectations falsely predict? Optimism doesn't look to impossible heights, such as winning the lottery. Optimism is an attitude, a positive outlook on living. The optimist doesn't suffer when things don't turn out as well as expected. The optimist learns from experience so that the next time the odds will be more favorable. Optimism contains too many disappointments. It's better not to expect good things and be surprised when they happen, than to expect good things and be disappointed when they don't occur. How sad it must be to ignore obvious opportunities. Besides, most of the time, things are not happening! A positive attitude carries the optimist through these lengthy, non-productive periods, while the pessimist sits and laments the situation. Optimism is too difficult. It's easier to accept powerlessness than to fight today's windmills. Optimism takes too much time. Optimism isn't difficult. Changing to an optimistic attitude may be hard, but it's only a temporary hurdle. Optimism can take a little time to get used to, but it's simple once it's attained. On the contrary, pessimism is a monumental waste of time! Optimism looks too far into the future. It searches for rainbows and pots of gold - and never finds them. In reality, optimism is rooted solidly in the present. It seeks both beauty and opportunity minute-by-minute. It admires rainbows, but keeps its focus on the beauty of the colors, not the mythical pot of gold. Times are tougher now. Competition, regulations, greed and crime make these times especially stressful. "Nonsense!" says the optimist. We are living in the most healthy, unthreatening time in history. Life expectancies are increasing each year. Pessimism wallows in the perception of persecution and the view that each succeeding day is worse than the preceding one. Optimism knows that today is better than any other day in the past. Optimists are Pollyannas. Their warped perspectives rob them of the ability to see real dangers in some situations. Pessimists and optimists alike see dangers. The difference is that pessimists focus on them, while optimists concentrate on working through them. They see themselves beyond difficulties, not trapped by them. The final word: Both pessimism and optimism are infectious. As a manager, your attitude affects all of those around you: coworkers, subordinates, customers and families. If you are always looking for opportunities, so will they. Carter Johnson, Buying Time
630-910-1927 Did You Know
75% of Americans are chronically dehydrated (Likely applies to half the world population). In 37% of Americans, the thirst mechanism is so weak that it is often mistaken for hunger. Even MILD dehydration will slow down one's metabolism as much as 3%. One glass of water shut down midnight hunger pangs for almost 100% of the dieters studied in a U-Washington study. Lack of water is the #1 trigger of daytime fatigue. Preliminary research indicates that 8-10 glasses of water a day could significantly ease back and joint pain for up to 80% of sufferers. A mere 2% drop in body water can trigger fuzzy short-term memory, trouble with basic math, and difficulty focusing on the computer screen or on a printed page. Drinking 5 glasses of water daily decreases the risk of colon cancer by 45%, plus it can slash the risk of breast cancer by 79%, and one is 50% less likely to develop bladder cancer. Top Tips To Improve Your Communication
Skills
Without visual contact to create a favorable impression, the telephone necessitates that you refine your speaking skills. On the phone, the way you are perceived is determined entirely through your voice and choice of words. Even the most powerfully planned phone script needs a polished speaker to be effective. Use these 7 tips to help you get your point across with confidence and power.
Want to be a Highly Effective CEO?
Here are Some Rules to Guide You
It's a New Year Any Way You Look At It!
The year 2002 reads the same backwards and forwards. It's hard to get it wrong. Things are new at EMBA too. We have added new clients, increased our capabilities and added some office capabilities in the downtown Chicago area. Chuck Semel of Dolphin Communications, and formerly a principal with Semel-Kaye Advertising, has joined EMBA in the role of Creative Strategist. He brings his years of experience to assist our clients. To reflect these changes, we have developed a new logo. Our logo reflects our thinking "outside the box" - and putting practical creativity to work on behalf of our clients. More on this is the months ahead. Best wishes for a most successful and healthy 2002. SUBSCRIBE TO THE NEWSLETTER |
Elliott M. Black & Associates,
Inc.
Marketing and Management
2511 Windsor Lane Northbrook, Illinois 60062
(847) 272-2884 Fax: (847) 272-3551 E-mail: info@EMBAInc.com
Marketing and Management
2511 Windsor Lane Northbrook, Illinois 60062
(847) 272-2884 Fax: (847) 272-3551 E-mail: info@EMBAInc.com