Boost Sales

Michael is hitting what I call the "wall of defensiveness" that almost all decisionmakers these days use to protect themselves against sales calls. When you come across as overly enthusiastic, especially when y

Have you ever gotten frustrated when you realize that your prospects keep stereotyping you as a "salesperson"? And inasmuch as of that, they don't give you the trust and openness that you deserve, and that are essential if you're going to help them solve their problems?

That's what's been happening to Michael, who calls companies to set accessories with decisionmakers. "I have a great product that I'm passionate about," he told me, "but when I call prospects, they immediately start treating me as just not that sort salesperson who's trying to sell them the same type of product that others have tried to sell to them in the past...Is there any way to stop them from pigeonholing me?"

Michael is hitting what I call the "wall of defensiveness" that as good as all decisionmakers these days use to protect themselves counter to sales calls. It tears me alien that he, like so many other salespeople, have to endure this type of personal rejection as he tries to make a living.

And none of the sales training or motivational programs he's been through had helped him to solve this frustrating and debilitating situation.

In our one-on-one sessions, Michael and I discussed 7 key strategies that can markdown down that wall, and he's been finding that they work for him...maybe they'll work for you, too...here they are...

1. Curb your enthusiasm. This idea often comes as a shock to anyone who's been exposed to the old "sales gurus" who insist, "The more enthusiastic you are close to what you are selling, the more people will be advancing to your solution"--but, boy, are they wrong! When you come crossways as overly enthusiastic, especially when you're on a first call to a new prospect, you immediately trigger sales pressure that tells your prospect, "I'm excited considering I just know that you need what I have to offer!" But in any new situation, that's exactly what you don't know--so try cutting out your enthusiasm on initial calls. Otherwise, you're likely to hit the wall.

2. dodge overweening that you and your prospect are a fit. You may have the "perfect prospect"--someone with the exact criteria and profile of your ideal customer. However, if your words or tone of voice say, "I know you'll good from our service insofar as you fit the exact profile of our customer base," you'll inadvertently will set off alarms that will let your prospect federalize you with the negative "salesperson" stereotype. Instead, learn to be humble, and leave alone making assumptions until in back of your prospects trust you enough to share their true issues with you. Then the two of you can decide, in a natural evolutionary way, whether you're a match or not.

3. Don't think that you have to have all the answers or you'll "lose" the sale. So many of us work ourselves into a frenzy sooner we unambiguously pick up the phone to call someone. Why? We're nervous that if we make a mistake or don't deliver our pitch perfectly, we'll be rejected. But it's okay not to have all the answers. Ever see the TV show "Columbo"? Was he perfect? No. He was human, humble, and unassuming, and people trusted him. It's okay not to have all the answers. Needing to have all the answers is a control trip, and when you're with a prospect, you're not in control--the two of you are in a relationship. The more you internalize that realization, the more amiable and less frenzied you'll feel. And you'll be surprised when your prospect appreciates you for guts a just human being.

4. Don't try to overcome objections. Overcoming objections doesn't layout trust. Instead, it only constituency you with the negative stereotype of a salesperson who has been trained to move the sales process forward at the prospect's expense. When you hear an objection, diffuse it and re-engage the conversation on your prospect's terms.

5. Learn to diffuse sales pressure. Hidden sales pressure is the root of all sales woes. Diffuse it at the running start of the relationship, and you'll never have to deal with it again. Shift your mindset and slip on your language so it reflects you someone your most natural self. The most sophisticated sales strategies in the world won't make any difference if you don't know how to diffuse the sales pressure that prospects are only too quick to sense--and back away from--in any buyer-seller relationship.

6. View prospects as potential friends, not as sources of commissions. If you see dollar signs instead of human beings when you're with prospects, they'll sense your inclination and see those dollar signs in your eyes. Keep your conversations human by evermore viewing your prospects as people who have potential problems that you can solve.

7. sensible the sales game diffuses the pressure. If you find yourself in a sales situation that puts your relationship with your prospect at risk--for example, a prospect promises to call you back but doesn't--call the "game." Call your prospect and say simply and gently that you really don't want the relationship to degenerate into the stereotypical cat-and-mouse sales game. Your message should uninterruptedly be, "Our relationship, not my commission, is my priority."

The in reality line of all this is: You can no longer rely on what you are selling to distinguish yourself, as long as there's just too much competition out there. Instead, you must focus on how you're selling. That's the only thing that will make you different from everyone else.

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