Twentieth Post

365 days have passed since my last entry, not exactly my plan when I launched the blog in June of 2009. Nineteen posts in the first six months was pretty good, a twelve month gap not so good.

Enough on the past and onto the future. 2011 is here and if you are like me, you need to sell more than last year. How much growth do you need? Did you get your quota yet? Undoubtedly you've been screwed and the other rep on your team is getting a layup quota once again. Does anyone ever (at least publicly) say "hey I have a super low quota and I will destroy it this year, call me before 10 and after 230 as I will be at my eighteen step group". Not so much!

The last thing I wrote about was change, acceptance of change, opportunities that come with change, and most importantly, creating a winning perspective. Lock this perspective into your mind and your self belief improves. The deeper your self belief, the more you will excel. Just get around high achievers, they aren't thinking "maybe" or "hopefully", they are thinking "when I destroy this number I will buy...". This attitude comes from preparation, attitude, passion, and a refusal to accept any less than the best.

These changes, for most of us, happen incrementally. Start with small changes to your routine, planning, goal setting, etc. Get a colleague or trusted advisor involved with your goals and make sure you are staying on track with your objectives.

Remember, everybody gets screwed with their new quota. The top performers find a way to meet and exceed their sales plans. Its January, don't wait till March to implement your new plan. Start now and make this year a great one.

NINETEENTH POST

Ever have a day, month or quarter where the walls are closing in around you? Despite your best efforts you just can't get things moving in the right direction. This kind of situation can really be a killer for a salesperson. For most of us, our success starts and ends with our attitude and passion. There is no passion without attitude and its hard to have a great attitude when you are getting you ass kicked.

Change is inevitable and those that fight or ignore change will be changed and probably not on the terms they choose. Change can be viewed as a burden or an opportunity. The problem is the fear that comes with change, generally fear of the unknown, fear of economic insecurity, fear of not getting something we want or need. These fears can be overwhelming, paralyzing even. Fear can make people do strange, desperate things none of which help us be a better salesperson.

Lets think about the worst case scenarios that could happen. Lose a job, a business, bankruptcy, loss of money, power, prestige, respect. These are not pleasant thoughts, however, if you can embrace and accept the worst case scenarios as something that will not finish you, than you can abandon yourself to success. Specifically, look at those things that scare you the most dead in the eye, accept the fact that they could be your fate and decide that you are not afraid. By the way, you will have to do this over and over in your mind, like a mantra.

Too often, people want someone or some company to save them. Desperation sets in and we look outside of ourselves for the solution instead of within where each of us have great potential. Most of us can look at our careers and find successful years or big deals that give us good feelings and confidence. Those moments did not happen by accident, we made them happen. We know we can do great things, however, our poor attitude prevents us from getting started.

When I look at people that accomplish great things I see one common trait, tremendous self belief. This self belief is different from confidence, its the result of constant preparation and planning that leads to outstanding performance.

Examine your attitude, your true self belief, and really assess how you are doing. On a scale of one to ten, are you a seven, a nine or a four? Ask someone close to you that you trust to read your results and do what so few people ever will or can, self-assess. Stay relevant!

EIGHTEENTH POST

When I list the top users in my area, most of them have a cabling system specification that has been the primary or exclusive product for all cabling requirements. The biggest reason I hear when I ask "why do you use brand ?" is simply "that is what we've used for years."

I am not sure about you, but I find it difficult to get people to change. Sometimes the incumbent brand will lose focus, scrap a key product, or make a significant shift that forces the user to go with another solution. Generally, incumbent specs are sticky.

Price rarely changes a specification unless there is a dramatic difference. Sometimes the departure of a decision maker or business partner that supported the previous brand will open the door for change. Occasionally a distributor rep or contractor is the influencer we need to drive the change process, however, if they are already getting the business, what's in it for them?

So how do we sell any of our products into large users with long standing competitor specifications? Here are a few ideas that your competitors are probably not thinking about because today, they have the business.

Convergence is a term we've heard a lot of in the past ten years. Security, Building Automation, Lighting Controls, HVAC systems, and life safety systems are IP based or moving in that direction. What does this mean for us....more rack space, more four pair and fiber, panels, outlets, pdu's, cabinets, labeling, and maintenance opportunities. Are you able to effectively discuss the top two or three systems in each space? Honeywell, Siemens AG, Emerson are all players in some of the different IP based systems. What kind of equipment do they need in the TR or Data Center? How can you position yourself as an expert to help your IT contact who is now besieged with more systems hanging on his network? Perhaps the incumbent cabling system brand isn't keeping tabs on their long standing account.

Is the incumbent contractor on solid ground? Financial, project management, or general workforce changes can often impact quality negatively. Sometimes the user doesn't realize this is happening. Point out areas where the incumbent isn't following industry standards or generally regarded best practices. Does the incumbent contractor have a growth plan as more building systems become IP based? If not, start talking to the user about their TR's, rack space, and power requirements to support convergence.

Lastly, there are cable and asset management software packages for users to better manage their cable plant and network devices. Some of these offerings are web based, affordable, and

offer a strong R.O.I. Pick ine that you can sell or refer and show the user a demo.

Your users and prospect all have needs that incumbent competitors are not addressing. Addressing these needs in a professional, proactive manner will lead you into more conversions and more sales!

POST SEVENTEEN

I don't spend a lot of time talking about products or technical information on this blog. I don't know how I rank against others when it comes to technical depth, but after nearly twenty years in our industry, I know one this for sure.....copper cable is here to stay.

In 1990 I attended a seminar at Anixter Philadelphia that included Bay Networks, Nevada Western and some other vendors. Predictions were that we would have all glass infrastructures by the mid 90's and that copper would be extinct. FDDI, multimode 62.5/125 was the new medium!

In 2009 copper cable continues to lead the market as the preferred path for connections in the enterprise, data center and campus environments. 10G copper systems are a small but growing part of our offering when in pursuit of a cabling project. While installing a 10G cabling system is like putting a V-12 engine in a Corolla for most user's needs today, long term there are benefits particularly when one considers the users commitment to their facility and data networking requirements.

Manufacturers of copper cable would love to see Category 5e cable wane and become extinct much like Category 3 and Category 4 cable. While there are differences in manufacturing, the decline in 5e pricing, especially for riser or CM rated cable has virtually eliminated profit unless manufacturing is offshore. I think most users benefit from installing Category 6 at minimum today given the cost of upgrading cabling and the relatively small difference between a 5e and 6 system.

How do we as sales professionals guide the client to the best system for their needs long term without making them feel they are buying a gold case for their plunger?

Some customers like technical data to support their decisions. Others like aesthetics and innovation. Then there are those who really don't care about the brand of products they have at the physical layer. Indifference is generally a dead end for a sales persons campaign. I know I use it when someone calls me on the phone to sell me something!

We may never convince the user that our solution is the greatest ever. We may only win because we were the last one in or had the best seats for the game. Incumbents are tough to beat, our products have a pretty good stickiness to them once specified.

There is one simple way to get the business from a user and it is so often overlooked. Ask for it! Mr/Mrs User, you currently use Brand X. We've reviewed several features and requirements of our systems that provide a sound, long-term solution for your needs. Is there any reason you will not recommend or specify our offering?

Basic, direct questions after earning an appropriate level of credibility with the user are not only acceptable, they show confidence and gain lasting respect from your clients. Think about the last time someone truly sold you a product or service. In some cases, you can't pay them fast enough because of the excitement. This is a skill, not an art. What I mean by that is that any skill needs constant development and improvement. If I don't practice putting, I will continue to three putt. If I don't practice my approach, qualification, presentation, thoughtful recommendations, and common ground for a solution that works followed by the right closing questions, I will not improve. More importantly, I wont understand why I succeed or fail.

What is your personal investment in sales excellence. A couple of books or CD's? Are you taking advantage of company training? Are you investing your own money in sales training to make more money? Do you learn from peers who are excelling in your field?

Back to copper cable....if you sell products you know this part of the sale is where the bulk of the dollars are spent. Users want your expertise, even those that don't care about brand. Get your subject matter experts in front of your clients, educate them on the value of a high preforming cabling system. Show the user why they need a particular grade of cabling and then.....simply ask for the order. You've earned it!

POST SIXTEEN

Summer is over and its back to the grind. I know that I see less out of office replies since Labor Day and those lovely voice mails that start with "PLEASE STOP AND LISTEN TO THIS MESSAGE" are over for now. Aren't they great? You would think that a major catastrophe occurred and that you need to hide under your desk only to find out that the message is letting you know that you have no shot of reaching the intended caller unless of course you have a PO or a job offer with a higher base!

Onto the issue of selling. Planning is key for any successful salesperson. Planning, along with effective time management is a sure fire way to make more money than ever before. I sell products that are often specified. Time management over the years has changed for me. In year's past, better than 40 percent of the cabling projects in my region had a preferred or required brand of cable/connectivity/metal for the installation. Today, I see less than one in five projects that are specified for only one brand of structured cabling products. Why is that? Do users not care? Is there a fear on the part of the user that they will not have a competitive environment if only one brand is allowed?

In today's economy, there are fewer projects to pursue. Our industry is down, on average, about 30%. If there are fewer projects in the market to pursue for specification, how does one reach his/her quota? You know, the quota that your boss tells you about that only requires 40 percent growth in the worst economy in the past 80 years? Hey, lets not let facts get in the way of a high growth quota right?

Its my belief that discretionary purchases are now nearly seventy five percent of our total sales. This figure may vary from market to market but is largely accurate. How do we get our chunk of the market to reach our quota and make some dough?

If users are specifying less, than the few projects that warrant specification are critical. As salespeople we need to cover these projects thoroughly. Some of us sell more than one brand. In those instances, get creative. Find a product that hits the mark for the users needs and drive that through to a hard spec. Pull your other products through while you are solving a problem for the user.

My first call after I leave an appointment with a large use is to the incumbent contractor. This organization is often influential or in some cases, the decision making body for what brands are installed. I let this company know that I met with one of their clients and tell them exactly what we discussed. Some of you are saying "Why the hell would you do that? What if they go run and tell the incumbent brand rep?" I say, let them! I want my competition to know that I am in their accounts and when that contractor calls my competitor to tell them about my visit, I force them to go into a defensive position. That is a great place to put a competitor. Remember the law of seven, it takes six no's to get a yes!

Other people that influence large users are design firms and distributor reps. How are you getting these influencers involved to get whatever projects you can. Everyone in our industry needs something....leads, design assistance, training, entertainment, samples, etc. Do you know what the most important influencers in your market need from you?

Inventory levels were reduced by a third in the early part of 2009 at most of our major distributors. As those levels slowly rise, how are your brand(s) represented. How is your "shelf space" for A items?

If you are like me, you don't have the right answer to all of these questions. The good news is only some of your competitors will work hard to answer the questions and gain from that knowledge. Remember, its about staying RELEVANT!

POST FIFTEEN

Thanks for all of the readers that visit the site and offer comments here and on our Linked in group page. I appreciate every one's participation and look forward to more interaction. Remember, this blog and our Linked in group were created to help us all sell more products and solutions profitably and repeatedly!

Recently my three year old son wanted a screwdriver. He is very skilled for his age with tools (my toolbox has a pen and a check book in it so it definitely came from Mom) so after the tenth request I caved in and gave it to him. It occurred to me that he simply wore me down. Not the first time and it won't be the last. John, like many young children is relentless when he wants something. I started to examine my sales efforts and asked myself, how relentless am I when it comes to an order. For John, his sister and Mom's sake the answer better be pretty damn bad since I am the breadwinner and live solely on commissions!

Many say that you might hear no twenty times before you hear yes. We can all relate to this after a day of cold calls with only a few new prospects and a feeling like you were kicked in the teeth repeatedly. These are the tough hard days of sales that the people who say how easy our job is don't get to witness. They see us golf, entertain, leave the office to go on appointments and say "I could do that, that guy is useless" yet they don't take the risk we do. Those ugly days of cold calling, networking, prospecting. preparing. closing are what earns us the right to follow an non-traditional schedule, work form home, attend conferences, and visit with customers rather than stay in a cube each day every day. To have the sales life, however, you have to sell, and in today's economy, there is no where to hide!

I am looking at every opportunity I get now and thinking about the word relentlessness. Define a goal with each opportunity, focus on the delivering the very best outcome for the client, make sure the client knows that you have no other interest but to overwhelm them and do it again! Don't create any room for the customer to even look for a competitor. When the competition comes along, how much better will you be. Stick to the basics, do what you say you will and then some, follow up, follow up, and follow up again but do it creatively....have something for your customer every time you call or risk being relentless and irrelevant, a bad combo!

Post Fourteen

Have you ever made assumptions about a deal and taken action based on those assumptions? Chances are you have and in some cases those assumptions may be accurate.  Recently I made some assumptions about an account and lost a big opportunity.

Its not the first time its happened and if I take an honest view of the circumstances, I got lazy.  I knew the owner of this company and quoted a great product at a very competitive price.  I followed up with the owner and found out that our price looked good and that our product not only me but exceeded the specifications.  

One of my competitors drilled further and realized that the General Manager of the company who I didn't know was much more involved with design.  My competitor flipped the specification for the entire design to his product set, brought real value to the customer, and I found out only after the products he sold shipped into the account.  I was simply outworked lost some huge commissions because I didn't dig deep enough.  If your business is like mine in June of 2009, you probably cant afford to lose business either and any loss hurts.  Losing to a competitor who outworked me really pisses me off.  

So, what am I going to do?

First, I am taking a bigger picture approach to the problem.  Assumptions, for me, are based on limited thinking or an arrogant approach that my summary of the circumstances are always right.  I am working with a new prospect at the moment and I am writing out a number of questions that are not yet answered.  I am already coming up with ideas that are forcing me to think differently.  As the years go by, I see this as real limiting factor for me and I need to change it to be the best at what I do.  I like the results I see from writing out unanswered questions and each answer offers more possibilities and creative solutions for success.  

The more I think the same way about everything, and think that I am right or smarter than everyone, the less I learn and the more deals will likely slip away.  Its hard work to analyze a sale, seek outside opinions, and be open to ideas from different people.  Its harder work to make less money and lose!