Connect With the Buyer
By Joe Takash
old Billy Johnson just got home from school. He’s been thinking
about an ice cream bar all day. He wants it bad. Unfortunately, the
only person at the Johnson house is his teenage sister, Susie. As
Billy approaches her, she quickly anticipates his agenda and cuts
him off. “Billy, you can’t have an ice cream bar. It’s too close to
dinner and it will ruin your appetite.”
over. Billy’s cooked without a chance to negotiate or be heard? Why?
He didn’t reach the ultimate decision maker. But wait…who’s that
walking in the house in good spirits and a bounce in his step? It’s
rushes to the big guy with a hug and says, “Hey Dad, can I have an
ice cream bar?”
golden response: “Sure sport and I’ll tell you what, get me one
too.” Yee-haw, sale closed!
all the time you have put in and the energy you’ve exhausted on
attempts to cajole client contacts who love to say “no” but can’t
really say “yes.” It can be a frustrating, morale-beating process.
It also happens to be bad for your business’ bottom line.
connection with the buyer, the individual who can say “yes,” isn’t
always easy but the first question I challenge you with is, “Who are
you asking for an ice cream bar from?” Aim low or aim high and,
well, you know what you get. The following tips are both necessary
and instrumental for getting bigger deals in less time, from the
people who have the authority to say “yes!”
yourself as a peer: Before we get into approach, answer this:
Are you confident enough to dialogue on equal ground with the big
wheels who run the show? You would be shocked at the number of grown
adults who will answer this with a “yes” to others, but say “no” to
themselves in subtle, counterproductive ways.
Trigger Tip: To view yourself as a peer, use positive self-talk
and manage that internal cynic. Remember, how you present yourself
is stronger than any service or product you offer. A strong
handshake, a confident personality and voice, and the right mental
attitude can make a huge difference.
your homework: A lack of preparation may be the biggest deal
killer there is. When it comes to connecting with buyers, you must
know three areas – and know them well. This includes: Their company.
Their competition. Your product or service. Do these seem like
no-brainers? You’d be surprised how many service providers don’t
know when a company was founded, what their mission statement says,
who their biggest clients are or how they fare against the
competition. As far as knowing your own product and service, read
Trigger Tip: If you haven’t made Google your best buddy, start
today. It will swiftly allow you to collect information about the
companies you target, and often the professional resumes and
personal interests of your buyers.
Speak in sound bites: When you have the chance to speak to the
buyer, get to the point and remember that less is more. Too many
service providers ramble on aimlessly about what they’re selling and
can kill their credibility because of the confusion they create
about their product or service. Decision-makers want you to be
brief. Granted, when you get those few moments to audition, it can
feel like a pressure cooker. So, prepare only information that
demonstrates how buyers will benefit and what their return on
investment will be. If you don’t have this ready to be delivered in
15 seconds or less, practice.
Trigger Tip: For every piece of information about your service
or company you prepare, ask the questions that your buyer would ask,
such as: “So what? or “ What’s in it for me?” These force you to
always speak in benefits-focused, buyer-friendly language.
great questions: Conventional sales jargon used to be “ABC”
which stood for “Always Be Closing.” People are more perceptive than
ever and most folks know when they’re being manipulated. Today’s
world of collaborative, relationship selling, especially with high
level buyers, should be more about “ABO,” or “Always Be Opening.”
The more accurate diagnostic you make on a buyer’s needs is always a
reflection of the quality of data you can learn from them. Questions
are the golden nuggets that lead you down the path to “yes!”
Trigger Tip: Be sure your questions are open-ended, (which allow
buyers to elaborate), and make certain they tie directly into the
objectives the buyer has and how they will know when successful
results are realized.
Saying “No” can get the “Yes!”: When trying to impress a buyer,
it’s easy to try too hard. We’ve all done it, but it’s crucial to be
yourself. If you disagree with something he or she says, tactfully
push back and challenge them. Authentic candor has elevated many
sales people from yes-(wo)man status who don’t get the business to
peer status who get the “yes” simply by serving as counsel a buyer
can trust and respect.
Trigger Tip: Don’t try to be too enthused or eager right away.
Think about how turned off you get when a telemarketer tries to
impress you with glib, cheesey-speak. You want to run the other way.
Be genuine and be honest at all times.
High-level buyers are usually a tougher sale than Billy Johnson
asking his Dad for an ice cream bar. They require an eclectic
approach of preparation, self-talk and smart behaviors. But the
common ground with you and Billy is when you are able to make that
connection and get the right answer from the person in charge is
that yes, means yes!
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