Customer
Catcher™ Tips
What
a World! Can You Sell Anything These Days?
By Martin Wales
October 2002
What
the heck is going on? Who's thinking of buying anything
with all this commotion on our little planet? Internationally,
war is on everyone's mind and the likelihood of global unrest
continues. The threat of and our vulnerability to terrorism
has not faded since September 11th. Nationally, the space
shuttle, Columbia, and its brave crew of seven met their
untimely fate. Although the risks were always there, shuttle
landings were barely news anymore because they were continually
successful. Other news is no brighter. Economically, the
markets remain stagnant in the valleys of stock loss and
investor distrust in the midst of continued investigations
and fines on Wall Street besides, bringing us full circle,
the winds of war.
So,
in thinking of what to write about, I thought I might address
selling and marketing in tough times. Why? I'm not a psychiatrist,
psychotherapist or counselor but I have been accused of
being an op
timist
- no matter what - so I thought I would present my approach
to all this #%*&@*! happening around us. Consider this
as The Customer Catcher pep talk.
Let's
take a closer look. Not at the standard fare of dealing
with objections, or economic hardship, which lead to organizations'
belt-tightening and cost savings programs but the emotional
state of the companies and individuals we sell to or work
with. Here are some general tips for working on your psyche
to stay on top of your sales and marketing game.
Focus
on the Good Stuff
Just
decide. Decide to focus on whatever good you can find in
your day. Focus on your family, friends and co-workers.
What great things are happening so close to us? Are your
kids winning at sports or getting high grades in school?
Any new babies being born to family and friends or has a
colleague been promoted? You don't want to present a fake
attitude or act like you're in ignorant bliss but I guarantee
there is something positive and fun to talk about within
your sphere of life.
Decide
to Be Positive
We all
know the bad stuff happens without our help, which means
we can devote all our energies to making good things happen.
Be proactive in your communications and your approach. Note
your mood before your start your day. The first step to
improving anything, including your mental state, is knowing
where you are now. Listen to your favorite music instead
of the news in the car. When you phone someone, commit to
being the most positive person they speak to today and to
finding ways of making them smile before you disconnect.
Revisit
Your Goals
There
are many companies that thrive despite all that is going
on around them. They continue to focus on their goals. True,
they may have to adjust to the environment but they remain
focused with the "end-in-mind." By over-emphasizing
the negative events, we distract or depress ourselves to
the point of taking our "eyes off the ball." In
auto racing school, they teach you that if you start to
spin out not to look at the wall. If you look at the wall,
you drive into it. You need to focus on the direction your
steering to clear the wall.
Be
Different
If many
people are feeling overwhelmed, you have the opportunity
to give them a boost with your uplifting and positive communications.
Phone your network just to say, "Hi" and let them
know you're moving forward and good-to-go! Utilize a positive
vocabulary and avoid empathizing downwards. Rather than
reinforcing someone's slump, jolt them upwards with your
personal determination to make things better despite current
events.
Enthusiasm
Sells
A common
statement typical from any sales trainer is "Enthusiasm
sells." More specifically, it's your ability to bring
a positive perspective to a prospect or to instill a strong
sense of confidence about you and your service. If you let
yourself get mired down in the death, misery and pain broadcast
by the media, it's harder to get yourself enthusiastic and
motivated, let alone transfer that to your prospective clients.
Again, it goes back to focus.
Well,
that's all for now.
Take
a moment's thought for those who 'lay it on the line' everyday
for the advance of technology and hopefully, one day - peace,
so others can hear us complain about how tough we have it
running our business.
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