3 Mantras for Sales Success
The speaking world has changed. Our clients are well-informed with information at their fingertips 24/7. Let’s face it, sometimes we’re surprised how much they know about our businesses. The global recession has led to budget cuts everywhere. Training budgets have been slashed. The list goes on. I keep hearing “There’s no more low-hanging fruit, no more easy pickings. We’re not king of the road anymore.” Whining doesn’t bring us back in the fast lane. Whining is for victims, not for winners. I have three sales mantras. Think of them as bumper stickers.
1. Believing is seeing.
You must believe in yourself first in order to see the successes. I call it the mirror test. If you’re the little kitten looking into the mirror, you have to see a lion. If you wake up in the morning, and you don’t believe that you are the best speaker in your field, the best trainer in your industry, the best coach in your business, then turn over and go back to sleep. You wouldn’t tell your client, “I’m the second best speaker you can book for this event.” Believe in yourself. Be a product that everyone wants. Be unique. Be a brand. Look into the mirror and reflect the brand you need to be.
2. Shovel first, collect second.
As a high school student in Roselle, N.J., I learned the lesson of a lifetime. I was surprised to find that all of my classmates had jobs. So, I decided to do the same. In the winter, my buddy Dennis said: “Let’s shovel snow.” Snow shovels in hand, we picked a nice neighborhood. As I started walking toward the first door, Dennis stopped me and said, “No, no, no, start shoveling first.” It was hard work. I shoveled the entire driveway. And when I was done, the door opened, and a friendly man came out, patted me on the back and gave me a big thank you and a ten-dollar bill. Wow! This worked every single time. So, the lesson of a lifetime was this: You shovel first, and you collect second. It’s the law of reciprocity. If you give, you shall receive. Go the extra mile.
3. “NO” is short for “next opportunity.”
In sales, you must be prepared to hear the word “no” frequently—no matter who you are, no matter what you have to offer, and no matter how smart and charming you are. But “no” does not mean you hit the wall, it just comes with the territory. For good salespeople, it’s normal. What’s important is what you do with that “no.” Your customer deserves your constant efforts. A “no” does not mean that you have lost the client, but that you have to give some more thought to your customer’s needs. Ask more questions. Listen carefully. Identify what your customer really wants. Find a way to be polite and persistent at the same time. It’s hard work. Sometimes minor adjustments will lead to a “yes.” Sometimes it takes many attempts. It may take several days, weeks or months. But in the end, you will be surprised how often you can turn a “no” into a “yes.”