We’re half-way through the month of Ramadan, and the Days of Awe ended with Yom Kippur last week, meaning we’re into the joyous Jewish harvest festival of Sukkot. And, this holds the key to the third in this series of articles on the sales conversation.

If you missed the first article, you can read it here for a description of why I’m writing this series.

The third and final article:

Why ‘making’ a sale is disastrous for your business.

When you are talking to a prospect who might be interested in buying from you, there always comes that moment in the conversation. You know the moment: when your palms start sweating, and you realize you are going to have to ask ‘the question’ — “So, do you wanna buy?”

I recently heard from someone who was afraid of becoming a “predator,” in business, always looking to make the kill. That fear was holding her back from stepping into something she loved.

This used to plague me as well. I would, at times, feel like a piranha, looking for where I could finally sink my teeth in. Not because I wanted to kill anyone, but I was so confused about how that sacred moment of decision should be handled. I decided to take a lesson from my spiritual tradition.

In Judaism, the harvest festival of Sukkot comes right after Yom Kippur, which is the day of “atonement,” a day of fasting. You fast to purify yourself of the past, in anticipation of harvesting what the Divine has “written down in the book” for you in the coming year.

Ramadan, in the Islamic tradition, is the same purification process. And, there is a saying “maktub” which means, simply, “It is written.” Your life is the discovery process of “what is written.”

A sale is an agreement between you and your prospect.

If you are having that uncomfortable “piranha” feeling, that means you are probably trying to “write down” the future without opening the book and reading.

I suggest using the first two steps of the sales conversation: connecting and questioning, to read what is “written down” for you and your prospect. And, instead of trying to “make the sale,” I suggest you “discover the agreement.”

A “sale” is simply that: an agreement about how a relationship is going to move forward for the benefit of all involved. If you are single-minded about what that agreement should be, more often than not you’ll miss the writing on the wall, and perhaps sabotage even those sales that were there waiting to happen.

Recently I had a conversation with a potential participant in my upcoming class. After a relatively short conversation, it became clear to me, and to her, that it wasn’t right. I didn’t have to try to “make the sale,” I simply spoke what was written- “It doesn’t seem right for you to take this course right now.” Relief on both sides as the truth of the moment was acknowledged.

But, you must be humble, because it can go the other way as well.

You may need to accept the fact that “what is written” is that the person needs to buy your most premium products or services.

There are four possible agreements of the future that you and your prospect can come to. Focus on reading “what is written” and then harvesting it with details of your agreement, and you will find much more ease in your sales conversations.

Keys to Finding an Agreement

• The first possible agreement: The Sale!

You both agree to move into a new relationship where your prospect pays you for your product or service, and you provide it.

Remember that the details of the transaction must be crystal clear to all concerned– what you will provide, and when, and how. What will they provide, and when, and how?

And, this agreement will take the greatest humility, because the most obvious and beneficial future you both see may be your most expensive and premium service or product.

• The second possible agreement: Not Done Yet.

You both realize that you need more information, or they need more information. “I’ll think about it,” falls into “they need more information.” They might need more information from you. And, they might need more information from: their bank account, their business partner, their spouse, their calendar, their heart.

If you both realize that it’s a Not Done Yet agreement, then make it a real agreement. What’s the next step? “Checking in sometime,” is not an agreement- it’s too fuzzy. However, “Let’s talk again on Monday the 24th at 3pm, and what information can I get you in the meantime?” is an agreement. Don’t leave it fuzzy- make it specific and clear.

• The third possible agreement: The Continuing Journey.

You both realize that while the Sale might be a great future for the two of you, not now, and it’s an uncertain timeline. Again, be really clear about this. The agreement will be: “Okay, it’s clear the timing isn’t quite right for us. You are on my list, and you can respond the next time one of my offers resonates with you.” This is where you benefit from having a Second Marketing Journey set up, one where you are consistently and sustainably sending value to everyone who is interested in your business.

• The fourth possible agreement: Diverging Paths.

After a thorough conversation, it’s really clear to both of you that it just isn’t a fit. As soon as you are clear about this, not from fear, but from real clarity, say “Goodnight, Gracie.” It will be a real relief to both of you, and it will just feel right.

You now have the three steps to a successful sales conversation:
Step One: Making the Connection.
Step Two: Asking and Answering Questions.
Step Three: Discovering the Agreement.