“1. What do I want? 2. What do I have to give up? 3. Go for it.” – H.L. Hunt

One is easy. Two questions your commitment. Three shows your faith.

You’ve heard it from your parents: “Money doesn’t grow on trees.” “Nothing in life is free.” “Everything has its price.” “You get what you pay for.” But we still think we can get something for nothing.

What do you want? What do you have to give up to get it?

Salespeople want money. Money comes from customers. But some salespeople aren’t willing to give up what it takes to make money. They’re reluctant to follow the process it takes to find new customers. They don’t spend the time it takes to learn new sales techniques. They don’t improve their people skills. They’re stopped dead in their wants by number two.

Have an idea for a new service or product? Tired of working for the man and want to start your own business? What do you have to give up? Safety? Security? Regular paychecks? Not ready to give it up? Then you’re stuck with the man.

Customers want

Customers aren’t ready to give it up for what you sell. Therefore, the best salespeople qualify their prospects on the first contact. Money is a qualifier. That’s why it’s not bad to bring up price early in the game. Letting price simmer under the surface and then surprising her with it when you try to close the deal may be like jumping into Lake Michigan in January. The shock shuts down the system.

Not knowing the price, the buyer is distracted by her imagination and doesn’t give you 100% attention during the presentation. Studies have found that even if you sell the cheapest product, price is still going to be an objection. Might as well face it and get it out of the way. And if she faints when you bring it up, you have either disqualified her or discovered what you need to do to justify the price. Either way, you win.

Management wants

If you’re in management, looking to hire a new salesperson, and you know what your best salespeople do to succeed, bring it up during the first interview and get it in the open.

“What do you think of cold calling?” the sales manager of the Fortune 1000 company asked before my seat hit the chair on my first interview.

“Cold calling sucks!” I replied.

Good, now we’ve got that out of the way, there won’t be any unpleasant surprises at the end, and we both can deal with it. (Still got the job anyway. Go figure.)

Entrepreneurs want

Entrepreneurs without portfolio (no established company, no customer base, and little financial backing) often retreat when they find that what they’ve been told is true. “You better love what you’re doing because you’ll be putting in 100+ hours per week. You’ll be paying your employees before you ever see a nickel. And you’ll be making difficult decisions.”

H.L. Hunt is right. If you really want your goal, know what you want. Give up what it takes to get it. Go for it. Everything else is just wishing and whining.

About The Author:

© 2008 Jerry Hocutt. Get affordable ($25!) sales training at www.SalesWebinarsOnDemand.com. Webinars include Straight Talk If You’re New to Sales: Good Advice I Wish I Had Earlier in My Career and the Cold Calling for Cowards® trilogy.

Jerry Hocutt, author and presenter of the successful Cold Calling For Cowards® series, is now scheduling his speaking events for 2008. If you would like to schedule him for a keynote or break out speaker, please give Eric a call at 509.665.6479

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