Why accept less
than the best of the best?
I have been thinking lately of why businesses and
salespeople struggle. Working with my clients, my own business
and the many salespeople that I have coached over the last 30
years, I have come to one major conclusion: We accept less
than the best of the best.
Why do we? Why do we assume that we deserve less than the
best? Why is it that we waste precious energy and resources
struggling to serve clients and even employees that were not a
fit from the beginning?
My answer, for me anyway has been this: I
was attached to the outcome. I thought that I needed the
business. How could I say no to a prospect? Wasn't it my job
to sell them? Didn't I have a quota to meet? The bills were
pressing, how could it hurt to take this one job for less? Was
it my business to say no to someone who wanted what I had to
sell, even if it was under demanding circumstances? What if it
meant that we did not make a profit, then? Even if it meant
that we had to bend over backwards or beyond and when that was
still not good enough?
I mistakenly believed then that the
prospect was in charge and that any business was good enough.
Today, thankfully, I know that this is not true.
We NEVER have to settle for less than the
best of the best.
How do we get the best of the best,
you ask?
- Start with the end in mind. What is the ideal
prospect or customer for your business? Who is the ideal?
What makes your company the best of the best to serve their
market? Do whatever it takes, spend whatever time or money
and set your company up to serve the best of the best if you
are not suited to serve that market now. Why would the best
of the best buy from you? Understanding who your ideal
customer is and how you are the best at serving them helps
you prepare questions that will determine if they are a fit
for you and you for them. You are doing both of you a favor
by uncovering what is the ideal supplier or company to serve
their needs. How can you walk away if you are uncertain what
will absolutely NOT work for you?
- Be certain about when to walk away. Certainty is
not only necessary it is absolute here. You cannot waiver on
this. You could decide to set up a trial if you are feeling
like a prospect could be a fit, a trial with the upfront
understanding that you are trying them out... that you are
uncertain if you are the best fit for them. Explain upfront
in the call, that you are going to ask a lot of questions
because you are there to help them find the best fit, NOT TO
SELL THEM ANYTHING. Tell them you are there to help them buy
the best solution, even if it is not you. You could also
tell them that you do not sell everyone and ask; "is it ok
with you if, at some point, I feel that we are not a fit for
each other, that I tell you?"
Buyers today are very sophisticated. Chances are they
have already done a lot of research about their choices in
the market, before they invited you in. The old days of
selling are over... people buy from people they like and
trust and you build trust by being open and honest. People
are relieved when you help them buy, and if they do not buy
from you today, they will tomorrow or they will refer you. I
have often consulted software companies and their customers
biggest complaint are that they lie about everything...
delivery dates, the cost of writing extras to the program,
service times... everything. Imagine their reaction to a
salesperson that told them upfront things like "we are not
the best at delivery times... some times we take over six
months to deliver special fixes to the software... how do
you feel about that?" Most of the competitors are lying
saying things like..."Oh, we get the extras written in no
time... just a few days...." ... My clients tell the truth
and their sales explode... who doesn't want to buy from
someone who is honest?
- Detach from the outcome. You will not say no to a
prospect if you are tied to your goals or the bills that are
due... Let it go and you will attract what you want... You
won't until you do, so do it now. When you let it go and say
no to people who are not a fit... the Universe responds to
your certainty. You will get the reputation of serving only
the best of the best. I only help those who are truly
dedicated to taking their "self" on. Those totally dedicated
to being the best of the best, and today people pay me
$2,500, $5,000, $20,000 and more to help them improve. I
have clients committing to my programs for two, three and
fours years or more. Do you think this would be happening if
I had continued to say yes to everyone?
-
Set your price and stick to it. That
will help you say no. If they say "you're too high," you can
say, "well that is my price, what do we do now?" Before you
go, you can ask, "What is their experience in the past when
they have gone with the cheapest solution?" All you want to
do here is to have them hear, in their own words, whether
the lower cost provider has been the best choice in the
past. It could begin a new dialogue about what your "best of
the best" services would bring them. If not, you cannot lose
what you did not have. Walk away. Certain, sure and assured
knowing that the "best of the best" are on their way to you.
-
Spend some time each day, at the
beginning or end, or both if you can, visualizing and
meditating on how the best of the best customer would look
and feel. See, in your imagination, large contracts, happy
customers, big checks with your name on them. See you being
stretched and challenged by these "best of the best"
clients. Feel how it would feel to win these great clients.
Feel how it would feel if you only targeted and won the best
of the best. How much of the market share do you have? 1%,
2%, not even 1/10 of 1% (I bet that is the truth)? So, why
are you targeting the lowest 1/10th? Why aren't you starting
at the top of your market? IF YOU ARE ONLY GOING TO SERVE 1%
OF YOUR MARKET TOPS, WHY ARE YOU OPERATING AT THE BOTTOM?
Try this out for two years.
Start with the end in mind; define what the best of the
best looks like. Set your company up to serve the best of the
best if you are not yet capable. Be certain of your new
direction. Who do you prefer to buy from? Confident, assured
and certain people or wishy washy dish rags that work for
anyone? Or for any amount? Set your price. Detach from
outcomes and be prepared to walk away. NO, will never sound
better, when it comes from you or them, if you will not budge,
if you are certain. Spend quiet time seeing your goal, feeling
how it will feel when it happens. IT WILL HAPPEN IF YOU ARE
CERTAIN OF IT. BE PATIENT.
Remember, if you only have 1/10 of 1% of the market,
which end makes the most sense to spend your resources on?
Who deserves it more?
I can't think of anyone better, can you?
Gratefully yours,
Steve |
