 What Are You Selling?Published Date: 2004-04-19 06:35:55 WorkOnInternet.com
What is your response? "I'm just looking" is used in every language worldwide almost like a reflex. It seems that kind of a response is universal, much like the "fight or flight" instinct. Sales resistance and defense immediately peak to their highest level. And there ARE customers who will either fight or take flight. The same reflex is at work in cold calling such as knocking on doors, telephone sales, and bulk email. Those three "sales" techniques are the most ineffective of all because sales resistance is at its highest as a first contact. Defenses are at the mental and psychological equivalent of the primal "fight or flight". The recent laws such as the do not call list registry and the can spam act are the direct result of the intrusive nature of what some people call "sales". As annoying as a buzzing mosquito, this type of behavior is quickly perceived as blood sucking with no interest at all in the well-being of the victim. A far more effective technique is to warm up your prospects with a friendly, more personal approach. When a customer enters your store, for example, give him or her some time to get a little oriented first, then acknowledge the prospect's presence saying something unobtrusive or low-key like, "If you have any questions, I'll be over here." Without being obtrusive, wait for a "buying sign" such as a question or even subtle body language of interest in an item. Even if your mortgage is past due or if you missed a car payment, never act out of desperation. The prospect at this point doesn't care about your problems, only how your product or service will be of benefit to him or her. Don't get me wrong, there IS a place for strong and effective sales techniques and "closes". But timing is essential. The prospect must be receptive. The first sale you make to a new customer is to sell yourself. And that is most difficult to do when your first contact is a pesky interruption such as a cold sales call. There IS a place for knocking on doors, telemarketing and yes even email. But not as a first contact. I believe those cold techniques will only antagonize most of your prospects. Instead, do something that will make your prospects want to contact you or anticipate your call. Advertising, public relations, seminars, writing, etc to your target market are effective in generating warm leads. Then, you have permission to use your best sales techniques to help them buy. That, my friends is much better than mere salesmanship. It's called marketing. A marketing plan that includes elements of effective sales techniques is far superior to that pesky nuisance known as cold calling or bulk emailing. ----------------------------------- Paul Uhl is a consultant for small businesses. Subscribe to Small Business Counselor ezine for the best practices in management, promotion, and marketing, and receive your free copy of "Killer Internet Marketing Strategies". http://BusinessTrainingService.com/
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