DO IT JUST FOR THEM… Queen Elizabeth II's 2012 Diamond Jubilee celebration was a huge success. It marked 60 years in power. Honoring her incredible and highly successful reign. There was even a concert that was shown worldwide. Many special British performers appeared and shared their talents. Notably Sir Paul McCartney singing "Hey Jude" and Tom Jones singing "Delilah". It made me wonder, "How many thousands of times have they sung those hit songs? Don't they ever get tired of singing the same songs over and over? If they do, they sure don't show it." If we were able to ask McCartney and Jones those questions I'm sure their answer would be a resounding…"Yes!!!, I do get tired of singing the same songs over and over." It must get boring for them, don't you think?
So why don't they? Why do "Hey Jude and "Delilah" keep showing up in these concerts? The answer is very simple… that's what the people want! The paying customers want to hear familiar songs that they love. These songs bring back great memories. When Paul McCartney plays those first few notes on the piano to introduce "Hey Jude" everyone starts to cheer. Everyone knows they're going to enjoy the next five minutes. That's what they paid for, that's what they came to see and hear. Sir Paul McCartney and all the other professionals have got it figured out… they give their paying customers what they want! This is the secret to their success.
Here is your ACTION STEP… Salespeople must operate the same way. To be highly successful over a sustained period of time you must figure out what your customers want and keep giving it to them. Let's look at both sides of this issue…
WHAT THEY DON'T WANT
1. A boring speech about how great you are
2. A presentation that drags on and on
3. Too many facts and not enough emotional engagement
4. Too much bonding and not enough content
WHAT THEY DO WANT
1. A Salesperson who asks questions and listens to the answers
2. A Salesperson who is prepared for every conversation/meeting
3. A Salesperson who gives them guidance and direction
4. A Salesperson who is not afraid to ask for the order
5. A Salesperson who is their word (do what you promise, do it on time, keep it simple)
The Business of Sales does not need to be complicated. Once you establish "what the customer wants" then all you have to do is deliver. Be like McCartney and Jones… find out "what song they want you to sing" and start singing! Don't try and introduce material that is not going to appeal to them, don't try and change their taste in music. Make sure that when they come to your "concert" that you give them what they were expecting. There's a reason why top performers in every field draw the biggest crowds… they deliver what their customers want. Just do that… find out what they want and deliver. Just sing the songs they want to hear. NO Excuses.