Why Being “Sold AT” is Like.... Waiting for a Medical Procedure

So there I was, sitting nervously with a small overnight bag, lovingly packed by my kids, as they waved me off, staring out of the window from the passenger seat, hoping that children wouldn’t be able to smell the fear of a grown man.

It dawned on me a while later – waiting in spa slippers and a dressing gown that was faaar too feminine for a chap to wear in public - which in turn was covering what appeared to be a backless Laura Ashley beach dress – that our prospects share a somewhat similar experience.

Number 1 – I didn’t want too much choice

When my doctor told me that the operation was necessary he passed me a laminated piece of A4, listing about fifty hospitals and clinics.

“Where would you like the procedure to take place?” he asked.

“I don’t know! How about somewhere I won’t die on the operating table, followed by the sensation of waking up feeling better than I did before I arrived! Do you have one of those?” I replied, with a nervous smile.

“Come along now, I’m afraid I can’t make the decision for you – tell me, where would you like to go?”

He clearly had something else to do.

“But YOU are the expert; you’ve told me what’s wrong, you can’t just abandon me now!”

Sales Version

Offer no more than 3 options, with an emphasis on what your preferred recommendation – as the expert in the room – would be, to solve their problem.

2. External Advice

Everybody around me suddenly became an expert or had been under the knife for exactly the same procedure.

Even people you trust the most, feel the need to either play down what you're about to go through or embellish it with horrors somehow.

Can someone please just tell me what is going to happen!

Sales Version

Testimonials – real life, independent witnesses.

A well written testimonial allows the newcomer to benefit from those who have gone before.

Why not offer a short, free, completely non-partisan document letting people know they are not alone in their pain, explaining how others have emerged from the situation and then found themselves in a much better place because of what you have to offer.

3. Pre-Buying Remorse

Even though it has been made clear that this will improve things, you start to wonder if you could just put up with the gob-smacking pain and avoid the scary change that’s about to come.

Your current discomfort isn’t that bad.

Is it?

Sales Version

Some people would walk away from a machine that turned dust into gold if it meant too much upheaval in their life.

“Where would we put it?”

“We haven’t got the room!”

“How will we find that much dust?”

As the expert in the room, now is the time to be evangelistic about the solution you're offering your customers.

4. People make all the difference

I was nervous, I was uncertain, but everyone I met in the hospital was brilliant.

Wonderful, friendly nurses and anaesthetists putting me at my ease and a rather stern, knowledgeable consultant surgeon who had seen it all before.

As soon as I woke up, a friendly face offered me a drink and something to eat.

Sales Version

It’s always important to be able to do the 180 turn and see things from your prospect’s viewpoint.

This may happen every day in your life, but for them it’s a big, scary step.

Professional consultation, perfect delivery and wonderful after care service.

5. Trust

So, what was it that eventually got me to lie on a wobbly trolley and receive tubes and monitors while chatting nervously to a chubby man in a little blue hat?

Even though I didn’t fully understand what was about to happen – I trusted that those around me did.

Sales Version

Sell them exactly what they need (not what you want), keep your promises, hit your deadlines and ensure they know exactly how to get the most out of “it” after you’ve gone.

And look them in the eye and think to yourself, would I be advising them to do this if it was a member of MY family?

To your success,

Chris

PS: If you're finding it hard right now to get the attention of?the people you need to speak to - and even harder to get that elusive face-to-face meeting so that you can?show them how you can help - then what you need is?a step-by-step road map?to get you from where you are now to where you want to be - as quickly and effortlessly as possible.

If you need to uncover and convert new opportunities and brand-new customers, while keeping and growing the business you already have,?then I have something that will empower you to do all of the above.

The next UK dates for my 2 Day Business Development Masterclasses have now been released for Bristol, Manchester, London, and Glasgow

If you want the tools, strategies, tip and techniques that will enable you to discover new opportunities - convert those opportunities into worthwhile meetings – and then turn every genuine prospect into a living, breathing paying customer - then this is the set of workshops you REALLY need to get yourself on.

You can full details at this link ChrisMurray.2-Day-Masterclass.com - but remember, there are only ever 10 places available at each event, so anyone who wants to attend but misses out this time, will be put on a waitlist for later dates when they're released.

PPS: Here’s a what a few past attendants?have to say about The Business Development Masterclass:

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