Maverick and Company

…AND PROBABLY SHOULDN’T TRY

Over the past week or so I’ve met with a number of people who are all struggling with the same thing.

“How do I sell myself?” 

“What’s the best way to get them to buy?” 

“What should I say on the phone to create an opening for the sale?”

All of these people have a similar problem.  They think they can sell and that people can be sold.

I know, we’ve all been sold something sometime.  But these people are probably not good enough at sales to convince someone to buy their service.  And even if they were, it would play out to be a bit awkward because most people who’ve been SOLD something need to be re-sold and re-sold and re-sold.

So what should they do?

A better plan by far (for them and probably for you) is to BE FOUND BY YOUR CUSTOMERS.  You see, your customers are ALWAYS LOOKING for what they’re ALWAYS LOOKING FOR.  Just like you are when you get ready to buy a new television.  You keep your eyes peeled and your ears open.  You’re on the look-out.  And when the right deal and the right product comes by, you BUY it.  You don’t have to be SOLD because you were already looking.

So these people I’ve been meeting with (and probably you as well) would be well served to start thinking about how to reach the people already looking for you.  You’ve got a much better shot at finding them and being found by them than you do of selling someone who isn’t all that interested in the first place.

“My company, Just a Moment…canvas images, takes photographs or digital images and reproduces them on canvas.  As part of my marketing madness, I take a sample print with me just about wherever I go, restaurants, meetings, networking groups, as a show and tell.   My problem? Price points.

 People that see these images, love them. Then want to know how much it would cost to get one for themselves. That’s my “deer in the headlights moment”. I’ve looked at similar companies and know I provide a good product at a reasonable price. People seem to want museum quality art at poster prices. My prices are somewhere in the middle. I capture moments on canvas, they’ll last a lifetime, and make a great gift for any occasion. How do I market that value to the customer???”   –Jackie Swanson, Just a Moment

ALECIA SAYS: Lots of people find themselves caught in the PRICE illusion.  The old model of sales tells us we need to make it cheaper or just show more benefits or features in order to establish value.  According to the old model of sales, if we establish enough value…they’ll buy.  WRONG.

In truth the real challenge for Jackie isn’t in what her product COSTS, it’s in WHO she’s marketing to and HOW.  Like most of us service providers, she’s fallen into the trap of FORAGING for new clients.  We wake up, need business and go out looking for it wherever we can find it.  Instead, Jackie, and most of the rest of us would be well served to think about switching to a FARMING model of sales.

WHAT TO DO:  FARMING is about building relationships with a specific group of people, planting seeds about what you do and who buys from you, and then harvesting those new clients.  Instead of playing with her already reasonable price, I’d recommend Jackie join a networking group (or two) and take the time to get to know and educate those members about her wonderful products.  (www.BNI.com and www.ewomennetwork.com are both good examples.)

FOCUS, FOCUS FOCUS:  Beyond just joining, she’ll need to be VERY specific and focus on 1-3 types of clients.  I recommend looking at who buys from you now and focusing on finding more of those people.  It’s a good rule of thumb that you’re going to be better off doing more of what already works.  Without knowing who buys from Jackie now, I might recommend she promote wedding gifts, graduation presents and Christmas gifts. 

In her groups, she’s going to promote just those 3 things, ask for referrals for those 3 types of buyers, bring examples of those 3 types of products until her product is anchored into the memory of her associates.  The odds of her being successful go way up if she’s marketing to a specific group that knows her and likes her.  These people can connect her with the kind of potential clients that will not only like her product, but also see it’s value for themselves and most importantly, BUY IT!

MORE HELP:  In the class, Everything You Know About Sales is Wrong, we look specifically at WHO buys from you and design strategies to help you reach out to them.  Many people don’t have any kind of marketing plan and suffer from the intense stress and pressure of NEEDING new clients, but not KNOWING where to find them.  While there is no magic formula, in my experience most people can create a solid boost in the # of clients they’re getting with some simple strategies.  For more information, including price and registration, please visit us at 

www.maverickandcompany.com/everything