Detmer's Corner: Use the "CIA" Method to Sell Network Services
If you’ve ever had the good fortune of attending a Tony Robbins seminar, you’ll probably know what I mean by using psychological conditioning to drive the results you want.
One technique is simple. Instead of championing the pleasure or benefits of doing something, as most salespeople do, use a counterintuitive approach. Advocate the pain associated with not doing something to motivate your clients to act—in your case, to purchase networking services from your company.
Many industries use the pain-avoidance approach successfully, including technology integrators who sell residential and commercial networking services. They realize that, in many instances, clients view networking services as an unproductive expense and, as a result, tend to procrastinate on purchasing networking services until something bad happens. Then, all they want is for the problem to be fixed as soon as possible—and as cheaply as possible.
I propose that customers with this mindset are not your targets. However, taking those same customers and changing their mindset can reveal a treasure trove of business potential for your firm.
To get going, try the “CIA” model when presenting networking services to your clients.
Stress the confidentiality properties that a well-implemented network possesses. Explain that confidentiality is akin to privacy. Outline the measures you will implement to ensure confidentiality and to prevent sensitive information from reaching the wrong people, while making sure that the right people can access it easily.
Point out the pain associated with not acting by asking this question: “Can
you imagine the damage that can be done if anyone—with little more than an internet download—could access your most confidential documents, finances and passwords?”
Emphasize the need for maintaining consistency, accuracy and trustworthiness of stored data over time. Explain that you will take steps to ensure that data cannot be altered by unauthorized people or non-human interference like lightning strikes or a server/hard drive crash.
Point out the pain associated with not acting by asking this question: “What would you do if all of your data files and programs suddenly disappeared? Would you be able to get back to the correct state quickly and easily?”