FBO: Don’t Wait Too Long to Get to the Point

Saturday, November 22nd 2008 by Shanel Yang

[For “FBO: Post When Your Viewers Are Most Receptive,” click here.]

This part of the “FBO” or “For Bloggers Only” series is actually NOT JUST for bloggers, but FOR ALL entrepreneurs, employees, and nonprofit organizations seeking to raise funds to support their goals.

If you want millions of viewers, readers, customers, clients, members, etc., then you’ll want to follow along as we go through, one by one, the rainmaking secrets provided by Jeffrey J. Fox in his book How to Become a Rainmaker: The Rules for Getting and Keeping Customers and Clients.

DON’T WAIT TOO LONG TO GET TO THE POINT

A. FOX’S TIP NO. 35 FOR ALL RAINMAKERS

Fox’s Tip No. 35 for how to become a great salesperson, or rainmaker, is the unorthodox tip: “‘Break the ice’ at the end of the sales call.” As he explains:

There are all kinds of selling advice advocating the use of “icebreakers.” An icebreaker is supposed to be some clever observation or comment that “breaks the ice” between the customer and the salesperson. The salesperson is coached to look around the customer’s office to spot a piece of modern art or photos of kids playing soccer or a softball trophy and then to make an ice-breaking, bonding-type remark, “So, did you shoot that deer up there, or kill it with your car?”

There is no ice between a Rainmaker and her customer. The customer knows the subject of the meeting. You are there to help the customer. Your help is far more important than his collection of rowing medals—and both of you know that! So get to the point of the meeting, as expected.

You will connect personally with your customer if you ask sincere, diagnostic-driven questions and if you listen carefully and thoughtfully to the answers. On a first sales call ask questions that encourage the customer to talk about her company, her goals, her expectations. Customers reward salespeople who listen.

Communication between Rainmaker and customer is of great importance. Problems are discussed. Financial investments are considered and made. All parties are concerned that the decisions are correct and that good outcomes ensue. Although positive, the experience has energy, highs, bits of doubt, and closure.

If you had two minutes to get the sale, you wouldn’t “break the ice” and comment on the suit of armor in the corner. So don’t make the comment if you have twenty minutes to make the sale. Once the customer has made a commitment, when he or she is walking you to the elevator, this is when conversations about children or baseball or the hassles of business travel can be healthy and relaxing.

Icebreakers are for the Arctic Ocean, not for Rainmakers.

B. APPLYING FOX’S TIP NO. 35 TO BLOGGERS

If you want to become an A-list blogger, apply Fox’s Tip No. 35 above to your blogging business by not waiting too long to get to the main point in your posts.

It’s great to start with a fascinating story or an intriguing question. These things properly generate interest, and that’s a fun way to start any blog post or article. However, nobody likes to be teased too long, or to be disappointed after their expectations have been raised too high. Eventually—and, hopefully, sooner rather than later—there should be a fair payoff based on whatever you “promised” with your introductory paragraph. Remember this, the longer you tease your viewers, the bigger the payoff had better be. You can just imagine them getting restless the longer you drag it out, saying to themselves, “This had better be worth it!”

Never promise more than you can deliver. But, don’t be shy about promoting what you know you will deliver. Then, get to the point and deliver exactly what you promised, or a little extra. If you’ve done a good job, your viewers will be happy, and, hence, more receptive to whatever you’d like to add after you’ve satisfied your promise, such as further anecdotes or examples to cement your points.

CONCLUSION

Once you’ve delivered on your promise, dare to state the obvious and restate it, like I just did. Or, go ahead and break the ice by sharing more about yourself or otherwise interacting on a more personal level with your viewers. Work, then play.

If you would like your own copy of Rainmaker someday, here’s what it looks like.

[For “FBO: Use a Blogging Point System Every Day,” click here.]

[For entire “FBO” or “For Bloggers Only” series, click here.]

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