- Wasted Time: Your dream clients refuses to give you their time because they suspect that you will waste it. They have experience that suggests that this is true. Salespeople visit with no plan, no real idea as to what they want, and no plan to create value. So, they refuse you–and every other salesperson possible. Promise not waste their time.
- Not Different Enough: Face it; you aren’t the only one calling your dream client in an attempt to gain their time and attention. Your request sounds a lot like the thirteen other calls they received this week. The offer is easy to refuse. Share what makes you different and why it matters.
- Too Much Work: It’s hard to change the tires on an automobile that’s moving fast–and being urged to go even faster. Stopping to meet with salespeople takes time away from the never-ending urgencies piling up around your dream client (with no need in site). Your dream client has too much work to do to meet with members of their own team, let alone a salesperson. Offer to meet them at the time that works for them. Offer a working lunch.
- No Hint of Value: Your message does’t even hint as to what’s in it for your dream client. Sure, you get to try to do a needs analysis and dredge up some pain that you can use to create an opportunity. But what does your dream client get our of letting you in? If there is no value proposition that they can easily discern, you can look forward to hearing “no.” Tell them what they get out of meeting with you–even if they never buy from you.
- You Might Bring Real Change: What you say to gain an appointment may be compelling. But real change is scary. Your dream client is perfectly comfortable with the devil that they know; you’re a whole new devil. Even if you have the ability to improve things, what’s the cost of doing so? Build trust and nurture relationships over time.
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