I Found the Secret Sauce!

Credit: Bill Gillespie

I do most of the cooking in our house. It's something I took on in retirement. I felt it was the least I could do for a lady that prepared my dinner every night for 44 years.

I enjoy it. I find it to be a creative outlet. It's also an act of love. We've enjoyed some fine meals and I've learned my way around the kitchen.

The lady wanted shrimp scampi. "Great, I like the sound of that. I'm up for the challenge. Let me see how it's made."

I wasn't ready for the many opinions on the subject. I looked in our personal library and online. It seems shrimp scampi and how to make it is full of options. There is no consensus beyond the premise that you need SHRIMP.

I expressed my frustration. Her Ladyship laughed. "Bill Gillespie, I've heard you fuss about sales reps that want a one size fits all answer for years. You hang up the phone and grumble, there's another secret formula seeker."

I had to concede she was right. Sales can't be solved with a secret formula or marketing piece.

You aren't going to fire off a magic email that changes a client's life. I’ve been asked to write many. AI can’t do it and neither can I regardless of all the hype.

But you can carve sales up into stages. You can focus on where you are and what you need to accomplish. Then, you do what feels right to move the needle forward.

For now let's assume you've done proper research. You know who you want to do business with and you've identified a point of contact. You want to introduce yourself.

BE PROFESSIONAL BUT CASUAL: This is really important. If you're too formal you're likely to be stiff. Stiff doesn't put anyone at ease. Stiff isn't fun. Let your personality show.

If your introduction is written, write like you talk. Dump the jargon and sales speak. Those phrases only impress the person speaking them. They retard selling. They're unprofessional too.

LEARN WHAT YOUR CONTACT DOES AND WHAT CONCERNS THEM: Let them know you think you have a solution that's right for them but ask lots of questions. My favorite is "if you could change anything about my industry what would it be? What service would you design? What do you wish those selling to you knew?" Listen, your contact will provide you with a roadmap.

IF YOUR CONVERSATION STARTS WITH A BID YOU'RE SELLING TOO LOW: Clients don't ask for prices until the important decisions have been made. The client has decided what they want and now they need prices. That makes your selling all about price.

Bidding is a race to the bottom. You want to be a problem solver. Do that first. Then your price is simply the budget for the desired outcome.

LOOK FOR PATTERNS: If you pay attention to spending and learn how it happens you'll discover patterns/issues you can solve. This provides the context for contracts. Solve the client's internal struggles & you'll be visible at the top of their organization. Price won't matter.

It's the same for shrimp scampi. The kind of shrimp you pick, the spices, pasta etc., is up to you. You have a personal taste experience you're trying to achieve. No two recipes are the same.