Face to Face Marketing and Door to Door Marketing 

Nothing beats the reality that one gets when you can interact with potential clients face to face physically moving from door to door within a community or household to household, face to face field marketing is also called personal selling or door to door marketing, customers are met directly in order to sell their products, using this method of field marketing we rely on our skills and persuasive abilities. During the period where we get to interact with the client face to face we get more chance to pass across edible information which would be useful to all our customers at that time and it’s also an opportunity for us to get feedback and to gauge your opinion about our business.

I did door-to-door sales for nine years, in hundreds of different cities and towns all across the india. Through long, hard, agonizing trial and error, I eventually developed enough skill that I could take any product into any area on any day and make sales.

In the beginning, I struggled. But when I was about to give up on myself and quit (like 99.9% of people that try door-to-door sales do within their first few days),  experienced salesperson to give me a chance to get on track.

What I saw that day changed my life forever.

I watched as the experienced salesperson drove to an area where he had previous sales success, and listened as he explained to me why he parked his car in the exact spot he did to start his day and laid out his exact plan of attack.
Within the first 10 minutes, I learned a valuable lesson that not only made my door-to-door sales career much easier, but has also been the key to bringing in millions of dollars in revenue for my own companies, and those of thousands of others I’ve consulted to:

A current customer is the easiest person to make a sale to – many, many times easier (and less expensive) than trying to get new customers.

Most business owners operate a risky, day-to-day, transactional business, believing that the reason for getting a customer is to make a sale. That’s their biggest problem: making nothing more than “a” sale to a customer. After that initial transaction, they simply hope that their product or service or location is good enough that they will get a repeat visit from that customer.

On the other hand, sharp business owners (and door-to-door salespeople!) know that the point to making a sale is to get a customer. We have systems put together to maximize the value of that customer by making future offers to them, so that they buy more of the same product or service, or a different version, or even an entirely different product or service.

In other words, we recognize that a current customer is the easiest person to sell to, and a prospect is the hardest and most-expensive person to sell to. Therefore, we concentrate on maximizing the value of every new customer we get.

If you want to grow your business during these challenging economic times (and even during boom times), your time and effort should be invested in working to turn prospects into customers and retain them to market to in the future.
While your marketing is doing its job to get you prospects, you need to be working on turning those prospects into customers. There are a few key ways to draw them in and seal the deal. You need to be:

Inviting
Informative
Enjoyable

The biggest fear of most new customers is the dreaded “buyer’s remorse.” You want to minimize this as best you can, and if you’ve provided a quality product or service that delivers on the marketing claims you’ve made, the risk will be lower.

However, returns can still occur. Here are the two most effective ways to deal with this:

Offer to refund money — no questions asked
Offer a bonus they can keep even if they return the product

These offers alone will also lessen the impact of buyer’s remorse, because the customer will trust you more just because you showed the confidence in your product or service to offer these options in the first place.

There are number of other ways to turn a prospect into a customer:

Offer a special price as an opportunity for them to test the market.
Offer a lower price with a legitimate reason, such as clearing out inventory to pay a tax bill, for your kid’s braces, or another tangible reason. (Added bonus: Customers love you for doing this, because it makes you so much more human to them.)
Offer a referral incentive.
Offer a smaller, less expensive entry-level product to build trust.
Offer package deals.
Offer to charge less for their first purchase if they become a repeat customer.
Offer extra incentives, such as longer warranties or free bonuses, if they order by a certain date.
Offer financing options, if applicable.
Offer a bonus if they pay in full.
Offer special packaging or delivery.
Offer “name-your-own-price” incentives.
Offer comparative data or other comparison tools.
Offer to let them trade up or upgrade to something better if they want.
Offer additional, educational information to help them make the decision.

The options are really only limited by your imagination and marketing skill. You can use these or other ideas to discover what works the best for your specific business, with your specific products, services and target market.

Even if you ever find yourself doing door-to-door sales.

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Role of Attitude and Personality in Sales Management

The art of achieving the sales targets within the desired time frame through effective planning and budgeting refers to sales management.

Effective sales management ensures timely generation of revenue and profitability of the organization.

Sales professionals in simpler words are the face of any organization and have the responsibility of making a particular brand popular amongst the end-users. They are the ones who directly interact with the customers, understand their needs and expectations and try to provide them the best solution.

Attitude and personality play an important role in sales management.

• Don’t go for meetings with a negative mind. Remember a negative mind leads to wrong thoughts and negativity all around. A cheerful individual spreads happiness all around and leads to a positive ambience at the workplace. It always pays to be optimistic in sales. If one puts his heart and soul in work, the outcome will definitely be in his favour.
• Don’t go for meetings with a negative mind. Remember a negative mind leads to wrong thoughts and negativity all around. A cheerful individual spreads happiness all around and leads to a positive ambience at the workplace. It always pays to be optimistic in sales. If one puts his heart and soul in work, the outcome will definitely be in his favour.
• One should always look at the brighter sides of life. Negativity is all in the minds of individuals. Avoid complaining or cribbing over petty issues. The customer might not think along the same lines as you, but that does not mean you can be rude to him. It is important to be polite and kind to them. Understand what they expect from you and your organization and give them the right suggestion. Make them feel comfortable.
• One can’t achieve results everytime. It is absolutely okay if one customer does not agree to your presentation and prefers your competitor’s offerings. Don’t take failures to heart. Remember failure is just the opposite of success. Never lose hope; instead find out the causes of failure and move on. There is no point crying over spilt milk. Be your own critic, analyze the things and find out what went wrong. Incorporate the necessary changes in your sales pitch for better results next time. Go out, meet people and increase your list of potential customers. Develop a strong network. It helps in sales.
• Sales professionals should never be shabbily dressed as they directly interact with the clients. Avoid wearing casuals as customers would never take you seriously. Follow the professional dress code but make sure you don’t feel uncomfortable. Don’t wear loud clothes to work or for meetings. Ensure you smell good. Foul smell irritates the customer. Do shave before you go for sales deals. Make sure your nails are short and clean. It is essential for sales professionals to look good and clean for the desired impact.
• Sales representatives ought to be aggressive and have a pleasing personality Individuals with a laidback attitude should not take sales and marketing as profession.People in sales should have a charismatic personality to attract and influence the customers.
• Individuals willing to make a career in sales should be extroverts. They should love interacting with people. It is important for the sales representatives to break the ice and gel with the customers.
• Sales representatives should look confident and sound intelligent. Never show your desperation to the customers. Don’t tell them how badly you need to sell the product to meet your targets.

Services Marketing – Moment of Truth

Every business knows that in order to thrive it needs to differentiate itself in the mind of the consumer. Price has proved inadequate since there is a limit to how much a firm can cut back on its margins. Product differentiation is also no longer enough to attract or retain customers since technological advances have resulted in products becoming almost identical with very few tangible differences from others in the same category. Consequently, marketers have realized the importance of service differentiation as a sustainable strategy for competing for a portion of the customer’s wallet.

Service Encounter / Moment of Truth

A moment of truth is usually defined as an instance wherein the customer and the organization come into contact with one another in a manner that gives the customer an opportunity to either form or change an impression about the firm. Such an interaction could occur through the product of the firm, its service offering or both. Various instances could constitute a moment of truth – such as greeting the customer, handling customer queries or complaints, promoting special offers or giving discounts and the closing of the interaction.

Importance

In today’s increasingly service driven markets and with the proliferation of multiple providers for every type of product or service, moments of truth have become an important fact of customer interaction that marketers need to keep in mind. They are critical as they determine a customer’s perception of, and reaction to, a brand. Moments of truth can make or break an organization’s relationship with its customers.

This is more so in the case of service providers since they are selling intangibles by creating customer expectations. Services are often differentiated in the minds of the customer by promises of what is to come. Managing these expectations constitutes a critical component of creating favorable moments of truth which in turn are critical for business success.

Moments of Magic and Moments of Misery

Moments of Magic: Favorable moments of truth have been termed as ’moments of magic’. These are instances where the customer has been served in a manner that exceeds his expectations. Eg: An airline passenger being upgraded to from an economy to a business class ticket or the 100th (or 1000th) customer of a new department store being given a special discount on his purchase. Such gestures can go a long way in creating a regular and loyal customer base. However, a moment of magic need not necessarily involve such grand gestures. Even the efficient and timely service consistently provided by the coffee shop assistant can create a moment of magic for the customers.

Moment of Misery: These are instances where the customer interaction has a negative outcome. A delayed flight, rude and inattentive shop assistants or poor quality of food served at a restaurant all qualify as moments of misery for the customers. Though lapses in service cannot be totally avoided, how such a lapse is handled can go a long way in converting a moment of misery in to a moment of magic and creating a lasting impact on the customer.

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Articales from http://www.managementstudyguide.com

I Hire Someone Who Has Excellent Sales Skills?

8 Reasons Why Hiring Elite Salespeople is Difficult:

1. It’s hard to find qualified candidates – only 7% of salespeople fall into the “elite” category (What elite sales people do differently)
2. You have other responsibilities
3. If things are “okay”, you don’t look for someone… until you have an opening and then you feel desperate to fill the seat
4. Elite sales professionals – those with excellent sales skills – often are not actively looking for new jobs
5. The resumes all look the same
6. Personality and behavioral tests tell you how they like to be managed but don’t have any predictive validity for sales success
7. Your HR (talent-acquisition partners) really don’t understand why hiring salespeople is different than hiring anyone else for a company
8. It’s not your go-to skill set.

Step 1: Make sure you know and identify exactly what sales skills make your elite salespeople ELITE salespeople.

We just completed a Sales Effectiveness and Improvement Analysis (SEIA) for the private banking segment of a regional bank.  This is what we know separates the top performers from the bottom performers:

Distinguishing skills and sales traits of top performers

• Hunter
• Possess over 50% of required sales skills
• Strong at getting introductions
• Get past gate keepers
• Maintain a full pipeline (convert activity – prospecting – into opportunities)
• Reach decision makers
• Develop trust and confidence early in the relationship
• Present product proposal at the appropriate time
• Keep prospects from buying too early in the process
• Not reliant on ‘”educating” the prospect or presenting to get the business
• Love competing against others

We evaluate over 125 different data points when using a pre-hire sales skills inventory assessment and what we have found over the years is that there are usually between 20 and 30 variables that separate the best from the rest. THIS is the first step in making sure you are interviewing candidates with sales skills needed to succeed in your organization.

Step 2:  Interview for fundamental skills

Once you’ve received an application or some notice of interest in your available career opportunity, you send the candidate a notice letting them know you’ve received their information and that, in order to move forward in the process, two steps will take place:

1. They will be asked to complete the online sales skills inventory assessment.
2. If the assessment findings indicate that their sales skills match what you are looking for, then a 10-minute phone interview will take place.

Why The Phone Interview

At Hire Better Sales People (White Paper), this is the beginning of Step #2.  In the 23 years of our sales consulting practice, I cannot recall a single client where phone skills were NOT critical to the success of the salespeople being hired.  With that in mind, it stands to reason that the first thing you should look/screen for are their phone skills.  Most of the time, our clients outsource that to us. The reasons for that are:

• Consistency
• Lack of a bias towards any candidate

In the phone interview, you want to make sure that this person can conduct themselves on the phone like you would expect them to when talking to prospects.  In order to do that, you must create a similar environment that the candidate will have to react to:

• No bonding and rapport done by the interviewer
• Create time pressure so that they have to react and attempt to take control of the phone call
• Challenge them on their answers to questions (certainly, prospects will ask them questions on the phone – wouldn’t you want to know how well they react as well as what they say?)
• Let them know that you will be making a decision about who will go on to the interview step and see if the candidate attempts to “close” for that opportunity. If they fail to close for the next step, they will probably fail to close a prospect for an appointment.

Step #3 – Use the data from the resume, the application and the pre-hire skills assessment.

Top salespeople hunt for opportunities, reach decision makers, quickly establish confidence and trust, love to compete against others, have strong desire and commitment to success in selling, take responsibility for outcomes, are highly motivated for success in sales and have a high figure-it-out factor.  Here’s some ideas for assessing these traits in potential candidates:

• Make the candidate bring their calendar for the next 30 days and make them count the number of new business appointments they have scheduled
• Make them establish the bonding and rapport. Tell them to take a seat, tell them that you’ve scheduled 60 minutes, but it may only take 30, and see what they do next.  If bonding, rapport, confidence and trust are important, see what your candidates do to make that happen.
• Ask about competitions they have won
• Tell them to describe in detail situations where they did everything possible to succeed at something especially when they had to change, overcome a difficult challenge and they overcame despite terrific odds.
• Ask them to tell you about a situation when they faced failure at accomplishing something personally or professionally. (Hint – they need to say “I failed…”)
• Give them a test of any kind and see how long it takes for them to figure it out or…
• Create a role-play scenario out of thin air, give them a couple of minutes to figure out how they want to go about the role -play and then role play.

There is certainly no guarantee for any new hire.  You still have to consider cultural and team fit.  Is there synergy between the new hire and the hiring manager?  How about their technical and professional credentials?  We’re just talking about sales skills here, but, to be clear, it’s rare that someone fails to succeed in selling because they lacked the required technical or professional expertise for the field they were in.  Nope… people normally fail because they fail to generate sales!

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