Quantum Metrics of Positioning

I appreciate Ben Darling's ending question on his comment to my first post - The Power of Calculus in Cold Calling. Ben asked how do we make that first call the best call? (Basically, that's what he said, taking a little author's license here)

That leads us to the Quantum Metrics of Positioning.

This is a simple theory, also, and powerful, too. Implementing it is not difficult and you may find you are already a Master!

Theorem: You can sell across. You can sell down. You cannot sell up.

In business as society there are positioning forces, relationship structures, that are at work. I am less capable than you. You are taller than me. I am older. You wear nicer clothes. I've been in the business longer, but you're the VP. Etc.

Invariably, we categorize our associates, in part, based on how they are different from us; our age, gender, experience, skills, looks, cars, hobbies, whatever. It's not necessarily critical or negative, it's how our minds work. When we take this to an extreme we can become prejudiced. When we understand how we think, it helps maintain an open attitude toward all.

Something external takes form based on what we know. We are mostly what we know. We deal with people we respect and recognize as being smart enough to have something we want or need. Or, we deal with people sharp enough to educate and pursuade us. Either way, a sale can be made.

The thing is, often we look at our targets, say senior level VP's, as being so much more than what we think we are. I mean, I'm calling on them, right? They've got the corner office, the sharp executive assistant, the budget control. I have....what do I have?

What is it that makes me think I can call on this guy/gal and convince them to turn $1.2M of their budget from Acme to Allseason?

It's all about how I see myself, how I position myself viz a viz the target. If I think this person is so much more...successful, powerful, handsome, whatever, I'm on the losing track right off the bat.

But, if I believe that this person's job gets better, easier, more productive, less expensive, because of what I can do/offer, than that makes us partners in his success.

But, you can't just believe it, you have to act it. You have to position yourself as someone the target must consider, and you must do this without being offensive or needy.

It starts with your USP. It's like a home-field advantage. Nobody else can do...what your product does in the way it does it. Unique Selling Proposition means he's not seen anything like you and your product yet. Which implies he doesn't know the field as well as he thought. Your job is to clue him in.

It continues with a solid belief that you can deliver what you say you can. This may not turn out to be what he needs/wants, but if it is xx-8-i she is looking for, yours is the most xx-8-i she can find.

It goes on to recognizing that your time is just as valuable as his. Just as he can't spend time in areas that don't lead to increased productivity or profits, neither can you, and your selling style reflects it.

And, it ends with no fear. What have got to lose? How many times have you seen a sales colleague waste time with prospects that have limited interest or little need? These 'comfort contacts' suck time and vitality out of us! Never confuse action with actually getting things done.

There is great power in two persons meeting, where both possess equal confidence in themselves, and the one saying to the other: "We are equals, but I am here to serve your needs."