The way you hear some people talk about how difficult the sales profession is, you’d think they were trying to cure cancer or something. If you want to turbocharge your career, you need to tune into WIFM: What’s In it For Me? Since people are driven by self-interest and self-preservation, the sooner you can stop selling and start giving, the sooner you will be at the pinnacle of your career.
Have you ever tuned into the world’s oldest radio station?
If not, you should. It’s critical to your sales success.
Really, it’s key to success in dealing with people everywhere, no matter who they are.
You’ll find this magic network at WIFM. Look it up. Tune in. Prepare to be catapulted to prosperity beyond your wildest dreams.
Although it’s not a radio station, per se, WIFM is an acronym. It means What’s In it For Me. It acknowledges that people are driven by self-interest and self-preservation. We’re human, after all.
WIFM is powerful beyond words. Once you understand this – and act appropriately – good things will follow.
Actually, a real radio station with the call letters WIFM broadcasts from tiny Elkin, N.C. (population 4,000), in the north central region of the Tar Heel State. Its format is adult contemporary. Tuning in might be pleasant. It probably won’t do much for sales.
The WIFM that matters runs throughout my recent series of articlesdetailing a process to help you build strong relationships that lead to sales.
“Conditioning” your sales prospects is a methodical approach. You have to follow this process to a “T.” Crank up the discipline. Tighten the to-do list. Success will follow.
It begins with simple post-meeting acknowledgments of a prospect. Next steps are introductions, and a high-quality referral (or two). Some enjoyable off-work activities follow.
By now, the prospect shouldn’t be wondering about WIFM. You’ve provided value (and fun) to them. Heck, you’ve gone above and beyond. They should be willing to help you out, in return, without being prompted.
People understand reciprocity. Most naturally want to give back to those who are good to them.
If the prospect is the decisionmaker, they’ll find an opportunity for you. If they’re not the decisionmaker, they’ll find a way to get you in front of the person who is.
This is the goal, after all. You’ve conditioned the prospect to see you as someone who values, appreciates and acts in their interests. The process has worked.
The best sales are those you don’t have to ask for … where someone puts you in the right position because they want to.
Occasionally you’ll encounter a prospect who, even after all your best efforts, won’t initiate a return gesture. For whatever reason, they won’t reciprocate.
Know that these people are a distinct minority … and there’s a strategy to change their minds. My next post will explain.
In the meantime, I strongly encourage you to tune into WIFM … and never leave. Its programming is destined to crank up the volume on your sales career.
Paul M. Neuberger is the President of The Starr Group, as well as the Founder & CEO of The Cold Call Coach. To learn more, please visit www.starrgroup.com or www.coldcallcoach.net. To contact Paul, please feel free to reach him at 414-313-8338 or via e-mail at either pneuberger@starrgroup.com orcoldcallcoachllc@gmail.com
