One hard-and-fast rule in sports, and in competing for customers, is that you can never win if you're always playing defense. Consider turning the selling process on its head and approaching customers to see if they qualify to do business with you. By screening customers to see if they qualify, you can activate one of the great motivational principles and build an eager desire within your prospective customer base.
Make your customers want your services. To make this principle work, you've got to be able to stack up the benefits of what you're offering.
One financial planner has developed a track record for helping his clients earn a great return on their money. The number of referrals sent to him is something most salespeople can only fantasize about. He's in the enviable position of being able to tell prospects that his services are not for everyone, and that they need to meet to see if they are a good fit. He actually interviews prospects to see if he will allow them to come aboard as customers. By the time the interview is over, most prospects are begging him to take on their investments. Can you turn the selling process on its head and qualify your customers?
TAKEAWAY
The more exclusive an item is, the more people
want it. Make your prospects want to be your
customers, and develop an exclusive client list.