Are You Making These Selling Mistakes? - Part 2

Today's article is about how to replace those mistakes with a better approach, one that improves your sales results. You can read theprior article here.

To recap, the 3 false beliefs I see so often are:
1.Anyone will be interested in my product/service and want to buy it.2.If I just get the chance to explain my product/service's benefits, people will be convinced and buy it.
3. If I could just learn the right words, I could persuade prospects to accept my offer (buy my product/service or join my team or whatever).

Remember - these are all FALSE beliefs.

In the last article, I talked about the importance of understanding what kinds of problems and pain your ideal clients have. People who have problems and pain are motivated to buy. People who don't have problems and don't have pain - they don't buy.

Here's how you can shift out of those ineffective beliefs, into an approach that will be easy and relaxing for you AND your prospect. It's also an approach that will give you much better results!

When you meet someone who looks like they may be an ideal client, start a conversation, not a selling monologue! Ask them questions.

Your goal is not to sell - your goal is to see whether there's a fit between their problem and associated pain, and your solution. When you both see a fit, you gain a customer, and you never had to "sell" them.

You both need to figure out what their problem is. Remember: no problem = no customer.

Next, what's their pain? What's the price they're paying for the pain?

Don't be afraid to really explore this in depth. Often we want to have happy conversations and we feel uncomfortable talking about anything negative, particularly with people we don't know well. You'll get to happy shortly - you need to stick with pain for awhile first.

Prospects need to be in touch with the full size and shape of their pain. Generally, the bigger it is, the more motivated they are to make a change, to try something new. That makes them more open to new solutions.

If their problem and pain fits with your ideal client profile, which means your solution applies to them AND they're someone you want to work with, then you can introduce your solution.

As you discuss your solution, follow these two practices. They have a big effect with your prospect, so don't discount them just because they seem simple or subtle.

First, keep framing the solution as it applies to your conversation partner. They are always on WII-FM (What's In It For Me), so you need to stay on that channel also. I visualize this as giving someone a gift and presenting it with bow facing them.

If you shift into something that sounds not conversational: like you jumped into the sales manual p. 103, or that you've started talking about your world and perspective on a sale, then you've lost that prospect right there. Keep the solution focused always on the prospect.

Second, doublecheck that they're with you at each point along this journey. Periodically ask: "Does that sound helpful/relevant/useful?"

After you've both had a chance to discuss their pain and your solutions, and they've gotten clear on what they feel and what you offer, ask them: "What impact would it have on your business (or, how would you feel) if your _________fill in their pain______ was being addressed by _________fill in benefits 1,2,3__________?"

Listen to their answer. At this point, they're telling you whether they're interested in accepting your offer or not. If they give you an in-depth answer, followed by more questions or discussion, then they are interested.

You'll be more relaxed AND more successful when you replace the top 3 false selling beliefs with the following approach.
1. A specific group of people want to buy my product/service. I've talked with them in depth, I've studied them carefully, and I deeply understand what their issues and concerns are.2.I have back-and-forth, 2-way conversations with people. In these conversations, we both learn what their need is, what my solution is, and whether there's a good fit.
3. People decide on their own whether to buy my product/service or not. I provide them with information - I don't have to persuade or sell them on the value of my product/service.

As a result of following this philosophy, you'll find that you really connect with people. When you can discuss someone's pain with them, they feel that you are understanding them deeply. This approach also takes the pressure off you to "sell". You'll feel much more at ease and so much less stressed. And you won't burn bridges with people who get turned off by being "sold to". What a better place to be!

CALL TO ACTION

Start by clearly define your ideal client. You have to know them inside out: whatmakes them excited and happy, as well as miserable. What's their pain? What are they looking to change in their lives? Who are these people?

The more you understand this, the easier your sales and marketing become, on many levels.