I still remember the first bit of sales advice I got as a fresh telemarketer.
“Travis, the faster you get a “no” the better, so you can hang up and call the next one.”
It struck me as a little odd, seeing as I’d been recruited to sell holiday packages and my whole job was to get a yes. But after grinding for months on the phone I started to realize why. We were targeting volume. Pitch after pitch designed to hit one particular buyer.
The faster I could get a “no” the better, as I’d spend less time with less ideal prospects, and up my chances of getting our perfect buyer on the next call. It was a numbers game.
But as my career progressed, I started selling products with a much higher value.
And instead of a shotgun approach to sales, things got a little more laser-targeted.
These days the products I sell are big-ticket items, and it can take a little understanding before a prospect can actually make that yes-or-no decision.
I no longer want to rush the prospect to tell me “no” straight away.
Not on an initial call at least.
But that doesn’t mean you should follow the other bit of advice sales people throw around.
“Never take no for an answer.”
Stupid idea if I ever heard one, because your product isn’t right for all people.
Plus, you’ll waste hours trying to push your services on “potential leads” who are simply never going to buy from you in the first place. Maybe they don’t have the cash, maybe they’ve not got the manpower, or maybe they just don’t like you.
And, if you do get them to convert, just to shut you up… what are you left with?
A group of unhappy customers, who never actually wanted what you were selling in the first place. So, what should you do?
You don’t want to rush a prospect into saying no.
You also don’t want to never take no for an answer.
What you need, is a way to quickly, and effectively demonstrate what you do, communicate the power this can have in a client’s business, and make a prospect understand that the value packed into your particular products far outweighs the price tag.
And if they can build a genuine connection with you as well, that’s all the better.
With a connection, you demonstrate you can relate to the pain they’re currently struggling with in their business, reassure them how easy it is to use your services, and paint an accurate picture of what their life will be like, once they’re a customer of yours.
Trouble is, we all say “no” too fast.
Because we’ve been conditioned to dislike sales people.
The token “sleazy car salesman” is an image that immediately comes to mind with selling. We’re bombarded with spam emails, incessant calls from telemarketers all throughout the day. People pushing their products on us, without regard for well, us.
To get around this invisible wall of “NO”, you need to give value first.
You need to give freely, without asking for anything.
These days, information is power, and if you’ve done your homework, know your target customers inside and out, you can use this knowledge to give a little of your expertise back.
Almost everything I’ve bought, from a coach, consultant or course, came from a soft sell.
From a value-first approach. People willing to give you a little taste of the bigger pie that’s waiting for you, maybe it’s a small investment, maybe it was a freebie, but it got me on the hook. Because when I’m pitched too fast, I tune out.
I stop listening and start disqualifying myself.
A situation you do not want your target customers to be in.
Your job is to get them to listen to you.
Well, it’s not rocket science, but there’s one particular tool you can use to…
- Quickly and rapidly demonstrate the value you provide to clients
- Start building relationships with prospects so they feel connected to you
- Give value freely, before even mentioning part of your sales pitch
It’s a webinar.
For lack of a better word, webinars allow you to communicate at a scale that is time effective for you, demonstrate value and rapidly build rapport, ultimately creating the perfect stage to get a client to say “no” during your sales process.
And it’s easy.
If they just aren’t all that into you, a prospect can just click the little “X” up in the top right corner. No hard sell, no hurt feelings.
But for everyone else still on the line, you’re guiding them into a pipeline, and if done right, will send a steady stream of clients, beating down a path to your door.
Keep up the great work,