In this interview, we talk sales success and new service offerings with Rapport Builderz owner Dr. Nancy Zare. Nancy is a sales coach who teaches entrepreneurs and sales representatives how to recognize potential prospects personal buying style and bolster their selling expertise.
You Need Sales to Grow
Virtually Here: When someone first approaches you about sales coaching and they know they need to sell but they consider themselves timid or they don’t like hype or being in people’s faces, how do you talk to them about selling in a way that’s natural to them?
Dr. Nancy Zare: That’s a typical problem my clients have. They hate to sell outright, they come with that feeling that they hate to sell, and they don’t want to be pushy and aggressive, or be in someone’s face. Those are typical remarks and feelings people share with me. It goes back to understanding your own selling style.
There are four different styles and the style we’re talking about, I call that the learning style. People with this learning style have trouble asking for the sale, because in their minds it should be so logical–I just presented all of the information–so they don’t even ask for the sale.
Again, understanding your selling style helps. Understanding the challenges your style has is one of the steps. And then we have all four styles within us, so it’s good to learn how to bring up a different aspect of yourself that can meet the situation, depending upon the other person. So if you’re dealing with another person who’s like yourself, who just wants to think it over and that’s fine, you know that’s their style.
But you can’t project that onto every person you meet because that’s only one out of four styles. The other three people have different ways, different priorities, different values of how they make a decision. So again, from an intellectual point of view, when you recognize that and understand that, it’s like, “I get it. I need to give this person what they need and not just what I need.”
That’s typically what happens, we project onto everyone we meet. We assume they’re going to make decisions the way we make a decision and that’s not so. It’s important to learn what your own style is, its strengths and weaknesses, as well as being able to access the other parts of yourself, so that you can have more success with a larger variety of people.
VH: Something we’ve heard a lot of in the last month is how marketing isn’t sales–but some business owners are really into marketing and think they need to market better, but what they really need to do is sales. When somebody comes to you and they think they need to market more, and you know they need to sell, how do you talk them through that?
Nancy: I think that marketing and sales are hand in glove, but a lot of times, people put the emphasis on the marketing, and they forget the idea of bringing in potential buyers is good, but you have to be able to close the sale. And they may blame their marketing efforts when they’re not getting as much business as they want, when it really is a matter of do they have the skills to develop that relationship that will lead to getting business.
When people come to me, they’re not usually looking for marketing help because I don’t promote myself as someone who does marketing. I really help you with sales. I help you with prospecting. One of the services I offer as a sales coach is that I will accompany people to a networking group, especially somebody who really hates to network, but they know that they have to meet new people, or maybe they need to go to a trade show, or they are exhibiting at a trade show. I can use my skill to help identify ideal prospects and then help that individual meet people.
So what we will do, depending on how much they want to learn the skill or have me play wingman, I will accompany somebody to that type of event. Prior to the event starting, we’ll will scan the room and I will share with them who I think will be good prospects. We will go up, meet them and talk, then we’ll powwow and debrief later how it worked for you. Do you see this person as a potential prospect or not? Then I continue to help them meet new people that way. So that’s another service I offer, helping people with prospecting.
The goal is to make sales and all the marketing in the world is useless until somebody actually says, “Here’s my credit card,” or “Here’s my cash,” and they make the purchase.
Rapport Builderz’ New Service Offerings
VH: Tell us about your new service, the Rapport Builderz Club.
Nancy: It’s an online mentorship service to help entrepreneurs and sales representatives do marketing and prospecting activities on a daily basis. A lot of people know what to do when it comes to
marketing and prospecting. They know they’re supposed to make phone calls, or send follow-up e-mails, or whatever it is that is part of their business, but often, they don’t do it on a regular basis, and as a result, they don’t make the amount of sales that they could. They just don’t have the habit. So I’ve created a service for my clients that is very affordable, that gives them structure to report daily. It’s also an accountability system because we track, record and keep track of their activities and the progress they’re making towards their goals.
And it offers support both from me as the coach, as well as 8-10 other members of their group. Because everyone is in a group with other people, so what they do is they come into the online program, answer some questions briefly about the activities that they’re doing, that we discussed as a coach what it is that they’re going to be doing on a daily basis, and then they post their answers, and everybody in their group sees the answers and gets to comment. So people encourage each other through the comments and it helps them to do well. So they get my encouragement, as well as encouragement from other members of their group.
VH: What was your thought process when you were doing your regular sales coaching that led you to start Rapport Builderz Club?
Nancy: I think that what is true, and many coaches observe this, is it isn’t just teaching somebody a new skill. It’s having the person practice to apply that skill. That’s where the rubber meets the road. That’s where somebody really needs the support, but they don’t really need a coach—they just need someone to help them track and they need support. It’s not somebody to teach them something, it’s somebody to support them and nurture them, encourage them, and keep them going. So that’s how I came about it. It’s just a common problem that entrepreneurs and sales representatives face, is that they know what to do, but they’re not doing it consistently.
VH: What do people have to invest to get started?
Nancy: The membership is a 28-day period and it’s $99. I do recommend that people consider the possibility of doing it for at least 3 months. And the reason for that is there is research that shows that the average amount of days it takes to make a new habit is 66 days. It’s a little less than 3 months, so that’s why I recommend people do this consistently. We’re having some great results. People are encouraged to set really small goals, like 5 to 15 minutes a day. So one person’s goal, when she started the program, she knew she needed to make phone calls—but she couldn’t pick up the phone. She could email people, she could text them, but she just didn’t make phone calls. So her goal was initially to make one phone call a day, not even necessarily to a prospect, it could be to somebody she knew, a friend, a family member. The idea was to get her comfortable picking up the phone and actually having a conversation. She went from doing one a day to making 3 prospecting calls a day, and did that within a very short period of time.
VH: Are there any other new service offerings coming up for you?
Nancy: I recently taught 101 Days to Selling Success, and I decided afterwards to package it as a 12 lesson course teaching sales success. So that’s a new service coming up and I will be marketing that. Especially now with the New Year’s time, people making resolutions with doing better financially. Well, how do you do better financially? You’ve got to learn to sell.
I’m also offering a free consultation on goal-setting activities for 2017. The most common New Year’s Resolution is to make more money. This usually means making more sales. I can help you assess your selling skills and style and develop a game plan for increasing business.
Delegating for Success
VH: What is your perspective on using delegation as a small business owner?
Nancy: Most business owners start off doing everything and they do that mainly because finances is always a challenge. They have limited resources, so they do it all themselves.
Have you ever read the book The e-Myth Revisited by Micheal Gerber? It’s one of the most remarkable and well know books for people who are starting a business. Michael Gerber identifies that in any business, there are 3 major functions that people need to do. One is the technician side. For example, let’s say you excel at baking pies. Technically, you are great at being a baker, but there are two other functions to making a business work. The production of a pie is only one part of it. The second part is called the entrepreneurial vision and that is the part where the person says, “Why should I be baking pies for an employer? Why don’t I do it myself? I have a vision of having a better business.” But the third function, and usually the one most people struggle with, is the manager. This is the person that acutally implements the business. You have a vision to have a bakery, but you’ve got space to rent, you’ve got books to keep, staff wages, delivery trucks. It goes on and on and you need that person who has that management skill to make it work. And most people who start a business have one or possibly two of those three functions they can do relatively well, but they definitely can’t do all three well. So if they’re smart and they’re going to stay in business, they have to learn to delegate. They have to learn to stop doing the stuff they’re not good at and pay money, or barter, to have somebody else do that for them.
VH: When you first started out, did you delegate or outsource certain aspects of your business and do you do that now?
Nancy: The biggest one for me was outsourcing my website. Getting somebody else to construct it and put it up and maintain it.
Another area is social media, although I am very good at writing articles and I’ve tried to position myself as a thought leader. The actual posting and reposting and so forth, I don’t want to do that. And I’m not that great with aspects of bookkeeping or taxes, so that’s where I outsource things of that sort.
I’ve had people help me with how to get a book published. It just kinds of depends upon your business what you’re going to outsource. And that’s where Virtually Here fits right in because a lot of things that people outsource is what Virtually Here can do for them. And the nice thing is they don’t have to look for multiple people to help them. They can just go to Virtually Here. They have creative relationships with all those functions.
VH: Thank you!
Want a free coaching session with Nancy so you can start improving your sales skills? Connect with her for a free consultation on goal-setting activities for 2017.