That’s the comment I got from Bob, a start-up client with 35 years of civil engineering experience earlier today. Well educated, seasoned, and competent, he had worked in a variety of types and sizes of firms, which all had some sort of separate sales and/or marketing department. Bob had little experience setting up meetings for the sole purpose of explaining what he could offer in the way of personal services, and he was decidedly unhappy about the prospect of having to do so.
Many start-up entrepreneurs find themselves in the same position as Bob, having spent their careers focusing on their technical discipline. They struggle with the sales role with no formal training and oftentimes less than a natural affinity for the area. Two primary issues typically involved are a) fear of being found incompetent b) fear of rejection. The two fears are often “joined at the hip” as many professionals fear that they will be found “lacking” which will lead to rejection. The truth is that most professionals are good enough to do a satisfactory job for their clients, so that’s an ungrounded fear. While illuminating this fact to Bob, I suggested “focus on delivering extraordinary value.” Assure referral sources that if they toss some business your way that the work you do will be of the same or higher calibre than they would have done themselves-enabling them to address the clients needs and maintain account control while delivering a uniformly high level of quality service. Same thing with straight prospect clients-convey the fact that you’ll amaze them with the value received from the investment in your services.
Now, you obviously can’t say one thing and do another. But, if you seriously plan to deliver more and better service than might be typically expected from a specific dollar investment, then referral sources and straight prospects would be crazy to reject you. If they’re half-way knowledgeable, they’ll know it and you certainly will. It’s difficult to feel really rejected if you know that your offer really is a “no-brainer.” If people don’t take you up on your offer, you just recognize that they’re part of the less intelligent minority and keep moving with little to no rejection-related emotional baggage.
I believe Bob will put my advice to good use. It’s a proven approach. I’ve personally used it as a professional sales person and in my consulting work over the years. I know it works and that it will work for Bob. I’m eager to hear of his successes, soon.