Guest Contributor – Drew McLellan of AMI
If there has ever been a year when our confidence has taken a knock to the chin, it’s this one. If you are like most agency owners, January and February gave every indication that 2020 was going to be a break-out year for you.
Many agencies reported the most robust January they’d had in a decade and were looking to exceed year-end goals. And then COVID hit. Many of us went two to three months, feeling it was inappropriate to sell at all, and when we did, it was a bit apologetically.
As if that was not enough, the combination of COVID, racial tensions, economic challenges, back to school maybes, and just feeling like we are still being restricted and contained at every turn has caused an underlying malaise in just about every human I know.
Muster Up the Courage – Given everything we’re all carrying on our shoulders right now, how in the world do we muster up the confidence to sell?
Marketing and sales are all about confidence. When you believe in what you’re selling, know it is the right answer for the prospect, and can see the benefits the prospect could enjoy – it’s much easier to approach a new opportunity and offer your assistance.
Focus on the facts – That’s where I think we can regain our confidence – by focusing on the fact that we have something valuable to offer and seeing sales as us offering assistance. Your marketing should be helpful and useful, which builds trust. Once the trust is seeded, sales is about continuing the trust-building while offering tailored solutions that are going to exceed expectations.
Barbara Corcoran, from ABC’s Shark Tank, recently shared a letter that she wrote to the show’s producer Mark Burnett. It’s clear from the letter than she had received a “thanks, but no thanks” response to her audition and I’m sure Mark expected her to exit gracefully.
Instead, she sent him this letter, outlining very respectfully why this was not the right decision. Her arguments were not about her but how he was taking a more significant risk by not allowing her to come to LA for the final tryout, even though her rival for the position would be there as well.
She called Burnett’s rejection a lucky charm and then gave him point by point suggestions of how his final decision would be more reliable if he reconsidered her for a role on the show.
The entire letter exudes confidence. There’s nothing arrogant about it, but as she builds her case, you begin to understand what a formidable force she really is. She ends the letter acknowledging that it is his decision, but she’s already booked her flight and hopes he invites her to get on that plane.
While the letter may not be your style — I know you can find your own way to exude that level of confidence.
It’s about having faith in yourself and what you sell. It’s about truly understanding what your potential buyer is trying to accomplish, his/her situation, and being helpful to their efforts. And even when you get a “no”, remembering that it’s not really a “no”. You’ve planted a seed that you need to nurture. Sooner or later, it will grow to a “yes”.
How can you bake that confidence into your sales efforts for the rest of the year?