Marketing Ball - Rounding Third & Headed for Home!
Marketing Ball:
Rounding Third - Headed for Home
- or -
The Art of Selfless Selling
===================================
Thus far in our series of Marketing Ball
articles, we've come to understand the importance
of both the locker room for planning our game, and
what it takes to get to first base, then second.
(If you've missed these three articles, you can
read them here: http://BarryMorris.blogspot.com)
Last week we learned how to use information, lots
of free content to steal second base. We learned that
in order for a potential client to commit to doing
business with us, we must give to them the information
they need.
So instead of rushing to close the sale, we gently
provide them with information that speaks their language.
============================
Getting from Second to Third
============================
First of all, I apologize.
Sorry, sorry, and sorry.
David, from the UK, wrote to me this past week
and reminded me that the baseball analogy doesn't
translate well across the Atlantic.
And he's right. In presenting this information
using the analogy for my home sport of baseball, it
may not mean as much to readers in the UK, Europe, Australia,
or Africa...where many of my readers are located.
Although I did play for the Robbs of Hexham cricket team
in the northern part of England back in the 70s (being the
token yank on the team, I'm sure I gave everyone a good laugh),
I can't recall enough about rules of the game to adequately do
it justice.
This being World Cup Soccer time, I considered that metaphor
as well. I do know the rules of soccer more intimately than cricket,
but still the information doesn't fit that sport either.
Anyway, all this to say that I appreciate the patience many
of my international readers have relied on these past few weeks
while I prattle on about Marketing Ball.
But, we can't stop mid-game,now can we?
So, here we are on Second base, eyeing third with envy.
We know that getting to third base means that the potential
client is satisfied with the information we've supplied and
in his heart, the conceptual sale in made.
====================================
Getting from His Heart to His Wallet
====================================
Of course getting from an emotional sale to one that
involves real cash is another thing altogether.
Here we want to wow the potential client with
our slick salesmanship, right?
WRONG!
In effect, this conversation is saying, "OK, You already
understand the value of my services, now let's see if
they're right for you."
The entire conversation is about determining the exact needs
of this potential client and explaining how your services or
products can help.
In this conversation, we talk about our process...how we will
be able to help solve the client's problems. But in order to
do this, we need to find out their needs.
================================
The Selfless Selling Conversation
================================
Most of us a trained or conditioned to believe that
to be in sales we need to act like a used car
salesman. I call it SELFISH Selling - because we are pushing
the prospect to buy based on our desires: Never a good idea.
There is a lot of pressure to buy something we don't even want.
If this is your experience, as it was mine, you will need
to revisit the subject of SELFLESS selling.
Selfless Selling is no different than actually
performing your services. You're helping your potential
client discover what's right for them in a gentle manner.
You're asking questions like:
1) What would you like me to help you with?
2) What would it look like if you were to accomplish
this goal?
3) How do you see me being able to help you achieve this?
4) What have you tried already that hasn't worked?
5) Why do you think it didn't work?
These questions are open ended and allow the potential
client to self-discover their needs. They allow you to
effectively screen your prospect at the same time.
Contrast those with Selfish Selling questions:
1) Would you like me to help you?
2) Do you think you can accomplish this foal without help?
3) Where would you like to begin?
4) Will you be giving me a retainer today?
5) When should I start?
SELFISH selling always has an origin in neediness.
==========================
Confronting Our Neediness
==========================
In Mark Silver's excellent book, Unveiling the Heart of
Your Business, he talks about making sure we confront our
"neediness" before engaging in the sales conversation.
If we approach sales because we are needy in terms of
money, sales quotas, etc., our prospect will feel it.
It's because of this neediness that we begin to push to sale.
If we approach sales from a position of selflessness, then
our questions and our attitude express a helpful quality that
puts our hearts forward instead of our heads.
===============
Injecting Value
===============
Selfless Selling also involves talking about value.
Customers buy on value not just on price.
Why would some pay $2000 for a seminar that lasts four days?
Because of the value it brings them.
Why would some pay $30,000 for a new car when they could buy a
a used one for $5000? Because the higher priced car is a better
value.
Moving the conversation from helping the prospect discover their
needs to getting them to see the value in your services is also
part of the base running plan.
Value is king. Price is secondary. Always.
Talking about the lasting value of your service will almost
always get the customer to become less resistant to price.
==============
Final Thoughts
==============
Getting from second base to third involves:
1) Building on the trust you've created by way of the information
you provided on your web site, marketing materials, etc.
2) Engaging in SELFLESS Selling by asking questions that
encourage the exploration of their needs: you and your potential
client can further these needs and determine whether your
service is right for their situation.
3) Injecting value into the discussion. By citing example of past
client successes, you can go a long way toward reducing the
sticker shock when you talk about fees and terms.
And that's what we'll cover week in "Scoring a Run."
Until then, thanks for reading!
Barry
Rounding Third - Headed for Home
- or -
The Art of Selfless Selling
===================================
Thus far in our series of Marketing Ball
articles, we've come to understand the importance
of both the locker room for planning our game, and
what it takes to get to first base, then second.
(If you've missed these three articles, you can
read them here: http://BarryMorris.blogspot.com)
Last week we learned how to use information, lots
of free content to steal second base. We learned that
in order for a potential client to commit to doing
business with us, we must give to them the information
they need.
So instead of rushing to close the sale, we gently
provide them with information that speaks their language.
============================
Getting from Second to Third
============================
First of all, I apologize.
Sorry, sorry, and sorry.
David, from the UK, wrote to me this past week
and reminded me that the baseball analogy doesn't
translate well across the Atlantic.
And he's right. In presenting this information
using the analogy for my home sport of baseball, it
may not mean as much to readers in the UK, Europe, Australia,
or Africa...where many of my readers are located.
Although I did play for the Robbs of Hexham cricket team
in the northern part of England back in the 70s (being the
token yank on the team, I'm sure I gave everyone a good laugh),
I can't recall enough about rules of the game to adequately do
it justice.
This being World Cup Soccer time, I considered that metaphor
as well. I do know the rules of soccer more intimately than cricket,
but still the information doesn't fit that sport either.
Anyway, all this to say that I appreciate the patience many
of my international readers have relied on these past few weeks
while I prattle on about Marketing Ball.
But, we can't stop mid-game,now can we?
So, here we are on Second base, eyeing third with envy.
We know that getting to third base means that the potential
client is satisfied with the information we've supplied and
in his heart, the conceptual sale in made.
====================================
Getting from His Heart to His Wallet
====================================
Of course getting from an emotional sale to one that
involves real cash is another thing altogether.
Here we want to wow the potential client with
our slick salesmanship, right?
WRONG!
In effect, this conversation is saying, "OK, You already
understand the value of my services, now let's see if
they're right for you."
The entire conversation is about determining the exact needs
of this potential client and explaining how your services or
products can help.
In this conversation, we talk about our process...how we will
be able to help solve the client's problems. But in order to
do this, we need to find out their needs.
================================
The Selfless Selling Conversation
================================
Most of us a trained or conditioned to believe that
to be in sales we need to act like a used car
salesman. I call it SELFISH Selling - because we are pushing
the prospect to buy based on our desires: Never a good idea.
There is a lot of pressure to buy something we don't even want.
If this is your experience, as it was mine, you will need
to revisit the subject of SELFLESS selling.
Selfless Selling is no different than actually
performing your services. You're helping your potential
client discover what's right for them in a gentle manner.
You're asking questions like:
1) What would you like me to help you with?
2) What would it look like if you were to accomplish
this goal?
3) How do you see me being able to help you achieve this?
4) What have you tried already that hasn't worked?
5) Why do you think it didn't work?
These questions are open ended and allow the potential
client to self-discover their needs. They allow you to
effectively screen your prospect at the same time.
Contrast those with Selfish Selling questions:
1) Would you like me to help you?
2) Do you think you can accomplish this foal without help?
3) Where would you like to begin?
4) Will you be giving me a retainer today?
5) When should I start?
SELFISH selling always has an origin in neediness.
==========================
Confronting Our Neediness
==========================
In Mark Silver's excellent book, Unveiling the Heart of
Your Business, he talks about making sure we confront our
"neediness" before engaging in the sales conversation.
If we approach sales because we are needy in terms of
money, sales quotas, etc., our prospect will feel it.
It's because of this neediness that we begin to push to sale.
If we approach sales from a position of selflessness, then
our questions and our attitude express a helpful quality that
puts our hearts forward instead of our heads.
===============
Injecting Value
===============
Selfless Selling also involves talking about value.
Customers buy on value not just on price.
Why would some pay $2000 for a seminar that lasts four days?
Because of the value it brings them.
Why would some pay $30,000 for a new car when they could buy a
a used one for $5000? Because the higher priced car is a better
value.
Moving the conversation from helping the prospect discover their
needs to getting them to see the value in your services is also
part of the base running plan.
Value is king. Price is secondary. Always.
Talking about the lasting value of your service will almost
always get the customer to become less resistant to price.
==============
Final Thoughts
==============
Getting from second base to third involves:
1) Building on the trust you've created by way of the information
you provided on your web site, marketing materials, etc.
2) Engaging in SELFLESS Selling by asking questions that
encourage the exploration of their needs: you and your potential
client can further these needs and determine whether your
service is right for their situation.
3) Injecting value into the discussion. By citing example of past
client successes, you can go a long way toward reducing the
sticker shock when you talk about fees and terms.
And that's what we'll cover week in "Scoring a Run."
Until then, thanks for reading!
Barry
posted by Barry W. Morris at
12:43 PM
