When They Aren’t Buying What You’re Selling: The Difference Between Sales and Opportunities
This past week I spent a lot of time with various clients on this specific topic. The fact that it came up time and time again tells me that you too may be experiencing this same issue. Getting In The Door
One of the most difficult aspects of making a sale is the initiation of conversation, or “getting your foot in the door.” You know your prospect would benefit from what you have to offer, but that first step is unsuccessful.
Consider this: What do you have to offer?
Try making a list of between five and ten benefits that would create a return-on-investment for a particular business that you are attempting to partner with. This way the facts are already laid down for your potential client.
In order to make this work, you must be clear on whom you are serving. Let’s say you’re in advertising and you have a strong set of brand initiatives that you know would work for a particular small business. You know that the budget you would be working with would be about 2-4% of their overall operating expenses. By breaking down what that 2-4% return looks like, the guesswork is taken out. Suddenly your sale becomes an opportunity for both you and your potential client.
Here is an example of an initial call: “I would love the opportunity to share with you five different ways that our brand initiatives, here at company X, would benefit you. Do you have twenty minutes next week for me to sit down with you and share more of what I am talking about?”
By opening with a sincere attitude and clear intentions, the “pitch” is no longer one-sided. How can you say no to someone who has taken the time to map out specific ways to help you improve your personal business?
Closing is a big deal.
Successful people are very strategic with how they spend their TIME and MONEY. Did you spend time last week and not close any business? If so, you need to stop and ask yourself “why did I not close any business?” When you reflect back to these appointments and really think about the process you followed or the way you approached it, you will have answers.
A way to identify strengths and weaknesses in your close is to record yourself. When you do this and listen back, ask yourself, “would I buy from me?” or “would I want to get into the room with me?” If the answer is no, then the next step is to identify what needs to change in order to turn these questions into a YES on a more consistent level.
Your input matters. Share with me in the comments section below a way you are going to approach your appointments during this coming week. I love learning from you.
Ignite Your Success!