by Dr. Jeffrey Lant
Author’s program note. I have the inestimable privilege of training some of the brightest business people on earth… people of wit, intelligence, good humor… and a fierce determination to be successful, climbing the greasy pole, making more money, and living just the way they want. I find this work enthralling, exhilarating… and (I’ll admit it) frequently frustrating… as I watch even the best and the brightest muff it.
And so, today, I am writing about the one essential thing these fine folks — and that now includes YOU — must do every single minute of every single day that you want more money. For, let’s not kid ourselves… if you understand this crucial article and follow its directives… you are going to make more money, lots more, and leave your lackadaisical and languid colleagues in the dust. And won’t that be sweet?
To put you in the mood for my insistent message, I have selected a dance number that once made you gyrate and awe… “I Want Your Love” by a group named Chic. It hit the charts in 1978, and it made its point early and often:
“I want your love. I want your love. I want your love. I want your love.”
In other words, they kept on message, driving home the point of their endeavors until even the most mentally challenged “got it”. As a teacher with a sledgehammer, repetitive delivery, I like that… I like it a lot.
And so to set the stage for what follows, look this tune up in any search engine now and move that overweight, arthritic body; because you’re about to recapture your alluring youth… and be the person who got what you wanted, oh yeah!
Painful, so painful.
It happened again yesterday… and it gets me, right in the solar plexus, each and every time I see this fundamental error. The sales person I was training was operating solo. In other words, they had progressed sufficiently far in their instruction to where they get to fly all alone. I am there, of course; I am always there… but I try to remain as silent as the grave and unobtrusive so that I am seeing the student and just the student. And make no mistake about it… this situation (as every parent knows) can make you as nervous and frustrated as all get out.
Lights, camera… think!
Picture the scene. All parties are on the ‘net. I am present in my video box, the student is in his… and the “real life” prospect enters… like a bull at a corrida. Everything happens in real time…. and has real world implications, for good… or for ill.
Ok… the student (and, remember, my students are established business people, not wet-behind-the-ears kids) goes into closing mode. This starts by greeting each and every prospect by name; then asking each prospect to watch a 20-minute video packed with the vital data that both excites the prospect and instructs her.
These steps are crucial… and the students know I am a stickler for ensuring that they occur. In other words, make SURE the prospect has the critical facts before any further action can occur.
The prospect is prepped… are you?
“As soon as you’ve finished the video, return to me for a spectacular one-time-only offer.”
These words usher in the next phase of the operation. We make it clear what must be done (watch video) and what is coming thereafter (spectacular offer). So far… so good.
Close but no cigar.
The first mistake the students make is to present the offer before the prospect has been adequately prepped. This is a critical error. Prospects must have the necessary facts… or they end up asking a ton of unnecessary questions; questions which have already been answered — and in precise, clear detail, too — in the video.
The video, the whole video, nothing but the video.
As soon as you have confirmed that the prospect has watched the ENTIRE video, proceed to the “Big rock candy mountain,” your scintillating offer. It IS scintillating, isn’t it? For if it doesn’t snap, crackle, and pop you’ve just thrown away a sale. Sales occur because the offer sizzles, excites, is just too thrilling to decline. You ARE making such an offer, I trust. And if you’re not, you’d better make its improvement “Action this day,” which is what Winston Churchill did when as Prime Minister of England he demanded instant attention and RESULTS.
And now… the critical moment that turns you into a master… and puts another sale in your pocket: 100% sales.
To remain an average closer, keep doing what you’re doing.But to fly high as one of the world’s sales masters you must set the desired goal… then do everything possible, everything necessary to achieve it.
That is… 100% sales.
Is this what you do?
Make your objective immediately clear to the prospect: “I want you to get the benefits of this widget… and I’m going to do everything I can to make it happen.” Don’t just say these words… mean them. Because once the prospect knows you’re serious, they can be serious too, working with you for fastest, most complete mutual advantage.
At this moment, the prospect may well start back peddling saying things like this:
“I don’t have any money.”
“I can’t do it today.”
“I need to tell the little woman. We’re a team.”
And so forth. Your job is to thrust these obstacles out of the way and CLOSE THAT DEAL.
To do this, you must remind yourself AT ALL TIMES that you have a 100% closing goal… and that you are going to make this close. If the prospect stalls or blocks you, keep things going by asking for the prospect’s undivided attention and for an all- important OPEN mind. Make sure the prospect understands what the offer is…. and if necessary improve it; always making it clear that this offer expires the second the prospect leaves. In other words, there is a premium for staying, working things out, but irrevocable loss if they won’t.
Now, gun it.
Keep in mind at all times, with the terrific offer you are making, the prospect will be better off… if… and only if… they take immediate action. It is your job to drive this home NOW… making it abundantly clear that action now is the only sensible course.
Do this, and do it with enthusiasm, gusto, and good humor, and you will not only want that sale… you will get it! For as Chic sang, “a better love you won’t find today…” or a better offer either.
*** What do you think? We invite you to post your comments below.