• SumoMe

no saleLike most of you, I get cold calls and e-mails every day.  98% of it is spam – offers for things I have no interest in, or don’t need. Only 2% are even relevant to me or my business and unfortunately, most of those don’t get my attention either (so they inadvertently lose the sale).

Truth be told, I almost never answer or respond and I’m sure you feel the exact same way. It’s not because I have it in for salespeople – although most of us will admit we cringe at the hard sell tactics of the stereotypical salesperson. It’s because the vast majority of salespeople completely blow their initial approach and fail to capture my interest.

Now I appreciate and respect the fact that these people are just trying to do their jobs and make a living. Selling is not a crime.  In fact, we are ALL in the business of selling something – a product, a service, an idea, a lifestyle, a belief, or a cause.  So, like you, I’m not insensitive to the plight of the honest, hardworking sales professional.

The problem is this – most of their hard work (and yours) often goes to waste when they lose the sale for reasons that are preventable.  They end up turning me off their product or whatever it is they’re selling because I am either bored, confused or overwhelmed by the pitch.  And this usually shows up in one of three classic responses that I give, which I’m sure you have heard (or given) before.  These are telltale cues that they (or you) are about to lose the sale:

  • This isn’t a good time for me,
  • I need to think about it, or
  • Leave it with me and I will go over it later.

Fortunately, the mistakes that produced these 3 classic responses are completely avoidable – mistakes that you don’t have to make (and lose the sale) once you discover how the brain of your prospect hears your message and what you need to do to help him make a decision quickly.

The first and most important step in creating a sales or marketing message that closes more business is to become an expert at capturing attention up-front. If you are successful at quickly and strongly enchanting your prospect within the first 60 seconds, you stand a much greater chance of holding his interest until you can communicate your entire message.

Regardless of the length of your sales presentation or marketing message, you must capture attention and deliver your most powerful points up-front when your audience is most alert and receptive. Never begin by introducing your brand, building your credibility, talking about your competitors, or listing features and benefits. This strategy will put your customers to sleep (cause you to lose the sale) and you risk having to deliver your most important claims and proof when your customers are least likely to remember them.

In order to capture the attention of your audience and hold it, you have to know the one thing that is MOST important to them right now. This is something that you cannot afford to guess or assume.  In order to make the greatest impact and charm the old brain of your customer, you need to do your homework up-front. You can’t afford the luxury of pitching five or six features/benefits and hope that one of them will appeal or hit the mark.

By taking the time upfront to help your prospect understand, acknowledge, and quantify his #1 source of pain, he will become clear about the true source and intensity of this problem, and you will reinforce (with his old brain) that it is safe to trust you and your proposed solution.  Failing to do so, will inevitably lead to the undesired result of causing you to lose the sale and waste your valuable time and money in the process.

 

ImagineeringNow
About The Author
Rhondalynn's life changed forever after the loss of her mother due to a senseless tragedy in 1992. She decided that despite her formal training and a promising career as a lawyer and chartered accountant, she wanted to do something more. So despite the fact she had already invested 10 years of her adult life in university and articling, she did the unthinkable. She left her high paid job as Commercial Manager for one of the largest corporations in the country, she re-trained herself in the sciences of the mind and she discovered a passion for writing and sharing her knowledge with business owners and executives. Rhondalynn has distilled the secrets to business success - that she learned from her life experience and working in GM level roles with Price Waterhouse Coopers, Max Factor, Village Cinemas, and Coles Group Ltd. - and produced a simple step-by-step process that you can apply to your business to boost your sales and bottom line. Rhondalynn can help you put strategies in place to grow your bottom line and ensure that your customers would never think of going elsewhere. She is the leading expert on harnessing the power of your brain and using it to improve your financial results in business. Rhondalynn is the author of On The Shoulders of Giants, Imagineering Your Destiny, Sobre Hombros deGigantes, Financial Foreplay, and Sales Seduction. She has appeared on CNN, Bnet/CBS, Channel 7, Channel 9, Kochie's Business Builders and 3AW, and writes for Yahoo, MYOB, Fast Thinking, Sunday Life, Dynamic Business, Business Spectator and Australian Retailer.

3 Comments:


  • By Laura 03 Nov 2013

    Thanks for sharing your insights Rhondalynn! This is helpful. I tend to send emails to potential clients and although the messages are highly intentional and appropriately directed, I don’t receive as many responses as I would like. You have inspired me to reassess my approach. Thanks!!

  • By Camille Amir 04 Nov 2013

    You know it’s SO TRUE. No one who ever asks for more time to think about it goes away, then comes back and says Yes. I guess I always thought they might and I have wasted plenty of time trying to persuade them without success.

    And you are definitely right in saying that most marketers have a laundry list of features and benefits instead of honing in on a primary source of pain. This information was really helpful to me and if you don’t mind I am going to try to send you a PM. I think I need your help to clarify my/our message.

  • By Duncan Astonia 06 Nov 2013

    I have highlighted these very wise words and am sharing them with our sales team this afternoon…

    “In order to capture the attention of your audience and hold it, you have to know the one thing that is MOST important to them right now. This is something that you cannot afford to guess or assume.”

    I think we need to completely re-work our keynote presentation intro that we use when prospecting new clients. Ours is all about US…

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