Sales is getting harder as we trudge through the down stroke in the business cycle. Your sales skills have to be stronger than ever. Here are a few sales techniques to sharpen your edge today.

Getting Call Backs

Piercing the voicemail shield or corporate gatekeeper is tough. We know that talking to people always beats email and appointments trump all. But, how do you start the ball rolling to that sales appointment goal?

It all starts with the call back.

Most messages start with, “Hi, this is Bill Rice and I am from Kaleidico…” That is about as far as they get, and the response? Delete–”I don’t care who or what you are.”

The secret to a call back is hooking them with them. Start with a little hip pocket research. Find a like commonality between you and something on their LinkedIn profile, something you found in a press release, or a recent Twitter message.

This is going to have a higher probability of dodging the delete button: “Hi, Mr. Smith I see you just transitioned from EDS to SAIC and I think I might have a solution that would help you break into that new Homeland Security initiative.”

Keys to Getting Call Backs

• Know something about the prospect
• Start with them, then introduce yourself
• Make it easy to connect

Audience Building, Not Networking

I am hear to tell you networking is a waste of time. However, before you start trashing your LinkedIn, Twitter, and email contact manager let me clarify.

Collecting business cards and online friends is fruitless if you are expecting them to throw referrals and introductions at you. Like the call back, the classic approach to networking has been to gather people and start asking for favors.

Try this instead–build an audience. This sales technique is one in which you share value and relationships in such a way that people are “watching” you. They want to know what you will share next, listening for what you think is important, and hoping they might be the next one to get your light.

When you build networks audiences in this way your request for an introduction feels almost like you are doing them a favor.

Keys to Building Audiences

• Add value and content
• Engage and participate
• Lend a helping hand

Targeting Opportunities, Not Numbers

Often we get focused on the numbers game in sales we for how to target. Don’t get me wrong, surfing the web waiting for providence doesn’t land deals. However, a smart strategy of eavesdropping and monitoring for opportunities can strengthen your sales pipeline.

The key to making this sales technique work is setting up efficient listening posts. Social media and the dramatic shift to Web communities has delivered remarkable sales opportunity. Everyone is talking about their projects, needs, and pain point. You simply need to listen.

Smart Tools for Targeting Sales Opportunity

• Google Alerts
• RSS Readers
• Twitter
• FriendFeed

Writing Great Emails

Email is still one of the most important sales tools, but how do you write a good one?

So many of our emails are basic communication–quick replies and simple updates–conversation stoppers. This causes problems when we switch gears, into sales mode. We are hoping to start conversations. This is a critical sales technique

Start with the subject line. This may be all they read. Make it count. I like to try to cram credibility and interest in that short line. For example:

• “Bill Rice suggested I call about content management”
• “Did you see the new EHR legislation? Will it impact you?”
• “Quick question about HIPAA compliance–45% fall short”

Hopefully, you can tease an opening with specific and timely information in the subject line. It’s open. Immediately set the hook. I think the best way to do that is with a specific event or referral that makes your cold email seem, “Well timed.” Don’t waste the opening with an introduction. Suck them in with why you emailed them and how you are going to help them.

If you get them all the way through the email don’t forget to close with good (multiple) contact points for follow-up. Then close with one last pause and value statement. I still like to use a postscript for that job

Keys to a Great Email

• Credible, interest generating subject line
• Hook them with specifics
• Don’t forget to close with contact information
• P.S. them with one last nugget of value

What are your Better Sales Techniques?

If you liked this post please sign-up to the RSS feed or get them via email and avoid missing the next Better Closer sales best practice.