Bill Caskey

September 4th, 2008
Your Customers Are Talking About You. Do You Know What They Are Saying?

A friend of mine is a scout for Division I basketball. He told me a story that should draw the attention of everyone reading this ...READ MORE

Your Customers Are Talking About You. Do You Know What They Are Saying?

Thursday, September 4th, 2008

A friend of mine is a scout for Division I basketball. He told me a story that should draw the attention of everyone reading this blog.

It has to do with text messaging—and the promise of your brand.

It used to be that when a coach came to recruit a kid from high school, one of the things they’d talk about is playing time. After all, what kid wants to sit on the bench for two years waiting for “his chance”?

So coaches would promise all sorts of wacky things like, “You’ll get playing time as a freshman!” Or, “We’re building for the future so freshmen will be a key part of the strategy.” (Whatever that means.)

But then when he got to college, the story changed. And most freshmen who got big promises—got no time.
But what could they do? Nothing.

Now it’s different. Now, all of these high school seniors know people from all over the country due to the AAU schedule. These relationships have been built since 7th grade—and they text them constantly.

So now, when a HS senior is thinking about going to a certain college, all he has to do is text his buddies to see what they’re hearing about playing time. And the frame of reference is set.

It doesn’t matter what the coach promises anymore. It’s what the kids hear from their friends.

And isn’t that the way it should be in marketing? Don’t listen to the promise of the company trying to sell you something. Listen to the buyers who have experienced that promise.

Which brings up the lesson: Are you treating your clients like they’re texting your prospects? Because they are.

It might be casual. And it might be infrequently. But in the next 10 years, you’ll begin to see a quickening in the connection between the value you bring a client and the referrals coming from that client. People won’t refer average solutions. But they’ll talk forever about valuable solutions.

So read our blog. Find the pain. Link the pain to the solution. And make damn sure that you don’t leave that client until he is ecstatic with your value.

And if you have a sales team, make sure they are competent at problem-finding and problem-solving.

Tags: Bill Caskey, communicating value, problem solving, sales process, sales training
Posted in Bill Caskey, Communication Skills, Expression of Value | No Comments »

August 27th, 2008
A Story of Talent

Well, the Olympics are now history. But I was thinking recently about my Olympic moment—that one thing I’ll remember the most about these Games. I got ...READ MORE

A Story of Talent

Wednesday, August 27th, 2008

Well, the Olympics are now history. But I was thinking recently about my Olympic moment—that one thing I’ll remember the most about these Games.

I got it. And it has nothing to do with games or performance…kind of.

The Michael Phelps Story You Need To Hear
Have you heard the Michael Phelps story? Not the one about him winning 8 gold medals or breaking world records. But the one about his coach? That’s the one you need to hear because it applies directly to you!

When Michael was 11, his talent caught the eye of Bob Bowman, a swimming coach at an aquatics club in Maryland. Now, Phelps must have been pretty good to catch someone’s eye at 11, but I’m sure there were other good swimmers at that club, too.

But Michael got the nod and Bowman got the nod and they worked on the Plan. That’s right, the Plan. This was not a 90-day plan, like we’re all tied to in business. No, this was an Olympic Domination Plan—12 years out. And it worked.

All that is fact. But what’s fascinating is how many thousands of kids swim at aquatic centers around the world—which might have had all the talent at 11 years old that Michael had.

But no one noticed.

No one. Not a coach. Not a parent. Not a sibling. Or if they did notice, they just noticed and took no action. They concluded, “That’s not my job.” Or, “I don’t want to get involved.” Or, “What do I know about swimming talent?”

(Personally I think it’s that way in our public schools too—too much emphasis on the top and bottom students—and not enough focus “in the middle.” But that’s another blog.)

Do You Have Unnoticed Talent?
So here’s a question for you. Have you been noticed yet?

Do you have a coach that is willing to dedicate his life (like Bowman did) not knowing what the pay off would be but having a hunch and a plan? Is anyone in your corner that is unconditionally supportive of your dreams and goals? Does anyone slap you on the back and say, “Way to go! I knew you could do it”?

Do you have someone who keeps you on task…who makes you swim your laps…who helps you map out the plan…who stretches you outside your comfort zone?

Do you have someone in “observation mode” that helps you correct maladies—not just someone who tells you what to do?

You say you want to be a top performer, but do you? Do I? We throw the term “high performer” around, but do we really know what it means? Can you really be a top performer by yourself? I don’t think so.

You need other human beings to be on your side—to help you—to stay awake at nights thinking about what else they can do to help you.

Are You A Coach?
Conversely, maybe you play the coach archetype in this drama. Maybe you’re a manager who is supposed to spot good talent when it passes you. Everyone recognizes Michael Phelps as a talent at 23—with 8 golds around his neck.

But would you have noticed him at 11, skinny, scrawny and gangly?

After You Spot Talent
Then, what do you do with it? Maybe this is skeptical (and negative) but most managers I see are more worried about their job security and the next 30 days, than in taking talent and really, really developing it. I can be guilty of that. Are you?

If you’re a company leader, a big part of your role is noticing and developing talent. Do you know how to do both of those?

After watching the Phelps Story unfold, I’m going to re-double my efforts to “develop talent” in my client base…not just train them. And I’ll be working more intently with my senior level managers (sales and otherwise) to keep our eyes on people who indicate they have that seed of greatness and then help them develop the competencies to execute to.

I would urge you to do the same.

And when Michael soon appears on Frosted Flakes (no, not Wheaties this time), think back to that someone who took an interest, who unconditionally supported his dream, who dedicated his life to making him an elite performer.

He’s the real hero in this story.

Tags: Bill Caskey, developing people, elite performer, michael phelps, personal coaching, sales strategies, sales training, spot talent
Posted in Bill Caskey, Current Affairs | No Comments »

August 21st, 2008
How Do You Handle It When The Customer Threatens To Leave?

I just got a call from a client whose customer just informed him he's leaving. After 15 years, and one major incident, recently--over. Done. He called ...READ MORE

How Do You Handle It When The Customer Threatens To Leave?

Thursday, August 21st, 2008

I just got a call from a client whose customer just informed him he’s leaving. After 15 years, and one major incident, recently–over. Done.

He called me asking how to save it. (No one ever calls me when things are going great–only when things are coming undone–but that’s for another post).

My Advice

Don’t go in with a “fix-what’s-broken-mentality.” That’s exactly why you’re in the position you’re in. Instead, go in with a hand out–with a soft eye–with an approach of having him explain to you what happened in his mind. It could be it’s not savable. You’ll have to deal with that. But, it won’t be saved if you fall into desperation mode–doing “what it takes” to save it.

In this case, the customer was livid because of a shipping issue that kept getting worse and worse. But my caution was not to let him convince you that was all there was to it. You’ve heard of the straw that broke the camel’s back. We might have that going on here. It’s usually not ONE thing that breaks the relationship. If it is, then the relationship wasn’t that strong in the first place–which was the real problem.

So, he needs to move into the conversation with this person with the “INTENT” of understanding–not of saving. If he does that, then he’ll open up space for the truth (you’ve heard me say that before, I trust). And then, he can determine if it’s savable.

Do you constantly survey your customers to see how the relationship is going? If you’re in a business where the LifeTimeValue of a customer is high, then why don’t you take stock in the customer well-being? Businesses think nothing of spending hundreds of thousands of dollars on marketing–but skimp when it comes to understanding the state of current client relationships.

And how would you know if you don’t ask?

Tags: Bill Caskey, client relationships, sales training, selling strategy
Posted in Basic Sales Strategy, Bill Caskey | No Comments »

August 19th, 2008
A Process Approach To Generate New Clients

Have been thinking lately about the idea of a "process" in the lead generation world. As sales training folks, we see most sales organizations struggle ...READ MORE

A Process Approach To Generate New Clients

Tuesday, August 19th, 2008

Have been thinking lately about the idea of a “process” in the lead generation world. As sales training folks, we see most sales organizations struggle with prospecting. One problem is I believe they prospect ONLY when they need the business, rather than ALL THE TIME.

I sometimes feel like we all (including us) make prospecting really hard. So here’s today’s tip, if you’re feeling like prospecting is difficult:

Think Engagement. Not Selling.

Do you have a “process for engagement?” Let’s say you meet someone on a trip that might make sense to have more conversation with. Do they go into a process of any kind? Well, they should. Yet most of us don’t think about prospecting as a process. We mistakenly think of it as an action.

As the threshold of free goes up in the marketing world, you must have something that engages the prospect after that initial conversation. Calling them for an appointment might be too much.

So instead, write down all the things that you could use to engage them further prior to that next call.

• Do you have a report that you could send them that educates them?
• Do you have an article that addresses the most common problems people similar to him have?
• What about an audio recording of a speech that you made where you discussed trends in the industry?

Think of the process of engaging prospects as a “sequence of events” that happens so that when you do call, they’re ready. (Or, they call you first. Even better!)

And even better, if you have someone in your office that is good with “systems thinking,” then have them help you flow chart an Engagement Process. You’ll be surprised at how a prospecting system will help you meet your goals.

Tags: Bill Caskey, Lead Generation, prospecting, sales funnel, sales strategy, sales training
Posted in Bill Caskey, Lead Generation | No Comments »

August 14th, 2008
Sales Advice From A Client: Tell Them Nothing Until They Tell You Everything

My client, Jeff Jones, told me in a meeting this week that this is his motto: You tell them nothing until they tell you everything. ...READ MORE

Sales Advice From A Client: Tell Them Nothing Until They Tell You Everything

Thursday, August 14th, 2008

My client, Jeff Jones, told me in a meeting this week that this is his motto: You tell them nothing until they tell you everything. I love the sound of it.

The idea here is that you, as a sales professional, should never lead with a brochure. In fact, you should never lead with “all of the great things you can do for your prospect.” (There seems to be a tone of John Kennedy in there “Ask not what your country can do for you…” but I can’t make it work.)

You only tell them what you can do for them after the prospect tells you everything about his business, his issues, his pains, his dreams….

I’ve seen it happen where a salesperson is actually invited in to a prospect’s office, and the first thing the seller does is slide a brochure across the table to him. WRONG MOVE. You’re toast if that’s your approach. A high school kid can do that.

So withhold your desire to prove to her how valuable you are–and how hip your product is. Hold your ego in check long enough to find out about them. Then, and only then, can you talk intelligently about how you might be able to help.

And when it comes to “brochure sliding” don’t do it.

Tags: Bill Caskey, brochure use, find their pain, prospecting, rules for selling, sales training, selling strategy
Posted in Basic Sales Strategy, Bill Caskey, Mechanics of Selling, Rules, Tools & Attitudes | No Comments »

August 12th, 2008
What Are You Motivated By?

As sales trainers, we get called in to fix sales problems, of course. And many of those problems begin (and end) with the salesperson and ...READ MORE

What Are You Motivated By?

Tuesday, August 12th, 2008

As sales trainers, we get called in to fix sales problems, of course. And many of those problems begin (and end) with the salesperson and their life attitude.

Frankly, many salespeople appear unmotivated to do what needs to be done in order to achieve. (This is not meant to be a “people-today-are-different” rant.) And this doesn’t mean they don’t make calls.

It means they make the calls in the same way they have for 10 years even though the world has changed. And for whatever reason, they are unmotivated to change their approach.

So it seems like a really good question should be, “What motivates you?” Shouldn’t every manager/leader on the planet want to know that?

Yet, so few do.

The sales managers we talk to get really excited about the “comp plan” and the workings of it–yet few pay attention to their people–as individuals.

Couple that with a fundamental fact of human behavior–we will act in accordance with our values, beliefs and attitudes–and you wonder why more managers don’t know what really “juices” their people.

I’m sensitive to the fact that this is an emotional question. So, I’ve left space you can use to email me below, privately. I’m interested in two things:

• What have you seen work in the world of personal motivation for a team of performers?
• What motivates you to be the best you can be?

Anxious for your comments.

Name:
Email:
Comment:

Tags: Bill Caskey, personal motivation, sales training, selling strategy
Posted in Bill Caskey, Inner Game | 2 Comments »

August 4th, 2008
“How Do I Handle Objections?”

What sales training course have you been to where they DON'T teach you how to handle stalls and objections? But is this the real problem? I ...READ MORE

“How Do I Handle Objections?”

Monday, August 4th, 2008

What sales training course have you been to where they DON’T teach you how to handle stalls and objections? But is this the real problem?

I think not, but would like your comments.

When a prospect objects to something you have put out there, it simply means that you have missed the mark. By ‘overcoming/handling’ these objections, you actually do more harm.

I’ve seen sales people get into armwrestling matches over the wrong things because they were too eager to handle objections.

The best thing you can do is “seek clarification.” Ask the prospect to help you understand his objection/stall. We have a rule: What people say is not what they mean.

So following that rule, even though they say “your price is too high” that many not mean what they’re thinking.

You Should Object To Them

The fact is that in a selling process that’s run the right way, you should be obecting to them because they have not earned their way onto your prospect list.

They either don’t have enough pain to make a change. Or they lack the funds. Or they lack the commitment. If they don’t have one of those three then they aren’t a prospect and you must move on.

Tags: Add new tag, Bill Caskey, prospect objections, sales training, seek clarification, stalls and objections
Posted in Bill Caskey | 1 Comment »

July 22nd, 2008
How to Sell a Premium Product (In a Price Sensitive World)

It never fails. It's the first thing that comes up when clients ask us to come in and help train their sales team. We ask what ...READ MORE

How to Sell a Premium Product (In a Price Sensitive World)

Tuesday, July 22nd, 2008

It never fails. It’s the first thing that comes up when clients ask us to come in and help train their sales team.

We ask what the biggest problem is and they say, “We can’t get full credit for our value.” Or, “Our customer is always wanting to discount us.” With the economy slowing a tad, buyers of B2B solutions are becoming more price sensitive than usual.

Of course, they’ve always been price-aware. But they’ve gotten moreso. And, if you sell a premium-priced product (or service), you must have a strategy of approach, process, and philosophy.

Consequently, Bryan Neale and I are holding a teleseminar on July 31 on that very topic. You can find out more at www.caskeyteleseminars.com.

We have found teleseminars to be a wonderful vehicle to connect with our followers world-wide.We’ll talk about things like:

1. How to approach buyers who have shown to you they are price reluctant.
2. How to think about your value prior to showing up at another prospect.
3. How to talk about your solution in a way that doesn’t raise the price objection.
4. And how to look different, so the prospect doesn’t drop you in with all the other sales people calling on him.

We’ll probably do a podcast next week on some of the things we’ll talk about–part tease and part content. You can access all of our podcasts at www.advancedsellingpodcast.com.

Tags: discounting price, premium priced selling, sales training, teleseminar
Posted in Bill Caskey, Teleseminars | No Comments »

July 18th, 2008
Sales Trainers Shouldn’t be Talking about Sales Compensation. Or Should We?

But I will and the question is: Are we working on the Right Problem when we devise comp plans? I get all sorts of RSS feed ...READ MORE

Sales Trainers Shouldn’t be Talking about Sales Compensation. Or Should We?

Friday, July 18th, 2008

But I will and the question is: Are we working on the Right Problem when we devise comp plans?

I get all sorts of RSS feed on sales compensation, including the latest from www.gotomarketstrategies.com Good content all but I think most miss the major point. 

 

Vision Should Drive Compensation

The major point is  what kind of compensation plan is going to lead to the vision of a business? Not which ones are easiest to calculate…or to track…or to manipulate. Which one best leads to the vision. 

Since the vision of your business should be somewhat (or totally) focused around “customer problems and your ability to solve them–and what happens to you if you’re really good at that–then it seems comp plans should match up. 

Shouldn’t there be a component of this that has to do with Customer Perception of how you solved their pain? Sure, there should. Can you put a dollar and cents # on it? No,  not likely for most selling orgs. 

 

A Compensation Solution

But you can offer some type of a component that has the Customer Rating of  the sales person’s  competency at understanding the problem and assigning resources to solve it. 

There are plenty of survey packages that will do the trick, but first you have to change your thinking about compensation. 

If you’re a manager/leader/president, float this idea past your people. If they balk, it might be just what they need to fully measure what you expect from them: Great problem solving skills. 

Maybe you hold a percent or two back for those sales execs who are masterful at solving problems. And they get extra compensation for it. 

 

The Customer’s Problems Come First–Not Compensation

Caution: Remember, I come from a different position on selling–one where the customer and his/her problems come first. My belief is that if you’re a competent problem finder and solver, the revenue will come. Everyone wins. So why not compensate your sales team on that?

Tags: sales compensation, Sales management issues, sales training, selling strategies
Posted in Bill Caskey, Sales Management Content, VP of Sales | 3 Comments »

July 16th, 2008
Sales Training Tip: Talk About Yellow Flags

A while ago (Feb 2005 actually) I posted on the concept of Yellow Flags--those parts of the sales process that are "cause for pause" for ...READ MORE

Sales Training Tip: Talk About Yellow Flags

Wednesday, July 16th, 2008

A while ago (Feb 2005 actually) I posted on the concept of Yellow Flags–those parts of the sales process that are “cause for pause” for the salesperson.  Raise The Yellow Flag Post

A yellow flag might be your prospect saying, “We’re going to look very closely at price” or “John will have a little influence but not much so you don’t need to talk to him” or other such nonsense.  

Batch The Flags

But in long selling cycles/complex sales, there might be dozens of yellow flags throughout the cycle. My suggestion would be to batch them. Here’s how it works.

After every sales call, especially if you have a team that calls on the prospect at different levels, come back and “brainstorm yellow.” Meaning, talk about all the things each of you has heard from the client that are yellow flags–those things that might prohibit the sale from moving forward. 

Use The Minds of Your Team 

Get into a true “mind-share” attitude with your team. You’ll be amazed at the customer data you collect on the buying process. Then,  make a list of all the things that your team senses  might be roadblocks and bring them up to the customer in batches. Let’s say you have 10 things that your team senses could be yellow flags. The next time you’re speaking with your prospect, say, “I have several things that I’d like to talk to you about–things that have come up when we do our weekly team debriefing.” And then tell him the issues.

Yellow flags are things your prospect has to solve for you. Remember, it’s him/her that has the problem that he wants you to solve. Therefore,  it’s up to them to get you comfortable–not just up to you to get him comfortable.  As we say in our advanced sales courses, you’re the one that needs to be bringing up objections–not him. He needs to be selling you on why he’s committed to solving his problem.  

Tags: Account Executives, Bill Caskey, large account selling, mindset, sales training tip, selling strategy, team selling
Posted in Account Executives, Bill Caskey, Expression of Value, Inner Game | No Comments »

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