Here’s a quick tip for 2024. I want you to protect your business from something I call ear tickling.

Ear tickling is what a client does, when they dangle carrots in front of you, to fool you into doing far more work for them than you’re paid for. For example, they tell you they’ll want to do more projects with you (in the future), or buy more services from you (in the future) to get more unpaid work from you (in the present).

The dangerous thing about ear tickling is that it takes months, or years, to discover it’s happening to you. That’s because the client’s narrative deliberately points you to a vague point in the future. And by the time you figure out they’re bullshitting you, it’s too late. 

How to avoid it

It’s best to safeguard yourself in advance. Successful business relationships require structures. Set these at the very start. Then stick to them. Yes, if a client is in need, be as flexible as appropriate. Otherwise, focus on delighting your clients with your very best work. And bill them according to your agreement. When a client truly values what you do, they will pay for your value. 

Does one of your clients seem a lot like an ear tickler?

If so, you need a deadline and some clarification. Ask for a date when you will receive your return for all your extra work. And ask for clarity regarding exactly what that return will be. I’ve found their response, or even lack of a response, will give you a very accurate insight into their true intent.

Photo: Shutterstock.

In today’s post, I’d like to share how a simple idea can help you develop a massively more effective way to sell your products or services.

Styles make sales

When I started out in sales and marketing, one of the first things I learned is that styles make sales. It works something like this.

Certain salespeople have a style of selling that is very effective with certain prospective customers. Conversely, if a salesperson’s style is at odds with a prospective customer’s buying style, the salesperson is less likely to get the sale.

In the companies I worked for back then, there were large and diverse sales-forces. A sales manager would look at the information they had on a prospect, then try and match our styles to the prospect’s profile.

I know you’ve spotted the challenge here.

As a small business owner, you don’t have that same abundance of salespeople to mix and match to the prospect’s buying style. In most cases, the small business owner is the salesperson.

The question is, how do you sell effectively to prospective clients or customers, who have a buying style that’s different to your sales style?

The answer is to align as closely as you can with what motivates them.

How?

Develop your own ‘styles make sales’ model!

Here’s a quick look at how to get yourself started.

Before you begin your pitch or presentation, spend a little while asking the prospective customer a few informal, pre-prepared questions that require useful answers.

For example, you could ask questions where the replies will indicate whether they are more (or less) influenced by facts, figures and graphs, than by stories, feelings and pictures. Then, match your presentation style to their preference.

As your presentation continues, look and listen for other signals from the prospect, which indicate that you’re on the right track or not.

Ultimately, you’ll need to create several easy to answer questions, which uncover your prospect’s buying style. You’ll also need to park the idea of a one-size-fits-all approach to sales, if that’s what you currently use. Spend the time required to get this right. It’s worth it.

What’s the pay-off?

It’s huge.

If you get it right you’ll enjoy the rewards of having a fluid presentation model, which matches the motivation your prospects need, in order to buy from you.

Just think for a moment what that would do to your sales figures.

Here are 10 characteristics, common to every successful business owner I have ever met or studied. I hope you find them useful.

1. They look for the diamonds in every downturn. When something goes wrong, either internal to their business, or external to the economy, they focus on the opportunities it brings. And those diamond opportunities are always there.
2. They make a study of business success. They listen to informed minds and take notes.
3. They always have enough time to do everything required. That’s because they know the difference between a lack of time and a lack of direction. With direction you can achieve more in a day than others achieve in a week.
4. They are self-starters. They don’t seek external motivation. They do what needs doing.
5. They have learned when, and how, to say no.
6. They are reliable and turn up even when it’s easier not to. This commitment to reliability is both rare and highly valued.
7. They accept responsibility when they make a mistake. They learn the lessons, then set to work on improving things.
8. They are good decision makers. Once they have the information required, they make a decision. They know that leaving decisions unmade is extremely counter-productive.
9. They are eager to lead. They step forward, when others step back.
10. They never mistake movement for progress. Others are moving, but doing figure eights.

If you found something above that could be useful to you, make a note of it now, while it’s fresh in your mind. Then, get to work on putting it into action. Act while the opportunity is hot, and the motivation is high.

Photo by Jon Tyson