“Always remember to be yourself, be human.” – Jason Cutter in today’s Tip 647
How do you being authentic in your prospecting?
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Scott Ingram: You’re listening to the Daily Sales Tips podcast and I’m your host, Scott Ingram. Today’s tip comes from Jason Cutter. Jason is the CEO and Founder of Cutter Consulting Group and he’s also the author of the new book: Selling with Authentic Persuasion – Transforming from Order Taker to Quota Breaker. Here he is:
Jason Cutter: Jason Cutter here. Whether you’re prospecting via cold calls, social media, emails, or in-person, the key to success will come when you’re being authentic. What does that mean for prospecting? First, It involves being human. Be a person, be yourself. Don’t try to be someone else. Don’t pretend to be the salesperson you think you should be. Prospects may or may not like being prospected, but no one likes someone who approaches them while pretending to be what they think a successful salesperson should be. Always remember to be yourself, be human. I can’t say it enough. I promise you that whoever you speak with will appreciate it. They crave authentic conversations. It’s why they put up their walls. Why they hang up on you? Why they tell you not interested? Because they feel like you’re just like everyone else who approaches them with a phony smile, slick lines, and their handout trying to get something from them. Again, be human.
Second. Know the value you have for the other person. If they are a good fit for what you offer, what will it mean to their life, their career, their business, If they buy from you? Where will it lead them? What does success look like? How will it transform them in some way, big or small? On the flip side, what will their life be like if they don’t buy from you, will they struggle in their career or business? Will they underperform and potentially get fired? Where their company shut down because what they’re doing now is so bad that they’re on the direct path to crashing and burning? Most people in our prospecting role don’t know these things. They go through training, learn about the products, learn about the competition, know what to save for why they’re better than anyone else out there. Memorize how to handle objections and avoid talking about the downsides of what they’re selling. I see this so much where people are just focused on getting through the process and not digging deep, but what they’re missing is what truly matters most the value to the other person.
If I’m a doctor and I know that if I can’t get you to do the surgery I can perform for you, you will die in the next month. How hard do you think I would try and persuade you to agree to the surgery? How much would I take it personal if you walked out of my office and did nothing instead? How would my conversation changed from me offering a way to help because I have my own surgery quota and slots to fill in at the hospital to knowing what will happen to you if you don’t let me help you? Most likely you aren’t selling life or death solutions, but if you want to be successful at authentic prospecting, you must know the value you hold for your prospects and what their life will be like without you. And if you don’t know the reason or the reasons aren’t very compelling, you will have a really tough time succeeding long-term. And the key is, is to always see the value in what you have to offer. Then what happens is when you’re doing your prospecting again, phone calls, in person, online, then it shifts, then it really becomes about how can I help you if it’s a good fit. And then it’s all about the other person. When you do that, the energy shifts. And when you combine that with being your authentic human self, your conversations start different. They have a different tone. There’s a different goal, a different approach. And you’re focusing on the other person and how you can help them. Instead of just, how do I make my 200 calls today? How do I send 500 emails today? How do I reach out to as many people as possible and play a numbers game? Instead, it’s about reaching out to people and talking to them, uncovering their situation because you care and because you know that if it’s a good fit, they need you more than you need them.
Always remember there’s 8 billion people on the planet. And with that means there’s more than enough people for you to speak to, reach out to, and potentially sell to or set up appointments with, which means you don’t need every person. You don’t need each person. And this is where it gets tough because some people play that as the numbers game. And if I just do my million cold calls, then it’s okay because I’m playing the numbers game. But really what it means is you don’t want to be doing a million cold calls. You want to be strategic. You want to be effective in your conversations, but you also want to use that as a shift from, instead of it being about you and your numbers. It’s about you helping other people. Because again, they need you more than you need them.
Once you’ve done that. Be sure to come back tomorrow for another great sales tip. Thanks for listening!