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I was speaking with the Head of Sales for the Anthony Robbins Companies recently, learning why they are so uncommonly successful at selling tickets to Tony's events. One of the things that struck me the most was the language that he used, most notably the word "Now."
It's not easy getting people to pony up as much as $2500 for a weekend event. The potential payoff is huge: More wealth, better health, a more satisfying life. Many people know that they need to learn and practice what they teach at these programs. They know their lives would be improved. But without the necessary nudging, they don't take action.
This is where Tony's organization excels. They are dedicated to taking action, and taking it now. Today. When they have a prospect on the phone, and they learn about the areas of their life that they want to improve and see that there is a good fit, they feel they are doing the person a disservice by not getting them to buy on that call.
Getting Healthy
When I worked in the health club industry, I went through a similar process with potential members who came to see the clubs. I'd take them on a tour, showing them our facilities while at the same time finding out their fitness goals (a long-haired American biker came into our club in London and, when asked what his goals were, told me, "I want to look good naked!" The only response I could muster was, "How would you like to pay for that?").
By the time we got back to the office, I knew what they wanted to accomplish, they knew whether they liked the club and what it would cost to be a member. (Interestingly, there were times in London in 1991 when I showed potential members that it would cost less to be a member than what they spent on beer and cigarettes each month, and some of them STILL couldn't justify it).
At that point, I would ask them a simple question: "Is there any reason why you wouldn't want to get started today?" Then I'd sit and let them think about it. And four times out of five, they would say "no" and pull out their credit card. (The other 20% simply couldn't part with their beloved ales and smokes).
New Year's Resolutions
Many in the world of Psychology agree that New Year's Resolutions are a bad idea. People set themselves up for failure by committing to things they know they won't do. However, the power of a new year is that it gives people an impetus - however artificial - to act. It's just another day, but health clubs are spilling over with people each January (and every Monday) who are bent on making change.
What is it you are committed to doing? Becoming a better public speaker? Improving your sales skills? Getting in shape? Enjoying your life and creating more balance?
Once you're in the gym, it's usually not so bad. The painful part is making the decision and acting.
Whatever it is you want to do next, ask yourself this question, "If not now, then when?"
Robert Graham
Robert Graham is the Principal of GrahamComm (www.grahamcomm.net), a consulting and training company that helps clients increase their sales and deliver outstanding presentations. He can be reached at 415-652-0763 or Robert@grahamcomm.net.
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