Ahhhhhhhh, the three-day Memorial weekend is now behind us. I hope you had as much fun as I did remembering why we celebrate this great holiday and making certain that you spent some time with family and friends.
In many ways, what I do is pure sales. I make pitches. Nobody likes to say that they make pitches, they like to say that they build relationships that lead to doing business. They’re right of course, but the fact is, we all sell all the time. We sell friends, we sell strangers, we sell loved ones. I even sell my dogs to get them to do what I need them to do. And here’s a lesson I’ve learned along the way from Tony and many others…you’ve got to create memories. Miniature Hallmark cards inside people’s heads. The only reason we sell is because we believe that what we have is just what someone else needs to make their life better. We know people hate to be sold…they love to “buy”. So if we think like Tony, we don’t bother with checklists, the pluses and minuses or lists of features and benefits. We ask a lot of questions in collaboration with our prospects and clients. If indeed there is a fit, they’ll find it as we take them through the path of discovery.
And note that I said memories, Hallmark cards, but don’t take that literally. Never create handouts. I know the intent is for people to follow along as you explain each point. But don’t do it. It’s wrong! They’ll jump ahead. Double back. When you’re on page one, they’re on page five. When you’re at page six, they’re back at page three. And never, ever put cost figures in a handout. That’s the first place they’ll go and there’s nothing good that can come of prices without discussion, unless you’re at a fast food window. Now leave-behinds are a whole other thing. They are magic. If you’ve done a good job, you’ve created interest. It’s like a good magic show. It’s an abracadabra moment. They’ll want to know more. They’ll want to know how it can be done. That’s when leave-behinds are highly prized. They’re valuable. They’re important. They’re really good. They let people dive deeper into your story. It’s in the leave-behind that you want pictures, examples, anything that helps them retell your story. They are invaluable when there’s someone else that they may have to “sell” the idea to.
Lastly, like Tony make it personal. Make it emotional. Really be particular about the words you use; make them personal and simple. Did you ever hear the story about the Kodak executives who back in the age before we had fire were introducing a slide projector and they wanted to call it the “whee”? They came up with the name carousel, describing it as a childlike time machine. Wow!
This stuff is hard. It’s not easy to take what I do – technology and process – and create stories worth being told and retold. I have to work on it all the time, and lucky for me, there are smart people around me to help. They help me brainstorm to be sure that I’m telling the stories in simple and empathetic ways trying for an emotional connection in what is seemingly a very non-emotional subject. For me of course, technology and process is very emotional. Making things more efficient and using cool techniques and tools to do so is just plain fun, and having fun is a strong emotion.
So abracadabra, let’s go make some magic memories, fun and profits all at the same time.
