Wednesday, January 30, 2008

ZOINKS! The customer actually came to ME! Now what?

Do you remember the first time you were asked out on a date?

It probably caught you a little off guard.

Holy crap. You really want to go out with ME? Like, you came up to MY locker and asked for MY number? Oh-boy-oh -boy-oh-boy! Hot dog! This is so exciting! Someone was seeking ME out for a change! What time should I pick you up?

Wow. Can you imagine what the prospective date would think if you said that out loud?


Nice move, Casanova.

LESSON LEARNED: Don’t telegraph neediness.

Businesspeople do the SAME THING all the time. They get an email out of the blue from a prospective customer. And, just like that nervous, awkward adolescent, they respond the same way:

Wow! You really want to work hire ME? Like, you came to my website and now you actually want to pay me money for my services? Oh-boy-oh-boy-oh-boy! Hot dog! This is so exciting! A customer seeking ME out Where do I sign?

And the same principle applies.

If you act surprised when customers come to YOU, they might start to question your professionalism. To wonder about your busyness. And the silent dialogue becomes, “Wow, sounds like this guy REALLY needs my business…”

So, if you want to project confidence and coolness when YOU'RE the one being pursued, follow these three guidelines:

1. Just relax. Play it cool. Respond as if this happens all the time. Forget about the fact that if this client doesn't hire you, only ONE of your daughters will get to go to college.

Give the impression that you’re in high demand. That you’re used to customers pursuing YOU for business. Yep, just another day at the office.

FOR EXAMPLE: If someone wants to book you for their upcoming corporate event, one of the most liberating responses you could offer is, “What year?”

2. Watch your emotions. Sure, it’s exciting when a new prospect calls out of the blue. But it’s also a stroke to your ego. So, be careful that your emotions don’t cloud your response. Strive to maintain emotional objectivity.

A few years back, I was asked to give a speech in Jamaica. And I got SO excited and felt SO honored … that I charged the wrong fee! Woops!

REMEMEBER: Overreacting can lead to under charging.

3. Understand your position. Because the customer came to YOU, you’re in a unique situation. First of all, it’s a position of strength, since you’re not the one threatened by rejection. And the ability to walk away from a sale is a tremendous advantage.

Secondly, it’s a position of choice. Since the buyer is pre-qualified, the next question isn’t IF she should use you; it’s HOW she should use you.

THE GOOD NEWS IS: The more this happens; the more you will normalize your routine. Patterns will emerge, encounters will become more predictable and you will develop an unconscious competency for handling unsolicited requests.

And eventually, YOU will become the selector – not the selected.

How do you respond when customers come to YOU?

For the #1 way to (actually) get prospects to come to YOU, send an email to and I'll share the secret!

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Scott Ginsberg
That Guy with the Nametag

...only 6 more days until goes ON AIR!