“When you can do a common thing in an uncommon way, you will command the attention of the world.” – George Washington Carver
Too many firms in the staffing and recruiting business still compete on price even though it’s the least sophisticated way to sell. At times, even highly talented, seasoned veterans use this harmful technique when they’re afraid of losing a deal.
Our industry would do well to remember that buyers know that the lowest pricerarely means the best investment. Competing on price positions recruitment, staffing, and contract services as commodities, not worthy of the true respect due to people who have such tremendous impact.
Emphasize value, not price. If you ask Launching Questions and practice Mind Over Mouth, you’ll be able to identify what your customers genuinely care about. If you take the time and make the effort to ask engaging and provocative questions, you’ll be able to identify what your customers need and value.
When you’re clear about what your customers value, you’ll be able to offer options they desire. At that point, as long as the value is valuable, they’ll feel much more confident about the investment…and then you’ve got yourself a deal.
“You know what we need? A 12-step group for non-stop talkers. We’re going to call it ‘On and On Anon.” – comedian Paula Poundstone
Like a hypnotist having his way with a member of the audience, I watched Carlos, a thirty-something salesman from Kansas, woo a buyer into saying “yes” in a matter of minutes. But he didn’t stop there. Carlos kept talking, and in the next five minutes talked the buyer right out of buying. He went from something being just a possibility to becoming a “yes” to degrading to a “no”, all in just seven minutes time. That’s skill!
The gift for gab, the “skill” that Carlos used to enroll and then repel the buyer, is the nemesis of many a salesperson. He, like most others armed with this ability, came fully equipped with this trait from the “factory.” As his default operating system, he, like most other salespeople, was doing what he was built to do.
Just like computers need a software upgrade, so do people who sell. That’s where Mind Over Mouth comes in. This “software patch” leverages habit changing mechanisms to overwrite our natural tendencies to take way too long and use too many words to get across what needs to be said. Mind Over Mouth is not about using your “will” to force yourself to stop talking so much. It’s about using your “want” to facilitate yourself to start listening more.
Here are some questions that will help you create a plan of action to engage Mind Over Mouth. Ask yourself:
What was a time I successfully changed a habit? Did I stop smoking? Stop showing up late? Stop ordering dessert at restaurants?
What was the key to my success? What did I do that helped me keep my commitment to myself to turn over a new leaf and do things differently?
How did I motivate myself? What rewards did I promise myself?
In the long term, we respond better to rewards than recriminations. Praise works better than punishment. By having a tangible way to measure and celebrate your progress, you can give yourself an incentive to overcome a life-long habit.
SALES YOGA: A TRANSFORMATIONAL PRACTICE FOR OPENING DOORS AND CLOSING DEALS