The Pendulum Theory is based on Newton’s First Law of Motion, which states that a body at rest tends to stay at rest, and a body in motion tends to stay in motion with the same speed, and in the same direction, unless acted upon by an unbalanced force. 

Let’s create a visual so you can better understand this concept. Start by drawing a circle and put the numbers

Now draw a thick solid line from the 9 o’clock to the 3 o’clock. On the middle of the line we will place a pendulum. The pendulum can swing back and forth from 9 to 3 and from 3 to 9.

This represents how your prospect feels about your opportunity. At any given time in the sales process, a prospect can feel positive, negative, or indifferent towards what you are selling.

Below is how your prospect feels toward your offering, relative to the pendulum:

Nine – The prospect is not interested (It’s over)

Eight – The prospect is hostile

Seven – The prospect is negative

Six – The prospect is neutral (Indifferent)

Five– The prospect is open to looking

Four– The prospect is excited about your offering

Three– The prospect has decided to buy (Done deal)

The pendulum will move back and forth. Your job is to keep it swinging until it reaches 3 or 9, because that will be the only time at which a prospect will make a committed decision either way.

The neutral prospect is the hardest to sell, because it takes a lot of energy to get them moving. And, without stimuli that will keep the prospect engaged, they will most likely lose momentum and come to rest at 6 o’clock (neutral).

 The First Rule

The first rule states that you have to supply the energy to keep the prospect moving. You can never depend upon the prospect to do this alone.

 The Second Rule

The second rule states that you can’t count on your marketing alone. Yes – occasionally a website alone will get a prospect to 3 o’clock.

 The Third Rule

The third rule states that it doesn’t matter if a prospect is positive or negative on the pendulum; the most important thing is that the prospect is moving. An indifferent prospect will never make a decision (unless it is a decision not to make a decision).

 The Fourth Rule

The fourth, and final, rule states that you should always stay slightly to the left of the prospect. In other words, always remain slightly more negative than your prospect.

Let’s take a look at how the typical seller would respond to an enthusiastic prospect who is at 4 o’clock on the pendulum.

Prospect: “I really like your product.”

When the typical seller hears this, she moves to 3 o’clock on the pendulum and says, “Great! Let me take your order.”

The problem is, the prospect is at 4 o’clock and is not yet sold, and won’t be until they reach 3 o’clock (and stay there).

So how does the prospect respond to the excited seller? He moves back to 5 o’clock.

The prospect says, “Well, I’m not sure I’m that interested.”

Have you ever felt you had one, and then were surprised that they never bought? You would have bet the farm that this person was going to buy. This happens all the time, when you use traditional selling methods.

So, why does the prospect react this way is it too much pressure or fear? This occurs in the early stages of the selling process, because a certain level of trust and rapport has been established between the buyer and seller. When the seller responds too enthusiastically, the prospect moves to the protected position of neutral.

The typical seller then panics as she sees the potential new customer slipping away. She becomes even more enthusiastic and begins to pressure the prospect. The typical seller does this by going into their features and benefits song and dance. Let’s throw the kitchen sink at this prospect, and hope something sticks. The problem here is that the longer the seller continues down this path; the likelihood that the prospect will buy diminishes.

How does the prospect respond to this display of emotion from the seller? He senses that something is not right, and begins moving toward 7 on the pendulum…moving right past neutral into the negative zone. Soon the prospect will move to 9 o’clock, set up camp there, and the sale will be lost.

How could this situation been handled to create the expected positive outcome?

When the prospect was at 4 the designer should move to safe ground, let’s say 5 or maybe even 6. By moving to 3 and trying to sell too early, you run the danger of getting between the prospect’s location on the pendulum, and the point to which we want the prospect to move.

Most designers get in their own way, and thus become the reason the prospect did not buy. They frighten the prospect, and kill the sale. All the hard work done to move the prospect to 4 on the pendulum is wiped out in a few seconds.

When a prospect is at 4 and says, “I really like your product,” your safest response would be: “Thanks. However, are you sure you’ve given this enough thought?” This gentle reply will get the prospect moving without feeling pressure.

This statement does two things:

1. It offers reassurance to the prospect, and begins to establish rapport. The prospect will feel that you actually are concerned about their best interests.

2. If there is a hidden objection, it brings it to the surface early, so you can handle it. Unstated objections are a major reason why most sellers loses prospects they should have had. It separates the truly successful designers from those who struggle.

Let’s get back to the example.

The prospect moves to 5 and begins asking questions. These are the hidden objections that could have killed the deal. Now you know what they are, and can deal with them on your own terms. No surprises. You are making this move to bring these objections out when you are prepared for them.

Always remember Newton’s Law of Motion: A body at rest tends to stay at rest, and a body in motion tends to stay in motion with the same speed and in the same direction unless acted upon by an unbalanced force. And that unbalanced force is you.

In The Designer’s Coach Selling System, the designer effectively uses questions to get the prospect moving along the pendulum. It doesn’t matter which direction they move, we just want them moving. Now that the prospect is in motion, she will stay in motion.

By using questions, the designer will eventually lead (rather than drag) the prospect back to three o’clock, the deal is done, and the prospect thinks he got there all by himself. As long as the designer continues to ask questions, the prospect - sooner or later - will swing up to 3 o’clock. It’s the law!

Now let’s talk about a prospect who is sitting at 6 (indifferent to your offering). What does the typical designer do? He believes all the stuff he hears on sales, and thinks if he is enthusiastic about his offering, that enthusiasm will get transferred to the prospect and she will buy. So he runs up to 3 o’clock and shows the prospect how excited he is about his product (makes sense, doesn’t it?). But the more he yells and screams, the more suspicious the prospect becomes. And very quickly, the prospect moves from seven, to eight, to nine o’clock, and the deal is lost.

How should the designer handle this situation? A prospect at 6 is the most difficult to deal with; because he is a body at rest (remember the law?). You have to create enough force (so to speak), to get the prospect moving. Whenever a prospect is sitting at 6, you should move to 9. Work from a point that won’t frighten or threaten the prospect.

By moving to 9 o’clock and gently asking questions, you build rapport and give the prospect space. The prospect feels secure, comfortable, and most of all, in control. Only then will he begin to move. The prospect may begin to move toward 9 o’clock, but that’s okay at this point, because he is moving.

Practicing this technique you are doing something that no other designer has done…you are openly discussing your own demise. And it’s perfectly okay with you if the prospect moves to 9 o’clock from 6 o’clock. Why? Because as long as the prospect is moving, once he goes from 9 o’clock on the pendulum, there is only one direction for him to go, and that is to swing back down. But instead of stopping at 6 o’clock, his momentum will take him to five, four, even three o’clock. The key is the gentle use asking questions. The best part of this is the prospect thinks he got to three o’clock all by himself.

Now let’s look at the prospect that starts at 9. How does the typical designer respond to the negative prospect? First, they fear this prospect more than any other. Since this prospect won’t budge, the typical seller runs up to 3 o’clock and plants himself firmly up there. Then he begins to jump up and down, yell and scream, all in an attempt to get the prospect’s attention. The negative prospect is so far away that he cannot hear the typical seller. All he sees is this crazy person, jumping up and down

How does the designer respond to the negative prospect? She gets behind the prospect at 9 or even 10. She needs to be even more negative then the prospect to get the prospect moving. At this point, there is nothing to lose. Once the prospect begins moving, there’s a good chance he will swing past 6 and all the way up to 3. How did she get him there?

Here’s an example of dealing with a negative prospect:

“Dave based on what you have told me so far, my feeling is that you have absolutely no interest in my service. So, before I leave, can I ask you one last question? Is it over?”

That’s calling the game, and the Success designer got there first. But wait a second. Prospects don’t want things to be over. If anyone is going to call the game, they want to do it. They want to be in control. Let’s see what usually happens…

Negative Prospect: “Well, I never said it was over.”

Designer (carefully and patiently): “Oh. I guess I misunderstood you. What are you saying?”

At this point, it doesn’t matter what the negative prospect says. He feels as if he is back in control, and never saw it coming. We have kept the prospect moving, and now he is moving to the other side of the pendulum.

But what about the prospect who says: “Yes, it’s over!” It does happen, but on very rare occasions. In the event that it does occur, your next move would sound something like this: “Before we say goodbye, can I ask you one final question?”

The prospect almost always says yes. The next question starts the selling process all over again, with an opportunity to get the prospect moving.

How about the prospect that starts out at 3 o’clock? Finally, an easy one, the typical seller thinks. There is a god. Good things come to those who wait. My ship has finally come in. But don’t release the celebration balloons just yet.

What got the prospect to 3 o’clock? Was it your website, an email that you sent or an email that you sent? Possibly, but before we explain how to handle this situation, let’s try this:

Stick your arm out to the 3 o’clock position. Notice how it got there? You had to swing it out, didn’t you? How long can you hold it there? Eventually, you will have to lower your arm. Remember Newton’s Law. An object in motion will stay in motion. Sooner, or later, your arm will fall - we just don’t know when.

That’s precisely the danger of meeting with a prospect who is at the 3 o’clock position. A prospect that is too sold, too early, is dangerous. You will relax, and take you out of your game.

So, what should you do? Move to the 6 o’clock position and gently ask questions to get the prospect in motion. After a couple of these moves, the prospect will no longer be oversold. But don’t worry, the prospect will swing back to the positive (if they are truly sold, they always do). At that point, it’s a done deal.

To your success,

Neil

neil@thedesignerscoach.com

Wednesday, April 23rd at 12 noon ET
The topic will be on being persistent and following up with your leads. The call should last about 1/2 hour.  You can participate by calling: (712) 432-1620 and the pin is 671212#. 

Here are some thoughts on the topic:

I am asked almost every day, how often should I follow up with a prospect? I reply you must follow up often and you must turn your follow up into a persistence machine. The best way to do this is to create a system that helps you follow up effectively.

I expect most to follow up with a prospect a few times without getting a response. You call a few times, hear nothing and give up. Regardless of the value of the sale, we all give up too soon. Did you know that in a classic study of sales calls made by McGraw Hill produced the following fascinating statistics?

80% of all sales are made only after 5 or more contacts
48% of all salespeople give up after the first contact
25% give up after the 2nd contact
17% give up after the 3rd or 4th contact

These statistics show that 90% of the salespeople give up before 80% of the sales will ever be made!

One of the secrets of getting your follow-up to pay off is to become systematic about it, so that each attempt takes as little time as possible. If you create an ongoing system for follow-up, you can follow up with large numbers of people as a
routine activity without getting tangled up in the personal angst of “why aren’t they calling me back?”

Calvin Coolidge said: “Nothing in the world can take the place of Persistence. Talent will not; nothing is more common than unsuccessful men with talent. Genius will not; unrewarded genius is almost a proverb. Education will not; the world is full of educated derelicts. Persistence and determination alone are omnipotent. The slogan ‘Press On’ has solved and always will solve the problems of the human race”

Persistence is the ability to maintain action regardless of your feelings. You press on even when you feel like quitting. So if you feel like you are stuck in the mud with following up, you might want to work on finding remedies to help you overcome this weakness.

Let’s work on this crucial area together.

To your success,
Neil

I am asked almost every day, how often should I follow up with a prospect?

I reply you must follow up often and you must turn your follow up into a persistance machine. The best way to do this is to create a system that helps you follow up effectively.

Regardless of the value of the sale, we all give up too soon.

Did you know that in a classic study of sales calls made by Dartnell and McGraw Hill produced the following fascinating statistics?

80% of all sales are made only after 5 or more contacts

48% of all salespeople give up after the first contact

25% give up after the 2nd contact

17% give up after the 3rd or 4th contact

These statistics show that 90% of the salespeople give up before 80% of the sales will ever be made!

One of the secrets of getting your follow-up to pay off is to become systematic about it, so that each attempt takes as little time as possible. If you create an ongoing system you can follow up with large numbers of people as a routine activity without getting tangled up in the personal angst of “why aren’t they calling me back?”

Calvin Coolidge said: “Nothing in the world can take the place of persistance. Talent will not; nothing is more common than unsuccessful men with talent. Genius will not; unrewarded genius is almost a proverb. Education will not; the world is full of educated derelicts. Persistance and determination alone are omnipotent. The slogan ‘Press On’ has solved and always will solve the problems of the human race”

Persistance is the ability to maintain action regardless of your feelings. You press on even when you feel like quitting. So if you feel like you are stuck in the mud with following up, you might want to work on finding remedies to help you overcome this weakness.

To learn some techniques on following up, join me for a free coaching call this Wedenesday, April 23rd at Noon ET.   You can participate by calling: (712)
432-1620 and the pin is 671212#.  If you plan on attending, please reply to
me at neil@thedesignerscoach.com

To your success,

Neil

Are You Shutter Savvy?
Live Webinar - Tuesday April 22^nd at 4:00 PM ET

One of the fastest growing segments in the Window Covering Industry is Shutters. Are you trained in this profitable and highly desirable product? In this webinar we will explain all the basics of what you need to know to get you up to speed so you can comfortable sell.
This webinar is taught by Dan Kerrigan of Lafayette Window Fashions. Dan is an expert in shutters and has trained hundreds of people at the Lafayette Training School. Dan will cover:

• Shutter Technology
• Louver Size and Orientation
• Panel Configuration
• Specialty Shapes
• Keys of Planning
• How to Measure
• Installation Options
• Framing Options

 The price of this session is $99.
To register for Shutter Savvy go to: http://www.thewcu.com/B-229-1%20Shutter%20Savvy.html

I am asked almost every day, how often should I follow up with a prospect? I reply you must follow up often and you must turn your follow up into a persistence machine. The best way to do this is to create a system that helps you follow up effectively.

In the Get Clients Now program, specifically the second cycle focuses on this most critical area of sales – Following Up. I expect most to follow up with a prospect a few times without getting a response. You call a few times, hear nothing and give up. Regardless of the value of the sale, we all give up too soon.

Did you know that in a classic study of sales calls made by Dartnell and McGraw Hill produced the following fascinating statistics?
80% of all sales are made only after 5 or more contacts
48% of all salespeople give up after the first contact
25% give up after the 2nd contact
17% give up after the 3rd or 4th contact

These statistics show that 90% of the salespeople give up before 80% of the sales will ever be made!

One of the secrets of getting your follow-up to pay off is to become systematic about it, so that each attempt takes as little time as possible. If you create an ongoing system for follow-up as recommend in GET CLIENTS NOW!, you can follow up with large numbers of people as a routine activity without getting tangled up in the personal angst of “why aren’t they calling me back?”

Calvin Coolidge said: “Nothing in the world can take the place of Persistence. Talent will not; nothing is more common than unsuccessful men with talent. Genius will not; unrewarded genius is almost a proverb. Education will not; the world is full of educated derelicts. Persistence and determination alone are omnipotent. The slogan ‘Press On’ has solved and always will solve the problems of the human race”.

Persistence is the ability to maintain action regardless of your feelings. You press on even when you feel like quitting. So if you feel like you are stuck in the mud with following up, you might want to work on finding remedies to help you overcome this weakness. The Get Clients Now program works! Let’s work on this crucial area together.
 
To your success,
Neil

Are You Shutter Savvy?
Live Webinar - Tuesday April 22^nd at 4:00 PM ET

One of the fastest growing segments in the Window Covering Industry is Shutters. Are you trained in this profitable and highly desirable product? In this webinar we will explain all the basics of what you need to know to get you up to speed so you can comfortable sell.
This webinar is taught by Dan Kerrigan of Lafayette Window Fashions. Dan is an expert in shutters and has trained hundreds of people at the Lafayette Training School. Dan will cover:

• Shutter Technology
• Louver Size and Orientation
• Panel Configuration
• Specialty Shapes
• Keys of Planning
• How to Measure
• Installation Options
• Framing Options

 The price of this session is $99.
To register for Shutter Savvy go to: http://www.thewcu.com/B-229-1%20Shutter%20Savvy.html

Here are some photos of some friends that I saw at the show.