4 Ways Authority Selling Can Lead MSPs to Better Sales Appointments
In the past, a big part of what made a sales consultant successful was their capacity to stomach the uncomfortable sales procedure.
These consultants did not mind dealing with all the normal roadblocks from prospects in sales appointments — roadblocks just like insufficient money and poor timing.
They did not mind dealing with the strain. And make no mistake; there is a whole lot of pressure on everybody involved with the sales process. There is pressure on you to do well during the meeting.
There is pressure on the prospect to come to a decision. And there is pressure on the entire appointment to supply the numbers you are after.
While the conventional method of selling works for a while, it certainly does not work for everybody.
Most sales consultants are not familiar with the old method of selling and looking for a simpler way.
When I started, I was deathly afraid of two things. I was afraid of selling because I didn’t want to be rejected.
I was also afraid of asking for money because in our family, we never really talked about money.
Because I feared selling and asking for money, I decided that I’d just get good at marketing.
If I could do that, then the marketing would do all the heavy lifting for me and selling would be easy.
I realized that what I was really after was a way to flip the traditional sales model upside down and take the pressure out of selling.
That’s when I added Authority-Selling.
Authority Selling is just one of the amazing selling techniques I use every day. Here’s how it works:
TEACH THEM WHAT TO WANT
In your marketing, your job is to make two things crystal clear to your prospects.
Here are the results you want.
Here’s how to get them.
Yes, it’s that simple.
In the movie Inception, the main characters get into people’s dreams and plant an idea.
This is a great metaphor for what we want to do in our marketing when we’re Authority-selling.
We need to facilitate their information gathering and decision making process. We need to get inside their head (figuratively, of course) and set the buying criteria.
You can do this in any type of marketing.
Sending out an email newsletter?
In the email, teach them what to want by stressing the importance of getting the results you offer.
In a video blog, podcast, speech, live event, webinar – or whatever else you use to market – your job is to ‘seed the need’. When you’ve planted that seed, they’ll be hot for what you’ve got.
Now, tell them how to get it.
REVERSE THE ROLES
In every sales appointment there’s a prize, and there’s someone who wants that prize.
In traditional selling, the prospect (by turning them into a client) is the prize, and you’re the one who wants it. You’re the hunter, they’re the prey.
Unfortunately, that leads to a whole lot of crap on your end! It means you’ve got to put up with their objections and excuses while they’re stalling and negotiating.
This doesn’t help you and it doesn’t help them.
If you’re the needy one when you sign on a client, how well do you think the relationship will go?
We need to reverse the roles.
There’s a great book by Oren Klaff called Pitch Anything. In a nutshell, it talks about becoming the prize. You need to become the walking, talking, deal of a lifetime by understanding the cost of not doing business with you.
Think, “What will it cost them if they don’t hire me?”
Reversing the roles only truly works if you’ve taught your prospect what to want in your marketing.
The clearer you can be about the value you’ll bring before you ever get to the sales appointment, the easier it is to be in a position of power.
Be the prize.
ASSESS THIER SITUATION
Most sales consultants walk into a sales appointment trying to impress their prospects.
In Authority-selling, you should go in looking to assess the prospect.
So, you’ve taught them what to want.
You’ve seeded the need and you’ve got them hot for what you’re selling.
Your mindset isn’t needy because you know you’re the prize.
After that, when you’re booking a sales appointment, give them some work to do, document key priorities for using technology and have them bring that to the meeting – an audition of sorts.
Once they provide it to you, do a 10-15 minute discussion where you assess their situation.
This isn’t just for show. You want to assess what kind of client they’ll be. Are they an A-grade client? Or, are they a B, C, or D-grade client?
If they’re not A-grade (or at least have A-grade potential) then it’s not a good fit for you, and you can move on gracefully. If they are a great fit, then go forward with a sales appointment.
THE BENEFITS OF AUTHORITY-SELLING
When you get this correct, it transforms your sales appointment process.
In sales appointments, there’ll nonetheless be objections.
The only difference is, you are going to be the one raising them.
Could you imagine if you were not the one desperate to get a “Yes” at a sales meeting, and instead the prospect was.
Then you can say, “I only need to ensure we are an excellent fit here.
I am somewhat concerned about X however.
Tell me about this. Are you sure we are a fantastic match?”
This puts you in a place of authority ideally.