I have a suspicion where we
learn this behavior. Most of us spend a lifetime observing
showroom salespeople, product spokespersons in the media,
and hucksters on street corners. What we see demonstrated
there is artificial enthusiasm, manipulative use of
language, feigned interest, and in some cases outright
deception.
Sounds awful, doesn't it? So
why copy any part of this distasteful way of selling?
Psychologist Abraham Maslow
said, "If all you have is a hammer, everything looks
like a nail." Perhaps we believe this is the only way
we can sell because it's the only way we know. I'm not
accusing anyone of consciously deceiving prospective
clients. What I'm suggesting is that what we do
unconsciously and automatically is to behave authentically
around them.
Intuitively, many of us feel
as if something is wrong with this way of operating. When
we have to sell ourselves, we find it unpleasant,
disagreeable, even repulsive. But what if all those
negative feelings were simply because we hate the
artificiality and manipulation we think must be a part of
selling?
Imagine what it would be
like to go to a business networking event as yourself. No
facade, no pretension, just plain you. When someone asks
your reason for coming, you tell them the truth. You don't
have to claim you wanted to hear the speaker (if you
didn't). You can come right out and say, "I'm hoping
to make some contacts that will lead to business for
me."
You wouldn't have to invent
reasons to start a conversation. You can walk up to
someone who looks interesting and say, "Hi, I haven't
met you yet." If you're shy around strangers, you can
tell the first person you meet, "I'm sort of a
wallflower and feel awkward at events like this. Could you
introduce me to some folks?"
Now imagine placing a
follow-up call to a prospect where you are completely
honest. You could say, "I have some days open on my
calendar soon and I'm wondering if this would be a good
time for that project we've been discussing." Or,
"We haven't talked in a while and I'd like to find
out if you're still planning to start the new training
program this year."
I see so many professionals
and consultants struggle with trying to find an
"excuse" to call a prospect. You don't need some
manufactured excuse. You know the reason you're calling.
Most of the time THEY know the reason you're calling. Just
say what it is.
Let's extend this same
principle to making a cold call. Instead of stumbling
around awkwardly trying to make a polished -- but
unnatural -- sales approach, imagine yourself saying,
"I'm not much of a salesperson, but I'm really good
at what I do. Can we have a conversation about what you
need and see if I'm the right person for the job?"
If you've been working from
a cold-calling script that makes you flush and get a tight
throat every time you read it, throw it out. Come up with
one really good opening line that feels authentic and gets
directly to the point. Then decide how you will answer --
honestly -- some of the typical questions prospects ask
you. My bet is that your calls will immediately get
easier.
In fact, the more you become
honest, direct, and authentic in all of your marketing,
the more appealing selling will be to you, the more
effortless it will become, and the more success you will
ultimately achieve. Because most business results from
building relationships, and how can you develop a
relationship with someone when you never reveal who you
really are?
Yours in truth,
C.J. Hayden, MCC
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