You need to sell BETR™. Let’s start with B.

To bond means to:

join or be joined securely to something else, typically by means of an adhesive substance, heat, or pressure.

In your sales and marketing efforts are you applying heat and pressure to make every sale, or are you creating content and experiences that are sticky?

The amateur salesperson commits #6 of my 7 Deadly Sins of Selling by treating every prospect the same and following the same steps when it comes to breaking the ice and bonding with the prospect.

Rookies ask about the weather, the traffic, or other inane small talk.

Amateurs with a tad bit of skill may read your bio or LinkedIn profile and ask about your family or hobby or school in order to bond with you.

The professional salesperson makes no assumptions (Assumption Malfunction is #4 of the 7 Deadly Sins of Selling), which means he has a plan for

• Opening the conversation, (Shooting From The Hip is #1 of the 7 Deadly Sins of Selling),

• Adjusting the cadence and the flow based on the response to the opening,

• Remaining in control of the conversation from the opening to the…

• Natural conclusion, which includes a

• Mutually-agreed upon next steps, even if there are no next steps.

Professional salespeople understand that not all prospects are created equally and that what makes a prospect tick—and what can tick them off—can, will, and does change based on their current circumstances, which include the heat and pressure they are feeling from all areas of their personal and professional lives.

So rather than opening with the same old

• “How’s the weather where you are?” or

• “Hey, did you watch the game?” or

• “Wow, nice golf photo. How long have you been golfing?”…

Open your eyes and ears and notice how they answer their phone, how they carry themselves at a networking event, and/or how they greet you in their office and match your tone, cadence, and energy to theirs.

If they are optimistic and high energy it’s okay to open with “Hey, Amy, it’s great to catch up with you. How the heck are you?” 

If they are monotone, curt, and direct you’d better open with “Joe, this is Wes over at The Sales Whisperer®. Mark at ACME, Inc. recommended I give you a call. Is now a good time?” 

Keep in mind that whoever is asking the questions is in control of the conversation and that you are not calling or meeting them to be a walking, talking brochure or punching bag.

Instead, you are there to diagnose their current situation and struggles in order to determine if you can offer any assistance, even if it’s just a good referral.

By seeking first to understand rather than immediately offering a prescription to everyone you meet, you’ll be well on your way to making that great first impression, which helps you establish the bonds you need to stand apart in today’s over-communicated, low-cost-provider world.

Grow stronger bonds with motivated sales professionals at http://www.InboundSellers.com

Good Selling,