Lesson 10

USS Biz Trek

Lesson 10: First Contact

Wendy’s log: Stardate 26-30-75

First contact with the Miranians is going better than expected. The mission strategy advising us to wear casual dress has worked great. I guess it gives us a more friendly appearance because the Miranian High Council even met with us personally. It seems that since they got our space flyer and knew we were coming, they weren’t quite as eager to put up with the way the Gornya were acting. Chalk another one up for the space flyer!

Well, we had a bumpy ride, but we’re finally here. And I can honestly say it was worth it all — trade relations have been established.

Mission accomplished!!

First Impressions

You and your crew have almost completed your journey. The path has been laid for the launch of your business. Now it’s time to get ready to deal with the people who will keep you in business — your customers. The first thing to remember is that first impressions do count.

Picture this: You see the most incredible person shopping in the mall. Your eyes meet. You smile. Everything else in the world stops as you make your approach. Before you know it, you are face to face with your "soul mate." You're nervous. Your palms are sweaty. Just as you feel like your heart is about to explode from your chest, you make your move.

"When I was 9, my pet turtle Sigmund burped my name."

Yep, the craziest line anyone has ever heard comes out of your mouth. Congratulations! You have just been inducted into your soul mate’s Psycho Hall of Fame.

Well, business is pretty much the same way. It may not be fair, but people will judge your competence by the way you’re dressed and how you speak. Customers often decide within the first 10 seconds of meeting you whether or not they will do business with you.

Best Foot Forward

1. Facial expression: The first thing a person notices is the expression on your face. A friendly smile tells customers you enjoy your work and are pleasant to be with. A tense expression tells customers you are nervous and inexperienced. A cold look tells customers you don't really care. If you want to look pleasant, think pleasant thoughts and picture yourself being successful. Whatever you think about is reflected in your expression, even when you don't know it.

2. The handshake: A good handshake is a valuable business asset. It tells people you are warm, friendly, and confident. Adults generally think young people who shake hands are dependable and trustworthy.

3. Eye contact: In our culture, it is important to look people in the eyes when you speak. People who don't have good eye contact are often considered shady or dishonest. If it's hard for you to look someone in their eyes, try looking at their foreheads or chins. Then, slowly progress to their eyes.

4. Grooming: Whether you wear jeans to do your work (a lawn care business) or dress slacks and a nice shirt (a retail store), being well groomed is a very important part of business. As one young entrepreneur put it, "If you dress nice and neat, people will think you run your business nice and neat."

5. Business conversation: The words you choose in conversation also influence customers. It's okay to use slang when you’re with friends. But with business contacts, use your best grammar and speak politely at all times. Totally avoid any profanity or off-color language. Make it a habit to use the proper terms to describe your goods or services. Speaking with knowledge about your business builds a relationship of trust and confidence with customers.

Confident about Sales

Successful ‘treps plan and practice a step-by-step sales pitch before they go out to sell. Use the following outline to write a sales talk about your goods or services. Then practice your talk in front of the mirror until you feel comfortable. When you speak to customers, you don’t have to say the exact words you practiced. But if you get stuck, you can always fall back on your memorized speech.

Introduce yourself: Give a brief opening statement that tells your name, the name of your business, and your business slogan or purpose.

Describe the product: Show a sample of your product, if possible. Describe what it is, what it does, and some of its best features.

Explain the benefits: Tell the customer how your product can save time, save money, and make life better.

Ask for the sale: When you feel the customer has enough information to make a decision, ask a question that requires a buying decision. Example: "Would Friday be a good day for me to clean your pool?"

Answer objections: Before you go out to sell, think of all the reasons customers might say no and plan your answers. Politely answer all questions or objections.

Close the sale: Give the customer another opportunity to say yes. For example, "All I need is your signature on this order form and I’ll deliver your candles next week." Be sure to say thanks — then make arrangements to deliver everything you promised.

The Art of Negotiation

As a sales person, you are a negotiator. Your goal is to find a way to make your customers happy without giving away the profit on the deal. Good sales people don’t pressure customers into buying things against their will. Use these guidelines for successful negotiation:

Help customers find answers and solve problems. If you show true concern for your customers’ well being, they won't forget you.
Show customers the ways your product meets their needs better than your competitors’ products. This will make them much more willing to pay your price.
Use closing statements that lead to a buying decision. Example: "If you don't have any more questions, let’s set a time for your first guitar lesson."
After you ask them to buy, stop talking and listen. Being nervous causes some people to babble. If you hear yourself doing this, stop and let your customer answer the question.
Give your repeat customers some extra "perks" or freebies to keep them coming back.

When Customers Say No

When the customer says no, don't give up. No doesn't always mean no forever. It may mean your customer needs more information, more time to think, or a demonstration of your product. Think ahead about why people say no and what you can do to change No to Yes. Here are some ideas.

Why people say no:	What you can do:
1. They don't understand.	1. Give more information.
2. They aren't sure they will like your product.	2. Show how it works; let them try it out.
3. They are afraid to spend the money.	3. Tell them about your other satisfied customers.
4. They don't have money.	4. Come back another time.
5. They hired someone else.	5. Leave your flyer and ask them to call you next time.

Time to Get Trekkin’

Selling is the most important activity of your business day. Use the USS Biz Trek activities below to get ready to go out and sell, sell, sell!

Biz Trek Activity # 33: Personalized Business Forms
Biz Trek Activity # 34: Rate Your Sales Ability
Biz Trek Activity # 35: Dress for Success

When you’re finished with Lesson 10 and all the activities, go Take the Challenge. There you’ll find additional resources and activities to continue improving your business. But take time now to send YoungBiz an e-mail and tell us all about your exciting new business. Your story could be featured in a future issue of Y&E magazine or on the YoungBiz website!

Introduction

1. Fantastic Voyage

2. Plotting Your Course

3. Race to Planet Mirania

4. Galactic Espionage

10. First Contact

Activities