How to get to “Yes” when everyone is saying “No”
My father is a hero, not just because he was a Marine in WWII who fought bravely in the Pacific, but because when he got stateside, he became a world-class advertising sales guy, a real closer. To this day, he regales me with Mad Men style stories about his time at Los Angeles’ KABC radio in the 60’s. Can you say stewardesses, martinis and Playboy Bunnies?
My dad still tells me, “You’ve got to over deliver, baby! That’s how you get the business and keep them coming back.” He also taught me that enthusiasm was the secret sauce to any successful salesperson. Needless to say I’m one over delivering, enthusiastic closer.
I thought I had learned everything I needed to know about closing from my dear old dad until last week when Superstar Sales Coach Linda Clemons threw her sales mojo at our Big Fish Mastermind Group during our monthly call. Holy cow can that woman deliver numbers!
I’ve been saying for the past few months that no one should be selling, but serving. Linda echoed this and instructed us to ask our potential clients, “What is keeping you up at night?” Or, “Are you happy with where you are at right now?”
She told us that our job was to relieve pain and enhance pleasure. She said, “Your service needs to answer your prospect’s needs and wants. You have to find out what’s important to them and link that to your product.”
What if they think that what you’re offering is too expensive? If you build a powerful personal brand you can overcome most objections.
In this tough economy it’s not uncommon to be challenged on pricing. Linda has some great comebacks when your prospect says, “You’re too expensive.” Here are my two favorites:
“As compared to what?”
“Apparently you have a reason for feeling that way, may I ask you what it is?”
Sometimes it’s not about price at all. Your prospect seems elusive and they are down right playing hard to get. What do you do? Well, for starters, know that they would be running away if they didn’t want to be caught. You have to sell them more! “It’s KNOW, not NO” Linda says.
We all know that one of the worst things you can do when you are pitching a prospect is talk too much and oversell. But, how do you know when to shut up? My dad always said to give great eye contact and listen carefully. If you are present, your prospect will let you know when you’ve lost them. Linda adds to this wisdom with three powerful slogans:
1) When in doubt, leave it out.
2) When you go long, you go wrong.
3) If you confuse them, you’ll lose them.
In other words, keep the dreaded PowerPoint to 10 – 12 visually exciting slides. Delete anything resembling an eye chart. Tell your story lickety-split – making your prospect the main character. And if you have the inclination, bring in the martinis old school style!
Robin Fisher Roffer is a leading brand strategist and reinvention specialist. Founder and CEO of Big Fish Marketing, she is the author of Make A Name For Yourself: 8 Steps Every Woman Needs To Create A Personal Brand Strategy For Success, The Fearless Fish Out Of Water: How To Succeed When You’re The Only One Like You, and Reinventing Yourself: 10 Steps To Shifting Your Career Into High Gear. Learn more about Robin at: http://bigfishmarketing.com
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