• Tom Fletcher

How to Get More Sales: Three Key Behaviors That Will Make You Unstoppable

Do you want to improve your sales?

Ever wonder how to get more people to say “yes” to your offer?

How do you get people to buy from you and not the competition?

In this article, you’ll learn three key behaviors that you aren’t doing that can absolutely influence your customer’s buying decision and are the missing links to making you unstoppable.

You’ve heard it ad nauseum from all the so-called gurus, “people buy from people they like.” “People buy from people they trust. People buy from people they know. People buy from people that help solve their problems. People buy from people that can offer the lowest price. People buy from… fill in the blank.”

People buy for all these reasons. Unfortunately, it’s difficult to know exactly what the most important factor(s) are in your customer’s buying decision…, is it likeability, is it trust, is it relationships?

There are three key behaviors YOU OWN in the customer buying decision that are often overlooked by small business owners and entrepreneurs, yet if addressed before you launch your product, service or offering can help you position yourself as the right one to buy from.

These three key behaviors coupled with how to overcome them can make all the difference between a successful product launch and a sale that never materializes:

  • Negative Preparation

  • Make It Easy To Buy

  • Narrow Your Focus

Negative Preparation is a positive.

People succeed in business, sales and marketing by dealing with “what is” not “what ought to be.”

Sure, we’d like to think our product is best for everyone and has no flaws, but ‘what is’ reality?

Reality is your customer will have something that needs addressing before you can move forward with the sale. You need to anticipate and be prepared to answer every question, concern or objection your customer throws at you by formulating your responses in advance.

Carefully analyze every weakness that might be attacked and think of ways to respond effectively. Write down the potential issue and your response, be prepared to discuss by practicing how you will respond, don’t be defensive and be sure to answer any issues with confidence.

Often, I hear marketers say they don’t want to come off as a “pushy salesperson,” so they avoid the sale’s process altogether. Well, a great way to avoid being perceived as a pushy salesperson is for you to know your product and be prepared to provide well thought-out responses to every question, concern or objection that might come up.

I can always tell when a salesperson has my best interest in mind and is prepared, compared to one that just wants me to buy something and doesn’t want to put any time or effort into the sale. FYI – if I sense the latter, I won’t buy!

Make It Easy for Your Customers to Buy, because confused customers don’t buy!

We have an incredible tendency to complicate our lives. There are many reasons for this, which can be better addressed by a psychologist, and I didn’t sleep at a Holiday Inn Express last night, so I won’t even go there.

Let’s take buying or leasing a new car. Buying or leasing a new car is right up there with some of the worse things I have experienced in my life, and I’m not a youngster anymore.

My 26-year-old daughter wanted me to help her buy/lease a new car. I warned her in advance that I’m not the best person to take along because “I absolutely hate the experience!” But as I’ve come to learn in a father-daughter relationship, that reason never works to get out of anything. Off we went to the car dealership to take a test drive.

We were greeted by a pleasant young man as soon as we walked into the dealership. While totally ignoring my daughter, who was standing closer to him then I was, he asked me what I was looking for today. After realizing I wasn’t the one he should address the question to he asked us to come join him is his office (cubicle) to discuss my daughter’s needs and budget. Fast-forward. Sitting there for what seemed like hours (probably 20 minutes), we were finally walking out to test drive a car “similar” to what my daughter wanted. It had a “few additional options” then what my daughter wanted, but it was as close to what she wanted and available for a test drive. After the test drive it was time to discuss the numbers.

Fast-forward again. After meeting with 5 different employees; including the General Manager, New Car Manager, Leasing Manager, etc. over the course of the next 2 hours, and each of them confirming what a great deal my daughter was getting on this car, I guess I was looking rather exhausted. My daughter suggested I should go out in our car and shut my eyes while the paperwork gets finalized. Soon I heard a knock on the window and it was my daughter with an extremely sad face. Evidently, the Sales Manager had determined that he couldn’t lease the car to her for the agreed monthly payment and she would need to come up with an additional $2000 to put down. Fast-forward one last time. We didn’t drive home a new car that day.

My daughter and I were so confused with the sudden change and the over all buying process we just walked-out saying nothing to one another until we arrived home.

Unnecessary complexity in the buying process creates a whole host of problems. It wastes time, it drains energy and enthusiasm and often confuses the customer. A major mistake made or overlooked by sales and marketing professionals repeatedly is overestimating the sophistication of their customer. The best way to succeed in advertising, marketing, selling, or persuading others (regardless of who they are or how smart you believe they are) is to present everything in the simplest possible language and in the simplest possible form.

This especially holds true when using your company’s internal lingo, if it is not widely accepted by your market.

Narrow Your Focus, or get lost in a sea of red.

Based upon shear numbers, there are more small business owners and entrepreneurs that lose their shirt compared to those that are purchasing yachts (pun intended).

Often in marketing, the mistake is made going after too broad of a customer segment. Yes, it is easy to justify going after a larger piece of the pie from a number’s standpoint, but it is much more difficult to standout from your competition. Based upon my experience small business owners and entrepreneurs know this, but for whatever reason rationalize themselves away from it.

The point: In every market/business there are specialty opportunities. Find yours!

It’s better to choose a small, well-defined niche and have a bunch of people able and willing to pay you, then pick a large niche where your sales message won’t be heard, payment terms aren’t in your favor and you have a revolving door of customers looking for the best deal they can find.

Narrowing your focus begins with redefining what it is you do and finding a smaller group of people who are seeking your products, services or offerings. Three questions to ask yourself to begin narrowing your focus down are:

  1. Who is the specific buyer or person I am trying to reach? Get to know them and understand their behaviors, business and customers.

  2. Why is what you’re offering important? Why are you doing what you’re doing as a small business or entrepreneur?

  3. What needs are you fulfilling? What does that customer want from you and what problem will be solved?

Being all things to everyone means never being able to choose your customers or effectively manage your business growth. You lose control over the future of your company if you try to attract everyone.

If you’re a small business owner or entrepreneur you want more leads, more customers and more profits. By focusing on these three behaviors you will be that much closer to the success you dreamed of and the sales you need.


© 2020 by CATCH THE LION, LLC.