Sales guru Zig Ziglar once said, “Expect the best. Prepare for the worst. Capitalize on what comes.”

That’s especially true in today’s highly unpredictable business world.
Some analysts believe the economy’s poised for a comeback. Others believe we’re on the brink of another recession. Regardless of what lies ahead, these four strategies are a great way for sales pros to “expect the best, prepare for the worst and capitalize on what comes”:

1. Accentuate the positive. It seems like every prospect has a concern when it comes to the economy. Salespeople can take advantage of that by keeping an eye out for every article, news clip or blog post that shines a positive light on their industry or region. Including links to these articles in emails, e-newsletters and/or company blog posts is a tremendous way to keep existing buyers and top prospects optimistic about what’s to come.
   And it also provides sales pros with valuable selling points that could come in handy when responding to objections.
2. Seek out testimonials. A lot of today’s customers are quick to tell salespeople about all the reasons they can’t do business. Optimistic salespeople respond to that by providing testimonials from loyal customers that demonstrate why now’s the best time to do business. During difficult economic times, nothing creates a sense of urgency more than when prospects feel like top competitors are profiting from a product or service they aren’t using.
3. Adjust key selling points. As prospects’ priorities change, so do the selling points they respond to most. It may be helpful to solicit feedback from prospects (as well as loyal buyers) about what’s changing in the industry and how it’s impacted the way they do business. Has the buying process changed? Have their needs changed? What’s the one thing they value most that they can’t get from their current supplier? What are their goals in the year ahead? How have those goals changed as a result of current market conditions? Knowing the answers to these questions puts salespeople in a much better position to develop value propositions that speak to what prospects are up against now, while downplaying selling points that no longer wield the same power.
4. Become a solution provider. Today’s prospects need a salesperson who can translate value in terms of how a product or service can help them overcome their biggest challenges. Whenever possible, quantify the type of return prospects can expect, as well as how much revenue they stand to lose by putting off a buying decision indefinitely. Use metrics to demonstrate why not agreeing to do business would actually prove riskier than moving forward with the sale. Differentiate your offer by proving that while other salespeople may offer valuable products and services, you offer solutions that can help the prospect’s business succeed … not only today, but also well into the future.

Based in part on “5 Ways to Capitalize on the Economic Recovery,” by Mike Brooks, Sales Gravy.

According to a HubSpot survey of more than 1,500 small- and mid-size businesses, maintaining an online blog via the company’s website yields (on average):

• 55% more site visitors
• 434% more indexed pages (which have a dramatic impact on a company’s visibility via search engines), and
• 97% more inbound links (which also improve search engine optimization).

One of the keys to making a business blog successful is enlisting the resources (translation: employees) necessary to constantly update the blog.

When blog content’s fresh, visitors have a reason to stop back on a regular basis. More importantly, it starts to build a captive audience, which eventually drives sales by linking to a company’s products/services and explaining why they provide the ideal solutions for overcoming the common challenges prospects face.

One way to get started: See if you can get each of your salespeople to write one post a week on a topic of their choosing. They might even enjoy doing so, because it can help build their credentials/influence within an industry — not to mention boost prospecting results.

Source: “Study Shows Small Businesses That Blog Get 55% More Website Visitors,” by Rick Burnes, Hubspot.com.

Paul Castain, VP of Sales Development for Consolidated Graphics, has over three decades of sales management experience, having trained more than 3,000 salespeople in his time.

In a recent article, he offers these 10 keys to building the type of rapport that leads to higher levels of trust, stronger buyer engagement and, ultimately, more sales:

1. Make precall planning a priority. There’s so much information available these days about companies and prospects, salespeople need to take advantage of it if they expect to gain the inside track. Social media pages and search engines are great ways to learn about top prospects not only on a corporate level, but also on a personal one. Little details may provide just the opening you need to earn a prospect’s attention.
2. Assume prospects will research you. Salespeople need to stop fooling themselves into believing prospects aren’t spending just as much time learning about them, their company and other competitive offers as salespeople themselves spend on prospects. With that in mind, it makes sense to create an online footprint (web profile, blog, social media profiles, etc.) that speaks to your professionalism and experience.
3. Have an elevator pitch ready at all times. There may be occasions where the best you can do is provide 30 seconds worth of info and exchange business cards. If you want the prospect to remember you when it comes time to follow up, what will you say during those 30 seconds to make an indelible impression?
4. Ask better questions. The person asking the questions is the person controlling the conversation. Develop a list of preset questions you can resort to when a meeting or cold call isn’t going smoothly. Try to uncover hidden needs and allow prospects to explain their biggest obstacles to you, so you can tailor your solutions accordingly.
5. Do twice as much listening as talking. If you ask the right questions, this shouldn’t be a problem. Otherwise, you’re probably losing opportunities on a regular basis due to information overload.
6. Engage more than one contact at the prospect’s company. The more key influencers you build rapport with, the more perspectives you have to learn the company’s buying process from — and the better chance you have of winning a consensus (if the purchasing decision comes down to a group of decision makers).
7. Know when to be silent. Sometimes it’s best to remain silent and give prospects a few seconds to process a question. Jumping in to resolve the uncomfortable silence is the same as cutting the prospect off. Give them time to think. The answers they provide may be extremely valuable.
8. Become a student of corporate culture. Learn the jargon, industry terms, buying process … everything that makes the prospect’s organization distinctive. The more prospects can loosen up and discuss issues with you on an expert-to-expert level, the more comfortable they’ll feel doing business with you.
9. Underpromise and overdeliver. Make it a point to always provide everything prospects ask for and a little something extra that lets them know you listen and you care.
10. Schedule meetings outside the office. Prospects are much more likely to let their hair (and their guard) down at sporting events, restaurants, happy hours and any other number of social meeting places where you can mix business and pleasure.

Source: “10 Better Ways to Build Rapport!” by Paul Castain, EyesOnSales, 1/20/11.

All this raises the legitimate question of whether chief execs should blog or not.

Experts say it can be dangerous.

Executive coach Jason Seiden recently tackled the topic on on his site, “Fail Spectacularly,” where he urges leaders to be careful in their rush to communicate with workers via a Web log, aka a blog.

Why? For starters, an organizational leader has an instant following eager to parse any communication for its true meaning or intent. That can be a tough audience for a newbie writer in the blogosphere. Without expert communications help, the neophyte blogger could make blunders that will have serious repercussions in the company.

There’s also a risk to a leader’s reputation as an expert if there are any mistakes or even minor inaccuracies in a blog post.

And finally, a leader’s job of setting the right example means any blog post will offer both opportunity and risk. A blog post will shine a very bright light on an executive’s attitudes and behaviors. That kind of scrutiny can be stressful. Are you sure you’re ready for it?

Execs who decide to blog should consult with a trusted communications adviser for help. At the very least, find a trusted editor who can give your postings a thorough review.

Letting customers create first-person video accounts and reviews of recent purchases. And the people creating these videos are called vlog (as in video blog) haulers.

Vlog hauling is the ultimate marriage of shopping and technology, as teens create home-made videos to document and promote their latest fashion/make-up finds at the mall, hairstyle advice, and more.

Example: A 23-year-old vlog hauler nicknamed Dulce Candy has her own YouTube channel where she speaks about her latest conquests at the mall.

Instead of texting and sending a few pictures to her friends describing her hauls, she sits down in front of the video camera and offers a running commentary on her purchases as she shows them off.

With a bedroom instead of a studio serving as a backdrop, it’s far from professional and it lacks polish. But these vloggers speak to their peers — who are watching and hanging on their every word. The most influential shoppers have thousands of followers.

Dulce Candy alone has tallied more than 11 million channel views, and now offers her own fashion how-to videos in addition to her vlog haul vids.

Companies cashing in

The trend has been simmering for a year, but now retailers are devising ways to cash in.

Vlog haulers are now beginning to receive products or services for free, in exchange for mentioning a product or brand in their video blog.

Retailers such as JC Penney and Marshalls have begun offering free merchandise to vlog haulers, with hopes of gaining endorsements.

Other retailers — like Urban Outfitters and Forever 21 — sponsor haul video contests, offering gift cards among the prizes.

It can pay off for haulers in other ways, too. Those who join YouTube’s partner program can get a cut of the action from the ads that run with their videos.

1. Go back through the customers who’ve left comments on your blog and single out the ones who’ve expressed great opinions. Ask them to write a post for you on a topic they’re especially passionate about. You also might want to tap a non-blogger — like a salesperson — to make a guest appearance.
2. Review the past blog entries you’ve made that have stirred the greatest controversy. Is there a topic you’ve changed your mind about? Something that’s worth a second look? A better argument or example that would back your point?
3. If you’re not doing it now, start scheduling blog topics. Fill in a calendar for the next week or month with an idea for each blog post. If something better arises in the meantime, great — just bump the planned topic into a new slot. This planning will avoid the last-minute panic that takes over when your well of ideas runs dry and you’ve got to create a new post. (Remember, an effective blog must contain at least two or three new post every week.)

How do you come up with new ideas for your blog? Let us know in the Comments Box below.

The study, which was conducted by the Society for New Communications Research, also revealed more than 35% of Fortune 500 companies had a Twitter account as of last year.

One of the study’s more interesting findings was that 22% of Fortune 500  companies also maintain a company blog that focuses on customers’ needs.

In addition:

• eight out of 10 of those companies had a direct link between the posts on their corporate blogs and their company’s Twitter feed, and
• nearly 75% of all companies plan on launching new social media initiatives in the next year, according to a Marketing Executives Networking Group survey.

If your company already has a Twitter account, or plans to register for one in the months ahead, here are some tips that’ll help make it work for boosting business:

• Don’t use your Twitter feed as a billboard. Instead, engage buyers by asking for feedback about products or services, and provide useful, actionable info.
• Use Twitter’s search tools to join as many industry groups as possible. Make sure the groups you join are easily found using the keywords your customers typically search for.
  
• Occasionally use Twitter to hold contests or offer small incentives. It’s an effective way to boost your following, and it gives customers a reason to monitor your feed on a regular basis.

Source: “Big Biz Embracing Twitter,” by Mark Dolliver, AdWeek, 2/25/10.

Today’s prospects have more choices than ever before. The result: a buyer’s market where salespeople are often chosen not so much for their products and services, but the added value they offer in terms of helping the prospects’ businesses prosper.

These four strategies will help you earn prospects’ trust and ultimately win their business:

1. Empower prospects by relinquishing a certain amount of control. Make prospects feel as if they have some degree of control over the buying process by partnering with them to create a timeline for the sale. Probe to determine how their buying process works, who the other key decision makers in the process are and what you can do to make the process easier for them. It gives prospects the impression they’re in the driver’s seat, while placing you in a stronger position to close more sales.
2. Determine who else could be impacted by the buying decision. In many cases, several departments can benefit from doing business with a salesperson’s company. The key is to determine who else at the prospect’s company stands to benefit from your products/services — and leveraging those contacts to gain as many internal champions as possible. Establish relationships with several different contacts, asking questions to ascertain what the company values most when considering a purchase. In cases where major purchases need to be approved by a board or committee, having several high-level execs in your corner will help you gain a consensus.
3. Develop your own competitive analysis. With prospects having so much access to competitive offers, it’s reasonable to assume they’ve already gone online and done their own pricing and comparisons. With that in mind, some salespeople develop their own competitive analysis that breaks down all the other offers out there based on price, value and several other key areas that matter most to prospects. Developing your own analysis not only allows you to anticipate (and possibly avoid) objections, it also gives you some insight into where current suppliers may be coming up short. On top of which, presenting prospects with your own analysis may keep them from shopping online, and it spotlights all the areas where you offer superior value for their investment.
4. Become an expert in the field. Join professional organizations, social networking groups, online clubs and other members-only organizations related to your industry. Rather than simply attending tradeshows, offer to be a presenter. Maintain an industry blog. Submit articles to industry publications or journals. All of these things provide more visibility, while giving prospects an impression they’re dealing with an expert in the field who understands the ins and outs of the industry and can therefore provide viable solutions for their businesses.

Source: “SNAP Selling,” by Jill Konrath

Also, companies that maintain on-site blogs generate more new leads than those that don’t, according to the new HubSpot study.

How so? Blogs give customers a reason to visit your website on a daily basis — to check for new posts or updates on existing stories.

Effective blogs build an online community where customers can exchange opinions and interact with one another (and the company) via comments sections.

The Key: Ensuring visitors register before leaving comments — enabling your company to generate high-quality leads on a daily basis.

The study also found several correlations between the number of posts a company leaves on its blog each week and its ability to acquire new buyers, such as:

• 100% of companies that update their blogs multiple times a day report acquiring new customers as a result of the blog.
• 90% of companies that update their blog at least 2-3 times a week are acquiring new customers.
• 58% of companies that update their blogs once a week acquire new buyers.
• 38% of companies that update once a month acquire new buyers.
• Only 13% of companies that update their blog less than once a month acquire new customers.

That means it’s critical to update your blog on a regular basis.

Other suggestions ripped straight from the research:

• Don’t use corporate blogs as a way to advertise products. Customers have to feel like your blog provides valuable insights before they’ll bookmark the site and come back on a regular basis. Write posts about topics prospects have a genuine interest in before promoting your brand.
• Encourage visitors to leave comments at the end of every post. Ask for their opinions, conduct surveys, and ask for feedback about new products and services. Engage visitors as often as possible. Doing so boosts the number of registered users you have, which boosts on-site traffic and increases the number of leads you’re generating.
• Send automatic e-mails to respondents when new comments are posted. It encourages debate, gives them a reason to check back and helps build your online community.

Info: “The State of Inbound Marketing 2010,” by HubSpot, February 2010.

Does your company maintain its own blog? If so, what strategies have you used to boost traffic and generate more leads? Let us know in the Comments Box below.

To stay ahead, you’re not only going to need to outsell your competitors — you’ll have to out-think them, too.

Here are five low- to no-cost ways to expand your market and attract more prospects:

1. Hit the streets. Consider going to and participating in local networking events. Another good idea: Get involved in sponsoring public service and charity events.
2. Craft your own handout. Everyone has a business card, so you may want to take things a step further by designing a small brochure or handout that can act as your business card — and give a brief description of your product or service at the same time. Things to include on the brochure or handout: Your name, the company name, phone number, Web site, e-mail address and perhaps a few product features or benefits.
3. Start the presses. Chances are a reporter won’t call you or knock on your door. You’ve got to go to them by writing your own news releases and distributing them to radio stations, newspapers, TV stations, etc. Make sure you have an attention-grabbing headline, and get to the point quickly in the text. Even one “hit” can reach an audience of thousands. The best releases contain info about broken records (fastest, longest-lasting, etc.) or local success stories (“Our product helped save Acme, Inc., $10,000″).
4. Position yourself as an expert. Offer to write free, bylined “how to” articles for local publications, Web sites and blogs. Or you could start your own blog. It’s a great way to get your name out there as an industry authority.
5. Provide incentives for info. A great way to generate leads: Offer an incentive to prospects in exchange for their contact info. What do people want most today? Free trials, one-time discounts (”If you sign up today …”) and white papers/industry reports.

What budget-saving tactics have worked for you? Share them in the Comments Box below.

Ask customers what they expect from you — it works for Justin Hitt, publisher of Inside Strategic Relations.

Shortly after they sign up for his e-newsletter, he sends subscribers a personal welcome message asking three questions:

• What do you expect from this e-newsletter?
• What is the biggest challenge facing your company?
• What do you want to accomplish in the next 12 months?

The answers give Hitt a nearly unlimited supply of ideas to write about in future issues.

That’s exactly what Siamak Farah, CEO of InfoStreet, Inc., was hoping to do when he took to the Internet to post some inspirational and uplifting messages for workers in his company blog.

Farah had heard mumblings around the office that workers were feeling tense and uncertain about their future with the company. Determined to change the negative mindset, he posted a story comparing the company team to a crew in a rowboat.

Although the crew couldn’t control the surrounding waves, it could control where the boat was headed.

Moral of the story: The team had to focus on what it could change – not what it couldn’t.

Over the next few days, Farah noticed talk of the economy was not part of employees’ conversations.

Their spirits were visibly lifted – and Farah noted that the blog post actually sparked a dialogue about what the team could do to drive business.

How you can inspire employees, too
Farah’s blogging success can be attributed in part to his desire to connect with employees on their level. The blog provided a platform for him to share his own plans and thoughts on the company and its future.

If you decide to start a blog, here are some starting pointers:

- Keep an eye (and an ear) out for popular trends and opinions among employees. A blog can be a great place to ruminate on topics (like the economy) that mean the most to them.

- Use the topics you discuss as a way to drive further questioning. Ask, “How can we use this information/experience to our advantage, to drive business?”

- Offer up coaching tips to help employees get through difficult times.