Samurai Sales Training – Prospecting: Do You Have a Plan?

Let’s be honest. No one really enjoys prospecting. But to build a successful business or practice, you need clients. You need a continuous flow of clients. And to have this flow, you need to build the prospect pipeline and a disciplined tracking system.

Out of college you were a trained an attorney, creative, engineer, accountant, etc. Trained to create, engineer, account or do law stuff. Not trained to sell. You joined a firm, agency or company. They had business development team (sales people). All you had to do was show up and do that thing you were trained to do.

Then, without warning, the economy went south. Sales people were laid off. You were laid off. And now you need clients. You start networking. You’re meeting new people, collecting cards. In fact you’re hitting a lot of networking events; meeting a lot of people, collecting a lot of cards. You follow up; meet for coffee, exchange emails. They really like you. So what?

You contact friends, colleagues, golf buddies, etc asking for quality introductions in your quest for new clients You even contact former clients (assuming you didn’t sign a non-compete and have a good attorney, “Where is that attorney’s card I picked up at some networking event three weeks ago?”).

So what is working for you? What efforts are building your business? What is your tracking system?

In the last session of the Samurai Business Group “Brown Belt Program,” Sensei Bob Lambert  led us on a journey of organizing and tracking our prospects and prospecting efforts. It requires discipline (there’s that word again from the last blog post).

We were given a system. In fact, it is a very good system for tracking and monitoring a new business pipeline. If you are honest and disciplined, it will show you what business development efforts are working, and not working. It evaluates your list of prospects, who’s hot, who’s not, who’s really interested in hiring you and who just wants free, professional advice

First, look at where you found your current clients and prospects. Track all of the variety of efforts you are making and see if they are important to building your business – or just leading you into a false sense of accomplishment. If the latter, it’s time to adjust.

So what is the Samurai method of building a pipeline tracking system? Easy if you have discipline (no, not that word again!). Forms were provided to execute the system.

1. The Top Five Prospects – You’ve met face-to-face. The prospect has shared information. She has completed her “homework.” You talk or send an email once a week and get a positive reaction or response.
2. The Farm Club – Fifteen, prioritized prospects. There is synergy between his business and what you offer. You contact him once a month, share pertinent information and get a positive response. If a top five prospect falters, you promote someone from the Farm Team to the Top Five.
3. Suspects – Twenty who have shown promise. They have said they don’t see an immediate need for your service. You touch base once a month and respond to their emails and phone calls, as long as they are not seeking pro bono work, with the promise of “one day, when business picks up…

So when you review your prospecting efforts are you saying “SO!” or “So what?”

For further details on “Discipline,” contact either Dan Kreutzer or Robert Lambert or visit the Samurai Business Group website.

Spencer Maus, of SpencerConnect, is a senior-level, public relations executive. Samurai Business Group is a client and providing compensation to SpencerConnect

Samurai Sales Training – Are You Disciplined to Succeed?

DISCIPLINE

Mirriam-Webster defines discipline as a noun, “training that corrects, molds, or perfects the mental faculties or moral character: orderly or prescribed conduct or pattern of behavior: self-control.” As a verb, “to train or develop by instruction and exercise especially in self-control.” Self Discipline, “correction or regulation of oneself for the sake of improvement.”

Warrior Views wrote in an article discussing the Samurai, “The Samurai conduct all their day-to-day activities with a high level of discipline.”

In their writings, Dan Kreutzer and Robert Lambert paraphrased the Code of Bushido, “If you want people to deeply trust you have to be disciplined…You can’t fake it!”

Like everyone, I try, I really try. But workout regimens, diets, etc tend to fall victim to short term temptations. “You’re going where, when? I can skip my training for one night.” “Wow, look at that cake. My niece baked it. I can’t disappoint my niece.”

The first step our Senseis had us take was to grade ourselves as being disciplined. My scores – not good, not bad, but not good. Step two, plan to be disciplined. There are rewards. It gets you through the lows, the peaks and valleys. It becomes easier to make decisions, see and take advantage of opportunities, keep one’s word.

When discipline is served, one is able to maintain focus, doing what needs to be done and not done, confidence and vision, be consistent and make decisions. And, keep one’s word.

OK smart guys, how? First have a personal, activity plan. The Samurai Business Group provided the forms and scoring system for tracking progress, success and non-success (someone once said to me, “Success is never certain, failure never final). The forms are outstanding and testing.

The forms visually demonstrate if you are traveling the road to success. The “leading indicators,” which tell you if you are moving forward or standing still, are old school. How many prospects have you developed; how many discovery calls; how many sales cycles are moving forward; and how many proposals are being considered.

But the mind can play the wonderful trick of self justification. “OK, I’m a little short, but the economy sucks. I’ll do better next week. I’m really good at what I do. I just need a few more speaking gigs and networking events.” Don’t believe your own propaganda.

This was an enlightening session. And contained more information than what can be included in one blog. With that said, let me leave you with something shared by Richard Berroa in “The Realgogetter Blog,” The Precepts of the Samurai (samurai no kokoroe), a modern variation on a historical philosophy:

“Know yourself. (Jiko o shiru koto) Always follow through on commitments. (Jibun no kimeta koto wa saigo made kikko suru koto) Respect everyone. (Ikanaru hito demo sonke suru koto) Hold strong convictions that cannot be altered by your circumstances. (Kankyo ni sayu sarenai tsuyoi shinnen o motsu koto) Don’t make an enemy of yourself. (Mizu kara teki o tsukuranai koto)

“Live without regrets. (Koto ni oite kokaisezu) Be certain to make a good first impression. (Hito to no deai o taisetsu ni suru koto) Don’t cling to the past. (Miren o motanai koto) Never break a promise. (Yakusoku o yaburanai koto) Don’t depend on other people. (Hito ni tayoranai koto) Don’t speak ill of others. (Hito o onshitsu shinai koto).

“Don’t be afraid of anything. (Ikanaku koto ni oite mo osorenai koto) Respect the opinions of others. (Hito no iken o soncho suru koto) Have compassion and understanding for everyone. (Hito ni taishite omoiyari o motsu koto) Don’t be impetuous. (karuhazumi ni koto o okosanai koto) Even little things must be attended to. (Chiisa na koto demo taisetsu ni suru koto) Never forget to be appreciative. (Kansha no kimochi o wasurenai koto) Make a desperate effort. (Issho kenmei monogoto o suru koto)

“Have a plan for your life. (Jinsei no mokuhyo o sadameru koto) Never lose your ‘Beginner’s Spirit. (Shoshin o wasurubekarazaru koto)
“Saigo made eizoku suru – persist to the end. This one has special meaning to me. I look at this in this way ‘to persist is to conquer.’”

*The Samurai precepts are from written by Kristen Kyle.

For further details on “Discipline,” contact either Dan Kreutzer or Robert Lambert or visit the Samurai Business Group website.

Spencer Maus, of SpencerConnect, is a senior-level, public relations executive. Samurai Business Group is a client and providing compensation to SpencerConnect

Samurai Sales Training – Building Customer Loyalty

When asked to rate their vendors, customers said 4% were excellent; 80% were good to very good; and 16% poor. Of those in the good to very good and poor categories, 50% to 90% of those vendors, consultants, and service providers were replaced by someone else.

We all know how hard it is to add to our client/customer base. But losing a client/customer is painful. In spite of all our efforts, the client/customer found someone “better.” Where were your mistakes? What did you do wrong? What can I learn so this doesn’t happen again?

Dan Kreutzer, of the Samurai Business Group, covered this in detail through the Samurai training module and in class. First, most customers expect “a very good job” from vendors. But very good is not good enough. And “customer loyalty is a myth.” You need to convert “loyal” customers to evangelists. How?

First you must remember that your work doesn’t end with the ink drying on the contract and the check clearing. You need to meet with all involved in using the product or service you deliver. Maintain visibility. Not just by email or phone calls, but live and in person. Become perceived as an “employee,” not just the guy who shows up to take the CEO to lunch once a quarter.

One of the greatest compliments I received was when an employee asked if I was attending a company sponsored, employee event. She was surprised to learn that I wasn’t an employee.

Next, don’t be modest and don’t be unavailable when inconvenient. Link their successes to your good efforts. Don’t assume they recognize your role in making something great happen. Become their go-to person to build reliance on your talents – even outside of the contract. And if there is a problem, take or assume responsibility. And then fix it.

Help a client build and grow their business. The contract calls for the writing and distribution of press releases, contacting media and writing white papers. Go the extra mile. If you know someone who could use their products or services, set up a qualified introduction. Let the client know you care as much about their business’ success as you do for just the project’s success.

Now the competition comes knocking. Help the client prepare for your competition and how to handle them. Give them a script and rehearse it before the competition arrives. And ask your client questions about your work and how you have become her “go-to” person.

By caring as much about the client’s business success as your own success with the project you willmove from vendor to trusted asset. And move the client from loyalty to evangelist.

For further details on “Building Customer Loyalty,” contact either Dan Kreutzer or Robert Lambert or visit the Samurai Business Group website.

Spencer Maus, of SpencerConnect, is a senior-level, public relations executive. Samurai Business Group is a client and providing compensation to SpencerConnect.

Samurai Business Training – Eighth Session in the Dojo – Relevant Messages that Resonate

The One-Minute Infomercial, also known as the elevator pitch, we all have one or more. Sensei Dan Kreutzer, of the Samurai Business Group, led us on a journey to develop and then test our new infomercial.

To have a successful “pitch” it must 1) Communicate your key message; 2) Create curiosity; 3) Appeal to emotions; and 4) Avoid trigger words. But first the introduction. Name, company and what you do. Simple, right? Done this hundreds of times. “I’m a strong networker and have to reorder business cards every quarter.” But are you effective?

“Hi, I’m Spencer Maus of SpencerConnect. SpencerConnect is a public and media relations firm that…” “So, what?!? I know at least 20 of you. In fact my next door neighbor/fraternity brother/mother-in-law does PR.”

Ok, let me try again. “SpencerConnect is a promotion and marketing firm, which employs only senior-level talent, that designs campaigns tailor made to specific needs and budgets, and targeted to the influential people you need to meet to grow your business.” Not great, but Sensei Dan and Robert Lambert are helping me.

Next, the Statement of Business Issues. “We work with (your business focus here) that have been concerned with industry regulations and are hesitant to use certain tactics that would have made a tremendous difference in their marketing campaign. For example…”

This allows you to create curiosity and appeal to emotions. The secret? Tell them what you did, not how you did it. Look for a change in expression and the “yeh that happened with my business” gaze. Now you ask the magic questions. “Has this ever happened to you? What happened?” And then shut up. When she is done sharing, suggest that you meet. Get her card and move on.

(Editor’s Note: I have been most successful when the person I am meeting talks first. I can then adjust my pitch to their industry by listening and asking questions. The longer she/he talks, the more I know before I speak).

Finally trigger words, “Words that may elicit negative reactions or cause you to be pigeon-holed.” Consultant, Trusted Advisor, Lawyer, IT. When I lived in L.A., Consultant usually evoked the response, “Oh job hunting.” “Lawyer? I know hundreds of lawyers.” “IT? I never understand what you guys are saying.”

Trusted Advisor? In his white paper Beyond Trusted Advisor – becoming a Trusted Asset, Bob Lambert wrote, “It’s one of the most over used terms today, it’s like the over use of paradigm in the last decade. I would suggest that ‘Trusted Advisor’ has limitations. First you can’t become a ‘Trusted Advisor’ to a prospect until they’ve determined you are a person that they can trust.”

For me the trigger words are public relations. Almost everyone thinks they understand public relations. “Oh, my mother-in-law does that! Thanks for playing!”

So what is the value of all the preparation, testing your spiel on friends (or in my case willing classmates in the Dojo)? You are ready for almost any networking situation. Your infomercial becomes natural. All the preparation and practice on family and friends forces you to think through your market and the message you are delivering.” Fortunately I have Bob, Dan and my classmates in the Dojo to bore to death

Second you are more relaxed. Your message sounds natural. You can easily adjust to your audience member. And it comes across as what you do, not what you are doing now (see consultant).

For further details on “Relevant Messages that Resonate,” contact either Dan Kreutzer or Robert Lambert or visit the Samurai Business Group website.

Spencer Maus, of SpencerConnect, is a senior-level, public relations executive. Samurai Business Group is a client and providing compensation to SpencerConnect