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Counter intuitive success

During uncertain times, why not dump business-as-usual tactics and try something new?

When people feel like they’re being sold, they react negatively and put up barriers. Focus on helping your prospects achieve their business, professional and personal objectives – not making a sale. People love to buy. Get out of your way and let them.

The more quickly you push to a close, the higher resistance you encounter. Go one step at a time. When your prospects know you want to help them make the right decision, not a rash one, the process moves faster.



Remember: They must first know you, then like you, then trust you. Only then will they buy. Examine your process for moving your prospects from just knowing you to trusting you.

When you increase the complexity of the decision, you decrease the likelihood of winning the sale. To help your prospects move forward, give them less to choose from.




Keep it simple – always. A good test is: Can you communicate your value proposition so a child can understand it?

There is power in brevity. Be concise. The less moving parts, the less likely the communication breakdown.

Ad-libbing is for amateurs. Spare me your brilliance in thinking that you don’t need a script because you don’t want to sound “canned” or robotic. You must know your script so well that you can internalize it and bring your essence to the articulation.

Today’s customers suffer no fools. If you’re not ready with the right message, questions or presentation, you’ll stumble or be stilted in your meeting. When you do prepare, you can be your best self.

Imagine your favorite actor just winging it before they went in front of the camera. They would never work again in the industry. There is a reason they make so much money and seem so natural on the silver screen.

When you pursue the “whole shebang,” decisions are more complex and costly, making it much tougher to get approval. Reduce the risk by starting small and proving your capabilities. Then, it’s easy to grow.

It’s inevitable that you’ll make mistakes. So don’t wait till you’ve figured out the “perfect pitch” before moving forward.

In sales, there is no failure – just lots of opportunities for experimentation, learning and growth. Prepare like crazy, as per above, and recalibrate, recalibrate, recalibrate.

That’s the biggest reality in today’s market. Your products, services or solution are secondary to your knowledge, expertise and the difference you make for your customers.

It’s you not what’s on your business card that needs to make the difference. The question to ask is, would you pass the Yellow Page test?

Imagine two companies in the same industry advertising in the phone book. Chances are, you could swap the name of the company in each ad, and the ad would still apply. No differentiation.

Be clear on what sets you and your services apart and go out and shamelessly promote how you are different than your competition and how that benefits your clients.

Best-selling author Machen P. MacDonald is a certified life and business coach with ProBrilliance Leadership Institute in Grass Valley. Contact him at coach@probrilliance.com and (530) 273-8000.


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