Deep Confessions of Your Next Prospect: Do You Know Who You are Selling To?

How can you identify with this man. . .and build your sales and marketing results in the process?

Confessions of an Everyday Prospect.

(by Aaron Schulman)

Some say that knowing how to bridge our product to our prospects needs are the number one goal to successful selling. However, we would contend that in reverse. Successful selling is, at the heart, identifying and knowing your prospect so well that you can safely bridge his or her needs and pains to your solution: not the other way around.

The following is a narrative (the internal thoughts) in the waking moments of a prospect. Perhaps he is your next prospect. The next time you go on a sales call or write your next advertisement, or set up your sales and marketing letter, perhaps you should read this, and really begin to get in the heart of your prospect - from the depths of sales and marketing.

I awoke this morning, desiring to stay in bed. I desire to really be free from my job, but I have no idea how or what I would do. The things I desire to do are unattainable, because I cannot afford to go back to school or quit work. I wish I could go back 15 years, make different decisions about how I have misused my credit, but I feel so stuck. The only thing that seems to bring relief are – morning coffee – the quiet ride home from work – times with my wife when I see the little girl come out and smile – being free – even if it is just for 2 minutes - that’s when life seems to bob above the surface and I get a little glimpse of hope - but then – it’s so quickly back to reality – the bills – the repairs on the house – that stinkin car- if only. . .

“Gulp” – Big Sigh

Deep Breath –

Ahhhh, at least I can look forward to my morning cup of coffee, in the silence, before the kids get up. And then, at lunch today, I can take a walk outside the buildings, to get out from behind the prison at my desk. I know. I’ll have a diet coke to treat myself in the mid morning, just to break up the monotony – wait – I look forward to that little 50 cent treat every morning – dang – 50 cents everyday- that’s 20 times – let’s see – 50 cents – so that’s $10 a month - $120 a year on diet coke??? I gotta buy the 2 liters and take them in - what a waste of money – what we could do with an extra $120 a year - a little weekend trip – something - but. . .diet coke???

(praying desperately) God – is there any hope for a better life? It seems that something is really missing. I remember how free I was as a kid – where did it go- all this responsibility- and yet I’m suppose to TRUST You somehow- yeah- I have been- and look where I am- ahhh- so sorry Lord. . .so sorry- forgive me. . .

That reminds me – money- there never seems to be enough. I don’t understand how it appears that others can afford those brand new cars – to eat out all the time – the steak dinners at the higher end steakhouses - and – sheesh, it seems that my wife can never stop spending money on things we just don’t need – it stresses me out - and I can’t even talk to her about it because everytime I seem to hint about it – she gets upset – and fumes and makes it clear that I have disappointed the family by not making enough money - and how she only has these little freedoms – how could I dare stifle what little freedoms she has. . .

Maybe I should have listened to my parents – and stayed in for more school – became a doctor or lawyer – or someone who is actually respected for what he does in this world. Ahhhh- don’t want to go there again. . . they only preached that to me because they hated their jobs – hmmmmm ironic. . . I really can’t stand. . .sheesh – there I go again. . .always arguing in my mind with someone. . .like there’s someone else to blame. . .ahhhhh I hate guilt - WHATEVER!
( a little more humbled and reserved now)

I’m in the same spot as they were. . . I get it - if only I wouldda -

WHATEVER- AGGGGGHH

Shoot- I think I forgot to pay the electric bill on time again- dang it – it never seems like there is enough - maybe if we just put aside more money with each paycheck – out of our reach – so we can’t spend it - maybe that will help us to be a little more frugal – to have a little more fun money – to even start a decent savings - this is so pointless. . .

Every time we try – something happens – or I give in because I have too many other pressures and battles, why would I want to come home and have another battle with my wife- - - I just wish I could make her happy- and take my kids on the vacations they really want - sheesh - they’re so spoiled some times. . .ahhh- it’s my fault - it’s never enough for them. . .I’m a failure. . . .I give up. . .

Agghhh – forgot about the doctor’s appointment Thursday
– I wonder what they’re going to say. . .I sure hope it isn’t. . . who cares – maybe it could change our lives for the better - give me some time off so I don’t have to go in for a few weeks and deal with the politics. . . or even a few months. . .heck – maybe I can get on disability and have some real time to. . .

THIS IS NUTS!!! God I am so sorry - I want to be grateful. . .I just can’t stop this feeling like we’re always treading water – and if only I would have. . .

(another big sigh. . . trying to swallow the anxiety and anger and hopelessness)

Well – I had better get up – I can’t wait to taste the coffee in silence – ahh silence – it sounds so nice right now. . .

Big sigh – (swallowing back all of the issues with one big breath)

Ahhh - dang it - it sounds like one of the kids is up - there goes my quiet time -

Gulp - I do love them- dang it - why do I have to feel guilty for wanting just 10 minutes of quiet. . .the only quiet I get these days – the only refreshment is when I am sleeping. . . so it seems (pressing back feelings of anger and resentment - looking for a little emotional control – trying to get back to reality- swallows his feelings – can’t find that little twinge of hope he felt for 3 seconds when he dreamed about those priceless 10 minutes of silence with his morning coffee- where he would try to center himself and forget about the day ahead – and the imprisonment of his job – STUCK – SO STUCK -)

I should call off sick- can’t do that – maybe I can hit the snooze and get 5 more minutes.

Speaking of sleeping- would love to go back to sleep. .

Big deep breath- -

Well - here goes – time to get up. . .

(puts on robe – sees his wife is still sleeping – wants to kiss her but is afraid he’ll wake her – loves her more than anything – but wants to forego the kiss so he can just get 10 minutes to veg- to get some silence - feels really guilty now )

Crawls over on the bed and kisses her –

Good morning honey- I’ll make the coffee - ready to get up? Love you. . .

(this was the first 3 minutes of the average working man’s waking day – your prospect – the person who you are meeting today – the guy that you have to either sell your product to- develop a relationship with, or get past to get to the decision maker-)

Do you know where your prospect is?

Do you really care about your prospect?

The next time your prospect seems to be churning something under the surface - perhaps it has nothing to do with you and your product. What can you ask to get to the heart of the prospect, regardless of whether it leads to a sale or not?
How would you approach this prospect or gatekeeper, if you really knew his life: if you really cared?

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About the Author
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Aaron Schulman loves copywriting, marketing and sales strategies, helping people become who they really can be, and seeing his family, friends, church members and clients experience more abundant life. He is blessed with his lovely wife, Jen and has 2 beautiful daughters, Rachel and Linda Grace. He has a passion for growing himself so he is a bigger blessing to others he is called to serve, including but not limited to writing, Internet Marketing Strategies, Strategic Web Design, Advertising Strategies, Successful Marketing System Development, Prayer Ministry, Bible Study, Solid Fellowship where iron sharpens iron, and more.