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Friday, July 27, 2007

Selling to Detailed Focused Buyers

In the last issue we looked at Security focused buyers. Now we will see what motivates the Detailed based buyers and how we can recognise and adapt to get the best results when selling to them.

Detail Focused Buyers

Think of engineers, accountants, computer analyists and any detail focused professions and you will normally be dealing with an analytical or detail focused buyer. You can't sell to these people in the usual way. They will analyze, research and buy only when they feel they have explored every possibility. Dealing with this type of buyer, realise that they like to buy from specialists, so ensure that you know what you're talking about and have as much relevant data with you as possible.

This is the total opposite of my style, yet when we moved to London, my biggest client base was dentists and computer analysts. As I know their buying patterns, I was very successful and they referred me to many others in their profession who saw me as a specialist. I would always give them an abundance of data and a few different options as well as sufficient time for analysis.

Then I simply asked which option they felt was the right one and the business would follow.
Impress them by: Thoroughness
Ask questions that: Are detailed
Support their: Thoughts
Demonstrate your: Detailed knowledge
Make benefits: Provable
Show commitment by: Being systematic
Be impressed by their: Their status
Best close: Detailed summary

What this is really illustrating, is that you must be like a chameleon when selling. Very quickly recognise what type of buyer you are selling to and change your selling style to suit the way they buy, not the way you sell. For instance, let's say you are an over the top enthusiast, you will need to tone down and have a lot more facts and information than you would normally feel comfortable with if you are dealing with a detail focused buyer. Remember, people like to do business with people similar to themselves who they like, trust and feel comfortable with.


Resources – Take a look at my resources page with free downloads, videos and Ebooks that demonstrate some of the concepts that I have covered in the article at http://www.motivational-speaker.co.uk/resources/

Free Resources
http://www.frankfurnessresources.com
Free Ebooks and softwarehttp://www.frankfurnessresources.com/freebies
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Download 39 Power Sales Closing Scripts at http://www.frankfurness.com/closingscripts.cfm


Frank Furness CSP CFP is a professional speaker and trainer specialising in sales and sales management. He has educated, entertained and inspired audiences in 48 countries. His publications and sales CDs have been sold globally. For more information or to sign up for the free ‘Sales Tips & Ideas’ newsletter, email
frank@frankfurness.com or telephone+ 44 (0) 1923 248200. http://www.frankfurness.com

NOTE: You're welcome to "reprint" this article online as long as it remains complete and unaltered (including the "about the author" info at the end), and you send a copy of your reprint to frank@frankfurness.com Take a look at other articles, free software and e-Books at
http://www.frankfurness.com/

Excerpt from the new Book ‘Walking with Tigers’ – Success Secrets from the World’s Top Business Leaders by Frank Furness.

Focus of a Tiger: Dave Willis

After change comes focus, the quality that will clinch success. And for many focus must act like armour plating to help achieve those dearest ambitions. Whenever you take risks be prepared to be criticised by your friends and family. But be prepared to take those risks and stay focused. The worst thing that could happen is that you don’t get where you hope to be. The best thing that could happen is that you get there, in spite of everything.

This is another one from a company that I have been working with for some time, hugely successful and the man who leads them is a dreamer and an achiever. This is what he says; “I’m fully focused on the task at hand and do not have more than one major objective at a time. When focused on an objective, I will not likely consider or investigate any other opportunities that may take my focus off my main objective”. Like all tigers he has a dream and he goes for it!

There are a number of companies and tigers that have made their special mark on me, but one that really stands out. I spoke for a CEO group a few years back and in the audience was Ann Willis who was the Managing Director. She invited me to speak at their conferences in Europe, America and Asia and that was where I met her father Dave. He founded the Whitford Worldwide company, makers of fluoropolymer coating used on cookware and in industry, and, at the age of seventy one, he is still the top salesman, CEO and one of the most energetic and fully focussed people I have met. This is his story.

‘Shortly before Christmas in 1968 I was fired as a sales manager. I was 28 years old, had four children, a big house and not much money. I was determined never to be in that vulnerable position again. The company accountant had been fired the same day and the only option as we saw it was to start our own business where we could control our own destiny. We might fail, but it would be on our terms, not someone else's.’

‘The oil industry, centred in Houston, needed the product to coat studs and nuts for flanges, pipe lines, pumps, valves, offshore and down hole equipment. We called on the stud and nut producers and then made joint calls with them on the end users. In a relatively short period we were specified by nearly every Gulf Coast oil and chemical facility.

It took some time to build a strong senior management team. Not everyone wants to take a chance on what is by any measure a small company. It takes time to convince people of the credibility of a company as small yet as diverse as Whitford. We have our own people in 14 countries, we manufacture in seven of those.

In building the team, we have also concentrated on the technical side of our business. Over the past 7 years we have added many technical skills in the form of about 15 PhD's with very diverse educational backgrounds. Along with the people we have added superb analytical capabilities particularly suited for our markets.

What has resulted so far is a group of people who get along well, actually have become friends. This group works hard and plays hard. Long days coupled with an occasional long night. The result is the ability to talk out difficult problems on a non- personal basis.

‘I hear about Business Plans, Exit Strategies, Burn Ratios and many other of today’s ‘sophisticated’ business buzz words. We had none of these then, we have only a smattering now. We do not and did not "fly by the seat of our pants." We concentrate on the opportunities at hand; try to make the most of them by converting them to sales and profits as quickly as we can. We have become slower at this as we have grown.

‘We do not do sales budgets. A sales budget is simply the end point of an argument between the budgetee and the budgeter. How low can I get away with vs. how tough am I going to insist on what I think they can do? We make all comparisons vs. the previous two years. We chose two years because if we have had a tough year, the following year's comparisons can look like more progress than really occurred.’

Going forward I fear for our ability to find people willing to take some risks, make some mistakes and get on with it. I see a real reluctance to take risks in the younger generation that we count on to carry the business forward. That may be the attitude of anyone my age, but I don't think so. Every decision seems to be based on what is the least risk path? This, in my mind, is seldom the least risk and may well be (cumulatively) the most risk.
What they are saying:
I think all people who want to become ‘Tigers’ could learn so much from Frank and the light-hearted yet in-depth thinking he has put into this book.
Raymond Ackerman, founder of Pick ‘n Pay Stores, South Africa

A must read for anyone who wants to find their own path to success
Mike Southon, co-author of the Beermat Entrepreneur and other business books

Frank Furness is one of the finest speakers you can find to entertain and teach your staff how to produce better results.
Thomas Power, CEO Ecademy

Dress for Success, Secure more Sales

In sales, you don’t get a second chance to make a first impression. People buy trust, they buy honesty and credibility, so you have to dress appropriately (I always try to dress a smart, remember, you can always dress down by taking off a tie or jacket).

When I first started selling many years ago, I had been a musician before. I entered the profession thinking that I was quite a snappy dresser. I used to wear pale blue suits, colored shirts and expressive ties and I was successful, but I was successful only with young people, I never reached first base with professionals, why, because I didn’t look the part.

A fortunate thing happened to me, after about a year in the business, a new manager was appointed as my boss and he came over from England. He took one look at me and told me to ‘get rid of the clown outfits’ and made me change my dress to dark suits, white shirts, lace up black shoes and conservative ties and that’s what I have worn ever since. Those changes moved my market, tripled my average sale and made me successful in the professional and executive market.
It’s the big things that count and the small things that make the massive difference. Think about things that we take for granted, dirty nails, bad breath, scuffed shoes, chewed up ballpoint pen and many other small things can turn off a potential client before you even start to sell.
If you go out and you have a beer with a client at lunchtime, before you go into the next client, get some mints or breath freshener because the first thing that the new prospect smells is beer on your breath and remember in the first thirty seconds they are going to make a decision, do they think you’re credible and someone they want to do business with. So dress for success, make sure your briefcase is the best briefcase you can afford. If you can’t afford a gold pen, get a gold plated pen, fake it until you make it, but look professional.

Remember to smile. You know if you smile, they’re going to smile back at you. Look into their eyes and greet them with a good handshake. Ensure that your body language is always open. People like to do business with people similar to themselves, so with the handshake give as much pressure as you’re getting from the other person. If they speak softly, so do you, if the speak quickly, so do you. Can you imagine if you naturally speak loudly all the time and meet someone who is quietly spoken, he is going to think you are not his type of person if you are loud, overbearing and brash? People like to do business with people similar to themselves. This is called NeuroLinguisticProgramming and in my 6 CD audio series called ‘
NLP for Sales’ I cover this comprehensively.

Next, you have to reduce tension levels and develop commonality. For me the easiest way of doing this is to get people to speak about themselves. For many years now, I’ve used a method called ‘past, present and future’. Starting with his past, I might say “this is amazing, you’ve got this great position with this huge company, how did you get started?” Now nobody’s asked him that question for years and he is really proud of his progress with the company, so he will spend some time telling me about this. The next question would be about the present situation. “So tell me about your position at the moment, how are things going, how many offices do you have?” This is the time to just keep quiet and listen. The next question is about the future and with this question you’ll learn a lot about you client and his aspirations, ambitions and goals for the future. “Where do you see yourself in five or ten years time or at retirement?” and you just keep quiet. Now he’s going to tell you about his dreams and his aspirations and if you are smart, you will pick up many buying signals. These are the emotions, these are the reasons that they’re going to buy from you, so remember to use past, present and future.

Right now I am an International motivational speaker specialising in sales and technology, but where I learned my selling was in financial services where I qualified amongst the top half percent of salespeople in the world at the Million Dollar Round Table ‘Top of the Table’ level.

I used all of the methods explained above and these are also detailed in my comprehensive 15 CD/DVD resource Sales Strategies for Financial Advisors (
http://www.frankfurnessresources.com/financialadvisor)

For more articles, please take a look at my website
http://www.frankfurness.com and please download complimentary eBooks and software at http://www.frankfurnessresources.com



Frank Furness CSP CFP is a professional speaker and trainer specialising in sales and technology. He has educated, entertained and inspired audiences in 42 countries. His publications and sales CDs have been sold globally. He is the author of ‘Walking with Tigers - Success Secrets of Exceptional Achievers’ which is available from
http://www.amazon.co.uk
For more information or to sign up for the free ‘Sales Tips & Ideas’ newsletter, email frank@frankfurness.com or telephone+ 44 (0) 1923 248200. http://www.frankfurness.com

NOTE: You're welcome to "reprint" this article online as long as it remains complete and unaltered (including the "about the author" info at the end), and you send a copy of your reprint to frank@frankfurness.com Take a look at other articles, free software and e-Books at
http://www.frankfurness.com/
Download 39 Power Sales Closing Scripts at
http://www.frankfurness.com/closingscripts.cfm

The Professional Sales Introduction

Let me tell you a story. Many years ago, a large tobacco company's advertising account was up for grabs and every big advertising company was after this account. There was a small advertising company owned by a fellow called Ben Duffy and he was also trying to secure this account. He was up against big competition; some of the largest companies in the Industry and it would be a coup to land such a large client. Ben Duffy thought to himself 'how am I going to get this account, I'm just a small unknown player with a small company, there's no chance.' He thought, 'let me put myself in the position of this chap that I am going to see. Let me think about some of the questions, some of the things that might be on the prospective client's mind'. He wrote out a list of fifty questions, and then narrowed those down to about ten. When he met with the client, he said 'in preparing for today's meeting, I put myself in your position and thought there may be some things you'd want to know about me, my company, what's in it for you, what's in it for me and as such I've prepared a list of ten questions. Well the chap from the Tobacco Company replied, 'well, I've got ten questions myself'. They swapped lists, six of the questions were the same and he secured the account.

For years and years now, I've been using exactly the same method, using the ‘Ben Duffy’. I would go and meet with a client for the first time, we'd go through past, present, future to establish rapport and then use the 'Ben Duffy'. I'd say to the client, 'you know Joe, in preparing for today's meeting, I put myself in your position and thought there may be some questions on your mind, things like ‘Who is Frank Furness, who is XYZ Financial Services, how long have they been around, what's in it for me, what's in it for you? Are these some of the questions on your mind?' You then nod your head and he'll nod back again (I love the doggy nod) because these are some of the questions that are on their mind. An important thing is to learn this script verbatim. It's got to form a natural part of your conversation. This is the script: 'In preparing for today's meeting, I put myself in your position and I thought you might want to know, who is (your name), who is XYZ Financial Services, what's in it for me, what's in it for you? Are those some of the questions on your mind?' Write that down and learn it verbatim.

They normally reply ’yes sure, these are some of the things on my mind'. Now and now is the only time you will speak about yourself. And this is a brag session, this is where you're selling yourself, you're selling your credibility. So if you've got a degree, if you've been in the business for ten years, whatever you have done well, this is where you sell yourself.

I would say, 'I'm Frank Furness, I've been in the business for twenty years now, I'm a Certified Financial Planner'... or you may say, 'hi I'm Henry Smith, I've been in the business for some time now, I'm working for one of the best companies, I've been through incredible training courses. Prior to this I was a banker and I have my B.Comm degree... '

This and this is the only time that you sell yourself and the best time to sell yourself well is now.

Most companies give people a script that's pages and pages long. I don't know how they expect people to actually learn their scripts verbatim. So sell yourself first: then you would go into the company's script. This is where you sell your Company, how long they have been around, various offices etc. Now, depending on your company script, you would carry on with the Ben Duffy. Your prospect wants to know that he's dealing with a good company that has been well established, that has been around for a long time. I'd then say to him, 'if you're also wondering what's in it for you, what's in it for me; well what's in it for you is simply that I just want to take a snapshot of where you are now, and where you want to be in the future and really just help you get there. What's in it for me; if you like the way I conduct business, I'd like you to place the business with me and for that I get paid a fee. I also want to establish a long-term business relationship. Our income is derived from brokerage fees paid to us by the financial institutions. All that I would ask of you is, should you be satisfied with our recommendations, that you place the business with us. Secondly, whether or not we do business together, should you find us to be professional and ethical; we would like you to refer us to other professionals such as yourself.'

I used all of the methods explained above and these are also detailed in my comprehensive 15 CD/DVD resource Sales Strategies for Financial Advisors (
http://www.frankfurnessresources.com/financialadvisor)

For more articles, please take a look at my website
http://www.frankfurness.com and please download complimentary eBooks and software at http://www.frankfurnessresources.com





Frank Furness CSP CFP TOT is a professional speaker and trainer specialising in financial services sales and sales management. He has educated, entertained and inspired audiences in 48 countries. His publications and sales CDs have been sold globally. For more information or to sign up for the free ‘Sales Tips & Ideas’ newsletter, email
frank@frankfurness.com and for resources take a look at http://www.frankfurness.com and http://www.frankfurnessresources.com
NOTE: You're welcome to "reprint" this article online as long as it remains complete and unaltered (including the "about the author" info at the end), and you send a copy of your reprint to frank@frankfurness.com Take a look at other articles, free software and e-Books at http://www.frankfurness.com/
Download 39 Power Sales Closing Scripts at
http://www.frankfurness.com/closingscripts.cfm

Speaking in Hong Kong

Welcome to Hong Kong. How many of us can remember the old airport with the runway in the sea and the greatest challenge for every airline pilot. All that has changed now and Hong Kong airport is amongst the most modern in the world. A short train ride on a clean modern express takes you into either Kowloon or the Island of Hong Kong.

It is a country of fascination, history, and wonderful foods and of course the best shopping in the world. The main business district is on the Island of Hong Kong in the “central” district. It is easy to get around as the MTR underground is fabulous, clean, efficient and always on time. I normally buy an “octopus” ticket for HK$150 (approx US$20) and this can be used for a week. The hotels are first class as are the restaurants but be prepared, Hong Kong is an expensive city. Taxis are efficient but get your hotel to write out the address, as many taxi drivers don’t understand English. Most speaking venues are in the hotels or at the World Trade Centre and are super efficient. Do your homework before you go. I made some unforgivable blunders in the beginning. The first time I went to Hong Kong, I spoke to a group of approximately 100 Chinese business people. After the talk, many came to meet me and handed their cards to me, which I put into my pocket. I was politely told that I had insulted everyone and was then shown the correct behaviour. The card is handed over and accepted with both hands. You should read it, show appreciation by feeling it and making some gesture and then put it away in your pocket. Always carry a supply of business cards as the culture dictates the swapping of cards immediately.

As I travel to Hong Kong about 4 to 6 times a year, I bought some books on Chinese etiquette, which has assisted me tremendously. The Chinese can appear almost shy to start with, but they enjoy entertainment as much as anyone else. Your talk must contain many educational points, as this is a priority. The people are serious, professional and the hardest working nation I have come across. Never be late for an appointment.

Always expect the unexpected. On a recent trip I spoke to the sales force of a Chinese client that I had worked with twice before. They had moved into new offices where I would be speaking. They have a sales force of around a hundred people and I was expecting to speak in an auditorium. I was surprised to find that I was speaking in a huge office where they would all be sitting at their desks watching me on three giant TV screens. I was standing at the front of the office on a platform where a cameraman was filming and projecting the images (it reminded me of the old machine shops where everyone would be sitting working while an overseer controlled things from the front.)

My next talk was at the FCC (Foreign Colonial Club) and I arrived very early to get a feel of the venue. It was a breakfast talk and the room had been set up taking every last bit of space and leaving no room for the speaker. I quickly had to rearrange things and a factor that I take into account when I speak anywhere in the world is to be very specific about the arrangements and still always arriving early. I arrange a lot of my own speaking tours and it is up to me to ensure that everything meets the client’s expectations. I always tell my Chinese audiences that they can laugh, ask questions and enjoy themselves. Their culture dictates that normally the leader of the group would answer all questions. I am a very enthusiastic speaker and tend to speak fairly quickly, when speaking English to the Chinese I need to be very aware that I need to slow down and ensure that I am understood.

If you enjoy shopping (like me), there is no place like Hong Kong. There are shops literally everywhere. I have found the best places to shop in Mongkok, which contains a ladies market and night market, Causeway Bay and Tsim Sha Tsui. Gadget junkies will lose themselves at Star City and Wanchai Computer Centre. Nightlife abounds with wonderful restaurants and bars around Soho and Lan Kwai Fong. Taking a trip up the cable car will give you a spectacular view of the city. Take a bus ride to Stanley Bay where you can pick up all kinds of bargains at Stanley market like a beautiful silk tie for about US$1.50. Visit Happy Valley Racetrack or take a boat ride to Aberdeen to see a city of boat people. Enjoy the “Star Ferry” from Hong Kong to Kowloon with the locals or take the hovercraft to Discovery Bay for a game of golf. One of my favourite places is the Island of Chin Chau and a half hour ferry ride will take you to the favourite holiday resort of the locals. Beautiful beaches, no cars (only bicycles) and the best seafood will have you returning more than once. Another hovercraft trip will take you to the Island of Macau, which was previously under Portuguese rule and still has all the influences. The Island of Lantau has the giant Buddha and visit Sea Park with its cable cars that will give you a spectacular view of Hong Kong and will take you to the world’s longest escalator. Speaking opportunities abound, so get it to the top of your “opportunity” list.

If you ever get the opportunity speak in Hong Kong, the people are wonderful and the food and shopping great!

For more articles, please take a look at my website
http://www.frankfurness.com and please download complimentary eBooks and software at http://www.frankfurnessresources.com


Frank Furness CSP CFP TOT is a professional speaker and trainer specialising in financial services sales and sales management. He has educated, entertained and inspired audiences in 48 countries. His publications and sales CDs have been sold globally. For more information or to sign up for the free ‘Sales Tips & Ideas’ newsletter, email frank@frankfurness.com and for resources take a look at http://www.frankfurness.com and http://www.frankfurnessresources.com
NOTE: You're welcome to "reprint" this article online as long as it remains complete and unaltered (including the "about the author" info at the end), and you send a copy of your reprint to frank@frankfurness.com Take a look at other articles, free software and e-Books at http://www.frankfurness.com/
Download 39 Power Sales Closing Scripts at
http://www.frankfurness.com/closingscripts.cfm