Conrey is for Closers

I do not use these terms interchangeably.

A customer is someone who uses your product or service one time.
A client comes back to you for all of their needs in anything related to you.
A customer will rarely send you referrals.
A client will speak highly of you to everyone they know.
A customer will leave for a better deal without you hearing a word about it.
A client will ask you if the market has changed and give you a chance before they jump ship.

The best salespeople let their clients be their advertising and lead source and are able to do less of the cold-calling and lead generation parts of the job. These are the salesguys that everyone hates. It’s ok to be hated – you’ll not have time to respond if your clients are keeping you busy.

Are you trying to convert leads into customers or clients? Are you trying to turn customers into clients?

Next time you’re listening to a sales pitch – or if you are really good, next time you’re giving one – count how many times you hear something along the lines of “When you use …..” or “When we….” versus “If you use….” or “If we…” in relation to the sales pitch.

“When” sets the expectation that you will be going forward with them. “When” gets the brain thinking towards a future where you two are working together. This is known as “Assuming the Close” and it is one of the most powerful things you can do as a salesman.

“If” allows the client to think of a world without you making the sale. “If” gives them other options. “If” shows that you’re not 100% sure that the client can’t live without your product. If you’re not 100% sure, then how can they be?

The key to real success in life – regardless of what you’re doing – is that you have a passion for it.

Passion makes your job into a career
Passion makes your 80 work week tolerable
Passion makes people think you’re crazy
Passion makes you think you’re crazy
Passion gives you the push to keep on through the Dip
Passion is what gives you the happiness in your job regardless of what others view as success.

I think it is fairly obvious that I have a passion for sales. I eat, breathe, sleep, and talk about sales all day long. I may not have the best closing ratios, or the most profitable clients, but I consider myself successful because I enjoy sales to the point that I do it for the challenge – its not a “job” for me.

What are you passionate for?
Why aren’t you doing more of it?