Think and Succeed
What would happen if you woke up in the morning and your first thought was, "I am never going to sell anything today. Why would anyone buy anything from me? I'll be lucky to even survive." You carry that thought into the shower and it sits beside you at breakfast. On the way to the office you flip on the radio and hear, "Businesses everywhere are tightening their belt. No one is spending money right now and when they do, it's based solely on price. The key word out there now is 'survive.'" You drag yourself up to the morning sales meeting only to hear the manager scream, "WE NEED BUSINESS! If things keep up like this we'll be closing our doors in two weeks! We are in a fight to survive!"
Survive. There lies the problem in one solitary and powerful word. It's everywhere you look these days. Emails and articles and speeches and seminar topics all see that word as the conduit that is going to attract attention and increase interest.
Even though their outlook might indeed be correct and things could get worse before they get better, I have a problem with the language, the attitude, and the tone of the message being delivered.
The Law of Attraction states that what you think about expands. Think, "I must survive. I must survive" and you will sell from a place of fear and anxiety. Just like my client, your customers will hear your subliminal message loud and clear. But what if you sang a different tune and realized that in every problem there is an opportunity? In this case, what if you took the position that you could help your clients to grow their business? Suppose you thought like a businessperson and not like a distributor salesperson. A huge difference occurs when you learn to sell ideas. Not only does it change the scope of the sales call and eliminate the price objection (yes, I said "eliminate!"), the client/prospect now hears hope, promise and opportunity in your voice. Don't you think that's a sales call they'd like to have, too?
Bill Farquharson is a sales trainer for the graphic arts. Email him at Bill@AspireFor.com or call (781) 934-7036. Bill’s two books, The 25 Best Print Sales Tips Ever and Who’s Making Money at Digital/Inkjet Printing…and How? as well as information on his new subscription-based website, The Sales Vault are available at BillFarquharson.com.