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Some smarty coined the phrase that in
sales, "everything is fair game". Actually it's quite unfair; tilting
unfairly in your favor or someone else's. So -- are you going to play
the game to win? If you are here's your first lesson: winning this game
is not a one-time event; it's a daily challenge. And the key to your
success is learning how to melt sales resistance like butter.
Online activity has increased over the
years. Joe Citizen doesn't hesitate about giving his personal
information anymore. But your response better be quick or he will move
on. Persistence and follow-up is what your prospects want. Even then 95%
will fade away by your second contact.
Competitive marketers that I've studied
wander around imitating each other: people following people that are
following people who are lost. Everyone gets dumber every year.
Prospecting for customers might as well be prospecting for gold. Where
those nuggets?
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Reply to spam mail with your
own offer? no, trash them
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Leads from your company's
website? most are only lookers
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Open the phone book and
begin? I'd rather jump off a bridge
We have already learned discipline and
persistence thanks to all the MLMs who fed us a daily diet of "you have
winner written all over you" or "you're doing everything right, you just
have to do more of it". Brainwashed to the max we plowed on laboring for
prospects knowing full well that nothing begets nothing.
Your text or banner ads are not meant to
sell but generate interest. Your killer ad brings them to your door.
They are curious enough to respond. Here then is your somewhat
interested prospect.
At this very moment you are in that vise
being squeezed between marketing and sales. You know, that middle part
that binds the two verbs together. Prospects view us as sharks circling
for the kill -- we've all heard the jokes. Somehow you must find the
words to rise from the "sea of sameness".
To do this you must abandon some of the
old myths and shift your selling mindset.
Sales is a numbers game; Only when
all you know is traditional selling. You can change your sales approach
and make fewer calls resulting in more sales.
Use a sales script: I can tell
when someone is reading a script and I think you can too. Learn to get
your message across by knowing your company and product. You will
eliminate red flags instantly and people will listen.
Focus on closing the sale:
Prospects are people and "going for the kill" is an old technique that
leads to that push-and-pull result you are trying to avoid.
Erasing these myths from your selling
mindset will change your next contact by phone. There will be no fear of
a positive outcome because mentally you already know it's premature to
even be thinking about an outcome. Create a natural dialogue
without feeling awkward. Use language that will engage them and not
language that triggers rejection.
It's always about answering their
unspoken questions. Express the value of doing business with you. Feel
them out for that 'want' vs 'need' thing and establishing yourself as
the choice. Selling is more about listening than it is about
talking. Your prospect may be ready to buy and you could be too busy
talking to notice.
Your takeaway lesson is: New Thinking =
New Results
© 2005 Esther Smith
About
the Author: Smith has published numerous articles and writes a blog for
all artists:
http://the-self-taught-artist.com/blog.html
She also coaches new students on how to leave the time-for-money trap and set up
Leveraged Income for life.
http://thepermanentventure.com/dcc.htm If you can’t sing or ride a
bull, you better learn how to make your money work for more money.
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