How to Instantly Set Yourself Apart From Your Competition by:Matt Wenger
How to Instantly Set Yourself Above "Just Another...."
Have you ever called someone cold or even a referral and felt as if the chances of getting through to the other person were about as fat as the National Debt?
I know I certainly have.
Let's break this down and examine the scenario a traditional salesperson finds himself or herself in.
First, you have a target prospect or client. At least, let's assume you do. And you want to make a presentation or a pitch to that person.
Now, there are either 1 of 2 scenarios that you have. First, you have no name to use, no referral, no "white knight," no reference, nothing.
You can't name drop, and the person doesn't know you from a hole in the wall. So, off go your little fingers dialing away and you either:
1) get no answer
2) get stopped by the gatekeeper
3) leave a voicemail.
And you hope and pray someone will call you back yet they don't.
A slightly different variation of this is the name dropping that takes place when you do this. You mention so and so referred you and this definitely helps your chances of getting in a bit more than just calling completely cold.
But is there another strategy that can assist you?
Well, before we know what strategy we should incorporate we need to first figure out WHY you are not getting called back.
Now when we analyze this there are several immediate reasons why people dont" call you back.
1) Little to no credibility. They don't know you. Even if you "name drop" one person is a small point of leverage.
2) Potentially no perceived need. In other words they don't think they need you.
3) Bombarded with information, data, and other noise throughout life so even if you do have credibility, and they need you there is no chance that he or she will even notice you there.
If you doubt this just remember that the average person, depending on which statistics you buy into receive between 3,000 and 30,000 "messages" a day. If you doubt this realize that around you are radios, televisions, cds, fans, traffic, and other noise that you are probably hearing and then more than likely you are seeing something like a 'Dell' or a 'Gateway' monitor and maybe a Starbucks emblem on a coffee or a McDonalds logo on a bag or a Coke logo on a can.
Get the point? Quite frankly we are overwhelmed and overstimulated-continuously and bombarded with information.
So number 3 is a huge challenge. Just the noise alone.
So how do we overcome all of the following?
First and foremost we must get noticed. This is half the battle. Why?
Because if we can't even get someone to pay attention to our message then we can't get them to even examine our credibility, and make a decision if they need us. In other words someone not paying attention is the same as you not even presenting.
Here's an example we've all experienced before.
Ding Dong. And we go scurrying off to open the door.
And out there is a person who is selling something.
Vacuums, cookies, lawn care, you name it. And generally they have about 3 seconds to capture your attention, otherwise it is "over."
The question that must be asked is, "What can that person say in 3 seconds to truly get our attention to "Buy" another 15 seconds..."
Or, here's another example.
You're sitting at home eating a nice meal when "Ring-Ring-Ring" and the exact same situation happens except instead of someone at the doorbell, it is on the phone.
Once again depending on the situation the person has about 3 seconds until we either hang up, or say we're not interested.
What happens here are "patterns" or "programs" that we run in our brain to deal with these situations. Another situation that happens occasionally (okay, all the time) is when someone is at a networking meeting and rambling on about his or her product or service.
Wah, wah, wah, wah, (Charlie Brown adults talking).
The eyes of the person who is listening glaze over, except he or she can't simply close the door or hang up due to the different dynamics. That would be "rude" in that situation. So instead they just tune out and start going over what they are going to have for dinner or whatever.
Although these are different situations, the same rules apply.
So, step #1 is a Pattern Interrupt or Program Interrupt!
Now how do we do a pattern interrupt?! Well, there are several ways...the quickest is saying something witty or funny on the phone, but a more consistent and systematizable (is that a word?) is to develop some media ahead of time that you can send before the phone call.
Why before? Because you can, if done correctly, change the perception of the person you are calling ahead of time.
Now I know what you're thinking and saying ahead of time. Matt, this is "expensive." And it may be. That is why you must know the economics and know what you can afford to spend. But isn't it just as expensive to not have the person talk to you ahead of time? Isn't it just as expensive to bang your head against the wall in frustration?
So what can you send ahead of time? Well, the possibilities are limitless, but to begin with I'd send a packet of testimonials from happy clients talking about how your product or service changed their lives. That is one element of proof.
Just doing that (and you should do more) will separate you from 99 more competitors this year, and 33 gimmicks so you need to put in some valuable information, but the first part is getting attention.
Now admittedly this is some work, but understand this. Once the work is done, it is done. And you can reuse it a dozen times, a hundred times, a thousand times.
So if you send 22 testimonials ahead of time BEFORE you call someone then you can do that whenever it makes sense to do so. So the work is front loaded, but the results are worth it as long as you use it.
And let me end with this: If these thoughts went through your head, "Man, this is a lot of work." or "This won't work for my business." Or "this is too expensive" then you should definitely start implementing these ideas.
WHY? Because if you're thinking it, other people are, and that is why they will end up being "just another salesperson" or just another whatever...and that is exactly why people are pereceived like "just another..."
Wait, I gotta go. Someone just rang the doorbell.
All the best,
Matt (& Sarah)
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About the author
Matt Wenger is a "Serial Entrepreneur" who graduated with a degree in Psychology and is currently working on a Master's Degree in Psychology. He has applied this psychological degree along with self-study into studying direct response marketing, internet marketing, sales systemization, human behavior, economics, and more. He has interests in and owns several businesses including a marketing fulfillment company, and does marketing consulting. How to Instantly Set Yourself Above Your Competition by:Matt Wwenger How To Select the Best Work At Home Business For You by:Thomas Kelly O'Connor Jobs At Home For Early Retirement by:Eric Senechal Hidden DVR Cameras - For Home and Business Security by:Fred Rose Can Your Internet Business From Home Survive Major Surgery by:Richard Harley Work At Home Moms: Now Is The Time To Start That Business You've Always Wanted To! by:Danielle Martenson How to Promote a New Home Business Blog by:TJ Philpott The Risks Of Home Mortgage Refinancing by:Alan Lim Fixed Vs. Adjustable Rate Home Mortgage Loan by:Alan Lim Determining The Best Time For A Home Mortgage Refinance by:Alan Lim How To Get The Most Favorable Home Loan Rate Deal by:Alan Lim Guide To Refinancing Through A Home Equity Loan by:Alan Lim Getting The Best Home Loan Rate Through Refinancing: Reduce Payment Or Shorten Loan Terms? by:Alan Lim