Anybody who has ever attended one of my business-development presentations realizes that I dance to a slightly “different beat.” Some laws, ideas and concepts will remain evergreen, although there are a few beliefs that require a fresh coat of paint.
There happens to be a few outdated sales-related beliefs that have become yesterday’s news. Here are five such sales myths worthy of a new translation.
Today I will shed light on the sales myths involving likeability, stress, targeting, rejection and “closing.”
Myth #1: You have to like “people.” I personally believe that this idea is NOT written in stone. As a general statement, I do not like “everybody.” I like the “people” I like. By my definition and observance, all people are not likeable. In fact, there seems to be a growing trend for people to become less likeable, less courteous, more self-absorbed and, dare I say, down-right obnoxious. I make a concerted effort to distance myself from these people. Nobody ever said you have to do business with everybody.
On the other hand, when I am introduced to a fun-loving, honest, hard-working, responsible human being, there isn’t much I wouldn’t do for them.
Myth #2: Stress comes with the territory. According to me, stress is the result of losing control of a given situation. In many, if not most instances, stress is a choice. Once you realize that life (and business) is not always fair or predictable, you will find yourself less likely to fall victim to the negative aspects of stress.
Here is a tip worth repeating. “Stop believing the world works differently than the world works.” Always do your best and adopt a more realistic attitude toward business.
Myth #3: Selling is a numbers game. This is not entirely false. If you sling enough mud against the wall, some of it is bound to stick. Today, it behooves you to have a different mind-set. Target your intended audience and make it your focused business to make a connection with them. This is often referred to the “rifle” approach verses a “shotgun” effort. Your objective is to establish a long-term trusting relationship, not a one-time quick buck.
Myth #4: Rejection is a large part of the sales process. The truth is that you are unnecessarily flattering yourself if you allow the feeling of rejection to enter your mind. Get this and get this good. Nobody cares about you. They are not rejecting you. They are rejecting the cost, the venue, the timing and/or the opportunity cost. Not you. Rejection is no longer a word you need to identify with.
Myth #5: You Must Always Be Closing! A famous line in the movie Glengary Glen Ross features the letters A, B, C. These letters stand for Always Be Closing. This is more bad advice that has contributed to sales having such a poor reputation. Nobody enjoys being “closed,” and people are too smart today to fall victim to these cleverly scripted sound bites.
A, B, O is your new acronym to live by. “Always Be Opening.” Start with a sincere smile and a welcoming greeting. Then continue to communicate honestly while maintaining the overall interest of your client in mind. Then, you can let the cards fall where they may.
Mike Marchev, CTC, has been sharing his business-related ideas and strategies with interested travel professionals since 1984. His recently published “More-On” Series of E-booklets are now available in digital format. Email Mike for the content outline on all eight titles along with special pricing for The Travel Institute subscribers.
