Be Our Guest, Be Our Guest

(Continued from March 2 article, “Selling’s Best Visual Aid”)

You come home and find five pieces of mail addressed to you: two that appear to be bills, one that screams solicitation, a fourth that’s clearly “junk.” And the last one is an embossed invitation. Of these, which do you open first? Certainly, curiosity leads you to unseal the invitation.

People (prospects, customers, clients, donors) like to be invited to things. So, when arranging an in-person appointment on your “home court,” make the occasion feel like a special invitation to an otherwise closed-to-the-public place.

How? How do we not only get prospects on our turf, but make the meeting effective as well?

First, no matter your industry, potential buyers should sense a culture - a feel - when entering your place of business. For instance, walking into a dimly lit theater before the curtain goes up evokes anticipation; in sports, the sight of a venue slowly filling up elicits a sense of awe. What feeling do customers get when walking into your office? Could it be described as adrenaline-inducing excitement, or humdrum dullness?

Last month I had the privilege of working with the talented group of professionals who promote and sell the seven Cirque du Soleil shows in Las Vegas. Recognized on stage as one of the most eye-popping spectacles in all of entertainment, their executive offices reflected it. As soon as I stepped off the elevator onto their second floor, I knew I had entered the world of Cirque. Had I been a visitor there to discuss business, nervousness would have succumbed to a smile. Tension would have turned to fun. They put guests in a positive frame of mind that makes the arrival announcement not one of, “Okay, I’m here to battle your boss!” but one of, “Hey! Let’s get this party started!”

Assuming you’ve created a space that is safe and presentable, those who work in sports could set up an appointment this way: “Mr./Ms. Prospect, let’s do something different. May I invite you to our arena/stadium/track as my special guest to show you x/y/z? Even if you can only get away for a half-hour during lunch -- even on your way home -- I’ll have a sandwich waiting and would be happy to give you a brief behind-the-scenes tour so you can see for yourself the kind of solutions we’re envisioning for you/your company.”

Salespeople often claim to be much better face-to-face than over the phone. Assuming that’s already true, here are some additional tips to make in-office or in-facility selling a meaningful part of any strategy:

A ) Confirm the visit. Verify the appointment either first thing in the morning or before ending the day if the appointment is to take place early tomorrow. Rather than the tired phrase “…just calling to make sure we’re on for tomorrow,” which sounds a little desperate, let them know you’ve prepared for the visit: “Do you prefer donuts or bagels…?” or “While you’re here I’ve received special permission to share...” or “I’ve identified a couple of items I really look forward to showing you...” or “I’ve made an adjustment in my schedule in the event we need some extra time…and I’m calling to confirm your arrival at 1:15.”

B) When they arrive, be ready, but not waiting. If you’re sitting around chatting in the reception area when they show up, you’re creating an impression that maybe the sales team isn’t as busy and prosperous as you led them to believe. Be prepared with your notes and materials, but be engaged in productive activities while awaiting their arrival.

Recently I walked into a lobby, gave my name to the person at the desk and told them who I was there to meet. The fact that they were gazing at a vacation website didn’t engender any confidence in the busy-ness of the firm. In another appointment, it took three to four minutes to be acknowledged. Am I guest or an inconvenience?

C) Begin with a Release Statement. As soon as customers step into a typical sales office, they remember why they hate walking onto car lots: they’re about to get sold! Immediately put them at ease. “Glad to see you. It’s good you came today. I’ve been eager to show you a few things I believe will really work well for your company, and if you decide in the end that this isn’t right for you, that’s okay. Partnering with (a pro sports team) isn’t for everyone.” This is a psychological release, indicating you don’t intend to hold their hand to the fire until they sign. It eases and opens their previously suspicious mind. Plus, it shows your calm confidence -- either way it may go.

Also, notice the omission of the phrase, “Thanks for coming.” That is the wrong attitude to have about any appointment. You are benefiting them, and thanking them for coming implies they are doing you a favor. Be confident and courteous by simply saying, “Glad you’re here!”

D) After the introduction, move quickly and with purpose. Remember, just because they’re with you now doesn’t mean they don’t have to be somewhere else soon. Keep the conversation and pace lively. After all, you’re busy too. “We have a lot of ground to cover in a short period of time, so let’s get started.” People appreciate your thoughtfulness in not taking more time than necessary.

It’s worth noting that around 85-90% of prospects visiting a well-planned meeting on a salesperson’s turf ultimately buy. Is the success rate as high when salespeople go to prospects’ offices? Hardly. So it stands to reason that preparing a customer-friendly visit for guests should become an integral part of your selling.

(To be continued)

NOTE TO READERS:

Join me next Wednesday, March 29 for a free webinar. This webinar will introduce and demonstrate the one principle that has convinced hundreds of organizations to use Game Face for training their sales staffs and growing revenues.

Register now to learn:

1. How to get invited into any door

2. How to get in the mind of your customer

3. How to understand the universal objective of prospects

Select from either a Sports-Specific Sales Webinar or a Corporate Sales Webinar. I look forward to you joining me next week!

Rob Cornilles is the Founder & CEO of Game Face, Inc., the original “sales coach for sports.” Over two decades, Game Face’s sales training influence has grown with hundreds of corporations and sports franchises worldwide. For more information, contact him at ryc@gamefaceinc.com.