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Customer Catcher™ Tips

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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 optimist - 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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