Your customer is really a cow!

I don’t care about the customer and neither should you.

Now hear me out. I don’t mean “stick it" to the customer because that’s bad for repeat sales. That would affect your income and understand this - generating MAXIMUM INCOME should be the primary reason why you’re in sales. When I say I don’t care about the customer what I really mean is that I only care about him as a
source of income.

I don’t care about their personal lives. I don't care about their marital problems or their golf game. I definitely don't care about their usually pathetic reasons why they can't buy. Friends care, friends understand.

I am not their friend.

You should not be

their friend.

I understand relationship selling and I believe in it. A good rapport with a client leads to larger and more frequent sales. It also makes the sales professionals job much more enjoyable but I ONLY CARE to the extent that it affects my income. GET IT! The reason to listen to him is because if you’re a good listener then you’ll hear when he makes a mistake. He may do this by admitting that your product or service would benefit him or he might disclose a need for a different product or service that you sell. Setting him up to make a tactical mistake or a mistake in logic and then using it to our advantage is essential in successful selling. It's all a game and the reason to play is to win money.

Deep down every buyer knows how the game is played and if they didn't want to play then they wouldn't allow themselves to listen to your pitch. Most objections you incur when trying to get into the pitch are simply initial resistance - get by this and many times you'll find the reason for that initial resistance is obvious.

It's about the MONEY.

They are weak and don't want to listen because they fear that they might find several benefits to what you are selling and then they will have to work harder to find more excuses why they're not buying. That's a lot of effort; it's easier to get rid of you before you get started.

Just remember when they agree to listen to your pitch or whether they just don't stop you from pitching them, they are giving their consent, passively or actively. It doesn't really matter, even with passive consent you have earned the right to either sell them or get a logical explanation as to why they aren't buying. So how do you apply this gem that I just laid on you?

Do everything in your power to make the pitch. Don't think of excuses why it's a waste of time or effort. It doesn't matter if you have to push your way in the door, just get in the door. Don't worry about being too aggressive or pushy and somehow forcing the prospect to buy something they truly don't want. What a moral dilemma that would be. You probably couldn't live with yourself if that were to happen. Luckily, that's probably not going to happen. When people determine they don't want something they almost always find a way to refuse your offer and no amount of magic sales dust is going to change that outcome.

Let me emphasis. Don't talk about getting into the demo, presentation, pitch - do it! After all, if the customer allows you to get into the pitch then you have a reasonable shot at making the sale. Don't second guess yourself, just charge! Even if you need to be more assertive than usual, if you manage to get the pitch off it's only because the prospect allowed you to, isn't it?

One other thing on the subject. One excuse commonly used when prospecting for new customers or selling repeat buyers, an excuse that really makes me want to puke is the classic "I don't want to be too pushy or he'll never buy from us or buy from us again." Let me clue you in. There is no such thing as repeat business until you get the initial order. Also, the surest way to have an active customer go dormant is to be too "nice" or too understanding of all of their excuses.

Wake up. They're not your friends or your buddies.

They're not shit until they buy and then you have to

keep them buying.

Whether it's a new prospect or a long time buyer the idea is to make the sale now. If you believe in your product or service, then you should pitch it with conviction, and in most cases that requires you to be assertive. Trust yourself to know when to back pedal or when to release some of the pressure - you are a professional, right? All I'm saying is the limit before risking the loss of a sale is much greater than most salespeople think. The only way to establish that limit is to be aggressive and push. The end game is to get an immediate return on your investment of time and effort.

Having a great relationship or even personally liking your customer and being aggressive in business aren't mutually exclusive. Just remember the purpose of the relationship is to produce income. A cattleman's purpose for raising cattle is to produce income. He might have a favorite or two but he's not supposed to be friends with them and understand when they don't feel like giving milk or getting slaughtered. You shouldn't have to explain to your family why they have to go without so your customer can buy from someone else. Someone who's a little less understanding and a little more aggressive.