Have you ever had a prospect give you resistance when presenting your product to him? My guess is you have, just like everyone else. This can be frustrating so let’s figure out what lesson we can learn from it.
Resistance Lesson #1: Get better prospects. Too many times I have had clients tell me they are having a difficult time improving their sales conversions. It isn’t until we do an exercise that we find out what the problem is. Here is what I want you to do. Take some time and look through your database of clients. Find your top 5%, those that buy the most and refer the most, and look for common characteristics and common buying patterns. This will give you the clues you need to find out who your best clients are. Once you know this you can get BETTER prospects because you now know who your real target market should be.
Resistance Lesson #2: Prepare Your Clients. Think for a moment about your favorite sport you play, whether it is golf, volleyball, softball, basketball, etc. Do you perform better just jumping right into the game or after you take time to warm up? I hope you said after you warm up. When you take the time to prepare you perform better. It is no different than with your clients. Think about how you can prepare your clients for the selling experience. You could send them a list of questions to be ready to answer, address common objections ahead of time in your correspondence or tell them a story about how a client successfully uses your service to get them to visualize having that same experience by having familiarity with it.
Resistance Lesson #3: Stop Selling On Price Only. One of the biggest lessons I learned in my successful business career was to stop selling and comparing myself to others in my industry. Figure out and apples to oranges comparison. Look for ways you can add bonuses or extras to what you are selling to create more value. Find what attracts your clients to you above and beyond the price and your core product. You will never win playing the price game long term. You will become frustrated beyond measure if you are constantly worried about your price as the main reason for someone to buy. There is always going to be someone down the block or on the internet that will sell it for a cheaper price. Get out of the commodity game and get into the value game.
