I thought about leaving the title as "Expose Yourself", but thought better of that. I don't mind challenging the norm, but no real need for this post to offend or upset anyone.
I've spent the last two and half days in San Franciso with 70 degree weather and am currently waiting for a flight back home to Kansas City where I hear the temperature is around 20. I'm cold already, but then again, if you don't like the weather in Missouri, stick around it will change.
With that all said let's go back to the topic of this post -- Exposing Yourself to other industries. I came to San Fran to experience the National Auto Dealers Association annual convention. I wanted to see what other industries do at conventions AND to get ideas I can take back to my clients.
I learned that information is KING (or QUEEN) and that he holds the data owns the client. So, with that said, what do you know about your clients? How do you track that information? Do you use a central CRM or Data Management System? Do you keep client data in paper files that sit in your basement? Do you know when a customer's birthday is? What about the anniversary of their home purchase?
S/He who owns the data... wins... if you don't know the details, you are living for the short term.
So with that said, I'm on a mission at Mail Print. We will start collecting more information on our clients. Don't be afraid. It's not about Big Brother, it's about client service. It's about helping our clients by giving them the tools they need when they need them.
S/He who owns the data... wins... aren't you ready to win?
What's the Goal???
I learned a great lesson this weekend. I'm working on a specific project and frankly I was floundering. I couldn't get my arms around it. I finally asked a friend for help. The first words out of her mouth where, "Gina, what's your goal?"
That was all I needed to help me get my arms around the project and figure out my next steps.
I think so often we go through each day, each appointment and each phone call without really understanding what our specific goal is for that interaction.
If you are having problems or challenges reaching your end game goal, think about the goal you have for each interaction, each sales call, each appointment and make sure you know what you are working towards.
My daddy use to always say, if you don't know where you are going, any road will get you there. Unfortunately in the sales world you need to know all the stops along the way... just having a BIG goal in mind, does not get you to the end game. You have to know every goal - every possible twist and turn in the road - so that you are prepared for each transaction.
Good luck and goal get 'em.
That was all I needed to help me get my arms around the project and figure out my next steps.
I think so often we go through each day, each appointment and each phone call without really understanding what our specific goal is for that interaction.
If you are having problems or challenges reaching your end game goal, think about the goal you have for each interaction, each sales call, each appointment and make sure you know what you are working towards.
My daddy use to always say, if you don't know where you are going, any road will get you there. Unfortunately in the sales world you need to know all the stops along the way... just having a BIG goal in mind, does not get you to the end game. You have to know every goal - every possible twist and turn in the road - so that you are prepared for each transaction.
Good luck and goal get 'em.
A little on DO NOT MAIL Lists for Catalogers
There has been a lot of talk about creating DO NOT MAIL legislation by a variety of environmental groups. In an ongoing effort to educate my readers I will occassionally share information from other sources. The excerpt below talks about the difficulty in verifying information on lists and the efforts being made to reduce the number of catalogs distributed.
Remember that direct mail is a great way for small and large businesses to educate the consumers about their products or services AND that over 90% of surveyed mail recipients "value the mail they receive" as reported by the US Postal Service in their annual mail household usage survey.
*****
DMA Responds to Consumer Popularity of ‘Do Not Mail’ Lists This weekend, Catalog Choice added the 400,000th member to its database of consumers who have asked to be removed from catalog mailing lists. Direct marketers and the DMA have taken notice.
Launched in October by the Ecology Center and endorsed by the National Wildlife Federation and the Natural Resources Defense Council, the nonprofit Catalog Choice (http://www.catalogchoice.org/) is among a handful of new services that have popped up in the past year to help consumers reject unwanted direct mail. Environmental concerns have helped fuel that desire. A headline on the Catalog Choice home page exhorts consumers to “Simplify your life and save natural resources.”
Responding to the popularity of such sites, the Direct Marketing Association has beefed up it own opt-out service, called Mail Preference Service (MPS), which has been available to consumers for many years and enables them to opt out of direct mail.
Last month, the DMA did away with the $1 fee it previously charged consumers for registering with MPS, and it enhanced the service so that consumers can now opt out of particular catalogs and brands individually. Previously, the DMA service only gave the option of opting out of all commercial mail.
“We improved the site to allow the capability to opt in and opt out of individual brands,” said Steve Berry, exec VP-government affairs and corporate responsibility at DMA. “We upgraded the site so you can do that via the Internet.”
In addition, preferences are updated more frequently these days. “We also now require all our members to run their lists against the MPS list every month instead of every 90 days,” Berry said.
Berry readily admits the changes were made in response to new groups such as Catalog Choice.
“It is in response to these groups that have popped up, as well as surveys we’ve done,” he said. “Consumers say they want more choice and they also want to make eco-friendly choices. It was a wake-up to the industry. There is pent-up demand out there. As direct marketers, it is our job to listen to the consumer.”
George Ittner, president of apparel catalog The Territory Ahead, said third-party opt-out providers are not only unnecessary but confuse the process.
“I think we provide a valuable service to the consuming public by printing catalogs containing quality merchandise for their selection or rejection,” he said. “They can contact us directly or through DMA. Why should we have third parties that want to pile on?”
One of Ittner’s concerns about third parties is data integrity.
"I think Catalog Choice is confusing, and there are issues in my mind about the integrity of their data,” he said. “What are they doing with the names that they get? Are they using them for marketing purposes?” Ittner also said he is concerned about how marketers can verify that the names provided by these third parties are legitimate.
A database industry source said catalog merchants such as Ittner are taking different approaches when it comes to services like Catalog Choice. “Some are processing the opt-outs, but many aren’t because they don’t trust the data and its integrity,” said this observer, who asked to remain anonymous. Another worry is that Catalog Choice and others are sending address information through e-mail, which “is not a secure mode of transmission for sensitive data,” according to the source.
DMA agreed, noting that third-party opt-out lists are neither verified nor authenticated, and that there is no explicit promise from the third parties that consumer address data will not be used for marketing purposes.
But the DMA will need to react quickly if it hopes to avoid a repeat of the National Do-Not-Call Registry, one of the most popular pieces of legislation in recent history. At the time, observers said marketers and the DMA were too slow to react meaningfully to consumer complaints and paid the price in the form of a federal law. Currently, nine state legislatures are considering bills that would create state-run do-not-mail registries.
Meanwhile, a pro direct mail group that is part of the DMA called Mail Moves America is working with state business groups and communicating with legislators about the importance of direct mail for consumers, businesses and the economy in order to lobby against the creation of a do-not-mail list.
Reprinted from BtoB Online Magazine (www.btobonline.com).
Remember that direct mail is a great way for small and large businesses to educate the consumers about their products or services AND that over 90% of surveyed mail recipients "value the mail they receive" as reported by the US Postal Service in their annual mail household usage survey.
*****
DMA Responds to Consumer Popularity of ‘Do Not Mail’ Lists This weekend, Catalog Choice added the 400,000th member to its database of consumers who have asked to be removed from catalog mailing lists. Direct marketers and the DMA have taken notice.
Launched in October by the Ecology Center and endorsed by the National Wildlife Federation and the Natural Resources Defense Council, the nonprofit Catalog Choice (http://www.catalogchoice.org/) is among a handful of new services that have popped up in the past year to help consumers reject unwanted direct mail. Environmental concerns have helped fuel that desire. A headline on the Catalog Choice home page exhorts consumers to “Simplify your life and save natural resources.”
Responding to the popularity of such sites, the Direct Marketing Association has beefed up it own opt-out service, called Mail Preference Service (MPS), which has been available to consumers for many years and enables them to opt out of direct mail.
Last month, the DMA did away with the $1 fee it previously charged consumers for registering with MPS, and it enhanced the service so that consumers can now opt out of particular catalogs and brands individually. Previously, the DMA service only gave the option of opting out of all commercial mail.
“We improved the site to allow the capability to opt in and opt out of individual brands,” said Steve Berry, exec VP-government affairs and corporate responsibility at DMA. “We upgraded the site so you can do that via the Internet.”
In addition, preferences are updated more frequently these days. “We also now require all our members to run their lists against the MPS list every month instead of every 90 days,” Berry said.
Berry readily admits the changes were made in response to new groups such as Catalog Choice.
“It is in response to these groups that have popped up, as well as surveys we’ve done,” he said. “Consumers say they want more choice and they also want to make eco-friendly choices. It was a wake-up to the industry. There is pent-up demand out there. As direct marketers, it is our job to listen to the consumer.”
George Ittner, president of apparel catalog The Territory Ahead, said third-party opt-out providers are not only unnecessary but confuse the process.
“I think we provide a valuable service to the consuming public by printing catalogs containing quality merchandise for their selection or rejection,” he said. “They can contact us directly or through DMA. Why should we have third parties that want to pile on?”
One of Ittner’s concerns about third parties is data integrity.
"I think Catalog Choice is confusing, and there are issues in my mind about the integrity of their data,” he said. “What are they doing with the names that they get? Are they using them for marketing purposes?” Ittner also said he is concerned about how marketers can verify that the names provided by these third parties are legitimate.
A database industry source said catalog merchants such as Ittner are taking different approaches when it comes to services like Catalog Choice. “Some are processing the opt-outs, but many aren’t because they don’t trust the data and its integrity,” said this observer, who asked to remain anonymous. Another worry is that Catalog Choice and others are sending address information through e-mail, which “is not a secure mode of transmission for sensitive data,” according to the source.
DMA agreed, noting that third-party opt-out lists are neither verified nor authenticated, and that there is no explicit promise from the third parties that consumer address data will not be used for marketing purposes.
But the DMA will need to react quickly if it hopes to avoid a repeat of the National Do-Not-Call Registry, one of the most popular pieces of legislation in recent history. At the time, observers said marketers and the DMA were too slow to react meaningfully to consumer complaints and paid the price in the form of a federal law. Currently, nine state legislatures are considering bills that would create state-run do-not-mail registries.
Meanwhile, a pro direct mail group that is part of the DMA called Mail Moves America is working with state business groups and communicating with legislators about the importance of direct mail for consumers, businesses and the economy in order to lobby against the creation of a do-not-mail list.
Reprinted from BtoB Online Magazine (www.btobonline.com).
The Rules of Role Playing
It never fails... I am training a new sales person for Mail Print and s/he will say something to the effect, "Gina, whenever I role play with you I get so nervous. I really do a great job when I'm with clients." I generally think a couple things and I don't always tell them:
I know, I'm the boss and I do make people nervous, sometimes on purpose. You know why? Because if they are nervous with me, they will be better prepared for that tough client.
Would you ever in a million years walk on to a stage and not rehearse your lines? Why in the world would you ever let a staff member in front of a client (or on the phone with a client) with out role playing and rehearsing?
Now, that's a bosses perspective. Let's look at the sales person who wants to be successful.
It's utterly amazing to me the number of sales people who think they don't need to practice their scripts. Really? Who are you kidding. The best sales people no matter the industry have an arsenal of scripts they use each day. The best sales people carefully write and craft their scripts.
Use these rules to rehearse your scripts and make role playing a beneficial activity:
- I intend to make you nervous. If you are nervous with me, perhaps you will be better prepared for that overbearing prospect.
- If you face your fears and conquer them you are better.
- The last thing I think, "get over it", this is about business and about making money. I'm not your mom, I'm your boss and you don't get to make money until you please me.
I know, I'm the boss and I do make people nervous, sometimes on purpose. You know why? Because if they are nervous with me, they will be better prepared for that tough client.
Would you ever in a million years walk on to a stage and not rehearse your lines? Why in the world would you ever let a staff member in front of a client (or on the phone with a client) with out role playing and rehearsing?
Now, that's a bosses perspective. Let's look at the sales person who wants to be successful.
It's utterly amazing to me the number of sales people who think they don't need to practice their scripts. Really? Who are you kidding. The best sales people no matter the industry have an arsenal of scripts they use each day. The best sales people carefully write and craft their scripts.
Use these rules to rehearse your scripts and make role playing a beneficial activity:
- Prepare your stand in client -- give her a list of the most common objections you receive. Let her know exactly what you are having problems with so she can present a realistic experience.
- Always close the sale -- make sure your stand-in client knows that she should be tough on you, but should always allow you to close the sale. Reality is that in most instances we experience a relatively positive interaction with a prospect, but in most role playing sessions you end up with the hardest client on the planet. Role play in a realistic manner and end on a positive note -- close the sale.
- If you sell via phone (or set appointments) be sure that you do not look at your stand-in client. If possible, call her. If you sell face to face, then try to create as realistic environment as possible for your rehearsal time.
- Have actual samples, products and contracts so you can go through all the steps needed to insure a realistic experience.
- Record or video tape your rehearsal and go back for careful review. Everyone hates watching or listening to herself. Think for a minute, would you ever send out a big proposal without having someone proofread it... don't go another day without proofreading your sales approach - otherwise you may never get to prepare that proposal.
Use these rules for your role playing and you will have a positive experience. You'll close more deals and make more money.
After all, is that what business is all about?
What to say about the COMPETITION
I love competition... well not really... except that a good competitor makes you that much better. I think we would all agree that life would be much easier if we were the only one in a business offering a particular product - but then life would be boring.
With that said, what do you say about your competitors? Do you diss them? Do you tell everyone why they don't measure up to you? Or, do you tell people that Competitor X is a great company with a great product?
How you talk about your competitors is a direct reflection on you. AND, your competitor may be your prospect's favorite vendor - maybe even their best friend.
When I am working on scripts for my staff - which by the way if you don't know I am a big believer is scripting as many conversations as you can in your business - I always write around the fact to never dog a competitor.
"XYZ is a great company. Many of my clients use to do business with them. What we offer is different - I know it might look the same - but our clients tell us it is much different. Tell me this, if I was to start telling you all the great things about Mail Print what would be the one thing that might make you think about making a change?"
This is a great way to learn the weaknesses of your competitors AND to not come off looking like a classless jerk.
So... what do you say about your competitors... what can you learn from them... AND what do you respect about their business, product or service? Figure out what they are doing well and what they are doing poorly and make the needed changes in your business and your sales pitch.
With that said, what do you say about your competitors? Do you diss them? Do you tell everyone why they don't measure up to you? Or, do you tell people that Competitor X is a great company with a great product?
How you talk about your competitors is a direct reflection on you. AND, your competitor may be your prospect's favorite vendor - maybe even their best friend.
When I am working on scripts for my staff - which by the way if you don't know I am a big believer is scripting as many conversations as you can in your business - I always write around the fact to never dog a competitor.
"XYZ is a great company. Many of my clients use to do business with them. What we offer is different - I know it might look the same - but our clients tell us it is much different. Tell me this, if I was to start telling you all the great things about Mail Print what would be the one thing that might make you think about making a change?"
This is a great way to learn the weaknesses of your competitors AND to not come off looking like a classless jerk.
So... what do you say about your competitors... what can you learn from them... AND what do you respect about their business, product or service? Figure out what they are doing well and what they are doing poorly and make the needed changes in your business and your sales pitch.
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