Sale? It’s the best four-letter word … when you know how to use it

I had a conversation online recently where I strongly disagreed with someone’s pressurized approach to sales.

The classic, "How are you going to get the sale if you don’t follow up?"

They asked how do I show potential clients that I’m interested in working with them? 

Maybe you’ve felt the same thing, wondering how best to use your time and resources when trying to manage both current and potential clients.

You’ve probably heard the famous, “act now! Don’t delay!” Or, “limited time offer!”

For some businesses, this pressure might work, the incentivized gathering of the low-hanging fruit. From car salespeople to kiosk clerks, everyone is trying to work their angle. Incessant marketing texts, dozens of weekly emails, and don’t get me started on the phone calls.

Granted, there is occasionally a small value in asking for the sale. In the hustle and bustle of life, maybe that reminder call or email can be just what’s needed to close the customer.

However, most times it’s about the long game.

Desperation doesn’t sell, and no one should aspire to being an ambulance-chaser.

Here’s the thing: when you cut through the noise, people notice. 

Do you think fashion brands badger people to come and buy something? Of course not. 

Do luxury goods sellers bombard you with financing options in an effort to gain a customer? Nope. 

That lack of urgency sets you apart from others.

I’m a big believer in the “if you build it, they will come” approach to small business sales. I realize we’re not playing baseball here (Field of Dreams for anyone who doesn’t know what I’m talking about), but life has enough pressures without adding to them. 

Quality over quantity, if you will. 

During any potential intake call, I use that time to see if I think that they’re a good fit for The Virtual Alternative PTBO. 

I almost always end up helping them with either a major or minor pain point, because that’s just who I am. I immediately demonstrate my value to them. 

Sometimes, I get off the call and realize that it’s not a good fit. Not everything is and that’s ok. 

Personally, I don’t follow up with potential clients. 

I don’t put due dates. 

I don’t say “it’s this price for a limited time.”

 If someone wants to work with me, they will. 

If they don’t, cool! Someone else will. Or maybe that 30-minute phone call translates to a sale for me in 6 months, because my potential client appreciated that I wasn’t trying to pressure them into making a snap decision and remembered me. 

I never rely on the FOMO element, since I believe that there are a number of factors that make people want or need to work with you. 

Plus, let me let you in on a little secret…

Pushing someone to say yes before they’re ready? 

Everything gets 10 times harder, and can quickly devolve into a nightmare client situation. A lot of small business owners aren't ready to hire support, and that’s ok; everyone does things at their own pace. 

Ultimately, I don’t want to work with someone who isn’t ready. 

Money is great, but not worth the hassle.

We’ve probably mentioned it before, but confidence is key to any small business. You will, and I promise you this, annoy the hell out of people hounding them to close a sale. You know your business the best, but sometimes? 

Less is truly more. 

When your client or customer trusts you, that is the most valuable commodity, and it can’t be bought or sold.