Let Them Vent
A friend and marketing genius I know recently said to me, “A recession is a transfer of wealth from the scared to the bold.” This statement stopped me cold in my tracks. It’s an incredible revelation and a whole new frame around this the current predicament we find ourselves in.
Money is still being spent out there, folks. The million dollar question is, is this money going to be spent with you or is it going to be spent with your competitors? Say there’s been a decrease in spending by 5 or 10 percent. If you do the math that means 90 to 95 percent of the money is out there for the picking.
What distinguishes a skilled sales professional, business owner, real estate agent or financial planner from the rest is the realization that now is the time to boldly hone your message and target your clientele and the ability to enact this honed message. What does that mean? For one thing, it means that now is not the time to skimp on your marketing. Now is the time to reach out to your prospects and clients and delve deep into their values, their needs, their core drives and utilize your persuasion skills fully.
Most people believe that persuasion is something that is done externally to someone else. This is only half the story. Persuasion is something that we first and foremost need to apply to ourselves.
To that end, I’m going to share with you the first thing you need to do in this fear-based economy. This is a revolutionary idea. It’s invaluable. And yet, it’s somewhat scary. It’s what is making my students more money than their competitors and helping to keep their clients from straying at the same time that they’re acquiring new clients.
No one likes to be yelled at, no one likes to be on the receiving end of anger or frustration or disappointment or fear or devastation, and yet my advice to you is: get comfortable with being the recipient of all of this. Here’s the big secret: Allow your clients to vent. Most sales professionals will try to diffuse this or wiggle out of it. Many will become defensive and unload excuses. Simply put: Sit there and take it. I promise that the venting process will allow your prospect or client to release this fear and anger and disappointment. It’s not going to eliminate it, but it will go a long way to getting them to the point where they are again open to receiving your message.
This most certainly gives you an incredible advantage!
Kenrick E. Cleveland