The Nine Big Lies of Sales & Marketing - Part 4
Lie #4:
'Prove to your clients that you're prepared to work harder, drive more miles, and bend over further than everyone else to win his business.'
This one's pretty subtle. At initial glance it seems like stupidity to say that anything less than a great customer service is going to cut it in today's marketplace.
But here's the thing: Most sales folks try to speak this way too soon, in the process of being way too impatient to win the client's business.
So what occurs is; you're running after the guy, saying 'Call me any time, day or night, page me, here is my phone number.
'Heck, I'll even jump out of bed and come and see you if I'm right in the middle of making love to my wife, because man, lemme tell ya, I'm eager to earn your business!!'
Of course clients know that after the sales person has made every conceivable promise to earn their business, they still end up dealing with a bunch of apathetic yo-yos in customer service or technical support, and the project will STILL likely be late anyway - regardless of how enthusiastic the salesman is.
That's why your enthusiasm doesn't assist you.
Here's a great way to fix the issue:
1. Do not act so darn hungry to acquire the guy's business. Your client service and technical support people ARE busy, and they don't have time to hold the hands of trouble clients.
Don't be frightened to tell your prospects that they have to be eligible to do business with you. It's counter intuitive, but when the clients discover that you're not drooling all over yourself to get his purchase order, he's going to admire you more.
2. Guarantee results to the clients – with teeth. Guarantee timely delivery, specific
levels of performance, with negative consequences for YOUR Company, if it doesn't deliver. You do not have to promise prospect the moon! You just have to keep the vow you DO make.
Now this needs support from the president of the company on down. And many companies don't like to guarantee anything. When push comes to shove, you still have to deliver results anyway, right? Giving a guarantee often just means clearly stating what's already right.
And if you aren't prepared to guarantee anything why the heck not? Why should your clients take all the risk after they've heard a bunch of empty promises?
Even a modest guarantee can greatly empower your sales message. Define what
you can and can't deliver, go to the mat to keep your own side of the bargain, and draw the line right there. Clients will be far more responsive and you won't appear desperate.
People are cynical, and they'll only believe what you can backup with prove. By the way, here's my guarantee:
"If you purchase my marketing system toolkit,
and you do not put at least $10,000 into your
bank account that you know you wouldn't have
gotten without it, then all you have to do is
prove to me that you did ONE measly thing in
that toolkit -- and I'll give you your money
back, every penny."
When you seamlessly integrate bold sales messages and meaningful guarantees with the other ingredients of my system, the results are exciting.
Tomorrow I'll attack Lie #5:
'You have to pay your dues now, but in only 2-3 years you'll have enough clients and referrals that you won't have to cold prospect hardly at all.'
Best of Success,
John Benjamin
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