By Alan Parisse, MBA, CSP, CPAE
September, 2002

How can we include all these tigers in our ceremony?

TIGER ONE: “I’ll NEVER let you sell me something like that again!”

When they say “I’ll never go into something like…” say “that’s exactly why I am recommending it.” After they say “Huh?” you say “It is precisely because a lot of people feel the way you do that the opportunity exists and that I want you to get in on it.” And it’s not just a sales line. You see, some of the best purchases I ever made were of things no one else wanted—a car that was undergoing a well-publicized recall, a trip to Europe the year most Americans stayed away because of terrorists threats, and last but not least, a few investments. Each time, I did the arithmetic and it made sense. The European trip was a good example: Rather than immediately cancel my plans, I figured out that I had more chance of being hit by a car in my own driveway than I did of being killed by a terrorist—so I went. Prices were down, crowds were down, and enjoyment was up. More to the point, the publicity had resulted in so much additional security that it proved to be one of the safest summers on record.

TIGER TWO: I’ve lost my “cocky” and don’t seem to be able to sell without it.

In my life, and in my observations of others, I have noticed that when we make a mistake or have a problem, there are two things with which we must deal: one is the very real problem we have; and the other is our reaction to that problem. Very often, our reaction to the problem becomes a more serious issue than the problem itself. But we can control that and stop making problems for ourselves. The simple fact is that because of the difficult times we have seen, we are all better qualified to advise and serve our clients. So stop wasting time, effort and emotion licking your wounds and trying to make a bull out of a bear, and take charge of your clients and your business life again.

TIGER THREE: How can I be confident when my clients and prospects know I’ve made mistakes?

Face it: your clients and prospects know what has happened, so include this tiger in your sales presentations. When talking to a prospect, try saying something like this: “and there is one more reason that your should use my services…sure, I have made some mistakes. I have cost myself and some of my clients money. That’s why you have to work with someone like me. Do you want to work with someone who hasn’t made the mistakes yet? Who thinks the only direction an investment can go is up?” Try it…what have you got to lose?

TIGER FOUR: My clients have turned unruly. How can I get them to do what I ask them to do?

In times like these, you have to go beyond just asking for the order and tell your clients what in the world to do. Don’t ask them, tell them. A short while ago, a financial planner came up after a speech I made and told me that while he was making a good living off his practice, which consisted almost entirely of doctors, it was getting him down. He said he had heard my presentation about doctors as salespeople and liked it so much that he decided he would stop letting his clients run his business and start running it himself. He called in his clients one at a time; told them that there had to be a change in their relationship; that all the time he was spending convincing them to do what he knew in his heart and mind they should do, was eating too far into his research and planning time. Worse yet, he had even caught himself a few times recommending something to a client that wasn’t the best thing because he knew that was the only thing the client would accept. He said as a professional, he could not go on like that and that things had to change. So in the future, his clients would have to trust his professional judgment, just as their patients did theirs, and do what he told them to do or else he would help them find someone else to handle their financial affairs. Then, he scared me. He said, “I lost 40% of my clients.” Then he smiled and said, “and I am doing more business with the other 60% than I ever did before and they are giving me referrals because I’m telling them to.” And, needless to say, he felt better about his business.

For their sake, and for your sake, tell your clients what to do.

TIGER FIVE: How do I tell them what to do without insulting them?

The answer is you just tell them. That usually works a lot better than convoluted explanations.

Mel Brooks tells a story about John, the son of a wealthy family, who had the maddening habit of tearing paper all the time. The family spent a fortune on analysis but nothing seemed to work. John just kept tearing paper. One evening, a friend brought a world-famous therapist to a party at their home. The family imposed upon him to see John. The therapist took John into the library and walked him around the room for two or three minutes, talking to him. The boy was cured. Years later, John’s father finally ran into the therapist again and asked, “What did you say that cured John so quickly when thousands of hours of analysis couldn’t do the job?” The therapist replied, “I told him, don’t tear paper.”

It doesn’t have to be complicated. In fact, the words are so simple and obvious it was embarrassing to me when I learned them. When you are ready to close, simply say to your client, “Do you know what you should do?” If they are like most people, they will say “What?” or “No, what?” Then tell them.

It may not be easy and it will probably take some courage. But the rewards will be there. So, let’s stop the mourning and start moving again. Get out on the limb—that is where the fruit it!

© Copyright 2002. The Parisse Group, Inc.