Heads up: Be sure to read the P.S. !
Jeannie was a corporate coach who expertly guided managers into creating contented, committed employees.
Her clients adored her.
But Jeannie was miserable…and broke.
Jeannie hated sales.
“I love talking to people, I love teaching, but I hate the selling part,” she said, with a shudder.
When you hate the “selling part”…
1. You will linger in the friendly, feel-good get-to-know-you phase.
2. You will not move the process forward.
3. You may be getting other needs met through your business,
such as being liked and getting approval.
4. You may develop a warm, close relationship with your prospect,
so you’re mystified when they don’t buy.
5. You may sabotage your own attempts to get new clients.
And you will baffle your prospects, who could use your superb service, because you never make them a clear offer.
Jeannie’s Big Mistake:
She thought of “the selling part” as a single, lone event occurring all by itself.
If you think of the selling part as “that awful thing you have to go through,” like a root canal, it will never occur to you to set up the sale.
When you set up to sell, 50%, sometimes 75%, of your work is already done.
Selling is a lot like dating.
When you go on a first date, is your first question, “So, what do we name the kids?”
I think not.
Closing a sale is like walking down the aisle.
It’s the result of small, careful steps of preparation.
You prepare your prospect to have that selling conversation with you by:
Having a tantalizing opening conversation that makes them want to hear more
Sending a follow-up report or quiz with a gripping title that you offer them before that first conversation is ove
You may also snail-mail them your report, to impress them
- You have a website loaded with content that speaks to their pressing needs and challenges
- You make a follow-up call asking what they thought of the report
- You have a short follow-up conversation to discuss their biggest goals and challenges
- You offer an invitation to spend an hour going deeper into their goals and challenges, and your offer
- If applicable, you send a questionnaire that they can fill out before they speak with you again
This is setting up to sell.
It’s romancing your prospect.
Jeannie added a few extra twists to this process:
- She had an intern send out her report, and set up the follow-up call, so she looked like a bigger company.
- She made sure her report nailed the emotional pain her prospects felt – in detail.
- She had her intern set up the sales conversation, 10 days later. (Use the time lag for big-ticket items only.)
- She had her intern mail them another freebie – a “Management Bible”, before the call.
- She had the intern email a questionnaire, instructing the client to return it in 48 hours of the sales conversation.
The subliminal message to her prospects was:
1. I have to wait 10 days? Her time is valuable.
2. She has a staff. She must be doing well.
3. She knows our problem cold.
4. This is not going to be cheap.
By the time Jeannie called her prospects to have the selling conversation, she knew as much about them as they did about her.
She was extremely well prepared to discuss their challenges and goals.
Probing deeper into their problems was easy, since she already knew what their biggest problems were
Prospects viewed her with more respect, which helped her keep her boundaries and conduct the BD Session like a pro.
Stating her fees was much easier, since they had been psychologically prepared to consider a serious investment.
She followed a sales script, deliberately guiding them through every step they needed to go through to become her client.
She closed 3 new big-ticket clients in 65 days.
She had set up to sell.
She had romanced her clients.
She had gone from the first date to walking down the aisle with her new clients.
There are many other ways to set up a sale, stay tuned.
But when you realize selling is part of a deliberate process, selling becomes just another step along the way.
Try it. It works!
P.S. … Just a heads up that I am going to be opening up a 4 month Platinum VIP Coaching Program in the next few days.
We only have spots for 5 people so when you see the email let me know if you want me to help you.
Copyright © Anthony Mora 2011