Patrick made the sale. Chad wore the shoes out of the store.
What does this story have to do with your next success? Everything!
Lessons:
– Find ways to quickly relate to your target “customer” (your employee or member) with your language, “packaging,” attire, and product or service presentation.
– Know your market, focus on them. Specifically, don’t be all things to all people, that’s usually a losing strategy.
– Offer multiple solutions to one’s challenges or even opportunities.
– Appeal to one’s dominant buying motives or areas of interest.
– Know who’s making payment, acknowledge their concerns, issues or buying motives too.
– Use humor. When folks are laughing, they’re usually comfortable to make a “yes” decision
– Create an experience, not merely a “meeting”
– Know that words matter, their denotations and connotations
– Offer something that’s unique, extraordinary and memorable.
– Use testimonials, (i.e., celebrity “customers” – employees / members) that reinforce the value of your products, services, educational offerings, etc., and the power and influence of your “brand.”
Jeff Blackman is a Hall of Fame speaker, author, success coach, broadcaster and lawyer. His clients call him a “business-growth specialist.” If you hire speakers, please contact Jeff at: 847.998.0688 or jeff@jeffblackman.com. And visit jeffblackman.com to learn more about his other business-growth tools and to subscribe to Jeff’s FREE e-letter, The Results Report. Jeff’s books include: “Stop Whining! Start Selling!” (an Amazon Bestseller) and the revised 4th edition, of the bestselling “Peak Your Profits.” You can also stay connected with Jeff via LinkedIn and Twitter: @BlackmanResults.
