“Set it…and forget it!” the announcer tells us about the rotisserie oven he wants us to buy. Get it started, set the timer, and walk away. The bell will ring when the chicken is done and the cooking will stop on its own. You won’t overcook it.
I like to use this phrase when I’m talking about selling. Of course, professionals don’t sell, they “interview” and “get retained” and “prepare engagement letters” or “enroll” or “take an app.” But let’s be honest—it’s all selling.
The reason many professionals despise the “s” word is that they think that selling is about pushing their services on a prospective client. They try too hard and move too fast for most of their clients or patients—and they end up burning the chicken. What if instead of making your goal closing or enrolling or opening a case, it was simply to develop rapport, and to determine if what you have to offer is a good fit for the prospective client’s needs?
“But I need every sale,” a participant in one of my workshops blurted out.
“Do you close every sale now?” I asked, and he shook his head to tell me “no.”
You’ll get more sales if you stop trying to sell, I explained to the group. Sure, the ultimate goal is the sale or engagement–but set it…and forget it! When you focus on making the sale, you apply pressure and transmit a subtle signal to the prospect that this conversation is about getting him to take you on for your sake, not for his. There is resistance, and when you do arrive at asking for the business, you too often end up with a negative response.
If you (a) focus on establishing rapport, and (b) ask questions to find out the who, what, when, where, how and why of what they’re doing—or not doing—now, and (c) determine and tell your prospect the truth about whether your solution is something he actually needs, when the bell rings, you’ll have a new client.
Extra Credit: Be willing to give up the client to someone who can really help her if you can’t, and you may just create a referral partner for life. (See the movie “Miracle on 34th Street” and you’ll know what I mean.)
Set it…and forget it! And very soon you’ll have more clients.
Let me help you now to grow your practice…and no matter what, keep REACHING…