Want to Build Trust? Start with the letter C
Credibility is typically linked to knowledge. A person goes to school, gets a degree and then they are finally credible on a subject. While that is very true, there are other aspects to Credibility that many do not think about.
Hey everyone,
I have noticed a rise in interest in learning about building trust. Today Trust is in high demand. Employees and management need to establish trust more than ever especially with the working remote situations. In uncertain times, it is trust that is the key ingredient in moving forward and achieving desired goals.
There are many aspects to trust and how to build high levels of trust. Different environments also require different levels of trust. I have been asked many times for a simple roadmap in building trust. That is why I have created the Trust equation. Something simple for people to remember and be able to apply. I have also spoken to Multi-Billion dollar organizations to help teams build trust by using this equation.
Today I want to focus in on one part of that equation because going into the entire equation in one sitting would require a great deal or reading on your part. For today let’s focus in on “Credibility.” Credibility actually has a few components to it and some that most people don’t think about.
Credibility is typically linked to knowledge. A person goes to school, gets a degree and then they are finally credible on a subject. While that is very true, there are other aspects to Credibility that many do not think about. One is effective communication and the other is called “being the bridge.”
I have seen very intelligent individuals lose credibility because they could not effectively communicate with others. That’s right, just because they have a great deal of knowledge, does not automatically grant them credibility. Everyone needs to be able to communicate effectively! There are many courses that help on effective communication topics, but the biggest effect on communication is the ability to break complex topics into understandable language. That means not using really big dictionary words when a simple word can be used. If we can communicate effectively then we can build trust and generate credibility.
Now the other component I mentioned earlier is what I call “being the bridge.” This is something that I learned when I first got into sales. If I was able to connect people needing help in a certain area with those that had the knowledge, I built credibility. That’s right because I was bridging the gap for them, then I am deemed a credible source as well. When we bridge others together, we are associated with one that adds value. Adding value is key in trust building and being a bridge will help us gain influence. This is one of the main ways I have been so successful throughout my career. I have built a great deal of credibility by bridging others together.
Bring knowledgeable, communicating effectively, and being the bridge will allow us to become more credible. Consistently showing up to add value and help others is the way to growing trust with anyone we interact with.
If you would like more information on building trust reach out and set up a call so we can discuss and I can point you in the right direction!
Have a great day!
Sincerely,
Kevin Sidebottom
“Businesses wonder why the majority of their sales teams struggle at winning profitable business. I teach your sales team to walk with the customer through the five buying decisions, and in the correct order to generate more sales with high margins!”
How The B-word Will Help You During A Pandemic
We cannot just fly by the seat of our pants and hope for the best. You Only Live Once (YOLO) unfortunately is not a term that works well with finances. It’s the B-word that most people make disgusted faces when said out loud that will enable you to thrive long term.
Good morning everyone,
In the past few months with the economy in a downturn and restrictions caused by a pandemic people all over have had to watch their money. Most people are living paycheck to paycheck and can not afford to take pay reductions, furloughs, or worse being let go.
Today I want to focus on how to add security to your way of life! Today we talk about the B-word. That’s right…Budgets. Now stop rolling your eyes for a few minutes and read on. This will truly help you!
Dave Ramsey offers an amazing course called Financial Peace University that I took over a decade ago. I have applied his principals ever since taking that class. The core aspect to this training is you guessed it, the Budget! The budget is the foundational part about becoming a millionaire. Of all the people doing their debt free screams on his show and the millionaire half hours 99% run off of a budget. If you want to be wealthy in the future, you’ve got to do your budget! When interviewed the millionaires said they use a budget to make money work for them to grow their wealth.
Corporations also use budgets to make sure they do not run out of money. By using budgets, corporations are able to apply income to certain business units in order to fund develop products, marketing, employee growth, legal services, etc. The point here is that they are very intentional to make sure they are on budget to make money work for them. Successful Corporations (Banks, Amazon, Apple, etc.) make money work for them to grow their wealth. Now where did we just read that same thing….?
We cannot just fly by the seat of our pants and hope for the best. You Only Live Once (YOLO) unfortunately is not a term that works well with finances. It’s the B-word that most people make disgusted faces when said out loud that will enable you to thrive long term.
During this pandemic season, I have had to reduce my income by 20 percent, we bought my wife a new used vehicle, and my wife changed jobs with a month of no income from her. We were able to review the budget, see where we could cut costs during this season as well as move forward without getting into arguments. It was one less item to worry about during this not so fun time. In fact, we are actually looking at how we can purchase a boat as I suspect there will be people needing to sell toys to make ends meet.
Budgeting has brought my wife and I closer as we talk about our future dreams and actually budget to make it a reality as we travel along in our marriage. We even give our kids a budget for clothing and after school activities that they can manage how they choose. They just need make sure they can afford it. If they don’t have enough money, then they can’t do the activity. Now the emotion is taken out of the discussion and the focus is on simple mathematics.
If millionaires and corporations do budgets to succeed, what is keeping you from doing a budget?
Do you not have the time?
Does it seem like you don’t know where to start?
What if I had a quick excel file you could use that auto calculates and allows you to do a budget? Would that be useful to you?
If you email me today, I will send you a copy of the budget file we use so that you can get on the road for a better future. kevin@kevinsidebottom.com
Sincerely,
Kevin Sidebottom
“Businesses wonder why the majority of their sales teams struggle at winning profitable business. I teach your sales team to walk with the customer through the five buying decisions, and in the correct order to generate more sales with high margins!”
You only get one chance to...
The sales process is the key to mastering the art of first impressions, building rapport, and likeability. Once we master the first buying decision of the sales process, we can build rapport with those around us faster!
Good morning everyone!
I hope you are enjoying your summer with your kids home from school, taking trips, and enjoying some downtime in the sun!
I have been thinking about this topic for a while now and decided that it was time to step up on my soap box. I firmly believe that we all need to know how to sell in order to make great first impressions. Whether we are going for a job interview (selling ourselves), out on a date (selling ourselves), leading an organization (selling vision and ourselves), or selling a product or service which means we need to know how to sell (ourselves), etc.
No matter what we are doing, we are selling ourselves as the best option for those around us. We share stories, build friendships, engage with coworkers etc. all of the time. Some people do this really well and some unfortunately do not. This is not simply determined if you are an introvert, or an extrovert to determine if you will do this well. What I am saying is that some just don’t sell themselves well enough.
There are three questions everyone asks at every interaction and they are as follows:
Do I like you?
Do I trust you?
How can you help me?
In seven seconds, a decision is made about the other person based off these three questions. Now there are so many aspects to how one can affect those three questions, that it is key that we know how to sell and why these three questions are affected. Learning the sales process if even just for only buying decision 1, we are definitely on solid footing to move forward with other people.
How we are dressed, what the environment we are in, our posture, our speech patterns, and many more aspects affect how people form their decisions about us. Have you ever heard the phrase. “we only get one chance to make a first impression?” This is because once someone makes that impression about us, it is extremely hard to change.
The sales process is the key to mastering the art of first impressions, building rapport, and likeability. Once we master the first buying decision of the sales process, we can build rapport with those around us faster! This will enable us to make great first impressions, obtain engagement from those around us, and create stronger relationships.
Wouldn’t it be nice to know how to sell and build relationships to make our lives better?
If you’d like to learn the sales process and how to gain influence, I have launched my online course. It will enable you to master sales, implement the simple to use process, and become a top performer!
Sincerely,
Kevin Sidebottom
“Businesses wonder why the majority of their sales teams struggle at winning profitable business. I teach your sales team to walk with the customer through the five buying decisions, and in the correct order to generate more sales with high margins!”
Ever Wonder Why…?”
Isn’t it interesting that no matter how hard we try, it just doesn’t seem like some people will not like or trust us?
Good morning everyone,
Ever wonder why some people just don’t seem to buy your product / service even though you know they need it?!?
Isn’t it interesting that no matter how hard we try, it just doesn’t seem like some people will not like or trust us?
The first buying decision for the customer is the longest and hardest to complete for sales people. The customer has to know, like, and trust us before they will ever buy from us. Have you ever had a sales person ask for your name and immediately after providing your name, they launch into a sales pitch?
When they do that, do you think they really care about you?
We as sales professionals need to make sure we are answering these three questions for the customer as soon as possible:
Do I like you?
Do I trust you?
How can you help me?
If we jump straight into selling mode quickly after meeting the customer they will be turned off. Ever wonder why when asked what brings you in to this store today the most customers say, “Just looking.” It’s because the customer has been trained to think that sales people are all the same and all the sales person cares about is selling their product or service.
Let’s change that perception…
Let’s start by using a plan on how we will approach the customer in a way that builds likeability and trust right out of the get go. Let’s start with making sure when we approach the customer we are not circling like hungry vultures. Let’s let the customer come into our facilities and let them get comfortable by smiling and saying “Hi, welcome. We are here to help you when you are ready.” Smiling, wearing the right colors that psychologically reflect trust, honesty and lowers anxiety. No power ties, no black clothes, no dark grey, but light blues whites, and some greens to ease the customer into lowering their anxieties.
We need the customer feeling relaxed and calm. The longer the customer spends time in the store the more of a chance they will buy from us. Ever wonder why Costco offers free samples (when not in a pandemic) to anyone and everyone? They know that the spend amount goes up the longer the customer is in the store.
If we can not get the customer to like us, they will never buy from us. It’s that simple.
What will you be wearing the next time you show up to work? Will you be paying attention to the customer and welcoming them, or will you be going in for the kill to make a sale?
If you’d like to learn the entire sales process and how to gain influence, I have launched my online course. It will enable you to master sales, implement the simple to use process, and become a top performer!
Sincerely,
Kevin Sidebottom
“Businesses wonder why the majority of their sales teams struggle at winning profitable business. I teach your sales team to walk with the customer through the five buying decisions, and in the correct order to generate more sales with high margins!
Why they don’t trust you!
If our actions in working with people is only to accomplish what we want to achieve and not caring about others then we will not get gain trust. Selfishness is the largest factor of trust.
Ever wonder why some people just don’t trust you?
No matter what you do, it just seems like they will not accept you as being honest?
There are so many areas that can derail trust, but today I want to focus on one huge variable in building trust that most people have a blind spot to. Are you ready for it?
The main variable in trust that derails most people is Selfishness. That’s right, the level of selfishness that is in us determines how much others will trust us. If our actions in working with people is only to accomplish what we want to achieve and not caring about others then we will not get gain trust. Selfishness is the largest factor of trust.
We all have difficult people in our lives. We are all selfish to a degree. We have our wants and dreams and we want to achieve them and that is okay. The issue is when we want others to help us achieve those wants and dreams and not care about helping them as well. We forget that others need help as well when we are in that blindspot.
Zig Ziglar has a quote that states, “You can have everything in life you want, if you will just help enough other people get what they want.” Simply said, stop thinking about ourselves first and start looking to others on how we can help. Whether that is communicating effectively, lending a hand, or just listening to someone else we need to be focused on helping others. It’s just like farming. Planting one seed doesn’t net a huge crop, but planting millions of seeds, the harvest is plentiful.
That’s right if we truly want to others to trust us enough to help us, then we have to change out focus from one of receiving, to one of giving. We also need to do this for the right reasons.
There is a person that I have a relationship that when the chips are down, his famous line is “you just have to trust me.” I don’t know about you, but because this person is only about what will allow him come out ahead, has no regard for others, which makes it is hard for me to trust him. If he took a different approach, as well as some humility then that would do wonders for the trust level.
We can be the most competent, consistent, vulnerable, people out there, but if we are only out for our own gain, well it will be an uphill battle to build trust. We must check out selfishness.
Who is someone that you could build more trust with by changing the view from what can I get to how can I help?
Sincerely,
Kevin Sidebottom
“Businesses wonder why the majority of their sales teams struggle at winning profitable business. I teach your sales team to walk with the customer through the five buying decisions, and in the correct order to generate more sales with high margins!”
Don't Leave Customer Service Hanging...
We have all been in this situation. The customer calls for a question on their plan and the customer service speaks out the normal parameters to the result of the customer screaming” That is not what I agreed to!!!” Ever had that happen to you?
Good morning everyone,
Let me know what you thought about last week’s blog post about the customer being always right. Where do you sit on that topic?
Today I want to dive into an area of opportunity to help serve your customer as well as your organization. In many organizations there are sales people and then there are account managers, or customer service representatives. Two separate people supporting the customer and I bet you can guess where we are going with this. Most of the time there are standard terms and conditions in the black and white program, then the sales person negotiates something in the grey area. We have all been in this situation. The customer calls for a question on their plan and the customer service speaks out the normal parameters to the result of the customer screaming” That is not what I agreed to!!!” Ever had that happen to you?
I worked for an organization where the sales people were all over the place with making side deals outside of the normal parameters. The customer service representatives were processing orders without this knowledge and issues started popping up. Customer relationships were paying the penalty. Business was starting to erode and the owner of the organization was getting calls from large customers venting their frustration. It was not a great situation.
To remedy this, the sales people were brought in for a sit down to understand how to get sales done following the standard program. There needed to be conformity because there is something else that happens because our customers talk. They will brag about the deal they received only to make the other customers resent the sales person for not giving them the same deal. Profits were eroding and things were just not flowing in the organization.
When selling a product / service the customer service teams as well as sales teams need to have an understanding of the program and where there are opportunities to make small changes if needed. Sales people and customer service representatives need to be on the same page so there is one message communicated to the customers at all times. This helps when some of those slick customers try to get “a better deal.” Come on we all have talked to Sirius XM radio to get that $5 a month instead of the regular rate.
Communication is key! If sales professionals are not communicating terms of the deals and with the customer service representatives then there will be opportunities for misses with the customer. The sales professionals also need to address as much of the terms of the agreement in writing so there are no issues for others to action against. It is up to sales professionals to support their teams and not just hoping others will just figure it out.
Both teams are extremely busy, so I recommend a sharepoint directory so that your customer service and sales teams can reference the signed agreements so that way they can check what was agreed to. Having this one location is crucial to the success of the organization! This way we can serve the customer effectively, maintain relationships, and keep profits up! Everyone needs to be on the same page!
Have a great weekend everyone!
Sincerely,
Kevin Sidebottom
“Businesses wonder why the majority of their sales teams struggle at winning profitable business. I teach your sales team to walk with the customer through the five buying decisions, and in the correct order to generate more sales with high margins!”
Do We Wish Them Luck?
The last few weeks I have talked about the five buying decisions that the customer must make before they will buy. It is great insight if you are new to sales, or want to gain a new perspective.
Today I want to focus on the biggest debate in sales. It revolves around the following question:
If the customer decides to use a competitor, do we as sales people confirm their decision is the right one for them?
How many times have you had this happen? You’ve spent hours, weeks, months working on a project for a customer and they decide to use your competitor’s solution. Everything is going well in the progress of the sales process and just before you expect to get the awarded business, you receive a phone call from the customer staying they are going a different path, or worse they ghost you. It’s a kick to the…gut. Negative thoughts about how good of a sales professional we are run through our heads and we wonder if we will ever sell again.
Then thoughts of the customer not being smart enough to see our value soon take over. The customer just didn’t want to do business with us anyways. We tend to do this to keep our pride up so that we can walk into the next customer and hopefully change out luck for the better.
I believe the customer is always right when buying a new product / service. I do not want to undermine their decision because if I do then I have told them they are not smart enough to make a decision. Who wants to do business with someone that has the audacity to do that? If they do not buy my product / service then I do acknowledge and confirm they made the correct decision for themselves while wishing them well.
What is key is that if the customer does not see the product meeting their specific needs, then they just can’t make the proper decision to buy our product. This is not the customer’s fault. I know customer service representatives that have answered calls with fuming customers screaming that the product was not what the sales person told them it was. Customers have told me that they had bought products and regretted making those purchases just because they did not want to hurt the sales person’s feelings.
It is our duty as sales professionals to make sure we are answering the customer’s needs with our product / service. If we are not answering those needs, then the customer has every right not to purchase from us. The customer is the one holding the money and has every right to make the decision on where they invest resources. We must make sure that not only we sell to them, but we walk with them for the next 90 days so they are successful. Our future rides on their success.
So where do you sit on this topic? Post your comments on this blog so others can see your view points!
Sincerely,
Kevin Sidebottom
“Businesses wonder why the majority of their sales teams struggle at winning profitable business. I teach your sales team to walk with the customer through the five buying decisions, and in the correct order to generate more sales with high margins!”
Ideas for the Next 90 Days
Last week we finished the fifth and final buying decision for the customer and the work it takes after this buying decision for the sales person to really knock it out of the park. If you haven’t had a chance to read that article check it out here (add link)
This week I want to share some ideas with you as to the extra steps you might try so that your customers are successful for the next 90 days after the sale! Their success is crucial for your future success.
Videos – with the advent of YouTube, Instagram, TikTok, etc there is a vast array of opportunities to help your customers with video interactions. Videos for top 10 uses for your product / service, self-diagnosis of typical issues that can arise, starter guide on your product / service as a reminder if the customer does not use what you have already taught. Customer testimonials is also another great idea.
Support Groups – Facebook has a fantastic platform for loyal customers to access with questions and success stories. I am on FB groups for a number of programs I have purchased such as the SpeakerLab, John Maxwell Team, Financial Peace University, etc. These groups are great for asking questions and cheering others on. These groups create a Fanocracy that is so impactful, that customers become loyal sales people for your vision. Releasing control of your product / service and allowing the customers to show you how to improve it is also a benefit to doing these groups.
Email – I know we all get too many emails throughout the day with advertisements. Why not flip the script and send out shortcuts and life hacks while using your product / service instead of just trying to sell them? What about using the Facebook group’s ideas to share with your email list of what others are saying about your product. Why not highlight those customers that are achieving the best results and share with your prospective customers? What about meets ups coming up in the customer’s nearby location? Why not use email for more than just trying to sell the customer with another flash sale.
I hope these ideas have helped you with your quest to sales success and what you can do to increase your influence with customers.
I also wanted to give you an inside look at what I have been working on this past summer and what I hope will be ready very soon. I have been filming my sales process uncovered training so that you may be able to use it whenever you want to. No more traveling to events, staying in uncomfortable hotel beds, in different time zones. This training will you faster than just the blogs I write weekly for you. The training will help you become that 1% of successful sales professionals.
As always, I will keep posting blogs for you to add ideas on how to sell more efficient and how you can achieve higher levels of success.
Have a great weekend!
Sincerely,
Kevin Sidebottom
“Businesses wonder why the majority of their sales teams struggle at winning profitable business. I teach your sales team to walk with the customer through the five buying decisions, and in the correct order to generate more sales with high margins!”
The 5th and Final Buying Decision…Time To Start Working!
The customer has now purchased our product / service and we celebrate! Unfortunately, this is where 99% of sales people stop the sales process.
We’ve done it!
We have made it to the fifth and final buying decision for the customer which is “Buy”
The customer has now purchased our product / service and we celebrate! Unfortunately, this is where 99% of sales people stop the sales process. It’s okay to celebrate the win and I encourage the celebration, but when the sales person stops the sales process after receiving the order, the customer is left to fend for themselves. The customer soon will develop buyer’s remorse, not hitting the desired outcome from the purchase, and possibly thinking they were just sold something instead of purchasing a solution. The customer then associates us with the slimy salesperson that does not care about them.
Far too many sales people take the signed order and ride off into the sunset never to be heard from again. It’s a huge opportunity that unfortunately most sales people miss out on!
That’s right, when the customer agrees to buy, this is the time that sales professionals need to roll up their sleeves and move forward with the customer. The more this is done, the more the customer will brag to their friends, family members, social media, etc. about how awesome we served them and that everyone they know needs speak with us. Who wouldn’t want a sales team of individuals selling of us without having to pay them?
I love having people that have taken my trainings tell others that they need to work with me because I know that what I am doing is working!
First and foremost, when the customer agrees to purchase, they will second guess themselves (buyer’s remorse) about the purchase. That’s right, they are not sure what they did was the right decision. This typically happens for purchases over $50. We are not talking about a pack of gum here. The real-estate market has done a fantastic job overcoming this issue of “buyer’s remorse.” As soon as the customer agrees to purchase a property, they immediately begin moving the customer into the next steps.
When you confirm that the customer has made the right decision, they feel justified and will be set at ease. Getting the customer moving forward after this decision to buy and onto the next steps such as delivery date, onsite training, etc., the customer is reaffirmed and feels like they have made the best decision possible. They have a game plan for the next steps. The customer will feel relieved and begin moving forward with our help! They appreciate this, because most sales people do not do this! This simple step! Now we have a few other things we need to do as well.
The next thing we as professionals need to do is review how we did in the sales process. We do this to get better at selling our product / service. The better we do this the better we will get at the next sale and become more efficient. It’s like anything else we do. After every mission the best military operators will have a debrief meeting to discuss what went well and what could be done better the next time. The more we practice and review the more efficient we get. Take time to review spots that slowed us down and then fix those areas so that way we can move forward faster next time.
The last step in the sales process is crucial. Again 99% of sales professionals do not do this. This is the most crucial step in gaining influence with customers. It’s the next 90 days after the sale that really makes the customer’s purchase a success, or a failure. That’s right, after the installation and quick run through, the customer is going to have issues. The faster we communicate how to resolve those issues the better the customer will feel. That is why organizations have had support lines waiting for customer to call, but the sales professional has an opportunity to take this one step further.
This is the sales process step in my trainings that most organizations ask a great deal of questions on how they can get better. It’s actually simple and to do once the content is created. That’s right, what content do you have available for the customer once they have purchased your product / service? Do you have a 10-steps to self-diagnose an issue? 15 best quick recipes for that blender? Youtube videos walking the customers through a new way to use the product / service? How about a Facebook group for other customers to share success stories and resolve issues together?
What do you have ready for your customers so that they can consistently win with your product / service? That is the question that we need to answer and if we do this well, we will be rewarded with greater levels of influence. With more influence comes greater growth in sales and increased revenue. At a certain point you become such an influencer that people stop focusing on price. Wouldn’t that be amazing to take the pricing discussion off the table?
We are in the service business no matter what we sell. Serve the customer well and reap the rewards. Underserve and stay a commodity in the customer’s eyes.
It’s okay to have a little celebration, but then get to work rolling up your sleeves and help serve the customer!
Sincerely,
Kevin Sidebottom
“Businesses wonder why the majority of their sales teams struggle at winning profitable business. I teach your sales team to walk with the customer through the five buying decisions, and in the correct order to generate more sales with high margins!”
Buying Decision 4, Don't be Scared!
Welcome back everyone,
We have been walking through the buying decisions that customers must make before they will buy a product / service from us sales professionals. If you haven’t read the past few blog posts, I encourage you to go back and read them as they will help you understand how we got here. For today, let’s jump into this fun topic!
When I first got into sales, I actually hated this buying decision. I was so nervous that I kept selling the product as long as I could and would talk myself out of a sale in most cases. The reason was that I feared rejection. Just like asking that girl out in high school, I was nervous to ask for the order from the customer.
Back in high school I was literally under five-foot-tall, weight around 100 pounds and let’s be honest the wind may have been able to knock me down if it blew over 10 mph. Asking for a date seemed like a monumental task when I had to look up to just about everyone. Luckily I grew taller and so did my confidence.
No one really enjoys rejection and I was no different when it came to sales. I did not want to find out if I had not done a good job at understanding the customer’s needs and addressing those needs. I did not want to hear “NO” just like a child hates the word no. I did not want the customer rejecting my request to move forward with the purchase.
Here is what I have learned through many years of selling. We as professional sales people need to hear the word no. That’s right, if we have not answered the customer’s needs, we should hear no. We do not need the customer buying the product only to hate the purchase and then remember us as the ones that sold them that product / service. We need them to be glad they purchased the product / service and that it helped them. Otherwise we are just another sales person that made a quick buck that did not help the customer. Serving the customer well leads to much more sales success in the long run.
Now, why is it okay to hear the word no? Once we hear the word no we can go back to the uncovering needs and verification of needs steps to make sure we completely understand the customer. Which is what the customer truly wants. The customer wants to be known and understood. They want to know that this solution in front of them will actually help them move forward.
As professional salespeople, we need to make sure we have courage to ask for the order. We need to find out if we are on the right track or if we missed something. This is our opportunity to come back and help the customer better if we missed something. It’s our sign to make sure we are moving in the right direction.
You never know, the customer may actually say “Yes” and award us the business if we have followed the process correctly. That is when the real work starts!
Have the courage to ask for the order and wait for the reply from the customer.
Sincerely,
Kevin Sidebottom
“Businesses wonder why the majority of their sales teams struggle at winning profitable business. I teach your sales team to walk with the customer through the five buying decisions, and in the correct order to generate more sales with high margins!”
Buying Decision 3...The One Most Sales People Get Wrong!
Buying Decision 3 is the part in my trainings where the sales professionals believe they need zero help. It’s at this time that I have to ask participants for examples to show me how they work on this buying decision.
Most attendees start with firing features and benefits in rapid fire, their elevator pitch, or how their product is so revolutionary like they are in one of those late-night infomercials. Unfortunately, this is an incorrect process in selling your product / service. The reason I know this is because I started out selling my products this way which drove my lack of sales. The customer does not care about how many features and benefits we have.
What the customer does care about is how this product / service will meet “their needs”. That’s right! How does what we offer help them? That is the question our customers are asking. Each customer is different and has different needs which means we need to be smart about how we approach them. We can not simply rain features and benefits all over them. We need to sell by answering their needs.
To effectively answer the customer’s needs, the salesperson needs to do the work in the first buying decision by asking great questions to uncover the customer’s needs. By asking questions we are finally able to understand the customer, what they are looking to achieve, and why they are looking to achieve it with this purchase. If we assume that we know exactly what the customer needs we typically miss the mark in sales.
You’re probably asking yourself how do I avoid this mistake? The answer is simple. By making sure that the question I am asking aligns with my features and benefits. That’s right I use the features and benefits of my product / service to roadmap questions for the customer. If the customer is saying yes to those questions, then we know that we are on the right track to help the customer. Simple right!
Below is a simple graphic I use to create the questions:
One more point here and this is a big point!
If the answer is no to most of my questions about my product / service. I quickly understand that what the customer is looking for is not what I offer and I point them in the right direction to meet their needs. That is right, if my product / service will not help the customer I am going to do everything in my power to help them find what they need. Most sales people are shaking their heads in disbelief and they are wrong. See I am playing the long game with selling that builds influence.
If my current product / service does not help the customer and I help them find something that does, I have just solidified my value and gained tremendous influence with the customer. Even if they do not buy this product / service today, they will tell their friends, family, coworkers, neighbors, etc. about the service that I have provided and how I helped them. They will tell those people that they need to come talk to me. It has helped me time and time again with references and grow my sales in the long run.
Yes, this is an internal decision to focus on helping more than just selling our products / service. I chose this early in my career which helped me gain more sales than I could have ever thought possible. Customers have come to me years later telling me that someone referred them to me because I was the best and helped in such a way that they needed to see me first.
Isn’t that where we want to be? To be the person everyone wants to come to for a solution to meet their needs?
To find out how to apply the total Sales Process Uncovered training with your team, follow click here and get moving forward to reaching your sales goals!
Sincerely,
Kevin Sidebottom
“Businesses wonder why the majority of their sales teams struggle at winning profitable business. I teach your sales team to walk with the customer through the five buying decisions, and in the correct order to generate more sales with high margins!”
Buying Decision #2 For Your Customer
Have you been disturbed with the lack of customer service from an organization that you’ve told yourself that you will never buy anything from them ever again?
Have you ever decided not to buy a product or service because of the reputation of the organization?
I recently ordered some workout gear from an organization that I often do business with. I ordered the products and received the shipping information and for a week with no shipment info. When I reached out to this organization, they informed me they would ship out a new order for me. A week later nothing. I tried to give them the benefit of the doubt, but after weeks of trying to figure out why my products were not shipping, I reached out once more to find out that the replacement order was never placed. Now I may in the future decide to purchase from them, but it will be a while.
If an organization builds a reputation of poor customer service, unethical practices, bad quality, etc. they are not going to be the organization with the largest value to customers. They have a business plan to be low value and low cost. What I have found that cheapest price is not necessarily the best value. Organizations that cut corners to save a few dollars end up sacrificing millions in the long run. Truth be told that if organizations are not providing exceptional value they are a commodity.
With the onset of Millennials in the workforce we are seeing a trend of them working for organizations that align with their values more so than just a paycheck. This same demographic is also the largest demographic of individuals in US history. This demographic of individuals strive to work for organizations that align with their personal mission statements. Millennials want to make sure they are going to help society by working with and for these organizations. It is imperative that organizations recognize this and make sure they are selling themselves as well as their products.
So how do organizations do this? How do organizations make sure they are selling what makes them unique to the customers? Organizations should use the same process they use to sell their products and services correctly. They answer the needs of the customer. What does the organization offer that will help the customer “WIN?”
When we look at our organizations whether they are for profit or non-profit, we need to see what we do well. Do we offer online SEO plans to help customers get quicker growth on the internet marketplace? Do we have solutions to handling e-commerce for the customer’s products and services online? What does our organizations do to enable growth of our customers? Do our organizations donate a large part of our profits to help society? Each of our organizations offer solutions that are vital, but it is up to us to define those game changer answers to the customer’s needs.
What does your organization do well to help it’s customers and society? Put your answer in the comments below in this blog.
P.S. If you would like to take the online training to learn all five buying decisions click the image below:
Sincerely,
Kevin Sidebottom
“Businesses wonder why the majority of their sales teams struggle at winning profitable business. I teach your sales team to walk with the customer through the five buying decisions, and in the correct order to generate more sales with high margins!”
Do I Trust You, and How Can you Help Me? Key Components for Buying Decision 1
Good morning everyone,
Last week we talked about how we need to let the customer feel comfortable and relaxed when they meet with us. What colors to wear options and why were provided, how to approach them, tones of speech, etc. to help us make the customer feel comfortable and so that they could be relaxed which will allow them the opportunity to like us.
This week I want to work on the other two questions that the customer has which are Do I trust you, and How can you help me? These two questions are very important with sales of $50 or more. People need to know like and trust us before they will do business with us.
If in the first buying decision “The Salesperson”, the customer does not trust us and we can’t show them how we can help them, the customer will simply go to another source and buy. It does not matter if we have the best product on the face of the earth. The question is how do we build trust and how the customer knows that we are there to help them.
In my training on Udemy called the five buying decisions, I walk people through the house analogy that I use to learn about the customer. We want to learn about the customer, their family, their passions, issues they are needing help with, and the consequences of not fixing those issues.
Asking questions is the way to get to know if what we have to sell will actually help the customer. Not just simple questions like, would the customer like a certain color of the product, but why are they looking to achieve with this purchase. What did they like about the last product they used, what do they wish they had on the previous product that they are replacing today? What does a win look like for the customer with this purchase?
Is the customer looking to gain a certain sense of prestige, needing a vehicle that basically drives itself so they can get more work done on their commute, or do they have a child that has a condition that makes the need for them to have a certain vehicle. Ask deeper questions to understand the why behind the customer’s decision.
People crave to be understood and know that we are with them to help guide them on finding a solution. That is why they talk to sales professionals. They are looking for guidance to find a solution.
Think back to the last time you had an amazing buying experience. What were some of the key elements of that sale that you had to tell your friends about because it just made you feel like you were set up for success with that purchase? How did the sales person make you feel? What did that salesperson do that stood out to you? What extra step did they do that no one else has ever done when you were making a purchase?
Now think of a bad buying experience? What were some of the reasons why the sales person lost the sale? What could they have done better? What made you run away as fast as you could to get away from that sales person?
Now look at some of the wins and losses you personally have had in sales. This will take some time, but it will help you in the long run. Play through the situations in your head and what you could have done better, and where you nailed it. We want to focus on opportunities for improvement as well as use the tools we already have to excel.
If we do not get the first buying decision down correctly and constantly improve, then we will be mediocre in sales. No one really wants to be mediocre. We want to keep growing and getting better because without success we start losing hope and looking for other opportunities. This is a slippery slope as with all new ventures, failures come quickly and often. This is why people that consistently start over when a challenge happens never really excel. Those that stay true to the process of growth and refining are the ones that truly hit high levels of success.
Today focus on making sure that the question asked to customers are ones that will hit the mark. If you need help with drafting questions reach out. I am here to help you!
Have a great week everyone. Next week is Buying Decision 2 for the customer.
Sincerely,
Kevin Sidebottom
“Businesses wonder why the majority of their sales teams struggle at winning profitable business. I teach your sales team to walk with the customer through the five buying decisions, and in the correct order to generate more sales with high margins!”
Buying Decision #1 For Your Customer
Good morning everyone,
Last week we talked about how sales people tend to get introductions out of the way and then jump straight into selling their product or service. These same sales prople have not proven themselves reliable, or trustworthy to the customer, but yet these sales people believe they can sell the customer what they need.
The first buying decision is the longest and hardest to complete. Mainly because there is so much decision making that happens in this buying decision before anything can move forward for the customer. The customer has to know, like, and trust us before they will ever buy from us. Do you think that right after someone gets your name and starts selling you something that they have these qualities? Do you think they really care about your needs?
We as sales professionals need to make sure we are answering these three questions for the customer as soon as possible:
Do I like you?
Do I trust you?
How can you help me?
If we jump straight into selling mode after we get their name the customer will be turned off. Ever wonder why when asked what brings you in to this store today the customer says something like this, “Just looking.” It’s because the customer has been trained to think that sales people are all the same and all the sales person cares about is selling their product or service.
Let’s change that perception.
Let’s start by using a plan on how we will approach the customer in a way that builds likeability and trust right out of the get go. Let’s start with making sure when we approach the customer we are not circling like hungry vultures. Let’s let the customer come into our facilities and let them get comfortable by smiling and saying “Hi, welcome. We are here to help you when you are ready.” Smiling, wearing the right colors that psychologically reflect trust, honesty and lowers anxiety. Not power ties, not blacks, not dark greys, but light blues whites, and some greens to ease the customer into lowering their defenses.
Science has shown that depending on the environment (noise levels, smells, colors, lighting, etc) the customer can actually become more engaged, or withdrawn. Next time you walk into a department store check out the different areas of the store and notice the lighting, colors, music playing, and scents pumped into each area. This helps to ease the customer’s anxiety about being attacked by sales people and allows them to answer “Do I like you” in a relaxed state.
What will you be wearing the next time you show up to work? Will you be paying attention to the customer and welcoming them, or will you be going in for the kill to make a sale? Make sure to be attentive to the customer and allow them to like you.
Answering Do I trust you and How can you help me is also needed in the first buying decision. We need to build that trust as well as show the customer that we will work to help them meet their needs. There is a great deal in these two questions so we will have to save that for next week as to how we will do this, but for today think about asking questions to the customer. Next week we will help you structure those questions.
Click on the picture below for my Udemy training on the five buying decisions so you can get a jump on the rest of the people reading my blog posts!
Sincerely,
Kevin Sidebottom
“Businesses wonder why the majority of their sales teams struggle at winning profitable business. I teach your sales team to walk with the customer through the five buying decisions, and in the correct order to generate more sales with high margins!
Ready, Set, Stop Jumping Into Your Pitch
Customers buy to satisfy needs, not features and benefits. It’s a simple concept, but hard to practice sometimes.
When I train sales professionals, I have to make sure that I highlight this fact each time I start the training. We as sales professionals need to stop launching right into a sales pitch too early.
Too many sales people get through the introductions and then jump into pitching their products or service. They use the shotgun blast approach and hope somethings sticks to where the customer will leap towards them with a hug saying thank you for answering all my worries. Unfortunately, the customer is actually put off by this practice of selling. Then the customers immediately decide they are not going to buy from this salesperson.
Meanwhile the salesperson is still shooting off more and more benefits and features while the customer is thinking…“How do I get out of here?”
Most customers will wait for the presentation to end and then thank the sales person for their time before making a way to the exit as fast as possible. People want to feel heard and understood. Too many times sales people leap into action and sell something because we are looking for that next kill. Most sales people think of sales just like hunting for something.
I started selling like this, but quickly learned that sales is actually like farming. We start small and grow our influence with the customer over time. We as sales professionals are not all knowing and understanding of the customer’s needs. We need to stop ourselves and ask questions, a great deal of questions. This starts building influence with the customer because we are showing that we care. We need the customer to buy off on us before they will ever think about buying our product or service. Here’s another point that I need to make, the larger the sale, the longer it takes to understand the customer’s needs.
I have structured multi-million, multi-year contracts and every one of these deals took years to come together. Not one of these customers has ever stopped on my doorstep and said please help me, I need you to sell me your product without growing the influence with them first. I had to grow influence before they would look at me as an option to help them with their larger investments. They gave me opportunities for smaller deals and then as they grew to trust me and trust that I understood them well enough they gave me larger opportunities. Apple has done a great job of getting people to line up for their new products, but back when they started, hardly anyone wanted their products. It took years of the correct leadership, marketing, and sales strategies to get to where they are today.
Each day there are new strategies on how to sell to a new sophisticated type of customer, but most of these new sales strategies are trying to do the same drill of growing influence with the customer. Shortcuts may work for the short term, but long term they fizzle out and influence erodes. I have used the same process for well over a decade to sell to different industries, and in different parts of the world. It’s a simple process and it helps the sales professionals walk through the customer’s five buying decisions that they must answer before they will purchase our products or services.
We have to meet the customer’s needs and then we will be rewarded with their business and grow influence with them.
Have a great weekend.
Sincerely,
Kevin Sidebottom
“Businesses wonder why the majority of their sales teams struggle at winning profitable business. I teach your sales team to walk with the customer through the five buying decisions, and in the correct order to generate more sales with high margins!”
Rapport Is The Building Block For Influence
I was reflecting the other day on building rapport with others which is essential in building influence with others. Building rapport is especially important during this time with the pandemic keeping all of us separated.
Whether we are a coach, meeting with a client, or are taking part in an interview we need to be able to build rapport quickly. We form our first impressions of others in less than 60 seconds. These two questions “Do I like you? and Do I trust you?,” are answered in that 60 seconds. If you want influence, then you need to be able to build rapport.
People also associate with others that they know, like, and trust. I have even heard of people being hired because they were more relatable even though they were not the most qualified. Isn’t that interesting. Rapport building is an essential skill to have if we are going to interact with other people.
So how do we build rapport?
Here are four ways that I build rapport with others:
Be Helpful
Be willing to help them with whatever they need help with. Go the extra mile to help others even when we think we have done enough. One step further... It could be helping a child with an assignment on the football field going through the play with them one on one and then helping them step through the steps in that process. It could be jumping in to help unload something that the person we are meeting with is trying to unload from a truck without trying to get something from them in return. It could also be helping sweep up a mess that has happened for the customer while they are trying to fill an order, or sending follow up note to the person that the task was completed for them by your organization. Being genuine and helpful will go a long way at building rapport with people.
Be Intentional
By being intentional I mean really look to find common ground with those people we are interacting with. This can be researching them on social media such as Linkedin, Facebook, local associations they are affiliated with, google etc. Being intentional to learn about those people and their interests are very impactful. Not just to gain a sale, but to be intentionally curious about them and hear them.
Be Respectful
People want to feel valued and that they are important. Why not make them feel that way? Let them know that we have their back and are willing to do the work with them. Call them sir or ma’am when they are older than us is a good way to show respect. Using their name (sweetest sound to any person is their own name), using our manners, asking them questions. By being respectful we are showing respect and who doesn’t like some R.E.S.P.E.C.T.?
Be Enthusiastic
Show some enthusiasm with the person we are talking to. Use humor, make them feel comfortable, and lower the tension. People that smile and make people laugh are far more enjoyable. These people build rapport more so than someone who walks around like the Winnie the Pooh character Eeyore that moped around and never showed excitement. People like to be around light hearted and fun people. Show some enthusiasm and energy. People gravitate towards others that are full of energy.
There you have it, think of H.I.R.E. when you are looking to build rapport. Focus on others and help them get to where they way to go, be respectful and be enthusiastic in order to build rapport. We want the person to like us so much that they can’t think of anyone else they would rather talk to for our subject matter.
If you are interested in building more influence click the image below and you will be taken to my course. I will guide you in the principals on how to answer the three questions that everyone asks at each interaction.
Have a great weekend.
Sincerely,
Kevin Sidebottom
“Businesses wonder why the majority of their sales teams struggle at winning profitable business. I teach your sales team to walk with the customer through the five buying decisions, and in the correct order to generate more sales with high margins!”
Benefits of Quarantine
Happy Quarantine everyone,
I know that most of us are getting restless and want to know when this pandemic will be over enough for us to get back to our normal routines. I was on the United States Center for Disease Control (CDC.gov) and noticed the number of cases by day reducing greatly as we move through April (as shown in the picture above). This could mean that we are getting over the hill finally in the US as well as other areas.
I believe there is light at the end of the tunnel. Maybe I am just an optimist, but I encourage you to check out the CDC website for yourself and get true facts instead of some of the news media who thrive on keeping us glued to our screens reading their negative headlines. Keep in mind that this is how news organizations generate advertising dollars, by keeping people glued to their screens reading their articles. People tend to stay longer and read more when it relates to negative headlines.
Please don’t get sucked into the hype and instead focus on the positives of this situation. While we are in quarantine, what are some of those things that we had been putting off because we didn’t have time? The fastest way to getting past fear is to get into motion. Motion can be anything that propels us forward whether it be learning a new skill, reading personal help books, getting into shape, trying new recipes, or maybe it’s launching a new business?
I have taken this time to create online learning options for customers. I am in the process of editing some of the video, so that I can offer all of you other options for leadership and sales training. This will allow more areas for helping others. I thrive on helping others. Stay tuned for more updates and when they will be available.
The other thing that propels people forward is giving. That’s right giving! When things seem dark does not seem like a viable option, but when we take the focus off our fears and reach out to help others this amazing thing happens. We feel joy! There are tons of elderly people that are scared to catch this disease. They would be so grateful for someone picking up groceries for them and maybe cleaning the groceries for them? Giving does not always have to be monetary, it can be time and other resources. What could you do today to help someone in need?
What if we used this time for growth, starting a new opportunity, and to reconnect with those that have become distant with? Making moments for others during this time will not necessarily extinguish fear, but it will help us to reframe our focus and who knows, give a little hope to someone else.
What is it that you have not had time in the past to do that might be a great opportunity?
Please comment below and let me know how you have capitalized during this time.
Sincerely,
Kevin Sidebottom
“Businesses wonder why the majority of their sales teams struggle at winning profitable business. I teach your sales team to walk with the customer through the five buying decisions, and in the correct order to generate more sales with high margins!”
How Can You Help Me?
Isn’t this a question we all ask? How can you help me?
Today we are in the third question that people ask during each interaction. If we get past the first two we are on our way if we can also answer this question.
All of us by nature are born with the innate desire to find out how we can be helped by associating with others. Call it selfishness, survival, whatever you want to call it. We are born with this desire to find out how we will benefit by the interaction with another.
Our customers want to know how they will get to a better place by doing business with us as well. Just like us, they want to know how their lives will improve. It’s up to us to answer that question each and every time we interact with them. If we chose not to, then we will find ourselves receiving price down requests instead of how can we help them innovate. No one wants to continually fight cost down requests. We want to have people coming to us for help and providing solid solutions for them.
The question we should be asking ourselves is what do we have in our capabilities to make the customer’s life better? How by doing business with us will we help them. This is a crucial change in our focus. Instead of focusing on how we can benefit, we need to shift that focus onto how we can help the customer. What is it that we, and our organization can do to help the customer get to a better place.
Do we have a software package that will allow for the customer to spend less time counting inventory with real time updates? Do we have interactive videos that will help the customer walk through and diagnose malfunctions with their equipment? How about an app that tells the customer when their robot they are using is not functioning as efficient and needs a service call before it breaks?
One thing that I have strived to do is add value in each interaction. It doesn’t have to be monetary all the time. It can be helping the customer with software that we are fluent in that they may be having issues with, ideas and local hot spots for a vacation location that the customer wants to travel to that we have also visited, life hacks, deals, helping them find toilet paper when the country is freaking out during a pandemic, connecting them with someone we know that can help them, etc.
The key is to take the focus off of wondering how we can capitalize from the exchange and how we can add value to the customer. I love the quote from Zig Zigler that says, “You can get everything in life you want if you will just help enough people get what they want.” Read that one more time and marinate on that for a few minutes…
It doesn’t mean we just give away all of our profit if we are selling something, but it does say constantly add value with those we come in contact with and focus on how we can help them. Not for how we will benefit, but how that person will get to a better place. It is harder to accept something with a closed fist, but with an open hand more can be added.
I know we are all in stressful times right now with what is going on in the world, but we will get through this and we will become stronger because of it. Innovation is happening each day and we will be ready for the next challenge. If we open up our hands today and help those around us especially in this time of need, we will get to a better place ourselves.
Sincerely,
Kevin Sidebottom
“Businesses wonder why the majority of their sales teams struggle at winning profitable business. I teach your sales team to walk with the customer through the five buying decisions, and in the correct order to generate more sales with high margins!”
Do I Trust You?
Today we get into the second question that customers are asking themselves when speaking to sales people. Do I trust you?
That is a huge question that if answered No, can stop you from selling anything to that customer. If they do not trust you then you are stuck and you can’t get past the first of five buying decisions.
I have spent the majority of my sales career studying why people buy. Being that I was an engineer there had to be an equation and magic was not going to be the answer. What I found is that when people use humor, are upfront, and show empathy towards others. That is when people really start to open up and trust.
I’ve had a manager that had issues gaining trust. This manager would openly tell anyone he first met within the first few minutes about his Christianity, but his actions would contradict what he would say he stands for. He was explosive to be around and would demand you follow his view points on business. If you challenged his view points, watch out!
This kind of behavior erodes trust the same as lying to others. Trust is crucial for any kind of growth between sales organizations and their customers.
So how can we grow trust fast?
1. Social Proof
2. Heart of a teacher
3. Open and honest communication
4. Encourage customers to show you opportunities for improvement
Social proof is using a mutual connection between the customer and yourself. So many people like Dr. Oz, Dr. Phil, music artists, etc would see huge followings after being on the Oprah show. Once they leveraged that connection, they were considered the go to expert. Now we can’t all get on the Oprah channel, but we can leverage anyone that we know who knows us well that could reach out on our behalf.
Having a heart of a teacher is offering help to the customer get them to a better place even if it does not benefit you. Teaching the customer to give them free knowledge for the heart of helping them is something that is lacking in today’s culture. People tend to only want to help if they will receive something in return. What I can tell you is that if you want to gain trust, you have to have a heart of a teacher to help the customer.
Open and honest communication means reaching out when you see something bad coming, but also making sure that the customer is not unsure about anything related to your products. Making sure that they are communicated to in a personal level is key. Pick up the phone when you can instead of just sending an email. This is something that I still struggle with sometimes when I am busy, but what I have learned is making sure I talk to the customer is key. Keep in mind the written word it taken negative most times when someone reads it. Most of communication is nonverbal, posture, tone of voice, etc. An email does not help with communication.
The last key thing to do is encouraging the customers to show you opportunities for improvement. Allowing the customer to feel like they are apart of the product design in the future makes them feel like they are apart of something more than just themselves. We all strive to feel like we are included in decisions, so encouraging them will allow for this to open up.
There you have it. Four ways to grow trust fast. SHOE… You need to have your shoes on if you plan to walk the talk :)
Sincerely,
Kevin Sidebottom
“Most business wonder why the majority of their sales teams struggle at winning profitable business. I teach your sales team to walk with the customer through the five buying decisions, and in the correct order to generate more sales with high margins!”
Do I Like You?
Good morning everyone. Last week we discussed the three questions that customers ask when the meet with us on every interaction. If you missed it click here to catch up.
The first question that we ask ourselves subconsciously when we interact with another person is “Do I like you?” Our brains are trying to figure out if this person standing in front of us is a threat or a potential ally. Should we stay, or run like…
Physically our bodies will change posture depending on how this question is answered. Our posture will literally change as much as leaning in to leaning back depending on engagement and trust. This is why sales professionals have been taught to always mirror your customer’s posture.
Did you know that depending on if you are male or female you tend to want to stand in different postures when interacting? Women prefer to stand at 90 degree angles to men when they are interacting in the personal space. They naturally want to keep a guard up to not feel vulnerable. Men typically like to stand face to face total body facing their counterpart.
Are you starting to see how this might be a problem getting someone to like you if you do something small like use the incorrect stance?
Here is something else that will impact the way someone answers that question. The color you wear on your clothing can also impact how you are judged. That’s right the color we wear actually has an impact on how others perceive us. We could start the discussion off on the wrong foot just by color. In Robert Cialdini’s book “Influence,” he breaks down the colors and what they mean. It is a must read if you are working to sales! To make it easier for you, I tend to wear light blue and white shirts when I meet someone for the first time because those colors are associated with “Trust.” They are also calming colors. I want the customer calm and feeling like I am a trustworthy advocate for them.
I make sure to wear the right color tones for the meeting that I am about to have. The reason is I need the customer to feel at ease while meeting with me. They will be more relaxed and willing to hear me while we are discussing a topic. I also pay close attention to their posture as what I have learned is that 93% of communication is actually non-verbal.
Here are some other factors that can affect the first impression:
Scents you wear
voice tonality
pace of speech
jewelry you wear
There is a great deal here, but for now just focus on how you present yourself and talk may affect whether your customer will like you. The old saying you only get one chance to make a first impression still is true today. Making sure we are paying attention to the person standing in front of us will help us greatly.
Sincerely,
Kevin Sidebottom
“Most sales teams can’t seem to understand why some of their sales team can sell their products or services and why others struggle with mild success. I teach your sales professionals to walk the customer through the five buying decisions, and in the correct order to allow all of your sales professionals generate more sales with higher margins!”