There is an inherent nature that business owners share: the eager enthusiasm to sell the product/service they offer.
After all the time, effort, sweat, and tears that goes into starting a business, by the time the neon “OPEN” sign turns on, business owners are ready to start selling immediately.
That sense of urgency often trips up small business owners with negative (and unintended) consequences.
I received an email from one of our Selling Advantage students last week that hit the proverbial nail on the head:
I need help. I worked for a full week developing my sales presentation using PowerPoint. In the last week and a half, I have had four up to bats, and not a single prospect has bought my product or event agreed to meet with me again.
I am not sure how the meetings derailed. I outlined all the features and benefits my product can provide for them in 50 beautiful slides. I thought I did a great job explaining how great this product would make their life.
Where did I go wrong?
Red flag alert! I reached out to Andrew immediately and my worst fears were confirmed. Andrew had been infected with the overzealous urge to tell the prospect about the product, and completely forgot why he was there in the first place.
The meetings began and progressed as a one-man show. Quite honestly, the customer didn’t even have to be there.
There were multiple areas where Andrew failed to gain audience participation, but here are three that we can focus on today:
- No questions asked: Andrew forgot that this is about the customer, not about his product
- No goals outlined: Andrew forgot to ask the customer what problem they wanted to solve
- No next steps: Andrew was so certain the customer would buy on the spot that he did not ask any of his potential customers what their next step would be
Can you imagine going to the doctor and never being asked a single question about what’s ailing you?
You went to the doctor to get your broken arm casted, but when you sat down in the exam room, the doctor spent 45 minutes telling you why you needed a new knee brace. While it sounded like a pretty great knee brace, it wasn’t going to help you with your immediate problem.
Get Out Of Your Own Way Exercise
Here are five effective questions to ask yourself before you approach customers. I do this exercise by thinking of a need I have currently. It may be that your car is 10 years old, your sink is leaking, or you need to automate your marketing. It doesn’t matter what the need is, all that matters is that you are looking for a solution.
The Five Questions:
- How would you like to be sold to?
- What information as a customer do you need to have before you make a decision?
- As a customer, what does the perfect sales experience feel like?
- Can you think like a buyer?
- Are you prepared to do more listening than talking?
Write down your answers, and then review our Buy Think Difference table below.
THE BUY THINK DIFFERENCE
|TRAIT||THE SALESPERSON THINKS THIS||THE BUYER THINKS THIS|
|Direction||Pushing information||Pulling information|
|Focus||All about the product||All about themselves|
|Timing||Short term||Long term|
|Goal||Solution provider||Solution solver|
|Results driven||Commission based||ROI based|
|Objective||Value provider||Value maker|
|Next step||Contract signed||Agreement reached|
The secret for you is to understand the difference of the business owner’s mindset, and the customer’s mindset. Can you see the difference? In our next blog post we will share three tangible ways to activate your own Buy/Think mode.