I just finished reading yet another book by Jeffrey Gitomer. This one, The Little Red Book of Sales Answers, has loads of good information in it. Just like all of his other books. One section has answer number 30. "What are the three dumbest questions in sales?" I am really conscious of these questions now. Gitomer actually ranks them. Dumb: "Have you ever heard of us?" Dumber: "Can you tell me a little bit about your company?" Dumbest: "What will it take to get your business?" The answers are pretty much what you'd expect and it goes against the old adage "There is no such thing as a dumb question." Maybe from a potential client, but WE can still ask dumb questions!
Then there is answer number 58. "How can I prevent the prospect from going with the lowest price?" We have all lamented about rates being too high, haven't we? One thing to remember is to develop friendships because that is the great un-equalizer. Gitomer lists a number of ideas to take price right out of the equation.
Question number 71 is an eye-opener--"How am I helping my customers build their business?" If you can help your client or potential client by sending referrals, won't that turn on the spigot in the other direction? If you can help their business become more successful, can't that show that you are different from others in your field? I often tell area Realtors about FSBO signs I have seen. They may have already seen them, but they know I thought enough to tell them. I tell appraisers about private sale closings so they can add to their comp base. They all appreciate knowing.
Part Five is a great summary of the book. Building the Friendship. Building the Relationship. Earning the Referral. Earning the Testimonial. Earning the Re-order. Each of the five is important. The sum of the five together is greater than the sum of the five parts. You owe yourself the purchase of The Little Red Book of Sales Answers.