How Can You Help Me?
I admit right up front that I am missing the “sales gene”. Selling is something that I have to work hard at, not something that comes naturally. I’ve been to a lot of training, and I make an effort every day to put it into practice. Over time it does become easier and, dare I say it, even kind of fun. But one thing that just doesn’t come easier seems to be asking for help. And maybe that’s why I sometimes struggle in sales.
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One of the things you need to do to sell is to “network”. There are all sorts of ways to do this but all of them involve getting out of the office and mingling with and meeting people. The ritual involves smiling, asking people what they do (while you mentally rehearse your 30-second speech) and then explaining to them in half a minute what it is you are selling. Then you exchange business cards and move on to the next smile. Sometimes you even meet someone who cares. After the event you throw away the business cards. This is the typical Chamber of Commerce event.
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The situation is somewhat better in regular networking groups that meet frequently and offer you a chance over time to really get to know the other members, understand their businesses and learn how to steer appropriate referrals their way. They are more focused on building relationships than collecting business cards. But even here, there is this emphasis on quickly explaining what you do and then letting everyone else have a turn.
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I was at a networking lunch today that I attend on a weekly basis, and I made a startling discovery. People LIKE to help you! They often just really are not sure how best to do it. Instead of my standard networking spiel, today I shortened it to a few seconds (after all, most of the people there had heard my “30 second commercial” enough times to deliver it themselves) and then said “I really need your help. Here’s how you can help me.” And I told them. Very briefly, very clearly and very specifically.
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The results were startling. People stopped their routine to ask me questions and request more detail. My allotted time came and went and people still wanted to know more. Three of them promised to connect me with people they thought could probably use my help. Two more agreed to meet for coffee later in the week so they could find out more about what I did, and let me know how I might be able to help them. It was by far the most productive sales day I ever had with this group. All because I decided to just ask them for help and tell them exactly how they could assist me.
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I don’t know if this was a fluke or if it is something fundamental about people and selling. But from now on I intend to make asking for the help I need the centerpiece of my networking effort.