A lesson before closing

True story. I received a call from a salesman. He had a product and he wanted to sell it. The conversation went something like this:

Salesman: Hi, I’m Jim from ABC Publishing (Yes, the names have been changed to protect the innocent). Are you the person responsible for new business development?

Me: Yes, I am. Hi Jim.

Salesman: We have a weekly newsletter about sales and new business development.

Me: OK

Salesman: Can I sign you up for a free three-month trial subscription? (straight to the close)

Me: No thank you.

Salesman: Well, our paying customers find it has great value to them, why not just try it for free-no obligation? (the second close)

Me: Well Jim, I already receive a sales publication and I also work with a business development consultant. So actually I have no need and no interest.

Salesman: Pause... Well...I’ll be damned if I am going to argue with guys like you. P_ _ _ on ya. (then slams the phone down. I assume that was not a third closing technique.)

Eliminating the obvious answer of “not cursing at your prospects,” what would you say went wrong with this call?

Sales and marketing exists to create a compelling position and to communicate that position in a manner that attracts the correct people, while discouraging those who are not a fit. A wonderful illustration of this principle is found in life. When looking for a spouse, we have many choices; with most there is no mutual attraction. Those whom we did not find attractive don’t typically offend us, or make us angry. And frankly, we didn’t compel them either! But when the soul mate comes along, bells ring. Our knees weaken. The attraction excites like no other force and we are compelled to learn more.

Marketing has the power to attract like that, while discouraging those who don’t fit. If you offer brand communications that correctly reflect the heart and soul of your company and its products then it will happen naturally. Those who are looking for that specific service or product will emotionally connect. They are ready to learn more. To move past hmmmm… and into interest and even a request—hey, how about a proposal even?

What about sales then? The man who called me made one major mistake, and it wasn’t his closing technique. He was selling. Twisting my arm. He had his list of closing lines that are designed to force me into doing what HE wanted. He never understood the basic idea that some people will need his product while others won’t. He never looked to see if we had a fit, before pitching one.

Ideally, the salesman calls and clearly expresses whom he represents and what value his product has to people like me. We have a conversation about what I, the buyer need, what my problems are. Then we can together determine if we should do business. The salesman is comfortable if there is not a good fit. He can release me and even refer me to a solution that is not his. He understands what he offers and who he can help. If it’s not me, then fine. If it is me, he has found a sale and he can go home having helped me—not forced me to buy something I did not need. My conjecture is that the salesman I met does not want to wake up in the morning and can’t wait for Friday to roll around. He listens to adult contemporary and loves the news: “It’s hump day! The end is in sight.” He likely won’t be long for his current employment.

While we look at the laws of attraction and relate it to your sales and marketing success allow me to ask: How much business do you lose to churn? The problem might not be your product or even the employees who interface with your customers. Look at your marcom and your sales process. Are you truly reflecting who you are and what your stand for? Are you forcing or selling? Or are you trying to be what you think people want or need?

In my experience people tend to project what they want to be, not who they are. Go back to high school. Did I want to be who I was or be like the cool guys, the top jock or student or SGA president? I bought the clothing they wore, used the same words, the same walk. But it did not work. No matter how hard I tried, I was still me. Just dressed really inappropriately. In that state I could never attract the soul mate who wanted to be with the real person I was. Not until I could be myself was it possible to marry the person who truly loves me. The real me. Marketing is no different, sales is no different.

You can tell if your company is in this trap. Look at your ads. Do you try to be like the category leader? Do you use the same words and colors, even try to mimic the product and services they offer? If so—STOP and take the time to discover who you really are then present yourself again, with integrity. Sit in on a few sales calls. Do you hear closing techniques designed to twist arms? If so—STOP. Redefine the way you sell. Train your staff to communicate what and who you really are. Teach them how to discover the prospect’s needs and what you have to offer. Let them help not sell. The result will be profitable loyal customers who will become your advocates, though maybe not mates for life!

If you don’t believe me, “I’ll be damned if I am going to argue with you.” ;-)

Test: Score one for each “Yes.”

1. Do you model your ads after the category leader?
2. Do you focus the sales staff on closing techniques and lines?
3. Do you study what your business is and tell others about your passions?
4. Do you hate selling?
5. Is it hard to quickly state what your company does?
6. Does your customer base like you for a bit but leave in a year or less?

If you scored a 4 or more then look deeply into the issues addressed above. Business can be a passion that is fun to share with those who need and want your products. It can also be a bad marriage built on false pretense and glossy images that do not measure up to reality.