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Suggestions?

When meeting with a prospective client, you're trying to understand their problems, determine their objectives, explain your services and outline the many benefits of working with you.

But what if it's not going anywhere?

No matter how much you ask, how well you present your advantages or how sincere you are about helping this prospective client, things don't seem to be clicking.

In that case, I suggest selling the future.

What I mean by this is going beyond outlining objectives, value and measures of success (which most of us don't do a good job with to begin with), and helping the prospective client get in touch with their real motivation to take action, to move in a new direction.

This motivation always lies in the future and it lies inside the client, not outside. You need to go beyond the surface and discover their highest aspirations, their most compelling dreams.

How do you do this?

Once you've learned about their situation and problems and discussed objectives and outcomes, what you need to do is dig deeper and learn why those solutions or outcomes are important to them.

You're really always asking the same question: "If you got X, then after you have it, what do you want that's even more important?" But as simple as this might seem, the ultimate result can be very powerful.....

You: "If we handled this problem for your company what would be different than it is now?"

Prospect: "Well, I think we'd be much more productive."

Y: "And if you were more productive, as productive as you can imagine, then what would you want that was even more important?"

P: "We'd be more profitable, more successful. Our products would sell better and our customers would be happier."

Y: "And if you were more profitable, more successful, with happier customers, then what would you want that was even more important?"

P: "This would be a great place to work. We'd have fun, energy would be high and we'd all love working here."

Y: "And if it became a great place to work and you had fun and energy and and you all loved working here, is there anything else that's even more important that you'd want?'

P: "No, I think it would be great if we could achieve that!"

Y: "I think so too. I'd love to work together with you to help yopu get there. This is exactly what we do for our client companies. When would you like to get started?"

P: "Right away!"

What happens in this process of selling the future is that your prospect gets in touch with what they really want, what's really important to them. And when that is clear, people become motivated to move heaven and earth to get that result.

If you have helped facilitate this process, they will see you as a partner in producing that result. You've asked the right questions, you've listened, you've resonated with what was important to them. You've clicked.

Doesn't it make sense that this would dramatically increase the chances of them working with you?

I challenge you to start selling the future to your clients. It's what they want. Help them see it and then help them get there. What work could be more exciting than that?

Taking a Fresh Look at Selling

In his book, "Marketing Your Services" (by the way one of the very best books on this topic), fellow marketing consultant, Anthony Putman, makes a rather radical statement about selling. He says to avoid "using persuasion" He doesn't say to avoid "being persuasive." What's he talking about?

Have I told you that when asked what the stereotypical salesperson sells, the most common answer is "used cars"? We look at selling as the same thing as selling used cars! A wonderful image don't you think when we're out there trying to get new clients? That's what Tony is talking abut. We click into this inauthentic salesperson persona and try to start persuading people. Needless to say, it's a big turnoff. We come off as manipulative and sleazy.

Using persuasion in this context means using techniques before focusing on relationship. It means having your whole attention on getting the sale, not on how you can serve. It means listening only so you can get your prepared pitch in, not really hearing concerns.

Good, professional salespeople are very persuasive but they don't use these outmoded persuasion techniques. So how does one succeed in "being persuasive" instead of "using persuasion?" Good question. Here's a few ideas.

1. Set the stage for any sales meeting, whether on the phone or in-person with a statement of purpose: "What I wanted to talk with you about today was how we can reduce your attrition rate." With this statement of purpose the conversation becomes focused. There is no hidden agenda and you learn quickly whether or not you are on the same page.

2. Make sure the majority of the time is spent in asking questions and really listening. The more you know about your prospective client's situation, the better you know if you can help them or not. Don't just accept answers at face value. "Question into" the answers you get to learn more. "You think you're losing people because there is poor communication in your company - tell me why you think that makes people want to leave." Too many people just jump from question to question, never really getting to the heart of the problem or understanding the issues involved.

3. Ask questions not just about problems and the current situation, but questions about the future and about aspirations. "Well it makes sense that you want to keep your people and you want to save money in hiring costs, can you tell me what you might be able to accomplish if you had a more stable workforce?" A question like this might uncover the hidden motivator that will move a prospective client to action. When they tell you their dreams you start to realize that your service can truly help them achieve those dreams. When you start to get excited about their goals, your excitement is contagious. It makes them want to work with you.

4. Asking for the business can actually be the easiest part of the selling process if you've really connected with the problems and the desires of your prospective client. At some point in the sales conversation it's your turn to "invite" them to take the next step. "As I explained, our program is guaranteed to reduce attrition by a minimum of 50%. (assurance) When that happens I think you'll really get the opportunity to become the leader in your industry. (acknowledge stated goals) The way we start is with a complete review of your hiring process and interviews of managers in all departments. (matter-of-fact process) I could start as early as next week. (availability) Does that work with your schedule?" (confirmation of their availability)

The only reason we need to "use persuasion" is when the value of what we have to offer doesn't really address the needs of the prospective client. Fancy and manipulative closes, leading questions, and other less-than-savory selling techniques have no place in your repertoire. If you truly believe in what you have to offer and do your best to find out what's needed you'll "be persuasive" without a lot of "persuasion" or effort.

Is Selling a Talent, A Skill, or a Process?

Sales is all of the above. And if you're going to be successful in your small business you've got to first understand sales and then master it.

First of all, there are many misconceptions about sales. Sales is about deception. Sales means being pushy. Sales is manipulation. And if you believe these you're going to have a very hard time.

How about a change of belief? Sales is about honesty. Sales is about listening. Sales is about helping. If you start to think of sales in this way it will be a lot easier for you. After all, don't you want to be an honest, listening, helping salesperson for your services? The good news is that excellent salespeople are exactly this way!

So lets take the ideas in the title one at a time... Sales as a Talent. You are actually a born salesperson who lost the talent as you matured. It used to be easy to ask for things and to "make your case." But you got "professional" and stopped doing what was natural. So don't worry about talent. Just learn the skills and the process.

Learn some basic Sales Skills and all the talent will come back to you naturally. The key sales skills? Simple. Listening for what people want and need. Asking questions to find out more. Presenting what you have in terms of both features and benefits. Answering objections and questions with logical arguments...

And finally, simply asking your prospect to take action. Yes, it takes time and practice to master these basic skills, but the truth is, they are at the heart of all selling.

How about Sales as a Process? To me this is the most interesting part of selling and often the most important. Selling, especially for high-end products and services is a multi-step process that can take quite a long time. It is not a one call proposition.

So for your particular situation you need to map out the process from A to Z before anything else. For instance, here's my sales process for selling marketing consulting services to a larger client.

1. Pre-qualification - They call as a result of a referral or from marketing I've done and I find out something about their needs and their situation. I tell a little about what I do.
2. Information - I make sure they have enough information about me so they can at least determine if I might be able to help them or not. For this I send them a brochure or direct them to my web site.
3. Appointment - If I can help them and they are interested, I set up a presentation.
4. Presentation - I then give them a presentation on the 6Ps of Marketing so they better understand where I'm coming from and so they can see the possibilities of us working together.
5. Needs Assessment - Next I find out everything I can about them in a face-to-face meeting to determine exactly what they need, their budget, etc.
6. Proposal - I write up a very specific proposal outlining exactly what objectives we will accomplish and how I will go about doing it.
7. Negotiation - We discuss the fine points of the proposal and come to an agreement as to how we'll proceed.
8. Consummation - The client signs the proposal (contract) and we start working together.

To do this whole process successfully you need to be aware of what step you are on at the moment and clear about what step you want to get to next. For the sales process to be successful, you must actively guide the process. If you don't it can go in any direction.

This guiding of the sales process is NOT manipulation in the traditional sense, but it IS control. And believe it or not, prospects like to work with someone who is in control, who knows where they're going, who knows what do do next.

So yes, sales is a Talent, a Skill and a Process. But perhaps understanding the process is the most important. If you do, you are likely to close a great many more sales.

Telephone Magic

After a very involved discussion with a client last week about turning telephone conversations into appointments, I remembered once again what an art this can be.

You know the scenario: You have a "live" prospective client on the line, but by the end of the call, for no discernable reason, you haven't set up an appointment, let alone turned them into a client. They ask you to mail materials or say they'll look at your web site and get back to you. Not only do they not call back, they won't even return your calls!

Depression ensues and the nagging thought that a regular "9 to 5" wouldn't be such a bad idea right now.

I was trying to remember when this turned around for me. I can't recall if it was one big realization or simply a slow increase in my telephone skills over time. But some- thing definitely happened and now when I receive a call it turns into a client close to 100% of the time.

Many years ago, when I was a member of the San Francisco Chamber of Commerce, I had assembled a mailing list of several potential chamber members to see if they could use my services. I wrote a one-page letter and followed up by phone a few days later. I remember, even today, the queasy feeling in my stomach as I picked up the phone.

One of the first people I reached was a corporate psychologist. I had prepared my opening "pitch" and I fumbled through it....

"Hi, this is Robert Middleton of Action Plan Marketing. I sent you a letter last week about my services. I work with small professional businesses to help them improve their marketing. I really have no idea if you are currently looking for help in this area, but I wanted to follow-up and see if there might be a connection."

Well, perhaps I lucked out that day. I had caught this corporate psychologist at a good time and he started to talk. And talk. And talk. And I stated to ask him questions and really listen. I don't think I could have "sold" him anything if I had tried. I just clung on to the phone and listened as hard as I could.

At the end of half an hour or so he had pretty much told me the story of his business and his struggles with marketing. And then I said something that has served me well for many years: "It sounds as if I can help you. What I suggest is we set up a meeting and discuss exactly how in more detail." He was more than willing and, ultimately, I turned that meeting into a very good consulting project.

What I now do on the phone (although most people call me) is really pretty much the same and it works just as well.

I unfailingly do the following five things.

1. I ask a lot of questions and really listen--with no agenda
2. I don't pitch my services or try to convince them of anything. After all, I don't know if I can help them yet.
3. When they ask me a question, I answer briefly and then ask them another question until I really understand them.
4. I try to learn about their objectives, not just their current situation. I want to know if they have a vision that things can be different and that they're open to getting assistance.
5. Only when I'm certain I can help them and that they are open to that help, do I suggest we get together for an appointment.

I know this sounds too simple, but you can't argue with success! If turning phone calls into clients isn't working for you, I suggest you give these five steps a try as well.

Author : Robert Middleton
Robert Middleton of Action Plan Marketing helps professional service businesses attract clients. Visit his website at http://www.actionplan.com. or email him at robmid@actionplan.com