What do you do if you’re in a sales process and you find out, part way through, that they’re interviewing other coaches as well?
How do you make sure that you get the client and they don’t?
Facing Competition during the Sales Process
So, I was in a Black Belt Intensive a few weeks ago and a story came to mind that I shared there, that was really helpful, about what do you do if you’re in a sales process and you find out that there are other coaches involved. In other words that you’ve got competition – it’s not just you and a prospect, it’s you and a prospect, and they’re interviewing a couple of other guys.
Really simple, here’s what you do.
In fact, my thinking and understanding about this, actually, was developed by a client of mine, a Black Belt client called Steve, who was in a sales process, on the phone for the very first time with a prospect and they said, “By the way, it’s not just you, we’re interviewing two other coaches; we want to find the right fit! Just want to let you know there are two other guys.”
Dealing with the Competition
Here’s what he did to make sure he took over:
1. He went last!
I mean, think about it – they’re going to interview three guys. They can’t hire the first guy or the second guy because there are more dudes to see. So, go last, give yourself the best possible chance, right? Go last!
2. Here’s what he said – so I don’t mind if you choose me or any other guys but before you make a decision, I want to make sure you make the best possible decision. I’ve written a guide called, “Warning! Don’t Hire another Business Coach until you Read This!” and it’s what to look for and what to look out for when hiring a business coach, to make sure they give you exactly what your business needs. Would you like me to send you a copy of that – would that be helpful? They said, “Yes please!”So he sent the guide over.
He shows up about a week or so, maybe ten days later, for the sales appointment. They’ve met the other guys and when he walks in, his guide to choosing a business coach is out on the table, it’s been printed out, underlined, circled, and some of the questions, they say “Thank you so much for sending the guide. It’s been really helpful!” some of the questions you gave us to ask have ruled out one of the other guys already and we’re really excited about talking to you.
3. In the guide, here’s what he had. He had a list of what to look for and what to look out for when hiring a coach and he had this criterion – he did, what we call, setting the buying criterion. He made them a list of 11-different things to make sure the coach said ‘yes’ or ‘no’ to, and if they couldn’t say ‘yes’ to those eleven things, they shouldn’t go anywhere near that coach. Now he made sure, not only that it was really educational, but there was only one coach on the entire planet who could live up to those eleven things.
Clearly, that was Steve, and they ran through the checklist with him, and with a bit of a smile, he answered ‘yes’ to the eleven things as part of the sales process, here it was just a formality cause clearly, they knew he was good and he got the client.
Setting the Foundation for your Selection
So let’s just kind of break that down – what did he do? Number one – he went last! If you’re in a multiple person sales process, make sure you don’t go first! Number two – offer a resource that helps them make a decision. All good marketing is this – nobody likes to be in a purchasing situation and make the wrong decision. You don’t want to buy the wrong car, the wrong computer, the wrong house – you want to make the best decision you can about price and value.
So, if you become the source of all knowledge when it comes to finding out how to buy what you sell, instantly, you’re on the buyers’ side, not just another sales person. Does that make sense?
That’s why I’m so big on education-based marketing. Everything we’ve been doing in Black Belt is about how do we build marketing like mine, that is education based and gets people to want to do the next thing. Love it, and want more!
Thirdly, when you set the buying criterion, make sure you set it in such a way that the only possible person who stacks up is you! Make sense?
So that’s what to do if you’re in a sales situation against one or two or three more coaches.
1. Go last
2. Educate with your marketing
3. Set a buying criterion that only you can live up to!
So that’s this week’s Coach Marketing Tip.
If you’re in a sales situation, head to head against somebody else, go last, educate with your marketing and set a buying criterion.
If you like this video, please click the like button. Share it with your friends – I’d love some help spreading the word and I’ve got a question for you:
If you were head to head with another coach in a sales situation, what’s one trick that you’ve used to make sure that you’ve got the deal?
Please share it down below. I’d love to continue the conversation down there.
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