Have I Got An Opportunity for You!


You have an amazing service or product. It provides a tremendous opportunity for the customer. But they’re not buying. Why? Are they blind? Can’t they see what a great opportunity you’re presenting?

If you don’t know the four personalities, now is the time to learn: Drivers, Expressives, Analyticals, and Amiables. Of the four, only the Drivers and Expressives are looking for new, exciting opportunities. They’re willing to take risks. But they only account for 30% of the population.

The Analyticals and Amiables account for the other 70%. Opportunities don’t excite them. They’re concerned about avoiding problems. They’re more concerned about making a bad decision.

“What if I get your product home and down the road decide I don’t like it?”

“If I invest with you, what are the chances my investment will tank and I’ll lose everything?”

If you’re a Driver or Expressive salesperson, all you see are opportunities. You think your customers should be visionaries like you. They’re not. So change your tactics. Identify the personality you’re selling to and talk about what concerns them the most.

The Nordstrom salesman says, “You will be completely satisfied with any of the shoes you buy from us – or we’ll give you a 100% refund anytime. No questions asked.”

The financial consultant can tell by the number of questions you ask that you’re leery of making a move. “Let’s not gamble with your money. The best way to protect your investment is to divide it up. We’ll only put 20% into mutual funds, 50% into government bonds, and the rest into savings.”

Identify the personality you’re talking with before making your presentation. It’s a great opportunity to avoid problems.


Some People Just Don’t Get It

Commandos, US find firefights, caches in Kanda...

A salesman in a mid-western state approached me about doing public speaking for our company on my program Cold Calling for Cowards®.  I asked him why he wanted to be a speaker and sales trainer.

He showed me a picture of himself in camouflage fatigues hiding in the bushes outside an office park. Called himself the Cold Calling Commando. That, in itself, set off alarm bells.

“I have no fear of cold calling! I love it!” he told me. “Besides, I like to speak before large groups. I love the adulation and applause you get for doing it.”

In less than five seconds he unsold himself. I wouldn’t even consider him and he was surprised that I wouldn’t.

“Why not?” he asked.

“Two reasons,” I told him. “First, you don’t understand our seminar audience. You love to cold call. They hate it. They don’t want to do it. You can’t relate to them. Second, this isn’t a job about getting the audience to like you and give you standing ovations. It’s about helping them find new customers by dealing with their fear and reluctance of performing a job they despise.”

Don’t sneak up behind them and scream: Whether you’re selling your ideas, services, or products, you not only have to understand what people want, but you have to show them how you can help them get it.

Interruption Intervention

Chris Matthews during an edition of Hardball i...

Chris Matthews (MSNBC Hardball host): “What do you think was the president’s problem in the debate?”

Guest: “Well, I think….”

Chris: “Do you think that it was because he wasn’t prepared enough?”

Guest: “I saw….”

Chris: “Or that he was simply tired? What do you think? Tell me.”

Guest: “What I was going to say….”

Chris: “I never saw such a terrible performance in my life! I was appalled. But you tell me. Do you think he was sleepwalking? That’s what I think. What do you think?”

Guest: “The last time….”

Chris: “I was so disappointed! Why didn’t he bring up the facts? What was he thinking? But I’d like your view. What do you think he was trying to accomplish?”

Guest: “Chris, let me finish what I’m trying….”

Chris: “Oh. Sorry. We’ll have to continue this discussion later. We’ve run out of time. Thanks for being with us.”

The #1 complaint of customers? Interruptions! Will you please stop interrupting me! Let me finish!

People who interrupt are not listening. Their mind is moving so fast, they’re trying to think of the next thing they want to say. They are not waiting for a break in the conversation to speak. They just want to form their next opinion and spit it out, hoping you’re the one listening.

If you’re trying to sell someone – a customer, an employee, your child – you need to become a better listener. You need to stop interrupting. How? Take notes. Taking notes forces you to be a better listener. Because you’re taking notes, you can’t interrupt as often. Taking notes increases your retention by 25% and you’re more likely to take action on what you write down. Taking notes isn’t just for your convenience. It shows others that what they have to say is important. It shows respect. It shows that you care.

Stop it!: Interruptions annoy. Listen to understand, not to speak.

Holy Cow!

English: cow

The doctor was indignant. Couldn’t I see that he was a doctor for goodness sake? Not a phony Ph.D. doctor, he reminded me, but the real thing. An M.D. A doctor’s Doctor.

All I did was make a simple statement and ask an innocent question before I started the presentation: “The product you want to see, Doctor, is very (long pause to give emphasis) expensive. Wouldn’t you like to see something a little – oh, I don’t know – cheaper?” I love drawing out that word in my Texas drawl. C-h-e-a-p-e-r! It’s like you’re questioning a rich man’s manhood.

“No!!!” he yelled jumping out of his chair, waving his arms, and emphatically screaming at the top of his exclamation-pointed excitable lungs. “I buy only the best!!! Show me the best dammit!!!”

I did.

I closed.

He bellowed. “Holy cow!” (He didn’t really say cow. He said what happens to you when you drink a gallon of that GoLightly juicy juice to prep for your colonoscopy.) “That’s expensive!”

I suavely replied in my silky James Bond voice, “Doctor, don’t you remember at the beginning of the presentation I said the product you wanted would cost an arm and a leg? But you insisted on only the best. So – doc – which will it be? The arm or the leg?”

He laughed, burnished his check book with great flair, and gave me the business.

Udderly true: Price will always be an objection. Know the three most common objections people have about you, your service, or your product and bring them up first before they get legs.

How to Remember Every Name Every Time – Guaranteed!

Photo of Tippy Walker from the television prog...

The best advice I ever got when starting my seminar business was when I attended a seminar by Bob Burg (Endless Referrals) years ago. He said that if you want to really impress someone, remember their name.

Bob said that he can remember the names of a roomful of people, and that after the program or when going to a cocktail party, he amazes them by calling them by name. He said he attracts people to him like a magnet. He’s like a name magician.

Taking Bob’s advice, I learned how to remember names and faces. I’ve done hundreds of seminars in hundreds of ballrooms across the country. I’m not as good as Bob. I have to work at remembering the names and faces. But I remember enough to amaze the crowds. I can’t count the number of times people have come up to me during one of the breaks or after the seminar and said, “How do you do that? How do you remember so many names? We loved your program, but your ability to remember names was all we could talk about at lunch.”

I’m not going to show you how I do it in this one article. But I will tell you three books I’ve used to teach myself: Remember Every Name Every Time, by Benjamin Levy; Amazing Face Reading, by Mac Fulfer; and The Wisdom of Your Face, by Jean Haner. The last two books are good because they get you to look more closely at the details of someone’s face, so you can tie-in the techniques used by Benjamin Levy.

But don’t fret. If you don’t have the time – or you’re too lazy – to read the books and apply their techniques, here is the easiest way I know to absolutely remember everyone’s name. It’s quick, easy, and guaranteed. This works especially well if you’re doing a group presentation in front of a crowd of hundreds.

At the start of the program, introduce yourself. “Hi, I’m Jerry Hocutt.”


“Now, to personalize our meeting today, let’s try this. Repeat after me: ‘My name is Peyton.’”

Crowd: “My name is Peyton.”

There you go. Now whenever you call on any audience member during the program, you know their name is Peyton. That wasn’t so hard, was it?

Say someone’s name and you’ll always get their attention: People will remember that you remembered them more than they’ll remember anything you said in the presentation.