You do not close a sale, you open the doors of a relationship if you want to build a long-lasting and successful business.
A few years ago two people close to me and I worked on projects told me that I was a good salesman. This made me very surprised, in fact I told them that they were very crazy because I can not even sell a glass of water in the high summer of Rio! But then they said I was a good salesman of ideas! A few months ago, Elvil – which plays and presents the financial independence framework in the Impact Idea Program that I present weekly in Radio Geek (www.radiogeek.com.br) – having lunch with me told me that I did a great curation of ideas , that is, that it was good to understand, structure, organize and follow the development and implementation of the idea so that it came to the real world.
Faced with these statements, I stopped to think about it and wondered why different people, at different times in my personal and professional life, had this perception and vision about me and some of my skills or abilities.
As I said, my first reaction was to be surprised because, until that moment, I had never studied or immersed in the area and in the techniques of sales, marketing, negotiation. So I had no knowledge or technical background for that.
My second move was to try to identify what things I was doing, what behaviors I had that could have made me a good “idea salesman.” Selling ideas is not the same thing as selling an object or a good.
Today I will share some of them today with you. And remember: this is not the result of a training or study in marketing or sales technique but the result of my daily experience over years of professional life where I had (and have) to present my ideas and the ideas of my partners to other people – whether to meet a demand, or to get supporters, funding, material and human resources.
Let’s get my advice to you that needs to sell an idea, a new project, a new way to do better that project that is already running in your company, in your business or in your organization:
- ASK ABOUT THE COMPANY, ABOUT THE ORGANIZATION, ABOUT THE PERSON YOU ARE TALKING TO: in this case we can have two different situations: (A) When we respond to a demand, request, need: Sometimes we need to create solutions or ideas for a demand, a challenge, a problem , a restlessness that the person, the company, the business or organization has. In this case ask about the company, ask people to tell you about the company, about what they are going through. This helps to show real interest and also to “filter” you what kind of question is the most important and adjust your talk about your idea or project. (B) When we do not have a demand and we will present the idea: ask about the person, create some minimal bond with it before starting your presentation talking about you, your company or your work already done. Always start on your purpose: what motivates you to play the project, because you work with what you decided to work on, which ultimately makes you get out of bed and keep working at it.
- USE EMOTION AND NOT REASON: contrary to what many people imagine our decisions are made through our emotional and instinctive system. It is he who commands 90% of our decisions about what to do. So use and be aware that it is touching people, thrilling people, that you are going to create emotional bonds with them and will also be remembered by them.
- IDENTIFY THE NEEDS, CHALLENGES OR INTERESTS OF THE PERSON YOU ARE TALKING TO: our brain is very selfish and since prehistory, when we leave the caves, it’s main function is to guarantee our survival! And that has not changed since then! So talk about what’s of interest, what the person you’re talking to needs, what’s relevant, and what’s relevant to it! Do not talk about you! How to do this? Simple: asking. That’s why listening is more important than talking.
- USE CONCRETE, CLEAR AND OBJECTIVE LENGUAGE AND REFERENCES: our brain understands what it knows, what it is concrete, what is a privous reference. That’s what he records, that’s what he processes. So use concrete languages and use things we know. Avoid using abstract images, words and concepts, for example: scalable action, replicable action, integrated approach, flexible product.
- DEFINE AND ORGANIZE YOUR MESSAGE: Make it clear what message you want to leave at the end of the meeting or conversation. What subjects or points you want to pass on to the people you talk to. Do not be too generic or too comprehensive! In the end, if someone asks that person (or these people) about what the conversation or meeting was about, she should be able to respond – and if not, I’ll tell you more about your message.
- USE ALL 5 SENSES: If you can not use a PPT presentation, poster or anything like that, that’s fine. Even in a conversation you should try to mention and use the 5 senses. In other words: when telling your story talk about images, feelings, colors, smells, noises, conversations, etc. There are people who bond more in one thing or another, balancing this increases the chances of the person understanding and most importantly, remember what you are talking about.
- LEAVE THE PROCESS, THE PHASES, THE NUMBERS, THE VALUES TO THE END: after generating the link, telling stories there you can share with people information about your service, your idea, your approach. But remember! Be clear and objective! No one has the patience and time to put up with jargon, too much detail.
- GIVE SENSE OF SUPPORT AND THERE FOR YOUR POTENCIAL CLIENT OR SUPPORTER: My family has a saying that sums up this point well: “The one who is not seen, is not remembered”. Creating and maintaining relationships requires presence, constancy. Personal and professional relationships should be nurtured and maintained. Show him that person, that company, that organization is important to you – regardless of whether you have a work contract, whether you are playing a project, whether you are developing an idea.
- CONNECT PEOPLE AND NETWORKS TO WORK TOGETHER: Good ideas come out better than multiple heads, so join other people, bring other areas of knowledge, other visions that are critical to the success of your idea, your service, the your product.
For today, that’s all. Let’s get back to the subject more often here on the blog. Hugs!