Happy Monday!
A few years ago, two friends and I went to the Atlanta Falcons - Baltimore Ravens football game. It was a great game and Atlanta pulled it out right at the end. I have to admit, I am not a big football fan but took great pride in razzing my friend from Maryland about the last second victory.
On the long walk back to the car, the rowdy Atlanta home crowd began yelling at my friend from Baltimore;
"Take that jersey off...take that jersey off".
He was wearing a Baltimore Raven jersey...Ray Lewis no less. It looked like we would have to fight. Have I ever said I am a lover not a fighter. Even if I was willing to fight, the first 2 voices turned to 10...then turned to what seemed to be 100's...literally.
Yes...he took it off. Thankfully he had a t-shirt on underneath (that would not have been pretty!).
Lesson learned.
When people have something in common, they will band together - cooperate - they will buy what we are selling. Each of us has a unique audience that will respond to us, naturally.
New to sales? Don't worry.
Even if The Message (the product) is new and awkward, there are people right now, who will respond to you as The Messenger.
People new to sales always ask, "Shouldn't I mold my delivery to meet the client personality and preference?"
You can, and many sales people do, but if you are acting "out of character" then you might sound
disingenuous - the kiss of death to many a sale. You have met that sales person before...right?
Does that mean you can only sell to a particular group of people?
Make no mistake, you have to begin with a wide net of outreach for The Message you deliver. You have to treat each opportunity as one you can close, but even for those who are naturally drawn to you as The Messenger, you will still have to fight through a level or two of apprehension, rejection and objections to get to a 'yes'.
We are in sales, and that part of process is normal...even if you are selling to your best friend.
If you analyze why you close sales...and why you lose them, you would likely find there is a common denominator that you "clicked" with most of the people that you close. You may not have been able to get a basic relationship created with those you don't close.
The old sales adage is generally true - People will more likely buy from someone they are comfortable with...someone they like.
That is not necessarily a disqualifier of people who appear different based on obvious things such as gender, race, ethnicity, religion and other differences. The concept of The Messenger is more geared toward a personality bias and natural affinity based on relating (building rapport) more than it is based on outward appearances.
If people connect with The Message and you as The Messenger a couple of things happen;
It makes the sales process easier. You don't have to act out of character and as long as the product meets their major needs you will probably get a sale.
You get referrals. Those referrals are usually like-minded people who immediately receive you as The Messenger. Rapport and an affinity are transferred to you by the referring client. The Message (the product) is all that is left to discuss.
You will have to cast a wide net in your Effort Phase until you build the proper intensity of The Message as a state of being. When you become fluid and natural in delivery, then you can afford to focus on specific groups who would work with you as The Messenger, preferentially - it's called niche marketing.
To get there, first focus on perfecting The Message. Gain all the insight into what your product does and how it can help. Integrate your personal mission into the equation until it becomes first nature...a part of you - your being.
Then begin to extend your efforts to people you can immediately relate to as The Messenger.
Join clubs, civic and religious organizations and causes that you are passionate about. Become known in these circles as a 'go to' resource to people of like passions.
Over time you will find more of your business will come from referrals and people will spread the word about you as...
Until tomorrow, I wish you Money, Power, Success!
Next Time: Check Please
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