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Main » 2013 » December » 02 » How to Instantly Set Yourself Apart From Your Competition by Matt Wenger
11:06 AM How to Instantly Set Yourself Apart From Your Competition by Matt Wenger |
How to Instantly Set Yourself Apart From Your Competition by Matt Wenger
How
to Instantly Set Yourself Above "Just Another...."
Have you ever called
someone cold or even a referral and felt as if the chances of getting through to
the other person were about as fat as the National Debt?
I know I
certainly have.
Let's break this down and examine the scenario a
traditional salesperson finds himself or herself in.
First, you have a
target prospect or client. At least, let's assume you do. And you want to make a
presentation or a pitch to that person.
Now, there are either 1 of 2
scenarios that you have. First, you have no name to use, no referral, no "white
knight," no reference, nothing.
You can't name drop, and the person
doesn't know you from a hole in the wall. So, off go your little fingers dialing
away and you either:
1) get no answer
2) get stopped by the
gatekeeper
3) leave a voicemail.
And you hope and pray someone
will call you back yet they don't.
A slightly different variation of this
is the name dropping that takes place when you do this. You mention so and so
referred you and this definitely helps your chances of getting in a bit more
than just calling completely cold.
But is there another strategy that can
assist you?
Well, before we know what strategy we should incorporate we
need to first figure out WHY you are not getting called back.
Now when we
analyze this there are several immediate reasons why people dont" call you
back.
1) Little to no credibility. They don't know you. Even if you "name
drop" one person is a small point of leverage.
2) Potentially no
perceived need. In other words they don't think they need you.
3)
Bombarded with information, data, and other noise throughout life so even if you
do have credibility, and they need you there is no chance that he or she will
even notice you there.
If you doubt this just remember that the average
person, depending on which statistics you buy into receive between 3,000 and
30,000 "messages" a day. If you doubt this realize that around you are radios,
televisions, cds, fans, traffic, and other noise that you are probably hearing
and then more than likely you are seeing something like a 'Dell' or a 'Gateway'
monitor and maybe a Starbucks emblem on a coffee or a McDonalds logo on a bag or
a Coke logo on a can.
Get the point? Quite frankly we are overwhelmed and
overstimulated-continuously and bombarded with information.
So number 3
is a huge challenge. Just the noise alone.
So how do we overcome all of
the following?
First and foremost we must get noticed. This is half the
battle. Why?
Because if we can't even get someone to pay attention to our
message then we can't get them to even examine our credibility, and make a
decision if they need us. In other words someone not paying attention is the
same as you not even presenting Isabel
Marant Boots.
Here's an example we've all experienced
before.
Ding Dong. And we go scurrying off to open the door.
And
out there is a person who is selling something.
Vacuums, cookies, lawn
care, you name it. And generally they have about 3 seconds to capture your
attention, otherwise it is "over."
The question that must be asked is,
"What can that person say in 3 seconds to truly get our attention to "Buy"
another 15 seconds..."
Or, here's another example.
You're sitting
at home eating a nice meal when "Ring-Ring-Ring" and the exact same situation
happens except instead of someone at the doorbell, it is on the
phone.
Once again depending on the situation the person has about 3
seconds until we either hang up, or say we're not interested.
What
happens here are "patterns" or "programs" that we run in our brain to deal with
these situations. Another situation that happens occasionally (okay, all the
time) is when someone is at a networking meeting and rambling on about his or
her product or service.
Wah, wah, wah, wah, (Charlie Brown adults
talking).
The eyes of the person who is listening glaze over, except he
or she can't simply close the door or hang up due to the different dynamics
huanghaiyan121. That would be "rude" in that situation. So instead they just
tune out and start going over what they are going to have for dinner or
whatever.
Although these are different situations, the same rules
apply.
So, step #1 is a Pattern Interrupt or Program
Interrupt!
Now how do we do a pattern interrupt?! Well, there are several
ways...the quickest is saying something witty or funny on the phone, but a more
consistent and systematizable (is that a word?) is to develop some media ahead
of time that you can send before the phone call.
Why before? Because you
can, if done correctly, change the perception of the person you are calling
ahead of time.
Now I know what you're thinking and saying ahead of time.
Matt, this is "expensive." And it may be. That is why you must know the
economics and know what you can afford to spend. But isn't it just as expensive
to not have the person talk to you ahead of time? Isn't it just as expensive to
bang your head against the wall in frustration?
So what can you send
ahead of time? Well, the possibilities are limitless, but to begin with I'd send
a packet of testimonials from happy clients talking about how your product or
service changed their lives. That is one element of proof.
Just doing
that (and you should do more) will separate you from 99 more competitors this
year, and 33 gimmicks so you need to put in some valuable information, but the
first part is getting attention.
Now admittedly this is some work, but
understand this. Once the work is done, it is done. And you can reuse it a dozen
times, a hundred times, a thousand times.
So if you send 22 testimonials
ahead of time BEFORE you call someone then you can do that whenever it makes
sense to do so. So the work is front loaded, but the results are worth it as
long as you use it.
And let me end with this: If these thoughts went
through your head, "Man, this is a lot of work." or "This won't work for my
business." Or "this is too expensive" then you should definitely start
implementing these ideas.
WHY? Because if you're thinking it, other
people are, and that is why they will end up being "just another salesperson" or
just another whatever...and that is exactly why people are pereceived like "just
another..."
Wait, I gotta go. Someone just rang the doorbell.
All
the best,
Matt (& Sarah)
P.S. If you haven't subscribed to my
strategic marketing newsletter click the subscribe link below, and you'll get
tons of tips like this all the time. Real life strategies and tactics you can
implement in minutes.
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