RELENTLESS RADIO

 

Author:	Sean Luce
Published:	August, 2000

 

Selling to someone with a massive ego can be one of the easiest sales you can make. It can also be one of the hardest. One little mistake or infringement in their space can wreak havoc with your chances of selling this person. Let's face it, the bigger the ego the more fragile the psyche. It takes more than just playing to their ego. You need to know how to maneuver this person, as in a chess game. The stakes are high when you are dealing with an egomaniac. The winnings can give you a landslide victory, which can lead to one of your biggest accounts, and the flipside can give you a boost right out the door if you take the wrong tactics. Here are 7 things to take into consideration in dealing with anyone who thinks they should be playing Tom Cruise or Cindy Crawford in the next epic on screen adventure. Do your homework:  The biggest form of flattery to an egomaniac is to know something about them before you go in on the call. Do some homework; find out what their favorite charities are, hobbies, what high school or college they attended, info on spouse and children. Talk to somebody who knows him or her and find out what they are most proud of having accomplished. Anybody can get in the door, with an egomaniac, staying in is the challenge. Knowing 5 personal things about this person before you meet with them will ensure you stay in. Tell them how great they are: That's right, it's okay to tell them how great they are, but be sincere. They'll spot a phony complement a mile away. After that, level the playing field and establish your own credibility. What do you bring to the table and why should someone of their importance listen you to. Be prepared! Mirror them: This should be done subtlety. People relate to people who mirror their own actions and mannerisms. This doesn't mean if they jump off bridges you have to do the same. This is called neuro linguistic programming. This puts the person in a comfort zone and drops any perceived barriers. Take them to their favorite restaurant: This is a sure way to get them away from their power base at their office and level the playing field. They will be more prone to look at your presentation objectively when their trophies and yes men do not surround them. Remember, always let them pick up the tab. You can offer, but insisting on paying for it can offend them. They want to be in charge! Let them do you a favor: These people are used to doing things for people and there is nothing wrong if they offer or want to do something for you. Accept, just as long as it doesn't put you in an obligatory position or compromise your integrity when you are negotiating later. Start high on rates: The egomaniac is used to winning. Start at the ceiling of your rate card. Then come down, come so far down that they feel they are getting the best rate in town. In reality, your concession makes them feel like they have won the most important battle, money. Never let them down: As a cemetery plot salesmen used to say when he sold millionaires plots of land to be buried in, "I'll be the last one to let you down." Never let the egomaniac down in your promises or just be sure you are the pallbearer. Once you let them down, it's tough to get them back up on your program.