As you can see in the email, there’s no reason for the meeting, although by the service they provide, I have an idea what they are wanting.

The ‘YM’ reference is The Yorkshire Mafia.I have just copied and pasted it and the names have been changed to protect the innocent!

How would you respond?

Hi Danny

Hope your well!

I have noticed you do a lot with the YM!

Would it be possible for us to meet up for a coffee and a chat at some point next week.

Look forward to hearing from you.

Kind Regards

NAME
COMPANY ETC

Whilst in work on the Saturday (19/06) after the horrendous showing on the Friday night, I was looking through the reports from the game on the various football websites and came across this post from lesduffym in response to a BBC blog from Phil McNulty.

For those of you who are not interested in football, England drew 0-0 with the relative minnow of Algeria. The result was not the best, but the performance was absolutely dire and this was the post from lesduffym:

This quote from PoolHall Junkies comes to mind:

“You watch those nature documentaries on the cable? You see the one about lions? You got this lion. He’s the king of the jungle, huge mane out to here. He’s laying under a tree, in the middle of Africa. He’s so big, it’s so hot. He doesn’t want to move. Now the little lions come, they start messing with him. Biting his tail, biting his ears. He doesn’t do anything.

“The lioness, she starts messing with him. Coming over, making trouble. Still nothing. Now the other animals, they notice this. They start to move in.

“The jackals; hyenas. They’re barking at him, laughing at him. They nip his toes, and eat the food that’s in his domain. They do this, then they get closer and closer, bolder and bolder.

“Till one day, that lion gets up and tears the shit out of everybody. Runs like the wind, eats everything in his path. Cause every once in a while, the lion has to show the jackals, who he is. “

In our case, there are 3 lions, and I think that we may see them show everyone how good we really are on Wednesday.

I reckon this post can be related to biz as maybe one day, if people start taking the piss, you might just have to show them who you really are.

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The purpose of these is to ask the delegates what they want covering relating to blockages they have in their businesses then deliver a seminar that answers their questions by the speakers constructing their presentations on what the audience want covering.

The whole aim of them is that as they are bespoke to the audience and as the delegates (business owners) actually dictate the topics covered on the day, everyone involved knows that the session is relevant to them and their business.

We are currently running two in July & August for South Yorkshire companies.

Carl Hopkins (www.kloog.co.uk):
4N Barnsley Ramada Encore Hotel: Tuesday 20th July (20 – 25 delegates)

Nicky Pattinson (www.hiyaitsnicky.com):
4N Sheffield Hillsborough: Wednesday 4th August (20-25 delegates)

Workshop Programme:
0800 – 1000: 4N Breakfast Meet
1030 – 1130: Session 1
1145 – 1300: Session 2
1300 – 1330: Lunch & Networking

The aim of these workshops, funded through the region’s Top Team Workshop Programme is to offer a strategic review of your business. Consisting of a half day session with around 30 delegates in each session, Carl and Nicky will cover topics including:

•    Identifying your key challenges
•    Main priorities for the business and identify barriers
•    Developing strategies to address those barriers
•    Finding the kind of resources needed to succeed
•    Identifying changes needed to ensure future success
•    Assisting managers to maximise performance
•    Developing staff if required and creating a realistic action plan to take the business forward

Both Carl and Nicky’s ‘day jobs’ are assisting businesses in strategic growth through sales, marketing, customer interaction and procedures so this is an excellent opportunity to gain advice specific to your business. We are limiting the number of delegates in order for all present to gain the maximum with regard to their business.

TO BOOK:
Contact Danny Matharu on 07904 – 873 202 or email danny (at) hillrich.co.uk

How Does it Work?
These workshops are built to be bespoke to the audience in the sense that the delegates outline the topics to be covered on the day. This will be in the form of a couple of questions which we will then pass onto Carl and/or Nicky so they can pitch their presentations and offer strategies specific to the 30 or so businesses.

With this, Carl and Nicky can offer examples and advice based on businesses present and therefore delegates take away tangibles that are relevant and achievable – things that can be implemented into your business from leaving the seminar which will make an immediate impact.

Carl and Nicky will be present during the lunchtime networking session to answer any specific queries on a one-to-one basis.

Price:
The funding for these allows the cost per seminar to be brought down to just £39.00 +VAT per delegate! Generally this would cost upwards of £200.00 per delegate. Each delegate simply has to supply information about their business beforehand for the Funders’ criteria e.g. location, sector etc.

Also included in the price is:
•    4N Breakfast
•    Lunch
•    Tea/Coffee throughout the morning
•    Excellent networking opportunities with specific networking times outside the presentations

TO BOOK:
Contact Danny Matharu on 07904 – 873 202 or email danny (at) hillrich.co.uk

Unfortunately, these seminars are only available to businesses based in South Yorkshire.

Here’s a snapshot of the workshops we ran in Huddersfield with Carl and Nicky:

Hillrich Carl Hopkins Seminar 08/12/09 – Fantastic Media Suite, Galpharm Stadium, Huddersfield

Click on the image to be directed to the Flickr presentation.

Hillrich Nicky Pattinson Seminar 15/12/09 – Fantastic Media Suite, Galpharm Stadium, Huddersfield

Click on the image to be directed to the Flickr presentation.

Nicky Pattinson for Hillrich – Galpharm Stadium December 2009

And here’s what the delegates said about them:
. . . . . . . . . .
Hi Danny

Brilliant Nicky Pattinson seminar yesterday – the organisation was absolutely brilliant – well done!

David Broadhead
Partners in Management
. . . . . . . . . .
Hi Danny

Today was simply amazing, ran like clockwork, an absolutely perfect event without one single flaw…you make it look so very very easy…

CONGRATULATIONS!!!!!!!!!

Mandy Barwick
Heritage Group
. . . . . . . . . .
Danny

Thanks again for today – brilliant!  The morning was really well organised – as usual – and of course, it was a pleasure to sit and listen to Nicky again.

Martin Bown
Management Accounting Services
. . . . . . . . . .
Morning Danny

Just like to say THANKS VERY MUCH for a really informative, relaxing and sharply delivered event on Tuesday.

The organisation and facilities, down to every detail were perfect. We just had to turn up and take it all in!

The wealth of information that was delivered in Carl’s inimitable ’straight talking’ way was hugely helpful in many areas. Also, being a small company, it was definitely ‘therapeutic’ to hear some similar problems and issues voiced and solved in such a relaxing and intimate setting.

I have to admit that I don’t attend many network/seminar events and I’ve come away with a real purpose to attend more.

Your event was the yard stick Danny – so I reckon other peoples need to be shit hot!

Danny Bulmer
date of birth
. . . . . . . . . .

TO BOOK:
Contact Danny Matharu on 07904 – 873 202 or email danny (at) hillrich.co.uk

When in Sales:

Do:
•    find out what the customer wants and expects – LISTEN!
•    identify the key message you want to convey. This may change during the course of your conversation with the prospect
•    establish supporting points to anything you say and a logical reply to any objections/questions making sure that you address each point raised by the prospect in the order they were raised
•    make your key points three times – in the introduction, the body of the presentation and in the conclusion
•    prepare notes
•    rehearse and if possible, listen to yourself when ‘selling’
•    be confident in most importantly you and your knowledge of your company/product/service and the results the prospect will get from being involved in your company/product/service.

Don’t:
•    overcomplicate and confuse your offering
•    read directly from a script

Quick Reminders:

Basic Sales Tips:
•    A ‘No’ is only a ‘No not today’. Nothing is terminal in sales.
•    Become a consultative seller
•    Build long-term relationships
•    Don’t be an order taker
•    Questions, Questions, Questions!

Planning:
•    KISS – Keep It Simple Stupid
•    Invest in yourself – you are the greatest of all investments
•    Look, speak, act and most importantly think like a professional salesperson
•    Record and analyse your sales performance on a daily, weekly and monthly basis

Important Extras:
•    It is desire and not ability that determines success
•    Set your personal goals both in and out of the working environment
•    Plan your day before you come into work
•    Be enthusiastic!

Time Management:
•    Make a ‘To Do’ list every night and review it at the end of the day
•    DO IT (whatever it is) NOW!

Finding Business:
•    Referrals are excellent leads – “Do you know anyone else who may be interested in …..” (i.e. your company/product/service)

Getting Business:
•    Always have one goal in mind
•    People buy from people – it is the oldest adage but there is none more true: become a people expert
•    Get yourself accepted
•    Main rule – ASK QUESTIONS and make sure that they are one’s that lead to your company’s proposal/USP’s etc.
•    Link features to benefits and sell the benefits
•    Don’t just talk – show and demonstrate
•    Don’t knock any competition
•    Always assume that the prospect will buy
•    Be a good news carrier – always have some good news for your client
•    Sell with enthusiasm – it is infectious and irresistible

The Close:
•    Don’t be weak – develop a killer instinct. All clients have pride, or greed or fear of loss, or all three!
•    Begin with a close – “How would you like all of Yorkshire to know of your service?”
•    Understand the importance of the close – You either sell or get sold – either way, both win or both lose!
•    Go for a decision – Yes or No – never a maybe
•    Ask for the order – it will be expected of you by the prospect
•    Learn not to fear asking for the order – It is a “no” before you have asked
•    When you ask the right questions, closing is automatic
•    People actually like being sold to well and respect those who are passionate, enthusiastic and knowledgeable about the product they are selling.

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Here’s some that came up whilst selling DreamStart and how we ‘overcame’ them’. Again, this was in the context of a conversation with a pre-selected prospect with whom we had spoke/met with previously in the process of offering them the opportunity to get involved with the Conference via sponsorship and or exhibiting:

“No budget.”
If you had the budget, would you be interested?
(Will determine if the budget is the main objection) If answers ‘No’, find out why they are not interested by re-questioning.

Do you mean no budget this month/quarter/year?
(Find out when what time frames you are looking at)

When does your new budget come into play?
(Can then plan in a way of invoicing when the budget is in force and thus can get a decision)

Discuss price, if the price is good then we can do business and invoice later (30 days etc.) when their budget comes in/starts.

“We have a sales team.”
How many sales people can get infront of hundreds of receptive decision-makers in one day? I know I can’t!

The attendees are all receptive because they have paid to attend this event with the intention of improving their business through Michael Gerber and using suppliers whom they feel have the same ethos as them and this will give your sales team loads of really hot, qualified leads to follow up.

“We’ve exhibited before and it’s not worked.”
Where have you exhibited before?

Why did you exhibit there?
(Find out what their buying motives are – price, audience, size of event, location)

As previous, find out where and link our USP’s to their weaknesses.

“As you know, the success of exhibiting is based on where you exhibit and more importantly, who you exhibit to (the audience).”
This event is solely by invite only MD’s and Company Directors.

“We rely solely on word-of-mouth for new business.”
Word of mouth is the best and worst from of marketing, as you know. By investing a relatively small sum in DreamStart you will increase you word of mouth immensely via the hundreds of delegates in attendance.

“We advertise.”

Who are you advertising with at present?
(Newspapers, local press, trade magazines)

Can I ask why you use them?
(Find out what their buying motives are – price, audience, distribution, frequency)

What are you paying at present and what are you getting for your money?
Can then highlight our USP’s with regard to who they are using at present and show our strengths over the other marketing vehicle’s weaknesses.

For example, if they are using a newspaper we can’t touch local press for readership, but for example 0.01% of the press readers will be their target market – 100% of our attendees are their target market.

“Exhibition is not for me.”
What part of the exhibition is not for you?
•    Theme?
•    Audience?
•    Location?

With this we can find out the core of the objection and overcome it.

“Theme”
If they are not interested in the theme of improving business models and ultimately profits then you have not unearthed the root of the objection as all businesses are interested in improvement.

What part of the theme doesn’t interest you?

“Audience.”
If their business is not selling to DM’s then you are dealing with someone who we cannot help!

What audience do you specifically sell to? We have seen that in SME’s the MD tends to be jack-of-all and master-of-none, hence their attendance at DreamStart.

“Location”
DreamStart ’08 is to be held at the Royal Armouries Museum in Leeds, within the Armouries and the newly purpose built Saviles Hall. The Royal Armouries holds over 500 events per year welcomes around 100,000 corporate clients annually. In addition to their existing in-house award winning catering, on the door-step 130 hotel bedrooms with a further 650+ bedrooms within 5 minutes walk, and a purpose built multi-storey car park, Royal Armouries really is the only place for DreamStart. So perfect, that due to demand in Yorkshire, DreamStart has been moved from the originally planned venue of Excel in London.

“Content.”
Which company cannot be interested in content that will improve their processes across the whole of their business delivered by recognised experts.

“Happy with our level of business.”
Nobody is ever happy with their level of business. No business can say that they would not like to be makin more profit.

Every business wants to grow, from Microsoft and Coca Cola to SME’s and ‘one-man-bands’. The whole theme of DreamStart is to flourish the attendees with tools to make their businesses more profitable and ultimately, to achieve their potential. By exhibiting within this and to our audience, this (more profit) will be the result for you.

Next post: Cardinal Rules.

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Again, this is just cut and pasted from the training document. It is said that asking the right questions is one of the keys to being a success at selling. You will see on reading this post that there are only three closed questions in the whole section. The rest of them can only really be answered by going into some form of detail i.e. not a ‘Yes’ or ‘No’ answer.

I am not saying that these are the ONLY questions that should be asked. We had loads and generally, one question leads to another and only by REALLY listening to your prospect can you know what to ask next.

What is your main objective?
When you understand what the prospect is trying to achieve, you can match our product(s) with their intent.

How do you plan to achieve that goal?
This question will reveal their plans for the organisation/product. DreamStart and it features/benefits may already fit into your prospect’s plan. If so, they will close themselves.

What is the biggest problem you currently face?
If you can help your prospect solve their biggest problem you will be a big hero.

• “Our sales team can’t seem to get through gate-keepers”
• “No-one really knows about us”
• “Our brand isn’t strong enough”
• “We need to announce a new product/branch/board member/manager/brand design.”
  

Where is the prospect currently spending their marketing money and what are its strengths and weaknesses? These following three questions should be used together:

1) What are you doing currently to deal with this – OR – What are you using now?
This question tells you what they’re buying now and from whom and for how much, telling you both the need and the budget.

2) What do you like the most about it?
This question reveals their base buying criteria. Any replacement should be at least equivalent in these areas to be considered by the prospect.

3) What do you like the least about it?
This question tells you where any competitor is vulnerable.

Because you can offer them a product which exceeds everything they like the most as well as being able to fix everything they like the least, the client NOW has justification to CHANGE or incorporate DreamStart into their budgets.

What kind of budget are working within?
If so it should be revealed in this question.

Is there anything I’ve overlooked?
This gives you a chance to tie up any loose ends.

Are there any questions you’d like to ask?
Encourage the client to get all questions answered here and now.

Who else besides yourself, will be involved in the decision making process?
Always make sure you are pitching to the DM. It’s wasted breath if you try and close them if they are not, because whoever you are pitching to won’t sell it to the DM as good as you. By all means keep them in the loop, as they will become an ally, and may even have an influence on the DM.

On a scale of one to ten, how confident do you feel about DreamStart?

What would it take to get up to ten?
This two-part question will reveal what else, if anything you will have to match or provide.
If they say, “8,” then say, “What would it take to get to a 9?”
If they say, “10,” then get out the order form!

They may mention price – don’t defend it – explain the benefits.

They may mention target market – If so, proceed with, “We’ll target whomever you want” etc.

Once you have overcome the 8 or got to the 10, pop out the order form!

Once the order form is signed then ask:

Is there anything else you’d like me to take care of?
This could open up any other training or recruitment work they may need help with.

Generally, no sale is made without any objections and these will be covered next.

Next post – Part III: Objections, Objections, Objections.

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Like in every aspect of business, in sales, it always helps to have a plan! When setting off with DreamStart, nobody picked a phone up until they had formulated a one and here’s a list of things to consider: (again, this has just been cut and pasted from the original training document)

• Find out which services or products the customer is interested in.
• Establish your objectives. Do you want to make a sale now, or create initial interest to justify a later presentation to the decision-maker?
• Clarify what style and length of meeting/conversation the customer wants: for example, a full presentation, a product demonstration or a short briefing followed by a discussion.
• Establish the key message you want the customer to take away from your conversation – the main benefit that makes your offering attractive.
• Establish a few key points that support this message; relate your points to the customer’s needs and interests.
• Prepare a logical argument which will convince the customer to take action: for example, book a follow-up meeting or place an initial order.
• Anticipate any objections or questions the customer might raise and have the answers ready.
• Organise your material into self-contained sections which you will be able to expand or shorten in the conversation depending on the response.
• Prepare an introduction and conclusion to introduce the key points at the start of the conversation and to reinforce them at the end.
• Collate any facts and evidence to support your argument: for example, product samples, brochures or customer testimonials. Make sure your samples work.
• If need be, prepare a first draft and read through it aloud, leave it overnight and then revise it.
• Identify and prepare any simple, relevant visual aids which will reinforce or clarify your points: for example, flipcharts, handouts or PowerPoint presentations.
• Transfer the key points of your presentation to cards or a summary sheet and note where any visual aids will be used; discard the draft.
• Rehearse your presentation until you are satisfied; consider asking colleagues for feedback or recording yourself.
• Make sure you know how you will close the conversation and agree follow-up actions.

Next Post – Part II: Questions, Questions, Questions…

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The principle of these new seminars (08/12/09 & 15/12/09, The Galpharm Stadium, Huddersfield) is to scale down the delegate numbers to just 30 or so and then ask them what they want covering within each seminar. The aim with these is to ensure that the topics covered are relevant to the delegates and their businesses at this particular time so all involved knows that there will be something in there specifically for them. From here, both Carl and Nicky are building their presentations bespoke to the audience and offering answers/opinions/advice on what’s been asked.

As all the delegates are small business owners, what will most likely happen (and what we are planning will happen) is that all the issues/blockages/queries raised by each individual will be pertinent to everyone in the room. It will literally be a case of, “Ah yes, that’s happening to me also”, or, “I’m struggling with that too!”

So, what’s this got to do with ‘The Holy Grail of Improving Your Company?’ I hear you ask (I would be asking this by now).

Two things:

1). Many of the blockages sent through from the delegates involved in these seminars were centred on Sales and how to either do it or be better at it. Responses (in a ‘How To Improve On’ format) included:

• Generating new business when it’s not your strong suit – fine face to face but not so hot over the phone!
• Selling confidence and techniques.
• Motivation, when not getting sales success.
• How to get through to the right people from a cold call – specifically MD’s/CEO’s.
• Tricks for motivation in making calls/building pipeline.

2). When being ‘sold to’ I cannot stand it when the salesperson, without knowing anything about me or my business, begins to tell me what I need/want/require in order to make my business better. By luck would have it, they also have the answer (to be expected).

What we’ve done with these seminars is ask the delegates what they want and need, then put it in the seminar.

It’s something that we try to achieve at Hillrich in everything we do: Ask our customers what they want or need and then go and deliver it. In my humble opinion, the correct way to go about selling anything.

So, with Sales being the order of the day with the delegates and (again, in my opinion) with sales being the single most important thing in any business, (NOTHING happens until a sale has been made) over the next few posts, I’m going to outline parts of a sales document that I constructed when we were building the DreamStart Conference.

In a nutshell, DreamStart was a precursor to Kirklees Business Conference, consisting of 75 exhibitors, 960-ish delegates, 14 seminars and two ‘Dreamers’ Den’ pitching areas. It was aimed at business owners across Yorkshire with the keynote speakers being Michael Gerber (he didn’t wear the hat!), Rachel Elnaugh and Feisal Nahaboo, amongst other ‘supporting acts’. In order to make the show a success we had to sell, and sell well. Excerpts of how we did it will appear shortly following this post.

They won’t be advice on how to sell or ‘Top Secret Tips’ or any of that twaddle, just parts of a document used when selling DreamStart. If it helps in your business, then great, as the principles within it are based on a framework of what I would do whatever I was selling. It’s all in the mind.

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My take on this is:  “What you know, leads you to who you know.”

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Image courtesy of David Hegarty

Here’s an example of how we’ve received SPAM:

I have worked previously with a very successful social enterprise, they’ve been involved in Conferences we’ve run in the past. This organisation is run by fantastic people and I have an especially great relationship with one of their Directors.

I am not ‘on their list’ (i.e. I don’t receive their Newsletters etc.) but the Director whom I get on with keeps me in the loop continually with development and opportunities personally.

Anyway, I recently received an email from this company but not from my contact. It was a ‘Gentle Reminder’ of something. Good idea as I am not the most organised individual.

The trouble with this ‘Gentle Reminder’ is that I wasn’t the only individual on the list. The person who had sent it to me had also included at least 40 other email addresses in the ‘To:’ box and about the same amount in the ‘cc:’ box. As you are probably aware, this ensured that I saw all the email addresses of all those sent the email also. Read this blog by Jaimie at iNetengineers. It outlines the dangers of doing this.

As a result of this, I have for the past week or so received emails from people and companies I don’t know telling me about products and services I don’t at this point in time need. Examples are: a new Hair Salon that’s opening, promotion on a beef jerky product, an Arts & Crafts Fair.

What’s made it even worse is that someone else who received one of the emails has replied to the sender, addressing them by name and promoting their service but hitting the ‘Reply All’ button, so I’ve received an email conversation between two people, involving at least eighty others, both promoting their services to all, but trying to ‘disguise’ it by talking as if they are the only two getting the email!

Obviously a terrible way to market anything but an even worse attempt at communication from the source of all this SPAM: The original ‘Gentle Reminder’.

So, what did I do? I got straight on the ‘phone and informed my contact what one of their colleagues was doing because I knew that my contact would have been horrified this was happening.

Was I correct? Yes. A massive embarrassed apology followed (I wasn’t bothered about an apology, I just knew this wasn’t how they did things and if it was my company, I’d want to know) with immediate action their end.

What’s the point of this Rant? Well, simply to outline that SPAM is the worst form of Interruption Marketing there is. It’s lazy, and those that do it think it’s a great way of getting in front of loads of companies for free.

It’s not.

What they don’t understand is that it costs them – Big time. It costs them in when the email lands, as most people just hit delete immediately. It costs them as their details are probably tagged as SPAM so future emails don’t even get through (i.e. a waste of time doing it again) and more importantly is costs them at the time when the recipient might just at some point in the future have a need for the company sending the email and they won’t know about it because they’ve either blacklisted the sender or just see them as a pain in the ar$e and delete upon receipt.

Another post will follow soon outlining what we do at Hillrich to avoid sending out SPAM and it works for us.

My advice is seek out a reputable Web Agency and let them introduce you to a system that does it for you (once you’ve permission to so do from the recipient) as if you’ve read Jaimie’s blog, you’ll know that cc’ing everyone is a sure fire way to get blacklisted.

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