It's been a great start to the year. Barbara and I have signed up a number of new clients and firmly debunked the myth that "nothing gets done in January due to the holidays".
So while this is great for us, what's it got to do with you?
Well, I thought I'd share some of the lessons we learnt from this process in the hope that it may give you some ideas for your businesses. (These are in no particular order)
Lesson One: People do things in their own time, not yours.
Some of the clients we've picked up have been on our newsletter list for years. We'd talk to them periodically, but the time was not right for them to do something. So no amount of "selling" was going to get them over the line.
These people took time to develop a trust in what we do and how we could possibly help them. Our ongoing keeping in touch mechanism reminded them that we exist - and when the time was right, they called, wanted to start and it was just a matter of agreeing terms. (This sure beats cold calling doesn't it?)
So, if you don't have a regular keeping in touch mechanism, implement one!
And I should point out that when you do keep in touch, don't do so because you want some business. It's a real turnoff! Firmly adhere to the old adage, "I don't care how much you know, until I know how much you care".
Lesson Two: People buy what they want.
To be successful in sales, you need to uncover a "want".
Notice, I didn't say "need". People buy things they WANT, not necessarily what they need. If you don't believe me, think about the last time you might have bought some junk food - knowing full well it isn't good for you, but you did it anyway. And you probably rationalised the decision - "Oh, it's only ONE piece of chocolate - it really won't make that much difference".
Your job is to discover what this person wants to happen, or wants to avoid. This is the basis for all motivation.
Lesson Three: You need to have a process
I know this is pretty ironic, but even though we'd taught sales and persuasion skills for years, we didn't follow our own process.
We got so caught up in wanting to help, that in meetings we'd give heaps of free advice and try to solve all their problems right then and there.
As a result we'd have very long meetings - sometimes over 3 hours, and still not gain clients.
Oh, they'd be very happy with all the free advice, but they never came back!
After Barbara repeatedly bashed me over the head about this, last November we made a determined effort to change this.
We started to use the process we teach (a process that has brought dramatic results to many of our students) and lo and behold, it worked for us too!
We have had the best January ever in over 5 years of being in business and it's set us up for a great year.
Lesson Four: Remove the risk
"I'm going to be spending my hard earned money with you. How do I KNOW that you'll deliver?"
Your prospects may not say it, but they're certainly thinking it.
By letting people "experience" what you offer if bite sized chunks, you give them an opportunity to get to know you without them worrying that they have to make a long term commitment.
Lesson Five: Eliminate the tyre kickers
Yes, we all have them in any business. People who want to suck your brains and expect never to have to pay for it.
Okay, I loved rescuing people. I'd feel sorry for them and keep wanting to help - and help - and help. Unfortunately, this didn't pay the bills!
We're far more hard headed about where we spend our time and with whom. Now this is not to say we don't give away stuff - we do. However, there's a limit after which something needs to come back from the other party - called MONEY!
Now I'm sure there are probably lots of other lessons we've learned or will need to learn and this list is by no means final.
Rashid Kotwal is an international speaker and author who specializes in on-line and off-line strategies for direct response marketing and sales optimization. He works with sales organizations want to get more business, faster and with less wasted effort. You can find more information at
Sales & Marketing Consulting and
Get Clients Online Fast.
Copyright Rashid Kotwal.
