Thursday, July 9, 2009

Sell CI - it's analgesic!

I started a formal program on how to better sell myself, my business, anything. Found out it is really simple: just figure out where the pain is. Pain = especially the emotional reason to change. I'm still mulling that over. However, I think that this is substantially true.

I'm also told that people sell the way they themselves buy and that was an even bigger insight. The key is to sell people the way they buy. Apparently I sell to too small a minority of people because I'm very data based and demand "show me" demos based on specific real problems I am working on at any time. Sellers hate me. Now I'm on the other side.

Next steps reflecting on recent calls:

1) Schedule enough time. Cancel if you don't get it. Explain that you know from experience it will be a waste of their time which you respect too much - as you respect your own. It's the truth. Say it.

2) Listen 90% of the time...yes, that presumes good rapport and the right questions.

3) Maximum 2 slides...preferably none. If needed, send them ahead so you can get to conversation. Sell with a blank sheet of paper on which you sincerely (you authentically believe you can and want to games) and simply write key points you hear from clients about their pain. You are curious and empathetic. You acknowledge that maybe you can't help them - because they don't feel any pain - and that's okay.

4) What are your favorite questions: Ones I'm thinking about using more often -

- Who are the competitors of greatest concern to you (study ahead to provoke if
they don't readily know)
- What do you know/seriously suspect that you don't know about the market
landscape that would cause you to behave differently if you knew about (based
on the premise - state it- that everything really can be known)
- Do you qualify to do business with me (sic) re prior statement like "I work
best with companies who are dissatisfied with their business because one or
more competitors are outgrowing them, winning their customers, out-innovating
them - and they feel they need to find out why but don't yet know"

I'd like to hear from some of you. 36 of you read me last time. What do you think?

1 comment:

  1. Stan,

    Excellent article. No matter what "business" we're in, we all have to sell from time to time---if not all the time. Your thoughts and insights were helpful.