How to Make Yourself Irresistible to Crazy-Busy Customers
What’s really going oninside the minds of those frazzled customers to cause them to keep you at adistance, brush you off, dismiss you entirely, or stick with the status quo?
Several things are inplay, but once you recognize how they think—and what you’re doing that isbringing them to the breaking point—you can change your behavior so that theydo the opposite and pay attention to you.
1. Complexity Brings Them to a Screeching Halt
Overwhelmed people can’ttake in, sort through, or make sense of massive amounts of information, ormultiple variables for a major change initiative. When they sense that theeffort required will make their lives even more complicated, they call it quitseven if the change would have been good for them.
2. They Subscribe tothe ‘If It Ain’t Broke, Don’t Fix It’ Philosophy
Busy decision makers don’thave time for things that aren’t urgent. They may limp along with all sorts ofmakeshift solutions and workarounds. Their current inefficient way of doingthings may even drain massive amounts of money from their pocketbooks or theircompany. Despite all that—and the fact that it makes sense to change—they don’tdo it. It’s too much work.
3. They Think Making Risky Decisions Is Career-Inhibiting
Nothing is moreoff-putting to busy people than the thought of a risky decision that could turninto a quagmire, require additional effort for approval, or put their careersat stake. Even a small whiff of risk is enough to prevent many customersfrom taking any action—or cause them to do business with another company.
4. Most of Their Options Seem like Near-Clones of One Another
Most products and serviceslook pretty similar these days—especially to busy people. Even if you have a marketplacelead, customers believe it’s only temporary and that competitors will sooncatch up. When customers can’t differentiate, they default to price as a keyfactor.
5. They Suffer No Fools
In every conversation andinteraction, frazzled customers ask themselves, “Does he know what he’stalking about? How much work has he done in this field? Is the company wellknown in my industry?” If they detect insecurity, knowledge gaps, or BS,they won’t want anything to do with the seller or his company.
None of the above thingsshould come as a shock to you. We all think like that when we are overwhelmedwith work and responsibilities. It’s a normal human reaction, but it stillmakes selling tough. And in a challenging economy, that type of thinking isexacerbated as your prospects struggle with even greater workloads and fear ofjob loss.
How to Be Successful Selling to Crazy-Busy People:
• Keep thingssimple. Everything – as much as possible.
Writeshort, but concise emails. Cut unnecessary material from proposals. Show them how you’ll make it easy for them.Give them fewer decisions.
•Demonstrate a strong business case. Show prospects the value they’ll get from making a change. Help them seehow they’ll achievetheirprimary business objectives.
• Minimize the risk.Demonstrate your personal competence upfront.Talkabout experiences with similar customers. Propose smaller initial contracts.
• Prepare, prepare,prepare. If you aren’t prepared, you aren’t credible.In fact, you’re just like every other self-serving salesperson. Make sure every meetingwith you is well worth their time.
Do these things and you will be irresistible. And that’s exactly what you want.
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