In sales, we must be memorable. How do we do that in 2019?
The other day as I was digging out some old boxes and organizing my storage, I ran across an unopened box of 1987 Topps baseball cards. I decided that I was going to open a few packs…
As I opened the first one, a wave of nostalgia kicked in, carrying with it a rush of childhood memories surrounding collecting baseball cards. The feel of the waxy paper that held the cards, the gum stain on the last card in the pack, the players that I cherished from that season and the old piece of gum itself. I even had to try the gum – but wouldn’t recommend it to anyone else!
The human mind cements an incredible amount of memories attached to a smell. If you grew up playing tennis, open a fresh can of balls and it will likely induce some nostalgia from the old days on the courts. The smell of chlorine may cause you to recall positive memories at the swimming pool. Freshly baked chocolate-chip cookies might take you back to your childhood when mom pulled them out of the oven.
These memories are powerful and even emotional. The positive emotion is what cements it as memorable. But you might sell something that your prospects can’t even touch (much less smell) … how do you become memorable enough so that they will think of YOU when it’s time to buy?
1. It starts with being UNIQUE. If your product or service doesn’t have an attribute that separates it from anything else in the world or is easily replicated, the only differentiator is price. And if lowering the price is your method of landing the next client, you’ve already lost. What is your unique differentiator? Are you clearly articulating to the prospect its advantages and benefits? This is an absolute must.
On the same note, make sure YOU are memorable alongside your company’s product or service. Are you differentiating yourself and highlighting your strengths?
2. You LISTEN well and ask purposeful questions. Your next prospect doesn’t really care about your offering. They are concerned about their problem or challenge ahead. On an appointment, I strive to understand the prospect’s three biggest priorities at the moment. If I don’t have a solution to those priorities, it’s probably not the right time to be closing.
3. You are CONSISTENT. The last time you were in front of the prospect, it was the wrong time – but the very next month, your solution may be relevant. Are you keeping in touch until the moment is right? This is one of the simple keys to developing my last point – trust.
4. You establish TRUST. They might like the fact that you were present but didn’t push. Or maybe you helped them in a different way with a referral or pointed them in the direction of a solution that you personally don’t sell. Maybe their communication style is short and sweet, so you mimic them by also quickly getting to the point. Trust is many things, but it comes down to them having absolute confidence in YOU.
On a recent appointment, I brought the prospect a cup of Starbucks coffee. I chuckled to myself as they peeled off the lid and took a deep breath, taking in the aroma that led them back to some unknown memory. Unless you are selling scratch and sniff stickers, you aren’t going to sway the prospect with a childhood memory. Being memorable comes through the hard work of listening, consistency, trust and clearly communicating what makes you unique.
It’s time to grow faster~ DREW
blueoctopusllc.com
Blue Octopus LLC 