To laugh often and love much;
To win the respect of intelligent people
And the affection of children;
To earn the approbation of honest critics
And to endure the betrayal of false friends;
To appreciate beauty;
To find the best in others;
To give one’s self;
To leave the world a little better,
Whether by a healthy child,
A garden patch,
Or a redeemed social condition;
To have played and laughed with enthusiasm
And sung with exaltation;
To know even one life has breathed easier
Because you have lived…
This is to have succeeded.

Considering everyone’s measure and definition of success is different I would like to submit that we all use this as our singular definition. That we all measure our own success according to these very simple yet beautiful principles. If we did, the world would be a much better place and many more would be so incredibly Successful!

And in case anyone noticed… there was never any mention of money or monetary wealth in this New World Definition (according to Andrew Kolikoff). For me, that is assumed… just comes with the territory when you really “Have Succeeded”.

The notion of polka dot pianos is a metaphor for standing out in the crowd. In our world of incredible competition and sheer volume, it’s more important than ever to stand apart. You certainly don’t want to fade into the background. As long as the product of service you are marketing is at least as good as everyone elses, standing out – offering polka dot pianos – will often make the difference.

When I really want someone to open the mail I’m sending them, for example, I send it via Federal Express or some other overnight delivery service. Obviously, this is a much more expensive route, but think about the trade-off off for a moment. Suppose you’re sending a request to a famous and/or super busy/important person who receives dozens of requests each day. If you, like virtually everyone else simply send your request in a regular business envelope, the chances are excellent that it will be days, perhaps even weeks, before the person even opens your letter. Yet, very few people, irrespective of how famous or busy they are, can resist opening an overnight deliver package. Now that they have opened your mail, there’s a chance they will respond favorably. In this case, your “polka dot piano” was the Federal Express package itself. I can assure you that if your request is granted, you’ll be sold on the idea of polka dot pianos.

A friend of mine, in my eyes, a sales genius, wanted to get an ex-professional football player to invest in his business. The business was solid and an excellent opportunity. The problem was that this particular ex-athlete, known in part for the wealth he had been able to amass, was approached by all sorts of credible entrepreneurs on a daily basis. It was fairly common knowledge that he had essentially stopped reading the request letters.

My friend, adept at creating polka dot pianos, wanted to overcome this obstacle because he know that if he could just get the athlete to read his reports, that he would seriously consider the investment opportunity. So here’s what he did: He taped his request to an actual NFL football and sent it to the man. Needless to say, the former football star recognized the shape of the package, was curious, and opened it immediately. Within a few days my friend received a personal call – not from a secretary, but from the athlete himself – congratulating him on his incredible creativity. The athlete asked my friend to dinner, telling him that, as long as the numbers checked out, and everything was ethical, as it seemed to be, he would be honored to do business with someone who was so clever.

Obviously, not every polka dot piano is going to be so well received – like the one I used in the story in my previous blog post. But instead of giving up, and without becoming obnoxious about it, see if you can create another polka dot piano. Drop your fears about how your opportunities to stand out will be received. As they say in Hollywood, any attention is better than no attention.

1. Understand Your New Acquaintance’s Business and Role – Networking is about really understanding what people do. So be sure when you do meet someone, especially if it is someone you would love to at least have the opportunity to earn their business from, that you ask critical questions about them and their business. Let’s face facts… everybody wants something. I don’t care if you are Warren Buffet or just a simple person who chooses to sweep floors and clean bathrooms – everybody wants something. Sometimes all you have to do is just ask! So when you are out networking and you have the great fortune of bumping into someone you have been wanting to meet for quite sometime… ask questions! Ask thought provoking questions like, “If there was one thing you would love to have right at this moment (occupationally speaking of course) what would it be? Could it be a person you’d like to be introduced to? What personal goal you have been working on and love to attain? Where do you see yourself 2, 5, 7 years from now? How do you think that will honestly be accomplished? What do you love most about what you do?” What type of businesses and people are you seeking to create relationships with? Who do you sell to and why?

2. Get Personal – Now that you are beginning to genuinely understand what their business does, how it works, what their role is and some of the things they would like to have happen, a good idea is to try to steer the conversation if you can in a personal direction so that you begin to truly understand the PERSON! What are his or her likes, dislikes, hobbies? Does he or she have other personal passions? How does she like to spend her free time. Uncovering and filing away all this personal information is essential to both developing this relationship further and also impacting this new person’s life. I will explain what I mean by “impacting” their life in a story of one of my personal sales victories below.

3. Continually And Creatively Stay In Touch – With the advent of email, tweeting, updating statuses on both Facebook, LinkedIn and a myriad of other social networking sites, there are so many ways to both stay in touch with your new acquaintance; and as well continually learn more about them.

Now for the REAL networking and fulfilling part…

3.5 Assert Positive Influence! If you take action and assert positive influences on your new acquaintance’s life, you will find that the business or referrals you have been seeking or hoping to receive from them will easily and freely come your way. It is in this phase of the networking process where you use all that information you gathered on this person and DO SOMETHING for them! Don’t wait for them to do something for you first. And whatever you do, don’t wait for them to give you business solely because you are a great guy or gal and your company is so differentiated and special. Again, put all that great listening (from all those direct and thoughtful questions) to use and now deliver something (take action). Connect them to someone they want to meet, a person that can help them with a particular problem, send them an article that speaks to solving their particular issue, or just send a thoughtful gift or creative gesture that poignantly shows that you were listening and CARE. Whatever it is, do the work necessary to help them. Positive influences can be small gestures over a long period of time or one giant one – like handing over a huge opportunity on a silver platter. Either way, the point is that you are taking action to assist/help another.

And to prove to you that this all really works, here is a Real Life example of what networking can do if you do it right…

At one point in my career, for the last employer I ever had, I was targeting the company 7-Eleven for architecture and engineering work. In the northeast, which is where I am from, 7-Eleven dominates the convenience store market and they had an aggressive building program at the time. I made it my business to find out who was the decision maker within 7-Eleven corporate on retaining such services. Once I found out who that person was (Ken), I also learned that he was a registered to attend an upcoming trade convention. In fact, 7-Eleven had a booth and Ken as I learned would be manning it. Wow! Just the opportunity I needed to meet and really try to get to know him!
So as you would guess, we did indeed meet and I proceeded to ask Ken some of the many critical questions (listed above) both at his booth and afterwards at a party following the event. <>

Now armed with all this information and following the conference, I began my campaign of telephone calls, emails, following on Twitter, in Facebook and on LinkedIn. Along the way, besides the development and advancement of our growing relationship, I began to understand that Ken’s health had been failing. He unfortunately was a rather unbalanced workaholic. Well, one day when I called to check in, I found out that Ken had been hospitalized. Well, since Ken wasn’t what I would consider a friend (and certainly not yet a client), my first reaction was to wait as I am sure he might be bombarded by his family and friends in support. However, after much thought, I figured what the heck, a thoughtful, kind gesture is a thoughtful, kind gesture. So what did I do you ask. Well, I sent Ken a dozen roses! Yep, pretty ballsy – especially since they were from a guy to a guy. Despite that, I sent them anyway with a little note. And, in the note were just two sentences, “Ken, never forget to smell the flowers along the way. Get well soon!”

About two weeks later the phone at my desk rang. It was Ken from 7Eleven. He thanked me for the flowers and said “Andrew, I am giving you some stores to build for me and try your firm out.”

Now, many years later and both of us working for different company’s (Ken a different retailer and me, my own consulting business) I am proud to say that Ken and I still talk and stay in touch.

So again…Thank you Ken, and I am so pleased you are now (and STILL) smelling ALL those flowers each and every day!

Reason? Think and Grow Rich (written by Napoleon Hill 70 years ago) has an entire chapter on persistence that provides real insight as to the characteristics of what makes some stick at it until they win, while others stop either just after they start, or stop just before they are about to taste victory.

Rather than be so presumptuous as to paraphrase the great Napoleon Hill, I am going to give you the EXACT words of the master.

Here are some excerpts (and insights) on persistence quoted exactly as they were written seven decades ago that are still applicable to your sales process today.

Persistence is a state of mind, therefore it can be cultivated. Like all states of mind, persistence is based upon definite causes, among them these:
a. Definiteness of purpose. Knowing what one wants is the first and, perhaps, the most important step toward the development of persistence. A strong motive forces one to surmount many difficulties.
b. Desire. It is comparatively easy to acquire and to maintain persistence in pursuing the object of intense desire.
c. Self-reliance. Belief in one’s ability to carry out a plan encourages one to follow the plan through with persistence. (Self-reliance can be developed through the principle described in the chapter on autosuggestion).
d. Definiteness of plans. Organized plans, even though they may be weak and entirely impractical, encourage persistence.
e. Accurate knowledge. Knowing that one’s plans are sound, based upon experience or observation, encourages persistence; “guessing” instead of “knowing” destroys persistence.
f. Cooperation. Sympathy, understanding, and harmonious cooperation with others tend to develop persistence.
g. Will-power. The habit of concentrating one’s thoughts upon the building of plans for the attainment of a definiteness of purpose leads to persistence.
h. Habit. Persistence is the direct result of habit. The mind absorbs and becomes a part of the daily experience upon which it feeds. Fear, the worst of all enemies, can be effectively cured by forced repetition of acts of courage. Everyone who has seen active service in war knows this.

How to Develop Persistence.
There are four simple steps which lead to the habit of persistence. They call for no great amount of intelligence, no particular amount of education, and but little time or effort. The necessary steps are:
1. A definite purpose backed by burning desire for its fulfillment.
2. A definite plan, expressed in continuous action.
3. A mind closed tightly against all negative and discouraging influences, including negative suggestions of relatives, friends and acquaintances.
4. A friendly alliance with one or more persons who will encourage one to follow through with both plan and purpose.

These four steps are essential for success in all walks of life. The entire purpose of the principles of the (Think and Grow Rich) philosophy is to enable one to take these four steps as a matter of habit.

Now I will grant you that some people will have read this and spit the word “Hokey” at the end. Reason? It’s too simple and does not have an immediate “how to” answer attached to it.

The secret of persistence is not an “answer,” it’s a “realization.” And if you read the above and didn’t “get it.” You will get beat by someone who did.

The Napoleon Hill philosophy of persistence is strong, yet soft. The only omission from the strategy is that it leaves out “what” to persist with. Let me give you that answer in a word — value. Something more than you calling to imply, “I’m calling about the money, is it ready yet? Can I come over and pick it up now?”

Want a few value ideas? Here are four. You may not like them. They require work.

Get your prospect a sales lead. Give your prospect an idea how to serve his customers better. Give your prospect ten things he can do to improve his morale, productivity, absenteeism, or profit. Get your prospect some free publicity or media exposure.

Get the idea? See the work? Now look past the work to the victory. If you can see clear to victory, then the secret of persistence is at last yours. And add to that the final wisdom of Hill: What you need to develop persistence is will-power and desire. In other words, how bad do you want it? And how far are you willing to go to get it? Unless the answer is all the way, you will not persist, you will give up.

So please, don’t give up. Do what my dear father did for me when I was 17…purchase and read the book by Napoleon Hill, Think And Grow Rich. His words and principles are timeless and true. Never, never, ever give up!

Thank you Dad for giving me this book (with your heartfelt letter folded inside it) when I was 17! I will NEVER forget your unwavering love and faith in me as a person. I will carry that love and faith you had in me forever. And thank you my dear Rose for showing me (by example) and sharing your life with me and what persistence and faith really means. I love and appreciate you both more than you could even know.

According to the author, your referability depends upon four habits:

1. Show up on time.
2. Do what you say.
3. Finish what you start.
4. Say please and thank you.

Could being referable be that simple? The author asserts that these four habits convey respect and appreciation toward the customer. He says, if you’re arrogant or erratic, you won’t be referred, no matter how talented or charming you are. He says if you’re not getting enough referrals, cultivate the four habits. He is partially right. Very partially.

I say his four elements don’t create referability – his four elements are a GIVEN in any business relationship. To be referable, you have to go WAY BEYOND showing up on time and delivering what you promise.

Those habits may have worked in 1955, when “Happy Days” was in full swing, but becoming referable and earning referrals in today’s times (unhappy days) are far more complex.

In my experience, I have found that a referral is earned, not asked for. When you ask for one, you immediately put your relationship in an awkward position, especially if the customer is reluctant to give you one, and you keep pestering him or her.

Here’s why: The one word definition of referral is risk.

When someone gives you a referral, it means they are willing to risk their relationship with the referred person or company. They have enough trust and faith in you to perform in an exemplary manner, and not jeopardize their existing friendship or business relationship.

Once you understand the definition of a referral and realize how delicate, yet powerful, it is — you at once realize why you get them (or not) — and that you must become risk free in order to earn them.

Referrals are awkward to “ask for,” and often create discomfort on the part of the customer.

Here are the elements that breed proactive referrals:

1. Be likeable. This is the first prerequisite. Without a friendly relationship, there is no need to go further.

2. Be reliable. The company, the product, the service, AND you, must be “best,” and “there when needed.”

3. The customer considers you an expert in your field. To be referable, you must have an expertise that breeds customer confidence.

4. They trust you. The customer is CERTAIN that you will do everything in the referred party’s best interest, like you have with theirs.

5. You have a track record of performance. You have already done the same thing with the customer and they’re comfortable that you can repeat the performance.

5.5 They consider you valuable – a resource, not a salesman. Not just, “do what you say.” There’s no real value there. I mean, provide value to the customer beyond your product and service. Helping the customer to profit more, produce more, or some other form of value, either attached to your product or not. Not value in terms of you, value in terms of the customer.

And there are telltale signs — clues that you “qualify” for a referral:

REFERRAL CLUE: Your phone calls are returned. This means there was a purpose, a value, or a friendship reason. Returned calls connote respect for who you are.

REFERRAL CLUE: You get reorders. This means they WANT to do business with you, and they LIKE to do business with you.

REFERRAL CLUE: There are no problems with service issues. Your interactions are smooth and your execution is flawless.

REFERRAL CLUE: They accept your lunch invitation. And the conversation is more personal than business.

Here’s the secret: If the one word definition or referral is “risk,” then you must be risk free – or at least risk tolerable.

Here’s the strategy that will work 100% of the time: Give your customer a referral FIRST. It will not only blow them away, they will become an advocate on your referral team.

Here’s the report card: The referral you got turned into a sale.

Now I ask you: Does that hotel want to save the planet, or save a few bucks? Who thinks “planet?” Who thinks, “a few bucks?” Why can’t they just be honest, and tell me that I can reduce their operating costs a bit if I reduce my towel usage, and it’s also good for the environment? Why can’t they just be honest with me?

I photographed a business sign I saw in a shopping center parking lot in Phoenix, Arizona. It read, “We can’t change the world, but we can change your oil.” Their business was booming, and their customers were smiling.

Mission statements mean nothing. Companies tell you how great they want to become and how great they want to treat their customers – and then they treat their people with disrespect. Most CEO’s can’t recite their company mission statement.

Giant corporations and their accounting firms have gone bankrupt because they lied, omitted, shredded, or manipulated the truth. Their CEO’s are in jails for lying and cheating.

Airlines? I don’t need to go into an explanation, that’s how pathetic their “truth” has become.

Politicians? Ditto. Actually they’re WORSE than airlines, and maybe the worst of the worst, and the lowest of the low. When I asked my students (YES, I used to be an adjunct college professor), “How many of you think that all politicians lie?” – every hand would go up! Is that sad or what?

Former president Bill Clinton lied about sex. You probably have too. All the other liars in congress got together and wanted to throw him out of office for lying. Hello!

Other politicians – at all levels – when called to tell the truth, suddenly lose their memory of what happened. Or worse, invoke the Fifth Amendment, and chose not to incriminate themselves. It’s another form of lying – withholding truth.

Interesting that these same politicians who lie pass laws compelling others to tell the truth, or face consequences. The “Truth-in-Lending” law has helped consumers immensely. Sad that such a law has to be written. You would think that the people responsible for lending would just be honest.

Honesty is a scary sales word.

Truth is a scary word.

People fear having to face these words.

I know I have.

And just so we understand each other, I’m no perfect example of piety – far from it. Many of the lessons and examples set here are from the music I had to face from my own forms of untruth.

And just so we’re on the same page about truth and lies:

“Omission” is a lie.

“For their own good” is a lie.

“Didn’t want to hurt them” is a lie.

“Small lie” is a lie.

“Hiding facts” is a lie.

Any questions?

It’s one of the Ten Commandments, yet men of the cloth lie.

Telling the whole truth takes character, conviction, and courage.

Telling the whole truth takes ethics, morality, honesty, and full disclosure.

That doesn’t seem hard on the surface, but apparently no one these days is willing to walk a mile to return a penny. That’s how President Lincoln got the nickname, “Honest Abe.” You’ll never hear anyone say, “Honest Bill,” or “Honest George.” They have other nicknames attached to their virtues.

There’s an old saying that goes, “How can you tell when a salesman is lying? Answer: His lips are moving.” That does not speak well for the reputation of salespeople.

Every salesperson, every company, seeks to build relationships with their customers. At the apex is truth. It’s how to keep relationships together, and why they fall apart.

No truth, no trust.

The lack of truth makes trust fall apart. Once you lie, and someone catches you, or even thinks it, you will spend an eternity trying to regain trust. Either at home, or at work. Maybe especially at home.

When someone says, “I’ve lost my trust in you, or I’ve lost my faith in you, it’s because they doubt your ability to tell the truth. They will say, “I can’t believe a word you say,” because they have caught you lying before, and believe you’ll do it again.

Loss of faith comes from lack of truth. Loss of trust comes from lack of truth. Loss of faith and trust are symptoms. Lack of truth is the problem. Faith and trust stem from truth.

I am not your mother extolling the virtues of telling the truth. I am Jiminy Cricket, making you aware of the consequences. In sales, and in life.

The good news is that you control your destiny. That’s why you got in sales in the first place.

Actually, price or fee or rate is a logical progression of a presentation. If the rest of the elements of a presentation have been properly communicated, and transferred, then price is not a barrier to sale. Better stated: price is not a barrier to the customer deciding to purchase.

Why do salespeople have reluctance or fear of price presentation? Because it determines outcome – yes, no, or delay (which usually means no). Price also brings truth. The “I can get it cheaper, we’ve decided to go with someone else, we’re putting this out for bids, I’m not the only decision maker.”
But the main reason salespeople get nervous about fee is that their belief system is weak. They’re not certain of their product, they’re not certain of their ability to deliver their message, they’re not certain of the customer’s desire to purchase, and they’re not certain of themselves.

When belief is weak, price is a bigger barrier to the salesperson than it is to the customer.

As a professional salesperson, your job is to be as personally prepared as you are customer or prospect prepared. Personal preparation, or should I say mental preparation will lower the barrier to your own price reluctance.

If you’re ready for the customer, if you’re proud of your company, if you’re proud of your products and services, if you believe in the value of what you’re offering, if your communication skills are excellent, and your self-confidence is high, then you don’t have to worry about price.

There are 4.5 keys that will help you in moving forward with price confidence:

1. Study your past successes. Look at all the reasons why customers bought from you in the past. If you don’t know the reasons, now would be a good time to call them and ask. Customers have all the “price and value” answers you could hope for. Most salespeople never ask for them.

2. Prepare your presentation in a manner that discusses prices and fees along the way, not at the end. Personally, I bring up prices and fees in the first five minutes, that way all the anxiety is gone. The customer knows there is a price attached to your product or service. The sooner it’s discussed, the easier it is to make value the heart of your presentation.

3. Convince yourself that you’re offering the best products and services in the world for value received. If you are not totally convinced, don’t start the presentation. Your belief in what you sell is evident to the prospective buyer whether present or absent.

4. Believe in your heart that the customer is better off purchasing from you. That they will profit more and produce more, and that the value of what you offer far exceeds your price. When your belief is so powerful that it becomes transferable to the prospective buyer, then you have become believable, and trustworthy.

4.5 Bring your best self to the meeting. The better prepared you are, both physically and mentally, the easier it will be to deepen your belief system, raise your self-confidence level, and walk in with a feeling of relationship, rather than sale.

5. Bring testimonials to the presentation. The voice of other customers that talk about the value, the piece of mind, and the confidence that others have in you. People who have paid your price, and are glad they did.

WORTH RESTATING: Your personal preparation, especially your mental preparation, holds the key to your confidence and ability to deliver the price. Become an expert at how your customer profits from the use of your product or service. Become a master at outcomes and ownership – not sales presentations and closing techniques.

These personal elements and sales tools, when present as a group, will make a compelling message, prove value over price, and create the atmosphere in which the customer will want to buy.

Your challenge is to master the elements.

Every company is hoping that their customers will reorder. They’re hoping that their customers will spread the word about how great their products are, and about how great their people are. And they’re hoping to proactively encourage others to place an order or do business with them.

That is NOT customer satisfaction.

That is customer LOYALTY.

Every company must have loyalty as its mission, not satisfaction.

Every company must have loyalty as its imperative, not satisfaction.

Corporate driven mission statements talk about exceeding customer’s expectations, talk about being number one in the world, talk about shareholder value, and say NOTHING about the one word that makes all of these things happen: LOYALTY.

The reason that companies, especially big companies, don’t stress loyalty is because it’s much more difficult to achieve, and requires both an investment, and a commitment on the part of senior management to instill.

Customer loyalty is a hollow statement unless it is preceded by a mission.

REALITY: The company and its executives must be loyal to its employees, loyal to its product quality, and loyal to its service excellence. This means they must both invest in and support a loyalty imperative.

HERE’S THE SECRET: Loyalty must be given before it is received.

No company can ensure customer loyalty until they have secured employee loyalty. It amazes me that big companies will layoff thousands of people in the name of profit or shareholder value, and think nothing of what it does to internal morale, or the impact that it has on the reduction of service to its customers — even a reduction in the quality of its product.

Loyalty is both an action and a process.

Look at the best companies in the world. They have great employees. They have great products. They give great service. And they’re easy to do business with. This makes them attractive. And these are the elements that create loyalty.

The one element that is most important is great service. Memorable service. Loyalty-based service. And that flies in the face of satisfaction (the lowest level of acceptable service).

I hearken an ancient proverb, “To serve is to rule.” Giving great service is an integral part of the loyalty process and it’s a fundamental part of “giving loyalty before loyalty is received.”

Here are a few ideas/thoughts worthy of your consideration and eventual incorporation into your company’s loyalty imperative:

1. List all reasons that customers call you for service. There are probably less than 25.

2. List all barriers that you place in front of a customer connecting with you. There are probably less than 10. (Automated attendant, voicemail, lack of 24-hour availability, inadequate website.)

3. Once you have all the opportunities and all the barriers listed, have a weekend retreat with senior management and front-line people to determine best practices, generate new ideas for serving, and making it easier to do business with your company. Document (record) everything.

4. Put the ideas and the best practices into action. Create a training program for best practices, and invest whatever is necessary for making your company “barrier-to-place-an-order” free.

5. Rather than announce all of these changes in the form of a bragging advertisement, or internal hoopla, let your customers have an opportunity to react and respond to your new and better way of doing business. Let the referral part of your business begin organically. Let it be earned, not asked for.

5.5 All members of senior management must support this process both verbally and visually. If you’re going to evolve from satisfaction to loyalty, it has to be “hands on,” not just “words on.”

I wish more companies would add to their mission statement that they’ll be loyal to their employees — so that their employees would be loyal to their customers — so that their customers would be loyal to the company.

That is a loyalty chain. And it doesn’t start with satisfied customers. It starts with senior management understanding that loyalty is a way of life, not just a word. That loyalty starts at home, not at a customer’s place of business. Are you satisfied with your marriage or passionate and loyal to it, to him/her? Are you a satisfied mother/father or passionately loyal to your children? That loyalty is earned by a process, not by a wave of a wand, or even by you or your product’s excellence.

And loyalty is easily measured. Just look at your repeat business.

Satisfaction is also easily measured. Just look at the customers you lost.

Some Noteworthy Links:
TheLoyaltyGuide.com
Is Customer Loyalty Dead?
Strategize For Customer Loyalty
Ten Tips For Customer Loyalty

How many times do you think you use the word “we”?
My bet is hundreds.

How many times SHOULD you use the word “we”?
My answer is ZERO.

Everything you do or say is in “we” format – especially if you have a marketing department.

Does the customer care about you or themselves? Obvious answer. So why do you “we-we” all over them? They don’t care about you. UNLESS you can help them.

The key to mastering any kind of sales is switching statements about you, how great you are, and what you do, to statements about them, and how great they are, and how they will produce more and profit more from ownership of your product or service

HERE’S THE SECRET: Take the word “we” and delete it. Delete it from your slides, your literature, and ESPECIALLY from your sales presentation. You can use “I” but you can’t use “we.”

HERE’S THE POWER: When you stop using “we,” you have to substitute it for the word “you” or “they” and say things in terms of the customer. How they win, how they benefit, how they produce, how they profit, how they will be served, and how they have piece of mind.

“We” is for selling. “You” is for buying.

MANDATE FOR UNDERSTANDING: Go through your entire presentation and record it. Listen to it actively — which means take notes. Count the amount of times you use the word “we.” Take out the “we,” and begin to make value statements instead of selling statements.

Here’s the reality in plain English:
1. The buyer, the prospect, and the customer expects you to have knowledge of their stuff, not just your stuff. To transfer that knowledge, the prospect needs to understand and agree with your ideas, feel your passion, feel your belief, and feel your sincerity beyond the hype of your sales pitch.
2. You have to know their industry, not just your product.
3. You have to know their business, not just your product.
4. You have to know what’s new and what’s next, not just your product.
5. You have to know the current trends, not just your product.
6. You have to know their marketing, not just your product.
7. You have to know their productivity, not just your product.
7.5 You have to know their profit, not just your product.

Are you getting it yet?

Here are some classic examples of we-we thinking:
• We have to educate the customer. Do you really think any customer on the planet WANTS your education? I can just picture your top 25 prospects sitting around doing nothing and saying, “Boy, I sure hope those people over at Acme come over here and educate us, ’cause we’re pretty stupid.”
• You feel like you have to tell the prospect all about you, your company, and your product. Three things that are guaranteed to put any prospect to sleep.
• We offer solutions. Hey Albert Einstein, do you think I’m just sitting here all day doing everything wrong, HOPING that you will come along and rescue me with your “solution.” are an insult to a prospect. Answers are better, and more partnership and relationship driven.
• You compare yourself to the competition, rather than differentiate from them.
You’re still selling your features and benefits. More we-we. I don’t want features; I want value. I don’t want benefits; I want value.
• You have a PowerPoint presentation that brags, rather that proves. This will not put a prospect to sleep. It will put them in a DEEP sleep.

What were you thinking? Oh, you were thinking we-we.

Assuming they have a genuine need or strong desire, all you need to make a sale is:
1. Answers they need.
2. Ideas they benefit from.
3. How you differentiate from the others.
4. Value they perceive.
4.5 Trust they perceive as a result of all the other elements being in place.

Meanwhile the customer is qualifying you. They are forming a perception of you as you present. They are evaluating their risk of buying and doing business with you. They are formulating barriers. They are aware of their urgency of need, or not. They are doing a mental comparison between you and the others. They are thinking, and their thoughts will become your reality.

RISK REALITY: In sales, it’s not what you say, it’s how the customer or prospect perceives what you say. If the prospect perceives that it’s all about you, then there’s going to be a higher chance for unspoken risk and a lower sense of urgency on their part. If they perceive the presentation is about them, they understand it, and they need what you’re offering, then their barriers and risks will be lowered or removed. Paving the path to purchase.

There’s an old song titled, “Take the ‘L’ out of lover and it’s OVER” from the early ’80s by a group called the MOTELS.

Paraphrase: Take the “WE” out of selling, or it’s over. For you.