Tuesday November 14, 2017
A few years ago, while I was on vacation, I received a very useful sales lesson from a stray cat.
I was sitting in the condo, enjoying some late-evening relaxation, when I heard meowing nearby. I got up and, to my surprise, I found a cat I'd never seen before sitting by the sliding glass door, calling for my attention.
I opened the door, and the tiny animal stared up at me with a look of absolute expectancy on its face. I tried to pet it and it let me, then it continued to coax me for food.
It was obvious that, in this cat's mind, providing meals and affection is simply what humans do.
It didn't matter that we'd never met, or that compared to it, I was a giant of unknown disposition who could've seriously harmed it if I'd chosen to. It trusted me without question, and there seemed to be no doubt in its mind that if it asked for food and love, I would provide them.
At that point, how could I possibly say "no"?
How is this relevant to making sales?
You may not have the advantage of being tiny, fuzzy, adorable, and a member of a species that humans are notoriously suckers for, but you can still use this cat's strategy in your business.
When you're interacting with other people, they pick up on your energy and beliefs.
If you're nervous when you sell, uncertain of your value, or feeling guilty because you think you're doing the other person a disservice by asking for money, they'll pick up on your discomfort and become uncomfortable in turn.
But if you're comfortable, confident in your value, and passionate about helping people, and you believe in the other person's power to acquire the money they need to invest in the solutions and results that matter to them, they'll feel much better about working with you.
If you act like them taking the next step with you is expected, natural and good, it will feel more natural and positive to them, too.
How do you cultivate a mindset that makes people comfortable with buying from you?
Here are three quick mental exercises you can use to be more comfortable, confident and charming while you sell, so you can close more sales.
1. Remind yourself of your value.
How will your clients' lives be better because they worked with you?
What problems will they stop struggling with? What cherished hopes and dreams will they fulfill?
How much time and money are they currently wasting on ineffective solutions, or losing because of their problem? How much more money will they save or make, and how much more free time will they have, as a result of your work together?
When you remember how much you'll improve their lives, it's easier to believe that investing in your offer is in their best interests, and that will show in your demeanor.
2. Remind yourself of your clients' power.
People can often afford more than they think. What resources or strategies could they use to put together the money they need to get the result they desire?
Remember, money isn't always the real issue, even if they say it is. When someone says "I can't afford it", sometimes that's just a polite way of saying "I don't see the value in this offer, or I do but I don't want it badly enough".
When someone says they can't afford it, ask them, "If you COULD afford it, is this something you'd want to do?"
If the answer is "yes", then money probably is the issue. But if they say "no", either it isn't a good fit, or they have some other concerns that need to be explored before they'll be ready to buy. In that situation, trying to convince them that they can afford it will only leave the real problem unaddressed.
3. Remember that you aren't obligated to make a sale every time.
Not everybody needs your product, is a good fit for your coaching style, or is in a place in their life where they're ready to be coached.
Ethical selling isn't about trying to shoehorn people into a deal whether it's good for them or not.
It's about giving them the information they need to decide whether the result you offer is important enough to them, and to see that your solution is the path to getting that result.
Instead of thinking "I have to get them to buy, or I'm failing as a business owner", which will create off-putting desperation and anxiety inside you, approach the conversation with a mindset of "I'm going to see if they have the problem I solve and want the result I create, and let them know that help is available."
Do you know how to help people understand that they need your product?
Even if your product is the ideal solution for your client, they won't buy it unless they understand that it will solve a problem that matters to them, and that it will give them a result they want.
Many coaches don't know how to convey this in a way their potential client understands and cares about, and to help them to see how important it is for them to overcome the obstacle that's standing in the way of their well-being, happiness and success.
Instead, while the coach is describing their offer, their clients' eyes glaze over with confusion or disinterest, and people who urgently need the coach's program end up saying "Thanks, but I'm not interested" and walking away.
If that often happens to you, and you want to start hearing "Yes, I need that!" instead of "Thanks, but no thanks", I have an easy solution for you.
I've coauthored an ebook called Get More Referrals and Make More Sales: How to Get Your Referral Marketing Done For You, and Turn More Leads Into Paying Clients.
In chapter 3, I give you a step-by-step walkthrough for describing your product in a way that makes people eager to buy it.
You'll also discover how to get other people to promote your product, so you can offer your life-changing service to more of the people who need it.
Click the button below to get the details and see if this book is right for you.