Do you know what it's like when you make that 'big' sale, close that 'important' deal and know that lots of money is coming in just for you? Do you know how that feels? Do you know how it feels to be working with a client who is loyal to you because of the outstanding job you do to ensure his success? Wouldn't it be great if you could have those feelings more often?

Depending on who you talk to, you will get slightly different sales philosophies. Pam Lontos, author and motivational speaker, suggests "Hypnotic Selling". She says that you must create a great first impression to foster long-term clients, keep the attention of your clients to inspire confidence, gain trust and rapport to give you power, and be remembered to make it easier to persuade. She, along with many others, believes in the power of selling to emotions (the right hemisphere of the brain) and letting the logical mind (the left hemisphere) serve as the support function to that emotional decision.

Bill Bachrach, author, speaker and consultant, says the key to gaining long-term client relationships is based on your ability to build trust on purpose and in the first five minutes of the initial interview. He tells you to ask hard but important questions, questions nobody else ever asks (the kind that really positively differentiate you from everyone else). Based on what business you are in, it is important to ask what is important to your clients (to obtain their core values). This is much more than just 'needs' selling. It is the first step to any successful sale. It also lets you know if the prospect can trust or not, and if they can’t you know they aren’t the kind of client for you (disengage without wasting their time or yours).

Taking control of a selling situation with verbal commands is extremely successful. For example, Shelov suggests you might say to your client, 'you deserve it', 'you need it', 'give me your credit card', 'I think you should have this', 'buy now'! People react to commands by doing what you say, providing you use an easy tone of voice and are not forceful. Try using one of these verbal commands for a day and see how it really does work. It is surprisingly easy and will definitely get you more sales. If your customer is hesitating, ask, 'what would it take to get you to buy today?' or ‘what would have to happen to get you to buy today?’

Preparation is extremely important in making a good first impression. No matter what you are selling, it's beneficial for you to find out the financial status of the client and understand their business. Your potential client will recognize and appreciate your time investment in learning his/her business. You will no longer get business on superficial conversations (that is old-school selling).

As you know, selling is a people business. Show your clients that they mean more to you than just an order number, that you are truly interested in their needs, wants and their values. They will look to you as a problem solver/resource, not as a salesperson or order taker. This is the best position you can have with your clients. Think about how you would complete the sentence, I am ... . I am a resource ... , I am a catalyst ... . Examples of completing the sentence with a typical attitude are, I sell insurance, I am a salesperson who sells...

Ask For The Sale
Don't be afraid to ask for the sale. You have earned it by this time. Be prepared for potential objections. Make a list of 10-20 reasons why a prospect may be reluctant to do business with you and rehearse responses to them. By anticipating a client's reaction to your product/service you have turned a potential stumbling block into an opportunity (a weakness into a strength). If you employ Bill Bachrach's thinking, he says that you shouldn't have to ask for the order because they will want to do business with you because you have built trust first (assuming they can trust) by talking about what is important to them (eliciting their core values). You won't have objections because you know exactly what is important to them and you know their buying strategy profile; therefore, the sale is the natural next step.

Keep in Touch
Perfecting the art of keeping in touch is also the key to your success. Call on clients when you have nothing to sell. Use the opportunity to ask about any problems they may be having. Ask how you can help them be more successful. Show them you want to help them win. This approach will build strong relationships that last.

Send a handwritten thank you card after a sale. Send one to all clients without exception. If you do not get the sale, send a note of appreciation for the consideration and hope to do business in the future. Personal words of thanks go a long way.

Don't Take Rejections Personally
One of the most important things you can remember for yourself is not to take rejections personally. The more rejected you are the more successful you will become. Think about this for a minute... You have more opportunity to practice what works and know what doesn't when you fail. Get out there and fail a lot so you can be more successful. They are not saying 'no' to you personally, they are saying 'no' to what you are selling at that particular time.

Choose Your Clients Carefully
I personally do not deal with clients who are more work than they are worth.  It is okay to work with people you want to work with and not with those who you choose not to. Be picky, you will be glad you did in the long run.

Ask for Referrals
When you call your client to find out how things are going, ask them for referrals. This will help make new sales easier. If you provide excellent service, sell to their emotion and help your customer ‘win,’ they will be glad to refer your products/services to everyone they know.

I have found that if I do all these things, I am successful. When you skip one or more of these areas, it makes your job a little harder. In a fast-paced world, we need to remember to work smarter, not harder. Always look for ways to be better at what you do, you will increase your success. You can be as successful as you want to be!

©1999 Anne M. Bachrach, San Diego, CA

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