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Don’t Waste Your Time Selling to the Unsellable
Trying to sell to the unsellable is a total waste of time. You might have heard this piece of advice from Jay Abraham, Dan Kennedy or maybe recently from Gary Vaynerchuk. Willing to leave the room AKA end a sales pitch early in the game and walk away without a deal requires a great level of self-awareness, an in-depth knowledge of who exactly you want to work with and lots of confidence.
One of the biggest traps in
sales are the so-called special deals. Whether you offer them with the clear
intention to increase your short-term revenue or to acquire a new customer,
they often turn out to be dangerous boomerangs disguised as festive gifts.
We all love special deals,
whether we’re buying a Rolex or we’re shopping for a bicycle casket at Costco.
What most retailers and businesses do is package these special deals into super
obvious price discounts.
Does this type of special
deal work?
You bet.
It works even better for
those buyers looking for a bargain.
Obviously, special deals
aren’t reserved for B2C transactions only. In the B2B world, we come across
this type of offer more frequently than not. It’s simple and it works.
But does it mean you’re
onboarding the right client? Will this client truly appreciate your insights
and the results you deliver?
You see, when you want
something bad enough you’ll do whatever it takes and you’ll pay whatever it
costs to get it. Your main concern won’t be to get a say 40% discount on that
particular product or service you desperately desire. You’ll look for other
qualities, such as for example: a trustworthy seller, a great shopping
experience, a thorough demonstration of how the ‘thing’ that you’re buying
works, a chat with another buyer who has achieved great results with the very
same thing you’re trying to acquire.
So the important question to
ask yourself is this:
Who do I really want to work with?
Do you want your clientele
to be made up of individuals who only buy at a discount or do you want to serve
a group of people whose number one buying criteria isn’t price?
Ultimately, there’s more to special deals than discounts (AKA price offs), yet most businesses rely heavily on this vehicle to boost sales and gain new customers.
I learned this lesson the
hard way. It was before being mentored by marketing legend Dan Kennedy who went
through the same experience and talks about this topic at length.
SALES TIP:
Help those who want AND
appreciate your support. These type of people are always happy to pay the price
for action. Whatever you ask, they will pay IF #1 they’re your ideal client and
#2 they’re convinced that you’ll provide them with a ton of value AKA you’ll
over-deliver on your promises.
The Corporate Game: Discussing Unsellable
Ideas In Never-Ending Meetings
Special deals are a cheap shot or a ‘simplistic’ method to sell to the otherwise unsellable. More often than not, these people would have never purchased your product/ service if it weren’t on sale.
I’d like to switch gears now
and move back in time to when I worked as a sales manager in the corporate world.
We used to have these yearly meetings (pitches) with the biggest retailers
where the number one item on the list was the amount of money player A, in this
case the retailer, was able to squeeze out of player B, the corporation
offering FMCG products.
I will never forget my
longest meeting to this day: it started at 9 AM in the morning and lasted until
2 AM at night. There was only one topic discussed and yet we parted without an
outcome. This was a clear case of selling to the unsellable and yet, no party
was willing to admit it and leave.
Instead of walking away
after a maximum of 15 minutes, the CEO decided to let us sit there for 17 hours
and leave the room without a result. This was a total waste of time and a total
failure in my opinion. And yet, to this day these type of games continue to be
part of the corporate-retail tandem, something unimaginable in the small
business world, as it would put you out of business instantaneously.
Make Sure You’re in the Reorder
Business, Not in the Selling Business
We’ve been tricked to believe that it’s super hard to differentiate ourselves from other people and businesses, to let our uniqueness shine. On the flipside, today it’s easier than ever to stand out while everybody else is trying to sell things 24/7 – 365.
This entire concept reminds me of a recent TED-talk I listened to with entrepreneur, self-made billionaire and philanthropist John Paul DeJoria @JohnPaulDeJoria).
Among other things he
emphasized the two secrets to success in business:
SECRET TO SUCCESS #1. Be prepared for a lot of rejection.
SECRET TO SUCCESS #2. Your service or product must be of the highest
quality you can possibly deliver because you don’t want to be in the selling
business. You want a product or a service so good that you’re in the reorder
business.
Golden nugget number two
definitely caught my attention and I wanted to incorporate it into this article
and share it here with you.
Success is not about
offering special deals and cutting down on price to make more sales, it’s about
providing high-quality products and services people want to reorder, have in
their lives and share with their peers.
Don’t follow the crowd;
don’t do what everybody else is doing cause you’re going to get the same
results everybody else is getting… which are average.
Stop selling to the unsellable. Invest your precious
time into things that really matter.
The post Don’t Waste Your Time Selling to the Unsellable appeared first on StrengthInBusiness.
View all episodes
By Krisz Rokk
5
33 ratings
Trying to sell to the unsellable is a total waste of time. You might have heard this piece of advice from Jay Abraham, Dan Kennedy or maybe recently from Gary Vaynerchuk. Willing to leave the room AKA end a sales pitch early in the game and walk away without a deal requires a great level of self-awareness, an in-depth knowledge of who exactly you want to work with and lots of confidence.
One of the biggest traps in
sales are the so-called special deals. Whether you offer them with the clear
intention to increase your short-term revenue or to acquire a new customer,
they often turn out to be dangerous boomerangs disguised as festive gifts.
We all love special deals,
whether we’re buying a Rolex or we’re shopping for a bicycle casket at Costco.
What most retailers and businesses do is package these special deals into super
obvious price discounts.
Does this type of special
deal work?
You bet.
It works even better for
those buyers looking for a bargain.
Obviously, special deals
aren’t reserved for B2C transactions only. In the B2B world, we come across
this type of offer more frequently than not. It’s simple and it works.
But does it mean you’re
onboarding the right client? Will this client truly appreciate your insights
and the results you deliver?
You see, when you want
something bad enough you’ll do whatever it takes and you’ll pay whatever it
costs to get it. Your main concern won’t be to get a say 40% discount on that
particular product or service you desperately desire. You’ll look for other
qualities, such as for example: a trustworthy seller, a great shopping
experience, a thorough demonstration of how the ‘thing’ that you’re buying
works, a chat with another buyer who has achieved great results with the very
same thing you’re trying to acquire.
So the important question to
ask yourself is this:
Who do I really want to work with?
Do you want your clientele
to be made up of individuals who only buy at a discount or do you want to serve
a group of people whose number one buying criteria isn’t price?
Ultimately, there’s more to special deals than discounts (AKA price offs), yet most businesses rely heavily on this vehicle to boost sales and gain new customers.
I learned this lesson the
hard way. It was before being mentored by marketing legend Dan Kennedy who went
through the same experience and talks about this topic at length.
SALES TIP:
Help those who want AND
appreciate your support. These type of people are always happy to pay the price
for action. Whatever you ask, they will pay IF #1 they’re your ideal client and
#2 they’re convinced that you’ll provide them with a ton of value AKA you’ll
over-deliver on your promises.
The Corporate Game: Discussing Unsellable
Ideas In Never-Ending Meetings
Special deals are a cheap shot or a ‘simplistic’ method to sell to the otherwise unsellable. More often than not, these people would have never purchased your product/ service if it weren’t on sale.
I’d like to switch gears now
and move back in time to when I worked as a sales manager in the corporate world.
We used to have these yearly meetings (pitches) with the biggest retailers
where the number one item on the list was the amount of money player A, in this
case the retailer, was able to squeeze out of player B, the corporation
offering FMCG products.
I will never forget my
longest meeting to this day: it started at 9 AM in the morning and lasted until
2 AM at night. There was only one topic discussed and yet we parted without an
outcome. This was a clear case of selling to the unsellable and yet, no party
was willing to admit it and leave.
Instead of walking away
after a maximum of 15 minutes, the CEO decided to let us sit there for 17 hours
and leave the room without a result. This was a total waste of time and a total
failure in my opinion. And yet, to this day these type of games continue to be
part of the corporate-retail tandem, something unimaginable in the small
business world, as it would put you out of business instantaneously.
Make Sure You’re in the Reorder
Business, Not in the Selling Business
We’ve been tricked to believe that it’s super hard to differentiate ourselves from other people and businesses, to let our uniqueness shine. On the flipside, today it’s easier than ever to stand out while everybody else is trying to sell things 24/7 – 365.
This entire concept reminds me of a recent TED-talk I listened to with entrepreneur, self-made billionaire and philanthropist John Paul DeJoria @JohnPaulDeJoria).
Among other things he
emphasized the two secrets to success in business:
SECRET TO SUCCESS #1. Be prepared for a lot of rejection.
SECRET TO SUCCESS #2. Your service or product must be of the highest
quality you can possibly deliver because you don’t want to be in the selling
business. You want a product or a service so good that you’re in the reorder
business.
Golden nugget number two
definitely caught my attention and I wanted to incorporate it into this article
and share it here with you.
Success is not about
offering special deals and cutting down on price to make more sales, it’s about
providing high-quality products and services people want to reorder, have in
their lives and share with their peers.
Don’t follow the crowd;
don’t do what everybody else is doing cause you’re going to get the same
results everybody else is getting… which are average.
Stop selling to the unsellable. Invest your precious
time into things that really matter.
The post Don’t Waste Your Time Selling to the Unsellable appeared first on StrengthInBusiness.