Why do some individuals seem to always win the business? Why is your competitor continuing to grow when your business is declining? Are they better than you? What have they learned that you have not? These are great questions and I believe the answer has a lot to do with Rainmaking and Lead Generation.
I believe anyone can become good at sales and rainmaking if they learn to use their individual strengths and they learn some key skills. Obviously, if you have woo or relator as a talent, winning people over will become more natural. Also, if you have the strength of achiever or competition, you will naturally be wired to win. The key is learning which talents you possess and playing to these strengths. Another key is learning how to shape your message or storytelling. This is not about deceiving or tricking someone into buying your service or product. It is about making an emotional impact.
As information becomes more freely and instantly available, facts become less valuable. Instead, the context in which these facts are placed and the delivery of the facts with emotional impact become the critical element. Think about a great speaker you have heard. What made them special? Was it the litany of facts they shared? Probably not. It most likely had to do with their ability to put you on the edge of your seat with a great story. Or they made you laugh or cry with endless stories. I believe a good sales person does the same thing. Whether this is with written communication, during a presentation, or sitting across the table. This emotional impact is critical to succeeding.
In order to make this impact you need to connect with your audience. You need to spell out the benefit of the benefit. Meaning, you need to connect to their emotional level of why buying from you is going to impact them. Remember, people do not buy quarter-inch drill bits. They buy quarter-inch holes so they can hang their children’s pictures. This is accomplished by getting them to:
1. Pay attention – share with them the unexpected.
2. Understand and remember – share something concrete in terms of human actions.
3. Agree/Believe – share something credible.
4. Care – share something emotional so they empathize or identify with you.
5. Be able to act on it – sharing stories helps people to respond more quickly and effectively.
Contact me and I will send you my Daily Rainmaking and Lead Generation Tips.
A "rainmaker" or "lead generator" will always have self-commitment and the discipline to hold themselves accountable. Without the ability to look in the mirror, you will not make it happen. Why....because if you do not believe in yourself or your message, nobody else will either.
This commitment to yourself not only includes making the call, but it also requires you to be "in position".
Being "in position" means that you've taken the time to cultivate your clients, prospects and your professional network (centers of influence). They look to you as a sounding board and when you give advice, they listen.
Do not portray yourself as the sales guru or the king of networking. Rather, get "in position" to be a respected and trusted business advisor that has the passion to help others succeed.
People will sense this commitment and want to do business with you. Take the time, it will happen.
Steve Buterbaugh
VP/Shareholder
McConkey Insurance and Benefits
Posted by: Steve Buterbaugh | April 03, 2009 at 12:14 PM
I could not agree more with the last few paragraphs of your post. Specifically the prospect is buying from a person and as such they need to be sure there is a connection and must be convinced you (not your firm or service) is primarily right for them. If you don't appeal to them...the rest although important can be rendered meaningless.
Posted by: Accounting Lead Generation | August 05, 2009 at 09:53 PM