What They're Not Telling You

The use of persuasive language strategies is the most neglected area of any sales training. Following, you'll find some great language tips!

According to statisticians, the average person spends at least one-fifth of his or life talking. Ordinarily, in a single day, enough words are used to fill a 50-page book. In one year's time the average person’s words would fill 132 books, each containing 400 pages! Please pay more attention to your word choices. Even a small change can have a large impact on your performance.

Here are three key language tips you'll be able to adopt very quickly. 

Minimizers:

These are little words that erode the value of our conversation and therefore our product or service offering. Only and just are minimizers."I only wanted to talk about..."
Most of us were taught to do this (incorrectly!) on sales calls when trying to reach decision-makers. Do you really want to begin a relationship by positioning your ideas as minimal in importance?
Often a gatekeeper to the decision-maker will unconsciously pick up your words only or just and dump your attempt to present into a category that reads "not really important." Delete these minimiziers from your dialogues when selling on the phone and face-to-face. Instead, be very distinct in your opening statements that your solutions have high value for the buyer. Use comments like, "This is critical information. Our clients use us to eliminate three key problems which you're probably encountering now."
Instead of reducing the value of your offering, you've offered some strong language with a bit of intrigue.

Euphemisms:

These are undefined words that muddle the true meaning of a phrase. They are used to discuss uncomfortable ideas. Check out this quote from philosopher G.K. Chesterton: "The word 'good' has many meanings. For example, if a man were to shoot his grandmother at a range of five hundred yards, I should call him a good shot, but not necessarily a good man."

If someone says to you "We're OK with current situation." a bad rep might bail and say "OK can I call you in six months?" A great rep will ask for clarity. "Oh, we? Who else is involved in the decision making?", "What exactly does OK mean?", and if they are feeling really brave or have a level of rapport they may try something like "Wow, OK to me sounds like mediocre. Are your current solutions really that good or simply adequate?"
By the way, euphemisms infect our sales lives at every level. Some companies choose to keep the term sales out by opting for terms like Account Executive. While there is some solid image management being done here, we are sales professionals and we go to the bank when we sell.

Why?

Why is a horrible word and should be abandoned by sales professionals. It serves as an indictment on the intelligence of the person hearing it.
Picture this: You're 16 years old and have just announced to your parents that you're going to hitchhike to Mexico and try cliff diving with some friends. Dad looks at you and say "Why in the world would you do that? Why would anyone throw a perfectly good body 100 feet into an ocean? Did I raise an idiot?"
Do you recall have a parent or other adult talk to you like that? Do you think it's a smart move to throw the prospect's unconscious mind back to that time when he or she was verbally beaten up for a choice they made?
"Why wouldn't you buy after we've spoken for 90 minutes? I gave you great insights and solutions and you're still saying NO? Why Why not?" Listen to what those words do. Is it wise to imply that your solution is so good, so obvious, that only a fool would pass it up? Good news! You can replace why with a word that gives you loads of information and will help you keep the call from ending prematurely.
Your new word is how. Where why creates a defensive response, how respectfully asks for the buyer's decision making process. Let's put out new word to work on a buyer.
VP of Marketing: Well, I just don't think we are prepared to make a decision today.
Jennifer: Oh, how did you determine that we're not right, at this time, for you?
Using how discards the "in your face" indictment of the prospects intelligence. Using how turns the question into a request for the process that a buyer goes through to reach their decision. Notice also that Jennifer has sneaked in "at this time" to imply that momentarily she is OK with the resistance. But how offers the real power in this dialogue.
Pay very close attention the psychology of how in this world. You want to draw out of the buyer a process or path he or she travels to get to a decision. How will help you unpack the buyer's brain and discover how that individual makes up his or her mind.

The Perfect Pitch

Wedding Events

One of your clients mentions that his daughter is getting married and wonders if you could help out with ideas for both the engagement party and the big day. Of course you can, so get down to it. 

Love is in the air and you will want to give the 100 guests invited to the engagement affair some heart shape mementos, noting the date they can look forward too. A porcelain ornament will be hung from their Christmas trees or someplace else for years to come. Likewise, a heart shaped glass alarm clock makes a nice accessory for desk or home and will be displayed for a long time. 

The wedding day brings joy and excitement, so start off with fun bride and groom hand puppets, which the 200 guests can take home to their kids. For the cocktail  hour, have about 400 mini martini tasting glasses, so guests can try a few different flavors. Be sure they’re imprinted with the couple’s names and the date so guests can bring them home for their own bars.

These days, you must have flip-flops on hand. Pile about 100 pairs in a bin for ladies who want to kick off their heels and boogie down. And a tumbled stone coaster makes a unique wedding favor to be given out at the end of the night. Have inexpensive drawstring totes on hand so everyone can carry all their goodies with ease. 

Your client is expecting about 50 out-of-towners who will be overnight guests at the hotel that is also the wedding venue. Room gifts should be waiting upon their arrival. A heart-shaped luggage tag is a cute idea and can even be used for their return trip. Ask the hotel to pay for a portion of a luxury spa gift tote that can be imprinted with the couple’s name, wedding date and the hotel information. This will help defray at least some of the cost for your client, which could even prompt him to show you the love the next time his company has an event.

win inside the box

 
You’re over-thinking it.  You’re banging your head against the wall trying to figure out how to “think outside the box” and come up with a “WOW Factor” that will differentiate you from your competition.  “What can I do that’s really different and exotic that no one else is doing?  Hmmmmm......”

 

You want a WOW Factor?  Here’s the ultimate WOW Factor:  deliver on the customer’s most basic expectations better than everyone else and do it every single time.  

 

The sad, cold, hard truth is that people and companies who are chasing the wild goose of WOW Factor are doing it because they can’t win on the basics.  Because they can’t differentiate on price, quality, delivery, or service, they have to find a gimmick that they hope will pull their butt out of the competitive fire and win customers.

 

Thinking outside the box is all well and good.  But here’s the deal:  if you win INSIDE the box - if you can actually do a better job on your customers‘ basic expectations - you win it all.  Game over.  You get all the money and you live happily ever after.

 

You may be thinking, “No, Joe, it can’t be that simple.”  YES!  It is that simple.  The reason you’re not doing it is because it’s not easy.  In fact, it’s hard as hell to be better on the basics than the other guy.  But it’s where you get your greatest return.

 

Look at Zappos.com.  Their sales are over a billion dollars a year.  Their customers are wild, raving fans.  Amazon bought them for a billion bucks a couple of years ago.  You want WOW Factors?  Zappos is a company built on WOW Factors.  And here’s where they win: speed of delivery, free shipping, a great return policy, and fantastic customer service from their call center.  They win inside the box.  Nothing exotic.  Nothing edgy.

B-A-S-I-C-S.  

 

Want more?  In-N-Out Burgers (great hamburgers and sparkling clean restrooms), FedEx (dependable delivery), Apple Stores (they help you do cool things with their stuff), and the list goes on and on.

 

List the three to five most basic things that your customers expect from you.  Pick one.  Improve your performance on that basic expectation by 20%.  Then move on the the next expectation and improve on that by 20%.  Do this constantly and forever.  

 

You win. Game over.

Barktitude

Stephanie Melish, Sales Barista

A few months ago, I stepped into a big, brown, round, smelly piece of fluffy goodness. His name is Dunkin, yes like Dunkin Donuts (ssshhh...don't tell Starbucks!). Dunkin is just how his name sounds, a goofy, dunce-like, happy-go-lucky, slightly lazy, chocolate labradoodle. He's also the best teacher I've ever had.

Ever see the bumper sticker, Wag More, Bark Less? That's Dunkin. He's a wag more; bark less kind of a dog, as most dogs are. And he's a prime example of how we should all be walking through life.

Here are the Top 10 lessons Dunkin has taught me:

1. Unconditional love - Pets are amazing at how freely they give you love. They love you in the morning, afternoon, and night. They love you regardless of your flaws, your imperfections, the way you dress, or the way you talk. They are beautiful creatures that love you and never hesitate to show it. How unconditional is your love?

2. Pure happiness - Dunkin is a happy dog. He is always smiling, yes he smiles. He displays a spirit of pure happiness no matter who, or what, is around him. His happiness is contagious. Is your happiness contagious?

3. To prance - Dunkin doesn't just walk; he prances. When he retrieves, he hops, you know, like a bunny does. He lives in this world with full excitement and isn't afraid to show it. Do you prance?

4. Play hard - When its play time, Dunkin goes all out. There isn't one ounce of him that isn't 100% committed to the task at hand, whether it's retrieving his favorite stuffed monkey or chasing after the neighbors cat, Kramer. He puts it all out there and he has fun while he's doing it. How much effort are you leaving on the table?

5. Eat only when hungry - Go ahead and chuckle, but it's true. In a country of over-indulgence, it's easy to consume more than we need. Hey, where did those extra 10lbs come from? With Dunkin, I can put a bowl of food in front of him and if he's hungry, he eats, if he's not, he leaves it there. He has self-control, something many of us struggle with, not just with food but also in life. How over-indulgent are you?

6. No prejudice - Dunkin loves everyone equally. Maybe it's because dogs are colorblind, but he jumps, licks and mulls over everyone equally with his excitement to see them. He doesn't care about size, gender, race, or hair-cut and he greets everyone as a friend. Judgmental or friendly, where do you stand?

7. Never give up - When Dunkin wants something, he doesn't stop until he gets it. Maybe it's his toy that's stuck under the couch, or his constant placing of a toy in my hand so I'll throw it for him, regardless of what he wants, he's not stopping until he gets his way. How many times do you give up?

8. Wag more - There's no lack of wagging with this dog. The epitome of a positive attitude, we can all stand to learn the lesson from Dunkin. He chooses to wag more often than not. He chooses to see the good in everything and rarely takes notice of the negative, if ever. How's your tail wagging these days?

9. Bark less - It's a rare occasion to hear Dunkin bark. Usually when he is warning us of what he assumes is danger - the UPS woman coming to the door is his favorite. Dunkin's instinct of something dangerous is a good reason to bark - but that's the only time. How often are you yelling, screaming, or being negative when it's not necessary?

10. Give more than you take - Probably the most profound of the lessons I've learned is about how Dunkin gives much more than he takes. He gives more love, more energy, more cuddles, more licks, more wags, more burps (yes, he burps!), more everything and expects nothing in return. He takes nothing from me. Are you a giver or a taker?

Dunkin has been a great example and teacher of common lessons worth a good reminder every now and then. He's currently applying for a Ph.D. in Barktitude. You can follow him on his Dogbook page.

I'm your Double-Tall, Non-Fat, No-Whip Sales Barista. How may I help you help yourself?

Southern Hospitality

Look beyond the tourism market for some untapped potential in the South. The number-one revenue producer for the industry, the region taps in at a hefty $5.9 billion.That’s $52.31 per person.

The sports market is always a moneymaker, especially in the South. In the U.S., the estimated revenue in 2009 for employer firms on spectator sports was $31 billion, according to the U.S. Census. Distributors and suppliers are finding that the South is a great place to tap into this market. “The South also has a strong college sports tradition that lends itself to regular programs and repeat business,” says Margit Fawbush, communications manager at Norwood/BIC Graphic (asi/40480).

Think minor league, too. When Precision Heating and Cooling planned a giveaway to fans of the local Minor League Baseball team, The Frederick Keys, Leslie Simensen of EmbroidMe in Frederick, MD, brainstormed a catchy solution.A rubber ducky with baseball stitching imprinted with Precision’s tagline “Custom Duct Work” and contact information hit a home run with 1,200 Frederick Keys fans, as well as the team itself. Simensen has now provided The Frederick Keys with over 15 different imprinted products, from dog tags to symbolize team loyalty, to keychains, tote bags ... even “poop scoop” bag holders for a “Bark in the Park” promotion.

While creativity is key with customers in the south, so is good customer service. The EmbroidMe (asi/38400) franchise has nearly 400 locations throughout the United States and internationally.Approximately one-quarter of those franchisees are in the South, accounting for 35%-40% of the company’s U.S. sales. “Our stores all have good, hardworking people behind them who treat their customers well, particularly in the South. You find very genuine people in the region, who will tell it to you like it is,” says Mark Johnson, EmbroidMe president.

"Bless your heart" is a Southerners nice way of calling you an idiot.

Businesses in the South know that happy customers talk ... so do the unhappy ones. In fact, a Harris Interactive study, “Customer Experience Impact Report,” shows that Southerners are the most likely to register a complaint when they experience bad customer service. This opens the door for distributors to provide programs that foster positive customer relationships, as well as train front line employees to better service those accounts.

It may also be the backdrop for efforts southern suppliers go to when servicing their distributors. Virginia Ts (asi/93917) has three locations, two of which are in the South, and 80% of its annual sales are southern-based. The company’s staff embodies a regional Attitude that customer happiness is of the utmost importance. “Our corporate offices and call center are located in Petersburg, VA.We have warehouses in Jacksonville, FL and Evansville, IN,” says Karen Clifton, marketing director for the Counselor Top 40 supplier. “Our southern philosophy remains the same at all locations: Our customers are the reason we come to work each day. We are here to form partnerships with them and help them achieve success.”

Strategic Positioning

A southern location, however, is about more than hospitality.Johnson notes strategic advantage as well. EmbroidMe’s corporate headquarters is based in West Palm Beach, FL, making it a good point of departure for international sales. “It’s easy to do business nationally and internationally from Florida,” Johnson says.

A southern base also sets the stage for easy import and export. With major air-travel hubs throughout the South (Atlanta, Miami, Dallas and D.C.), as well as seaports along the East Coast and Gulf of Mexico, southern states are conveniently positioned for travel and distribution. The appeal of locating corporate headquarters in the South isn’t lost on major business. Of the 2010 Fortune 500 list, 161 companies Are based in a southern state. Within the promotional products arena, several top distributors and suppliers call the South home.

Gold Bond Inc. (asi/57653) is a second-generation, family owned business with 65 years experience in the promotional products industry. Its Tennessee roots show clearly in a customer-centric philosophy that goes beyond the South to operational tactics nationally and internationally.“Our vision and growth are driven by the desire to improve our customers’ experience,” says Matt Hodges, director of marketing.“This includes our focus on inventory management and access to quality products. Over the last few years we expanded our presence in China and dramatically increased warehousing capacity.”

49% people assume a Southern accent means you're nice.

Gold Bond leverages its central location to boost distributors’ bottom lines, providing economical solutions regardless of a customer’s location. “The upward trend in shipping costs provides us with a strategic advantage on larger-sized items in the South, while our smaller items continue to sell well in and outside the region,” Hodges says. “We have many orders that are sold through distributors outside of the South; however, those same orders have a high likelihood of shipping to southern states. With increasing fuel and shipping costs, we continue to place a high value on our regional orders.”


 
Three of the four warehouses from which Staton Corporate and Casual (asi/89380) ships its orders are based in the South (Memphis, TN, Dallas and Orlando, FL). These locations, along with Staton’s Fullerton, CA, warehouse make one- and two-day delivery a snap for the vast majority of the U.S. This speeds turnaround and saves on shipping.

Southern Migration

You may find that more and more products will be distributed to southern audiences in the coming years, particularly if population growth trends have an impact.

The South led United States regions in the greatest rate of change in population growth according to the 2010 Census, up 14.3% from the 2000 Census.
The five southern states with the biggest increases in population are Texas (20.6%), North Carolina(18. 5%), Georgia (18.3%), Florida (17.6%) and South Carolina (15.3%).

According to the Gallup Job Creation Index’s “State of the States” report for 2010, the “Best Job Markets” are in energy- and commodity-producing regions. Five of the Top 10 states were southern (Texas, Maryland, West Virginia, District of Columbia and Arkansas). Of course, states like Texas and West Virginia are rich in natural resources for energy production, making them both excellent targets for related promotions. Southern states with significant farming, like Arkansas, benefited from commodity producing jobs. CNBC’s special report, “America’s Top States for Business” ranks Texas, Virginia and North Carolina as three of its top five choices.

“If there is a trend in the South, it is that large companies are drawn due to the reasonable cost of living, abundant supply of labor and good quality of life,” says Mitch Emoff, vice president of sales for Goldner Associates (asi/209800), a Nashville, TN-based distributorship.

The firm concentrates its sales Efforts in Nashville, Raleigh, NC, Orlando, FL, and Atlanta. Emoff states health care, technology and entertainment as key markets. “Even in Orlando, which is heavy in construction and hospitality, the use of promotional products is strong due to the recognition that promoting is essential to keep strong market share,” he says. “I see the South as a force in terms of having a solid economy with a consumer base with a growing amount of discretionary income.”

Goldner, however, isn’t limited to the South for promotional programs. “While a predominant number of companies we work with are based in the South, we have developed specialized online solutions that fit well with companies having offices and field people all across the country,” Emoff says. “Rapid growth means that clients no longer have the luxury of their internal marketing team facilitating all requests from their field personnel. They want to outsource and, at the same time, they want control. At Goldner, we have developed a system called ePOP (electronic Product Ordering Program) that combines stocked items with a wide selection of one-day production, made-on-demand items.”

A Good Deal

Atlanta wins the contest. Most coupons used. Ever.

The typical southern consumer may be looking for a better deal than those in other regions of the United States. According to the 2010 Savings Index, a measure of online printed coupon savings by city, “The South is a mega saver.” More than one-third of the top penny-pinching cities are in southern states, making them collectively the “most frugal” region of the United States. Plus, Southerners are more likely to use mobile apps for couponing. The takeaway, therefore, is to promote savings programs that drive Southerners online for coupons or put a brand’s logo on their mobile devices via an imprinted cell phone “skin” or other accessory.

Distributors should help clients pay attention to minority markets, too. Hispanics, for example, account for more than half the population growth in Texas and Florida. During the last decade, Hispanics and African Americans have also made gains in business ownership in southern states, according to data from the Census Bureau’s most recent Survey of Business Owners.

Diversity requires creativity and promotional solutions custom designed to speak to the audience. The Icebox (asi/229395) is a top Atlanta promotional products company, with 6,000 customers primarily based in the metropolitan area. Its founders both hail from the South and combine southern charm with cosmopolitan sophistication.

The firm’s style is consultative, allowing the Icebox team to tailor promotional solutions to their clients’ customers. Whether creating a retail line of branded apparel for a barbecue joint or planning imprinted products for the Atlanta Beat, a women’s professional soccer team, the key is understanding demographics. “Soccer is popular among Hispanics,” says Adrian Sasine, director of marketing at The Icebox. “They’re also heavy cell phone users.” Therefore, using an imprinted cell-phone cover to promote the Atlanta Beat was a natural choice.

Size matters when considering a regional audience. Recently the Centers for Disease Control released data showing Southerners to be the least active Americans, with a higher rate of obesity. “It’s not unusual to include a Size 2X, 3X or 4X in apparel orders for the South,” Sasine says.

Outdoorsy Types

However, the South’s climate is ideally suited for recreational promotions, and the product choices for the region often reflect a lifestyle tendency to be outdoors. “From a sales standpoint we typically do see a bit different order type and product mix in the South than other regions of the United States,” says Fawbush. “The climate proves to be a key driver for products such as drinkware, coolers, beverage insulators and all sorts of bags. There are several run/ walk charity drives specifically based in the South due to the milder climate, and they use promotional products as the primary medium to reach new supporters.For an event like this there is a variety of products, such as our BIC Widebody Design Grip, which is produced with an awareness mold grip in your choice of pink, yellow or red. You can accompany that with a trendy Norwood Trek Bottle and a stylish Atchison sling pack.”

In addition, Fawbush recommends distributors look closely at destination/resort, travel/tourism, sports and marine markets for sales opportunities.

Lea Robinson, vice president of sales and marketing at Staton, expects continued growth in distributors’ sales to colleges, high schools and spirit groups. She sees the opportunity beyond T-shirts to tote bags, caps, stadium seats or any item that shows pride. “In the South, team sports are big, and not just football; it’s also baseball, basketball and soccer. There are many sports gaining popularity and it will continue to grow,” she says. For this reason, she recommends Noggin Wear Hoop Heads as a stand-out promotional solution. These colored headbands are topped with a sports net at the crown of the head, resembling a basketball hoop or generic sports goal. Like we said, Southerners appreciate humor.

“Niche-focused experts in vertical markets in the South are doing well.The key is to add value and bring a fresh perspective.”

Ryan Sauers,

Sauers Consulting Strategies

Sports aside, youth and collegiate markets are strong. Apparel that draws a youthful audience is key.Robinson notes burnout tees as popular for this demographic.Staton offers versions in both Canvas and Bella brands (for men and women). “The print on burnout looks spectacular,” she says. “It’s a youthful style That appeals to collegiate, fraternity and sorority audiences.” The fabric is lightweight for a southern climate.Consider too the opportunity for golf-promotion sales. “The South does have a longer golf season providing a longer sales cycle for tournaments, corporate golf outings and other outdoor events,” Hodges says.In addition, he’s noted a trend toward eco-friendly choices.“End-buyers are clearly searching for earth-friendly promotional products. We see this as a long-term trend and continue to add more products that are reusable, recyclable and biodegradable.This includes golf tees, water bottles and a new line of Eco Carry Tote and shopping bags.”

Recreational products fit easily into tourism and conference promotions. Meeting-planners pick destinations like Orlando, FL, Atlanta and Dallas for their exceptional convention facilities, hotels and visitor appeal. Beyond business travel, tourism thrives in the South. Forbes Traveler places two southern destinations on its list of Top 10 Tourist Attractions in the United States: Magic Kingdom Walt Disney World in Orlando, FL (with 17.1 million visitors) and the Great Smokey Mountains National Park in North Carolina and Tennessee (9.5 million visitors).

Growth Potential

Ryan Sauers, president and CEO of Sauers Consulting Strategies, is based in Atlanta and also names tourism as one of the fertile markets. But there’s much more for the savvy salesperson to target than the tourist trade. “The South offers a lot of growth potential. It’s really an untapped market,” he says.
“Niche-focused experts in vertical markets in the South are doing well. The key is to add value and bring a fresh perspective.”

He points to burgeoning metropolitan areas like Atlanta, Charlotte, Raleigh, Knoxville and Jacksonville where businesses are locating their headquarters. From health care to financial markets, there are sales waiting for those who drill down. “With health care, for example, go beyond the obvious hospitals and physicians to dentists, chiropractors and physical therapists. Pick a market and then look at the subsections,” he advises.

Sauers’ advice benefits salespeople regardless of region. After all, as he notes, with today’s social media, all the previous rules are thrown out the window.“Today’s boundaries are not so defined,” he says.“Everybody has a level playing field.”

Sales Primer

• Emerging Market: In 2010, the best job markets are in energy-and commodity producing regions, according to the Gallup Job Creation Index’s “State of the States” report, updated February-March 2011. Five of the top 10 states were southern, so if you’re looking to break in, focus on Texas and West Virginia.These two states are rich in natural resources for energy production.

• Keep Your Eye On: International clients. Since there are major air-travel hubs throughout the South, this location is strategically positioned for easy import and export. If you’re looking to break into this market, team up with a supplier in the South to cut down on shipping costs.

• How to Break In: If you’re looking to tap into something new, think about the recreational market. When choosing a sport, think golf. The South has a longer golf season, which gives you the opportunity for a longer sales cycle for tournaments and events.

• Hottest Market: It’s time to pay attention to minority markets. African-Americans in the South are moving to the area’s suburbs at the highest levels in decades, according to the Census. The report also shows that Hispanic population growth for the first time outpaced that of blacks and whites in most of the South, adding to the region’s racial and ethnic mix. Pew Hispanic Center analysis showed many of the biggest growths in this demographic have been in Alabama, Louisiana and North Carolina.

Top Five Distributors Headquartered in the South

Based on Counselor’s 2011 Top 40 list

1. Tic Toc

2. EmbroidMe

3. G&G Outfitters

4. Boundless Network

5. ECompanyStore

Top Five Suppliers Headquartered in the South

Based on Counselor’s 2011 Top 40 list

1. Norwood/BIC North America

2. Ennis

3. Staton Corporate and Casual

4. Hit Promotional Products

5. Virginia T’s Inc.