Have you ever watched a movie where the
scene flashes forward and shows what life around you would be like if you did
not exist or were not present? The director is painting a picture for the
character and for you. These tend to be used as “ah ha moments”, ones that
drive home the point of the plot. When selling, you too can use this approach,
to drive home the point of the plot.
Mr. Prospect, let me paint a picture for
you, of what it will look like to work with my firm. Mrs. Client, let me paint
a picture for you, of what it will look like if we stopped working together and
you chose another firm to partner with. In either case, you can be an artist,
and you can use the painting of a picture to close the deal.
There are several tactics that must be
applied at the same time for this approach to closing to work. First and
foremost, you must be sincere. Sincerity when describing the future
relationship, both with ups and downs, is the key to having the prospect or
client believe in you. Two things were also just said that are important to
point out. You must describe what it is like, in reality, to work with your
firm. Of course, there will be many highs or ups. There may also be lows or
downs. Being believable is being honest. Most sales people only want to paint
the picture filled with beautiful colors. A true artist must sometimes show the
dark side. Describe what happens when something does not go just right. Outline
how you handle resolutions when a change in the relationship occurs. Explain
how you will get past a possible disagreement. And the other point is they must
believe you. You represent your company and therefore you must be believable
because you will be held accountable not your company.
Other factors in painting the picture
for working together is through story telling. It is okay to have a small
tangent in your closing process to tell a real story that your prospect or
client will relate to. And, if you can then provide a reference to validate the
story, the picture you are painting becomes even more prevalent to the close.
As I’ve mentioned in past blog posts, ‘A’
level sales people understand how to build relationships, and recognize the
building process may take time. Like an artist, the outcome of the final
product is unknown in the beginning, but takes shape throughout the process.
And, so does selling. Unfortunately, there are too many ‘B’ and ‘C’ level sales
people that want to rush through the process. I call them “paint by numbers
sales people”. They think they are using their best skills, but they are simply
trying to speed through by copying another’s work.
Be yourself, be honest, be realistic and
paint a picture for what is to come. You will qualify your prospect or client.
You will make them desire to work with you. And, you will be able to refer back
to the sales process and the picture you’ve painted if ever you need to review
your relationship with them. Until next time, keep selling.