Jeff Goldberg & Associates

Selling is like dating. Would you ask someone to marry you as soon as you meet on the first date? If you're like most people, the answer is no. In fact, it sounds ridiculous. But it happens all the time! Normally you go out on some dates. Get to know each other. Enjoy common experiences. Evaluate whether this is someone you want to be involved with. Same thing when selling. While there are, most assuredly, some sales that are a one call close, but not most. Most sales take time. Time to build rapport. Time to understand the prospect by asking questions. Time to show value. Time to evaluate if there's anything in the way of doing business (objections). And then, and only then, do we ask for the sale. By having a calendar filled with first appointments you will be less likely to push people to make a decision too quickly. You won't be desperate and will be able to take your time. B-R-E-A-T-H-E!! You'll close more business.

Discounting is not a strategy Many of my clients tell me they discount regularly in order to close deals. Here's how often I discount: NEVER. When I tell you my fee, that's my fee. Selling on price is a poor strategy. When you sell on price, you die on price. If you get a deal because you're a few pennies cheaper than their current provider, when someone else comes along and saves them a few more pennies, they'll leave you too. Want to sell without having to discount? Learn a sales process that works, and make sure you're focused on establishing rapport with your prosects, then showing them the value in doing business with you. That's what people buy: relationship and value. Stop giving away money. It hurts your company's profitability and hurts your paycheck if you work on commission.

Why don't salespeople do some of the most obvious things to help us close business? Sometimes I take on a client with serious sales challenges that make me WORK! Other times, the client's issues are obvious...fairly easy to diagnose and solve. Here's one I see regularly... The salesperson does "everything" right. They have an initial meeting with a prospect and it goes well. Perhaps they have another meeting or two and agree that a proposal makes sense. The seller makes an appointment to deliver and discuss the proposal. That meeting goes well too and ends with the prospect saying something like, "Sounds good, I just need a little time to consider this." Or, "This looks terrific...I'll get back to you next week and we'll formalize the deal." The salesperson, believing they "have one on the bag" let's their manager know, "I'm closing a nice one next week boss!" Next week comes and goes. No word from the prospect. The seller isn't panicked, yet, but does feel something is wrong. They wait. And wait. And wait some more. Then they start calling (GOOD!! Pick up the phone) and leaving messages: "Hey Sue, it's Jeff Goldberg. We met a week and a half ago. I'm just calling to follow-up on my proposal. My number is 516-314-9037." A few days later: "Hi Sue, It's Jeff Goldberg. Following up on that proposal you said you wanted to formalize. My number is 516-314-9037." The next day: Hi Sue, it's Jeff Goldberg again. We met a couple of weeks ago and you said you wanted to move forward with the proposal I shared with you. You can reach me at 516-314-9037." This can go on for quite a while, with the seller leaving message after message, "following up on that proposal." What those messages really mean is, "Hi Sue, this is Jeff Goldberg. Did you decide to do business with me but forget to let me know?" So, what did Jeff do wrong? He didn't move the sale forward. He gave all his "power" to the prospect and left the next step to her. How could he have avoided it? Easy. If the deal didn't close at the proposal meeting (as in tis example) the thing to do would be to end the meeting like this: "Sue...I want to give you as much time as you need to consider this proposal and make a good decision. I think the smart thing to do is for us to set a time to meet next week so that I can answer any questions you might have. How's Tuesday at 3?" Every meeting should end with another meeting...I call this BNASTY. Always get a Best Next Action Step Towards Yes. Tired of bring ghosted? Tired of leaving a meeting thinking, "This is a done deal!" only to find out it wasn't? Tired of wasting time making call after call and sending email after email, only to get no response? BNASTY. It's obvious, isn't it?

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What's In a Name??? A few days ago I posted about a tax service whose name I remembered because of something they say in their radio commercial. The company is Tiger Tax and they stuck in my mind because they say, "And the best thing about doing business with Tiger is we operate according to Christian principles." I'm not Christian and am not in the market for what they offer, but the point is they stuck in my mind. Smart marketing. Yesterday I received a LinkedIn request to connect. I get a lot of those most days. I accept many, but not all. I accepted this request immediately. Why? Because of the name of the company. Ashley Mae Fernandez may be the best marketer in the world or the worst. I don't know. But her company name is "No Fartin' Around Marketing." Immediate acceptance! I know that some people will be turned off by Ashley's choice of names for her business. Others, like me, will be tickled by it. In my house, my kids and I have had a long-standing rule: Farts are ALWAYS funny! (my ex-wife did not share that sentiment so I don't believe they have the same rule at her house) Ashley takes a risk with that name, but I think she's being smart. For some people they'll be willing to speak with her just because of the name. And here's the thing: Ashley doesn't everyone to appreciate her company name...she just needs enough people to appreciate it. Additionally, Ashley is attracting the type of people she most likely wants to work with...people with the (admittedly juvenile) sense of humor that thinks fart is a funny word. Happy to be connected Ashley! What are YOU doing to be memorable?????