If you’ve experienced success in your selling career, then you are more likely to be successful in the future. Everything builds and grows until you are selling almost instinctively. You begin to anticipate objections and opportunities for closing. And, you have stories to tell that help you do this. You can help your prospects see how things may work for them by telling them stories of your past successes. You have to make those stories come alive! You may not want to share the names, but you can certainly develop the characters. Do this by adding details that you would only know if you were really there. The more specific the details, the more credible the story. And yes, it’s o.k. to exaggerate a little. Exaggerate or embellish interesting details to inject some drama or humor.
The story I would like to share with you happened about ten years ago when I had just completed a landscape renovation for one of my favorite clients. His name is Bob. Bob was more than a customer. He was a mentor too. So rather than sending me a check for our work, I would always go to his home and pick it up. That way we would have an opportunity to talk business, usually over a cup of coffee at the kitchen table. The T.V. might be blaring, or one or both of our phones ringing, but we would nevertheless carry on our business banter for at least an hour. When the meeting was over, I’d be on my way.
On one particular day we concluded the meeting differently. Bob walked me outside. We stood on the front entrance and admired the work that was just completed at his home on a quiet cul-de-sac. That’s when Bob asked me a very important question. It’s a simple question that I believe drives most successful sales transactions. In fact, this thought is on just about eveyone’s mind in this fast-paced society we live in……..what’s next? That’s the question. That’s what Bob asked me. "What’s next?" Think about it. You are always either doing something or thinking about what’s going to happen next. Here’s how it went for me and Bob.
So, what’s next?
What do you mean what’s next, we’re done?
You don’t get it – do you?
I guess I don’t.. help me out.
And that’s when Bob proceeded to tell me my work wasn’t done. Don’t misunderstand, he loved the work we did and really showed his appreciation. What he was asking me was what other projects could we do together. How else could we add more value to his home, and therefore, this relationship. He wanted to know that I was thinking ahead. He wanted to know what was on the cutting edge. He didn’t want to hear from one of his neighbors first. He wanted to be first. He wanted to know he was in good hands – that I was going to take care of him and the investments that he had already made. It made me realize something. I was committing one of the cardinal sins of selling. In a way, I was leaving money on the table! Why? Because I was going to go back to the office and relax and celebrate this project. I had no idea what was next!
Do you know what’s next for your customers? Are you developing new products and services, or somehow upgrading your offerings? Depending upon your industry, this can take time. Yet, any salesperson can add value to that relationship by doing one simple thing – communicating! Let your clients know you are thinking about what’s next. That can be enough. In the movie Top Gun, Tom Cruise plays the role of Maverick, the cocky fighter pilot who is known as a little bit dangerous because he flies by the seat of his pants. Or does he? During flight training, he says, "If you think up there, you’re dead." I don’t think he meant this literally. His point was when you know your craft well, when you can anticipate what’s next, you can instinctively take the right actions. They’ll only be reckless if you aren’t prepared – if you aren’t well trained and experienced.
If you are going to be a Top Gun sales professional, you have to be able to respond instinctively – just like a fighter pilot. You have to know your craft and always be anticipating what’s next. Then you can respond with confidence. And your customers will always be with you. Selling is a game of confidence. Train well and anticipate and you’ll always be ready.
