My Thoughts Exactly

 

 

April 2010

Getting Your Mind Right

By Mr. Gary Tilkin,

Founder Gary Tilkin Consultants, Inc.

Author, Consultant, Facilitator and Educator

www.garytilkin.com OR www.professionalforlife.com

 

 

 

Prelude:

This article is clearly about the Art of Sales Prospecting. However, I wanted to use a term learned from the GREAT Dwight Mack (Outstanding Facilitator from My Past). Dwight occasionally would need to express his personal opinion to a group of learners by saying, “It is time for me to get on my soap box”.  In honor of Mr. Mack, it is time for me to get on MY soap box.

My Soap Box:

The sales techniques of closing, prospecting, presenting and demonstrating among a few, are all a means to an end, not the end. We do what we do to take care of ourselves and our family.  Most of us, if we are lucky, truly enjoy what we do. The bottom line is we do it to live this wonderful life we have had, are having and will have in the future. My first sales manager, Bubba told me that my life was my work. He forced me to carry business cards where ever I went so if he met me, he could ask for one. If I did not have a card, he would fine me $100.00. Now that’s motivation!!!!

All I ask is that we all consider that working hard and playing hard are all about enjoying life with those we care about. Let’s all promise to stay grounded on what is really important. Finally, the reason for me writing this “Prelude” section was more for me personally than for anyone who reads the article. I have a second chance to be the husband, father, and friend to those I care about.  The economy has given me some time and my good savings habits over many years have given me the resources. I now know a little more about why life is worth living. It just took me to get to age 52 in order to learn it.

Introduction to Anatomy of Prospecting:

Prospecting is the art of developing a future clientele that could do business with you sometime in the future. The key words are; “sometime in the future”. This objective allows for past, current, and future clients to develop an emotional and psychological connect with you over time. As the connection develops naturally, you create both “Name Recognition” and “Client Advocacy”. How much time is needed? That’s the million-dollar question, and I simply can’t answer it. What I can answer is that this mindset will work over time.

Can’t Force The Market—Rule #1:

The most important rule to start with is being crystal clear on our clients’ motivations, before we begin the process of developing “Name Recognition”. Specifically, we as entrepreneurs and sales/management professionals CAN NOT force the market. We CAN NOT get people to buy from us when they have no need for our product and service. We CAN NOT sell ice cubes to an Eskimo, unless the Eskimo needs ice. We need to simply and continuously find potential clients who may have a need for what we have, and put them in our database for consistent professional future follow-up.

When powerful manufacturers put unbelievable incentives out for all their clients, they sell a lot of product. What happens for the next two months after the incentives are gone? Simple answer, the legendary well goes dry. All that happened was we pulled some folks in to the market that would have purchased sometime in the near future. We “Borrowed from Peter to Pay Paul”.  It is not a bad thing, just understand we did not “Force the Market”; we borrowed from it, and there is a consequence for borrowing. We have all paid those painful consequences over time.

Have a Simple Three Step Strategy—Rule #2:

A kinder, gentler way to discuss strategy is calling it the focus to achieve the “End Game”. End game being sales, profits, success, and/or anything you want it to be as long as you have thought it out. Remember; watch out what you ask for, because you might get it.

The three steps I spoke about are as follows:

We must ALWAYS let our past, current, and future clients know:

1.       Who we are.

2.       What we do.

3.       Where to find us when THEY need us.

The second step to the Anatomy of Prospecting is always ask you; “Are all my efforts focused on those three simple steps? If yes, continue; if no, change your approach”.

Perfect Your Data Base To Utilize the Three Steps—Rule #3:

I have written so many articles on using computer programs to organize your database efficiently. Right now, I really don’t care how you have that information organized.  I do care that you have the names, addresses, telephone numbers, important dates, and e-mail addresses of everyone you meet, whether you sell to them or not. Everything about prospecting depends on this simple discipline. Can you all commit to this 100%? Nothing works in prospecting until we have the contacts needed.

If you want a computer program and you will really use it, a few examples are: Outlook™, Act™ and Encore for Apple. I use Outlook™ 2007 and love it. When I want to learn something new, I go to YouTube™ and search in the word Outlook™: “BINGO!” instant learning opportunity.

What is a “Pure Data Base”—Rule #4:

This is rule number four. NO names go in our database unless we:

1.       Met the person Face-to-Face, OR;

2.       Communicated through U.S. Mail, OR;

3.       Communicated through E-mail, OR;

4.       Has the person referred to us.

These types of situations allow our client prospects to “Know Who We Are” before we gradually build name recognition.  We NEVER use lists (Example: Organization List) to increase the number of people in our database. If any name on that list falls outside the four criteria I listed above, remove them.  If you don’t know them, they don’t know you.

Always Honor a “Remove Me” Request—Rule Five:

I send out over eleven thousand (11,000) “My Thoughts Exactly” e-mails every month. Regardless of how pure my database has become, I always get one or two folks that want me to STOP sending my monthly note. I immediately remove them from my distribution list but, not before I send them a personalized note. See, in my Outlook™ database, I have a section where I put where and when I met someone.  When I send the personalized note back, I reference that data and thank them for allowing me to have been part of their development in the past. The key to the note is that I let them know I did not send any information to them without meeting them first. 50% of these folks send me back a note saying they want to stay on my list. The fact that they responded, leverages on all three of my “Simple Three Step Strategies” listed above.

Monthly Reminders—Rule Six:

Now let’s leverage on the database we have developed and touch base with our entire database. I personally do it by sending this monthly “My Thoughts Exactly” document to my 11,000+ distribution list. You can use U.S. Mail, Flyers, Face-to-Face Visits, and/or E-mail. The objective is “I don’t care if the recipient reads my note or not, the secret is the Subject Line”. (Example: My Thoughts Exactly—From Gary Tilkin—Anatomy of Prospecting).  This again focuses on the three simple steps continuously referenced in this article.

Have a Blog/Website—Rule Seven:

I have both a Blog and a Website. My rule number Seven is to DRIVE everyone to these two locations. My method is to have a link in my e-mail to both my website and blog.  The article sent out monthly, is in the e-mail context, but it is clear that by going to my website/blog there will be more resources that MIGHT be of value including the sent article.

Anyone that knows anything about electronic communications knows the key is to drive people to your website. Remember, in an earlier article I told you about www.vox.com, where you could have your own personalized blog that looks just like a website for FREE. What are you waiting for, Arbor Day?

E-mail Turn-Around Time:

If you know me and have ever done business with me, you know I respond to voice mail and e-mail almost instantly. Not an automatic reply, not a canned request for more information, but a personalized communication. That is why I have the most powerful Blackberry™ device I can find. The only time there is a delay is when I am working with a client. This same Blackberry™ device can synchronize with my computer so all my contacts, calendar items, as well as “things to do” items are on both devices.

Two-A-Day The Professional For Life Way—Rule #8:

The number one question asked of me during my travels is, “Gary, where do I find my new prospects for my database?” The answer is really simple if you remember that our definition of a prospect is someone we can sell in the future. Today, our intent is simply and only to keep in touch to eventually create name recognition.  So the sources are right in front of you. Someone you meet at a coffee house, restaurant, playing golf, or a business owner who provides service you utilize for your family.

Don’t be picky; you never know which prospect will pay off in the future. For now just discipline yourself to collect two long-term prospects a day. Seems simple, so try it! At first you will strain and complain. Then you will get creative and 10-a-day will be possible. The key to your future business success is this collection discipline, so master it.

Conclusion:

Your future is based not on ONLY having the best MOUSE TRAP, also on how many people know you have it.

“If you focus on only today, your future is a mystery. 

Expand your horizons by equally focusing on your future. “

 

 

This article was written by Mr. Gary Tilkin. Gary is the Founder of the “Professional For Life” Sales and Management Series. For more information please contact Gary at:

E-Mail: Gary.Tilkin@garytilkin.com or Gary.Tilkin@professionalforlife.com

Website: www.garytilkin.com or www.professionalforlife.com