By Brandie Hinen

In my last column, we talked about the natural process all of us go through in making decisions.

I shared that we all – yes, even your buyers – go through a series of little bullet points:
o What’s important to me?
o Is it to my benefit?
o Do I see a value in putting the time to it?

If you cannot bring someone the emotional or mental intrigue to continue a conversation, they likely will not genuinely have time or tolerance in their day to continue.

I have mentioned before using a simple approach vs. a complex one. People want authenticity in their relationships, not canned scripts like “we have a special program.” Using an approach such as, “We work with X and X and X, and when I was talking with them recently I asked who else I should be speaking to and they mentioned they do business with you. Can I come by and just introduce myself and find out whether we’d be a good fit.” Or, “I was driving by and noticed your fleet in the yard. You know, we work with X and X and X, do you know any of those guys? We do a lot in your area/line of work, and I’m wondering if I could come by to introduce myself . . .”

So, let’s just say you got the appointment, and you’re not ready to get in. Here are some quick tips that have helped me accomplish my goals and give a good impression:

1. Be clear about your purpose; begin with the end in mind. Think about what you are “committed to cause.”’ I know, these are strange words we often do not use in day-to-day communication. What it means is: What is the experience or emotion you want to create for the other. Openness? Honesty? Willingness to move ahead? I promise that you WILL create or evoke a response – the question is: do you want to be aware or not aware of what that is?
2. Think about what I offer that they may be intrigued by. Do we offer a service, approach, system or process that will genuinely help them achieve their wants?
3. Remember that this is one of the multiple decisions that this person has already made today. Can I make their decision EASY to do business with you?
4. Over 65 percent of the population likes to see things – are visual learners. That’s likely you and your buyer both. I think to myself, “What can I draw on a sheet of paper or show that is appealing to them?” Hint: it’s not your agency’s $5 tri-fold brochure!
5. Think about who the audience is. Some examples are: what line of work are they in; what do I know about them as a person, or; do I need to do some research on the Web or in the Scopes manual?
6. Who do I already know or who does the agency work with or currently insure that may know this person already? Having a personal reference or recommendation can make all the difference in moving ahead or being seen as just another desperate soul looking to “get” something from them.
7. RELAX. Be comfortable in your own skin. This one takes many of us a lot of years …and some of us more years than that! The more comfortable just being yourself, the better you’ll present, and the clearer you’ll think.
8. Consider the other. What could be going on for this person as a person? Think about putting yourself in their shoes and ask questions instead of selfishly telling all about you. Too many producers remind me of that country song, “Wanna talk about ME wanna talk about I wanna talk about number ONE…”

Revenue work
Do more research before your next appointment. First, research your own motives. If your thoughts are mostly about you, you’re starting off on the wrong foot. Next, research more on who you’re going to see. Think about them as a person who likely has some connection to another person you or your agency already works with. Then, let me know how it goes. Reach me at [email protected]

About the Author
Brandie Hinen is president of P.A.C.E., Inc. & Maestro!, a company that specializes in professional coaching and business training to help firms move from DISCUSSION to ACTION!

© 2010 Zywave, Inc.