Want to be better at selling your own brand, product, or service?
It’s been my birthday this week, so in lieu of cake I’m giving you a present.
Here’s a handful of critical things that no-one may ever have told you about selling:
1. Selling is uncomfy.
For starters, only 1 in 9 people is a natural salesperson (source: Justin Cohen). To simplify the example a bit, of the 1154 of you on this newsletter list, 1027 (89%) of you find selling to be difficult, uncomfortable or painful.
2. 6 Nos before a Yes
Now, the phrase, “I hate selling” usually means, “I hate rejection”. Fair enough, because it takes up to 7 exposures (yes, Justin Cohen again) before most people will try something new — product, service, or person.
That’s 6 Nos (6 rejections) from the same person, before they may — no guarantees here — eventually feel safe enough to say Yes; before their inherent skepticism can be overcome. You’ve gotta keep trying.
Now, I’m not sure the magic number is literally 7. It may be 3. It may be 8. But the message is the same: Don’t give up after the first, second, or fifth No.
3. No = Persuade me
Remember that, unlike in relationships (I feel I must make this clear), a ‘No’ in business doesn’t mean ‘No forever’. It means, ‘Persuade me’, or ‘I’m not ready yet’, or ‘I’m not comfortable enough’.
Most of the time, it’s not you. So: persist. Be optimistic. Go right out of your comfort zone. BUT DON’T STALK.
4. Show the value.
Here’s what I like to do, since I feel awkward about persistence. I like to show the value I can add, by giving something for nothing. A tip. Free advice. I find that this keeps me top of mind without forcing me to ask for the Yes. Til later.
Disclaimer: I don’t do ‘spec work’, I don’t do samples and I rarely do freebies. But I do give away IP in the form of newsletters, shared writing techniques, complimentary cheat-sheets and downloadable goodies on my website and elsewhere. This is how I serve without giving away what must be paid for.
5. You must listen first.
It’s also important to ensure that you’re always answering the question, ‘What’s in it for me?’ Tell and show and reiterate the value that your prospect can get from your offer, product, service, etc. Listen first. Then talk.
Actually, never talk first, especially if what you offer is wide-ranging or broad. You need to find out what the prospect needs, to establish the proper connections and synergies. I sometimes use a short questionnaire for this.
Here’s a good question: “What challenge are you currently facing?” (In other words, in what way/s can I reduce your ‘pain’?) This motivates the prospect to hear a solution (containing both benefits and features) later on.
6. Work on your presence.
People remember how you make them feel, so try to convey the authentic sense that you could potentially be a partner for the entity, group, brand or even individual person you’re pitching to, into a long and happy future.
This sometimes comes down to presence. In person, presence is projected using tone of voice, facial expressions, gestures, and body language. It’s about energy and enthusiasm. In writing, presence is demonstrated in tone, formatting, style, structure and quality. It’s about clarity and credibility.
7. Dump the guilt.
Now, I used to feel a weird guilt about selling my services and asking for money. Like I was taking. Never like I was giving.
But if you think about selling as serving, using your 6 exposures to give insights away before you get the Yes, then you can’t be a mercenary. Because you want the prospect to win. You’re not asking for a favour.
You’re offering to help.
You’re a saint.
Okay, maybe not. But dump the guilt. It’s bad for business. And keep trying.
That’s it from me. Have a great February 2019. Go get a piece of cake.
