Some sales are like driving on a highway--you drive straight
ahead and get off at your destination. You offer a product, the
customer likes what he sees and the sale is made. Most sales,
however, are more like driving on back-country roads--they're
full of twists, turns, detours, stop signs and potholes. The
customer says "maybe," then "not right now,"
then just plain "no." Is that the end of the road for the
sale? Not necessarily.
If you want your journey with that customer to end in a sale,
you've got to find ways to get around that "no." It
doesn't matter if you're dealing with a one-time sale or a
two-year sales cycle; the philosophy remains the same. Here are
four qualities you need to nourish:
1. Belief in yourself and your product or service: You
must believe you have the ability to turn that "no" into
a "yes." There should be no doubt in your mind that
eventually the customer will say "yes" because of who you
are, what you have, and what you can do to solve his or her
problem. Passion and enthusiasm are contagious-and they'll give
you positive direction and momentum.
Content Continues Below
2. The value you bring to the customer: Make sure you
understand your product or service, the customer's environment
and challenges, as well as your customer's customer. This depth
of knowledge allows you to truly understand the value of this
opportunity for the customer. That value is then communicated
through your physical energy, your voice, and the way you tie your
idea back to the customer's goals and needs. The confidence you
bring to the table will help the customer feel comfortable, get
past his doubts, and go straight for the "yes."
3. Unique factors that make you different: Why would a
customer do business with you over somebody else? You have to
differentiate yourself to the customer in at least three key ways.
But it's not enough to be different; you must also let the
customer know why your solutions are so unique and how they align
with his business goals. If you know what makes the customer tick,
or what his key needs are, the customer will better understand the
value of your uniqueness and how it will help his company.
"No" is a comfortable answer for the customer. To get
past that "no," find a new approach.
4. Persistence: When you believe in yourself, when you
focus on the value you bring to customers, and when you have a
strong differentiating factor, then persistence and tenacity come
naturally. Next time a customer says "Thanks, but we're
all set," or "Sorry, it's not in our budget right
now," you can reply with "Share 10 minutes with me. If I
don't show you something of tremendous value in that time,
I'll never call you again."
Getting past "no" really comes down to the qualities
listed here, with belief in yourself the most important of all. In
a recent interview, General Norman Schwarzkopf was asked what
quality was most important for an army to possess. His answer? No
matter what tanks, technology or might you have to support you, if
individual soldiers don't have a positive mental attitude and a
belief in their cause, everything else is just scrap metal.
There's just no substitute for that core of belief to get past
the "no" every time.
Top-rated sales, management and motivation speaker Barry Farber is
the author of 12 Cliches of Selling and Why They Work.
- Best
Businesses to Start in
2005
| |
|
Free
Financial Software Included with every Start-Up Guide order.
|
Originally published in the June 2003 issue of Entrepreneur Magazine