They Have a Delete Button

One of the regular readers reminded me that I hadn't done anything new and told me to "get to it". Regular writing is more difficult than one would think. Knowing the intelligence level of this crowd - anything I write needs to be interesting but also useful. That is really the trick in a lot of what we are all asked to do in selling.

Selling in the B to B world, you first have to gain the attention of your prospect. It seems like the amount of time a customer will give you to gain his or her interest is getting shorter. I think that trend started with the invention of the delete button. You know it hasn't always been around. There was a time when your words or offer or proposal would linger for days or weeks; maybe months. But now; NO ........ NEXT. How do we get our prospect to be interested.....fast.

I maintain...it's got to be about them. Everything starts with the customer and their problem. Therefore, that is the way you lead off so you avoid the delete button long enough to argue your point.

I remember a day in my office when a young salesman cold-calling found himself sitting in front of me. After thanking me for seeing him he started with two of the worst mistakes a salesperson can make. He said "I was just in the neighborhood and wanted to come by and tell you how my company does business."

You can guess that I stopped him there. "You never want to tell me that you interrupted my day...just because you were in the neighborhood." I waited for a reaction...it came in the form of panic. I decided to pile on. "Also, I don't care how your company does business, I only care about how my company does business." More panic. "I have to fax this document to someone who is waiting on it. When I come back we will start over. OK?" He nodded.

I took a little extra time out of the office and when I returned I waited and he said. "I am out today to tell the companies in my territory about a new product that might be of use to them in their business. It is new and I wanted to be the one to introduce it to you in the hope that you will become my customer." I applauded.

Somewhere today is a middle-age salesman who has told this story from the other side of the desk. About the crusty old fart that taught him a valuable lesson. It is always about the customer. Study their business, figure out how your product or service will benefit them....lead with that. Remember the delete button.

That covers the interesting part, next time we will talk about useful.