In relationship building activities, making that first connection, or simply getting to know someone better, starts with effective information gathering.  The best way to accomplish this is to learn how to ask great, probing, intelligent, and stimulating questions.

When presented with this information and suggestion, many struggle with the questions to ask.  Or, when others start to brainstorm the types of questions to ask, they sound more like a police interrogation.  In a great blog post by Chris Brogan, he suggests being prepared for intellectual, probing conversations by “carrying your questions around with you.”  To understand the details behind this thought, I suggest you read his post.

His blog post reminds me of some very important lessons I like to share about the art of the question:

1. Questions best asked are open-ended.  When you ask someone questions that begin with who, what, when, where, why, and how, you are likely to get an answer with more than a yes or a no.
2. Demonstrate you heard what someone said before diving into the next question.  Play back a little of what you heard and use that as a transitional place to go for more information.
3. Practice asking questions. The reason most people have trouble asking questions, is they have never thought about the types of questions to ask.  Think back to your most recent conversation, think about the questions you could have asked the other person in response to the information they were providing.
4. Learn in order to know and understand.  All information comes to us and is heard by us through our contextual filters.  When you say something to me, I hear it for what I know, understand, and believe.  You say it based on what you know, understand and believe.  That means, the same collection of words does not mean the same thing to us.  When someone tells you something, find ways to have them explain it to you further so that you know and understand what they meant.  This is where communications break down.  You say one thing, I heard something else–now we have inadvertently messed up our communication.  Great probing and investigative learning and understanding questions help avoid these mistakes.

The art of conversation is how effectively you engage others in conversation.  My rule is the more they communicate and share, the more I learn, understand and know.  It is the best place to begin building that future relationship.

Dave Cooke is CEO of Strategic Resource Group, llc an organization specializing in helping businesses increase their revenues through effective growth initiatives and employee development programs. His contributions and insights can be found on his blog posts, SalesCooke and Sustainable Revenues.  He has also developed a new program for sustainable revenues in a down economy, known as SuRF.  To download this case study go to: SurfWhitePaper.com.

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One of the bigger stresses being applied to sales forces is the  pressure to find sales now.  The urgency to find sales, close deals, and get revenues back on track now, is enormous.  As a result, sales professionals have been wired to only deal with people who are ready to buy now.  And, they really are not educated or encouraged to develop a relationship that may benefit them over time.

What is the cost of this behavior.  A recent blog post by Eden Sunshine asks a very telling question:

“Why don’t businesses woo their prospects anymore is my question? Why won’t they take the time to find an ideal prospect and basically say in so many words, ‘I believe I can help you and am willing to invest in building your trust and confidence in me and when you are ready, I will be there for you?  Which approach do YOU believe will produce better results?”

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When it comes to sales excellence, nothing is more valuable than a good example.  I am pleased to share with you a great article taken from Inc. Magazine, “There’s No Such Thing As A Wrong Number“.  This is an article about  how wine salesman, David Rosen, uses a combination of powerful relationship building and prospecting skills to generate $500K in annual sales.  His approach is quite insightful, inspiring, and professionally challenging.  While I would encourage you to read the entire article, here is a quick list of the key points.

1. There’s no such thing as a wrong number: When someone dials your number by accident use it as an opportunity to build a relationship.
2. Cold calling is a matter of degree: Instead of simply working a list, do your research and only call people who have a likely interest your products.
3. Gatekeepers are to be respected: “Don’t feel the need to get past the gatekeeper the first time…Use it t collect information that will be helpful later.”
4. The customers know they are customers: Don’t be afraid to be honest.  When you start acting like a salesperson, own up to it.
5. Learn your script then ditch it: Once you have developed your “pitch”, commit it to memory, toss it, and make it real, genuine, and natural.
6. Data are good. More data are better: Gather as much information about your market: what people are purchasing, why they are purchasing, and what are the behaviors and trends.
7. A good salesperson does more than sell: Following through on commitments, demonstrating great listening skills, and being a knowledgeable resource in areas other than your product are critically important, too.
8. Nothing is more valuable than a good referral: It is important to note that referrals are earned.  Once a great relationship has been built, asking for permission to contact customer’s colleagues is appropriate and encouraged.
9. Nudity is no excuse not to pitch: Relationship building opportunities can occur anywhere.  Always have your game on.

In today’s selling environment, true relationship building behaviors are the ultimate measures of success.  David Rosen, provides a great example for genuine, real, and sincere approach to building lasting relationships.

Too many professional salespeople are still playing the relationship “game”. Relationships are not a “game”, they are a commitment.  I would encourage all of you to use David Rosen’s as a role model–his results speak for themselves.

Dave Cooke is CEO of Strategic Resource Group, llc an organization specializing in helping businesses increase their revenues through effective growth initiatives and employee development programs. His contributions and insights can be found on his blog posts, SalesCooke and Sustainable Revenues.  He has also developed a new program for sustainable revenues in a down economy, known as SuRF.  To download this case study go to: SurfWhitePaper.com.

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“If you don’t enough sales, it is because you don’t have enough great relationships.  You want more sales, build more good relationships.”  Dave Cooke

Principle #1:  Sales success is totally dependent upon effective and strong relationships.

Principle #2: Successful and strong business relationships are based on mutually beneficial engagements.

Prinicple #3: For something to be mutually beneficial both parties realizes, discovers or believes there is value in the connection.

Conclusion: Your business will grow when you have successfully and effectively established a high number of connections where the people you have engaged recognize the value you bring to business relationships.  Until you recognize, demonstrate, and communicate your value in these relationship building activities, your sales and growth efforts will suffer.  Key phrase to remember and focus on in subsequent activities: build mutually beneficial relationships of value.

Dave Cooke is CEO of Strategic Resource Group, llc an organization specializing in helping businesses increase their revenues through effective growth initiatives and employee development programs. His contributions and insights can be found on his blog posts,  SalesCooke and Sustainable Revenues.

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While getting caught up on my reading, I came across a great article in Inc. magazine, “On the Road with a Supersalesman.” This is an excellent article.  It provides real world examples of the behaviors I respect, promote, and educate people to emulate. This article focuses on several sales with “Grizz” Deal.  There are great insights in this story.  I encourage you take the time to read it.

For those looking for the highlights, here are the pointers I embrace and endorse:

1. Create an image of differentiation–your attire can send a message.
2. Skip the agenda and get your customer talking–when they are relaxed and comfortable you can get them engaged with you.
3. Do not be a hurry to talk about your company–you will get your chance when time is right and you have something to connect it to.
4. Get the price discussion out of the way early–though you are not giving them a quote, price is an important issue.  Have that budgetary discussion early.
5. Know your weak points and talk about them — rather than hoping to avoid talking about your weaknesses, bring them up first and address them.
6. The focus of every meeting is the customer – your agenda is their interests, needs, and actions.  Pay attention to how they are responding to the conversation and keep them engaged.
7. Your passion for your product is contagious — your commitment and passion for what you have to offer as a solution and as value is obvious to your customers.  It is what draws them in.
8. Provide opportunities for them to discover their motivations for your product. To understand this, you need to read the article.  There is a particular sales call where “Grizz” tests out several areas of potential interest until he touches on a winner.  Brilliant.
9. Be informed. This does not mean you need to do all sorts of crazy research on your customer–this helps. You need to be educated about the news, the trends, the world issues, etc.  Your intellectual versatility enables you to converse on any timely subject.  Read more newspapers and magazines daily.
10. Be confident — If you don’t believe, neither will they.  Besides your passion for your product, let them see your confidence in you and your belief in what you are sharing with them.

There are so many great tips in this article.  I wouldn’t simply trust my endorsement, I encourage you to dive in and study it for yourself.  Have a great week!!

Dave Cooke is CEO of Strategic Resource Group, llc an organization specializing in helping businesses increase their revenues through effective growth initiatives and employee development programs. His contributions and insights can be found on his blog posts,  SalesCooke and Sustainable Revenues.

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“Social Selling: attending networking or trade events with the hopes that a potential customer or referral resource might be there.  This is in direct contrast to strategically attending events at which targeted customers and decision makers will likely be in attendance.”  ~ Dave Cooke

When the prospecting focus and strategy breaks down, salespeople lose contact with their ideal customer.  Decision makers hardly ever go to open networking events.  Yet, there are a lot of salespeople there.

Why are salespeople hanging out at networking and referral events and not in front of their targets, prospects, and potential customers?

It is because they do not know how to connect with them, can’t identify them in the first place, or are hoping for an easier way to make a connection with their elusive targets.  Rather than do the hard work of focusing on making connections with their targets, who are too busy to hang out at networking events and referral groups, these salespeople are hanging their future leads on the abilities of others to connect them in.  Also, it gives them something to tell their managers–they are out networking every night.

Nothing but social selling.

Effective prospecting requires knowing who your ideal customer target is, where they hang out, and what your strategy is to put yourself in front of them.  This is work.  It takes time.  It requires a strategy, a process, and a commitment.  It does not involve hanging out at a networking event with a bunch of other lost salespeople.

Before you head out for your next social selling activity, ask yourself this question:  what have I done to directly contact and connect with my targeted contacts?  If the answer is nothing, stay at the office and work on putting a plan to that accountability.  There is nothing at the social selling event that is going to save you the hard work.

This blog post is an exerpt from my workbook “CookedUp Revenues -  Effective Business Growth in the New Economy.”  To obtain your copy of this workbook, please contact me HERE.

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