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Recently, our company was an exhibitor at a trade show. A week before the show, I started setting appointments for decisionmakers to come to our booth to meet with me.`By using your approach and changing my mindset, I was able to diffuse any pressure over the phone simply by asking, “Hi, could you help me out for a minute?” Their most common response was, “Sure. What do you need?”`My next question was to ask whether they were open to the idea of looking at different ways to reduce their expenses. Most of the time, they replied, “Well, sure, but what kinds of expenses are you talking about?”

Right then, I was able to open the conversation between us and humanize our initial relationship. At that point, it was easy and comfortable to suggest that we continue our conversation at the tradeshow.

Ari, what I’m about to share with you is something I’ve never seen in my 8 years of selling.

When the people I had talked with arrived at our booth, they looked very unsure of themselves–intimidated, even a bit frightened.

When they said, “I’m here to meet with Scott,” I gave them a big smile and reached my hand out and said, “Hi, I’m Scott, nice to finally meet you.” I then took them away from the booth and sat them down in a neutral area where there was a grouping of chairs, and simply had a conversation with them, like any of us would with one of our best friends over coffee.

Once they realized that I wasn’t there to cram Expense Reduction Experts down their throat, I could actually see their physical demeanor change. One man, for example, went from uncertainty and discomfort to being a warm, smiling person who welcomed me into his life. It was something I’ve never seen in selling before. And the same thing happened with almost every one of the decisionmakers who came to meet with me. It was unbelievable.

What also surprised me is how I took “rejection. I have to put “rejection” in quotes because I never felt that I was rejected, because my conversations with these decisionmakers taught me that we weren’t able to help everyone.

I found out within the first 5 minutes whether or not they had a problem and, if they did, whether our solution was a possible right one for them. When I determined that we didn’t have a solution to their problem, or that our services just didn’t make sense for their company, I felt good, because I wasn’t wasting their time, or, more importantly, MINE.

Don’t get me wrong—I’d like to be able to help everyone, but that’s just not realistic. So, instead of chasing someone for the next 6 months, I felt a sense of relief that we had come to a conclusion, even though our companies were not the right match.

I obtained 3 verbal commitments to our services at the show, and I’m confident that we’ll be able to help several more companies I met with to lower their expenses as well.

Thanks, Ari, for helping me unlock the game—and please invite your readers to get in touch with me for more details.

Listen to Scott’s personal feedback below:

Scott Bishop

Senior Account Representative, Expense Reduction Experts