Moderator: Welcome to Viewpoint with our guest, Eric Kerkhoff. Eric, thank you for joining us today. As we all know, we're in the midst of an economic downturn. What are some of the selling strategies that individuals and companies should be utilizing now that perhaps weren't relevant or necessary two or three years ago?

Eric Kerkhoff: Thank you and washingtonpost.com for this opportunity. I have found that the key difference in selling today from two or three years ago is more of a focus on the value proposition. Value from the customer's point of view, not from the product/service provider's (your) point of view.

Another key is to get back to basics. The most basic activity is making calls. The more calls you make, the more sales you will make. Your calls do not need to be "cold!" Warm them up by understanding the prospect and the value you and your product/service can provide the prospect to drive the prospect's revenue and/or reduce cost.

Establish more channels that target your prospects.

Moderator: Why did GW decide to launch a business development and sales certificate program and what can one expect to gain from taking these classes?

Eric Kerkhoff: GWU's Center for Professional Development (CPD) provides continuing education programs in a variety of areas of expertise. The CPD found that there were no sales/business development/marketing programs offered to the public that included an industry focus. The Business Development & Sales Certificate Program provides just that.

A student will gain the knowledge and practical application experience of a proven business development/sales approach that he/she can use immediately.

Fort Lauderdale, Fla.: What makes the hospitality industry different from any other? Why is it so difficult to get new guests but my existing guests keep coming back year after year after year? Why don't print ads work? Everyone says I still have to spend money on those print ads. Why? Is it important to continue to build brand loyalty when I don't even know if I have a brand? How can someone from the tech sales field help me?

Eric Kerkhoff: I am not an expert in the hospitality industry so I am not sure what differences there are. However, there are differences between mass-market sales and one-on-one sales. If you sell mass market you are going to have to continue to execute mass-market advertising.

Have you looked at selling your services to business directly in addition to your mass-market advertising campaign?

You might also look at marketing/selling your property through event management planners. This would be more of a business-to-business sale.

Sales is sales. The key is to understand why your guests stay with you. Why do they come back? Can you offer an incentive to get them to market for you?

Moderator: What would your advice be to a recent college graduate or a laid-off tech worker interested in jobs that require previous marketing and/or sales skills? Would you recommend your program to them?

Eric Kerkhoff: Yes ... Someone that just graduated or has just left a tech job would have the industry-specific knowledge. The Business Development & Sales Program would provide the skills in sales and marketing to be successful.

Columbia, S.C.: I think that as times, (read cycles) change, so do the need for the ways we invest or do business. In these times, a long-term approach, steady but long, is the answer for many companies and investors. A company needs to be reliable as well as trusted, and that is the way for its survival and success. Would you agree?

Eric Kerkhoff: Yes. I would agree. The person selling. The company he/she works for. The product/service that they provide. All of these points contribute to the value proposition I mentioned earlier. What you need to do now is communicate this value proposition to your specific prospect in terms of increased revenue and/or cost reduction.

Wilmington, Del.: I guess I'm asking you to play therapist here, but anyone who's ever done it realizes that sales is an up-and-down emotional existence. Any advice for me on dealing with that aspect of the job? Thanks very much.

Eric Kerkhoff: The short answer is: Don't take it personally.

Think of yourself as a "provider of value" versus a person that "has" to sell something. You empower your prospects/clients to increase revenue and/or decrease cost with your product/service. AND make more calls. Don't hard sell. Identify the profile of the prospect that does buy from you and find more prospects that match the profile ... then call them.

Sell to those who want/need what you offer. Don't waste your time with those who don't.

Silver Spring, Md.: I manage a sales team of five for a small company. It's rough going out there, as you know. I do my best to keep them motivated and resilient. What are some of the techniques you advocate to accomplish this?

Eric Kerkhoff: Help them sell. Be a mentor to them. Walk through the pipeline for each rep separately. Discuss each opportunity and offer your, and your management's, assistance in closing deals.

Get your marketing department to provide more qualified leads.

Get your marketing department to provide MORE leads.

Go on calls with them. Make calls with them.

Provide mini-sales drives with incentives.

Baltimore, Md.: I'm a sales person who does all of his own prospecting by cold calling corporations and associations out of directories. I'm having fairly good success setting appointments; how can I do even better? Thanks.

Eric Kerkhoff: What is your close rate on the appointments (appointments becoming closed orders)? More appointments might not be the answer. A better profile might be.

At what level in the prospect organization do you call on?

I am not sure what you are currently doing that is successful, but I would keep doing it -- except that appointment setting is not the "goal" of sales.

Reston, Va.: Can I take a specific class or would I be required to register for the complete program?

Eric Kerkhoff: If you, or your company, requires the certificate, you need to take the complete program. If you do not need/want the certificate you do not need to take the complete program.

However, each of the Business Development, Sales, and Marketing courses add significant value. You might want to start with one, or two, and have a discussion with the instructor to determine the best path for you.

Alexandria, Va.: When calling potential clients should I always leave a voice message or should I try calling back to reach them in person?

Eric Kerkhoff: Depends on a lot. Do you feel confident in leaving voicemails? Do you feel you understand what is important to the person you are calling to leave the voicemail?

Why are you calling? To set up an appointment? To get information?

I would recommend that voicemails are a last-ditch effort. Make sure you understand what the prospect really wants and be very confident that you can communicate your value in terms the prospect will be receptive to.

Alexandria, Va.: How and where did you develop the material for this program? What will I learn that is unique by participating?

Eric Kerkhoff: All of the material developed for this program was developed in the field. By real sales people. That are still sales people.

This program is unique in that we do not give you a book of what to say to "close the deal." We don't have a singular sales process that magically sells for you. We have developed a program that leverages all that you bring to the table, all that your company brings to the table, and all that your product/service brings to the table to drive your prospect's revenue up and cost down.

Raleigh, N.C.: Hello Eric. I'd like to get your thoughts on the best way for me to separate myself out from my competition when calling on clients. The product I sell is similar to those of my competitors' so I place emphasis on relationship-building. "People buy from people they like," my manager keeps saying.

Eric Kerkhoff: In sales relationships are key. But don't bet the farm, or your time, on relationships. Bet the farm, and your time, on communicating your value proposition.

You might sell the same product as the next guy, however, what else can you bring to the table that the other guy can not?

People do buy from people they like, but they might like the other guy, too. Be different by focusing on what makes your prospect successful. What are his/her responsibilities? How can you drive his/her success?

AND sign up for this program.

Alexandria, Va.: Occasionally on sales calls, I feel like there is no clear next steps to close. Any tips on moving the process along?

Eric Kerkhoff: Understand your prospect's buying cycle. Many sales organizations try to sell base on their "sales cycle," however most buyers have their own cycle. Push your cycle and you might lose.

Understand why your prospect is talking to you. What the driving force is for them. The more you understand this, the more you will understand the right next steps.

Washington, D.C.: I'm interested in your first answer about value proposition. Can you tell me more?

Eric Kerkhoff: The Value Proposition is the foundation of the whole program. How do you develop it? What does it mean? Why? Does it really matter? These and many other questions are addressed in the program.

I recommend you take the first class in the program: Business Development & Sales Success I. In this course you will discover and develop your value propositon and understand the best ways to deliver it.

Arlington, Va.: Recently, many state budgets have been drastically cut. As a result many of my government contracts are also being slashed. I am finding it harder and harder to make my sales quota in this tough economy. How can I turn this around in my favor?

Eric Kerkhoff: Idea 1: The quick answer is to not fight a battle you can not win. Go where the customers are buying. If you have to stick with your specific market then the first thing to do is to take a new look at what you are really offering to your prospects and you might need to revisit this offering.

Idea 2: How can you sell the same thing to the same market and make a difference? Not sure, except take another look at what you are doing and continue to try new things -- new ways to use your product/service you've never thought of.

Idea 3: I would need much more detail to provide a more detailed reponse. Join the program and let's discuss.

Landover, Md.: A question about your closing style. I could use some help -- my clients procrastinate when I attempt to get the order. Very frustrating.

Eric Kerkhoff: Don't fight the buying cycle ...

Do you really "know" your prospect? Why are they talking to you? Do they have the ability to buy (budget, authority, ...)? Do they feel the PAIN of not having your product/service TODAY!?

Another option is to keep your funnel very full with opportunities in various stages of the cycle so you can "table" a deal for a week or so and it won't kill you.

Stay focused on value.

Eric Kerkhoff: Thank you to washingtonpost.com, GWU CPD and, especially, those that attended today's session. I appreciate all of your questions and I look forward to seeing all of you in the Business Development & Sales Certificate Program.

Good Selling,

Eric

Moderator: Our thanks to Eric Kerkhoff, The George Washington University Center for Professional Development and all who participated.