S ales, in the traditional sense, is dead. In fact, trying to sell to prospects only could break down your confidence and make you feel bad about your company. When a prospect says no to your product or service, you think they are saying no to you personally. You hate it. You feel the sting and it makes you reluctant to try it over and over again.
I learned a long time ago from Sandler Selling Systems— a sales and management training organization— that the formula for people buying is actually very simple. Customers buy when: 1. They are in pain. 2. They have the money to solve that pain.
As a small business owner, the first task is to be able to describe the pain that your company solves and identify who has the money to solve that pain. In fact, this should be practiced as your“ elevator speech.”
“ We actually can’ t sell anything to anyone. We just need to be there when people are ready to buy.”
The next step is to forget the“ S” word. Instead, learn the“ R” word: relationships. Relationships are the key to growing your company and can bring sales to you almost effortlessly. This is because we actually can’ t sell anything to anyone. We just need to be there when people are ready to buy. This is why consistent marketing is so important. You need to continually remind people what you do and how you help others. When they have a problem you can solve( and the money to solve it), they will naturally buy from you. They may even know someone else who has the same pain and make a connection.
Don’ t waste your time chasing the people who long ago decided not to buy from you. These are the same people who have stopped returning your phone calls or email inquiries months ago. Remember, every prospect needs to continually qualify themselves for it to be worth your time in the sales process. As a result, the only way to grow your company over the long term is to keep investing in building trusted relationships. This is done by implementing a systematic method for“ staying in touch” with people over a long period of time. ■
Follow these three simple methods to build relationships with your customers:
Use CRM software to know when to periodically contact people( monthly or quarterly). Any simple reminder system that can capture information can be effective.
Consistently reach out to people through phone, email or snail mail. This is done not by selling them anything, but by giving them something of value they can use in their business. This can be a person they should meet, a lead, a resource article or a helpful website.
Use social media to“ Like” or“ Retweet” their comments or content. They will think of you in an instant and remember the value you bring.
Vow never to sell again. Think building relationships. It works every time.
BARRY MOLTZ, an expert on entrepreneurship and a member of the Entrepreneurship Hall of Fame, has founded and run small businesses with a great deal of success and failure for more than 15 years. His first book, You Need to Be A Little Crazy: The Truth about Starting and Growing Your Business, describes the ups and downs and emotional trials of running a business. He hosts his own radio show, Business Insanity Talk Radio, and writes regularly for the American Express Open Forum, Forbes. com and Crain’ s Chicago Enterprise City.
WANT TO KNOW MORE techniques on how to be profitable without selling? Be sure to attend Barry Moltz’ s Professional Development Session“ Breaking the Double Helix Trap: How to Grow Your Business Without Ever Selling Again” at this year’ s ISPA Conference & Expo on Oct. 15 – 17 at the Gaylord Palms Resort & Convention Center in Kissimmee, Florida. To register for Conference, go to ispa2012. com.
August 2012 ■ PULSE 41