I’m NOT a Salesperson
I often hear people insist that they are not salespeople, as if selling is something of which to be ashamed. In all likelihood, this is because they have encountered a salesperson who has not evolved into the new model of sales. The day of the hard sell, arm twisting, arguing and hit and run selling is long gone, and yet some salespeople and sales trainers still hold on to the old way of selling.
The new model is all about building long-term relationships with your clients and prospects rather than making a sale and disappearing. It’s about finding out what your prospect wants and helping them get it, rather than trying to sell a product or service that’s not a good fit. It’s about becoming a partner with your prospects in finding solutions to their problems or narrowing the gap between where your prospects are and where they would like to be, rather than trying to find a way to separate your prospects from their money.
Think about a time when you were “hard-sold”. How did it FEEL? One of my students described her feelings as “icky”. That was the inspiration for the title of my book, Take the Icky and Scary Out of Sales. That’s why many people don’t want anyone to think they are salespeople. It’s also why many salespeople are not assertive and confident when they make a call, ask for the sale, answer an objection or ask for a referral. They’re afraid that their prospects will experience that “icky” feeling, and they don’t want that to happen. The result is often that the sales process doesn’t result in a positive buying decision. It’s a disservice to the salesperson, to the company being represented and most of all to the prospect, who may want and truly need the salesperson’s product or service.
The solution to this challenge begins with attitude. When you go out to sell, your focus MUST be outward directed — toward the prospect’s wants, not toward your own needs and desire for commission.
Here’s how you can apply the solution:
First, have a script professionally written, so you know what to say and how to say it in every step of your sales conversations. Then memorize it and practice it until it’s a natural part of your everyday conversation. You’ll be much less likely to panic and put pressure, even subliminal pressure, on your prospect when you have a great script
Get in the habit of using “YOU” statements. Rather than talking about yourself and how qualified you are and how you do what you do, talk with your prospects about what’s in it for them when they take advantage of your services. Example: Instead of saying, “We can help you gain optimal health here at ABC Chiropractic,” say, “You can move to a place of optimal health when you receive care here at ABC Chiropractic.” Notice that the words don’t change, it’s simply the order of the words that make the statement about your prospect instead of about you.
Prepare yourself to enter each sales conversation by taking a few moments to talk to yourself. “I’m going to have an awesome conversation with these folks and find out what they want and whether my service will help them have what they want. I’ll also find out whether they qualify to receive service from me, whether they’re willing to invest the time, energy and money it takes to be my client. I won’t allow myself to be attached to an outcome. If it’s not a good fit right now, I’ll kindly, respectfully allow them to leave, with the understanding that they can come back if and when they’re ready. If it’s a great fit and they want my services and I want to serve them, that will be absolutely awesome.
Your mindset will directly affect your conversion ratio, your sales and your revenue, so make your mindset an effective, positive one!
Please comment, ask questions, and tell stories about old style versus new style sales and your feelings about encounters of both kinds.
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