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News Article: Making Selling Easier
Make Selling Easier … do what you want to do!
Stay Focused!
Selling is one of the hardest jobs. And all of you have to do it. You wouldn’t be here if you didn’t find it important. Selling is one of the hardest jobs. You have to talk to people you don’t know, tell them about you, and pretend that you care. Three things that most people hate! And not everybody can be a "people" person. Frankly, the vast majority of us are not.
And to make matters worse … there are all of those "experts" out there. All are eager to tell you how to do the job because "it works for me!". Or they have a thousand years of experience … educated in the School of Hard Knocks … and "This Works! Guaranteed!"
Now, bear with me for a moment. Everyone put the back of your right hand against your forehead and wave. Next, take your left hand, place it parallel to the ground, palm down, and move it side to side. Freaky enough for you?
If I told you that this is a tried and true method of obtaining hundreds of new customers … would you believe me? "But it worked for me!" Yeah but, what if it makes you feel like a dork … a freak.
Selling is hard enough to do without having to feel uncomfortable doing it. Do what you feel comfortable doing. Interpret the "experts" … don’t copy them!
At the very first Networking at Noon that I came to the speaker was Major Ben. I came up those stairs, went to the table and got my nametag, and stuck it over my left hand breast pocket (like I had done for a thousand years). As I mingled, a man came to me, ripped off my badge and stuck it over my right hand breast pocket. "Now that’s better." he said. I was about ready to deck the man when he introduced himself as Major Ben. He proceeds to tell me why I have to wear my nametag on the right as opposed to the left.
I don’t like it on the right! It gets in the way. The peeled-up edges get caught on my sleeve. I end up with a badge on the inside of my arm! Or, I lose it altogether. Now. I’m trying to find my badge on the floor … talk about a great first impression! "Why yes, I am a professional business consultant" but why do I look like such a dork!?
I wear my nametag on the left … because I like it that way. Because it doesn’t cause me any problems. I am comfortable and now I can concentrate on selling. Understand the concepts presented by the experts and modify them to suit you! To suit your comfort level.
Listen!
Do you ever notice that there are individuals at these types of events that people stay away from. Usually, they’re the same people … at almost every event.
These are the people that like to talk about themselves … how great they’re business is … how they are the best thing since sliced white bread (am I dating myself here? How about "since bottled beer"?).
And I know this is going to sound very weird but, one of my words of wisdom is "Listen". Don’t be in a hurry to tell everybody what you do. Be in a hurry to find out how you can be of service to these people! And the only way you are going to find out anything is to "Listen".
These people have fascinating lives, great business experiences and opportunities. They are prospective Customers! They only way you are going to be able to identify any opportunities is to let them talk.
Too many salespeople go right into their script. And most use the full script NOT the Readers Digest version! What do I use? I use my Cliff Notes version. The quickest, most concise version of what I do. Then I shut up and listen. If I planted any seeds, or if I caught their interest in any way, they will ask. And then I can give them any version I want …that will not chase them off or bore them to tears.
Many of my clients have gotten this speech. Many have come back to me and said that … "all these people want to do is talk about themselves. I don’t think they even heard anything I said." "Patience" I say "patience". You have planted a seed that will take root. Sometime in the near future they will say … "you know I met this guy so-in-so at the thing and he does such-and-such. I wonder if he could help me."
And when they call, you will listen again and maybe mention something you remember from the previous conversation. And they will be surprised that you remember them … all because you listened!
Don’t Panic.
Everybody is not everything to everybody.
You know what you do. You know what you do best and what you do not-so-good. And you probably know exactly what your competition does really, really badly. As a general rule … never, ever talk badly about you competition. You never know when you will be working for them!
I worked at a relatively large electronics firm for a number of years. Grew-up within the company. Got tired of playing politics and left. Eventually, I ended-up at a smaller electronics firm in the same industry. Surprisingly, this company knew me and had sought me out (I had a reputation!). Three years later it was announced that our parent company was putting us up for sale. Six months after that we were sold to … you guessed it … the previous company! But I digress …
Now after you have played the script and answered any questions, you don’t have to make the sale. You don’t have to set-up a meeting. You don’t have to have lunch. You don’t have to take this person, who you just met and don’t know from Adam, to the Super Bowl. You are not selling a car! You are selling something far more valuable … you are selling YOU! There is no closing! You are starting a relationship.
Since you have been listening … get to know who does what. If the person you have been talking with cannot use your product or service and you know someone who can better address the individual’s needs … point him/her out.
Over the years, I have seen many a salesperson panic. It can get ugly. Usually there are two diametrically opposed reactions. They can’t address the customers needs and they try to push the person into their domain (square peg in the round hole syndrome) or they give up. Don’t panic. You will not lose the potential opportunity by being honest and/or helpful.
