Looking Beyond the Sale
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Ok, now, let’s get right to it.
One of the problems I see almost every day with our Dynamic Web Solutions clients is business short-sightedness. I went to the optometrist this week and I must say, without my contacts or glasses, I’m blind as a bat. I can’t read a book more than 7 inches from my face. Yeah, I know, it’s pretty sad. But what it reminds me of, is the way business owners often look at their business.
They get so caught up in the day to day activities, and so caught up on making the sale that they become extremely short-sighted. Just as I can only see objects that are really close to my face without my contacts, these business owners stop seeing the big picture because they are so focused on the immediate future. They are focused on the goal of the sale, because the sale is what generates revenue to do the other things that they hope to do later.
Here’s what happens though, by trying so hard to get the sale, you may very well lose the sale. People eager to sell often oversell, or seem desperate to sell. This does not resonate well with potential buyers. It’s also an almost instant rapport killer.
Take a step back, look beyond the immediate.
Remember that to be successful, you have to keep you long term goals in mind. Build rapport and trust early with all of your clients and keep feeding that. The old, worn out cliche, “people buy from people they trust” is still applicable. Continue creating attainable long term goals and tackle projects that have long term payoffs (these normally pay way bigger dividends anyway). Take time to write down what you want beyond the sale. Define it. Literally write down what you want to happen. Is your goal to have this client or customer refer 10 others? Could you share contacts with this person that could stimulate future business.
What are your goals beyond this one sale? How will you generate 20 more sales like this one in a specific amount of time? Define your plan, and if you’re saying, “yeah, yeah, I already did THAT…” then take out that list, dust it off, and look at it again. Where are you on actually getting it done? Maybe your existing plan needs a little tweaking.
The key is to focus on a combination of long term goals and short time goals so that you are always moving forward. Plans will change and will need reevaluating, but you can continue moving ahead as long as you are able to see the forest, and the trees.
-Brian
