As a salesperson, I’m pretty sure that the words “please say ‘yes’ because my rent is due” have never come out of your mouth. It would be pretty hard to close any deals with that kind of desperate, transparent approach. I mean, you may find one or two peeps that would make a sympathy purchase, but most prospects would tell you to pound sand.
Jeb Blount said on Quickanddirtytips.com, “Desperate people fail. You must get this emotion under control. Desperation is described by the Universal Law of Need. This law simply states that the more you need something, the less likely it is that you will get it. The Universal Law of Need comes into play most often in sales when lack of activity has left the pipeline depleted.”
So, what do you do? What do you do when you’ve been hunting for a job for so long that by the time you land one, you’re so broke, the guys at the end of the freeway ramp start handing you money when you pull up to the light? What I’m saying is, thank God you got hired, but the reality is your circumstance has you feeling that if you don’t start selling immediately, your car is gonna get repo-d, your lights are gonna get shut off or worse yet, you’re soon to be living on the street.
Hang in there. Hang in there because you have no choice. Unless you decide to start selling drugs or become a stripper (not recommended–especially for some of you older hairy dudes), there’s really no immediate money available to rescue you in any job you get hired for. Salary, hourly or commission, you’re gonna have to wait till your next check, regardless.
That said, you have to shift your focus off of your need and push all that energy into focusing on their need. Meditate on the solution for your prospects or potential customers. Learn the product that you’re selling, research the market and master the problem solving benefits that you will be bringing to the clients.
It’s really weird. The customer always seems to subconsciously know when you’re selling in desperation. Even if you’re a solid sales professional, you ooze some kind of unpaid bills cooties, and they repel away from you like a mosquito dodging Citronella.
It’s not just individual sales peeps that struggle in this arena. Small businesses need to be aware that they will face the same challenges in sales if they treat every individual close as the one last chance to keep their doors open.
Christina Mayer from Visitorz Targeted Traffic Booster posted a piece on LinkedIn called How to Sell Without Obviously Selling. Below I listed a few points from her article that may help you reach your customers better (and faster):
- Use social media marketing like it’s you, yourself, are using it – I get it that you and your brand are two different characters in marketing, but how can you be more engaging if you act as if you’re just a brand. As marketers, we already know the benefits of being “human” in marketing. And what is the best way to be human is by being human in using your social media profiles! But of course, you must have certain limitations to keep in mind when connecting through social media.
- CTA does not always work like a charm – “Call to Action” buttons may trigger your audience’s minds to actually follow your command, but our audiences are smarter than what we think they are. For me, a button that, when I click, could cost me a couple of bucks shouldn’t be clicked at all. If you really want to engage conversions, state the benefits of your product. Tell them what they could miss when they do not patronize your product.
- Use humor as an ingredient in “advertising” – This is one repetitive concept that I won’t stop from sharing. Putting in the “fun” element in promotion changes the message in greater depths. Happiness is one of the most enjoyable feelings that any customer could feel. And you know what they say, a happy customer is a happy buyer.
- Create a big connection – One of the best tips that I learned from marketing is this. “If can’t advertise, let others advertise you”. Use your connections as your asset in marketing. Let them flaunt your stuff with grace. A buyer would most likely believe something if it came from another one’s mouth and from another brand’s mouth.
Good stuff. I encourage you to read her whole article here.
Bottom line: I have found that honesty is the best policy, yes, even for sales people. The truth comes with gifts of favor, referrals and longevity.
Lie-selling frequently yields instant success that doesn’t last long and could detriment your company or career long-term.
The best sales peeps are straight shooters who present the need and provide the solution. Of course I am aware that companies pad numbers, stats and add fluff to things. I’m not so innocent that I haven’t played into that or used some of their flow charts for my own gain. All I’m saying is, a solid individual with integrity, who believes in the product they are selling–is unstoppable.
It’s always nice being able to sleep at night.
Check out my iTunes Podcast “Trade Show On-Air” – HERE