In the recent article, “Don’t Sell Me…Help Me!,” Jose Perez encourages agents to examine their prospect tactics. “If someone was inclined to do business with you before, they are now inclined to make sure they are getting the best deal regardless of their relationship with you,” Perez advises. “It’s a scary world for your clients. As a result, you must recognize this and change the way you approach ‘sales,’ or you are likely to suffer.”
What can you do to increase sales?
Read his article.
from Seth Godin
When a homeowner decides to put his house on sale and calls an agent or broker…
When he calls the moving company…
When a family arrives in town and calls someone recommended as the family doctor…
When a wealthy couple calls their favorite fancy restaurant looking for a reservation…
Go down the list. Stockbrokers, even hairdressers. And not just people who recently moved.
When a new referral shows up, all that work and expense – and then the phone rings and it gets answered by your annoyed, overworked, burned out, never very good at it anyway receptionist – it all falls apart.
[Who is answering your $20,000 phone call?]
from Seth Godin
The hungry person at the all you can eat buffet is happy to take one more item. She doesn’t spend a lot of time comparing this to that, or saying ‘no thank you’ or avoiding certain items. If it’s interesting, “sure I’ll try a little bit. I can always come back.”
The guarded person walking down the street avoids eye contact with the homeless person, doesn’t answer a request from the petition-signer and certainly doesn’t help a Boy Scout with that old lady.
And this is precisely the dichotomy every cause, every candidate and every marketer faces.
Either you’re selling to people who are hungry for what you offer, who are open to hearing what you have to say, who are fans…
Or you’re selling to people who are actively protecting themselves, guarding against interruption or a mistake or worse.
How can you possibly have a strategy about what you’re going to do next until you determine which mindset you’re marketing to?
Here’s the key truth: in any given moment, in any given situation, a person is either hungry or guarded. You need to decide which sort of person you’ll be telling your story to, because one approach won’t work on the other type of person.
[PS the mindset can (and does) change as people go through their day. At the bookstore she might be hungry for a new idea, and just a few minutes later, at the bus stop, she wants to be alone…]