By Michael W. McLaughlin
No matter what you want to accomplish, chances are there’s a so-called “shortcut” or “secret” to success. Whether you aim to close a sale faster, or get a client to accept your ideas, it’s highly likely that someone has written a four-step plan or devised some technique to help you do that.
The trouble with so many of these techniques is that they may seem appealing, but they usually don’t work for consultants. And, more importantly, they often end up making your job harder, not easier.
Let’s Make a Deal
I’m pretty sure my eyes rolled back into my head when the salesperson tried–for a third time–to close the sale. I didn’t bite on the “end-of-month-price-reduction” gambit, or the “no-money-down” tactic. Undaunted, with a flourish of his well-worn Sharpie, the salesperson scrawled out the “we-can’t-go-lower-than-this” number and looked at me with anticipation.
That didn’t work either.
Like me, you’ve probably been in a situation where someone tried to get you to do something you weren’t ready for or didn’t want to do. Salespeople are infamous for attempting to manipulate buyers using a range of techniques, including those for building rapport, handling objections, and closing the sale.
Their aim is simple: Get a buyer to take action quickly, with terms that the seller wants. Maybe manipulation works if you’re selling an appliance or a car, though even in those cases I doubt it’s a winning long-term strategy. But it will almost always backfire when you’re selling complex services.
Eventually, They Figure It Out
Dubious sales techniques, like trying to create rapport by mirroring your client’s physical movements, have a serious drawback: clients eventually realize what game you are playing. And that’s the beginning of the end. When a client recognizes a technique in action, which happens often, it loses any power it might have had. Then, you not only lose the sale, but the client relationship goes down the tubes with it.
People loathe feeling manipulated (especially if they figure it out after the sale closes). If you use a smarmy technique like the “assumptive” close, your client could end up despising you. What’s worse is that many clients won’t tell you why they’re not returning messages. They just leave you wondering what went wrong.
Ditch the Distractions
The basis for many of the techniques for influencing others is the assumption that you can channel every buyer behavior into a discussion about closing the sale. An objection becomes a buying signal, and a client’s question becomes an opportunity to test a closing tactic. The underlying intent of such techniques is to distract buyers from what the seller doesn’t want them to focus on or think about.
Forget about the distractions and don’t try to “manage” clients in that way. After all, your actions can’t really speed up any decision until your client is ready to let you. And that requires trust, not a battery of techniques. Besides, why run the risk that some sleight-of-hand will alienate your client in the long run?
That’s not to say there’s no value in learning about the various techniques of influence. At least you’ll be able to recognize them when someone tries them on you. Just don’t rely on their use with clients.
Be Informed and Informative
One sure way to become more influential with your clients, without resorting to smoke and mirrors, is to become important to their businesses. Your unquestioned expertise will help you sell far more than using influence techniques.
Be obsessive about building your expertise and sharing it with your clients and markets. Get one step ahead of others in your area of expert knowledge. That’s how you’ll draw clients to your business and win work.
When you’re with clients, don’t focus on “handling” the sales situation. Instead, find ways to expand their thinking about the issues you’re discussing. Help your clients take a step back and imagine innovative ways to address an issue, especially ones they wouldn’t normally consider, for example, how others in different industries have tackled similar problems.
The easiest way to spur your client’s thinking and demonstrate your own capabilities is to master the art of the client interview. Too often, we’re anxious to let clients know about the depth of our expertise and how we’re a perfect match for what they’re trying to do. Next thing you know, we’re taking up all the time (and air) at the meeting.
What Are Your Ideas?
At the beginning of a client meeting, don’t try to sell at all. Instead, learn about the situation, help generate new ideas, and collaborate on options. Do a good job with this exploration and you’ll have no need for lame closing techniques.
Most clients judge you by your ability to think on your feet. They want evidence that you grasp their issues, ask insightful questions, and draw reasonable conclusions from the information they provide. Be patient in client meetings. Ask the fundamental questions to start. Let your client talk. Keep an open dialogue with relevant, confirming questions; be sure you’ve really heard what your client is saying before jumping in with your ideas.
Remember, clients won’t care about what you know until they’re sure you understand their concerns. So prepare for every meeting with that in mind. Resist the urge to interject your ideas about solving the problem, even if you’re sure, within the first five minutes, that you know exactly what the client needs.
When it is your turn to talk, nothing will get you closer to winning the sale than good ideas. Your ideas don’t have to be perfect, just well-conceived. Creative, imaginative, workable ideas will easily trump the power of any sales technique.
Want Speed? Choose What Works
You have a limited amount of time to master the skills you need to succeed, so use that time wisely. Every hour you spend learning about the latest sales “secret” diverts your attention from what really matters: building the expertise that your clients want and need.
If you want to speed your sales efforts along, let your expertise, creativity, and ideas lead the way. And when it’s time to close the sale, all you’ll have to do is confirm that the client wants to work together. You won’t need anything more–not even a trusty Sharpie.
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