In this environment, people are still in a “let’s wait and see” mode. Regardless of the deal you are trying to put together (selling, buying, getting hired, getting promoted or merging resources) this economy creates a natural culture of “inaction”. So, since we know that people buy from people they like, we need to get them to like you A LOT! No way! You’ll still be waiting!
So how do we get around this? First, we have to realize that this EXTRA fear may seem silly or even self-sabotaging, but it is very natural. Your prospect’s mental barriers are much higher now due the discomfort of perceived uncertainty. It’s the uncertainty that paralyzes them!
The answer is obviously to find people who NEED your deal, right? Nope! Often, the discomfort of moving forward is actually as high as dealing with the need and/or pain associated with it. So, what you have is status quo mediocrity. Unfortunately, most people are OK with that, even if it hurts them in the long run. Yes, they would rather stay put then to gamble on getting better.
No problem, then let’s show people the pain of inaction, even if they don’t see it, right? Nope! That’s a gamble since bringing up negativity may stick on you in their minds. They may want to “shoot the messenger”. Which means even if they believe you, the negative feelings associated with you will make them act, but with another person! If fact, if you bring it up too effectively, they may feel dumb. Then you’ve just insulted them. Whoops. No deal now, for sure.
The critical piece here is to remember that standard “good deals” simply aren’t enough. In addition, the “here are the benefits to the plan” also, are not enough. When dealing with companies, it’s very easy for management to simply wait. They are getting paid as long as the company doesn’t go under, even if the company stays mediocre. When dealing with people, it is scary to commit when things are so uncertain, they would rather just hold on and hope. Therefore, we must delve deeper; we need to get personal concerns. As always, use your judgment of your prospect base and use your own words and speech patterns.
So, look for specific personal buying reasons of the decision makers. Do not talk about what is best for the company at all. Focus completely on what is best for the individuals.
How do you get these personal buying reasons? Straight forward “why” questions. Examples are:
- Bob, I understand why the CIO wants to talk about this. Why do you?
- Jane, you have had this problem for 6 months. What made you want to talk to me now?
- Jim, the company will obviously benefit by A, B & C. How will you?
- Bob, most people want this because of X. What exactly were you thinking?
Always make sure that you ask these questions AFTER you have established rapport. These should be among the last questions you ask in your data gathering. Once you have some of these, when you propose the deal, add pieces like:
“Jim, moving forward here is going to allow you to retire from this business next year, like you wanted.”
“Jane, when we do this, you’ll look so good to HQ that the promotion is in the bag.”
“Bob, after this deal, you’re going to be able to put enough money away to put Sally, Suzy and Timmy through college.”
When dealing with individuals, try to show the value is some non-obvious arena. Perhaps explain how the deal will help their family or maybe how it will improve them socially somehow.
“Jim, after this, not only are you going to retire, but now you and you wife can take that trip to Spain
“Jane, once we do this, you’ll see how much respect the rest of the team gives you. You’ll see how much more authority you’ll get and how better you’ll be positioned in your career for your next move.”
“Bob, you’ll see how this is going to give you the time to spend with your kids.”
Yes, this may seem odd or awkward, but it will be very effective when up against the standard. In addition, with so much competition for deals, most of the deals your prospect sees are good deals! So, will yours really stand out enough to spur action without a special way of showing the value? Odds are not in your favor.
Just remember that you must AVOID the standard presentations of:
Here’s our history/misson
Here’s our credentials/what we know
Here’s who we’ve worked with
Here’s what we will do for you
And move to:
Here’s what most people like you want – how about you?
OK. Here’s what you are going to get.
Here’s why it matters to you personally!
We have to gain deep rapport and ask personal questions, veiled as standard, to get real reasons.
It’s not easy, but it’s worth it. As always, it stacks the deck in your favor. And, it’s one of the best ways to get someone to act, in this environment.
Good luck!
- Larry
