The Unexpected Message That Won a Client

Dan Seidman, a sales trainer and former company recruiter, spent three years trying to contact a potential client. During this time, he left 46 voicemail messages, but the person never responded.

Instead of leaving another ordinary message, Seidman tried a different approach on his 47th attempt. He jokingly announced that the prospect had won an award for being the hardest person to reach. He also thanked him for never returning his calls.

Surprisingly, the prospect called back right away. At first, he was annoyed by the unusual message. However, he later found it funny and eventually became Seidman's client. This method is known as a pattern interrupt. It means doing something unexpected to break a person's normal way of thinking or reacting. The main lessons from this example are:

• Repeating the same approach does not always bring results.
• A different message can get someone's attention.
• Humor can help start a conversation.
• Understanding people's reactions can improve sales efforts.

When the usual method fails, trying a new approach may create an opportunity that was not possible before.

Understand Your Customer to Make More Sales

Successful selling starts with understanding customer needs and decision-making styles. Salespeople can improve communication and build trust by changing their approach to match each customer.

Benefit-Focused vs. Problem-Focused Buyers: Customers may focus on the positive results they want or the problems they need to solve.

• Benefit-focused buyers like new opportunities and want to know how a product can improve their lives.
• Problem-focused buyers want to avoid risks and find solutions to existing problems.

Example: One car buyer may want to save money on fuel, while another wants to reduce high petrol expenses.

Quick vs. Careful Decision-Makers: People differ in how much time they need to make a purchase decision.

• Hares decide quickly and prefer immediate results.
• Tortoises take more time to compare choices and think carefully before buying.

Salespeople should give quick answers to fast buyers and allow careful buyers enough time to decide.

Self-Trusting vs. Evidence-Seeking Buyers: Some customers trust their own judgment, while others need proof before making a purchase.

• Self-trusting buyers rely on personal opinions and past experiences. Explain how the product meets their needs.
• Evidence-seeking buyers want facts, reviews, research, and customer feedback before choosing.

Structure-Loving vs. Choice-Loving Buyers: Customers may prefer a clear plan or the freedom to explore different possibilities.

• Structure-loving buyers prefer clear instructions, fixed steps, and organized plans.
• Choice-loving buyers enjoy comparing alternatives and having the freedom to choose.

Offer a clear process to the first group and several suitable options to the second.

Big-Picture vs. Detail-Focused Buyers: Some customers want a general overview, while others need complete information before deciding.

• Big-picture buyers want the main benefits without too many details.
• Detail-focused buyers need information about features, costs, and performance.

Give a brief overview to big-picture buyers and detailed explanations to those who need them.

Understanding customer preferences helps salespeople communicate clearly, suggest suitable products, and build stronger relationships. A planned sales process also helps them stay organized and serve customers more effectively.

Three Simple Ways to Win Customers and Increase Sales

Convincing people to buy becomes easier when you understand their needs and preferences. You can improve your sales by following these three simple methods:

1. Present Information in the Right Way: People understand information differently. Some prefer pictures, others like listening, while some learn better by reading or trying things themselves. Choose the method that helps your customer understand your offer.
2. Respect Their Buying Speed: Every customer takes a different amount of time to make a decision. Some buy quickly, while others need more time and information. Be patient, answer their questions, and avoid rushing them.
3. Know What Matters to Them: Ask customers what they want before making a recommendation. Pay attention to their answers and explain how your product meets their needs. Important factors may include:
   • Price: Does it fit their budget?
   • Quality: Does it offer good value?
   • Convenience: Is it easy to buy and use?

Understanding these points helps you build trust and encourage customers to make confident buying decisions.

Start Every Sales Meeting with a Clear Plan

A successful sales meeting begins with a clear plan. Before discussing your product or service, make sure you and the buyer agree on how the meeting will work. This helps both sides use their time well and understand what they want to achieve. Follow these three simple steps:

• Confirm the meeting time: Remind the buyer how long the meeting will last and ask if the timing still works. For example, "We planned to meet for 45 minutes. Does that time still suit you?"
• Encourage open communication: Let the buyer know that both sides can ask questions and share honest opinions. For example, "Please feel free to ask anything, and I'll do the same."
• Set a meeting goal: Agree on what you hope to learn or decide before the meeting ends. For example, "Let's see whether our solution meets your needs and whether another meeting would be useful."

Following these steps creates clear expectations, builds trust, and keeps the discussion focused. A clear plan saves time and helps both sides understand each other. It also creates a strong start for building a good business relationship.

Choose the Right Words to Win More Sales

Good communication is an important part of successful selling. The words a salesperson uses can affect how customers feel and respond. Positive language builds trust, creates interest, and helps customers feel comfortable. Salespeople should choose their words carefully to make conversations clear and effective. Here are seven ways to improve communication during sales calls:

• Avoid Weak Words: Words such as "just" and "only" can make your message sound less important. Explain your purpose clearly and show customers the value of your offer.
• Avoid Starting With "But": Beginning a sentence with "but" can make customers feel that you are ignoring their opinions. Use words that show understanding and keep the conversation positive.
• Speak With Confidence: Avoid using "might" when you can give a clear answer. For example, say, "I can offer you a lower price with a three-year agreement." This sounds more confident and direct.
• Use "When" Carefully: The word "when" can show confidence about plans. However, use it only when it fits the situation and does not pressure the customer.
• Avoid Unclear Words: Use simple and direct language instead of expressions that may confuse customers. Make sure your message is easy to understand.
• Ask "How" Instead of "Why": Questions starting with "why" can sound like criticism. Asking "how" encourages customers to share their thoughts and discuss possible benefits.
• Never Make Assumptions: Do not guess what customers want or believe. Ask clear questions, listen carefully, and understand their needs before offering a solution.

Effective sales language helps build strong relationships with customers. By speaking clearly, showing respect, and asking useful questions, salespeople can gain trust, understand customer needs, and improve their chances of making a sale.

Build Client Trust Through Real Experiences

Sharing personal experiences can help clients understand your work and trust your advice. The PET method makes this easier by focusing on three simple steps:

• Personal: Talk about a real situation you faced at work, including a success or a mistake.
• Emotionally: Explain how you felt during that experience and what made it difficult or rewarding.
• Teachable: Share what you learned and how it can help your clients solve similar problems.

Using these steps makes your communication honest, simple, and useful. Clients can relate to your experience and feel more confident in your guidance.

Ask the Right Questions to Close a Sale

The fastest way to make a sale is by asking questions that reveal problems your product or service can solve or show its benefits. When your questions are clear and connect emotionally, you and the buyer work together to find a solution. Here are some ways to ask:

• Can you share more precise details about what you need?
• What outcomes are you looking for, and how long do you expect them to last?
• Have you used other solutions before? How effective were they?
• How has this issue impacted your work, and how does it affect you?
• If this problem can't be fully solved, can you manage it, or should we look at a different option?

These questions apply in many industries and types of selling, helping you understand your buyer and guide them toward the right solution.

Listen and Handling Objections

Asking great questions is useless if you don't really listen to the answers. Good listening helps people feel understood and builds trust. Curiosity is key. Simple listening skills include:

• Making eye contact
• Matching the speaker's body language
• Using short verbal signals like "tell me more" or "that's interesting."

Repeat what you heard in your own words and ask questions if something isn't clear. Pay attention to the speaker's feelings, tone, and pace, which reveal important details.

When selling, clients often raise the same objections. To handle them effectively:

• Identify the 5-6 most common concerns
• Work with your team to create answers for each
• Adjust these answers to match your style

Avoid reacting defensively or just repeating product features. Instead:

• Show understanding of the client's feelings
• Ask questions and show genuine interest
• Choose the response that fits the situation best

This approach keeps conversations focused, builds trust, and increases your chance of success.

7 Simple Ways to Improve Your Sales Performance

Success in sales begins with controlling your own actions, thoughts, and habits. To become a better salesperson, you need to manage these seven important areas:

• Handle Rejection: Not every customer will buy from you. Accept their decisions, stay calm, and contact the next potential customer without losing confidence.
• Build Resilience: Difficult days and failed deals are normal. Learn from your mistakes, remain confident, and continue working toward success.
• Set Goals: Decide what you want to achieve and make a clear plan. Set SMART goals that are specific, measurable, achievable, realistic, and time-based.
• Choose Priorities: Complete the most important tasks first. Organize your daily work and spend more time on activities that can increase sales.
• Maintain Balance: Take short breaks, get enough rest, and make time for your personal life. This helps you stay focused and productive.
• Keep a Good Attitude: Stay friendly, helpful, and respectful. Thank customers and coworkers who support you.
• Improve Self-Talk: Avoid thinking that you cannot succeed. Replace negative thoughts with helpful reminders, such as, "I can learn from this and do better next time."

Managing these seven areas can help you build confidence, work effectively, and achieve better sales results.