Last week, I gave you the first four steps to selling like a Yellow Pages rep. Why would you want to do such a thing? Because Yellow Page reps are among the best sales people. Companies like AT&T, Verizon and Yellowbook can afford to provide top-notch training, and they do (mine was nine weeks long). What’s more, these companies have transitioned to selling digital products, and former Yellow Page trainers are now training digital reps. I know, because I’ve been trained by them. And they teach the same selling techniques that have made Yellow Pages reps into savvy, street-smart sales people. Which means, this next generation of digital reps will be just as savvy. And you’ll need to sell against them. Here’s how. (Part 1 covers the first four steps. If you haven’t read it, I recommend you do so now.)
Recommend a Course of Action
Once your client’s convinced he’ll achieve results, that it’s worth the risk, and that you are the best man or woman for the job, you’ll need to recommend a course of action. Here’s where your planning and preparation pays off. Rather than slinking back to the office to “write a proposal,” you actually have one to present. Always start with the higher-priced option. Assume the client is an aggressive marketer who wants the highest return for his investment. He’ll correct you, if not. Remember, you can always go down to a less aggressive program, but you can never go up. When presenting your recommendation, bundle everything into a single price. Breaking each item down à la carte style forces your prospect to analyze each to decide whether it’s worth paying for. As an example, for a custom-built website, I would include design, copywriting, stock photography and one year of hosting, and quote that as one price.Ask for the Sale
There’s nothing wrong with being direct and asking for the sale. In fact, I’m convinced the reason most of us “slink back to the office to write a proposal” is because we’re afraid. Instead, emailing a proposal and hoping it does the selling for us feels safer. I prefer to hear yes or no and avoid “maybe” altogether … along with its variations, such as: “I’ll get back to you,” or “I have to discuss this with my wife/partner.” Maybe sucks you into an endless loop of follow-ups, and unanswered phone calls and emails, until you eventually give up, leaving you to agonize over whether you should have made “just one more” follow-up phone call. Repeat after me: “Maybe is the worst answer.” Asking for the sale doesn’t mean being pushy or overbearing. It can be as simple as asking or suggesting the “next step.” After all, you’ve gone from being a complete stranger, introducing yourself in some fashion, setting up an appointment, meeting and building a level of rapport and trust, listening to his needs, offering value, and suggesting a course of action. It’s only normal and natural to expect a next step in the process. The courtship is over; it’s time for a commitment. Yes or no—what’s it going to be? After going through all this, I guess I just need closure. How about you? You probably launched your own firm or started freelancing because you love to design or program and wanted to control your own destiny. But nothing happens until a sale is made. Following these steps will ensure sure that happens—many times over.Frequently Asked Questions about Selling Like a Yellow Pages Rep
What are the key strategies to sell like a Yellow Pages rep?
The key strategies to sell like a Yellow Pages rep include understanding your customer’s needs, offering solutions that meet those needs, and building a strong relationship with your customer. This involves researching your customer’s business, identifying their pain points, and presenting your product or service as a solution. It also involves being persistent, following up regularly, and providing excellent customer service.
How can I improve my sales pitch to be more like a Yellow Pages rep?
Improving your sales pitch involves focusing on the benefits of your product or service, rather than just the features. This means explaining how your product or service can solve a problem or meet a need for your customer. It also involves being confident, enthusiastic, and persuasive, and using storytelling to engage your customer and make your pitch more memorable.
What are some common mistakes to avoid when selling like a Yellow Pages rep?
Some common mistakes to avoid include not doing enough research on your customer, not listening to your customer’s needs, and being too pushy or aggressive. It’s important to take the time to understand your customer’s business and their pain points, and to present your product or service as a solution in a respectful and persuasive way.
How can I use digital tools to sell like a Yellow Pages rep?
Digital tools can be used to research your customer, track your sales activities, and communicate with your customer. This can include using CRM software to manage your customer relationships, using social media to engage with your customer and learn more about their business, and using email marketing to follow up and stay in touch with your customer.
How can I build strong relationships with my customers like a Yellow Pages rep?
Building strong relationships with your customers involves providing excellent customer service, being responsive and reliable, and showing genuine interest in your customer’s business. This can include following up regularly, addressing any issues or concerns promptly, and going above and beyond to meet your customer’s needs.
How can I be more persistent in my sales approach like a Yellow Pages rep?
Being more persistent involves following up regularly, staying positive and enthusiastic, and not giving up after the first rejection. This can include sending follow-up emails, making follow-up calls, and using other methods of communication to stay in touch with your customer.
How can I use storytelling in my sales pitch like a Yellow Pages rep?
Storytelling can be used to engage your customer, make your pitch more memorable, and illustrate the benefits of your product or service. This can include sharing success stories from other customers, using metaphors or analogies to explain complex concepts, and using emotion to connect with your customer.
How can I be more confident in my sales approach like a Yellow Pages rep?
Being more confident involves believing in your product or service, being prepared, and practicing your sales pitch. This can include learning everything you can about your product or service, researching your customer and their needs, and rehearsing your pitch until you feel comfortable and confident.
How can I be more persuasive in my sales approach like a Yellow Pages rep?
Being more persuasive involves focusing on the benefits of your product or service, using storytelling to engage your customer, and building a strong relationship with your customer. This can include explaining how your product or service can solve a problem or meet a need for your customer, using emotion to connect with your customer, and providing excellent customer service.
How can I use social media to sell like a Yellow Pages rep?
Social media can be used to engage with your customer, learn more about their business, and promote your product or service. This can include following your customer on social media, sharing relevant content, and using social media advertising to reach a wider audience.
John TabitaFormer owner and partner of web firm Jenesis Technologies, John is currently Director of Digital Strategy at Haines Local Search, a company providing local search marketing solutions to SMBs, including print and Internet Yellow Pages, web design, and local SEO. When not working or spending time with his family, John offers great sales and marketing advice on his blog, Small Business Marketing Sucks. When not working or spending time with his family, John offers great sales and marketing advice on his blog, Small Business Marketing Sucks.
