Salespeople--especially agencies--get hung up on whether to make a formal or informal new business pitch. However, what it’s really about is informing. The bigger question they should be asking is what do clients want to hear about?
The catch is to be informing-in an informal way. An overly casual style can lead a potential client to take you less seriously. It doesn’t mean need to wear a suit and deliver a PowerPoint. What it means, it you carry yourself, articulate what you’re all about, what you’ve done for others, and what you can do for me. Command the situation. Drive!
A basic principle in sales of getting a desired action is “gentle leading.” If a doctor asks “Do you want a shot in the arm?” a likely reply is “No thanks!” How about if the Doctor said, “Now, I’m going to give you a preventative flu shot.” How would you feel then? Or, if a gym trainer asked, "Would you like to do another 2 sets?" A likely response might be, “No friggin way.” How about if it was phrased, “Now, give me another 2 sets.”
People want to be led. Or, at least see where you’re going. I won’t get into a car with anyone unless I ’m know the destination, or at least like the direction the car is going in and share a vision for the journey.
Clients want to understand the approach and what the journey would look like. Don’t over-recommend, go too far, or make any assumptions, as they can backfire. (Remember, they will always know more about their business than you do.) But, don’t be afraid to speak you mind and set a path. Lead gently, and show me the way...
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