“The person that gives value first has the leverage.” – Gary Vaynerchuk
What’s the worst professional advice you ever got?
In Tim Ferriss’ new book, Tribe of Mentors, Ferriss asks a series of questions to a group of elite athletes, super achievers, & billionaires.
Here’s one question that generated some fascinating dialogue:
“What are the bad recommendations you hear in your profession or area of expertise?”
This question brought me back to my first SALES job.
During our weekly sales meetings, my manager would walk around the meeting room and say phrases like “Work the close!” and “A.B.C. – Always Be Closing.”
It was like Alec Baldwin’s character “Blake” from Glengarry Glen Ross giving you a motivational talk each week.
SALES was all about CLOSING a deal.
Get the contract signed and move on.
Helping a customer succeed and establishing a long term relationship had little to do with the process.
For my money, “Always Be Closing.” is the worst professional advice I ever got.
EVERYONE IS IN SALES
Like it or not, EVERYONE is in SALES.
We all have something to sell:
- Our product to a customer.
- Your kids on brushing their teeth.
- Convincing your husband it’s time to remodel the kitchen.
If you really want to CLOSE THE DEAL, focus less on CLOSING and more on VALUE.
LEAD WITH VALUE
Sales is all about providing VALUE.
It’s HELPING someone get the OUTCOMES they are searching for by using your idea, product or service.
Gary Vaynerchuk, internet entrepreneur & bestselling author, has an amazing philosophy on how to get people to decide in your favor.
It’s called JAB, JAB, JAB, HOOK.
GIVE TO GET
Think of the SALES process like a boxing match.
Each JAB is you providing HELP and VALUE to your customer.
The HOOK, which comes only after a series of jabs, is your ask. It’s what you are trying to get the other person to agree to.
Your JABS setup the HOOK.
The JABS increases the chances that your HOOK hits the target.
Just like a boxer has a GAME PLAN before entering the ring, each salesperson needs a plan before entering a customer’s office.
Before you ask a customer to do anything, HELP THEM three times.
Prove your VALUE.
It’s not about “Always Be Closing.”
It’s all about: “Always Be Helping.”
- Give Value
- Give Value
- Give Value
The JAB, JAB, JAB, HOOK method delivers knockouts:
- It ENGAGES customers.
- It creates TRUST.
- Establishes long term RELATIONSHIPS.
People are way more receptive to take action on new ideas with people they like, trust, and know have their best interests at heart.
This is not just a GAME PLAN for SALES.
It’s also a great philosophy for life.