Guest article from Author Pat McClure
We live in an accelerated, multi-media environment replete with voicemail, email, surfing the internet, instant messaging and text messaging. We can "channel surf" through 800 channels in less than three minutes, making decisions within seconds whether to watch or move on and we get bored very easily. To your prospect, you are simply another "channel" to watch or discard.
Your prospect has a very short attention span and will make a decision to either pay attention to you or not....within 10-20 seconds! You must let your prospect know FAST that their valuable time will not be wasted.
2. I know who you are
Before your meeting or phone call, you must research your prospect and their company, business or organization. You should know (or be able to guess) their age, sex, industry, occupation, race, and background. You should have a good idea of the issues and concerns they might be dealing with and you need to acknowledge their expertise, success, standing in the community, and their accomplishments.
Clearly give them the respect of being prepared and knowing them, and they will continue to respond to your "frequency."
Why It Matters:
If salespeople deliver these Seven Signals to their Prospects,
they'll be astonished at the results!
The biggest compliment you can give to another person is your full and undivided attention. Everyone LOVES to talk about themselves and their company, and when they discover that you are truly interested and listening, they will open up and tell you an amazing amount of valuable data and details. You're already paid them a huge compliment by researching them in advance, now let them fill in the blanks.
Of course, this step requires a finely tuned ability to LISTEN fully and with empathy. This is not the time to be thinking about yourself or how you will respond to what they said, it's a time to listen and learn about them, without judgment. Gently guide the conversation into learning more about their concerns, worries, and challenges. Avoid talking about yourself or your company for now.
4. I know my subject
By now, you have built a degree of trust and rapport with your prospect. Since you clearly signaled that you were interested (and listened), they will naturally turn the conversation around and ask a question or two about you or your company. "Well, tell me about your company...why are you here."
This is where you need to signal that you know your stuff. Use the jargon of their industry, their technical terms, to reinforce your expertise. If you're speaking to a group of bankers, use banking terms. If you're speaking to a group of human resources professionals, use their lingo. Use terms such as "we", "us" and "our."
Clearly and simply, tell them your background and how you're qualified to meet with them on this particular topic. You may not be an expert in their industry, but you ARE an expert in your products/services, and you know clearly how to add value and benefit your prospect. Clearly signal that you're on the same wavelength.
5. I am well organized
Understand and clearly express your meeting objectives, and make sure that your prospect is in agreement. Announce how you are organized so that they feel comfortable. "I'm going to cover these five points today." "Today we're going to review the pros and cons of ____________." Describe their problems and concerns, and offer possible solutions. Give them the pattern. Also provide backup with your notes, your visual aids, and your handouts. Send the signal you are organized.
6. I am Sincere
This is one of the most complex signals to broadcast, and one of the most important. As you proceed with your meeting, you want to send the message of being truthful, trustworthy, and genuine. Your prospect is constantly looking for "clues" how to judge you and your company, and it is vital that you present yourself simply and clearly...without pretense.
If you have been successfully listening with empathy, you will know exactly what's in it for them (WIFT) and you'll be able to judge for yourself whether your product/service is indeed a good fit for their business needs. At this point, you must have the integrity to either proceed or disengage with the sales process. Your message of sincerity and integrity is of paramount importance...and it can't be faked!
7. I am finished
At the agreed upon time, signal your prospect that you are ready to conclude the meeting. You should ask for and answer any final questions, recap for the prospect the main points that were covered, and always gain agreement on the next step in your sales process. If the prospect wants to spend more time with you (always a good sign), they will signal back that you can spend a few more minutes.
Your prospect hates uncertainty, and they hate to be left in a mystery, so it is vital that you signal to them the next steps in the process.
If you deliver these Seven Signals to your Prospects, they will love you for it. And you'll be astonished at the results you will begin to generate!
About the author
Pat McClure can be contacted at the Connexia Group. 949-858-0755
Patrick McClure, founder and President of the Connexia Group, works with individuals and corporations to achieve maximum performance and results in their sales and marketing organizations.
He is a member of the National Speaker’s Association (NSA), the Association for Professional Consultants (APC) and the American Society of Training & Development (ASTD). He is also an avid member of Toastmaster’s International.
