Think of all the time and energy you’ve put in trying to cajole client contacts who love to say “no” into finally saying “yes.” It can be a frustrating, morale-destroying process. It also happens to be detrimental to your business’s bottom line.
Making a connection with a buyer, the individual who can say “yes,” isn’t easy. The following tips will help you land bigger deals in less time and will help you finally get to that lovely word you’ve been longing to hear: “yes!”
1. See yourself as a peer.
Before we get into approach, answer this: Are you confident enough to dialogue on equal ground with the big wheels who run the show? You would be shocked at the number of grown adults who will answer this with a “yes” to others but say “no” to themselves in subtle, counterproductive ways.
Trigger Tip: To view yourself as a peer, use positive self-talk to manage your internal critic. Remember, the way you present yourself carries more weight than any service or product you offer. A strong handshake, a confident personality and voice, and the right mental attitude can make a huge difference.
2. Do your homework.
Lack of preparation is the biggest deal killer. When it comes to connecting with buyers, you must become an expert in three areas: their company, their competition, your own product or service. Do these seem like no-brainers? You’d be surprised how many service providers don’t know when a company was founded, what its mission statement says, who its biggest clients are, or how it fares against the competition. As far as knowing your own product and service, read on.
Trigger Tip: If you haven’t made Google your best buddy, start today. It will swiftly provide you with a wealth of information about the companies you target, along with the professional resumes and personal interests of your buyers.
3. Speak in sound bites.
When you talk to the buyer, remember that less is more. Get to the point quickly. Too many service providers ramble on aimlessly about what they’re selling. They can kill their credibility because they create confusion about their product or service. Decision makers want you to be brief. Granted, when you get those few moments to audition, it can feel like a pressure cooker. So, prepare ONLY information that demonstrates how buyers will benefit from a purchase and what their return on investment will be. If you can’t deliver this information in 15 seconds or less, practice.
Trigger Tip: For every piece of information about your service or company you prepare, ask the questions that your buyer would ask, such as: “So what?” or “What’s in it for me?” This mind-set will force you to always speak in benefits-focused, buyer-friendly language.
4. Ask great questions.
Conventional sales jargon used to be “ABC” which stood for “Always Be Closing." People are more perceptive than ever and most folks know when they’re being manipulated. Today’s world of collaborative, relationship selling, especially with high level buyers, should be more about “ABO,” or “Always Be Opening." You can accurately diagnose a buyer’s needs if you can elicit the right data from them. Questions are the golden nuggets that lead you down the path to “yes!”
Trigger Tip: Be sure your questions are open-ended (which allows buyers to elaborate) and make certain they tie directly into meeting the buyer’s objectives.
5. Saying “No” can get the “Yes!”
When trying to impress a buyer, it’s easy to try too hard. We’ve all done it, but it’s crucial to be yourself. If you disagree with something he or she says, tactfully push back and challenge them. Authentic candor has elevated many sales people from yes-(wo)man status—those who don’t get the business—to peer status—who get the “yes” simply by serving as counsel a buyer can trust and respect.
Trigger Tip: Don’t try to be too eager right away. Think about how you feel when a telemarketer tries to impress you with glib, cheesyspeak. You become turned off and want to run the other way. Be genuine and honest at all times.
High-level clients are usually a tough sale. They require an eclectic approach of preparation, self-talk, and confidence. But when you are able to make a genuine connection and elicit the right answer from the person in charge, you’ll have a great chance of hearing that lovely word, “yes!”