by Tim Roberts
Dating has always been fun and easy to use as a sales metaphor – especially when people are stuck on the idea that selling is nothing more than relationship building. So here comes a selling truth ball, fast and inside: when meeting a new prospect for the first time, they believe you are no different than any other salesperson that has darkened their door. No. Different. Just like dating, buyers have a flicker of hope that you’re different but experiences dictate automatic judgment.
Fine. I get it. I know you believe you’re different. But the buyer doesn’t and until they see, hear and feel how you’re different, they’re going to resist the urge to like you. Their trust factor was diminished long ago and you’ve been stereotyped despite the warm smile and friendly tone you hear across from the table.
The key to shortening the time it takes the buyer to consider the idea of dating you more seriously lies in how you frame the first call. The good news for you is that most of your competition frames poorly, instead taking their own personal ego show on the road assuming everyone loves the act. That’s huge leverage for you, especially if you have a unique style and a dating game plan.
Consider this first-call framing.
Prospect: “So how are you and your company different from the others?”
You: “How were you hoping I’d be different?” Is ‘difference’ something you’ll be deciding on?”
Prospect: “Not sure yet. How do you typically answer the question?”
You: “Mrs. Prospect I am no different than any of my competitors in that I would love to sell you something from my company so that they – and I – can make money to compete and grow. Having said that, though, I realize I must proceed in a manner acceptable to the way you prefer to communicate and meet the objectives you may or may not have. So today is just a meeting between two business people asking and answering each other’s questions. At the end we can part company or determine next baby steps. Nothing more, nothing less. Fair?”
Truth: Trying to act different or explain difference on the first date without a clear understanding of their reality of ‘different,’ is a trap.
Consider these tactics:
1) Answer most questions with a question. You want to know what they’re looking for first.
2) Tell the buyer you don’t know if you’re different. (It’s the truth).
3) Suggest to the buyer that only time will tell if you are different – earned time.
4) Down-play the importance of the first meeting in your mind. The truth is you don’t know if there will be a good match or if they’re even interested in what you have.
5) Remember, your interest in doing business with them always outweighs their interest in doing business with you.
6) Act like you’re not sure if you want to go out with them. Day One stuff.
At Sandler Training, Trustpointe we help our clients with sales etiquette. To learn more about the dating game, frames and day one stuff, contact Tim Roberts at 317.845.0041 or tim.roberts@sandler.com.
But then again, you probably don’t want to be different.
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