Shame on You!

We teach a class called MasterMinds (www.caskeymasterminds.com), and it seems that on a regular basis one of our clients is ticked off at a prospect. Why? Because the prospect has lied to them, lead them down a wrong path, or given them busy work and then not come through with business. After talking our students down off the ledge, we turn the mirror around, dig into the situation, and realize they’ve created their own crappy karma.

How?

The sales professional has a huge responsibility to create an environment where the prospect can be honest about what is going on—reveal processes that are broken, the vision that they have for their business.

We talk about this in our classes as a “safe space” or “keeping your prospect okay.” What are some of the things that sales professionals (term used loosely in this case) do to create the crap they get back?

1. Show up and throw up.
   Unfortunately, we can all remember being on the other side of this and we know how it feels. Of course, that doesn’t keep us from doing it to our prospects. Start talking, get out all of your features and benefits with uber enthusiasm, don’t breathe, don’t let them object or tell you they aren’t interested, don’t ask any questions, assume they will love what you’re buying, assume they have been waiting for you their entire life. Stop, uncomfortable silence, repeat.
2. Equate 1 hour of chit chat with a “great meeting.”
   We hear this all of the time. “I had a really great meeting…he told me all about his kids, his golf game. We spent an hour at lunch, and I know how busy he is. When I left, he gave me a list of products to quote. I feel good about this!” Uh, what. I’m sorry, where is the part where you found a reason that he would do anything different than what he is currently doing? Did I miss the “great” part about him sharing his thoughts on his business?? Who’s going to be mad when this prospect doesn’t return calls or e-mails to go over the pricing he asked you to put together?
3. Avoid the money conversation at all costs!
   Now, this can be tricky. I’ve seen salespeople avoid talking money the entire conversation, or jump right into lowering their price at the first sign of discomfort from the prospect. Please remember: It’s never about money! It’s about their belief they have a problem, they want to invest money to fix it and that you are the lucky dog that gets to help them do that. When you brush past their money questions, or discount your value because it’s easier than educating the prospect, you’re screwed—trust lost, your value depleted, conversation over.

Sadly, I could go on for days about what people do to blow
their chance at success. I would like to give a couple of insights that
might keep you from getting ticked for your stupidity:

1. Keep your intent on helping your customer.
   When you make it about them, and keep your intent on discovery of things you can help them with, you will do and say the right things. BE PRESENT! Your prospect knows when your mind leaves the conversation.
2. Don’t be needy and desperate.
   Trust me, trust the universe. The deal you might not get will not be the last opportunity you ever have for business. Mortgages, braces, revenue goals—all realistic pressures; however, your prospect doesn’t care and doesn’t want them invited to the meeting.

Related posts:

1. Use Your Best Prospect As Your Standard
2. "Sorry I Lied to You — But You Made Me Do It"
3. Lost Your Sales Mojo? Here's How To Get It Back.
4. The Questions You Should Be Asking
5. Before You Discount Your Price