How To Draw Out Secrets From Your Customers

“You don’t close a sale; you open a relationship if you want to build a long-term, successful enterprise”

Patricia Fripp

Imagine for a moment you are on a date.

Things are going really well and the one you’re with is looking pretty hot. The conversation flows easily and you’re having a lot of fun and they’re laughing at all your jokes (even the really lame ones).

Then suddenly, the conversation goes on a weird tangent.

Your date starts talking about “when we have kids”…

…they reveal to you what they think are “really cool baby names”…

…they start thinking out loud about how soon you could come over and “meet the whole CRAZY family”.

That’s when you start to break out in sticky hot sweat, realizing you’ve just made a HUGE mistake.

Quick as a flash you make up excuse about needing to go to the bathroom.

And the second your date is looking the other way, you sneak out of the restaurant and run to your car.

Stepping on the gas, you peel out of the parking lot faster than you’ve ever done before. Then, with the restaurant fading from view in your rear view mirror you let out a sigh of relief.

Sound like something you may have experienced in real life once or twice?

Well let me tell you something.

Sales and dating have a LOT in common.

You can’t expect a customer to commit to buying from you anymore than you can expect someone to marry you on the first date.

No, what has to happen is a relationship of trust needs to built first and you begin that by making the conversation about them and not you.

When I’ve coached people in the past I always call up their company as a customer. I want to see how they handle themselves on the single most profitable piece of equipment they own – the telephone.

At first the conversation goes well. For the first ten seconds. Then it goes downhill from there and I cannot wait to get off the phone.

Just like the dating scenario described above, things can start off well but can be destroyed with just a few wrong words.

You see most area rug cleaning company owners I’ve worked with answer the phone more or less the same. In fact they answer it pretty much like their competitors do. No real difference.

Let me give you an example.

I called on one company and asked them the question I get asked all the time… “I have an area rug that needs cleaning, can you tell me how much it would cost to get it cleaned?”

For most people this is what they would call the classic “price shopper”.

And what do most people do with a price shopper? They tend to try and get rid of them as fast as possible by just giving them what they were asking for: the price.

But here’s the thing you have to remember.

Sales and dating are pretty much the same. The rules that govern dating relationships are the same that govern sales relationships.

Think of it this way.

If someone you always dreamed about being with came up and asked you a question…

…would you let the opportunity slip away from you?

Or would you do everything in your power to use this opportunity to get them interested in you a little more?

Well, every time someone phones your company for a price – it’s an opportunity for you to get them interested in you.

The problem is most area rug cleaning company owners talk about the wrong things. They talk about things that customers don’t really care about. The things that put them off and make them want to get off the phone as fast as possible.

What you need to do is talk about what interests the customer. Gets them talking about the stuff that makes them light up. Gets them to think that you’re different from everyone else they met. That’s what gets them interested in you.

How long does that take? Less than 10 seconds.

In 10 seconds you can have a price shopper already thinking you are different from everyone else they called.

In 10 seconds you can start a relationship that makes the customer want to only have you care for their rugs.

In 10 seconds you can begin to have any thought of price become a total non-issue.

How do I know this?

Because I answer the phone everyday it happens to me. It’s happens to my staff It happens to those I’ve coached.

It’s what will happen to you when you begin to use a simple strategy I call, “The Red Print”.

The magical, mystical strategy that turns the dreaded price shoppers in high value clients nearly every time.

Where can you get you hands on it? There’s only one place…

Stephen “Dusty” Roberts