Magic Formula?

Credit: Bill Gillespie

At least once each week I’m asked for magic phrases or sentences to win business. I’ll get a call or email asking, “what do I say in this situation” or “how can I make the prospect say yes to an appointment.” These guys are looking for magic, sure to succeed, or can’t miss words.

Let me break it to you. There’s no such thing. AI isn’t going to change that either. There is no one size fits all, my words in your mouth solution.

If there was a magic answer everyone would be using it. It would cease to be magic. Followers would find themselves back at square one and a new solution would have to be invented.

A few years back I made a call with one of my reps. Her client sold all sorts of compounds, solutions and solvents. We were there to talk with them about labels.

My rep asked, “share your pain points.” The client laughed and asked, “do all of you guys go to some school and learn worn out phrases? If I’ve heard that sales question once I’ve heard it 100 times.” It was an embarrassing moment for my rep.

Now, to be fair, the saleslady was chasing the right rabbit. There was nothing wrong with asking where the frustrations and obstacles were. She was a multimillion dollar lady and she handled his pushback perfectly.

But, her question and his reaction make my point. Clients have heard everything. There are no magic phrases. There isn’t a sentence or phrase that causes a prospect to say, “saints be praised. The answer I’ve been looking for has arrived. I’m firing my current sources and hiring you.” Quit looking for that result.

The magic formula in sales, if there is one, is empathy and self awareness.

You want to listen more than you talk. You want the prospect to see you as someone that understands and cares about their paradigm. You want to offer suggestions that solve their problems. If you focus on that you’ll fill up your machines which is what you want anyway.

I was lucky enough to sell a bunch of printing. I didn’t sell any of it talking about presses, technology or my plant. I didn’t bid much of it either. I sold it listening to clients and asking, “what if I could fix that for you? Would that help?”

There is no magic phrase but there are some crucial steps.

• Identify who you want to do business with and learn all you can.
• Identify contacts. Research them and learn what you can about them personally.
• Make contact. Be respectful. Ask for a few minutes to explore a possible fit.
• Persist. You’ll probably be ignored at first.
• When you earn your appointment show up with questions not talking points.
• Follow up. Say thanks, confirm what you learned and suggest next steps
• Earn a shot. Mother it to death and exceed expectations.
• Follow up again. Say thanks and let them know you look forward to next time.
• Never stop asking questions. Never stop designing better answers.
• Become the number 1 source.
• Solve a significant problem and secure a contract.
• Never stop asking “what else can I do to help?”

Don’t waste time looking for a magic answer or phrase. It doesn’t exist. AI isn’t going to invent one either. It might invent the next norm but it won’t invent the next difference maker. You have to do that.

Empathy, self awareness & stick to the process. Abracadabra!