How to ‘Make a Sale’ to a Cheetah and Live to Tell the Tale “You’re Retiring—What Next? Issue 4” by Russell Burck Wholesale Andrew Nicholson Jersey , Ph.D.
Many entrepreneurs hate sales. So much so that Peter Drucker said, “The aim of marketing is to make selling superfluous.”[i]
Still, without sales business perishes. Some customers are so tough that salespeople can feel as if they’re in the lion’s den. Now and then, however, someone needs to get close to fierce customers. And they may need to keep the relationship going. Even with fierce customers.
How does the entrepreneur do that? While I was puzzling about that Wholesale Marcus Thornton Jersey , I saw a Discovery Channel program about a game warden, Kim Wolhuter, in Southern Zimbabwe. He was studying cheetahs to protect their tiny population. Getting that knowledge required getting close to cheetahs. The program showed how Kim Wolhuter made and maintained a relationship with a female cheetah and her cubs.
I thought, “Wolhuter seems to be making a sale to the cheetah. How does he avoid rejection, like having the mother attack or kill and eat him? What can entrepreneurs learn from him to avoid ‘catastrophic rejection’?”
Step 1. Being Around Wolhuter got the cheetah used to seeing him. Before he could do that Wholesale KJ McDaniels Jersey , he needed to be able to find her. For that he sedated her and inserted a chip that could help him find her in her wanderings—over 200 square miles.
The next time he found her, the plot had thickened: She had five cubs.
How did he get near this cheetah mother without scaring her away?
As he approached the mother and her cubs he made a lot of noise. Wolhuter said that the cheetah heard the noise as, “He’s not stalking us.” She lay still nursing her cubs.
Step 2: Knowing and Avoiding Her Hot Buttons Suzanne Evans says that sales conversations end because the salesperson or the potential customer “quits.”[ii] The cheetah would quit the relationship with the warden if she sensed aggression. Wolhuter said that Wild animals see eye contact as aggression, so he carefully avoided eye contact with her.
Step 3: Getting Close Wolhuter walked as near to the mother as he thought she would let him. He lay down. He made himself comfortable, looked up into the sky Wholesale Randy Foye Jersey , and waited. She continued nursing the cubs. So far so good.
Step 4: Leaving the Initiative to the Cheetahs Marketers talk about “getting customers to raise their hands.” Wolhuter continued to lie quietly. After a while, the cubs raised their hand for the family. They slipped up to him. Carefully. One smelled his foot (Wolhuter does not wear shoes) and jumped back before getting closer. Others checked out other parts of his body. One cub boldly jumped on him, walked straight up his chest, and peered into Wolhuter’s face. The mother let them.
Step 5: Providing Needed Help On one occasion, lions tried to attack the family. Wolhuter “added value” and gave the cheetahs “bonuses” by intervening to protect them. When they suffered injuries that needed attention Wholesale Drazen Petrovic Jersey , he found ways to take care of the growing cubs. Again, the mother allowed him to help.
Step 6: Maintaining Contact As the mother moved her family around, she let Wolhuter follow. Sometimes he had to use the tracking device to find them, but she still permitted him to be with them. Likewise, marketers maintain contact with customers in many ways Cheap Trevor Booker Jersey , such as, regular emails.
Links with Sales and Marketing Master salespeople I’ve heard, like Steve Clark, develop and maintain a knowledge-base like the one that guided Wolhuter in his relationship with the cheetahs. They also maintain both an iron discipline in sales situations and the sensitivity to be flexible in the moment. That’s how they live to tell the tale.
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