SalesFitRx BLOG

ATTRACTING BUYERS IS HOW THE GAME IS WON

Niagara_Falls_350_shadowEvery year during the Spring months the waters from Canada begin to thaw and a river littered with chunks of ice flows toward the drop-off of Niagara Falls.

There’s a dangerous game of attraction at play.

Some of those floating pieces of ice contain dead fish which were killed by the freezing water. Those fish attract birds wanting those fish for dinner. But, that isn’t the dangerous element in and of itself.

When a bird spots some ice containing a fish, it lands on it and pecks away to eat as much of the fish as it can before the chunk falls over the edge of the falls.

Most birds are able to land, eat some fish, and fly to safety just before the ice plunges down the falls, but not all of them.

Every once in a while a bird will become so engrossed in the fish that it loses the focus needed to ensure its own safety.

The bird will remain on the piece of ice too long and will not be able to fly away at the precipice of the falls because its feet are stuck to the ice, taking the ice, the fish and the bird crashing to the bottom of the falls.*

I TOLD YOU THAT TO TELL YOU THIS…
Attraction can be an incredibly powerful thing. We know this to be true in many areas of our lives. It can be used in right and wrong ways. But, most importantly for our purposes here, it can be a powerful tool in your professional skill set if you know how to use it.

We’ve all heard the English proverb: “You can catch more flies with honey than with vinegar.” But how does that practically translate into our careers in sales? More specifically, how can we use this truth to be more effective in our social sellingefforts?

I found an expert who can help us with this matter, and he’s been very successful at using strong forms of attraction to draw buyers into conversation with him.

Social selling trainer and speaker Jeff Molander (@jeffreymolander) wrote a post on his site, MakeSocialMediaSell.com, titled: A Weird (But Effective) Way to Set Appointments Faster On LinkedIn.” It’s the resource I want to tell you about today.

THE BIG IDEA
The big idea of Molander’s post is this:

Stop requesting what you want from buyers and, instead, begin consistently attracting buyers who are acting on their own volition.

WHAT I LIKED
What I especially liked about this post is how it began with some action steps:

  • Stop requesting to connect with prospects on LinkedIn.
  • Stop asking for the appointment in your “first touch” message.
  • Start allowing prospects decide if they want to talk to you—help them feel the desire to meet with you IF it’s the right thing to do.

The big benefit of this is:

This “attraction” strategy helps your leads qualify or disqualify themselves.

When self-qualified buyers respond to you, you have a hotter lead. You’ve also saved yourself the time of qualifying them, giving you more time locate and potentially attract additional self-qualified buyers.

The majority of the rest of the post uses a real life example of a sales professional at Intel. It’s a very practical, nuts and bolts, post giving you exactly what you need to begin making improvements in your own buyer attraction today.

There’s also a pair of templates near the end of the post. I recommend viewing those as guides, and as not boilerplates. Create your own personal versions of them to ensure your own voice is used.

The checklist at the end of the post is also quite helpful. Don’t miss it.

Remember:

Showing buyers you know what they want > Asking buyers for what you want

Attraction is powerful. Don’t forget you’re susceptible to it as well.

Don’t get caught riding on a prospect too long, to the detriment of more viable buyers, and suddenly plunging down to your own place of peril.

I also recommend reading Jeff Molander’s blog with regularity. If you do, you’ll quickly realize his expertise related to social selling on LinkedIn. His posts can help you find shortcuts to greater success with your own social selling work.

[Reading Time of Molander’s Post: 5:00 minutes]

* The Niagara Falls illustration was adapted from a talk by Dr. George Sweeting
QUESTION ::: How have you been able to successfully attract buyers

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