| Confidence = Closes |
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If you are a loyal reader, you know that every week I attempt, sometimes more successfully than others, to find inspiration that ties experience to sending out sales tips to help you close more business. That's my goal, anyway, and based on your emails to me and my bookings, it is yours as well.
Recently, I've been shopping for a pavement company to install a new driveway and sidewalks at our house. Talking with two different companies about their services has been an exercise in patience as well as lessons learned in how other people sell when I'm not wearing my consulting hat, but I can't help observing salespeople in action. This is raw. Salespeople who don't know what I do during the day to PAY for their services are not attempting to impress me with their sales skills--but those who are just trying to close business. So where does the confidence come in? One of the firm's owners is always on the defensive whenever I question how he performs his work, his pricing, his insurance, his crew, or any number of my myriad list of questions that are necessary for me to uncover whenever I am making a big decision like this. He handles the interaction by being defensive and endlessly rambling until I cut him off. The other handles my questions with skill--not revealing any anxiety, even when I don't like something in his design. Then he sends me something. A drawing, an insurance declaration form, photos. He doesn't have to feel defensive because he's confident that he has the right solution for us. He's instilling confidence with us because I believe that he's going to fulfill our needs. So how confident are you with your customers? Even if your business is suffering, you are new to your industry, or you have to deal with challenging internal adversity in your firm, how do you come across? Here are five tips of how you can deliver a more confident impression with your customers: 1. Approach all customers from a position of strength--not weakness. You've heard me say "there is no such thing as a prospect--only customers" a dozen times. Treat all contacts the same--as though they are already buying and happy buying from you. Just be aware that you don't want to take this relationship for granted from the beginning. Customers are looking for solutions and you're in the "dating game". 2. Never let the customer see (or hear) you sweat. If the customer is asking questions, objecting, or seemingly challenging you, it's OK. That means that not only is the customer involved in the decision, you are sharpening your skills as a sales professional. You'll exude confidence every time you have a bit of controversy or challenge. It makes you better. 3. Be proactive. When you anticipate the customer's next question or objection, be prepared and manage the situation in advance. For example, in my business, whenever a proposal is sent, we include a list of clients, testimonials, and other materials that may be interesting to decision makers. If the questions come up when we're not there, the answers may be in the package. However, if they don't look at that stuff, it's OK, too, but we've prepared. 4. Look and act the "part". If you are calling on bankers, you know to wear your dark suit, carry a briefcase not a backpack, and your voice mail is congruent with your type of business. In short, professional and congruent with the customer's business. Recently we had an appraiser at our house and the guy showed up in Wal-Mart khaki's, a wrinkled shirt and disheveled hair. He didn't carry a business card with him, was in and out of our house within 5 minutes. Needless to say, I was nervous when he left. Do you think I was surprised when he called me a few days later telling me he "forgot" to take photos and would I do that for him? Who was paying whom? 5. Be present. If you are distracted while talking with your customer or while preparing a proposal, you are violating this rule. The customer you are "with" is THE most important person on the planet at that moment. Make sure he/she knows it, where ever you happen to be--on the phone, at an event, in their office, at a sporting event--it doesn't matter. Make sure you are focused 100% on THEM! Now, it's your turn. Get out there and exhibit your confidence and CLOSE MORE SALES. |
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