The
Most Important Sale
Have you ever
wondered why some people seem to always attract perfect customers,
ones who chase them down with cash in hand, buy over and over, and
consistently send new business their way? What do they have that
others don't? What's their secret? Is it their level of expertise
or product knowledge? I doubt it. While expertise is important,
most marketing and sales experts say that product knowledge or expertise
accounts for less than 10% of the sale. Is it because people like
them? While we tend to buy from people we like, don't we all know
people that we like but still don't buy from? Expertise and relationship
skills are a necessary part of building business. If you're good
at what you do and people like you, you will make sales and a decent
income, but it's not enough to put you in the top 10% of your industry.
I believe that
the people at the top of their game have made what I call the most
important sale. They have totally sold themselves on themselves.
They know deep in their heart of hearts that they are valuable,
and that what they do makes a positive difference in the lives of
their customers. Too many times we look at ourselves and see all
we have to learn and forget what we already have learned. We keep
chasing perfection, thinking that that's what our clients want.
They don't. Our clients want caring professionals who have the confidence
and skills needed to help them reach their objectives.
Years ago, I
answered an advertisement to become an instructor for Arthur Murray
dance studios. I was accepted and put into a 6-week teacher-training
program. Within two months I was teaching dancing. Now, I was in
no way a professional dancer -- that took a few years. But even
after that 6-week course, I knew enough to teach the new students.
In their eyes I was the expert, the professional. While I was not
a championship dancer, I had the knowledge necessary to teach beginners
and as I progressed, they progressed. I also cared about my students
and did the best I could at every lesson. More importantly, I knew
my students would get good value for the time and money they invested
in their dancing. You see, Arthur Murray's not only taught instructors
how to teach dancing, they took time every day to develop the attitudes
necessary to believe that I was good enough and getting better.
As part of my training, I attended a daily meeting that sold me
to me.
I wonder what
would happen in our businesses if we took time every day to look
at how far we've come and how valuable we are, instead of just looking
at how much more we have to learn? What if we started our day with
the most important sale, the one we make to ourselves about ourselves?
Why not schedule time every day for that first sales call. I know
I'm going to.
I hope you enjoyed
the above article and as always I welcome your comments and suggestions.
Please feel free to share this article with your friends and associates.
To your success,
Bob Gallo