Barbra: That makes perfect sense.

Flo: So people will pay for something that solves their problems. We need to be really clear on what it is we solve for them and we need to be able to articulate that.

Step 6 in the process is creating this authentic image for your customers to see. Whether it’s on your website or your business card or it could even be one of those huge signs you see on the highways.

We want that image to be authentically who that small business person is. So, for example, if you are a lot of fun and very casual, we would prefer to see that person looking and dressing that way because that’s who they are.

Just as the people who adore cats will be connecting with you (because you talk about cats on your website), the customer who likes a more casual approach to life and work will probably approach that person. Whereas the individual who wants a very professional, financial look, they’ll be wearing a suit and tie on their business card. Do you see that difference?

Barbra: Yes, I get it.

Flo: So I recommend really asking yourself, How do I want to appear to my customers. We know who our favorite customers are now, and we know how we want to appear to them.

The next step, step seven, is to actually meet and greet them. You need to find out where do my favorite customers hang out, are they at business association meetings, are they at the Chamber of Commerce, are they at the Parent-Teacher meeting, are they at Starbucks, do they go to the local clubs?

Where are the kinds of people that I am seeking hanging out? What do they read and what do they listen to? You’re trying to put yourself into your favorite customers’ shoes and say, How can I reach this person?

Then it’s a matter of actually beginning the meting and greeting process. That may be that you attend one of these PTO or PTA meetings and you have on your list of potential favorite customers, women who are trying to juggle home and career, as an example, and here you are at a PTA meeting with many of those types of women.

Barbra: Right.

Flo: So how do you make the most of that? Well, it could be as easy, Barbra, as you’re standing on the dinner line and there’s a buffet table and there’s 30 people on the line.

You know how sometimes you can feel so awkward on those lines and you’ve got people in front and back and you don’t know either one. Wouldn’t it be a great time to just use what I call the “question-question” technique? You just start out with a really simple question like, Hi, did you have a hard time getting here tonight? Or, Hi, have you ever had this food before? Is this a caterer that you know?

And then just beginning an easy discussion, a back and forth discussion. You’re not trying to sell yourself here. You’re not trying to give what they call the “elevator speech” here. You’re just connecting. T

he idea that at some point in that evening, you may have identified three or four people that you’d really like to connect further with, then being able to take that little relationship that you started and perhaps bring it to a gentle next step by exchanging phone numbers or business cards, etc.

Barbra: I’m really getting what you’re saying, Flo, and I'm also seeing the mistake that many small business people make in jumping into hard selling too quickly. I’m thinking again of the dating analogy. When you first introduce yourself to a potential date, you don't say, Hi, my name is Sally and I’m wondering if you’d like to get married.

Flo: Exactly. And boy would that person run really quick.

Barbra: Yes, if you’re standing in line with someone and you turn to them and say, Hi, my name is such and such and I’m a life coach and this is what I can do for you. Would you like to set up an appointment? It’s the equivalent of meeting somebody socially and saying, Hi, you look interesting, would you like to get married?

Flo: It is a mistake that many people make and it’s because, it’s part of our coach training or our consultant training. This idea of the elevator speech comes up a lot. It’s not that it’s not a good concept. The concept is worthwhile. I actually call it something like a care and share in my book.

Again, I’m talking about a heart-based way of connecting and not that kind of in your face kind of connecting. Isn’t it a lot more fun just to get acquainted with people and have that be the goal and then at the end of the night, choose those couple people that you clicked with, those couple of people that you just wish you knew a little better. Just take a tiny next step.

Barbra: Which might be getting their phone number.

Flo: Exactly.

Barbra: Or even finding out if they come to this place regularly.

Flo: Or if you really, really enjoy somebody, Boy, I’d love to meet for coffee one day. Do you have any interest in that? Something simple so that the beginning has a chance to blossom.

Barbra: I’m really seeing what you mean now, Flo, about selling being relationship building.

Flo: Good. This takes all of the mystique and the nastiness out of it. Not every person is meant to be our customer, Barbra. There are times when we attract people and yet when we talk to one another it just doesn’t feel right. That’s a red flag that we should not ignore. We want our customer relations to be wonderful and lifelong and we want them to go on for a long time. We can’t connect with everybody in the same way. That’s just not the way life works.

Barbra: And we won’t know until we get to know them a little better.

Flo: Exactly. It’s just like dating, you’re right.

Barbra: I’m starting to get it. Flo, we’re coming to the end of our time, so I just wanted to make sure that people who are listening have an opportunity to contact you if they’d like to learn more about your model. How could they contact you and where could they purchase your book?

Flo: Thank you for asking. I do have a web presence. I am on the web at www.floschell.com. On that website, you’ll see a page for personal coaching and you’ll see a page for sales coaching as well as some of the franchising work that I do, Barbra. In terms of the book, which I’m just so excited about, it is available at its own special website. The book site URL is www.stopsellingstartclicking.com.

Barbra: And that’s the title of your book, right?

Flo: That’s the title of the book and it’s just all strung together, stopsellingstartclicking.com.

Barbra: That’s great. I really have enjoyed talking with you today. I’ve learned a lot. I’d really like to thank you for taking the time to talk to me about sales.

Flo: Barbra, I really enjoyed this, too, and I look forward to knowing you better.

--------------------------------------------------------------------------------------
You have been reading Part 3 of the Flo Schell interview.
Part 1 of the Flo Schell interview is here

Part 2 of the Flo Schell interview is here