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AUTHOR PROFILE A Lesson for a Lifetime of Selling SELLING POWER EDITORS


William “Skip” Miller is the perfect sales expert to pen a book titled Outbounding: Win New Custom- ers with Outbound Sales and End Your Depen- dence on Inbound Leads. After all, if he’d liked standing at a counter waiting for a sale, he never would have left retail – which is exactly what he did as a teenager working in a sporting goods store.


Not happy with life in the slow lane, Skip went out and found new busi- ness for the store, especially from the junior high schools since, as he tells it, “They were being overlooked.” From there it was a natural move to sales and then sales management, where Skip discovered he liked train- ing his team. So, on vacation days, he accepted a gig with the Ameri- can Management Association to do some outside training. Then opportu- nity came knocking. “When my current employer’s com- pany was bought, the new team wanted me to move back to the East Coast, and, well, California is a good place, so


SELLING TIP Stand Out from the Crowd


Dig deep enough into customers’ operations, and all kinds of hidden problems will surface. You serve customers conscientiously. That’s a plus. You get them to confide problems and help solve them. That’s another plus. But is that any different from what your smart competitors do? Unfortunately, no. In today’s competitive marketplace, providing good service and pitching in to solve problems isn’t enough to make you stand out from the rest of the crowd. So claims one sales trainer and relationship specialist who says, “Ef- fective salespeople these days will be ruthless in their pursuit of uncovering an awareness of client problems they weren’t even aware they had.”


Experience supports his claim. In one plant a machining operation produced what was considered an “accept- able” amount of damaged parts – but not acceptable to the smart sales rep. She suggested an adjustment that reduced the damage to near zero.


The strategy speaks for itself. Dig deep enough into operations, and all kinds of hidden problems will surface. And you’ll surface as a hero as well.


– RAY DREYFACK


30 | MARCH/APRIL 2021 SELLING POWER © 2021 SELLING POWER. CALL 1-800-752-7355 FOR REPRINT PERMISSION.


sales training was something that held out some interest for me,” says Skip. He says what he likes best about selling is “helping companies go through change and solve their problems. It’s like a puzzle. They need to get from where they are today, to tomorrow, in the fastest, most profitable, way. I like helping them overcome obstacles and do what they thought they couldn’t do.” This fits into what he likes most about sales training. As he puts it, “Overcoming fears and having them overcome their current paradigms – the ‘We’ve always done it this way before; it worked for me then, so I’ll


try something new, but I know I can still go back the old tried-and-true way’ fear. Most people fear change, and those fears hold them back.” Trying new ways to sell is a lesson he learned early in his career. “I lost a deal,” he explains. “I met with the decision maker the day before in the parking lot as he was going home for the day. He asked me a question and, instead of thinking about what I now call ‘the Third Level of Why’ to find out what was behind the question, I an- swered it. I’m sure he was trying to set me up to overcome an objection but, nope, I talked my way right over that one. That lost sale still sticks with me.” That lesson is a good incentive to help others learn how to sell with bet- ter results. He’s now trained tens of thousands of salespeople in hundreds of companies in over 35 countries, and this is his seventh book.


LINKS Amazon


BOOK WEBSITE: www.proactiveoutbounding.com


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