Are You Selling the Right Thing to Your Prospects?

Many years ago, I heard a tape (and just by using the word tape, you can guess how long ago it was) by business and motivational speaker Denis Waitley.

He talked about how a salesman in a men’s clothing store was complimenting him over a suit he was trying on. The salesman said something like, “That suit is really you. Not everyone can wear that type of suit. But on you, it really comes to life.”

Waitley bought the suit.

When someone compliments you like that, even if it’s a salesman and you’re a bit suspicious of his motives, it does tend to make you stand a bit taller and prouder, right?

I flashed back to that story the other day while at a men’s clothing store. I’m speaking in Australia soon about content marketing and wanted a new pair of slacks and possibly a new dress shirt or two.

I explained that in addition to speaking in front of a group, the presentation would be video-taped. So I was looking for clothes that would look great on the screen and go good with my Washington State tan. (For those who aren’t familiar with the Pacific Northwest, anyone with a tan is either from out of town, or got it artificially. We generally tend to be a bit pasty.)

The salesman brought out some traditional dress shirts, then tossed in a type of turtleneck, not unlike what Steve Jobs of Apple tends to wear. It wasn’t really my style, but I decided to try it on since the guy was insisting I might like it.

When I came out of the dressing room and stood in front of the mirror, he said, “Hey… that makes you look like a distinguished professor.”

He lost the sale on that shirt right then.

I immediately thought of the Waitley story. I couldn’t read the salesman’s mind, but I think he was feeding me a line to make a sale. Or perhaps he was sincere.

But the reason I dismissed the turtleneck was because I had no desire to look like a “distinguished professor.”

Fair or not, here’s what came to mind when I heard that phrase: Someone who has been around a long time in the classroom, not in the business trenches. Someone who tells students “these are the facts,” not a business colleague who says, “this is my experience, but there are no concrete rules.”

In other words, the phrase had negative connotations in this scenario. (And no offense to professors. I know many have lots of real-life experience to share. I’m just relating my initial reaction.)

The salesman had no way of knowing that. And I think that was part of his mistake… he didn’t really take the time to get to know me or bother to ask what type of image I wanted to convey. Instead, he probably made some assumptions based on his experience with other customers.

So here’s my question for you: When you’re talking to a prospect for the first time, are you taking the time to ask questions and really understand what he or she is after? Or are you, in a manner of speaking, trying to talk them into a shirt that isn’t right for them?

It’s vital, if we’re to be respected and called upon for our expertise, that we make sure we understand the true needs of the prospect. We don’t want to rush through the sales process because we’re afraid any delay might give them a chance to change their mind. And we certainly don’t want to give them something that we find out too late wasn’t in their best interest.

Ask questions. Understand the true need. Then make appropriate recommendations that will solve that need. Don’t try to shoehorn the prospect into a solution that isn’t a good fit.

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Posted in Freelancing | Tagged , , , | Leave a comment

Why Knowing The Difference Between Marketing & Sales Is Vital To Your Success

I’ve written what is perhaps one of the most important article I’ve ever tackled about freelancing.

I rate it so highly because I was making this mistake for a long time. So it’s something that directly affects whether I’m successful or not.

Fixing the mistake required me to get over some mental barriers that I think most freelancers suffer from.

AWAI was kind enough to publish the article, so I won’t ramble on instead just point you to that article: Marketing vs. Sales, And Why Knowing The Difference Is Critical To Your Success.

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I could use your help with a new venture

If you’ve gotten value from this blog over the last number of years – and you’re on Facebook – would you do me a favor?

I’ve partnered with my good friend Traci Hayner Vanover to create Neanderthal Marketing. Here’s a link to our Neanderthal Marketing Facebook page where we’re looking to get a certain number of people to “Like” the page.

I won’t bore you with the details, but a certain number of Likes is necessary before you’re considered “official” and can do certain things with the page.

Would you be so kind as to “Like” us? (It feels so odd to write that. Kind of my Sally Fields moment.)

Beyond that, let me talk about the concept of Neanderthal Marketing and why you should care.

Just from a business point of view, we’re going to have a site and podcast to help other people with their businesses. As you know from reading this blog, helping people is a big part of what I do and who I am.

So my expectation is that you’ll get value out of what Traci and I are doing with Neanderthal Marketing.

But just as important is the lesson of partnering with other people. Here’s where I’m really talking to you freelancer-to-freelancer.

It’s important to surround yourself with solid, success-oriented people in your business. You want to be with the winners, not the whiners.

In the last few years, I’ve shed some whiners and focused more on associating with winners. The reason is that it inspires me to be better and reach for bigger goals. We all have whiny moments. But unfortunately, some people tend to live there. Those people are a drain and will bring you down.

Being with the right people not only lifts you up but can create opportunities. Neanderthal Marketing is one of them. Meeting someone like Traci was a great experience just on a friend level. She was a guest on my podcast and I learned a lot from her. To now be a partner with her in a new venture is even better.

It would probably be more appropriate for Traci to talk about why she contacted me on this venture. But I will say that as a freelancer, I’m not hidden off on my own like many freelancers are. I’m pretty visible in a number of places which gives people a lot of insight into my personality and beliefs about how I conduct myself and my business.

It’s a joy to have a freelance business where you can partner with people on projects that not only benefit your individual businesses, but benefits the people you want to reach.

You’re in business to be successful, right? You can define success however you want. But make sure you’re making connections with solid people who inspire you to do better and where there can be a mutual sharing of ideas and opportunities so everyone benefits.

Enough rambling. I’ll probably talk more about this in the future so you can learn from the lessons Traci and I will be experiencing.

Again, if you could “Like” us on our Neanderthal Marketing Facebook page, it would be appreciated.

Thanks!

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