Ten-year-old Billy Johnson just got home from school. He’s been thinking about an ice cream bar all day. Unfortunately, the only person at the Johnson house is his teenage sister, Susie.
As Billy approaches, she quickly anticipates his agenda and cuts him off: “Billy, you can’t have an ice cream bar. It’s too close to dinner and it will ruin your appetite.”
It’s over. Billy’s cooked without a chance to negotiate or be heard.
Why? He didn’t reach the ultimate decision maker. But wait — who’s that walking in the house in good spirits and a bounce in his step? It’s Dad! Billy rushes to the big guy with a hug and says, “Hey Dad, can I have an ice cream bar?”
Dad’s golden response: “Sure sport, and I’ll tell you what — get me one too.”
Yee-haw! Sale closed!
Think of all the time you have put in and the energy you’ve expended on attempts to cajole client contacts who love to say “no” but can’t really say “yes.” It can be a frustrating, morale-beating process. It also happens to be bad for your bottom line.
Making a connection with the buyer — the individual who can say “yes” — isn’t always easy, but the first question to ask yourself is: “Who am I asking for an ice cream bar?” Aim too low or too high and, well, you know what you get. Here are some tips that are instrumental for getting bigger deals in less time, from the people who have the authority to say “yes.”
1. See yourself as a peer.
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, counter- productive ways.
Trigger Tip: To view yourself as a peer, use positive self-talk and manage that internal cynic. Remember, the way you present yourself is stronger 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.
A lack of preparation may be the biggest deal killer there is. When it comes to connecting with buyers, you must know three areas — and know them well. You must know the company, their competition, and your 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 they fare against the competition.
Trigger Tip: If you haven’t made an Internet search engine your best buddy, start today. It will swiftly allow you to collect information about the companies you target, and often the professional resumes and personal interests of your buyers.
3. Speak in sound bites.
When you have the chance to speak to the buyer, get to the point and remember that less is more. Too many service providers ramble aimlessly about what they’re selling and can kill their credibility by creating confusion about what they offer. 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 and what their return on investment will be. If you don’t have this ready to be delivered in 15 seconds or less, practice.
Trigger Tip: For every piece of information about your service or company you prepare, ask questions your buyer would ask, such as: “So what?” and “What’s in it for me?” These 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.” But people today are more perceptive than ever, and most folks know when they’re being manipulated.
In today’s world of collaborative relationship selling, especially with high level buyers, your approach should be “ABO,” or, “Always Be Opening.” The accuracy of your diagnosis of a buyer’s needs is always a reflection of the quality of data you can learn from him or her. Questions are golden nuggets that lead down the path to “yes.”
Trigger Tip: Be sure your questions are open-ended, allowing buyers to elaborate. Make certain the questions tie directly into the buyer’s objectives and how the buyer will know when he or she realizes successful results.
5. Say “no” to 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 the buyer says, tactfully push back and challenge him or her. Authentic candor has elevated many salespeople from yes-man status to peer status. Those people get the “yes” simply by serving as counsel a buyer can trust and respect.
Trigger Tip: Don’t try to be too enthused or eager right away. Think about how turned off you get when a telemarketer tries to impress you with glib sales pitches. You want to run the other way. Be genuine and be honest at all times.
High-level buyers are usually a tougher sale than Billy Johnson asking his dad for an ice cream bar. They require an eclectic approach of preparation, self-talk and smart behaviors. But your common ground with Billy is when you are able to make that connection and get the right answer from the person in charge.
