When you hear the word “sales,” what comes to mind?
Unfortunately, whether consciously or not, the term immediately conjures up the image of the “smarmy used car salesman.”
You know the type? That relentlessly overbearing character determined to force a ’77 Pinto — a total jalopy — down your throat…
“Great condition!” despite the car’s 17,000+ dents + dings on the driver’s front door alone.
“Low miles!” if you can somehow manage to consider 127,000 “low.”
And “an outstanding buy!” as if anything over $5 is a legitimate price for such an “automobile.”
This is EXACTLY the image the term “sales” inspires.
And marketing, sale’s slightly more sophisticated older brother? Well, the negative connotations might not be quite as bad. But it’s not far off…
“Marketing is just a bunch of smoke and mirrors designed to sell people a whole lot of junk they don’t need…”
Is the disgruntled public’s most oft-characterization of marketing.
So, How do You Circumvent This Terrible Rep?
We can all agree sales + marketing are integral to growing and sustaining your business. But how do you overcome the inherent resistance?
On the marketing side, the answer is amazingly simple…
The “smoke + mirrors” luring in unwitting prospects to the salesman’s slaughter is only applicable if your marketing makes promises it can’t keep.
In short, be honest about the results your services achieve.
Now, the tricky part here is differentiating between “typical” and “exceptional” results.
The solution? Present the most common results. The outcomes germane to at least 60% of your clients.
Of course, you can mention “exceptional results.” But be careful to identify them as such.
And On the Sales Side?
First and foremost, ditch the “hard sell.” Because I can guarantee you EVERYONE hates the high-pressure, aggressive, “Always Be Closing” approach to sales.
I mean, even if you’re talking to an ideal prospect that’s a PERFECT candidate for your services, there could be any number of reasons they’re unwilling to buy (right now)…
==Perhaps they’re in the “just looking” preliminary investigation stage…
They’re interested, but not quite ready to pull the trigger…
They’re interested but legitimately can’t afford your services…
They’re not convinced (yet) that you’re the right option for their needs…
Now, the good news (great, in fact!) is all of these scenarios hinge upon circumstances that may very well change.
Thus, even if the first answer is “no” or “not right now,” the door isn’t closed. That is unless you completely torch your bridges by alienating the prospect with the relentless push to “buy-buy-buy now!”
Alternatively…
Simply keep in touch. Because if you’re able to remain top of mind, when your prospect’s circumstances change, you’re likely to be their first call!
What About You?
Where does your business fall down when it comes to sales + marketing? What mistakes have you made that resulted in lost prospects and alienated clients? Drop by my Google+ page and share some of your experiences.
